Net Red Behind The Ambition Of The Organization: Tens Of Thousands Of Square Meters "Live Room" Is Rising.

How far is the distance between product realisation and investment realisation? The answer is probably only one "Li Jiaqi".

The popularity of net red live from the end of 2019 to the beginning of 2020, is like a mountain fire, burning from the circle to the outside, from the industry to the two level market.

Reporters inquired Wind found that since the concept of red net on Saturday (002291, SZ) appeared in October 23, 2019 the first three links board, to February 17, 2020, the Shanghai and Shenzhen bulletin involves "net red" keywords of the number of announcements reached 86.

Whether the speculation in capital market is reasonable or not, the reporter interviewed the live broadcast industry and found that the anchor before the camera was just an elephant leg touched by the blind. This article will show the overall picture of the industry from a number of perspectives. First, let's start with these questions and get to know more about Li Jiaqi.

If you are a businessman, how can you choose anchors like Taobao and how to cooperate with them?

How did the anchor come into being? How to build a good anchor?

The MCN agency behind the anchor (MCN is a multi-channel network designed to achieve stable output of content and commercial stability). How far do they intend to expand?

Why does the live broadcasting business show a negative correlation with the film and television industry to some extent?

　　 Industry ecosystem A: anchor in the window

Choosing a anchor is like choosing a product.

Zhen Ming has invited invites and Li Jiaqi to do the live broadcast of "carrying goods", and the head of its electric business department has revealed to the daily economic news reporter the process of finding anchor.

Choose anchor: find platforms like Ali V tasks. This platform will show the MCN agencies, anchors and contacts that are located in Taobao live. Every anchor will have an offer in the month, and the price of different fans and traffic will be different.

Ask colleagues: what anchors broadcast their products with good results, you can also ask colleagues for one or two, you can generally understand.

Introduce merchandise: after selecting the favorite anchor, the merchant communicates with the responsible person corresponding to the anchor. After that, businesses need to fill out a form to specify the name, price, specification, purpose, selling point, characteristics, etc.

Anchor trial: if the anchor thinks the product is available, the merchant will send the sample to the anchor team, the anchor will try the sample, and then evaluate the comprehensive evaluation by the online consumers and other third parties.

Live broadcast scheduling: if the quality and quality of the products are relatively good, then confirm the schedule of the live broadcast with the business.

Comments: after the end of the live broadcast, merchants need to log in to the Ali V task platform again, similar to the confirmation link of Taobao buyers, confirm the order of live broadcast service, and evaluate the live broadcast service.

Businesses choose anchors, and anchors can also pick businesses. The head of the head of the Taobao head and the super head will also have more choice for the brand side, but the price is relatively transparent, he said.

Behind the price transparency, the anchor data is also very transparent.

According to the list of data released by Ali, in February 2020, Wei Ya and Li Jiaqi ranked first and second in the live broadcast business respectively, and the data of two people were very detailed.

In February, V's quotations were classified according to different categories. Even if they are all cosmetic products, the service prices of international and domestic beauty makeup live packages are also different, which are 80 thousand yuan and 65 thousand yuan respectively.

In addition, from fans' portrait, Wei Ya 13.33% fans' consumption preference is concentrated on women's wear / Ladies' boutique category, and 20.02% concentrates on beauty and skin care category. Among the fans of Li Jiaqi, 72.03% were women, and fans were 54.91% after 95.

At the same time, consumers who are attracted by the live video of the electricity supplier will be precipitated into data, and the carrying capacity and commercial value of the anchor will be quantified by all kinds of data dimensions.

The commercial value of the anchor includes heat, popularity and content creation ability. Of course, the amount of fans is the most intuitive standard. This is the status of the host fans in a MCN institution.

100 thousand fans below, vegetarian anchors.

100 thousand to 500 thousand fans, tail anchor

1 million fans, leg anchors

1 million to 3 million fans, middle waist anchors

3 million to 5 million fans, shoulder anchors

8 million or more than 10 million fans, head anchors.

Even vegetarian anchors have their commercial value. And the biggest business value of these anchors is the operators behind them, mostly MCN institutions.

　　 Industry ecosystem B: anchors development plan

Is there any negative correlation between the live broadcast of e-commerce and the film and television industry?

As one of the MCN institutions, Feng Fan, the director of advertising and commercialization, introduces the following: 3 months after the incubation, the prime man anchor can enter the core commercial matrix. In the shaking platform, 100 thousand fans' content creators have commercial value and can enter their advertising platform star map.

In order to tap more high-quality anchor talents, many MCN organizations have begun to expand their recruitment teams, covering social networks and universities and other offline channels to capture suitable live broadcast anchors.

Mogujie.com anchor & head of agency business said that in the second half of 2019, mogujie.com launched the "two hundred" plan to buy some premium hosts for the whole network.

However, it is not easy to become a commercial anchor.

Feng Fan believes that anchors and daring are very important to the layout of their own layout. They should sort out their own patterns and then do deep grinding and cooperation with the company's team.

Nanshan, another business director of the May beauty business in MCN, told reporters more about the success factors of Daren or anchors:

The first is the degree of professionalism of people, whether they have beauty makeup or live experience, which can reflect their basic commercial ability.

Second, the stability of anchors, whether to treat people or anchor as occupation.

Third, it depends on the teamwork ability of the whole team. Behind the image of a anchor, there are choreographers, editors and daring people. It is a small team. The collaboration between anchors and choreographers and collaboration with the clipper is very important.

When we discuss the professionalism of the anchor, we have to mention the earlier star business mode. Nowadays, the phenomenon of stars joining the live broadcast is becoming more and more common, and the live broadcaster has begun to cross the border to participate in variety shows and TV shows.

The boundary between the anchor and the star began to blur in business, just behind the scenes, behind the profits of the enterprises behind them.

Mogujie.com's anchors, head of agency business, said that the two years of film and television industry were in a relatively low state. Some artists or stars began to have some inclination towards the live broadcast business, and the reason why they chose to live directly was to display the artistic and commercial value of entertainers in the live broadcast.

In addition, some MCN organizations are also affected by the film and television industry and begin to transform. Digital marketing service providers pistachio network digital retail market business executives revealed that in the past few years, many MCN organizations focus on the distribution of television and drama, but in recent years, a number of MCN organizations have begun to try to transform the business live broadcast.

Whether the entertainer enters the live room or the professionalism of the anchor, it reflects the maturity of the live business ecosystem. This new model can be seen even in the wholesale clothing market.

　　 Industry ecology C: Dialogue anchor

The survival rate is 1%, but professional is far from enough.

Sister dresses, Taobao hosts a rare number of giant jewellers in the jewelry category. At present, there are more than 620 thousand fans, and fans are among the top of the category.

She has 12 years of TV shopping anchor experience, has done the anchor training, has planned, in 2018 double eleven officially entered the network anchor circle, in a short span of a year, in her words, eat the past ten years have never thought of bitterness.

"None of the same group of us has insisted on it. We can say that the survival rate of the 100 anchors is not more than 1%." The elder sister said that the network anchors should survive and grow. Apart from having a professional team, the anchors' professional degree, luck and mentality are indispensable.

The place where the elder sister accepts the daily economic news reporter is her live broadcast site, a building in Qianjiang Century City, Xiaoshan, Hangzhou. In January 10th this year, more than 2 p.m. reporters came to the company. By the evening of 6 o'clock, the sister of the skirt and the team had finished the reopening and prepared the meeting and received the suppliers.

"Our equipment and personnel composition is a very professional category in the industry. The live broadcast equipment is worth about 200 thousand yuan, and the direct broadcast studio is equipped with directors, assistants and two backstage personnel. They all have long live TV shopping experience." "For the carrier anchors, especially professional category anchors, professional knowledge is also indispensable, apart from being able to speak," said her sister. Take jewelry category for example, all kinds of professional knowledge of jewellery should be taught to fans by your hands, so that you can get a sense of trust and improve the stickiness of fans.

Although they have professional knowledge and experience, they are very miserable when they just join. I keep talking to only a few people a few hours a day, and keep looking for attention. In addition to "crooked ways", she used all kinds of live powder feeding methods, but despite this slow growth of fans and occasional cyber violence, she has had many emotional breakdown.

In an interview with reporters, the elder sister told reporters that the most difficult part of her current working condition is lack of time.

"If you do not go out to see the goods or run the arrangements, you will get up at nine or ten in the morning, get to the company before 12 noon, start all kinds of meetings to prepare and receive, start broadcasting at 8 o'clock in the evening, broadcast at 12 o'clock, delay the summary of the live broadcast of the day, get home at two or three o'clock in the evening, read and wash up, go to bed after four o'clock, and then go back and forth again. For more than a year, she did not sleep for more than 3 hours for a long time. So she also learned fragmentation sleep time. Every day she had a rest time, so she could find time to sleep on the sofa for an hour.

"There's no rest time in the industry. If you don't sow for three days, fans will go to the new live channel, and the flow of fans is directly related to the survival of the team." The reporter noticed that even during the Spring Festival, the live room of the skirt sister had a rest in addition to thirty and new year's day. "Being a man anchor is a personal core, selling personal IP. Our entire company has its own store and its own stock. The real anchor of the team of dozens of people is just me. All the operations are centered on me, even if the head net red anchor Li Jia Qi and Wei Ya are the same." She said.

　　 Industry ecosystem D: reconstructing "people's freight yard"

Tens of thousands of square meters of "Live Room" rise

The electricity supplier industry is constantly iterative, but every stage of retail mode can find samples in Hangzhou.

For example, in the early years of the business, many C sellers on Taobao were buying from the stalls of Sijiqing's wholesale clothing market in Hangzhou. In the popular days of the photo street, the red apartment apartment in Binjiang has also become a major landmark.

And in the direct seeding of the electricity supplier, the spotlight began to shine at Jiu Bao. A large number of MCN agencies have been gathered here, and there are many young male and female anchors.

Today, these different stages are still in contact.

In early January of this year, a shopkeeper at a women's clothing stall in the Sijiqing clothing wholesale market told the daily economic news reporter that some live broadcaster would come to the stalls to pick up the goods.

"They (anchor) first take a sample to go back to live broadcast, and then we will get the goods wholesale according to the live broadcast effect." The owner said that they own factories, and factories will supply some shopping malls in addition to the wholesale supply of stalls. At present, though they have not yet laid out the live broadcast business, they will also cooperate with some Internet red anchors.

This simple case of the wholesale market is not only a way to show the survival of the non big anchor, but also a simple model. The changes it shows are just like the mogujie.com anchors and the head of the agency business: the live broadcast business is the adjustment of the organization of "people's freight yard".

This person in charge explained that before we were looking for goods to sell, who had good goods to go to sell, "in the early years, in fact, a lot of people, especially the traditional big boss, thought that my goods were good enough to sell without worry, and then all the suppliers would come over."

But the two years' sales channels are king. Every studio is a sales channel. Many goods are sold by people. The official said that the current live broadcast is very explosive, and sales are very high, and many backends even follow the front end.

When the anchor can be sold around, the studio is not at ease like a small street clothing store, and begins to search for more space and more resources to become a big business super.

Hangzhou overseas Chinese International Industry Development Co., Ltd. is a high-end office building and industrial park operator. A senior executive of the company told the daily economic news reporter that the new overseas Chinese overseas Chinese Intelligence Center project near the Kowloon Castle subway exit in Hangzhou has been settled by many MCN agencies, including a head platform built with short videos, and is expected to be formally settled in April and May 2020. It is understood that the platform is planning to launch live broadcasting in this new venue.

At the same time, the executive also revealed that there has been a trend in the area of Jiu Bao. Some MCN organizations and electronic business platforms are integrating some large properties, which is an independent single building with an area of twenty thousand or thirty thousand square meters. This is used as the ecological chain of net red live business, integrating all kinds of platforms, anchors, and developing live broadcasting business.

In fact, the ambition of MCN institutions is more than that.

　　 Industry ecology E:MCN agency's wild hope

They also want to produce goods directly.

Many of the MCN institutions that incubate their hosts are not satisfied with having only "people". They hope to extend their tentacles to the lower reaches of the industrial chain.

Feng Fan said that the company will find suitable supply chain for the head anchors, or make joint names to create its own brand.

In May, Nanshan, director of cosmetic business, there is a special phenomenon that the MCN organization wants to be an e-commerce provider and a product, while the brand side wants to be an e-commerce provider, a content agency, an e-commerce platform, and wants to make products and content. The boundaries of the industry are becoming increasingly blurred. Among them, MCN institutions holding the red man anchors and traffic - holding the communication tools, of course, will want to flow to their own, so doing business is every MCN organization will not exclude one thing. Future Ltd also does not exclude the possibility of doing self operated e-commerce, participating in the early stages of brands and products, for example, may cooperate with a brand to jointly develop and set up a short video product.

The head of the electronic business platform also saw this situation: now the two parts of the goods and people are infiltrating each other. The MCN organization of "being a man" always feels that the company is better at doing goods because the front end has already controlled the sales volume, so why not make the order goods, the profit will be higher. The same is true for the brand name of "do the goods". The brand side has already mastered the goods. Is it possible to maintain a few more people? The sales volume can be more stable. They are infiltrating each other.

However, the person in charge still feels: "it is reasonable for professionals to do professional things."

"Every team has its own genes, unless it supplements the short board of some of the team members," the person in charge explained further. If people and goods are placed in a team, they are actually contradictory. As the host behind the anchor, its position is to destroy the profit and bargaining space of the product, and to provide benefits for consumers and fans. But what do people think about a seller? You are a big boss, and the more expensive the product is, the higher the profit it will be. (so) this is a very painful process.

　 Buyer mentality A: why live broadcast?

What buyers value is high return on investment.

After talking about the host and institutional ecology of the live broadcasting industry, we will take a look at the mentality of the buyer, the shipper, in the new environment.

Zhen Ming, director of e-commerce business, told reporters that before the invitation of Li Jiaqi and Victoria to broadcast the company's products, there were also paved live businesses. The company had its own full-time anchor. However, the live broadcast of Taobao's super head anchor brings a high return on investment.

"Super head anchors may be each SKU (Note: SKU can be simply interpreted as the same specifications of separate goods) only for 5 minutes, but usually do more detailed homework before the live broadcast. Coupled with the anchors' understanding of their products and their ability to carry goods, many live users choose to buy products for these super head live broadcaster products. The person in charge said.

For larger brands, there will be gradient combinations on live businesses. The most excellent choice is probably the super head anchorperson, who has strong ability to carry goods and high return on investment. Secondly, it is to invite some head anchors or more anchors to study the category of brands, and to have some professional webmasters.

Some international brands will also entrust a digital marketing service provider to purchase marketing channels in the layout of emerging marketing formats. The head of the digital retail business of pistachio network told reporters that at the end of 2019, many of the international fast start brand customers began to distribute the live broadcast business. Live broadcast makes the consumption link shorter, WYSIWYG, and the response time and speed of new retail users are faster than traditional electricity providers.

However, a brand executive told reporters that the proportion of Taobao's live business to the Taobao shop's volume is not high, and generally it is very impressive if it reaches about 20%. In the allocation of marketing funds of the brand side, the marketing expenses of the live broadcasting business will be larger and larger, but it is still not the biggest marketing expense at present. After all, more sales are mainly from search, while online shops are in charge of participating in official activities of the electronic business platform.

Buyer mentality B: what platform to choose?

The choice of platform depends on users and competitors.

On the other hand, it is also important to choose a marketable platform. There are still great differences between platforms and platforms. Different platforms have different consumer groups, and the advantages of different categories will be different.

The head of the digital retail business of pistachio network said that some of the platforms were targeted at the sinking market. The outbreak of new retail is still in the second tier market, and all digital and offline terminal transformation is concentrated on the second tier cities.

The above brand electric business person in charge said: "in addition to the live broadcast business on the Taobao platform, we are also trying and researching the jitter and fast hand, for example, the jitter is basically a price blind area. There are more users in the north of the fast moving platform. The users of the fast class are more likely to dress up in gourmet or national products. The transformation of these categories will be very good.

Mogujie.com anchors & agency executives believe that in the live broadcast business, it is also necessary to see what competitors the platform may encounter, and then adjust them according to the actual situation.