"The free fish has no interest in killing Jingdong. What we have to do is to subvert Taobao." Zhan Weiye, the founder of Alibaba's leisure fish, once said this. The second-hand e-commerce platform that was infested by Alibaba four years ago, the most powerful weapon used to subvert Taobao is not "e-commerce" but "social." The fish pond model makes the idle fish no longer simply stay at the level of material and material transactions, but also opens up the socialization of strangers based on interest. When the stars collide with the idle fish, their own topical effects and empathy play a stronger role in the intimate interaction between fans and fans, between stars and fans, and in the social networking of e-commerce platforms.
Recently, the free fish frequently went to the hot search with the stars, adding “eat melon†to it: Shen Mengchen was scammed by scams, Shen Mengchen, Du Haitao’s fish show, love, Sheng Yilun, warm kettle, Chen Qiao’s leisure fish, public welfare... The female stars gathered together a small red book, and the “beauty bloggers†and “small thousand 颂I†were set to be saturated. Is it just to "get out of the blood"? This is obviously not the purpose of the stars. Stars and free fish can be described as mutual achievements: while the star is draining the platform, it also uses this ground-breaking community to deeply interact with young ethnic fans to reshape personal IP. Like the little red book, Vlog, and vibrato, in the era of the descendants of the stars, the idle fish became the battleground of the next military.
“Tell me your purchase record, I will tell you what kind of person you are.†From Panjiayuan stalls, medieval stores, pawn shops to flea markets, the old-fashioned trading platform of second-hand trading platforms, under the circumstance of Internet pan-entertainment context It has a new vitality.
Star personal IP marketing new resort: the fish is not for the "return blood" only for people
At present, the sense of the network has become a synonym for evaluating the artist's sense of humor and the index of the people, and the sense of the network is reflected in the proficient application of various emerging network platforms and the interaction with users on these platforms.
Celebrity sellers on the fish are not only artists such as Wei Wei, Sun Yi, Wu Hao, Lin Yilun, but also talented little pandas and other net red V. Qi Wei said that founder Ma Dong sold long pants on the idle fish, fencing champion Sun Wei, women's volleyball star Players such as Zhu Ting and other athletes have settled in. They carefully design their own public image on social media such as Weibo, and present a part of the more real self on the trading platform.
The host Shen Mengchen and his boyfriend Du Haitao have become the most powerful spokesperson for the idle fish. Shen Mengchen, who has brought in black physique, has been bound with negative rumors such as "facelifting", "P" and "Imitating Angelababy", and she has successfully washed some negative images.
Previously, Shen Mengchen was swindled by 3,000 yuan on the idle fish. All the chat records were posted on Weibo. By the way, the fish number @mengchen_22 was exposed. The fans rose to 467,700 before the release, and they showed up because of the fraud. The "sweet" attracted a batch of powder. Like most female celebrities, most of the items she hangs on the idle fish are mainly luxury goods, priced at about 50% off, and the text is mischievously added to the network of "snake dragon knife free talk, don't equal white." The buzzwords even wrote the words "Shen Mengchen with the same paragraph", "Yang Mitong", "Wu Yifan with the same paragraph" and "Chen Qiaoen with the same paragraph", and even more nicknamed these star friends are more powerful than their own.
The free fish has even become a platform for Shen Mengchen to reveal his true self and analyze his life. She wrote relevant stories and mental journeys in some of the articles for sale: "This is the first smiley bag I bought in my life." "This coat was worn when the singer was recorded in 2014. Once again.†After an item, the emotions of an ordinary girl are overwhelming, and the “Walking the Heart†has reached a deep emotional resonance with the fans. When the "Puppy of the Fish" became the new nickname of Shen Mengchen, "People's cute, happy, emotional, high-spirited" and "Xianhui's family" became the brand new person of Shen Mengchen. The popularity was high and the items were sold within 10 minutes. Under Shen Mengchen's latest Weibo, there are also frequent comments on the leisure fish.
Du Haitao’s leisure fish number is also attracting attention with Shen Mengchen’s fish account. Shen Mengchen hangs a YSL shoulder bag on the idle fish. @我是æœé¹ƒèŠ± commented below "Is this what I sent you!" It was the netizens who took out this. This is Du Haitao's leisure fish number, which is called a couple room by netizens. "Ten moving fish": very moved, and then hung on the salted fish. The interaction between the two people's leisure fish has inadvertently become the evidence of daily love, and the national sentiment of the star couple has been blessed.
Some of the more veteran old artists, such as Lin Yilun, have gained popularity through the idle fish and overweight their startups. Selling the homemade chili sauce brand “Yiye†and high-heeled shoes on the Internet, personally packing, and interacting with the buyer’s photo signature teaching, etc., all let Lin Yilun’s fascinating leaping fish star group pet trend, search Lin Yilun on Weibo The first related word that appeared was "Lin Yifanyuyu".
Similar to Bazaar Charity Night, the free fish can play the star effect, revitalize the fan economy, and consolidate the public image of artists who are enthusiastic about public welfare. In the previous year, Sheng Yilun auctioned his own private items on the idle fish, and donated the proceeds of the auction to the public welfare cause. The title is #Nobody warms you, warms you#, the fans bid 14,000 times, once broke through 207,000. Most of Chen Qiao’s release on the idle fish is cheap and idle clothing, and all the proceeds are donated to the China Poverty Alleviation Foundation’s love package project.
The interaction of parent-child relationships revealed by some celebrities on the floating fish has consolidated their image of “having a hot mom and dadâ€, and at the same time echoes with the participating parent-child variety and promotes each other. On the occasion of "Where is Dad?", Liu Genghong hangs the princess dress of his daughter's little puffs on the fish. He should often hang the toys of his son Jasper's beloved Buzz Lightyear and other users in the comments. Share the story.
Other stars have switched their identities on the idle fish. As a powerful actor, Pan Yueming is widely known as a "painter" and a "painter". He sold two Chinese paintings on his own fish, letting the fans name the paintings, and his favorite fish pond is “painting to go†and “painting togetherâ€.
The idol economy has been completely deconstructed in the Internet era. The barriers between idols and fans have been infinitely broken. The consumption of celebrity products, including the variety of TV dramas they produce and the products they endorse, have been replaced by traffic index and commercial value. More depends on its personal IP marketing power. The high-ranking stars are no longer sought after. The more bloody and flesh-like stars are as unrealistic as ordinary people, the more they can tap the star's deep emotional resonance needs. The more likely they are, the more likely they are to become more important.
For this reason, Jing Tian live broadcasts and removes makeup, Ouyang Nana Vlog's Su Yan night rushed homework, Fan Bingbing's small red book shared the parity mask to get so much attention, for these few negative actresses to successfully circle, reverse Image.
The sought-after idle fish star is set in the middle, hiding the broad psychological projections of the masses: love, family happiness, children obedient, extensive, and diligent housekeeping...
Star personal IP marketing new resort: the fish is not for the "return blood" only for people
According to Aurora Big Data's "After 2018 College Student Group Behavior Research Report", among the online shopping apps with the highest preference among college students, Xiaohong Book ranked first, followed by leisure fish. Interestingly, both have strong social attributes and high user viscosity.
As of November this year, Xiaohongshu has more than 150 stars, and this year sponsored two major explosions, "Idol Trainee" and "Creation 101", which further enhanced the influence of Xiaohongshu in the Z generation. On the road where Xiaohongshu arrived on the 30 million-month-old life, the star's diversion played a role that cannot be ignored. As a natural fashion information class KOL, the authority of the star experience can endorse the brand. However, the small red book "grassing" positioning makes the user and the star emotional connection weak, sometimes even approaching the shopping guide, or the imagination of the life of the show.
Although there are fewer stars in the list, the "stars resell their own used items" has a layer of emotional connection, and the UGC e-commerce platform is relatively vertical. The single red female star "beautiful blogger" The difference is that the leisure fish with more than 200 million users and 21.594 million active users is more like a gathering place of young ethnic trend culture. The user group and the star fans are highly coincident, and the stars have played various fancy designs. The property of the second-hand trading platform of "Slum Girl Returning to Blood" brings more sense of the people to the people, and is not limited to female artists: from charity, to the love of the star couple, to the family Design, and then to the humor from the black set, all-encompassing.
The free fish community culture carrier fish pond is similar to the early forum BBS, and the current Douban group form. At present, there are more than 400,000 fish ponds on the idle fish, and the largest apple fish pond has more than 12 million people.
The rapid rise of e-commerce has brought more imagination to the circular economy. Second-hand transaction volume is increasing by more than 30% per year, and it is expected to reach trillions in 2020. By the end of July this year, the leisure fish GMV has reached nearly 90 billion, and will soon break through the 100 billion mark. The market penetration rate ranks first in the second-hand trading platform, and it is connected with Ali's Taobao, Tmall, Alipay and Sesame credits. The Tencent Department has transferred nearly 5 million active users. However, in the first quarter of this year, the number of downloads of 52.88 million was higher than that of free fish.
Inciting the next trillion market, the main problems faced by second-hand trading platforms are the crisis of trust and low penetration. Compared with Europe, America and Japan, where the cost of selling fakes is high, the domestic second-hand market is in its infancy, and fraud problems are emerging. According to a questionnaire published by the China Youth Daily Social Survey Center, 56% of respondents believe that the biggest concern is that product quality is difficult to guarantee. In addition, the proportion of respondents who have concerns about fraudulent fraud and item dropouts is 45.6% and 43.3%, respectively. Stars play a role in guiding community construction and enhancing user trust. In the battle with the turn, the expansion of influence through stars may be a way to break through the fish.
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