Wen | Wang Yaqi
Editor | asked
In addition to sleeping for ten hours, can you and Olympic champion Gu Ailing have one more thing in common?
This year's consumers have proved with strength that the same snowboard, the same snow goggles, the same snow suit and even the same Olympic five-ring nail art... All can be owned. On the Little Red Book, the number of #Gu Ailing's same #notes has exceeded 1800: FACTION's snowboard, Oakley's snow goggles, Anta's ski gloves, Tiffany's ring... Although it is impossible to get the "big heroine" script of the same model as the frog princess, Gu Ailing, whose beauty and wisdom and physical strength have fully blossomed, has obviously triggered another wave of wild consumer enthusiasm among consumers.
With the words "Gu Ailing Recommended", Luckin Walden ski lattes and blue velvet snow lattes are now hard to find;
In the Tmall flagship store, the brand side skis marked with the five big characters of "Gu Ailing same style" sold for one month a day, and the inventory was already in jeopardy; even in the A-share market, a listed company named "Yuanwang Valley" was nicknamed "Gu Ailing" concept stock by shareholders because of the company name and Gu Ailing (looking at Gu Ailing to win the championship), and it was jokingly called "Gu Ailing" concept stock by shareholders, and it gained two stop-and-go boards in succession.
After advancing to the ski women's big jump final, Gu Ailing deliberately showed the camera the dragon painted on her snowboard and clothes. "These are all designed by me, I have always paid special attention to fashion, I am also a model, I hope to show the Chinese elements to the world at the Winter Olympics through skiing." This set of ski equipment designed by Gu Ailing himself, printed with dragon patterns and Chinese characters "Gu", has now been arranged - the iconic "winning snowboard" with red dragon patterns, on the day of the 8th victory, tmall flagship store sales soared by 450% year-on-year, as of press time the merchant inventory has been insufficient.
When talent and hard work are seen, netizens choose wild consumption, behind the "Gu Ailing super ability to carry goods", is another awakening of national consciousness.
Tap water that pays for "Gu Ailing"
The dragon pattern snowboard used by Gu Ailing on the day of the championship was from the Swiss high-end ski brand FACT.
Ning Xuanhuan, head of marketing in China, told E-commerce Online, "Because of the good results that Ailing has been doing, we actually have certain expectations for traffic explosions." "On February 8, gu Ailing won the first gold medal of China's snow project with a total score of 188.25 points, and the number of independent visitors to the FACTION Tmall flagship store increased by 945% year-on-year, and sales increased by 450% year-on-year on the 7th." The best sold is the Ailing co-branded genius Gu Yan series, which sold 32 pieces on the same day, and this high-priced commodity of 3440 yuan after the discount is almost the usual month's sales, of which three colors are dragon patterns, and the red dragon patterns of the same model of Ailing have the highest sales, selling 20 pieces. ”
The reporter learned that in order to prevent the Excessive Commercialization of the Olympic Games and reduce the advertising effect of Olympic sponsors, Article 40 of the Olympic Charter clearly stipulates that the names, photos and performance of participating athletes, coaches, trainers, officials in the competition cannot be used for advertising during the Olympic Games, unless approved by the Executive Committee of the International Olympic Committee. Therefore, faction and other related brands, warm-up activities are completed before the start of the Olympic protection period on January 25, Gu Ailing won the day of the influx of traffic and sales growth, more is the consumer level spontaneous active search behavior, there is no planned marketing delivery, and the product detail page does not mention the Olympics.
"If you want to talk about publicity, we will also shoot some short films to introduce skaters and our products, starting from December, basically released in their own official matrix, weekly push, a little bit to penetrate, in addition to Ailing there are many other excellent athletes." But these actions are relatively pre-emptive, and the blank period during the Olympic Games is not to do new product releases or promotions directly related to the Winter Olympics or athletes. But judging from the rhythm of the explosion of traffic, it is indeed relatively suitable for the event - when the freestyle ski women's big jump preliminaries were held on February 7, the number of visits to our store began to increase significantly and steadily. Ning Xuanhuan said.
In other words, this consumer boom is more like a tap water behavior driven by the celebrity effect and the national ice and snow sports.
Ning Xuanhuan told reporters that the cooperation between FACTION and Ailing began two or three years ago, and the dragon pattern snowboard used by Ailing was released as a new product in October last year. "Because the snowboard construction period is long, it usually takes 3 months, and our snowboards are produced in the summer. The stock of the entire series of three colors is about 800 pieces, and the color is basically balanced production, in fact, there is no arrangement for the increase in the production of the red model. This time the circle was indeed a surprise, but the inventory was indeed relatively limited. The red dragon pattern snowboard used by Ailing when it won the championship, the online inventory is currently insufficient. Gold sizes like the 164 and 171 are already sold out and in short supply. ”
Nowadays, on e-commerce platforms and short video platforms, the search for "Gu Ailing same model" has a corresponding associative word. Gu Ailing's Olympic five-ring nail art was fiercely planted with grass, netizens: Now the pressure is given to the side of the manicurist. Su Yiming, Gu Ailing, the same snow mirror brand Oakley, after the start of the Winter Olympics, came to the Tmall flagship store to consult a lot, on February 9, the store turnover increased by more than 600% year-on-year. With the influence of outstanding athletes, a series of extensions in the field of commodities and fashion allow brands to participate in the celebratory atmosphere.
Eat the Olympic dividend by "betting"?
Why are consumers willing to pay for Gu Ailing? From the perspective of personal charm, Gu Ailing is enough to attract the attention of young people - only 18 years old, world champion, Stanford high school student, beautiful female scholar, good at a variety of instruments and extreme sports, cheerful and terrier. The most valuable thing is that in addition to ability and appearance, there is a distinct personal style and attitude.
On the field, dare to risk failure, try the difficult action "1620" that you have never succeeded in, and win the championship in one fell swoop. In a post-match interview, Gu Ailing said that she did not come to beat other athletes, but wanted to break her own boundaries, regardless of whether the action was successful or not, "I won." Off the field, in the face of the sharp nationality questions of the US media, the answer was generous: "I think sports can unite everyone, sports do not need to be related to nationality, all of us are here in the hope that we can continue to expand the limits of human beings... If someone doesn't believe or like me because of that, then it's their loss. ”
Strong strength, dare to challenge, clear goals, love their own country, is Gu Ailing's first out of the circle, win the favorite label, but also the reason why consumers are willing to pay for it. The comment "Let her earn, she deserves" followed.
A copy of the Gu Ailing cooperative brand produced by netizens
According to the Beijing News, before 2021, Gu Ailing's endorsement fee is still around $1 million. After February 2021, she won two gold medals at the World Extreme Games and the World Championships, quickly pushing up the endorsement fee figure, first $1.5 million and then $1.8 million. Today, the cost of a new endorsement by Gu Ailing is about 2.5 million US dollars after tax, equivalent to more than 15 million yuan. At present, Gu Ailing holds more than 20 endorsements, and the endorsement income exceeds 200 million yuan. According to Tianyan' inspection, there are 29 applications for the "Gu Ailing" trademark, of which 11 "Gu Ailing" trademarks applied for by zhang mou in June 2019 have been registered, and the classification involves education, entertainment, advertising sales, etc. The remaining applications showed rejection or invalid trademarks.
But strong consumption power can hardly be said to be the expectation of the brand side. The logo of "Gu Ailing same paragraph" is because of the identity of the spokesperson, not the "traffic password" specially provided for the Winter Olympics. For the external evaluation of the "find athletes to endorse like a bet, get the gold medal and earn double", Ning Xuanhuan believes that this is not the logic of the real situation. "In fact, we don't follow the rhythm of the event to find a spokesperson, because the reality is that we can't predict who will participate in the competition, and many athletes may be very good, but there may be injuries or some unexpected circumstances in the training competition, which may cause him to not be able to participate." Our logic, the first is to look at business capabilities, that is, the technical level, and then to see whether the style fits and the influence in the circle. ”
For example, faction consumers are mostly young people aged 25-35, accounting for 60-70%, and they are more inclined to find a spokesperson with a distinct personality, and Gu Ailing is a fit. The reporter noticed that Gu Ailing's endorsement categories are mostly fashion and sports brands, which is often a style fit, which is to deepen the tone of a certain aspect of the brand through Gu Ailing: sports brands get professional endorsements, fashion brands highlight unique brand personality... "Like ACTION cooperation, there are actually more than 20 skaters, and they are very good." We pay more attention to the benefits at the brand level than simply sales. Ning Xuanhuan said.
Athletes become behind the king of cargo
The Olympic Games are a sporting event and a commercial feast.
After Yang Qian won the first gold medal at the Tokyo Olympics, she brought fire to the little yellow duck hairpin, carrot hair rope and pearl nail art. Chen Meng's "table tennis racket" necklace and Hou Zhihui's used wind oil essence also appeared on the Taobao Olympic popularity list.
After one hot search after another, the small and medium-sized merchants of China's e-commerce platform have exported one "Olympic explosive model" to the world with their hot search response and product innovation, conveying the Olympic spirit at the same time, but also making the "Olympic economy" alive. Behind it is China's perfect industrial chain and supply chain, and the strong ability of full-link rapid response and customized production.
Returning to the athletes themselves, China's Olympic economy is hot, inseparable from the star effect of Olympic athletes. However, judging from the sports stars who have been outstanding in previous large-scale events, it is not necessary to win the gold medal to become the king of goods. In addition to excellent business ability, rich experience and distinct personality are all hard requirements hidden behind.
Behind the 32-year-old Su Bingtian winning the championship and breaking the record, what is valuable is the spirit of perseverance that does not accept defeat; the yusheng knotting string with asthma, overcoming the limitations of physical fitness, is the love of dreams shining; the same is after 00, Yang Qian, who is also a scholar and a tsinghua student, is hidden in the depths of a high degree of self-discipline and a high degree of clarity about life goals.
These athletes with their own traffic physique often gather the core of traffic and are their deep spiritual characteristics.
"So we will also find that some products with more personal characteristics tend to arouse consumers' demands for the same model." For example, this time Gu Ailing's snowboard and snowshoes, the iconic dragon pattern is very her personal style. Tmall ski industry operation Xiao Er Xiaoyuan told "e-commerce online" that standard products such as snow poles, as well as ski helmets and ski shoes subject to the size of heads and feet, from the trend point of view, the effect of "xx same model" will be relatively weak. In the same way, yang qian, who was brought to the fire last year, also has a strong personal characteristic, and a certain empathy effect allows consumers to choose the same model.
In the Olympic arena, athletes win glory for the country, first of all, a high patriotic feeling, which brings a high degree of national self-confidence, which is more likely to be transformed into a strong wild consumption driver. Especially after the frequent collapse of the entertainment industry, the positive image of athletes has made consumers have no consumption concerns. From the earliest Li Ning to start a domestic brand, to the later Chinese people to buy the explosion of Hongxing Erke live broadcast, its behavior trajectory is essentially the same: it is based on the awakening of national consciousness, supplemented by the personalized spiritual core of athletes and brands.
Similarly, tapping into the commercial value of athletes is not without its challenges. Unlike entertainment stars, the intensive training and events of in-service athletes are difficult to have high-frequency interaction opportunities with fans, and retired players no longer participate in competitions, and their exposure is not enough to support their popularity for a long time. However, in the past two years, changes have gradually occurred - athletes are no longer just athletes, they may be "inspirational idols", "crazy demons", "comedians" and even "duanzi hands", richer characteristics, more three-dimensional life display allows them to win more people's love, but also have more exposure opportunities and rich income, so that their business life cycle is longer. From this point of view, Gu Ailing's "Big Heroine" script will not be the end of the story, and the next "Gu Ailing" may also be in the near future.