In The Era Of Internet Business, Who Is Making Zhang Da Yi In Batches?

01

From the emergence of the aura to the wave of the first year of the wave, and then to the landmark company (such as Han) will soon be landing on the Nasdaq, net Hong electric business has gone through the triad of the development process.

Behind this trio, there are three fundamental motivations.

The traditional electricity supplier traffic dividend touches the top, while the net red with social assets has established aesthetic identification and emotional identity with the new generation of consumers.

The weak social relations platform such as micro-blog has provided infrastructure for continuous accumulation of social assets, and the mechanism of product display, marketing and trading links has been improved. Net Hong brand has had a qualitative iteration in incubation, content dissemination and value pformation.

With the continuous growth of the net red industry and the continuous influx of capital intervention, UGC has evolved to PGC, and the mode of individual combat has turned to MCN operation.

These jointly decide the emergence of Zhang Dayi and Lu Han, which is a necessity.

That is to say, the net red economy is the product of the times. Without the emergence of Zhang Da Yi, there will be Li Da Yi C's "debut".

02

Before that, we could expect that the head net red like Zhang Dayi could appear in the international fashion show as well as stars.

But ultimately it is difficult to link it with NASDAQ.

Now, "China net red first stock" has listed new progress.

March 22nd, such as Han electric providers updated prospectus, and announced the distribution range of 11.5 to 13.5 U.S. dollars.

Such as the fate of Han and Zhang Dayi, and the great social media age behind them, it is precisely in response to the phrase "a person's fate, of course, depends on self struggle, but also to take into account the historical process."

In 2011, Feng Min founded the Amoy brand "Li Bei Lin", with its women's clothing experience accumulated in the post purchase business, the store's performance quickly entered the top ten of the Taobao market.

But after entering the 2014, that is, the mobile Internet dividend was deeply exploited, the growth of Li Beilin's performance began to slow down.

In May of the same year, the Taobao C store, which was owned by hundreds of thousands of micro-blog fans, ran on the line of "happy Wardrobe" and opened to the five crown shop for a year.

After trying out a variety of business models, Feng Min finally decided to rely on social media to create new traffic. Zhang needs to monetize this wave of social assets and scale it up.

The two men hit it off.

In July 2014, Feng Min and Zhang Dayi opened the first Taobao store.

Zhang Dayi is responsible for shaping the online shop style and net red brand, and the Feng Min team is responsible for operations, supply chain management and logistics.

In 2016, Zhang Dayi created a record of nearly twenty million turnover in 2 hours. During the "double eleven" period, Taobao's Taobao shop sold more than 100 million yuan, and almost everything sold was "exploding money".

Later, Feng Min simply set up such as Han holdings, positioning "net red incubation", the use of the red man effect, create shop brand, and then through the realization of the electricity supplier.

It can be said that in this time window, Feng Min and Zhang Dayi perfect the card position and seize the new bonus of social media.

Look at the movements of micro-blog in those years.

In 2013, micro-blog accepted the $586 million investment from Ali, and reached a strategic cooperation with Taobao and shared resources. In June 2014, micro-blog and Alipay jointly launched micro-blog payment to close the closed loop of social marketing; in July 2015, micro-blog launched a display window to encourage people in the vertical field to release the recommended content of quality products.

Guotai Junan Securities in 2016, a research report shows that if the banner of the Internet has been fully joined micro-blog micro-blog windows, micro-blog has also taken an important step in the realization of its social assets.

In November of the same year, Ali shares 300 million shares, which shows that the business tycoons are optimistic about the development of net red economy and the intention to advance the layout.

03

In the prospectus, many times talked about the indispensable role of social media, and also talked about their performance in social media as a highlight of their performance.

For example, the prospectus mentioned that, through connecting KOL and its huge fans, it built a large network, and established a link between the large network and all kinds of enterprises (including brands, online retailers, designers, manufacturers, suppliers, etc.), thus establishing a net red ecosystem on the existing electricity supplier and social media platform in China, and creating value for participants in the ecosystem.

The prospectus shows that KOL has gathered about 150 million fans in China's main social media and created 91 self run online stores, which will be opened in the name of KOL.

In addition to training and networking, it will also be responsible for product design, purchase, shop operation, logistics and after-sale services.

In the prospectus, it is called "omnidirectional service mode".

Obviously, such statistics contain their fans' data on multiple platforms.

"2018 China net red economic development insight report" shows that under the support of specialized operation, network redactor multi platform operation has also become a common phenomenon.

By the end of June 2018, more than 60% of Internet red people were operating accounts on more than 6 network platforms, and less than 10% of the network operators under 2 networks.

However, for its implication, the social media it refers to is mainly micro-blog. In its prospectus, the example of the red account accounts, except Taobao, is micro-blog.

China Internet Network Information Center (CNNIC) released the forty-second China Internet development statistics report in June 2018. It also mentioned that the social media represented by micro-blog has become the most popular platform for its operation through its fission propagation mode and the ability of fans to precipitate.

So, what is the advantage of the network based on micro-blog ecosystem?

The most fundamental is the pformation from traffic thinking to user and fan thinking.

Offline retail is centered on the physical store, attracting people through the establishment of the core business circle. The traditional e-commerce platform is organized through the platform to organize the seller's operation, gathering and distributing traffic, and the two are essentially centralized.

Micro-blog is an open square. With the 90s and 00 becoming the main force of consumption, the new consumption mode of individuation and customization has swept through.

Internet users with IP effect will have an impact on their consumption decisions, even their lifestyles and values.

This kind of social bond makes fans pay for them, which leads to economic benefits.

04

If the fans' thinking and social media have a dismantling of the influence path of the net red business, the following results will be obtained.

First, commodity content.

Traditional e-commerce products show a single form, and in the micro-blog ecosystem, graphic, short video and live broadcast and other forms are more realistic.

The red people put on their own shop costumes, travel and street shooting, video shooting, design inspiration and live broadcast on the world. These behaviors encourage fans to identify and trust the personality and brand of red people, and also promote the effective decision-making of users.

The two is shopping scenario.

The original target consumers are scattered on various platforms, showing fragmentation, but on micro-blog, Zhang is easy to find their interest groups.

The red man itself is shopping guide and customer service, can achieve one to many exchanges, reduce the pre-sale consultation threshold and communication costs, and the form of direct seeding also has a stronger sense of immersion.

In this process, fans can also deeply participate in the spread of the brand of the red merchants, and fans share a sense of belonging, thus forming a community that is closely linked with similar aesthetics.

The three is operation systematization.

Behind the head of the brand, there are always strong professional teams.

Through micro-blog's data and fans' portrait, the team can provide more professional planning and operation for the interaction between net red and fans.

For example, the age, consumption level and product demand of fans can be extracted from interactive information data, and personalized customization can be done through market analysis. On the one hand, targeted brand marketing can be carried out. On the other hand, the quantity of each production product can be formulated according to the past big data experience, and the inventory can be reduced.

It is also known as the "feed back" of fans and consumers in the prospectus. Based on an in-depth understanding of the social relationship between KOL and its fans, they can identify potential consumers, stimulate consumer demand, pform consumers into brand ambassadors, and effectively build brands with their own KOL.

Consumers tell enterprises what to produce and sell, and enterprises predict demand before production.

05

From the perspective of business mode, such as the main revenue is obtained through two ways, one is product sales, can be regarded as self business income; the second is to provide third party brands and businesses to provide net red sales and advertising services revenue.

Corresponding product sales mode, micro-blog fans 330 thousand of Hollywood Hajin, 18 years in June hatched up to now, fans growth rate of 1400%, 19 years in January 5th for the first time on the new, 2 minutes 1 million, 10 minutes to break 2 million, the shop jumped the whole network women's clothing ranking list sixth, open shop third months shop month sales 13 million.

The corresponding business service mode, micro-blog fans 3 million 190 thousand full Cyim, by the end of 18 through micro-blog for business diversion, last year, the 2nd day for the business to bring more than 240 pactions, in March 18th this year, when Tianjing store close to 8000 orders, but also set a record for a single store to contribute GMV45 million.

Indeed, such as under the banner of more than a Hollywood Hajin, a full Cyim.

In addition to Zhang Dayi, micro-blog's ecological soil, such as the emergence of more and more high-quality red men under the banner of the culvert, is what they and Zhang Dayi together support the entire business model of imagination.

Prospectus data show that in the 2017 fiscal year, fiscal year 2018, and the first three quarters of fiscal 2019, the proportion of product sales revenue in total revenue was 99.1%, 96.3% and 88.3% respectively, and the proportion of service revenue rose from 0.9% in 2017 fiscal year to three in the three quarter of 2019 fiscal year.

No matter whether the future is more focused on self employment, or vigorously pforming light services, the two can not get around the accumulation of social media social assets.

From the perspective of service orientation, the mode of culvert is very similar to micro-blog, such as the company that provides basic services to the Internet Hong Kong electricity supplier, while micro-blog provides basic services to all Internet red and MCN institutions.

This model is like a Pyramid, the bottom of which is micro-blog ecosystem. It is like a network of red industry and apparel retailing industry.

Huasheng Securities believes that the domestic network red business growth rapidly, social penetration of domestic electricity providers continue to improve, is expected to nearly doubled from 8.5% in 2017 to 15.2% in 2022, driven by the rapid development of online platform development of the Internet business.

More than just like the culvert, micro-blog's net red business ecosystem is rising in an all-round way.

From last year's double 11 carnival, we can have a glimpse of one or two.

Double 11 opened less than 10 minutes, and Sydney parent company Chen Fan's trading volume was 100 million.

Zhang Dayi and Sydney's "Qian Fu family" made the first 10 of the women's wear industry in the whole network, which is the first time in the history of "double 11".

1 hours after the opening, the top 10 of Taobao's women's clothing sales were grabbed by the red shop, and the ASMANNA ranked the most famous brand stores.

And micro-blog has deep cooperation with the electricity supplier institutions almost "Taobao" women's clothing pactions ranked 30 in the red shop.

It is worth mentioning that the new red shop has also made impressive sales, which also reflects the more perfect micro-blog eco business ecosystem.

The net red economy is not a flash in the pan. Zhang Da Yi can also copy it.

06

In the final analysis, the nature of net red determines that it is generally born in the open and weak relationship platform represented by micro-blog. The net red business is to a large extent the product of weak social networking business.

And we often say that the types of social networking such as micro commerce are often born in strong social relations platform, such as WeChat.

In the weak social relations platform, user groups are based on the same interests and free combinations. They share and discuss experiences in related fields. Some users will gradually develop into KOL of a certain professional field and become a net red with certain influence.

This logic applies not only to dress wear, but also to fitness, beauty, mother and baby, reading and so on.

Last year's micro-blog V influence summit released a set of data. In 2018, the vertical field covered by micro-blog was further expanded to 60, of which 32 domains read more than 10 billion in a single month, and 2700 MCN institutions were co operated with micro-blog.

Meanwhile, the income of micro-blog's content writers has reached 26 billion 800 million.

25 billion 400 million of the revenue came from the realization of electricity providers, accounting for 94.7%, an increase of 36% over the same period.

Now, micro-blog has achieved many breakthroughs in many vertical fields, such as mother and baby, food, animation and so on. In these three fields, the number of users who have reached more than 1 million pactions in micro-blog over the past 1 million years has increased by more than 50%.

With such a network of red hot business model of the industry chain run through, its experience is likely to be replicated in more vertical areas.

Under the strategy of micro-blog vertical and MCN strategy, these 2700 companies can also emerge more.

07

The foundation for the realization of the net red economy is that fans are attracted by Zhang's personality, taste, creative content, and so on.

Micro-blog's content and business ecology, net red's own social assets, has always been the core of the net red brand and MCN organization, and the core mode of network red business is the culvert mode.

These two cores bite each other and play a connecting role in the whole industrial chain.

As for the question posed by the title of the article, who is making a batch of Zhang Da Yi, I believe you have already had a clearer answer.

We can expect that the net red in different fields can not only be on the same stage with the stars, but also live together with Ma Yun.