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          首頁 > 行業 > 資訊 > 電商 > 電商網紅“在線養成記”

          電商網紅“在線養成記”

           2017-3-7

            2017年3月,兩會在京召開,在2016年被反復提及的中國制造業加快轉型、智能升級又成為眾議焦點。而在這個浪潮中,服裝制造則屬于其中最引人注目的垂直細分領域之一。

            在服裝制造中智能升級被提及最多的解決方案就是柔性制造鏈,解決傳統服裝供應鏈的庫存之苦、成本之壓。另一方面則是轉型電商、品牌,在品牌溢價上尋求更多空間。不過對于前者而言,“按需生產”是成敗關鍵,其中,“需”可以理解成為兩方面,一方面是數量之需;另一方面則是“品味”、“品牌”之需,如何從終端獲取用戶數據尚在探索中。對于后者“轉型品牌”而言,則會遇到包括品牌塑造、營銷成本等更多壓力。

            去庫存難,壓成本找利潤難,而做品牌更難,服裝供應鏈轉型、升級何去何從?

          網紅電商改變消費模式,服裝供應鏈尋求突破口

            在嘗試了線下轉線上切入電商品牌,服裝供應鏈在2016年迎來另一個風口:網紅電商。

            移動互聯網時代,社交網絡對于人們最大的改變就是獲取信息方式,其次就是消費方式。淘寶系電商平臺是以搜索為主導切入消費場景,而以微博為主要平臺的網紅電商則是以網紅個人品牌社交為主導切入消費場景。他們依靠社交互動與粉絲建立關系,整合上游服裝供應鏈,為消費者創造高性價比的個人品牌產品。

            其中較為典型的網紅電商標桿為2016年在天貓雙十一上出盡風頭的張大奕、雪梨夫人等頭部網紅,根據網絡數據顯示,張大奕淘寶店開店一年便做到四皇冠,只要店鋪上新,當天成交額幾乎是全淘寶網女裝類目第一名,一批5000多件的商品竟在2秒內被“秒光”。2016年“雙11”活動銷量前十的女裝店鋪中,“網紅”店鋪達七席。

          電商網紅“在線養成記”

          圖丨電商網紅張大奕

            不過,如張大奕般頭部網紅畢竟為少數,電商網紅中長尾效應如今遠未顯現,風口上僧多粥少的尷尬似乎已經開始。對此網紅電商服務平臺“網紅城堡”董事長張銳表示,網紅電商經濟效能不容小覷,未來的網紅中,網紅巨頭依然存在,但是會有大量細分有競爭力的“小而美”的電商網紅,可能粉絲量不如頭部網紅,但其服務深度卻高很多,創造更多價值。據了解,他們之中最高的粉絲購買轉化率可能達到60%以上。

            剛剛拿到2000萬天使輪融資的“網紅城堡”以數據為核心來為網紅提供一系列的賦能服務和商業變現服務。通過任務系統、在線課程、評測工具、數據追蹤等功能為網紅提供基于數據驅動的定位、培訓、運營推廣、供應鏈對接合作等業務。

            有別于其他的電商網紅經紀公司,網紅城堡瞄準的是利用人工智能,包括但不限于提供網紅領域所需要的一系列專業技能服務。“不少人會認為電商網紅的門檻很低,這其實是一個誤區。”張銳表示:“做網紅門檻其實非常高。長相并不是最重要的,他們需要很多能力,擁有能力賦予品牌價值、掌握賣貨技巧等等。”

            網紅品牌與傳統品牌的成長過程極具相似性,但在屬性上,成長于微博的電商網紅是一個完全數字化的品牌。一旦有了大量的數據沉淀,便可以通過算法提煉,通過大數據獲取品牌發展策略支持,讓網紅品牌的塑造得以變得更加高效。建立個人數字化品牌是一個繁瑣的工程,涵蓋定位、內容、互動、銷售分析、對各種內容形式的使用,了解熱點,與社會、時尚趨勢結合等。例如,在管理網紅與粉絲的互動中,通過大數據分析,可以管理解讀粉絲對于產品的需求、反饋等內容,為網紅管理產品質量、新品打造等提供策略支持。

            “不過這個工程最關鍵的是數據處理的能力以及相關的算法,這個模型是動態演變的,需要更多數據來訓練,而網紅城堡掌握了科學的數據運營能力。”張銳表示。

            此次以“人工智能+網紅電商”模式切入網紅經濟產業,網紅城堡創始團隊背景不容小覷。董事長張銳擁有11年社交網絡運營經驗,創辦了國內領先的社會化營銷平臺“時趣互動”。而CEO李明升則是新浪微博最早的產品經理團隊負責人,不僅主持開發設計了微博的核心功能模塊,對于社交與電商的結合更是極具前瞻性布局能力。李明升表示,目前網紅城堡與新浪微博已經在進行數據合作,自己一直看好微博在電商方面的轉化潛力。根據2016年底微博官方數據,微博櫥窗用戶量已破百萬,微博支付用戶超過4800萬。作為拉動微博電商交易的單位元,微博上活躍的電商網紅超過1萬人。

          電商網紅價值落地服裝供應鏈:三位一體考驗中間平臺

            在網紅電商經濟里,讓網紅們產生更多商業價值的是構建更短的生產鏈條,找到商品供應鏈、撮合供應鏈與電商網紅自然也成為網紅電商服務平臺的重要內容之一。不過相對于傳統網紅電商經紀公司“一己之力培養電商網紅”的打法,網紅城堡的野心似乎更大。在面對供應鏈方,他們提出了由平臺方和供應鏈方共同培養網紅的模式,也就是在網紅還未成為“種子”時,服裝供應鏈等廠商就已經開始切入海選流程。結合供應鏈對于自己商品品牌的訴求,由網紅城堡通過人工智能力量海選出網紅種子,之后通過挖掘,評估,引導做任務,然后不斷循環“在線養成”,當這個電商網紅的個人品牌逐漸成熟后就開始正式對接供應鏈,正式對接商品流通環節。

            “我們就像是引擎的角色,給網紅和供應鏈雙方帶來更大的成功,讓天下沒有陌生的交易。”張銳表示,目前網紅城堡團隊正在開拓市場,尋求更多有創新意識的供應鏈展開更多合作。事實上,在傳統服裝供應鏈轉型品牌的案例中,除了成功,運作品牌的高成本也難以掩飾。相對而言,網紅品牌的成功效率會很高,基于互聯網的他們效率很高,假設一個工廠在生產力、品牌意識上都具備做一個品牌的能力時,借助網紅的力量就能夠更加高效實現轉型、打造品牌。與此同時,服裝供應鏈獲得的最直接收益就是遠超出傳統服裝模式的高利潤。

            “我們希望跟中國有創新意識的供應鏈展開更多的合作,讓供應鏈朝著一個更高附加值的方向發展,一起抓住網紅電商的機會,去創造新的價值。”張銳表示。

            2016年,新浪微博市值曾半年內兩度超越Twitter,《2016微博用戶發展報告》中指出30歲以下青年群體在微博用戶中占比達到80%以上,微博正表現出年輕化與渠道下沉的趨勢。微博2016年扶持網紅與直播業務顯示出巨大回報。在這波巨大紅利浪潮中,根植于微博的網紅城堡或將成就另一個電商網紅小高潮。而對于服裝供應鏈而言,整合資源、抱團發展或許將成為未來服裝供應鏈變革的主旋律,而在此之中,網紅城堡等網紅電商服務平臺無疑將成為重要一環,利用人工智能等技術手段創造更大產業紅利。

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