Big Clothes Cost A Lot Of Money. Do You Want Net Money To Advertise?

Net red is everywhere in the world

Instagram, Twitter, micro-blog, WeChat... On every social platform, some people are doing their own queen.

The brand is paying more and more attention to the cooperation with net red. They believe that they bring their own traffic and anyone will pay the bill no matter what they recommend.

But is it really the case?

This is true.

When bloggers run their own small business, these fans may be mere spectators, but once advertising and products are involved, fans become customers, and they are easily influenced by opinion leaders and make irrational decisions.

Therefore, brands are very willing to find net red as spokesperson, or directly sponsor their products, so as to facilitate the show.

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How to drive it? The number of fans and fans has increased the fun of the game, but these are still difficult to realisk.

According to Forbes, some luxury brands have been linked with some bloggers.

This enabled Milan in 2016 to become the hub of Europe.

CEOTomasoTrussardi of Trussardi group said that cooperation with nethong can expand brand influence, and can tell the brand story with its own perspective. This can help brands find new consumers.

On the other hand, the net red economy has saved a lot of research costs for fashion brands.

In the era of paper media, magazines always contain a reader's questionnaire, which includes salary, occupation, educational level and so on.

But now, a blogger can make a group, and the brand is more worried about advertising decisions. According to the number of fans per blogger, the pricing stratification is more clear.

The above advantages are very popular with newly established brands and big brands.

A website called Firesnap even summed up the four major strategies for fans to cash in: the first step is to investigate users and sell things; plan distinctive marketing content; ensure that your updates are active at any time; remember to thank fans.

This step is actually no different from the traditional business model.

But the problem is that with the development of net red economy, the net red group has also formed its own industry standard.

MatteoFenaroli, the marketing director of CharlesPhilip, a start-up footwear brand in Shanghai, said: "brands want to pursue an exposure on Instagram, and are being asked for more money by bloggers, who are charged for 15 thousand euros.

Bloggers sometimes sign three to six months' contracts with their brands.

However, brands sometimes lose their money because there is no good standard to evaluate whether the job of the blogger is in place, and whether it is worth the price.

Fenaroli also talked about brand spending photography. Although the energy cost is much higher, the image is permanent. The bloggers need only one self timer and you have to pay the money.

There is no measurement standard to see if this is useful.

In a recent interview with Forbes, actor and model RebeccaRomijn said: "no one can prove that fans can become profits."

This is the same reason that no one can see that the product is sold by advertising. Otherwise, analysts will not think of using the "conversion rate" and "performance indicators" to supervise the work of the marketing department, because marketing is relatively empty.

Not long ago, the famous American designer CalvinKlein said that she was very glad that her brand was not based on social media. "Now the appointment of model work on Ins is because these models have many followers on the Internet," Romijn said.

I don't think it has a long-term significance. I don't think this is a good way to help you sell your product successfully. "

A truly clever businessman knows that products should be guided by market demands, but must learn to understand the secrets that customers never tell. Only products that can guide the market will have long-term value, so we often hear the phrase "cultivating the market".

Social media makes everything straight, but what can be said is not necessarily true or necessarily correct.

In this regard, when we evaluated the performance of Moschino in recent years, we said that hot pursuit can really boost short-term sales, but the destruction of classic injuries is brand value.

It is not difficult to explain why the luxury brand has always been conservative in social marketing, because these brands not only know how to tell good stories, but also rely on technology and design for decades.

Looking for grass root net endorsement is likely to create a crisis of trust among old customers.

Although the millennial generation keen on social media is the main consumer in the future, customers will always become more rational. They will increasingly understand that brand management depends on products rather than channels and marketing.

From this point of view, Gucci is very firm at this point.

Gucci does not have any net red cooperation projects.

According to company insiders, Gucci's creative director, AlessandroMichele, is not interested in working with social media professionals.

But Prada did the opposite.

Since 2012, Prada has launched the net red cooperation mode, one is the traditional payment system, and the other is to invite bloggers to give full play to their creativity.

Prada called the net red called RichardHaines, he was a designer, later turned professional red net, he is good at drawing with charcoal, in this way, he 2012.

The show of Zhou and women's wear slipped down and became a limited edition.

These methods may be effective or ineffective, but it is certain that as we chase the net red, more and more people want to make net red. Sooner or later, the market will oversupply, and the time will not be far away from their depreciation.

By then, people will return to the era of products being king.