網紅經濟大行其道,中、美、歐現況分析

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網紅經濟大行其道,中、美、歐現況分析
 

歐美地區的網紅現狀分析

剛剛過去的二○一五年,可以被稱為網紅年。許多整型女網紅靠著影視表演、開設網路商店,賺大錢;更有不少網紅成了男明星和高富帥的另一半。近日,著名天使投資人、自媒體丁辰靈寫了一篇文章稱:「創業已死,當網紅才是二○一六年的賺錢大風口,網紅經濟將要大行其道。」
網紅的本質是打造個人IP。IP通俗地講,就是有情感寄託的市場需求。今天,資本遭遇寒冬、實體經濟低迷,創業成本一再攀升,所以說創業的黃金時期,已經一去不復返了!
時勢造英雄,二○○八年做淘寶,二○一三年做微商(編按:利用微信朋友圈發照片、分享進行買賣的模式,台灣可能較習慣使用臉書、Instagram。),二○一六年呢?利用行動網路和社群媒體,快速累積粉絲、吸引注意力,打造個人IP,再吸引投資、團隊,最後套現,這才是一條陽光大道。如今,沒有溫度、缺乏個人形象的品牌,已經吸引不了年輕用戶和消費者。

一線網紅的驚人年收入

二○○四年Facebook等社交平台崛起。二○○七年YouTube推出影片廣告分成計畫:「百分之四十五的收入歸YouTube平台所有,百分之五十五的收入歸視頻內容創作者。」此舉大大激發了網路內容製造者的熱情,網紅開始大量出現。
同時,類似網紅經紀公司的MCN(多頻道網路)也開始崛起,為網紅提供周邊服務,包括持續創造內容、接廣告、媒合品牌等。《每日經濟新聞》的記者注意到,Maker公司是YouTube上最大的內容製作商之一,二○一四年以十億美元的估值被迪士尼併購。
申萬宏源公司認為,美國的網紅經濟更多依靠廣告變現,未來將更加注重發展電商,以及與網紅分享品牌股權。此外,美國十四至十七歲網民使用率最高的前三個社群軟體,分別是YouTube、Facebook和Instagram。

 

Costco

(易佳蓉/製圖)

 

在歐美,以往高貴冷豔的奢侈品牌越來越傾向於找網紅代言。一線時尚達人的年收入已經高達百萬美元,他們在Instagram上傳一張穿著品牌服飾的照片,就有幾千到幾萬美元的收入。品牌和公關機構不可能忽視網紅們積累的粉絲人氣。
在中國,網路紅人雪梨的服裝淘寶店,每年的銷售額輕鬆過人民幣億元。

 

Costco

(雪梨淘寶店鋪首頁/截圖自淘寶網)

 

成長於行動網路的新一代網路紅人,正在瓜分品牌的廣告預算和傳統明星的收入…ReadMore

 

 

數千部 HD 商業影片素材免費下載 Videvo 高畫質動畫短片圖庫
 

在電腦玩物介紹過「免費圖庫」、「免費 ICON 」等素材,今天來介紹一個在製作廣告宣傳、行銷材料時也可能會用得上的服務:「免費影片素材圖庫」….More

 
Instagram廣告新招!開放品牌Tag商品、建立商品細節頁面
 

Instagram宣布,開始測試一項新的廣告功能,品牌可以選擇在照片上貼上「可購買的Tag」,當用戶點進這個Tag後,就會在App內開啟一個新內頁,顯示這個商品的相關資訊……More

 
 
 
 

 
 

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