Roseonly case study

RoseOnly

BY: Claire, Firefly, Grace Saron, Yao Yao, Zoe

OverviewBusiness

Objective

Deployment

Plan

Content

Strategy

Overview

04/13/2023

A. History

• Jan.4, 2013 Roseonly starts 1st Experience store in Beijing. • Mar.31, 2014The 2nd Experience store in Shanghai.

04/13/2023

B. Concept

One man could buy Roseonly flowers for one woman ( 一生只送一人 ).

Two online brands: luxury and fair price one.

Three sales channels: official website , Tmall shop and WeChat online store.

04/13/2023

C. Product Strategy

• RoseThe Roseonly products cover classic series,constellation series （星座玫瑰） , and “ 許願玫瑰”“道歉玫瑰” etc.

• Accessory & ChocolateItalian Top hand-made chocolate

04/13/2023

D. Target Audience

• Young & Fashion

• Well off

• Seek high Quality life

• Like to use social network

04/13/2023

D. Target Audience

Currently, the majority of the

customers are young people

who are among 20-30. And

the motivations include:

proposal; anniversaries of

important events;

birthday gift, etc.

04/13/2023

E. Persona1 Age: 32

Occupation: Financial

Analyst

Location: Beijing

Situation: in a

relationship

About Jerry:

Jerry is a financial analyst, whose average salary is 100,000 RMB per

month. He is exocentric, handsome and always seeks for high quality

life. Jerry likes to use social network, his Sina Weibo account has about

3,000 followers.

Jerry never bought any flowers online. Recently, he wants to propose

to his girlfriend. He is considering to buy his girlfriend diamond ring and

roses. He wants to use the flowers to demonstrate his love for his

girlfriend, and make his proposal special.

04/13/2023

E. Persona 2Age: 29

Occupation: Model

Location: ShangHai

Situation: In

RelationshipAbout Fiona:

Fiona is a model and her average income is 30,000 per month. She

graduated from Shang Hai Conservatory Of Music and her major is

piano. Besides, Fiona likes selfie and always upload her selfie on Sina

Weibo.

Last week, 1th march, is Fiona’s birthday. Her boyfriend sent her a

bunch of rose from Roseonly as her birthday gift. She is so moved and

wants to send back her boyfriend a present.

04/13/2023

E. Persona 3Age: 35

Occupation: CEO of a media

company

Location: Shanghai

Situation: MarriedAbout Eric:

Eric is a CEO of a quoted media company and was married one year ago.

Eric is very busy with his work, and seldom has time to go home with his

parents. But he is very concerned about his parents and always wants to

make them happy.

Eric bought roses from Roseonly several times for his girlfriend, who is

now his wife. And next month is his parents’ wedding anniversary for 40

years, he wants to celebrate this day in a special way .

F. Major Competitors

vs

F. Major CompetitorsRoseonly The Beast Summer Forever

Price 269-1520RMB 230-8130RMB 330-5860RMB

Products Flowers, Preserved Flesh Flower, Chocolates, Scarf,

Flowers, Preserved Flesh Flowers, Accessories ， Household Goods

Flowers, Preserved Flesh Flowers( 永生花 )

Service Distributed by handsome model with Mini Cooper

Customized flowers with stories

Customized flowers with stories (limited in Beijing)

TargetAudience

Lovers Young people interested in artistic design and Vintage style

Young people interested in artistic design and Vintage style ( 小清新 )

Selling Channels

Online shopTmallWechatPhysical shops (Beijing & Shanghai )

Online shopWechatPhysical shops (Beijing & Shanghai )

Online shop

F. Major CompetitorsRoseonly The Beast Summer

ForeverAdvantage • High quality roses

• More products for lovers

• Celebrities exposure• Weibo performance

(620,000 fans)

• Combine flower design with customer's story

• Selling a lifestyle• Offline performance• Weibo performance

(570,000 fans)

• Artistic product• Photography

Disadvantage • Lack of good content on Weibo and Wechat

• Over PS the photo• Relatively high price• Website design

• Fresh flower distribution limit

• Limited channels

Experience

Premium

FLOWERMARKET

F. Major Competitors

Mass

Product

04/13/2023

G. Problem

1) High-end gifts for only one person whole

life

2) Bad performance on new media

platforms, only two social media channels

applied: Weibo WeChat

Weibo Performance

a. 620 thousand fans

b. 3-5 posts per day

c. Many soul soother

04/13/2023

WeChat Performance

1)1 post per day

2) Lack of relevant content

Business Objective

04/13/2023

Short-term• Drive attention and increase user engagement

on digital platforms in 2 months• Increase e-commerce purchase amount of

Roseonly flowers in Tmall and official website in 3 months.

• Open 2 experience stores in average each year.

Long-term• Strengthen Roseonly brand image and

establish leading role in flower industry.

Content Strategy

Content Objective

• Quickly boost Roseonly Collection’s awareness and perception online digital platform and offline campaigns, in order to drive attentions and acquire new customers.

• Widely create buzz and drive preference on Roseonly Collections.

• Garner consumer’s interest and fuel excitement of Roseonly as the best choice of gift to women and establish trust between lovers.

Channels: Search Engine, Social Media, Displaying Ads, eDM.

Content Strategy

Awareness Evaluation Action Advocate

Content MapAwareness Evaluation Action Advocate

Brand and Product introduction, KOL,Campaign

Product Advantage Product promotion Engagement: UGC

Channel: Weibo, Wechat, Instagram, Pintersest, Official Website

Channel: Weibo, Search engine

Channel: Weibo, Wechat, Instagram, Pinterest, Official Website

Channel: Weibo, Instagram

Display banner ads Recommendations and ratings

Campaign(Combined with festivals and special days)

Preserved Tips

Channel: Websites Channel: 知乎，百度知道Channel: Weibo, Wechat, Instagram, Pinterest, Official Website, eDM

eDM

Content Strategy

Awareness Evaluation Action Advocate

Content Strategy

1 ） Brand introduction (Long-term)

Channel 1: Weibo

Awareness

Evaluation

Action

Advocate

Content Strategy

2) Product introduction(Long-term)

Channel 1: Weibo

Awareness

Evaluation

Action

Advocate

3) Display Ads(Long-term)

Channel 2: Website

Content StrategyAwareness

Evaluation

Action

Advocate

Content Strategy

4) KOL (Short-term)Channel 1: Weibo

Awareness

Evaluation

Action

Advocate

Content Strategy

5) KOL Cobranding Campaign (Short-term)

Brand Ambassador + Cobranding with Fresh

Awareness

Evaluation

Action

Advocate

Content Strategy

Channel 1: Weibo

Interaction with Angelababy and fresh

Engage Customers

5) KOL Cobranding Campaign (Short-term)

Content Strategy

Channel 2: Wechat

Event Information& Details(Pictures&Video)

5) KOL Cobranding Campaign (Short-term)

Content Strategy

Channel 3: Instagram

Event information (Pictures)

Channel 4: Pinterest

Event information (Pictures)

5) KOL Cobranding Campaign (Short-term)

Content Strategy

Channel 5: Website

Banner

5) KOL Cobranding Campaign (Short-term)

Content Strategy

Awareness Evaluation Action Advocate

Content Strategy

1) Product Advantage

Channel 1: Weibo

Awareness

Evaluation

Action

Advocate

2) SEO&SEM

Channel 2: Search Engine

Content StrategyAwareness

Evaluation

Action

Advocate

Content Strategy

3) Recommendations and Ratings

Channel 3: UGC Platform 知乎，百度知道 etc.

Awareness

Evaluation

Action

Advocate

Content Strategy

Awareness Evaluation Action Advocate

Content Strategy

1) Product Promotion (Long-term)Channel 1: Weibo

Awareness

Evaluation

Action

Advocate

04/13/2023

Content Strategy

1) Product Promotion (Long-term)

Channel 2: Wechat

Awareness

Evaluation

Action

Advocate

04/13/2023

Content Strategy

1) Product Promotion (Long-term) Channel 3:

Instagram

Awareness

Evaluation

Action

Advocate

04/13/2023

Content Strategy

1) Product Promotion (Long-term)

Channel 4: Pinterest

Awareness

Evaluation

Action

Advocate

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Content Strategy

1) Product Promotion (Long-term)Channel 5: Official Website

04/13/2023

Content Strategy

2) Special Holiday Campaign (Short-term)

Channel 1: Weibo

Awareness

Evaluation

Action

Advocate

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Content Strategy

Channel 2: Wechat

Awareness

Evaluation

Action

Advocate

2) Special Holiday Campaign (Short-term)

04/13/2023

Content Strategy

Channel 3: Instagram

Awareness

Evaluation

Action

Advocate

2) Special Holiday Campaign (Short-term)

04/13/2023

Content Strategy

Channel 4: Pinterest

Awareness

Evaluation

Action

Advocate

2) Special Holiday Campaign (Short-term)

04/13/2023

Content Strategy

Channel 5: Website

520 Rose Banner on the front page (Big Action Button)

“520 Love” Video

Awareness

Evaluation

Action

Advocate

2) Special Holiday Campaign (Short-term)

Content Strategy

3 ） 520 reminder (short-term)

Channel : eDM

Awareness

Evaluation

Action

Advocate

Content Strategy

Awareness Evaluation Action Advocate

Content Strategy

1) Engagement: UGC (Long-term)

Channel 1: Weibo

Awareness

Evaluation

Action

Advocate

04/13/2023

Content Strategy

1) Engagement: UGC (Long-term)

Channel 2: Instagram

Awareness

Evaluation

Action

Advocate

04/13/2023

Content Strategy

2) Special Holiday Topic UGC (Short-term)

Channel 1: Weibo

Awareness

Evaluation

Action

Advocate

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Content Strategy

Channel 2: Instagram

Awareness

Evaluation

Action

Advocate

2) Special Holiday Topic UGC (Short-term)

Deployment Plan

Deployment Plan

04/13/2023

Deployment Plan

04/13/2023

Deployment Plan

04/13/2023

The End