The idea of a product to wrap an entertainer

Absrtact: Shang cross-border electric dealers who would not have thought that Shang would become an inspirational story. The champions Halo is fleeting, followed by years of anxiety: the market is not accurate, the record does not make money, high investment income bleak, Shang almost to be China
Shang cross-border electricity dealers

No one would have thought that Shang would be a motivational story.

The champions Halo is fleeting, followed by years of anxiety: the market positioning is not allowed, the record does not make money, high investment income bleak, Shang almost to be huayi to give up. In the worst of times, Shang gave Huayi the business to become a 8-year partner Niecen, and two people were chatting and crying.

The early shang of the whole is a question of exaggerated styling. But a few years past, Shang is not the same, not only through the "I am a Singer" reverse attack, but also posted on the bright electronic music and personality fashion labels, she returned to the mainstream public view of the Queen's posture.

To help Shang win back to the market, in addition to prove their strong will, more importantly, behind the team operations: to be used as a product of ideas to packaging an entertainer.

So you see the Shang frequent fashion magazines to attend the major fashion week, and even the identity from the artist into the "still boss", this is not a coincidence, but a complete set of ideas. Only one goal, to get rid of artists, especially singers survival dilemma, so that Shang more commercial value.

So the interview from the Shang------------cross-border to do the electricity quotient, on the one hand, the intention is to develop their identity to "investors", on the other hand, want to get rid of record issuance, endorsement and other income restrictions, to expand the model to a larger

2014 Shang to the identity of the joint investor and the current electric dealer yoho! have goods "cooperation transparent suitcase MA Puce 6, with the Jingdong Dostyle brand Joint introduction of pure copper headphones." Shang talking about these is not difficult: "My personal brand is to do the thinking of the product operation, but now replaced by physical." ”

Niecen, who is in charge of the back-end integration of the brand, is more realistic, hoping that the revenue share of the Cross-border electric quotient will reach 50%, and that the team will not have to work so hard, and Shang will be able to do the beloved electronic music without a side.

Two outsiders

In Shang bar, often netizens in the entertainment news picture under the message, asked to appear in Shang around that man who. He is black gold fashion President Niecen far.

2007 Shang to Huayi Door, Niecen at that time in Huayi to do business work, Shang is one of its responsible artists.

These two people have a lot in common, one is maverick, the second is the same career change background: Shang changed fate before is a Shanghai ordinary white-collar, in a foundry luxury brand of legal enterprises responsible for the market and brand promotion.

Niecen first in the advertising company, after the grand Peak period to do the market, in the Internet thinking training two years later, Niecen Job-hopping to Huayi responsible for the business market.

Two senior white-collar workers from the rules of the orderly operation of the industry, suddenly into the workshop-style operation of the entertainment circle, frustration is blowing: unable to adapt to the brutal development of the entertainment industry, for the fate of the powerless to control.

After entering Huayi, Shang was packaged as a literary youth, two years issued two albums, the overall input of each is not less than 1.0015 billion yuan, but also to do a lot of concerts, but are not counted to make money, in high investment low income situation, Shang is basically in the state of abandonment by the company.

That period of time Shang no income no performance, very hard, deep inside also struggling: Love songs are never their own style, in fact, hate to sing the so-called Basanova (new jazz), more like Hip-pop and electronic music.

Niecen was also in a confused period, before the fantasy of the entertainment industry shattered, tangled in the end is to use the ability to change the rules of the game, or continue to compromise.

Two low people often chat together, found in the business model two people have a very big resonance, they all think an artist's operating mode, in fact, like to build products, need detailed market research, marketing strategy and product planning. They also believe that people who often listen to foreign songs and like music with deep nutrition are the target market of Shang.

Traditional artists, especially singers, the main way to make money is business performance and endorsement, can red and is not a good life, there is a song popular has a great relationship. and foreign packaging artists in the way there are operating systems, and even planning for the next three years of artists to do things, and predict what will be red.

"But only in China. Niecen said that when he and Shang to see the artist market in accordance with business thinking, they decided to bundle up and make some attempts.

Huayi in the 2009 has no longer want to Shang big investment, Niecen and Shang after the idea, together to see Huayi high-level, hope to win another opportunity. After listening to their plans, Huayi nodded quickly, but gave much less money than previous records, but Shang and Niecen were still excited and saw hope.

Go to label and label

First of all, the "Shang" of the three words to brand positioning. They analyzed, Shang is a Shanghai person, or Fudan French majors, can speak German, English and Spanish, the first job is related to fashion, there are very many basic conditions to go fashion road.

Another consideration is commercial value.

Until now, unless it is in the first line, the pure singer is very difficult to receive the endorsement of the big brand, brand more recognition film and television more habitat development star. The important reason for Shang to turn to fashion is to let the brand know that the person has commercial value.

The beginning is very difficult, after all, the talent is too thick grass roots, fashion magazines are very repulsive. 

But fashion labels have to work with fashion magazines, and Shang teams sharpen their heads to visit, tell, and hope for opportunities with planning and dreaming. 2009 Shang made a record "women of the Times", taking the album cover of Vogue magazine, hoping to convey the message that "singers can also take the cover of fashion magazines." But the fashion circle, which is higher on the cold line, is less receptive.

In the next few appearances, Shang's exaggerated styling brought more misunderstanding. Niecen Frankly this is the first step of planning, although the original intention is to do a bit of fashion, but at first no experience, there will be some unsuccessful attempts.

Although the fashion circle does not recognize the Shang transformation, but still notice this maverick personality, as well as the team to actively try the courage and perseverance. Some fashion circles are beginning to change their attitudes and feel that Shang is not easy and courageous. So the media gradually began to have Shang inspirational and dream reports.

After the media exposure, a number of brands have noticed Shang, from China Ping ' An, Watson, Guironchel, East field to later endorsement Avene, the market to Shang acceptance more and more high, there are more brands willing to cooperate with it, business income has very big changes. Shang was invited to attend the Paris Fashion Week in 2011, finally completing the most important step in the fashion circle.

But this is only the first step, in the initial planning, hope that 5 years of public awareness of Shang, from modelling to the singer itself is also music. This is not a step process, they plan to go from fashion to personality music, and then to the original electronic music, which is also very close to the concept of fashion.

In line with this plan, Shang 2010 announced the exit of the Chinese Love Song Market, 2011 announced its own songs to do electronic music.

Although this transformation has reached the expected, the process is very difficult, especially to resist the enormous pressure and doubt. In an interview, Shang recalls: "I stand there, some people will be very contemptuous of who to imitate who, but in fact is very new and sharp designers, spent one months to design clothing, are advanced manual customization, make-up is the master study two weeks to create the results, the three or four-minute performance behind, is a full one months of packaging planning, Very hard. ”

God finally favor Shang team efforts, 2013 through the "I am a Singer", Shang completed the most influential reverse attack, whether it is music ideas or fashion sense are widely praised. Also this year, Shang and Niecen left Huayi, set up more than 10 people of the scale of "Shang Studio", in early 2014 was upgraded to set up BG fasion Black gold fashion.

"We had the pressure to operate Shang this brand, and then slowly succeeded." "Shang said when the expression is very indifferent, as if" Shang "These three words is only symbolic meaning," we always feel that sooner or later will do their own brand, now the opportunity and resources are more mature, and I believe that the product and do the artist brand in a way is interlinked. " ”

Anti-Fan economic logic

Artists work alone is not new, Fan Bingbing, Chen Yao, Zhou Xun and other star Studios popular, they integrate the accumulation of resources and channels for many years, the purpose is to have more autonomy and choice. and involved in film and television drama investment, contract to cultivate artists are often the direction of these studios.

From the studio to the establishment of black gold fashion, Shang and Niecen have been partners, their direction is very clear, around the fashion to do entertainment marketing business. The first part includes excavating and cultivating the new generation Nan combination "still boss's trainees", the other part is to do the entertainment electric business own brand, and set up the electric Business department specially for this.

At present, most artists make brands are taking the fan effect. For example, the skin Care category has small P teacher, Li, Kelvin, and so on, the field of clothing has Chen's tide licensing clot, Xie na "Huan-type", Cang jing empty underwear brand Spakeys, these brands are often closely tied with artists, artists are the brand spokesperson.

But Shang to own position is the investor, namely "still Boss". Although the "Ma puce" series of electrical commodity brand core concept and design by her and the team to complete, but do not want to be labeled "Shang" label, "I hope these products out of celebrity, become popular fashion lifestyle brand." ”

Ma Puce is the Shang 2011 issue of the Remix Special Edition, MA Puce 6 is its sales with the current electric dealer yoho! a transparent suitcase, in the planning of different numbers will represent different items. Unlike Shang Gaolen, these products are priced on a pro-populist route, such as the MA Puce 6 suitcase as long as hundreds of yuan.

"The MA Puce brand and the market fit I'm covering are not particularly high, so I'm not going to endorse the brand and I'll find someone else if I need to endorse it." "Shang said. Niecen that the artist's fan economy will have limitations, far less than the mass consumer market coverage of the crowd.

Amoy Brand Fang Jianhua CEO to buy the identity of the program "Goddess of the New Clothes", this program invited Goddess level performing arts star, around a theme for creative and design works, and then won the market for four buyers of orders, with the day cat together to market products.

"I'm here to pick clothes, not to come to the show." 

"Initially Fang Jianhua to participate in this program some not adapt, recorded the first issue even have the idea of quitting." He thinks the biggest problem of star design is the inspiration, in order to stage the effect is often the costume design is very cool, to know that ordinary consumers do not pay for stage show clothing. "We're looking at the style of clothing, the combination of business and consumer demand, and designers are emphasizing the ego style," he said. ”

Although Shang also participates in the "Goddess's New Clothes" recording, but clothing is not her main development category, because there are too many artists in this field. What she wants to do is innovate and change some products that are unchanged for several years.

But there is no doubt that participation in the Goddess's new dress can build up the image of Shang fashion designer and preheat the upcoming MA Puce series.

Universal Single Product Strategy

"Any product success must be based on two points, the product itself innovation and marketing model innovation." "Shang said," especially now into the Internet multimedia and social media era, consumer groups have also changed, we need to use the Internet thinking to do marketing and product innovation. ”

Shang in saying this, has been very much like an internet entrepreneur. Prior to Shang team work background, let them remain enthusiastic and attention to the Internet, and Shang himself is a High-tech digital control, home has a lot of interesting technology products, such as through the app and WiFi control switch sockets and so on.

October 2013, Shang also and idol lei a cross-border dialogue, chat topics include millet entrepreneurship, intelligence, future trends and so on. Shang frankly lei to his products made a lot of suggestions. So the MA puce 6 transparent Suitcase, which is sold in yoho!, is deeply influenced by the ultimate strategy of millet single product.

Shang that young people who are now pursuing their own personalities are increasingly accustomed to sharing the details of their lives on social networks, especially when they are particularly fond of social media, so this is a time to highlight themselves, and a fully transparent suitcase, not only a tidal object, but also a concept. "This transparent box is for others to see inside, our slogan is Show me world/Xuan me, that is, by highlighting myself to make others like me." Shang says the product design itself is integrated into internet thinking and will use social networking platforms in later marketing.

Why choose the box as a product breach? "I am the box-controlled. Shang answered.

According to Shang friends, Shang since 2007 began to collect all kinds of boxes, the market can imagine the boxes are there, and even the kind of special skateboard of the box, and in foreign countries as long as there is no work, Shang will go to all kinds of brand store to see the box, "she has a special feeling for the

In this process, Shang see the Domestic travel box market blank. "The design of the domestic suitcase is very lacking in personality and has not been innovated for many years." So Shang and Niecen repeatedly discussed, decided to take the box as Ma puce brand entry point, and hope that through the single product burst strategy, to form the market promotion effect.

For stars, star effects and resources are the biggest advantages, but the back-end supply chain is not an easy thing to do. So Shang choose to cooperate with yoho!, they are responsible for product design and marketing, yoho! goods are responsible for the trend of product fashion control, product manufacturing and supply chain system, both sides through sales.

As a tidal current electric business platform, Yoho! has the goods have attracted Edison Chen, Luo, JJ Lin, Xu Hao Ying, awakening, such as a large number of star Chao brand settled, gathered a lot of fans, Shang think these and MP6 transparent suitcase very fit. "Try to do what you are good at, with the smallest cost and investment to do a good job in a brand, this is very important thing." ”

Yoho! 

The goods disclosed, Shang in the quality control aspect request is very high, the travel box from the design, the quality to the craft, after countless times details revises, each time delivers the sample, Shang will let the team two people stand together on the box to test the compressive resistance. Shang is confident of the prospect of a transparent suitcase, and she believes it will make money because "we have made changes in our products". In her plan, the suitcase will be followed by other items, still trying to change the existing product, but there is no timetable.

In addition to this suitcase, Shang team also with Jingdong self-owned brand Dostyle jointly launched a headset ma puce 4 * Dostyle HS305, this is the first electronic music for the crowd of pure copper headset, two teams after 6 months of joint research and development to market, the end of August, the official sales, Only two weeks on line, the first batch of orders has been sold out.

Niecen, who is busy with various resource collaborations, says these are some water tests, with the team focused on the MA Puce 6 suitcase, which he hopes will generate 50% of the revenue from these electric-brand brands in the future.

These 8 years all the way to Shang and Niecen very tired, they all expect the other side does not need so hard. Niecen hope that the electrical goods can be made, so that in the company Shang will not have so much pressure, can become a pure art and the existence of people, not for income and company operations.

"In fact, artists, if only do simple artists, then or in order to entertain the public, the job is more like by pleasing others to earn income, this is very tangled in the artist's self-awareness, so if can through some transformation let her from passive to active, for the artist is very happy things. "Niecen said.