레페리(Leferi)의 뷰티인플루언서 시장 선도 전략 : MCN을 넘어 자체 브랜드와 커머스까지 진출

Abstract

Influencer marketing is one of the most popular areas of marketing. Among them, mega influencers have an influence equivalent to 2~5% of the TV viewing rate, so they have similar influences to famous celebrities. Accordingly, the multi-channel network (MCN) service industry, which manages influencers, is also expanding. However, the profitability of MCN service companies that need to collaborate with mega-influencers is not secured due to the limited profit structure of distribution of advertising expenses with influencers. In addition, there is a vicious cycle that leads to deterioration in profitability due to excessive sponsorship from the company for excessive profitability and branded content rather than doubts about authenticity among consumers. On the other hand, it is noteworthy that Leferi's success story on Korean MCN industry. First of all, the reason for the growth of Leferi is that it focused on selecting and focusing on the specialty of the beauty field and growing in collaboration with the nurturing of creators. Second, it excludes excessive advertiser-oriented branded content, increases consumer reliability, and provides BBPI (Beauty Brand Power Index) to creators and customers through big data analysis at corporate research institutes to help advance new digital marketing communications. Third, Leferi is developing and launching its own brand together with its influencers to build a value chain unique to Leferi and promote ecological development. This study aims to establish the influencer marketing strategy and suggest the implications for the development direction of the MCN service industry through the success stories of leferi in the MCN service industry.