TV Business Of Fashion Bloggers Is More Powerful Than Business?

The scissors are in Korea.

She is a live electronic business platform.

One of the hottest beauty anchors, the "72 hours and 1000 sprint" during the double eleven period is the most profitable time of her year.

In the morning of 10, November, she began to tell the babies before the camera which water emulsion was suitable for dry skin, and which discount was great.

According to the world clothing shoes and hats net, 24 points in November 12th, mogujie.com "selected"

At the end of the festival, a series of figures were sent to the media: scissors participating in the "thousand broadcast war" total live broadcast time reached 18309 hours, the total length of user watching was 76 million 668 thousand minutes; the direct sale of live broadcast was close to 20 million yuan, and total sales increased by 2818% over last year's double eleven.

"Scissors" live on mogujie.com

November was also the most busy time for ribecca.

And black five got together.

In the words of agent Tristan, from eleven to now, they have been writing public numbers and customer service from opening their eyes to closing their eyes.

Rebecca was originally an entertainment journalist in the Southern Metropolis Daily. Since October 2014, it has launched the public number "Rebecca's fantasy world" on WeChat.

In January this year, on the 11 th day of the year, the luxury department of Paris Bank launched a list entitled "shopping guide: Naka Kunihiro main". Rebecca is listed as one of the ten fashion bloggers.

During the double eleven period, she received at least 17 promotional needs of brands.

In order to illustrate the promotion effect of ribecka, Tristan also provided a list similar to mogujie.com: Shiseido's joint gift box, sold over 8000 boxes in 5 days, Waterpik floral floss, passenger price 1000+, more than 1500 units sold on that day; 500+ Brown 500+ lipsticks were sold; SANDRO recommended number conversion was as high as 30%; Redline Redline sold more than 700, customer price 3000+, sales exceeded 2 million 500 thousand.

Number of viewers / fans, conversion rate, unit price and sales volume...

In the fashion industry, these figures replace the two words of vague "tonality" and become the dimension of measuring the value of a opinion leader.

It may lead to the result: at a time, you can't tell whether the content is the purpose or the consumption is the purpose.

"Rebecca's fantasy world" double eleven promotion

1. Bloggers and sources of information are also shopping guides.

Now, when it comes to bloggers, the industry may also mention "the disappearance of traffic dividends", "fragmentation of attention", and who is the "head" - the first two sentences or the familiar background information in investment circles, and the last (as always) weird argument refers to those most valuable people.

In other words, the thinner the attention is, the more people want to catch the people who should be caught as much as possible.

The 24 year old Hu Yue is one of Rebecca's readers. She has bought lipsticks, skin care products and so on.

She pferred a Rebecca push from the WeChat to the coat cap room and the four angle bathtub.

My dream about the house has finally come true. "The most attraction of her is Li Bei Jia's attitude towards life:" this morning, she looked up at her home's decoration, and decided to be a positive and loving person.

Being younger, pursuing the sense of reality, and emphasizing common values - because of the ease of being able to do so, has been magnified in mobile social media - both brands and KOL believe that this is the basis for young consumers.

Especially the last point.

According to the statistics of Reuters communications, the number of Chinese online consumers has increased from 240 million to 500 million over the past five years. The 95% millennial generation has not bought paper magazines in the past year, but 72% have "favorite KOL".

The rush to purchase H&M and Erdem cooperation Series in November 12th is a good example.

Erdem is not well known in China, but when Jane and Bridget 8 opened the official website on time to rush to buy, they found it too crowded to enter the "maintenance" state.

When 9 o'clock is opened again, most of the styles are out of stock, and only some individual sizes are left in stock.

Jane is 30 years old and has an annual income of 25-30 million.

Bridget, 26 years old, is a master of law studying in the United States.

Their only common feature is that they saw the push of Gogoboi and pomegranate Po the day before and they had the intention of buying.

Pomegranate report on the push of HM and ERDEM cooperation series

{page_break}

2, the business of e-commerce with the attraction of fashion bloggers is bigger than the actual effect.

Marketing channels and sales channels are not always together.

For example, Hu Yue will "grow grass" products in the push of Rebecca, and then go to Taobao to look for purchasing agents.

Liu Xiaoying, who is two years older than her, saw the recommendation of Biotherm cream and Estee Lauder eye cream, and turned around to search NetEase koala.

To make things that are not together, the founder and founder of LOOK, the founder and founder of the start-up company, thinks that this is an opportunity.

LOOK & amp; Zan is a platform of distribution nature. As an intermediary for businesses and suppliers, they provide services such as electricity supplier operation, supply chain integration, after sales service.

There has been a similar business model abroad.

RewardStyle, founded in 2011, has established cooperation with more than 10000 bloggers, more than 4000 electricity suppliers and 57.5 million brands.

Bloggers can publish the videos and articles on various social platforms, and can attach the purchase link of RewardStyle. As long as consumers enter the RewardStyle e-commerce website and consume through this link, the bloggers can get commission.

Bloggers give rstyle.me jump links

RewardStyle and other social platforms rely on link realisation. LOOK and Zan have focused their attention on WeChat.

The former has launched two products: one is LOOK APP, which has collected hundreds of cross-border electricity providers and the recommended content of bloggers and internal teams. This is Yan Mingcheng's "central product". The other is the blogger store, who set up a small program business on WeChat. The product is responsible by the blogger, and the other is completed by LOOK and its cross border e-commerce.

At present, the company has 40 exclusive fashion bloggers and a large number, including gogoboi, pomegranate Po, Freshboy, "head bloggers", and lifestyle media such as IDEAT's ideal home.

The source is mainly from cross-border electricity providers, such as Farfetch, Net-A-Porter, Revolve, Wconcept and so on.

They cooperate with LOOK to provide 5000 brands and 1 million 500 thousand SKU products for their contract bloggers.

Gogoboi is the first blogger to sign a contract with LOOK. This year, the 4 month was launched on its own public account.

Yan Ming said that the blogger mall opened to operation now has a monthly growth rate of 200% and a total sales of 6 million.

Gogoboi's "not featured".

But with CEO's assistant "cold noodles" (the interview request, here is a pseudonym), I believe that in the social media business to do e-commerce, "fashion class is now in the introduction stage, sales scale will take some time, although it is very busy now".

In the praise, the first tier head class was labeled as food, parent-child, beauty makeup, car and so on, and fashion has not yet been included.

He cited an example of two cooperation between Rebecca and the the Imperial Palace jewelry WeChat shop, which he praised.

According to the data released by the store, 2018 of the annual hand accounts sold 48 thousand, totaling 3 million 168 thousand yuan, and one of the cooperative bracelets sold 2612 pieces, totaling 1 million 560 thousand yuan.

In other words, fashion bloggers are just beginning to try WeChat's way of starting a shop, but they haven't produced enough bright sales data yet.

An anonymous insider told reporters, "from the whole network traffic volume, there is no 50 10000 single day, no 20 million water, it is nothing."

The cold side believes that the social word-of-mouth attribute determines that women's clothing can not rise.

"Will you buy the same brand of Amway, your girlfriends, and crash with you? In addition, women's clothing, such products, people will buy when they look at the style, then they will sell three goods and need a large amount of merchandise to make a foundation. Taobao and Tmall are the most suitable platforms."

3. Is it possible for bloggers to scale up the business?

"The company's operation attributes of fashion bloggers are not strong at the moment.

The degree of corporatization determines team combat capability.

The commercialization of fashion bloggers needs to take the road of corporatization if it needs to be speeded up.

Cold noodles told reporters.

He believes that fashion bloggers are now starting to do business shopping, and their hearts are tangled.

"How do fans look at it? Do fans pay? If it's just a diversion, how can we get bigger profits?"

Bloggers do business, if they do not consider clusters like LOOK, in fact, some of the bloggers who work with LOOK have stopped or significantly reduced their investment - more like a "profitable hobby".

This may be a common problem for all business models that are interested in pforming sales through content.

If the pursuit of profit, content producers must rely on a larger scale, even if the factor of production capacity is excluded, the scale also means expanding the audience.

The risk of expanding the audience is whether the original core audience will be hurt, and whether there are so many target groups that can be included in the scope of expansion.

Amy is a consumer who focuses on Xiao Ge, and has bought various skin care hairdressing products under the recommendation of the latter.

At the end of last year, Xiao Ge began to "corporatization", and made an independent business app named "iDS big eyes". 5 months later, it launched a small program, and published an article in the public address about its quest for commercialization. "How is it that I am a small struggling company in the past 2 months?"

Amy has not been touched by this "blood and tears history".

She does not like the state of Yu Xiaoge now: "push the feeling not to mind, only to app diversion."

The bloggers who push lifestyle and ideas have a very good sense of scene, and will be willing to buy if they feel strong.

After some public numbers are tied up with their own interests, they do not want to buy them.

The public number of "Yu Ge" is now associated with three small program providers.

{page_break}

Freshboy (Gao Bo) opened the WeChat public number in 2014.

His contacts with the electricity supplier started with micro-blog, signed with RewardStyle, and released the purchase link with commission Commission on micro-blog.

But later, the electricity supplier's chain was controlled by micro-blog, and he gradually reduced the sharing form.

In April this year, Freshboy and LOOK co operated in the public address of SOFRESHTOWEAR.

Although he has also contacted the distribution technology platform such as Zan, SEE and so on, he thought these are not very suitable for himself.

"For the platform side, data is running.

It is not important to sell and who to enter. Data is most important.

Maybe we don't have any beauty data.

"Not every blogger should have the function of carrying goods.

The industry ecosystem should be diversified, but now the whole industry has been magic.

A blogger is a God. If he takes the goods, he must find a blogger. He must be able to bring the goods.

Brand takes the advertising of sales targets, what the actual situation is, you can go to the interview.

Of course, some brands will not tell the truth.

Selling their own goods is also a shame for the brand side. It is better to plan big news together and say that they are "Crazy" and "seconds empty", which is good for both sides.

Most of this bubble is not willing to be cracked. "

Freshboy believes that there are some things in the market that need to be exaggerated.

On the evening of November 15th, Freshboy sent us a photo of the fresh data.

The photo showed that the total number of orders for 2 months was 1549, with a total of 235 million, 1094 shoppers and 1518 yuan per unit price.

"When the first 1 million was sold, the unit price was a little more than 1000, and now it's up to 1500. I'm very satisfied.

I feel very satisfied and satisfied with those brands and audiences who are serving now. The same kind will expand again, and I will not do well in order to go down and sink.

He refused to finance temporarily.

"To raise capital, we must find something to be done without burning money, such as the real business of controlling goods.

In addition, since the media is also the media, capital controls the media.

Since the media company is not a problem, the real problem is that no one cares where the control is. It doesn't matter if it's in the hands or other people's hands. It's only concerned about getting bigger and making more money. When the public number is made, the reader is clicking. When the electricity supplier is made, the reader is the cash machine, and can do everything possible to make them click, comment and consume.

4. Trust based bloggers are weaker than you think.

Li Yang, general manager of RewardStyle China, believes that the essence of content marketing is "trust".

"A very large marketing company in China found me and asked directly:" how much money can you bring to me if I give you so much budget? "

But they got one wrong thing. The foundation of people's willingness to pay for bloggers is trust: a star can endorse ten or twenty products, but bloggers are genuinely helping me pick things.

If bloggers think this thing is bad and push it, will fans continue to trust them? "

Freshboy also mentioned the balance between media properties and sales attributes.

"Doing content, updating frequency, clicking effect is not the first consideration, only considering content quality.

Advertising, only authorized brands and products, and advertisements that can write meaningful things.

To do business, only consider the interests and experience of buyers.

In August this year, he pushed a Sunspel, a British minority bottoming shirt brand hardly known in China, with a unit price of around 500 yuan, and sold 200 pieces in the first two days.

The art wall sticker with a unit price of 3625 yuan Maison Margiela has been sold for more than a dozen or so after the launch of the 9 month.

"The nouveau riche will not buy it because nobody knows what card it is.

We also don't need to push the topic of small white shoes, because the audience wants to upgrade again is not the concept of little white shoes.

Li Yang found that many people misunderstood bloggers' business.

Some Brand Company friends will ask him why the bloggers do not make live broadcast of the electricity supplier, and whether the live broadcast will bring a lot of money in the end.

"This money looks too easy to earn, and even a lot of false data.

But deceit does not count. Consumers are actually very smart, and speculation can only be short-term.

Even if speculation is excluded, more and more people are writing fashion blogs, and their professionalism will also be uneven.

In addition, bloggers may be more vulnerable as independent individuals than large groups like fashion media.

Before that, they became models, editors, designers or brand spokesmen.

Now, apart from these identities, they have become sellers.

Robin Givhan, a fashion critic, said in an article in The New York Magazine, "in the fashion circle, the ever changing gleaming revolutionaries are getting closer and closer to vested interests.

The difference between them is actually very small, because the fashion industry has always been so - what it loves and chases, it will eventually swallow anything.

(* Hu Yue, Jane, Bridget, Amy, Liu Xiaoying are alias).

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