Such As Han Low-Key Layout Fast, Short Video Supporting Network Red Business Future?

In April 3rd, the first share of the net red business was listed on the NASDAQ of the United States. However, if the first day's performance was not satisfactory, the opening rate broke down to 37.2%, and its market value dropped to 649 million US dollars.

This is due to the fact that the business model has not yet been fully recognized in the US capital market. Two, the income structure is not healthy enough, and the main revenue is still supported by the Internet.

As a MCN institution, how big can the business incubator network grow? In fact, if Han has quietly explored new possibilities, the next stop is the hottest short video.

It is reported that in January and early March this year, such as two times, the number of its accounts was quickly assigned to the short video platform. Deng Deng, Wen Chang Chang, naughty boy, and velvet ears, such as the more well-known network Hongdu, opened accounts quickly.

Feng Min, founder, said that in the future, the electricity supplier should focus on the mobile and social networking of the platform, reach consumers through personalized social networking, and create emotional resonance among consumers to drive the buying behavior of fans.

It is not surprising that we should choose fast hands. In all of the short video platforms, fast hand Pratt & Whitney and community temperature have formed a very strong cargo carrying capacity, which is generally accepted.

Previously, net red cat, Camille and other net red electric providers have entered the fast track, in-depth layout of their accounts, using the "electricity supplier + short video / live" combination mode to liquidate. This time, it is more like a MCN wind vane if it is included in the fast runner.

It is understood that since the end of 2018, nearly 400 MCN have actively settled in the fast track. What they value is the fast hand private domain traffic protection and multiple liquidity capabilities. The fast hand attitude towards MCN is more open than before, and the service team has been set up.

Liquidation is the most difficult problem in MCN at present. Multi platform entry and upgrading of liquidity has become the core demand of the industry. Such as culvert is no exception. The rising short video provides MCN with new layout and cash flow, and also becomes a reservoir for their potential network.

After 5 years of exploration, it is breaking through the growth of the ceiling through deep layout of short video. Can Feng Min succeed this time?

Challenge before listing

As the largest business network in China, the red incubator and marketing platform, such as Taobao's red shop, has now signed a 100 bit net red listing, and its process is also a microcosm of the development of e-commerce.

Feng Min has earned the first barrel of gold by SP business. After he failed to make a mail order business, he went to Taobao to build his own clothing brand.

In July 2014, in response to the challenges of business slowdown, Feng Min and model Zhang Da opened the first Taobao store, exploring the success of the network, and began signing and hatching more net red.

It should be said that if Han is the first network operator to try to spread in social media, it won the 300 million C round of Alibaba group's financing in 2016, and became a strategic partner of micro-blog. It built a spanmission matrix centered on net red and micro-blog.

The core competitiveness of this matrix is the net red screening, incubation and marketing capabilities such as culvert accumulation; the two is the mature electricity supplier supply chain, and the docking between them forms the basic business mode of the net red business.

At present, the business includes three parts: net red hatching, net red business, net red marketing, the first business is cost center, and electricity and marketing are revenue centers. From the point of view of revenue structure, such as Han is expanding its marketing revenue, and has established cooperation with OLAY, Estee Lauder and other cosmetic brands, and the business side has extended from beauty to lifestyle, mother and baby.

The capacity and quantity of the business incubator have laid the foundation of the MCN field, but the challenge is becoming more and more obvious. The influence of net red eliminates the cost of purchasing traffic. Instead, the proportion of net red marketing expenses is higher and higher. According to the financial report, in 2018, 300 million of gross profit in marketing cost 146 million, plus other performance fees and management costs, such as culvert loss of about 70000000.

Reducing the cost of incubation and marketing, improving conversion rate and embracing the updated social platform are new choices that must be made. In addition to micro-blog, such as culvert has been settled in B station and Xiaohong book in recent years, the rise of short video will not be missed.

This is because two points: a short video platform already has the ability to batch "produce" the original net red; the short video platform has lower cost in the spanformation of the electricity supplier, and it is still a blue ocean.

For example, the fast hand also has an advantage. In the past year, its e-commerce business has developed rapidly, and it has supported the jump of goods links to the three party platforms such as Taobao, and the cooperation between Han and Taobao has been very familiar with it.

Try water store + live with goods

In October 2018, the fast hand officially launched commercialization, and then released the "wheat field plan", announced the creation of content + social driven new business. This plan has improved the fast business infrastructure, greatly improved the commercialization capability of the fast platform, and attracted the attention of companies such as Han.

Before that, the "old iron economy" based on fans' trust had already existed. Pratt & Whitney and de centralization make the content ecology rich and varied. Content producers and fans spend a long time settling social relationships and trust, becoming an important addition to the ability of red people to carry goods.

The establishment of the fast MCN service system accelerated the pace of entry. MCN organizations are generally producers of high quality content, but they do not know much about platform rules and community ecology. It is very easy to be "acclimatized" and need a relatively long fumble.

By the end of 2018, the system and team of MCN agencies were set up, including exclusive operation guidance, original content protection, IP rapid certification, and hot activity prediction. A number of MCN organizations were rapidly realized from 0 to 1, such as "rabbit teeth" under the head entertainment account, and fans rose from 0 to about 3700000 in 6 months.

Information flow advertising, live broadcast, electricity providers and other realizable models, as well as the attention of the page formed by the private domain traffic, stable playback volume has become a sharp weapon to attract MCN in all vertical areas.

These include the culvert. Net red with goods, such as Han is the best in the field of fashion, beauty products recommended, private wear design and wear large size women's clothing...... This settlement is also aimed at making further progress in the field of vertical classes. The earliest number of accounts is less than two months away, and the amount of powder has ranged from tens of thousands to hundreds of thousands.

Such as Han signing net red Deng Deng, naughty adult, released records in the fast hand, vlog in everyday life is loved by the fast user, the eccentric expression of the sprite, the exquisite makeup, the beauty of youth, the opening of their vlog, a fresh and comfortable feeling.

"What we want to show is actually a way of life for girls, including dressing, traveling, sports, not just looking like that, but being beautiful," Feng Min said. "What kind of lifestyle should girls have at their best age?"

Compared with the videos processed in the later stage of beautifully clipping, daily life with vlog has more advantages in affinity and authenticity. The life that young girls aspire to can be traced in their vlog. If this clever use of this point, the real life and quick hands in vlog can be combined with cash realizable means to improve the effect of net red.

The mode of "store + live broadcast" is the main way to cash in. The clothes that are used to match Deng Deng and vlog in the urchin adult, try the recommended beauty products, and purchase links in the small shops above their homepage; in the live broadcast, the audience will see the relevant commodity information purchased by the users in the review area, further stimulate the desire of consumers to buy; the system will recommend the exploding money voluntarily and present it to the audience in the live broadcast room.

Compared with the traditional way of marketing, short video is full and vivid, which can arouse fans' desire for consumption, and the quick realization of the means offered to the electronic business enables users to accelerate the idea of consumption.

The combination of short video and electronic business is a major trend. People not only consume content through short videos, but also more and more willing to buy them. At the Wuzhen Internet Conference, the founder of fast hand said that "short videos are very expressive in many kinds of products. Users can really see something tasty, tasty and fun, which will stimulate people's desire to buy more."

Feng Min once said: "the business model is not a barrier, the real barrier is the establishment and iteration of business models". Embrace the short video, open more imagination, and every step of the next step may determine the future fate of the first share.