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Bloggers, net red. As the name suggests, the network is red, there are loyal fans with special attributes. Influencer marketing spans PR (public relations), social (social, new media), and content marketing (content marketing), playing a very large public relations, brand and influence.
According to interest rates, the sale of products has become the largest source of revenue for Zhang Dazhao, who has 5.29 million fans on Weibo, and the sales of clothing alone has exceeded 60 million US dollars. Earlier data showed that its 2015 revenue was $46 million, not only twice the annual income of Fan Bingbing, the favorite star of major luxury brands, but also more than the American reality star Kim Kardashian. According to the latest data released by Forbes, Kim Kardashian’s revenue last year was $45.5 million.
Zhang Dazhao, formerly known as Zhang Wei, was born in 1988. After graduating from Shanghai Business School in 2009, he entered the fashion industry as a model. He was once a model for the fashion magazine Ruili, and also shot commercials for Maybelline, Coca-Cola and other products.
However, Zhang Dazhao's most famous identity is not the model but the most profitable Taobao shop owner. After eight years of modeling, Zhang Dazhao founded his own Taobao clothing store in 2014, “I am happy with the wardrobeâ€, not only achieved an annual income of 46 million US dollars in just one year, but also became the first Taobao “doubleâ€. 11" Taobao shop with a sales of more than 100 million yuan in sales. Her performance myth has never been surpassed.
From the magazine model to the annual income beyond Fan Bingbing and Kim Kardashian's super net red, it took only one year, where did Zhang Dawei win? What changes have occurred in the marketing of domestic apparel?
In an interview, Zhang Dazhao said that her outgoing and optimistic personality and sweet looks are the key to her popularity among many consumers, and her personal style is in line with the Chinese clothing market.
At the same time, Zhang Dazhao stressed that the personal feeling of Net Red is also a major reason for the success of the Net Red economy in China. Because Net Red is not as high as other stars, consumers will feel very cordial. She believes that her fans like her, in addition to her own, is her pursuit of lifestyle. In order to make her product's upper body effect more realistic, she thought of using video to explain. In 2014, Zhang Dazhao used the micro-single to shoot the first 5 minutes of small video, which was one of the earliest net reds used in China to introduce products.
Zhang Dazhao’s Taobao store “I am happy with the wardrobe†currently has 5.532 million fans. The product categories are divided into ready-to-wear, shoes and accessories, which is no different from a mature brand. Zhang Dazhao believes that her Taobao store offers more choices for its fans in fashion. “Now is not the past, consumers no longer only have big brands to choose from, and the emergence of our group has also satisfied consumers more and more. Personalized needs.†She also pointed out that the current concept of China’s millennial generation is very different from the previous ones. Brands do not have much substantive meaning in their eyes. Instead, they are more willing to buy things from people’s stores of the same age.
On June 20 last year, the 100th day of Taobao live broadcast, Zhang Dazhao, as the owner of the red man, gave a new endorsement to his store. The number of viewers exceeded 410,000, and the number of praises exceeded 1 million. After the end of the live broadcast, its personal Taobao shop turnover of nearly 20 million yuan in two hours, the customer price of nearly 400 yuan, this new live broadcast refreshed the sales record through the Taobao live broadcast.
In Zhang Dazhao’s view, this live broadcast is for the purpose of selling goods. In order to let consumers better understand the source of her branded clothing, in the four hours of the live broadcast, in addition to the content items that the fans requested, they should eat and chat. She also took fans to visit the print house, warehouse, fabric room and even the warehouse. On behalf of the fans, she also asked the fabric research and development room researcher about the clothing related issues.
It is worth noting that Zhang Dazhao’s career layout is becoming larger and larger during the golden age of China’s online red economy. This year she opened a new lingerie store and a cosmetics store, but abandoned the idea of ​​opening a menswear store. Her team is planning to expand overseas, has opened Facebook and Instagram accounts, or will enter markets such as Singapore, Japan and South Korea.
Some analysts said that in the Chinese market, it is not a blogger who is in full swing. It is not a blogger, but a larger number of fashion network reds. The latter relies on Weibo, WeChat and Taobao platforms to realize more direct and scale. Sex. The clothing brand Jupe Vendue launched by Zhang Dazhao has often robbed thousands of pieces when it was new. At the end of last year, Zhang Dazhao began selling lipsticks and sold 20,000 in 2 hours.
Although Net Red has been criticized as a vase, some people believe that Net Red represents the impetuousness and superficiality of the current society, but with the economic minds of Zhang Dawei and others, it has really opened up the productivity of the Net Red economy, and it is unstoppable. The market size, more and more people began to curious, pay attention to and study the operation mode of this business.
At least for the fashion KOL, the operation mode of this business is very useful. As the boundaries between online red, fashion bloggers, and social media traffic stars become more and more blurred, they are often classified into the category of fashion KOL. Earlier, the fashion headline network repeatedly analyzed the development bottleneck faced by fashion KOL. Not only in China, but after relying on the number of fans to become famous, global bloggers are mainly attached to luxury brands and get returns through various forms of brand cooperation.
The greater the influence of fashion KOL, the more luxury brands invite them to become brand friends and even spokespersons. British fashion KOL Alexa Chung is an evergreen tree in the fashion world for ten years. However, for the fashion KOL with very short-lived influence, the cooperation with luxury brands is also full of uncertainty. The cooperation between the two parties is not only durable, but also faces the problem that fashion KOL also endorses too many brands and thus exerts influence dilution.
French accessory brand Longchamp started using Alexa Chung as an advertising face three years ago. However, according to the British Evening Standard report, Longchamp has decided to stop advertising with Alexa Chung. Although the Longchamp holder Cassegrain family had a bad relationship with Alexa Chung, the brand executives revealed that Longchamp still decided to abandon Alexa Chung because she was too much brand endorsement, the image was not specific enough, and the influence was diluted. In order to maintain the brand image, Longchamp may re-enable professional models as advertising faces from the fall and winter of 2017.
But which KOL can rely on a luxury brand to maintain its influence life? Moreover, most KOLs are not satisfied with becoming a brand's exclusive image, they often have a ambition that cannot be underestimated. Therefore, the contradiction between KOL and luxury brands has become more and more obvious. On the one hand, luxury brands think that KOL's popularity is coming fast. Although in the context of the current close relationship between luxury brands and KOL, in order to seize the younger generation of consumers, the brand has to further cooperate with KOL, but they can not turn a blind eye to the instability and risks that KOL itself carries. In other words, luxury brands still lack trust in KOL.
On the other hand, KOL also believes that the expectations of luxury brands are not realistic, because if KOL hopes to continue to extend the influence of life, then they can not remain absolutely loyal to a few luxury brands. As the younger generation of fan groups become more and more new and tired, the fixed cooperation between KOL and the brand will soon lose its freshness. There are also some KOL followers who believe that if KOL and the luxury brands establish a too stable relationship, KOL will become a representative of luxury brands, and no longer a representative of fans. However, initially these KOLs relied on fan power to build influence. KOL needed to find a precise balance between fans and brands, because once they were biased, their careers would be in crisis.
What deserves their vigilance is that the most popular KOL at the moment will also face more challenges after the end of the bonus period, and luxury brands and fans are increasingly expecting KOL. Danielle Bailey, head of research at L2 Asia Pacific, a research firm, believes that Chinese fashion bloggers, and even bloggers at the top of the pyramid, may encounter difficulties in the current overheated environment. "As more and more brands begin to build partnerships, this The patterns are easily copied and their returns may be reduced."
The single and solidification of the cooperation model is an important issue that KOL will face. In addition to accepting luxury brand invitations for event platforms, writing promotional articles and soft advertising, short-term takeover of luxury brand social media accounts or endorsements, and selling products directly for luxury brands through their own social platforms, KOL and luxury brands are not yet developed. A more diversified cooperation model.
After experiencing the “crazy†release without effect, luxury brands have also begun to change their mindset and adjust KOL's delivery strategy, which means that luxury brands have higher requirements for KOL. Even the most influential KOL at the head of the industry will be reconsidered by luxury brands as a key indicator of conversion rate. In plain language, this indicator is also known as “to bring goodsâ€.
Zhang Dazhao is not as high as other stars or KOL, so consumers will feel very cordial and also get the success of their personal brand.
However, once luxury brands began to adopt "selling goods" as a measure of KOL, those star artists with KOL traits and social media traffic overwhelmed the advantages of ordinary fashion bloggers. Compared to fashion bloggers, celebrity artists have a broader audience base. Benefiting from the rapid development of the fan economy, more and more star fans are willing to follow the celebrity artists to buy the "same product", which is more conducive to directly promoting the sales of a certain product. On social media and Taobao, a star can often become a popular search quickly. Therefore, if you want to choose between Yang Mi and the fashion bloggers of the "Bring Queen", I am afraid that luxury brands should not hesitate to choose the former.
In addition, the fashion KOL mode of operation other than stars is also relatively simple. Publish the two most common content production modes, blog posts and street beats. If you can't continue to provide fans with a sense of freshness, then KOL's influence will quickly be exhausted. What makes KOL uneasy is the rapid change of the media environment. Every change in media usage habits will cause the market to be shuffled. For example, the rise of Weibo has spawned a group of bloggers who are good at attracting readers' interest within 140 words. However, in the use of media from Weibo to WeChat public account In the process, a group of Weibo bloggers were eliminated by the market, and a group of WeChat public numbers who were good at writing and writing long articles reoccupied the KOL market.
Now, the data also shows that more and more WeChat users are beginning to evade the amount of information overloaded, and more and less actively open WeChat articles. The WeChat public account readings are generally lower, and people are not suspected that the next media migration is coming. So the most critic of this is the KOLs, because no one can guarantee to win every battle.
Therefore, whether from the external environment or internal mechanism, if you use NetRed or KOL as a business, this business is actually a high-risk investment, but most of the "being" influencers are focused on KOL. The surface is fascinating, and the daily advancement is overwhelming, ignoring the crisis of influence that KOL faces all the time.
To keep the influence going, let the flow of the peak period be realized. Since you can't rely on the other, the most obvious way out is to establish your own personal brand. The network red economy represented by Zhang Dazhao is a typical representative of this path. But even for the most successful fashion bloggers and network reds, traffic is not as simple as it was supposed to be.
The time that KOL invests in a personal brand is bound to take up the time of managing public relations with luxury brands. From the perspective of revenue, more investment and less profit, and the profit cycle is too long. Second, personal brands take a lot of time. Alexa Chung also launched her personal brand not long ago, but she spent a total of three years from the initial preparation to the final launch of the brand, not to mention the 10 years she had accumulated experience in the fashion circle. For many reds who become famous overnight and are too fast, the brand's preparation cycle far exceeds its own fame cycle, and it is easy to miss the best opportunity to realize its influence.
In addition, good image and dressing are one thing, and branding is another. Stars only need to shape themselves, and branding means understanding the market, understanding consumer needs, and constantly adjusting a series of issues such as product structure and pricing. The brand is a real business. If you can't do it yourself, you need to invest more time to find a professional manager. For reds who want to cash out quickly, this is obviously not feasible.
And various cases show that the amount of fans is not a solid foundation for brand management. Although Alexa Chung has many followers, the performance of his personal brand remains to be tested. After the first series was released, the brand's official website products were not sold out as quickly as expected. There have been many failed examples of celebrity celebrities launching personal brands, such as Paris Hilton, Linsay Lohan, Luella Bartley, etc., while brands such as Jessica Simpson and Ivanka Trump have established commercial operations.
The Jessica Simpson affordable brand, which is licensed by the G-III Group, currently has annual sales of over $1 billion. The brand's success lies in clarifying the needs of the average consumer in the central United States, and has nothing to do with the luxury of celebrity celebrities. The success of the brand can be attributed to a clear business strategy. With the personal appeal of bloggers or reds to fans, and without a good business model, it is often difficult to bring sustainable purchasing power to the brand.
What many people are puzzled about is why a group of Chinese net red, such as Zhang Dazhao, can achieve commercial success with their own brands, and many stars, net red, and KOL have failed.
First, the criticality of the platform is often overlooked. As the earliest online store to open stores on Taobao, Zhang Dazhao became the beneficiary of the rapid development of China's e-commerce business, and its brand followers also quickly accumulated with the crazy growth of e-commerce platform, and finally formed the current commercial scale. . With the rise of collective e-commerce websites such as Amazon and ASOS, the way KOL sells in independent websites and physical stores is easy to fall into an isolated situation, making it difficult to form a commercial scale.
Secondly, KOL's specific marketing methods for the brand have a great impact on the sales performance of the brand. Zhang Dawei and other early network reds first noticed the arrival of the video era, and the marketing method of using video to explain products is almost in the global lead. Compared with some KOLs that focus on brand management, Zhang Dazhao’s Taobao shopkeepers will focus more on the sales of specific products, and more simply say “selling goods†and continue to target specific sales. Promotions, including sweepstakes, buyer shows, live broadcasts and other socially interactive activities, strengthen the connection with fans. However, it is worth noting that most of the network reds stay in selling clothes instead of selling designs. There are also many elements that copy plagiarism, and the styles of the brands are not very different. This is different from the personal business model of foreign bloggers such as Chiara Ferragni.
This may also explain why Kylie Jenner's make-up brand of the Kardashian family continues to grow bigger, and the clothing brands that Kendall Jenner and Kylie Jenner work together are not too hot.
Interestingly, the different brands that the same network red is involved in have a distinct effect difference, which is precisely because of the specific business methods. Kylie Jenner is almost fully committed to his beauty business, constantly introducing videos on Instagram, and only focusing a little on the clothing brand. His sister, Kendall Jenner, is busy with major brand endorsements and social life. In addition to publishing some advertising images, it seems that he has not invested too much energy in the promotion of clothing brands. In fact, just publishing the ad image and detailing the product in the video, the two promotion methods have very serious differences in the effect of sales.
In addition, the most likely to open the gap on a commercial scale is also the most easily overlooked factor as well as the supply chain. The commercial scale test is the productivity of the factory behind Net Red. Alibaba's 1688 business unit new platform Amoy factory, it is said to be the solid backing of the current network red e-commerce, the slogan is "net red in the front, the factory is behind." Especially under the pressure of the tight orders of the double eleven, whether to ensure production has become the most critical issue. This is also the most overlooked issue of online red selling as a "business". Due to the scale of China's online red economy, the market has formed an increasingly complete industrial chain, providing commercial platform and supply chain support for this business, providing many market opportunities for China Netcom to achieve long-term commercial value and expand business scale. .
Under the combination of various reasons, a 20-year-old Zhang Dazhao, whose commercial map easily surpassed the American net red Kim Kardashian who has become famous for his uninterrupted family speculation for many years. This should not be surprising, because having a business model and grasping market trends is crucial. For more ambitious KOLs who are not satisfied with the passive choice of luxury brands, jumping out of identity and finding the next "east wind" may bring a break.
The most important thing about net red is the aura of positive energy, which gives you a sense of longing for “being a woman can be so beautifulâ€.
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