"Net Red Economy" And "Fans Effect" Have Become New Ways To Save The Market?

Some time ago, "national husband" was seeing his parents with his new girlfriend.

Holding a consistent preference for "net red" (Internet redactor abbreviation), this time Wang Sicong's new girlfriend who is holding hands is still a net red.

But it is worth mentioning that the "new husband of the national husband" is not only a "net red" identity, but also a shopkeeper of the "Taobao" store, which sells over 100 million yuan annually.

Annual sales of over 100 million, the pcript is no less inferior to some medium-sized clothing companies.

Unlike clothing companies, which are affected by the market slump and the sharp decline of sales, many shop owners who have opened Taobao shop in recent years have developed very strongly.

In addition to Sydney, the annual sales volume of Taobao shop, the famous singer Show Luo's girlfriend and Internet celebrity Zhou Yangqing, has also been over ten million yuan.

Starting from the "net red" originator, "choking little chili"

Driven by new technologies, China has opened an unprecedented "star making movement".

Fashion bloggers, make-up artists, fashion icon, endless network of red men, relying on the back of online shops, under the fans of a large number of fans, minutes to the "peak of life".

Obviously, "net red" has a strong appeal to fans, and many Chinese clothing enterprises hope to cooperate with "net red" to usher in the "second spring" of brand sales.

Through the use of "net red" to promote the brand single product, it does play a leading role in the sales of some garment enterprises, but such a loose, random and lack of planning cooperation can not obviously meet the development needs of the sustainable growth of enterprises.

In this regard, how to make good use of the current most intense "net red" power to promote their own development is indeed a matter of serious planning for enterprises.

Not only China has "net red", but also international friends are equally fond of "net red".

Take fashion circles for example.

In the era, a large number of fashion bloggers were created.

With professional wear and high frequency of appearance, Jane Aldridge, Susanna Lau, Bryanboy and other high popularity fashion bloggers quickly become "net red".

But unlike the "randomness" of "net red" and "free growth" in China, overseas "net red" is more professional and efficient in terms of good fashion taste and team operation, both in the development of its own brand and in cooperation with well-known Brand Company.

Last year, Chiara Ferragni, a well-known fashion blogger in Italy, was invited to lecture at Harvard Business School. Its The Blonde Salad team achieved sales of 7 million euros in one year.

Meanwhile, Chiara Ferragni has launched its own brand with the same name.

Relying on its powerful "net red" influence of Chiara Ferragni, its brand, whether it is Lok Fu shoes or mobile phone shells, can be sold as a hot sell product once it is launched.

The strong ability to absorb gold has also allowed Harvard Business School to take Chiara Ferragni and its team as a case.

Unlike Chiara Ferragni, who chose to set up their own teams to operate, most of the "net red" abroad chose to cooperate with Brand Company.

This way of cooperation is also most worthy of current China.

Learn from it.

Take the famous British street film "net red" Alexa Chung as an example, the cooperation case with many brands is worth studying.

Alexa Chung's outstanding taste and design ability have also been hired as designer by American Cowboy brand AG jeans recently.

Through Alexa Chung's publicity on instagram and other media platforms, the two sides gained high attention at the beginning of their cooperation.

At the same time, Alexa Chung also designed a lot of explosive clothing for AG jeans, and the Alexa Chung For AG series has high search power on Google today.

In response to the current Chinese clothing industry, although many brand enterprises also realize the use of star, "net red" influence to help brand promotion and publicity, create topic gimmicks, but in actual operation, in addition to a few brands can achieve short explosive growth, there are few successful cases for learning.

Of course, from the beginning of clothing pformation, the industry is constantly emphasizing the importance of products.

But with the development of the Internet, the network platform of the Big Bang has also brought consumers a serious oversupply of products.

Under such a market environment, products can no longer become the whole of a brand's success.

Besides products, how to arouse the attention of target audiences and achieve effective promotion is also an important issue that traditional clothing brands need to face in the new era.

In this regard, how to achieve stable and orderly cooperation between clothing brands and "net red" is of great help to brands focusing on customers, achieving accurate promotion and winning sustained attention.