▶ Orthodoxy ◀
Sina Weibo released the "2019 Celebrity White Paper" co-produced by Weibo celebrities and Ai Man Data yesterday (December 26). After 00, Yi Qianxi became the star with the most commercial value, followed by Xiao Zhan, Yang Zi, Di Lieba, Deng Lun, Zhu Yilong, Li Xian, Wang Junkai, Wang Yibo, and Liu Haoran.
Jumei analyzes the 2019 star white paper for you in detail, summarizes how star groups, fans, works, and commercial monetization will precipitate and transform on Weibo in 2019, and analyze what new directions will be in the future for cooperation between stars and brands. This article analyzes what new directions will be for the cooperation between celebrities and brands in the future from four aspects: traffic shuffling, celebrity endorsement, celebrity planting methods, and fans' favorite marketing methods.
2019 is a year of great waves and new life. More new generation idols have entered the public eye, artists have crossed borders, traffic shuffles, and rice circle culture has begun to integrate with more circles.
From Cai Xukun to Zhou Zhennan and Li Wenhan, the influence of idol "C bit" is gradually changing; Xiao Zhan and Wang Yibo quietly came to the era of "drama with people red" who came out of the circle with "Chen Qingling"; Yi Ye Qianxi's star commercial value list won the championship, and the new generation of idols are still impacting the brand market.
<h1 toutiao-origin="h3" >, the top traffic pool of stars will usher in a major reshuffle</h1>
1. Entertainment star fans exceeded 19.2 billion
In 2019, "entertainment stars" are liked by more people, the total number of Weibo fans rose by 15%, although the traffic of head stars is leading in a fault formation, but the distance from other artists is gradually shrinking, in the current era of Internet star-making, more young new forces have emerged, and the speed of traffic star change is getting faster and faster.
This is an opportunity and a challenge for the beauty industry, when choosing stars to cooperate, you can pay more attention to some potential stars in the middle waist, and after the cycle changes faster and faster, it adds more uncertainty for brands to investigate artists.
2. Rice circle culture began to integrate with more circles
The boundaries of entertainment content are becoming more and more blurred, new entertainment methods have emerged in the fields of cross-talk, beauty, e-sports, sports, etc., and beauty bloggers have also had fan stations, and the influx of these new forces shows that cross-domain cooperation among celebrities may be the future trend.
If Li Jiaqi is the hottest Taobao anchor and beauty blogger in 2019, I believe few people will refute it. This one is frequently on the hot search in 2019, and his fans are more powerful, and "all girls" are his fans.
Within a month, Li Jiaqi has successively dominated the hot search list for a long time because of #live broadcast rollover#, #Li Jiaqi Battle of Baiqueling#, #Double Eleven Li Jiaqi#, #Li Jiaqi shooting cover#, #If Li Jiaqi has voice navigation#, #Li Jiaqi KFC advertising #, etc.
3. The head anchor is star-like
Public data shows that Li Jiaqi, the "brother with goods", earned 200 million yuan in 2019 and Li Ziqi earned 160 million yuan.
In terms of net profit in 2018, the net profit of 2307 listed companies is lower than Li Jiaqi's 200 million yuan.
In addition to appearing in the live broadcast room regularly every day, he has successively appeared on two variety shows of "Happy Base Camp" and "Spit Conference", interacting with stars such as Zhou Zhennan, Lai Guanlin, and Yuan Yongyi. It also completed its first public speech and debuted on the cover of the high-end fashion magazine "Red Show". Even in the advertisement of KFC's "Christmas Fried Chicken Shop", Li Jiaqi's figure is still indispensable.
They have a strong ability to carry goods, sit on tens of millions of fans, serve as product promotion ambassadors, and participate in business activities. With the accumulation of traffic, Internet celebrity anchors continue to appear in the public eye and are active outside the initial platform. A variety of signs have shown that the trend of "starization" of head internet celebrity anchors is obvious.
<h1 toutiao-origin="h3" > second, the "secondary differentiation" of the cooperation between stars and brands</h1>
Commercial endorsement is an important indicator to measure the comprehensive quality of stars, and compared with the previous two years, the change of commercial value of stars is getting faster and faster. In 2019, a large number of new generation idols have emerged in the entertainment industry, and the beauty industry seems to be the most sensitive to this phenomenon, since 2019, more and more brands have turned their attention to some new forces of artists, tilting to them more and more brand resources.
From the top 10 list of celebrity commercial value in the second half of the year, we can take stock one by one, and we will find that a lot of traffic has obtained brand-level cooperation endorsements from beauty brands.
In March, it was officially announced that Yi Qianxi had become the brand spokesperson of GIVENCHY Givenchy Beauty in China, upgrading from a makeup spokesperson to a full-line beauty endorsement.
Of course, the endorsement upgrade is also because of its super high ability to carry goods, last year's Double Eleven Givenchy brand sales alone increased by 252%, and also entered the sales of 100 million yuan stores.
Xiao Zhan also officially announced two big-name endorsements this year, namely Estée Lauder Asia Pacific makeup and fragrance spokesperson and Estée Lauder brand ambassador, coincidentally, before the double eleven, Estée Lauder signed Li to become the spokesperson for skin care and makeup in the Asia-Pacific region, and these two traffic students also let Estée Lauder's Tmall Double 11 pre-sale results this year reach a new high, and the transaction volume reached nearly 500 million yuan in 25 minutes, exceeding the turnover of last year's double 11 full day.
In addition, Zhu Yilong has also become the fragrance of this year's beauty brand, becoming the most concerned star TOP1 of the fragrance makeup brand, and he has also helped L'Oréal Paris to become the TOP1 of the Tmall beauty category, helping L'Occitane to ascend to the Top 1 of the Tmall body skin care category.
In addition to foreign brands, in August, Baijiling announced that Di Lieba had become its makeup spokesperson. Mei Skin Bao also officially announced Deng Lun as its latest brand spokesperson.
From the overall trend point of view: brand-level cooperation increased significantly, product-level decline products significantly.
In addition, the head artist endorsement project is diverted, and the waist artist gets more endorsement items.
<h1 toutiao-origin="h3" > third, VLOG, short video has become a new position for brand marketing</h1>
Since the beginning of this year, more celebrities are willing to send VLOG to share daily life on platforms such as Douyin and Xiaohongshu, and these daily high-quality content has also become a new position for brand marketing.
If you mention the celebrity shooting VLOG, Ouyang Nana is definitely impossible to get around, Ouyang Nana will often share some of her daily wear and daily makeup on its Weibo and ins.
Before Fan Bingbing carefully recommended some of his daily skin care products on the Little Red Book, it also triggered many brands to sell "out of stock".
Speaking of the originator of the star with goods, I have to mention Faye Wong, whose daughter Wang Yuyan disclosed her daily dresser on Weibo a few years ago, making its inbound brand sales rise sharply, and even sold out. It is also from this time that brands find that unintentionally exposing the brand in this daily life is also a good way to promote the brand, so in the era of star short videos, the way for beauty brands to plant grass implants will be more and more, and the forms will be more diverse.
<h1 toutiao-origin="h3" > four, what kind of "golden father" is the favorite of fans in this year</h1>
1. The brand has exclusive materials and resources to make it easier to link fans
Among the promotion methods of the brand side that are more attractive to fans, the first vote is that the official account of the brand side releases exclusive video materials, accounting for 76.1%. Therefore, more and more brands will cooperate with celebrities on Weibo with some exclusive micro-movies to achieve the role of promotion.
Recently, Zhao Wei for the first time directed and L'Oréal Paris to cooperate with a step micro-film "Time Magic Calendar", the first trailer has been launched, and this micro-film is to promote its newly launched L'Oréal Little Honeypot.
L'Occitane released a small tidbit on Weibo that its spokesperson Zhu Yilong filmed an advertising film for him, making fans shout cute.
The second-ranked interactive method is the advertising space of app such as open screen, hot search, and information flow, accounting for 74.9%, and the beauty industry seems to be comfortable with this promotion method.
I believe that most people will feel this way, when we open the vibrato, Weibo, Taobao, beauty categories of open screen advertising must occupy most of the country.
2. Fans prefer online promotion resources
In the brand side of the promotion is what factors affect whether fans consume, online promotion resources have become the largest proportion of an option, accounting for 77%.
When online channels become the channels that major brands pay the most attention to, fans also hope that more and more brands will tilt the resources of activities to online channels, so we can find that in these double eleven, double twelve online marketing nodes, major beauty brands spare no effort.
And when Taobao live broadcast after the big hit, the brand side is the biggest activity resources to the head anchor's body, will also invite their own brand spokesperson as a guest in the live broadcast room, between Lancome's image ambassador Liu Tao came to Li Jiaqi's live broadcast room, interact with fans, and that day #Liu Tao painted Li Jiaqi three colors lipstick # on Weibo hot search.
Zhou Zhennan also won the title of "2G" boy for the funny reaction in Li Jiaqi's live broadcast room, and there were countless fans.
2019 is a year of dilemma and new life, as the beauty industry that is closer to entertainment, we have seen some new generation idols come to the public eye, some cross-border artists in the field of entertainment stars, and also see more and more stars begin to try to live stream goods.
The star industry, which is in a period of internal integration and cross-border integration, has put forward higher requirements for beauty brands and platforms. Grasp the changes, adapt to the challenges, and constantly update the operation gameplay and marketing logic, in order to go further and further down this road.