The Successful Way Of Star Shop

In only two months, Hunan TV entertainment host

The "Mr. bear" Taobao store did the double crown store level.

The crazy participation of fans has almost led to a "happy tragedy". On the day of the official launch, his shop visited over a million, and the turnover of Alipay was over 100 thousand yuan, and the turnover was 4500.

That night, "Mr. Xiong" by Taobao net system acquiescence acquiescence is "hype credit", shut shop automatically.

A few hours later, Taobao's customer service realized that this is the "star effect".

While other stars Taobao stores began to stumble.

At the beginning of this year, Taobao sports star shop only had basketball star Marbury a shop.

According to Taobao Star Store, because of "not very compatible with online shop", his operation is not satisfactory, only four drill shops in a year.

Behind the "double sky" is the different business models of the stars' online business.

According to the reporters, at the beginning of this year, Taobao launched special projects for sports star shops, and contacted sports brokers to discuss cooperation with celebrities.

Independent agent Xu Ou (alias) is a participant in this business project. In July, she found the soccer star Shao Jiayi and Xu Liang, a roommate in the same hostel of Beijing Guoan club, and successfully persuaded them to join the program.

Xu Ou told reporters that the two people decided to operate the category quickly.

After confirming that Shao and Xu have the intention to open shop, Xu Ou began to help identify brand manufacturers.

"Two people have seen less than a week's time before they see the factory to determine cooperation."

Xu Ouru told reporters.

Shao Jiayi accidentally chose to run mother and baby products because he himself was the father of two children and worried about finding no good mother and child products.

Xu Ou only recommended to Shao Jiayi the production of maternal and infant products, a company named Di Baer te, under her arrangement, Shao Jiayi met with the manufacturers several times, it hit it off.

"Shao Jiayi sells

It is very anti string role, many netizens are very stunned.

"We signed a long-term cooperation agreement without specific cooperation years."

Shao Jiayi, manager of Le Jia maternal and infant store manager Li Wei told reporters.

According to Li Wei, Shao Jiayi hopes to promote the advanced concept of baby raising in Germany through this store, and establish "mother QQ group" to exchange ideas with consumers.

Xu Liang chose Yunzhou brothers' "shaddock glasses" shop, according to shop manager Yang Yunxiang, mainly because Xu Liang himself is a tide man, interested in the fashionable glasses design.

As the two manufacturers themselves have Taobao stores, the approval process has become very simple.

The manufacturer only needs to submit to the Taobao Star Store star personal authorization data proof, about one week or so on the Taobao Star Store's home page.

"The biggest advantage of Taobao online is getting free traffic."

Li Wei told reporters that they need to spend thousands of pieces on the through train last year to do the bidding, but the effect is not significant.

"Shao Jiayi and Xu Liang are all online buyers. Shao Jiayi has more than 10 years of personal relationship with the manufacturer."

Xu Ou believes that this is the most important foundation for cooperation.

Star friends as models

Since opening a shop, the online store naturally applies the "star effect".

It is reported that stars and manufacturers cooperate in a joint operation to share profits. Stars do not need to invest in capital, nor do they participate in specific operations.

"Mainly on the promotion of micro-blog", Yang Yunxiang told reporters that in August 4th, Xu Liang entered a 62 meter long shot, and then launched promotional activities in micro-blog 2 days later.

On the same day, the official micro-blog jumped 500 fans in one day, nearly double.

Trading volume is close to 100 strokes, far higher than normal trading volume.

"The store will normalize this goal promotion campaign," Yang Yunxiang said.

And the star image is the biggest resource of the shop.

After the cooperation between Shao Jiayi and di Baer, the Taobao shop name was changed to "happy mother and baby", and a model was set up for the store. Li Weihua, the manager of the store, redecorated the shop for more than a month, and the products displayed on the front page were all displayed by Shao Jiayi.

The same star models include Zhu Fangyu and Wang Dalei.

But Yang Yunxiang, a pomelo glasses keeper, thinks that shops are mainly products brands, and should not be tailored for fans.

The store's main style is the couple's glasses displayed by Jia Nailiang and Li Xiaolu.

Xu Liang's image is displayed only at the bottom of the shop page and has no obvious correlation with the product.

According to Shao Jiayi, in the future, he will do more in-depth cooperation with the store, create a personal home page and publish his goal collection, open up an interactive platform with fans, while Yang Yunxiang hopes to design a style of green elements (Beijing Guoan main hue) or soccer element element for Xu Liang.

At present, the best sports star shop is Gao Min's ponoto fashion bag shop.

She joined stars such as actors Yang Zi, Xu Jinglei, Liu Yuxin, and other stars to form a "Star shop alliance".

There is a link of the Star Store Alliance on the front page of each league store.

It also made her store share the strength of other stars' fans.

Brand climate

However, compared with more than 100 entertainment star shops, most of the certified Taobao sports star stores have just started in June, and there are still many deficiencies.

It is understood that the Du Haitao shop price per passenger is mostly less than 10 yuan, Shao, Xu Er store in the unit price of about 200 yuan.

User evaluations such as "description matching", "service attitude" and "delivery speed" are all lower than 3% of peers.

"Fans love this player and do not necessarily like what the player sells."

Yang Yunxiang thought, "on the day of website launch, many fans came to ask for Xu Liang's signature, but the volume did not increase significantly."

"Sports stars have their own main competitive tasks, so it is difficult to devote too much time to shop promotion."

Yang Yunxiang told reporters that he hoped to send gifts to the workers' Stadium on the spot in Xu Liang's goal promotion campaign, so that he could take a promotional campaign on his own.

But after a long period of promotion, Xu Liang played in the field and was unable to participate.

In micro-blog marketing, Xu Liang did not interact with the store after 3 micro-blog promotions after the goal.

Shao Jiayi has never mentioned his Taobao store in her personal micro-blog.

By contrast, stars in the entertainment star shops that manage well are more attentive.

In July 26th, Du Haitao participated in a professional Taobao University MBA training organized by Taobao Star Store.

The main operation team has been arranged for more than three months by 10 or so costumes of the happy family.

And he mentioned his Taobao store 9 times in a month in micro-blog.

In addition, Du Haitao, Kevin Tsai and other stars have used their own business as a shop assistant to interact with Ali Wangwang fans in order to enhance their influence. However, up to now, no sports star can do their own customer service.

Wang Dalei's fashion shop opened a column of "big thunder support group", but it was only a picture that could not be opened.

At present, Gao Min, the best developed athlete, is a retired athlete who goes to work and participates in business every day.

Shao Jiayi and Xu Liang in Beijing Guoan are taking the first salary, the annual salary is between 1 million -200 yuan, compared to Shao Jiayi's Taobao shop highest daily dozens of pen, guest unit price of 300 yuan or so little turnover.

"Making money is not a goal. Shao Jiayi and Xu Liang want to build their own brand and become the next Lining."

Two shopkeeper are all think, but in terms of current development situation, stars and store managers need to do a lot of homework.