Beautiful Li Zixuan, secular commercialization Stone
The ancient wind food girl Li Zixuan once again boarded the hot search. This time, she was invited to serve as the first "Chinese Farmers Harvest Festival" promotion ambassador, but also invited the national labor model Shen Jilan, crosstalk actor Feng Gong, scholar Feng Yucai, and the father of hybrid rice Yuan Longping.
To become an ambassador for the promotion of Chinese culture, to be named and praised by the mainstream media and experts, and to "stand shoulder to shoulder" with distinguished scientists... This should be the highest treatment of domestic net red.
Unlike other red goods network, the red of lizizi is export to domestic sales. While other networks were selling loudly among all kinds of live streams, Mr. Li won tens of millions of fans on YouTube, with a total video stream of more than a billion, becoming the first Chinese creator on the platform to have more than 10 million fans. Like all other net-a-goers, Li's fans have come from all over the world from the start. In North America, Europe and East Asia, thousands of young people have become her die-die powder.
Using the word "net red" to put Li Zixuan and Li Jiaxuan, Via and Zhang Daxuan together completely dwarfs her great value, whether it is commercial value or the value of Chinese culture's external communication.
Can Li Zixuan get out of China NetHong only traffic without brand "magic spell" to create a long-term development potential of commercial brands? Could there even be more ambitious plans to build a world-impact food brand?
The story of how Li Zixuan "burst red" has been discussed in many articles. A Sichuan girl who grew up in the mountains, after years in the city, in order to take care of her elderly grandmother back to the countryside, began to shoot short videos, with traditional Chinese food culture as the main line, with beautiful ancient style lens language, the rural life is pictured. Many people feel that watching her video is "very healing" and awakens people's inner yearning for the hidden life of peach blossoms. This yearning is clearly borderless, even as cultural and geographical distances create greater appeal. It is this natural interpretation of traditional cultural aesthetics that has given her a big wave of overseas fans.
However, compared to Li Zixuan's video content, what interests me more is that she is different from other net-red "unique". Sina Weibo has more than 20 million followers, and YouTube has more than 10 million followers, so if she's willing to pick up ads and put them in a video, it won't cost less than Papi at the hottest time.
After all, ad implantation is the most mainstream form of commercial realization for internet red people. In the operation of MCN, the ordinary net red will start to pick up small ads when the number of fans to increase revenue, if the fans more than 10 million, net red IP will mostly invest in variety film and television and other fields to make money, to achieve the network red to the artist's identity change.
But Mr. Li neither received the ads nor participated in the commercials, cutting off a huge revenue channel. For a long time, the food she made in the video was mouth-watering, but there were no "buying links" like other bloggers.
It wasn't until the seventh night of 2018 that the "Li Zixuan Flagship Store" launched on Tmall. On-line 3 days, 5 products sales broke 10 million, in a number of vertical categories to obtain sales first. In 2019, Tmall's stores will have total sales of 71 million, while the Lizi brand's offline stores will also open in Beijing.
In addition to the sale of products of the same name, another revenue channel for Mr. Li is the division of the video platform. Of these, YouTube has the most revenue. According to YouTube's business model, broadcasters have four main revenue streams: broadcast browsing, ad implantation, fan appreciation, and live streaming revenue. Li Zixuan's income mainly comes from the first category, the general video can usually play more than 5 million, the highest one playback of more than 40 million. According to Knox Influencer," Mr. Li's annual revenue potential could reach Rmb40m based on YouTube's traffic share alone.
While producing content, creating a personal brand, Li Zixuan's model bears some resemblance to the "cosmic blogger" Chiara Ferragni mentioned in the author's previous article - Chiara produces fashion content through The Blond Salad, gathers traffic, and directs it to the sale of her design line of the same name.
The two men's attitude towards advertising and foreign capital is equally cautious: Chiara on the co-brand selection strict, must be in line with personal style positioning, and later abandoned the advertising implant model;
Of course, just as Chiara has a professional team, li Zixuan also has a master of deep content operation behind him. Liu Tongming, CEO of Hangzhou Micron, noticed her in 2016 as "Li Jiajia" and began to participate in the planning and packaging of video content, creating today's "Li Zixuan" step by step. By then, Micron was already a mature MCN company, one of Weibo's 12 core partners, Guo Fucheng's wife Fang Wei, and one of the net reds they signed up for and successfully built.
In July 2017, the two sides jointly established Sichuan Zixuan Culture Communication Co., Ltd., with Li Zixuan and Wei Ing holding 49% and 51% respectively. It can be speculated that a series of brand marketing and development ideas, more or less reflect the business logic of 眀's business.
In this way, Li Zixuan is perhaps the most promising to become the "Chinese version of Chiara" online red. Chiara's shoe brand of the same name not only sells amazingly, but is also recognized in design and quality, and forms a good interaction with Chiara's brand image. Li Zixuan's video content has gained a win-win situation in word-of-mouth and business, and also smoothly led fan traffic to the brand of the same name products. So, the most critical thing now is, can these products catch the traffic from the content and add to it?
At present, the products of lizi Tmall flagship store are mainly divided into three categories, one is Su-made sauce, spicy sauce and other condiments;
Most of the production process of goods has been filmed as a short video, and Li Zixuan's usual works are almost no different. A bottle of su-made sauce, from the tree to pick fresh walnuts, bamboo basket put four different origins of chili peppers, fresh apricot mushrooms cut into clockers, peanuts fried after the bag in the yarn rub, remove red skin ... Every step is pleasing to the eye, and the finished product is mouth-watering. The only change is that the video ends with a glass bottle with the logo "Plum" printed on it, a spoonful of chili sauce spoonfuled into the bottle, no too many brands exposed, everything is done.
But this "low-key" does not prevent the product sales of hot, Su-made sauce online, a large number of netizens set the alarm clock, keep the whole point to grab the sauce, this is the charm of Li Zixuan - she is almost silent in the video, there is no advertising language to emphasize how delicious the product, but with those calm and orderly rhythm, and antique pictures, and they show the pastoral life, netizens will automatically add endless imagination for the product.
However, this kind of imaginary projection of the product may also become a double-edged sword. On the one hand, the sophisticated production process presented in the video, the all-natural production of ingredients, will make people have a strong desire for the product, and quickly into a purchase;
In the video of plums, all the raw materials are pure natural, small screw lions are fished in the river, peach blossoms are picked from trees, fruits and vegetables are grown in the yard, powder from the front of the lotus pond, tea is also wrapped in lotus fragrance ... These elements are an important reason for her food to be heart-tinging. But it is clear that real manufactured goods cannot be produced in this way.
When consumers found that lizi screw lion powder is actually produced by Guangxi Zhongliu foundry, laurel nut powder from Hangzhou Wanlong, chili sauce from Sichuan Ko Daxiang, and the video of Yangchun snow ten miles peach blossoms have nothing to do with, but the price is more expensive than the same products of the foundry several percent ... There is no doubt that there will be a huge drop.
From the mountains of ingredients, exquisite hand-made, idyllic slow work, these should be the core values of the unique products, but because of the demand for quantity was abandoned, in the long run, won sales, but will lose the brand.
Besides, to put it another way, the most important thing about food products is taste. The story of Tao Huabi, the founder of the old dry mother is moving, from a certain point of view, its personal charm does not lose the lizi, so many years to create the unique brand, but can become a generation of next meal, relying on the oily peppers "delicious to forget".
But the product of Li Zixuan, so far no one in the taste of surprise, even remember. Judging from the comments, said "delicious" a lot, but not good enough to afford such a high brand premium. Consumers may have the impulse to buy because of the word "Li Zixuan", but after the impulse to meet, will there be a second third purchase? After all, these products are nothing special, "Li Zixuan" screw lion powder, "Li Zixuan" powder, but the label of Guangxi Zhongliu lion powder and Hangzhou powder. That being the case, why not just buy the latter, which is cheaper?
Versatility is a major trait of lizi powder absorption. Making hot sauce, brewing fried tea these naturally not under the words, even Lanzhou ramen such technical work, also do a good job. However, "anything will" people set, the video content is a plus, but not necessarily to do the product. Spend a few months learning Lanzhou ramen, spend half a year learning embroidery, the production of four treasures, these pay enough to produce good video content, but to do a good product, but far from enough. Old dry mother to do chili oil is 30 years, Wang Zhi and specialize in tofu milk, which has a dominant position in a field. When Chiara first started her personal brand, she used only one wink shoe to establish recognition. And liZiZi's flagship store product category is numerous, there is no prominent memory point, I am afraid that the end will be all the people.
Li Zixuan already has most of the conditions to build a brand: high-quality content, good reputation, appeal and stable fans ... What is missing now may be the deep work on the product.
In the video, Li Zixuan shows a fearless challenge, excellence, and strive for perfect image, she can brave 40 degrees of heat in the outdoor station for a few hours, only two or three seconds of footage; The video not only shows a beautiful classical pastoral life of the interpreter, but also some revealed that Li Zixuan can withstand loneliness, willing to endure hardship, willing to innovate, willing to play the spirit. If you put this trait on the product, more patient, more focused, may become a new generation of national brands.
Li Zixuan's products are limited to food, which is the right choice for her and the team. On the one hand, this is closely related to the content of Li Zixuan's creation, and more importantly, the food industry is a huge profit, a large number of brands. In China in addition to dairy, cooking oil and a few other areas of the emergence of individual large brands, in most areas, food brand concentration is very low, engaged in food production enterprises management level and brand awareness are quite backward, which for the successors to create food classification brands provide a huge market space. What Li and her team need is to further reduce and screen the categories, and then keep the production and circulation of the product firmly in their own hands.
Many of my young colleagues in the office are already customers of the Li Zixuan brand, and I ask them what the motivation is to buy, and the answer is, like to spend money to support. In the pursuit of stars, like and refused to spend money is called "white", this vulgar word hidden under the values of young people. Spend money, have action, it's called really like.
Rejecting the culture of "white slug" is the basis for the transformation of online red and star business value, and also the necessary prerequisite for the transfer of traffic to brand.
The traffic dividend brought by fan culture can only support the early stage of brand building, fans are the angel investors of the brand, and brand building is a relatively long process, must be built on the product. This transition may seem simple, but it is actually a painful fission. For NetHong and the team, it is actually a cross-industry re-start-up, which is why other domestic NetHong is keen to bring goods, rather than to build products and brands.
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