The First Batch Of "Electric Wave" Has Already Been On The Beach.

Who has the most net red in 2019? The names that flash across your mind should be Li Jiaqi, Wei Ya, Simba and so on. But if the time is pushed back to three or four years ago, these names may be replaced by Zhang Dayi, Sydney and Zhang Fan Fan.

Time makes heroes. In those days, the red goods users who started with micro-blog were the idols of female fans, models of small online shops, fashion designers who were good at "borrowing", and even promoters of supply chain transformation.

But they can be overshadowed by the "Li Jiaqi" in front of them. It is difficult to transform the goods to the plate, cut the leek at high price, and transform all kinds of problems. Of course, perhaps one or two years later, we will see "Li Jiaqi" again, and it will be "no alternative."

　　 Those micro-blog's fashion nets are red.

A few years ago, there was no explosive growth of live and short video platforms. The main position of early online red goods was in micro-blog.

At the end of April 2013, Ali became a shareholder in micro-blog, providing water, soil and air for the first generation of red belt. At that time, micro-blog already had more than 500 million users and accumulated a large volume of traffic. A group of active net red gradually emerged, many of them are transformed from Taobao models, and Zhang Da Yi, Sydney, Zhang Mofan and so on are the representatives.

This generation of internet fans first turned fans into users and headed for community orientation. Unlike the current subdivision of live goods in the vertical field, early net red is not directly aimed at carrying goods. Instead, it first creates personal IP, triggering concerns and expanding influence through the output of personal aesthetics and lifestyle. In addition to photographing the whole world and showing the fine side of life, it also needs to make beautiful makeup tutorials and provide some practical information.

Social networking has changed the consumption concept of many young people. They value the net red's ability to choose money and form a strong trust bond.

This generation of Hong Kong is proficient in the operation of fans. Each forwarding, commenting, and commentable data will be used as the basis for evaluation and closely linked to sales and supply chain. "I spend a few hours a day in micro-blog to read reviews and private letters, and then respond to them one by one." A net red assistant to understand notes, revealed that in addition to the operation of micro-blog, net red people also very much value the operation of various fans group, team members every day to understand the needs of fans, has become a net red daily.

Of course, these net red people's realizable method is also very simple, that is, to introduce fans to their personal Taobao shops, and then through videos and pictures, publicize the clothes and cosmetics in their shops, and transform the fans into practical purchasing power with personal charm.

Zhang Mofan established his brand "Mei Mo Er Er" in 2010 and set up his own company. In 2014, Zhang Dayi and Feng Min jointly opened the Taobao shop of women's wear. In the same year, Feng Min's signature holdings signed Zhang Da Yi. In only two years, she worked with Hangzhou Han Yi Agel Ecommerce Ltd, which was founded in cooperation with Han parent company, to achieve a revenue of 228 million yuan and a net profit of 44 million 783 thousand and 200 yuan.

Although the realizable method is simple, it involves a lot of systematic work, such as content planning, shooting, post production, commodity selection, quality control, supply chain docking, brand positioning, fan operation, data operation and so on. In addition, in order to attract fans' consumption continuously, the frequency of new products launched by net Hong is basically monthly, while others can reach new weekly.

However, in order to reduce the risk, most of the red shop stores use Preselling methods to preview the clothes before they get on the shelves, interact with fans on micro-blog, and observe the popularity of these new models, so as to judge how many orders can be digested in a style, and then order the factory for mass production.

Generally speaking, the red belt of this period is still limited to a small number of people, and they are usually faced with online value, and always appear in a beautiful image of "exquisite life".

　 How to stop the decline of word of mouth

There is a view that compared with the current Li Jiaqi's fire, micro-blog's fashion nets feel that their fame is no longer what they used to be. In fact, some of them are still busy making money, but their influence and reputation are beginning to be questioned.

In 2019, Taobao's sales volume is still at the top of the list, such as the Taobao store SM ANNA, which was opened by Anna. It has been the first place in the Taobao C shop since 2015. Anna's style of clothing selection is good, plus exquisite copybook and photos, can really arouse people's desire to buy.

But the style of the dress is pretty. It may not have much to do with net red. People in the industry pointed out that many of the designs of the clothes in the net red shop are directly dealt with, including some famous net red shop's original coat, which comes from MaxMara, MIUMIU and other brands.

Although the clothing is beautiful, but the price is not close to the people. The net coat in the red shop generally costs more than 1000 yuan, and the down garment is more than 900 yuan. In addition, most of the net red shop's pre-sale mode also makes the goods arrive at a longer time. Many goods are marked within 25 days of delivery, but many fans react: receiving goods is already a month or even two months later.

Although some of the head net red has a good fan base, fans are still willing to pay for their idol. There are also many fans: Tucao: for a long time and spent a lot of money to buy clothes, no matter the color and photos are much worse, the haze and blue objects in the picture turned to almost no blue gray. The pink down jacket in the picture turned into a rice white.

So, does the quality of clothes pass? In a well-known net red shop bought five years old clothes on the Internet so Tucao, "hundreds of yuan one suit, fabric is thin layer of yarn, trouser legs are all thread head." And fans said that the same material and material of different batches were actually different from the naked eye.

In this regard, the relevant industry said, "the cost is limited, some well-known net red shop costs are mostly used in promotion, on the clothes on the natural less."

In addition, the competition between net red shops is fierce, and goods must be sold differently. For products that have no unique selling points, such as an ordinary facial cleanser in every respect, or an all round and ordinary dress, it is not impossible to sell it through the recommendation of big net red, but the effect is certainly not good.

In the propaganda of last year's two dozen years, Zhang Dayi has moved out many eye-catching nouns, such as down jacket, which is known as graphene coating, and carbon nanotube film heating palace trousers. These exaggerated high-tech names as a selling point and a gimmick are not cases. Net red Lin Shan Shan has also launched a so-called autumn coat added with hyaluronic acid adjuvant, claiming that it can achieve moisturizing effect.

Knowing the notes, asked the senior clothing industry, the answer was: "the textile added with hyaluronic acid will only become more slippery on the handle, but it is impossible to have the moisturizing effect in publicity. At present, even the coated type of hyaluronic acid can not penetrate the stratum corneum of human skin, let alone the auxiliaries added to clothes.

Although these sounding products do not sound reliable, the sales volume of big V stores is still good. In this regard, there are net red MCN practitioners analysis, relying on the first generation of Internet users who started the IP, fans sticky compared to the current live goods anchor although they are much higher, but just rely on Yan value to support the enthusiasm of shops and overdraft buyers, perhaps it is difficult to go further.

This is indeed the case. In the top two sales figures of 2019, there was no sign of the old net red Xia Xia. The sales volume of her shop is not very satisfactory, mainly because of an activity held in summer and summer stores during the second warm-up period, which can get a large coupon full of 299 minus 100 after 10 days of check-in, but many fans have been on the market for 10 days after signing in, and finally they are told that the coupons have been robbed.

The incident triggered a lot of fans' dissatisfaction, although Xia Xia shop finally put in 5000 coupons as compensation, but fans' enthusiasm for buying is no longer.

The closer the goods are, the more fire they bring.

The net red people who used to rely on pictures and texts were able to sell goods.

Net red Xia Xia, after last year's double eleven, has issued a micro-blog, frankly speaking, the double eleven performance is very poor: "spoilers are too slow, preview is too slow, the style is not amazing, the style is not much, not the live broadcast, the price comparison is too expensive, all the deficiencies I have introspection, also know."

It is difficult to sell goods without delivery, which has become the consensus of the industry. Since 2015, China's direct broadcast industry has been developing rapidly. In March 2016, Taobao's live broadcast took the lead; in 2017, the fast start began to try to bring goods to the electricity supplier; in March 2018, Taobao broadcast live DAU to break through tens of millions of years.

Under this trend, the net red platform will also have to be transferred from micro-blog to live and short video platforms. In the era of live broadcasting, the Taobao shop in Xia Xia did not recruit models or broadcast live.

Correspondingly, Li Jiaqi became the absolute representative of the red cast of the live broadcast network. He was sold by the beauty guide. He sold tens of thousands of lipsticks and more than 100000 packets of spicy sausages in five minutes with his magic voice. In Li Jiaqi's live room, he can introduce the characteristics and preferential information of the product with the fastest speed, and guide people to consume.

In addition to the impact of the rise of live and short videos, the platform's "gradual sinking" policy has also made the first generation of e-commerce networks feel bad. "Fast core traffic comes from cities below three or four lines, and jitter and Taobao, which originally intended to stabilize a second tier user platform, are beginning to focus on the meat of the sinking market." Industry insiders analyzed.

According to the earnings report of Ali in the second quarter of 2018, 77% of the new users of Taobao Tmall over the past year came from the sinking market, mainly from Taobao. Compared with the "fashion kingdom" built by Zhang Dayi and Sydney, it is clear that Li Jiaqi and via, who can give fans a heart to heart, can provide them with more cost-effective products.

In addition, in the era of live broadcasting, high profile and exquisite settings are no longer necessary for net red, but more importantly, they need to be grounded and have the ability to interact with fans and express their language.

This is why the data of stars carrying goods often appear to be not excellent because of the lack of goods. Li Xiangwei, an artist, is not willing to try and eat in real life whether she is lipstick or food in live broadcast, which naturally can not convince consumers.

On the other hand, the advent of the live broadcasting era is also destined to make people who are closer to the goods sell better.

All the women's anchors know that they sell different clothes every day, and fans are not tired of it. This also requires that the supply chain have the same response speed.

According to the calculation of the industry, in accordance with the update frequency of the past picture and text net red, a supply chain once a month, a few dozens of supply speed is enough. However, if the products of the live broadcast network are red, the entire replacement cycle will be completed within 7~10 days, and a cycle will need at least 300.

There is indeed some difficulty in trying to adapt to this kind of frequency update, and the "threshold" of live broadcast is not low. Transformation is not an overnight thing. If you do not make clear the way in the industry to try, you will overturn if you are careless. A well-known net red has been picked up by the netizens for the big problem of fur covered with live goods: she introduced a leather dress on the live broadcast, but accidentally revealed the label. It can be seen from a glance that it is a product of another factory shop, and the selling price in her shop is nearly 1000 yuan higher than others. This is really embarrassing.

In the era of live broadcasting with goods, the original pictures and text nets have to put aside their shelves, and do something with cost-effective. If it were the same as a few years ago, leek would be cut off only by the bright and beautiful pictures of the people.