东南亚女孩不买范冰冰的账
<!----><style type="text/css">html{font-size:375%}</style><link href="https://pic.app.58cammp.com/static/publish/css/style.css?v=20240712" rel="stylesheet" position="1" data-qf-origin="/static/publish/css/style.css?v=20240712"><!-- 付费贴--> <div class="preview_article "> <!----> <section class="empty_paragraph" style="margin-right: 8px; margin-left: 8px; letter-spacing: 0.578px; text-align: center;"><img class="rich_pages wxw-img" style="font-size: var(--articleFontsize); letter-spacing: 0.034em; width: 562px; height: 379px;" src="https://pic.app.58cammp.com/FhSCVlqCcPBnHFUdm5F5fekBwCkq" /></section><section class="empty_paragraph" style="margin-right: 8px; margin-left: 8px; letter-spacing: 0.578px; text-align: center;"></section><section style="margin-right: 8px; margin-left: 8px; letter-spacing: 0.578px; text-align: left;"></section><p style="margin-right: 8px; margin-left: 8px; outline: 0px; font-family: system-ui, -apple-system, system-ui, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff; line-height: 2em;"><span style="outline: 0px; caret-color: #222222; font-family: PingFangSC-Light; font-size: 15px; text-align: left; letter-spacing: 0.5px; color: #474747;">直到最近在柏林电影节以评审身份重返影坛，人们才意识到，范冰冰已经“消失”7 年之久。</span></p><p style="margin-right: 8px; margin-left: 8px; outline: 0px; font-family: system-ui, -apple-system, system-ui, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff; line-height: 2em;"><span style="outline: 0px; caret-color: #222222; font-family: PingFangSC-Light; font-size: 15px; text-align: left; letter-spacing: 0.5px; color: #474747;"><span style="color: #474747; font-family: PingFangSC-Light; font-size: 15px; letter-spacing: 0.5px; text-align: left; caret-color: #222222;">但事实上，范冰冰的复出</span><span style="color: #474747; font-family: PingFangSC-Light; font-size: 15px; letter-spacing: 0.5px; text-align: left; caret-color: #222222;">之路重仓的是直播电商，只是目前正遭受重挫：</span>去年7月初，由范冰冰创立的美妆品牌Fan Beauty Diary进驻TikTok，首条视频由范冰冰亲自出镜官宣，播放量直破60万。</span></p><p> </p><p style="margin-right: 8px; margin-left: 8px; outline: 0px; font-family: system-ui, -apple-system, system-ui, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff; line-height: 2em;"><span style="outline: 0px; caret-color: #222222; font-family: PingFangSC-Light; font-size: 15px; text-align: left; letter-spacing: 0.5px; color: #474747;">尽管不是范冰冰的社交账号，但Fan Beauty Diary账号也经常出现范冰冰的日常美妆护肤分享。但半年多过去，流量似乎很有限：Fan Beauty Diary的官方TikTok账号只有5.7万粉丝；视频播放量也逐渐下滑，近期的产品视频，播放量不超200.</span></p><p style="margin-right: 8px; margin-left: 8px; outline: 0px; font-family: system-ui, -apple-system, system-ui, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff; line-height: 2em;"><span style="color: #474747; font-family: PingFangSC-Light; font-size: 15px; letter-spacing: 0.5px; text-align: left; caret-color: #222222;">Fan Beauty Diary想打开东南亚美妆市场，但在62%消费者有容貌焦虑、96%消费者有购买美妆护肤品习惯的东南亚，范冰冰的名气却失灵了。</span></p><section style="margin-right: 8px; margin-left: 8px; letter-spacing: 0.578px; text-align: left;"></section><section style="margin-right: 8px; margin-left: 8px; outline: 0px; font-family: system-ui, -apple-system, system-ui, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff; line-height: 2em;"></section><section style="margin-right: 8px; margin-left: 8px; letter-spacing: 0.578px; text-align: left;"><img class="rich_pages wxw-img" style="height: 63px; width: 578px;" src="https://pic.app.58cammp.com/FozAVdKZ2geFSM_o4KNMrWlTXnVu" /><br /><strong style="color: #07158e; font-size: 24px; font-family: system-ui, -apple-system, system-ui, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; text-align: justify;"><span style="outline: 0px; caret-color: #222222; font-family: PingFangSC-Light; text-align: left; letter-spacing: 0.5px;">东南亚首战告急</span></strong></section><section style="margin-right: 8px; margin-left: 8px; outline: 0px; font-family: system-ui, -apple-system, system-ui, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff; line-height: 2em;"></section><p style="margin-right: 8px; margin-left: 8px; outline: 0px; font-family: system-ui, -apple-system, system-ui, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff; line-height: 2em;"><span style="outline: 0px; caret-color: #222222; font-family: PingFangSC-Light; font-size: 15px; text-align: left; letter-spacing: 0.5px; color: #474747;">离开了内娱，范冰冰试图用电商创业继续践行“我就是豪门”的豪言。</span></p><p> </p><p style="margin-right: 8px; margin-left: 8px; outline: 0px; font-family: system-ui, -apple-system, system-ui, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff; line-height: 2em;"><span style="outline: 0px; caret-color: #222222; font-family: PingFangSC-Light; font-size: 15px; text-align: left; letter-spacing: 0.5px; color: #474747;">去年12月20日，范冰冰创立护肤品牌Fan Beauty Diary开启了第一场直播：由新加坡知名带货主播Fredyjays Maxx带货。Fredyjays Maxx在TikTok上拥有3.2万粉丝，主打护肤与美容品类，被称之为“新加坡李佳琦”。</span><span style="outline: 0px; caret-color: #222222; font-family: PingFangSC-Light; font-size: 15px; text-align: left; letter-spacing: 0.5px; color: #07158e;"><strong>当晚，范冰冰空降直播间，吸引了大批粉丝涌入，销量一路激增，库存多次告急。</strong></span></p><p> </p><p style="margin-right: 8px; margin-left: 8px; outline: 0px; font-family: system-ui, -apple-system, system-ui, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff; line-height: 2em;"><span style="outline: 0px; caret-color: #222222; font-family: PingFangSC-Light; font-size: 15px; text-align: left; letter-spacing: 0.5px; color: #474747;">创立于2018年的Fan Beauty Diary，中文名是谐音“美丽范”的美黎汎。作为一个线上起家、以创始人为IP的美妆护肤品牌，</span><span style="outline: 0px; caret-color: #222222; font-family: PingFangSC-Light; font-size: 15px; text-align: left; letter-spacing: 0.5px; color: #07158e;"><strong>Fan Beauty Diary的成绩离不开与范冰冰本人的深度绑定。</strong></span><span style="outline: 0px; caret-color: #222222; font-family: PingFangSC-Light; font-size: 15px; text-align: left; letter-spacing: 0.5px; color: #474747;">在小红书等社交平台上，范冰冰对产品的使用心得的分享和美妆教程，吸引了大量的粉丝关注和购买。</span></p><p> </p><p style="margin-right: 8px; margin-left: 8px; outline: 0px; font-family: system-ui, -apple-system, system-ui, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff; line-height: 2em;"><span style="outline: 0px; caret-color: #222222; font-family: PingFangSC-Light; font-size: 15px; text-align: left; letter-spacing: 0.5px; color: #474747;">成立一年，Fan Beauty Diary就在2019年的双十一期间，在1小时内取得近4000万元的成交额。Fan Beauty Diary的GMV在2021年突破3亿，2022年达到8.5亿，2023年突破11亿。全网粉丝过百万，淘宝京东美妆排行榜前列，小红书品牌综合指数第一。</span></p><p> </p><p style="margin-right: 8px; margin-left: 8px; outline: 0px; font-family: system-ui, -apple-system, system-ui, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff; line-height: 2em;"><span style="outline: 0px; caret-color: #222222; font-family: PingFangSC-Light; font-size: 15px; text-align: left; letter-spacing: 0.5px; color: #474747;">Fan Beauty Diary的打法，在中国国内一众美妆护肤品牌当中并不稀奇。花西子同样是依靠着头部主播李佳琦的深度绑定、直播电商的流量打法迅速崛起。</span><span style="outline: 0px; caret-color: #222222; font-family: PingFangSC-Light; font-size: 15px; text-align: left; letter-spacing: 0.5px; color: #07158e;"><strong>而Fan Beauty diary从其命名到营销，还有着更强的品牌人格化特征。套用范冰冰的话：“我就是IP”。</strong></span></p><p> </p><p style="margin-right: 8px; margin-left: 8px; outline: 0px; font-family: system-ui, -apple-system, system-ui, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff; line-height: 2em;"><span style="outline: 0px; caret-color: #222222; font-family: PingFangSC-Light; font-size: 15px; text-align: left; letter-spacing: 0.5px; color: #474747;">当人格化的Fan Beauty Diary重新走红之后，范冰冰信心满满地将这套打法搬到了东南亚。</span></p><p> </p><p style="margin-right: 8px; margin-left: 8px; outline: 0px; font-family: system-ui, -apple-system, system-ui, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff; line-height: 2em;"><span style="outline: 0px; caret-color: #222222; font-family: PingFangSC-Light; font-size: 15px; text-align: left; letter-spacing: 0.5px; color: #474747;">范冰冰有多部作品曾在东南亚广受欢迎，《武媚娘传奇》曾一度刷新中国电视剧在越南播放量的历史新高，甚至有泰国网友称范冰冰就是中国明星的代名词。2023年开始，范冰冰频频现身东南亚，为品牌出海预热：23年12月，范冰冰现身新加坡电影节，去年4月，受泰国旅游局之邀参加泰国泼水节花车游行，随后又被马来西亚马六甲州邀请成为旅游年亲善大使。范冰冰具备不俗的影响力与流量基础。</span></p><p> </p><p style="margin-right: 8px; margin-left: 8px; outline: 0px; font-family: system-ui, -apple-system, system-ui, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff; line-height: 2em;"><span style="outline: 0px; caret-color: #222222; font-family: PingFangSC-Light; font-size: 15px; text-align: left; letter-spacing: 0.5px; color: #474747;">随后，</span><span style="outline: 0px; caret-color: #222222; font-family: PingFangSC-Light; font-size: 15px; text-align: left; letter-spacing: 0.5px; color: #07158e;"><strong>Fan Beauty Diary开始布局东南亚电商平台。</strong></span><span style="outline: 0px; caret-color: #222222; font-family: PingFangSC-Light; font-size: 15px; text-align: left; letter-spacing: 0.5px; color: #474747;">去年5月，上线Lazada马来西亚与新加坡站。12月，又继续将其线上渠道扩张至Shopee和TikTok Shop，完成对东南亚主流电商平台的布局。与此同时，Fan Beauty Diary又与新加坡知名带货主播Fredyjays Maxx合作开启了第一场直播带货。</span></p><p> </p><p style="margin-right: 8px; margin-left: 8px; outline: 0px; font-family: system-ui, -apple-system, system-ui, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff; line-height: 2em;"><span style="outline: 0px; caret-color: #222222; font-family: PingFangSC-Light; font-size: 15px; text-align: left; letter-spacing: 0.5px; color: #474747;">但从这一场直播的效果看，东南亚消费者对Fan Beauty Diary的品牌认知尚未形成。在Fan Beauty Diary账号上，没有范冰冰出镜的视频，播放量往往惨淡，</span><span style="outline: 0px; caret-color: #222222; font-family: PingFangSC-Light; font-size: 15px; text-align: left; letter-spacing: 0.5px; color: #07158e;"><strong>东南亚消费者对Fan Beauty Diary的追捧源自对范冰冰的喜爱，而不是对品牌的认知与认同。</strong></span></p><p style="margin-right: 8px; margin-left: 8px; outline: 0px; font-family: system-ui, -apple-system, system-ui, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff; line-height: 2em;"><span style="color: #474747; font-family: PingFangSC-Light; font-size: 15px; letter-spacing: 0.5px; text-align: left; caret-color: #222222;">在Fan Beauty Diary入驻TikTok的同一时间，范冰冰在YouTube和TikTok的个人账号发了在马来西亚的吃播视频，反而比品牌账号热度高很多，吸引了不少马来西亚用户。</span><span style="font-family: PingFangSC-Light; font-size: 15px; letter-spacing: 0.5px; text-align: left; caret-color: #222222; color: #07158e;"><strong><br /></strong></span></p><p style="margin-right: 8px; margin-left: 8px; outline: 0px; font-family: system-ui, -apple-system, system-ui, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff; line-height: 2em;"><span style="font-family: PingFangSC-Light; font-size: 15px; letter-spacing: 0.5px; text-align: left; caret-color: #222222; color: #07158e;"><strong>在东南亚，接地气比名气重要。</strong></span></p><section style="margin-right: 8px; margin-left: 8px; outline: 0px; font-family: system-ui, -apple-system, system-ui, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff; line-height: 2em;"></section><section style="margin-right: 8px; margin-left: 8px; letter-spacing: 0.578px; text-align: left;"><img class="rich_pages wxw-img" src="https://pic.app.58cammp.com/FozAVdKZ2geFSM_o4KNMrWlTXnVu" /><br /><strong style="color: #07158e; font-size: 24px; font-family: system-ui, -apple-system, system-ui, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; text-align: justify;"><span style="outline: 0px; caret-color: #222222; font-family: PingFangSC-Light; text-align: left; letter-spacing: 0.5px;">范冰冰干不过网红</span></strong></section><section style="margin-right: 8px; margin-left: 8px; outline: 0px; font-family: system-ui, -apple-system, system-ui, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff; line-height: 2em;"></section><p style="margin-right: 8px; margin-left: 8px; outline: 0px; font-family: system-ui, -apple-system, system-ui, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff; line-height: 2em;"><span style="outline: 0px; caret-color: #222222; font-family: PingFangSC-Light; font-size: 15px; text-align: left; letter-spacing: 0.5px; color: #474747;">在Fan Beauty Diary的5.7万TikTok粉丝中，被官宣视频吸引而来的粉丝最多。随着播放量的持续下跌，最近几个月来，账号仅仅增长了2000多粉丝。</span></p><p> </p><p style="margin-right: 8px; margin-left: 8px; outline: 0px; font-family: system-ui, -apple-system, system-ui, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff; line-height: 2em;"><span style="outline: 0px; caret-color: #222222; font-family: PingFangSC-Light; font-size: 15px; text-align: left; letter-spacing: 0.5px; color: #474747;">范冰冰希望在TikTok复制小红书为品牌带来的巨大流量。但相比其他日更的活跃品牌账号，Fan Beauty Diary平均每月发布10条左右的更新频率太低。而TikTok的推荐算法非常依赖点赞、评论、分享等用户互动，低频更新将使其内容难以进入TikTok的推荐。</span></p><p> </p><p style="margin-right: 8px; margin-left: 8px; outline: 0px; font-family: system-ui, -apple-system, system-ui, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff; line-height: 2em;"><span style="outline: 0px; caret-color: #222222; font-family: PingFangSC-Light; font-size: 15px; text-align: left; letter-spacing: 0.5px; color: #474747;">在Fan Beauty Diary的官方账号上，有不少范冰冰的日常分享视频，甚至有部分内容来自于范冰冰的TikTok个人账号的视频。</span><span style="outline: 0px; caret-color: #222222; font-family: PingFangSC-Light; font-size: 15px; text-align: left; letter-spacing: 0.5px; color: #07158e;"><strong>范冰冰想用人气引流的用意很明显，但作为一个品牌的官方TikTok账号，这让账号的定位相当模糊。</strong></span></p><p> </p><p style="margin-right: 8px; margin-left: 8px; outline: 0px; font-family: system-ui, -apple-system, system-ui, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff; line-height: 2em;"><span style="outline: 0px; caret-color: #222222; font-family: PingFangSC-Light; font-size: 15px; text-align: left; letter-spacing: 0.5px; color: #474747;">同时，其产品介绍视频普遍节奏拖沓冗长，缺乏趣味性，大部分是生硬的介绍广告。但对于东南亚消费者来说，在TikTok上往往是被短视频的内容所吸引进而购买。显然这样的内容并不符合TikTok的内容调性。</span></p><p> </p><p style="margin-right: 8px; margin-left: 8px; outline: 0px; font-family: system-ui, -apple-system, system-ui, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff; line-height: 2em;"><span style="outline: 0px; caret-color: #222222; font-family: PingFangSC-Light; font-size: 15px; text-align: left; letter-spacing: 0.5px; color: #474747;">Fan Beauty Diary的TikTok账号上的产品相关内容，</span><span style="outline: 0px; caret-color: #222222; font-family: PingFangSC-Light; font-size: 15px; text-align: left; letter-spacing: 0.5px; color: #07158e;"><strong>基本上在小红书的内容的再分发，视频大多是中文，缺乏针对东南亚的本地化。</strong></span><span style="outline: 0px; caret-color: #222222; font-family: PingFangSC-Light; font-size: 15px; text-align: left; letter-spacing: 0.5px; color: #474747;">这大大降低了视频完播率，又进一步阻碍了视频获得TikTok的推荐。</span></p><p> </p><p style="margin-right: 8px; margin-left: 8px; outline: 0px; font-family: system-ui, -apple-system, system-ui, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff; line-height: 2em;"><span style="outline: 0px; caret-color: #222222; font-family: PingFangSC-Light; font-size: 15px; text-align: left; letter-spacing: 0.5px; color: #474747;">东南亚是一个相当破碎的市场，Shopee、TikTok Shop与Lazada三大头部电商平台，在东南亚各国都要分别开设不同站点，而不少品牌在进入东南亚时也要针对不同国家设立不同语言的官方账号，邀请当地的KOL为其带货，以贴近当地的市场。</span></p><p> </p><p style="margin-right: 8px; margin-left: 8px; outline: 0px; font-family: system-ui, -apple-system, system-ui, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff; line-height: 2em;"><span style="color: #07158e;"><strong><span style="color: #07158e; outline: 0px; caret-color: #222222; font-family: PingFangSC-Light; font-size: 15px; text-align: left; letter-spacing: 0.5px;">在东南亚，明星带货甚至不如专业的网红主播好使。</span></strong></span></p><p> </p><p style="margin-right: 8px; margin-left: 8px; outline: 0px; font-family: system-ui, -apple-system, system-ui, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff; line-height: 2em;"><span style="outline: 0px; caret-color: #222222; font-family: PingFangSC-Light; font-size: 15px; text-align: left; letter-spacing: 0.5px; color: #474747;">东南亚人追星虽然疯狂，近年来也出现了像Lisa这样的顶流，泡泡玛特的Labubu公仔也曾因为Lisa在社交媒体的分享而在泰国乃至全东南亚走红。</span></p><p> </p><p style="margin-right: 8px; margin-left: 8px; outline: 0px; font-family: system-ui, -apple-system, system-ui, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff; line-height: 2em;"><span style="color: #07158e;"><strong><span style="outline: 0px; caret-color: #222222; font-family: PingFangSC-Light; font-size: 15px; text-align: left; letter-spacing: 0.5px;">但对于直播带货来说，东南亚地区还处于早期阶段，是近两年才出现的新鲜事，亲自下场直播带货的明星非常少。</span></strong></span><span style="outline: 0px; caret-color: #222222; font-family: PingFangSC-Light; font-size: 15px; text-align: left; letter-spacing: 0.5px; color: #474747;">而东南亚国家的明星经济还处在品牌代言阶段，明星们主要商业活动还是线下、综艺、广告。对于直播带货，明星们相当“爱惜自己的羽毛”。</span></p><p> </p><p style="margin-right: 8px; margin-left: 8px; outline: 0px; font-family: system-ui, -apple-system, system-ui, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff; line-height: 2em;"><span style="outline: 0px; caret-color: #222222; font-family: PingFangSC-Light; font-size: 15px; text-align: left; letter-spacing: 0.5px; color: #474747;">有调查显示，相比明星和头部网红，46%的东南亚消费者更信赖微网红（Micro influencer）的带货。微网红主要是分享日常生活内容的社交媒体用户，一般在5000至10000粉。尽管粉丝数量不算高，但网红和粉丝的联系与互动也因此更加密切，粉丝会认为这样的网红更贴近自己的生活，更加理解自己生活的日常需要。在价格敏感的东南亚，这对消费者来说更加重要。</span></p><p> </p><p style="margin-right: 8px; margin-left: 8px; outline: 0px; font-family: system-ui, -apple-system, system-ui, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff; line-height: 2em;"><span style="outline: 0px; caret-color: #222222; font-family: PingFangSC-Light; font-size: 15px; text-align: left; letter-spacing: 0.5px; color: #474747;">更何况，号称“国际范”的范冰冰，在东南亚的知名度可能只局限于华人群体，而如果未能在TikTok每次都亲自下场直播，范冰冰本就有限的人气更难以发挥效果。</span></p><section style="margin-right: 8px; margin-left: 8px; outline: 0px; font-family: system-ui, -apple-system, system-ui, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff; line-height: 2em;"></section><section style="margin-right: 8px; margin-left: 8px; letter-spacing: 0.578px; text-align: left;"><img class="rich_pages wxw-img" src="https://pic.app.58cammp.com/FozAVdKZ2geFSM_o4KNMrWlTXnVu" /><br /><strong style="color: #07158e; font-size: 24px; font-family: system-ui, -apple-system, system-ui, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; text-align: justify;"><span style="outline: 0px; caret-color: #222222; font-family: PingFangSC-Light; text-align: left; letter-spacing: 0.5px;">范冰冰出海，不能只靠自己</span></strong></section><section style="margin-right: 8px; margin-left: 8px; outline: 0px; font-family: system-ui, -apple-system, system-ui, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff; line-height: 2em;"></section><p style="margin-right: 8px; margin-left: 8px; outline: 0px; font-family: system-ui, -apple-system, system-ui, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff; line-height: 2em;"><span style="outline: 0px; caret-color: #222222; font-family: PingFangSC-Light; font-size: 15px; text-align: left; letter-spacing: 0.5px; color: #07158e;"><strong>头部主播们显然更清楚本地化对直播带货的重要性。</strong></span></p><p> </p><p style="margin-right: 8px; margin-left: 8px; outline: 0px; font-family: system-ui, -apple-system, system-ui, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff; line-height: 2em;"><span style="outline: 0px; caret-color: #222222; font-family: PingFangSC-Light; font-size: 15px; text-align: left; letter-spacing: 0.5px; color: #474747;">曾在直播间提出要“入驻TikTok，赚外国人的钱”的小杨哥，也出海到了东南亚，2023年7月，小杨哥的三只羊网络成立了成立了海外MCN机构Three Sheep Network。去年1月，三只羊与新加坡本地TikTok网红shop with sasax合作，首次直播就刷新了新加坡直播间的GMV纪录。不过在三只羊的TikTok账号上，依然有大量的小杨哥的直播切片，为账号做引流。</span></p><p style="margin-right: 8px; margin-left: 8px; outline: 0px; font-family: system-ui, -apple-system, system-ui, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff; line-height: 2em;"><span style="outline: 0px; caret-color: #222222; font-family: PingFangSC-Light; font-size: 15px; text-align: left; letter-spacing: 0.5px; color: #474747;">去年9月，李佳琦公司美ONE也启动海外业务布局，发布了多个国际业务相关的岗位招聘，包括内容与商品运营、直播中控、TikTok账号运营等等，其中直播中控岗位要求熟练使用印尼语。</span></p><p> </p><p style="margin-right: 8px; margin-left: 8px; outline: 0px; font-family: system-ui, -apple-system, system-ui, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff; line-height: 2em;"><span style="outline: 0px; caret-color: #222222; font-family: PingFangSC-Light; font-size: 15px; text-align: left; letter-spacing: 0.5px; color: #474747;">交个朋友在印尼与美国也都设立了海外本土公司，同样没有让罗永浩到海外直播，而是通过培训主播、营销达人或代运营等方式，为准备出海的国内品牌提供海外直播的解决方案。</span></p><p> </p><p style="margin-right: 8px; margin-left: 8px; outline: 0px; font-family: system-ui, -apple-system, system-ui, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff; line-height: 2em;"><span style="outline: 0px; caret-color: #222222; font-family: PingFangSC-Light; font-size: 15px; text-align: left; letter-spacing: 0.5px; color: #474747;">尽管<span style="color: #474747; font-family: PingFangSC-Light; font-size: 15px; letter-spacing: 0.5px; text-align: left; caret-color: #222222; background-color: #ffffff;">背靠范冰冰</span><span style="color: #474747; font-family: PingFangSC-Light; font-size: 15px; letter-spacing: 0.5px; text-align: left; caret-color: #222222; background-color: #ffffff;">的明星光环，但</span>Fan Beauty Diary本质上还是一个外来的美妆品牌。而范冰冰的明星光环局限于海外华人，本土化更显其重要性。即便是直播带货的头部企业，出海了还是要靠本地主播。</span></p><p> </p><p style="margin-right: 8px; margin-left: 8px; outline: 0px; font-family: system-ui, -apple-system, system-ui, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff; line-height: 2em;"><span style="outline: 0px; caret-color: #222222; font-family: PingFangSC-Light; font-size: 15px; text-align: left; letter-spacing: 0.5px; color: #474747;">根据第三方平台数据，Fan Beauty在印尼的TikTok店铺的总销售目前仅为10万美元，折合人民币70万左右，相当于一个跨境小规模卖家的成绩。其中99%的销量来自于达人带货。目前店铺关联69个达人账号，均为印尼当地主播。Fan Beauty Diary的团队显然已经注意到内容的本土化的问题，</span><span style="outline: 0px; caret-color: #222222; font-family: PingFangSC-Light; font-size: 15px; text-align: left; letter-spacing: 0.5px; color: #07158e;"><strong>但离开了范冰冰，Fan Beauty Diary更亟需构建起产品力</strong></span><span style="outline: 0px; caret-color: #222222; font-family: PingFangSC-Light; font-size: 15px; text-align: left; letter-spacing: 0.5px; color: #474747;">：在Lazada新加坡站，其面膜的月销量甚至没有破百。</span></p><p> </p><p style="margin-right: 8px; margin-left: 8px; outline: 0px; font-family: system-ui, -apple-system, system-ui, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff; line-height: 2em;"><span style="outline: 0px; caret-color: #222222; font-family: PingFangSC-Light; font-size: 15px; text-align: left; letter-spacing: 0.5px; color: #474747;">Fan Beauty Diary目前的主打产品是面膜，主打凝水保湿效果。但是在气候湿热的东南亚，消费者更加普遍的需求是防晒与美白。在印尼，消费者偏好高防护值、防水的产品，菲律宾消费者对于美白产品的使用率更居亚洲前列。</span></p><p> </p><p style="margin-right: 8px; margin-left: 8px; outline: 0px; font-family: system-ui, -apple-system, system-ui, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff; line-height: 2em;"><span style="outline: 0px; caret-color: #222222; font-family: PingFangSC-Light; font-size: 15px; text-align: left; letter-spacing: 0.5px; color: #474747;">另外，东南亚消费者的收入水平差异较大，更追求高性价比的产品。根据相关数据，印尼美妆产品的客单价集中在50-60元人民币，菲律宾则偏好10-20元的低价彩妆，对于多功能产品（如防晒、美白、控油三合一）的需求较大。而Fan Beauty Diary旗下的面膜、面霜等护肤品的售价基本都在百元左右。</span></p><p> </p><p style="margin-right: 8px; margin-left: 8px; outline: 0px; font-family: system-ui, -apple-system, system-ui, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff; line-height: 2em;"><span style="outline: 0px; caret-color: #222222; font-family: PingFangSC-Light; font-size: 15px; text-align: left; letter-spacing: 0.5px; color: #474747;">同样是中高端产品，源自广州的Skintific的爆品正是凭借“抗痘”与“清爽”的功效抓住了当地人的需求。在社交媒体上，Skintific更重视本地KOL、KOC达人矩阵，官方账号每天也有长时间的直播，力求霸屏TikTok。在TikTok印尼与马来西亚站拿下销售额冠军、在Shopee与Lazada等平台也曾拿下品类Top1的Skintific，也证明了中高端产品在东南亚同样有其生态位。</span></p><p> </p><p style="margin-right: 8px; margin-left: 8px; outline: 0px; font-family: system-ui, -apple-system, system-ui, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff; line-height: 2em;"><span style="outline: 0px; caret-color: #222222; font-family: PingFangSC-Light; font-size: 15px; text-align: left; letter-spacing: 0.5px; color: #474747;">据报道，2024年Fan Beauty Diary的营收在15至20亿元之间。</span><span style="outline: 0px; caret-color: #222222; font-family: PingFangSC-Light; font-size: 15px; text-align: left; letter-spacing: 0.5px; color: #07158e;"><strong>低调创业卷土重来的范冰冰，依然证明了自己的人气，但也只是靠着自己的人气</strong></span><span style="outline: 0px; caret-color: #222222; font-family: PingFangSC-Light; font-size: 15px; text-align: left; letter-spacing: 0.5px; color: #474747;">，有业内人士评论：“她的面膜质量不错，但和市面上的大牌比，没什么特别。</span><span style="outline: 0px; caret-color: #222222; font-family: PingFangSC-Light; font-size: 15px; text-align: left; letter-spacing: 0.5px; color: #07158e;"><strong>卖的是‘范冰冰’三个字。</strong></span><span style="outline: 0px; caret-color: #222222; font-family: PingFangSC-Light; font-size: 15px; text-align: left; letter-spacing: 0.5px; color: #474747;">”</span></p><p> </p><p style="margin-right: 8px; margin-left: 8px; outline: 0px; font-family: system-ui, -apple-system, system-ui, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff; line-height: 2em;"><span style="outline: 0px; caret-color: #222222; font-family: PingFangSC-Light; font-size: 15px; text-align: left; letter-spacing: 0.5px; color: #474747;">在国内，“范冰冰”三个字可能足以让大批粉丝买单。但在东南亚，除了一众国际大牌与本土品牌之外，还有Skintific、花西子、完美日记、自然堂等等一众出海的中国品牌，同样在对东南亚市场虎视眈眈。一个不太熟悉的国外明星的同款，并不足以使一个品牌立足。</span></p><p> </p><p style="margin-right: 8px; margin-left: 8px; outline: 0px; font-family: system-ui, -apple-system, system-ui, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff; line-height: 2em;"><span style="outline: 0px; caret-color: #222222; font-family: PingFangSC-Light; font-size: 15px; text-align: left; letter-spacing: 0.5px; color: #474747;">在海外市场，品牌定位的不清晰、产品功效的吸引力错配、营销上对明星效应的依赖，更足以让Fan Beauty Diary折戟。Fan Beauty Diary应该想想，应该如何将明星IP转化成品牌、产品乃至其技术的背书。</span></p><p style="margin-right: 8px; margin-left: 8px; outline: 0px; font-family: system-ui, -apple-system, system-ui, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff; line-height: 2em;"><span style="outline: 0px; caret-color: #222222; font-family: PingFangSC-Light; font-size: 15px; text-align: left; letter-spacing: 0.5px; color: #474747;">换句话说，如果能让东南亚人get到：如果我花更多的钱买Fan Beauty Diary，能获得某些和范冰冰一样护肤效果，应该不愁卖了。 </span></p><p style="margin-right: 8px; margin-left: 8px; outline: 0px; font-family: system-ui, -apple-system, system-ui, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff; line-height: 2em;"> </p><section style="margin-right: 8px; margin-left: 8px; outline: 0px; font-family: system-ui, -apple-system, system-ui, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff; line-height: 2em;"></section><section style="margin-right: 8px; margin-left: 8px; letter-spacing: 0.578px; text-align: center;"></section><section style="margin-right: 8px; margin-bottom: 0px; margin-left: 8px; letter-spacing: 0.578px; outline: 0px; font-family: system-ui, -apple-system, system-ui, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; background-color: #ffffff; text-align: center;"></section><section style="margin-right: 8px; margin-bottom: 0px; margin-left: 8px; letter-spacing: 0.578px; outline: 0px; font-family: system-ui, -apple-system, system-ui, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; background-color: #ffffff; text-align: center;"></section><p style="display: none;"> </p><p style="display: none;"> </p><p style="display: none;"> </p><p style="display: none;"> </p><p style="display: none;"> </p><p style="display: none;"> </p><p style="display: none;"> </p><p style="display: none;"> </p><p style="display: none;"> </p><p style="display: none;"> </p><p style="display: none;"> </p><p style="display: none;"> </p> <!----></div> 十年前你是明星，十年后沦为网红，人生苦短，还好我甜 适合自己的才是最好的 老了不值钱了
页:
[1]