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In 2016, the network related industries suddenly violently rushed, which led to the favor of many investment institutions, social networks, and e-commerce platforms. The drama brothers devoted themselves to the wave of a large wave of red e-commerce, and made a secret of the net red e-commerce. "The series of dramas, hands to the dear friends!
Auntie
This year's double 11 net red showed great energy. Zhang Dazhao's personal store sales once approached the Uniqlo Tmall flagship store. In the past, the Amoy brand was also sucked away by the net red e-commerce. This is an accident or a The alternation of the times? What kind of business logic is reflected behind this?
In this regard, the drama brother interviewed the famous fashion red man Teng Yujia, she has nearly 3 million fans on Weibo, personal Taobao shop turnover reached 10 million, telling us about her network red economy and e-commerce business.
The world's fashion guide: the net red e-commerce's homeopathy
Like many net reds, before the full-time operation of Taobao, Teng Yujia was a model. Before the net red economy was revealed, he was famous on Weibo and accumulated a lot of fans.
Teng Yujia said that the net red is not available now, nor is it invented, but now it has reached a blowout period, and it has been crowned the title of “net red economy†by the public. "When I was doing the model, I didn't have the name of the Internet Red Economy. But when I was on the Weibo occasionally, I would immediately ask fans to ask about the price and style of the clothes. At that time, I vaguely felt that there was a business opportunity. I'm here."
Although there are many people who have a positive view of Net Red, it is undeniable that Net Red is the same as Xiaomi and LeTV. It is the egg of the Internet. There is no difference between high and low. More seriously, the emergence of net red is also the decentralization and dilution of the right to speak in the Internet era. People like Luo Zhenyu fill the gap in the market for knowledge services, and most net red e-commerce companies fill the business opportunities of the fashion guide.
The traffic dividend is over? This is the root of the rise of the network red e-commerce
The net red economy has emerged later than the concept of net red. From the experience of Teng Yujia, we can see the evolution process. She is a model person herself, and she has also been a Tao girl. There are many resources around her. Many people are doing Taobao shop.
She found that almost all of the conditions were ripened around last year.
She said, "From the front-end point of view, I have Weibo as a content distribution platform. From the perspective of demand, fans have a strong desire to buy. From the perspective of the supply side, the most important thing in China is the quality factory, which is almost always a matter of course. of."
From the beginning of 15 years, Teng Yujia decided to end the model work, full-time Taobao, starting from the most familiar women's wear. There is no doubt that this is the biggest market for Taobao, and the potential is huge. "When I started doing it, I didn't say that I knew that there would be a net red economy in the future, and I have been slowly exploring it myself."
It can be said that Teng Yujia’s entry into the women’s wear market is not too early. Even the traffic dividend has entered the late stage. The market is full of shops. I feel that people all over the world are doing this. The cake has been divided almost, but why? Why is the net red that is late to get a piece of it?
Teng Yujia believes that "there are hundreds of millions of mass goods on Taobao. From the quantitative point of view, it seems that there are not many markets left for us, that is, it is very difficult to do addition. But precisely because the quantity is too much, the consumers are making decisions. Very helpless. So I actually acted as a fashion buyer."
The emergence of net red has solved a big pain point for girls shopping, which is the matching of products. Although she has shopping needs, she may not have the time to match or not understand at all.
For example, makeup, beauty, hair, hair color, clothing, etc., in the eyes of the drama, the water is too deep.
Fashion buyers are only the result, not the reason fans chase the net red. With the platform of Weibo, NetRed manages itself with words, photos or videos, gathers fans, and quickly and accurately conveys information, increases stickiness, and saves a lot of pre-brand/product promotion costs.
That is to say, the network red is actually a message transmitter. They filter the complex matching fashion information, select the best answer and then pass it on to the fans, which greatly shortens the shopping path of the fans.
The red and strong conversion rate makes Taobao and Weibo covet
In the business context of high traffic costs, the value of net red is particularly important. In general, the conversion rate of head net red can reach 8%-10%, and the conversion rate of traffic under the traditional method is completely unmatched. Therefore, the advertising value of Net Red has attracted the attention of Taobao and Weibo.
The drama brother learned that Weibo started to restrict the online red account. The product news released by NetRed may not be visible to all fans, and it needs to be advertised on Weibo.
Moreover, Taobao Xiaoer will also ask about the proportion of advertisements placed by Weihong in Weibo and the station. Net red is also facing two aspects of wrestling.
Since Teng Yujia did not sign any brokerage company, he formed a team and worked closely with the factory to make clothing. In the entire industry chain, she is involved in both the front end and the back end.
She said, “In 2015, I invested almost all of my money outside Taobao Station and invested in Weibo. In 2016, I invested all of my money in the station, and there were very few stations outside. Because the situation is different every year, now The water in Weibo is so deep that the effect is not as good as before."
You can also take pictures in your pajamas, and the consumption upgrade behind the rise of Net Red
Since the beginning of this year, a very obvious change in the Taobao women's wear market - Taobao store's clothing sales showed a downward trend, but the personal red store growth momentum is rapid.
What kind of problem does this reflect?
According to the drama brother, Teng Yujia’s store’s double eleven data this year is three times that of last year. She believes that “the main reason for this year’s performance is because of the effort in design and quality. Instead, there is no marketing in the past two years. More, I think there is a change in the entire market now."
The external visual manifestation of this change is the rise of the brand and the rise of the online store.
Just as fashion will not remain the same, Taobao's popular style is also updated. At the beginning, some small businesses were popular. Later, some Amoy brands, and then Tmall, now become a red shop.
"In fact, the change in the overall trend is precisely reflecting the consumer's consumption upgrade."
This is what evolved with the times. It’s not that Net Red really has that charm and ability, but that consumers have changed. Start some small C stores, there may be goods to sell and then pay attention to the quality can be a little, and then a little upgraded later, there is a Tao brand, but the Amoy brand is actually very homogenous, lack of personalized Things, over time, the audience lost their sense of freshness.
Net red is a very casual, very personal, although there are all kinds of drawbacks, but there are some advantages that traditional Amoy brand does not have.
For example, the rapid response of the supply chain, the Tao brand may be planned well in advance throughout the year, a new fabric will be ready, and at which time to launch which products have strict market planning. This is a very large project, so they will be regular and rigorous. Every Amoy brand will do this, fashion will become dull and stylized, and some will not adapt to personalized consumption today. It is.
At this time, there was a sudden emergence of net red, and I was curious when I watched some of the photos of fans at home or elsewhere. Although the Amoy brand will find a model and even look for a model, there is always a sense of distance.
The net red feedback to the fans is a breath and attitude.
"I can take pictures of dinner when I take pictures, take pictures of my pajamas at home, the selling point of this shop is my personal, I sell is a kind of attitude, not direct sales. I am looking for a style It is enough to absorb a specific group according to this style," said Teng Yujia.
She controls the whole style, then develops the design clothes according to this style, the whole color system, the whole match, even the coat and even the makeup face, in which scene to shoot, which season to shoot, or in which country to shoot, research is good, naturally give fans What is revealed is a feeling of longing.
Compared with traditional stores, Net Red has personality attributes, which are centered on people's connections and then create content instead of connecting fans with products. People's connections are spiritual, and fans are more sticky. This is not available in Amoy brand.
It takes only ten days for a sweater.
The speed of the net red supply chain shocked ZARA
Another advantage of Net Red Store is the advantages of supply chain and inventory. Many people will not die in marketing and will not die in marketing, but will die in the supply chain and inventory.
The net red mode adopts the pre-sale mode, the distribution cost is very low, and there is almost no inventory, which saves a lot of cost.
After a piece of clothing only produces one sample, Teng Yujia will show it on Weibo, then watch the reaction and reply from the fans, and then pre-sale, almost how much to sell.
Teng Yujia said, "Now we have a lot of factories, so we can control them when we ship them. The general production cycle is OK. We can control the production cycle within 20 days, which is faster. Sweaters, maybe ten thousand in ten days."
What is the concept of such speed? ZARA, a famous fast fashion brand known for its quick response, has a production cycle of about 25 days. In contrast, the speed of the net red shop is really staggering.
The drama brother also found an interesting phenomenon: under Teng Yujia's Weibo message, each new listing microblog trailer will have tens of thousands of messages, almost all asking questions about clothes, net red precision marketing and pre- The sale model has made the new women's clothing have the gene for explosion.
However, Teng Yujia also believes that this model will not last long. The future model must be sold in stock, because fans in the pre-sale mode need to wait ten days and a half to get clothes. Now they are also trying to sell half of the spot half of the pre-sale model.
Refusing to spend a short-lived, the future of the network red e-commerce
The conversation is coming to an end. The drama brother wants to explore the future of the net red e-commerce. Teng Yujia thinks that the net red may not be able to escape the short-lived fate. In the future, it must return to the brand and the product itself, that is, to personalize and return to consumption itself. “There will be a group of people who will be eliminated, but some will survive and set up a great company.â€
Net red e-commerce is the product of the continuous increase in the front-end traffic cost of e-commerce and the de-capacity of the back-end supply chain. The times gave them the opportunity. Those who stood at the top of the pyramid were lucky enough to seize the opportunity. Their success made a large number of young girls flood into the industry, but the time and market for girls were not much. And this batch of already successful net red is destined to make a difficult exploration of the future. The calm and mature of Teng Yujia left a deep impression on the drama.
As for the commercial nature of the net red e-commerce, Teng Yujia also talked a lot, but the drama brothers felt that they were not very fluent until the drama brother saw the exclamation from Zhang Dazhao on Weibo. "People are in the urban-rural fringe, and the heart is in Paris. fashion Week."
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