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王俊凯代替吴亦凡成新代言人,能挽救香港潮牌I.T吗?

徐弢    来源:星数 BRIGHT DATA    2020-08-30 10:30:00


印尼五分彩 SHIGE3NIANHOU,XIANGGANGCHAOLIUFUSHILINGSHOUSHANGI.TJITUANGENGXINLEDAIYANREN,ZHEIHUIXUANZELETFBOYSZUHEDEDUIZHANGWANGJUNKAI。


印尼五分彩 8YUE26RISHANGWU,I.TJITUANGUANFANGWEIBOXUANBULEXINDEDAIYANREN。JIEZHI8YUE27RISHANGWU12:00,GUANXUANWEIBOZHUANFACHAOGUO100WAN,5.7WANCIDEPINGLUNZHONGYOUDALIANGDAIYANRENTONGKUANFUSHIDESHAIDAN。#WANGJUNKAIDAIYANI.T#DEHUATIYEYOU1.9YICIYUEDU。



王俊凯代言I.T;图片来源:王俊凯@新浪微博


印尼五分彩 CHUANGLIYU1988NIANDEI.TJITUANDAILI400DUOGESHISHANGCHAOLIUPINPAI,QIZHONGBAOKUOb+ab、Izzue、A Bathing ApeDENG20DUOGEZIYOUPINPAI。ANZHAOYEWUHUAFEN,I.TJITUANQIXIAYOU“DAI.T”“XIAOi.t”ZUCHENG,QIANZHEBAOKUOAlexander Wang、BalenciagaDENGSHECHIPINPAIHESHEJISHIPINPAI,“XIAOi.t”YEWUXIANZHUYAOFUGAISTYLENANDA、IzzueDENGNIANQINGRIHANCHAOPAI。


作为香港地区规模最大的时装品牌零售商之一,I.T集团只拥有少量代言人。I.T集团自2017年8月才开始聘请代言人,集团第一位代言人吴亦凡。此后,集团旗下自有品牌也开始代言人策略,包括:旗下女装品牌b+ab品牌找来林允代言;2018年10月推出新的女装品牌greenishpink,梁缘(《白夜追凶》)、孟子义(《射雕英雄传》、《将夜》、《陈情令》)先后担任代言人。


印尼五分彩 XIANGBIQIXIAZIYOUPINPAIDAIYANRENDEGENGDIE,ZHEICII.TJITUANGENGHUANJUNKAITIHUANXIAWUYIFANYINGXIANGFANWEIGENGDA,SIHUYEYIWEIZHEZHANLVEBIANHUA。DANLINGRENYIHUODESHI,I.TJITUANWEIHEZAIYEJIBUJIADEDANGXIAZHAOLAIWANGJUNKAI?



相比吴亦凡,I.T集团为何更看中王俊凯?


作为网友戏称的“四大三小”的吴亦凡、鹿晗李易峰杨洋被称为“四大”;王俊凯、王源、易烊千玺被称为“三小”)中的两位,“咖位”更大的吴亦凡似乎是更贴合I.T集团“潮流风向标”定位的代言人选。


WUYIFANSHENSHANGDEYANYUAN、XIHAGESHOU、XUANXIUJIEMUDAOSHIDENGSHENFENGENGJIEJINCHAOLIU。YINYONGI.TJITUANGUANFANGWEIBO2018NIAN8YUEDETUIWEN:CHUANGZUOXINGGESHOU、YINLEZHIZUOREN、YANYUAN......ZHONGDUOSHENFENDEBEIHOU,@Mr_FANXIANSHENG WUYIFAN——ZHEIGEMINGZIBENSHENYICHENGWEICHAOLIUWENHUADEDAIMINGCI。



I.T集团官方微博2018年8月的推文;图片来源:I.T集团官方微博


这位EXO组合前成员在多个不同领域吸引了公众注意力:《中国有嘻哈》节目中的明星制作人、潮牌A.C.E.创始人、潮牌off-white设计师Virgil Abloh的好友,因梗诞生的《大碗宽面》相当出圈......在玩转跨界的同时,吴亦凡也获得了多个高奢品牌青睐。吴亦凡在2016年接连代言宝格丽(中国区腕表代言人)、Burberry,2018年年底成为了LV品牌代言人(非区域、单个产品线代言),足可见高奢品牌对于他的青睐。效果也确实显著,吴亦凡代言Burberry后刺激品牌业绩上升25%,LV则在咨询公司L2评选的2019中国奢侈市场数字价值的排名从第三位上升至榜首。


SHISHISHANG,WUYIFANDAIYANDUIYUI.TJITUANDEXIAOGUOTONGYANGBUCUO。GENJUAIMANSHUJU2017NIANNIANDITUICHUDEMINGXINGFUZHUANGDAIYANBANG,WUYIFANDEDAIYANXIAOGUOPAIMINGDI4,QIAN3MINGDOUSHIADIDASIQIXIAPINPAIDEXINJINDAIYANREN。


XIANGBIZHIXIA,DANDANSHECHIPINDAIYANZHEIGEJIAODU,WANGJUNKAIDEZIYUANJIUSHAOYIXIE。WANGJUNKAIGUOQUZHIDAIYANGUODiorZHONGGUOQU、DolceGabbanaYATAIQU(2018NIANNIANDIQUXIAOHEZUO)。


印尼五分彩 DANI.TJITUANSIHUZAIZHUJIANZHUANBIANDAIYANRENCELVE,ZAIJIXUQIANGDIAOCHAOLIUDETONGSHI,KAISHIZHUZHONGGENGNIANQINGDEXIAOFEIZHE。GUOQUJINIANJIAN,I.TJITUANQIXIAPINPAIDAIYANRENDOUHENNIANQING,LINYUNCHUSHENGYU96NIAN、LIANGYUANZESHI93NIAN,MENGZIYIZESHI95NIAN。WANGJUNKAIKENENGZHISHIZUIXINYIBU。


I.TJITUANZAIGUANXUANWANGJUNKAIDAIYANSHITIDAO“DANGDAIQINGCHUNCHAOLIUXINSHILI”,GUANJIANCISHI“QINGCHUN”“XINSHILI”,ZHEISHI2017NIANPINQINGWUYIFANZUOWEIJITUANDAIYANRENSHIMEIYOUTIJIDEGUANJIANCI。ZUOWEIBIJIAO,I.TJITUANZAIMIAOSHUWUYIFANSHIZHIYONGLE“CHAOLIUWENHUADEDAIMINGCI”YICI。


SHANGSHU“QINGCHUN”“XINSHILI”BUZHIZHIXIANGLEWANGJUNKAIDENIANLING(99NIANCHUSHENG),YEZHIXIANGLEFENSIQUNTIDENIANLINGYUMINGXINGLIULIANG。LIULIANGSHIWANGJUNKAIZUIZHONGYAODEZIYUANZHIYI。LIRUZAIXINLANGWEIBOSHANG,WANGJUNKAIYONGYOUHUOYUEDE7865WANFENSI,ZUOWEIDUIBIDESHI,WUYIFANFENSISHU5144WAN。ZAIXINLANGWEIBO8YUE26RI(2020NIANDI34QI)DEMINGXINGSHILIBANGNEIDIBANGSHANG,WANGJUNKAIPAIMINGDI7MING,DANWUYIFANPAIMINGDI73WEI。


印尼五分彩 RUGUOFENXIFENSIGOUCHENG,KANSHANGQUI.TJITUANXIANGYAOJIEZHUWANGJUNKAIHUODEGENGDUODE00HOU、YIJI80HOUXIAOFEIZHE,ZHEISHIWUYIFANSUOBUNENGDAILAIDE。


印尼五分彩 XIANGBIWUYIFAN,WANGJUNKAIDEFENSIQUNTICHENGXIANCHULIANGJIFENHUA、ERFEIJIZHONGZAI90HOU。BAIDUZHISHUSHUJUXIANSHI,WANGJUNKAIDEFENSIJIZHONGZAI00HOU、80HOU,ERWUYIFANDEFENSIJIZHONGYU90HOU。



王俊凯的粉丝集中在00后、80后;图片来源:百度指数


RUGUOJINXIANYUTAOXISHENGTAINEIPINGGUDIANSHANGPINGTAISHANGDEFENSIHUAXIANG,SHUJUTONGYANGYOUZHEIYIQUSHI。GENJUXINGSHULUOPANDESHUJU,ZAI“TAOXIDAIHUORENQUNHUAXIANG”ZHEIYIZHIBIAOSHANG,WANGJUNKAIDENVXINGFENSIZHANBIDADAO79.4%,JIANGJIN1/3SHI00HOU。WUYIFANDEFENSIZHONGNANXINGZHANBI、90HOUZHANBIGENGGAO。



淘系带货人群画像对比,王俊凯(上)、吴亦凡(下);图片来源:CBNData星数罗盘


YOUCIKANLAI,XIANGDUIYUCHAOLIUDINGWEIERYAN,I.TJITUANKENENGGENGDUOSHIYIJUXIAOFEIQUNTIGOUMAILIXUANZEDAIYANREN,SIHUGENGZHUZHONGXIAOSHOUERFEIPINPAI。WANGJUNKAILIANGJIFENHUADEFENSIQUNTI,JIBENSHANGDUIYINGZHEQIXIAGAODUANDE“DAI.T”YUNIANQINGHUADE“XIAOi.t”LIANGTIAOXIAN。


LINGYIFANGMIAN,WANGJUNKAIDEFENSIQUNTIKENENGGENGQINGLAIXIANXIALINGSHOU,TEBIESHIXINXINGDE95HOUDUIYUZHUZHONGXIANXIALINGSHOUDEI.TJITUANYEXUSHIGEJIHUI。GENJUAISENZHE《HUANYINGLAIDAOXIAOFEIZSHIDAI》DEBAOGAO,ZHONGGUO95HOUQUNTIJIEJIN2.5YIREN,RONGYICHONGDONGGOUWU,ZAISHIYONGDIANSHANGGOUWUDETONGSHIYEZHUZHONGXIANXIALINGSHOUDESHUZIHUATIYAN。QIZHONG,YOU31%DEBILICHUXIANZAIXIANXIAMENDIANXIAOFEI,GAOYUSHOUJIGOUWU。


DAIYANRENCELVESIHUSHI I.TJITUANZAIGUOQU1NIANJIANSUOZUODEDIAOZHENG。2019NIANNIANDI,I.TJITUANSHOUXISHANGWUGUANZHENGJINGSHANJIESHOUCAIFANGSHICHENG,ZONGYIHEMINGXINGOUXIANGZHINENGZAIYIDINGCHENGDUSHANGYINGXIANGNIANQINGRENXUANZEPINPAIHEGOUMAISHIDEJUEDING,BUNENGGUOYUYILAI。



I.T集团业绩接连受挫,王俊凯代言有用吗?


印尼五分彩 I.TJITUANGUOQUJINIANYEJICHIXUBIANCHA,ZHUYAOSHOUDAOXIANGGANGBENTUXIAOFEILIYUFUGANGYOUKEXIAJIANGDEYINGXIANG。QIYEJISHOUDAODEJINYIBUDECHONGJIZESHI2019NIANXIABANNIANXIANGGANGSHEHUIZHIANYINSUDEYINGXIANG、2020NIANNIANCHUDEXINGUANYIQING。


GENJUJINNIAN6YUEGONGBUDE2019/2020CAINIANBAOGAO,I.TJITUANYINGSHOUTONGBIJIANSHAO12.6%ZHI77.19YIGANGYUAN(ZHEHERENMINBI68.58YIYUAN);KUISUNEDADAO7.46YIGANGYUAN(ZHEHE6.63YIYUAN)。I.TJITUANDEYINGSHOUJIANGJINYIBANLAIYUANYUZHONGGUONEIDISHICHANG。


JINNIANSHANGBANNIANYEJIGENGCHA。GENJU8YUECHUGONGBUDEYUGU,I.TJITUANJIEZHI5YUE31RIDE3GEYUENEIKUISUNYUJIBUSHAOYU1YIGANGYUAN(ZHEHERENMINBI0.89YIYUAN)。


I.TJITUANZAIYIQINGQIJIANYEJISHOUCUOZHUYAOWENTIZAIYUZHEIJIAGONGSIZAIDIANSHANGYEWUSHANGDECHIHUAN。I.TJITUANZAI2011NIANKAISHITUICHUDIANSHANGYEWU,DANHOUXUDEZHONGXINZHUANYIZHIXIANXIAMENDIAN,YIZHIDAO2017NIANCAITUICHUGUANFANGDIANSHANGPINGTAIITeSHOP,2018NIANTUICHUDIANSHANGXIAOCHENGXU。


当然,更大的问题还是市场变化。I.T集团的竞争对手更多了,也更懂得如何做数字化.,可以更快将新品推进市场,在速度上远胜于I.T集团。这些竞争对手包括联手娱乐明星的运动品牌耐克阿迪等,最近几年中国大陆本土服饰品牌间兴起的国潮概念,还有陈冠希李晨余文乐等明星的个人潮牌。


YIGEZHIJIEDEBIJIAOSHI,I.TJITUANZAIZAOYUGUANDIAN、KUISUNDETONGSHI,ANTA、NAIKEDENGYUNDONGPINPAISHUZIHUAXIAOSHOUHUANJIELEJINNIANYIQINGXIADEYIBUFENDEYEJIXIAHUA。


ZAIZHEIZHONGQINGKUANGXIA,WANGJUNKAIDEDAIYANNENGWEII.TJITUANDAILAISHENME,HAIHENNANSHUO。XINDAIYANZAIDUANQINEISIHULADONGLEI.TJITUANXIAOSHOU。GUANXUANWANGJUNKAIDAIYANDETUIWENXIAYOUZHEDALIANGWANGJUNKAITONGKUANFUSHIDESHAIDAN,XIANGBIZHIXIA,WUYIFANDANGSHIDEDAIYANJIBENZHISHI“GONGXI”。


印尼五分彩 DANZAIGENGZHANGQIDESHIJIANNEI,WANGJUNKAIDEDAIYANXIAOGUONENGFOUCHAOGUOWUYIFANJIUSHIGEBUQUEDINGDEWENTILE。CONGXINGSHUSHULIDE2020Q1MINGXINGXIAOFEIYINGXIANGLIBANG,WUYIFANZONGHEPAIMINGDI16WEI,ZAISHISHANGCHAOLIULINGYUYIZHIYONGYOUZHEWENDINGDEDAIHUONENG,XIANHOULADONGBurberry、LVDEYEJI。ERWANGJUNKAIPAIMINGZAIDI59WEI。



图片来源:CBNData星数明星消费影响力榜单


WUYIFANDEXIANMINGGEXING、ZUOPINJIAZHIDUIYUTISHENGPINPAIYIJIASHIYOUBANGZHUDE。DUIYUGUOQUJINIANCHANGCHANGDAZHEDEI.TJITUANERYAN,YEXUYAOBAOKUODAIYANRENZAINEIDEYINSUTUIDONGPINPAIYIJIA。DANCHANGNIANSHOUDAOREPENGDANSHIGEXINGXINGXIANG“MOHU”DEWANGJUNKAI,NENGWEICHAOLIUPINPAIDAILAIDUOSHAOYIJIASHIGEYIWEN。



作者:徐弢 | 编辑:钟睿


关于星数


“星数”是CBNData立足阿里巴巴消费大数据研发的新型指标体系,从消费视角洞察明星商业价值,以消费转化重新定义明星商业价值的内涵,衡量明星的消费影响力,即通常所说的“带货力”。


“星数”包含数据咨询、数据榜单和星数罗盘三大产品体系,持续产出CBNData明星商业价值洞察、明星IP合作效果监测、品牌联动明星营销模式评估、CBNData明星消费影响力综合指数榜、CBNData明星消费影响力专业细分榜等明星消费大数据产品,帮助明星定制IP商业化策略,提升自身商业影响力及商业规划效率;同时也助力品牌精准匹配明星资源,提升合作的消费转化率。



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关键词:王俊凯 | 吴亦凡 | 潮牌 | I.T
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