Perspective of online celebrity’s economic fieldManufacturing marketing myth:
You can sell 30 million yuan of clothes and 15 thousand lipsticks in 5 minutes.
Shaping the fan economy:
The data shows that 76.6% of the "post-95/00" will "plant grass" (under the recommendation of others, they will have a desire to buy a certain commodity) and online celebrity will recommend products.
Faced with regulatory issues:
In response to related issues, relevant people suggested that in the future, big data technology and information technology should be used to support the law enforcement of online transactions, and a unified supervision system and regulatory agencies for Internet transactions should be established.
Earlier this month, 2019 Weibo Super Red Man Festival was held in Chengdu. The gathering of online celebrity, MCN organization (content incubation and management organization) and mainstream platforms in the whole field provides an opportunity for observing online celebrity’s economy. Why did online celebrity bring the goods? Who is being planted with grass? Where is the future of online celebrity’s economy? Over the past few days, Chengdu Business Daily-Red Star journalists have talked with practitioners in various links of online celebrity’s economic industrial chain and observed online celebrity’s economy in the past year.
With the help of Tik Tok’s color test, Li Jiaqi, the "lipstick brother" who captured thousands of girls, sold 15,000 lipsticks in five minutes, setting a myth of carrying goods with a turnover of 3.53 million in five and a half hours of live broadcast … … Online celebrity people with their own traffic have become walking "cargo planes". Under their recommendation, one network explosion after another was born.
It is not difficult for Zhang Dayi to sell 30 million yuan of clothes in five minutes. Its Taobao shop became the first Taobao shop with sales of "double 11" exceeding 100 million yuan. As a major shareholder, Ruhan Holdings also listed on NASDAQ in April this year, becoming the "first share in online celebrity". Why did online celebrity bring the goods? Who is being planted with grass? What are the feasibility, uncertainty and problems of online celebrity’s economy? How to make it develop more healthily and orderly?
On August 31st, last year, Zhang Dayi launched Mickey’s 90th anniversary joint venture with Disney, which sold 220,000 pieces that day and exceeded 30 million in five minutes. Just at the 2019 Weibo Super Red Festival held in Chengdu, Zhang Dayi revealed The Secret Behind.
"Nowadays, young people buy goods not only by looking at the product itself, but also by caring about the label meaning behind the product. Presented with rich content and forms, let brands and users find resonance in label preferences. " On August 3, Zhang Dayi, who appeared in Chengdu, mentioned that for the generation born from 1996 to 2010, label preference is one aspect to please this part of users.
According to Accenture’s "Global Post-90s Consumer Survey China Insight" report, social media will become the main consumption channel for post-90s consumers in China, and about 70% of the respondents expressed interest in shopping and trading directly through social media. "Social media is just the need of young people. Use social media such as Weibo to empower products, create products with social attributes for users, and make products become social currency." With the fast pace of life and increasingly scarce time, Zhang Dayi believes that users need different experiences more.
"Same paragraph, joint name, limited edition … … These keywords can reach the high point of contemporary young people. " Zhang Dazhao told reporters that the expression of selling goods should be straightforward. "In the era of rapid expansion of information, it is difficult for everyone to spend a lot of time speculating on the meaning behind the information. It is very important to say that it is understandable and it is also the basis for online celebrity to communicate with users." Zhang Dayi said that live broadcast is the most efficient form of expression at present, and it is dynamic and two-way. Therefore, starting from 2016, she will launch live broadcast every month to help users "plant grass" and "pull grass", and will also use marketing methods such as lottery coupons to enhance the stickiness and interactivity of fans. Zhang Dayi believes that social media is changing the way goods are sold.
Changes in consumption habits
Sina Weibo data shows that
76.6% "after 95/00" will be "planted with grass"
Behind Zhang Dayi’s marketing myth of "selling 30 million yuan in five minutes", Kiki, a 24-year-old native of Chengdu, is there. Kiki is a new media operator. She was an online shopping enthusiast in college. She followed many online celebrity on Weibo, and Zhang Dayi was one of her earliest bloggers. Outside of work, it has become her daily routine to visit Weibo and "buy in buy buy" with online celebrity. Kiki’s current salary is about six or seven thousand yuan per month. In addition to daily expenses, "the rest of the money is almost entirely contributed to online shopping", and the categories include clothing and cosmetics. Kiki told the Chengdu Business Daily-Red Star journalist that online celebrity’s recommendation almost became the only reference factor in her online shopping choice.
How much does online celebrity’s economy affect the post-95/00 generation?
The relevant person in charge of Sina Weibo provided the reporter with a "2018 Weibo E-commerce Industry Survey Questionnaire". Through a survey of 2,153 samples, it was found that 76.6% of the "post-95/00" will "plant grass" products recommended by online celebrity, and 18.8% of them will choose to buy directly after being recommended by a trusted blogger; 73.7% of the post-90s generation will "plant grass" for products recommended by online celebrity, and 18.9% of them will choose to buy directly after being recommended by trusted bloggers. Another "2019 Global online celebrity Marketing Survey" pointed out that two-thirds of consumers said that as long as online celebrity revealed its relationship with a certain brand, they would believe the product recommendation; 88% of consumers said that they had bought a certain product on the recommendation of online celebrity.
According to Wang Jia, COO of Tastemade China, online celebrity’s economy was sought after after after 95/00 because they expressed their demands.
“‘ After 95/00 ’ The biggest feature is that the mental structure has just formed, ‘ Self-awakening ’ It is their label. " Wang Jia told Chengdu Business Daily-Red Star News reporter that these people have the impulse to be opinion leaders, and it is thoughtful to try to express their opinions. "The desire to become an opinion leader forces them to pay attention to a lot of content, but this group of people born in the Internet age ‘ New Humans ’ All of them are characterized by fragmentation of information and diversification of choices. "
Change of strategic location
"Who controls the key nodes of information dissemination?
Who will have the opportunity to quickly become popular. "
According to the data released by Sina Weibo, in the first quarter of this year, there were 465 million monthly users in Weibo, an increase of 54 million year-on-year and 203 million daily users. As of June this year, the overall scale of Weibo’s head authors has reached 780,000, among which the scale of big V users is nearly 60,000.
"In all fields, future opinion leaders (KOL) are the core strength. Like the brand’s continuous rejuvenation, KOL and the brand are all aimed at reducing decision-making costs." Feng Min, CEO of Hangzhou Ruhan Holding Co., Ltd. told reporters that in such an era, the rapid economic development of online celebrity is a necessary and irreversible process. Ruhan Holdings, the "first share in online celebrity", owns top KOLs such as Zhang Dayi and Daikin, and was listed on NASDAQ in April this year.
"Only when the aesthetics in a certain field has output to fans and can help fans improve their decision-making ability can they become online celebrity." However, due to the aesthetic diversity of human beings, KOL in more and more subdivided fields has also appeared. Therefore, in Feng Min’s view, whoever controls the key nodes of information dissemination will have the opportunity to quickly become popular in a very short time. "As a KOL or MCN institution, it is even more necessary to improve the efficiency of information transformation. We will choose the most suitable platform for content distribution according to KOL’s own attributes. "
"There is no Zhang Dayi after Zhang Dayi. The head KOL, like the head players, is unique and limited. We can guarantee that our system will continuously produce players who are qualified to play professional games, but we cannot guarantee that every KOL is Messi. " Feng Min told reporters that becoming a superstar depends on the right time, the right place and the right people. Nevertheless, "other head players can still provide their own strength for the wonderful presentation of the game." Feng Min said.
Three major problems
Value-oriented sustainability of consumption experience
In recent years, the "planting grass" mode of social e-commerce platform has brought huge traffic and benefits, and many video and blog platforms have followed suit. Previously, the removal of the little red book undoubtedly sounded the alarm for the simple and rude "planting grass" model.
Thinking of responsibility
Only responsible for promoting, not responsible for after-sales consumer rights. Where to put them?
In the view of Sun Quan, a marketing professional, online celebrity’s economy has overcome the alienation and intangible falsehood of exquisite advertisements in traditional e-commerce propaganda, flattened product information, and brought more direct use and experience introduction through the use of people themselves, assuming that they are real people from the same consumer perspective. Online celebrity will also give feedback and answers according to the concerns and needs of fans, and recommend them accurately and strongly. For advertisers, integrating online celebrity and doing a combined marketing is more accurate than traditional propaganda, and it has short cycle, quick effect and can be shipped quickly in large quantities.
On the other hand, Sun Quan thinks that the negative impact of online celebrity’s economy can’t be ignored: a large number of online celebrity started from grass roots, and they don’t have a perfect research and real use cycle when they receive advertisements, only responsible for promotion, not after-sales. If the manufacturer is irresponsible and just wants to make a quick cash deal, then once there is a problem with the product, it will bring a bad consumer experience, "consumers will have a hard time saying."
Thinking of influence
How to curb teenagers’ lack of judgment to show off their wealth and keep up with the joneses?
Zhu Wei, deputy director of the Communication Law Center of China University of Political Science and Law, pointed out that "planting grass posts" are essentially advertisements, because they can be realized directly through content drainage. According to the provisions of the Interim Measures for the Administration of Internet Advertising in 2016, media platform operators, advertising information exchange platform operators and media platform members should take technical and management measures to stop illegal advertisements that they know or should know.
At the same time, showing off wealth and keeping up with the joneses may have a very negative impact on teenagers. "They lack judgment, are easily biased, and have psychological problems. In serious cases, they will also participate in this comparison through naked loans and other channels ‘ Bubble ’ Medium. " Liu Chengbo, deputy director of the strategy department of the Education Development Research Center of the Ministry of Education, said.
He Zhicheng, a lawyer of Shanghai Junlan (Wuxi) Law Firm, suggested that in the future, strong big data technology and information technology should be used to support the law enforcement of online transactions, build a unified national Internet transaction supervision system and supervision institutions, and at the same time promote the autonomy of online platforms, and make up for the lack of legal rules with personalized autonomy rules.
Thinking of mode
From prosperity to decline, are many marketing really "omnipotent"?
In fact, there are quite a few cases of "online celebrity" roller coaster from prosperity to decline. How can online celebrity get rid of the fate of being replaced by the next wave of online celebrity? Shen Guolin, an associate professor at Fudan University’s School of Journalism, believes that if you want to bid farewell to the short "fresh-keeping period" and truly become a "century-old brand", what you need is a real word of mouth and a loyal customer base. In other words, stores should practice their internal skills in "invisible places" instead of making an "embroidered pillow".
Qi Xiaozhai, president of the Shanghai Business Economics Association, also said that when consumers choose "online celebrity", what they value is creativity and face value, which is a matter of opinion. However, "online celebrity" should also have a "core", and it will be "cool" sooner or later if it relies too much on external contrast such as marketing.
A trend
"online celebrity’s economy will gradually return to rationality and return to the commodity itself."
Sun Quan said that the rise of online celebrity’s economy stems from the traffic bonus caused by the Internet explosion. With the normalization of Internet commerce, the strengthening of the state’s supervision over the social influence of Internet celebrities, and the consumers’ pursuit of better consumption quality and experience, online celebrity’s economy has entered the second half of the Internet era.
"online celebrity’s economic form of bringing goods still has room for continuity, but it will gradually become rational, and the final foothold and the key to promoting the transaction will return to the goods themselves." Sun Quan said.
Wang Jia also mentioned that the birth of a large-scale incubator base in online celebrity in recent years marked that "online celebrity economy" has embarked on the fast track of development. However, the rapid development of "online celebrity economy" has also exposed shortcomings in content and product quality. Wang Jia believes that there are indeed some content e-commerce platforms with large traffic and strong carrying capacity, but some consumers have a bad experience. In his view, this is due to the entire e-commerce infrastructure rules, consumer protection system and business quality control system. Not yet fully established. "This is just a process. From a long-term perspective, the platform has recognized these problems and started to introduce various policies to guide merchants to improve product quality and service capabilities." (Chengdu Business Daily-Red Star Journalist Peng Xiangping Comprehensive Xinhua News Agency)