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時(shí)尚視頻掘金術(shù)

時(shí)尚視頻掘金術(shù)

Colleen Leahey 2012-11-06
YouTube 的StyleHaul網(wǎng)絡(luò)上有一千多個(gè)頻道。短短兩年時(shí)間內(nèi),StyleHaul這個(gè)由時(shí)尚達(dá)人創(chuàng)辦的公司找到了一條傳統(tǒng)時(shí)尚出版物無(wú)法企及的生財(cái)之道。

????身披毛皮圍巾、腳邊放著個(gè)Celine大手提袋的斯蒂芬妮?霍巴克祖斯基渾身散發(fā)著時(shí)髦的氣息。但曾擔(dān)任美國(guó)大型零售商薩克斯百貨(Saks)營(yíng)銷總監(jiān)的霍巴克祖斯基絕不僅僅是位時(shí)髦女郎:還不到兩年,霍巴克祖斯基的初創(chuàng)企業(yè)StyleHaul就將時(shí)尚生活類內(nèi)容和視頻融入了一個(gè)可能利潤(rùn)豐厚的網(wǎng)絡(luò)。

????StyleHaul的視頻十分輕快、包裝鮮明且制作精良,而最值得注意的是,這些視頻都是由外行制作的?,F(xiàn)年34歲的霍巴克祖斯基及其團(tuán)隊(duì)管理著由800名視頻博主、又名播客作者,運(yùn)營(yíng)的1,100個(gè)頻道。時(shí)尚初創(chuàng)公司StyleHaul于今年1月完成了首輪融資,共籌得440萬(wàn)美元,RezVen Partners公司是其主要投資者。過去9個(gè)月里,StyleHaul的規(guī)模增長(zhǎng)了一倍,目前每月獨(dú)立訪問數(shù)達(dá)到了4,100萬(wàn)。據(jù)了解StyleHaul的人士稱,到今年年底,該公司的收入可能達(dá)到1,000萬(wàn)到1,500萬(wàn)美元。

????時(shí)裝和化妝品公司大都精于營(yíng)銷,但它們往往不會(huì)利用新技術(shù)來(lái)獲得豐厚利潤(rùn)。赫斯特出版公司(Hearst Publishers)今年四月推出了Hello Style頻道,發(fā)布來(lái)自《時(shí)尚》(Cosmopolitan)、《時(shí)尚芭莎》(Harper's Bazaar)以及《嘉人》(Marie Claire)等雜志的內(nèi)容。(據(jù)稱,為了讓赫斯特出版公司推出這個(gè)頻道,YouTube向其支付了1,000萬(wàn)美元。)媒體網(wǎng)絡(luò)公司Glam Media在四年前推出了Brightcove頁(yè)面。但調(diào)研公司康姆斯科(Comscore)最近的一份報(bào)告顯示,美國(guó)12至34歲人群每月在StyleHaul上觀看的視頻總時(shí)長(zhǎng)大大高于Hello Style和Brightcove。今年七月,赫斯特與Glam的用戶在這兩個(gè)網(wǎng)站上觀看的視頻總時(shí)長(zhǎng)分別是大約10萬(wàn)分鐘和60萬(wàn)分鐘;而StyleHaul的用戶觀看的視頻總時(shí)長(zhǎng)長(zhǎng)達(dá)1.09億分鐘。

????成功的秘訣在哪?StyleHaul的運(yùn)營(yíng)模式乍看起來(lái)和Machinima.com很像。后者是一家受到核心玩家熱捧的游戲網(wǎng)站,經(jīng)常播放一些熱門游戲的試玩錄像,有時(shí)則是像“洛克人最后完蛋了”這樣的諷刺視頻。Machinima擁有超過1,500萬(wàn)訂閱用戶,每月觀看數(shù)突破10億。有件事并不令人意外,那就是,Machinima的聯(lián)合創(chuàng)始人艾倫?德貝沃伊斯和亞倫?德貝沃伊斯同時(shí)還和霍巴克祖斯基一同創(chuàng)立了StyleHaul。

????兩家網(wǎng)站都把重心放在了社區(qū)參與上,而不是僅僅關(guān)注于吸引眼球。同時(shí),他們還為外行制作人充當(dāng)服務(wù)平臺(tái)。StyleHaul吸引了許多深諳時(shí)尚的“大腕”,或者說(shuō)是制作人,他們?yōu)镾tyleHaul網(wǎng)絡(luò)制作了許多時(shí)裝和美容系列短片。StyleHaul在2010年剛剛成立時(shí),霍巴克祖斯基頻頻接觸YouTube上的知名制作人,希望他們能加入StyleHaul,成為會(huì)員。不過僅僅過了一年,StyleHaul席卷全球,無(wú)數(shù)才華橫溢的制作人希望能投身其中,為自己的專屬頻道添磚加瓦。霍巴克祖斯基稱:“我們的社區(qū)充滿激情。我們正在尋找志同道合的人。”StyleHaul目前有34名員工,其中8人專門負(fù)責(zé)篩選合適的合作伙伴。

????Stephanie Horbaczewski, a fur shawl draped over her shoulders and a Celine tote propped at her feet, radiates chic. But the former Saks marketing executive is much more than an impeccable fashionista: in less than two years, Horbaczewski's startup StyleHaulhas fused lifestyle content and video into a potentially lucrative network.

????StyleHaul's videos are crisp, cleanly packaged, well-produced and, most notably, created by outsiders. Horbaczewski, 34, and her team manage a community of 1,100 channels, run by 800 video bloggers -- or vloggers. The fashion startup closed its Series A in January, raising $4.4 million with RezVen Partners taking the lead. The company has doubled in size over the past nine months and now serves an audience of 41 million unique viewers a month. It could bring in between $10 million and $15 million in revenue by the end of this year, according to a person with knowledge of the business.

????As savvy as fashion and beauty firms have been with their marketing, many have struggled to adapt emerging technologies to turn significant profits. Hearst Publishers' launched its Hello Style channel, which features content from brands like Cosmopolitan, Harper's Bazaar, and Marie Claire, in April. (YouTube (GOOG) reportedly paid the company $10 million to launch the channel.) Glam Media launched a Brightcove (BCOV) page four years ago. But both ventures trail StyleHaul drastically in the minutes of video viewed per month among 12-to-34 year olds in the U.S., according to a recent Comscore (SCOR) report. In July, Hearst and Glam viewers watched about 100,000 and 600,000 minutes of video, respectively; StyleHaul kept users watching for a staggering 109 million minutes.

????How? The model for StyleHaul's success seems, well, unlikely: Machinima.com. That site, on which one can watch a trailer of the latest Halo game or the satirical show "Mega Man Dies At The End," is beloved by hardcore video gamers. Machinima has more than 150 million subscribers and over a billion monthly views. Not surprisingly, Machinima co-founders Allen Debevoise and Aaron Debevoise also co-founded StyleHaul with Horbaczewski.

????Both sites focus on community engagement over merely attracting viewers. They also serve as networks for outside producers. StyleHaul hosts fashion-savvy "influencers," or producers, who create style and beauty series for its network. When the company first launched in 2010, Horbaczwski and her team reached out to popular YouTube users in hopes of convincing them to be StyleHaul members. By 2011, the company was overwhelmed with the number of talented applicants hoping to create content for their network. "We're a very passionate community. We're looking for people who share the same, for lack of a better word, ethical standards," says Horbaczewski. Of its 34 employees, eight are dedicated to reviewing StyleHaul influencer applications.

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