Net Red Belt Goods Change History: The Circular End Of Live Broadcast War

　　 Amoy girl to net red
Net red is nothing new.
A group of Internet writers from the age of Web 1, and then a group of "red hunting nets" led by sister Furong, has become the focus of the public in the eyes of the public.
In 2010, net red's commercial value ushered in a turning point.
This year, Taobao registered users reached 370 million, the number of online products reached 800 million, and the double eleven single day turnover was 1 billion 950 million. At that time, Taobao has been set up for 7 years. Beyond eBay eBay, it is not only China's largest electricity supplier platform, but also Asia's largest online shopping platform beyond Japan's YAHOO.
In order to build platform ecosystem, Taobao began to think about how to meet the needs of consumers, businesses, logistics and other parties. At that time, a large number of small and medium-sized businesses demand more and more orders for the patting models, which is one of the most prominent problems that need to be solved at that time.
Thus, from 2007, a third party service platform, the naughty girl, was derived from the annual Taobao Amoy girl competition. On this platform, businesses can look for models, ordinary models and good people who want to be models.
In the booming market demand, the "business model" quickly became a very attractive new occupation. According to the data released by Taobao official in August 2012, the total output value of the girl was 1 billion 100 million yuan, with 34689 registered models, with an average income of 31 thousand yuan per capita.
The news headlines of "50 thousand pay per day" and "millions of dollars a year" stimulate everyone, and more ordinary girls upload their photos to the naughty girl's platform. Meanwhile, institutions specializing in training electronic business models also begin to appear.
In Hangzhou, Guangzhou, Wuhan and other places, a number of ordinary training institutions can recruit hundreds of students in one year. After three or four months of make-up, physique and facial expression training, these girls were interviewed by the business operators and photography studios invited by the training institutions. Eventually, 30% of the girls would really go into the industry and start taking orders.
Whether it is because of today's live broadcast, Zhang Dayi, who has exploded red, is still known as the "naughty girl" at this stage.
At this time, there are already good girls jumping from "model" to "net red". They have fame and a number of crowds inside and outside the circle. Correspondingly, their income has risen too: in the case of billing, there are many hundreds of clothes in one day.
But no one could have imagined that the millions of millions of Amoy girls who had reached the ceiling were far from reaching the ceiling.
After 2011, Sina micro-blog successfully broke through from many portals. It takes stars as the source of headers, ordinary users as the bottom, the middle waist is divided into several vertical fields, and dig out opinion leaders in each vertical class. Therefore, holding "net red" has become a matter of water. Text, pictures, short videos, live broadcast are all available, point of view, commentary, forwarding and other interactive modes are complete, micro-blog has become a red platform for manufacturing.
At the same time, the girls had been exploring ways to cash in for taking orders.
Being an electric business model is a bowl of youth, and the most popular models are basically two to three years old. In order to find a new way out, and at the same time more or less get the support of Taobao's official support, the famous girls in the head set up their own Taobao stores.
The main traffic camp of Amoy girls is actually in micro-blog: they are skilled in shooting the clothes they sell, and then through micro-blog to promote marketing, so that fans can be placed in Taobao. Because Alibaba has invested in micro-blog in 2013 and has cooperated with it, the way of Amoy girls from Taobao to micro-blog is unimpeded.
The rapid rise of the naughty girl on micro-blog has also made many win points at this time point: the Amoy girl needs to transform, micro-blog needs content, and Ali needs to import foreign traffic. In the three party conspiracy, after the transformation of the Amoy girl with the net red shop phenomenal rise. At this point, the accumulation of electronic business platform superimposed the flow of social media, and the potential of net red economy really began to break out.
By 2015, double eleven, the entire Taobao sold women's clothing, 7 out of 1 pieces from the net red shop.
Zhang Dayi, who once opened the shop for a year, has become a TOP shop for Taobao women's wear. The shop has four crowns, and 4 million 300 thousand fans are concerned. After a year's double eleven, Zhang Dayi's store sales have broken one hundred million.
Not only has Zhang Dayi become the benchmark of net red, it has become an entrepreneurial legend.
In the years after opening the shop, Zhang Dayi was not only replaced by the new net red, but also from the women's clothing business to the field of beauty makeup, and sales increased accordingly. In 2017, its brand category GMV exceeded 1 billion. At the same time, each sub category is amazing sales: Women's clothing store double eleven sales of 30 minutes a day breaking 100 million, year-on-year growth of 46.10% in 2016 compared to 2016; cosmetics store annual GMV exceeds 50 million; in 2018, the independent beauty brand changed its name to "BIGEVE", the opening day 40 seconds sales of million.
After the commercial value was confirmed, in March this year, he succeeded in sending his company, such as Han holdings, to NASDAQ. Although the two tier market is not cool enough to catch up with the net red, but it has already tasted the sweetness of it, or is trying to replicate hundreds of Zhang Da Yi by "net red + supply chain + net red incubation" mode.
And the thirty thousand girls in the market are struggling to become the next Zhang Da.
Video age
In the transformation of Amoy girl, another power is also rising.
In 2007, with the advent of the mobile Internet era, smart phones began to become popular. And a few years later, mobile communications upgraded from 2G to 3G, and then upgraded to 4G. Short video and live broadcast became the draught, and the threshold of ordinary people becoming net red was once again reduced, and the way of popularity became more diverse.
In the field of short video, the first thing to explode is "content type" net red: they get the user's attention by making the content which has very personal characteristics, so net Hong has formed the personified IP accordingly.
The most typical case is phenomenal red Papi sauce. In 2015, Chinese opera postgraduate Papi sauce began to upload funny videos in micro-blog. With sharp Tucao and fine acting skills, it quickly boarded the hot search list, and produced more than 40 short videos in half a year, with a total volume of over 290 million times.
In March 2016, Papi sauce got 12 million investment from real fund, Luo Ji thinking, light source capital and star capital. This investment event not only made her own circle, but also attracted the attention of the industry and capital to the whole net red economy.
The recognition of the vote of capital and real money once again raised the concern of the net red economy, but the industry still does not think that content network red has room for growth.
On the one hand, most of the content network red cash realisation is basically advertising. Even with the investment of Papi sauce, under the knife of Luo Ji's thinking, the first item is also the 22 million auction of its first advertising patch resources. But today, I'm afraid not many people remember the high price of the gold advertiser in Shanghai.
On the other hand, the uniqueness and great uncertainty of content mean that the explosive payment can not be duplicated, so it is impossible to achieve economies of scale. At the same time, personal IP is not only a driving force, but also a constraint, and its stability and continuity are uncertain, so it can not guarantee the sustainable development of enterprises. This is also one of the core queries of the industry to a crowd of MCN including papitube.
Shorter than the content net red life cycle, is a large number of live broadcast network red generated by the air gap.
Before and after 2015, the mobile live platform was in a mixed battle, which gave birth to a group of fans who gained fans through talent and then realized the net red through fans' reward. For example, Feng Timo, Zhou Erke and so on all in the live broadcast industry bubble period gave birth to net red, they led the fans to jump back and forth between several platforms, and therefore the value rose.
But the risk of a single head anchor is also quite large. It is very easy to be blocked by the whole platform for personal reasons and improper words and deeds.
Therefore, in the show live broadcast cooling, electricity supplier live hot, net red, net red brokerage company also began to collectively rush to the electronic business platform.
The electronic business platform of iron hit, the net red of flowing water. Net red from the electronic business platform to social media, to the live platform, and now back to the electronic business platform, although the content form is different, but it seems to have experienced a cycle.
Live broadcast at the end of cycle
The live broadcast of Taobao at the end of this cycle is not an on-line one. Today, most people think there is no room for imagination in the form of TV shopping.
In 2016, Taobao broadcast live. In order to complete the cold start, Taobao has found celebrities, naughty girls and net red shopkeepers and all kinds of content red in social media, but the effect is not obvious.
The real hope for Taobao's live broadcast is the former naughty girl, Wei Ya: not known. She completed 1 hundred million sales in the four months of live broadcast. Then, the results of Goa's record breaking went up all the way: a live broadcast in October 2017 led 70 million sales to a fur store; double eleven in the same year, 5 hours in GMV, 70 million in the same year, 267 million sales in 2018, eleven hours in two hours, and 330 million sales in one day, you know, the average daily sales of SKP, the first sales department in Beijing, is no more than 32 million.
As Taobao's live broadcast is becoming more formal, the importance of this product line in Taobao's "vertical media" strategy for Taobao's shopping guide is also rising.
In 2016, Taobao's live broadcast of "micro-blog's preheating, live interaction, Taobao transaction" links gradually matured, and by 2017, Taobao's live broadcast produced the orientation of "new ecology and large live broadcast". When Mr. Wen Zhong, director of Taobao's live broadcast, announced the strategy of Taobao's live broadcast in March 2017, it was even more important to create the best live broadcasting tool, the most powerful live broadcast platform.
In 2017, after Taobao's live broadcast was gradually recognized, the flow support gained from inside also began to rise. This time it was Li Jiaqi who took the east wind. At that time, Li Jiaqi, who was still climbing slowly, relied on a strong personal style, short video clips from the live broadcast material from the team, in the sound of a burst of red overnight, and then brought back the flow from Taobao to Taobao live broadcast, and became a benchmark case in the industry.
Li Jiaqi's positioning is more like a short video + live dual field network red, just stepping on the two largest content areas of the current traffic. In half a year, Li Jiaqi got 2 million 700 thousand fans in the jitter, and the number of Taobao fans increased by 5 times. By now, the number of Taobao fans has exceeded 10 million.
Until this year, under the overall content and video strategy of Taobao, the value of Taobao's live broadcast to the entire platform is beyond doubt. According to the data released on Alibaba investor day this year:
In the 2019 fiscal year, Taobao broadcast produced more than 100 billion yuan GMV.
In the 2020 fiscal year (April 2019 to August), Taobao's live GMV grew by 140% year-on-year.
In the 2019 fiscal year, Tmall merchants broadcast penetration of up to 50%.
And Taobao's live broadcast wants to expand its influence. In July of this year, Taobao launched live announcement of the "Star project", aiming to "completely change the relationship between stars, fans and businesses and brands". Now more than 100 stars have been settled, and Li Xiang, Wong Cho Lam and others have participated in the live broadcast during the 618 year.
This also means that the Amoy girls will return to this familiar place in the past, but they have to compare the fierce competition of the year: the goods are no longer gender specific, the appearance is no longer the most important criterion, and even the boundary between the stars and the net red has long been blurred.
Especially when the net red hit the star, the disadvantage is still hard to make up for: most net red has no works, they are more like the host of the TV shopping, is the existence of channelization after gathering traffic. For net Hong, its influence is limited to this. They can not symbiosis with their works like stars, have long tail traffic, have brand endorsement income, it is very difficult to guarantee their own flow time, and the impact of life cycle.
This is also the reason why the electricity supplier's network is red or whether it is the head or the bottom. There is no reason to slack off: Li Jiaqi has broadcast 389 games in the past year, while Victoria has spent nearly three years in the high-intensity live broadcast. The newcomers who have just entered the office need more live broadcast to upgrade and get the resources.
The net red, which is controlled by the length of the play, the amount of fans, the rate of purchase conversion and the turnover, will enter a competition that will not stop. Of course, this has little impact on the brand, and whoever can bring the goods better and have more transformation will get more favors.
The success of net red is actually the result of the integration of personal factors and the opportunities of the times.
Every net red may rise rapidly and disappear rapidly in the public view, but the mode of exchanging income with traffic like "take goods" will never end, but will become richer with the change of technology and media form. As long as ordinary people become the channel of opinion sleeves, they will always have new flow heights and realizable ways, and there will always be new ones. The "rising" story appears.