Whether it is at home or abroad, the network Reds have been a great concern, their fans in the social media millions of millions to millions, the appeal can not be underestimated, more important in recent years they are becoming emerging high-income groups The
Spread is narrowing the Chinese luxury goods consumers back to the country, but the overall recovery of China's luxury retail sales may also be attributed to changes in consumer groups, net red driven by luxury consumption has become undoubtedly the power.
On the current domestic luxury goods market consumers, roughly divided into four categories.
The first category is those who dream of luxury goods consumers, this part of the majority of groups want to have a luxury, but their consumption is not the top luxury goods, but some luxury brand entry level of small pieces, such as the United States Makeup perfume series and footwear series.
The second category is to save money to buy luxury goods consumers, this part of the consumer is not a loyal consumer loyalty, the purchase frequency is small, often fancy a luxury need to save money to buy.
The third category is the fashion lovers, this part of the consumer want to give people the appearance of fashion, keep up with the trend of the image, the frequency of consumption is slightly higher.Usually, those who dream of buying luxury goods consumers are always younger, Lower but more numerous, easily through age and work changes into the second and third types of consumers.Each level of the crowd is shrinking.
The last category is the rich consumer or public consumers, this category is the luxury brand favorite of the highest degree of adhesion, the most loyal consumers, but now these consumers have been more rational, population size and total consumption Is reduced year by year, so the future of luxury consumption is not in these people, luxury brands need to get more power from the bottom of the demand pyramid.
At present, the net red belongs to the third and fourth category.Many fashion red most of the economic strength, through the purchase of luxury goods to share the experience and visibility.There are more other areas of the net red, such as beauty bloggers, Short video bloggers, etc., they gathered in the popularity also gained a lot of wealth.With the status and wealth of the upgrade, they began to have the demand and the ability to carry out luxury consumption.
Since the media columnist Xiang Kun told reporters, 'in the technology, the quality of short-term can not fundamentally improve the case, the net red in fact for the product to give more soft value.' So, more and more money is flowing to this A crowd.
According to the Financial Times, Greg Paull, head of the three-tier management consulting firm, a global marketing consultancy, said China Net Red and KOL are leading the rest of the world and are the first to become a true media carrier. To replace TV and paper advertising and other traditional marketing methods. Burberry, Dior and Jaeger-LeCoultre watches and other luxury brands are competing by hiring such as Wu Yifan, Lu Han, angelababy and papi sauce and other influential stars or net red to promote their goods.
With the multinationals hiring KOL as a means of selling goods to consumers who are eager to succeed in China, this group calls for an increase in remuneration. According to digital brand company Madjor's Kevin Gentle estimates that the product is at least 30 seconds for papi 'Paid 5 million yuan.
From the beginning of last year, venture capital began to pay close attention to the field of red content business, papi sauce to obtain 12 million yuan financing, according to fashion headlines earlier reported that China Net Red Zhang Daye income more than Kardashian, at least $ 46 million. The more segments of the network began to get rid of a single source of advertising revenue, the establishment of sustainable profit model can be predicted that in the foreseeable future, the net red crowd will continue to receive high income.
It is noteworthy that the red is large scale, the crowd is more than 50% per year to expand the rate of analysis and analysis, only in Sina microblogging fans more than 100,000 bloggers at least more than 5000. According to Ereli Consulting the release of the "China Net Red Economic Development Insight Report", at present, sitting on the '10 million + 'fans more than the number of Internet users increased 57.3% over the previous year, the total number of net fans reached 470 million people, an increase of 20.6%. The number of red and the growth of both fans.
High-income network of red people has become an important part of Alibaba's APASS members. APASS is currently the most mysterious and most spending power of the crowd, according to incomplete statistics, Maserati in China more than 10,000 members, at least There are more than 600 is APASS. According to Alibaba 2016 released a "Internet high-end consumer orange book" shows, APASS members from the net red, senior Taobao up, the new tide of the tide, business elite, a generation of four generations of people Composition, the amount of consumption is the province's Internet spending more than 5.5 times the median.
APASS launched about two years ago, it helped Alibaba to attract high-end consumers in their lunar cat and Taobao two online shopping platform to continue consumption in October this year, Alibaba Group Chief Marketing Officer Dong Benhong disclosure APASS members of the scale of consumption online at least 30 billion, according to data, APASS black card members of the size of the active members of Alibaba is about one ten thousandth, the average annual consumption of each black card will be up to 600,000.
This brings the second level of luxury consumption, that is, under the influence of red fans of luxury consumption.
Alibaba's latest release of "Net Red Internet consumer influence list" directly reflects the net red on the fans of the consumer influence.The list by the Ali data team based on Alibaba Internet retail platform, massive consumer behavior data, from the consumer The popularity of the net red, the impact of the red on the consumption of consumer goods and the surrounding red and its associated goods, shops, the transaction situation, the active network of red people in the field of network consumption to quantify the impact, 50 net red Internet consumer influence index.
The report shows that the highest score of the three indicators of the highest score of Sydney to become the most influential in 2017 the influential net red leader, Zhang Dayi to 94.8 ICT index ranked second, the top 10 of the net also included in the momo, Lin Shanshan, ANNA, zhao Daixi, Axi Ge, gold mushroom, Lin and the United States and the United States summer.
Consulting firm R3 and data analysis company Bomoda co-published a study shows that luxury brands and their net red and opinion leaders and other participation are also good, mainly because the bloggers and Chinese and Western stars in the microblogging and WeChat are Very active, including Dior, Gucci and Chanel in China's opinion leaders to obtain an excellent return on investment, Louis Vuitton, Givenchy and Estee Lauder chase after.
In fact, the impact of the net red on the fans are infiltrating into every area of life, they are in the social media when the graphic will always intentionally or unintentionally lead the fans of luxury consumption behavior. Deloitte's earlier report shows that digital consumption The interaction of buying behavior is exacerbated, and consumers spend 56 cents on each dollar for $ 1.
The first generation of domestic fashion network red choke mouth small pepper was invited to participate in the activities of luxury brands, in recent years, the explosive growth of red groups, income is also rising.
Although the current Taobao red or guide fans to buy their own Taobao shop self-products to Zhang Dayi, for example, the current scale has become the size of the Taobao business is about 100 yuan selling cheap models, but Taobao shop owner wear their own luxury The product is still through the daily picture to the fans to bring a strong consumer influence.
Especially in the visual picture led Instagram, the net sun out of the luxury goods are often in the luxury goods into a burst of money and 'net red' played a role in fueling. Dior's white lace cat with heels, Bally's side buckle Foot shoes, Alexander Wang and ankle boots, Balenciaga color sacks and so on the emergence of explosive, and many times should be attributed to the continuous exposure of the red.
Many consumers have such experience, did not like the luxury style, after a lot of net red after the use of suddenly become 'pleasing to the eye'. This 'imitation effect' more and more often occur in today's luxury consumption Social consumers with higher social media penetration are more sensitive to the guidance of the net red, and some analysts have pointed out that Chinese luxury consumers are still in the follow - up stage.
Therefore, the emerging luxury consumer groups not only include the current size has been very considerable network of red, they influence the fan groups also began to become a luxury consumer, or at least the potential consumers. In other words, the net red on the luxury Consumer groups, the impact of the structure, but also a lot of consumers do not buy luxury goods into a potential luxury consumers.
In this group of fans affected by the net red, including the third category of 'economic strength of fashion lovers', such as Rebecca fans affected by the purchase of limited edition color horse MINI consumers, including the first class' dream With consumers of luxury goods', and the second category 'save money to buy luxury goods consumers'.
Although the latter two groups of people are still unable to buy luxury goods, but still subject to the impact of luxury, the brand is more convenient to shape the public image, and they also have the potential to become a real luxury consumers.
But with the analysis of the question, whether the net red is genuine, it is open to question, but with the structural changes in China's affluent class, for the real income through the network of high-income people, the purchase of genuine luxury goods is becoming a trend Do not forget, the current domestic luxury consumption is not just for fashion, while still the status symbol of identity.
