Young People'S Interest Consumption: Sneakers KOL "Influence"

In 2019, the sports industry was very difficult.

In a difficult, difficult and difficult environment, sports shoes have become the hot consumption area of the year and won the public's attention.

At the scene of Sneaker Con Guangzhou Railway Station, we saw a entrance to the field of sports shoes as a cross section of the rise of sports shoes. KOL is the representative group in this wave of sports shoes.

As a group of new and new consumers, what kind of planning and future do they have?

Wen / economic downturn today, sports shoes and beautiful makeup but against the trend, is the 95 and 00 after the most willing to spend money in the field. In contrast, KOL and KOL have also become a bright new career.

Li Jiaqi's super strong "cargo carrying power" has become a popular event in 2019, and Li Ziqi's influence overseas is not considered "cultural output". It is also a topic of discussion nowadays. Short video creators are just right.

When I was at the scene of Sneaker Con Guangzhou Railway Station, I asked the KOL of several sneakers in the trend field. Their views and plans for the new occupation agreed that 5G is coming soon, and the future of the industry can be expected.

01 group photo

At the Sneaker Con Guangzhou Railway Station's BiliBili booth, WIK tells about her experience as a shoe maker and her creative insights, and encourages fans of the sports shoes to tell stories about their shoes with video. During his speech, there were still many fans who asked for a group photo. The group photo time could occupy almost half of the speech time.

Even when I was wandering around, there were fans chatting and taking photos with WIK. He likened Sneaker Con to the "shoe fair fair" and was also regarded as a big Party who exchanges with her peers.

Another player on the BiliBili has 1 million 40 thousand shoes KOL "zettaranc", everyone likes to call him Z brother. The Sneaker Con and Z brothers at Guangzhou Railway Station set up Z's sneakers studio to record special programs with fans. From time to time, the spectators stopped at the Z booth to take photos.

Next to Z, a KOL named "your ferry", her booth is always crowded and crowded, because she has many interactive prizes, and others want to witness the true face of bloggers.

There are more than 20 thousand spectators in the Sneaker Con Guangzhou Railway Station for two days. There are 162 booths and more than 50 booths. Compared with daily activities, only celebrities can have such an attractive flow compared to the Sneaker Con scene, the KOL of sports shoes here has no less influence than stars.

Compared with traditional consumption formats, bloggers have become the key media in the new retail industry and the bridge between products and consumers. When sports shoes become a phenomenon and the representative of male economy comes into being, KOL is also called "the most recent media channel for male consumers." "

Sneakers KOL also have their own famous quotations, which are even the first impression of the outside world in the field of sports shoes. For example, "do not ask, ask is to rush, rush is to rise", "do not ask, ask is love", is the C language in sports shoes culture.

In Chinese context, jitter and BiliBili are two short video platforms with different personalities, and the corresponding bloggers also have different personalities. Shaking is short and fast, BiliBili is long and stable, even if the platform is different, the creative idea is still the same way.

　 02 creation

There is a passage on the Internet, "the rule of riches after 95: left hand fried shoes and right hand short video". Z elder brother strongly disagrees with the view that short video is "rich and prosperous". Success is a case, not universal.

Z has some qualifications compared to the other 95 or even 00 bloggers. Once in sina sports, "I am crazy for shoes" forum, this is China's first shoe forum. When Z took over, only 300 people registered. After two years, the figure turned to 360 thousand.

Li Ning Co has made brand promotion and has been a fund manager for many years. Z has rich experience and social experience. Although it has only been more than a year for video bloggers, with many years of love for shoes and solid knowledge of economics, he has been a great success. He has accumulated millions of fans in less than a year.

What is the location of the channel? And how to plan and create it? There are also shooting and post editing. The establishment of video channel is not easy, and it pays much more time and experience than cash income. It was not until October that Z left his last job and started a short video full time.

"Sneakers" videos of the sneakers need to be bought at their own expense at the very beginning, and they cost a lot. WIK sighed. Prior to 10 years of radio DJ experience, WIK video is very column thinking. He has several different styles of columns on BiliBili, one of which is "goods ratio Jia Jia", which mainly focuses on the comparison of the open shoe comparison of the fashionable shoes and clothing, and the "shoe market".

"Shoe market" is a project that is biased toward sports shoes in WIK's imagination. However, after the attempt, it was found that the result was better. So he immediately adjusted his thinking and made a "1000 yuan less than 5 small and high cost performance shoes", which was welcomed unexpectedly, and now the idea of this column has become "cost-effective shoes recommendation".

With the influx of more people in the short video area, the sneakers KOL is very saturated. How to maintain creative desire to share, attract new users, and serve the old customers is a difficult problem, because this is the game between "income" and "creation".

In today's era, short video bloggers get high traffic time, but not a short period of commercialization of video.

03 carry goods

At the end of 2018, PEAK launched a new adaptive PEAK technology, which is the "alternative assault" of domestic brand shoes. In the process of chatting with several sneakers KOL, we all feel that PEAK technology can really brighten up the eyes of the TAICHI. When the new technology was born, sneakers KOL was the first group to be observant.

PEAK is extremely popular. It is undeniable that KOL has played an important role in promoting the sport.

"Technology is the support behind the national tide or the domestic brand. Secondly, we interact with the expression that young people like. This is a breakthrough in the extreme series. PEAK sports CEO Xu Zhihua told krypton reporter.

As for the extremely hot PEAK series, Xu Zhihua personally communicates with users on micro-blog, actively absorbs consumer suggestions and constantly updates the product form. In the lateral evaluation of KOL shoes, there are always extremely strong figures.

The state is extremely hot, can other brands be copied? Let's first look at the shoes KOL's understanding of carrying goods. Let's start with the income model of KOL. Like most KOL, their ways of earning are mainly in the following ways.

The click rate subsidy of video platform

Branding paid advertising

Video links are embedded in the product and are drawn proportionally according to the turnover rate.

Attendance fees for attending certain business activities.

Z went to Sneaker Con Losangeles station to communicate with Youtube bloggers in the United States, and found that the video on the Youtube platform had 1000 playback volume, and the blogger could get 5 dollars reward. Foreign bloggers can get matching income according to clicks, and platform income rewards can be very good to support themselves.

This kind of income method is somewhat unrealistic in China, so advertising becomes the main way of "short meals" for short video bloggers. The way advertisers measure KOL is the "carrying capacity".

When I asked if the shoes need to be carried directly by Li Jiaqi, the idea of Z and WIK was all needed - and the shoes circle had begun to develop in the way of Li Jiaqi.

There are two popular phenomena in the short video area this year. One is Li Ziqi's Chinese food culture and the other is Li Jiaqi's super strength. Analogous to the shoes circle or even the tidal current circle, the cultural output of "Li Zi Qi" is not practical.

The global shoe circle or fashion culture is an exotic product. The weathervane controllers are basically foreign superstars -- basketball superstars, Michael Jordan (Michael Jordan), pop singer Rihanna (Rihanna), or Kanye West (Kanye West), and Chinese have little voice in the shoe culture.

The other is Li Jiaqi carrying goods. Some people say that the shoe itself is limited and one shoe is hard to find. Why do we need shoes KOL to bring goods?

After making KOL shoes in WIK, he found his fans demand for sports shoes. The demand for wearing functional shoes is actually bigger than the limited number of shoes. "There are not only limited and high price in the market of sports shoes, but also the functional shoes and practical shoes needed by the public. Like the difference between super sports cars and Volkswagen cars, they do not conflict and need to be defined according to the needs of consumers. "

From this level, the shoe circle can be developed in the direction of "carrying goods". The limited number of sneakers is the top players in Pyramid, while in the lower reaches of Pyramid, it is a demand for functional shoes with a large number of users.

In Z's career development plan, "he is looking for a longer KOL business model. "

04 circles

When he resigned as a full-time shoe maker, Z was not for the trend, for the net red, he did not want to focus only on the trend of the circle, but wanted to face the public, so his channel positioning has been "to help everyone interested in shoes, people will find their own shoes." "

What are the tide shoes? Can the shoes also stimulate the consumption of girls? The people who wear Nike and Adidas are the tide people. So do they wear Anta, Lining and PEAK? Is it possible to wear shoes and shoes to become the finishing touch?

As for sports shoes, there are many questions that haven't been answered yet.

Short video KOL needs a lot of fans and video traffic. If you want to have a long-term business plan, you need to have a better flow; if you want to have higher traffic, you need a bigger audience.

"People pursue different things. Some people just don't need to circle, do fine and specialized. But what I think is a far older business model. "Z brother said.

WIK is also planning more popular video columns, such as emotional exchanges, inviting friends or fans to share their stories with their sneakers or their own lives.

Li Jiaqi can be on the front page of fashion magazines and Tucao, and even train more little Li Jiaqi. Papi sauce has set up a platform, and she has also been able to make more films on her own, making films more and more possible. Li Tsai has opened some garden borders, Taobao shops, and so on. These short video KOL are exploring more commercial space.

Z is also working in these directions, on the premise of rushing to Li Jiaqi's position.

In December of this year, Z has already broken through 1 million fans in BiliBili, and fans have come to congratulate each other. When I asked what 1 million meant, he said, "it's the beginning."

Z also released a million thanks. "On the day that 1 million came, besides being happy, it was more responsibility. I really appreciate every support and no support from all of you. The zTalk program is love and share, and there are more things worth trying in the future. "

Sneaker Con has two operations in mainland China, which is an important symbol of the rise of China's sports shoes market.

Almost all the goods brought by the shoe vendors at the stadium were sold out. WIK also saw with one eye that a person bought a pair of shoes with a total value of up to 100 thousand yuan at a booth. He also lamented the amazing consumption power of the guys.

Whether they come up with a circle or do not want to circle the shoes KOL, they put into the short video creation of shoes, the essence is love. For those who want to enter the field of short video creation, Z brother and WIK are also supportive, but not too utilitarian.

Now, the whole consumer market is changing. The emergence of sports shoes, damp play and beauty makeup is a typical era of "young people's interest and consumption". In such a high growth and promising sports shoe industry, KOL will continue to rise and expand its influence.