Is Internet Hong Kong'S Electricity Supplier Listed As An Incentive Or A Curse?

If the listing is successful, Zhang Da Yi becomes "Zhang Dayi" and another inspirational story is born. It is not hard to imagine that tens of thousands of net red clubs will continue to move forward. Since the media can harvest a wave of leek, I have thought about the title -- how to live like Zhang Dayi?

The IQ tax is never finished, and it will never be finished in this lifetime or next life.

People who know a little bit of Finance know that getting rich needs leverage. This lever can be money, labor, contacts, background resources and so on. They are like amplifiers that can help you to turn to life Subversion (of course, you may lose all). But for those who have nothing, these are all very high thresholds. Therefore, previous success studies have taught you to work hard to cultivate your core competitiveness and gradually move towards the peak of life with a smooth curve.

Until the emergence of the net red economy, everything began to change. There was no good father, no good place, no demolition, no work, no matter, as long as a red explosion overnight, you can get rich overnight. In China's context, fame and interest have always been twins.

It turned out that there are such things as flow lever, no cost, no threshold, no standard, anyone can use it, anyone can get red, so the whole people are on the bar.

From wild net red to professional team, in 2016, the MCN market blowout, the growth rate reached 475%, overnight, all over the net are red manufacturing plant, from grass roots to specialization and industrialization.

There may be shortcuts in life, but not everyone can walk.

Zhang Da Yi, which can not be copied, can not reproduce the demographic dividend.

Flow is the moat of the net red economy. In nature, the quantity of water varies according to the seasons. But in the market where net red exists, the change of water quantity has no rules to follow.

According to the prospectus issued by Mr. Han, in the 2017-2019 fiscal year, its revenue has been heavily dependent on 3 top KOL, Zhang Da, Daikin, and Berlin, especially Zhang Dayi. Her personal income has been more than half of the total revenue, and only one person has supported half the sky of a listed company.

The ideal model is to produce countless "Zhang Dayi" in batches, or to grasp the formula of "Zhang Da Yi". Even if there is a certain bad rate, it is feasible to find out a reasonable financial model.

In the field of net red economy, the contribution ratio of the head to the tail is much higher than the 82 principle. In other words, the small net redheads behind the company are not as large as a head net red for the company, and the greatest significance lies in supporting the hatching scale of the funnel, and the venture capital is a logic.

The problem is that there is no formula for making net red. This entertainment circle has long wanted to understand.

The reason why the entertainment circle generally believes that geomantic omen is due to the fact that a person can not be red and how long it can be red, in addition to personal efforts, depends largely on fate. Metaphysics is a metaphysics. Metaphysics can not be quantified, and no scientific digital model can be established. The business mode of "net red + incubation + supply chain" is sexy, but basically it can not meet the industrial characteristics such as standardization, replicability, continuity and so on.

Why is net red hatching turned into an industry, and the trend of professionalism has begun to appear?

The red economy of driving networks is actually not "net red" itself, but the awakening of the Internet to the demographic dividend. Traffic is on the Internet, just like finance in the real economy. Under the flooding of natural resources, natural growth will be barbarous, not only the prosperity in front, but also the accumulation of bubbles.

From Back Dorm Boys in PC era, Feng Jie and sister Furong to Zhang Dayi, Papi sauce and modern brothers in the mobile era, the number of net red has increased exponentially, but this is not what spirit they have led, what cultural phenomenon they have created, and more is the growth of the net population, and they happen to be favored by traffic.

In the history of net red iteration, you can never find a clear logic that runs through all the time, and can summarize how to build the rule of net red.

And once the traffic dividend is exhausted, net red will naturally stop growing. In the 2018 China net red economic development report released by Ai Rui, with the slow growth of the traffic platform such as short video and live broadcast, MCN will also be quiet from the hustle and bustle.

The bonus of the era is no longer available. People are getting more and more impatient. The life cycle of net red is sharply shortening, so they are holding together for heating. MCN tries to create a continuous closed loop traffic pool, which will roll snowballs bigger and bigger, but is doomed to backfire.

1+1=1, net red matrix has no flow closed loop.

In today's product synergy effect, MCN's product models are separate and separate from each other. It is not only difficult to produce synergy, but will restrain each other.

The product of MCN is net red IP, and many IP are combined into a matrix, so as to create a traffic moat. This is the superposition effect of aggregate flow and 1=1>2.

But after careful analysis, there are natural risks in it.

First, a large number of IP are horizontal parallel relations rather than vertical succession relations, which leads to the difficulty in establishing the relationship between mutual benefit and mutual benefit, and the growth of net red depends on the distribution of internal resources of MCN. In the limited resources, it is a competitive relationship between each other.

Secondly, the head dependence effect is difficult to solve. MCN can only guarantee its competitiveness and discourse power only by signing or training the head net red. But as the head of net red, in order to safeguard its own interests, naturally will not be willing to see the growth of new net red, the best way is to limit the input of new system.

This will make MCN in a dilemma. The tilt of resources to the head will exacerbate the improvement of the voice of the other party, which is not conducive to the long-term development of the company. The resources will be tilted to the tail, and the existing GMV will not be preserved.

In 2018, a total loss of 72 million 350 thousand yuan, including marketing costs of up to 146 million yuan, "revenue is some, but money is also puzzling, especially the nearly 150 million of the marketing costs are puzzling, so much marketing costs, then what is the meaning of KOL; if we stop this marketing costs, what will happen?"

Wang Sicong questioned so much.

Most of the marketing cost is used to hatch new net red, but it has obviously failed to achieve the desired results.

The external traffic bonus is peaking. The competition of internal network resources has brought MCN into an extremely embarrassing situation.

It is not difficult to understand the risks raised in the prospectus: whether we can make profits depends on increasing the number of fans, diversifying products and optimizing the cost structure.

We may not be able to do any of the above.

Aiming at the instability of net red, some organizations have come up with a way to create virtual characters, that is, to ensure the stability of IP, and to constantly customize the iteration and perfection. In the two culture popularity, it is also a trend to integrate into the trend.

But the problem is that although virtual "net red" can gather popularity, but it can not really produce empathy effect, let people have a sense of substitution. The essence of net red belt is still a kind of pmission of values and life concepts. Even "people" are not. How do you let me believe you?

Traffic itself can not produce traffic, and the traffic pool is ultimately a product.

From IP to brand, products are the ultimate moat.

The misunderstanding of net red economy is that in the chain of industry, the nature of net red is only a conduit for marketing and drainage, rather than a product itself.

Zhang Dayi, who has been famous for a long time, has a more profound experience. In the final analysis, he said that core competitiveness depends on product strength. Sydney wants to be like the luxury fashion industry. The name left behind by the founder's withdrawal from the second line can also make the brand continue. "You can't always be a redneck."

After all, making Chanel and LV a classic brand is perfume and suitcase, not the story of the founder.

To put it this way, however, at present, there is still a long way to go between net red from IP to brand. This is the difficult pformation of "flow logic" to "value logic". Under the network effect, the gathering traffic is obviously much easier than that of deep supply chain pformation.

At least for now, net red's main income also comes from advertising.

But the same is to bring goods, rather than to help others with goods, help themselves bring goods, realize that net red is just the youth meal, after accumulating a certain fans, people have begun to "self door", create their own brand, deep fans operation.

But the problem is that because of professional limitations, many net red do not know their products. Even in the most popular fashion area, net red people can put their heads on the clothes, but there is nothing to do with clothing design, so even if Taobao stores are opened, they are just stickers. Their products are just like their faces, but they are not uniform and lack of style and recognition.

Products also play a role in endorsement of its reputation for net red. Once problems arise, the drainage of the early stage of net red will fall short.

Known as the "2017 net red" food network red Li Ziqi, after the success of the circle of powder, opened its own brand of Tmall shop, the video of her elaborate food makes people salivate, the video shop outside the Tmall shop to buy most of the food is sold to the assembly line workshop, after the premium of the card, is the gap between imagination and reality, paid to buy disappointed fans, in the knowledge of their words.

Knowing the netizen "today is a little fairy" is even more bluntly: "what do she do, you can eat? Think too much.

Is it delicious? You can ask your mother to give you a try.

Does the Taobao store have anything to do with her? No, they are all pipelined production. "

In the screenshots of the "floating bacteria", we can also see clearly the data of Li Zi Qi's factory.

If the head net red is only aimed at the OEM dealer, then the net red business operator estimates that there is still a distance of one hundred and eight thousand li from the brand.

The charm of the brand lies in the high unity of values and product tonal. The embarrassment of the network operator is that it can neither export influential values nor polish products, which makes them vulnerable to the most unstable traffic flow.

Even if culvert finally went to the capital market, what investors most concerned about is not how much KOL they produce, but how much money they earn, and prove that they have the ability to earn money continuously.

For most of the people who are still rushing to the net red road, the listing of Internet Hong Kong Electric providers is both an incentive and a curse.

"Net red itself is a bowl of youth meal, can only make money while young."

For the unfamous little net red, will not eat the rice, even youth is gone?