China Red counter attacks abroad: speak Korea cosmetics sales surge-reticulocyte, Korea, endorsements, cosmetics-IT information
Korean media said that since October last year with "PAPI sauce" name in Twitter activity, graduated from China's Central Academy of drama Jiang Yilei (29 years old) fan has up to 16 million people.
According to the Korea the Chosun Ilbo, July 4, she was outspoken in his microblog wrote: "woman makeup to go out, is said to be ' trying to seduce who? ' No makeup, and is said to be ' how so sloppy? ’”
Reports that her outspoken style was popular with Internet users. Her "woman's makeup", "lovers and easy method of breaking up" everyday life for subjects such as video posted every hits at least 10 million times, in a paper published on Twitter at least 500,000 people are praised.
Jiang Yilei appeared in only 5 months on the network in March of this year, she received 12 million yuan in sponsorship from Chinese enterprises. In April this year, by auction, she was attached to the video advertising revenue of 22 million Yuan.
Jiang Yilei is this year's "net red."
Chinese word of mouth marketing source-"net red"
Reports on social media like Twitter in China, at least 500,000 fans who are known as "net red." "Net red" and Korea's "Power Blogger" is somewhat similar, but the scale, impact and evaluation terms.
In April this year, have even set up private research institutions in China and known as the "net hung economic research" Institute. "Reticulocyte" Institute for economic observation, China's "net red" about 1 million people, their activities stemming from the "reticulocyte economy" market size as much as 100 billion yuan.
Reports that China will also "reticulocyte" recognized as a professional group. China market research firm iResearch published the network appears in the red and white paper on ecological, 24% "net red" is a signed contract with the company engaged in economic activities . Like PAPI sauce by attracting investment and advertising to get high yield "net red" continue to debut in Beijing and Shanghai and other major cities in China and there is even a "net school of red", "net red MBA" and so on.
Pull the "net red" immediately "sold out" and directly linked to the sales
Reported that "net red" while "K-BEAUTY" boom, becoming Korea enterprises to enter China's domestic market is an important target.
Especially and cosmetics, shopping the brand really enjoyed the "net red" economic results. Amore Pacific South Korea shampoo brands Lu, recently invited a Chinese beauty area 10 "screen red", for they provide scalp care shampoo and cosmetics, "full service". 5 days 4 nights schedule of visit to South Korea, "net red" who attended the shopping mall, duty free shops and other activities of the three companies, each in their own social accounts published in the PostScript. Two months later, Lu's monthly sales hit a record 13 million yuan in China. And compared to the same period a year earlier, an increase of 6.7 times.
Lu said: "see sales surge, deep feeling to the rumors of a ' net red ' effect. "" We plan to invite this month ' star-level screen red ' and will be made into a video campaigns. ”
Korea modern department stores last month invited a "net red", invited a total of 60 "screen red" to modern Premium Outlet Gimpo shop. The result, earlier this year, foreign tourists increased 1 time times the proportion of sales (4.1%). New world department store in May last year on "net red" visit Korea a month after Chinese Twitter fans to increase by 1 million, Philippine poetry shop cosmetics brand also invites 5 "screen red" attended the meeting together with the singers show intellectual beauty concert record 200ciwan hits .
University Professor Chong Shi (former Korea President of circulation) An Chenghao (voice) said: "now, consumers in China are reliable and easy to accept" reticulocyte "evaluation of Korea enterprise programmes should seek to exploit them. ”
中国网红逆袭国外：代言韩国化妆品，销量激增 - 网红,韩国,代言,化妆品 - IT资讯
韩媒称，自去年10月用“papi酱”的名字在微博上活动之后，毕业于中国中央戏剧学院的姜逸磊(29岁)的粉丝已经多达1600万人。
据韩国《朝鲜日报》网站7月4日报道，她在微博中直言不讳地写道：“女人化妆出门，被人说是‘想勾引谁呢？’可不化妆，又被说是‘怎么这么邋遢？’”
报道称，她口无遮拦的语言风格受到了网民们的喜爱。她以“女人的化妆”、“和恋人容易分手的方法”等日常生活为主题发布的视频每条点击数至少有1000万次，在微博上发表的文章基本都有至少50万人点赞。
在姜逸磊出现在网络上仅5个月的今年3月，她从中国企业获得了1200万元的赞助费。今年4月，通过竞拍，她附着在视频上的广告获得了2200万元的收益。
姜逸磊是今年的“网红”之一。
中国口碑市场的震源地——“网红”
报道称，在中国像微博这样的社交媒体上，至少拥有50万名粉丝的人，一般被称为“网红”。“网红”和韩国的“Power Blogger”有些类似，但规模、影响力和评价不可同日而语。
今年4月，在中国甚至成立了民间研究机构和名为“网红经济研究院”的研究所。据“网红”经济研究院观察，中国“网红”约有100万人，他们的活动所衍生出来的“网红经济”市场规模高达1000亿元。
报道称，中国社会也将“网红”认可为一种职业群体。中国市场调查机构艾瑞咨询发布的《网红生态白皮书》中显示，有24%的“网红”是和所属公司签订了合同后从事经济活动的。随着像papi酱这样通过吸引投资和广告等获取高收益的“网红”不断登场，在北京和上海等中国的主要城市甚至出现了“网红学院”、“网红MBA”等。
拉上“网红”马上“售罄”和销售直接挂钩
报道称，“网红”趁着“K-BEAUTY”热潮，成为韩国流通企业进军中国内需市场的重要宣传对象。
尤其是和化妆品、购物有关的品牌实实在在享受到了“网红”经济的效果。爱茉莉太平洋的韩方洗发水品牌吕，最近邀请了中国美容领域的10名“网红”，为他们提供从头皮护理到洗发和彩妆的“全套服务”。在5天4夜的访韩日程中，“网红”们又出席了购物中心、免税店等三家企业的活动后，分别在各自的社交账号上发表了后记。两个月后，吕在中国的月销售额创下1300万元纪录。和前一年同期相比，增长了6.7倍。
吕的相关人士说：“看到销量激增，切实感受到了传闻中的'网红'效应。”“我们计划本月中邀请‘明星级网红’，并将活动的全过程拍摄成视频。”
韩国现代百货商店去年每个月邀请一次“网红”，共邀请了60名“网红”来到现代Premium Outlet金浦店。结果，今年初外国游客的销量比重增长了一倍(4.1%)。新世界百货商店去年5月在“网红”造访韩国后一个月间，中国微博的粉丝数就增加了100万人，化妆品品牌菲诗小铺也邀请了5名“网红”出席与歌手秀智一道举行的美容演唱会，创下了200次万点击量。
崇实大学教授(前韩国流通学会长)安承浩(音)说：“就现阶段来看，中国消费者很信赖并容易接受“网红”的评价，因此韩国企业应该寻找利用他们的方案。”