Baoshizhang
Five months ago.
Bill Gates said that on the Internet, no one knows that you are a dog. Correspondingly, if it is an online celebrity dog, it can become world-famous with the help of social platforms.
Author/Tao Li
Source/265438+20th Century Business Herald (ID: jjbd 2 1)
In Weibo, the most famous dog belongs to Wang Keke. Its Weibo certification statement is "Dogs give birth to winners, Sicong loves dogs", with 2.34 million fans.
Pets can easily poke the cute spots of netizens, and with the influence of the owners of online celebrities, they can naturally get high attention.
For example, hansel's Madagascar by Han Han, Niu Niu and Dragon Boat Festival are all active pet network celebrities in Weibo.
As an online celebrity, Wang Keke has a lot of live broadcasts, charities and online stores. However, what really makes online celebrities realize shortcuts is the e-commerce model. From 2065438 to April 2006, I opened a pet shop with the same name in Taobao. So far, the sales of this store have exceeded10 million, and it is expected to exceed 30 million yuan this year. For a self-made shop, there is no doubt that this is the speed that online celebrity dogs have.
From April, 2065438 to April, 2006, Wang Keke Pet Store of the same name opened a shop in Taobao. So far, the sales of pet stores have exceeded10 million, which once again confirmed the path from the network celebrity effect to the realization of e-commerce. However, the long-term development of online celebrities' shops naturally depends on the quality and service of products, and the temporary eyeball effect cannot last.
Attention is business opportunity.
As we all know, Wang Sicong became popular because of his "rich second generation" status and maverick remarks. He registered a Weibo account for his dog, "Wang Ke is a Beech", and this Weibo account often shows Wang Keke's photos. The number of fans of this account has now reached more than 2.3 million, and there are thousands of likes and comments on Weibo.
Compared with Weibo in Wang Sicong, his sharp words have attracted attention, and Weibo in Wang Keke is more related to pet life. Most pet products are customized, and some peripheral products of "Wang Keke" have also come alive in the pet circle. 265438+20th Century Business Herald searched for "Wang Keke" on Taobao, and there were more than 50 pages of related "same paragraph" products.
Coco pet e-commerce co-founder Cai? So Wang Sicong's friend for many years. In April last year, with the consent of Wang Sicong, he opened a Taobao shop selling pets under the name and selling point of Wang Keke, an online celebrity dog.
Before that, Cai? Yu has been engaged in online celebrity women's e-commerce entrepreneurship. He noticed that since 20 15, some kols (key opinion leaders) have been realized through e-commerce, but it is not as easy as everyone imagined to be an online store for women's wear, which requires selecting money, taking photos, setting a new time and ordering the production cycle of clothes. Each update, the cycle may be 15-20 days. "This period is actually very tired. Some reds still have to write copywriting, title, and interact with fans, and the workload is still very large. " Cai? Yu said.
However, there is a corresponding reward for giving. As the largest sales category on Taobao, clothing often has a high premium rate and a gross profit margin of 50-66% due to its non-standard characteristics.
However, the competition in the clothing field is fierce, Cai? Yu decided to enter the pet products market, which is still a blue ocean. According to the "Investigation Report on the Pet Industry and Consumer Behavior in China in 20 16" jointly released by Dog People Network and Asia Pet Show, the market size of the pet industry in China reached about 97.8 billion yuan in 20 16. According to the current high-speed development of 32.8% per year, it is estimated that it will exceed 200 billion yuan by 2020.
In an interview with 2 1 century business herald, Cai? Yu frankly said that 80%-90% of netizens in China are not good at raising dogs or cats, and they are in a very primary stage. They don't know how to form healthy habits for their pets. Some people even buy domestic dog food and make do with leftovers.
"Our idea is not to advertise cocoa, but to regard it as a KOL of the pet industry. The essence is to share good things and pet lifestyles with everyone and guide everyone to keep dogs or cats in the right way. It means that I am a good dog owner. I have a dog, and I guide everyone to keep a dog or cat in the right way. "
Attention is the economy, and onlookers are business opportunities.
On April 201June 1 1, Weibo and Wang Keke released the new store link as soon as possible. A brand customized a 199 yuan thermos cup, and the sales on that day were close to130,000 yuan. The influence of network celebrity effect is beyond doubt. Cai? Yu said frankly that the online celebrity effect brought by online celebrities is really helpful in the early stage of opening a store, especially in the early stage of opening a store, which is two to three years less than other (ordinary stores).
At the same time, if there is nothing in the store and customers are not satisfied, it is meaningless to introduce traffic. Although the diversion from Weibo in the early stage is very helpful, it depends on the product itself and service in the later stage. Nowadays, a large part of users and customers rely on keywords or products to bring traffic.
In fact, compared with the peers who advertise heavily on Taobao, the UV of Wang Keke stores is not high, and about 300 to 400 users enter the stores by searching for the word "Wang Keke" every day. However, its products are positioned in the mid-to-high-end market, and the average customer price is between 240-270 yuan, thus improving the overall sales.
In an interview with 2 1 Century Business Herald, Jin Ke, director of content community of Taobao business platform, said that compared with the sales of hundreds of millions of women's shops, the shops in Wang Keke are not large. However, for the pet products sub-industry, this is a very large scale. "Frankly speaking, it is a difficult process for an ordinary person to open a shop, starting with the accumulation of credit and sales. A red man opening a shop represents a new growth path from role to ecology. "
Curiosity or approval?
In addition to living a luxurious life and showing off wealth from time to time, Wang Keke, Weibo is quite active, some of which involve little knowledge of pet life, while others are purely for public welfare.
The reporter read the comments and found that most netizens gathered a lot of discussions about pet keeping while lamenting that "people are not as good as dogs". While watching, they will also attach photos of their pets.
Compared with Zhang Dayi, Sydney and other online celebrities, there are few links dedicated to advertising in Weibo, Wang Keke. Cai? Yu explained that, on the one hand, it is harmful to advertise directly with Weibo's directness; In addition, Wang Keke Taobao Store itself has developed more mature, mainly relying on word of mouth to attract head users.
To the outside world, without Wang Sicong, no one would pay attention to Weibo in Wang Keke. However, what about Cai? I have reservations about this. He explained that if you want to be an online celebrity in Weibo, you must have the ability to write jokes, and the content you share should also arouse everyone's * * *. It is not enough to be famous.
It is undeniable that among the more than 2 million fans, there are certainly many people who are curious about gossip.
Wang Sicong and his dog.
Li, the former product manager of Weibo, said in an interview with 2 1 Century Business Herald that Wang Sicong is an IP with its own traffic in the Internet field. Nor can we completely think that these fans are boring and concerned, and fans will be stratified under a strong base.
"There are always some users, because they agree with Wang Keke's lifestyle and taste, and then gradually turn them into purchasing power. However, netizens are not concerned about the dog itself, which is related to the characteristics of the people who actually suck behind it. After all, dogs can't talk or interact with people. "
He believes that the rise of e-commerce among online celebrities is precisely because these online celebrities pick out people's lifestyles or some local preferences, form a theme and further extend it. For example, pet lovers are very interested in dog food and care, and naturally there are business opportunities.
The reporter browsed the shops in Wang Keke and found that the background picture on the homepage of the mobile phone shop is a photo of Wang Sicong and Wang Keke kissing, and some netizens asked questions in the product questioning area with the top sales volume in the shop:
"Is it a store opened by Wang Sicong?"
"Wang Keke shop selling things must be genuine. Will there be any problems if they eat it? "
Most of the answers in the answer area focus on the discussion of goods, and some netizens ridicule the quality of goods.
I believe Coco is a famous lady in Shanghai after all.
Visible, the store itself is not taboo to Wang Keke and Wang Sicong as a selling point to attract consumers, to some extent, it also stimulated the curiosity and thirst for knowledge of netizens, and there is a feeling that "what you can't get is always in turmoil". This also confirms the path from the network celebrity effect to the realization of e-commerce. However, the long-term development of shops naturally depends on the quality and service of products, and the temporary eyeball effect cannot last long.
This, Cai? I am also very clear. "In the early days of opening a store, Wang Keke was very important for diversion. It is not particularly early for us to enter this period. The dividend period of making pet products is around 20 14 and 20 15, which requires a lot of manpower and funds. So far, we rarely send advertising links in Weibo, and we may do activities once a month. "
For dog owners, we should try to avoid evaluating dogs because of quality and service problems. At the same time, due to some disputes, Weibo in Wang Keke also stopped updating for several months.
According to Cai? Yu's plan is to gradually establish his own membership system and gather some powerful die-hard fans. "For example, members can register the dog's name and birthday, and some festivals and dog birthdays will send some small gifts or greetings. It is equivalent to forming a community of pets, and pet owners also want to communicate with each other. "
At present, Coco pet e-commerce team has about 20 people, and the goods sold come from domestic agents and foreign buyers, and foreign goods are delivered to customers by overseas direct mail. However, because most of the pet industry is standard products, the basic gross profit margin is not as high as that of the clothing industry, which is about 35%.
Vertical Market of Internet Celebrities
E-commerce among network celebrities is nothing new. According to the public data, in 20 16, the celebrities of the head e-commerce network, led by Zhang Dayi and Sydney, gained a lot of traffic with the help of Weibo, creating amazing results of annual sales of hundreds of millions or even billions.
Last year's "Double Twelfth", among the top 10 stores in Taobao+Tmall clothing network, Weibo's cooperative stores accounted for 8 seats, and there were about150,000 e-commerce network celebrities active in Weibo. After ranking, their fans reached 300 million.
The shops in Wang Keke started late, which is just a microcosm of tens of thousands of online celebrity e-commerce companies in Weibo. However, taking dogs as online celebrities and selling points of e-commerce also means that the economy of online celebrities has begun to be subdivided into more vertical fields. On the road of turning attention into productivity, Wang Keke has gone further and further, not only advertising Wanda's resorts and calling on people to properly keep pets for public welfare, but also broadcasting live on Panda TV, a subsidiary of Wang Sicong?
The Insight Report on the Economic Development of Internet Celebrities in China in 20 17 jointly released by iResearch and Weibo shows that the ways of realizing online celebrities are gradually diversified, and other means of realizing online celebrities, such as e-commerce, advertising, live broadcast rewards, paid services, and acting endorsement training, have made considerable growth. In the second quarter of 20 17, the cumulative average monthly transaction volume of these online celebrity e-commerce companies exceeded 54.7 million yuan, which was significantly higher than the second quarter data of 20 17 1.4% 1765438, and the number of goods on sale increased 1765438.
Zhang Yi, CEO of Ai Media Consulting, said in an interview with 2 1 Century Business Herald that among the above-mentioned online celebrity realization modes, e-commerce realization is the most optimistic. "First of all, the scale of e-commerce is relatively easy to achieve, and it can be copied and expanded without restrictions. However, other ways of realizing money are still relatively few in general, and the sustainability will not be strong. "
However, Zhang Yi is also optimistic about the realization method of content payment, but compared with e-commerce realization and other realization methods, he believes that the threshold of content payment is still relatively high, which is not something that ordinary people can do.
At present, except Taobao, most online celebrity e-commerce companies gather in vertical platforms such as Huajuan APP, Mushroom Street and Jumeiyou. They share their videos and then realize them. Most network celebrities are still concentrated in Alibaba platform system.
Jinke told 2 1 Century Business Herald that no matter which field Red Man opened a shop, he was doing fine operation for this group of fans he covered.
"Everyone knows that Zhang Dayi was born selling clothes. In the past few years, she has further refined her own crowd, introducing Zhang Dayi's lipstick, Zhang Dayi's bag, Zhang Dayi's jewelry and Zhang Dayi's underwear. In fact, people who used to like Zhang Dayi are subdivided, from extensive fan accumulation to refined operation. In this process, some special means are needed to group people. "
In the past two or three years, because the sellers in the clothing industry are more mature, they are willing to try new methods and operating models. E-commerce among online celebrities is mostly concentrated in the fields of clothing and beauty. However, this does not mean that only these industries are suitable for e-commerce operations among online celebrities.
Li believes that Weibo's opening to e-commerce advertisements and the demand for traffic after Alibaba's investment are important factors for the development of online celebrity e-commerce. "In particular, the rise of short videos has displayed the goods more comprehensively and essentially improved the order conversion rate."
With the subdivision of more vertical e-commerce, online celebrities will become more vertical and professional.
According to Jinke, from the data of Taobao platform, e-commerce among online celebrities such as mother and baby, sports, home, food and tourism is also on the rise. This small field of physical exercise, hobbies, fishing, rock climbing and baking has developed rapidly in a budding way.
On the one hand, the business group behind the red man is evolving. On the other hand, Red Man e-commerce is actually the embryonic form of content e-commerce, and it is a process from content powder absorption to commercialization. With the continuous evolution of content ecology or content e-commerce, more and more content creators have entered this field. They rely on the professionalism and knowledge of another content creation to attract fans.
In this sense, it is no longer possible to attract consumers quickly by relying solely on mito or novelty-seeking content. According to the experience of Cai, an online celebrity who used to run clothing? Yu also believes that just photos or videos have little effect on visually stimulating users to place orders.
"Product and price are the most important, because people are getting smarter now. Most young people after 80 s and 90 s buy online. Today, they buy clothes from Zhang Dayi, tomorrow they will buy clothes from Sydney, and the day after tomorrow they will buy clothes from new online celebrity. Only by doing it well can you become a hardcore powder with strong relationship. "
Perhaps, in the future, Weibo in Wang Keke will share the lifestyle of pets, not just simple jokes or extravagant experiences.