AYAYA: Fashion Branding Legend

This is a miracle born in small commodities and small industries.

For a long time, small flowers such as flower heads, hairpins, and keychains have been difficult to achieve. Fairchilds and husbands and wives grocery stores have also been used as containers to fill the gaps. Small products, thin profits, fresh by the attention of businesses.

"Yaya," he stepped in and even ploughed deeply in an attempt to grow this small seed into a towering tree. instant
At the time, a series of innovations stirred the jewelry industry.

Everything is beyond imagination, small things gradually formed a great climate! The hawkers and shopkeepers who sold their trinkets for life have surprisingly opened their mouths: This is just a little change, a little integration, and a little innovation. How can an industry be turned upside down?

Set off a popular storm

When Ayaya (Hong Kong) International Management decided to enter the domestic trinkets industry, all indications were that this area was still a barren land: the trinkets on the market were backward in style and there were no well-known brands; the practitioners mostly hawker vendors, and almost none. Marketing methods; chaotic market competition. “This is a market with unlimited room for growth.” Aiyaya Company has been paying attention to the development of the international and domestic fashion jewelry industry, and at first glance, it has seen the opportunities in it and has been waiting in the wings for a change.

At the end of 2002, AYAYA, a fresh fashion accessories store opened in Beijing. The store is packed with a wide range of exquisite products, from head to foot, everything that girls like, is simply a concentration camp for fashion accessories; store displays have changed from the past in the form of closed display cases, all using open shelves, letting Customers directly pick up the goods, try it on their own, experience the thrill of shopping, and fully satisfy the shopping needs of women's carefully selected products; all products are priced as if they were a small supermarket; the most influential is that they use “non-rational consumption”. The low-cost strategy, all product pricing will be 10 yuan or less.

On the opening day, it immediately caused a sensation in the market. The shops were crowded with people and even needed to control the number of people entering the store. Facing the beautiful gadgets in the room, the girls were overjoyed and couldn't help but pick it up and buy it again. They even exclaimed as they looked at the accessories: "Oh! How beautiful!"

The rapid success of the first store allowed the senior management of Aiyaya to increase its confidence and fully launch the Greater China market. The exclamation from the market is like a clarion call. "Yaya," dozens of directly-operated stores have opened in Beijing and Shanghai, and franchise stores have spread all over the country. Almost everywhere they go, they have created "Oh Yeah." Exclaimed. On June 12, 2003, Ayala company ushered in the first "Golden Week" after SARS. It signed 11 contracts within a week, and more franchisees opened more than a dozen stores in one breath.

This is an innovative operation for the sale of accessories: the integration of various small accessories scattered under the brand “Ahhhhhhhhhh” takes the low-end marketing of the terminal. The success of Ayala Company has undoubtedly injected stimulants into this industry. Just as “Aya” expands in large-scale enclosures, it also resembles a kind of fire that ignites the Chinese jewelry industry.

For most street vendors, there is not a high threshold for the operation of trinkets. Since “Aya” brings a brand-new business model, the same applies directly. Wake up all night, Ah Ya Ya suddenly discovered: grow similar to the front and back around the appearance of similar "brothers and sisters", "X Yeah" opened the pot. However, counterfeiters often only know fur, and they rarely transcend it. The direct consequence is to disrupt a market order that has just been established. Since counterfeiters cannot guarantee product quality, the trinkets market has faced an unprecedented crisis of credibility, and “Yaya” is in danger. Success has come quickly and the challenge has become extremely sinister.

The development of a new thing is inevitably going through a process of disorder and even confusion. Creating a new era in the jewelry industry is just the beginning. How can we lead the industry? Aya company decided to attack.

The leader is one step faster than the opponent

In the short term, the shops in Ah Ya Yee all changed their faces, unified store styles, unified shop colors, and even the sign materials were all under sufficient effort. In addition to the sophisticated aluminum-plastic panels, the Aya’s logo was also printed. The brand-new "Ah Ya Yee" image appeared, showing the "fine, stylish, elegant" style, immediately jumped out from many fashion jewelry stores. A special counterfeit team was also dispatched at the same time, specifically targeting the “X Yeah” counterfeiter on the market.

These adjustments are merely icebergs on the water, and Aya’s decision-making layer is carrying out more core content innovations.

The basic reason that trinkets attract young girls' attention is that they are closely related to the popular pulse, and selling trinkets for profit is based on small profits and quick turnover. Therefore, the products to be sold must be new and must keep up with the changes in the market and the rhythm of fashion. Otherwise, it is easy to be eliminated. This is why many small businesspeople are not doing this small business. In this industry that stresses product "freshness", the only way out is to run faster than your opponent. Aya decision-making level decided to win with speed, one step faster, winning a thousand miles.

Paris, Seoul, and Hong Kong are the world's fashion destinations. Aya company has extended its tentacles here. A group of fashion buyers were sent to these places to collect the fashion news and return them to the company’s headquarters. The Ayaya company's product development staff integrated all fashion information and developed fashionable products suitable for the domestic market. At the same time, "Yaya" has long-term cooperation with South Korean companies and Japanese companies to develop new accessories. Today, more than 10,000 products have been developed each year.

In the aspect of transportation of goods, Ah Yeah formed its own logistics channel, shortened the cycle as much as possible, and achieved full shipment in Aya shops within the shortest time. For example, franchisees can use the company's website or materials to see the goods they need, they can request goods by phone, email or fax, and they can receive the goods within 3 days. This is the fastest distribution speed in the industry. .

From product design, production to transportation, it is an interlocking process, but it is a process that embodies the best way to grab time. All products must be pre-empted and brought to market before competitors imitate. When imitators follow the trend, “Yaya” has already eliminated old products and quickly launched a new series of fashion products.

This decision is undoubtedly a success. Ah Yah shops always leave an impression on fashion girls: “Ah Yeah” is the most fashionable and freshest thing. It is precisely because "Ah Ya Ya" always constantly introduce new, continue to create fashion trends, it gradually throw off similar stores, and become the leader in fashion jewelry.

Of course, the fluency of this operating process is dependent on the smooth management of the entire enterprise system. Ah Ya Ya company in the management of e-commerce information network, the company built a computer business network system, the establishment of the management, production, sales and other aspects of the computer terminal network, to achieve the internal resources sharing and network management. The modern management model reduces management costs and achieves high operational efficiency. After a series of innovative actions, "Yaya" has gone far to the forefront of the industry.

From "Master" to "Expert"

Because of the new and changing, fashion products have vitality, and consumers who are destined to be “fashionable” are “not loyal”. How to firmly grasp the hearts of consumers, from "free to buy" to "brand consumption" has become the most important Ah Ya Ya. After market analysis, Ah Yeah's planning layer believes that the company is constantly pursuing brand differentiation.

At that time, the products of “Yaya” far exceeded the category of jewelry. In addition to accessories, toys, cosmetics, makeup tools and other products accounted for a large proportion, “the jewelry store” has not been able to completely interpret Business scope and brand connotation; Facing jewelry stores everywhere, “Yaya” needs to further highlight the personality of its brand and allow consumers to distinguish it from ordinary jewelry stores.

At the beginning of 2005, Ayala Company adjusted its "trim store" to a "girls' personal store" and positioned itself as a "girl personal supplies specialist". The adjustment of brand positioning is directly reflected in the corresponding adjustment of product categories, so that consumers can feel more directly that “Yaya” is a retail service provider that provides personal life products for girls, and jewelry is only a part of the products they manage.

Since then, the brand promotion of “Yaya” has also been promoted from “single advertising and promotion” to “integrating brand communication”.

First, the use of fashion stars as a brand image spokesperson. Aya company chose the popular star Jolin Tsai and held a grand press conference in Shanghai. At the same time, Ayala Company has lost no time in holding large promotional activities in major cities across the country: All Aye Yeah merchandise purchased during the event will be presented with a "Ah Yeah 2004 Jolin Tsai Concert in Shanghai," a poster, skillfully Yeah brand with Jolin. When Jolin Tsai held personal concerts in Shanghai and Beijing, Aya took the opportunity to take the exclusive title, and was bombed by “carpet” media on Sina.com and other online media. Of course, posters, flyers, and other terminal propaganda tools for concerts are also posted in the Ayala franchise stores in major cities across the country.

Hiring "Big" stars to hold contemporary speeches, "Ah Ya Ya" undoubtedly created a precedent for the jewelry industry, with heavy propaganda effect, with the help of star status, and quickly raised their brand awareness. This attempt made Ah Yeah successful in one fell swoop. Therefore, in 2005, when the "Super Girl" was popular all over the country, Ah Ya Yah also fell unwillingly to leave this superb fashion feast and exclusively sponsored the jewelry worn by the "Super Girls." Hundreds of thousands or even millions of "corn, lunches, and pen fans" are also the target customers of "Ah Yeah," and you should know that the power of idols is enormous!

In order to further consolidate and strengthen the brand awareness, Ayala launched the “Three Golden Flowers” ​​communication strategy across the country: the combination of print media, network promotion and terminal promotion. In particular, Ah Yea Terminal publicity, through vivid product display, with the help of exquisite posters, pennants and other propaganda tools, to create a warm atmosphere in the store, or bright, or interesting unique atmosphere, so that shoppers can produce intimate, close , cute feeling.

The generous branding campaigns are like wave after wave of whirlwind, and continue to impact the eyes of fashion crowds. The spread of “Yaya” has become increasingly widespread. At the beginning of 2005, Aiyaya global franchise chain plan began to start, "Ah Ya Ya" formally landed on the international market. At this point, "Ah Ya Ya" as China's largest and most influential girl personal products chain agencies, its business development and international standards.

The rapid development of “Yaya” is regarded as a legend. In fact, any industry may experience unexpected miracles as long as it dares to innovate.