The First Share Of Net Red Is Not Only Zhang Dayi But Also The Rising "Pu Zhengyi".

People often believe only what they want to believe, but do not care about the truth.

In April 3rd, "net red first stock" such as Han holdings was listed on the NASDAQ bell Market in the US. The story of net Hong IP's wealth creation attracted numerous Internet Celebrities, and also made countless online shopping people salivate.

However, the "net red + Incubator + supply chain" business model, as a new model of the net red economy, is unprecedented in the capital market.

Some analysts believe that the performance after the listing of US stocks is not satisfactory, mainly due to its net red IP wealth creation story. It seems that it is difficult to find the target partners in the US capital market, so it is difficult to get investors' trust.

This is similar to the experience of Hong Kong stock investors when they first landed in the capital market. New things need some time and patience to be understood and understood by the market.

However, what can not be ignored is that the income gained by Internet holdings such as Han holdings is considerable.

According to Zhitong finance and APP, data show that the number of KOL contracted by Han is 113, but the actual number may be more than 10 times.

It is worth noticing that when the net red economy rose in China, Zhang Dayi caught up with the first train in the new era. At that time, all the time, place, interests and people had contingency which could not be met, and her success was hard to replicate.

Therefore, if such a company does not create second Zhang Da Yi, it is said that its net red business model is a failure, and such a judgment is too one-sided.

Because such judgments are always ignored, such as the red net of the waist net incubated by Han holdings.

The first to eat crabs, such as culvert.

Time went back a month ago.

In April 3rd, "net red first stock", such as Han holdings, was listed on the US NASDAQ "clock", and the stock code was "RUHN".

The IPO issue price was set at $12.5, issuing 10 million US depositary shares and raising $125 million.

Unexpectedly, the champagne of shareholders has not been finished, such as the stock price of the Han Dynasty has plunged rapidly, and has fallen by 37% throughout the day. It has become a rare share in the history of the US stock market with a drop of more than 30%.

In the face of the "first day slump", Feng Min, such as Han holdings chairman, was surprised. After all, the old shareholders of the company did not sell anything.

Since then, in the market doubts, such as Han holdings stock prices all the way down.

As of May 22nd, the latest bid of Han Han holdings was 4 US dollars, 68% lower than the issue price, and its market value shrank by about 370 million US dollars.

Some analysts believe that the main reason is the "net red IP wealth creation story", which seems to be difficult to find the target partners in the US capital market, so it is difficult to obtain the trust of investors.

People often believe only what they want to believe, but do not care about the truth.

In investment, for unfamiliar new economic enterprises, investors will inevitably have "colored glasses".

As a matter of fact, the emergence of "Han holding" has become familiar with the Hong Kong stock market.

In April 30, 2018, the HKEx formally implemented the listing system of emerging and innovative industries. This is the largest listing mechanism reform of HKEx in the past 25 years, opening up a "green channel" for new economic enterprises and making Hongkong the cradle of innovation companies.

Since then, a large number of star enterprises in the light of the "new economy" have been actively listing in Hong Kong, such as well known doctors, millet group, American group comment, Cheng Yilong and Ying Ke.

However, compared with the protagonist aura at the beginning of the listing, the breakup of these new economic enterprises after the listing also makes the market feel puzzled.

According to APP of Zhitong finance and economics, as of the end of 2018, the Hong Kong stock market ushered in 17 new economic enterprises, and only 3 of them had held the issue price, with a break rate of 82%.

Li Xiaojia, chief executive of HKEx, has also revealed that investors often do not know enough about new economic companies and their new business models.

Interestingly, as time goes on, new economic enterprises are gradually familiar with and recognized by the market, and share prices are gradually going out of the trough. Some new economic enterprises even double in a short time, such as micro unions.

In New York, which is 13000 kilometers away from Hongkong, China's "Han Han Holdings" is the first to enter the US capital market through the new mode of "net red hatching, net red electricity supplier and net red marketing". At the same time, it is also the first electricity supplier to eat crab in the net red economy era. It may take some time to be familiar with and understand in a foreign country.

Neglected waist strength

Perhaps for Chinese young female consumers, such as Han holdings network, the red business model is easier to understand.

It is understood that such as Han holdings business scope mainly includes net red hatching, net red business and network red marketing.

Net red hatching, that is, the potential to hatch and hatch all kinds of potential people, is committed to enabling talented people to get more money. Net Hong electric providers, such as the Red Net incubator group and the external senior electricity supplier operation team, join hands to create a redneck shop IP; net red marketing, that is, to build a precision marketing ecosystem with fans as the center, and provide a full link marketing scheme for the brand from advertising to pformation.

In simple terms, such as Han holding is through the creation of net red, and then let net red shop to carry out marketing, realize cash.

For young female consumers in China, Miss pink is fond of the net, and then buys the net red little sister to wear beautiful clothes.

Therefore, the influence of net red becomes the key.

According to Zhitong finance and economics APP, such as Han holdings, according to the difference of KOL carrying capacity and the number of fans, the net red is divided into three categories: top KOL, growth KOL and emerging KOL.

KOL is also known as the influential person, who is able to interact and influence others in specific circles or fields, such as fashion, culture, entertainment and games.

Internet KOL is known as "net red", which has gathered a well-known KOL on the Internet.

At present, there are 3 top KOL companies, including Zhang Dayi, Daikin and Liberlin, with annual sales of over 100 million, KOL growth of 7, annual sales of 30 million to 100 million, and emerging KOL 103, with annual sales below 30 million.

Among them, such as Han holdings's top KOL influence is particularly prominent.

In the 2017 fiscal year, the 2018 fiscal year and the three quarter of the 2019 fiscal year, the GMV contribution of the top KOL contributed 60.7%, 65.2% and 55.2% respectively.

It is worth noting that Zhang Dayi's influence is the most prominent in the 3 top KOL of Han holdings, and the contribution of GMV in the reporting period is 50.8%, 52.4% and 53.5% respectively.

It is understood that Zhang is also one of the main shareholders of the company.

Zhang Dayi cooperated with Feng Min on the chance of coincidence. In 2014, they opened the first Taobao store "my happy Wardrobe".

Zhang Da Yi, a model born, focuses on the online shop style and the net red brand, and uses his influence to guide the fans to spend, creating a net income for Taobao red shop.

Feng Min, who has created the women's clothing brand, "Li Bei Lin", plays the role of operation, supply chain management and logistics in the rear area of the red shop.

In just one year, "Wu Huanxi's Wardrobe" has become the sales champion of Taobao clothing category. Moreover, whenever the shop is new, the day's turnover must be the first place for all Taobao women's wear.

It is the success of this cooperation that let Feng Min see the hope of red business, and confirm the operation mode of "net red + Incubator + supply chain".

The current situation created heroes. At that time, the domestic net red economy was gradually rising. Zhang Dayi caught up with the first train in the net red era. The number of micro-blog fans increased day by day, from about two hundred thousand at the beginning to 10 million 750 thousand now, and the sales volume of "my happy Wardrobe" also increased. In 2018, double eleven could only achieve sales of over 100 million in only 28 minutes.

But because Zhang DAE is too dazzling, he often overlooks the rise of the waist net red, such as Han holdings, and even questions the success of such holdings.

In fact, if there is only one Zhang Da Yi, such as Han holding, has not created second Zhang Da Yi, it is not rigorous to say that the operation mode of its net red business is failure.

After all, Zhang Dayi is the phenomenal net red that was born in China's net red economy.

However, what we can see is that the power of waist net red like Han holdings is becoming more and more powerful.

It is understood that the red man incubation of the Han holdings was launched on a large scale in 2017. The 113 net red contracts currently signed, more than 50% were signed in 2018, and many efforts have been made in the early stage of cultivation.

Wen Wan, B station TOP beauty blogger Bao Jiansao, beauty makeup V Pu Zhengyi, micro-blog's ten mother and child child care LUSON mother, the variety of queer Wang Wan dust and so on are all signing up for the Reds.

Among them, Zhang Dayi, who is also a model born Pu Zhengyi, has a unique view on dress matching, attracting some fans to follow, and about 75 thousand fans of micro-blog. In 2016, he also opened his own net red Taobao store.

What's different is that Pu Zhengyi didn't have Feng Min at the time. The highest monthly GMV was 980 thousand.

In March 2017, Pu Zhengyi chose to join the "Han Han holding". Under the background of Feng Min's operation, her attention has been significantly increased. Only a micro-blog collection of sneakers can temporarily get 18 million of the reading volume, and turn to praise interaction 30 thousand.

At the same time, Pu Zhengyi's ability to carry goods was gradually excavated.

In July 2017, Pu Yi just opened the Taobao shop "Park justice jeongyeepark", the first time on the new day, it won GMV88 million.

In August, "Pu Zhengyi jeongyeepark" GMV broke through 5 million, becoming the new Taobao star.

In 2018, "double eleven", "Pu Zhengyi jeongyeepark" GMV broke through 10 million that day, and entered tens of millions of shops.

In 2018, GMV broke 100 million and became a billion class shop in Taobao.

It is understood that Pu Zhengyi's current micro-blog fans are 1 million 800 thousand, and "Pu Zhengyi jeongyeepark" fans are 2 million 430 thousand.

Therefore, although Han holding can not copy Zhang Dayi's success, don't forget that it is hatching a lot of simple justice.

It is worth mentioning that after each net signed, Signing company will continue to carry out content testing.

If the feedback data is good, it will continue to hatch. If the data is not good, it may be voluntarily terminated or frozen by the company.

Therefore, industry insiders predict that the number of KOL contracted by Han is far more than 113 of the earnings announcement, and the number may be more than 10 times.

However, early hatching net red is not as simple as imagined.

Data show that the first three quarters of fiscal year 2019, such as net loss of 57 million 500 thousand yuan, compared with the same period last year, an increase of 120%.

From the data disclosed in the prospectus, we can see that the main reason for the loss is the higher cost of sales and marketing.

According to Zhitong finance and economics APP, this is because the net red training team wages increase, training and support costs increase, resulting in higher and higher costs.

It is also acknowledged that continuous identification and nurturing of new KOL is the main reason for the high cost.

But this is a bitter and sweet process.