Papi Sauce, Holding Tens Of Millions Of Fans, Relying On Luxury Brands, Marketing Is King.

Net red cat's net red mode is light and flexible, but in the face of the market situation of the hatchery everywhere and the red net of the head net, what is the net red cat standing firmly? The information of the Papi sauce company is spreading like wildfire. On the other hand, the Taobao sauce store of Papi sauce is also in the "zombie" shop state where no one has been running for a long time. Papi sauce, which holds about 20000000 fans, is really ineffective in commercial realisation. Zhang Shuai, founder of net red cat, is rather calm about this. Mall As early as the news bombing of friends circle, he has talked about the Papi sauce business priority. To be more precise, the cooperation between the net red cat and Papi sauce has been realized around all the electricity providers of Taobao. During the period of cooperation, if Papi sauce The team wants to open a shop through Taobao, and the net red cat has the priority right.

In foreign countries, there are endless examples of luxury brands seeking Instagram network cooperation. In the brand marketing budget, net red gets more and more. But in China, for the first time this luxury item was tried, it found the net red cat. On the other hand, Papi sauce signed in March this year, and then compiled the first advertisement of Papi sauce to 22 million people in the auction. But in fact, Papi sauce on Tmall electric business realized by beauty beauty makeup trader. Papi sauce team is not coveted. Online retailers Profits. But from the Papi sauce's Taobao shop "Papi sauce mental manufacturing" for the first time to test the water, Papi sauce team is not good at the operation of electricity supplier and supply chain convergence.

After nearly half a year's negotiations, the first cooperation between the two sides is about to be released in December. According to Zhang Shuai, the first case of international luxury brand and China net red will soon emerge. At present, net red cat has signed more than 10 net red, including Papi sauce, Wang Ni Ma, Luo Xiu Xiu, fragrant small roast chicken and so on, take the video net red primarily. According to net red cat, the number of fans on each signing net red single social platform is no less than 1 million 500 thousand, and the way of cooperation is differentiated by the influence of net red.

In June 2016, Zhang Shuai found the Papi sauce team with the cooperation intention of the top luxury products. The TOP net red and the big cards attracted each other, but the net red cat had been tested for nearly half a year before it was finally finalized. In foreign countries, there are endless examples of luxury brands seeking Instagram network cooperation. In the brand marketing budget, net red gets more and more. But in China, it was the first attempt at this luxury, and it found a net red cat. On the other side, Papi sauce was signed in March this year, and then the idea of selling the first ad of Papi sauce to the beauty of 22 million by auction was no more specific action. But in fact, Papi sauce on Tmall electric business realized by beauty beauty makeup trader.

Papi sauce team does not covet business profits. But from the Papi sauce's Taobao shop "Papi sauce mental manufacturing" for the first time to test the water, Papi sauce team is not good at the operation of electricity supplier and supply chain convergence. Zhang Shuai believes that at present, more than 92% of content creators rely on electricity providers to cash in, advertising accounts for less than 5%, and content is lower. He agrees with the influence and commercial value of Papi sauce, while the net red cat has the electricity supplier gene and takes the top brand invitation as the cooperation premise. These objective factors lay the foundation for cooperation between the two sides. "Papi sauce already has the mature personality charm attribute, the influence and the commercial value is beyond doubt, but in the way of electricity supplier realisation, still needs to be cautious." Zhang Shuai said frankly, the one-time, in-depth product brand customization cooperation, no doubt can quickly test the water.

According to the media, the first co operative brand of Papi sauce is "the top luxury goods company from Switzerland". First, the strategy to cooperate with luxury brands is to make certain choices after Papi sauce business cooperation, because the dimensions of brand selection are from high to low and more acceptable. Not long ago, Zhang Shuai's venture project just won the winner of the vertical electricity supplier group in China. Before that, the net red cat has been diving, and has not followed the net red to the stage. Its business mode has also experienced many fission.

In August 2014, Net red cat The predecessor of the "bid" appeared in the form of WeChat service number, and was awarded the 2 million yuan Angel round financing of Lobo capital in the following month. By the end of 2015, please offer the official spanformation of the net red business, provide the supply chain support for net red, and gradually focus on the two categories of makeup and delicious food. In March 2015, please bid for the 10 million yuan Pre-A round of financing from Jingdong finance and Lok capital.

After being spanformed into a net red cat, through the leverage negotiation between the brand and the TOP net, the two sides were attracted to cooperate with the net red cat. While the net red cat is in charge of the role of "mulberry", using the operation of electric business, marketing and other services to help better link and match between net red and brand. The team's business has shifted from the price oriented C2B mode to the netred based C2B mode. In 2015, Zhang Shuai contacted Mr. manding and his finished products with the self made iron man, and when he saw the finished products, the vice president of manwei flew to China himself, and immediately decided to authorize the official IP. After a year's preparation, the real version of iron man boarded Taobao's public chips, the unit price was more than 50 thousand yuan, online sales exceeded 1 million, and offline sales were 10 million.

Early in the early days of her career, Zhang Shuai accumulated a number of high-end brands with her partners in the new world department store, including billion air UAVs, elephant condoms, Lang air purifiers, Redlily sanitary napkins, and even Ferrari, Audi and other luxury goods. The accumulation of these brands has laid the foundation for the net red and brand cooperation customized products. "Work is only a stepping stone to cooperation with the brand, but the core is matching the match between net red and brand." Zhang Shuai said. The iron man case only involves IP authorization and does not involve products. In recent cases, the cooperation between the customer and the comic strip has gone deep into the product customization, and jointly launched a customized potato chip. It not only used the IP image of Wang Ni MA in the packaging of potato chips, but also made the taste custom-made, the product of the violent program was implanted, and on the other hand, it penetrated the products and made the most use of the influence of net red.

Usually, net red cooperation with brand customization is mainly based on single cooperation, but it is different from celebrity endorsement. Net red cat's brand cooperation is deeply branded with C2B. Borrowing the image of net red and implanting social accounts is only a way to play shallow cooperation. Customized products, with the right to jointly lead the production with the brand, and enjoy the sales division are the ambition of the net red cat. No longer just collecting endorsement fees, the core of C2B play must involve products, and net red is no longer just a distribution channel, but a shared benefit of sales. This is more attractive to net red, and can help to spanform products more vigorously.

Net red cat targeting market is similar to dress net red can change the upstream supply chain depth C2B mode, but this is not without risk.

When the 1. net red cat entered the net red economy, micro-blog's TOP network has already had its owner. At the same time, micro-blog has high promotion cost and conversion rate has no advantage.

For this reason, net red cat's net red is a video net red with distinct personality attributes, and micro-blog is not their main battlefield. Zhang Shuai revealed a set of data, the net red cat's net red in the United States and other video sites of the electricity supplier is converted to 5/1000 to one percent, while micro-blog is calculated in the proportion of ten thousand.

The cooperation between the 2. brands is difficult and time cost is high, and most of them are single actions.

The cooperation of brands such as man Wei and customers has done preliminary matching work in the early stage. The cooperation intention has been determined for a short time, but it has been implemented to the customization, planning, promotion and sale of the products. The details of the cooperation are cumbersome and the process is very long. Single cooperation can touch a certain degree of supply chain and spanform products, but it can not spanform the supply chain thoroughly like the red clothing network. In order to reduce the risk and cooperation threshold, the net red cat, with the help of one of the partners' beauty makeup channels, has set up a beauty channel shop for the Internet red market.

Roxie Hugh belongs to the video network of funny joke, and has 2 million 500 thousand fans in the US. Prior to cooperating with the net red cat, Roh Hugh had collaborated with the brand to open Taobao stores to buy clothes, but the sales volume did not rise and consumed fans to some extent. Before collaborating with the net red cat, the net red cat first made a basic data analysis on Roh Hugh's fans group about age, gender and concern, and made a reference for choosing the category of e-commerce realisation. At the same time, rosahut is also more interested in cosmetics, and his interest is conducive to increasing drainage effect.

3. nets red cat leveraging TOP nets red and top brands, is holding the net red and brand to match each other, if a Fang Xiangzhong, can further talk about cooperation, but there is a certain risk. If there is an exclusive signature of the brand, the hatchmaker has signed an exclusive contract, or the net can not see the brand. However, with the Papi sauce, Luo Xiuxiu and other TOP nets red, so the advantages of the negotiation mode gradually emerged. Net red cat not only needs to turn its eyes on the TOP net red, but also rationally adjusts the proportion of the Red Net's personality attribute, and makes it funny, sexy, rational and so on to occupy a certain proportion, so that the brand has the choice space.

At present, the business promotion of net red cat is divided into: increasing the quantity of quality red on the one hand; on the one hand, trying to cooperate with the brand to try customized products. The core of the incubator is supply chain and operation. According to Zhang Shuai, the net red cat connects the brand while expanding the supply chain category on the other side, looking for more possibilities.

More interesting reports, please pay attention to the world clothing shoes and hats net.