学习笔记|优衣库联名款遭哄抢的背后，“KOL”不容小觑
KAWS x UNIQLO x CHINESE MARKET
会产生何种奇效？
哄抢、扒模特衣服、肢体冲突等，令人大跌眼镜，但这就是优衣库6月3日发布“KAWS：SUMMERUT”联名系列时在中国引发的真实情景。
KAWS’ latest collaboration with fast-fashion giant Uniqlo came out in China today, and shoppers were in an unforgiving mood when it came to getting their hands on the gear.
Footage has emerged on platforms such as Weibo showing overzealous KAWS fans literally fighting each other to get to the apparel first. As seen in the clips above and below, some eager patrons even took to decapitating store mannequins in a desperate bid to cop the wares.
01
事件梳理
在此次令人费解的哄抢行动当中，也许人们问的最多的还是“什么是KAWS？” “为什么优衣库这件联名这么火？” 综合网络报道，简单来说其原因可以归为：KAWS升值、优衣库限量低价营销。
KAWS“升值”。2018年，KAWS被DIOR翻牌，DIOR与其推出了一个小的联名系列，潮牌和顶级时装品牌有了首次交集。2019年4月，KAWS的《THE KAWSALBUM》在香港以500万港元起拍，最后1亿多港元成交，刷新了他个人的作品成交纪录，而且远超拍前估值。
这都大大提升了KAWS的知名度及价值。
优衣库限量低价营销。据优衣库官方称，该系列融入了KAWS近年来多个经典涂鸦造型，如带有标志性“XX眼”的COMPANION和BFF公仔，且售价亲民——12款成人T恤和4款帆布包售价99元，6款儿童T恤售价79元。此前优衣库已经表示这将是和KAWS最后一次联名合作的系列，这个消息某种程度上也加剧了它的稀缺效应（据称，遭遇疯抢后的优衣库与KAWS的联名款T恤将补货）。
其实, 国内发生类似哄抢不是第一次了，比如年初星巴克猫爪杯爆火,一群人为了抢一个杯子无所不用其极。
观战的群众中，也有网友默默分析：
有趣的是，这其中包含了几个营销学中的名词：流量营销（KOL）、网红经济。
所以小编斗胆将此次事件梳理如下，如有不全面之处，欢迎补充哦！
02
关键词学习
◇ KOL （Key Opinion Leader）关键意见领袖
通常被定义为：拥有更多、更准确的产品信息，且为相关群体所接受或信任，并对该群体的购买行为有较大影响力的人。可以适用在博主、在线内容创作者、视频博客、实时流媒体者以及传统知名人士。但与网红不不一定是KOL。
◇ 网红营销
网红营销就是指是在某个特定领域或社群中，找到有名气并且有影响力的人，从而达到宣传和推荐产品的目的。网红营销通常与另外两种营销形式密切相关——社交媒体营销和内容营销，大多数的网红推广都有融合着社交媒体营销的因素，网红凭借个人的流量和影响力通过自媒体传播；网红广告在内容生产上有两种途径，卖家可以为网红提供现成的内容，或是让网红自己创作。
◇ “influencer”、“KOL” and “Wanghong”区别：
The word “influencer” as it is used in China is broad and applies to people who are bloggers, online content creators, vloggers and live streamers, as well as traditional celebrities. China has its own terminology to refer to an influencer marketing practitioner: key opinion leader (KOL) or “wanghong,” which is the romanization of the Mandarin pronunciation for “online celebrity.”
了解全部可阅读全文：
https://www.emarketer.com/content/what-s-the-difference-between-a-kol-and-a-wanghong
03
拓展阅读
Why KOL Marketing Is so Effective in China
◇The rise of influencer marketing has effectively changed the way brands communicate their message to consumers. Chinese consumers rely heavily on the opinions of KOLs as well as their own social networks.
◇ Weakened trust in brands
Due to the nature of the popular social media platforms as well as a history of scandal from brands bringing in fake or unsafe products, consumers are wary to trust brands they don’t know and often turn to social media to view recommendations.
◇ Social-oriented digital ecosystem
There are three main companies controlling the majority of the e-commerce, social, mobile payment and search market. This has made online shopping a social affair, boosted by the fact you can seamlessly pay for your desired items, all on mobile without leaving the app. WeChat has been evolving quickly, especially within the last two years after the release of mini programs, favoring KOLs and the social selling aspect of e-commerce.
◇ Live streaming in China has exploded in the past year and a report from Deloitte finds that China is likely to continue to top live streaming records, with viewers reaching over 450 million. The revenue generated from live streaming certainly will – Deloitte estimates that revenue will rise 32% from 2017 to hit $4.4 billion in 2018.
◇ OK with being sold to on social
Accenture found that 70% of Chinese born after 1995 will turn to social media to directly purchase products as opposed to other channels – compare this with the global average of 44%. This time is largely divided between social, e-commerce, games and search, which is why the lines between social and e-commerce have easily become so blurred. This is where KOLs come in.
以上仅为重点摘要，了解全部可阅读全文：
https://mavsocial.com/why-kol-marketing-is-so-effective-in-china/
译点笔记
◾ collaboration
[C] a piece of work produced by two or more people or groups of people working together 合作成果（或作品）
◾ fast-fashion 快消
◾ gear
CLOTHES 衣服, Ua set of clothes that you wear for a particular occasion or activity〔为某个场合或活动而穿的成套〕服装:
•Bring your rain gear.带上你的雨具。
•police in riot gear有防暴装备的警察
◾ apparel clothes服装:
•She looked lovely, despite her strange apparel.尽管她身着奇装异服，但是看上去很可爱。
•men wearing protective apparel穿防护服的男子
◾ mannequins
〔商店橱窗中用以展示服装的〕人体模型
◾ KOL(Key Opinion Leader)关键意见领袖
◾ bloggers博主
◾ online content creators 线上内容创作者
◾ vloggers 短视频博主
◾ live streamers 直播博主
◾ Live streaming 直播
◾ influencer marketing 网红营销
◾ mini programs 小程序
◾ bid: an attempt to do something
◦ bid for: Do you think he’d be willing to mount another bid for the presidency?
◦ a bid to do something: The company cut prices just before Christmas in a bid to support sales.
04
口译练习
以上是一位博主对欧莱雅借助KOL营销的实例分析，大家拿出纸笔，来练口译吧！
笔记示例，仅供参考
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