Star Brand Vs Net Competition Between Red Brands

In recent years, apart from making money in entertainment circles, celebrities have also set foot in the garment industry.

These star brands have their own effects, and this road is more smooth.

Tap the potential of star business

Two years ago, Taobao's operation Xiao 2 found Zhou Xiaobo, who was still acting as an artist, and wanted to invite artists to open Taobao stores.

At that time, Zhou Zheng was deeply worried about how to dig out the potential of artists.

Xiao 2 hit it off and pulled Liu Xuan on Taobao, opening up a buyer's shop called "balance" to introduce foreign sports brands.

After running for two years, smoothing the rules, the supply chain and the development of electric business, Zhou Xiaobo felt that he could "let go of it".

"Every artiste has other labels besides performing arts, but these labels have not been developed."

Zhou Xiaobo said, taking Liu Xuan as an example, she once was a professional athlete and Olympic champion. Her judgment of sports equipment is relatively professional and trustworthy, which can become the label of Liu Xuan. With her influence in performing arts after retirement, a professional sports brand is her commercial potential.

After the balance, star partners also hatched the "holiday kitchen" project of Chen Yibing, a former gymnast Olympic champion, selling Australian steak. After that, the actress and star mother Hu He's mother and baby project will be launched.

Artists and star partners are divided into pactions, and these projects will develop independently in the future.

Zhu Jing, a Tmall clothing investment assistant, revealed that star shops are also a key direction of Tmall clothing investment.

"ICON type of stores will accumulate a lot of loyal fans, some of the characteristics of the star will naturally connect with the brand, in the era of personalized consumption will be a trend."

There are also examples of star shops.

Zhou Xiaobo concedes that in this industry, the artists speak for themselves is normal, with little involvement in depth.

One of his requests for partners is that the entertainers must have the desire to start businesses and make personal brands.

Star partners first make clear the company mode, project and artistes, and the two sides will reach a consensus before they cooperate.

Secondly, artists will be required to contribute and become shareholders of the new joint venture company, as well as shareholders of star partners.

Zhou Xiaobo believes that, on the one hand, the development of these projects into brands can also nurture artists and enhance their overall competitiveness.

The commercial value of locking in the vertical sector is also considerable.

Defining vertical items around consumption upgrading

Focusing on the trend of consumption upgrading, star partners make sports products and vertical projects related to lifestyle.

For example, the balance school should lock mass sports consumption and provide professional and fashionable women sports equipment.

The first batch of products is Yoga suit, the price is 300-500 yuan.

"This price is basically second only to the top tier in the world."

Cai Leshu, a sports outdoor class operator, said: "he thinks the field of balance cuts is very promising." taking the Yoga suit, the market is either a very expensive foreign brand, or a very low-end brand of Cai Leshu.

But whether outdoor sports or indoor fitness, more and more people are involved, and the professional requirements for equipment are also improving.

The channels for these projects are not limited to online, for example, the products of the balance school will be sold in some yoga studios and gymnasiums, and holiday kitchens will be opened online.

Homemade variety content shaping brand

Zhou Xiaobo believes that how to break through the electricity supplier's price war is one of the biggest challenges.

Cai Leshu expressed a similar view. "Taking the balance as an example, the price is very high, but you have to let more consumers know that your stuff is worth so much money."

Liu Xuan's follow-up is also very important for endorsement of products.

The star effect is temporary. In the short term, it can quickly let consumers know this and bring traffic.

But to keep on developing, on the one hand, the quality of the product itself is better, and on the other hand, it needs continuous output of content and the dissemination of brand.

Star partners will launch project related homemade variety shows so that consumers can watch them and buy them.

"Net red" live broadcast, display goods and so on can not be called content, consumers will be bored sooner or later.

Star partners want to use professional teams to create content and do STAR-PGC output.

Zhou Xiaobo said.

Zhou Xiaobo revealed that a director general of the domestic well-known variety will join the star partner in charge of the content section. In October, Liu Xuan's personal fitness program will be distributed in the whole network. Hu He's mother and baby program will also be on Youku. "We chat with the video website, and find that most of the homemade products are comprehensive entertainment, and video websites also need this kind of vertical content similar to fitness and mother and baby."

An investor who is concerned about early projects believes that star partners have a great opportunity to make brands around consumption promotion, but they still face challenges in the supply chain and operation, and need more professional and meticulous strength to enter.

Speaking of profitability, Zhou Xiaobo said, "two years ago, we relied on

The sales of Taobao stores are basically breakeven.

The past two years are in the verification mode, and now we will make more brand promotion after financing, and we will further expand the team and scale. "