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中国网红巨大营销能量 商家靠网红吸引粉丝提高销量

2017-07-15 00:52:06   参考消息

参考消息网7月15日报道 外媒称,Gogoboi在一个月时间里一直穿着与《口袋妖怪》的角色相配的服装。与安吉丽娜·朱丽一样担任联合国难民署亲善大使的姚晨和难民在一起。

据《金融时报》7月10日报道称,与美国网络上的明星一样,中国的“关键意见领袖”是一个多样化的群体,从邻家女孩到知名演员都有。他们号称有数百万粉丝——女演员姚晨有8000万粉丝——与美国同行一样,也有一些人搞得一败涂地。但他们有一点比西方的名人强:他们将生活“货币化了”。

报道称,全球性营销咨询公司——胜三管理咨询的负责人格雷格·保罗表示:“领先于其他所有国家,中国关键意见领袖已经率先成为一种真正的媒介载体。你们很多人会使用电视广告或者其他宣传方式,而在中国,大多数营销者还有关键意见领袖策略。”

2011年6月20日,“微博”网红姚晨在港出席世界难民日系列纪念活动。新华社记者宋振平摄

从洗发水和巧克力等商品的制造商如联合利华,到包括博柏利和古驰在内的设计师手袋供应商,都竞相利用这些有影响力的人士来宣传它们的商品。

报道称,这导致了一些不同寻常的合作。在请邻家女孩型的视频博客主papi酱拍了一支广告后,手表制造商积家的品牌知名度按百度指数衡量增长了一倍多。演员吴亦凡提升了宝格丽和博柏利的产品销量。

报道称,许多青少年偶像被浪琴和蒂芙尼等奢侈品品牌招募来吸引年轻买家,papi酱和吴亦凡就是其中两位。

数据显示,2016年前10月,微博作者获得收入约为117亿元人民币。就市值和用户数量而言,微博已超过了美国的推特。

报道称,关键意见领袖将他们的兴起归功于直播行业日益繁荣,就像YouTube让它上面的名人受益一样。但短视频的发展为这一行业注入了新的生命力,尤其是对制作自有内容(如时装秀的幕后花絮)的广告主而言。

与优兔一样,中国科技三巨头百度、阿里巴巴和腾讯全都拥有视频直播平台。但微博、约会APP和直播平台陌陌以及社交平台YY等有针对性的短视频最受广告主关注。

就直播而言,“许多平台上关键意见领袖与观众之间有更高的互动水平”,消费研究公司Bomoda联合创始人兼首席执行官布赖恩·布赫瓦尔德表示。“他们鼓励与关键意见领袖……现场互动”。

然而,麦肯锡大中华区管理合伙人倪以理表示,观众往往对平台无所谓,“他们追的是人,而非平台”。

布赫瓦尔德表示:“我们有些客户将所有广告活动都转到了网上,关键意见领袖的宣传是百度搜索以外主要的推动因素。他们正努力在关键意见领袖身上投入尽可能多的资金。”

责任编辑:任冲 CN062
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