Zhang Dayi And Her Traffic Myth: "I Have Never Brushed The Bill."

"It can't be called lake blue. This is called Tiffany blue." Zhang Dayi showed her new manicure and painted her new nail polish. This ability to skillfully use all kinds of fashion buzzwords is known by Zhang Dayi as "net sense", which is also the key to her creation of explosive products.

In August 3rd, Zhang Dayi participated in the micro-blog super red festival for the first time as a guest speaker. She wore a set of tuxedo and wide leg trousers, which was the most popular vote among micro-blog fans the other day.

She has grown up from Taobao model to a super net red with 11 million fans. She is very familiar with the psychology of her fans. She has become accustomed to making choices based on her fans' preferences, only doing what "fans like me to do" and "women like women".

In April of this year, Zhang Dayi led the "net red first stock", such as Han holdings, to be listed on NASDAQ. Surprisingly, the price of shares, such as Han, was cut off on the 5 day of opening. Under the tide of doubt, Zhang Dayi and "behind the truth of Zhang Da Yi" were more popular in the controversy.

In July 16th, the US Time magazine published the list of the 25 most influential people in the Internet, and Zhang Dayi was on the list. On the same day, "Zhang Dayi's time magazine" attracted more than 10 million reading. Now, Zhang Dayi is doing a two hour live broadcast, which can bring nearly 20 million yuan turnover for her Taobao store. Last year, double 11, her shop was born with a myth of sales breaking 100 million in 28 minutes.

In the story of net red making rich, Zhang Da Yi, who trun the first dividend, is regarded as a success symbol, representing the magic power of personal flow realisation. Everyone wants to be the next "Zhang Dayi", and the market is also looking forward to batch replication of "Zhang Dayi".

15 degree look up

Black cap, round glasses, loose T-shirt and casual pants, this year's 31 year old Zhang Dayi dressed in everyday life is no different from ordinary girls.

In the last five years, Zhang Dayi's work has been getting closer to the rest of the year. She gradually adapted to the role change from Taobao model to company owner.

At seven in the morning, when she opened her eyes, she began to reply to the work message in WeChat, and then worked at home or went to the company. In the company, the relatively independent big business division has more than 300 employees, responsible for Zhang Dayi's daily affairs and the operation of many clothing and beauty stores.

Zhang Dayi's daily work is mainly about photography and payment. In a year, she has almost half of her time in China. Usually she works in the company's new product selection meeting, and determines the future product planning.

Every time a plan is finalized, Zhang Dayi will fly abroad, go to the factory to place orders and take part in the upcoming new model photography. Although now, gradually, the retired Zhang Da Yi has less and less appear in the photo as a model. She will only sell live broadcast on the new two days, sometimes in the company's live room, sometimes at home.

In order to maintain interaction with fans, Zhang Dayi will show the working scenes or itinerary on micro-blog every day. Her micro-blog large "Zhang Dayi Eve" fans amount to 11 million, and fans have given her the nickname "aunt" and "milk fragrance". In the photo, she usually has a sweet smile and is very friendly. Each of her micro-blog is full of fans' praise or concern.

In the era of mobile Internet traffic dividends, Zhang Dayi is well versed in the value of private domain traffic and enhances the liquidity of private domain traffic by maintaining and strengthening trust relationship. In her opinion, the difference between celebrities and net red is that the distance between fans and net red is even closer.

Because of this closer distance, fans can get closer to idols, have higher loyalty and are more likely to follow the advice of net red. Zhang Dayi grasped and made full use of this.

On the day of the NASDAQ bells, Zhang Dayi released a 8888 yuan cash draw micro-blog, encouraging fans to discuss the topic of "Zhang Da Yi listing". On the same day, this topic rushed to micro-blog hot search.

"Social media is a good user entry." Zhang Dayi told China News Weekly, "in the daily communication, I am closer to fans, and fans will trust and rely on me more." More often than not, my relationship with fans is like friends and even family members.

Even in the daily life outside work, Zhang Dayi can broadcast live anytime and anywhere. When you have dinner with your friends, you can sow a drink with your family. If you want to sow, any scene will become a live room. During the live broadcast, she naturally kept up with her fans and sometimes listened to her fans' suggestions to choose clothes or food. Her fans were also willing to participate in her life.

"I want to be a person who can communicate with fans every day." Zhang Dayi said, "when a daily communication person recommends a product to you, you will easily trust and buy it."

The Taobao store, which has 10 million 530 thousand fans, "my happy Wardrobe" is Zhang Dayi's earliest and most important clothing store, locating young women aged 18~25. She later set up personal brand BIG EVE, underwear shop "milk scented Bra", home store "candles sold", discount shop "skirt OUTLETS", make-up shop "lipstick sold", all from then on.

Up to the summer, the price of goods sold in "my happy Wardrobe" shop was TOP10, the unit price was 200 yuan, the monthly sales volume of the first 5 clothes were all over 5000, the overall is the youth casual clothing style. Zhang Dayi wants to show her image of a big sister next door and build a closer and trusting relationship with her fans.

"Maybe the angle of fans watching stars is 60 degrees of upward view, but watching net red is only 15 degrees or 30 degrees upward, and has a sense of proximity." Zhang Dayi said, "I hope the fans only have 15 degrees when they look at me, that is, the relationship between trust and love."

In just five years, Zhang Dayi has been praised by fans for "the altar" and achieved fame and fortune.

In July 16, 2019, Zhang Dayi was selected as the "Internet most influential 25 person" list selected by the times weekly, which further expanded his reputation. Moreover, even according to the current market value, Zhang Da Yi, who owns 15% of the shares, has personal wealth above 250 million yuan. In Shanghai, a silver gray Rolls-Royce has become her daily car.

"People who brush bills swallow needles".

In the world of Taobao shop, Zhang Dayi's online store has an unshaken position.

Last summer, Mitch's joint dress, which she co worked with Disney, broke 30 million yuan on sale in just 5 minutes. Last year, double 11, her core store "my happy Wardrobe" is a record breaking sales of 28 minutes.

The brilliant strip data is accompanied by an uninterrupted query of brushing.

"I never brushed the bill. The person who brushes the bill swallows the needle and swallows ten thousand needles. Zhang Dayi vowed to "China News Weekly", "I know that others do not necessarily believe. But I can only say that I have never brushed the bill since I joined the bank.

The real trick is that at the very beginning, Zhang Dayi made full use of micro-blog's Taobao traffic flow.

In the early days of store operation, Zhang Da Yi, who already had hundreds of thousands of micro-blog fans, tried to release photos of micro-blog wearing new clothes and attached Taobao store links. "At that time, the base number of fans was still small, but the conversion rate was very high." Zhang Dayi recalled, "micro-blog conversion effect exceeded expectations, of course, some people will doubt the brush list, but we really never brush."

In fact, there is a widespread brush shop situation in Taobao shop. A year ago, when Zhang Dayi shop opened, about 17% of the 1 million 200 thousand sellers of Taobao had false trading, and the amount of false trading exceeded 500 million, with a turnover of more than 10 billion yuan.

"Almost nine shops in almost ten shops have just started to brush up, and they will stop when they are bigger and have a stable customer base." Zhang Dayi said frankly, "so many people do not believe that I do not brush at all, but we really do not brush the list of the one."

The attempt to use social platforms to guide businesses is the first to come from Feng Min, the founder of Han. Although it is known as "the company behind Zhang Da Yi", its founder Feng Mincai is the real leader in power, and is also behind the scenes who pushed Zhang Dayi and hatched more than one hundred nets.

Feng Min, who was born in 1981, is a continuous entrepreneur. He has worked as a newsletter, and has also worked as an electric supplier. After several entrepreneurial failures, many resources and experiences of supply chain, product development and customer management have been accumulated. In 2011, he and his wife Chen Sijia entered the women's clothing industry and established their own brand "Li Bei Lin" in Taobao. Three years later, the sales of "Li Bei Lin" slowed down, and the couple just started practicing the idea of using models to drive sales of clothing. At that time, Zhang Dayi was an exclusive model of the shop, with a micro-blog of 300 thousand fans.

"When I was using micro-blog, I found that the channels for new generation of young people to get fashionable information began to turn to social media." Zhang Dayi recalls that she then asked Feng Min to try to promote on micro-blog and personalize the clothing brand.

One wants traffic, one wants to cash in, two people hit it off. In 2014, two people co operated Taobao store "my happy Wardrobe". Feng Min was in charge of the supply chain, and Zhang Dayi was responsible for marketing. This pattern is also known as: "you are responsible for beauty and flowers, and I am responsible for making money to support my family."

A year later, this online store was ranked the TOP business of Taobao women's clothing. In 2016, Taobao's live broadcast Festival opened two hours to 20 million yuan, creating a miracle of live direct shopping. In 2016, double 11, Zhang Dayi's online store became Taobao's first sale of women's clothing stores, and on 2017 double 11, Zhang Dayi also set a record of 170 million yuan per day sales.

The influence of net red + the purchasing power of fans has written together one story after another.

The explosive cargo capacity has attracted many imitators, and Feng Min is aware of the amazing power of "net red with goods". In 2017, if Han culture was established, a key business, "net red incubation", was formally added to the company's business layout.

Turn the heat to heat.

In the face of various external doubts, Zhang Dayi is very good at making comparisons with various famous brands or celebrities. This method is very effective in answering questions, but it is also criticized for being "hot".

At present, Zhang Dayi's target consumer group is a young woman of 18~25 years old, but she is not worried that her growing age will weaken her personal brand.

"For example, Chanel created Chanel, the value of this brand will continue, why can't my brand?" Zhang Dayi said that as long as the brand value is high enough, such as Han future will hatch more net red into her brand flow pool, the brand will continue to do so.

Such remarks brought her many black people. "Some people on the Internet say that I want to be China's COCO Chanel, which is taken out of context." Zhang Dayi emphasized.

After having tasted the sweetness in the field of clothing, Zhang Dayi turned his eyes to another focus area of his own consumer groups, cosmetics, and continued the idea of "making a plate" for making clothes, that is, to imitate and adjust production according to the technology and components of a standard product.

"I make cosmetics because fans want me to do it." Zhang Dayi gave an example. When fans asked her lipstick color, even though she told fans about the brand name, fans still expressed hope to use lipstick produced by herself. "Fans' trust and expectation make me have the motivation to make cosmetics."

In February 2018, Zhang Dayi announced the attempt to produce skin care products at micro-blog. First of all, a facial cleanser will be introduced. In the description, a comparison will be made between the facial cleanser developed by himself and a face cream made by the Japanese high-end brand CPB. It is said that "feeling the wetting sensation of the original CPB after washing is lower than the new version".

After micro-blog sent out, netizens accused Chang Da Yi of "playing the edition" CPB to do the Shanzhai goods. For a while, the news of "Zhang Dayi hit CPB" quickly fermented on the Internet, which led to questions and condemnation.

Later, Zhang Dayi deleted the micro-blog and said: "making beautiful make-up is different from making clothes. We can not take the previous marketing work." the clothing companies often use "hit the plate". The first batch of facial cleanser (public beta) is 5000. After the second day of the dispute, we had to return the order. After this happened, many employees were worried and morale was also very low.

However, this storm did not dispel Zhang's idea of making up beauty, and the quarrel on the Internet was still continuing. Zhang Dayi's micro-blog comments were filled with fans. There were fans who were expecting to try. There were doubtful passers-by and opponents who wanted to take the opportunity to smear.

"The Internet is scolding, but the first thing I go back to the company is called Canada alone." Zhang Dayi told China News Weekly, "I think things are abstract and optimistic. I believe that heat can bring sales."

From announcing news to shelves for nearly 4 months, Zhang Dayi released a number of micro-blog, with graphic video explanation of the principle and mode of cleansing milk. In the production mode of cosmetics factory, there are two kinds of ODM and OEM, that is, original design manufacturer and OEM. From the point of view of pattern, Zhang Dayi's model of printing cosmetics is commonly known as "OEM" production. In a VLOG released by Zhang Dayi micro-blog to visit the Japanese processing plant in Osaka, Japan, it shows that the company's name is cosmobeauty, which is the same supplier as the Japanese parity brand Chuang Chuang cosmetics.

The explanation has not been quelled, but the controversy is reflected in the sales volume. In June 1, 2018, Zhang Dayi's facial cleanser was formally put on the shelves, sold ten thousand in 5 minutes, and then made up three goods.

"Others think it's my own marketing, and I think I'm a great marketers." Recalling the situation at that time, Zhang Dayi said, "at that time, many people still didn't like me to make beautiful makeup, but I had the determination to do well."

After the clean-up, Zhang Dayi took advantage of the hot metal and launched a variety of products including foundation liquid, eye shadow, facial mask, lipstick and so on. He also said that he signed the Intercos and other international top suppliers as co generation factories. Nevertheless, many products launched by Zhang Dayi still have many similarities with some of the major products of the explosion, and the voice of "plagiarism" and "hit the plate" has not dissipated.

In Zhang Dayi's make-up shop, "lipstick sold," a black tubular Lip Glaze ranked fifth, and the Lip Glaze packaging is similar to that of Japanese brand Shu Shu Mei Su's Lip Glaze. Prior to this, Zhang Dayi also launched a foundation liquid products, revealed in micro-blog, the concept is Estee Lauder Double wear foundation solution, the proposal comes from the American brand zelens foundation liquid, and ultimately, the finished product packaging is similar to Armani dropper foundation.

In addition, Zhang Da Yi's skin care and make-up products have been challenged by many brands. Blush is suspected to plagiarize the Japanese brand Suqqu, the make-up stick suspected of plagiarizing the famous make-up brand Bobbi Brown, the bathing dew suspected of plagiarizing the famous fragrance brand Zuma long, lipstick suspected plagiarism Armani...... Around Zhang Dayi's product questioning voice, netizens joked: "Zhang Dayi hit a whole shopping mall."

In response to questions about cosmetic products, Zhang Dayi repeatedly emphasized the professionalism of product formulations and the reliability of suppliers. "I used to think that beauty is a professional threshold." Zhang Dayi said to China News Weekly, "later, it is discovered that as long as we concentrate, there is no threshold for the industry and there is no threshold for the supply chain."

To create more "Zhang Da Yi"

Behind the controversial Chang Da Yi, it is difficult to get rid of the doubts of the market.

In November 2016, Alibaba spent 300 million yuan on shares of Zhang Dayi and Feng Min, such as Han holdings, which made the company's valuation reach 3 billion 130 million yuan. Before listing the new three boards, there were four rounds of financing, including Mr.l Internet innovation base, Sai Fu fund, Jun Lian capital, far mirror venture capital and Qiming venture capital. New three board's 430 million yuan increase, Alibaba, Jinshi investment, Chung Ding venture capital admission.

But the performance in the capital market is not satisfactory. As of August 6th, the shares of such holdings had fallen to $3.47 per share, down 70% from the issue price of $12.5. After delisting from the new third board, it went to the Nasdaq market. Listing for more than four months, such as Han's revenue growth has increased, the business model has yet to win the recognition of the capital market.

According to the annual financial report data of 2019, the company's GMV (total turnover) increased by 39.9% to 2 billion 900 million yuan in the 2019 fiscal year, and net income increased 15.4% to 1 billion 100 million yuan compared with the same period last year, and the net loss narrowed 28.4% to 74 million 500 thousand yuan compared with the same period last year.

Such growth is attributed to the development of the platform model, that is, to train the new generation of KOL (key opinion leaders) through the promotion of third party brands and advertising liquidity. Such as the early cultivation of Zhang Dayi's omni-directional service mode, more dependent on KOL personal micro-blog, jitter and other fans accumulation. Now the platform mode is to match the corresponding KOL and third party brands and products, and help third parties to publicize. This is more lightsome, and gives the company more control over KOL.

It is worth noting that, as Han has exposed the drawbacks of KOL, which relies heavily on corporate training. Financial reports show that in the 2017 fiscal year, 2018 fiscal year and the three quarter of the 2019 fiscal year, the company's chief "KOL" Zhang Da Yi contributed 49.6%, 51% and 44.9% of the total GMV, and its revenue contribution exceeded 50%.

In the three years of development, Zhang Dayi has contributed more than half of his operating income to the parent company, and has created most of the profits. At the same time, although the company has more than 100 Internet red, its dependence on head net red is still too high.

In the net red system such as Zhang Dayi, including the 3 head net redheads, each person carries GMV over 100 million yuan per year, and 7 waist redheads each year GMV between 30 million yuan and 100 million yuan. According to the financial report, as of December 2018, 3 head red people contributed 55% of GMV, and such data do not seem healthy to the outside world.

"I don't think the proportion of my head or head is too high is a bad thing. I think it's a good continuation of brand value." Zhang Dayi told China News Weekly that when he opened the first shop, he set the "model room" position to drive the growth of new shops thereafter. "If the strategy of Han is very clear, hatching red men is the only way to go. This also determines the value of the head must be done very high. "

But Feng Min and a number of senior executives have clearly realized that the weakening of "Zhang Da Yi" has become imminent. The bigger crisis is that micro-blog, like the only traffic platform that was originally relied on, is approaching the ceiling of traffic dividends. For example, the layout of new content platforms, such as jitter, fast hand and little red book, is just beginning, and still faces the problem of traffic constraint.

To build new network red and transformation content of the importance of electricity providers, such as the input is evident. In fiscal year 2019, sales and marketing costs such as Han were 205 million yuan, an increase of 40.7% over the same period. This is mainly due to an increase in the cost of incubation and KOL training, as well as increased input in content production and related training.

However, due to the excessive investment in marketing, even though the GMV increased from 2 billion 45 million yuan to 2 billion 861 million yuan in 2019, it still did not get rid of the deficit situation: in 2019, the net loss should be 74 million 500 thousand yuan. Hundreds of millions of dollars are spent every year, such as Han wants to create more "Zhang Dayi", but it requires some luck, probability and more time.

"If there is an invariable criterion in selecting and cultivating objects, it is a woman who likes women." Zhang Dayi told China News Weekly that on this basis, clothing, cosmetics, snacks, home appliances, department stores and other electricity suppliers in the market are good performance categories such as Han hatching net red direction.

"I will definitely retire behind the scenes in the future. But I believe that the strength of our brand also believes in the strength of fans. Zhang Dayi said, "in my view, such as Han is not a simple MCN organization, but a net red and fans Fashion Brand Co creation platform." Author: Zhao Yiwei