In addition to selling traffic, there are many other ways to monetize new media.

Last Friday, the fashion giant "Rebecca's Fantasy World" pushed a snap-up of MINI's latest limited edition car in its second post. This was a brand collaboration between Rebecca and MINI officials.

After the article was pushed, 100 MINI cars priced at 285,000 yuan were sold out within 4 minutes, and all orders were paid for 50 minutes later.

And there are far more than 100 people who want to buy this car.

A week before the sale went on, Rebecca launched the pre-sale on the official account . By noon the next day, the number of reservations exceeded 1,000 (the number of reservations was 1,568 before the sale went on).

Rebecca's friend said with emotion: "One night many years ago, on Guangzhou Avenue, Rebecca said her dream car was MINI. Now she has cooperated exclusively with MINI on a limited edition, which has fulfilled her dream."

This is not the first time Rebecca has tried brand collaboration.

Last year on Chinese Valentine’s Day, Rebecca and the Palace Museum Cultural Jewelry jointly launched the “Palace Museum·Cat’s Fantasy” co-branded jewelry.

All 400 items were sold out within 20 minutes, and with the second batch of restocking, the total transaction volume of this cooperation exceeded 2 million.

In November, we once again collaborated with the Palace Museum to launch the “Palace Museum Fantasy 2017 Notebook”, and all 10,000 notebooks were sold out in less than 4 hours.

As a result, Rebecca's title of "Buying Buy Buy Queen" quickly spread from her own fan group to the entire industry.

On the day of the interview with Rebecca, she was preparing for a sharing event at Jinan University that afternoon.

"In fact, I seldom attend lectures and sharing activities, and I turned down many of them. But Dean Fan Yijin is our 'big water army', haha, he invited me so I couldn't refuse his kindness, so I participated."

Jinan University is Rebecca's alma mater. She graduated with a degree in journalism and worked as a reporter for Southern Metropolis Daily for 13 years.

He worked from current affairs to movies , and from an ordinary reporter to a chief. Many times, he only slept three or four hours for more than ten days in a row.

1. Do things that excite you

Rebecca, who has loved beauty and dressing up since she was a child, can always buy good products and get exclusive discounts with her companions no matter where she is on business trips.

"I usually pay attention to fashion news and have the habit of collecting pictures. Fashion shows, new product launches... I will save any good-looking combinations," said Rebecca.

The long-term accumulation and persistence of her hobbies made her an opinion leader in her circle of friends . The title of "Buying God" has spread among her friends since then.

For a while, many of my girlfriends were discussing how to tie scarves in their hair, so Rebecca decided to write a guide, which was the first post on her official account: "How to tie a scarf to look fashionable? Learn these 10 simple tips."

After writing it, I sent it to my friends. Unexpectedly, everyone found it useful and forwarded it one after another. The number of readings in the background exceeded a thousand overnight.

Since then, Rebecca has been obsessed with sharing her shopping and matching experiences.

2. The transformation of traditional media professionals

"I admit that I am a shopaholic. Even the name of my public account is taken from a British novel, "Shopaholics", and the heroine is called Rebecca."

The first article of "Rebecca's Fantasy World" had over 100,000 views, which appeared in its third push. The explosion came very quickly.

One year after the official account was created, it quickly gathered 450,000 followers with only a few simple mutual promotions.

Today, the public account has more than 1.6 million fans, 4.5 million fans across the entire network, each headline has over 100,000 views, and the average number of readers is as high as 350,000.

"Thanks to my previous experience as a journalist, I have received a lot of professional editing and reporting training, so now I can cope with the overload of work every day," Rebecca told us.

Being at the center of communication, she is surrounded by KOLs who have the right to speak, which also contributes a lot to the dissemination of the content of the official account.

What Rebecca's experience in traditional media has given her is a unique grasp of content and communication. No matter how the medium of communication changes, the power of content remains unchanged.

1. Provide content value from a practical perspective

Rebecca’s official account now only pushes out two pieces of content every day. The first one is experience sharing, and the second one is e-commerce promotion . Basically, both of them have more than 100,000 views.

The shared content includes clothing combinations, skin care and makeup, dressing role models, good things, and little tricks . Rebecca has organized all the content in detail and placed it in the menu bar.

In addition to regular content, Rebecca also opened columns such as Wake Up Your Wardrobe, Good Things List, Lawn Mower, Cure for All Diseases, and Unboxing Notes , which are combined with her daily life, but the theme is also shopping.

Compared to other fashion accounts that often talk about entertainment gossip and other topics, Rebecca's content is obviously much more practical, and gossip entertainment, hot events, etc. appear very rarely here.

The practical value of the content may not be reflected in one or two articles, but after paying attention for a long time, fans will follow these dry goods to practice, experience the effects, and truly trust and rely on them.

On weekends, Rebecca would post some fan solicitation activities, original comics, prize announcements , or her own updates, which not only created a friendly personality but also increased interactivity and richness of content.

2. Adhere to personal style and strictly control the content

Like all new media editors, Rebecca said that she is busy pushing content from morning to night most of the time, except for meal times.

This is completely different from the view of many people that “fashion bloggers just fly around and work beautifully every day.”

Even though the official account has long been operated as a team, Rebecca still insists on personally taking charge of the content. "I am involved in the entire process of each article, from topic selection to ideas to writing. I am like the mastermind and main writer."

"There are so many WeChat accounts now, and readers can follow or unfollow them at any time, so I always think that content is the most important, and readers can definitely feel whether you are writing seriously or not."

3. Always be sensitive to the topic

In order to maintain her sensitivity to fashion topics and understand fans' various demands for content, Rebecca has been running around major fashion shows, accessing first-hand information, and communicating with brand designers.

At the same time, she would personally visit workshops and gain an in-depth understanding of the industrial processes behind the fashion industry. At the same time, she would continue to shop to keep her tentacles open.

"I have always felt that neither self-media nor traditional media can work in isolation." All the efforts and hard work are to always provide fans with fresh and valuable content.

"Many readers often leave me messages in the background and comments. They treat me as a friend and tell me, 'I went to an interview today', 'I confessed to my boyfriend today'..." Rebecca said that her fans trust her very much.

Rebecca's kindness and gentleness make her seem more like a heretic among the group of fashion bloggers. She lacks the sharp tongue, shrewdness, and rebellious personality that we usually think of.

From the intimate calls of "Kaka" and "Woka", fans have long regarded her as the most reliable best friend around them, rather than a businessman who only thinks about how to sell goods and make users pay.

Trust is what sets Rebecca apart from other self-media and makes her the craziest “buy, buy, buy guru” . The establishment of trust, in addition to friendly and practical content, also depends on Rebecca’s cautious attitude towards promotion.

1. Mark the promotion and win trust with authenticity

When she first started writing promotional articles, Rebecca was as nervous as many people, fearing that her fans would think she had changed.

Until now, every time she promotes a product, Rebecca still insists on writing "promotion" in the title , and she will also clearly point out any non-profit-related recommendations in the article.

Rebecca said she had never tried it before, and that she couldn't compare the effects of posting promotions without labeling them.

"But readers are not fools. Only after they have used something and found it useful will they trust you in the future. If you recommend something bad just for profit, you will be letting down the readers' trust." She sees this very clearly.

And even if she is promoting something, most of them are products she has used herself and brands she approves of. This is a truly virtuous cycle.

“So our open rate and conversion rate are pretty good. Readers love to buy. Haha. Many people leave messages saying: I will open the second message first after receiving the push to see what is available for purchase today.” Rebecca has always been confident about conversion .

2. It’s not just about shopping, it’s also about a lifestyle

Rebecca's audience is middle-class women with a certain economic foundation and fashion taste. If you want to impress this group of people, it is not enough to just rely on shopping, but also requires a higher spiritual connection.

Therefore, in addition to daily practical information, Rebecca will also make some life tips for everyone from time to time to encourage women to be independent, love themselves, and not blindly follow others.

"Life is always disappointing, how to get rid of bad emotions?" 》
Those sweet little touches make us look forward to the next life
"Why should I be anxious about turning 30? It's just saying goodbye to the age of a blank slate."
Rene Liu: I Still Have the Right to Be Alone
Falling in love with someone makes us better ourselves
"Kimura Takuya can grow old calmly, why can't we accept it calmly"

I remember another fashion blogger we like said: "Fashion is a very superficial industry. I don't want to export any values."

But for Rebecca, fashion is by no means a superficial thing. It represents a refined attitude towards life , giving people enough space to express their attitude towards life and personality.

"Even today when Chinese people have conquered shopping malls all over the world, in many people's minds, loving to dress up is superficial and vain. But I think that loving beauty can enhance a person's temperament."

Rebecca said, "This is not the effect of dressing up, but the radiance that comes from a person's attention and care for themselves."

Compared with simple shopping, spiritual connection and sense of identity can make fans trust and even rely on the product. At this time, the influence of IP is also expanded, extending from clothing and dressing to all aspects of life.

Rebecca's sales conversion rate is among the best in the industry.

Half a year after opening her account, Rebecca received a promotion for a certain brand of bags. Overnight, the brand received more than a thousand orders, and many bags were instantly out of stock. Hundreds of store reviews began with: "I came here after seeing Rebecca's recommendation..."

There are many examples like this. Rebecca recommended a scarf, and one minute later, the brand's website crashed.

I recommend a weight loss juice, but its website is paralyzed and offline supply is completely unable to meet consumer demand.

Therefore, up to now, advertising revenue still accounts for the majority of Rebecca's entire team's income. But Rebecca doesn’t want to rely solely on advertising: “I hope that the revenue from future products can surpass it.”

1. Test the waters for brand collaboration

Since last year, Rebecca has begun to experiment with brand collaboration, and her cooperation with the Palace Museum’s cultural jewelry is a classic case in the industry.

This time, the cooperation with MINI was also due to the strong purchasing power and enthusiasm of Rebecca's fans.

This new three-door MINI YOURS Caribbean Blue limited edition is limited to 100 units nationwide and only 300 units worldwide.

As the exclusive launch channel , Rebecca's Fantasy World was the first to expose the appearance of the limited edition car, and used one picture preview and two graphic and text messages to promote the collaboration.

In September, MINI will also hold an exclusive car delivery ceremony for Rebecca in Guangzhou to interact with fans on the spot.

Each joint collaboration not only allows both parties to conduct a beautiful experiment in the commercial market, but also enriches the external image of both parties and achieves value co-penetration.

2. Create an independent brand

Multiple attempts at brand collaborations have also helped Rebecca accumulate a lot of experience for launching her own brand.

"If I want to make a product, I must have my own design and ideas, and I must be able to control the quality," said Rebecca.

Rebecca actually had the idea of ​​building her own brand a long time ago, but she also knew that this was not an easy task. There were many problems that needed to be solved if a media person who wrote content suddenly had to start developing products.

"We have been preparing for our own brand for a year, and there will be some actions in the second half of this year." Rebecca said that they mainly make women's clothing and will take the high-quality light luxury route.

"In order to make something of truly good quality, I chose the most difficult path. Every link is led by ourselves to ensure that every link is controllable." Rebecca has made the greatest effort to build her own brand.

Among the 20-person team, in addition to content, operations , and business, the product team responsible for the independent brand is also ready.

In addition, in June this year, Rebecca also created a new account called "Plant Only One Grass Every Day" , targeting young women, who recommend small and beautiful things. The current headline reading volume has reached 30,000 to 50,000.

Rebecca said that regarding the public account matrix, new accounts targeting different groups will be launched in the future, but she will not pursue scale excessively and expand too much all at once.

At the end of the interview, Rebecca said that in the future, she hopes that the Rebecca brand will not only be limited to the field of fashion consumption, but also involve more lifestyle-related content.