China'S Net Red Clothing Sales Are Over 60 Million US Dollars And New Bright Spots In The Garment Industry

Blogger and net red.

As the name suggests, Internet celebrities are loyal fans with special attributes.

To do influencer marketing (blogger Marketing) across the PR (Public Relations), social (social networking, new media), content marketing (content marketing) in the middle, playing a very big PR, brand and influence.

According to interest, the sale of products has become 5 million 290 thousand fans in micro-blog.

The largest source of revenue, clothing sales alone have exceeded $60 million.

Earlier data showed that its revenue in 2015 was 46 million dollars, not only 2 times the annual income of Fan Bingbing, the favorite star of luxury brands, but also surpassed that of the US reality TV star Kim Kardashian.

According to Forbes's latest data, Kim Kardashian earned $45 million 500 thousand last year.

Chang Yi, formerly known as Zhang Yi, was born in 1988. After graduating from Shanghai Business School in 2009, he entered the fashion industry as a model. He was a signing model of the fashion magazine "Ruili". He also did some advertising films for Maybelline, Coca-Cola and other products.

But Zhang Dayi's most famous identity is not a model, but the most lucrative Taobao shopkeeper.

After 8 years of modeling, Zhang Dayi founded his Taobao clothing store in 2014, "my happy Wardrobe", not only in a short span of a year to achieve annual income of $46 million, but also become the first Taobao "double 11" Shopping Festival sales of more than 100 million yuan Taobao store.

No one can surpass her achievement myth.

From magazine models to super net red that surpassed Fan Bingbing and Kim Kardashian for 1 years, where did Zhang win win? What are the changes in the marketing of domestic clothing?

Zhang Dayi said in an interview that her outgoing and optimistic personality and sweet looks are the key to her popularity among many consumers, and her personal style and China are very important.

It fits perfectly.

At the same time, Zhang Dayi stressed that the Red Net's sense of affinity with the people is also a major reason why the net red economy has been so successful in China.

She believes that her fans love her pursuit of lifestyle besides herself.

In order to make her product upper body more effective, she thought of using video to explain.

In 2014, Zhang Dayi filmed the first 5 minute video with micro single. It is one of the earliest Internet videos to introduce products in China.

Zhang Dayi's Taobao store "my happy Wardrobe" currently has 5 million 532 thousand fans, the product category is divided into clothing, shoes and accessories, and a mature brand is no different.

Zhang Dayi thinks her Taobao store has provided more choices for its fans in fashion. "Now, not before, consumers no longer have only big brands to choose from, but the emergence of our group also meets the increasingly personalized needs of consumers."

She also pointed out that the consumption concept of the millennial generation of China is very different from that of the past. Brands do not have much substance in their eyes, but are more willing to buy things from people's stores in the same age.

Last June 20th, Taobao broadcast live for 100th days. Zhang Dayi, as the owner of the red man, gave a new endorsement for his shop. The number of viewers was over 410 thousand, and the number of points was over 1 million.

After the end of the live broadcast, its personal Taobao store's turnover was nearly 20 million yuan within two hours, and the price per passenger was nearly 400 yuan. The new live broadcast refreshed sales records guided by Taobao live broadcast.

In Zhang Dayi's view, this live broadcast is for sale. In order to let consumers better understand the source of her brand clothes, during the four hours of live broadcast, besides fans, she asked fans to visit the publishing houses, warehouses, fabric rooms and even warehouses.

It is noteworthy that in the golden age of China's net red economy rising, Zhang Dayi's career layout is becoming bigger and bigger.

This year, she opened an underwear store and a cosmetics shop, but she abandoned the idea of opening a men's shop.

Her team is planning to expand overseas market, has opened Facebook and Instagram accounts, or will enter into Singapore, Japan and Korea.

Some analysts say that in the Chinese market, it is actually not a blogger, but a larger number of fashion Internet Celebrities. The latter relies on platforms such as micro-blog, WeChat and Taobao.

Zhang Dayi launched the clothing brand Jupe Vendue, thousands of pieces of new frequently robbed, at the end of last year, Zhang Dayi began selling lipstick, sold 20 thousand in 2 hours.

Although net red has been criticized as vase, some of the points of view are that the net red represents the impetuous and superficiality of the current society's pursuit of appearance. However, as Zhang Dayi and other economic brains net red really opened up the productivity of the net red economy and formed an irresistible market scale, more and more people began to inquisitive, pay attention to and study the operation mode of the business.

At least for fashion KOL, the operation mode of this business is very useful.

As the boundaries between Internet red, Shi Shangbo and social media traffic stars become increasingly blurred, they are often integrated into the category of fashion KOL.

Previous fashion headlines have repeatedly analyzed the development bottlenecks of fashion KOL.

Not only in China, global bloggers rely mainly on luxury brands after relying on the number of fans, and get rewards through various forms of brand cooperation.

The bigger the influence of fashion KOL, the more luxury brands invite them to become friends and spokesmen of brands.

British fashion KOL Alexa Chung is the evergreen tree of fashion in the past ten years.

But for the fashion KOL, whose influence is very short, the cooperation with luxury brands is also full of uncertainty. Cooperation between the two sides can not only last long, but also faces the problem of dilution of influence caused by fashion KOL while endorsing too many brands.

The French accessories brand Longchamp started the Alexa Chung 3 years ago as an advertising face.

But according to British Evening Standard, Longchamp has decided to end its advertising campaign with Alexa Chung.

Despite the fact that Longchamp owners have a very intimate relationship with Alexa Chung, the brand executives revealed that Cassegrain still decided to abandon Alexa Chung because she had too many brand endorsements, her image was not specific and her influence was diluted.

In order to maintain the brand image, Longchamp may reactivate professional models as advertising faces from the 2017 autumn and winter.

But which KOL can only rely on a luxury brand to maintain its influence life? Moreover, most KOL is not satisfied with becoming a exclusive image of a brand. They often harbor ambitious ambitions.

Therefore, the contradiction between KOL and luxury brands is becoming more and more obvious.

On the one hand, luxury brands think that KOL's popularity is coming fast.

Although the relationship between luxury brands and KOL is becoming more and more closely related, in order to catch the younger generation of consumers, brands have to cooperate with KOL further. However, they can not turn a blind eye to the instability and risk of KOL itself.

In other words, luxury brands still lack trust in KOL.

On the other hand, KOL also believes that luxury brands are not realistic about their expectations, because if KOL wants to continue to extend their influence lives, they will not be able to remain absolutely loyal to several luxury brands.

With the growing popularity of the younger generation of fans, the KOL and the brand's fixed cooperation will soon lose its freshness.

There are also some KOL followers who believe that if KOL establishes a stable cooperative relationship with luxury brands, KOL will become a luxury brand instead of a fan representative.

However, at first, these KOL were built on the strength of their fans. KOL needs to find a precise balance between fans and brands, because once they are biased, their careers will be in crisis.

What is more worthy of their vigilance is that the hottest KOL at the moment will face more challenges after the end of the bonus period, and luxury brands and fans' expectations for KOL will keep rising.

Danielle Bailey, head of Asia Pacific Research at L2, believes that Chinese fashion bloggers, even those bloggers at the top of Pyramid, may encounter difficulties in the current overheated environment. "As more and more brands start to build partnerships, this mode is easily reproduced and its returns may be reduced."

The unity and solidification of the cooperation mode is an important issue that KOL will face.

In addition to accepting luxury brand invitations for active platforms, writing promotional articles and soft advertising, taking short time to take over luxury brand social media accounts or endorsements, and selling products directly to luxury brands with their own social platforms, KOL has yet to develop more diversified cooperation models with luxury brands.

After experiencing the "madness" of no effect, the luxury brands began to change their consciousness and adjust the KOL delivery strategy. This also meant that the luxury brands put forward higher requirements for KOL.

Even the most influential KOL on the head of the industry will reconsider the key index of conversion rate by luxury brands. In popular terms, this indicator is also known as "carrying goods".

Zhang Dayi is not as lofty as other stars or KOL, and so far away from home, consumers will feel very cordial and have also won the success of personal brand.

However, once luxury brands begin to take "take the goods" as the yardstick of KOL, those stars with KOL characteristics and social media flow have also pushed the advantages of ordinary fashion bloggers.

Compared with fashion bloggers, star entertainers have a wider audience base.

Thanks to the rapid development of fans' economy, more and more star fans are willing to follow the star entertainers to buy the same products, which will help directly promote the sale of a certain product.

On social media and Taobao, a star can quickly become a popular search.

Therefore, if you want to choose between the "Queen Yang Mi" and the fashion blogger, I am afraid the luxury brand should not hesitate to choose the former.

Besides, the fashion KOL besides stars is also relatively simple.

The two most common content production modes are Bowen and street pat.

If you can't continue to provide fresh feelings for fans, then the influence of KOL will quickly drain away.

What is more disturbing to KOL is the rapid change of media environment.

Every change in media usage will lead to a reshuffle of the market structure. For example, the rise of micro-blog has spawned a number of bloggers who are good at attracting readers' interest within 140 words. However, in the process of pferring media habits from micro-blog to WeChat, a group of micro-blog bloggers were eliminated by the market, and a number of WeChat public numbers who were good at writing long articles reoccupied the KOL market.

Now, the data also show that more and more WeChat users begin to evade the psychology of overload information, and less and less initiative to open WeChat articles. The reading volume of WeChat public number is lower as a whole, without doubt the next media migration is coming.

KOL is the most dangerous thing for this, because no one can guarantee that every battle can be won.

Therefore, whether from the external environment or from the internal mechanism, if we will

Or KOL as a business, this business is actually a high-risk investment, but most of the "affected" attention is placed on the surface of KOL, bright and golden, ignoring the impact crisis that KOL is facing all the time.

If we want to keep the influence going on and let the traffic flow at the peak stage, since we can not rely on others, then the most obvious way is to build our own brand.

The net red economy represented by Zhang Dayi is a typical representative of this path.

But even for the most successful fashion bloggers and Internet bloggers, traffic realisation is far from easy.

The time that KOL will invest in personal brand will occupy the time of public relations between business and luxury brand. From the point of view of revenue, it will invest more and reduce profits, and the profit cycle will be too long.

Secondly, personal brand takes a lot of time.

Alexa Chung also launched its personal brand not long ago, but it took her 3 years to prepare for the final launch of the brand, not to mention her 10 years of experience in the fashion industry.

For many celebrities who are overnight and famous, the preparation period of the brand is far ahead of their famous cycle, and it is easy to miss the best time to influence the cash flow.

In addition, the image is good, will dress is one thing, brand is another matter.

To be a street star is to shape itself, while making a brand means understanding the market, finding out the needs of consumers, constantly adjusting the commodity structure and pricing, and so on. Brand is a real business.

If you can't act as a parent, you need to invest more time in finding professional managers.

For those who want to cash in quickly, this is obviously not feasible.

And various cases show that the volume of fans is not a solid foundation for brand management.

Although Alexa Chung has many followers, the performance of its personal brand remains to be tested.

After the first series of after-sales service, brand official website products were not sold out as quickly as they imagined.

There have been too many star celebrities to launch personal brand failure cases, such as Paris Hilton, Linsay Lohan, Luella Bartley, and so on, but the brands such as Jessica Simpson, Ivanka Trump and so on are commercially operated.

The Jessica Simpson parity brand licensed by G-III group has exceeded $1 billion in annual sales.

The success of the brand is to find out the needs of ordinary consumers in the central part of the United States, but it has nothing to do with the luxury sense represented by celebrities. The success of brands can be attributed to the clear strategy in business.

It is often hard for brands to bring sustainable purchasing power by relying solely on the personal appeal of bloggers or celebrities to fans, but without excellent business models.

What puzzles many people is why Zhang Dayi and a group of Chinese net red can succeed in business with their personal brands, but many stars, net Hong and KOL have failed.

First of all, the key to the platform is often ignored.

As the first online shop on Taobao, Zhang Dayi became the beneficiary of the fast developing bonus period of Chinese e-commerce. Its brand followers also quickly accumulated with the crazy growth of the electronic business platform, and finally formed the commercial scale.

With the rise of Amazon, ASOS and other collection of e-commerce sites, the way of selling foreign KOL in independent websites and physical shops is easy to fall into an isolated situation, and it is difficult to form a commercial scale.

Secondly, KOL has a great impact on the sales effect of the brand.

Zhang Dayi and other early net red took the lead in perceiving the advent of the video age. The marketing method of using video to explain products is almost the world leader.

Compared with some KOL, which focuses on brand management, Zhang Dayi, the Taobao shopkeepers, will focus more on the sale of specific products. More frankly, they are "selling goods", and they will continuously promote specific sales, including raffle, Buyer show, live broadcast and other social interaction activities, and strengthen contacts with fans.

But it is worth noting that most of the net red people stay in selling clothes rather than selling designs, and there are many copies and plagiarism ingredients.

This is different from Chiara Ferragni and other foreign bloggers who focus on personalized business models.

This may also explain why the make-up brand of the Kardashian family's Kylie Jenner is growing bigger, while the clothing brands made by Kendall Jenner and Kylie Jenner are not very warm.

Interestingly, the same network of red ginseng and different brands of operation, but the obvious difference is due to the specific way of operation.

Kylie Jenner is almost devoted to its beauty business, and constantly introduces products through video on Instagram, with only a small portion of its energy on clothing brands.

Its sister Kendall Jenner is busy with big brands endorsement and social life. Apart from publishing some advertising pictures, it does not seem to have invested too much energy in the promotion of clothing brands.

In fact, there are very serious differences in the effect of sales promotion between the two promotion methods, which only advertise pictures and introduce products in videos.

In addition, it is the easiest factor to overlook the gap in the commercial scale, and the supply chain.

The commercial scale tests the productivity of the factory behind net red.

The Alibaba's 1688 business unit, a new platform, is known as the real backing of the Internet business. The slogan is "net red in front, factory behind."

Especially under the pressure of dense orders of eleven or two, whether the production can be guaranteed has become the most critical issue.

This is also the most easily neglected problem of net selling as a "business".

Due to the scale of China's net red economy, a more complete industrial chain has been formed on the market, providing business platform and supply chain support for this business, providing many market opportunities for China net Hong to achieve lasting commercial value and expand business scale.

A combination of various reasons, a twenty year old Zhang Da Yi, its business layout easily surpassed the many years of continuous family speculation and fame of the US net red Kim Kardashian.

This should not be surprising, because owning business models and grasping market trends is crucial.

For more ambitious KOL who are not satisfied with the passive choice of luxury brands, it is possible to break the identity limit and find the next "Dongfeng".

The key to net red is the aura of positive energy, which gives you a sense of longing for women to be so beautiful.

More attention should be paid to the world clothing shoes and hats net.