Image source: Screenshot of Little Red Book
In the same foundry, the price difference of perfume is 14 times.
"Fauvist perfume and Mingchuang premium products of the same generation factory" "Fauvism cost 255 yuan Ginseng King tea doubled to sell 568 yuan" in recent days have been on the hot search, related topics directly poke at the consumer pain points, triggering heated discussion among netizens.
Fauvism takes the "light luxury" high-end route, and its products sell at big brand prices. However, the product quality is not proportional to the price, and the quality control problem under the OEM production has also made the Fauvist brand criticized and questioned. Many netizens pointed out under the topic that the quality of Brutalist products is difficult to match its high price.
The price difference of the same generation factory is 14 times
Is it normal?
Recently, some consumers pointed out that 29.9 yuan of Mingchuang premium peach oolong perfume (30ml), and the price of 420 yuan of Brutalist Osmanthus Oolong perfume (30ml), are produced by Huzhou Yufan Cosmetics Technology Co., Ltd., and the price difference between the two brands of perfume is about 14 times.
The consumer said, "Itself is also a good package, gifts to take the shot, who thought of such a pit ah." I don't think the quality is much different from Mingchuang. ”
Image source: Screenshot of Little Red Book
According to media reports, Huzhou Yufan Cosmetics Technology Co., Ltd. is an OEM and ODM enterprise integrating R&D design, raw materials, production and manufacturing. In other words, the brand side only needs to convey its own needs, and the rest of the parts can be all taken care of by Yufan.
In this regard, there are different voices on the Internet, and some netizens believe that a foundry often produces different brand products, which is forgivable. Some netizens also said that more than a dozen times the price bought things produced by affordable brand manufacturers, if the quality is not in place, the money will be spent a bit unjustly.
In the view of Xu Xiongjun, a strategic positioning expert and founder of Jiude Positioning Consulting Company, the premium of goods made by foundries for different brands is different, mainly depending on the brand. But the premium of the same foundry to different OEM brands is 14 times different, which is abnormal in the industry. Because it is difficult to differentiate more than 10 times the raw materials, grade processes, and quality management standards of the same generation factory.
In addition, the Beijing Business Daily reporter learned from the official Microblog of Fauvism that the enterprise belonging to the brand is Shanghai Yepai E-commerce Co., Ltd., and the administrative punishment information of the national enterprise credit information publicity system shows that Shanghai Yepai E-commerce Co., Ltd. signed a purchase order with Mai Yang (Hangzhou) International Trade Co., Ltd. to purchase a total of 150 boxes of "Yuxintang Black Diamond Ginseng Tea", the purchase cost price is 255.6 yuan / box, the sales price is 568 yuan / box, and the price is double the purchase price. The product page advertises that "not only can relieve fatigue, improve sleep and vision, but also regulate the spleen and stomach after staying up late, replenish qi and nourish blood" and other content, constituting an ordinary food advertisement claiming to have health care functions, and the product itself does not meet food safety standards, was fined 106,100 yuan by the Shanghai Xuhui District Market Supervision and Administration Bureau, and confiscated 6248 yuan of illegal gains.
Whoever fires asks for endorsement
Big-budget marketing is among the high-end camps
The quality is average, why is the Fauvism so expensive and some people still buy it? An anonymous designer on Zhihu said: "Fauvism is good at selling Yiwu small commodities to international big brand prices through visual packaging and marketing. ”
In terms of marketing, The Fauvists have put a lot of effort into it. According to the Qianjiang Evening News, the Fauvists have successively arranged weddings for Gao Yuanyuan, Lin Xinru, Angelababy, etc., and have also signed a number of hot stars as spokespersons. From popular actors Hu Ge, Li Xian, Jing Bairan, to singing and dancing idols Lu Han and Yi Qianxi, almost whoever is on fire asks whoever speaks for him. Last year, the Fauvists signed Gong Jun, who became popular for costume plays. In addition, Fauvism also attracts traffic and attention through co-collaborations with classic IPs such as Prada, Nike, And Tom and Jerry.
Image source: Sina Weibo @ Brutalist Florist Screenshot
The Beijing Business Daily reporter noted that more than 80 patents owned by Fauvism are all appearance patents, including perfume bottles, perfume boxes, aromatherapy lamps, etc., but there are no invention patents and utility model patents.
Relying on high-end concepts and celebrities with goods, Fauvism ranks among high-end brands. But as the market has increased, there have been more and more questions about Fauvism.
On social platforms such as Little Red Book and Weibo, many users who received Fauvist flowers posted pictures and complained, the physical picture of the 5999 yuan rose bouquet was ugly like a vegetable basket, the color of the Ecuadorian rose of 1314 yuan was not sprayed evenly, and the 12 immortal flowers became 11. Problems such as the heavy flavor of the co-branded perfume and the off-line of silk pajamas less than January are also abounding.
Under the constant questioning of product quality, the industry is also speculating, is the high-end story of Fauvism still easy to tell?
Xu Xiongjun said that if the product wants to highlight the high-end, it is necessary to differentiate itself from ordinary brands. If you only think about how to attract traffic and eyeballs in terms of marketing, the quality of products has been repeatedly questioned, which has a greater impact on the establishment of the brand and long-term development.
"High-end brands should not be 'flower shelves', behind the brand is actually the focus on consumer cognition, to qualified quality, high-end quality to be recognized by consumers, so as to establish brand value," Xu Xiongjun said.
Editor 丨 Zhang Lan Comprehensive Beijing Business Daily (reporter Guo Xiujuan Zhang Han), Qianjiang Evening News, Phoenix Network Technology
Picture 丨 Screenshot of the official website of the National Enterprise Credit Information Publicity System, Sina Weibo @ Fauvist Flower Shop, Screenshot of Little Red Book, Screenshot of Sina Weibo, etc