Industry insiders said that when high traffic into the key to cash, the star went to sea to make money is not uncommon. In addition to the high flow of attracting attention to the star's own brand, but also need to have a hard enough to support the competitiveness of the product, or will still be eliminated by the market.
High premium "gold"
High-flow support, the stars want to do a business. Already a cello player, actor, singer and other multiple identities, Ouyang Nana, has now added a new identity, the launch of its own brand "nabi", and on November 22, the official debut of the brand's first series of "cloud capsule series".
According to the official small program of "nabi", by the time Beijing Business Daily reporter went to press, the six items in the "cloud capsule series" including eye masks, pants, socks, scarves, sweatshirts and dolls were all sold out, and only the remaining bathrobes and pajamas sets were still on sale. Only the bathrobe and pajama set remain on sale.
However, while the products are selling well, controversy over "nabi" has arisen one after another. Some voices said, "nabi" product pricing is too high, an eye mask 148 yuan, two pairs of socks 168 yuan, bathrobe, pajamas set are priced at 988 yuan, and its fabric material is not commensurate with the industry revealed that the cost of bathrobe is about 50 yuan / piece, which also makes "cut" the question. Leek" skepticism intensified.
According to the eye of the sky App shows, nabi brand affiliates Shanghai Nabi Culture Technology Co. It is wholly owned by Newsleepco Limited. In addition, intellectual property information shows that Shanghai New Shengda Entertainment Group Co., Ltd. has applied for the registration of a number of "NABI" "NABI STUDIO" "Nabi" trademarks. The international classification includes fabric sheets, clothing, shoes and hats, advertising sales, etc., of which many trademarks have been successfully registered. Beijing Business Daily reporter contacted "nabi" on the current consumer questioning, but as of press time has not been responded to.
Turnover is not an example
Star development side business has long been a new thing, and in the many side business, relying on the fame of the launch of self-branding has also become a lot of celebrities to choose.
Beijing Business Daily reporter noted that in the star self-branding, cut into the catering industry in the minority, including Xue Zhiqian, Zheng Kai, Du Haitao, Bao Beier, Jia Nailiang, including the stars have opened restaurants in many parts of the country, especially the majority of hot pot restaurant, and gradually formed a chain of brands. At the same time, there are a lot of stars launched tide brand, such as Huang Minghao had founded the tide brand TWOEX2, Pan Weibai and Li Chen cooperation to open the trend of the brand store NPC and so on.
In the star self-brand debut one after another at the same time, the questioning never disappear, and from time to time was exposed to product problems. Just in July this year, Du Haitao founded the hot pot brand franchise has been exposed to the existence of food processing operations due to irregularities in the setting of the area, fly and insect prevention and elimination is not in place was ordered to suspend rectification of the news. And before that, there were also consumer complaints that flies were found in the brand's hot pot soup dishes. For the consumer questioning and punishment, the hot pot brand issued an apology statement, and said to eliminate the same situation again.
While celebrity restaurants have been frequently criticized for food safety issues, celebrity hipster brands have not escaped the same. Huang Minghao 2020 store tide brand TWOEX2 as an example, many consumers believe that the store's products are not cost-effective, short-sleeved T-shirts priced at more than 500 yuan, making the tide brand has also been repeatedly questioned. In January of this year, the tide brand announced the company's business adjustment, and closed the Tmall and Taobao and Jitterbug store.
Shenzhen Siqisheng CEO Wu Daiqi said that any enterprise any brand has its own independent pricing right, star self-branding has certain advantages, such as in fashion resources, fan base, popularity and so on. Although the product pricing right is the autonomy of the enterprise, but can comply with the laws of the market economy, the brand and pricing, will be able to survive, and vice versa may be gradually eliminated by the market. Star self-branded pricing high, or based on a strong appeal to the fans, branding and other considerations, but whether it can be successful, the market needs to give the answer.
"The phenomenon of celebrities reaping money by virtue of their traffic is very normal and in line with the objective law of market development. Traffic stars cash in on traffic with the help of their own traffic, and high premiums are the process of their quick cash, but there are certain problems behind this." Jiang Han, a senior researcher at Pangu Think Tank, added.
Quality is the hard truth
In a moment, with the fermentation of public opinion, the high premium under the star brand, the product itself can actually account for a few points, but also put a question mark.
In the industry's view, the star's own brand pricing is too high, and star appearances, traffic related, appearances and traffic, the higher the pricing will be higher. But relying on the fan effect to rake in the cash won't make a brand go far.
Ouyang Nana has 20 million microblogging fans, and her microblogging topic "Nana's vlog" has been read more than 2.5 billion times; on Xiaohongshu, Ouyang Nana has more than 8 million fans. Huang Minghao's microblogging fans are more than 25 million, and his fashion brand has attracted the attention of 140,000 fans at the time of the launch of nine products.
Millions of attention, the top flow of the entertainment industry, the star power behind the product is no less than anyone else, however, putting aside the high premium behind the high flow, the product itself alone is hardly guaranteed.
Engaged in the clothing industry for many years, said Jiang, like bathrobes such intimate clothing, mainly to comfortable skin-oriented, good, expensive robes should be 100% combed cotton, moisture absorption and skin-friendly, five-star hotels are generally used in robes made of such materials, but the selling price is almost more than the triple-digit. Ouyang Nana's own brand of bathrobe material for 86% polyester fiber, 13% viscose fiber, 1% spandex, obviously not suitable for bathrobe. Polyester fiber, also known as polyester, the advantage is strong, not easy to wrinkle, the disadvantage is stuffy, not breathable, not absorbent, easy to pilling, poor dyeing, not suitable for close to wear.