4. 2014/4/22
A. History
• Jan.4, 2013
Roseonly starts 1st Experience store in Beijing.
• Mar.31, 2014
The 2nd Experience store in Shanghai.
5. 2014/4/22
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.
6. 2014/4/22
C. Product Strategy
• Rose
The Roseonly products cover classic
series,constellation series（星座玫瑰）, and
“許願玫瑰”“道歉玫瑰”etc.
• Accessory & Chocolate
Italian Top hand-made chocolate
8. 2014/4/22
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.
9. 2014/4/22
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.
10. 2014/4/22
E. Persona 2
Age: 29
Occupation: Model
Location: ShangHai
Situation: In Relationship
About 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.
11. 2014/4/22
E. Persona 3
Age: 35
Occupation: CEO of a media company
Location: Shanghai
Situation: Married
About 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 .
13. F. Major Competitors
Roseonly 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)
Target
Audience
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 shop
Tmall
Wechat
Physical shops
(Beijing & Shanghai )
Online shop
Wechat
Physical shops
(Beijing & Shanghai )
Online shop
14. F. Major Competitors
Roseonly The Beast Summer
Forever
Advantage • 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
16. 2014/4/22
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
20. 2014/4/22
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.
22. 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.
49. 2014/4/22
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)
