Reveal The Operation Mode Behind "Xi Li Ge"

Looking back at the past 2010, there will be no less Xi Li Ge in the list of Internet Celebrities.

A tramp with a cigarette in his mouth, a waist red ribbon, and a broken cotton padded jacket and fur coat were caught by the sharp eyes of his passers-by caught in his mouth, and was dubbed "Xi Li Ge" by many netizens.

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However, when the homeless came home, netizens began to lose interest as more and more photos and videos of Xi Li Ge were overexposed on the Internet and TV, because "Xi Li Ge is no longer sharp."

So, "Xi Li Ge" is dim again.

But anyway, "Xi Li Ge" had a fire, and this fire burned the commercial value of "Xi Li Ge".

Outside the entertainment spirit, the broad grass-roots foundation of Xi Li Ge and the popularity of its rapid growth have attracted businessmen's invitation.

Today, a company in Shanghai even claims that the operation of Xi Li Ge will be promoted to a brand, and its operating capital will be as high as tens of millions of yuan.

"Xi Li Ge" has changed from an obscure vagabond to a brand with tens of millions of capital support. What kind of interest chain does it have behind? Can the "Xi Li Ge" brand last long? The daily economic news reporter will uncover the operation mode behind Xi Li Ge.

When tramps endorse clothing brands

Among the vast tramps, Xi Li Ge's rapid growth is like a legend.

Hua Zi, editor in chief of Tianya, told reporters, "this is a time when we are tired of celebrities. When netizens are tired of all kinds of celebrities, the appearance of" Xi Li Ge "is so overwhelming.

"Xi Li Ge" is highly praised by the grassroots because of its mixed mix style and bold and unrestrained image.

"The classic image of Xi Li Ge is deeply rooted in the hearts of the people," said Zhuang Guowei, general manager of the above Shanghai company. Not only is Xi Li Ge's mix and match style, but also the cigarette in his hand.

Zhuang Guowei said that they not only bought the right to pfer the trademark of the "Xi Li Ge" brand, but also applied for a registered trademark of Xi Li Ge.

Zhuang also said that the company has tens of millions of capital behind its operation, and once the entity is completed, it will continue to expand its investment.

In January 5th, the website of the "Xi Li Ge" dress will be formally launched. The winter costumes and spring clothes of the relevant costumes will also be on the market. Before that, how did "Xi Li Ge" be given tens of millions of value?

In March 2010, with the help of enthusiastic netizens, "Xi Li Ge" returned to the hometown of Tiger Hill New Village in Poyang, Jiangxi.

At that time, his family also told the media that they had been receiving various kinds of businesses' invitation to cooperate.

The above Shanghai company's actions are not the fastest but systematic.

According to the introduction, in June 2010, the company purchased the domain name of "Xi Li Ge"; in July, it bought the right to pfer the trademark of Xi Li Ge; in August, it signed a cooperation contract with "Xi Li Ge" Cheng Guorong and his family members; in September, he hired "Italy clothing brand designer" to take charge of the brand's design work.

The reporter found on the China Trademark network that the company purchased the trademark application right of "Xi Li Ge" dress to Ruian Baidu Trademark Agency Co., Ltd., and the shareholder of Shanghai Han Han Information Technology Co., Ltd., the first shareholder of the company, applied for the trademark of "Xi Li Ge" tobacco.

According to Zhuang Guowei, the "Xi Li Ge" brand clothing will adopt OEM's OEM mode and operate through e-business mode.

Before "Xi Li Ge" was formally packaged into a brand, "Xi Li Ge" was just a high degree of Internet rhetoric.

An insider who once engaged in the capital operation of a company told reporters that the amount of money invested by the brand is exactly what we need. We need to ask a question mark, but this way we can raise the brand and raise the brand value to a certain extent.

Zhuang Guowei told reporters that before "Xi Li Ge" became the brand, the initial investment was huge.

For example, the cost of buying domain names and trademarks is very high.

"The cost of registering a trademark at the China Trademark Office is 1000 yuan."

The insiders pointed out that the pfer of the right to apply for trademark is not in the market. "It depends on the popularity of the trademark, and of course it depends on the strength of the buyer."

As for the right to apply for the trademark of "Xi Li Ge" dress, Zhuang Guowei did not want to tell him the exact amount, but simply said, "at the beginning, the other party called it was a sky high price."

Hua Zi pointed out that the fame of "Xi Li Ge" is mainly driven by two factors. First of all, the netizens like the plot of grassroots heroes. On the other hand, street tramps are a common social phenomenon.

"We choose" Xi Li Ge "because, compared with other Internet Celebrities, Cheng Guorong's rise is not due to netizens'" Ugliness "plot for the Internet redactor.

Zhuang Guowei said.

"Behind Xi Li Ge, we can't see any signs of pushing hands."

Hua Zi pointed out that the fame of "Xi Li Ge" is a relatively natural thing, which is different from that of Feng Jie's deliberate speculation.

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"The net red man's commercial value has two kinds of situations. First, there will be businessmen to pay attention to when the net red man gets up." the second case is that after the Internet red man has just started to take a lead in the Internet, some network public relations companies, the so-called backhand drivers, will contact them and ask them to pack them.

Hua Zi pointed out that "these network public relations companies will make a high price, so for these Internet red people is also a way to get rich."

Some Internet Celebrities became employees of the company after signing a contract with a network public relations company.

But after packaging, the behavior of these Internet red men, the traces of artificial packaging is very obvious.

However, these network public relations companies are not responsible for holding people. They will do many Internet public relations agents for many enterprises. The Internet red men who have signed a contract with network public relations companies have become the resources of their hands.

Hua Zi, for example, if there are some small brands to engage in activities, Internet public relations companies will arrange the appearance of Fengjie, thus attracting people to watch.

But the way of Feng Jie's appearance is not that the event specifically invited her as a guest, but usually arranged for her to appear at the scene of the event by casual way. Then, because of the photos posted by Feng Jie, a large number of photos will appear in the background of Feng's sister.

Nevertheless, Hua Zi pointed out that Internet celebrities are a better phenomenon, which is different from the traditional channels of becoming famous, and is also a manifestation of social pluralism.

"Xi Li Ge" is a natural thing to do. However, when Xi Li Ge wants to become a brand, the pursuit of interests will start to change.

Hua Zi sighed.

Industrial landing threshold heavy

"These will be the brand of the network red people usually have two purposes, one is to stir up the brand hot can be a high price, second is that you intend to do business for the brand."

The industry pointed out that it is much more difficult to do business than hype.

"We definitely want to do business."

Zhuang Guowei said, "why not do such a series of things?" he said that the company was able to recognize the popularity of "Xi Li Ge" for the clothing brand and the promotional expenses that could be saved behind it.

However, for Xi Li Ge's brand as an industrial brand, the mentality of taking a shortcut behind it is not optimistic.

Yu Fei, a famous marketing expert, pointed out that this actually reflects a kind of impetuous psychology in the society. In this process, the value element of "Xi Li Ge" has been diluted.

At the same time, "Xi Li Ge" is not recognized by mainstream social consciousness, "Yu Fei believes that, although more striking, but the brand is not sustainable.

"In the period of social pformation, the popularity of this unruly and self governed style will be very high."

Yu Fei said that such a network of red men can cause a lot of attention, but the heat of netizens will not last.

This is indeed the case.

After "Xi Li Ge" was taken back to his home in Jiangxi by his family, a lot of "Xi Li Ge" life photos were spread on the Internet: the cluttered and sticky hair was washed away, the dust on the face was rubbed off, the mixed cotton padded jacket was replaced, and even the cigarettes in his mouth were gone.

There are still a lot of people who are not optimistic about this.

Fawkes Holdings Limited CEO Lu Qiang told reporters that although "Xi Li Ge" network clothing brand awareness has existed, but the grassroots "Xi Li Ge" itself is at a low level. "Even if we hire Italy designers, consumers will not recognize that this is the Italy brand.

Although they want to invite Italy designers to improve their brand positioning, they can not play any role in such a situation.

In addition, the choice of e-commerce mode, "Xi Li Ge" this clothing brand will also face a variety of challenges.

She Xincheng, founder of the dream bazaar, told reporters, "simply speaking, the e-business mode does not cost the shops, but the development risk of the backstage system is even higher.

In terms of system development, the early stability is very important. The rising space in the medium term is very important, and the intelligence in the later stage is very important.

She Xincheng pointed out that this is a big investment, and the cost accumulation of this part is much higher than that of any entity store. Therefore, it can not be said that the cost of starting e-commerce will be lower, on the contrary, the frictional force will be greater.

"The brand makes the market at low prices, attracts young people's vision and makes them try buying."

Lu Qiang pointed out, but the rate of repeat purchase is too low, and enterprises themselves need to continuously invest in advertising expenses to promote their products.

It is understood that

She Xincheng frankly said, "Xi Li Ge" will not be the core advantage of the brand, it can only be said to be a confidence advantage, so if we want to do business, we should be more careful in estimating the difficulty.