From a future perspective, 2016 is worthy of being called the first year of the Internet from all dimensions.
From the resurgence of all things on the mobile Internet to the intense development stage of the live streaming industry, both the sharing economy and the Internet celebrity economy are like bamboo shoots buried deep under the earth's surface, growing crazily after a spring rain.
According to incomplete statistics, the scale of the domestic Internet celebrity economy reached 53 billion in 2016. What is this concept?
We must know that the scale of the domestic film market this year has only reached 45.71 billion. The Internet celebrity economy, a new thing, has overtaken the traditional film industry in terms of scale for the first time.
The size of the cake naturally attracts countless capitals. Under the acceleration of capital, a positive feedback is formed, and the cake naturally grows bigger and bigger.
But now, with Zhou Dongsheng's personal demonstration, this originally slow evolution process has undoubtedly accelerated at twice the speed, and the entire industry has begun to accelerate.
If the "Internet Celebrity Economy" is regarded as a stock, it is undoubtedly the stage where it has begun to rise strongly. Countless capitals have entered the market to sweep up the chips, forming a joint force to raise the stock price.
As for Zhou Dongsheng, as one of the first investors to enter the market, the scarce chips he holds will naturally increase as the market rises. This is probably the case for hoarding goods.
After all, when Zhou Dongsheng pushed himself to the forefront, his short and not to be underestimated fortune history was naturally once again put under the magnifying glass of the public and even put on the table of some capital institutions for analysis.
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Starting from Little People Media and deeply involved in the field of live broadcasting, Zhou Dongsheng has obviously tasted the sweetness of the Internet celebrity economy, thus accumulating the first pot of gold and completing the primitive accumulation of capital.
Then Yi Nian Media was established as a supplement to further expand its achievements, and successively signed contracts to create new IPs, from [Muzi Qi] to [Papi Jiang]...
And when you have the content in hand, you directly invest in the short video platform, which undoubtedly further improves your layout in the Internet celebrity economy and maximizes your advantages.
In particular, he spared no expense to create the Golden Second Award. Even top Internet tycoons like Ding Sanshi supported him, and even contributed to the entry of Pig Factory Capital...
Even if there is no need to delve into it, just sorting out the information that Zhou Dongsheng put on the surface, a consensus will naturally take root in the hearts of these caring people.
Even Ding Sanshi’s stance is naturally interpreted as the boss is optimistic about the internet celebrity economy, otherwise he would not have chosen to invest in the short video platform.
For a time, under the waves caused by Zhou Dongsheng, an undercurrent began to surge. Wherever there is profit, capital will never be absent.
And when capital comes into the game looking for bargaining chips, Zhou Dongsheng is undoubtedly a coveted piece of cake.
After all, everyone knows that investment is risky, so capital cannot be unaware of it. Instead of facing unknown risks...
It is better to spend more money and invest in Zhou Dongsheng, a potential stock. Judging from the current strong performance of Zhou Dongsheng, there is no doubt that Zhou Dongsheng is already a white horse stock with broad room for growth.
Especially for the high-quality assets in their hands, if they are willing to raise financing, they are obviously very willing to pay a reasonable price to win this valuable ticket.
Therefore, Zhou Dongsheng, who was at the center of this whirlpool, was naturally surrounded by olive branches like snowflakes in the sky. Even Xu Kaidao and Xu Ruoan's phone calls could not stop for a moment.
Fortunately, Zhou Dongsheng had already experienced similar big scenes before, so he was already accustomed to it. He skillfully adopted the friendly principle of neither rejection nor initiative, and he was able to move among the crowds of capital with ease.
Not only did he gain personal prestige, he further built his reputation, and at the same time accumulated a certain amount of network resources.
No matter how great the impact or the scope of a marketing event, there will be a process of reaching a peak and then gradually falling back to calmness, especially in the context of the acceleration of the Internet era...
Sometimes this process can be very long, lasting as long as ten days and a half, and sometimes it only takes one day. After the novelty wears off, the audience will naturally disperse and move on to the next fun and excitement.
Just like the so-called "Fifteen Minutes of Fame", another fifteen minutes of Zhou Dongsheng's were fleeting, and he calmly walked off the Internet stage.
In addition to benefiting him a lot, Douyin short videos are undoubtedly a big winner. With this marketing event, they have once again won a lot of praise. The highly differentiated image of music short videos has once again been deeply rooted in the hearts of the people.
Moreover, there was a one-man show played by [Papi Jiang] before, and later there was a micro-short play produced by Zhou Dongsheng himself. Driven by a series of phenomenal events...
Douyin, a stage under the spotlight, exudes endless temptation and attraction for countless creators. Who can resist the temptation of becoming famous overnight?
Of course, there is another group that has become the beneficiary of this phenomenal marketing event, and that is Rolex!
To be precise, it should be consumers who buy Rolex. Although as an old luxury brand, Rolex's status in the field of luxury watches has always been high.
Even the general public's awareness of luxury watches originated from Rolex. After all, this watch has played a decisive role in film and television works and in reality since the 1980s and 1990s.
Of course, this status has created Rolex's mass base, and also shaped its stereotype, becoming its almost irreversible brand image.
Under the myth of the benefits of the Internet era, countless young upstart groups have emerged. As the saying goes, the waves behind the Yangtze River push the waves ahead. The young upstarts took over the baton of the times and began to control a large amount of wealth.
Naturally, it has gradually become the main consumer group of luxury goods. Wherever there are people, there is competition, and there will naturally be no shortage of intrigues among luxury goods.
Although the positioning of luxury goods is very conscientious, it never makes money from the poor and is aimed at consumer groups with certain spending power.
Therefore, in the face of the emerging group of young upstarts, the luxury goods industry must naturally keep pace with the times and make changes with the pace of the times to cater to the aesthetics of the young upstarts.
For those who once took the lead in entering the Chinese market when the spring breeze of reform was blowing, and quickly emerged as a dominant player in the Chinese luxury watch market, Rolex is undoubtedly a representative of the sweetness of the times.
However, with the advancement of the times, the Chinese market is getting bigger and bigger, and other competitors such as Omega and Longines are crossing the sea, showing their magical powers and quickly grabbing market share.
However, its own market share is getting smaller and smaller, which can be said to be a vivid interpretation of what it means to be in Hedong in thirty years and in Hexi in thirty years, and the situation is changing.
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As for the brand image that originally gave me a taste of sweetness, it has become a stumbling block that hinders my development. The so-called symbols of wealth, status, and identity have shut out the large number of young upstarts emerging.
Most young upstarts will subconsciously ignore the Rolex option when choosing their first watch.
Although Rolex is still the top brand in the world, for young upstarts, isn't this thing meant for my dad to wear?
Perhaps the most significant performance is that since 2010, Patek Philippe has been a latecomer and has occupied the top spot among China's most popular luxury watch brands.
The young upstarts are obviously more fond of Patek Philippe, but Rolex, the big brother, lags behind like tears of the times.
Although it is still the most famous among watch brands in China and even around the world.
But its performance in the Chinese market is obviously no longer as good as its glory.
There is quite a bit of difference between the Tang family's Overlord Spear and the Scholar's Life-Destroying Sword in the world's weapons spectrum (funny).
Under this subtle influence, it has naturally formed an embarrassing brand image of "if you can afford it, look down on it, but if you look at it, you can't look down on it". Rolex even has the saying "work force soil" because of this.
Marketing for the Chinese market has always been the key strategy of the Rolex brand, and it has naturally made many changes to cater to the aesthetics of young upstarts.
Among them, Rolex’s creation of the classic “Green Water Ghost” may be regarded as a very successful aesthetic change to cater to the younger market, but it is ultimately a drop in the bucket.
In recent years, the person in charge of Rolex in China has been working hard to reverse this decline. They have spent a lot of money, but the effect has been half the result with half the effort, and the results have been minimal.
However, they did not expect that a trivial one-minute "advertising" short video would suddenly increase their traffic. At one point, even the official website, which was used as a display, fell into a lag.
Even the number of customers in offline stores has increased to varying degrees. This traffic is even directly reflected in the order volume. In the past few days, sales data has ushered in a small peak.
Even Rolex consumers have received unprecedented attention in the past few days.
The originally mediocre Rolex watch seems to have suddenly returned to its peak, becoming a symbol of wealth and status, making consumers feel more respectable.
The emergence of this phenomenon is naturally not an accidental phenomenon, but an advertising effect that can only be brought about by phenomenal marketing, even though they did not spend a penny on this or place a single advertisement...
Of course, this is also a status symbol as a long-standing luxury brand. If it were replaced with other famous watches, it would obviously be difficult to achieve the "rich" effect that is wanted to be highlighted in the video.
Just like the Apple mobile phone in movies and TV series, the transcendent brand status and mass base are there. There is no need to say anything at all, it can only be said that they achieve mutual success.
It seems that this video has once again deepened the stereotype of Rolex, but it has appeared in a new form on a short video social community dominated by young people, and it has undoubtedly successfully broadened the brand road of Rolex.
And the high-quality traffic of young people has full potential, let alone luxury goods. It is a "must-have" for any consumer product.
After all, if you can't afford it now, it doesn't mean you can't afford it in the future. Even if you can't afford it all the time, it is still indispensable as a mass base to support the brand value.
Yes, the mass base is also a major added value of this type of luxury goods for the general public!
To put it in an easy-to-understand way, the presence of ordinary players in free online games is also one of the motivations for impulsive spending by Krypton gold players.
Without the support of the mass base, so-called luxury goods are naturally meaningless, just like Hermès on a desert island.
Therefore, after enjoying the dividends of this phenomenal marketing, Rolex’s marketing department in China held several internal meetings and conducted heated discussions on this public opinion.
Some people feel that although it has brought traffic and attention in the short term, it is lowering the brand style and damaging the brand value. The impact should be minimized and treated as the personal behavior of consumers.
Those who are more radical believe that this is a great opportunity to reverse the Rolex brand image in one fell swoop, and they should increase their efforts and use the short video platform as a breakthrough point to launch a large number of advertisements.
We can also further cooperate with Zhou Dongsheng, a typical young upstart, to open up consumption channels for China's young upstarts, especially Zhou Dongsheng's inspirational experience of starting from scratch. For China, it is definitely not comparable to celebrities.
After all, the so-called celebrity effect is also hierarchical. Celebrities use luxury endorsements to demonstrate their status and worth. However, for celebrity entrepreneurs and successful people, this relationship is obviously the opposite.
These people's affirmation of luxury goods is the greatest expression of brand value, and the higher the status, the better the effect...
In the world, Rolex is the big brother among watch brands, and its number of spokespersons is so large that no other watch brand can compare with it.
To highlight the need to cast a wide net to catch more fish, compared to other watch brands that choose first-line celebrities as endorsements, Rolex prefers celebrities from the sports and music circles, especially tennis.
Even the selection of spokespersons in the Chinese market also continues this style, without any hint of celebrities...
"I think this is a good attempt. Compared with the considerable benefits it may bring, the so-called risks are insignificant, far lower than the risk of celebrity spokespersons being exposed..."
"I think we can try advertising on the short video platform to see the effect, and we can also talk about cooperation with this young man..."
The person in charge of the Huaxia District, who was sitting at the top, adopted a compromise strategy.
Rolex's current reputation has a lot to do with its almost no-cost advertising strategy.
Every year, advertising spending alone to maintain brand value in the Chinese market easily exceeds hundreds of millions.
After all, consumers are always forgetful. With a new love like Patek Philippe, they will naturally forget about their old love.
If you don’t spend money to enhance your presence, it will really become the tears of the times.
Anyway, this advertising fee cannot be saved, and the conventional methods over the years have had little effect and are completely unable to turn the tide...
Then why not make a bold attempt, maybe there will be some unexpected results?
What's more, no matter how you look at it, choosing Zhou Dongsheng is not a risky move, but a breakthrough.
As for Zhou Dongsheng, a star entrepreneur who is not doing his job properly, he has already arrived in the capital after a long journey.
If not for anything else, just to attend the official launch ceremony of "Wolf Warrior 2"!
In addition to his role as an investor, Zhou Dongsheng will also make his screen debut and play an important supporting role!
