Half A Year'S Revenue Exceeds 8 Million, Which Is The Content Of The Fashion Bloggers Win?

In the face of increasingly fierce competition

Take advantage of the bonus.

Bloggers also have to rethink the new direction of pformation and upgrading.

The boundaries between social media and e-commerce are becoming more and more blurred. Consumers' shopping path has changed from "search shopping" to "discovery shopping", and social networking has become a direct way for luxury goods to interact with users in full scene.

In particular, the "millennial generation" of young consumers, the fastest growing consumer of luxury goods, use social media as the preferred channel to acquire luxury information.

In such a big environment, the profit model of fashion bloggers who are familiar with the content is no longer in the links of commercial advertising, but is gradually deepening the creation process of the fashion industry chain, which means that the era of integration of content and e-commerce is officially opened, especially in the Chinese market, and this year is also regarded as the first year of the fashion supplier.

The picture shows the new media era, the international fashion consumer behavior forum.

In order to better discover the new trend of international fashion consumption behavior in the new media era and enhance the conversion rate of content marketing services for luxury fashion brands, fashion buyers in the fashion consumption field of China held the international fashion consumer behavior forum in Beijing last Friday.

It is reported that the forum invited Claudio Marenco Mores, Eva Zimmerman and Dolce & Gabbana original fashion designer of Italy fashion academy to attend, as well as Liu Yongchao, the founder of "bazaar" and Xu Yan, founder of "late night hair".

It is noteworthy that this year the buyer Buyerkey is set up 4th anniversary.

Buyer Buyerkey was founded in Florence, Italy four years ago by buying king, and started with luxury goods. Now, based on the brand trend and the international trend, it gives more front-line and more direct information pmission from the perspective of audience's preferences and aesthetics. At the same time, it provides targeted customized content services for brands according to market trends.

New opportunities for fashion bloggers

A survey found that 55% of consumers are shopping online.

Most concerned about online word-of-mouth evaluation, especially the increasingly large millennial consumer group, they have a unique and personalized fashion consumption new proposition.

According to the "2018 China net red economic development insight report" released by micro-blog and micro-blog, as of May 2018, the total number of fans of domestic fashion fans, such as "buyers", reached 588 million, an increase of 25% over the same period, of which 53.9% of fans were concentrated below 25 years old.

At present, 61% of micro-blog's users are also concentrated in this age group, becoming the main crowd of fans of fashion bloggers.

The report also found that 95% of fashion bloggers had received higher education, and 14.6% of fashion bloggers had master's degree or above.

The improvement of the overall quality of fashion bloggers has promoted the continuous improvement of content quality.

According to Mediakix, a fashion consultant's marketing consultancy, today's annual

The marketing volume of the bloggers has reached US $1 billion.

In 2017, when hundreds of luxury brands put up hundreds of friends' advertisements, WeChat advertising began to show the advantages of WeChat's monthly account of active accounts with almost 1 billion of WeChat. It also enabled WeChat's leading position as fashion bloggers to have more initiatives, and had the opportunity to further cooperate with luxury brands and even launch their own e-commerce platform.

Some analysts believe that when fashion bloggers start to have stable traffic, they also begin to think about how to make their careers sustainable development and start their business as bloggers.

But the problems that need to be solved include how to maintain the stock users, expand the incremental users, and seek a business mode that can realize the influence beyond the traditional advertising mode.

The picture shows the proportion of brand advertising in social media.

If the first batch of fashion bloggers mainly rely on advertising revenue, the 2 is the group of fashion bloggers who have realized their business ideas by creating personal brands and electronic business.

There is a view that behind the pformation of the fashion bloggers, in fact, is a guided result of consumption upgrading.

After leaving the brand led era, consumers are becoming more and more smart and no longer blindly follow suit.

In order to be able to more accurately marketing and impress young consumers, run a more suitable marketing mode and enhance brand value, both fashion bloggers and luxury fashion brands must realize the importance of word of mouth and emotion.

Phenomenal blogger "buyer Buyerkey"

Buyerkey, a buyer who sniffed the changing market situation, has begun his own evolutionary path. He is determined to upgrade from "grass planting" to "introducing the brand" and opening up new services.

From 1 of original content, 2 of quality content + brand cooperation to 3 of the imported brands and emphasis on experience and service, buyers Buyerkey succeeded in becoming the top 5 fashion media from the luxury brand cooperation, becoming the best self media of "KOL", "Sohu".

It is the best fashion, consumer, media and so on.

According to the data released by the buyer Buyerkey, the content providers who cooperate with LOOK "buy the small business" have provided the fans with the experience of reading and buying.

Up to now, the total GMV has reached 8 million 150 thousand yuan, GMV month growth of 115%, and daily purchase conversion rate reached 4.5%.

The picture shows the main performance data of the purchase of "Jun small super matter" online since six months.

During the period, he bought a limited time flash store with temple library, and the unit price of the guest was as high as 49 thousand and 900 yuan.

As Eva Zimmerman, a professor of luxury management and business development in Italy fashion colleges, has shared in the forum, the current marketing has changed from one way forward to a two-way activity. The smooth communication with consumers has become the key to brand marketing.

According to AMM's annual report, magazine advertising spending of 50 largest advertisers fell from $6 billion 500 million in 2016 to $6 billion 100 million last year, which means that the magazine industry lost at least $417 million 500 thousand last year, and this income is mainly distributed by new media platforms such as fashion bloggers.

LVMH magazine advertising spending cuts $15 million 200 thousand to $216 million 300 thousand.

Gucci's parent company cut $7 million 500 thousand to US $97 million 200 thousand by opening the cloud; Chanel cut us $7 million 800 thousand to US $67 million 400 thousand.

Compared to traditional magazines and TV advertisements, the fashion bloggers who have accumulated a certain popularity and reputation among consumers and have social attributes have naturally become one of the preferred channels for luxury brands to contact new consumers.

In other words, the fashion blogger 2, in addition to "selling", and the plan for its own products, is no longer a brand called to bind the promoters, but is given more autonomy.

For the buyer Buyerkey who has entered the head blogger echelon, a large number of first-hand and real user consumption data have become a trump card for the new brand marketing, making the bloggers make more innovative attempts, including establishing more in-depth cooperation with luxury brands.

From 2016 to 2018, more and more luxury brands saw the advantages of Buyerkey and established long-term and friendly cooperation with them. There were many luxury brands such as Louis Vuitton, Chanel, Gucci, Burberry, Dior, Prada, LOEWE and Bvlgari. The cooperation mode got better feedback from content delivery, cross-border joint name to online marketing.

In April of this year, LOEWE Roy x x collaborated with special Z.TAO GOYA

On the Buyerkey line of the buyer, only 1 seconds later, the Global Limited 52 backpack was sold out, which is the first time that LOEWE has been online marketing with domestic fashion bloggers.

The master, who knows the rules of social media business, said that while introducing the product itself, it is more to let users understand what the product means to the young people's life and enhance their brand loyalty.

The upgraded buyer Buyerkey chooses to create emotional connections between users and brands through experiential and substituting ways to enhance user experience on brand online.

Be a guide for small brands.

Although the Buyerkey was founded in just four years ago, it has gained a lot of luxury brands, but bigger ambitions are brewing.

Combined with data analysis of high-end users over the past four years, buyers Buyerkey found that more and more millennials began to turn from "export-oriented consumption" to "introverted self enjoyment". "Affordable luxury" is expected to become the mainstream of consumption in the future. Small brands with a sense of design and beauty have great potential and business opportunities in China.

In the fashion industry, the buyer has been popularizing and advocating this kind of brand with high quality and strong sense of design since its foundation.

Take Salar Milano, BOYY, Manu atelier, Staud, Coccinelle, I AM NOT, ZAC ZAC and other niche brands and designer brands as an example. Through the promotion of buyers' customer content, it has entered the eyes of Chinese consumers, and has led to the consumption of a large number of new users.

On Christmas Day 2017, the Christmas joint name of Buyerkey and Italy brand Coccinelle was launched.

On the line, 1 hours and 30 bags sold out.

In May this year, buyer Buyerkey also worked with niche brand I AM NOT and designer brand ZAC POSEN to sell more than 388 packages in 24 hours.

This shows that the attitude of younger generation of consumers is changing, and also shows that fashion genes are undergoing drastic changes.

In a forum speech, Mr. Kwan said that China's new middle class with a stratified consumption and upgrading would aspire to a high quality lifestyle. But they neither want to change to high-end luxury goods or to mediocrity of ordinary consumer goods. They need someone to guide and change the middle class's consumption consciousness and life style.

Business opportunities.

"Affordable luxury" is expected to become the mainstream of consumption in the future. Small brands with a sense of design and beauty have great potential and business opportunities in China.

Based on this gene, the buyer Buyerkey integrates more than 300 original brand names of Italy, France, Germany and more than half of them. More than half of them have over 100 years of family heritage history and are gradually introducing these brands into China.

At present, the buyer Buyerkey has signed the exclusive right to operate in China with many brands. Through the O2O mode under the online sales line, it guides the middle class consumption concept and effectively spreads the idea of high quality life style, and finds the beauty of life in use.

However, we need to be alert to the fact that content bloggers make it difficult to replicate personal brands and electronic business after large-scale operation. If the contents of strong personal characteristics are hard to replicate, will brand operation take up too much energy of bloggers and lead to the runaway of content direction and whether the content will be affected.

Since 2017, the track of fashion bloggers is becoming more and more crowded.

According to a report on the actual impact of Chinese fashion bloggers published earlier by L2, the bloggers with high number of fans and high browsing times may not be able to bring higher returns to luxury brands. When measuring the success of the partnership, L2 suggests that the brand be well understood.

Blogger in

Permeability.

Another industry source said that net red and bloggers belonged to the "head economy". As market competition became more intense, it became more difficult for ordinary bloggers to get traffic and jump to head bloggers.

But for high quality head bloggers, this has also become an advantage because business models are easy to replicate. Bloggers must have unique styles and content differences to form their own moat.