A "You from the Stars" Korean drama blew up the fan economy

A "You from the Stars," the Korean drama detonated the "fan economy", according to the last one months Taobao search data show that the search "from the stars of your" users are searching the Spring Festival Gala 100 times times.

It is reported that the actress in the play in the drama of the pair of Jimmy Choo Crystal shoes to be memorable, a global business to buy a business to 3800 yuan Price, 30 days to sell 20 pieces. And cheap lipstick has been a variety of broken goods.

In fact, Korean TV dramas as Korea's brand into the Chinese market is an effective way to have precedent, and the electric business in which the "Spring River water heating Duck Prophet" role. For example, a year ago in the domestic popular Korean Lapalette pony bag is through the domestic aggressively "Cinderella's sister" and other Korean dramas detonated.

Back to the domestic, the star to do a few cases of electric dealers, can "fan economy" in the electricity business detonated star Few, send Syntao for everyone to summarize, those who do open Taobao shop star.

Do well, you can directly visit the "Taobao Star Shop"

As shown, small series open Taobao star Shop-Entertainment section, the first thing to see is above all the entertainment stars, but click in, in addition to the red box marked 4 and "Baby" for sale, the rest of the show "Sorry, you look at the baby does not exist, may have been off the shelf or be transferred." ”

Said Andy Lau, Xu Jing, Jay Chou they did not do Taobao shop, is their popularity than other stars, this is not justified? So why does the "fan economy" fail when most celebrities become electric dealers?

Here, do a little knowledge Expansion: "Fan economy" the origin of Yukevin. Kelly "Technical elements" in the "1000 hardcore fans", popular understanding if you have a willing to spend money on your 1000 hardcore fans, you do not have to worry about basic life.

The star Taobao store's dismally

Because take part in "Daddy to where" parent-child program and two degrees of Red Lin, some time ago in Taobao Cat launched the flagship store of collagen protein, but propaganda its inverse growth effect and encounter Ark "false propaganda" query, its sales have been not a small impact. As of 2014/2/21, the Lin team operating the cat love the original store has a total of five baby, only two of them sold hundreds, two of 10, the total sales of the most is the love of Blue Li [Dream Miracle Limited Group] sold a total of 587, the lowest one is Love Libby [10000mg full Volume] A total of 7 pieces sold.

In 2009, Yang Lan and Celine Dion launched the "LAN jewelry" brand, but so far the LAN jewelry store only sold six pieces of products. Carina Lau's Star shop is second-hand brand shoes and bags, the proceeds used for public purposes, from October 2011 to date only sold more than 400 products, belong to a diamond shop ...

The star makes the electric business, why loses to the grassroots?

In the Forbes Chinese version of the senior editors Wu Xiaobo reported that, from 2009 into the electric business operation of the field, Bin Jie believes that the electrical business to do a good job, product quality control, whether suitable for the market, team operation ability is indispensable. Celebrity endorsement of traditional products to sell, does not mean that they have the ability to create a burst. Those who only lend names, but the supply chain, team operations, promotion and other aspects of the lack of participation in the celebrity of the electric business, there is no hope of good. But even if the marketing is hard, if the product is not good enough, it is difficult to last. The star does the endorsement, enjoys is often the high zhongxingpengyue feeling, but when they want to do the product, then needs the low posture, goes to with the supplier, the team, the customer and so on different crowd carries on the tedious communication, this kind of dislocation feeling not all star all can accept. If the star only holds the amateurs mentality, from the supply chain organization to the team's stability will be difficult as expected.

He thinks the next two kinds of star stores may break through, one is once in the overseas Yahoo, Kimo, such as the star of the water test business Consumer-to-consumer, in the mainland to open online stores can personally participate in product research and development design, supply chain management, product promotion, but also with the product market positioning fit the fan group of this shopkeeper, Its shops have the prospect of sustainable development. The other is to rely on product quality to speak, at the same time, like Xiahe, division of this personality to win the owner, let the feeling has a star from the altar to the ordinary consumer interaction with the people feel, also easy to create a sales miracle.

In the final analysis, but bin Jie believes that the star to do electricity, the first to rely on products to speak, have their own brands, and to have an accurate market positioning, not by reputation to gold-plated products can be once and for all. Go back to some of the star's electric dealers do bad examples, there is a reluctance to disclose the name of the electric businessman, such as Yang Lan, Sanle and other celebrities, she can affect more young and middle-aged rational consumers, but it is difficult to produce similar to Guo this young Idol fans follow the effect, and their products mainly high-end products, Taobao is not suitable for such a platform, because the positioning is wrong, not surprising to do well. As for Du Haitao, Xu, and so on, although has formed a certain brand effect, but should pay attention to its product differentiation and future Shop operation, enhance its repurchase rate. In order to avoid the brand with the owner of the decline of fame and short-lived.

The star makes the electric quotient, the micro-letter or a "Jinshan"

In the 2012, Chen as "the first crab Eater" to sell its members on the Weibo public number, and fans who pay 18 dollars can become monthly members of the Chen Micro-trust platform. Just 168 bucks, yes. As long as 168, you can become the Chen Micro-letter platform of the annual membership. After becoming a member, not only can read "walk" series of books, Chen private music, check Chen's private photos, but also mention Chen voice to say goodnight, Good morning.

Ma Liang, a social marketing expert, believes that Chen on micro-trust platforms will get:

One, get hardcore fans.

Second, to obtain a new channel of publicity.

Third, access to operating idol derivatives.

Besides the above three points, what is more important is "freedom". It turns out that a star is completely under the thumb of a brokerage firm, for a star, though he has a lot of fans, but he doesn't know who they are and where they are. It is almost entirely up to the brokerage firm to decide what movies to take, what to advertise, and what to do. And with the new tools of micro-blogging and micro-credit, traditional brokerage firms have never been more important, as celebrities use these platforms to talk directly to their fans.

Perhaps Chen can give a lot of stars to do the electric business New Hope. Micro-trust public platform and the previous Taobao shop is not the same, in addition to selling star derivatives, micro-letter is more like a CRM (Customer Relationship Management) tool, can let the fans feel the temperature of the star, rather than on Taobao to sell products so cold, but also give fans a sense of existence, this is Taobao shop can not meet.