How prevalent is the internet celebrity economy? The total scale doubled in three years! Public data shows that in 2019, the total scale of the Internet celebrity economy will reach 250 billion; the China Business Industry Research Institute predicts that by 2022, the scale of the Internet celebrity economy is expected to exceed 500 billion. The Internet celebrity economy is changing the economic structure, changing people's lives, and also affecting the direction of marketing. We think about the current marketing direction from the logic of internet celebrities, and there will be different new discoveries.

ONE

Internet celebrities prevail

Marketing is undergoing these changes

Unknowingly, Internet celebrities occupy our fragmented time.

Following the "trivial" of Internet celebrities, people began to be unable to extricate themselves in the virtual world set up by Internet celebrities because of the online celebrity's "grass" ordering and consumption. Similarly, the Internet celebrity restaurant also has such magic, attracting people to queue up to check in, share photos and share.

In the Internet celebrity environment, the marketing trend has changed!

1. Export "fast food"

If the development of a celebrity is equivalent to a "feast", then the output of the Internet celebrity is equivalent to a "fast food".

Most of the former stars have gone through a long "incubation" process. From scouts to trainees, from intensive hype to presentation of works, in the celebrity circle, there is almost no real "popularity overnight". They have experienced a long sting before they have the strength to soar into the sky.

On the other hand, Internet celebrities seem to have skipped all the dormant process and directly started "Ming Xia". No special skills are needed, no professional team support is needed, and they have become the capital of attracting fans by relying on the shining points on their bodies, infinitely magnifying and magnifying them.

Achieving fan potential in the Internet celebrity economy has become a kind of "fast food" for traffic. Although it has obvious disadvantages in terms of "nutrition", it also has many fans. Under the influence of the Internet celebrity economy, marketing has also begun to become "fast food".

In the past, the marketing effects that needed to be invested heavily by authoritative media now have more choices. In the catering industry, there are too many "unexplainable" brands that have become popular. Such as shooting jokes, dancing, and even macho waiters. The answer tea that has exploded in the past two years is because of a "divination" product idea. The so-called "divination" actually means that some popular language on the Internet has been moved to the milk cover, but young people are buying it. During the peak period, the number of answer tea fans rose by hundreds of thousands at night.

The Internet celebrity economy does provide an excellent scene for people and enterprises to become popular overnight. But "fast food" is "fast food" after all. It has not experienced a certain degree of brand accumulation, and is not even prepared to operate millions of fans. It is easy to cause traffic to come because of novelty, and quickly dissipate because of the disappearance of freshness. Situation.

2. Realize "visualization"

Celebrities tend to accumulate their own energy before pursuing their ability to realize their own cash. Compared with celebrities, most Internet celebrities have more straightforward and clear goals. Starting from outputting content, they go straight to "realizing". Monetization ability is also a key reference factor for measuring the value of Internet celebrities.

Through the Internet celebrity economy, the changing scene of marketing is also becoming "at your fingertips." In traditional marketing scenarios, companies will focus their attention on enhancing brand influence, and the value it produces to the company is often reflected in subtle ways. Nowadays, with the help of digital tools, the drainage has specific data precipitation; with the help of Internet celebrities, the ability to carry goods can be seen in a live broadcast. With the increasing popularity of "visualization" change scenes, companies are also pursuing more "straightforward" monetization marketing. For example, live streaming sales, online celebrity check-in recommendations, Xiaohongshu planting grass and so on.

Marketing pursues brand influence or monetization ability, there is no conflict between the two; the best marketing model is the two-pronged approach to enhance brand influence while realizing monetization. The two complement each other and will achieve the effect of 1+1>2.

3. "Concretize" the content

Whether it is a celebrity or an Internet celebrity, there is a "personal design." Compared with celebrities, the "personal design" of Internet celebrities is more specific, or relatively "limited". The output content of celebrities can be varied, but net celebrities are restricted by their professional and entertaining conditions. They must firmly grasp their own characteristics and continue to output in order to continuously strengthen their own image and maintain the fan community. For example, knowledge-based internet celebrities must create content in the field around their profession; story-based internet celebrities must create jokes around their own characters in the story.

However, Internet celebrities with "limited" personal settings have opened another door for marketing, using vertical, fresh, and persistent content output to attract fans' attention and provide more possibilities for catering people's marketing inspiration.

TWO

Adapt to the new marketing environment

What enlightenment does the logic of influencer bring

For a while, "net celebrity" became a derogatory term. In fact, Internet celebrities are as neutral as celebrities. In the Internet celebrity economy, with proper application, we can obtain the explosive marketing effect of celebrity endorsements through the logic of the Internet celebrity.

1. Marketing should be early

At the moment, the big explosion of information has caused people's attention to be infinitely distracted, marketing ideas are becoming more and more difficult, and at the same time, the accumulation of word-of-mouth for restaurants is getting shorter and shorter. Therefore, marketing should be as early as possible. In the era of "fast food" marketing, leading marketing may not necessarily be able to seize market opportunities, but brands that are lagging in marketing will most likely be quickly eliminated.

Looking at the current new catering environment, many brands will have a marketing system after the birth of the brand. Hey Tea, from the time when Huang Tea was renamed "Hey Tea", seemed to have been opened up with the "two channels of Ren Du and Du" in marketing. After the topic was renamed, queuing, digital stores, and cross-border marketing methods emerged one after another. Behind the top brand in the tea field, HiTea's early and continuous marketing is indispensable.

2. "Label" is very important

What is a "label"? It is a carrier for linguistic features and advantages, and it helps brands quickly form user perceptions. Compared with the "feature" of the standard, modern catering has given the "label" a more diverse, more specific and more grounded way of expression. "Label" can be a characteristic of a brand or a social language of a brand. At the marketing level, "label" has more communication value.

Two sub-brands of Jiumaojiu, Taier Pickled Cabbage Fish and Chongqing Hotpot Factory, Taier "very two", it started a brainwashing journey for a sauerkraut for consumers; counseling hot pot actively "recognizes counseling", It is proposed that there is no charge for the three, no charge for tea, no charge for paper towels, no charge for condiments...Compared with their product characteristics, the labels of "two" and "counsel" are obviously more topical and more cognition can be formed. This "label" brand language will imperceptibly output brand characteristics during the communication process, such as Tai Er's "sauerkraut is better than fish"; the "soul" of "the soul is the bottom of the pot, and the top brand is beef" and so on.

However, just as the Internet celebrity club is limited by its "label", once the restaurant's "label" is formed, the restaurant also needs to continue marketing content planning around its "label". Labels point out the direction for innovation, turning marketing into a targeted behavior, making marketing more accurate and effective. At the same time, because of label limitations, restaurants tend to fall into creative homogeneity, which makes customers lose their sense of freshness. Therefore, the best way is to find novel marketing ideas within the scope of the "label". Going through Tai Er's various marketing on sauerkraut, you will find that labels have limited the marketing direction, but innovation itself has no boundaries.

3. Private domain traffic is standard

Every restaurant, no matter how big or small, should have its own private domain traffic pool. The activity of private domain traffic, to a certain extent, represents the liquidity of traffic. Because there is private domain traffic, it means that coupons can be issued, and the live broadcast will be watched...

During the epidemic, a small store specializing in shrimp tails and fish pots in a fourth-tier city earned nearly 20,000 yuan a day through takeout. The owner said bluntly that he "dare not even think about it." This is due to the WeChat group established by the proprietress earlier, who activates traffic by sending red envelopes every day, and then pushes takeaway products. When most catering stores closed, the private domain traffic of this small store's revenue exceeded the usual level.

4. "Story" of content

There are roughly two directions for the marketing content that users like, one is rough offers, and the other is interesting "journeys." The restaurant can also create its own "personal design" through stories, topics, etc.

The well-established Shanxi Hotel has recently become a "net celebrity". Through a series of short videos, Shanxi Hotel has portrayed itself as a hotel that understands society and understands young people better, understands society’s helplessness, yet conveys positive social energy all the time. These "jumps" have brought Shanxi Hotel 661,000. Of Douyin fans. Following Douyin, more and more netizens suddenly discovered that the Shanxi restaurant, which was very old-fashioned in the impression, was "young", and once felt that the Shanxi restaurant, which can only be viewed from a distance, was "down-to-earth". In the next step, you can directly contact Friends have an appointment here...

The concrete, highly readable, and connotative "story" has become a major outlet for some restaurant companies to show their brand culture. Shanxi Hotel made it into a script and filmed it into a video to change the image of the restaurant. Some people also packaged the "story" into a corporate culture to create empathy with customers from the cultural level, and to narrow the distance with customers. .

When big catering brands have actively approached Internet celebrity KOLs, inviting Internet celebrities to bring goods to grow grass, and even turn the brand into an "Internet celebrity" to attract traffic. In the catering industry, the traffic represented by Internet celebrities is being fully valued. Restaurants that have scorned the Internet celebrity economy in the past should also learn to face the Internet celebrity economy, because the circle of fans developed by the Internet celebrities is becoming a avenue for some brands to become popular quickly.

Of course, if you want to become a real brand, you must not only have the ability to attract traffic from “net celebrities”, but also have the professional strength of “stars”. The coexistence of marketing power and product power is the correct posture for the sustainable development of a brand.