Net Red Live Direct Introduction Of Capital Market Concern Network Red Economy Will Rebuild Garment Industry

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Too much, the audience is not enough. "

With the increasing competition of the more than 200 live APP, how to improve the platform traffic has become a household.

Top priority.

Through the "event marketing + star show" to stimulate the flow of the platform has become the standard of the live broadcast industry: in June 14th, the fish fish anchor Xiaomu rice broadcast the movie "runaway ghost phantom" press conference. The live broadcast of the pepper will be broadcast live on the AKB48 general election in June 18th; in June 13th June 13th, the live broadcast of the Shanghai International Film Festival was broadcast live in June 3rd; June 3rd,

In the pepper VR live broadcast to the programmer massage to attract about 20000000 people to watch.

The popularity of net red live has also attracted the attention of the capital market.

Anxin Securities said that with the capital market's enthusiasm for "net red", video live broadcast and mobile live broadcast, more social capital and startups have rushed into the live broadcast market, and the video streaming market has entered the outbreak period.

Stars play the role of marketing and advertising

The popularity of "net red live" is no longer limited to the "cry out" or "live broadcast" known by the public. With more and more entertainment stars appearing frequently, the live broadcasting platform has been well known to the public.

In early June, Liu Yan, the "otaku goddess", was broadcast live on pepper, and borrowed the VR technology that was currently being franzled, playing games with programmers.

The live broadcast is only 30 minutes, and fans have more than 4 million fans. At the same time, the number of online PC users and mobile terminals add up to 20 million.

The attraction of entertainment stars to the live broadcasting platform is obvious.

Before Liu Yan's live broadcast, another popular female artist, Liu Tao, was also playing a live broadcast of Liu Tao's entertainment diary. At that time, the number of online visitors was 170 thousand, and the broadcast platform was paralyzed by opening 5 minutes.

During the 2016 fashion week in Paris, Fan Bingbing also played a video live broadcast in the United States, attracting hundreds of thousands of netizens to watch.

In addition to the first string of big stars, the performing arts groups represented by "Zhao Jiaban" as a representative of the duet opera and other performing arts groups have also been stationed in various live platforms, and Zhao Benshan himself has also appeared in YY live broadcast, and her daughter is a frequent visitor to live broadcast.

"Most of the stars are paid by various broadcast platforms or invited through all kinds of relationships."

Mario, the founder of the M2 Association, told reporters that the first line stars have not yet been fully spontaneous to broadcast live. At the very least, they should talk about the good gift sharing with the platform.

"For the platform, stars are just marketing and advertising promotion, the actual role is not so great."

Peng Chao, founder of net red today, said that net red and otaku are the driving force of live broadcast, and stars are only icing on the cake.

Stars will not stay in the live platform for a long time, and stars do not have time to live long live.

Compared to the stars, Peng Chao believes that the "northeast corps" represented by the "duet" actor needs more live platforms.

For them, it is only a change from the theater to the live broadcast platform, which is the change of the venue.

Many duet actors can hardly get the opportunity of big screen performance, and live broadcast gives them wide opportunities to spread.

The Lords divide the cake.

The cake on the live broadcast is getting bigger and bigger.

According to the report of AI consulting, the number of online live broadcast platforms in China was close to 200 in 2015, of which the market size of live webcast was about 9 billion yuan, and the number of users of the network live broadcast platform had reached 200 million. The daily peak hours of large live platforms were close to 4 million at the same time, and the number of live broadcast rooms was more than 3000 at the same time.

The direct seeding industry standing on the draught has attracted the attention of the capital market, and the investment of the capital to the live broadcast platform has even reached the point of "rather Miscasting and not miss".

From YY, fighting fish to national husbands

Panda TV, then to Baidu, Alibaba, Millet's entry.

Since the second half of 2015, the domestic direct seeding industry has been draught.

In January 2016, Ying Ke won the 80 million yuan financing of the A+ round of Kunlun's world wide leading investment. In March, it was easy to get live A round of about 60 million yuan financing. The three good nets won the 75 million round of RMB financing of the Pre-A round of Yizhuang interconnection fund's leading investment. The fight fish TV won the 100 million dollar financing of the B round of Tencent, Sequoia Capital and so on. In April, the early road network school got the YY lead investment and the Huachang investment A wheel 15 million yuan financing.

Reporters found that the participation of Listed Companies in the live broadcast platform includes three categories: self built platform, participation in investment and basic services. The listed companies include, but are not limited to, music network, Zhejiang newspaper media, Kunlun world wide, netsu technology and many other companies.

In June 4th, Shun Net Technology launched a non-public offering plan, which plans to raise funds to build an E-sports operation platform and provide corresponding Live services.

The company's wholly-owned subsidiary of light industry intends to subscribe for Hangzhou's stake in TSU Su for 30 million yuan, and the light industry accounts for 6% of Hangzhou's registered capital.

It is reported that the red personal clothing brand of Hangzhou's main network is already an important power of "net red business".

Compared to the content of entertainment network red platform, "net red business", especially clothing has more cash advantage.

According to the industry's view, the personalized clothing network red represented by Taobao red can easily achieve sales by matching the fans' tonality, while the overcapacity of the domestic garment industry makes it easy to get cheap and cheap clothing.

Lv Ming, an analyst of Guotai Junan textile and garment industry, believes that the net red economy will rebuild the traditional clothing industry through e-commerce and net red brand.

Net red business operators can not do without product supply chain, store operation, sales and other links, and this is the specialty of clothing enterprises.

Net red economy brings new business volume to garment enterprises, and promotes the opportunity of garment industry upgrading in supply chain and flexible customization.