APP How Long Can A Star's Wardrobe Be So Large?

In the fashion industry, the fashionable shopping platform, which is famous for its dress matching, is popular in China.

Star crossover fashion reality show "goddess new dress" recently closed, star wardrobe to 61 million 190 thousand yuan the highest price to buy Star Bea Hayden complete costume design.

Recently, the star wardrobe has been popular among the variety shows.

But behind the high-profile marketing, it costs a lot of money.

It is understood that the marketing costs of star wardrobe will reach 500 million yuan this year.

With the high cost of gimmick marketing, how to keep away the star wardrobe is worth exploring.

It is understood that this year's sales of star wardrobe is about 2 billion -30 billion yuan, according to the planned 500 million yuan marketing promotion, its market share accounted for about 25%.

In the two quarter of this year, the Jingdong market cost was 1 billion 982 million yuan, accounting for 4.32% of the total revenue of 45 billion 929 million yuan.

In the close battle of the star crossover fashion show "goddess new clothes", the star fashion wardrobe, wearing the App fashion star, captured the last series of works by Bea Hayden and designer Li Wei for 61 million 190 thousand yuan, and sold all the items on the star wardrobe platform.

In the previous stage, the star wardrobe took 16 million 666 thousand yuan for the series of costumes of Cherrie Ying and designer Wang Yu.

According to incomplete statistics, only "

In the program, the auction price of star wardrobe has exceeded 200 million yuan.

The frenzied marketing of star wardrobe seems exactly the same as that of beauty.

In April last year, beauty said that it invited the popular idol IDU Lu Han to endorse, at the same time invested 1 billion yuan in cash coupons, 500 million yuan in market fees and other resources; at the end of June, it bought and sold the heavenly goods net and the God of food; in July, it invested 1 billion yuan to set up a special commercial support fund to support 100 high-quality female fashion sellers with a daily sales volume of over one million yuan.

In June this year, O2O was tested and continued to publicize.

Under such a prestige, it is debatable whether such a large purchase can be recovered.

Take the last phase of "goddess new clothes" as an example, the highest price of Bea Hayden series products sold by the star wardrobe is 299 yuan, eliminating promotion, research and development.

If the cost is 61 million 190 thousand yuan, it will sell more than 200 thousand pieces.

But by the time of press release, the sales volume of this single item was 3946, even though the sales volume of the other 6 single products was 3070, the total sales volume had not yet exceeded 10000.

The official website sales data of star wardrobe show that sales of many single products are mainly concentrated in about 100-600 pieces.

Not only is "goddess new clothes", but the star wardrobe won the exclusive title right in the second season of the big fashion interactive reality show, which was broadcast on Iqiyi's whole network in August this year. In April, the star wardrobe invested tens of millions of titles in the fashion entertainment variety show, "China and Korea fashion king", which was created by Youku potatoes combined with the Korean SBS TV variety production team. In March, the star wardrobe was awarded the annual title right of "Iqiyi entertainment" and "fashion popcorn", Iqiyi's ace homemade program.

Up to now,

The 3 round of financing has been completed, which won PreAngle angel financing in September 1, 2012. In October 2012, it won a $1 million A round of financing for ping an innovation. In November 30, 2013, it invested $5 million in B round of financing in Gobi. In April 14th this year, tens of millions of dollars of C financing was invested by Quan Ren, Li Bingbing, Huang Xiaoming, Star VC and so on.

It is understood that the fourth round of financing is coming to an end.

Cheng Weixiong, general manager of clothing industry experts and Shanghai Liang Qi Brand Management Co., Ltd. believes that in addition to Jingdong, Tmall and other categories of electricity providers, competition in the vertical subdivision industry is particularly cruel. In order to compete for the industry leader, enterprises pay more attention to all-round marketing promotion to expand market regulation.

The marketing campaign does not exclude the sprint for listing, nor does it exclude the pressure of competition from the same kind of electricity supplier. Enterprises must pay high input to attract large traffic, expand market share and increase exposure rate.

But this process seems to be far more practical than the reality. Once the value of the product fails to achieve the expected goal, the big marketing is just a bubble.