Image source @ Visual China
Text | Zinc scale, author | Starry Night, Editor | Chen Dengxin
The Spring Festival is approaching, and the taste of the New Year is getting stronger. The custom of sending red envelopes, which symbolizes festive and auspicious, has now formed two ways online and offline, among which online red envelope covers have begun to become a new battlefield for brands, distributors and micro-merchants.
This time last year, the joint red envelope between GUCCI and Doraemon was on the hot search. This year, Wang Yibo's fans grabbed the cover of the WeChat red envelope and paralyzed the public account. It is reported that many brands such as Daily Black Qiao, Xiangpiaopiao, Anta, Lenovo, and Rongtai have launched Wang Yibo cover red envelopes, but due to the limited number of fans, the number of fans who rush to buy is too much, and the public account is repeatedly overwhelmed.
On the one hand, brands have earned enough traffic, and on the other hand, some people have found new ways to make money from it. Some people distribute celebrity red envelope covers for free, but the premise is to enter the corresponding community and drain in disguise; some people resell red envelope covers, recruit agents, and do a profitable business.
Behind the small WeChat red envelope, new ways of playing will be derived every year.
"A letter is hard to find", a pain that only fans understand
"The service provided by the official account has failed, please try again later." For a week in a row, Miao Miao could only receive this cold news. After running with her again and again, she will leave a message under the brand's official Weibo to ask for an increase in the number of red envelope covers.
"I couldn't have imagined that I would fight like this for a WeChat red envelope cover." Miao Miao said that many brands endorsed by Wang Yibo have launched relevant red envelope covers, and as a fan, collecting these covers has become a basic operation.
On many platforms such as Xiaohongshu and Weibo, there are "pink heads" that have listed a complete list of red envelope covers. Detailed record of the specific time, public number or mini program, which brand party and other information, other fans only need to set the alarm clock, ready to finger grab.
However, they also did not expect that the difficulty of grabbing red envelopes this year was so great. After repeated defeats and hopeless increases, Miao Miao decided not to bother to grab it, but to buy several unique red envelope covers directly. According to Miao Miao, this is a pain that only "red envelope cover people" understand.
Fans summarized the collection time of the celebrity red envelope cover
In fact, celebrity red envelope covers can usually only be issued through official channels, and there may be a risk of infringement in the production and sale of them without permission. Still, there are people with ulterior motives who find a way to "crack it."
Zinc Scale found through searches on multiple social platforms, e-commerce platforms and second-hand trading platforms that directly indicate that people who can distribute the same WeChat red envelope cover of celebrities for free are usually otherwise pictured. For example, someone posted on Weibo that "this year I grabbed the WeChat red envelopes of Wang Junkai, Yi Qianxi, Xiao Zhan, Wang Yibo, and Wang Jiaer." Then put a link in the comments section and invite the group.
Some people in such WeChat groups are constantly updating the channels that can receive weChat red envelope covers, but people except the group owner and administrator are all banned. The sentence mentioned by the group owner in the rules shows the true meaning of the existence of such WeChat groups. The rules read: "The group will continue to update the free 0 purchase, wool, check-in red packets, takeaway red packets, big name spikes and other offers." ”
In other words, the group owner quickly grew his wool group through the cover of the celebrity red envelope.
In addition, some merchants have attracted a large number of fan customers by drawing the cover of the celebrity red envelope of the cartoon image. Zinc scale from one of the grades just reached a diamond store to see, this type of cover price of 9.9 yuan / one, valid for 90 days, one person one yard, can not be shared. And the merchant emphasizes that the cover of the red envelope will contain the enterprise font size, mind shooting carefully.
At the same time, in order to facilitate fans to choose styles, merchants will also attach the corresponding real photos next to the cover of different Q version cartoon star image red packets.
At present, the store has achieved a monthly sales of 500+ sales with only one link. It is worth mentioning that even such a red envelope cover that looks like homemade can actually see duplicate products in many stores. The so-called original merchant may also be just a dealer.
Spend 50 yuan as an agent, sales profits can exceed 40%?
As mentioned earlier, most of the merchants active in the first-line sales channels may be dealers or multi-level agents. Many more people who have their eyes on the business of red envelope covers have their eyes on the group of people who came to pan for gold.
In order to further understand the operation and profit behind the WeChat red envelope agent, Zinc Scale consulted with a micro-merchant who recruited agents and paid 50 yuan to become the agent of the other party.
According to the other party, learning to sell WeChat red envelope covers is very simple, according to the tutorial, less than ten minutes to get started. First of all, you need to download the WeChat store manager version APP and apply for the distribution of the goods of the main store. Then modify the sales price of the red packet, but it should be noted that some red packets will directly show the failure of the price change if the price is set too high.
The micro-merchant said to zinc scale, "The total store recommends adding five pieces to each red envelope for sale, but my experience is that adding one piece to each one will have a very amazing sales effect." She said that she currently publishes two circles of friends every night to promote her red envelope cover, and will probably receive 5 or 60 orders.
As for how much money does it make to sell red packets? Zinc Scale saw the profit of each red envelope through the background after becoming an agent.
Specifically, because of the "golden leopard" stem of the recent fire, the price of the corresponding red envelope cover is also higher, the supplier is priced at 7 yuan, the agent is 8 yuan after the price increase, the profit is displayed as 3.45 yuan, and the profit margin is 43%;
The supplier of the "Fuhu to" New Year explosive red envelope cover is priced at 2.99 yuan, and the agent is 3.99 yuan after the price increase, the profit is 2.04 yuan, and the profit margin is 51%;
The supplier of the dynamic fireworks series was mostly 3.99 yuan, and after the price increase, the profit was 2.39 yuan, and the profit margin was 48%;
The price of the spotted cat containing colorful animation and music is more expensive, the supplier is priced at 16.8 yuan, even if the agent only adds 1 yuan, the price has reached 17.8 yuan, and the profit of the agent can reach 6.88 yuan, with a profit margin of 39%;
Profit of each product represented by the red envelope cover agent
There is also a blind box cover series, divided into fireworks, kings, high-end and other series, the supplier price is between 2.68 yuan and 5.38 yuan, and the profit is about 1.5 yuan... In this distribution store, the supplier provides dozens of red envelopes, but in general, not many styles are original or high-quality, the so-called superior suppliers, may also be a certain level of agent, the price obtained after the layer of price increases may not be competitive in the market.
If you want to become a supplier, it is actually very simple to operate. The reason why many people can't make their own unlimited red envelope covers is limited by some hard requirements of WeChat officials, but some merchants have said that "whether it is an individual or a corporate user, you can help quickly open the red envelope cover author permission certification, no information can also be opened, unsuccessful no charge." ”
The price of this type of service ranges from 10 yuan to 50 yuan, but there are not a few people who buy this service. After all, if you just make red envelopes for your own use, the cost of opening the service is much lower than the cost of directly purchasing the cover, and you can update the cover you want at any time, and the operation space is greater.
However, some consumers complained in the comments that "people who will not PS suggest that they should not do it themselves, and the effort is not to say, the effect is still average." ”
In general, for the business of red envelope covers, from the surface, it is almost equivalent to making money layer by layer, and the methods are different. But whether you can find a source of customers, I am afraid you have to put a question mark. And no matter which way to sell in these links, the red envelope cover industry chain has long been classified into the gray industry chain.
Where brands must compete, gray production is rampant
The fundamental reason that has attracted countless people to this gray production is still inseparable from the huge traffic and economic value hidden behind the cover of the red packet. According to Tencent Marketing Observation's TMI "New Year's Flavor, New Law" report, during the Spring Festival in 2021, 7.8 electronic red envelopes were issued per capita, and 2.6 red envelope covers were collected, 80% of which came from brands.
The brand side has obvious publicity needs in the Spring Festival, the node of the surge in weChat red envelope interaction rate, coupled with the spokesperson's own fan appeal, it will soon receive a good response in the first time. And the two ways of limited sales and random patterns are indeed easy to bring impetus to fans to actively participate, which has caused fan behavior in the past two years to spend money to collect covers.
According to incomplete statistics on zinc scale, Several brands such as Mosen, Ou Shili, Red Rice, Peacebird, Snowflake, Uemura Xiu, Wang Fengfeng, Audi, Lenovo, Baijiling, Laiyifen, Daily Black Qiao, Rongtai, An muxi, Kolaqi, Lake, Liufu Jewelry, Andli and other brands participated in this year's New Year limited red envelope distribution activities, and the value behind the red envelope cover must indeed not be underestimated for the brand side.
The red envelope cover collection activity of "Knife Row in the Snow" is too complicated and the effect is average
In addition to the brand side, the recent hit TV series "Knife Line in the Snow" also included the event planning of the red envelope cover into the publicity. According to its official announcement of the event rules, after completing the four interactions of opening any membership package, watching for the first time, sharing with friends, and purchasing customized gift cards, you will get the corresponding red envelope cover. However, compared with the brand's regular cover grabbing activities, the planning of "Knife Line in the Snow" is more cumbersome, so the response is general.
"Where there are people, there are rivers and lakes, and where there are rivers and lakes, there are interests." WeChat red envelope cover, a product that has a certain significance for the platform, the brand, and the consumer, is believed to continue to play the role of "traffic password" in every Spring Festival. But it's time for the middlemen who do the ash production in the name of blessings to be kicked out of the queue.