Sell goods in song dynasty

From Tik Tok Little Red Book to the official accounts of major entertainment WeChat, everyone has been constantly screened by a Korean online celebrity named "Song Zhiya", and its rising momentum and business cooperation offer are comparable to those of first-line KOL and popular artists. However, Song Zhiya overturned his conviction for selling fake goods. How did this happen?

The endorsement price is 200W+, and Korean network celebrities covet the China market. "Why is Song Zhiya everywhere? Marketing is overwhelming and annoying. " Many heavy surfers lamented. In the past month, it seems that all platforms have reached some kind of tacit understanding and started to push Song Zhiya together crazily. At least dozens of bloggers have launched the same imitation makeup.

It is no accident that she swiped the screen, but in the era of network celebrity economy, its behind-the-scenes pusher, Korean MCN, kept pace with the times and successfully exported it to the China market again consciously.

There is a huge market in China, but most network celebrities who are famous for their clothes, beauty and powder absorption have no clear personnel design. Song Zhiya, who issued the "Miss Big Manifesto" and packaged the image of Mela, the Queen of Atlantis, is obviously a scarce type in China, which directly hits the emotional point of women. According to the survey of Star Capital, the price of its little red book graphic advertisement is about 40W, and the price of its video advertisement is 50-60w；. . The endorsement fee is as high as 2-2.5 million.

Why did Song Zhiya "hit the rocks"? The explosion of the fire in Song Zhiya can be described as a hero. According to DMC media survey, as of 1, the social media usage rate of Korean Wave is as high as 89.3%, which is 1.7 times of the world average (53.6%), ranking second in the world, and creating a developed and mature marketing system among online celebrities. On a global scale, feminism is on the rise, and "women are the masters" is more popular than traditional female images; INS-style network celebrity aesthetics "unify the world" on a global scale.

From Duoyan Zheng in those days to Pan Nankui and Pony, and then to Song Zhiya, Sso Won Yoon, who signed a contract with Panda TV before, now has 5.88 million fans in Tik Tok. Hui Min Oni, a live beauty blogger, and Korean Yu, an online celebrity, all found new traffic passwords and wealth passwords, and organized a group to come to China for gold.

However, it should be considered that cultural differences, unclear understanding of China's history and culture or lack of respect may all become "time bombs" for online celebrities to seek gold overseas. For example, the whole network of fans broke 60 million PONY, and was questioned to wear China hairpins in the video to claim to promote Korean culture; Hamzy, the blogger of eating and broadcasting, lost 500 thousand because of insulting China. China Company canceled the contract with him, and all the goods in the store were taken off the shelves. Before the fraud scandal, Song Zhiya was suspected of knitting a golden horse face and wearing a song crown while wearing Hanbok, and making "Xuan Paper jiaozi" also caused a public opinion storm.

In fact, most of the guests who participated in the program were not "amateurs" who were really grounded. As the object of the audience's love fantasy, the personal charm of the guests is the key to attract the attention of the topic, so most of the guests have higher face value and career glory than ordinary people. The guest jobs in "Being Single is Hell" include Youtube network celebrities, brand managers, star dancers and so on.

Many guests also come with "other purposes", such as improving exposure and helping their careers. In that batch of "white" and "Gao Fushuai", there are some possibilities such as self-image packaging and impure purpose, which can't stand the scrutiny of the network magnifying glass.

Excessive pursuit of dramatic, topical and other immediate effects, "no after-sales service" has become the norm, and at the same time, it has made the relationship homogeneous to a certain extent, overdrawing the trust of the audience, which is not necessarily a benign phenomenon.

For individuals who participate in the plan, the consequences of the extension are at the expense of commercial value. In the final analysis, Song Zhiya doesn't have a real female script, but wraps herself with popular feminist elements. In fact, she is still catering to men's eyes and is suspected of "female struggle". As the most important part of her design, "rich girl" added a halo to her, and to some extent "clearly marked her price", so it also brought great self-criticism when her design collapsed.