Why does the star do the electric dealer but the grassroots?

Because to participate in "Daddy where" parent-child program and two degrees of Red Lin, recently in Taobao Cat launched the flagship of collagen oral liquid, but propaganda its reverse growth effect and encounter Ark "false propaganda" questioning. Later Lin responded positively to all legal, but the oral liquid sales have been affected.

As of December 23, opened the Lin team operating cat love the original shop, the above show only 5 items, its main gift box from the creation of the store has sold more than 500 to 1080 yuan per paragraph, income of more than 500,000 yuan, only rumors of the latest Lin father and son of the new endorsement fee. And nearly one months of the gift box sales of 239, nearly 30th return rate of 10.19%, apparently Fang's "fake" to its impact.

Lin in the introduction of collagen oral liquid before, Taobao also operates a luggage shop, its certified star store "JR flagship store" since 2008 opened the shop to become a crown shop, estimated to have sold million pieces of products. The best seller in the store was a 99-dollar cavalry mini pocket, selling 452. And another certification area for the Guangzhou Cat "JR luggage flagship store", the best selling is a 129 yuan outdoor pockets, a total of 10,337 sold.

Specially responsible for the men's clothing brand electric operators on behalf of the Xiamen Network of the United States CEO but Bin Jie think, Lin's store is a good example of the electrical business, because he likes digital products, to understand customer preferences, he and his brother are involved in the JR brand product development and supply chain management, plus my image and product fit, It is estimated that the future of its sales have a lot of potential to dig, the current brand in Taobao and Jingdong sales are good.

Since 2011, Taobao has launched a star-store channel, which has a star-participating store (not the type of endorsement) called The Star Store, giving special channels and promotional support. Star Shop Channel's head once revealed: "star store certification needs star to provide identity information, authorization certificate." If you are a partnership star, you need to provide a partnership certificate. We only certify that the star is a wholly owned or shareholder shop. ”

However, in the Star Shop Channel, the star shopkeeper is not a minority. Open the Star Store channel can see that there are already 284 stars have settled Taobao, their star shop has been the Star identity certification. Among them are Lin, Carina Lau, Xiaoming, Yang Lan, Tsai and other celebrities, including even Luqi, sister Furong and other network celebrities. But even so, many shop sales and the star of the fans of the appeal compared to the cry.

A struggling person

For example, 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.

In many star shops, Sanle beads Shop is unique, store decorated with Sanle in Nepal shooting bald artsy, zen Italy, the store's treasures are all from dozens of yuan to thousands of yuan of fine beads, from June 2012 opened so far received more than 300 evaluation, is also a drill shop.

In addition, there have been reports Siyan has rented high-grade office buildings in Pudong, set up a small team to operate Taobao Star store, but only twenty thousand or thirty thousand of the turnover of one months, and as of December 19 search Taobao star store, which has not found the name of Siyan. In addition, there are a similar phenomenon of Andy Lau, Xie Na, Zhudan, super player Shaojia and many other celebrities.

Operating a tepid and some micro-broad v. For example, keen on micro-blogging to a large number of female fans to distribute love chicken soup Luqi, although its micro-bo forwarding volume is often over million, his star shop to sell "psychic" of a variety of crystal or semi-precious stones, the price of hundreds of yuan, but from 2011 to date only received more than 4,000 evaluation, belong to the four-diamond shop; The highest sales in the store is the replenishment of postage links and crystal degaussing jewelry box, in addition to sell the most is a price of 368 yuan "to help reduce weight" stone ring, the cumulative sales of 99 pieces.

Sales Hot

Taobao Star Shop in the highest sales of shopkeepers are not often reported by the media happy family members Du Haitao or beauty guru Niu, but the main fans for the young writer Xiahe. Xiahe opened the beauty skin care shop since December 2012, has done 5 crown, received more than 400,000 evaluations, and nearly 30th return rate of only 1.51%, far below the industry average. Shangxiang, a media man, once disclosed that a Swiss supplier had visited him, referring to the Xiahe Taobao store, which sold very large volumes.

In addition, Taobao Star shop in the name of the Du Haitao and Division Two shopkeepers. Du Haitao opened a home store, once appeared in its star shop due to sales of hot and was mistaken for the brush Taobao reputation Automatic seal Shop news, since February 2012 opened Du Haitao Star Shop to become 4 crown, received 10多万个 evaluation, selling the best is a price of 99.9 yuan of the thermos, sold more than 4,000. The store features a wide variety of products and shapes a "Mr. Bear" brand. It is reported that Du Haitao will participate in the wholesale market selection, supervision of factory production, team management, and so on, he is also often in the micro-blog to sell Mr. Xiong home museum products.

In addition, to the poison tongue response to the difference evaluation of the draft male star Division beauty products shop, has more than the days of the cat's strength of the "Beauty guru" Niu 3 Crown Star store. Shiyang Beauty products Store opened since June 2009 has been 5 crown, received more than 260,000 evaluations, including many deliberately to "onlookers" his poison tongue reply netizens. Shiyang once said in an interview show that he had sent a wreath to the customer, "because the urn is too expensive." He also said to the media, his product quality, packaging on the grade, even if the service is not lack of popularity, the current daily average of tens of thousands of yuan sales.

In the middle of a wanderer

such as Xu Jing, He Jia Jing, etc. belong to the star store to participate in more, sell better operator. Xu Kaila's flagship store, which opened in 2011, has a number of products that she offers, and then a team design, outsourced production, etc. And she will be in her own "open" magazine promotion, as well as her role in the film and television works or friends involved in film and television dramas to sponsor the wearing of jewelry. The shop sells the basic is hundred yuan below the alloy fashionable jewelry, the last one months sales about 6,000 pieces, the shop sells the best is a price of 29.9 yuan earrings, the cumulative sale of more than 28,000. He Jia Jing's flagship store sells healthy grains that he has invested in, selling more than 5,000 pieces of the highest-selling product. Super Girl Jie's star shop is selling scarves, gloves and other items, Luo selling is the Tide brand clothing, they are currently 1 crown.

In addition, Xiaoming's star shop is said to be handled by a friend, inside the merchandise like "Yiwu small commodities Select", which includes singing will also shake the speaker, butterfly-shaped racks, easy bear-shaped scrub towel, as well as cartoon style of tongue coating cleaners ... Since 2011 opened to enter the three-diamond shop.

Likes the body and the actor and the investor's Yang, in Taobao sells is the bead jewelry, the price from dozens of yuan to tens of thousands of yuan range. 3 crowns have been made since November 2011, but the highest-selling products in the store include postage links, postcards, charitable donations and more than 9,000 transactions.

Why do we have to be grassroots?

From 2009 into the electric business on behalf of the operation of bin Jie, the electric 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.