Abstract: Brands mean the ability to cash. For the net reds who came into being, if you only think of yourself as the media, the future of this advertising model is bleak. To be yourself a brand that cannot be copied, such success is the real success.
In the past two years, the business group that is considered to be barbaric is a "net red." The same is true globally, and all kinds of net red shine on social media. There is no doubt that the dominant influence on consumers has shifted from traditional media to social media with more than 2 billion users. On the social platform, "Net Red" has been able to compete with big-name stars. This year, the online advertising budget will surpass TV advertising for the first time. Online advertising on social media has grown from almost zero a few years ago to nearly $20 billion today.
The hero does not ask for the source. On the surface, the net red day is awesome. However, comparing the net red economy of China and the United States, we can find that the supply chain of China's online red economy is still incomplete, the business model is single, the brand replication is difficult, and it has not won widespread recognition from mainstream brands, and it has become a mature business. long way to go. If these problems cannot be solved, it is a matter of time to return to plainness.
Mainstream brands and net red
According to a survey conducted by Nielsen in 2015, the recommendation of Net Red can be almost the same as the recommendation of friends or family members, and 80% of global consumers will adopt a belief attitude. In the United States, since 2013, a large number of mainstream brands have shown strong interest in Net Red and are willing to help Net Red build an effective market image. Although online marketing started on the video site Youtube, the web red on the photo sharing site Instagram is also remarkable. In 2012, Facebook bought Instagram for $1 billion.
According to reports, top brands invested nearly $1 billion in Instagram last year, and this number is growing. This is not surprising, as Instagram already has 400 million monthly active users. For mobile active users, Instagram still lags behind the parent company Facebook's 1.3 billion, and Facebook's WhatsApp's 900 million, Facebook Messenger's 700 million, but more than 300 million monthly active users. Research firm eMarketer predicts that Instagram's global advertising revenue this year will reach 1.48 billion US dollars, and 2017 reached 2.81 billion US dollars.
Interestingly, Instagram is not an e-commerce website. It doesn't have an algorithm like Amazon to recommend you buy more things. However, looking at the well-conceived photos is indeed a pleasing experience that makes you want to endure. Live the impulse to make a purchase, and that's exactly what those e-commerce sites are trying to do.
Net Red has a strong sense of authority and persuasion for their fans, and the use of this energy can bring unexpected results to brand marketing. In March of last year, American department store Lord & Taylor invited 50 Instagram nets to publish photos of the same dress on the same day to promote the new series of clothing. On the weekends, the series of skirts are all sold out.
One of the reasons advertisers like social media platforms is that they can collect a variety of data, such as user age, consumption patterns, hobbies, and more. This means the precise delivery of advertising, which in the past was almost unthinkable. In the past few years, not only the mainstream brands Nike, Ford, Holidayinn, and even luxury goods such as Burberry, Mercedes-Benz, and Maserati have begun to hire network reds to implant their products. Coach also revealed that in the past few years, the company has been hiring network reds to promote their bags.
Different from the profit model of China Net Red's pure advertising implant, American Net Red also recognizes the cooperation mode of barter exchange. Alina Tsvor, a 24-year-old freelance photographer who likes to post photos of the city and the landscape on Instagram, wrote an email to a Chicago helicopter company, proposing that if the company let her and her friends fly helicopters over the city On one lap, she would use her iPhone to take a few night photos and share it with her 55,000 fans. Of course, the name of the company will be mentioned in the text. In the end, she and her friends not only did the helicopter, but also flew twice.
The advantage of bartering is that the brand does not need to spend a penny, and the net red can have a fresh experience, and can also earn eyeballs. This is a good thing, even the top brands like Mercedes-Benz are willing to test the water. The $29,000 CLA model is aimed at younger consumers. For young people who are on the social media, Net Red is more influential than Stars. Therefore, Mercedes-Benz chose the former and will influence the Instagram community as a core marketing strategy. Mercedes-Benz's marketing format is not new: come to a game, drive in Washington, DC for 3 days, post photos along the way on Instagram, in the text Aite Mercedes-Benz and add the "CLA all the way forward" label. In the end, 28-year-old bank employee Nikoletta Csanyi won the prize for winning the competition: a three-year use of a Mercedes-Benz CLA.
In China, we have seen that the net red from the grassroots has not been widely recognized by mainstream brands. The positioning of advertisers for Net Red is neither clear nor inconsistent, and Net Red is mostly for brands. For example, in the advertisements that Liushen Leilei pushes, there are both Audi and appropriate herbal medicines. This is a completely different brand image.
Incomplete supply chain
Supporting the operation of an industry requires a complete supply chain. For the net red economy, an important part of the supply chain is the middleman who connects the brand and the net red. Help network red to realize the flow of traffic, the middlemen play a pivotal role. Although the biggest feature of the Internet is to weaken the value of the channel, for many brands and massive net red, to find each other accurately, you need a combination of middlemen.
In the United States, middlemen are becoming more and more climate throughout the supply chain. For example, 24-year-old Corbett Drummey founded PopularPays, an app that helps Net Red and brand partners match. The company operates in 10 cities including New York, Chicago and San Francisco, with 10,000 active users.
For small brands and small net red, it is not easy to connect with each other. They are at the bottom of this industry pyramid, a huge number, and no economic power. This pain point just gave birth to opportunities for entrepreneurship. FameBit, founded by a pair of high school friends, is aimed at this fast-growing "net marketing." They are not concerned with the big net red, but the small net red with more than 5,000 fans on YouTube, Twitter and Facebook. The website now has revenues of about $1 million per month and has begun to make a profit.
Each web red has a personal homepage on FameBit, including personal work, audience distribution, and audience engagement, such as the average length of time and share of viewers watching a video. The usual practice is that the brand will provide a proposal, including the price and the reason for choosing the network red, which can respond to the advertising offer. Most brands sell a product or service for $500 to $2,000. There are currently more than 23,000 net reds (mostly video producers) and more than 3,500 brands using this platform, not only small startups, but also big names such as Adidas and L'Oreal.
Unlike other intermediaries, FameBit allows NetRed to communicate directly with brand owners. Brands are free to register until they are hired, content creation, approval and publication. The fee is 10% for each transaction. Although China has a company that incubates net red in batches, it is still relatively blank in helping to realize the red flow of nets.
The US Internet red has become a climate, and its influence has also been recognized by the traditional industry. Instagram founder Kevin Systrom has been to Paris Fashion Week to attend various events, after all, those net red, models, editors, designers and brand content accounted for a large proportion of this photo sharing site.
Single content model leads to a single business model
One reason for the popularity of online red is the rapid increase in ad blocking capabilities, with almost all mobile devices having the ability to block ads. Technical constraints have forced the advertising industry to turn to online marketing.
Marketing is actually a storytelling, and the story about the experience is more interesting than the product description. For young consumers, visual content is more convincing than text content. But in China, people are generally more fascinated by text content. China's online reds such as Wu Xiaobo Channel, Liushen Leilei, and Gu Ye are mostly based on texts. This model is too monotonous, and the content is mainly based on chicken soup, gossip and Duanzi. Once you have the video content of papi sauce, it will be especially popular.
Taking Instagram and Youtube as examples, we can see that the US Internet has established a visual marketing model that covers fashion, food, travel and other industries. Most of China's online red is mainly based on word marketing, with obvious media nature. This single mode of content leads to a single profit model.
Judging from the commercial operation of Net Red, many fashion nets in the United States have turned traffic into personal brands to realize cash. The fashion website fashionista selects a list based on blog site traffic, number of social networking site fans, personal brand influence, and number of news headlines. From this list, we can see that 7 of the 20 hottest and most profitable online reds in the world already have their own clothing brands. For example, Chiara Ferragni, an Italian beauty with 5.6 million fans on Instagram, has completed the transition from Net Red to President at the age of 28. Two years ago, she launched her own shoe collection, ChiaraFerragniCollection, which landed on 300 retail stores around the world and brought in more than $10 million in revenue last year.
In addition to creating a personal brand, embedding ads in content push is the most common business model. Danielle Bernstein, who is in her early 20s, has 1.4 million followers on Instagram, and she has a global reputation for accepting an exclusive interview with Bazaar. She has revealed that when she has 1 million fans, she can get up to 6 digits of income from an Instagram push. Her pictures are fashion-oriented, along with her favorite latest accessories and products.
Like China Net Red, the online red economy on Instagram was once a relatively secret underground transaction. If you have hundreds of thousands of fans, you can charge $500 to $5,000 per post. If you have 6 million fans, you can charge $20,000 to $100,000 per post. The large gap in fees is very obvious.
The third source of income for American NetRed is the commercial link. These links are posted by the brand, and if the user clicks on a link, a cookie program is installed on the user's computer. If this user happens to be on the brand's website, NetRed will receive a commission of approximately 4-8%. For those who have hundreds of thousands of fans, this is also a huge income.
Whether it is barter or content push, the relationship between American net red and brand is not a traditional endorsement. Although the brand associations put forward very harsh terms, they are consistent with Net Red's appeal. They want to highlight not these brands, but to highlight these brands as part of their lifestyle. However, in China, the relationship between net red and brand is still very shallow, and the traces of implantation are more obvious.
In addition to advertising, there are roughly two ways to realize the red traffic in China. One is to develop to e-commerce, such as Luo Ji thinking. China is the most mature in the field of e-commerce, but this direction is difficult for NetEase. For example, marketing is a sip, and e-commerce is actually a dirty job. In addition, for the net red from the media, the more goods sold, the stronger their own commercial attributes, the worse the credibility, and the less influence on fans.
The other direction is to transfer traffic to offline training, namely the Internet + traditional training industry, which is one of the fastest ways to achieve the current, but whether it continues to be observed remains to be seen.
Wu Xiaobo once disclosed that the number of hits per video program was about 800,000, and Iqiyi was divided into traffic, but the video was not profitable. In 2014, half of Wu Xiaobo’s revenue came from advertising and the other half came from offline training. Wu Xiaobo said that starting from 2015, Wu Xiaobo’s headline no longer sells advertisements, and it will also reduce the proportion of advertising revenue. Wu Xiaobo's vision is to become an aggregation platform for high-quality content, connecting lecturers and listeners to replace the traditional training industry. He hopes that "a product can do 100 million a year."
The founder of the Institute of Micro-Innovation, Jin Biaodao, formerly known as Ding Pengfei. In 2013, he left the company from Baidu Philharmonic to start a business. The lecture fee was 200,000 yuan a day, and the turnover in one year exceeded 10 million yuan. He claims to have subverted the traditional business school. According to him, he once held a class of 1,000 people in Shenzhen, a class of 9 hours, the total amount of rewards exceeded 1.17 million yuan, of which the highest was 110888.88 yuan, the lowest 1 yuan.
Former Taobao search person in charge of the ghost foot seven, formerly known as Wende. In 2013, the WeChat public account was established, claiming to cover 800,000 electric merchants. In 2014, he also held offline training, with a training of about 1 million yuan in profits. If someone asks him to send a promotion message in a circle of friends, he will charge 10,000 yuan. This price tag is not expensive to him, because he has registered more than 20 micro-signals at the same time, and the number of friends is nearly 100,000. Once negotiated, the promotional content covers all of these channels. The recent news of Ghost Feet 7 is to announce that he will withdraw from the Internet industry and specialize in literary creation.
Brand copying difficulties
Microsoft's co-founder Bill Gates reads about 50 books a year and writes book reviews on his blog, GatesNotes. Although his popularity is well-known, his influence on the book industry is far less than that of talk show host Oprah Winfrey. The Oprah Book Club has influenced the entire book industry, and her program has even contributed to the election of Bush and Obama to the US president. Last year, 62-year-old Oprah was ranked 569th in the Forbes Global Billionaires list for $3.2 billion, the richest black woman in the world. In the present words, Oprah is the most successful net red in history.
Oprah's success lies in her successful brand replication. The so-called brand copy is that any product can be fixed as long as it is linked to your name. Once the brand copy is completed, the copying cost is very low and can be expanded rapidly. In 1996, Oprah launched the Oprah Book Club, and by the end of the 2011 program, Oprah recommended a total of 74 books. Books recommended by her have become bestsellers without exception. According to estimates by the US publishing industry, once any book is selected by the Oprah Book Club, sales will increase by at least 600,000 copies. In 2005, more than 150 female novelists jointly signed a petition to Oprah, calling on her to focus on contemporary literature. Oprah’s influence on the literary world is evident.
When the first anniversary of the Oprah Book Club was established, Oprah's brand effect gradually allowed the entire book industry to surrender to her. The book community took the initiative to cater to Oprah, and the publisher took turns to sign a confidentiality agreement with her. Before Oprah announced her choice on television, no one could open the book box with Oprah's seal. Even writers must sign a affidavit of confidentiality. During the book month, all books will be marked with the Oprah Book Club logo: the oversized yellow character O plus the white center. Once the reading month is over, the logo can no longer be used, and even Oprah's book club cannot be mentioned in the advertisement. Oprah's story has even become a case study for Harvard Business School.
Oprah also copied his influence to the magazine industry. In April 2000, Oprah and Hearst co-founded O, the Oprah Magazine. For the next nine years, she placed herself on the cover of each issue. Each issue also lists Oprah's favorite "O List", recipes provided by Oprah's private chef, some diet advice from his personal trainer, and a celebrity interview with Oprah. Although critics sneered at her approach, within a year, the magazine's circulation reached 2.5 million copies, with annual revenues exceeding $140 million, making it a rare success in magazine history.
Show remaining content on this pageSince 1999, Oprah spent an hour each year distributing "Oprah's favorite things" on the show. This is a typical case of brand copying. It also reveals Oprah's "street wisdom." ". She once called each manufacturer and asked them to send 300 free gifts to the studio audience. Every time she shows the scene, she will tell everyone the retail price. Oprah's advertising effect has made many manufacturers profitable, because the audience's orders will follow after the show airs. In 2004, she also presented a $28,000 Pontiac G6 car to each of the 276 spectators at the site, for a total value of $7.8 million.
In 1986 Oprah created the Harper Entertainment Group (Harpo is the reverse of Oprah's name Oprah), Oprah became chairman and owns 90% of the shares. The company regularly produces "Oprah talk show" and sells it to various TV stations. "Oprah talk show" every Friday, 260 a year, one for 25 years. Oprah doesn't have a short life cycle like the current net red, but it has been red for a quarter of a century. In addition to the success of brand copying, more importantly, her success may be copied, but she can't copy it herself: black women, big guys, big guys, abused when young, strong ambition and street wisdom.
Branding means the ability to cash out. For the net reds who came into being, if you only think of yourself as the media, the future of this advertising model is bleak. To be yourself a brand that cannot be copied, such success is the real success.
Editor in charge: Li Ying
It has high absorbency
Durable construction is washable and reusable
Can be used for indoor and outdoor projects
Drapes well over furniture for spray painting and dust protection
other any size according to customers' requirement
packing: bale carton, polybag packed, shrink wrapped
Quality control:
when confirmation is made, we will start production from raw material. all raw material is inspected. such as cotton and yarn
cotton or yarn quality is ok, the go ahead to weave and sew and pack and load ship. each step is strictly inspected
Why Us?
Some of
the attributes that have made us the most preferred business partners are:
• Quality products
• Customized solution
• Competitive pricing
• Timely delivery
• Excellent customer support
Dust Proof Fabric,Twill Drop Dust Cloth,Heavy Duty Dust Sheets,Drop Cloths For Curtain
ZIBO BEST WAY INTERNATIONAL TRADING CO.,LTD , https://www.zbbestway.com