How much", it is more inclined to bring goods at the level of direct sales. But I think that there are actually two types of goods: one is direct sales as mentioned above, and the other is grass. I checked the explanation of "carrying goods" in Baidu Encyclopedia. It refers to the driving effect of celebrities and other public figures on commodities. The use and favor of a certain commodity by celebrities will often cause consumers to follow suit and set off the popularity of this commodity. trend". The result of bringing the goods here is to "set off the trend of this product", and does not say "buying tide". For example, if you find a KOL to promote your products, in the end, although it does not directly bring about obvious sales; but you find the amount of discussion of the product on social media, the search index on Taobao, the number of fans in the store, the number of additional purchases of designated SKUs, and the collection. These indicators have increased, so do these count as bringing goods? Of course. 3. KOLs bring goods more for spreading and planting grass
Earlier in point 1, we mentioned that KOLs and anchors can bring goods to some extent, it just depends on your understanding of "carrying goods"; combined with point 2, carrying goods is actually divided into Both direct sales and grass cultivation. I think that KOLs bring goods more for dissemination and planting grass, rather than direct sales like e-commerce anchors, because it is also mentioned above that KOLs are essentially content creators. Jiang Bulk SMS Service Chacha, a well-known KOL in the advertising and marketing circle, once broke the news that she used her strong influence to try to bring goods to a certain socks customer, but only 4 pairs were sold. Chacha wrote the jokes in the advertising circle, it was easy to come by, but it was 100,000+, but it was really not good to sell. The reason for this point is that I want to tell those friends who have a certain budget in their hands and want to try "marketing with goods", that they have clear goals and expectations in their hearts before launching. If you are clear that you want to harvest sales, then go to those looking.
E-commerce anchors do live broadcasts, the effect will definitely be better than going to the station to find some KOLs; and if your purpose is to grow grass, such as a new product that has just been launched, and you want to quickly gain consumer awareness and trial, then you can try Try to find some KOLs on platforms such as Weibo, Xiaohongshu, Douyin, etc. to spread topics and recommend good things. 4. At present, most of the cooperation between KOL and brands is still in the stage of selling advertising space Compared with traditional advertising media, the biggest advantage of KOLs is that KOLs do content marketing, and can use immersive content to influence consumers, rather than simply exposing them to advertisements. Of course, these are just the ideal states in our minds to use KOLs for marketing; in fact, most of the cur