UPPERVOID 创始人毕怡然：新品牌可以贵，只要给足感性价值丨晚点周末

Core Viewpoint - UPPERVOID seeks to differentiate itself irrationally in the outdoor apparel market, focusing on unique design and brand identity rather than just functionality [2][6][20]. Group 1: Company Background and Founder Insights - UPPERVOID was founded by Bi Yiran, a young entrepreneur born in 1994, who has a strong preference for challenging norms and a unique aesthetic [2][3]. - The brand's name combines "upper" and "void," reflecting a philosophy of conflict and contrast [3][32]. - Bi Yiran's background includes a mix of art and business education, along with a passion for outdoor activities, which informs the brand's direction [3][5]. Group 2: Product Development and Market Positioning - The initial product, a multifunctional jacket named C++, was designed with numerous pockets and features aimed at tech-savvy users, particularly programmers [5][11]. - After several iterations, the brand shifted its focus to simpler, more appealing designs that resonate with a broader audience, leading to a price increase that positioned UPPERVOID in the high-end market [5][24]. - The brand's sales reached nearly 100 million yuan, with a significant presence in high-profile retail locations like Beijing's Sanlitun [6][5]. Group 3: Brand Strategy and Consumer Engagement - UPPERVOID emphasizes aesthetic appeal and emotional connection over purely functional attributes, aiming to create a "dream" experience for consumers [20][44]. - The brand targets outdoor enthusiasts who are not necessarily professionals but enjoy outdoor activities, described as "novice yet adventurous" [22]. - UPPERVOID has adopted a pricing strategy that reflects a high perceived value, with price multipliers between 4-8 times the cost, aligning with global brand standards [24][40]. Group 4: Design Philosophy and Aesthetic Choices - The design process prioritizes functionality, material selection, and aesthetics, with a focus on creating unexpected beauty in products [34][36]. - The brand's logo and product colors are chosen to convey a sense of luxury and uniqueness, avoiding common high-saturation colors associated with lower-end products [49][28]. - UPPERVOID's marketing strategy includes minimalistic product presentations and storytelling that evokes a sense of adventure and exploration [50][59]. Group 5: Brand Identity and Cultural Positioning - UPPERVOID positions itself as a brand that respects nature, contrasting with the typical narrative of conquering it, and emphasizes a belief system that values the environment [52][53]. - The brand's marketing includes documentary-style content that showcases cultural narratives and natural beauty, aiming to connect with consumers on a deeper level [59][60]. - UPPERVOID's retail spaces are designed to reflect a sense of pilgrimage towards nature, incorporating religious symbolism to enhance the brand's aspirational identity [66][68].