What Has Happened In The Past Ten Years When Emerging Species Developed Into The Industry'S Key Fashion Bloggers?

　　 fashion The essence is always the opinion of a small number of people. If fashion magazines were firmly held in the past, the current situation obviously changed dramatically.

When people resume the industrialization process of fashion bloggers, 2009 is regarded as the key year for fashion bloggers to move from the edge to the mainstream. Fashion bloggers are beginning to be formally extravagant. brand Invite to see show. This year, Sina micro-blog began to test internally. In 2010, photo social application Instagram was born. In 2016, Xiao Hong, who was born two years ago, changed the artificial content to machine content distribution, and opened the era of fashion blogger industry with shaking. In 2018, the number of WeChat active monthly exceeded 1 billion.

The blowout of social media platform has completely activated the switch of fashion bloggers industrialization.

So far, fashion blogger has developed from the original emerging species to the key sectors of the industry. It has undergone about ten years of iterative development and evolved into a large-scale business. Behind the rapidly expanding industry, a complete chain involving media buying, blogger brokers and content planning has spread and put forward more complicated commercialization problems. It also spawned more professional intermediaries, focusing on the multilateral relations of platforms, brands, bloggers and users. But compared with more popular industries, the mysterious appearance of the fashion blogger industry has aroused the curiosity of the observers for a long time.

In the face of increasingly complicated platform rules and forms of cooperation, the demand for intra industry communication is becoming increasingly urgent. Over the past two years, there have been some industry forums related to fashion bloggers in China. At the same time, more fashion bloggers are moving from behind the scenes to the front stage, breaking the separation of the media and sharing their experience with their peers. However, most forums focus on individual experience of bloggers, which still reflect only the corner of the industry and fail to reflect the overall picture of the industry.

Fashion bloggers are no longer alone. Behind them are large-scale brokerage management and data driven team content production, which means that it is necessary to examine fashion bloggers from the perspective of industry.

At the end of last month, the "MCN 2019 China marketing campaign Salon", jointly hosted by the magazine "Marie Claire", "Marie Claire" by the fashion magazine, the head content provider Galaxy Galaxy Entertainment, and China's first media value ranking and copyright broker management agency, has provided a more comprehensive and focused discussion perspective for the industry in the forefront of the practice.

Ten years of information flood, people need opinion leaders more.

Fashion bloggers are the product of the upheaval of the fashion industry and the changing genes.

From the early fashion blogger, to the concept of KOL (opinion leader) in the process of localization in the Chinese market, then to the culture of Influencer (influencer) with the rise of Instagram, the concept of fashion bloggers. Popular The argument is constantly updated. It is noteworthy that the MCN global marketing conference calls the bloggers a unified Influencer, which is different from the KOL used in the Chinese market. It seems to reflect the trend of domestic bloggers industry being tilted to the international market.

At the same time, the industry has begun to divide the bloggers, and divide different levels of Influencer according to the number of fans, so as to adapt to different brand marketing strategies. According to the international market segmentation method, fashion bloggers are usually divided into five categories, including Mega-influencer, Macro-influencer, Mid-influencer, Micro-influencer and Shi Naohiro, who have more than 1 million fans, 500 thousand to 1 million fans, 50 thousand to 500 thousand fans, 10 thousand to 50 thousand fans and 1 thousand to 10 thousand fans on Instagram.

In China's Sina micro-blog, WeChat public address, jogsaw and little red book, fans of fashion bloggers are showing different looks. Late night, the founder of Xu said that in the new platform such as jitter and little red book, the bloggers speed up much faster than the traditional WeChat and micro-blog platforms. Millions of bloggers seem to be everywhere.

Behind this is the overall outbreak of market demand for fashion bloggers. Whether fashion brands, or any brand that wishes to give fashion and youthful characteristics to the brand, are eager to find fashion bloggers. More and more people need personalized fashion bloggers. Ai Yong, CEO, believes that this is the inevitable result of social digitization.

Kevin Kelly, the founding editor of Wired magazine, predicted that in the 1994 best seller "runaway", society will move towards a more progressive social form. With the help of the Internet, the world is being centralization and eventually becoming a digital socialism. Today's market is continuing to confirm this prediction. All content is first turned into data and becomes information flow for people to share. Crowdsourcing, CO creation, collaboration and other production models have been used not only in commodity production but also in content production.

Ai Yong believes that in such an era of information explosion, commodity explosion, homogenization, commercialization and fragmentation, filtration is more important than ever.

In the past, people relied on public institutions, such as media and themselves, to filter information. Now algorithms replace people to filter. Each system can customize user preferences, "thousands of faces," and give users more and more things they want to see. But people are also trapped in information overload and biased information intake. They start to need real opinion leaders to help them form ideas and make decisions. Opinion leaders, fashion bloggers or influencers play the role of filtering. They can overcome the machine and push them to the front of people.

Users and consumers need guidance from bloggers, and brands need bloggers to be disseminators. Over the past two years, people have clearly felt that luxury has changed their attitude in the past. They are increasingly collaborating with bloggers to spread their products to a wider market and introduce products at a young and mid-level price to improve consumption frequency. Nowadays, luxury brands need not only fashion bloggers, but also choose "buyers" head, waist, small bloggers and other different bloggers according to their needs.

Bloggers clearly become a bridge between consumers and brands. In fact, as early as 2017, global marketing consultancy company Greg Paull, head of R3 consulting agency, said that China's key opinion leader KOL has been leading the rest of the world and has become the real media carrier in the first three years. FT's Chinese Web report also reported that in China, fashion bloggers or KOL marketing are gradually replacing traditional marketing methods such as television and print advertising. Luxury brands are competing to hire influential stars or net red to advertise their products.

However, with the normalization of blogger marketing, more and more people realize that brand marketing should not stop at mechanized "purchasing" bloggers, but also related to their follow-up cooperation with bloggers. Bloggers as a way of traffic and sales media ignore the value of human beings, and bloggers are seeking more than just the role and location of advertising media in industry.

Ai Yong said, "Kevin Kelly makes us determined not to do traffic business. The business of traffic is the business of platform, it is the business of machine, algorithm. But human centered content, as a non-standard creativity, has longer vitality. "

Professionalism and institutionalization of fashion bloggers are inevitable.

Luxury and fashion Trend The premium comes from human value. This means that when other industries are driven by products, the fashion industry is largely human centered. Brand value is defined by people who have the right to speak. In the age of social media, talented people have the opportunity to acquire more fashion discourse power.

So when people began to search, discover and manage talented bloggers, bloggers came into being. The core of cooperation between brands and bloggers is the ability to use different people. The essence of brokers' broking business is to discover talented people. The fundamental logic is that the relationship between truly valuable people and brands is worthy of being defined and managed.

The essence of fashion bloggers is the quality content related to production and fashion, and the industrialization of bloggers leads to more professional division of labor, so that this occupation is no longer related to content production alone.

The job content of fashion bloggers before and after becoming famous is likely to be very different. Head bloggers are rushing around to attend fashion week and branding activities. Behind the scenes bloggers show public faces and try short videos. Traffic realisation involves e-commerce business. In addition, when the bloggers set up the new media company, they will also offer more than trumpets to avoid risks and even hatch other bloggers to form a content creation matrix.

At the same time, bloggers are also facing increasing frequency of content updates, attracting continuous attention to fans and increasing the probability of bursting money. Even if the head is large, if there is little update, it will also reduce fans' attention and cause fans to drain. After analyzing the frequency of the weekly video frequency of 33 buffet bloggers who added more than 1 million of the month's data, the researchers found that the average weekly update content of these bloggers was 5.4, with a maximum of 13.2 weekly updates. This means that on the new platform dominated by algorithmic mechanism, the exposure opportunities of independent bloggers will be smaller and smaller, and be severely suppressed by bloggers working in teams.

In recent years, a large number of MCN organizations have sprung up in the market, providing services for bloggers in the new era. The MCN mode is considered to originate from the mature net red economy operation abroad. Its essence is a product form of a multi-channel network. It combines the content of PGC (professional content production) with the strong support of capital, and guarantees the continuous output of content, so as to finally achieve the stable realization of business.

Some analysts believe that in the early days of self media development, personal development into a big V blogger and making personal IP is very easy. With the continuous development of the Internet age, the market finds that the strength of individuals is weak, so the MCN mode has gradually emerged. The talent of bloggers is different. Not everyone is fit to do everything himself. Early bloggers wrapped up all of them, and now they need assistants and editorial teams. The MCN organization is essentially a substitute for the customer to learn the market, to learn to do, and to serve the enterprise, brand, creator, and platform.

Fashion bloggers become a profession and accept the management of MCN institutions. This is almost an irreversible trend.

The overseas core brokerage firm industry is very mature. The most traditional brokerage firm is WME-IMG, a sports entertainment giant of the United States, founded by William Morris and merged with WME IMG. The second is Japan's Youtube blogger UUUM, the founder of Youtube blogger. The TASTEMADE mode provides food and tourism related programs for HBO, Netflix and other video platforms, and brings together different stars and bloggers.

Because of China's unique platform structure and distribution mechanism, domestic MCN institutions have different characteristics. Most of the MCN companies on the market are the direction of beautiful makeup. The threshold of beauty bloggers is relatively low, even if the bloggers with fewer fans can sign contracts, the company helps potential bloggers to commercialize.

To a certain extent, the World Expo, founded in December 2016, provides a new way of thinking. This company calls it the first commercial content service organization with the core of Influencer, and provides cross platform MCN services. It carries on commercial content operation around the platform of jitter, B station, Xiao Hong Shu, micro-blog, Taobao and other platforms, and covers many fields including short video marketing, internal capacity business, social brokers, and global integrated marketing.

In this marketing salon, the world put forward the content and data driven service logic, that is, to do content deep tillage around the platform, and to operate around technology. By understanding different brands' demands for content ecology at different stages, it provides bloggers' choices, including mining new bloggers on the new platform, bringing other excellent bloggers to new platforms, and excavating and commercializing independent creators.

In other words, the new development direction of MCN market will be to turn social assets into a long-term and sustainable business rather than a simple traffic purchase, for different people to make different contents, and then distribute according to the rules of the flow, and complete the content marketing.

The most important thing for Chinese fashion bloggers is platform iteration capability.

China's unique platform pattern and commercialization mode are the decisive factors of China's bloggers' economy and even the MCN pattern. The social platform represented by WeChat and micro-blog, the video platform represented by jitter and fast hand, the B station Xiaohong book and the community platform known to you, Taobao, Jingdong and vip.com represent the business platform, forming the most important marketing scene in China at present.

It is precisely because the Chinese Internet is dominated by platforms, and the blogger relies fundamentally on platforms, so they often face the anxiety of traffic dividends. In the process of market blowout, fast expanding bloggers are also faced with doubts about good and bad, data fraud and short career life.

Since 2017, there has been concern about the prospect of Chinese fashion bloggers in the domestic market.

Xie Ying LAN, who was once the head sponsor of gogoboi, Dipsy Dixie, Chrison Christen, and Mr. Jilin, is now the director of the fashion business division of the world. She told fashion headlines that some bloggers will catch up with the bonus of different platforms at different stages, and accumulate a lot of fans in a short time. But social platforms frequently beat iterations, which means that bloggers have many fans who are not equal to influence.

Over the past 1 to 2 years, the average number of fans in Xiao Hong has increased rapidly, but bloggers do not seem to get more traffic. The viscosity between bloggers and fans is still weak. Many bloggers of small red book catch up with the bonus, but whether they can adapt to bigger platforms ultimately depends on the evolution of bloggers.

Foreign platforms are more rigid, mainly Instagram, Facebook, Youtube, and domestic platforms are rising rapidly. From micro-blog to WeChat, the market has witnessed a number of bloggers being eliminated. It is foreseeable that in the next 3 to 5 years, the market will also eliminate a number of bloggers. Compared with the more in-depth content on the traditional WeChat platform, the simple and direct content of the jitter and the little red book is getting popular. But the jitter, the little red book and the B station are clearly not the end points, and the new platform is constantly brewing.

From micro-blog to WeChat, from long articles to short video Vlog, every new media represents a new set of logic that needs to be adapted. Therefore, platform iteration promotes content iteration. In recent one or two years, a large number of bloggers began to upgrade their content. Many bloggers are starting to shoot videos. Xie Yinglan also said that for micro-blog, because Sina has support for video bloggers, micro-blog's biggest opportunity is video.

Late at night, Mr. Xu was considered a successful blogger in the form of multiple content from WeChat content to video. The platform has expanded from the early single WeChat public number to the original content output on the more than 20 platforms of the whole network, and adopted many forms, from the past to the video and live broadcast, etc. In last year's "FINS2018 first thousand fashion bloggers conference", she admits that the early spanition from WeChat to micro-blog has gone through a trough of up to a year. After that, each platform has its own ecological logic, and the aura and inertia of the original platform will make bloggers fall into the logic of success.

The uncertainty of market environment has prompted bloggers to realize the importance of managing fans. According to Xie Yinglan, this year, more and more bloggers began to divide fans into fans, build fans, and organize activities according to fans' preferences, such as sports card punching, weight loss, watching movies and so on. This is also known as the establishment of private domain traffic in the industry. Fans show their thoughts in the process of communication, and show them on the blogger platform, causing other fans to resonate. Many fans even have fans.

Mr. Bo Bao Bao's "powder bag" and "Bao powder" meeting, the "reader's manuscript" reported by pomegranate Po, and the shell sharing of Rebecca's fantasy world are typical examples of interaction normalization between bloggers and readers. The fashion public number FAKESHION also tested activities under the water line, including community operations and flash shops. The founder of the public number said last year that he hoped fans would come to the scene and influence them from the senses and emotions through the infiltration of lifestyle.

The improvement of fans' interaction is very beneficial to the shaping of bloggers' personification. With the gradual stabilization of domestic head bloggers, the personalization of bloggers is becoming more and more distinct, which provides the possibility for the brand to cooperate with the bloggers to launch customized marketing programs.

For example, in April of this year, a fan meeting and Lifestyle Exhibition, called "the mobile wardrobe of X ribek", which was co sponsored by the luxury goods business Temple library and Rebecca, is a typical manifestation of the personification of bloggers. A short video platform, a filmed home of ribecca in Guangzhou, has raised a heated debate on social media, giving many readers a deep impression on Rebecca's home. So the temple library took the family of ribecca as the prototype, and almost restored the exquisite appearance of the ribecca family at the scene of the activity, which made fans present at the scene feel more cordial.

In a sense, the head bloggers such as ribek have already achieved "Star", which is the ultimate goal of MCN management. This shows that under the background of continuous iteration of platform, the way out for fashion bloggers is still changing. It is to strengthen their personalities and stabilize their social assets. According to the world, content assets, fans assets and traffic assets constitute a blogger's social assets.

Ai Yong said to fashion headlines, it's time to bring bloggers to the front desk and be seen by people. Especially for head bloggers, they should be treated as real people, not just traffic values.

In a sense, Chinese bloggers are faced with a market full of opportunities. China's ever-changing market environment is educating young audiences and bloggers, making the number of platforms, the number of fans, the proportion of young users, and the recognition of bloggers are relatively high. In the United States, whether it is social class, brand or market structure is relatively solidified, bloggers create individual brand challenges. Mr. Mr.Bags, a blogger, also said on salon that in the past two years, he had wandering around the international fashion circle and felt that Chinese bloggers were actually not inferior to other countries' bloggers.

It is no exaggeration to say that the progress of the current blogger industry has gone far beyond the imagination of ordinary users. Whether it is Shi Shangbo or the market players closely related to it, they will be prepared to face a highly industrialized future. But the essence of this business has never changed, and it must be driven by originality.