卡戴珊一家凭什么爆红？ 这些经验最值得商界人士学习

卡戴珊家族无处不在。从电视节目、服饰化妆品、电子产品、游戏、颜文字、时机恰好的孕事到其他数不胜数的消息，这个家族已经成为品牌管理的典范，不管怎么嘲弄也改变不了事实。二女儿金•卡戴珊深谙社交媒体，母亲克里斯•詹娜则牢牢掌握了真人秀运作方式，卡戴珊家族的真人秀利用大量的曝光度赚取真金白银，收获了成功。

领导品牌推广公司DNA的品牌专家尼克•南顿指出，有人也想模仿卡戴珊家族的致富模式，但最大的错误是有样学样。其实企业家可以从卡戴珊一家身上学到更多，例如利用强大的品牌效应彼此帮扶上位等。

“她们非常善于协同合作互帮互助，优秀的企业也应如此。”南顿说。

看看从卡戴珊家族身上都能学到哪些经商经验：

金•卡戴珊：及早利用新平台

金•卡戴珊是出了名的网红。她很早就采用社交媒体与外界互动，在两大社交网站Instagram和Twitter上分别拥有1.03亿和5610万粉丝。她在社交媒体上可不只是为了吸粉，更主要的作用是跟粉丝互动，顺便推广旗下增长迅速的品牌。她鼓动粉丝在Twitter上发她的颜文字，还经常在Instagram和自己的应用上介绍化妆习惯。她娴熟地运用社交媒体，显示了与粉丝加强互动具有巨大的商业价值。

谢谢大家，我们彩妆品牌KKW BEAUTY修容粉饼发布活动很精彩！我已经等不及推动新品上市了！！！

——这是金•卡戴珊于太平洋时间2017年8月22日晚11点17分在Instagram上分享的内容。

南顿认为，金•卡戴珊的成功是因为她对粉丝非常坦诚。

“事实一再证明，直接接触观众没有问题，无需过分修饰，”南顿说，“如果你有这方面的天赋，就可以创造出巨大的价值。”

凯莉•詹娜：利用粉丝推销产品

金•卡戴珊最小的妹妹凯莉•詹娜和她一样开放。

据美国财经媒体CNBC报道，短短18个月内，卡戴珊家族小女儿詹娜的个人化妆品牌Kylie Cosmetics销售额达4.2亿美元，变成化妆品大牌。

詹娜去年年收入4100万美元，已经跻身2017年《财富》30位30岁以下精英榜，成为最年轻的上榜名人。今年5月接受美国商业杂志Fast Company采访时，她表示推广Kylie Cosmetics没有花过广告费。她还援引了二姐出的书上的一句话：“社交媒体是我唯一的推广方式。”詹娜使用的主要平台是Snapchat和Instagram，如今旗下化妆品牌成为数百万美元的企业。

凯莉彩妆即将面世！请继续关注KKW X KYLIE COSMETICS

——凯莉•詹娜于太平洋时间2017年4月18日上午10点27分在Instagram上分享的内容。

南顿认为，试过在社交媒体吸粉的人只要看看詹娜发送的过往消息，很容易就能明白詹娜是怎么做到的。

南顿称：“他们发的帖子实际上指示明确。你只不过把他们的话说出来而已。”

克里斯•詹娜：一切都是生意

我们能从克里斯•詹娜身上学到什么？这位卡戴珊-詹娜家的女掌门人手腕高超，通过电视让整个家族名声大噪，将所有可能发生的丑闻变为商机，利用各种机遇赚得盘满钵满。詹娜擅长找到突破口，比如将家庭日常生活搬上真人秀，而且执行力超强。

今晚9点就能看到CW电视台的《豪门恩怨》预告片啦，好兴奋。不知道会不会超越我们家真人秀？

——这是克里斯•詹娜于太平洋时间2017年10月11日下午4点57分在Instagram上分享的内容。

南顿说，如果詹娜的孩子们是“职业运动员”，她自然就是“教练”。他建议企业家：找个克里斯•詹娜一样的精明帮手，专门负责远期规划。

南顿指出：“为家人寻找崛起机会方面，她看得特别准。”

克洛伊•卡戴珊：挑战行业标准

克洛伊•卡戴珊推出的牛仔裤品牌Good American囊括了从0到24各种尺码，满足了长期被市场忽略的一大需求。

看看我这些Good American牛仔装多美？？

——这是克洛伊•卡戴珊于太平洋时间2017年6月16日上午10点12分在Instagram上发布的内容。

Good American提供了主流品牌通常不做的大码服装，向过去被主流品牌拒之门外的丰满女性敞开大门，发掘了新的市场。南顿认为，现在社会里大家“对人与人的差异更为包容”，因此克洛伊的做法非常聪明。

译者：Pessy

审稿：夏林

The Kardashian family is everywhere. With multiple television shows, clothing and cosmetic lines, digital products, games, emojis, well-timed pregnancies and so much more, the family has established itself as an example of good brand management — no matter how much you might make fun of them. From Kim Kardashian’s social media savvy to Kris Jenner’s impeccable sense of what works on reality TV, the Kardashian’s show that capitalizing on a massive presence results in success.

Branding expert Nick Nanton, who runs the agency DNA, says the biggest mistake people trying to follow the Kardashian model can make is trying to be just like the family. But entrepreneurs can learn a lot from the ways the Kardashian-Jenner family uses their strong branding to prop each other up, he says.

“They’ve been very smart about using synergy to help each other. That’s what good businesses do, too,” Nanton said.

Check out what business lessons you can learn from the Kardashian family below:

Kim Kardashian: Embrace new platforms early

With 103 million Instagram followers and 56.1 million Twitter followers, Kim Kardashian is known for her early adoption of social media to engage with people. It’s not just that she has a huge following — it’s the way she talks to her fans while simultaneously promoting her always-growing brand. From prompting fans to send her Kimojis on Twitter to detailing her makeup routine on Instagram and her app, Kim’s savvy social media skills show how connecting with fans makes business sense.

Thank you guys for the amazing KKW BEAUTY launch of our powder Contours & Highlighters! I can't wait for you guys to get them!!!

A post shared by Kim Kardashian West (@kimkardashian) on Aug 22, 2017 at 11:17pm PDT

The bulk of Kim Kardashian’s success comes from her openness with fans, according to Nanton.

“It’s been proven over and over again that you can go directly to your audience without any filter in between,” Nanton says. “If you’re talented at that, you can clearly build quite a valuable empire.”

Kylie Jenner: Leverage your following to sell your product

A similar openness carries over to Kim’s youngest sister, Kylie Jenner.

The youngest of the Kardashian-Jenner clan, Jenner has built her makeup line Kylie Cosmetics into a $420 million empire in just 18 months, CNBC reports.

Jenner, who became the youngest celebrity to be named on the 2017 Forbes 30 Under 30 celebrities list with earnings of $41 million in the last year, told Fast Company in May that she doesn’t pay for advertisements to promote Kylie Cosmetics. Taking a page out of her older sister Kim’s book, Jenner said, “Social media is the only way I push it.” Using Snapchat and Instagram, Jenner has turned her makeup line into a multimillion-dollar venture.

COMING SOON! Stay tuned KKW X KYLIE COSMETICS

A post shared by Kylie Cosmetics (@kyliecosmetics) on Apr 18, 2017 at 10:27am PDT

Anyone with a large enough following can easily figure out how Jenner has done it just by looking through her social media feeds, Nanton says.

“They literally post to show the breadcrumb trail of what to do. Add your own voice,” he said.

Kris Jenner: Everything is business

What lesson can’t we learn from Kris Jenner? The Kardashian-Jenner matriarch has skillfully brought her entire family to prominence through TV by turning all potential scandals into opportunity and cashing in on that success. Jenner is great at seeing an opening — a reality TV show about her family’s daily life, for example — and following through to make sure it happens.

So excited to watch the series premiere of @CW_Dynasty TONIGHT at 9/8c on The CW. Wonder if they can surpass my family drama 🥂 #Dynasty #Ad

A post shared by Kris Jenner (@krisjenner) on Oct 11, 2017 at 4:57pm PDT

If her kids are the “pro athletes,” Jenner is a natural “coach,” Nanton says. His advice to entrepreneurs: Get yourself a Kris Jenner who will look out for the big picture stuff.

“She’s a visionary when it comes to seeing opportunities for her family members,” he said.

KhloeKardashian: Challenge industry standards

KhloeKardashian has addressed a market need that had long been ignored with the launch of Good American, a denim line that runs sizes from 0 to 24.

How beautiful are my @goodamerican #GOODSQUAD?? @rose_bertram @leomieanderson @denisebidot GoodAmerican.com

A post shared by Khloé (@khloekardashian) on Jun 16, 2017 at 10:12am PDT

Good American is inclusive of sizes that mainstream brands commonly leave out, opening up possibilities for previously excluded plus-size women and uncovering a new market. According to Nanton, it’s a smart move, especially as society has grown to make people be “more accepting of people’s differences.”