Yi Fei: The United States Will Dig Deep Fashion Electric Business Will Create The Founder Of Net Red.

July 8th,

Group vice president of public affairs, magic fan business CEO Yifei said that in order to maintain

In order to keep the economy sustainable, we need to set up an open platform for net red.

Founder, from the needs of fans to create a complete industrial chain.

Yi Fei believes that in order to maintain the sustainability of net red economy, it needs three latitude.

Personal charm, content and continuous updates, that is, communication with fans.

The net red in the new media age is the humanoid IP that is based on human beings. All kinds of platforms and contents are just tools.

Its core is to mold the charm of human beings, not just the value of colors, but also the talent and the industrial chain behind them.

She said that in the future, we will build humanoid IP from five latitudes, including net red, products, content, operation and community.

Behind every net red is a group of fans. It should be based on the generalization of the net red dressing taste and tonality, and combine with its pink characteristics and interest to conduct fans' research and make an accurate division.

"Starting from the needs of fans, we create a brand with unique connotation and differentiation.

To this end, in order to continuously develop the red economy, we need to set up a network red open platform for the long-term development system to facilitate the pformation of net red, create the founder of the brand, understand the needs of fans, and establish a complete industrial chain.

It is understood that the Hui Mei Group is an Internet fashion brand group.

A few days ago, the Group officially applied to the China Securities Regulatory Commission for public offering and listing on the growth enterprise market.

Prospectus shows that in the past three years, the operating income of sina Group continued to grow steadily, reaching 1 billion 140 million 788 thousand and 400 yuan in 2015.

Magic fan business is established on the basis of Hui Mei, which is mainly responsible for the incubation of star actor brand and net red brand.

The following is the recording of the meeting:

Yi Fei: Good afternoon, everyone!

As the first speaker, I was a little nervous.

Today, we will discuss with you about the net red economy. We share some experience as a real practitioner in this industry. Because no matter what activities have been going on recently or even last week, we have just participated in the complete super red man festival. It's all about how to extend the net red economy to the existing industry. Let me share with you what the magic fan business is doing.

Some friends of the Hui Mei group do not know much about it. When we talk about living on the left, we talk about some famous brands of women's clothing on Tmall, which may be heard by everyone. We ourselves are on the basis of such a clothing operation brand group. At the end of last year, we set up a magic fan business, which is mainly responsible for the incubation of star artists brand and net red brand.

Let's talk about what the net red is in our eyes. We can see that in fact, net red is in our concept. What we are concerned about is the original content of UGC. It is like a lot of live broadcast on the left triangle. The Internet movies, comics, network dramas, including news reports, videos, animations, which are reported by the media, are all very practical. But in the era of new media and all media, there will be a pition to the humanoid IP of the core. The net red is the big IP, which contains a lot of people's own content, including text, pictures, live broadcast, audio, short video, long video and so on.

In the new media age, the charm is the core element of human centered, dissemination and dissemination of various tools and recognition.

So all kinds of platforms and contents are just like the role of such media and tools. What we are shaping is the charm of a person and finally converted to the purchasing power of the whole retail channel today.

A lot of friends often ask me this question. How do you see the sustainability of net red economy? Actually, today is to solve this problem.

In our view, net red has several latitude as a humanoid IP.

The first is people-centered, a three core view. Aesthetics, interest and practicality are the ways of presenting people's labels, that is, the charm of this person, and what kind of passage he has to go to.

For example, we may have noticed that the net red that came out before, like Feng Jie, will attract people's attention with some low interest jokes.

Walking slowly, we can see the charm of people as a whole, showing how other ways will go higher and farther.

The other two latitudes are its content and the speed of its renewal.

If you don't update your stuff for a week or a month, do not interact with your fans, you will soon disappear in everyone's eyes, and soon there will be a new net red to replace your position today.

Another latitude is the most basic thing of net red. Net red must have the ability to interact with fans.

He needs to spend much time on this latitude to maintain his communication with fans, understand his fans and know their needs and trends.

So in our eyes, such a IP will never die if it has the challenges of these three latitudes.

Where will the development of net red go in the future? We can see that from the eyeball economy to the brand development, in the 1 era, just like the roles and cases mentioned by Fengjie and Furong elder sister just now, it may be a carefully planned accident.

By the time of 2, such as commotion, logical thinking and so on, the popular network red will become a trend of full entertainment, and personal IP was born.

The next 3 era will be a mature industrial chain, not just the value of face, but also the talent and a whole industrial chain behind it.

Nowadays, few people think that net red can be red by a person. Behind him, he must be a professional team.

The sustainable development of net red will finally become mature.

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We simply compare the difference between the traditional electricity supplier and the community electricity supplier. There are two obvious phenomena. The net red brings its own flow direction and super high conversion rate.

Take our own company's project as an example, the conversion rate of the normal brand of a woman's dress is about 1%. The conversion rate of a new brand may be pretty good. But when we cut into the flow of net red and the demand of its fans, our conversion rate can be increased by 5 to 10 times. The prediction of the whole future net red industry chain is 58 billion by the relevant tools.

Our entire magic fan business will create humanoids from 5 latitudes, including net red, products, content, operation and community.

We divide the net red into different levels.

According to Maslow's demand for Pyramid, we made a corresponding contrast from the physical needs to the highest latitude of ourselves.

From the most basic level, attracting fans from Yan value, voice and figure may require the operation and promotion of a public relations team. Currently, some of the hottest live brokers have heated the net red in the form of guilds.

Rising to the needs of emotional and daring interests, we need to operate our personal image and gradually pform ourselves into IP.

To the high level of net red, including personal leaders, and this cultural trend and personalization of KOL, including the stars nowadays, it is often said that the difference between net red and stars is actually seen from Pyramid. They are all presented in different levels in this demand field, so we demon fan will divide our net red into different layers.

The high level network will carry out the operation of personal branding, and the waist will realize the realization of the brand.

Every net red is a different kind of pyrotechnic. We must guide our fans and become the opinion leaders in this field.

We will summarize fans' taste and tonality and combine their fans' characteristics to carry out fans' research and precise division, including the price band, the finished product belt, and the shaping of products, creating a unique fashion brand with unique connotation and differentiation.

We have two examples. At present, we have 12 brands of net red under our flag. One of them is a new punk that is not created. We will choose two colors mainly in black and white, showing the real personality and emotion of the net red.

The whole key word is low-key, hidden, publicity, a single product with a sense of design. It is very dazzling. We will start with such a brand positioning, give the Red Net emotion, mobilize fans, and finally turn into a fan of this brand.

Besides, we have a very interesting position. We have a net red man. She is a traveler. This girl is a girl of 92 years. Through 4 years, she has gone through more than 40 countries in the world. She has seen countless scenery and shared her journey experience with many friends who love to travel. So she also has about 400000 super fans on the whole micro-blog.

Through cooperation with the Hui Mei Group, she will redefine her brand based on the journey. The whole brand positioning is the beautiful dress in the journey.

As a necessary garment for travel, there must be several different characteristics. For example, such clothing is very comfortable and suitable for traveling to carry around and wear at any time.

Such clothes can be controlled for many days, and we will give them 5 or 7 different collocation schemes. With such a dress, she can have a different style throughout the journey. This is a vertical subdivision of brand positioning.

As for the mode of cooperation with the red people, we can define it as a partner's mode. We hope to cultivate the pformation from an ordinary network to a brand founder. Each brand has its own project team, even the designer team, vision, merchandise, new media, etc., to achieve the fastest break from zero to 1.

The entire Hui Mei Group has just introduced to you that we will have a complete 18 year deposition and accumulation in the whole standardized workflow and operation plan.

We can take a look at the whole operation path. The operation path will take training network red as the most basic work, show his personality lifestyle and enhance his influence, share products and contents through him, attract fans to click, and provide the whole supply chain process entrapment service through fast supply chain, eventually through the operation and management of all channels to form a closed loop of pactions.

Net red in our eyes is actually a different oriented mode to achieve the final realization, maybe we are doing a lot before, like the vine when the core is human, and ultimately realize cash.

Now let's start with net red and start with fans' needs. In fact, net red represents a group of fans who support him, what kind of things they like in the fans circle, what products they like, and what kind of products they need.

Starting from the product, the reflection of the whole product supply chain will eventually achieve sales and landing.

The product research and development section will give us more serialization and branding, including the original design team to create a single product for him, as well as the integration of the whole buyer form. There are many cross boundary, some well-known cartoonists and other cross-border joint creation, will appear in the net red brand.

Here is a brief introduction of the simple supply chain. The Hui Mei Group will have abundant experience in the supply of all kinds of products first, with a fast T-shirt for 7 days.

Make the biggest quick response.

Let's take a vivid example to see that we are building an open order platform to reflect the demand of the US supply chain with demand as the key point, and to assemble the style and speed up the competition. We can add up to more than 20 brands in addition to our original brand and add the Internet red brand. Each brand will have different demand for orders, and the order will be quickly placed on the system. The system will automatically respond to what kind of suppliers, what kind of suppliers can fulfill our needs, achieve the time, quality and requirements of our warehousing, and then make the order form to achieve the quick response of our entire joint venture.

Who will occupy the future supply chain will dominate the rise and fall of the product. I particularly quoted the chairman's prediction and emotion in the future. He himself started his own factory 18 years ago. It is a group company that workers are making clothes here, but gradually evolved to brand operation. Indeed, in the field of clothing, the supply chain is a very important cornerstone.

Above all, with the whole net red economic mode, the output and dissemination of content, the R & D, supply and operation of products are all the key to operation, but its sustainable development is more like the new evolution of fast fashion in the era of social economy.

As the market matures, I believe that fans will return to rational consumption.

The productivity of the product, the quality of the product, whether it is original or not, the unique characteristic of the product can occupy their minds in the eyes of the fans. The experience of the brand will ultimately determine the life of the net.

This is the net red brand that we launched on January. It is called GREAM. In January 17th, it was close to 100% of the selling rate in January 17th, and it provided strong backing support for the brand in the form of pre-sale through the rapid reverse order, avoiding the strong stock pressure.

Net red economy continues to develop and set up a network red open platform with long-term development system. This is our future goal.

We will help these people to make the pformation of the network red, make a temperament, have a brand of founders, insight into the needs of fans, and create the fashion of this minority group. We believe that we should do the best and achieve the best in the niche.

Like the vine, we have started from scratch, and now the system under the line has broken through the scale of 10 billion.

This is the situation that we are currently working with. We gather fans in 2016 to inspire fans and create fashion brands in the new era.