"Consequence economy " , common perhaps ground says, "Net red economy " , be one of common sale strategy of domestic and international businessman these a few years. A trade that magazine cite crosses Forbes considers to show, light is 2018, the brand that has 72% prepared 6 digit for this (dollar) budget. Advertising magazine Adweek is forecasted, arrived 2020, brand people total devoted meeting reachs 10 billion dollar.
How doesn't the effect of this kind of means still have final conclusion after all, but we had not listened less really " such-and-such a favourite by sb in power can take money particularly, a day of turnover defeats ten million " the description of and so on, in other words, you can feel it gives a businessman brought gigantic voice roughly, but the knows its individual to regarding as average consumer effect with true may not. So this year the beginning of the year, civic Science changed a way, did a canzonet of net red economy to check from the angle of American consumer.
The example dimensions of investigation falls on 2000 people probably, what basically contrast is these two groups of concepts: The person that affect / rich advocate (Influencers/bloggers) and traditional celebrity (Celebrities) , before both and general be a certain specific domain " expert " , person energy of life comes from Internet or gregarious media basically (for instance fashionable rich advocate, game advocate sow) , the net that is close to us to understand at ordinary times more is red; And latter criterion mostly TV of have the aid of / broadcast / the relatively traditional agency such as the magazine accumulates reputation (for instance disc singer, actor) . Intervene because of what had Internet now nevertheless, these 3 kinds of people also appeared very large-scale jackknife.
A the mainest problem is, buying purchase bought territory, doesn't everybody eat " is the net red " this one?
Look from the result of investigation, the net is red be in on-line appeal force is clearly: It is likewise " buy Ta people advertising goods has been made on gregarious media / service " , had bought a network red commendatory person was occupied 19% , and had bought what celebrity recommends to have 10% only.
Consider the net is red people it is originally with network build up, only gregarious media, ta people have more really advocate the advantage that fight. The report last year Feburary also says wall street daily, compared with had been in TV active and old traditional famous person, advertisement advocate people now more favor those fame are done not have so big, but more get specific group welcome, " sexual price is compared " more expensive web is red people.
Another problem that is worth a care is, the commendation with what person is strong red net and next sheet?
Investigation gave out the following 4 dimension spend:
1.The female is right " consequence economy " preference rate is higher: It is a net no matter red recommend or celebrity is recommended, woman customer was occupied 6 into above, but among the person that been buyinging these things, the female's scale follows the man basic be keep balance (all men and women in sufferring the person that visit occupies half) basically each. Those who change character, no matter advertisement advocate those who search is traditional celebrity or burgeoning net red, suffer numerous the female in can compare the man more willing show respect for a few.
2.Grow as the age of consumer, no matter be net red effect or celebrity effect, overall weakening: 25 years old of the following youths, 36% have buy a network red commendatory commodity, in age longish that batch in (25 - 34 year old) , this number has 26% only. But look conversely, although the advertisement effect of traditional celebrity is done not have so outstanding, withstand time trial quite however: 25 years old of people that ever bought celebrity to recommend commodity below are occupied than 19% , arrived 25 - 34 year old how to also fall, still have 17% .
3.Average income person the person that compare good-paying is red to the net economic interest slightly a few bigger: In investigation, income of domestic tax the year before last year the group under 50 thousand dollars, compare year of income to exceed the product that the people of 100 thousand dollars loves red introducing to buy a network more instead. Curiosity daily (Www.qdaily.com) introducing " rich advocate electric business " this concept when, once the reader says, "Poverty makes me right these care naught for " , it seems that, this speaks in instantly not be very accurate.
4.Nevertheless, people is right play a mobile phone indulge degree, it is to follow those who buy apiration to show positive to close really: Use gregarious medium everyday the person of 2 hours above, the scale that has bought these products also is highest really. "Want you to taking a mobile phone only, the small pit that may fall into Window Shopping " , this is the truth that goes which to won't change.
Finally, although Instagram is the base camp of net red economy of be worthy of (had bought a network red the user scale that recommends a product is 34% ) , other tycoon of a few Internet -- Facebook, Twitter and Youtube follow-up are gotten very rapid also (had bought a network red the user scale that recommends a product is respectively 23% , 29% and 26% ) .
Of course, the story of net red economy is not flourishing completely, epigone people aesthetic exhaustion, and Ta people oneself person sets the crisis is a trouble from beginning to end. The Forbes that a moment ago still mentioned magazine, they are in same a survey data that another Europe market cited in the article: The consumer of 47% thinks net red sale appeared " content repeats " , the person of 23% feels this kind of advertisement " quality is dropping " . The person that exceeds an in part (54% ) it is to make known his position to say more, "The happiness that most net red place releases gives birth to vivid setting, the serious twist that is pair of real worlds actually " , criticise tone is quite serious still.
Think conversely however, this current situation also does not have solution a bit it seems that: The net is red people appeal force, come from greatly at Ta people the illusion that the person of develop a school of one's own is set and media of socialization of have the aid of makes. But, as (be a model with Instagram wind) the middle class is aesthetic the square respect aspect that pervades the life, you may discover, batch is duplicate, walk along the whole world to resemble those who come out imprinting from a matrix " Yun Wanggong " people, the rate of iteration is rapidder and rapidder also be destined. Can lose patient world at any time in a people, how to grab the attention of consumer uninterruptedly, can be a brand probably just go up with these lines of red people brandish what do not go is long anxious.
Topic figure comes from: Giphy? ? Maximillian Piras
