In BrandOS Q3 2022 Overseas Brands Social Media Influence List, UNice is ranked second in the list of overseas brands in the e-commerce category, behind fast fashion giant SHEIN.Over the past few years, UNICE sales have fallen for 2 consecutive years, and the standalone site has gone from $40m/year GMV to $20m/year in 23 years, which is becoming very dangerous. The main reasons are:
- The brand image is very aging
- Poor user touchpoint experience & image
- Very low design quality
- Lack of new products and declining product power
As a result, we will go through the corresponding strategies in order to pull up its sales and bring it back to number one in the industry.
Below, for the new brand upgrade.
The Golden Circle explains the core concept of how to build a successful brand. The concept is known as the Golden Circle and it consists of three key levels: Why, How and What.
Why: Emphasize brand beliefs and goals, the reason for the brand's existence, and the brand's values.
How: A unique way of branding and differentiation, an experience that characterizes the brand and distinguishes it from other brands.
What: The specific product or service offered is the outward manifestation of the brand. It is the most superficially observed part, such as product features and functionality.
We've rediscovered UNICE's brand colors, from You's skin tone collection to the delightfully NICE bright pink.
New branding changes at UNCE
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