Roseonly, which was only established in 2013, has formed its own brand characteristics through the slogan of "only one person in a lifetime" with a very marketing point, positioning itself as a high-end love gift flower shop, and differentiating from the flower gift shops on the market. At the beginning of its establishment, it was popular all over the Internet, and Wang Feng chose roseonly products for Zhang Ziyi's marriage proposal party, Kunling's Valentine's Day gift, and Li Chen's Qixi gift to Fan Bingbing. The endorsements of Wu Yifan and Wang Junkai have pushed up the craze of roseonly. With the precise positioning of the gift market segment and the overwhelming star marketing, roseonly, which only sells roses and rose products, has become popular in just a few years, and has opened 45 stores across the country, becoming a very well-known light luxury floral brand.
Love is the theme of RoseOnly products, and RoseOnly is the pinnacle in the creation of love flowers. First of all, the high standard of roses purchase, all roseonly products are imported roses from Ecuador, all from the German green label certification and ISO9000 and ISO14000 quality system certification qualification of the flower field. As a big country of flowers, due to Ecuador's special geographical environment, the roses bred are larger and fuller than the domestic flower buds, the flower branches are harder and straighter, and the flowering period is longer. Officially, RoseOnly selects the best of Ecuadorian roses, and only 1% of Ecuadorian roses can meet Roseonly standards. The flower stems of these roses are more than 1.5 meters long, which meets the green environmental standards of Germany and other countries, and is considered to be edible.
The second is transportation and preservation. Most flower e-commerce companies are unsatisfactory in flower transportation and flower preservation due to insufficient cost and control, and the loss rate of flowers is high and the freshness is not enough. The roseonly adopts the whole line of cold chain transportation and packaging from 0 °C to 2 °C, and the flowers are imported by air within 48 hours after picking the roses, and then delivered to various cities across the country within 24 hours by FedEx and SF Express, so the quality and freshness of the flowers are guaranteed.
Finally, there is the design of the gift box. roseonly uses a hollow design of the Dutch imported absorbent box, which can protect the roses well. The box contains a special envelope with a unique true love card, which comes with a unique QR code. The flower collector can scan the QR code above to check the voice or text left by the flower collector. The flower box also comes with "Kelixian", which melts in clean water to make the flowers look more vivid.
Flowers and roses are divided into many series such as classic sustainability, eternal true love, and love in full arms. The high standard naturally also pushed up the price of the product, and the main price point is 1314 - 2999 yuan, which is more expensive than the Fauvist as a whole. The classic red rose box of 19 branches is priced at 1999 yuan, which is nearly 700 yuan more expensive than the rosetome that also uses Ecuadorian royal roses, and the brand value is much greater than the product value, and the cost performance is low.
Eternal flowers are also the main products of RoseOnly, including music balls, rose dolls, flower boxes, etc. The price of immortal flowers is high, and the price of a single rose immortal flower product is 699 yuan, 999 yuan, 1314 yuan, and 1520 yuan. The price of flower boxes is several thousand yuan, and it is not uncommon for immortal flower products to be priced at tens of thousands of yuan, which is much higher than similar products in other flower shops. It can be said that roseonly is a luxury brand among floral products. After Roseonly's flower roses and eternal roses opened the market, it also developed gift series such as rose jewelry and rose aromatherapy, and it is slowly turning from a flower shop into a gift company. Rose jewelry and ornaments are mostly made of gold, white gold and enamel, and the price ranges from 1,000 yuan to tens of thousands of yuan.
Fauvism and Roseonly both take the high-end floral route, but overall, Roseonly is slightly inferior to Fauvism. If Fauvism is a boutique florist, Roseonly is more of a gift shop. roseonly emphasizes that it only sells roses, and all products are only made of roses. Although it looks luxurious and stunning at first glance, due to the lack of auxiliary materials and the beauty of the matching between flowers, it is easy to make people aesthetically fatigued, and the products are relatively similar and not much different. The selling points of roseonly are all focused on the quality of flowers and the theme of love, and there is still a certain distance from Fauvism in terms of design taste and brand connotation.
Roseonly's claim of "only one person in a lifetime" means that Roseonly will bind the mobile phone number of the flower giver and the flower recipient, and customers can only give gifts to the flower recipient from now on, meaning "only one person will be loved in a lifetime". But this is just a marketing strategy, if the customer changes their mobile phone number, or states that the person receiving the flowers is their teacher, parents, friends, etc., the store staff will not refuse to come to the door.
Roseonly's brick-and-mortar stores are mainly pure white, using subtle lighting to create a sense of layering, simple and stylish, but only a few brick-and-mortar stores sell flowers, and the number is very small. The shopping guide is friendly and enthusiastic, and has a comprehensive understanding of the products on display. If it comes to ordering flowers, you need to consult the florist in the store, who usually has their own studio or floral training class, and can give professional answers in terms of scene decoration and gift selection, but the florist is not in the store every day, which is not very convenient. In general, the products sold by Roseonly can basically find similar styles in Fauvism. If you don't pursue a specific style, you can have a better consumer experience in Brutalism with the same budget.
Customers can place orders on the official website, or the flagship stores of Tmall and JD.com, and all products are delivered by SF Express and Federal Express without delivery fees. If customers are in urgent need of flowers and there is a roseonly store in their city, they can choose the 24-hour courier service for an additional fee.
