Under the banana of the entire network, is it black technology or IQ tax?

The name "Banana" is taken from "Banana Leaf to cool down", which can be used as a shading to block the rain because of the leaf width. The original intention of the representative brand was to meet the needs of young women for outdoor sun protection.

01

With a small black umbrella and a gun, it is red

As early as the establishment of the brand in 2013, the popular products on the market were vinyl umbrellas, which was to add vinyl coatings to the umbrella to achieve the purpose of cooling and anti -ultraviolet rays.

Banana also followed the trend. The first sunscreen product double -layer small black umbrella launched was launched in the Tmall flagship store, and it achieved the best achievement of 5,000 pieces of products in 2 hours.

Picture source: Banana Weibo

With the small black umbrellas of black technology and sunscreen, the LRC coating is used on an umbrella cloth for the first time, which can effectively block 99%of the ultraviolet rays.

In addition to the sunscreen performance, it is also very pleasing to the face value: the outer layer is vinyl, the umbrella cloth layer is based on solid color, combined with three -dimensional flowers or fruit patterns as decoration, which is very brand recognition and complete is complete. The full length is on the aesthetics of women.

Picture source: Banana Weibo

02

Create a marketing strategy for explosive models

After the lap, the banana continued to cultivate the sunscreen umbrella series, and launched explosive products such as the small capsule umbrella, baby small black umbrella.

However, the sunscreen umbrellas with strong seasonal demand alone cannot meet the needs of sales, so the banana has gradually launched sunscreen, sunscreen, sunscreen masks, etc., focusing on sunscreen and cooling other accessories with functional attributes.

Picture source: Banana Weibo

At the same time, hold high advertising banners and conduct a large number of advertising on social platforms such as Xiaohongshu and Douyin. Not only did he establish cooperative relationships with popular stars such as Yang Mi, Dili Reba, and Zhao Lusi, but also the head anchors such as Li Jiaqi.

In only 2021, the banana cooperated with more than 600 KOL, of which more than 199 KOL had more than one million followers.

Picture source: Banana Weibo

03

Black technology or IQ tax?

However, there is also a kind of voice to question. Such a high unit price and such high gross profit under the banana, consumers buy them in their hands, wear them on their faces, and wear them on their bodies. Is it really worth this difference compared to ordinary products?

To promote it under the banana, clothing uses Airloop fabrics, original yarn sunscreen technology, and omnidirectional push -pushing honeycomb technology, so that the product has the sunscreen effect of up to 95%of the UPF50+sunscreen effect.

The umbrella tool uses LRC coating, omnidirectional push honeycomb technology, and mute honeycomb technology to achieve the effect of ultraviolet blocking ≥99%, and the temperature difference between the inside and outside of the umbrella 10.5 ° C. The high UPF value has always been the biggest selling point of the banana.

Picture source: Banana Weibo

But is it really necessary to blindly pursue a high UPF value? To put it simply, 50UPF is only one -fifth of the ultraviolet rays that can be passed, and 30UPF is only one -third of ultraviolet rays that can pass.

In fact, as long as it is an umbrella, it can provide at least the sunscreen capacity of UPF10+, that is, to resist 90%of ultraviolet rays.

Of course, different consumers have different use scenarios. Outdoor activities may require high sunscreen, and commuting only requires simply sunscreen. Choose sunscreen products according to your own needs, and you will not pay IQ taxes.

Manuscript source: brand Hunan Plan public account

Editor in this issue: Yang Yufei

Photo comprehensive: Internet brand officials, China News Weekly, New Real Estate of Finance, Niu Dao Finance, Outlets, Weibo, Wall Street Senwan, Blue Whale Finance

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