How Does New Retail Dig Out The Value Of "Net Red And Fans Economy"?

According to the world clothing and shoe net, the most representative word in the past 2016-2017 years is

And live broadcast.

By 2017, the market size of net red has exceeded 100 billion.

"Net red" is no longer just a social phenomenon in the mobile Internet era. It has become a new business mode. So we want to see what kind of effect the net red has produced, and what kind of new mode can entity business open under such a development.

What is the net red that we are going to discuss?

Net red is known in the current society, but what is the core of net red?

1. definition

Net red, that is, the Internet red man, originally refers to a person or a series of events and behavior on the Internet quickly become popular.

2. characteristics

Personality traits + interaction ability

Personal traits

Personality traits such as appearance, professionalism / knowledge (such as writing, fitness, beauty, etc.) and personality traits show a distinct personality charm and attract people's attention.

Strong interaction

A variety of presentation methods (text, pictures, videos, etc.) are rapidly propagating and amplifying through various Internet platforms (micro-blog, WeChat, etc.), and the network interaction ability is strong.

Exclusive fans

Based on distinct personal characteristics and strong network interaction ability, users can attract users' attention and have special attributes of internet fans.

Net red has vivid personal influence or personality charm, and has accumulated a large number of fans, so the scope of net red has gradually extended to all areas of life.

3. development

Words and events are out of date. Facial values and hot dance will be boring. Vertical and deep content is the core.

From the text, face value, and weird to vertical depth content: Games, makeup, travel, fitness, food and other direction.

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The net red economy of "old iron is no fault"

The rapid development of industry leads to the rising of net red economy.

The 1. net is the foundation of red economy.

1. net red number and fans scale has increased substantially in recent years.

In 2017, the number of red net people with fans over 100 thousand people increased by 57.3% compared with 2016. Meanwhile, the total number of red fans in China's net continued to increase on the basis of the original huge scale in 2017, reaching 470 million people, a 20.6% increase in the ring.

Since 2014, the scale of Pan entertainment live market has been increasing rapidly.

In 2016, the domestic entertainment entertainment market scale was 20 billion 800 million yuan, a significant increase of 180.1% compared with 2015.

The sharp increase in user volume and consumption of short video in 2016 also led to the development of live broadcasting.

The scale of China's TV business market continued to grow for 2012-2017 years.

2. net red economy

Users are willing to pay for personalized content and value recognition.

The change of consumption mainstream: the mainstream of consumption is changing after 00.

The change of consumer psychology: from natural consumption of functional consumption to cultural consumption such as lifestyle, social identity and emotional needs.

Change of consumption environment: mobile consumption, Internet fast experience and consumption environment highlight

The change of net red to net red economy

Users are willing to pay for personalized content and value cultural identity. Users get the identity of net red to provide resources for consumption. Users are willing to pay for this kind of resources, and the two sides work together to make the Internet red to the net red economy.

Net red seeks resource realisation

After getting a lot of fans, net Hong has gathered a large number of effective traffic, and began to seek commercial realization based on the existing social assets and traffic resources through marketing services and sales products.

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3. multiple tuyere industries interweave

The red industry of many industries or markets is growing.

China net red is pushing the industry chain under the help of channel, technology and capital.

Demand individuality: consumer personalization & consumption psychology pformation.

It is rich in content: diversified content, entertainment and professional knowledge in the era of Pan entertainment to meet the diverse needs of consumers.

Channels are diverse: social media iterations speed up, from QQ to micro-blog, to WeChat's integrated platform, and social media to achieve value expansion.

Technical support: the development of 3G/4G/5G technology, smart phone equipment and cloud technology, such as network pmission technology progress, terminal support and cloud technology development.

Capital boost: capital market pays attention to Papi sauce gets 16 million investment, uncle Tong gets millions investment, net red business college valuation 1 hundred million...

4. net red economic logic

The core of net red economy is still running the logic of fans and community marketing.

Net red "sports car yacht" liquidation

How can we realisation of net red economy and how to form an industrial chain?

1. net red business exploration

Traditional liquidation: the traditional net cash realisation mode is single, and the driving force is not enough.

At present, lifestyle is still the main core resource. Net red lifestyle includes products and living conditions.

In the traditional form of liquidation to explore further, relying on fans can achieve the upgrading of content.

2. specialization of production content network red

After accumulating popularity, the shift from personal production to professional oriented content production mode.

Based on the YouTube video website, Europe and the United States have produced a unique MCN (Multi-channel Networks) system.

MCN is a company between content producers and YouTube video platforms.

It does not produce content. It simply aggregates all kinds of creators, helps content producers to promote, and contacts advertising, sponsorship and endorsement. Finally, it is divided into 3:7 ratio and creators.

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3. simple red production network model

Net red combined with MCN agencies, through the social networking platform to achieve net red production model.

The platform, in cooperation with MCN institutions, supports resources and provides more users and more smooth distribution channels. The agencies are exporting the active platform ecology with the continuous production of stable production and high-quality content, and take the place of the platform to manage and co-ordinate the work.

The MCN organization provides service guarantee for net red individuals, and supports the net red with its unique sense of smell, experience and formula. It helps net red reach a wider range of users and establish its own brand value to complete the mass production of net red.

Net red, as a consumer product produced by MCN, has entered the platform market. It has become one of the smallest unit of commercial platform. Through the accumulation and multiple means of fans, it has realized the win-win situation of platform, MCN and net red.

4. production net red simple chain

After merging various services, it forms the ecological chain of net red.

5. net red ecosystem in the future

The future will be developed from the industrial chain to the net red ecosystem, which will provide an industrial foundation for the formation of industrial parks or characteristic towns.

To hurt each other!

Exploration of new mode of entity commerce under net red economy

When the cake of net red economy continues to grow and form an industrial chain, the current cash concentration is concentrated on the Internet. In the context of new retail, the real business is bound to be divided.

Contact 1: net red became fashionable KOL, net red and high-end business related.

The left bank, with her unique style of fashion matching and genuine and funny character, has been recognized and sought after by the public. She has been invited as a luxury luxury show of Herm, s, Louis Vuitton, Dior, Chanel, etc. to participate in various large-scale fashion activities. For example, he attended the red carpet at the sixty-ninth Cannes Film Festival premiere, as the only representative of the Chinese and American fashion KOL to attend the private dinner hosted by Vitoria Beckham in Seoul.

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Contact two: net red features small town landing: the future will form a net red culture as the core of the commercial real estate projects.

"DAMARA VILLAGE, Yan Yan, art town" is the first net red town in China. It is located in Wuhan flower expo, Caidian District, Wuhan. It covers an area of more than 2200 mu. It is a small European town that combines the resources of the original village, Huatian, rivers and lakes. There are more than 100 famous red net anchors at home and abroad.

The town will gather together with the net red related formats, including the Eastern European maid hall, the idol theatre, the two dimensional studio, the Lolita experience Museum, and so on, and become the fashionable landmark of the young people through the net red live culture.

The net red town will build 100 distinctive idols live broadcasting rooms, more than 20 special network red designer studios, more than 10 two times industry related interactive storefronts, and a "net red production workshop" with an annual training volume of 2000, and a fan club with an annual capacity of over 30000 people.

Conclusion:

1. net red is no longer the high value of beautiful legs, and the strength of content production is the core of "mental consumption" environment.

The outbreak of the 2. network red, the promotion of the various air port industry makes the net red economy rising, users and network red demand is the main reason for the economy.

3. net red economic core is actually "fan operation", coincides with the real business "customer group operation" logic Xiang Qihe.

4. network red, institutions and platforms, combined with a variety of services to form "flow + content" of the ecological industry chain, docking users form a variety of realizable.

5. the trend of the red economy in the real business network and the development opportunities in the industrial chain is the feasible way under the new retail pattern.

More interesting reports, please pay attention to the world clothing shoes and hats net.