My two-section strategy
The following discussion in the cold fashion circle is a discussion and summary of industry issues. These sharing are the culmination of collective wisdom. (They do not represent Leng Yun's personal opinions). I hope that more people in the industry can benefit in this way!
The current brand delivery method choice, which can better achieve a win-win situation for the three parties?
1.KOL advertising, talent anchors, KOC notes, amateur bloggers
Recently, the decline in KOL advertising revenue has attracted some attention in the industry. According to the discussion and analysis of the participants, the current economic downturn is the main reason for brands to reduce their marketing budgets, which directly affects the demand for KOL advertising. Specifically, it is mainly reflected in the following aspects:
First, in the context of slowing economic growth, consumers will be more cautious, and brand sales will also face varying degrees of pressure. This makes it necessary for enterprises to control market expenditures, optimize the input-output ratio, and ensure cost control.
Second, in the face of the trend of consumption downgrade, brand competition is also intensifying. Companies have been forced to cut prices** in order to gain a larger share of the market. This also consumes money that could otherwise be used for brand marketing.
Third, compared with traditional advertising placement, brands now pay more attention to new products that directly bring sales conversion. KOLs can generate instant purchases through live streaming to promote products, and this type of conversion is even more obvious.
Fourth, choosing Weibo influencers or top KOLs with millions of followers for promotion is costly on budget. And more affordable amateurs and small V bloggers may also have marketing effects.
It can be seen that under the pressure of all parties, it is a more reasonable business choice for brands to prioritize the input-output ratio and reduce large-scale advertising spending. For KOLs themselves, they not only have to deal with the decline in advertising revenue, but also face the pressure of transformation, because many celebrity bloggers have started live streaming. Compared with the form of live broadcasting, the advantage of the talent anchor lies in its personal reputation and influence accumulation, which can make the fan group that has a certain purchase intention accept a slightly higher ** and enter the ** perceptual consumption. And these celebrity bloggers themselves have a traffic advantage, and small microbloggers are facing the problem of intensified competition. This requires KOLs to adjust their positioning, not only to cooperate with advertisers in business, but also to maintain the community through high-quality content output and provide more comprehensive and in-depth service value.
At this point, we can see that the reasons for the formation of the current market are complex, and many factors need to be considered: how do changes in the economic situation affect all walks of life?What are the differences in its impact on consumers and businesses?
Behind the reduction of KOL advertising is actually the evolution of the entire business environment and content ecology. When we look at this phenomenon, we need to take a broader view, not just focus on one perspective. It also gives us content producers something new to think about. In times of change, how to adapt to the new rules of the game, provide valuable content and services, and monetize business with the times requires content creators to maintain their ability to learn and adapt. We also need to see that excellent content and sincere service always pay off. The economic environment can be volatile, but what matters is how we navigate and seize new opportunities.
The rapid development of the traffic economy has also made brands reflect on how to match partners more accurately. When choosing a social marketing KOL, brands will prioritize the degree of matching in multiple aspects. For example, whether the KOL's personal style is in line with the brand image, whether the image is positive, whether it is in the same field and familiar with the product category, whether the size of the fan group is sufficient, whether there is stable fan stickiness, etc.
Similar personal brand values can more easily bring results to business cooperation. This requires a clear understanding of your brand positioning and target users, rather than simply pursuing the size of traffic. KOLs who align with brand values are more likely to achieve commercial results, regardless of the form of promotion. This also requires content creators to focus on building up their personal brand, rather than over-commercializing.
Of course, in the context of changes in the economic environment, brands are also facing pressure to control costs, which is an understandable market choice. However, there are risks associated with relying too much on a small number of channels, and it is necessary to balance various promotion methods and diversify the risks of promotion channels. KOLs themselves should also adjust their positioning in a timely manner, not rely too much on commercial monetization, and should provide richer content value and service methods to stabilize the group foundation.
At the strategic level, the factors that need to be considered for brands to choose KOL cooperation in the future include:
1) The fit between personal brand values and oneself.
2) Expertise and influence in a specific field.
3) Whether there is a positive content output ability and a sense of innovation.
4) Whether it can effectively interact with the fan group and provide in-depth services.
5) Whether the content style conforms to the attributes of the platform, etc.
KOLs themselves should also think about the following transformation directions:
1) Do content with temperature, rather than mechanical commercial promotion.
2) Enrich the content and service forms, and do not rely too much on a certain platform.
3) Pay attention to the accumulation of its own value and ensure the reputation of the brand.
4) Cooperate with brands to be differentiated and avoid the impact of poor brands.
5) Keep learning and progressing, and adjust your positioning and content strategy at any time.
6) Explore more ways to monetize.
Changes in the economic situation will have a certain impact on the business environment, and it is understandable that brands control marketing budgets. Overall, we need to look at this change from a higher, more macro perspective. It reflects the transformation and evolution of the entire business environment and content ecosystem. All parties need to maintain an open and enterprising mindset, look at changes rationally, adjust their strategies, and find new opportunities from them. Continuously improve their comprehensive ability and create value with the times.
This requires brands to pay attention to brand building and user thinking, as well as content creators to focus on their own positioning and capacity building. In times of change, we need to work together to push the entire ecosystem in a positive direction, which will ultimately be a win-win situation for all parties.
In addition to celebrity bloggers and KOL KOC, there is now another form of bringing goods that is also attracting attention, that is, amateur bloggers bringing goods. Compared with top influencers, niche bloggers have lower operating costs and are more authentic, so the potential and advantages of amateur bloggers in social ** marketing have attracted much attention. To be defined as an amateur blogger, the standard can be less than 5** silk volume, especially about 1k is more economical. For brands, it is a great advantage to choose amateur bloggers with a small number of followers but a suitable style for soft promotion, which can reach more potential users at a lower cost. However, in actual operation, the economic incentive mechanism still needs to be improved, which also restricts the development of amateur bloggers.
Taking Xiaohongshu's note-taking as an example, although the platform has turned on this feature, the participation is still not high. Merchants need to review each blogger, which is highly complex, and many bloggers have failed to apply for samples. This may be related to the amateur blogger's content or positioning not matching the brand's own style.
Overall, amateur bloggers still have huge potential for business monetization. However, the platform needs to further optimize the operation process and lower the threshold for merchant participationBrands should also pay more attention to style matching, rather than simply pursuing the number of fans, and form a closed loop in economic incentives. Only by making efforts in various aspects can this new monetization method be truly explored and utilized.
2.Private domain delivery
Private domain commerce has attracted attention as an emerging monetization method. In fact, we may not be too unfamiliar with private domain goods, which itself is a form of private domain sales through private circles and groups. Yoko asked Yiling about her journey to build a fan base. Yiling said that she mainly accumulates through continuous valuable content production, and has gained a certain number of fans through two years of perseverance, and plans to continue to output high-quality content in the future, and is also considering commercial realization through live broadcast and private domain sales.
For the form of private domain delivery, Yiling believes that it is equivalent to an upgraded version of micro-business or community e-commerce, mainly relying on the group owner or group leader in the private circle to recommend and sell goods. Compared with public social** advertising, private domain delivery can carry out more accurate user portrait positioning and more personalized product recommendations. The gradual weakening of the online traffic dividend has also prompted some content creators to try private domain operations. Compared with live streaming on the platform, private domain operation requires long-term accumulation and cultivation, and customer trust and stickiness are very important.
If you want to do a good job in bringing goods in the private domain, you need to continue to invest in many aspects: such as high-quality first-chain support, accurate recommendations according to each customer's personal preferences, and strengthening the cultivation of customer stickiness and trust. At the same time, personalized service and attention to the group of existing customers are also important. Dayi analyzed the differences between ** and brand public domain sales, but the text expression and content marketing that generate users' purchase motivation are the same. The successful case of Yoko's friends also confirms that the best chain, combination ability and best advantage are the key to bringing goods in the private domain.
In summary, whether it is public or private domain monetization, the core behind it is the personal charm and professionalism of content creators, who need to accumulate their personal IP influence for a long time. However, compared with the public domain, private domain operation requires more time to cultivate user stickiness and trust, which requires private domain monetizers to have enough professionalism and patience. Overall, private domain sales have opened up a more segmented and precise operation model, bringing new commercial monetization opportunities to content creators. However, if you want to benefit from it, you need to have long-term accumulated investment, which is also in line with the current general trend of community and fragmentation of content consumption.
Some Yunyou believe that the conversion effect of live streaming is more direct, and it is easier to gain the trust of users. However, in the future, brands may choose to live broadcast directly from their own accounts, rather than through influencers, which may also become a kind of private domain operation itself. However, some Yunyou believe that the fan group of the influencer account has a certain aggregation effect, and in the future, self-operated live broadcast and influencer delivery may eventually form an ecological closed loop. The brand is more suitable for public domain users and has a wider range, but the private domain users have been screened to a certain extent, and the influential influencers in the professional field, such as image consultants, are more convincing. On the whole, different forms of delivery have their own advantages and disadvantages and audience characteristics, and may eventually form an ecological symbiosis pattern.
3.Professional: Image Consultant
Regarding the effect of professional IP and image consultants, the participants expressed different views.
There is a view that compared with ordinary bloggers, image consultants have stronger professionalism and authority, which can make users more trustable. However, image consultants should also pay attention to avoid being too commercial and utilitarian in their operations to ensure a professional image.
On the other hand, it is also pointed out that image consultants do not necessarily need to recommend all user styles, and their own specific personal style tendencies can also be an advantage to attract similar user groups to gather naturally, so as to achieve accurate monetization. If you can grasp the common needs of niche user groups, it is also a feasible and very commercially valuable monetization path.
One of the core dilemmas of how to achieve a win-win situation for the brand, the consultant and the user while realizing business monetization is that it is unable to achieve personalized private domain operation and large-scale user coverage at the same time. One of the solutions is to first transfer professional knowledge through the knowledge payment community to attract core users with relevant aesthetic cognitive foundations. Then use the base of this part of the core users to drive more potential users to join through public domain live broadcasts and other methods, so as to form a business closed loop.
When it comes to operational strategies, the following ideas can be adopted:
1) The knowledge payment community conducts style training to improve the self-matching ability of core users.
2) Provide private personalized recommendation services for these core users.
3) Attract more users to join the knowledge community through public live streaming.
4) Not limited to any form of promotion, comprehensive use of various ways to bring goods.
5) Continue to optimize user operations and improve business monetization results.
Of course, to achieve a win-win situation for all three parties, we need to continue to optimize, such as further improving the user conversion rate. However, this closed-loop model of knowledge community incubation and integration of goods is considered to be a more feasible solution direction.
Overall, professional IP image consultants do have certain advantages, but how to find a balance between business monetization and professional image is also crucial. In addition to model innovation, it is equally important to adopt customized operation strategies according to the characteristics of different user groups. In order to achieve a win-win situation for all parties, continuous efforts from all parties are needed, which is a dynamic optimization process.
Two professions under aesthetic change: image consultant and online buyer
1.What do you think about the future of image consultants?
In the current era of content consumption with increasingly obvious trends of personalization and fragmentation, how to accurately locate user needs and provide customized solutions has become an inevitable issue for every content creator and business monetizer. How to find a balance between standardized provision and personalized services will directly affect whether a brand or individual IP can achieve sustainable development in the market.
We also hope that through case discussions in such professional fields, more industries can be inspired by this kind of professional field and promote the evolution of the entire commercial content ecosystem to a win-win pattern. After all, sharing lessons learned, comparing advantages and disadvantages, will ultimately enable everyone to improve.
Regarding the business monetization model of online image consultants, participants discussed the advantages and disadvantages. Offline physical stores can directly allow users to try on and experience products, which is more likely to generate impulse to buy. However, it is also feasible to gradually introduce commercial monetization after building a sense of professional authority and trust through content online. For user groups with different consumption power and needs, different operation strategies can be adopted online and offline.
When further targeting the target user group of online image consultants, they are mainly targeted at mature female users in their 20s to 30s who have certain spending power. This part of the people have a strong desire for beauty and change, and are eager to improve the overall sense of fashion and quality of life through reasonable dressing. However, it has not yet reached the level of consumption that allows for regular offline accompanying shopping.
Compared with platforms such as Douyin, which directly attract users with low-priced products, image consultant accounts attract users by providing professional aesthetic solutions and taste cultivation. From the user's point of view, ** is not the main demand point. What is more important is to obtain all-round lifestyle improvement through reasonable consumption.
In terms of content, the services that an image consultant can provide include:
1) Provide personalized solutions according to different user attributes.
2) Provide consultation on dressing style positioning and establish a clear aesthetic orientation of clothing.
3) Image diagnosis and improvement plan formulation to enhance the overall sense of fashion.
4) Guidance on dressing and matching skills for different scenes.
5) Clothing purchase and wardrobe management suggestions.
6) Provide high-value outfit inspiration.
7) Cultivate users' appreciation of beauty, etc.
2.What problems did Xiaohongshu buyers solve through live broadcasts?
The recent rise of Xiaohongshu's buyer model also confirms the changes in consumers' personalized needs and aesthetic awareness. The two groups are different in nature, the group that values the profit may not have a high income, and the group that looks at the solution and taste pays more attention to the quality of life, and the income level is not low, maybe this is also a law of industry development, maybe the emergence of Xiaohongshu buyers is the beginning of the live streaming industry from chaos to standardization.
Compared with the quick and low-cost consumption on Douyin, Xiaohongshu users pay more attention to the quality of content and the user experience. Buyers can ensure the quality of the product by first providing samples to try and share, and then introduce commercial promotion, which can effectively reduce the risk of blind purchase and return, make the whole shopping decision more rational, and more in line with the consumption concept of Xiaohongshu users.
In general, professional image consultants do have unique advantages in content monetization, but they also need to adopt targeted marketing strategies for different user groups. For example, the combination of online and offline resources, or the provision of differentiated services according to spending power. Only by deeply understanding user needs and providing content with real value can it be easier to gain user recognition and maximize business value.
This also reflects that in this era of increasingly obvious personalized needs, users are no longer "public" in the traditional sense, but more like independent individuals. Content creators need to have anthropological insights to find common needs among fragmented users and aggregate them effectively. Of course, it also requires a long period of user observation and interaction to truly establish user trust and provide the right solution.
We also look forward to generating more new ideas in this process of continuous iteration and optimization of content commercialization exploration. When all parties work together to provide better services, the entire content ecosystem will also form a positive cycle. This will ultimately achieve the best state of win-win for content providers, commercial brands, and the majority of users.
The owner concluded
First, the current brand delivery method choice, which can achieve a win-win situation for the three parties?
1.KOL advertising, talent anchors, KOC notes, amateurs, and amateurs.
Brands began to pay attention to effective **, user stickiness is high, and all kinds of bloggers who match the tone of brand bloggers are more likely to receive advertisements. Under the premise of content first, bloggers will not be disgusted by fans because they receive advertisements that do not meet them, and fans will have a better perception. It is difficult for the live broadcast market to have a monopoly phenomenon, and there is no ultra-low ** to disrupt the market, and choose professionals, brand self-broadcasting, and talent anchors to coexist.
2.Private domain delivery
If you want to do a good job in bringing goods in the private domain, you need to continue to invest in many aspects: such as high-quality first-chain support, accurate recommendations according to each customer's personal preferences, and strengthening the cultivation of customer stickiness and trust. At the same time, personalized service and attention to the group of existing customers are also important.
3.Professional: Image Consultant
In the future, the brand may combine professional shopping guides (trained by professionals) or professionals to bring goods. The previous perspective was more of a black-and-white delivery model, but in fact, in the future, it is more likely to form such an ecological delivery model, and the above delivery methods coexist.
Second, two professions under aesthetic changes: image consultants and online buyers.
1.What do you think about the future of image consultants?
The physical store under the image consultant** can directly allow users to try on and experience the product, which is more likely to generate impulse to buy. However, online content can be used to establish a sense of professional authority and trust, and then gradually introduce commercial monetization. Compared with platforms such as Douyin, which directly attract users with low-priced products, image consultant accounts attract users by providing professional aesthetic solutions and taste cultivation.
2.What problems did Xiaohongshu buyers solve through live broadcasts?
The two groups are different in nature, the group that values the profit may not have a high income, and the group that looks at the solution and taste pays more attention to the quality of life, and the income level is not low, maybe this is also a law of industry development, maybe the emergence of Xiaohongshu buyers is the beginning of the live streaming industry from chaos to standardization.
Text arrangement: Zhang Huaikai
Text Editor: Chen Chang
Art Editor: Li Ning