Recently, there is a celebrity in the fashion circle public relations session, that is Erma Public Relations.
There are a lot of discussions on the Internet about the origin of this company and the person in charge.
Some people say that this is a public relations company with no "bottom". Some people say that a group of post-90s kids are careful about their fraud. Yisou Weibo is also a frequent visitor to the brand's official microblog, and many brands praise them.
I have benchmarked many similar peers in the circle. What Erma PR does is neither like a traditional PR company, nor an MCN agency, nor is it a showroom. What kind of emerging species is this Erma PR?
Follow the editor today to dig deeper: "What is the difference between Erma PR and these agencies in the fashion industry?"
ã€Erma Public Relations and Traditional Public Relations Company】
Compared with traditional public relations companies, first of all, their service content is different.
They seem to be focused on spreading this matter, but looking at the big public relations companies in the industry, they may be bigger and more difficult. Big guys will do the whole brand case. As for communication, it may be just a small part of it. But Erma is different. Erma only does this small circle business.
In addition, the service objects seem to be different. Erma focuses on serving the subdivision of original fashion brands, and more public relations companies may focus on the entire category, or choose brands with higher commercial value.
I don’t know if it’s because of the original intention of Erma Public Relations: "Being a public relations company that everyone can afford"?
Compared with public relations resources, Erma sells more public relations services.
They advocate that the future is an era of "public relations for all people."
The principal of Erma Public Relations claimed to be a resource service company in the future, not a resource company.
But in terms of resource accumulation, regardless of time or location, Beijing and Shanghai traditional public relations companies are undoubtedly more advantageous. This is also the value of traditional public relations companies, after all, ginger is still hot.
ã€Erma Public Relations and MCN Agency】
Compared with the MCN organization, Erma seems to be quite different.
Because they are a resource-service-oriented company, what they advocate is service first.
They like to describe themselves as the public relations of bloggers. In addition to monetizing for bloggers, they seem to pay more attention to the needs and services of bloggers. Erma Public Relations seems to serve all the roles that can be served in this fashion industry chain. From another perspective, Erma can even serve MCN organizations and provide convenience for MCN organizations to operate bloggers.
[Erma Public Relations and Showroom]
Many people will compare "Showroom" with Erma, because many showrooms now have their own public relations department, which not only sells brands, but also provides public relations services for brands. As a company purely engaged in "communication and promotion", Erma Public Relations seems to be eager to "market". They also seem to be very nervous about brand sales. It is said that they have been docking some buyer channels for brands for free. Their act of providing "sales channel expansion services" makes many brands feel that they are showrooms.
But it's actually very different.
If you have to describe it, I think Erma PR and showroom are complementary, but not benchmarking.
First of all, Erma Public Relations cannot be a professional showroom, and it does not have the support of a huge sales system like a showroom.
However, showrooms cannot provide public relations promotion services on a scale as large as Erma.
I chatted with their sales a month ago. It is said that Erma can promote up to 2,000 bloggers for the brand a month, and there may be more in the future.
In the industry, it is very difficult for a public relations company to achieve their current size.
Even if capital enters, the training of professional public relations talents cannot be solved by simply recruiting people to work.
Perhaps "public relations services" will become one of their core barriers.
If you want me to say, I think Erma PR and showroom are completely two business models with two systems and structures.
The combination of Erma's public relations and showroom is a moat of "content + marketing" for the brand to the outside world.
While not affecting the development of the brand itself, it can also provide a huge market increment for the brand.
Moreover, the combination of Erma Public Relations and showroom will be even more irreplaceable in the hearts of the brand for them.
In summary, I think Erma Public Relations is a very interesting company.
It is suggested that the industry can give more observation time to this group of young people.
(Er Ma Public Relations Manager Ren Daxuan brought a group of small red book bloggers to the Shanghai Fashion Week ontime exhibition)
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