global star's North American marketing experience when Haihai brand meets online popularity

出海易/ 2022-04-19

influencer marketing market in 2021 it is expected to reach $13.8 billion , which is similar to compared with the global digital advertising investment of more than 450 billion US dollars , it doesn't seem to be a big cake. However, when the competition of traditional buying volume intensifies, the delivery restrictions become more and more detailed, and the platform delivery moves towards intelligence, online Red marketing provides another choice for brands to reach consumers

In the view of the global star team, with the help of online Red marketing, China Haihai brand can communicate directly with overseas consumers in a more localized way to improve brand influence. Global star was founded in 2020. The team is located in Vancouver, London, Beijing and Shanghai. It mainly provides the brand with overseas content marketing planning services in North America. Its core business includes social media KOL launch, material content production, etc. Global star service brands include patpat, urban revivo, huaxizi, covos and other clothing, beauty and 3C product brands. According to the team, at present, the brand repurchase rate and the growth of single customer investment have performed well

According to the data provided by the global star team, in terms of blogger resources, at this stage, global star has exclusively signed 116 KOLs in North America, with the number of fans ranging from 300000 to 7 million +, signed overseas KOL 5000 + for business and in-depth cooperation KOL & amp; Koc 50000 +, covering youtube, instagram, tiktok and other platforms

How to formulate marketing plan and measure the effect? Global star's experience is that different brands have different KOL marketing objectives. Global star will formulate corresponding plans according to the brand's needs for exposure, ROI or CPR. In the process of implementation, global star will screen according to the self-developed blogger database, and then match it by manual experience. At the same time, the material production and execution control are also jointly carried out by global star's domestic and foreign teams to complete the localization of materials

There are many uncontrollable factors in KOL marketing. The pain points of overseas KOL marketing include low contact rate of bloggers, opaque promotion price and low launch execution efficiency. Ren Yufei, founder and CEO of global star, believes that the biggest advantage of global star is that it has an overseas professional team and can sign contracts and negotiate prices with overseas KOL. At present, the contact rate of cooperative bloggers is about 90%, and the bargaining space with deep business bloggers is 10% - 50%

Ren Yufei said that the current monthly income of global star has increased nearly 100 times compared with that in January this year. In terms of profit, it mainly comes from the cost of delivery, service fee and material production. At the same time, global star is also arranging the live broadcasting business

influencer marketing benchmark report 2021 the survey shows that the biggest change in online marketing in 2021 compared with 2020 is the significant increase of brand investment in tiktok. 68% of the respondents in the report will conduct KOL marketing through instagram, followed by tiktok, reaching 45%

Many of the launch cases of global star are in tiktok. Ren Yufei also said that aiming at generation Z users, the brand's launch in tiktok has increased very fast. However, at present, tiktok is in the early stage of commercialization, and it is still early to talk about ROI. In particular, the function of tiktok shopping cart in North America is still in the testing stage, and the transformation chain is not perfect. However, tiktok has the advantage of low traffic cost and cheaper exposure compared with other platforms. The global star team also shared the data they observed. Generally, the CPR of tiktok platform is more than 1%, which is a good effect. At this stage, for KOL marketing, the brand will also refer to the search growth of website inbound and Google. With the gradual development of tiktok's commercial layout and the improvement of transformation effect, the brand can consider layout in advance

In the field of KOL marketing, many domestic and foreign companies have launched integrated service platforms to integrate and match KOL resources and business needs, evaluate the delivery effect and so on. To what extent will KOL marketing move towards automation influencer marketing benchmark report 2021 according to the survey results, 56% think it can be automated, and 44% hold the opposite opinion. Ren Yufei said he believes that KOL marketing is still a labor-intensive work, which is difficult to be replaced in the short term, but it is undeniable that automation will be the development trend in the future

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b2b当出海品牌遇上网红,Global Star的北美营销经验

(Shi Yi)

Compiled by Zhao Xiaochun

Figure tiktok's Facebook account

跨境资讯当出海品牌遇上网红,Global Star的北美营销经验

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