Many people know Sydney, an online celebrity, about 20 15. She was photographed wearing a black hat at the airport. A day later, this kind of hat became popular. Two years later, Sydney changed and appeared on the podium of Alibaba Global Investor Conference. In other words, this year coincided with the outbreak of celebrity economy. Sydney and its fans grew by millions and flocked to her online store. In terms of attention and topic, it can almost rival the popular artists in the entertainment circle.
1born in 990, founded Taobao and Sydney Customs in Qian Furen on 201/kloc-0. Last year's double 1 1 once again set a record of daily sales exceeding 100 million. Behind hundreds of millions of sales are tens of millions of social media fans. Sydney, I didn't stop there. She is the chairman of Hangzhou Chenfan E-commerce Co., Ltd.
Entertainment circle and network celebrity circle complement each other in Sydney. On the one hand, Sydney is often invited to appear on the main red carpet and take photos with many artists because of its superior cargo carrying capacity. He was not only invited to attend the Cannes Film Festival, but also published many articles in fashion magazines. On the other hand, the more popular this person is, the better the business will be. For example, as long as Sydney is paired with a pair of ordinary black slim pants, it can shoot several groups of street shots and become a hot item in Taobao in minutes.
We asked Sydney, what do you need to worry about when doing business? Will online celebrities be mainly responsible for "showing their faces" because of their identity? Sydney, he will carefully ask, "Do you mean before or now?"
Sydney used to mean "Sydney customs in Qian Furen"-these eight words are the names of the super-high traffic Taobao shops in Sydney. She has been in business since her junior year in college. At that time, she started a business with her friend Qian, with only 3,000 yuan of venture capital. "We choose our own models, take photos, post-editing and maintenance, store design and customer service promotion, which are basically done by two people. When I was a model, she took pictures of me, probably because I like to share photos or blogs on social networks, so slowly, the number of fans gradually increased. "
Sydney's original intention is entirely for business. In order to bring traffic to the store, she once photographed one dress after another, that is to say, in this process, she only photographed herself as an online celebrity. Before the concept of network celebrity economy appeared, Sydney was one of the best products in the industry.
When it comes to online celebrities, Sydney's identity is not shy: "Many people may think that thinking of online celebrities will bring a lot of negative impressions, such as plastic surgery and hype, but myself, including many friends around me, is also an online celebrity. I think the current online celebrities may have really passed the era when people can become popular by hype. Everyone has outstanding talents in his own field, including makeup, clothing and even family and pets. He needs unique talents, fans and influence on the Internet. "
Like internet celebrities and Sydney walking in the street, nature fans are also essential. Whether abroad or abroad, whether whispering "Hey, is this Sydney?" Or take the initiative to take a group photo, and Sydney readily agreed.
She said that she regularly interacts with her fans for four hours every day. She can see what everyone is discussing every day, from which she can sum up a lot of "user information" necessary for doing business.
Sydney cannot ignore the double 1 1 every year. "Basically, we must prepare for the war several months in advance. On that day, we must stay awake for 24 hours and pay close attention to the background data. " Even now, Sydney still does many trivial things in Taobao shop.
Sydney has enjoyed a good reputation since she became the chairman of Chen Fan E-commerce. In Sydney's view, this is just a small business of a Taobao shop with a valuation of hundreds of millions.
Her big business is mainly to sign contracts to train more talents and network celebrities. Sydney has more than 5 million fans, big V and unknown ordinary people in hand. According to the law of her troops' deployment, she should be divided into echelon and field, and gradually occupy all circles such as beauty, clothing, snacks, fitness, mother and baby. As for how to promote the last 30 signed online celebrities to become real celebrities in the entertainment circle, this is a problem that Sydney is thinking about every day. "When signing the contract, I will evaluate her overall image, development potential and personal background. Once signed, I will operate them on different platforms. Many times, I will personally guide them.
Many people think that whether a person is red or not may be accidental, and most of them are lucky. But Sydney doesn't think so. "There must be a way to cultivate online celebrities here. I think this thing can be copied! "
Ask Sydney, what is your biggest feeling about the change of the "arrogant president"?
She paused for a long time. "In fact, there are endless problems and endless troubles every day." The economy of Sydney's online celebrities is no longer the ups and downs of her personal popularity, but the opportunities and opportunities of everyone around her. "I'm not worried about my business or company. What worries me is whether I have seized the opportunity in the process of rapid development. Am I right at every step? How can we give a good explanation to the signing reds? This really makes me anxious. "
Running a company in Sydney is much more difficult than running a personal store. "Because of our rapid growth, I need to learn things that I may not know or be familiar with before in a short time, such as corporate management, financial and legal affairs, and standardized operation, including the financing process we have experienced before. We need to quickly master these professional processes in a short time. " This is the biggest challenge she faces.
As an intruder in the entertainment circle and the behind-the-scenes operator of the online celebrity "Sydney", she never thought that she would step into the entertainment circle. More and more, she showed her intention to withdraw from the background. Even so, she clearly knows that her last love affair may be hype, but it still exists in Weibo. At the celebrity meeting, I wrote it off in only 243 words: "It was the first time I faced the so-called cyber violence and was labeled with various labels, so I was very depressed. I dare not turn on my mobile phone to watch it, Weibo, so I chose to close my comments for two months. Let these bad voices not affect me. I think I did it. " .
The remaining 3 195 words of the speech, Sydney, are all about business from beginning to end. "In this way, I won't worry. What if one day I am unpopular? I don't have to worry anymore. "
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