How Do Fashion Bloggers Become Electric Providers?

According to the world clothing shoes and hats net, China

KOL's promotion methods and types are upgrading, fashion bloggers.

Chemistry began to become an experimental path.

Fashion bloggers and business providers have been hot topics in recent years.

Resistance, cooperation and even actively participate in it, after all, how much can the three parties of brand, blogger and user get? The industry is actively exploring.

The rapid rise of China's fashion bloggers and KOL economy has recently attracted close attention from foreign media. In China, KOL marketing is gradually replacing traditional marketing methods such as television and print advertising.

Luxury brands such as Burberry, Dior and Jaeger Le Coulter watches have been competing to hire influential stars such as Wu Yifan, Lu Han, angelababy and Papi sauce to publicize their products.

Global marketing consulting firm three Paull Greg Paull, head of management consulting R3, said that China's key opinion leader, KOL, has been leading the rest of the world and has become the real media carrier.

Nowadays, the role and influence of Chinese fashion bloggers in the fashion industry need not be repeated.

Over the past few years, fashion bloggers have moved from micro-blog to WeChat public address. Due to the change of platform attributes, fashion bloggers have also undergone several batch upgrading, and now they are relatively stable.

At the beginning of this year, the luxury department of Paris bank released a report entitled "The Shopping Guide: Bloggers in China". The top ten Chinese fashion bloggers are gogoboi, Dipsy Dixi, Mr. Bao, Li Becca, Mr. Jilin, style_notes, Freshboy, Mr. pseudo juvenile, Mr. Naka Kunihiro.

But with fashion bloggers

Increasingly saturated, more and more bloggers and KOL are looking for more outlets, or the promotion methods and types of Chinese fashion KOL are upgrading.

Earlier, gogoboi announced the official opening of his WeChat store.

This is not the first time that gogoboi has used WeChat as a mobile store, but it is the first Chinese blogger to open multi brand selection shop in WeChat public address.

This new store will sell selected luxury items on display. But unlike previous single brand cooperation, all the less selected products will come from international luxury online retailers including Yoox, Net-a-Porter, Farfetch, Revolve, mytheresa.com, SSENSE, Luisa Via Roma, and department stores such as Harrods.

"Behind the pick" behind the trader is the fashion electricity supplier LOOK.

With more and more bloggers joining the self built business, the bloggers as a new form have begun to get more in-depth practical operational discussions.

The picture shows the LOOKNOW fashion blogger store located in Jingan Park, Shanghai.

In September 22nd, LOOKNOW fashion blogger flash shop opened in Jingan Park, Shanghai.

LOOK, a new fashion business operator, joined Harvard architecture master and space artist Xiong Xing. He invited 4 Fashion bloggers Anny_StyleOnTop, FreshBoy, Jiangnan BoyNam and great daily to jointly organize an exhibition on shoes and explore the new commercialization of Shi Shangbo's main business.

On the day of the opening ceremony, a LOOK gogoboi conference was held at the same time. There were well-known bloggers gogoboi, FreshBoy, Anny_StyleOnTop, great daily, well-known fashion critics and time hall founder.

LOOK CEO has released the LOOK full platform strategy. He believes that online shops are new business attempts by fashion bloggers outside the advertising mode. In particular, small programs serve as a new business scenario of WeChat's ecosystem, which directly and effectively links massive users of micro signals, so as to achieve the new consumption experience of "watching and buying". This is the extension of traditional content production, and it also has an effective way to reach users directly.

LOOK's first blogger was gogoboi, and then collaborating with famous bloggers such as reading notes, FreshBoy and other famous bloggers, launched the brand of Personal Mini program respectively, and effectively linked the KOL influence and WeChat traffic to the brand.

According to introducing, at present, LOOK cooperation bloggers are close to 30. This time, they launched online shops with two bloggers of Anny_StyleOnTop and Boynam, which effectively covered 20 million of WeChat's precision users, and also launched a media store with NYLON and the Bund new media.

Bloggers have launched online stores that are closely related to the current hottest topic of "carrying goods".

Rebecca sold 100 BMW MINI in 4 minutes, and Chang Da Yi earned more than Kardashian in and was invested in the sauce.

Today's fashion bloggers not only carry out content output, but many of them also play the role of "shopping guide".

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However, Anny Fan, which has just launched the "big cloakroom" of the small program store, is not very fond of the so called "take goods", because sales are too strong.

But she has always had a large number of fans who consume a lot of money, which is the source of her own online store. "Many 90 people have their own ideas, and I will actually provide them with suggestions for them.

To set up their own online store, the core is to share and communicate with fans more deeply.

The public number "great daily" director, who has been insisting on digging small crowd and chic trend Siva, said that LOOK's solution provided the opportunity to be very easy to take advantage of. She liked to dig out such lovely things, which she thought were cute, fashionable and even ancient, so as to provide fans with a reliable way to buy them.

FreshBoy thinks that the starting point is the same, the most important, and then there will be commercial interests. For the supplier, the price per passenger will be higher, so that it will be differentiated from the Taobao products.

"We think Yan Ming is far sighted.

He did not pay special attention to the amount of money, mainly on the long-term interests.

The idea between us is based on the idea of the industry, not just with goods.

I hope to make some new attempts.

Before, there were other platforms looking for Freshboy teams, but the unit price was low, and the profit was gained through running volume.

It is different from LOOK.

I think LOOK can be defined as a luxury business, the pure e-commerce is less.

Like LOOK, we are very patient. We agree with each other and we are willing to develop together because luxury is not bought at the head. "

The first co operative blogger Gogoboi has also shared with you the success of the "small selection" small business store with its own e-commerce platform.

He likened the goal of building a "small selection" to being a big buyer shop, similar to "online Crawford", giving fans the real personal selection. At the very beginning, they would also seek greater satisfaction, and gradually focus more on them and emphasize personalized choice.

In April this year, it released "not very well selected". Gogoboi is the leader of direct involvement in the electricity supplier by the bloggers. It is also exploring more online forms, and Givenchy has jointly launched the exclusive online sale of new series handbags. It has made the first online store activity. It has just released the first "not selected" joint name and the glasses series of independent designer WANDERLAND.

In his view, LOOK, including shopping experience, design and so on, will start from the perspective of consumers, but also solve the problem of technology and data analysis, so as to facilitate the bloggers' understanding and positioning of the audience, especially the data analysis is very detailed, and can real-time analysis of individuals and regions.

But for the relationship between new business and offline retail, fashion bloggers have their own understanding.

Freshboy has experienced the experience of offline operation of its own brand, focusing on the opportunities under the line. He believes that the most difficult thing is the realization of offline business.

Gogoboi believes that the mainstream trend is still online, of course, "under the line, such as popup flash, this form will be very suitable for such a fashionable brand."

Yan Ming believes that the online and offline linkage will be a trend in the future. LOOK will also launch the brand LOOKNOW at the same time. There will be a curatorial exhibition of four big bloggers and 30 brands at home and abroad. It will be supported by Yoox Net-a-Porter, W Concept, Mytheresa, Revolve and other overseas businesses.

"Offline needs new stories, content and brands.

Content planning capabilities, strong connections, new technology drivers, and collaboration with top fashion bloggers combine to attract more fans and brands.

Online stores and offline flash shops are also launched. This is a very strong content capability and will give users new shopping experience, "Yan Ming said.

It is noteworthy that the current fashion bloggers are not only limited to the fashion industry, but are starting to expand to more industries.

With the increasing consumption of Chinese consumers and the importance of lifestyle, more and more KOL are starting to develop their business into lifestyle, which will bring more driving force to the luxury industry not only limited to fashion luxury brands, but will be the interests overlap point of the two sides.

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