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  • 設為首頁| 收藏本站   打造最權威的吉林省企業信息平臺
    電商資訊
    每日一淘孵化網紅社交電商 建立千萬級社群
    http://www.www.jeronimoruedi.com  | 2019/8/19 8:19:20  | 吉林企業網  | 已有317人瀏覽過
         【億邦動力訊】益生菌水乳護膚、益生菌面膜、益生菌飲品......很多以“益生菌”為賣點的護膚品、食品、保健品被社交平臺的網紅達人們種草推薦。借助網紅KOL的影響力,一場圍繞益生菌制品的消費潮流席卷而來。
      “各種食品、藥品、化妝品都開始打上‘益生菌’的標簽,但是很少有人能講清楚,不同人群如何選擇益生菌產品?滿足哪些條件的益生菌產品才是有效的?大多數產品宣傳都是在進行模糊信息的傳遞。”同樣關注益生菌的還有每日一淘的COO、貝特甄選董事長淡焦成。
      今年,每日一淘入局大健康領域,孵化全新網紅電商項目“貝特甄選”。“貝特甄選”不會像傳統電商一樣做一個海量的萬能電商平臺,而是聚焦做深,圍繞家庭健康、營養輔食、護膚減齡等方面,聯合國內有先進研發能力的工廠,共同打造10個十億級的大健康品牌,并在這一過程中建立100個千萬級的新社群。
      “我們將80后、90后作為產品推廣的主要目標。目前來看,80后、90后已成為整個社會消費的主力,再過十年,他們將進入中年,追求更美麗、更年輕、更健康將成為這一群體的主流消費心理。”淡焦成說。
      他同時表示,在互聯網和社交媒體蓬勃發展的背景下,企業面對新的消費人群不可能再回到傳統的銷售方式,要結合新的媒介形式和載體,打通消費人群所在的社群,進行社交化的營銷推廣。而企業傳統的品牌已無法完成這個轉變,因此針對目標消費人群的調性和需求,培育新的品牌進行社交營銷就成為發力重點。
      廠商一體化 孵化新品牌
      在淡焦成和團隊的規劃中,想要在大健康領域打造新品牌,就需要創新組織形式,構建一個共生型的生態,讓每個人在價值鏈上扮演不同的角色,從而形成一個緊密的利益共同體。
      “品牌怎么去設定,產品怎么選擇,怎么和用戶溝通,碰到問題怎么解決,大家都是緊密互動的社群,一起在這個過程中做決策,一起去想這個企業該怎么往下走。”淡焦成說。
      在具體操作層面,“貝特甄選”將建立以平臺方為主導,以“平臺、廠商、經銷商”三方共同出資共創品牌的新型營銷模式,三方還將提前分派股權、期權,共同獲得受益。
      平臺將采用S2B2M的模式,由廠商和平臺共同打造新品牌,由工廠直接供應,再把優質的內容通過新社群經銷商提供給新中產家庭會員用戶。“整個品牌的開發都是大家共同參與、各司其職的。產品首先要自用,經過團隊的試用確實有一些效果,我們再發力把它孵化出來,推薦給身邊的人。”淡焦成補充道。
      據悉,目前“貝特甄選”已經和新希望旗下的三勒漿藥業達成品牌戰略合作,共同推出保健品品牌“溯養”,包括益生菌和膠原蛋白肽兩個系列產品。接下來,“貝特甄選”還將在美妝、藥妝、家庭清潔等領域尋找品牌合作伙伴。
      淡成焦認為,目前電商平臺主要作為投資方參與品牌孵化,未來,平臺和工廠的合作還會向前置性投資方向發展,遵循共同投資、共同開發、共同受益的原則,從而打造獨家的品牌。
      “廠商一體化是很重要的一個方向,意味著我們在每一階段參與了多少,就有多少機會獲得相應的收益和回報。我們用這種共創共享的形式把大家的力量團結起來,從而形成一股巨大的勢能,做個體沒有辦法做到的事情。”淡焦成認為,“要服務這么大的人群,如果沒有一個持續的投資計劃,沒有這樣的實力準備,恐怕很難堅持。”
      同樣,在經銷商層面,經銷商可以通過建社群的方式進行產品分銷,平臺也制定了一些共創共享的政策。“我們的首批經銷商在他參與的環節會有分紅,按照他們的貢獻,和企業的員工一樣配備公司的期權,讓他們一開始就意識到自己的貢獻和公司的未來發展是緊密相連的。我們是在構建一個更大的平臺,大家可以共同分享公司成長的收益,所以也需要有一體化的行動。”淡焦成說。
      積累網紅資源 搭建社交體系
      “貝特甄選”將自己定位為“網紅新社交電商”,那么,如何利用網紅KOL的影響力,在線構建一個社交化的消費場景,把忠實的粉絲群體轉化為實際購買力,就成為“貝特甄選”未來的發展目標。
      “一些頭部網紅比方說李佳琦、張大奕,他們已經有了很好的探索,單人的帶貨量都已經達到了千萬,甚至是億級別的。大家已經習慣在這樣的場景里去完成自己商品的選擇,這和過去的電商是完全不一樣的。過去的電商以商品為本,今天正在轉變為以人為中心,我先認同這個網紅達人,即便知道他在推送廣告,粉絲也樂于接受商品推薦,這就很好地構建起新的消費場景。”淡焦成分析道。
      而“貝特甄選”的平臺價值也就體現在為品牌開拓社交營銷的新渠道。
      “在過去,品牌營銷主要依靠廣告投放、明星代言來實現,隨著短視頻、直播平臺的興起,這些網紅KOL積累了大量粉絲資源,有潛力進行商業變現。而在整條價值鏈當中,我們的合作廠商可能并不擅長新品牌的社交營銷,那么我們將利用之前孵化的網紅和搭建的社交營銷渠道,幫助新品牌打入新社群。”淡焦成進一步解釋道。
      在完成對貝特甄選的孵化后,每日一淘旗下共聚集了四大體系,分別是每日一淘代表的社群會員體系、每日好貨代表的達人社交體系、一淘心選的社區社交體系和貝特甄選的網紅新社交體系。
      據介紹,在每日一淘整個業務板塊中,前期開展的“每日好貨”項目已搭建起達人社交體系,簽約了活躍在快手、頭條、西瓜視頻平臺的各領域種草達人,為他們開展內容變現提供了供應鏈支持。
      “我們已經簽約了100多個達人,覆蓋的粉絲差不多能達到億級量的規模,我們為達人提供非常強大的供應鏈體系,支持了很多達人實現商業化變現,很多達人每天能實現幾萬級,幾十萬的銷售。”淡焦成介紹。
      除了簽約活躍在各平臺的種草達人,每日一淘還成立了專業網紅孵化機構。“大家有了一定粉絲規模之后,就可以和粉絲建立新的互動關系,我們可以用網紅孵化的方式,幫助他一步一步往前成長,通過簽約輔導幫助大家做內容的運營。”淡焦成表示。
      據了解,“貝特甄選”的“網紅新社交”模式將采用公司化的商業運營模式,通過構建新的IP化的公司和IP化的商業實體,實現網紅的批量制造。
      “通過組合短視頻、直播等新的社交工具,品牌營銷模式會發生新的變化,未來將采用更加生活化的場景、更加擬人化的方式,幫助品牌向用戶傳遞價值。”淡焦成總結道。
      大健康品牌營銷需要“科普+種草”
      億邦動力搜索發現,目前,在社交平臺做益生菌制品測評的博主可分為兩派。一種是以美妝時尚博主為代表的經驗派,大多不具備醫學或營養學專業背景。因此,在推薦以“益生菌”為賣點的商品時,他們往往會從個人試用體驗出發,主觀評價這款產品的試用效果,甚至會夸大功效,毫無理由地強推“買它就對了”。
      而另一種是以養生健康博主為代表的科普派,這些博主大多有醫學、營養學、化學等學科背景,面對一款網紅產品,習慣結合產品成分、實驗檢測數據和試用體驗,綜合分析產品效果和適用人群。比如活躍在快手平臺的博主“科研大叔叫Ali”,在測評完一款網紅益生菌潔面乳后,他總結道:“雖然產品添加了大量益生菌發酵產物,但是這些提取物在洗臉時停留片刻就會被沖走,起不到多大作用。”
      針對益生菌產品混亂的品牌營銷問題,淡焦成也曾專門請教益生菌領域專家、內蒙古農業大學張和平教授。“張教授認為,科普這件事永遠都需要專業人士誠實地面對用戶,需要把相關知識清晰地傳遞給用戶。從專家的角度來說,個人的能量不足以影響所有人,因此要通過選擇合適的合作伙伴,一起來進行知識的普及。”淡焦成轉述道。
      “利用網紅進行的品牌營銷是把自己放到了公眾的眼皮底下,受公眾監督,這其實是在提醒相關從業者,你做的事情如果產生了不良影響,這個影響面和之前在線下是完全不同的。我相信,更多高知識水平人群的加入會讓這個行業產生變化,同時,科普也很重要,我們也會通過平臺把聲音傳遞進去,和大家做正確的溝通。”淡焦成最后說。
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