Net Red: Cracking Is Becoming An Ecological Realisation Mode Is Becoming Clearer.

When Internet celebrity After accumulating the first batch of fans, we usually find a label on our body. This label is an intuitionistic embodiment of net red consumption value and directly determines the way of net red realization.

Net red is divided into three forms: the first is live broadcast of the red man, the Internet entertainers, their profit mode is to reward and reward, to send sports cars. The second is video red people, the most suitable for advertising, strong communication. Third is Online retailers perhaps fashion The red man is good at realisation of electronic business.

Wearing a black high split skirt Zhang Dayi, the first time to go to valley amo, still wearing masks not to show his face Ma Jianguo, with funny video red Mu Yalan...... At 18 o'clock in June 16th, the red carpet of "Red Net Festival" began to heat up the atmosphere of the meeting, and a familiar face appeared under countless flash lights.

Although the beauty and talent and the "Papi sauce" did not take the red carpet, they appeared on the stage as an important guest. Wang Sicong appeared as a mysterious guest. So that the tickets for the event were fired to 10000 yuan.

This is Sina micro-blog, who is active in its platform, has organized an activity called "net red Festival" to discuss how to realize net red ecology and net red, and to interact with viewers who can not come to the scene with the hottest live broadcast.

In comparison, the greatest changes that can be brought by live streaming are hidden behind the display screen and the beautiful girl in the photo. We can see the real appearance of the net red without any filters or too many rehearsal.

Up to now, the number of live webcast online has exceeded 5 million, and the official micro-blog live broadcast has received 70 thousand messages and 310 thousand praise.

"When the net red has evolved into a commercial form, the bonus period of this industry has just begun," said Jay, co-founder of net red incubator. It is easy to see that people and things that are born in the net red business form are becoming more and more clear.

Net red is cracking into ecology.

It is difficult to trace the origin of the word "net red", but it is not hard to find that net red is not a new form in the past one or two years.

In the "net red white paper" released by Sina micro-blog and Ai Ai, it is pointed out that the net red economy can form an ecological environment, which is affected by the great environment.

The first is the development of technology. With the improvement of Internet speed, the development of mobile Internet and the popularity of smart phones, the live broadcast of multimedia is realized.

Secondly, the needs of the public are gradually diversified and fragmented, changing from thousands to thousands. Then, under the commercial drive, brand communication not only depends on channels, but also on content, and bundles with good content, so as to achieve more effective dissemination of brand value. Finally, the fierce competition in the society has led to the emergence of entertainment and fragmentation, which constitutes a phenomenon of net red economy.

In the white paper, only in the micro-blog fans' fans, in the past two years, it has increased from 1 billion to 385 million, women occupy 42%, men occupy 57%, and fans' distribution age is concentrated among the 80, 90 and 00 groups.

Micro-blog CEO Wang Gaofei thinks, as early as in the PC Internet era, the word "net red" appeared. At that time, net red refers to people who attract public attention by means of some events, or some practice of leaving positions, but the account itself does not have continuous consumption value. For example, we are familiar with sister Furong and Fengjie, who beat the eyeball but did not produce consumption value in time.

Then, the era of stationed micro-blog grew up. Because it is able to produce content continuously, it has been given certain value and gained a lot of attention. This stage of net red has been given certain personification.

The latest wave of net red is mostly based on pictures, videos, live broadcast and other multimedia forms. These contents also have the value of professional and content IP for the first time, and its interaction is even more than micro-blog of many influential stars. More importantly, based on these fans, online scale has been realized.

Follow the evolution of micro-blog's content form. When micro-blog went online in 2009, only the text system was added, and subsequent maps were added. In 2015, short video grew rapidly and brought opportunities to live broadcasting business. Different media formats create different contents of IP, and a whole bunch of net red is born in the live broadcast era.

Micro-blog electric business and general manager of fashion business department Yu Shuang will divide the net red into three forms: the first is the live broadcast of the red man, the network entertainer, their profit pattern is the reward reward, sends the sports car. The second is video red people, the most suitable for advertising, strong communication. The third is the electricity supplier or fashion red man. Net red is not concentrated in one place according to its own characteristics and the direction of content production.

Net red liquidation mode is being clarified.

In this activity, no one will question the net cash's liquidity.

Wang Gaofei revealed some data at the scene: in May, micro-blog held a 2 week "530 super red Festival" online activity. During the more than 60 thousand live broadcasts attracted 200 million people to watch, more than 20 thousand video red people participated, the total broadcast volume exceeded 1 billion times, and more than 80 fashion red men sold 1 million 250 thousand pieces of micro-blog on micro-blog.

In the early days of net red development, the content of the Internet caters to the users' intuitive consumption demand, attracting attention and flow quickly. Next, the net red economy will gradually evolve along the vertical direction, and Internet users will increasingly tend to focus on areas of interest. The more vertical the content creators, the more able to build a high loyalty fans, vertical web red will also bring higher commercial value.

Net red's content production and realisation become more and more specialized. This also determines that net red individuals can not form sustainable development and competition. Net red brokers have become an important part of the whole network red ecosystem. These companies will sign and hatch red net to help them carry out more specialized, continuous content production and image packaging, thereby enhancing the value of IP and business space.

In Wang Gaofei's view, the rapid development of mobile Internet social platform, good content creators through social communication platform, have the opportunity to get a large scale of low-cost fans. Now there is no essential difference between the operation mode of a net red and the training mode of star entertainers. Their fans' loyalty is even higher than that of stars. The boundaries between net red and star artists will become more and more blurred, forming strong personal brand value and pluralistic liquidity opportunities. Some network red will gradually possess or even surpass the commercial value of some stars.

When net red accumulates the first batch of fans, it usually finds a label on itself. This tag is the direct reflection of net red consumption value and directly determines the way of net red realization. In the net red economy, capital and incubator are the backbones to help net red enlarge the self label.

In all the realizable ways, the electricity supplier has become the most direct and cash intensive business spanformation in the net red liquidation mode. The electricity network red is essentially a way of selling consumers, including women's clothing, cosmetics, mothers and babies. This industry is full of excitement because of the participants and the hot spots of events. If the number of fans of nearly 100 Web sites is superimposed, the amount of fans has already been over 100 million. What's different is that after the exposure of phenomenal events, net red partners worked with incubators and capital to turn net red into a solid business form.