Who Can Pry The Industry Fans Economy?

When Guo Jingming relies on fans to support the unprecedented success of the box office of the small movie era, no one can ignore the strength of the fans when the famous pop group TFBOYS member Wang Junkai and the straw manuscript paper can sell money in Taobao.

Nowadays, more and more clothing brands are trying to turn the fans into real economic benefits by borrowing the influence of celebrities. In this regard, some brands choose to find celebrity endorsements, some brands jointly launch the joint star series of stars, some brands allow stars to "join" enterprises, big and small stars are also creating their own clothing brands, and strive to complete their own influence of economic transformation.

But can cooperation with celebrities really enable the brand to achieve "counterattack" in the market war? What is the value of the star and the enterprise, what is the value of the brand? Is the star the gimmick of brand marketing or the image carrier of communication with customers and the market?

In this regard, the reporter interviewed 4 clothing brands with in-depth cooperation with stars, in order to help enterprises find the real fulcrum of prying fans' economy.

　 DEPOT3 creative director Wan Yi

Stars should be similar to brands.

DEPOT3 has just started, and the utilization of star resources is not particularly prominent compared with other brands. Our cooperation with stars is mainly concentrated on borrowing stars.

In fact, as for the design of our products, it is also suitable for stars to show. It has always been my pursuit since I was doing DEPOT3 to make a personalized garment but not to wear it out of practice. Maybe it is because of these characteristics of our products that many stars are interested in our costumes.

From my point of view, the stars wear DEPOT3 clothing, in the short term to promote brand promotion and influence greatly help.

Many stars wear our clothes to participate in activities, and magazine shooting, will attract a lot of people to inquire about our brand, ask our store address. At the same time, the word of mouth among the stars also allows more stars to seek cooperation with our brand.

At the early stage of brand development, we are still very willing to cooperate with the star's borrowing needs. But as our brand gradually began to increase the promotion of the market and gradually began to shape its brand image at the consumer terminal, I began to reflect on the cooperative relationship with the stars.

For example, when the new generation of TFBOYS came to borrow our clothes, I was hesitant. Although TFBOYS has a high reputation in China and a large number of loyal fans, it will really enhance the influence of our brand. But this influence is also a "double-edged sword" to some extent. This also makes it easy for our brand to create a brand image of teenage clothing in the terminal market, which is quite different from that of the DEPOT3 brand, who is 25 years old and ~35 years old.

But the early effect of star effect on the start-up brand is very great. With the increasing number of borrowed stars, we set up a special star borrowing point in Beijing this year. But in the future, we will definitely increase the screening of cooperative stars.

As more and more enterprises begin to pay attention to mining the fans economy, let the cooperation between brands and stars gradually increase, and the cooperation between brands and stars is also deepening and diversification.

Initially, enterprises invited celebrities to carry out brand endorsement cooperation form, although it can enhance brand awareness, but in creating brand reputation, the effect is limited. For this reason, many brands of ideas have deeply embedded and established brand image in the terminal market through in-depth interaction with celebrities.

Therefore, choosing the right star to cooperate with the brand is very important for the future development of the brand. This directly determines the brand's image of "projection" in the terminal market. Therefore, in the future, we will be very cautious in choosing the brand spokesperson. We will not rule out the possibility of further cooperation with stars. At the same time, when brands cooperate with stars, we must grasp the opportunity to carry out event marketing, and enhance their ability to utilize and control star resources.

Assistant chairman Xu Xianling

Fans need to support the transformation of benefits

Fang Jianhua, chairman of Yin man, recently took part in the goddess's new clothes as a buyer. With the popularity of the program, Yin man has made a lot of hot topics.

But in fact, Inman's participation in the goddess's new clothes is not to promote the brand with the help of star influence. We mostly want to find and find some good fashion styles through the participation of the program, and find some designers who cooperate with the domestic background to cooperate.

This program did bring us a lot of gains. We also found some good styles. The style of the Xiong Dailin team designed by Fang Jianhua has been sold on the Internet platform of emann. Up to now, the series of its design has sold more than 2500 pieces. At the same time, the broadcast of the program has indeed increased the volume of our online traffic, and has also helped some new customers.

Of course, to achieve such a high sales volume, it must be related to the influence of stars and programs, and there must be fans going online to buy the clothing of star design series. But for the brand side, we are not just looking at how much the star clothing can sell. We are more interested in whether we can interact with the consumer market through the participation of this program.

In fact, this is also a good place for me to do this program. In addition to finding celebrities to attract topics, it also forms an interaction with the audience. At the same time, it also promotes the design of the star to achieve the landing of the market, so as to form a good interaction between the three. In my opinion, this is also the true value of the brand.

The audience participation of this program is very high, and it also hits micro-blog's hot topic. The audience's participation in the program and the feedback and feedback on the star design help the enterprises to better understand the consumer market, which is also the true value of the stars to the brand enterprises.

If the cooperation between the brand and the stars is just to achieve the sales growth through the star's personal influence, this is hard for me to achieve. After all, there are a lot of fans who are willing to praise 10 thousand fans for the idol, but they are willing to buy dozens of yuan to support the idols but not the majority.

Therefore, through cooperation with the idols, enterprises can really attract more attention in a short time. However, enterprises should turn these concerns into consumption flows. Ultimately, they should fall on the products. This is why I am not optimistic about some stars to launch their own brands.

Now, many stars have launched their own brands, trying to attract customers to buy through their own influence. But in fact, the production process of clothing is not as simple as that of stars. It needs strong supply chain and marketing system to support it.

Take our Xiong Dailin star as an example. It took more than 10 days to complete the product's on-line work. Although the time is short, there is a lot of complex work to do. First of all, we have to redesign the styles, because the size of stars is much smaller than that of most consumers. After we have finished the sample, we will also have to find suitable suppliers and foundries without any industry accumulation.

In addition, in the search for brand spokesmen, I think the brand must also be treated with caution, looking for truly endorsing brands, like fashion, with a certain level of spokesperson to cooperate.

Mr. bear brand CEO Lin Dong

Star effect boosts short term dividend

The term "Mr. bear" has not been established for only two years. Considering that the competition in China's clothing market is very intense now, and many stars also take clothing as the main entry area, we combine Du Haitao's personality and decide to take home products as a breakthrough.

Relying on Du Haitao's star effect, Mr. bear really established his popularity in a short time. Especially in the first year of brand development, many fans of Du Haitao have made great contributions to our store's click volume and merchandise purchase.

At the same time, the mode of cooperation between Mr. Xiong and Du Haitao is different from that of clothing brands. Du Haitao himself is one of our brand's bosses. Therefore, he is more interested in promoting brand influence than in general endorsement. This also gives us a lot of publicity opportunities.

From the current direction of online platform promotion, many platforms also strive to make stars as their promotional highlights. For example, this year Tmall decided to leave the location of the relatively good activity page in the beauty shop to the celebrity endorsement brand when it was "double 11".

In this regard, the influence of brand leveraging stars to promote the brand's phased development dividends is still very easy to achieve. But to achieve long-term brand development, relying solely on stars is far from enough.

Although "Mr. Xiong" has achieved good results in the utilization of star resources, it has also achieved tens of millions of levels in sales. However, compared with some well-known Taobao sellers, we are far from enough. Some of my friends who make Taobao have sales of 100 million yuan in their brands.

Of course, to achieve these and brand development opportunities also have a great relationship. Many of them began to make Taobao in 2005 and 2006. The platform opportunities and environment at that time were much better than those at present, which enabled them to seize the bonus period of development.

In addition, what kind of stars should be used to make products is also a matter for the brand to consider when using star resources. We are different from other brands in the process of using stars. Most brands are looking for celebrities to endorse their products, but "Mr. bear" is tailored to Du Haitao's screen image, which also makes our products more consistent with the star's own image.

Although brand needs star image promotion, brand cooperation with stars does not guarantee smooth development of the brand in the future. Because no one can guarantee that a star can always be red. Therefore, after many years of development, many brands may adjust the brand spokesperson according to the brand changes and the image of the stars themselves. At the same time, in my opinion, in the early stage of brand development, promoting the brand with stars will indeed play a positive role in brand development. But to retain fans for a long time and turn fans into loyal customers of the brand will ultimately depend on products. In this regard, "Mr. Xiong" has also been in transition recently. When we make our own style from packaging and brand tonality, we begin to pay more attention to and intensify the research and development of original design, which is also an important issue related to the future development of Mr. Xiong.

　　 jeanswest Liu Weiwen, group director and Deputy General Manager

Do not use stars to make narrow brands.