Away From Zhang Da Yi, Is "Net Red Electricity Supplier First Share" Ready?

Known as the "net red business first share", there is a more resonant nickname, that is, "the company behind Zhang Dayi".

The company was founded for five years, and Zhang Dayi was at the stage. This led to the fact that no one knew Zhang Dayi until this year's listing.

This is very like the "get" in 2017. At that time, it was known to everyone that "super net red" Luo Zhenyu did not know the company he founded, nor did he know the APP, the main paid knowledge. It was also in that year that Luo Zhenyu was put forward to "kill" and fully implement "go to ROM".

Indeed, in the early days of the development of the company, net red could bring a bonus of rocket development. But when a company's external image is just a net red, the development of the company will quickly touch the ceiling. This is the reason why Han has always been criticized.

Perhaps it is aware of the seriousness of the problem. In 2019, like "get", Han began to "go to the world".

Recently, if Han published the annual financial report for 2019, GMV29 billion yuan, an increase of 39.9% over the same period, and net income of 1 billion 100 million yuan, up 15.4% over the same period last year.

Such growth is attributed to the development of "platform mode".

Unlike online shops in the name of KOL, the platform mode is to allow KOL to promote the third party brand and goods in order to obtain service revenue. The growth of the latter accounts for the initial success of "leaving the preparation of Zhang Da Yi".

There is no such thing as Zhang Da Yi vs, who has no Zhang Dayi.

Zhang Dayi is the net red that has been compared with Fan Bingbing. And the relationship between Zhang Da Yi and Lu Han is closely related to Fan Bingbing and Tang De film.

Feng min

If founded in 2001, Feng Min, founder of communications, has also worked as a SP (service provider). In 2011, he and his wife Chen Sijia entered the women's clothing industry and established their own brand "Li Bei Lin" in Taobao. Three years later, "Li Bei Lin" sales slowed down, the couple decided to test the water network red business.

The exclusive model of the shop is Zhang Da Yi. At this time, apart from 300 thousand of micro-blog fans, she also had a Taobao store called "my happy Wardrobe". The two sides chime in with each other and start closer cooperation.

Such as making great efforts to create Zhang Da Yi, and support "my happy Wardrobe". A year and a half later, Zhang Dayi fans exceeded 4 million, and the sales of a "double 11" could be over 100 million. In 2016, shops sold more than 200 million throughout the year. This is seen as the beginning of the explosive growth of the net red economy.

Zhang Da Yi

According to the prospectus, Zhang Dayi occupied 50.8%, 52.4% and 53.5% of the income in 2017, 2018 and 2019, respectively, in the first three quarters of 2019.

In order to bring wealth to him, Zhang Dayi also achieved his own career. It is now CMO, holding 13.5% of the shares and 2.7% of the voting rights. According to the current market value, Zhang Dayi's personal wealth is above RMB 250 million.

In 2016, Zhang Dayi ranked second in the net red list.

The question is, Zhang Da Yi, who does not have the same culture, is still Zhang Dayi. If he does not have Zhang Dayi, where will he go?

In contrast, the Revolve Group, which is listed in June this year, is now worth $2 billion 347 million.

Behind the market value of ten times is that it does not rely highly on any net red. It relies on a net red network.

It is reported that Revolve will send free clothes to the global network. Net red is shared on the social platform, and the photos taken are also displayed on the product page of Revolve.

Unlike the development of net red, Revolve prefers "employment". At present, the company has worked with over 3500 net red companies worldwide and has made profits.

Self revolution

From the perspective of the first annual earnings report after listing, Feng Min and other executives have already realized the importance of "dilute Zhang Da Yi" and put it into practice.

In the 2019 fiscal year, if the number of top-level KOL was 3, the number of mature KOL increased from 7 in 2018 to 8. The number of emerging KOL increased from 73 in 2018 to 117, and the total number increased from 83 to 128.

If indeed, efforts are being made to create new net red, it can be seen from its input.

In fiscal year 2019, sales and marketing costs such as Han were 205 million yuan, an increase of 40.7% over the same period. This is mainly due to an increase in the cost of incubation and KOL training, as well as increased input in content production and related training.

Due to the excessive investment in marketing, although the growth of GMV in 2019 increased from 2 billion 45 million yuan to 2 billion 861 million yuan, it still did not get rid of the deficit situation: in 2019, the net loss should be 74 million 500 thousand yuan.

Hundreds of millions of dollars a year cost a lot of money, such as Han wants to create more "Zhang Dayi", but this requires certain luck, probability, and more time - the top KOL worm and Dajin, it seems that at present, it does not yet have the influence of Zhang Dayi.

Therefore, if we find another way out, the way out is "platform mode".

In 2018, the number of KOL, which provided the platform mode, that is, the promotion of third party brands and commodities, reached 122, representing an increase of 110% over the previous year, 57. The brand of this type of cooperation increased from 166 to 632, and the GMV of the third party online goods increased from 100 million yuan to 700 million yuan, up 600% over the same period last year.

Correspondingly, the number of online stores operated by KOL in the company's personal name decreased from 86 to 56, while GMV increased from 1 billion 944 million yuan to 2 billion 147 million yuan, up 10.4% from the same period last year.

The two are compared with each other.

The all-around service mode is more dependent on KOL's personal micro-blog, jitter and other fans accumulation; the platform mode is to match the corresponding KOL and third party brands and products, and help the third parties to publicize. This is more lightsome, and gives the company more control over KOL.

In 2019, thanks to the development of platform mode, such as culvert revenue increased, the loss decreased by 28.4% compared to the same period last year. The reaction of the capital market is also very direct: on the day of the earnings announcement, such as the stock price soared, the largest increase in the intraday market was over 30%.

This time, the capital market has at least understood the story to be told.

What other imaginations are there?

In 2014, the concept of "net red business" has not yet emerged. Feng Min and Chen Sijia have already chosen this track, and their business sense of smell is very sensitive.

Thus, such as Han captured the opportunity of net red 1,0 era, and became the "net red concept first share".

When time goes into the era of net red 2, how will Han cope with it?

On the current Taobao's ability to carry the most powerful content plate, Taobao live is one of them.

This business, which originated in 2016, is developing very fast. In this regard, there are figures to testify. In 2018, 81 live rooms were sold over 100 million, which means that every studio is a successful company.

Wei Ya is the first place in the list of people on the list. She has created a record of breaking 330 million on the same day. This is almost like an online shop GMV for a year.

But after consulting the latest month's scout list, the public reporters found that no matter whether it is micro, live broadcast or short video, the KOL is not in the top 50.

In short, it still stays in the 1 stage of net red. Its business path is: the net red economy company trains micro-blog red man, the red man attracts the fans to enter Taobao's shop through the original ecological content on micro-blog, the company provides the entire supply chain service, then carries on the realization to separate accounts.

But compared with the 2 mode of live broadcast, the efficiency and efficiency of 1 are low.

Such as Han also went to the second generation of nets such as Li Jiaqi, Wei Ya's direction, but the pace is still slower.

Another proof of its insufficient exploitation of Taobao's play is "micro Amoy". When paying attention to the private sector, the operation of micro Amoy is very important. The public reporter found that Zhang Dayi's number of fans was 10 million 450 thousand, but the reading number of each item was about two thousand or three thousand, and the interaction number was only a dozen.

This is not enough. From another perspective, it is also an opportunity for its growth.

If you don't have to leave Chang Da Yi, you should always be prepared without Zhang Dayi. If you can run all the way on the net red manufacturing and operation road, you should keep your sensitivity to the new way of playing.

As the first share of the network, all the rivers, such as culvert, need to pass by themselves, and see what kind of future it will open.