BRAND AUDIT

WEEHOURS

Mai Dang Gia Bao

Nguyen Thi Bich Thuy

Nguyen Chan Hung

Vuong Phoi Van

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I. BRAND HISTORY AND OVERVIEW

WeeHours is a Vietnamese brand specializing in selling eyewear

products, the brand was established on August 11, 2020 from “sleepless
nights”.
The idea of ​establishing the brand came from the founders always
having problems buying glasses online, therefore Weehours was
founded to make it easier for young people to buy glasses online.
WeeHours was originally founded on online platforms such as:
Instagram, Facebook and WeeHours’s Website.
The first WeeHours store opened on January 13, 2021 in Ho Chi Minh,
followed by a second store opened on May 2, 2021 in Hanoi.
Since its founding, WeeHours has positioned its brand in the
Smart-Casual style segment, which means focusing on product
functionality, basic but beautiful models, and comfort for customers to
wear.
WeeHours wants to bring to consumers eyewear products that are
suitable for Vietnamese faces with reasonable prices, and bring joyful
experiences to customers through the process of choosing, buying and
using WeeHours glasses.
WeeHours also emphasizes a new and modern online glasses buying
experience with virtual glasses testing technology called “virtual try-on",
solving the problem of consumers' fear of buying glasses that aren't
suitable for them.

II. KEY CHALLENGES FACING BRAND

- Current situation:
+ Brand awareness is not high because it is a new brand.
+ The price is in the mid-range (799k - 1000k), the products have the
basic design, so the competition is fierce with glasses with the same
design but the price is much lower (100k - 200k).
+ Target audiences are 18-24 year olds, college students, first jobbers,
who don't have much money.

-> Key challenges:

+ Target audiences mostly feel that it is not worth spending 799k -
1000k to buy such basic glasses because in the market you can buy
glasses with the same design but much cheaper (100k - 200k).
+ To stand out in the fashion industry, a brand needs to have a main
outstanding product or feature that represents and marks its brand

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 name. WEEHOURS currently has no such product. WEEHOURS is
currently testing "blue light blocking lenses" as a key feature of the
brand and is in need of a campaign to reposition the brand.
+ Glasses brands of the same price range have more fashionable and
innovative designs, so customers feel that WeeHours products have
a normal design but are expensive.
-> The foundation of this Brand Audit:
To review the images, emotions, and connections that customers feel
from the brand, thereby finding a solution to the key challenges above.

III. BRAND INVENTORY

1. Brand Elements
− Brand Names: WeeHours Eyewear
Wee Hours is the period from 12 pm to early morning, the time duration
of youth, the time when creativity is increased. During this time duration,
strange ideas lead to bold decisions. The WeeHours brand was born
from the Wee Hours – sleepless nights. That is also the reason the name
WeeHous was given to this brand.
WeeHours' customers are young people who are in an ambitious period
of life, the brand name is quite meaningful and interesting with this
metaphorical phrase of this time duration to name it in the hope of
bringing more memorable and joyful experiences to customers. .

− URLs: https://weehours.vn
WeeHours also has domain names, the URL is straightforward with the
brand’s name makes it easy for people to identify the brand.
− Logo and Font

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WeeHours' logo is the letter W representing the WeeHours brand name,
in addition, the word EYEWEAR representing the brand's products
category. The letter W is specifically designed with horizontal stripes
inspired by the eye chart.
Moreover, the font used for the brand's logo, as well as graphic design
products of WeeHous is Optician Sans, which is also a font inspired by
the eye chart.
The brand's logo with the letter W is easily associated with the brand’s
name. Moreover, The design with horizontal stripes and the use of fonts
inspired by the eye chart is also an interesting idea to help convey what
this brand sells.

− Color Palette and Graphics style

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Based on the graphic design products of WeeHous, there are four most
used color shades: Yellow, White, Orange, Black. If the two colors Yellow
and Orange represent energy, joy, creativity and enthusiasm, then white
and black colors represent simplicity, elegance.
These colors combine together to show the dynamism, creativity and
enthusiasm of young people – the brand’s target audience, but still
maintain the casual and simple aspect of the WeeHours brand.
WeeHours applied the color palette to graphic design products in a
creative and youthful style, as well as characters which represent young
people in order to attract young customers, as well as show brand
spirits: Curious, Joy, and Cool.

− Slogans: WEE TỚI VUI PHƠI PHỚI!

Joy is what WeeHours always wants to bring to customers through its
products and buying experience. That's why the slogan "WEE TỚI VUI
PHƠI PHỚI!' wants to express the wish that WeeHous will always bring joy
to its customers.
The slogan clearly shows the spirit of joy that the company wants to
convey. At the same time, it is easy to leave a good impression on
customers that the brand always cares and wants to bring joy to
everyone.

− Packaging

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WeeHous's product packaging is eye-catching and youthful with the
main color shades yellow, orange, black and white, aiming to impress
and attract young customers.
The brand also wants to show its attachment to customers such as
thank you letters, and the words "Chúng ta đẹp đôi nhỉ?" in the glass
case.
The company's packaging is also encouraged to be reused, partly
showing its awareness of environmental protection.

2. Product:
- Wee Hours currently has 4 collections:
1. “NHẸ ĐẦU”: Slim design, light weight, diverse in style and color, and
feels light and comfortable to wear.
2. “RA DÁNG”: Metallic frames and youthful colors are very suitable for
current trends.
3. “NGOẢNH”: Wee Hours brings back classic design details and brings
freshness with bold, but not flashy, colors.
4. “VUI PHƠI PHỚI”: The glasses come in a variety of colors and designs
so that anyone can enjoy a long and joyful day.
- On the WEEHOURS website, they say that they will bring to
consumers the glasses that fully meet the criteria:
1. VỪA VẶN (Fit): Designed by Vietnamese, for Vietnamese faces. Buyers
can try on glasses online before ordering.
2. VỪA ĐẸP (Fashionable): Wee Hours frames are quite diverse in design
and material. In general, the products are somewhat youthful,
dynamic, trendy, and very suitable for young people.
3. VỪA VÍ (Reasonably priced): Glasses are shipped directly from the
business to the customer's home, making them more cheap than ever
before.
- One feature that makes WeeHours different from online glasses stores
is that you can try online glasses right at home.
Inspired by his own difficult online purchase of eyeglasses, Founder
Dinh Ngoc Nam Anh and co-founder of Weehours have brought a
technology solution to make it easier for young people to buy glasses
online.

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That is, by using technology to place glasses on a customer's face,
which can be considered as an online glasses test room, the most
common problem when buying glasses online is the face's
appropriateness.
This overcomes a problem that customers encounter when purchasing
frames online: they buy things but can't try them on since they can't try
them on in person.
Besides, there are filters on Instagram so that users can try
different WEEHOURS glasses. This plays a role as online glasses try like
the one mentioned above. Moreover, Instagram filter helps them spread
there innovation more easily.

3. Pricing:
Wee Hours products range from 1,300,000 VND to 1,500,000 VND.
And now they are having a sale program of up to 39% for all products,
lowering the price from 799,000 VND to 949,000 VND. With such a price,
Wee Hours is targeting the mid-range segment.
The target audience is young people who are from 18 - 24 years
old, college students, first jobbers, and live in key cities like HN and
HCM.
They are concerned about their appearance, have a gout of
clothing, and are willing to spend enough money to express themselves
and establish themselves. New and inventive designs pique their
interest. They prefer unique items that reflect their aesthetic
preferences. Some people choose to go with the flow.

4. Distribution:
Wee Hours currently has 4 official distribution channels:
- Social Media (Facebook, Instagram)
- Website (https://weehours.vn/)
- Physical store
+ Store 1: 64 Nguyen Trai, District 1, Ho Chi Minh City.
+ Store 2: 294 Nguyen Trai, Nam Tu Liem District, Hanoi.
- Shopee: (https://shopee.vn/weehoursvn)

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Wee Hours has the benefit of being more available to their target
audience because of their distribution on social media and at stores
located in the heart of big cities. Moreover, the cost of renting space will
rise as a result.

5. Communications:
- Social media:
Weehours Eyes Wear has executed three platforms recently consisting of
Instagram, Facebook and Tik tok.
+ Instagram:
. The main platform for social media communication, has 32,3K
followers (up to date 11:20PM, 20/6/2021).
. The average of interaction is approximately 352,5 likes and 30
comments of 13 posts between June 1st and June 20th.
. A post with the highest interaction, introducing their 40% off
promotion for “Blue light blocking glasses”, went up to 1,074 likes
and 288 comments.
. Hashtag “#weehoursvn” has more than 500 posts.
-> Generally, the number of interactions is normal compared with
followers.

Figure 1: Instagram profile

(https://www.instagram.com/weehoursvn/) (2021)

+ Facebook:
. Has around 2,9K likes (up to date 11:40PM, 20/6/2021).
. The interaction has been low, due to the fact that the awareness
of audiences about Weehours is moderate.

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 Figure 2: Facebook page of Weehours
(https://www.facebook.com/weehoursvn) (2021)

+ Tiktok
. There are only 46 followers on Tiktok and 5 videos (up to date
11:49PM, 20/6/2021). Since this is a new platform, the engagements
are extremely low.
. They have little content on Tik tok, so that they haven’t gained
much attention from audiences.

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 Figure 3: Weehours’ Tiktok
(https://www.tiktok.com/@weehoursvn?lang=vi-VN) (2021)

- About content, the promotion content has achieved the highest

interaction of Instagram and Facebook recently, which is 40% off
promotion for “Blue light blocking” glasses (posted on 18/6/2021).
- Weehours has been collaborating with micro influencers in order
to run the “10% sales off” promotion by using the code “WEE10”
lately.
- Brand voice is playful, demonstrating the message directly, which
is approachable for the young generation, or their target
audiences, respectively.
- Their images on social media bring positive energy to the page,
which is appropriate for the content.

- Advertising:
In May, WeeHours was introducing three viral clips on Instagram,
including: Do these relationships need glasses?. Basically , the
story described that a nearsighted boy had trouble with his
relationships: friend, love, classmate. The viral clips reached 1,858
likes on average, which was higher than other contents on
Instagram.
As a result, the viral clips brought the surprising rise to the
Instagram engagement.

Figure 5: The poster of three viral clip

(https://www.instagram.com/p/COiLbmIFUvk/), (2021)

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 Figure 6: The highest engagement viral clip
(https://www.instagram.com/p/COktsdEFTKA/), (2021)
- Influencer
+ Currently, Weehours is teaming up with micro influencers and
middle influencers to offer discounts on Instagram: influencers will
take street style photos with the product and put a discount code
in the caption.
+ Micro influencers are who have about 11K followers on Instagram
consisting of @_hng.linh, @imfather.7, etc (up to date 9:00 AM,
21/06/2021).
+ Furthermore, the brand is collaborating with middle influencer:
@charming.duong, has 124K followers on Instagram (up to date
9:00AM, 21/06/2021).
+ The influencers shoot street style photos in order to show their
outfits mix and match with the glasses. They are demonstrating
that the Weehours’ s glasses can not go wrong with any style,
otherwise, it highlights the outfit to make a gorgeous look. This
collaboration meets the needs of the young, who are searching for
the glasses to match their style.

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 Figure 6: @charming.duong
(https://www.instagram.com/p/CQV47wEAlGj/), (2021)

Figure 7: @_hng.linh (https://www.instagram.com/p/CQTkh-LrVgS/), (2021)

IV. BRAND EXPLORATORY

1. Consumer Knowledge
We did a small survey into the brand's target audience (18-24 years old,
college student, first jobber, living in key cities), gained totally 186
answers and got the following results:

- Brand Awareness is not high:

Just over 60% of people in the survey know the brand

- 41,1 % of people intend to buy a product but have not bought it, and
there are 3 main reasons:
+ There is no need to buy at the moment (69,1%)
+ Feel the price is high and are (23,5%)
+ Wonder about the quality (23,5%)

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-> Customers wonder a lot about price and quality issues.
- More than 35% have no intention to buy mainly because they don't
know the brand.

- The top 3 reasons why customers repurchase WEEHOURS glasses are:

+ Wearing comfort (71.7%)
+ Beautiful designs (58.5%)
+ Durability (35.8%)

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- The top 3 reasons why customers do not buy WEEHOURS glasses
again are:
+ Currently they prefer other brands (44.1%),
+ High price (20.6%)
+ Glasses are not good/not suitable for them 20.6%)

- Some positive customers have described WEEHOURS with the words:

young, dynamic, joyful, beautiful, quality, positive, professional, price
worthy of quality.

- Some negative customers associate WEEHOURS with the image of a

small brand, not many designs, expensive, and has an uneffective
virtual try-on/filter.

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- Besides, according to the survey, WEEHOURS customers study and
work mainly in the fields of Business, Design, Marketing,
Communications, Production and Language.

WeeHours Mental Map

2. Brand Resonance Pyramid

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 3. Competitive Analysis
a. SEESON

- SEESON was established in July 2018 in Hanoi. The brand was created
by enthusiastic and passionate young people with the desire to
create a Vietnamese fashion eyewear brand.
- Fun, openness, individualism and bravery are the messages that
SEESON wants to convey to customers through its glasses.
- SEESON positions its eyewear brand in the Fashion Eyewear segment,
with designed glasses inspired by minimal and trendy fashion styles,
with high aesthetics and well-produced suitable for Vietnamese facial
structures, along with environmentally friendly Cellulose Acetate
plastic.
- Currently, SEESON has 2 glasses product lines: eyeglasses and
sunglasses, with each line having many different collections with
many designs and colors.
- In general, the number of product lines, collections and number of
glasses models of SEESON are much more than WeeHours.
- The price of SEESON glasses is quite high compared to WeeHours,
ranging from VND 950,000 to VND 1,750,000 for the eyeglasses product
line, and from VND 550,000 to VND 1,750,000 for the sunglasses
product line.
- SEESON uses online platforms and physical stores to sell products.
The company has two official online pages on Facebook, Instagram,
as well as an official website. SEESON has two flagship stores in Ha
Noi and Ho Chi Minh City along with pop-up stores in Ha Noi, Ho Chi
Minh City and Da Nang.
- SEESON generates brand awareness by cooperating with other
brands such as Dwarfs, Dottie Premium, Le Saigonais to place
SEESON's pop-ups at their stores.
- During new collection launches, SEESON runs campaigns with videos
posted to its social media platforms. Using Micro KOLs is also a
method for SEESON to increase brand awareness.

b. SUNNIES STUDIO
- Sunnies Studios was established in 2013. The brand is based in the
Philippines, producing glasses in the beginning.
- In the end of 2018, Sunnies Studios opened its first physical store in
Ho Chi Minh City through the corporation with Tang Thanh Ha,
Vietnamese businesswoman. The brand has been executed with the
mission: to bring the glasses to customers with 100% commitments to
high-quality products and fashion styles.

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- In Vietnam, Sunnies Studios is famous for its two product lines:
Sunnies Studios (the original line) and Sunnies Specs Optical
(collaborated with Tang Thanh Ha). Due to the fact Sunnies Specs
Optical is the new extended line in Vietnam of the brand, the voice of
the product line compared with WeeHours is similar. However, Sunnies
Studios is best known for its Sunnies before, it may get more attention
from customers than WeeHours.
- About the price, Sunnies Studio optical glasses are priced from
990,000 VND and Sunnies are about 450,000 and above. WeeHours
glasses cost more than 1,300,000 VND (the original price), relatively. It is
shown that the price level of Sunnies Studios is lower than the
Weehours ones, so it is affordable.
- Sunnies Studios has four physical stores in three cities of Vietnam, Ho
Chi Minh, Ha Noi and Nha Trang, Weehours has two stores in Ha Noi
and Ho Chi Minh.
- The stores are located at four malls: Saigon Centre (Ho Chi Minh City)
and Vincom Tran Duy Hung (Ha Noi), Golden Coast (Nha Trang), and
Vincom Mega Mall Ocean Park (Ha Noi), so they more possibly attract
customers and potential customers than WeeHours.
- There is a downside of Sunnies Studios that its Sunnies Specs Optical
product line hasn’t sold widely. The products are just selling in Ha Noi
now.
- Sunnies Studios began their cooperation with e-commercial websites
including Shopee and Lazada last year, approximately. But the optical
glasses line hasn't been sold on e-commerce yet.
- On the other hand, Weehours is beginning to sell products on
Shopee, since they just announced this information on June 25th. As
a result, WeeHours may find difficulty in the race with Sunnies Studios
in the E-commerce aspect.
- Two brands have websites for online selling. In terms of online
purchase experience, WeeHours has virtual glasses which create
special experiences for customers’ online shopping, which Sunnies
Studios hasn’t operated yet.

V. REFLECTIONS AND RECOMMENDATIONS

1. The 5 main strengths of WeeHours
Below are the Brand Mantra and the 5 main strengths of WeeHours
that we can infer from all research above. WeeHours should use them
as the main points for the upcoming marketing plans.

- Wear comfortable

- Durable

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=> According to the survey above, the target audience rated WeeHours
as a high-quality brand, including 2 factors of comfort and durability
as the most prominent. WeeHours needs to take advantage of these
two strengths to tell the target audience to start caring more about
their own experience of buying and using glasses, like wearing
comfort, durability, customer service, after-sales service, etc. , thus
paying attention to the quality and durability of the glasses rather
than the price issue. If it's successful, WeeHours can win the customer
group that is in the lower segment.

- Virtual try-on:
This is the difference between WeeHours compared to all other
glasses brands. WeeHours needs to improve this virtual try-on
technology further to attract more customers to buy glasses online,
especially during this covid season.

- Different images when compared with brands of the same price:

Most of the glasses brands at the same price range have high-class,
breakthrough and strange fashion images, so many glasses models
are new but unfamiliar to ordinary users, difficult to use in daily
activities.
WeeHours with simple but beautiful designs will be the choice for
those who want to own a quality pair of glasses but do not need to
have the weird design.

- A brand that use “blue light blocking lenses”:

Other brands of glasses also have the option of blue light blocking
lenses but WeeHours wants to be the first brand to use blue light
blocking lenses as a feature, all the glasses that WeeHours sell use
blue light blocking lenses. “Blue light blocking lenses" is no longer just
an option.

2. The Brand Repositioning Campaign with “Blue light blocking lenses"

a. WeeHours Brand Mantra: “WEE tới vui phơi phới!”

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b. Big idea: "Buy happy glasses, use glasses more fun".
Shopping is always a fun activity, but it usually only lasts from choosing
to buying, because when you buy it home after a week, your happiness
with the item has decreased.
Not so with WeeHours glasses, because I have been very happy since I
bought them: choose glasses through virtual try-on/filter -> order
quickly through the website; and when I receive and use, it's even more
fun: blue light blocking lenses provide maximum protection for my eyes
after working with a laptop for many hours; comfortable wearing feeling;
high durability without fear of bumps and cracks like other cheap
glasses.
-> The whole process of buying and using WeeHours glasses is an
uninterrupted fun journey!

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VI. APPENDICES

I. Brand History and Overview 2

II. Key Challenges Facing The Brand 2
III. Brand Inventory 3
1. Brand Elements 3
2. Product 8
3. Pricing 9
4. Distribution 9
5. Communications 10
IV. Brand Exploratory 14
1. Customer Knowledge 14
2. Brand Resonance Pyramid 17
3. Competitors Analysis 18
V. Reflection and Recommendations 19
1. The 5 main strengths of WeeHours 19
2. The Brand Repositioning Campaign 20
with “Blue light blocking lenses"

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ANNEX

1. Quantitative research
A small survey into the brand's target audience (18-24 years old,
college student, first jobber, living in key cities), gained totally 186
answers.

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2. Qualitative Research
a. Interview WeeHours Marketing Communication Manager - Mr. Nguyen
Ngoc Hai
- Permission

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 - Transcript

Team: WeeHours mới mở Shopee gần đây, tại sao từ lúc trước không phát triển
bán trên các sàn thương mại điện tử mà đến bây giờ WeeHours mới mở trên
đó ạ?
Mr. Hai: Lúc đầu bọn anh cũng có dự định mở Shopee nhưng Shopee hoạt
động như một nơi bán hàng trung gian, chủ yếu là dành cho các phân khúc ở
dưới, nhưng giai đoạn hiện tại Covid đang ảnh hưởng đến doanh thu nên ở
đâu có tiềm lực, có thể đẩy các sản phẩm đi và có doanh thu thì bọn anh sẽ
tận dụng thôi. Nó không phải là từ nhu cầu khách hàng hay gì cả, chỉ đơn
giản là ở đâu có tiền thì ở đấy mình xuất hiện.

Team: Trên Shopee người mua hàng thường sẽ search “kính mắt" rồi dùng filter
lọc giá từ rẻ xuống đắt, do đó sẽ xuất hiện những cái kính rẻ hơn trước. Thì
anh thấy bất lợi cho kính của brand mình không ạ?
Mr. Hai: Cái đấy sẽ đến từ việc là mình ưu tiên revenue đến từ đâu trước. Tất
nhiên là vẫn ưu tiên những kênh mà brand own được ví dụ như website, social
media platforms. Shopee chỉ đơn giản là 1 kênh bán hàng mới, hỗ trợ thêm cho
các kênh bán hàng cũ, và traffic của bọn anh ở Shopee sẽ đến chủ yếu từ
kênh social media, là traffic ngoại sàn. Còn traffic nội sàn như trên thì rất là
khó để bọn anh có thể cạnh tranh với những thương hiệu kính giá quá thấp và
nhiều chương trình ưu đãi. Tụi anh sẽ tận dung những ngày 7.7, 6.6, hoặc là
sinh nhật 11.11 của Shopee. Tụi anh là mặt hàng thời trang mà, nên bị tác động
ít nhiều bởi cái việc lockdown và đóng cửa như thế này. Còn phải consider
thêm chuyện kính là mặt hàng bán theo mô hình từ Online tới Offline. Online
thì sẽ chỉ dừng lại ở bước consider, tìm hiểu brand, còn để họ thực sự đưa ra
quyết định mua hàng thì phải đến offline và nghe tư vấn cũng như lựa chọn
cái tròng kính. Nó lại còn liên quan đến vấn đề sức khoẻ về mắt, bọn anh còn
phải có đội ngũ ở cửa hàng. Mô hình này vẫn khó có thể đem tất cả lên online
được.

Team: Em thấy trên website của mình lúc mua kính thì sẽ có option để chọn
các loại tròng kính, thì em không biết là loại tròng “chống phản quang, cản tin

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UV, chống ánh sáng xanh" hiện tại có giá 0đ là do đợt này brand đang giảm
giá hay từ trước tới nay nó luôn đi kèm theo gọng kính như vậy ạ?
Mr.Hai: À không, đợt này thì bọn anh đang Repositioning lại. Bọn anh nhận ra
là mọi thứ nó sẽ rất ăn khớp với nhau khi mà bọn anh quyết định đây là một
chiếc kính chống ánh sáng xanh, bọn anh cảm thấy nó sẽ khá liên quan đến
tên brand. Ví dụ như khoảng thời gian wee hour là từ lúc 0 giờ cho đến khi mặt
trời mọc, thời giờ đó họ chỉ ngồi máy tính hoặc sử dụng điện thoại nếu họ còn
thức, thì việc chống ánh sáng xanh sẽ tác dụng nhất vào lúc đó. Tròng kính
ánh sáng xanh chỉ là 1 bước để bọn anh test xem để sau đó tụi anh sẽ có 1
bước repositioning lại khi mọi thứ trở về tình trạng bình thường. Còn trước đấy
bọn anh không input tròng kính chống ánh sáng xanh vào bất kì cái gọng kính
nào của mình cả.

Team: Vậy thì trong tương lai mình sẽ là một brand bán kính nhưng tròng kính
là tròng chống ánh sáng xanh đúng không ạ?
Mr.Hai: Đúng vậy. Có thể trong tương lai tất cả các cặp kính của bọn anh
standard là nó đã vốn có cái tròng chống ánh sáng xanh đấy rồi.

Team: Thế thì mình có tăng mức giá lên không hay vẫn giữ nguyên ạ?
Mr.Hai: Cái đấy thì bọn anh phải tính toán lại chi phí để làm sao người tiêu
dùng có thể vẫn chi trả cái giá như bình thường và sử hữu thêm tròng chống
ánh xanh. Và đó coi như là 1 lợi thế cạnh tranh của bọn anh.

Team: Em thấy bên mình có điểm đặc biệt là virtual try-on và home try-on.
Virtual try-on thì có thể thấy quá rõ ràng rồi, nhưng còn home try-on thì chúng
em bị confused không biết chọn sử dụng dịch vụ đó ở chỗ nào trên website ạ?
Mr.Hai: Có 1 lý do mà tại sao tụi anh đã ngừng dịch vụ đấy. Mô hình này được
chứng minh ở nước ngoài là nó hoạt động rất là tốt, nhưng về Việt Nam việc sử
dụng thẻ ngân hàng vẫn còn hạn chế, COD vẫn còn được dùng rất nhiều, vậy
thì làm cách nào có thể chạy được home try-on một cách hiệu quả. Mình phải
có một thứ gì đó nắm chuôi của khách hàng, bây giờ mình ship 5 cái kính cho
họ, nhỡ họ không gửi trả thì sao? Ở Việt Nam chưa giải quyết được bài toán
đấy, mà tụi anh đã thử làm ở Hà Nội là cho 1 bạn shipper ruột đi đến từng
người đặt kính, cho họ thử 5 cái kính và sau đó họ đưa ra quyết định ngay tại
chỗ. Nhưng nó giới hạn ở việc 1 ngày bạn shipper đó chỉ đi được tối đa 7 ca,
vậy 1 ngày trung bình chỉ bán được 7 cái kính, nó không đạt chỉ tiêu của bọn
anh và độ hiệu quả cũng không dễ dàng scale up lên được, nên bọn anh dừng
dịch vụ home try-on.
Team: Quy trình sản xuất sản phẩm và cách quản lý bán hàng bên mình như
thế nào ạ?
Mr.Hai: Về việc sản xuất chúng ta đều hiểu là cần tối ưu chi phí. Ở Hà Nội chưa
có nơi tối ưu về chất lượng và chi phí phù hợp, nên bọn anh vẫn phải
outsource cái này ở Trung Quốc. Ở TQ sẽ có những thành phố họ chỉ tập
trung sản xuất kính thôi, nên độ tập trung và trình độ của họ rất là cao, và ở
Việt Nam vẫn chưa ở đâu đạt được trình độ cao với mức giá đó.

Team: Còn tròng kính là bên mình chỉ lấy của bên khác rồi lắp vào thôi chứ
không sản xuất đúng không ạ?

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Mr.Hai: Rất khó để bọn anh tự sản xuất tròng kính riêng với số lượng lớn, nên
bọn anh chọn cách phân phối lại những tròng kính đấy của những thương
hiệu đã được chứng minh tên tuổi trên thị trường.

Team: Virtual try-on là thế mạnh bên mình nhưng theo như khảo sát đã làm,
các bạn kể cả mua rồi vẫn xem virtual try-on như một tính năng thêm vào, giúp
bạn cảm thấy fun khi mà thử kính ảo, chứ chưa hiệu quả trong việc giúp các
bạn đưa ra lựa chọn mua cặp kính phù hợp. Vậy thì em không biết virtual
try-on brand mình sử dụng nhằm mục đích chính là để cho khách hàng thêm
fun trong quá trình mua hàng hay để thực sự giúp họ lựa chọn được chiếc
kính ưng ý?
Mr.Hai: Anh phải công nhận là đối với công nghệ hiện tại trên website của bọn
anh thì nó chưa được đến mức hoàn toàn giống thử kính thật khi mua ngoài
cửa hàng, nên hiện tại đến bây giờ virtual try-on mới chỉ có thể được coi là
additional feature ở trên website của Wee, nhưng trong tương lai bọn anh sẽ
cải thiện và dần dần đầu tư vào công nghệ tốt hơn, và sẽ có thể biến nó thành
1 cái competitive advantage của mình.

Team: Brand mình mạnh social media với hình ảnh vui tươi, và cái đó thường
nữ sẽ attract nhiều hơn, nhưng sau khi survey em thấy số phần trăm nữ nam
mua kính gần như tương đương nhau, thì điều này có đúng không anh?
Mr.Hai: Đúng là tỉ lệ mua kính giữa nam và nữ ở Wee ngang ngửa như nhau, khi
xem số liệu bọn anh cũng khá là ngạc nhiên. Anh nghĩ là do style trung tính
mà bọn anh mang lại, nó không thiên về bất cứ giới nào cả, kiểu dáng cũng là
unisex.

Team: Anh đang thấy brand mình có những thách thức gì và trong tương lai
gần từ 1 đến 2 năm tiếp theo thì team marketing sẽ giải quyết những thách
thức đó như thế nào ạ?
Mr.Hai: Có một câu anh khá là nằm lòng trong thời gian gần đây là “product
amplify marketing”. Bài toán lớn nhất của anh là làm thế nào để tìm ra được 1
cái key product, sản phẩm sẽ đưa mình lên bản đồ của giới thời trang. Cái này
là điều mà bất kỳ thương hiệu thời trang nào mong muốn.
Có 1 điều anh tự hào là WeeHours hiện tại so với các brand khác trên thị
trường thì bọn anh có một màu sắc khá là riêng, có thể bọn anh sẽ xuất phát
từ đó.

b. A customer who bought WeeHours glasses:

Female, 19 years old, freshman, lives in Ha Noi, no income.

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