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　　How to Develop Overseas Marketing in online celebrity for DTC Brand at Different Stages? Image source: Nox poly star

　　0-1 startup phase

　　In the initial stage, high-quality users must be obtained, and it is very important to choose high-quality customers and high-viscosity reds. The user portraits of DTC brand and online celebrity fans must match very well. So don’t go to a local intermediary or brokerage company to promote it directly, but do a good job in relevant research, analyze the DTC brand and the user portraits in online celebrity, and find a suitable online celebrity.

　　How to Develop Overseas Marketing in online celebrity for DTC Brand at Different Stages? Image source: Nox poly star

　　The start-up period can be divided into cold start and official start. In the early stage of cold start, you don’t need so many online celebrity, but online celebrity with four or five fans in the order of 10,000 to 100,000 can do it. Online celebrity, with 10,000 to 100,000 fans, has a certain accumulation of fans, which belongs to the high-speed growth period, with high fan viscosity and strong interaction rate. It pays more attention to the content itself and fans, and it is easy to make explosive content.

　　Through the cold start period, the first batch of high-quality users can be established for the new DTC brand. Based on the high-quality users, brand optimization and iteration can be carried out quickly, and private domain users can be established for DTC brand brands to achieve the effect of word-of-mouth fission.

　　In the official start-up stage, we must consider the cost performance of the red man you want to launch. You can find some KOC (fans below 10,000) and celebrities below 10,000, many of whom are personal online celebrity. For example, in Southeast Asian countries such as Viet Nam and Indonesia, many college students are online celebrities, which are basically operated by individuals. Unlike many celebrities in China, they are all operated by the same company, so their fans are not so large, and 5,000 fans may be able to receive business orders. Because I am also a college student, fans are also a young group, and the interaction rate and fan stickiness are excellent.

　　In fact, the more the number of cooperative KOCs, the higher the cost performance. For example, if you sign ten small online celebrity with a price of about 5,000 yuan, their fans are basically just paying attention, and their activity is relatively high, so its cost performance will be higher.

　　The cooperative KOC, on the one hand, can drain the new site with low cost and free replacement, on the other hand, through a large number of KOC material output, it can enhance the SEO of DTC brand in search engines and increase the ability of the new site to obtain SEO.

　　1-10 Brand Building Stage

　　Brand awareness building period, this stage combines some influential celebrities to conduct evaluation+activity stimulation, guide public opinion, start awareness, and build brand reputation.

　　Therefore, we can cooperate with a few 1 million+celebrities, with the help of their influence, detonate the brand, and at the same time, with the help of their social influence and professional labels, we can endorse the brand’s trust.

　　However, to cooperate with these big online celebrity, we must look at their growth cycle. Many big online celebrity have developed for several years and entered a recession. During the recession, no matter whether their own traffic or platform traffic is tilted, they cannot bring ideal results to the brand. Therefore, when selecting online celebrity, we should not only look at the matching degree between its fans and brands, but also pay attention to the stage of online celebrity.

　　How to Develop Overseas Marketing in online celebrity for DTC Brand at Different Stages? Image source: Nox poly star

　　In addition, in cooperation with these big online celebrity, these professional contents can also be effectively displayed in independent stations, making the pages of brand independent stations more convincing and story-telling. For example, when Laifen cooperates with overseas talents, it will include the cooperative high-quality content in official website, and the more readable high-quality content will be included in search engines, so that it will be displayed when searching for related keywords, thus gaining more traffic for independent stations.

　　How to Develop Overseas Marketing in online celebrity for DTC Brand at Different Stages? Image source: Lai Fen

　　High-speed growth stage of 10-100

　　When a DTC brand becomes well-known, it enters the stage of full-speed growth, and the effect operation is fundamental. In addition to the traditional advertising traffic, online celebrity marketing can still play the value of integrating product and effect. Large-scale and rhythmic cooperation can help DTC brands to widen the gap with competitors and boost GMV.

　　Scale: online celebrity’s marketing efficiency is cumulative and empowering, so it is difficult to produce a catalytic reaction at the gathering point by cooperating with three or five companies. Only by cooperating with at least thirty or fifty companies in a campaign can there be a scale effect. Many customers of Nox Gathering Star will cooperate with more than 100 celebrities in a single camp to output content and plant grass through a large number of people with goods. More and more users are beginning to understand the brand and enter independent stations, and the endorsement of brand building by online celebrity before will accelerate users’ consideration.

　　Rhythmic: Many overseas brands have made online celebrity marketing routine, and will set up a Red Man Marketing Executive Project Team to promote it by special personnel. Although online celebrity’s marketing work is routine, online celebrity’s marketing promotion needs rhythm. Every campaign should not be too long, and the efficiency between rounds is difficult to connect, which will reduce the marketing effect. The following figure shows the access data of several online celebrity marketing independent stations of a 3C product. It is not difficult to see that the energy storage after the previous promotion is on the same scale.

　　How to Develop Overseas Marketing in online celebrity for DTC Brand at Different Stages? Image source: Nox poly star

　　Let’s talk about the choice of red man types. The middle and long tail red men are the best choice at this stage, because they are more relevant, credible, loyal and cost-effective, and have strong influence, and their number is enough. It can meet the dual needs of budget control and efficient growth in the rapid growth of DTC brand.

　　Stable outbreak period of 100+

　　At this stage, most brands have completed the expansion of channels and categories, and entered a stable liquidation period. They can cooperate with a large number of popular KOL in the form of alliance marketing to build their own online celebrity resource pool.

　　A clothing brand has built its own resource pool in online celebrity in one year, and cooperated with dozens of online celebrity for a long time. These online celebrity have brought very good results to the brand. Among them, 10 Instagram online celebrity will continue to expose the brand in their daily content, and 5 TikTok online celebrity will generate 81M+ broadcasts for their created content, and bring more than 500+UGC content to the brand.

　　Building an exclusive online celebrity resource pool and establishing a strong connection with online celebrity, based on online celebrity and his fans, can receive suggestions from different angles. These valuable establishment can help brands to select and test products, and can also help brands to continuously improve user experience, thus building brand strength, maintaining user loyalty and increasing repurchase rate.

　　How to Develop Overseas Marketing in online celebrity for DTC Brand at Different Stages? Image source: Nox poly star

　　#DTC Brand’s Two Suggestions for the Future

　　1. How does DTC brand develop online celebrity marketing in TikTok?

　　As we all know, in the previous marketing in online celebrity, professional content was mostly exported through professional online celebrity, with high quality, reputation and communication. For example, many scientific and technological products like to cooperate with scientific and technological bloggers to evaluate their products, hoping to prove their professionalism through online celebrity’s professionalism.

　　TikTok online celebrity, on the other hand, exports original content that is easier to create, mostly sharing desire and planting grass in the use of scenes. Therefore, DTC brand needs large-scale cooperation talents in cooperation with TikTok talents, preferably 100 online celebrity as the base. When the content ratio increases to a certain extent, the interaction between the brand and users will be strengthened before it can be detonated.

　　2. DTC brand must seize the traffic bonus of live broadcast.

　　The live broadcast business in the United States has attracted much attention, the platform has been strongly supported, and brands have begun to lay out, but the cost of market education is huge. Many brands did not see the dawn in the first half of the year and retreated one after another, but the live broadcast ecology has been booming and will get better and better. This can be seen from the recent TikTok Daren @ iamstormistele’s sales of 1.02 million US dollars per game, which set a new live broadcast record in the United States. Therefore, the brand must have the patience and courage to tread the waves in the face of live broadcast.

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On March 13, Foreign Ministry Spokesperson Wang Wenbin held a regular press conference.

Asked by an AFP reporter, according to media reports, US President Biden and former President Trump both won enough party representative votes in the latest round of primary elections held yesterday to lock in two presidential candidates for this year’s election. Given that China is one of the main topics of concern to American voters, what is China’s comment on the U.S. presidential nominations from both parties?

Wang Wenbin said that the U.S. election is an internal affair of the United States. China has always adhered to the principle of non-interference in other countries ‘internal affairs and will not interfere in the U.S. election.

Wang Wenbin emphasized that developing good Sino-US relations is in the fundamental interests of the two countries and their peoples and is also the general expectation of the international community. No matter who is elected as the next US president, we all hope that the US can move towards China and promote the development of Sino-US relations in a stable, healthy and sustainable direction in accordance with the principles of mutual respect, peaceful coexistence, and win-win cooperation. It will benefit both countries and the world. (Reporter Liu Liu)

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Trump, who could not raise enough money, was furious and scolded all night!

On the 18th, a lawyer for former US President Donald Trump told the court that Trump did not have enough cash to appeal against a $45.4 billion fine. Media analysts believe that this may lead to Trump facing asset forfeiture.

Rumors of imminent bankruptcy followed on the Internet, dealing a humiliating blow to Trump’s carefully crafted image of a self-made business tycoon.

Related terms such as Trump’s bankruptcy have been on the top search list of social media platform X.

That night, Trump cursed all night on his social media platform TS, posting more than a dozen posts in a row.

Trump’s fury was triggered by a lawsuit he lost that exaggerated his assets. On Feb. 16, New York State Supreme Court Justice Arthur Ngoren ruled that the Trump family had been granted loans and tax breaks by exaggerating their net worth for years, a move suspected of fraud and sentenced to a fine of $45.4 billion.

It is reported that Trump is appealing the outcome of the trial, but if he wants to continue the appeal and prevent New York from enforcing the verdict, he will need to pay the deposit in full, which is due at the end of March.

Even if there is more money, it will be difficult to come up with more than $400 million at once, not to mention the chances that Trump does not have so much liquidity. The New York Times recently calculated that Trump has about $3.5 billion in cash on hand, while most of his wealth is related to real estate investments.

Trump reportedly said he had contacted about 30 guarantees through four different brokers and spent countless hours negotiating with one of the world’s largest insurances. However, potential guarantees seek to get Mr Trump to pay cash so that they do not consider using Mr Trump’s assets as collateral for margin.

To make matters worse, earlier this month, Trump paid a $91.6 million deposit in an appeal against the Carroll libel case.

Therefore, it is a bit difficult to spend more than US $400 million.

In response, Trump complained in a post on social media on the 18th that the amount of the deposit was unconstitutional, unAmerican, unprecedented, and almost impossible for anyone (including anyone as successful as me).

Trump posted a short composition on social media after 6: 00 a.m. on the 19th.

It is precisely because it is impossible that Trump seems to have insomnia, scolding the relevant sentences and judges and prosecutors all night. I will be forced to mortgage or sell important assets and may be able to sell them at a low price, and even if I win the appeal, they will cease to exist, Trump said in the post. Does it make sense? it’s witch hunting, interfering in elections!

Trump also raised the impact of the case to a level that affected the New York state economy, saying bluntly that New York companies would be scared to run away when they saw the case.

If you scold, the problem must be solved. Analysts believe that there are several options in front of Trump.

First, the time given by prosecutors is not yet up, so Mr Trump still has time to sell assets quickly or seek help from wealthy supporters.

In addition, his lawyer has appealed to a higher court for a deposit of about $100 million. At the same time, New York State prosecutors may, out of tolerance, give the former president more time to raise money.

As Trump’s last card, he can also ask the Trump Organization involved in the case to file for bankruptcy, which will automatically suspend the verdict against the entity. However, Trump is running for the US presidential election in 2024, a politically worrying choice, and he is likely to be reluctant to file for bankruptcy because of the trauma left by Trump’s bankruptcy filing in the 1990s.

To say the least, filing for bankruptcy is not a panacea. Legal experts say seeking court protection could raise a series of new problems, such as the risk of default on his loans after filing for bankruptcy, which could further spark lawsuits over whether Mr Trump is still liable to repay his debts. About a week ago, Trump locked in the Republican presidential nomination in the 2024 election, and there are still about eight months to go, during which time the campaign expenses are not small.

If none of these options happens and Mr Trump is unable to raise the money, Mr Trump’s assets may indeed be confiscated after March 25.

Article | Reporter’s coolness

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On March 20, local time, according to a report released by the Texas police in the United States, Anji Zhao (AC), chairman and CEO of Fumao Group, drove drunk into a pond on a ranch in Texas and drowned last month. Before Zhao Anji died, she called a friend for eight minutes. She also told the friend that she was going to die and said goodbye to her.

According to US media reports, the investigation concluded by the Blanco County Sheriff’s Office in Texas that Zhao Anji’s death was an unfortunate accident. Her blood alcohol concentration was 0233 grams per 100 milliliters, which was three times the state’s legal limit.

The report stated that police watched surveillance video from the scene, which showed Zhao Anji’s Tesla rushing forward, then reversing over the limestone wall, and rushing into the pond at about 11:38 pm on the 10th.

Blanco County Deputy Sheriff Robert Woodring (RW) said the release of the new detailed report also means that the investigation into Zhao Anji’s death has come to an end.

On February 10, 50-year-old Zhao Anji invited seven friends to a ranch near Johnson City (JC), west of Austin, Texas, for the weekend. Zhao Anji died after having dinner with her friends at the ranch on the evening of the 10th.

After Zhao Anji’s unfortunate death, Zhao Cheng re-served as chairman of Fumao Group, and Li Maike (ML) became president and CEO.

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　　First, the combination of overseas online celebrity and “flash” marketing

　　”Flash” marketing is a high-intensity and high-exposure marketing method in a short period of time, which quickly attracts consumers’ attention by creating topics, creating surprises and offering limited time discounts. Overseas online celebrity, with its huge fan base and powerful influence, provides a unique condition for “flash marketing”.

　　By cooperating with overseas online celebrity, the brand can quickly transmit the product information to the target consumers, and through online celebrity’s personal charm and word-of-mouth effect, enhance consumers’ awareness and goodwill towards the brand. At the same time, online celebrity can also customize unique “flash” marketing activities according to brand demand, such as limited time discounts, limited sales, interactive challenges, etc., to further stimulate consumers’ desire to buy.

　　Second, the advantages of “flash” marketing

　　Enhance brand exposure: Overseas online celebrity has a huge fan base, and every recommendation and sharing can quickly attract a lot of attention. By cooperating with online celebrity for “flash marketing”, the brand can achieve high exposure and improve brand awareness in a short time.

　　Creating Topics: online celebrity’s influence lies not only in their number of fans, but also in their ability to interact with fans and create topics. By cooperating with online celebrity, brands can create interesting and controversial topics, arouse consumers’ discussion and attention, and thus enhance the interaction and connection between brands and consumers.

　　Stimulate sales: online celebrity’s influence can be directly converted into purchasing power. In the “flash-style” marketing activities, online celebrity can stimulate consumers’ desire to buy and improve the sales volume and market share of brands through limited time concessions and limited sales.

　　Third, formulate and implement the “flash” marketing strategy

　　Choosing the Right online celebrity: Brands need to choose the right overseas online celebrity for cooperation according to their own positioning and target consumer groups. When choosing online celebrity, we should pay attention to the number of fans, fan activity, word of mouth and influence of online celebrity.

　　Making marketing strategies: The brand needs to work out specific marketing strategies together with online celebrity, including the content, time and form of activities. Strategies need to fully consider consumers’ needs and interests, as well as brand positioning and image.

　　Quick response and execution: In “flash” marketing activities, time is very precious. Brands need to respond quickly to consumers’ feedback and demands, adjust strategies in time and implement them efficiently. At the same time, the brand also needs to keep close communication with online celebrity to ensure the smooth progress of the event.

　　Data analysis and optimization: after the event, the brand needs to analyze the event data in depth to understand the effect and shortcomings of the event. By analyzing the data, brands can constantly optimize marketing strategies and improve the efficiency and effectiveness of activities.

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　　As an efficient brand promotion method, “flash marketing” has obvious advantages in enhancing brand exposure, creating topics and stimulating sales. Through the cooperation with overseas online celebrity, the brand can quickly attract consumers’ attention in a short time and achieve the marketing goal. In the future, with the continuous development of digital marketing, how to make better use of online celebrity’s influence and formulate a “flash” marketing strategy with quick response and high efficiency will become an important topic in brand competition.

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Russian President Vladimir Putin said on the 13th that he would redeploy troops on the border between Russia and Finland in response to Finland’s accession to NATO, UPI reported on March 13.

Reported that Putin said in an interview with Russian state media that from the perspective of safeguarding national interests, the actions of Finland and Sweden are absolutely meaningless.

We used to have a good relationship with Finland on the whole, he said. It’s perfect. The two countries do not covet each other, especially territorial claims, let alone other areas. We didn’t even have troops at the border; we withdrew all our troops from the Finnish border.

But this is their decision, Putin said. Now that they have decided that we did not have troops there in the past, we will have them now.

It is reported that in 2022, shortly after Russia sent troops to Ukraine, Finland and Sweden applied to join NATO. Finland became a member of NATO in April last year, and Sweden did not formally join until last week because of opposition from Hungary and Turkey.

Putin’s remarks came after Finnish Prime Minister Peter Riolpo told the European Parliament in Strasbourg that other EU countries must follow Finland’s example and strengthen security in marginal areas. (compiled by Wang Dongdong)

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Putin warns the West: ready for nuclear war

Russian President Vladimir Putin has warned the West that Russia is technically ready for a nuclear war and that if the United States sends troops to Ukraine, it will be seen as a major escalation of the war, Reuters reported on March 13.

Putin accepted a joint interview with Russia-1 Channel and Russian News Agency on the 12th. The program about this interview was officially broadcast on the 13th.

In response to the question of whether Russia is really ready to fight a nuclear war, Putin said: from the perspective of military technology, we are certainly ready, the report said.

Putin pointed out that the United States understands that if it deploys US troops on Russian territory or in Ukraine, Russia will regard this as intervention. So while I don’t think it’s all in a hurry to [nuclear confrontation” target=_blank>, we are ready for it, he said.

The conflict in Ukraine triggered the most serious crisis in relations between Russia and the West since the Cuban missile crisis in 1962. Putin has repeatedly warned that if the West sends troops to fight in Ukraine, it could lead to a nuclear war.

In the interview, Putin reiterated that the use of nuclear weapons is something already stated in the Kremlin’s nuclear policy, which sets out the possible use of nuclear weapons by Russia.

Putin said: weapons exist to use them. We have our own principles.

The report also said that for the conflict in Ukraine, which has lasted for two years, Putin said that Russia is ready to hold serious talks on the Ukraine issue.

Putin said: Russia is ready to negotiate on Ukraine, but the negotiations should be based on reality, not on desire after the use of psychotropic substances.

Reuters reported last month that Putin’s proposal to cease fire in Ukraine to freeze the war was rejected by the United States after middlemen between Russia and the United States.

According to the report, he also said in an interview that if the United States conducts a nuclear test, Russia may do the same.

We may not have to consider this issue, but I do not rule out the possibility that we will do the same, he said. (compiled by Longjun)