Net Heat Will Soon Decline In The Second Half Of 2016?

In the past few days, Baidu news searched for Papi sauce, and there were more than 200 messages from the first two.

In addition to Jing Chai's saying that haze, problem vaccines and fronti Fe composites are such a hot topic of public interest, few companies have seen a startup.

That's how it is discussed.

Let's go all out to sell.

What's amazing is that Papi sauce should auction a video advertisement with Luo Ji's thinking, claiming that it will cover the CCTV's advertising king, and even sell tickets for the auction to 8000 yuan.

This ability to absorb gold makes the whole

Boiling, reporters asked more than ten brands and retailers. They all indicated that they had intention to cooperate with net red in 2016.

Second, social networking platforms such as the second time also said that in 2016, their platform would make a big wave of net red.

But the net red people are excited while the pressure mountain is big - new people emerge one after another, and then do not make money late.

Is it really so fierce? When everyone was in a fever, the reporter found a cool net entrepreneur of the red economy. Liu Yang, the founder and CEO judge of the star, judged that the net red economy would not continue to go hot. The attention in the second half of 2016 would drop rapidly, and a group of companies that believed themselves to be hatching nets would go bankrupt.

Why is there such a prediction? Liu Yang said that it is mainly based on business rules.

"Net red this year special fire, there are two reasons, first, some net red earned a lot of money by the media continued exposure; two, capital market no new mode can catch up, only to catch up with the net red economy mode.

But everything has to return to the nature of business. I am even very worried that the net sellers who sell the imitation products will be faced with legal problems in the future.

Maybe this year we will catch a typical case and suppress a net red.

Therefore, he suggested that the strong net red will take the branding and IP route in the future. This is the most honorable and value maximized form of net red influence.

In view of the brand dealers and retailers who want to cooperate with net red, Liu Yang thinks that making decisions based on the situation is a more rational approach.

"If you ask the red star and Papi sauce to be a price, I strongly suggest you go to the stars because the image of the stars is three-dimensional and multi-channel, while the image of Papi sauce is flat or even punctuated, and the channels are relatively single.

Of course, this is the opinion of the wise and the wise.

But if manufacturers or retailers are looking for net sellers to sell goods, the threshold is relatively low.

Liu Yang: Japanese major at Nanjing University of Aeronautics & Astronautics, MBA, Kyoto University, Japan, has served in Ge group, and has been engaged in cross-border e-commerce and Internet business. Now she has settled in Japan and has won 2015 new weekly creative life Pioneer Award.

The best choice of the stars: founded in early 2014, completed the A round of financing in 2015, 17 million 250 thousand, from the famous investment institutions Aurora Borealis led group, the group has a network of red business incubator, electricity supplier operation, cloud storage, Sino Japanese cross-border trade and its own APP business platform five major businesses, its own procurement, operation, planning, brand, design, customer service, warehousing and logistics team, is covering all the main links of the electricity supplier chain enterprises.

Net red, which works best with the stars, is an expert and opinion leader in all kinds of subdivision fields. They have obvious personality attributes. They are not only outwardly presented to fans, they are more about the viewpoints of various events, as well as themselves in life. Most importantly, they have their own professional fields, such as the superwoman in the emergency department, the V, Wang Dachu and so on.

How can net red earn a decent fortune?

Reporter: let's talk about a hot topic first. Recently, Papi sauce is so hot. Do you have any interest in her economic realisation? Will there be many Papi sauce after that?

Liu Yang: there will be a lot of nets in the back. But in the form, it is definitely not Papi sauce. It's not like second Luo Zhenyu.

I don't think net red can be hatched in bulk because there is no replicability.

From the perspective of economic realisation, I think they are also groping for it. I estimate that this advertising auction will definitely sell high prices. Luo Zhenyu is still very clever in this respect.

Reporter: has net red arrived at the time of economic realisation?

Starry best Liu Yang: net red has been red, what is left now? Net red makes no money, the key is what to do, selling food, agricultural products, fast food and clothing can make money.

It's just that each incubator has different strengths. I'm strong in the food category. It's easy for me to do this. He is strong in clothing category, so he goes to make clothes.

Reporter: Star selection is only the last link of the net red economic chain - to help net red realize through the electricity supplier, so your advantage lies in the supply chain and channel operation?

Star selection Liu Yang: you are right, this is our strength.

There are several ways and stages to implement the net red business pformation course.

The first stage is to buy other people's products, such as various game anchors selling snacks; the second stage is to imitate other people's products, such as all kinds of beauty net red hatchery selling clothing; third stage hatching net red own brand.

The first two stages only consume the net red traffic, and the third stage is the bonus of net red.

Star optimization has now started third stages in a comprehensive way, and this year plans to incubate 12 private brands. I think brand incubation is the ultimate outlet for the realization of the electricity supplier. This is the form of the most decent and value maximization of net red influence.

Reporter: why is the brand incubator the ultimate outlet for net red? Can't you live well by advertising implants? Can't you make money without selling things?

Starry Liu Yang: net red is the most commonly adopted mode by net advertising, because it is relatively simple and easy to operate.

But this way is the most easy to consume the public credibility of the net red, net red is not a star after all, generally is to send micro-blog and video directly in the content of the recommendation of goods, the imagination of space and value must be much smaller.

I say the brand is not necessarily goods, can also be services, such as the Gu Tingjun we do now, she is a Japanese local Chinese people, we have around her to do a brand, belong to the service class.

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Taobao rules are actually bad for net red shop.

Interviewer: how much is the cost of Red Star brand optimization?

Liu Yang: in general, we operate with net red in the joint venture mode. Both sides have a strong sense of trust. We will hatch the net red brand according to the product category. The cost will be several hundred thousand to several million.

In December last year, we developed a spicy beef sauce for Wang Dachu, "Wang Da sauce". The double 12 day limited 3000 bottles and 40 wonderful rob light, raise 1 million 200 thousand yuan in Jingdong for one month.

Relatively speaking, they do not rely on facial expression or small skills to get up, but rely on their own long-term work in their own fields, so they will be red in any era, and will be very durable.

Of course, it is less powerful than Papi sauce.

Reporter: why do we have to make our own APP "star selection"? Is it not more convenient to use the e-commerce platform directly?

Starry choice Liu Yang: there are three reasons for making star selection. One is Taobao's electronic business platform, which is a centralization of traffic. They support the net red brand on the surface, and the operation is suppressed.

Because the net red is brought with its own traffic volume, do not buy panning direct train, diamond booth.

It's hard to play in others' territory.

Two, Taobao's products are massive and fake goods are available.

Our net red brand has strong personality attributes and good quality, but the price has no advantage.

Unless imitation like some net red.

The three is that we want to build a product shop model, a brand business official shop, so as to solve the fake problem thoroughly.

Interviewer: you say that the best choice of sales in 2015 is 160 million, and the best single store month is 3 million. What is the main type of store? What are the 1.6 main products from Taobao? How many stores have been used?

Liu Yang: the female Superman in the emergency department has a larger water store in the Yingge and the five mountains scattered area, with a monthly sales of 200~300.

At present, the 160 million main sources of Taobao are close to 20 stores, including successful ones and eliminated ones.

Reporter: depending on net red recommendation, the number of SKU will not be much. How many shops are you making?

Liu Yang is the best choice for Stars: some earn hundreds of thousands of dollars a month, and tens of thousands of them.

Like media reports, some Internet users earn millions of dollars a month. In fact, the vast majority are just the peak of performance. It can't be like this every month.

But now the net is making money and the incubator is continuing to invest, so it is not yet profitable for the incubator.

The future star selection will only help the net red hatch brand, so SKU will not be a lot. A net red has 10 SKU already a lot, the accuracy of the recommendation will be improved.

Reporter: the team has 100 people at present. Is the company's organizational structure the same as that of a general company?

Star selection Liu Yang: there is no difference between the organizational structure and the general company. The difference may be that we have a joint venture with every net Hongdu.

So this is our cause, and it can also make our own career. They can work with us to make a brand.

Therefore, providing supply chain, channel and generation operation are all things a company should do. Net red is responsible for the market, and we are responsible for operation and supply chain.

We are all one.

And many other incubators are the bonus mode, which consumes net red traffic, resulting in no loyalty to net red. It is easy to separate.

Net red economy will decline rapidly in the second half year.

Reporter: now factories, brands or retailers want to cooperate with net red. Will you pull them together to form a joint venture? What are your suggestions for those who want to make use of net red?

Liu Yang is the best choice for stars. I do not recommend such cooperation as a brand. I really want to be an exposure or a star.

If you invite the famous stars and Papi sauce to be a price, I strongly suggest that you should go to the stars because the image of the stars is three-dimensional and multi-channel, while the image of Papi sauce is flat or even punctuated, and the channels are relatively single.

Of course, this is the opinion of the wise and the wise.

But if manufacturers or retailers are selling goods, finding the net red, the threshold is relatively low, or agree.

Reporter: in addition to Papi sauce, there are many net red. Now, how big are they? How do you estimate the volume of 2016? How about the threshold of net red?

Liu Yang: if you have 10 thousand fans, 100 thousand fans, 1 million fans and 10 million fans, you will be called net red, so the threshold of becoming a net red is different.

But if you want to become a Papi sauce like that, the threshold is always high.

Papi sauce can fire, the most important thing is the content is good, this content can not be done by anyone.

In 2016, the heat of net red will drop rapidly in the second half of the year, and a group of companies that think they will hatch red will go bankrupt.

Net red, will continue to appear, but think Papi sauce this level is certainly not hatching company do.

Reporter: why do we judge that the second half of this year will decline rapidly?

Star selection Liu Yang: net red economy will not continue to heat.

There are two reasons why net red is very popular this year. One is that some net red has made a lot of money to be exposed by the media. Two, there is nothing new in the capital market to catch up with.

But everything has to return to the nature of business. I am even very worried that the net sellers who sell the imitation products will be faced with legal problems in the future.

Maybe this year we will catch a typical case and suppress a net red.

Strong network red will definitely take the branding and IP route.

Therefore, I think that the future of net red will emerge in an endless stream, but the public will soon lose interest in the topic of net red, because the public and the media have been looking for new hot spots.

Reporter: Based on your judgment, what are your suggestions for net red?

Star selection Liu Yang: investors are also following suit. In fact, in 2015, there was not much capital to pay attention to the net red economy. In 2016, many people began to study this field, but basically they are in the learning stage, plus the whole capital is still in the cold winter, so there will not be much money invested in net red.

My suggestion for the vast majority of net red is that not all people are Papi sauce, or they can cash in and cash in.

My suggestion to net red, which is already Papi sauce level, is to quickly brand and IP, either to make product brand, or to serve the brand, or to make content brand.