Internet celebrities are the promoters of products. To some extent, they are the banner of brands. There are various ways to cooperate with Internet celebrities. The mainstream cooperation methods are as follows.
Method 1: Give products to Internet celebrities through distribution, leaving enough profit space. This also helps Internet celebrities integrate the supply chain of a certain category, providing convenience for them to achieve better publicity and profitability. For enterprises, such cooperation with Internet celebrities increases the company’s sales channels, which is a relatively traditional cooperation model; while for Internet celebrities, signing a contract with the company means getting a lower purchase price for the products in this category, which is quite similar to the current hot micro-business distribution in China.
Method 2: Internet celebrities only do the self-media operations they are best at. YouTube video production, creative mining, video promotion, etc., as well as operations and supply chains related to the product side are all borne by service companies. Usually, such Internet celebrities will charge according to the number of promotional videos, video views and conversion effects. This fee is relatively high and is usually charged in one lump sum.
Method 3: Jointly develop independent brands. Such influencers have a large number of fans, a sticky customer base, and rich self-media experience and a strong tone. The depth and breadth of cooperation with influencers will transition to product line development, brand marketing and other levels, and the interests usually involve equity distribution issues.
The ways to cooperate with influencers are flexible and diverse, and sometimes they are directly related to the product itself. The high added value of the product is the basic premise for finding an influencer to cooperate, which also leaves enough profit space for both parties, such as wigs, high-end clothing, shoes, wedding dresses, evening gowns and other products on the AliExpress platform. High value-added products sometimes have the gimmick of customization, which also provides more convenience for marketing.