What Is The Development Of Star Brand Based On The Real "Fans Economy"?

Two or three things about star brand

By the end of 2018, the saying goes that clothes, food, housing and travel are different from other industries.

The industry is at the top of the top four demands, and there will never be a lack of demand, but this year is definitely not an easy year.

High end platform and many flourishing development.

The defeat of China indicates that the clothing industry is gradually diverting, and there is a clear stream among them, the star brand, which has attracted our attention and is based on the real fans of the fans economy.

How did it grow in 2018? Is it going to be a million dollars or a low key? Let's take a look.

Hard "fans economy"

Before we can see the star brand, let's take a look at what the star brand is. This group is very special. They are not unique designer brand, not the traditional brand with high cost performance, nor the high-end luxury products of craftsman skills for hundreds of years. Most of the star brands are "laymen" for our clothing industry. Perhaps the success of the net red Taobao store has made the stars eager to try, but the clothing industry is not so simple.

According to the world clothing shoes and hat net, as early as 2011, Taobao opened a star store channel, made a collection of Star shop. At the Star shop entrance, we can see that by the deadline of today's release, 326 big stars have already been entered. According to the category, they are mainly divided into jewelry accessories, digital appliances, clothing bags, beauty and skin care, home accessories, cultural entertainment, mother and baby toys, books audio-visual and other nine categories.

Among them, there are 145 suitcases and bags, the largest number, probably because of low cost and large profits, especially when they are models.

But at the same time, star brand will focus on the appearance of clothing at least in the early stage, without professional version and fabric consideration. The main consumer group is fans, and aside from the friendship level of this fans, most of these stores are not competitive.

However, more than 180 of these shops have gone bankrupt, accounting for nearly half of the total.

Although the flow itself, even if coupled with Taobao platform traffic, but not all traffic can be converted to purchasing power.

Different effects of star brands

Of course, there are also some good ones, such as Edison Chan's official flagship store of CLOT, Xu Jiao's weaving Feather set, host Li Chen and Willber Pan's NPC official flagship store, Zhang Li's ALEXISLAVIGNE, and even an unexpected surprise is Qian Feng's Hallway. Let's take a look at several representative star brands first.

Qian Feng's Hallway

Open the front page of the Star shop. What is being recommended is Qian Feng's Hallway. He entered with a curious mood and got an unexpected surprise.

It is not Qian Feng who feels the straight man's aesthetics of science and engineering, and the overall style design is very fashionable.

Graffiti and mosaic elements are used more and tend to the European and American styles.

Although sales have yet to be improved, it is considered a "treasure boy".

This is a typical fashion shop which is not very consistent with the star's personal style.

CLOT

Celebrities open shop more successful circle, or to mention Edison Chan's CLOT, the main style of street tide card, the director Edison Chan himself can also be said to be the trend of the representative, very consistent with the star's tonality, this year still participated in the show, the current development is good, now the Star brand is not too small, Carina Lau's ANIRAC and Sheenah's NAYANG are the star gathering place in the annual show.

He has a high degree of involvement in brands. He has personally participated in various aspects of clothing design, materials and so on. Brand style is also a continuation of the star's own street fashion trend clothing. There are also many cross-border industries, such as Nike, CONVERSE and the American brand SSUR.

NPC

The host Li Chen and Willber Pan's NPC both have the meaning of "New Project Center", and also have the meaning of "NIC PAN COOPERATE".

This year's development is not bad. Li Chen once said, "the media will help you enlarge all the good things, and let everyone see your efforts and achievements overnight.

But at the same time, the shortcomings will be magnified. Everyone knows what you have done. They will come to your shop with the most critical eyes. The same mistake you make will be more serious than your peers.

The front page of the shop can see very carefully, the overall tone is consistent with the positioning, and the style is also good.

The total sales reached the maximum of eleven thousand pieces.

The overall price is not too high. Willber Pan also carries goods in various hip-hop programs, and sells more than 8500 pieces of the same sweater.

There are cool mobile phone shells, fluorescent rods and other peripheral products.

Many celebrities' shops tend to lean towards their own style. Xu Jiao, who likes Hanfu, opens the weaving feathers. After joining the goddess's new clothes, Zhang Li opens the ALEXISLAVIGNE; the Chaozhou people's milk daddy Edison Chan, Show Luo and Shawn Yue have opened the street tide card; the weird little Yue Yue has also opened the home snack bar which is very much in line with their own feelings; even the Zhao Wei's red hotel looks like a surprise.

But like Qi Wei and Liyan Tong, these fans of micro-blog are also good at their clothes, and their Taobao shops are not really hot. Li Xiaolu's paternity shop has been opening for only a year. Zheng Kai, Wu Xin and other star brands (online shops) have not been able to successfully break the warehouse under the good human relations and high exposure, even if the Taobao store, which was popular in the past few years, was finally closed.

Why is star brand development polarized?

The same star brand, why the gap between the two will be so clear? Before the consumer insight company Bomoda conducted a survey, after investigating about 51000000 micro-blog posts, 2 billion 300 million related forwarding and comments, and more than 3 million 400 thousand WeChat articles, they found that: Although many Chinese stars can attract eyeballs and trigger topics, the ability to turn these traffic into buying behavior is very low.

The most important reason is that the endorsement brand is not consistent with the purchasing power, and the star's self created brand is also easing the contradiction between the flow and pformation to some extent.

But stars, whether actors, singers or crosstalk performers, have their own main industry. Like Taobao Star shop's certification instructions, the Star shop is defined as a star's own shop or a share store, which means a star participation problem. Edison Chan's CLOT is relatively high in details, such as his personal design, fabric and other details. If the participation is very low due to his busy schedule, the star brand and endorsement will be no different.

It will not be able to get the effect of carrying goods directly.

There are many kinds of stars, but most of them are catering to young consumers (fans). Edison Chan likes to sell them as cool as you can.

So if he starts selling unattractive granny outfits, can he attract fans to keep buying? Similarly, the style and quality of the products in the Star shop are all consuming the patience of fans.

Product design and quality is the core. The data of interview survey show that the quality of products purchased at Taobao Star Store is not good enough, so it will not continue to buy back. The quality problem of the Star shop is also consuming good fans. It is attractive to wear the same star, but in addition to die Zhong powder, most consumers eventually see the quality of the product.

This year's clothing industry is the peak period of brand remolding. It has experienced ups and downs from the rise of designer brands to local brands through the fashion week, as well as the ups and downs of the big moves such as net red listing and star's going to sea. It is no longer a clothing industry that Taobao stores have gone all the time before. After consumers try different brands, they will choose the products that are really needed. If we want to turn the influence of celebrities into direct consumption, we should first consider more about quality and design.

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