Rational Thinking Behind The Net Red Economy

In the era, what kind of people can be popular like celebrities?

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They became popular with the help of the Internet and quickly gathered traffic.

The initial outbreak of the net red group originates from the rise of sina micro-blog. It provides a broader platform for ordinary people to realize the dream of stars in the era of network information explosion.

They first started on micro-blog, with the development of video streaming, and the outbreak of mobile terminal video made the social platform more exciting, which directly contributed to the development of the net red market.

While they are blasting red, they also suck up powder and absorb gold to the maximum extent. Relying on the huge fans group to carry out precise positioning marketing, converting fans into purchasing power, the net red economy has been spawned.

In March 8, 2016, the Internet Weekly released the China Internet red list in 2015. According to people's reputation, creativity and influence in social media, they ranked themselves with "national husband".

Perfect promotion of "national network red", rolling the crowd to pull the top, "beauty and talent in one woman" PAPI sauce to become a net red and dark horse ranked second, adhere to the content is king, good at the creative genius of the red panda third.

The Internet has been tired of ugliness. In the past, the net red man who had been rude and ugly was hard to have sustained vitality.

Wang Sicong, Papi sauce, genius red panda and so on, a public network of red, the word "net red" word to a new height.

The era of Internet 3 has completely changed people's lives, and has provided an Internet way for better distribution of value.

Under the help of the Internet wave, "net red" has also become an industry with dignity.

Today's net red standard: young, white, beautiful, awl face, tall and tall, if it is limited to this, in the noisy network if do not have the ability to continuously output value, after a very short time, it is only a flash in the pan.

This precious productive force of beauty is managed and continuously exploited and utilized. Nowadays, the two types of net redness on the Internet are the most important: first, the network anchor, and the two is Taobao red.

The former and the platform capital win more, while the latter upgrade to the economic phenomenon, which has led to the precise marketing of the apparel industry chain.

Network anchors promote multi win of platform and capital

The role of network anchors satisfies the entertainment and emotional release of "otaku" after work, where virtual companionship and psychological comfort can be found, as well as the privacy of others.

The network anchors are rich by their loyal fans.

The network anchor is not alone. In order to increase the virtual gift revenue of the anchor players on the platform, the webcast platform and the brokerage firm will try their best to pack the fashion star of the anchor.

Network anchors not only need to have a high value, but also have talent, take the pro citizen route, and interact closely with fans, so it is not difficult to understand that YY and fish fighting platforms often send thousands of virtual gifts to users.

I still remember that in 2014, the number of virtual luxury cars sold on an online live website was 40 thousand, and that of anchor days was 400 thousand.

In addition to the virtual gift income, the placement of advertising fees, direct broadcast drainage, Taobao shop has gone through tens of thousands of cases is not a case.

As a live broking company, it also likes to cooperate with YY, cool dog and my show. The large volume of these platforms can quickly increase exposure and visibility.

Platform is also the same, constantly recruiting all the red net people, because net red in the accumulation of popularity and fans interaction gold absorption, but also for the broadcast platform has created huge traffic.

The capital market also favours the horse race in this hot area to compete for the big cake of this new economic species in the net red market.

In November 2015, "technology" received 200 million yuan D round of financing, of which 150 million yuan was invested in the mobile direct broadcast field.

"Science and technology" sits on the famous "small coffee show" and "second shot" product matrix. The video gene is strong enough to speak no more. The continuous creativity and vitality of Internet Red Resources in mobile broadcast and video areas can achieve the mutual promotion of capital and project, and help the net red economy market to achieve win-win results.

Taobao red promotes precision marketing in apparel industry chain

Do you think Taobao has become more and more difficult to make in recent years? That's right, because Taobao has won most of the market share. In 2015, there were 618 big promotions, data showed that the top ten women's clothing stores sold seven.

For example, Wang Sicong's net red girlfriend, Sydney, has a more dazzling identity than the net red identity.

In just three or four years, her store "Madam Qian" has an annual sales volume of 200 million yuan, but in the last six months, nearly 460 thousand sales have been well received, and sales have been easily over 100 million.

Sydney itself sits on more than 1 million 410 thousand fans, fans interact frequently, and popularity is no less than that of popular stars.

Like Sydney, it is not uncommon to rely on Taobao to create its own career net red. Zhang Dayi, Zhao Tai Xi, Zhang Chaolin, who are in front of her sales, are also net red.

How did these net red girls become famous and how to cash in the flow to achieve the commercial myths of the Internet? Their famous models are usually such routines: School flowers, models, and Bai Fumei.

And these are the goddesses that many girls compete to imitate and dream of.

In the model experience, they passed through all kinds of famous brand fashions and the accumulation of clothing brand in their early work, forming their unique fashion taste and perspective, and having excellent views on wearing skills. This has become their excellent attraction and competitiveness.

Most of their fans are beautiful people who walk in the fashion trend, which greatly satisfies the vanity of many girls who pursue big names and are limited to their personal economic strength.

Zhang Dayi, a former model of Ruili, is now a fashion world's opinion leader and Taobao red.

Her Sina micro-blog fans have more than 406 people.

If the traditional Taobao shop sales mode is: New - flat sales - discount.

Net red shop is: choose money - fans interaction, change the money - new, pre-sale - Flat sale - discount, and Zhang Dayi is in the net red shop shop responsible for making a beautiful flower, set thousands of admiration in front of the "front desk".

Show new products, dress collocation, daily life show, take pictures, repair pictures, the above, in micro-blog and shops have a very affinity product description, micro-blog on the second to take a full range of products to show and dictate, at the same time, she also on micro-blog on a variety of ways to give benefits to interact with fans to attract broadcast, so as to attract fans and improve viscosity.

Her "backstage" is a team. They are the behind the scenes planner of products and exhibitions, so that fans can enjoy the admiration and flow in the pleasant "chopping hands".

The garment industry has benefited a lot from the dividend of the net red shipping mode. One greatly reduced the low cost of testing and promoting products, two went to inventory, and three realized rapid cash flow, leading the market trend of the new economy.

Of course, net red will also have its own "life cycle", and some business minded Taobao networks have also pformed into incubator companies.

Because the operation of a single shop is red, time and energy costs are high, and the incubator mode can connect the original individual network red shops to standardize the whole operation, and at the same time, introduce the supply chain.

Directly designing samples, selecting funds, changing funds, putting into production, promoting and selling on the shelves, directly create a new model of "nanny brokers - supply chain".

Although net red's ability to salvage gold is super, lack of original design and brand sedimentation has been the short board and pain point of net red market.

No matter which road network is red, it has to form its own style and have its own continuous content innovation and value output. The market space is very large, and the net red, which continues to deliver healthy and high-quality original content for the majority of fans, will become the mainstream of the healthy development of the market.