Analyzing The "Net Red Economy" From The Three Big Questions, Where Will It Go?

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As well as the coming hard price auction, content entrepreneurship is a real fire.

The hot debate and interpretation filled the circle of friends, and even overshadowed the AlphaGo.

(according to the new daily list of 200 thousand active WeChat public daily data monitoring, 30 days to net red as the theme of the article reached 6667 articles, and Alfa dog /AlphaGo theme related articles into the 2877+1512 article) for a time to kill in a state of darkness, not only Papi sauce from small to big growth experience has been dug out, even her father's micro-blog has not been spared.

According to the new list of monitoring data, the highest number of net red related articles were published by gogoboi, the same as net red, "Angelababy told you princess princess is also evolving from net red". The more than 360 thousand are watching how Baby grew from a net red sister to today's top brand. At the same time, the other 360 thousand people were also exploring how this girl was born in another hot WeChat in the past and the world of Papi sauce.

On the one hand is a wonderful woman with beautiful looks and talents. The Papi sauce is on the rise. On the other hand, it has become a big star and suddenly is said to have been a net red Baby.

The discussion about net red is hot now, red is purple, and ripe grapes are going to rot.

But despite all the arguments, some of the key issues remain vague and unpleasant.

Here, we hope that through three simple and profound questions, we can comb out the complexity and complexity of the past and present of "net red".

Who is the net red?

What is the difference between Internet Celebrities and traditional stars?

As for who the net red is, recently, all kinds of people have made various answers.

Roughly in two directions, namely, "what types of net red are there" and "who are / not net red", or even a list of unknown net red lists has been forwarded everywhere.

The concept of net red has existed for 10 years. From the earliest forum, sister Furong, milk tea sister to later Jocie Guo, Luo Yufeng and many of them in the micro-blog era.

Until now, the Papi sauce of the big short video platforms and the bad seats in the B station have been called for loyalty. It always happens that Jiangshan has a red man. With the replacement of the platform and media, a new generation of new generation will be replaced in the twinkling of an eye.

The discussion on net red has been really hot recently. It actually started in mid in the red economy seminar of Taobao.

From then on, the girls with big faces, big eyes, beautiful clothes and their own traffic, as well as their cash flow capabilities of millions of fans, began to make people gradually realize that the amazing commercial potential behind "net red" is not limited to beauty only.

Since then, this hot concept has been quickly put on all kinds of characters. The net red has changed into a basket. Everyone who sticks to the dots is packed in everything.

Papi sauce is a net red (although Luo Zhenyu once said publicly on the bean paste, "I hate people calling me" net red ", I didn't open Taobao shop!!!), Luo Zhenyu is net red (claiming to be knowledgeable cake face is becoming the next generation of" net red "). Even investors like Xu Xiaoping have not yet been categorized as net red. (Xu's micro-blog has about 11000000 powder, and still wins Papi sauce well.

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In fact, the essence of Internet Celebrities is to build up a tonal network with a strong communication force and influence.

The underlying logic behind it is the new operation mode of content production, dissemination and consumption based on the network platform.

In the new era, no matter who has the opportunity to use the convenience of the Internet Ecology, with the help of new content production, dissemination and consumption ecology, let oneself become a red hot, even enduring, become a brand prominent, flow of personalized communication node.

Nowadays, the popularity and spread of net red concept is the concrete manifestation of the rise of content entrepreneurship in the new ecosystem.

Compared with traditional popular stars, there are three notable characteristics:

First of all, the content of supporting net red must be net biochemical, and the core is to get channel through tonal content.

Net content is the necessary condition for shaping net red.

No matter what special event or behavior is widely concerned by netizens, its content itself must be customized and reformed based on the network environment, and it can not be simplified under traditional offline content and identity grounding lines, otherwise it will be difficult to have vitality.

The content of net biochemical content has many levels of internal requirements.

First of all, the content itself should conform to the needs of consumption, dissemination and reproduction under the network ecology, not only the online content of traditional channels. Secondly, content communication should conform to the new trend of content media, communication platform and content format, select suitable platform according to local conditions, disseminated corresponding media and format contents; thirdly, clear tonality and advocating is the inevitable requirement of Internet content, and a content that does not love or hate by users can not be widely disseminated under the network environment.

For example, Huang Zhi column is a popular actor in the mainland of China in 2016. If he moves me directly to the micro-blog online video or promotional photos, he will not be content with the Internet. However, like the following picture, "Dai Meng Meng" becomes a dolphin, which is a manifestation of the Internet users.

Secondly, the status of net red propagation node is generated by content itself rather than from authority.

As long as the above prerequisites are satisfied, the personified entity is not necessarily the grass root. Celebrities can also turn red through the Internet, or even natural persons. The small yellow chicken that ravages Renren net and the Microsoft Xiaobing, who read the mind, have the potential to become the net red.

Net red is essentially a kind of tonality network image, so long as its personified image is based on the network environment, it is shaped by the content of Internet, disseminated according to the law of propagation and is widely recognized and consumed, rather than from traditional channels and authority empowerment, whether stars or celebrities, or obscure ordinary people can seize the opportunity to become net red.

It is only in the specific mechanism that the Internet is slightly different from the stars.

Traditional Internet Celebrities rely on beauty, smart, topic, talent and other production content to achieve the accumulation of fans from 0 to 1, while big V and celebrities are known for the early days or may rely on the popularity of offline identities. However, part of the big V is continuously concerned and widely disseminated on this basis, but it is the production of web content produced by its continuous cultivation.

Chen Yao, for the time being, maybe some fans insist that she is the first actress in mainland China, so the queen of micro-blog is well deserved.

But Xue man Zi, who calls himself "old man", is a clear proof that many people first knew that Xue man knew what angel investment was, and the series of public topics represented by crackdown by the old men in those years did not regard micro-blog as the main battlefield of the source project.

And through continuous review and pfer, the old man finally became fascinated by the pleasure and influence brought about by this kind of network content production, and then the whole people gradually became a net biochemistry. In order to carry out some dissemination behaviors for the sake of traffic and concern, it was also very sad to finally be hurt.

Similarly, at the moment when the Bureau called the faithful to release a seat of the ballot box on its own WeChat public address, he was not only the military expert of the vertical and horizontal CCTV, but a highly playable image of the network.

The Bureau knows very well that young people are not interested in professors at National Defense University.

However, as long as the goods are sold, general Zhang, who focuses on national defense education, does not hesitate to make a big net red to achieve the goal of national defense education.

Thirdly, net red is a combination of communication power and influence.

Behind the net is that the content producers take full advantage of the content producers' influence on the formation and trading mechanism of the old communication and influence.

Whether it is Taobao Taobao or its highly attractive personality, there is no distinction between high and low. In the final analysis, there are two indicators of communication force and influence that determine the value and imagination.

The power of pmission is the ability of users to contact with their network image. In the final analysis, it is the channel; the influence is whether the information conveyed is believed by the audience and can cause much discussion. In the final analysis, it is a personified brand or a charming personality.

From this point of view, Papi sauce can be said to have both flow and brand, and also bring tens of millions of fans. 1200 cups of soup may not be expensive at all.

Personified brand, or the charming personality that has been repeatedly mentioned recently, is an important attribute that distinguishes net red from other Internet content.

On the basis of precise aggregation and vertical high frequency content, the personified image is easy to narrow the distance from the audience and is deeply remembered to establish stickiness. In the final analysis, people like to communicate with people.

Based on the personified brand image, there is infinite imagination in the follow-up flow migration and expansion. Wu wine and Luo Ji Thinking moon cake can be said to be a successful example in this field.

We can even say that the essence of the content business is selling brand belief. Quality products are only tools to confirm feelings and strengthen belief, but the virtual personality image and unique values created by tonal content are the key to success.

Of course, only loud brands do not have their own channels of communication.

You do not see that the Chaoyang people are known all over the world, and how many people enjoy it.

However, there does not exist an account which is owned by "Chaoyang masses", and can be voicing and paying attention to it.

As a concept, Chaoyang people can only be mentioned and spread by other people in two levels of content. Their own level of content can not be produced, and the pmission potential can not be released.

As long as there is no content communication node established in the network environment, good content and image can not become net red. At best, it can only be a legend.

And its own channels and channels are rich and varied, and bandwidth is also a major feature of internet stars.

Traditional celebrities and celebrities have only images and brands, and channel functions are all carried by TV stations, theaters, newspapers and so on.

With the Internet red people can follow the pace of the times, make full use of micro-blog, WeChat, short video and other latest channels of pmission of self built traffic channels are different, stars can only rely on the traditional channels gradually left behind, and in the only narrow content bandwidth in a rush.

It is the pformation of content production communication and consumption mechanism that has given birth to a new era of red and red flowers.

Where does net red come from?

Analysis of content production communication and consumption mechanism behind net red

Behind the blooming of the web is the development and change of factors such as medium, platform and mode of pmission, creating a great opportunity to completely change the old order and establish a new era.

In the old order, the most vigorous one is not television.

After TV enters thousands of households, especially after the popularity of the cable TV network nationwide, China has entered an era of mass media with 1 billion viewers.

In fact, limited Star TV stations are faced with indistinguishable potential audiences. In addition to the most inaccurate speculation by the channel side, most of the information bombing does not seem to have a better way to do accurate propagation.

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And the dominant logic behind this period determines that the content selection is the best result of most viewers, because the audience rating is only 0 and 1. The only logic of realization is the hard and broad patch. Only a few head channels of the head channel can get the difference value from their brand attributes.

At the same time, the number of satellite channels is scarce, so that dozens of channels can be achieved in the national information broadcasting, and the television audience's watching behavior is concentrated in a few days of the day. The narrow bandwidth of the content distribution channels of TV channels under the direct broadcast mode is amazing. The inability of this channel to distribute capacity and content capacity also greatly compresses the space of the growth and differentiation of the content itself.

In this broad audience and narrow bandwidth logic, in order to maximize audience ratings, the generalization of popular content is inevitable.

Everyone feels that TV shows are trying to please you, but they are becoming more and more ugly. In order to get more people to watch TV programs, they decide to do everything possible to cater for more audiences. Finally, the mediocrity of programs becomes more and more intense and spreads to channel tonality.

The most distinctive, up-to-date and youngest vertical goods and services have to reconsider the channel value of TV media. The traditional traffic thinking attached to channels has begun to shift to the tonal thinking attached to content.

No matter for the content of the program or the star making, the mediocrity of the TV media is absolutely not to let go.

It is hard for many advertising people not only to convey the brand image, but also to fight against the mediocrity of the channel itself, because the users watching TV are actually asleep, and you must wake them up through advertisements.

But the development and penetration of the Internet have brought a great turning point.

First of all, the bandwidth of the content is greatly improved with the addition of the demand mode, and the almost unlimited channels and storage locations provide wider space for the vertical segmentation of content production. Meanwhile, the monopoly of the past channels in the network environment vanish with the competition of the platform.

Secondly, 600 million netizens are active in virtual space, providing huge exports for content. They are increasingly vertical and hierarchical, and the content needs are varied and can be classified accurately.

Of course, the Internet environment, which is separated from authority and channel, is more popular among people, and it is easier for people to accept people's words and dialogues.

Thirdly, the constantly updated content formats and new platforms have greatly lowered the threshold of content production, dissemination and consumption, changed the inherent formatting of the past to impede the pmission of content, and the information and content of ubiquitous, adaptive and ubiquitous media have been embedded into people's daily life effectively and fully.

Finally, the Internet has greatly strengthened people's social interaction chain interaction frequency, and established a powerful social communication network. The good content itself has a bright red structure potential energy, and the only standard of good content is the audience likes.

Based on the new content ecology logic, with a vertical content (beauty makeup / collocation / paragraph / etc.) as the entry, continuous production has values (stop loading, force the baby's tuckles to see blood / knowledge is the new Internet portal, your uncle takes you to fly / etc.) the personalization of content, constantly increasing the content of the core audience, with the help of appropriate platform and content format (WeChat, micro-blog, short video, sticky bar, etc.) to achieve customized and widely distributed content, through fans interaction to create a sense of participation and maintain stickiness, content through fans' social communication to start attracting new users continuously, with the snowball getting bigger and bigger, a net red is initially formed.

Unlike traditional stars, the network has its own channel flow, and its brand is highly vertical. It is widely distributed in different circles of different vertical groups. It also replaces the channel side of the original mode and restores the dominant power of traffic distribution.

In terms of personalization brand value, unlike previous stars, by increasing exposure and gaining brand value by way of channels, the current net red cultivation mode has already realized the integration of brand and channel, completely mastered by independent content production, the middle links are omitted as far as possible, and the audience is directly connected with the content.

At the same time, web based content platform also takes the place of traditional media platform, but identity turns from channel monopolist to traffic source service provider, concentrating on buying or attracting quality content through preferential support conditions.

In the past, there was no way to broadcast content without channels.

However, as the old content bandwidth has been greatly expanded, the platform and format have been unprecedentedly rich, and communication has been unprecedentedly convenient.

Nowadays, there is no way to form channels without content, or channels are meaningless.

For many years, "good air conditioning, GREE made" became the personal endorsement of Dong Mingzhu himself, and recently opened a public address. The man who had made 1 billion big gambles with her simply did not put any advertisements on TV, but his fans still thought his product bunker.

Where to go?

(unlimited opportunities under the new content ecosystem)

The popularity of net red is just the beginning and dominating everything. In the final analysis, it is a new ecosystem of content redistribution under Internet environment.

Net red and its content quickly replace television and traditional programs. Next step may even merge with traditional stars. The new logic of content will never stop at stars and entertainment.

This feast of new ecology is probably just a front dish.

From the personified image to expand, the content of Internet content will be omnipresent for the traditional content production, dissemination, consumption and its derivative value chain, and not only for the current star making and entertainment programs.

This wave has undergone many changes in many media and formats. Some have happened and some are near.

And the moment of change and opportunity is the spring of content entrepreneurship.

What needs to be concerned is content and content itself. As long as the continuous production of high frequency, high quality and coherence is guaranteed, the harvest will be obtained.

Not everyone can become a net red, not everyone needs to become a net red.

But at least, it is necessary for each of us to have a clear understanding of the new era in which we are located and find the most comfortable and comfortable position and role in every aspect of production and consumption.

There are three ideas and experiences to share with you on the trend of new content ecology.

Content is the core: three bad cobbler also can not top Zhu Geliang, the important thing is to find a hero.

The key to new ecology lies in content, and the key to content is human beings.

Nowadays, we have mentioned the importance of investment team and stable production capacity. However, team and scale production do not guarantee quality.

Teams and institutions can be the 0 most important and the most important ones.

Net red is not easy to develop, and no special individual with rich aura and feeling, it is difficult to breed elephant class explosive products.

In the field of content production, three smelly cobbler are three cobbler, even half Zhu Geliang.

In the era of content is king, relying solely on the amount of stacking can not win, the real pattern is a hero of the three gang, the most important thing is to find the hero as soon as possible, and do everything possible to match resources to help him grow and grow.

The core of content product is tonality, and the external resources such as team, institution and industrial pipeline generation can only enlarge or enhance tonality. Only the core individuals of content creation have the ability to dominate and build up values and even become prosperous.

Organizations and teams without tonality are like a body without a head. They can't travel far and wide, but they are good at plagiarism and mass reproduction.

A brain can go deep into the sky, and one day it will be possible to reproduce a living cloud in the opposite direction.

Format is the starting point: wind can break the waves, but learn to sail with the wind.

In the discussion of net red, the role of short video for Papi sauce has been mentioned many times.

There is no doubt that the new content format will bring new changes in production and consumption, just like micro-blog's replacement of blogs, WeChat's sudden rise, webcast, Princess and short video platform make Papi sauce, and new content formats always bring huge traffic dividends.

The so-called "wind" can break the wave, and the power of pmission of tonal content and new format can not be ignored.

However, it does not mean that if we want to ride the wind and break the waves, we must seek novelty and speed up. Combined with the content of our own content and the characteristics of the audience, we should choose the appropriate content format, communication platform and communication strategy, and make good use of the new form of ventilation without losing the tonal content.

It's good to lose yourself, and bring it back in time.

Miss Xu, who was late at night, also sailed to sea and released her first homemade video in the short wave. However, according to netizens' comments, a Papi version of Ms Xu can neither satisfy people's needs for little Huang Wen nor satisfy people's expectation of joy and vomit.

Fortunately, the recent second video styles have been quite different. Ms Xu began to explore his own style on the new medium of short video.

Follow the trend: vertical is the trend of the times, the phenomenon of lateral breakdown can not be missed.

When the content breaks away from traditional channels and dominates the distribution of dominant traffic, its inherent requirement for vertical subdivision is rapidly realized in the increasingly medium, multi format and multi platform new media environment.

Under the background of audience stratification, benefiting from the Internet's efficient distribution and accommodating capacity for content, many Internet users, including net red, show a high degree of tonal vertical features and absolute numbers, and the subculture impact brought by the intergenerational substitution of the crowd accelerates and exacerbates this phenomenon.

In the context of vertical content, audience stratification and vertical communication nodes, the phenomenon or characters of lateral breakdown will no longer be normal. The national programs like Spring Festival Gala or celebrities like Teresa Teng's generation will disappear.

Under this irreversible trend, the phenomenal horizontal breakdown of net red is only accidental and requires too much chance of external uncontrollable factors.

Even the symbolic thinking of glamour and personality has inevitably slowed down after the growth of fans reaches a certain level.

Other successors want to achieve the lateral breakdown of overcrowding.

The phenomenal lateral breakdown effect is often enviable and difficult to sustain. Instead of trying hard to imitate the miracle that has happened, it is better to work hard in the plot of its own content, and perhaps someday happiness will come.

Never invest in the next Papi sauce.

Just like a famous net red said: "the past extension line can not help you point to the future, usually it can only bring you into the ditch."

The only thing to be sure is that the next burst is certainly not what you can imagine now.