According to industry insiders, it is not uncommon for stars to make money in the sea when high traffic becomes the key to realizing. In addition to attracting attention with high traffic, brands created by stars need hard product support to be competitive, otherwise they will still be eliminated by the market.
High premium "fishing for gold"
With the high flow of blessings, the stars all want to do business once. Nana Ou-yang, who already has multiple identities such as cellist, actor and singer, now has a new identity, and launched his own brand "Nabi", and officially launched its first series "Cloud Capsule Series" on June 22nd, 165438+.
According to the official applet of Navi, as of today's press release of beijing business today, six products of Yunduo Capsule Series, such as eye mask, pants, socks, scarves, sweaters and dolls, have all been sold out, and only bathrobes and pajamas are still on sale.
However, while the products are selling well, there are endless disputes about "Nabi". Some voices said that the price of "Navi" products was too high. An eye mask 148 yuan, two pairs of socks 168 yuan, bathrobes and pajamas were all priced at 988 yuan, which was not commensurate with the fabric material. According to insiders, the cost of bathrobes is around 50 yuan/piece, which also makes the questioning of "cutting leeks" intensified.
According to Tianyancha App, Nabi brand affiliated company Shanghai Navi Culture Technology Co., Ltd. was established in August 2022 with a registered capital of 5 million yuan, and its business scope includes literary and artistic creation; Cosmetics wholesale; Wholesale of handicrafts and collectibles; Wholesale of shoes and hats; Jewelry wholesale; Knitted textiles and raw materials sales. , wholly owned by Newsleepco Co., Ltd. In addition, according to the information of intellectual property rights, Shanghai Xinshengda Entertainment Group Co., Ltd. has applied for registration of several trademarks such as Nabi, Nabi Studio and Navi. International classification includes cloth, clothing, shoes and hats, advertising sales, etc. , of which several trademarks have been successfully registered. Beijing business today reporter contacted Nabi today about the current consumption situation, but as of press time, no response has been received.
Rollover is not a case.
It is nothing new for stars to develop sideline business, but among many sideline businesses, it has become the choice of many stars to launch their own brands by relying on accumulated fame.
Beijing business today reporter noticed today that there are not a few brands created by stars that cut into the catering industry. Stars including Joker Xue, Ryan, Du Haitao, Bao Beier and Jerry have opened restaurants in many parts of the country, especially hot pot restaurants, and gradually formed chain brands. At the same time, many stars have launched fashion brands. For example, Justin once founded TWEEX 2, a fashion brand, and Wilber Pan and Li Chen jointly opened a fashion brand store NPC.
While the star's own brand emerges endlessly, the voice of doubt is endless, and product problems are exposed from time to time. Just in July this year, the hot pot brand franchise store founded by Du Haitao was exposed to the news that it was ordered to suspend business for rectification because the food processing operation area was not standardized and the fly control and insect control were not in place. Previously, some consumers complained that flies were found in the brand hot pot soup. For the questioning and punishment of consumption, the hot pot brand issued an apology statement and said that the same situation will not happen again.
When star restaurants are frequently criticized for food safety problems, the brand of Star Street has not been spared. Take TWEEX 2, a trendy brand that opened in Justin in 2020, as an example. Many consumers think that the in-store products are not cost-effective, and the short-sleeved T-shirts are priced above 500 yuan, which makes this trendy brand questioned many times. On June 5438+ 10 this year, the brand announced the company's business adjustment and closed Tmall, Taobao and Tik Tok stores.
Wu, CEO of Shenzhen Siqisheng Company, said that any enterprise and any brand have their own pricing power, and the star's own brand has certain advantages, such as fashion resources, fan base and popularity. Although the pricing power of products is the autonomy of enterprises, brands and pricing that can conform to the laws of market economy can survive, otherwise they may be gradually eliminated by the market. The star's own brand price is high, or it is based on many considerations such as strong appeal to fans and brand building, but whether it can be successful or not needs the market to give an answer.
"It is normal for stars to make money by traffic, which is also in line with the objective laws of market development. Traffic stars use their own traffic to realize, and high premium is a process of rapid realization, but there are also some problems behind it. " Jiang Han, a senior researcher at Pangu Think Tank, added.
Quality is the last word.
For a time, with the fermentation of public opinion, whether the star brand and the product itself can occupy several points at a high premium has also been questioned.
In the industry's view, the star's own brand is overpriced, which is related to the star's appearance rate and traffic. The higher the appearance rate and traffic, the higher the pricing. But making money by fan effect will not make a brand go far.
Nana Ou-yang Weibo has 20 million fans, and Weibo's topic "Nana's vlog" has been read more than 2.5 billion times; On the little red book, Nana Ou-yang has more than 8 million fans. Justin Weibo has more than 25 million fans, and its street brand attracted 6,543,800+4,000 fans' attention when it launched nine products.
Tens of millions of attention, the top traffic in the entertainment circle, and the star power behind the product don't lose anyone, but aside from the high premium behind the high traffic, the product itself is difficult to guarantee.
Xiao Jiang, who has been engaged in the clothing industry for many years, said that close-fitting clothes like bathrobes are mainly comfortable and skin-friendly. Ok, your pajamas should be 100% combed cotton, which is moisture-absorbing and skin-friendly. Five-star hotels generally use nightgowns made of this material, but the price is hardly more than three figures. Nana Ou-yang's own brand bathrobe, made of 86% polyester fiber, 13% viscose fiber and 1% spandex, is obviously not suitable for bathrobes. Polyester fiber, also known as polyester fiber, has the advantages of high strength and not easy to wrinkle, while the disadvantages are stuffy, airtight, moisture-proof, easy pilling, poor dyeability and unsuitable for wearing.