Fans Are The Biggest Buyers Of Costumes.

Niu Li, dressed in a pink coat, appeared in the Spring Festival Gala. This beautiful dress quickly attracted a large number of netizens asking: what is the brand of Niu Li's "a target=" _blank "href=" http://www.91se91.com/ ">" clothes /a "? Where can I buy it? For a while," Niu Li coat "has become the popular keyword in Tianya and Taobao search.

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< p > at that time, Taobao had not yet subdivided these needs. Instead, it was a sensitive seller who quickly modified the key words in the store.

At that time, Zou Jingjing, who runs Taobao, began to pay attention to the Star Shopping guide. Through organizing enthusiastic netizens to provide the brand and style links for celebrities "a target=" _blank "href=" http://www.91se91.com/ "clothing" /a ", to serve online shopping users.

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At the beginning of P, this practice was welcomed by a large number of netizens. However, the complaints from the stars were also followed. Zou Jingjing soon realized that in the absence of star authorization, the content of the organizational form went upstream in the gray area.

At that time, many stars had opened their own stores on Taobao, but Taobao still focused on the star effect, which led to a large number of sellers to optimize their search rankings by adding star elements in keywords, which made those star shops who had no knowledge of the electricity supplier rules at a disadvantage in competition, and the users who really wanted to go online to contact stars were also unable to find their own idols shop in the vast ocean of Taobao.

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< p > how to legitimately bring forward the positive energy gathered by Taobao stars? Zou Jingjing: why not integrate Taobao's star resources and build a communication platform for fans and celebrities? Star.taobao.com is online. On this platform, Taobao provides a unique display opportunity for celebrities' shops and a link channel by name to the store, and the rear end connects with Taobao through links.

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Like P, Zou Jingjing, general manager of Shanghai Le Le WoSign eCommerce Services Ltd, who realized the huge business opportunities behind the stars, began to extend the electric shock to the stars.

The original idea of running a shop for stars came from Kevin Tsai. At that time, Kevin Tsai was planning to build his own brand, and commissioned a brokerage company to find a reliable e-commerce operation team.

Kevin, who has received the news, has gained a certain reputation in the operation of e-commerce. But if we build a star brand alone, the traffic source of the shop is too single to form a gathering effect. Why not use the advantage of the operation to create a store that stores its star shops into a store with many star brands? < /p >

< p > Shi Kaiwen has accumulated many years of experience in the field of operation. He has benefited from the experience of many years and star cooperation, and he is well versed in the rules of the entertainment industry.

The shop of Le Li's stars is born in this cross industry communication.

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< p > up to now, there are already more than 300 star shops on Star Store platform.

And the Star shop has also been passive from waiting for the stars to cooperate, and now actively screening the appropriate star brand.

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< p > no matter the platform side or the specific operator, there are still many problems to be solved and concepts that must be clarified at the beginning of this particular industry.

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< p > who is the star and who opens the shop? < /p >

< p > who is the star? The first problem Zou Jingjing encountered is tricky.

After all, the number of entertainment and movie stars is limited. For the Star Store platform, the more diversified and rich celebrity resources will mean more stable and loyal source of traffic.

However, in the cultural, business or animation world, what kind of talents are eligible for Star shop certification? < /p >

At the beginning of the P, Zou Jingjing locked the scope of Top50 in every industry. The ranking came from the comprehensive evaluation of micro-blog, Baidu and insiders.

However, she soon realized that the investment in running a star shop is continuous. Even if there are more famous stars to be settled, if the other party is just playing with a ticket, the stability from the supply chain to the stability of the team will be greatly reduced.

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< p > the Taobao Star Store platform team has only 9 people. In the future, as the number of shops increases, it is necessary to maintain vitality through clear process management and complete support elimination mechanism.

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< p > for this reason, Zou Jingjing will enter the star store to adopt the rule of 271, stratify according to the enthusiasm and operation level of the star store, and those stars who neglect to shop, may be refrigerated after repeated communication failure.

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< p > < strong > What do stars do when they open shop? < /strong > < /p >

< p > Taobao Star Store's mode is more direct than that of Taobao Star Store's fixed rules, setting process and providing a one-stop service mode from shop decoration to supply chain solution: stars have ownership of brands and need to share their design concepts and marketing resources for brands and products on a regular basis.

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< p > before that, it was not uncommon for celebrities to be "a target=" _blank "href=" http://www.91se91.com/ "designer" /a ". In the Taobao Star Store platform, Xu Jinglei, Li Xiaolu and others have gained a lot of exposure.

However, the more famous stars are, the more busy the work is, the more time they need to take advantage of the idle time of filming for creative work, which leads to the slow and unstable supply chain of star shops.

Both Zou Jingjing and Shi Kaiwen are faced with this embarrassing problem.

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< p > Shi Kaiwen's solution is to communicate more.

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P > for example, before signing with Kevin Tsai, the brokerage firm has provided Kevin Tsai's general work plan and schedule to the star store for a year, and the star store has set up a full year stock, new and marketing plan.

In this plan, Kevin Tsai needs to do the overall concept of the CAI brand in the early stage, and the Star shop is based on the brand concept, Kevin Tsai's one year activity arrangement for the overall development of the goods.

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< p > Star brand is selling clothes, selling a target= "_blank" href= "http://www.91se91.com/" > shoes "/a" or selling souvenirs? The answers given by everyone are different. Shi Kaiwen thinks that according to the characteristics of stars, the attributes of commodities can be determined and the participation of stars in the positioning of the overall image will make them possible.

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< p > take the new series of men's long sleeved shirts on CAI as an example, and print the words of Kevin Tsai's new book short messages to unknown lovers on the necklines and cuffs.

Its inspiration comes from Kevin Tsai's proposal, hoping to use < a target= "_blank" href= "http://www.91se91.com/" > cloth < /a > as a piece of paper, with a meaningful text to highlight the cultural taste.

And positioning the merchandise as a shirt comes from the planning of the star store. After all, a large part of Kevin Tsai's fans are white collar workers, and the demand for shirts is not small.

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< p > Shi Kaiwen summed up Kevin Tsai's role in the Star shop in a sentence: he is the chief designer of CAI brand.

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< p > that is to say, the role played by a star in a shop is largely a provider of inspiration.

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< p > strong > do business, how to do it? < /strong > /p >

< p > in Shi Kaiwen's view, the star brand consumers should first delineate users in the fans circle, and gradually expand the spread of fans to ordinary consumers.

This requires the location of the store and the positioning of the stars, and the orientation of fans is the same.

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< p > for this reason, on the new stock depth of the star store, we first refer to the number of fans of its artists as the reference standard, and match the number of the fans in the forums and QQ groups with the number of fans in the forums and QQ groups, so as to match the sales volume of micro-blog.

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< p > from the perspective of traffic flow, star shops present obvious fans crowding up phenomenon: fans often come directly to their idol and form purchases, and seldom visit other people.

Whether these different flows are likely to converge and integrate so as to raise the unit price or purchase rate of the customers is a topic worth studying for Shi Kaiwen. "We are considering the cross border cooperation of some stars, which can combine the fans of different stars, enhance the brand awareness of each other, and increase the purchase rate and the unit price."

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< p > however, many stars have not yet realized this problem on the Taobao Star Store platform with a good understanding of the operation of the electricity supplier.

In the process of dealing with stars, Taobao is also trying to build a communication platform for them.

For the star brand, the biggest advantage lies in its huge marketing resources support. This advantage is reflected in the operation, which means the reduction of marketing costs.

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< p > from Taobao's star shops' traffic, it is often when stars start shops, media reports, or celebrities are involved in certain events and topics.

For this reason, the Star Store tries to step on the rhythm of every event of the star, and uses the topic to match the new products and create continuous hot spots.

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< p > take Nicky Wu's black-and-white energy as an example. When the brand goes online, it is time for him to play the "step by step startling". The 12 night of the night market, the Star shop's official website was almost burst.

Now, Shi Kai Wen is planning to invite fans to share the commentary on the white haired legend, and use Nicky Wu's dialogue in happy camp to create topics for shops.

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< p > this highly planned layout means that the Star shop is unlikely to establish a fast stock and reaction mechanism as ordinary Taobao stores, and the whole culture of online shopping means the flexibility and rapid response of the supply chain. The huge difference between the two mechanisms is already a great challenge to the shops of Star Store, which is so popular in the star brand operation, not to mention the Taobao Star Store platform for large and whole people.

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< p > for example, in order to cooperate with sales, Taobao Star Store has planned a star to do customer service activities. However, the time schedule of stars is often very compact, and the schedule of different stars determines that they can hardly get together to respond to this kind of marketing activities.

Moreover, because these stars are in different industries, they operate different categories of commodities. Even when determining a unified time, how to plan a unified theme activity has become a test of creativity.

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< p > < strong > star and operator how to establish trust < /strong > /p >

It is almost the consensus of the industry that it is difficult to do P.

Because entertainment circles are still relatively closed circles, the star's understanding of the electricity business circle is often very superficial, and the electricity providers are also not understanding the rules of the entertainment industry. Under such circumstances, the establishment of communication and trust mechanisms between them becomes more and more difficult.

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< p > Zou Jingjing made an analysis. The average time for a star to start a shop was six months, and most of the time was spent on communication.

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< p > "think of yourself for the stars, because you do not understand the business, worry about the quality of the products, and even the negative news. Therefore, for the sake of peace of mind, the appearance fee is the most direct and the most secure thing.

This may be the reason why many stars ask for a contract.

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In order to understand the rules of the entertainment industry, Zou Jingjing constantly told himself and team that he should put himself in other people's perspective to imagine situations. P

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< p > like Taobao Star Store, the Star shop is also seeking to establish a whole set of trust mechanism, and Shi Kaiwen's plan is still more communication.

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< p > "our employees do not necessarily have to be born in the entertainment business, but when the team is butting an artist, they will share it repeatedly." if you are a star broker, what kind of perspective will you respond to our needs? This is a continuous role playing process, knowing what he wants, and then he can help him think. "

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For this reason, both Taobao star stores and star stores emphasize the use of special talents to connect stars. Through long-term and stable exchanges, stars can trust P team.

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< p > in the star store, the vertical team structure is currently used: a specialized group butt a star brand, while customer service and design are public. Shi Kevin asked the members of the group to spend more time interacting with fans, so that they know more about the stars than the brokerage firms.

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< p > cooperate with Kevin Tsai. The Star shop will contact the broker company at least once a week to determine the main plan of marketing and operation for a week, and the daily data of CAI brand will inform Kevin Tsai through email.

Shi Kaiwen repeatedly told his employees: do not think that you know the electricity supplier better than the stars, you can make decisions without authorization. Even if people do not have time to watch, the stars shop must also inform the first time.

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< p > at the same time, in order not to occupy the star's time as much as possible, the stars shop always brings all the needs together and then makes a one-off confirmation and communication with the stars to ensure the efficiency of communication.

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< p > < strong > special shop how to avoid normal conflict < /strong > < /p >

< p > when Taobao has not yet established the certification system, the unique characteristics of star store have caused all kinds of unexpected troubles in the operation process.

Take Du Haitao's shop "Mr. Xiong" as an example, he got more than 4700 orders on the first day of the opening. On that night, Taobao's system decided Mr. Xiong to stir up the letter and put all his merchandise on the shelves.

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< p > despite the communication, the shops resumed. However, due to the shortage of manpower, Du Haitao's first batch of goods had been fully released for a week.

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< p > for Zou Jingjing, Taobao Star Store platform focuses more on solving the conflict between the high volume of visits and the number of explosive orders brought by the single store and the existing Taobao rules.

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< p > in the Star shop online, Zou Jingjing and Taobao search team reached a communication, all certified star stores, search can be docking through the interface, so that consumers search the name of the star in Taobao home page, the system will give the Star shop shop links in the first article of the search results.

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< p > for Taobao, to serve as many as more than 300 star shops, it is impossible to go deep into brands and operation segments like stars store, let alone in Zou Jingjing's view, Taobao's main job is still platform based, and it bears the responsibility of giving Ming stars the responsibility to fish. Therefore, she looks forward to building a communication platform for celebrities in various fields of the electronic commerce industry to help them grow slowly.

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< p > however, the energy of different stars in the shops is not consistent, leading to the extremely uneven development of the star shops. There are 100 star stores that have entered the category, and there are only a few single shop shops each day. In addition, the stars of different industries are involved in a variety of categories when they run their own brands, from beauty makeup, clothing to books and home furnishing, which makes Taobao Star Store's operation sub two facing a very complicated situation.

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< p > for example, most of the stars are not professional designers. Designers are more interested in sharing ideas and ideas. The size, operability and time rhythm of the design are often not in place. This requires industry experts to give more professional advice.

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< p > take Li Xiaolu as an example, because her design is completely completed by filming, which leads to the sale of summer clothes in the fast winter season.

And Joker Xue opened shop for the first time, because of inadequate control of the factory, resulting in the wrong version of the goods, and finally personally called the customers to apologize.

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< p > at present, star.taobao.com day UV has reached nearly 2 million. From the beginning, high visits, high unit price and low conversion rate have almost become the consensus of Taobao Star Store in the industry. For example, Joker Xue's shop price is as high as 1200 yuan.

However, there is also a women's clothing store with a daily UV of up to 20 thousand, but the monthly turnover is less than 100 thousand yuan.

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< p > after analysis, Zou Jingjing found that the store almost did not maintain any old customers, completely passive acceptance of orders.

"In the final analysis, service consciousness has not been established.

At first, customers came to your fame. "

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< p > in order to help the Star Store grow up, a shop inspection system was set up in the second category of the Star shop platform.

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< p > facing the increasingly professional and profound problems faced by the star store, Zou Jingjing is working hard to learn the knowledge of entertainment circles. In formulating plans and establishing rules, he is trying to combine the idea of big Taobao with the characteristics of small and beautiful stars, focusing on planning, so as to achieve the balance between them.

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