How Should Fashion Bloggers Make Money In 2019? Since The Media Platform Has Matured.

For the general public,

Net red, electricity supplier several hot topics in recent years.

In October 14, 2018, the e-commerce platform LOOK held a fashion forum called "FINS2018 fashion bloggers and new media conference" during the fashion week in Shanghai. It invited fashion bloggers such as "late night teacher Xu", "Zhan Xiao pig" and "big cake to wear rites" and NYLON's deputy editor Tingsily, COSMO's New Media Editor Yu Menghan, Farfetch China's managing director Judy Liu to explore new content, new business and new marketing in fashion bloggers and self media industry.

Over the past year, with the introduction of WeChat applet, more and more social media have begun to have the paction function. This has made KOL who has been active in the front of social media see a new development opportunity.

In December, the fashion blogger ribecca launched the "ribecca's fancy world" brand, gogoboi, Du Shaofei and late night teacher and other fashionable bloggers also introduced their own fashion e-commerce platform or clothing brand respectively. Compared with the ordinary vertical electric business, these self media owners are more inclined to call themselves "content e-commerce".

For those self media bloggers who have relied on the rapid development of advertising dividends, what is the reason why they are starting to dabble in the e-commerce field? In this new trend, how does the blogger keep the viscosity of its own fans and does the market give the new blogger an empty space for development?

To this end, we have summed up a number of issues that may be of general concern to fashion bloggers.

How should we do the content now?

In today's China, the media economy has been a field that can not be ignored and is growing rapidly.

According to the public data released in the 2018 China self media white paper, in 2017, the number of media practitioners from China including WeChat, micro-blog and other platforms had exceeded 3 million.

A few years ago, if you could have tens of thousands of fans on the WeChat public account, you could be regarded as a successful KOL.

However, as little red book, micro-blog, jockey and other social media have been born, fans of a single platform have been shunted. Some mature bloggers have had a certain number of fans, so it is difficult to continue to break through the number of fans.

To this end, more and more media bloggers are focusing on multi platform and multi content.

Development mode, which is also the inevitable trend of new media content distribution in the future.

Xu Yan, the founder of "late night hair", is a typical example of starting from scratch.

She set up a public address late at night 4 years ago. From the simple mode of publishing pictures and texts, it has now spread to more than 20 platforms, and has launched various video and live broadcast modes.

"A lot of WeChat's very hot models go to micro-blog, but no one is talking about it," Xu Yan said when sharing her first cross platform operation. "Then I found that each platform has its own ecological chain, the same content, it needs different forms of expression on different platforms, even sending time and image positioning are completely different. If you want to open up a new platform, you have to put down the aura you owned."

In terms of content, teacher Xu, who was once confined to the vertical content of beauty makeup and grass planting, has begun to take some different routes recently.

For example, the latest video released by micro-blog is a serious video interview for new artist Yang Chaoyue. The video got 354 thousand hits in 5 hours.

"We do not regret making short videos. Previously, we could only send WeChat and micro-blog pictures to micro-blog, but now short videos can be distributed to more platforms.

Just like the direct male pformation we launched at that time, an article in WeChat only had one million reading volume in the WeChat, but after the video was put on micro-blog, it quickly reached 20 million people.

And there are many "Xie Gangbo masters" like "late night teacher Xu". They are not willing to make only unilateral beauty or matching grass. They hope that fans will understand their more truthful side.

Xiao Hong's little pig coco is on fire from a boyfriend's Valentine's Day story.

"My content was very fragmented at the time, and I didn't wear anything like makeup and beauty, but I had more than 10000 fans in one or two days. To me, Xiao Hong is more like a circle of friends without acquaintances."

Coco said when sharing.

According to her understanding, small red book, vibrato and other emerging platforms, the population after 90 or even 00 is the largest.

For this group of people, they may not be able to consume a lot of beauty and clothing products for the time being. In this case, everyday campus life, interest in Lego, the list of favorite books and movies, and the voice of the #MeToo movement may become more welcome.

"The little red book is different from the traditional WeChat micro-blog platform. It tends to share the concept of" sharing ". Here, some daily content will pull you into the distance between fans.

Finally, she also summarized several key points of media bloggers shaping personal IP.

"First of all, the younger generation of fans, which I mentioned before, and the second is innovation. For me, I will challenge many of the more strange shapes that I see in you, and show fans different kinds of me."

And for media people Yangfanjame, it is the key to seize the hearts of users.

"How did you write articles before? You can catch readers when you write articles in a more sharp way. But now users are very cold. They will be tired of your style very quickly. You need some short and fast things at this time.

Now, as the number of public numbers is getting deeper and deeper, competition is becoming more and more intense.

In the micro-blog, we can make the long content easier, more scratchy, shorter and faster, so that we can accept more.

Is there any new way to realisk content?

From the late media development to the late stage, it will still be linked to the economy.

In the past self media industry, the bonus of content advertising is the biggest source of income for these media bloggers.

Wang Jingjing, the founder of the new consumer insider, shared this data on the venue. Assuming that a self media public number is mainly advertising with a bonus of one day, each advertisement can get 100 thousand yuan income, then your commercial value can only reach the commercial value of 30 million yuan per year, and if you want to develop this public number for a long time, it is also impossible to advertise it all.

Therefore, in the earlier batch of media bloggers, the industry competition is becoming more and more serious. Most of them have encountered bottlenecks on the issue of advertising dividends.

And when they look for new ways of content realisation, the function of social media's e-commerce is emerging.

According to Yan Ming, founder of LOOK, social media has been playing a very important central role in the whole industry since 2015.

But over the past year, when social media has generated more capabilities, they are no longer just information platforms, but rather become trading platforms.

Monica, a well versed lipstick control founder, started his own business a year ago.

"Before, our fans often said," you grow grass lipstick and eye shadow every day, but we can't buy it. "In order to meet the needs of these fans, after WeChat launched the small program in 2018, we quickly used this opportunity to find partners in the supply chain.

Last year, ribeca, the namesake brand "ribecca", launched its own e-commerce platform at the very beginning, but because the team is a traditional media source, it has never been able to achieve the effect of carrying public traffic for a long time, so it finally chose to cooperate with the electronic business platform.

"From last August to now, our products have been renewed eight times, and we hope to have better control over products so that they meet the requirements of Rebecca in terms of fashion and clothing," Wang Rui, director of the business world of Rebecca, shared. "In fact, brand sales are good. After the first series, the total sales volume reached 10 million yuan."

As a fashion blogger, Simon's sister-in-law tried to test the water electricity supplier earlier than Li Becca and Monica. In early 2016, she began to try to provide readers with recommended shops on Taobao.

After the development of WeChat applet, she made a more detailed division of the two platforms, such as selling small cosmetics in Taobao, while in WeChat small program, we did some more in-depth lifestyle development in the vertical field.

"We have a very important concept in the process of doing business, that is, personalization. The content is the same as that of an electric supplier. I am very committed to wearing real life, so that we can establish trust with readers.

Including before we made a white T, in fact, is the test of electricity suppliers.

At that time, the white T prints were drawn by our colleagues. We found many colleagues in the company, dressed in different styles and different styles, wore a lot of real life shots, and put the clothes into the scene of the scene.

After trying, I am more confident that I will do some crossover or designer style cooperation in the field of clothing next.

Although most bloggers started the content business initially, they were inspired by the interaction of fans, but in fact, it was not just the bloggers with personal IP who wanted to be content providers.

Fashion magazine COSMO now has three own small programs.

Its second small program HiShop is an electronic business platform that relies on media identity.

"We do not have a clear personal identity, so at the beginning, we were not sure whether we could be a successful e-commerce provider.

But because we saw the readers' demand for the products recommended in the article, we finally took the road of the electricity supplier.

COSMO's new media editor is preaching in Meng.

However, the binding of small programs to WeChat still has a strong dependence on content. The platform also launched weekly 3/7 activities in the late stage, and set a specific topic on new products on Friday six.

In fact, since the media bloggers do business, there are traces to follow.

Revolve, the Losangeles fashion business platform that has just been listed recently, has captured the preferences of the millennials, and has collaborate with many KOL shortly after its foundation in 2003.

According to Revolve strategic partner Private Equity Firm TSG, during the period from 2012 to 2016, the company's net sales increased by an average annual growth rate of 45%.

This has also given China's media bloggers a lot of confidence.

Can new bloggers fight for their positions?

Whether it is diversification of operation content or the introduction of e-commerce will be realized from the media, which are already have a certain fan base and visibility of big V bloggers and self media must consider things.

For just stepping in

It is no easy task for the new bloggers in the field to get a slice of the competition in such a competitive environment.

"Fashion bloggers are two professions, one is propaganda, and the other is to achieve the effectiveness of media communication.

Fashion bloggers need to have their own aesthetics, and her aesthetic can be recognized by fans or fans.

Another function is pformation. Many brands prefer to see a platform with propaganda function, and this promotional function needs to bring more practical pformation efficiency. "Buying the guest's principal person, buying a gentleman, introduced at the meeting," whether the new blogger or the big V once encountered the bottleneck stage, no matter what platform it is, content is always the most important.

The content of KOL that can come out is the most important thing.

For cross platform new bloggers, they should have a common heart.

"If you want to work on a new platform now, you have to put down all the auras and fans on your previous platform. You have to re study the competitors in the new field, and really start from scratch. Even if the video is bad at the beginning, it will be scolded by many people under the comment. If you want to harvest, you must pay more."

Late at night, teacher Xu stressed.

In addition, you also need to be highly sensitive to understand the changes in the industry and your IP positioning.

"I know my backstage data very well. About 70% of my fans are girls and 30% of them are boys, and 2% of these 30% boys are forced to pay attention to my public number by their girlfriends.

Only when you understand your fans' condition, can you better shape your personal IP.

Yangfanjame, a media blogger, said.

Compared with the past, China's self media economy now has its own complete ecological chain. In this era when everyone can become a blogger, whether it can stand out from the vast sea of human beings, in the final analysis, it is still necessary to see whether the bloggers can accurately grasp the consumer's pain points.

On the other hand, the industry has always been changing with the times. With the growth of the earliest bloggers, they may gradually lose their total control over young people's ideas, attitudes and new things. This determines that the industry will inevitably have its own upgrading cycle, and when this time comes, the opportunity for new bloggers to come out is also there.