Prior to this, as a new underwear brand among online celebrities, Ubras was widely publicized in major live broadcast rooms and social platforms, claiming to be "a warmer companion in the process of women's growth". From the beginning, Ubras wanted to grasp the soft psychology of women in the new era.
It's just that marketing and personal design have always been a double-edged sword in the hands of brands. The occurrence of this "rollover" incident may also sound an alarm to the brand to some extent: does a brand keen on marketing mean greater risks behind the harvest flow?
The keywords closely related to Ubras include "Nana Ou-yang", "Weiya" and "Live Broadcasting", and now a "Li Birthday" has been added.
Before the "rollover", Ubras was repeatedly emphasized in the live broadcast rooms of Vlog and Viya in Nana Ou-yang, and it was mentioned that no matter whether traveling, flying or sleeping, there was no sense of restraint, which can be said to accurately poke the pain point of female consumers.
As its brand story described by official website: "We can really understand a person by looking at his underwear, which wraps our true heart, just like another self is a way to express ourselves to the world ..." The story trend of U Bras is similar to that of female consumers in the Internet age.
Undeniably, in just five years since its establishment, Ubras has indeed surpassed many traditional underwear brands in terms of sales volume and popularity. In the flagship store of Ubras Tmall, the monthly sales of models marked with "the same model in Nana Ou-yang" and "recommended by Weiya" are almost all over 50,000 pieces.
After watching the live broadcast of Viya's March 8th Festival, what moved Qi most was Ubras. Before placing the order, she looked around and wanted to hear the real evaluation about this underwear. "Little Red Book and Weibo are promotion articles of Ubras. Generally, it is too obvious soft text, and I will avoid it and even question the product. " Qi talked about the zinc scale.
In her view, Ubras's marketing strategy is very standardized, which is the preferred way among emerging brands that have risen in recent years. Therefore, Qi finally gave up the desire to buy Ubras and decided to choose the traditional underwear brand honestly.
User's spit on Ubras
By searching for Ubras on Xiaohongshu and Weibo, Zinc Scale found that its copywriting promotion was really strong. However, there are also many spits hidden under the promotion article. "Bought three pieces, pilling, burr, material deformation, chest pad displacement ..." You can imagine the shortcomings brought by Ubras. "Many users spit.
The "comfortable and easy to wear" promoted by Ubras is very different from the "gathering" emphasized by traditional underwear brands. Later, the introduction of non-size underwear hit the G-spot of young consumers.
However, through careful investigation, it is not difficult to find that the initial evaluation of Ubras on major social platforms is often good, as some consumers said: "In fact, it is a beautiful back with simple fabric, and it is impossible to be uncomfortable when wearing it for the first time." You can play it several times, and bad reviews will appear.
For example, the deformation and pilling caused by too thin fabric and the displacement caused by cutting problems have all become the reasons why some consumers define Ubras as "IQ tax".
The high sales volume of Ubras is closely related to the brand stories established and told by people in the past. For this reason, the reason why users choose Ubras is that they are willing to pay for the brand story to some extent. Then, it is understandable that Ubras fans and target audience are strongly dissatisfied with the "rollover" of Japanese goods in Li Sheng.
The underwear brand "Victoria's Secret", which is popular because of the fashion show "Victoria's Secret" and the angels in "Victoria's Secret", has also suffered from improper marketing.
As early as 20 14, Victoria's secret was resisted by the Premier League1600,000 people. The fuse is its advertising that thin is a perfect figure. In order to protest against this advertising space, people created "I am perfect" labels on major social platforms and uploaded various photos of "irregular figure".
Later, a former employee of Victoria's Secret said: "Victoria's secret idea is to make women feel better and have more confidence in themselves, but the company's marketing team obviously forgot this original intention."
This situation in Ubras is exactly the same as it is. Coupled with weak irreplaceable and insufficient brand foundation, Ubras is prone to a crisis of trust with little harm.
The advertisement of "Victoria's Secret" was boycotted.
In the past two years, there are not a few brands similar to Ubras in product appearance, brand positioning, pricing and publicity mode. 20 12 was founded at home and abroad, which is regarded as the earliest "pioneers". The toffee school, which focuses on large-size comfortable underwear, has also been frequently recommended by netizens from all walks of life. Banana, Ganyi, Li Xing, Suji Liangpin and other brands are among the best in underwear track.
On the major social platforms, we can also see that many bloggers have made a horizontal comment on the underwear of these brands. In addition to those loyal fans who are purely willing to pay for the brand story, there are still a large number of consumers who are willing to take cost-effectiveness as the primary reference for choice.
At the same time, whether it is brand design, star bringing goods or enjoying live broadcast and short video bonus, it is a double-edged sword in the new consumption era. According to CBNData data, the sales contribution of double 1 1 live broadcast to Ubras last year was between 35% and 50%, while the proportion of manifen and inside and outside was basically below 10%.
While the live broadcast brings sales, it also brings risks to Ubras. The chain reaction caused by this "rollover" incident is a warning to the new brand marketing method.
"The more a brand puts too many selling points in the early stage, the more unacceptable it is to' roll over' and' hit the face'. It is no exaggeration to say that this copy of Ubras may have hurt fans who were originally caught by brand positioning. " An Internet observer told the zinc scale.
After the outbreak, the "live broadcast+e-commerce" model stimulated by "home economy" has become the shareholder trend of e-commerce development with its high interactivity and price advantage. Ubras, internal and external brands, bananas and other brands that started from e-commerce have undoubtedly ushered in a bigger upsurge.
Coupled with the "short video+live broadcast" mode brought by short video platforms such as Tik Tok and Ai Che Kuai, it has become an emerging traffic catcher that cannot be ignored.
It is precisely because of these new ways of playing that in 2020, Ubras squeezed the Antarctic who won the first place in TOP 10, the best-selling brand of Tmall Double Eleven underwear, from 20 16 to 20 19, ranking first. Because of the live broadcast, Ubras has been in the spotlight, but also because of the live broadcast, Ubras has encountered the most difficult consumer trust crisis at present.
It is worth mentioning that for the comfortable underwear market, traditional underwear brands are also making efforts. For example, Wagner formulated a clear strategy, on the one hand, to adjust its brand structure and positioning, on the other hand, to broaden the brand's sales channels; With years of experience, fixed customer base and strategic positioning of the Group, established brands such as Aimu and Triumph also occupy a large share in the market.
Cycle after cycle, new and old underwear brands have reached a new starting point. "Ubras" has an innate e-commerce gene, and the brand thickness of the old brand is an incomparable advantage for the new brand.
"The national expansion of retail brands must be based on a strong supply chain system and operational efficiency. Brand stories and marketing methods are the embodiment of soft power, and both are indispensable. " The above-mentioned Internet observers said, "Now Ubras emphasizes marketing methods such as live broadcast, star effect and soft text promotion, and there are certain risks. After all, for a brand, the abandonment and stepping back of loyal fans often have a greater impact. "
On the surface, the "rollover" incident is a butterfly effect of stepping on sensitive social topics, but further, it also reflects that online celebrity brands often "love quickly" and "hate quickly" in the new consumption era. Personal design and marketing can bring a surge in traffic and sales in the short term, but it still depends on hard power and brand heritage to keep consumers in their "circle of friends" for a long time.