How Much Performance Can Internet Star Marketing Bring To Luxury Goods?

Fan Bingbing

Screenshots of WeChat public number with Angelababy

The complex and vast information in social media wants to do Internet marketing in China.

Bring many challenges.

It is common for WeChat and micro-blog to make false influence with zombie powder and other paid means. Therefore, it is very important for brands to monitor the posts and vermicelli repercussions of Influencers.

A study jointly published by consulting firm R3 and data analysis firms Bomoda showed that

The cards and their KOL (KeyOpinionLeaders opinion leaders, net red characters) are not bad, mainly because bloggers and Chinese and Western celebrities are very active on micro-blog and WeChat.

The conclusions are as follows: Dior, Gucci and Chanel have made excellent returns on KOL investment in China. Louis Weedon, Givenchy and Estee Lauder are catching up.

Bomoda and R3 surveyed 4 million WeChat accounts and 60 thousand micro-blog, and summed up the top 25 brands of the top 400 stars who worked with them most, and calculated how many posts they made, how many times they had brand names, and how much they read in July.

They divide micro-blog's and WeChat's popular bloggers and stars into four categories, and clearly show their participation and activity on each platform.

The top ten brands are very similar on different platforms, but the KOL of beauty brand (Estee Lauder, Lancome and Olay OLAY) is slightly stronger than micro-blog on micro-blog.

According to the data of Bomoda and R3, we can know that WeChat is the most effective platform for more famous Chinese stars.

The number one star is Wallace Huo, and the second is Fan Bingbing.

Fan Bingbing's participation in Gucci, Bvlgari and Louis Weedon's posts is the highest. The top 25 brands are 3000 times, and those who have @ have a total reading of 1 million 100 thousand and 75000 times.

Supermodel Liu Wen took part in the contents of Dior, Gucci and Louis Weedon, and mentioned 2000 times in the top 25 brands.

Angelababy ranked eighth, and Givenchy replaced Louis Weedon as the third most frequently mentioned brand.

WeChat users, like China's KOL, like to pay attention to Hollywood stars, and Dior Gucci Louisweden Giwrence's portfolio has benefited greatly from participation.

The top ranked star on WeChat platform is TaylorSwift, followed by KendallJenner.

Their top three brands are Dior, Gucci and Louis Weedon, and the posts of two people have been praised about 54000 times.

The other Hollywood stars KOL on WeChat include GigiHadid and Rihanna, and the top three brands are Dior, Gucci and Givenchy.

Victoria and DavidBeckham (Beckham and his wife) participated in the highest brands were Gucci and Louis Weedon.

On micro-blog, famous Chinese stars and Hollywood stars are weaker than WeChat in terms of influence.

Fan Bingbing ranked sixteenth, but on micro-blog platform, her brand concerns are not the same. Lancome has become the most talked about brand.

Liu Wen's situation is also very similar, she ranked tenth, the audience's highest participation in the post is Estee Lauder.

Mr. Bao is also on the charts. He devoted himself to discussing hundreds of handbag brands on blogs and micro signals, showing special interest in Fendi and Cambridge bags.

Interestingly, as WeChat's top sixth influential bloggers, the most popular fans are Louis Weedon, Dior and Givenchy.

Another conclusion from the data is that the mention of @ is not directly proportional to the degree of interaction between KOL and fans.

Actor Xu Weizhou was only mentioned 334 times by the top 25 brands, but the forwarding was 64000, similar to that of Liu Yifei, while Liu Yifei mentioned nearly 2000 times, with less than 20000 forwarding.