Luxury Goods In China How To Choose KOL That Can Really Carry Goods?

Does the flow star or net red have the ability to carry goods for the luxury goods industry that is increasingly relying on social media for marketing? For different categories of handbags, cosmetics and so on, whether the same star or net red, can TA's marketing and "take delivery" ability match?

After two consecutive years of joint Tencent's white paper on luxury goods, Asia's largest luxury goods business platform Temple (NASDAQ:SECO) first joined Sina micro hotspots in 2018, releasing the 2018 white paper on high-end consumer impact of micro-blog (hereinafter referred to as the white paper), and released the first list of stars and net red luxury index for the first time, focusing on the influence of social media in high-end consumption.

In 2017, the two luxury brands of Gucci Gucci and Louis Vuitton Louis Weedon opened the Chinese electricity supplier. It is considered that luxury industry's attitude towards online channels has changed to a positive side. Although the industry generally believes that the sales of luxury brand e-commerce channels are difficult to match with the public industry, the impact of online channel marketing capabilities on the overall sales is much better than that of the consumer goods industry for the luxury goods industry.

Therefore, the white paper released is not only of guiding significance for the high-end consumer goods industry, but also significant for the luxury industry to choose and make good use of social media, especially micro-blog.

Chinese consumers currently occupy about 1/3 of the purchasing power of the global luxury goods market, and overseas purchases are more than two times that of the domestic market. This background determines that luxury goods in China can win twice the effort to stimulate consumers.

In addition, statistics released by China's National Bureau of statistics show that in 1-11 months, online sales accounted for 18.2% of China's retail industry, the highest proportion in the world.

According to fashion industry research and consulting investment agency No Agency, in 2018, the proportion of online retail sales in China will reach 18.6%, surpassing 17.9% of the UK market, ranking first in the world.

In 2017, the proportion of online retail sales in China was 15% while that in the UK was 16.3%.

The rapid development of China's electricity providers, apart from the huge population base and strong infrastructure factors, has long played a huge supporting role in price war, subsidy war and the prosperity of logistics industry.

Under such circumstances, Alibaba has emerged as an e-commerce platform giant, as well as the temple library, the leading Asian leader in the high-end consumer vertical field. The latter is the two largest traditional luxury giant of Dior and Gucci, and is the preferred platform for the third party e-commerce platform cooperation in China.

After the three big traditional luxuries of LV, Gucci and Prada came online in 2017, China officially became the first year of luxury goods business in 2018. However, the industry usually overlooked another important factor -- formal adulthood after 00.

As we all know, China's luxury consumer groups are not only more low-income and popular than the whole world, but the initial consumption and average consumption age of luxury goods are also lower than that of the whole world.

This is the reason why the luxury industry has the highest rate of reference in the past two years - younger.

The white paper survey also shows that the total consumption of consumers who use micro-blog and consumers at Temple library App and PC is up to 70% after 90 plus 95 plus 00. This shows that the young consumers of luxury electric business are also enthusiastic supporters of social media, which explains why the luxury industry has striving for the huge potential of consumer groups in the past two years.

While explaining the influence of high-end consumption, the white paper has also corrected some misunderstandings caused by the spread of influence. For example, Yang Mi's ability to take goods in stars is actually at the bottom of micro-blog's reality.

Why? Because more attention is paid to "empress" Sun Li than the 80 and 90's who have more purchasing power and action ability.

In addition, the data show that luxury consumers prefer the topic of "tall and tall". This is also a fallacy. On the contrary, online luxury consumers are more interested in funny KOL, and the interaction with KOL is more likely to be triggered.

In all categories of stars TGI (Target Group Index, target group ratio / market group ratio *100), comic star's TGI is as high as 207, while the TGI of movie stars is only 99. Simplified, for example, movie stars and comic stars with the same fans, the luxury consumers of comic star fans are more than two times of the movie stars.

In the luxury index that measures the ability of the star to carry goods, the temple library combined with micro-blog is the first to distinguish the category, in order to guide the luxury industry to choose the products according to different categories when conducting social media marketing.

Among the two categories of jewellery / wrist watches and clothing with higher average price per unit, Sun Li, the first overall luxury index, ranked first in the above two sub categories, while in the two categories of bags and shoes, Liu Wen's luxury index ranked first.

The trend of Sun Li and Liu Wenshe index to occupy the top five categories of luxury goods shows that apart from a large number of fans (traffic), professionalism in their own fields can greatly affect their ability to carry goods in the fans group, which is particularly evident in the luxury index of net red KOL.

At the end of the micro-blog fans' growth dividend period, Mr. Bags can turn the corner to overtake and become the No. 1 list of the net red KOL luxury index. Without doubt, he is relying on his major or trying to create a professional image for the brand and fans.

Pu Huimin, the third ranked Pony__, is also a professional expert. The KOL focuses on beauty topics in micro-blog for a long time. She also goes to the gym to teach her makeup skills through pictures and videos, while she is also a rare KOL who has a sales business on the list. Most of the other KOL only undertake marketing business through micro-blog, and the sales business is just a commission platform.

Dipsy second and gogoboi fifth are also growing up with micro-blog. At the same time, KOL has always insisted on publishing high-end KOL related to fashion. Gogoboi was once the typical author of micro-blog's content.

As for Chen man, as the most influential photographer in China's fashion and luxury industry, he is the fourth most influential photographer. He once again shows his professional contribution to the KOL luxury index.

In the data and keyword analysis of Mr. Bags's fans, panda keepers, pun Jie's daily topics, drama and town spirit are still the top topics, but in the conversion of fans, color cosmetics, street pat and VSCO coloring are more revealing topics, while they are also concerned about learning training (English, studying abroad) and tourism (Thailand travel, Japanese travel).

On the list, there are also a number of KOL focused on funny topics, which shows that the popular topic is still a large number of fans, thereby filling the important means of purchasing luxury brands.

For luxury marketing, if we do not pursue the conversion rate, it is very worthwhile for the bloggers to spread quantity and interaction.

The white paper mainly intercepts data from temple library and micro-blog from November 1st to October 30, 2018, which aims to guide high-end brands to launch marketing in the Chinese market and enhance the influence of the media on the high-end crowd. The data used in the report are desensitized after 2017.

At the end of last year's V influence summit, micro-blog said that in 2018, the content author realized 26 billion 800 million yuan, among which the advertising revenue of content authors (excluding stars) increased by 69% to 1 billion 200 million yuan, while net red shopkeepers and content oriented shopping providers realized 25 billion 400 million yuan in business income, an increase of 36% over the same period.

By the end of December, the number of micro-blog fans over 20 thousand or the monthly average reading volume of more than 100 thousand had expanded to 700 thousand, and these "big V" are the potential marketing targets of luxury goods industry.

According to the data of the first three quarters of 2018, the income and GMV of temple Library in 2018 are expected to increase significantly.

As the largest high-end product and service platform in China and Asia, the database of temple database is further based on micro-blog to help the luxury industry to conduct effective screening.

In addition to being a sales platform, the temple library, which has a large number of core luxury online consumers, began to help a large number of luxury brands in online and offline marketing activities in China in 2018. Its marketing customers include Dunhill, Martell, Martha Lahti, Land Rover, Kerry, DBS bank and other luxury goods, high-end famous liquor and famous cars, as well as well-known brands and enterprises such as commercial real estate and banks.

In 2018, as the first year of luxury goods business, in addition to the online business of traditional luxury goods, as well as the 00 adults who grew up with the growth of the electricity supplier, another symbolic trend is that online channels also show great destructive power. The failure of Dolce & Gabbana China show is a huge reflection of this industry trend.

The Dolce & Gabbana, which is renowned for its KOL and social media marketing, has finally fallen into the most proud area. It shows that online channels are no longer luxury goods, they are rewarded with small investments and big returns.

How to select the highest proportion of luxury consumers and fans in the hundreds of thousands of stars and KOL and how to choose the marketing content and topics safely and effectively is bound to become a luxury industry's need for investment in social media marketing.

The events of Dolce & Gabbana, and the recent discussion on the theme of Chinese Burberry family advertising are all alarming for the luxury goods industry.

Social media marketing does not depend on how big the budget is, but also needs to spend money and time. It may be an understanding of China's local conditions, national characteristics, consumer concerns and so on, from mechanical "put" to "more" marketing.

In the process, similar to temple library and micro-blog, it has a large number of open data and platform and platform report of luxury consumption crowd characteristic data, which will undoubtedly provide great help for the industry's social media marketing optimization.

Author: Chen Yifei