Platform And Capital Control The Fate Of Net Red Entertainers Involuntarily.

In March 22nd, such as Han holdings updated prospectus shows that in 2018 Q4 revenue of 3. 85 billion, IPO issue range of 11.5-13.5 dollars.

Among them, Alibaba will hold 7.5%, while net red Zhang Da Yi holds 13.2%, which is almost twice that of the former.

Net red economy is rampant.

As of April 2018, China Red Net fans reached 588 million.

Before the fans grew to this figure, net red has gone through 16 years of long migration.

They witnessed the decline of websites, accelerated the growth of social networks, and achieved the prosperity of short video empire.

After several years of evolution and pformation, net red found that there is no media business venture. They are just opening the way for the users, all the rest are commercial games.

1 fires

In 2003 SARS, Beijing's vegetable market was closed, supermarkets were swept away, streets were empty, and residents kept themselves at home.

Peking University Library, a girl from Xianyang, Shaanxi, did not go home but read quietly.

Her name is Shi Hengxia.

The girl's name is "Xia", the home is in Wugong County, but the heart is the ideal of literati.

She had sprinted two times in the Tsinghua University in Peking University, and failed in the three postgraduate entrance exams.

Two years later, sister Furong was born, with a sleeveless powder blouse and tight jeans.

The video entitled "dancing Tsinghua" has been reprinted countless times on Tsinghua, Peking University, Tianya and other BBS.

Some students from Peking University recognized that Shi Hengxia was a quiet student in Beijing University.

The college entrance examination was obstructed, and she took another way to attack Tsinghua University in net red identity.

For a while, the abuse and ridicule echoed with the compliment, and the emergence of lotus education came into being.

In 2005, Shi Hengxia became the first net red.

In the same year, donkey friend uploaded a photo of a girl from Sichuan qiangzhai on the website.

In the picture, the woman is fair skinned and slender, and has a deep feeling in her eyes.

The girl is called ma er Na, who is called "MM" by her donkey friend.

A wave of netizens strongly supported, a wave of netizens questioned speculation.

Between the lines, Er Ma Na became a net red.

When the reporter struck home, Erma Na was looking after his sick father.

Looking at the stranger at the door, she stumbled and said, "my name is Erma Na."

Sohu's 2005 new generation idol awards, Erma Na won the championship.

Under the skirt of the winner, Liu Xiang, who won the track and Field Champion, boarded Li Yuchun, the cover of the times, and Jerry Yan, a newly appointed Jerry Yan.

The first generation of net red was accidentally entered, and the value of traffic was not yet recognized.

At that time, Yang Bingyang, the goddess of mop, was not called Ayawawa.

With her fresh and beautiful image and strong tearing ability, she mixed up BBS and swept the horizon.

Teacher Luo Yufeng wants to go to the world and quit his job at Huang Si primary school in Fengjie, Chongqing. She went to Shanghai to cast her resume, and then she was assigned to Carrefour supermarket. Her monthly salary was less than 1000.

CK Ceekay, a non mainstream ancestor, painted smoked heavy make-up, wearing metal rivets, and set off a Cultural Carnival in the QQ space after 90.

Under the background of carnival, the net red people operate rough and spy into the primary traffic logic.

If you can fire, you will win.

2 Changes

The two generation of net red found the Crux: after the topic was cooled, they disappeared.

Net red needs evolution.

In 2011, Sydney, who was studying abroad, and her friends paid 3000 yuan scholarship to open a Taobao store and shared them on Renren, Mei, mogujie.com and other platforms.

With outstanding value and figure, Sydney has gained huge fans in micro-blog and Taobao.

In June 19, 2015, Sydney and Wang Sicong showed up at the Bigbang concert in Shanghai. The label of Wang Sicong girlfriend put Sydney on the top of the topic.

In July, the Taobao shop of Sydney had more than 870 thousand orders for sale, and the average price of the products was between 220 yuan and 240 yuan.

That is to say, the sales volume has exceeded 200 million only if there are evaluated orders.

Two years later, the net red hatching company jointly established by Sydney and its classmates signed 30 net red stores and 27 stores, with a company's valuation of 1 billion.

In the two generation of net red, the path of traffic generation can be replicated perfectly.

In 2014, a model named Zhang Dayi was invited from Taobao shop.

There are buyers Tucao: 1.7 meter of Zhang Da Yi wears anything nice.

Buyer show and seller show are too far away.

It wasn't long before Zhang Dayi opened his own online store and took pictures abroad in double 11.

One year after the shop opened, 5000 new clothes on the shop were robbed in 2 seconds, and all the new products were sold out in 3 days.

The next year, Li Beilin changed its name to "Han Hong + Incubator + supply chain".

As of December 31, 2018, if signed 113 net red, 3 head net red, the total annual turnover of goods per person exceeds 100 million.

In March 5, 2019, Zhang Dayi strode to the stage of Tmall golden makeup award.

1 minutes before the stage, she was still reciting the manuscript.

In order to memorize the manuscript, she didn't even have time to eat her breakfast wonton.

During the speech, she had no intention of pacing, and she needed to review it again and again under the stage.

5 years ago, model Zhang Da Yi might not have thought that the topic she shared was "content is king, dedicated to providing users with higher experience value and solutions".

One way linear, brand positioning, product planning...

The obscure professional terms encapsulated the net red, and they set foot on the steps to become entrepreneurs.

This is the only way to net red.

After the meeting, Zhang Da Yi sent out a micro-blog: how strong is a vase? I am afraid it will be known only when it is broken.

Today, her micro-blog profile is like Han holding CMO.

Net red breaks itself, rejoins and completes evolution.

3 escape

Before the camera, the net red appeared in an endless stream.

They come from the ivory tower.

At the end of 2015, Jiang Yilei, who was studying at Central Academy of Drama, drove his husband out of the room to make his own short video.

If anyone is there, she will be shy.

In the video, she calls herself Papi sauce.

In March 2016, Papi sauce was financed by RMB 12 million, valued at around 120 million yuan, and the first smash advertising auction reached 22 million.

They come from the streets and lanes.

Li Tianyou, a fried chicken vendor chased by the city management, became a host in November 2014 and became the first male MC in YY for a month.

In 2016, Tian fan broke through 35 million, earned 5 million in one night, and reached 25 million in brand endorsement.

They come from the star factory.

In June of this year, Taobao launched the live broadcast. Zhang Dayi was the first group to enter the net.

In June 20th, 410 thousand people poured into her studio, leaving 1 million points to praise, buying 20 million yuan clothes in 2 hours, and the unit price was close to 400 yuan.

On the day of double 11, Zhang Da Yi's personal online store sold billions of dollars and defeated a large number of women's clothing.

This year, more than 200 live broadcasting platforms entered, and there were 7 tens of millions of financing events in the first quarter.

As of December, the number of webcast subscribers in China has reached 344 million.

According to the AI Consulting survey, in 2018, the number of Internet celebrities with 100 thousand fans increased by 51% compared with 2017, and the net red of 1 million fans increased by 23%.

Net red strikes the Internet, like a huge stone in the lake, ripples for a long time.

In February 2019, the number of users was over 100 million, and the number of videos was over 1 billion.

Just 15 seconds of video makes the cost of making stars cheaper.

In the 15 seconds of the video, the announcement was made in the library, and the announcement was repeated. "After I had made your eyes", Liz signed the tiger's teeth. It was rumored that the signing fee was 50 million.

After the Shanghai wandering master exploded fire, he called himself the "vibrant voice account" for 3 days, updated 6 and got 400 thousand powder.

The world does not praise silence, for fear that it will not explode.

Everyone is a great entertainer.

But entertainers can't help themselves.

In the investigation report of the "bottom line of anxiety" behind the boom, the head of the MCN agency estimated that the size of the 10 million fans could not even reach 1% fans.

Platform and capital control the fate of net red.

They are no longer red, nor can they be the heroes of commercial games.

The freshmen who have just entered the field have not yet understood and fled from the net identity.