Stars sell clothes, consumers are willing to spend money for "fan economy"?

Star brand two or three things

In the twinkling of the end of 2018, as the saying goes, clothing, food, housing, and travel, unlike other industries, the clothing industry is ranked first in the four major needs. It is reasonable to say that there will never be a lack of demand, but this year is definitely not an easy one. year. The high-end platform and the booming development, the fast fashion retreat to China, all indicate that the apparel industry is gradually diverting, and in this one has a clear stream - the star brand, attracting our attention, based on the real "fan economy" How is the star brand developing in 2018? Is it a month or a low-key close, let’s take a look.

Difficult "fan economy"

Before watching the status quo of the star brand, let's first look at what the star brand is. This group is special. They are not uniquely designed designer brands, not traditional brands with high cost performance, or hundreds of decades of craftsmanship. The high-end luxury goods, most of the star brands are "outsiders" for our clothing industry, perhaps the success of the network red Taobao store makes the stars eager to try, but the clothing industry is not so simple.

As early as 2011, Taobao opened a star shop channel, made a collection of online stores opened by stars, and can be seen at the entrance of the star shop. As of the date of publication, today, 326 big stars have settled in, according to The categories are divided into jewelry accessories, digital home appliances, clothing bags, beauty skin care, home accessories, cultural play, maternal and child toys, books and audio and other nine categories.

Among them, there are 145 clothing bags, the largest number, probably because of the low cost of clothing, especially the "stars with the same model", which is very attractive to fans. But at the same time, the star brand at least in the early stage, only pay attention to the appearance of the clothing, and there is no professional version, fabric considerations, the main consumer group is in the fans, aside from the friendship level of this fan, most of these stores are not Competitive.

However, in this shop, more than 180 have closed down, accounting for nearly half of the total. Although as traffic itself, even with Taobao's platform traffic, not all traffic can be converted into purchasing power.

Different effects of star brands

Of course, there are some good things to do, such as Edison’s CLOT official flagship store, Xu Jiao’s weaving feather collection, host Li Chen and Pan Yibo’s NPC official flagship store, Zhang Wei’s ALEXISAVIGNE, and even an unexpected surprise is Qian Feng’s Hallway and so on, let's take a look at some of the more representative star brands.

Qian Feng's Hallway

Open the star store's homepage, the recommended is the money maple Hallway, with a curious mood to get in and get a surprise. It’s not that Qian Feng feels the aesthetics of science and engineering straight men, and the overall style design is very trendy. Graffiti and splicing elements are used more, preferring European and American styles, and things look very attentive.

Although the sales volume still needs to be improved, it can be regarded as a "treasure boy". This is a typical example of a trendy store that does not match the star's personal style.

CLOT

If the star shop is more successful, it is necessary to mention Chen Guanxi’s CLOT. The main style street fashion brand, the principal Chen Guanxi can also be said to be the representative of the trend, which is in line with the star’s own tonality. This year, there is still a catwalk. The development is good, and now the star brand of the catwalk is not too small. Carina Lau's ANIRAC and Xie Na's NAYANG are the star gathering places in the annual show.

His participation in the brand is very high. It is reported that he personally participated in the design and materials of the clothing. The brand style also continues the street fashion trend of the star itself. There are also many cross-borders, such as Nike, Converse and the United States. Hot brand SSUR and more.

NPC

The NPCs of the presenters Li Chen and Pan Yibo both have the meaning of "New Project Center" and also the meaning of "NIC PAN COOPERATE". This year's development is also not bad, Li Chen once said, "The media will help you to enlarge all the good things, let everyone see your efforts and achievements overnight. But at the same time, the shortcomings will be magnified, everyone knows you What have you done, they will come to your store with the most discerning eye, the same mistakes you make will be much worse than your peers if you commit."

In the shop home page can be seen very carefully, the overall tone and positioning consistent, the style is not bad. The highest total sales reached more than 11 thousand pieces. The overall price is not too high, Pan Yibai also personally brought goods in various hip-hop programs, the same sweater sales of more than 8,500 pieces. There are also cool mobile phone cases, light sticks and other peripheral products.

Many star shops are more inclined to their own style, such as Xu Jiao who likes Hanfu to open a collection of weaving feathers; after the new goddess of the goddess, Zhang Wei opened ALEXISLAVIGNE; the influx of daddy Chen Guanxi, Luo Zhixiang, and Yu Wenle opened The street fashion brand; the funny Xiaoyue Yue also opened a home snack shop that fits his feelings; even the red hotel of Zhao Wei, a fierce look, seems to be accidentally suitable.

But like Wei Wei, Li Liya, these microblogging fans, tens of millions of clothing, clothing is also good, their Taobao shop has not really been hot, Li Xiaoying's parent-child clothing has also been opened for a short time, Zheng Kaiwu The star brand (online shop) of the popular variety art coffee shop did not succeed in breaking the position under the good popularity and high exposure. Even if Xue Zhiqian had a hot Taobao shop in the past few years, it would be better to close the door before.

Why star brand development will be polarized

The same star brand, why is the gap between the two so clear? Before the consumer insight company Bomoda conducted a survey, surveyed more than 51 million Weibo posts, 2.3 billion related posts and comments, and more than 340 After thousands of WeChat articles, they found that although many Chinese stars can attract attention and cause problems, the ability to turn these flows into buying behavior is very low.

The main reason for this is that the endorsement brand does not match the purchasing power, and the star's own brand is also to some extent to ease the contradiction of this flow conversion, it can also be said that the flow of the most profitable industry.

But the star, whether it is an actor, a singer or a comic actor, has its own main industry. The certification description of the Taobaoxing store stipulates that the definition of the star shop is the store opened by the star himself or the shareholding store, which means With a star participation problem, Edison Chen's CLOT is the result of his own personal design, fabric and other details, the participation is relatively high, if the participation is very low because of busy, then the star brand and endorsement is no different. It will not be as straight as the star shop.

There are many kinds of star-opening stores, but most of them are still catering to young consumers (fans). Edison Chen sells the tide brand you like, you can wear it as cool. Then, if he started selling unpalatable grandma's clothes, can he still attract fans to come and buy continuously? Similarly, the style and quality of the products in the star stores are all in the endurance of fans.

Product design and quality are the core. The data from interviews and surveys show that the quality of products purchased at the star Taobao store is not good enough, so it will not continue to buy back. The quality problem of star stores is also consuming their own fans. The model is attractive, but in addition to diehard powder, most consumers ultimately look at the quality of the product.

This year's clothing industry is the peak period of brand reshaping. It has experienced the rise of designer brands, the local brands have turned around through fashion week, and the ups and downs of net red listings and star launches. It is not a clothing industry in which Taobao stores have gone global in the past few years. After consumers have tried different brands, they will choose the products they really need. If they want to convert them into direct consumption through the influence of stars, it is better to think about quality first. And design.