bayedsolid Chapter 396
Chapter 396
The reason why I specifically told Lu Qingfeng this was because the sales of fashion magazines, in a sense, is the most direct measure of an artist's influence.
Dataization is the most obvious sign of the popularity of artists in the era of traffic.
For movies, it is box office data; for TV series, it is the popularity values released by major video platforms; for music albums, it is sales rankings; and the indicator for fashion magazines is the total sales volume.
However, it takes a long time to obtain this data, so there are 24-hour sales data and pre-sale data to date.
So, is this data, which is very important in the eyes of fans, important in the eyes of the industry?
"It depends."
Zhu Zhichang explained.
"Most of the time, first-tier magazines don't actually make money from magazines themselves, but from advertising by brands. In some important months, high-end luxury brands spend money to promote their magazines."
"When brands choose which magazine to place their ads, they don't look at sales figures, but rather the DMR rankings, which are related to the magazine's output level."
"So it's actually the fans who care most about sales. Starting about two years ago, when idol talent shows exploded and the fan economy took off, the shows created rankings to more directly showcase each contestant's popularity, encouraging fans to spend money to vote for them."
"Then, this set of rules was unknowingly accepted by the fan circle and spread to other places. Data comparison and sales ranking became essential skills for star chasing."
Zhu Zhichang has been in this industry for a long time and has a clear understanding of all the ins and outs of it.
Lu Qingfeng could understand this phenomenon.
Because numbers are the most intuitive expression of popularity, just like playing a game, if you have a high level and your combat power is maxed out, no matter how many fancy tricks you have, you can kill your opponent with one blow.
My data is higher, my sales volume is higher than yours, so my self-assessment is that yours is higher.
"Data darlings are not necessarily fashion darlings. Brands and magazine editors prefer artists who can take photos and have their own quality."
"If you can put it in a simpler and more popular way, it will be able to bring goods."
"Artists can bring sales to brands. With sales, brands are more willing to place advertisements, and fashion magazines are more willing to invite them."
Lu Qingfeng didn't understand any of this and it was the first time he knew about these things.
He nodded and suddenly remembered something.
"Let the studio contact the fans and ask them not to increase sales just for the sake of increasing sales."
Zhu Zhichang thought about it and agreed.
"Indeed, there's no need to consume fans' enthusiasm for this kind of sales, especially when there's something like pushy spending."
The so-called krypton-urging is a phenomenon in fan circles.
It is a tactic used by fans to boost sales.
[It’s just two or three days’ salary] [It’s just enough to save two cups of milk tea] [If you don’t buy it, it’s not XXX] Such guiding rhetoric actually consumes fans’ centripetal force.
Especially for some pan fans.
Zhu Zhichang contacted Niu Shiyu, and this young man was in charge of this aspect.
Niu Shiyu executed it quickly, but the result was somewhat unexpected.
The next day, Esquire released a preview of its February cover.
I don’t know if the brand bought the hot search, but this entry soon became a hot search on Weibo.
In the video, which lasted less than ten seconds, a curtain slowly fell, revealing a glimpse of a white-haired young man behind the curtain.
Different from the previously released MV videos, the carefully color-adjusted fashion magazine shots have a unique texture, especially the deliberately highlighted eyes, which leave an extremely deep impression on people who see this video.
At 12 noon, the magazine was available for pre-sale on the shopping platform.
The cover photo finally shows Siam’s true appearance, and it is the one lying on the bluestone.
White hair, cold eyes, stretched body, lazy posture, and overflowing sexual tension.
[Go, go, go! 】
[Xiaolu told us not to rush sales, but I'm not doing this for sales, I really want to buy it!]
[Did you see the introduction? This magazine also contains five different types of photo cards. I'm definitely buying this magazine. No one can stop me.]
[Sisters, let's make a pact. Each of you will only buy one copy. If you buy too many, I'm afraid I won't be able to buy enough.]
……
The magazine’s official Weibo account updates sales figures in real time.
Within five minutes of opening for pre-sale, at a price of 40 yuan per copy, the first sales reached 6.76 million, breaking Esquire's pre-sale record for February magazines.
In the tenth minute, sales reached 7.5 million.
Half an hour later, sales had exceeded eight million.
……
This is the case with fashion magazine sales, because of the concentrated purchases in the pre-sale stage, the additional amount decreases as time goes on.
The 24-hour data remained at nine million.
Of course, the impact goes far beyond this.
The hot sales of the magazine also made fans pay attention to the style of the models. The resourceful netizens can always find unknown items buried in the corners, no matter how niche they are.
Brand name: Nephele, literally translated as Nephele, the goddess of clouds in Greek mythology.
A fashion brand founded by Chinese fashion designer Cui Yu, who has a rich resume. He graduated from SVA, the New York Academy of Art, and has worked for many luxury brands.
He also held his own style show.
Around 17, he returned to China and founded his own fashion brand.
It is based on traditional style and incorporates modern elements. Due to its price positioning, it is currently considered a niche brand, and we have also spent money on fashion magazines before.
But I don’t know if it’s because they didn’t find the right model, but it never made much of a splash.
As a result, this wave took off directly.
Nephele currently mainly operates an online store, and the number of visits to its store has been rising since the magazine pre-sale began.
The number of orders is rising steadily.
Backend customer service has never been so busy.
"Brother Cui, it's booming, it's booming."
"Don't get excited, I get it."
When his subordinates rushed into the office, Cui Yu, the boss and brand designer, was already reading various news on the Internet.
Coming from the fashion industry, he seems quite ordinary, sitting behind the computer and looking through the various reactions on the Internet.
He was also quite surprised.
Since the establishment of this brand, although it has gained popularity in some circles because of its national style fashion brand route, it has never entered a broader field of vision and has become a niche.
Although we have tried many ways to promote it, the results are minimal.
The breakthrough occurred at an unexpected point.
Is this the ability of celebrities to sell products?
Due to funding issues, he has never collaborated with celebrities before, only models.
No, no!
It must be a people problem.
He returned to the pre-sale interface and looked at the magazine cover.
If the person wearing the brand's clothes is not this person, the effect will probably not be achieved.
"How much money is left in the company's account?"
He suddenly wanted to find a spokesperson for the brand.
"Less than five million."
The financial response shattered his idea.
I'm afraid this amount of money is not enough to sign an artist of Lu Qingfeng's level.
He felt regretful.
Nephele's market reaction has also been noticed by many people.