Cat And Lion Fight Star Array

The good play is on the way.

In the afternoon of November 8th, Suning business leader boarded the flight to Changsha, the mission was to participate in the "lion night" rehearsal cooperation between Suning and Hunan satellite TV. Before, he entered the Expo in Shanghai and worked in Beijing.

The evening show is strong, Suning said, including Jolin, Coco Lee, rocket young girl 101, Zhao Wei and other famous entertainers. This is the first cooperation between Suning and Hunan satellite TV.

The node is also of special significance. After Carrefour's acquisition in China, Su Ningquan's layout was completed. "2020 will be the" big node "of Suning. Earlier, Suning chairman Zhang Jindong told reporters on twenty-first Century economic report. The foregoing business executives explained that one of the "big nodes" was Suning's 30th anniversary and intensified market. He was very close to Suning's core.

The "lion night" duer is a "cat late" created by "double eleven" festival maker Ali. This evening's lineup is also strong, including Hua Chenyu, Li Ronghao, ah Yun GA, Ron Longina couple, Zhang Yixing and other entertainers. Ali has revealed that there will be a mysterious international superstar.

"2019 Tmall double 11 carnival is the biggest feature of" new consumption ", and cat night is" new consumption era of new party. " Ali group chairman of the board of directors Zhang Yong set the tone so.

In fact, after 8 years of development, the competition between the two eleven is becoming more and more intense. - Song Wenhui diagram

Alibaba also said that, as the most globalized in history, 2019 cat night has not only covered the global users through the live broadcast of Youku APP, but also exported to nearly 30 platforms around the world, covering 106 countries and regions. More than 40% overseas artists will participate. 2019 cats were jointly built by Youku and Zhejiang satellite TV late.

There are various views in the industry for the big business tycoons. "We are more pragmatic. This money should be used to subsidize consumers." Another middle layer of the electricity supplier platform told the twenty-first Century economic report reporter.

In fact, after 8 years of development, the competition between the two eleven is becoming more and more intense. Ali is expected to subsidize 50 billion yuan in this activity, Jingdong launched the "10 billion subsidy, 100 billion discount", to fight more than 618 after the 10 billion subsidy activities. At the same time, Ali, with the advantage of technology and traffic, expanded the influence of double eleven to Taobao Tmall, and achieved cross selling with the help of new retail, local life and Tmall international. Jingdong, in addition to its advantages in 3C, pushed the new product "Jingxi" to sink the city, and Suning's main service upgrade, through the creation of the "1 hour scene life circle" full scene retail.

In addition, the "alliance of interests" of Ali and Suning party confrontation is behind the great ecological acceleration of Suning, including Zhang Jindong, many Suning executives told reporters that Suning is not a dependency of Ali, is a reciprocal ecological environment, and has a line advantage of Suning, will return to its due position.

Another important feature of the party is the entertainment industry. In April, in mango hypermedia investor relations activities, Cai Huaijun, President of mango TV, said mango hypermedia will be overweight "net red" to create. The "big mans plan" has established an omnibearing training, service and brokerage system for "net red". With platform resources and content as "net red" empowerment, the "net red" business life cycle has been extended, and "net red" has been transformed into entertainers. Through the high quality IP, the KOL brand goods matrix and advertising services have been opened up to achieve "net red", advertisers and platforms to win more. We have been planning this plan for a long time. He said. Mango hypermedia is the main platform for Hunan satellite TV.

At the same time, as the industry descends, artists are flocking to live on TV, Fan Bingbing, Li Xiang, Annie Yi, Tian Liang and other stars are testing water. "Live broadcast" is the most efficient mode of entertainment star realisation, butting the long chain retail market, but scoring different artists. As the industry descends and platforms become more and more powerful, traditional brokerage firms are generally facing difficulties, and the space will be smaller and smaller. Net red is a blue ocean, and this bureau should be involved in many ways. In November 7th, executives of film and television listed companies admitted to reporters in twenty-first Century.

Electricity supplier change

"This year, there have been many changes in the industry." Many electric business platform executives and middle laments.

One of the changes comes from intruders. According to "finance and economics" news, in October 10th, at the 4th anniversary mobilization meeting, Huang Zheng, founder, announced that the real payment of GMV was more than Jingdong. This means that spelling has become China's second largest electricity supplier platform. In 2018, a lot of pre IPO staff meetings were held in 2018. Huang Zheng once said that he would surpass Jingdong in the next three years. Now this goal has been two years ahead of schedule.

Two the quarterly report shows that a lot of revenue has been achieved by 7 billion 290 million yuan, an increase of 169.10% over the same period last year. As of the 12 months in June 30th, the number of platforms GMV was up to 709 billion 100 million yuan, up 170.55% over the same period last year.

For Huang Zheng's argument, the various business platform people or questioned, or frankly, "not easy to say." But they all admit that too many spells bring shock to the platform. "We have to defend the layout", "many more found the potential sink market", a number of electric business people declare.

Another big change comes from online traffic. QuestMobile data show that in 2019 Q2, China Mobile Internet users monthly living scale reduced by 1 million 930 thousand compared to Q1, Q1 month live 1 billion 138 million, user time growth rate is slowing down. The result is soaring passenger costs. According to the financial report, the average passenger cost of Ali rose from 12.17 yuan / person in September 2013 to 70.94 yuan in June 2019. The average passenger cost of Jingdong rose from 44.23 yuan / person in September 2016 to 77.11 yuan / person in March 2019. The cost of obtaining more passengers increased from 1.95 yuan per person in June 2017 to 45.06 yuan in March 2019.

It is in this case that Suning chooses acceleration to create one of the signs of "lion night". It is worth noting that the premise of acceleration is Suning's good profit. Three quarterly report shows that Suning's net profit in the first three quarters of the three quarter was 11 billion 900 million yuan, an increase of 94% over the same period last year, with a net profit margin of 5.9%. Last year, Suning passed the sales department.

Shares of Ali share nearly 14 billion yuan. Behind it is a rather solid foundation of Suning group. As early as 2017, Suning held 14 financial licenses, such as private banks, third party payment and Consumer Finance Companies. It is one of the fully licensed private financial groups.

Suning's biggest advantage is still online, focusing on retail, and making the whole scene is its current choice. Suning has formed eight major industrial ecosystems, including retail, logistics, finance, technology, home ownership, cultural innovation, sports and investment. "Ali makes an ecological platform, Jingdong may prefer 3C, supermarkets and so on. Suning is in the layout of the whole scene. We didn't really have enough in SKU before, which led to a low rate of repeat purchase, but with the acquisition of Carrefour China, it solved the shortage of supply chain, especially in fresh plates, and even became an advantage. Suning sank through the form of retail cloud store, more maternal and infant, cosmetics, household appliances, 3C, and many more partial clothing department stores, in fact, there are still divisions. We are also opening up our infrastructure. " The director of Suning told reporters on twenty-first Century economic report.

Three quarterly reports show that during the current period, Suning opened 529 new stores, closed 1231 stores, opened 2187 new retail stores, closed 127 stores, and completed the acquisition of Wanda Department store and Carrefour China. Suning logistics has a total storage area of 11 million 500 thousand square meters and a total of 26091 outlets.

Jingdong, which did not participate in the party war, began to migrate from a scale perspective to a profit perspective. In the first half of this year, Jingdong's net profit to the parent company reached 7 billion 800 million yuan, and its net profit margin was 2.9%. The net profit margin -0.3% was improved significantly compared to the same period last year. This means that Jingdong's sharp cuts in expenditure, optimization of personnel structure and scale effect of logistics have brought about marginal benefits improvement.

In 2017, Jingdong put forward an unbounded retail layout, with the intention of building blocks in the era of unbounded retailing and becoming the infrastructure providers of the retail industry.

Many Jingdong told the twenty-first Century business news reporter that with the internal integration, Jingdong's external capabilities are accelerating, and product modularization has basically taken shape and will be announced in the near future. "The center of gravity of the retail end is sinking at the user level, and the other story is the opening of infrastructure."

According to the former chief strategy officer Zeng Ming's "point line surface body" positioning theory, Ali has been in the stage of "body", and has penetrated into the retail, social networking, games, entertainment, education, finance, medical and other fields to form a platform ("face") capability. A lot of investment per capita to twenty-first Century economic report reporter emphasized, with the electricity supplier basic disk stability, cloud computing is the next story of Ali.

Gartner data show that the global IaaS market is becoming more and more strong. In 2018, the share of the Amazon market reached 47.6%, and the global market share of Alibaba increased rapidly, from 5.3% in 2017 to 7.7% in 2018. From the perspective of the Asia Pacific region, the market share of Alibaba in 2018 was 19.60%, higher than that of Amazon (11%) and Microsoft (8%). According to IDC data, 2019Q1 Alibaba accounts for 43.2% of the domestic IaaS market share.

To B's Ali cloud business will boost Ali to become an infrastructure infrastructure and seize the industry's Internet edge. As of the 2019 fiscal year, Ali cloud has about 1400000 paid customers, covering 50% "fortune" ranking China's top 500 companies, and more than half of China's A share listed companies.

According to Gartner data, the global public cloud market in 2018 is US $182 billion 400 million, and it is expected to reach US $331 billion 200 million by 2022.

Star economy

Behind the hot "cat night" and "lion night" duel is the turn of the star economy.

The aforementioned executives of the listed company disclosed to the twenty-first Century economic news reporter that, with the SARFT's "pay limit order", the artists' participation in the party's income was controlled, but the impact on the head artists was limited.

"There are still many channels for platforms like Tmall. For example, the participation of head stars, if there is no platform background, may be a price tag, but with the background of Tmall, the platform will give commitment to participate in our party, artists give a preferential price, feed back a endorsement or a number of endorsements. The electricity supplier brand endorsement revenue is very high, artists can also achieve "one fish eat more." The executive said.

It is worth noting that the opportunity of the e-commerce party is rare. In the downlink period of the industry, the head artists earn more money. At the end of 10, the head of a pop music company was admitted to reporters that the income was under pressure. "Fewer activities, less variety, and many platforms directly end the project." He said that he was responsible for entertainers in Chinese pop music.

Aside from the party itself, head TV is also changing. At the end of 10, the mango TV resource launch conference, mango super media said, "big manor plan" products gradually landing, will establish the "IP+KOL" whole network marketing ecology. In addition to the upgrade of the stock variety content cooperation mode, mango TV also combines the trend to create KOL related programs, fully integrate into the brand grass, "how you look good", "women's Secret Garden" (with top KOL KOL cooperation), "red man festival" and other IP content will be launched from 2019Q4. But for mango TV steering, the industry generally believes that this will not become the mainstream of Hunan satellite TV in the system.

On the other hand, behind the stars' flocking to the electricity supplier party is the integration of the stars and the net red economy, and even the repositioning of the artists' brokers. According to fast hand data, star Wong Cho Lam rose more than 2 million 500 thousand in the 3 hours of live broadcast, creating over 100 thousand orders, and the total sales amount reached tens of millions. In July 29th, Taobao officially launched the "Venus" program, announcing that more than 100 stars such as Li Xiang, Annie Yi and Tian Liang were in the live broadcast of Taobao. In November 6th, Tmall International launched the "net purple Avenue", inviting Kim Kardashian (Kim Kardashian) and other international stars live online to sell their personal brand products, and "live + star +KOL" marketing mode has become a new mining point for e-commerce platform.

A well-known brand marketing director revealed on the inside salon that along with the economic growth downhill, the enterprise has changed greatly to the KPI examination, now selects the star endorsement, the transformation rate becomes the number one indicator. "Investment is not necessarily reduced, but individuals will carry out assessment pressure, the choice is to find a traffic star, or not to find a spokesperson."

In fact, advertising itself is also decreasing. According to CTR data, in August this year, the overall advertising expenditure dropped by 4.2% over the same period last year. "Advertisers' budget size has dropped significantly over last year, so inventory utilization is not high, even lower than last year. Although the inventory ratio is decreasing due to the increase of members, the utilization rate of advertising is still decreasing, and advertisers are the main bottleneck. In November 7th, Iqiyi founder Gong Yu said at the earnings call conference.

Meanwhile, the film industry is still in the cold winter. In this case, stars are flocking to live broadcast of e-commerce, on the one hand, they can increase their incomes and prove their commercial value.

But the general view in the industry is that direct seeding is only applicable to a few stars. "Live broadcast and actors and singers demand different, artists need to precipitate, many people can not adapt to the rhythm of the live broadcast, itself will also consume artists. The artists who can broadcast live very well have multiple attributes themselves. A broker told reporters on twenty-first Century economic report.

At the same time, as the traditional brokerage companies are generally facing difficulties, making "net red" itself becomes blue ocean, and even more potential than traditional entertainers.

"Net red became blue ocean market, because our huge retail consumer market, it is enough to support a new huge new entertainer market group, and the current competition is not enough, there is still much room for development. If one day, Chinese opera and Nortel graduates will no longer choose actors or singers as their own goals. Such a group of students, such a group of young people are willing to rush to the broadcast station, and then go to do this kind of net red to take goods, or even sell goods, with their various talents, the live broadcast will become more and more beautiful, will appear more and more forms, consumption will be more promoted. Pay live broadcast and so on are all possible. " The executives of the film companies said.

In addition, he also revealed that the company had a plan to cooperate with the electricity supplier giant, but for various reasons, it gave up. "The entertainment industry chain is too short to extend. The focus of doing net red is to scale up, like training industrial workers. If one or two Li Jiaqi comes out, it will explode. Mass industrial workers can support this system, like cutting wheat. Actors are more elitist but more risky. When they are small actors, they will have problems with food and clothing, and there is no way to form the effect of industrial workers. The two logics are not the same. They should be built separately. Net red should be involved in many aspects, especially the electronic business platform. The executives of the film companies said.

The industry has made some moves. Executives with head idol brokers told the twenty-first Century business reporter that they are looking for and signing KOL. "Profit margins are still good, signed several net red, with the platform package price in the million level." He said.