How Can We Capture The Next Traffic Outlet After The Net Red Era?

2016 double 11, net red Zhang Da Yi personal shop sales amount of over 100 million, become Taobao's first sales volume of 100 million women's clothing shop; in 2017, double 11, its store sales reached 170 million yuan; 2018 double eleven, shops in 28 minutes, sales of over 100 million, basically maintained the same strong situation as the previous two years.

In contrast, the performance of Zhang Da Yi's parent company, such as Han holdings, is not so optimistic.

In 2016, such as Han holdings operating income of 446 million yuan, net profit of 2 million 636 thousand and 100 yuan.

In the first half of 2017, a net loss of 17 million 290 thousand yuan, such as Han holdings's net profit, dropped by 275.21% compared with the same period last year.

According to media reports, in the first half of 2017, Zhang Dayi's personal electricity supplier realized 132 million yuan of revenue, equivalent to 43% of the total revenue of the parent company, such as Han holdings.

In addition, Dayi electric business achieved a net profit of 18 million 190 thousand yuan over the same period.

Such as Han holdings financial report shows that at present, such as Han Holdings under the signing of more than ten net red, but like Zhang Dayi can contribute billions of revenue and tens of millions of profits have not yet appeared second cases.

The word "net red economy" entered the public eye line from 2015. After 2016, a large amount of capital entered, the market was brought into the upsurge immediately.

Daikin, Zuo Jiaojiao, Lin Shanshan and a number of strong carrying capacity of net red rise rapidly.

However, this craze entered the cooling off period in 2018. From the sales volume of some net red Taobao shops such as Daikin and Zuo Jiaojiao, we can see that sales of double eleven and two dozen have not increased, and some products have even declined.

When the craze is fading, the sales volume of net red shop continues to grow. It is a problem that all red dot companies are unable to get around.

Chen fan, Agel Ecommerce Ltd's founder and CEO Sydney, recently participated in the "2018 new Internet commerce summit" organized by the world's online traders. They shared the theme of the speech entitled "how to capture the next traffic flow" after the advent of the era of post net red.

Sydney is head net red, shop double eleven sales also once reached 100 million yuan, and Zhang Dayi together with Taobao C shop sales top ten list.

The company founded by Sydney, chen fan, also has many red nets under the banner of Agel Ecommerce Ltd. During the actual operation and incubation of net red, Sydney and her team have accumulated a lot of experience.

Sydney calls it the "post net red era". In response to the gradual return of the net red economy, how to find new traffic volume, she expressed three points: the first is content marketing and multi platform promotion; second is the red man matrix, and the third is brand empowerment.

Content marketing and multi platform promotion

Most of the traditional advertising will not tell consumers the background, story and development process of the brand, but Sydney believes that content marketing has become a powerful tool to enhance the flow. It should be through content marketing to tell the fans or tell consumers how to create the brand, which is the process of Brand Co creation.

"When we develop a new product, such as a lipstick, I will probably ask micro-blog to ask my fans what color they like, or whether they look good or not, and whether they like the texture.

When we develop a garment, we will send a picture to micro-blog to ask fans about the fabric.

This process enhances their recognition and recognition of our brand. "

In the content marketing channel, Sydney began to pay attention to some new rising platforms in 2018, such as short video.

In 2018, Sydney tried to shake hands.

"In December 9th, I just finished shooting from abroad.

On the day of the Shanghai Pudong Airport, I wore a new down jacket because of the cool temperature in Shanghai, because the down jacket was very strong and it was on both sides. I was allowed to take a video for my colleagues, walked a few blocks at the airport, and shot a twenty or thirty second video in front and back.

Unexpectedly, I got a lot of praise when I was sent to the jitter, and I visited 450 thousand people on the same day.

This down jacket sold 20 million on double 12 sales.

This successful attempt gave Sydney a signal that we must pay attention to the flow and operation of different platforms.

Mutual support of red brand matrix

Sydney believes that there is a very important source of traffic in the red people's economic system, that is, the flow of different brands of red people, which can be understood as the process of gathering and building up, that is, the mutual support of different IP values of the red man.

Sydney said that there is a difference between the styles and products of each brand, and the market segmentation is different. Therefore, the ultimate value of traffic flow to multiple brands can be completed through the same traffic entry.

"For example, a picture or a video I showed on the social platform today, I may wear my own brand in this video, but the accessories I use, or my shoe bag or hat, can be other brands or shops."

That is to say, at the same traffic entrance, users can choose according to their own preferences, and net red can guide consumers to the same brand through multiple IP values.

Last year, Sydney made a brand of jewelry for a new red man, and put on a new hat on double 12. This hat also appeared in the new matching of the other red people of Sydney, and helped to drain into his jewelry shop.

On the new day, the hat sold more than 5 thousand pieces.

"As a new red shop, it is a very good result.

So the mutual support of the red man matrix is very helpful for us to get traffic.

Brand empowerment

Over the past two years, more and more international brands have begun to extend their olive branches to domestic red people. The more popular way is joint cooperation.

Sydney believes that the red people community economy is the focus of brand value mining by brands. Net red members share their brand products, word-of-mouth and "grass planting" in social media, and find their own product positioning based on big data in the community, as well as consumer groups and market positioning, thereby driving product innovation.

The red people, with the help of brand empowerment, make brand popularity and word-of-mouth become the corroboration and assistance of the commercial value of the red people. Therefore, they can not only achieve relationship marketing, but also promote the exchange of brand value between the two sides.

In March 2018, Sydney's own brand clothes and Snoopy jointly signed up 10 new products, with over 80 thousand sales, and over 40 thousand sales of T-shirts on the new day.

As for the new plan for 2019, Sydney has initially made several directions. One is to continue to expand the scope of the red man matrix, and to continuously incubate 5 fashionable and high-quality independent brands; the second is to explore new flows, deepen the content, create two independent beauty brands, create more traffic entries, and third are two-way empowerment, cooperate with the brand in depth, and create more new burst flows through joint efforts with quality IP and brands.