How To Capture The Next Flow Outlet In The Post Internet Popularity Era?

On the Double 11 in 2016, Zhang Dayi, an online celebrity, had a sales volume of more than 100 million yuan, becoming the first women's clothing store on Taobao with sales volume of more than 100 million yuan; In 2017, its store sales reached 170 million yuan on Double 11; On the Double 11 in 2018, the sales volume of stores exceeded 100 million in 28 minutes, basically maintaining the same strong trend of carrying goods as the previous two years.

In contrast, the performance of Ruhan Holding, the parent company of Zhang Dayi's personal online store, is not so optimistic. In 2016, Ruhan Holding's operating income was 446 million yuan, and its net profit was 2.6361 million yuan. In the first half of 2017, Ruhan Holding suffered a loss of 17.29 million yuan from its non net profit deduction, a year-on-year decrease of 275.21%.

According to media reports, in the first half of 2017, Zhang Dayi's personal e-commerce company realized an operating revenue of 132 million yuan, equivalent to 43% of the total revenue of the parent company Ruhan Holding. In addition, Dayi E-commerce realized a net profit of 18.19 million yuan in the same period.

The financial report of Ruhan Holding shows that at present, there are more than ten online celebrities under Ruhan Holding, but Zhang Dayi, who can contribute more than 100 million revenue and tens of millions of profits, has not seen the second case.

The term "online celebrity economy" came into the public's attention from 2015. After a large amount of capital entered in 2016, the market was immediately brought into a boom. A group of online celebrities with strong ability to carry goods, such as Daikin, Zuo Jiaojiao and Lin Shanshan, rose rapidly.

However, this boom entered a calm period in 2018. From the sales of some online celebrity Taobao stores such as Daikin and Zuo Jiaojiao, it can be seen that the sales of Double 11 and Double 12 have not increased, and some categories have even declined.

When the boom fades, how to continue to increase the sales of online celebrity stores has become a problem that all e-commerce online celebrity incubation companies can't get around.

Sydney, the founder and CEO of Chenfan E-Commerce Co., Ltd., recently participated in the 2018 New Online Business Summit held by the world's online merchants, and shared a speech on the theme of "The era of post Internet celebrity is coming: how original brands capture the next flow outlet".

Sydney is the top online celebrity, and the sales of the store on the Double 11 have once reached hundreds of millions of yuan, and together with Zhang Dayi, it has been on the top ten list of Taobao Store C sales. Chenfan E-commerce Co., Ltd., the company founded by Sydney, also has many online celebrities. In the process of actual operation incubation of online celebrities, Sydney and her team have also accumulated a lot of experience. Sydney called it the "post online celebrity era". In view of the gradual return of online celebrity economy to calm, she expressed three views on how online celebrities should find traffic again. The first is content marketing and multi platform promotion, the second is celebrity matrix, and the third is brand empowerment.

　 Content marketing and multi platform promotion

Most traditional advertising campaigns do not tell consumers the background, story, and concept development process of the brand, but Sydney believes that content marketing has become a powerful tool to improve traffic, and it should be used to tell fans or consumers how the brand was created, which is the process of brand co creation.

"When we develop a new product, such as a lipstick, I may send a microblog to ask my fans what color they like, or whether they like the color or texture. When we develop a certain clothing, we will also send a photo to ask fans how the fabric is. This process has enhanced their awareness and recognition of our brand. "

In terms of content marketing channels, Sydney began to focus on some new emerging platforms from 2018, such as dithering short videos. On the Double 12 in 2018, Sydney also made an attempt on dithering.

"On December 9, I just came back from taking photos from abroad. At Shanghai Pudong Airport, I wore a new down jacket that day because it was very cold and cold in Shanghai. Because the down jacket was very powerful and it was worn on both sides, my colleague took a video for me. After walking for a while at the airport, I wore the front and the back and shot a video of 20 to 30 seconds. Unexpectedly, I got a lot of praise when I posted it to Tiaoyin, and attracted 450000 people to visit the store that day. The sales of this down jacket broke 20 million on the day of Double 12. "

This successful attempt gave Sydney a signal that it must pay attention to the traffic and operation of different platforms.

　 Mutual support of celebrity brand matrix

Sydney believes that there is a very important source of traffic in the celebrity economy system, which is the traffic brought by different celebrity brand matrices. This can be understood as the process of building a tower out of all the sand, that is, different celebrity IP values support each other.

Sydney said that each celebrity brand has different styles and products, and the market segments are different, so the final value of traffic can be transferred to multiple brands through the same traffic portal. "For example, for a photo or a video I showed on the social platform today, the clothes I wore in this video may be my own brand, but the accessories I used, or my shoes, bags or hats, can be from other brands or stores."

That is to say, users can choose the same traffic portal according to their own preferences, while online celebrity companies can channel consumers to the same brand through multiple IP values.

Sydney Company created a jewelry brand for one of its new celebrities last year, and added a new hat on the Double 12. This hat was also revealed in the new matching of other celebrities of Sydney Company, which also helped to lead to his jewelry shop. On the day of the launch, more than 5000 pieces of the hat were sold. "As a new celebrity store, it is a very good result. So the mutual support celebrity matrix is very helpful for us to obtain traffic."

Brand empowerment

In the past two years, more and more international major brands have begun to extend olive branches to domestic celebrities, and the more popular way is co branding.

Sydney believes that the celebrity community economy is the focus of brand operators to explore the value of goods. Online celebrities share the brand's products, reputation and a series of "grass planting" processes on social media, and based on the big data of the community to find their own product positioning, as well as consumer groups and market positioning, so as to drive product innovation. With the help of brand empowerment, celebrities make their brand popularity and reputation become the evidence and support of their business value, which can not only realize relationship marketing, but also facilitate the exchange of brand values between the two sides.

In March 2018, Sydney's own brand clothes and Snoopy jointly launched 10 new products, with a sales volume of more than 80000, and a sales volume of more than 40000 T-shirts on the new day.

As for the new plan for 2019, Sydney has initially formulated several directions. One is to continue to expand the scope of the celebrity matrix and incubate 5 fashionable and high-quality independent brands; The second is to explore new traffic, deepen content, create two existing independent beauty brands, and create more traffic entrances; The third is two-way empowerment, in-depth cooperation with brands, and joint branding with high-quality IP and brands to create more new hot money traffic.