Before live streaming became popular, personalized IP was not new and had always existed. For example, Luo Zhenyu, the founder of "Luo Ji Thinking", the milk tea sister who became popular with pure photos, and the Fengjie, whose appearance and language are quite sharp, are all products of the development of the Internet.
This is a magical era, a person can rely on personal charm to create IP, and then set up a brand, in just a few years to sell more than 100 million.
The protagonist I want to talk to you about today is the dark horse of the red wine industry - the drunken goose lady.
From 2018 to 2020 Double 11, "Drunken Goose Lady" has always been the first place in the Tmall wine category, and in 2020, it will monetize 350 million yuan by IP content, and 618 will still maintain the first position this year.
How did the "drunken goose lady" who relied on personal IP to monetize get drunk on the whole Chinese?
Talk about red wine in a "human language" way
When she first made red wine self-media, the "drunken goose lady" relied on her sensitive sense of smell and used the way of "speaking people's words" to spread the content of buying wine, tasting wine, wine culture and so on to consumers. This also made her videos quickly popular on the Internet, with more than 200 million views on the network.
The reason why the content of "Drunken Goose Lady" can maintain freshness is that it is relatively professional and easy to understand. On the Internet, there is a saying describing her: "No matter how you question, the drunken goose lady is the most knowledgeable wine among Internet celebrities and the most grounded in the field of red wine." ”
Looking at the domestic red wine consumption group, most people do not understand wine tasting, and wine knowledge is difficult to popularize, such as soil, climate, humidity, etc., which is boring to listen to.
The "Drunken Goose Lady" initially started from Weibo, setting people as a young man who understands wine, and uses the popular language that young people can understand to share red wine knowledge. Targeting the younger group, she describes wine with imaginative language that gives it a soul:
"This wine makes me feel like Mrs. Perón."
"That wine, like a stuffy little sheep coming from a wet alley with light rain."
"There is also a bottle of wine like my quilt, soft, warm and breathable."
"Drunken Goose Lady" keenly cuts from young consumers and creates content in a human way, so that the original high-end wine market begins to sink, so that young people can also experience the fun of wine tasting. How does this make consumers not love?
How drunken goose lady uses personal IP
Sitting on 600w fans?
Of course, "Drunken Goose Lady" can gain the trust of fans, and it is inseparable from Wang Shenghan's personal background and IP as an authoritative endorsement.
Wang Shenghan graduated from Brown University in the United States, during his studies, because of his interest in red wine, he chose to study French le Cordon Bleu wine management, and then became a special guest wine critic of the French authoritative tasting agency "Bedandé Deso".
In order to make the "Drunken Goose Lady" quickly gain popularity, Wang Shenghan's distribution channels include Weibo, b station, Zhihu, Douyin and other platforms. Interesting expressions and rich and diverse content allow users to perceive the personal charm of "Drunken Goose Lady" at the same time, but also gain a new understanding of red wine.
But what is even more amazing is that Wang Shenghan has refined the content operation to the extreme, opening up different user content layers:
Red wine daily: wine recognition, diversified scenes are interesting and funny
Red wine living room: wine tasting, multi-person chaos tasting
Winpro: Wine culture, explaining wine culture from depth to breadth
8 years of uninterrupted content output, so that the "Drunken Goose Lady" Weibo fans reached 145W+, Douyin fans 370W+, Kuaishou 110W+, to achieve the whole network sitting on 600w+ fans of the brand matrix.
If the professional and interesting content highlights the charm of the personal IP of the "Drunken Goose Lady", then building a matrix on multiple platforms is to enhance the influence and popularity of the IP, so that the "Drunken Goose Lady" occupies the "cognitive highland" of the fans.
IP branding
Make fun in the wine, so that the wine is more affinity
It is undeniable that the success of "Drunken Goose Lady" has provided a new idea for the wine industry: nowadays, there are more and more brands, and it is difficult for consumers to form brand loyalty, but IP is different, IP is warm, Wang Shenghan found that the young group's demand for affordable red wine, through the creation of IP to shape the temperature of the brand.
In just one year of the brand's listing, it has rapidly developed into the first choice of "young people's entry into red wine". This also makes many people joke that the users of "Drunken Goose Lady" cannot be driven away.
Writing here, I would also like to mention to you a particularly interesting brand slogan of "Drunken Goose Lady" - "No drinks, no life", which means that the younger generation can more easily experience the joy of life from wine. The unique brand concept makes the wine more affinity and easier to gain the favor of users.
The audience of the brand is young people, and it is natural to move closer to young people in terms of brand building, and young people like "fun".
Let's take a look at how the "Drunken Goose Lady" is positioned for the product ↓↓↓
Goose Lady: Fresh design, antique beauty. A pot of goose girls do their best to enjoy the rest, only take the rice heart, abandon the rice clothes, no matter the cost, only for the essence. This is how the ancient Familu winemaking was made.
Baby Leopard: Cheetah's Kiss Cream Liqueur. The leopard-print design shows that the temptation is not only wild, but also known as a milk tea that can be drunk.
Lion Song: This can be said to be one of the many brands, there is no one. The brand design is very cute, but there is no lack of funny, before the new product is listed, this brother always loves to do things, and it is still a spoof, every gesture is a category. Therefore, the spiritual and cultural aspects are brought closer to the consumer.
Image IP represents the brand at the same time, but also represents different product types and style culture, through the image IP continuous output to strengthen the brand concept.
"Drunken Goose Lady" entered the douyin live broadcast
Will it still be smooth sailing?
Whether it is for IP-based individuals or enterprises, the way to monetize is an unavoidable problem.
Although "Drunken Goose Lady" has been very perfect in the creation of personal IP and product IP, "Drunken Goose Lady" has performed a slight struggle after entering the Douyin live broadcast.
Through the jitter check platform, check her live broadcast results in the past six months, and the sales volume stays at an average of about 14w per game, and there is no breakthrough for a long time.
After watching the live broadcast of "Drunken Goose Lady", I found the clue.
Originally, the founder Wang Shenghan could not maintain the live broadcast for a long time because he was busy, but in order to continue to bring stable income to the live broadcast room, she used a vegetarian anchor, which had a huge impact on the sales of the live broadcast room.
This can be well verified by the average number of people online and the length of time watched: there is no way to keep the audience!
Fans understand the "drunken goose lady" through Wang Shenghan, and have gone deep into the marrow of Wang Shenghan's professional and interesting personal IP image, but the way the ordinary anchor brings goods is only to introduce products and prices, which is obviously inconsistent with the IP image created by Wang Shenghan, how can fans buy it? Therefore, it is also reasonable for the "drunken goose lady" to show dissatisfaction on the live broadcast.
The realization of IP in the live broadcast room is a huge project, in which the anchor plays an extremely important role. If the anchor cannot combine the IP in the live broadcast room well and deviate from the expectations of the fans, then the bottleneck in sales is an inevitable result.