Great Fashion Bloggers Become Brands And Buyers Of "Matchmaker"

Including Prada, Louis Weedon, including the brand of heavy gold invited fans influence.

Cooperative marketing, but the long-term effect of such marketing is also questioned.

Surrounded by Prada's (Prada) handbag shelves and dozens of women's "bags of powder" from top to bottom, the Chinese man, known as "Mr. Bao", is an expert in fashion.

"My first reaction was that she was wearing classic style."

He commented carefully on one of his "bag powder" (his blog fans).

He gathered with these women "bag powder" in a high-end shopping mall in Beijing to promote Prada's new Cahier handbag.

This year's 24 year old "Mr. Bao" is the real name of Liang Tao (Tao Liang), on Sina micro-blog and chat and e-commerce platform WeChat claims to have 3 million fans.

Public relations official said: for many fashion brands who want to sell in China, the world's largest luxury consumer country, Liang Tao charges a few tens of thousands of dollars for each blog. (Liang Tao himself declined to give specific figures.

According to Bain, in 2016, Chinese consumers bought 30% of the world's luxury goods.

Liang Tao is one of the fashion bloggers -- the industry called key opinion leaders (KOLs), that is, blog.

A group of people - they are the pioneers of luxury goods sales.

"In China, bloggers have filled the gaps in the Internet and are far ahead of the action of luxury brands and fashion magazines."

Luxury analysts at Exane BNP Paribas, Paris, France commented.

In the list of China's ten largest fashion bloggers, Mr. Bao ranked third.

"My fans' purchasing power is extraordinary. They buy a lot of luxury goods, and the major brands also want to sell their luxury goods better.

They need a matchmaker.

Liang Tao said that he started blogging when he was a graduate student in New York four years ago.

Liang Tao's father is a Beijing financial practitioner.

This year, Valentine s Day launched Liang Tao's limited edition pink Horizon handbag on her own WeChat (chat, payment and retail APP).

80 handbags (each priced at 14 thousand and 900 yuan) sold out quickly and created 170 thousand dollars in one fell swoop.

During the Paris Fashion Week, he made a push with the leading luxury companies and was invited to sit in front of the fashion conference. He won the first prize in Milan when he was 22 years old: "Fendi's (Fendi) CEO pulled me in the front row at that time."

For the promotion conference held by Prada in the high-end shopping mall in Beijing, according to the loyalty shown by the fans to the brand, he picked some "package powder" and invited him to participate in a candlelight dinner hosted in a five star hotel, enjoying the simmering beef, black truffle soup and strawberry crisp (strawberry crumble).

"We were lucky enough to choose candlelight dinner."

Crystal Jing, 24, said she flew from Hangzhou 1100 kilometers away to Beijing to participate in the brand promotion conference and bought a Cahier handbag at the scene.

On the popularity list, surpass "Mr. Bao" is China's top Internet fashion celebrity Gogoboi, Gogoboi's real name is Ye Si (Ye Si), once a fashion magazine editor, with 7 million online fans.

Louis Weedon (Louis Vuitton), Cartire (Cartier) and Dior (Dior) are known.

Appoint Ye Si to recommend its products.

In 2015, Louis Weedon announced that Gogoboi was responsible for Sina official micro-blog during its Paris' Winter Fashion Week in Paris.

After recognizing the huge influence of these fashion bloggers, the major fashion brands began to scramble to "comfort" the big bloggers.

"Bloggers and fashions are competing for goals."

Rohit Chlo founder Reuter, who works with China's major luxury companies in China, said, adding that the major bloggers are "we are the top priority of the marketing strategy for the major brands" Reuter Communications.

As a result, the cost of online fashion promotion has skyrocketed. Some of the online fashion designers spend up to $100 thousand each time.

This has led to an accusation of the waste of money by big fashion companies.

"I think in the long run, it's useless to spend 20 thousand dollars on blog promotion every time."

Ms. Rohit added.

"In China, fashion bloggers are very important for any marketing and public relations," said Xuan Wei, chairman of the Weber Shandwick in Huambo, China (Darren Burns).

The ability of some micro-blog people to pform their influence into real sales is quite different.

But "self styled net red" may exaggerate its actual influence by spending money on online reviews and faking the number of fans, "said L2, a consultancy.

With the growing influence of fashion bloggers, there is no clear-cut distinction between news coverage and brand promotion.

Several top bloggers have opened their own online stores on WeChat, selling fashion products directly and getting a slice of their sales revenue. This Valentine's day, Liang Tao used the above mode to sell the limited edition pink Horizon handbag.

But Liang Tao insisted that although he charged the relevant fees, "but he is more like a neutral third party. I am not making up all of it.

Bloggers should not be too fond of money. They must abide by their aesthetic taste. Fans will not think that all these things are for money. "

His fans didn't seem to care if they were entangled in money.

"Any comment by Liang Tao has personal opinions and opinions."

Menglou Du, a guest participant at the Prada Beijing promotion conference, said: "fashion magazines give us the latest Du Menglou.

What is the style, but Mr. Bao will tell us what is worth it. "

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