Celebrities Can Not Be Famous When They Are In Business. The "Fans Economy" Is Not An Eternal Currency Counting Machine.

Li Bingbing, Huang Xiaoming and Quan Ren open a hot pot shop, Jolin runs a nail shop, Li Chen creates NPC brand, Zhao Wei invests in France.

The field of star crossover is more and more extensive.

With its popularity in the entertainment industry, it has been expanding the scope of attracting gold, and its own brand seems to be the standard of every star.

In July 2009, Willber Pan and Li Chen opened a fashion brand store NPC in Shanghai.

Zheng Kai, who acted as a program guest in the hot variety show running brothers, launched his own brand "DUEPLAY mushroom cloud PP". Chen he subsequently launched the brand LaughLoudly with the word "cheap" LOGO.

Stars are good at the "circle" marketing, giving the design brand to star friends, so that they can dress in the variety TV shows, catch photos in micro-blog, attract fans' attention, and pass them to more consumers through fans.

Reporters found that from the relatively low cost of electricity providers cut is the majority of stars choose cross-border springboard.

A Taobao Star shop chief said that there are more than 200 shops in Taobao star stores, and the star brands are mainly based on fashion consumption.

The general operation is mainly divided into two ways, and a few of them are stars themselves, and most of them are entrusted to professional operation companies.

The hardship of cross border brand making is exactly the same as the efforts made by celebrities.

Design strength, brand strategy and marketing are all the key elements for a brand to survive, and star brands are no exception.

If we talk about advantages, we can quickly enhance the popularity of new brands through the star effect, but for the brand that wants to go further, this road is only applicable to the early stage.

The number of loyal fans is limited, and the real support for brands continues to be widely recognized by consumers.

Axin, the leading singer of the Taiwan famous orchestra in May, founded the trend card STAYREAL in 2007. After seven years, it has nearly 50 outlets in Beijing, Shanghai, Tianjin and Nanjing.

STAYREAL then crossed the border to open a coffee shop, through planning cultural and art exhibitions, so that brands have more opportunities to communicate and communicate with consumers.

What Axin wants to do is

It is not relying on its reputation to play tickets.

Axin was behind the scenes in the store design of STAYREAL stores.

He is very attentive to brands, and sometimes he installs the installation of a bulb.

STAYREAL Marketing Manager Lin Yuan told the Beijing Commercial Daily reporter.

"STAYREAL's original intention is to make more consumers identify with the brand, not just the celebrity worship."

Lin Yuan believes that star brand can really affect some fans, but its influence is limited.

STAYREAL hopes to get word of mouth publicity among consumers through its own understanding and professionalism of brands.

It is understood that STAYREAL in Taiwan alone has more than 300 professional teams responsible for brand operation.

In terms of product design, influential professional designers are involved in the design every year.

STAYREAL is also very cautious in locating shops.

In order to create more influence on the brand, STAYREAL also tried to launch various cross-border joint name cooperation, successively joining dozens of famous international brands such as HelloKitty, Doraemon, Coca-cola, Mercedes-Benz, IBM and so on.

Star crossover is not a smooth road, and the road of operation needs to be attentive as well as maintaining celebrities' popularity in entertainment circles.

Li Jing, a well-known anchor of the company, was once equal to jumei.com in the first place. Now jumei.com has struck the bell to complete the listing.

And the happy bee net sold 112 million 500 thousand shares to vip.com 75% last year.

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Cheng Weixiong, chief consultant of Shanghai Liang Qi Brand Management Co., Ltd. believes that marketing means, supply chain and professional team are all important factors to decide whether star brand can survive. Celebrity's popularity and fans effect can be used as a publicity tool for early business, but fame can not be once and for all.

Cheng Weixiong suggested that stars' products and brands best match the star's image positioning.

Moreover, we must conduct in-depth research on the market, identify product positioning and subdivide consumer groups.

In 2009, Yang Lan and Celion Dion jointly launched "

"Brand", but because of the lack of understanding of the market, only sold 6 products.

Cheng Weixiong said that if stars do not have the energy to fully control brand management and operation, they need to rely on professional operation teams or cooperate with mature brands and enterprises to reduce the risk of brand operation.

For those stars who do not know the industry but want to cross the border, Cheng Weixiong said, "it is easier for investors to cross the border than to be successful.

Last year, Quan Ren, Li Bingbing and Huang Xiaoming founded the Star VC venture capital fund, and successfully invested in ten projects: short video application, "second shot" and "online clothing brand Han Du Yi house".