Manufacturers pursuing eye effects have gradually become a trend to invite Internet celebrities to participate in press conferences

Almost overnight, online celebrity anchors flocked to major press conferences. They are dressed up, they hold the selfie stick high, and they occupy the most golden position. In the game between LOW and the attention economy, amid the bursts of complaints, these new species are becoming guests at major press conferences.

Original title: Female anchors steal the photo: Manufacturers are embarrassed to hold press conferences if they don't invite Internet celebrities.

Almost overnight, Internet celebrity and beautiful anchors flocked to major press conferences. They are dressed up, they hold the selfie stick high, and they occupy the most golden position. In the game between LOW and the attention economy, amid the bursts of complaints, these new species are becoming guests at major press conferences.

Female anchors steal the photo: I am ashamed to hold a press conference without inviting Internet celebrities

. Under the charming stage lights, a phalanx of beautiful anchors occupied the front row of the press conference. On June 30, at the Glory 8 press conference, media person Mao Mao (pseudonym) was stunned to discover that Internet celebrities had become a beautiful landscape. This was the first time in the history of Glory's press conference that Internet celebrities had been invited. Glory is Huawei's Internet mobile phone brand.

"Seeing that they are beautiful, understand the media and mobile phone industry, and are familiar with live broadcast technology, I feel really stressed." Mao Mao couldn't help but go up and chat up. A 20-year-old girl with long hair and beautiful legs said that she had just graduated from college and respectfully called Mao Mao "teacher." There are not a few people who are as excited as Mao Mao. A self-media person who is a little confused couldn't help but say: This is the first time I sat behind an Internet celebrity, and I don't know what to do.

On June 21, Dongfeng's new car launch conference used 100 beautiful anchors. This is the first time that the automotive industry has used live broadcasts to promote it, turning an otherwise ordinary new car launch event into a lively "beauty festival" and becoming a recent hot spot in the entire social media marketing industry.

"It's said that I'm embarrassed to develop meetings if I don't invite Internet celebrities." Some industry insiders lamented. On July 15, at the launch conference for the new 360 mobile phone, several Internet celebrities also broadcast live broadcasts with the latest N4S mobile phones. The mobile phone features long standby, so the company launched a two-day chat with the beautiful anchor hotline.

In fact, a few months ago, anchors were still rare at the press conference. At a VR conference, when the reporter interviewed the company's CEO, he was surprised to find that a female anchor was also squeezing in with a selfie stick and asking: Some netizens asked... The

comment overshadowed the applause: Why did you choose "Internet celebrity" Live broadcast?

Photos of the online celebrity live press conference were posted on the circle of friends. Some people were puzzled, some were amazed, and some complained. What can Internet celebrity live broadcasts bring to manufacturers 'new product launches?

"The press conference is becoming more and more dull. Internet celebrities are the attention economy." A senior market person in the mobile phone circle analyzed to reporters that although Internet celebrities bring a LOW feeling and even conflict with the press conference, this is no different from the sudden rise of KOL (key opinion leaders active on Weibo) in previous years. It is all new things. In his view, this is the era of national entertainment, and the more entertainment it is, the more eye-catching it will be. "At least it will have a great communication effect on the press conference. As for how much it will affect consumers, it remains to be evaluated."

Regarding the phenomenon of online celebrity live broadcast press conferences, Zhu Fanghao, president of 360 Mobile, said that the key depends on whether users like these new communication methods, and as long as users like them, they will try them.

Wang Xiaodong, director of the Glory Marketing Department, said frankly that after coming into contact with many Internet celebrities, he truly realized the power brought by the Internet celebrity economy. In his view, there is a large consumer base, and Glory must learn to tell different stories in different channels and constantly try new communication methods through channels. Of course, we still don't know what the effect of online celebrity live broadcasts will bring. In fact, Glory has been exploring new marketing models for Internet celebrities. In June this year, Glory also sponsored Sina Weibo's "Super Reds Day Live Festival" for the first time. In Wang Xiaodong's view, the phenomenon of Internet celebrities has been born with the popularization of the Internet in China and will become the new normal in the future.

A new chain has emerged: Live broadcast + variety show is coming soon

. It is understood that when attending a press conference, the money earned by anchors often has to be drawn by the platform and guild. The appearance fee for each anchor depends on the platform, the number of fans, etc.

In fact, the chain of Internet celebrity economy is no longer the two poles of anchors and platforms. Many new companies have emerged from guilds, brokerage companies, marketing companies, training institutions, etc.

Geek Marketing is one of the gold miners. Ding Junyun, the founder of the company, told reporters that he had been studying the phenomenon of Internet celebrities since last year and found that more and more advertisers were asking if they had Internet celebrity resources, and most Internet celebrities did not know how to make an advertisement well. Internet celebrities and advertisers lacked a professional service provider, so they simply transformed into this industry. It is understood that the company currently connects multiple advertisers and various Internet celebrity resources, and will combine the characteristics of Internet celebrity anchors based on the needs of the brand to create more valuable Internet celebrities and anchor videos with higher conversion, and better content. packaging. At the same time, we will also sign Internet celebrities who feel they have potential to incubate Internet celebrities and IP.

In Ding Junyun's view, the current Internet celebrity is fast and virtual, but this state can last for up to 6 months. "Beauty + Ambiguity" live broadcasts will not be the norm. The Internet celebrity industry is rapidly growing, maturing, precipitating and dividing, from all-color live broadcasts to a variety of planned content live broadcasts, from pan-entertainment to Deepening the segmentation of fields, such as tourism, beauty, and lifestyle fields, where their own Internet celebrities, large and small, will soon appear.

After the dust settles, in the field of Internet celebrities, only good output content can stand out. Ding Junyun believes that the current hot live broadcasts have overshadowed Short Video, and at the end of live broadcasts, content needs to be settled. In the future, the "live broadcast + variety show" model will be the real outlet in the field of online celebrity live broadcasts.

Extension: The gameplay of FMCG has completely changed.

"Winning the post-95s generation will at least win the opportunity in the next 10 years."

"The post-90s generation will go well all the way, but the post-95s generation will come later." For brand owners, especially FMCG brands with super fast updates and iterations, consumers born in the 1995 have already come to their eyes. For them, although most of this generation of nearly 100 million people are still spending their parents 'money, in the brand's strategic layout, winning the post-95s generation will win at least the lead in the next 10 years.

The consumption power of the new generation is stronger

. 2015 is the first year of the post-95s generation. For the post-95s generation, brand owners. The "Post-95s Consumption Report" shows that the consumption philosophy of the "post-95s" is that they are more inclined to personal preferences, and the proportion of impulse consumption caused by low prices is very small. Surprisingly, in this era of online shopping economy, mobile generation born in the 1995s are loyal fans of physical stores. Compared with online shopping, the post-95s generation prefer to share physical store consumption, and the sharing of physical store consumption is 4.8 times that of online shopping consumption.

Although most post-95s are still at the stage of spending their parents 'money, it still prevents the post-95s from paying attention to luxury goods. The "Post-95s Consumption Report" shows that the attention paid to luxury goods by the post-95s generation is no less than that of other categories, accounting for 16% of all consumer shares. In the perception of luxury goods by the post-95s generation, they believe more in imported products and counters, and pay more attention to new models than classic models. Most people born in the 1995s want to own a luxury item and like to share it on social platforms. The generous family background has given this group of new generation born in the 1995s to have stronger consumption power.

Comprehensive entertainment in marketing

In order to attract consumers born in the 1995s, brand owners have long changed their ways of playing. The most extensive routines are comprehensive entertainment of marketing, popular culture, and the use of event marketing to gain attention.

In recent years, the marketing of fast-moving consumer goods has been fully entertaining, and it has become a shortcut to name variety shows with heavy money. From Jiaduobao naming "The Voice of China" to Illian Muxi sponsoring "Running Brothers" to Libai naming "I am a Singer", high-quality variety shows can, in a sense, make hit items. However, as the naming fees for variety shows have risen, brand owners have become more cautious in naming. The rise of Tongyi Xiaoming is precisely because it suits the popularity of cute culture. Zhu Danpeng, a researcher at China Food Business Research Institute, pointed out that the label of "post-95s" is personality, like to participate, and like to share. Therefore, the marketing of brand owners must also adapt to the characteristics of the post-95s generation. "As marketing competition enters a white-hot stage, how to absorb powder becomes the key." Zhu Danpeng pointed out that the reason why live broadcasts are popular is that they are born in the 1995s who like to play and participate."In the future, more brands will be invested in the live broadcast craze."

In terms of relying on social media to spread

the post-95s generation, sharing from friends and social media are more convincing than advertising. On May 20, Lancome pushed an advertisement in the circle of friends with Lu Han's confession. On May 20 alone, Lancome's sales increased by 30% over the same period. Bright Dairy launched a rejuvenation strategy in 2016. On May 16, it announced on Weibo that it had just signed a heavyweight men's team as Mosleyan's spokesperson for the new year. It announced every day within a few days of the announcement. 1 clue was announced and netizens were invited to guess who the new spokesperson would be. After a period of warm-up and preparation on social networking sites, Guangming later announced that it would invite Taiwanese rock band Mayday to become the latest spokesperson of the Mosleyan brand.

In the China market, where the replacement rate is extremely fast, both Coca-Cola and Pepsi are promoting new counterattacks. Coca-Cola launched the "Like" bottle. Compared with the previous nicknamed bottle, the difference this time is that the like bottle still requires a CP group to achieve interesting results, and it relies heavily on the communication power of social media.

Editor: yvette