How to treat the economic development scale and current situation analysis of network celebrities?

/f 1 1 F3 a 292 df 5 E0 fee 0 c 0 a 8 c 9576034 a 85 fdf 72 19？ X-BCE-process = image/resize, m _ lfit, w _ 450, h _ 600, limit _ 1/quality, q _ 85 The economy of online celebrities is represented by a young and beautiful fashionista, with the taste and vision of red people as the leading factor, making money selection and visual promotion, and gathering popularity on social media.

With the rapid rise of network celebrity economy, this trend has appeared on Taobao. Similar to the rise of Taobao brand, online celebrities spontaneously developed on Taobao and Tmall. 20 14 In the "Double Eleven" event, among the top ten Taobao women's shops, Redskins stores occupied seven seats, and some stores sold more than 10 million yuan. 20 15 12 Alibaba CEO Zhang Yong said that there are hundreds of online celebrities and more than 50 million fans on Taobao platform. Relying on social platforms such as Weibo and QQ, they quickly introduce fashion trends, pre-sale and customization on Taobao, and with the help of the powerful production chain of Taobao merchants, they form a business model of online celebrity economy. From September 2065438 to September 2005, Taobao launched a fashion platform for online celebrities. In 20 15, online celebrity stores accounted for the vast majority of Taobao women's clothing stores.

According to the Report on Economic Survey and Investment Prospect of Internet Celebrities in China from 2016 to 2020 released by CIC consultants, Internet celebrities have huge economic space, not just clothing. People's life is all-encompassing. Anyone who has technology and influence in some areas of the Internet age may become an online celebrity. In addition to beautiful women, gamers, photographers and professional travelers all have specific fan groups, which may affect the consumption behavior of fans and realize it. Therefore, in addition to clothing, the economy of online celebrities also includes e-sports, visual materials, tourism, maternal and child supplies and other industries, which has a great influence. In 20 14 years, the online shopping transaction scale of clothing in China can reach 615.3 billion yuan. It is conservatively estimated that the clothing market of online celebrities is expected to exceed10 billion yuan. Considering the huge economic space of online celebrities in e-sports, tourism, plastic surgery and other related industries.

1

abstract

Network celebrity, short for network celebrity. It was once a derogatory term in China. However, to become a veritable online celebrity, it is not enough to have a large number of fans on social platforms, but also to have a Taobao shop that sells goods.

Due to its strong liquidity, Taobao has become the largest platform for promoting lifestyles among online celebrities.

2

condition

20/kloc-Dong Xiaosa, who became the owner of Taobao in May, 2004, is the network anchor of the live broadcast platform, and every live webcast can get millions of onlookers. With the support of fans, in just over a year, Dong Xiaosa Taobao Store has become a store with three golden crowns, and its monthly income can reach more than six figures.

/a 87739 12b 3 1bb 05 1 120793 e 03d 7 adab 44 be d0 d 3？ X-BCE-process = image/resize, m _ lfit, w _ 450, h _ 600, limit _ 1/quality, q _ 85 network celebrity economy.

Zhang Dayi, an online celebrity shopkeeper, has 654.38 million+930,000 fans on Weibo. 20/KLOC-In May of 2004, she opened her own Taobao shop "My Happy Wardrobe" and won four crowns in less than a year. Moreover, whenever the store is new, the turnover of that day must be the first of all Taobao women's wear categories.

These two people's Taobao shops are just the epitome of the shops in "Network Celebrity". In the promotion of 20 15 6 18, seven Taobao women's clothing stores with top sales volume10 are "online celebrity" stores. Even in the "network celebrity" shops, there have been cases where a network celebrity shop has achieved five diamonds in just two months, which is called a "miracle" of Taobao.

It is reported that there are more than 1000 online celebrity shops on Taobao platform. In the "Double 1 1" activity on 20 14, among the top ten women's clothing stores, Red Man Store occupied seven seats; The turnover of some popular shops can exceed 10 million, no less than that of some well-known clothing brands. [ 1]

three

grow up

The growth path of online celebrities is quite similar: taking a young and beautiful fashionista as the image representative, taking the taste and vision of red people as the leading factor, making money selection and visual promotion, gathering popularity on social media, and relying on a huge fan base for targeted marketing, thus turning fans into purchasing power.

four

rise

Jin Ke, director of Taobao.com, said that the rise of online celebrity economy is inevitable. Thanks to the openness of Taobao platform, online celebrities have the opportunity to open Taobao stores and achieve popularity.

five

operate

When the network celebrity economy gradually rises, online celebrity incubation companies represented by Li Jia and durian Jia appear on Taobao platform. These incubation companies used to be successful Taobao merchants, but in cooperation with online celebrities, online celebrities are responsible for communicating with fans and recommending products, while incubation companies focus on the daily operation, supply chain construction and design of stores.

This mode of combining powerful forces has already shown its power. For example, the Lee family, which owns online celebrities such as "Choking Pepper" and "Aunt Guan", not only created a crown Taobao shop, but also attracted the attention of venture capitalists.

six

crowd

According to Jinke, the identities of the owners of "Internet celebrities" are colorful and diverse. Besides advertising models like Zhang Dayi and Yui, there are also independent designers Chen Xiaoying and photo.

/9 E3 df 8 DCD 100 baa 168 c 566734 c 10b 9 12c 9 fc 2e 08？ X-BCE-process = image/resize, m _ lfit, w _ 450, h _ 600, limit _ 1/quality, q _ 85, etc. In addition, some e-sports stars such as 2009 (Wusheng), Kokura, Miss, Duan Zishou "Don't shoot me" and others have opened Taobao stores, and their sales rank among the top in the industry.

According to the data provided by Taobao platform, the proportion of female users in Hongren stores is 7 1%, of which 76% are1female users aged from 8 to 29, concentrated in first-tier cities such as Shanghai, Beijing and Hangzhou. Internet celebrities choose Taobao platform, not only because Taobao is the largest online shopping platform in the world.

Internet celebrities are deeply rooted in the soil of Taobao platform, and they can develop better in the future. Jin Ke, director of Taobao, said that Taobao platform will also provide a series of support and help for online celebrity stores, among which related products specially designed for online celebrity stores are under development. In addition, the platform will also let more people know about online celebrity stores through iFashion channels, star stores, Taobao Daren and other products. Taobao platform will also take the lead in organizing online celebrity shops to negotiate with "China Quality Manufacturing" manufacturers, so as to achieve the goal of joining forces and further connect the online celebrity economy with the real economy.