In the face of increasingly fierce competition in the advertising market, domestic fashion bloggers who have seized the opportunity to make a profit have to rethink the new direction of transformation and upgrading.
The boundaries between social media and e-commerce are becoming more and more blurred. Consumers' shopping path has changed from “search-based shopping†to “discovery shopping.†Social networking has become a direct way for luxury and users to engage in full-scenario. In particular, the “Millennial Generation†young consumers with the fastest growth in luxury consumption are using social media as the preferred channel for obtaining luxury goods information.
In such a big environment, the profit model of fashion bloggers who are familiar with the content is no longer stuck in the commercial advertising process, but is gradually deepening into the creative process of the fashion industry chain, which means that the content is combined with e-commerce. The era officially opened, especially in the Chinese market, this year is also regarded as the first year of fashion bloggers.
In order to better discover the new trend of international fashion consumption behavior in the new media era and increase the conversion rate of luxury fashion brand content marketing services, the fashion blogger “buy hand customer†in the domestic fashion consumption field was held in Beijing last Friday. The New Media Era, International Fashion Consumer Behavior Forum.
It is reported that the forum invited senior professors of Italian fashion colleges Claudio Marenco Mores, Eva Zimmerman and Dolce & Gabbana original fashion designers to attend, as well as "Basha Men" Liu Yongchao and "Deep Night Hair" founder Xu Wei and others.
It is worth noting that this year is the purchase of Buyer’s Buyerkey for four years. Buyer Buyerkey was founded in Florence, Italy four years ago by Buying, and started with luxury goods. Now it is based on brand trends and international trends, giving more front-line and more direct information transmission from the perspective of audience preferences and aesthetics. At the same time, according to the changes in market trends, the brand provides targeted customized content services.
New opportunities for fashion bloggers
A survey found that 55% of consumers are most concerned about their online word-of-mouth evaluation when shopping for luxury goods, especially the increasingly large millennials, who have unique and personalized new ideas for fashion consumption.
According to the "2018 China Network Red Economic Development Insight Report" jointly released by Ai Rui and Weibo, as of May 2018, the total number of domestic fashion bloggers such as "buyers" reached 588 million people, a year-on-year increase of 25%. Among them, 53.9% of fans are concentrated under the age of 25. At present, 61% of users on Weibo are also concentrated in this age group, becoming the main crowd of fashion bloggers.
The report also found that 95% of fashion bloggers have received higher education, and 14.6% of fashion bloggers have master's degrees or above. The improvement of the comprehensive quality of fashion bloggers has promoted the continuous improvement of content quality. According to Mediakix, a fashion blogger's marketing ability consulting agency, the annual fashion bloggers have reached $1 billion.
In 2017, nearly 100 luxury brands launched hundreds of friends in the circle of advertising, WeChat ads rely on WeChat and WeChat nearly 1 billion combined monthly active account number to begin to appear, but also let the fashion bloggers with WeCis as the main position have more More initiative, have the opportunity to further cooperate with luxury brands, and even launch their own e-commerce platform.
Some analysts believe that when fashion bloggers start to have stable traffic, they also begin to think about how to make their careers sustainable and start their own business as a blogger. But the issues that need to be addressed include how to maintain inventory users, expand incremental users, and seek a business model that can transform impact beyond traditional advertising models.
Half a year's income exceeds 8 million, where is the content of this fashion blogger's e-commerce win?
If the earliest batch of fashion bloggers mainly rely on advertising revenue, then 2.0 is the fashion blogger who has realized a certain business mind by creating a personal brand and e-commerce. Some people believe that the fashion bloggers behind the transformation of e-commerce, in fact, is a leading result of consumption upgrades.
After bidding farewell to the brand-led era, consumers are becoming more and more savvy and no longer blindly follow suit. In order to be more accurate in marketing and impressing young consumers, and to operate a more localized marketing model to enhance brand value, both fashion bloggers and luxury fashion brands must realize the importance of word of mouth and emotion.
Phenomenon-level blogger "Buyers Buyer"
Buyerkey, who is smelling the changes in the market situation, has also begun his own evolutionary path, determined to upgrade from the "grass" large to the introduction of brand new services.
From the original content of 1.0, the high-quality content of 2.0, the brand cooperation, the introduction of the brand to 3.0, and the emphasis on the experience and service stage, the buyer’s Buyerkey successfully entered the top 5 fashion categories of luxury brands and became the “new list†KOL. The best self-media in fashion, "Sohu" is the best fashion consumer in the fashion field.
According to the data released by Buyer's Buyerkey, the content e-commerce "Buy Jun Xiao Chao Shi", which is cooperating with LOOK, provides fans with a ready-to-buy reading experience. The word-of-mouth reputation has grown steadily over the past six months. Up to now, the cumulative GMV has reached 8.15 million yuan, the GMV increased by 115% month-on-month, and the daily purchase conversion rate reached 4.5%.
Half a year's income exceeds 8 million, where is the content of this fashion blogger's e-commerce win?
As Eva Zimmerman, a professor of luxury management and business development at Italian fashion colleges, shared in the forum, the current marketing has changed from a one-way communication to a two-way activity, communicating with consumers. Smoothness has become the key to brand marketing.
According to AMM's annual report, last year's 50 largest advertisers' magazine advertising spending fell from $6.5 billion in 2016 to $6.1 billion, which means that the magazine industry lost at least $417.5 million in revenue last year, and this revenue is mainly It is divided by new media platforms such as fashion bloggers. LVMH magazine advertising spending cuts $15.2 million to $216.3 million. Gucci's parent company Kaiyun cut $7.5 million to $97.2 million; Chanel cut $7.8 million to $67.4 million.
Compared with traditional magazines and TV commercials, fashion bloggers who have accumulated a certain popularity and reputation among consumers and have social attributes have naturally become one of the preferred channels for luxury brands to reach new consumers. In other words, in addition to "selling goods", fashion blogger 2.0 has plans for the product itself, and is no longer a promoter of the brand requirements, but is given more autonomy.
For Buyer Key, who has already entered the head of the bloggers, the large amount of first-hand and real user consumption data that has been accumulated has become a trump card for the blogger brand for new media marketing, which makes the blogger further updated. Ying's attempts include deeper cooperation with luxury brands.
Between 2016 and 2018, more and more luxury brands have seen the advantages of Buyer's Buyerkey and established long-term friendly cooperation with them, including Louis Vuitton, Chanel, Gucci, Burberry, Dior, Prada, LOEWE and Bao. For luxury brands such as Geli, the cooperation model has received good feedback from content delivery, cross-border joint marketing to online marketing.
In April of this year, LOEWE Luo Yiwei x Huang Zikai cooperated with the special Z.TAO GOYA backpack to launch on the buyer's Buyerkey line. In just 1 second, 52 Backpacks worldwide were sold out, which is the first time LOEWE and domestic fashion bloggers Online marketing.
The savvy social media e-commerce rules said that while introducing the product itself, it is more about letting users understand what the product means for young people's life and enhance their brand loyalty. The upgraded buyer, Buyerkey, chose to create an emotional connection between the user and the brand through an experiential and substitutive approach to enhance the user experience on the brand's online presence.
Be a guide for niche brands
Although the buyer, Buyerkey, was founded in just four years and won the favor of a luxury brand, but greater ambition is brewing.
Combining the data analysis of high-end users over the past four years, buyer Buyerkey found that more and more millennials began to change from “extroverted consumption to consumption†to “inward-oriented self-enjoymentâ€, and “affordable luxury†is expected to become In the future of mainstream consumption, niche, design and beautiful brands have great potential and business opportunities in China.
In the fashion blogger industry, buyers have been popularizing and advocating such high-quality, strong design brands since its inception. Take the minority brands such as Salar Milano, BOYY, manuatelier, Staud, Coccinelle, I AM NOT, ZAC POSEN, and designer brands as examples. Through the promotion of the buyer’s content, Buyer’s content has entered the eyes of Chinese consumers, driving a large number of Consumption of new users.
On Christmas 2017, the buyer's Christmas joint bag was launched by Buyerkey and Italian brand Coccinelle. All the 30 bags on the line were sold out. In May of this year, buyer Buyerkey teamed up with niche brand I AM NOT and designer brand ZAC POSEN to sell more than 388 bags in 24 hours. It can be seen that the attitude of the younger generation of consumers towards fashion is changing, and it also shows that the fashion genes are changing dramatically.
In the forum speech, Buyjun said that the new middle class in China under the stratification and upgrading of consumption is looking forward to a quality lifestyle, but they are not willing to change into high-end luxury goods, and they are not willing to be mediocre in ordinary mass consumer goods. Someone needs to guide them. And changing the consumption consciousness and lifestyle of the middle class, this has become a business opportunity for niche brands in the Chinese market.
“Affordable luxury†is expected to become the mainstream of consumption in the future. The niche, design and beauty brands have great potential and business opportunities in China.
Based on this gene, Buyer's Buyerkey integrates more than 300 original and original craft brands of Italy, France and Germany. More than half of them have a family history of more than 100 years, and they are gradually introducing these brands into China.
At present, the buyer, Buyerkey, has signed exclusive rights to operate in China with a number of brands. Through the O2O model of online sales and offline experience, it guides the concept of middle-class consumption and effectively spreads the concept of high-quality lifestyle, and finds life in use. Beautiful.
However, it should be vigilant that content bloggers make it difficult for individual brands and e-commerce to enter into large-scale operations, and content with strong personal characteristics is difficult to copy. Then, whether brand operation will occupy too much energy of bloggers leads to the loss of content direction. And whether the neutrality of the content is affected.
Since 2017, the fashion blogger's track is becoming more and more crowded. According to a report by the survey agency L2 on the actual influence of Chinese fashion bloggers, bloggers with high number of fans and high number of visitors may not be able to bring higher returns to luxury brands. When measuring the success of the partnership, L2 recommends that the brand understand the penetration of fashion bloggers in the industry.
Another industry source said that net red and bloggers belong to the "head economy". With the fierce competition in the market, it is more and more difficult for ordinary bloggers to obtain traffic, and it is more difficult to jump to the head of the blog. But for high-quality head bloggers, this has also become an advantage, because business models are easy to replicate, bloggers must have unique style and content differences to form their own moat
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