Zhu Yuhui, her more well-known name is Sydney. On the day of the double 11 last year, Zhu Weihui (Sydney) parent company's trading volume of Sailail broke through 100 million in 350 seconds and sold 300 million a day. In this year's double 11, Zhu Yihui's six red-man shop transactions broke through 100 million. After the opening of the Double 11 for an hour, the top ten Taobao women's trades were seized by the Reds. From 2011, Taobao shop "Mrs. Qian" was opened to become a comprehensive organization of online merchants. From the head network red to the investors, how does Zhu Xihui think about the "post-network red era"? On December 16th, at the 2018 New Network Business Summit hosted by Tianxia.com, Zhu Xihui, the chairman of Hangzhou Yifan E-Commerce Co., Ltd., brought the title of “After the Red Age: How Original Brands Capture the Next Traffic†Speech at the outlet. In Zhu Xihui's view, the main form of the network red content has undergone a relatively large change. When the content was first run on the Internet, it will be displayed in the form of pictures and texts, but now it is more short video, live broadcast, including question and answer. the way. Therefore, the form of net red content has become more and more diverse. For the post-network red era, how the original brand captures the traffic dividend, she believes that the first is content marketing and multi-platform promotion, the second is the red matrix, and the third is brand empowerment. In the era of content-driven marketing, content marketing has become a tool to improve traffic. The Red Man economic system has a very important source of traffic, which is the flow caused by the matrix between different red-man brands. The red people use the brand's empowerment to make the brand's popularity and reputation become the evidence and help of the red man's business value. Therefore, it is possible to achieve relationship marketing and promote the exchange of brand values ​​between the two parties. (Source: Sydney Weibo) The following is the main content of Zhu Xihui's speech ( edited by "Linkian Network" ): First, let's take a look at the development trend of the net red economy in 2018. In 2018, both the number of net reds and the number of net red fans have increased at a large rate. From the data of Weibo, we can see that the number of Weibo nets increased by 51% this year, and the fan size increased by 25%. The field covered by Net Red is also different from the past. More reds will gather more in the entertainment or fashion field, but this year more and more reds are developing into more specialized fields, such as technology, health, and finance. , maternal and child fields. The main form of the net red content has also undergone a relatively large change. When I first started running content on the Internet, I would show it more in the form of image text, but now I have more short videos, live broadcasts, including questions and answers. Therefore, the form of net red content has become more and more diverse. The trend of net red economic development also shows that it is becoming more and more professional. Red people begin to treat net red as a profession, or choose to cooperate with professional institutions. At the same time, another more obvious trend is multi-platform. In the past we may rely on a relatively single platform, but now more and more platforms are emerging. For example, in addition to Weibo, we may also run our own accounts on other platforms such as Vibrato, Xiaohongshu, and Public Number. As a gathering place for traffic guidance of various platforms, Taobao also carries the attention of all consumers to the brand. Taobao is a base of my own personal brand or original brand. So far, I have a total of 6 original brand stores on Taobao, including women's clothing store, makeup, jewelry, living museum, mother and baby category. The number of followers of my clothing brand stores has more than 10 million fans, and the number of fans in the whole network has exceeded 20 million. Before 2015, I have been a single-store, single-brand operation model. In 2015, the year of the network red economy broke out. More and more network red hatching institutions appeared, and the network red economy business model became more and more mature. So in 2015, I set up a sail, hope to create an e-commerce solution for more reds by sharing experience with our own content, including supply chain resources and professional team resources. Incubate and create more independent brands and original brands related to the Reds. So far, there are more than 30 self-owned brands and original brands that have been hatched by Shengfan. We will customize them according to the different characteristics, different personalities, advantages and the fields involved in each red person. They belong to some brands that are personalized, differentiated and personalized. Today, with the continuous renewal of e-commerce traffic, hundreds of millions of traffic has created an ever-increasing brand value for us. In the early days, we got a lot of Taobao traffic in Taobao, because our style was still different in Taobao at that time. So in the early days we got a wave of in-stream traffic and accumulated for our own brand in the early days. However, in 2014 and 2015, we found that it is not enough to rely on Taobao's paid traffic. We saw Weibo, WeChat, including the rise of the shopping guide platform, and we also began to realize the importance of developing multi-platform diversion. Sex. Below I will talk about my experience of operating original brands in the past three years. I have summarized three points and share with you how original brands capture traffic dividends. The first is content marketing and multi-platform promotion, the second is the red man matrix, and the third is brand empowerment. First, in the marketing era where content is king, content marketing has become a weapon to improve traffic. In traditional advertising, we found that the distance between the brand and the consumer is very far. Most consumers do not know the background of the brand, the story of the brand, and the development of the brand concept. We need to tell fans through content marketing or tell consumers how brands are created. The brands we own should be the brands we create with fans and users. We will pass on the product development process or brand design concept to everyone through video and live broadcast. In this process, fans and users can feel your enthusiasm for the brand's professionalism or the brand. Therefore, in the process of co-construction, we have enhanced the user's awareness of the brand, the goodwill of the brand, and thus the conversion rate of our later product sales. So at this point, it is the advantage of the original brand of the red man brand or the Internet compared with the traditional brand. We can look at the recent Weibo content, we made a video content, including the middle of this is the way of graphic, we use Weibo's baby window function, through this window can directly point to the Taobao product page, Go to the shopping cart page and you can make a deal directly on Taobao. There are also some new shopping carts in the live broadcast, which can also be purchased directly. Not only on the Weibo platform, but also on the traditional social platform. In fact, this year we are also concerned about some new short video platforms such as Vibrato. In addition to vibrating, we also do some operations on the little red book or the public number on a daily basis, and we will not go into details here today. In this year, I also added my own personal make-up brand. I chose the Tmall flagship store with clearer brand value positioning to make the first launch, because my previous brand may be more in Taobao C shop, I chose the beauty. Launched at the Tmall flagship store. The lipstick sold 2,000 in 1 second, and the sales of the day broke 25 million. We also did a lot of content marketing, including in the development process, and also lived many times, talking to fans about color, texture, makeup and so on. The second one is about the mutual support of the Red Man brand matrix. There is a very important source of traffic in the Red Man Economics system, which is the flow brought by the matrix between different red-man brands. Let's see how Haofan quickly builds an original brand. How do we find a potential red person, train and evaluate them, then do professional services, and do some personalized brands in e-commerce. When the Reds started building the brand, we were able to give some detailed support. For example, we have a professional management team to provide them with fan management, self-media management, content distribution, store operations and so on. Our team of designers will provide different styles of teams based on the characteristics of each red person. Includes the supply chain team. For the Red Man brand matrix, many people may understand whether it is the meaning of incubating multiple accounts. In fact, it can be understood as the process of gathering sand into towers, that is, the mutual support of different red IP values. The style and products of each red brand are differentiated, and the market segments are different. So it is entirely possible for us to accomplish the final value of delivering traffic to multiple brands through the same traffic portal. The third thing to talk about is brand empowerment. I don't know if you have observed that in the past two years, more and more international big names have begun to extend their olive branches to the domestic reds, and they have begun to cooperate. The more popular way is to cooperate. The Red Man Community Economy is the focus of brand owners to tap the value of goods. Net Red shares a series of processes of brand products, word of mouth and grass growing on social media. The brand is based on the big data of the community to find the product positioning that suits them, find the consumers that suit them and the market positioning, thus driving the innovation of the products. The red people use the brand's empowerment to make the brand's popularity and reputation become the evidence and help of the red man's business value. Therefore, it is possible to achieve relationship marketing and promote the exchange of brand values ​​between the two parties. How to grasp the next traffic vent is a question that every original brand thinks about. In the next year's plan, we have initially formulated several directions. One is to continue to expand the scope of the Red Man Matrix and continue to incubate five stylish and quality independent brands. The second is to explore new traffic, deepen the content, build two existing independent beauty brands, and create more traffic portals. The third is two-way empowerment, deep cooperation with the brand, through the joint with high-quality IP and brand to open up more new explosions of traffic. Finally, what I want to say is that for all original brands, how to convert brand traffic into brand stock, and how to truly associate the brand with sales is actually an eternal topic.
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