Wen/Li Huilin Yang Song/Chen Xiaoping
is a post-00 art candidate "Net Hei Tao" who is preparing for the exam. After studying, he updated a 10-second short video on the "far right" community. It has been since the last post. In the past 3 months, some fans responded in the comment area, "It's actually back."
Heitao shot a short video for 7 months, which has accumulated 33,000 fans and 260,000 likes, making him famous on the platform. He himself contacted several MCNs, and the contracts had mandatory clauses on content output and update frequency. Professional MCNs could not stand the long silence. In 3 months, internet buzzwords have changed several times, and fans are even more difficult to wait for a long time. He reluctantly told the reporter of "21CBR" that it is difficult to meet the number requirements of institutions in consideration of academics.
More people have no fetters and concerns about the Internet Black Tao. They rushed to the direction of the surge of short gold rush videos together with the MCN organization, and began to reap fans, popularity and millions of income. Their cooperation has quietly changed Douyin and Kuaishou. Our ecology is infiltrating the border between Ali and JD.
wins over the master
"You are so handsome" with black and yellow skin, small eyes, and plain body. When she has no makeup, she is no different from an ordinary girl. She is a beauty expert at station B. She is famous for publishing product reviews and grass videos. She has 960,000 fans on station B and 3.31 million fans on Weibo.
In January 2019, she released a "Annual Domestic Eyeshadow" evaluation video. In 13 minutes, she introduced 8 domestic eye shadow brands, with more than 1.71 million views on Weibo. In the past two years, Maodan’s network-wide fans increased from hundreds of thousands to 5.17 million. Compared with the phenomenon-level Internet celebrity IP that became popular overnight, her growth rate is not fast.
The appearance, obvious personal characteristics, and down-to-earth language of
. Behind such talents as Maodan, there is actually a professional team. They are well versed in people's incubation and operation, and have the skills to produce short videos. A large number of popular content of the people comes from the careful operation of these MCN agencies.
MCN (Multi-Channel Network) means a multi-channel network. It is an exotic product that originated from the American video website Youtube. This model is to sign up for potential content creators, incubate Internet celebrities, and finally realize commercialization. Simply put, MCN is a bridge connecting Internet celebrities and various platforms, and actually acts as a brokerage company for talents.
Maodan’s vertical beauty makeup MCN "Quick Beauty" started with the production of short beauty videos. In 2015, I tried the beauty apps. Later, because it was difficult to compete with the head apps, I shortened the original beauty makeup in 2016. Video production capabilities have been transferred to MCN. Under Kuaimei's CEO Lu Hao, there are over 200 contracted accounts, of which about 50 are vertical head accounts with a million fans, and the entire network has accumulated more than 100 million fans.
“Mainstream MCNs tend to sign up talents with potential, and then quickly incubate them.” Lu Hao said that the first step in the industry is to sign talents with a certain fan base and short video production capabilities. The company sends a professional team to It provides advice and support in terms of position setting, content production, distribution operation, media exposure, etc. "We must standardize, digitize, and streamline processes, and personalize content creativity, topic selection, talent style, and positioning." Kuomi's management of the talent is refined to the lighting and creativity of a video.
Maodan recalled that in December 2016, Kuaimei found her and wanted to sign a contract. At that time, she mainly shared beauty videos at station B, with only a few hundred thousand fans and no clear personality. After signing the contract, Kuaimei gradually established the style label of "black and yellow fur blogger" based on the personality and characteristics of Maodan.
Maodan is one of the few experts in Kuaimei to realize the realization of e-commerce. In September 2018, she teamed up with the makeup brand VNK to launch the first personal collaboration product eye shadow palette, which was launched online in the Maodan personal store, and the sales exceeded one million yuan in 5 minutes; a month later, she launched with Daimo The co-branded makeup brush is priced at 149 yuan, and the sales in 30 seconds exceed one million yuan. So far, the personal Taobao store opened for half a year, and the monthly turnover has exceeded 3 million yuan.
papitube is an MCN founded by the expert papi sauce, and they are also "winking" uppeople. "Yang Yang Shuaiqi", senior director of the management department and operation department of papitube, introduced to the reporter of "21CBR" that they have signed up to over 100 short video creator accounts such as Bigger Research Institute, ACui Atui, Zhang Maoyouzuipizi, KatAndSid, etc. , Covering multiple vertical fields such as funny beauty, film and television, technology, cute pets, and food.
These talents are contacted by multi-source companies, and some voluntarily submit articles. Papitube reviews the talents according to the internal scoring system. "The content is the most important thing. When signing the contract, the content category, personal performance and other content will be scored." Institutions such as
MCN have become increasingly close to platforms, and it has become an irreversible trend for creators of short head video to gather in a certain institution. According to research conducted by iResearch, as of June 2018, 93% of the top talents have signed contracts with MCN agencies, and they have basically harvested top talents.
In terms of the methodology for incubating Internet celebrities, each institution has its own set of methodology. The common point is that it uses various unique personal accounts to obtain high traffic, and then uses professional operations to extend the life cycle of the talents to ensure The continuous output of high-quality content will eventually realize commercial realization.
Internet celebrity factory
wants to catch the short video bonus, in addition to the professional MCN, there are also those players who are looking for the opportunity of "short video e-commerce".
Guangzhou Zuojiang Trading Co., Ltd. was the first to operate Taobao-style stores and is good at celebrity e-commerce services. It is one of the first ten shopping cart service providers ("DP") announced by Douyin. Different from the concept of MCN organization for a long time, DP organization is a concept that relied on Douyin in 2018, which means Douyin shopping cart function operation service provider, to provide event docking and talent packaging for talents and enterprises on the platform And brand marketing and other services. Compared with MCN's focus on Internet celebrity incubation and full platform operation, DP is more focused on the e-commerce operation of the Douyin platform.
"Li Li Li Wanjun" is a women's clothing brand of Zuo Jiang. When it was established, it was operated in the way of "Tao Nei". Later, when it noticed the huge traffic and opportunities of Douyin, the team played a short video.
At the end of August 2018, the Douyin account of "Li Li Li Wanjun" released a short video of changing costumes. With fast-paced sound effects, she walked and changed clothes. A total of 16 outfits were presented in 15 seconds. This kind of dress-up game with strong visual impact is mostly seen in entertainment content, and it is a precedent for women's clothing promotion.
Her account quickly became popular on Douyin. One month later, the Douyin official who explored the realization of realisation actively helped her activate the "shopping cart" function that was in the closed beta stage. This is Douyin's e-commerce diversion service. The "product window" contained in it is the permission to obtain Douyin's product links inserted on the e-commerce platform.
"Our goal is very clear. It is to attract women and let them focus on matching." Zuo Jiang's founder Alin told the reporter of "21CBR" that this method worked well. After testing the water for a month and a half , Li Wanjun’s Douyin account has more than 1 million followers. Based on the Douyin account binding Taobao account, click on the goods in the "product window", you can directly access Taobao, Taobao store traffic has also increased greatly. Since the target audience is women who love beauty and matching, the content is very vertical, most fans are the target customers, and the sales conversion rate is very high. "Monthly sales increased from more than 2 million to more than 10 million, of which Douyin converted nearly 50% of sales."
Alin suddenly saw the "opportunity in the huge reservoir" of Douyin's traffic, and quickly focused his business. Go to Douyin operations. In the three months of the semi-public test of Douyin, the Zuo Jiang team has mastered a set of methodology for running women's clothing stores in advance. In December 2018, Douyin fully opened the shopping cart function application, and announced the first batch of DP institutions including Zuo Jiang.
This is a valuable qualification. Only institutions that are perpendicular to a certain field and have the ability to create a head-vertical video account can become the DP of Douyin and enjoy the privilege of public "investment". Experts or merchants who cooperate with DP can get platform exclusive operation support, priority experience of product functions, etc. Currently, over 50 accounts have reached cooperation with Zuo Jiang.
Compared with MCN, the Zuojiang team is well versed in e-commerce operation methodology, familiar with the way of transferring traffic to sales, and has a more direct approach to monetization.
"We want to expand the clothing category and help the masters construct a complete set of landing systems. "Zuo Jiang regards Douyin as the main venue for short-video e-commerce operations. In the entire operation system, he will deeply participate in the determination of the fashion style of Daren, store establishment, content production, supply chain construction, warehouse management, etc. from zero to one. Commercialization link. Zuo Jiang is also doing online celebrity incubation, and has signed 6 expert accounts.
, whether MCN or DP, is essentially a "middleman" work: one end provides content operations for the expert/merchant , Commercial monetization and other services, one end delivers personalized content to the platform to attract more users, and it is a bridge connecting Internet celebrities and the platform. Some people like this organization to "Internet celebrity factories", silently lurking in the back end of the camera, copying the Internet Red IP, harvest traffic and money quietly.
long bet
domestic MCN was born because of the short video platform, and it ushered in explosive growth in 2016. That year, the short video industry was in the ascendant and thriving: Douyin went live, Kuaishou users surpassed 300 million; Meipai became popular and Weibo began to exert its strength; innovative institutions were on the way to catching up on the trend. Second, they received 50 million A round of financing, and one video received 100 million B+ round of financing.
In 2017, MCN industry The chain is beginning to take shape, papitube founded by papi sauce, onion video that incubates the "office ono" IP, self-entertainment by the media expert matrix, beauty MCN Kuaimei, Mocha video, and Qingteng culture, bee colony Culture and other MCNs appeared together.
In the beginning, short video platforms directly supported content creators and rejected MCN. With the continuous emergence of content creators, the content operation capability of a single platform cannot support more celebrities and cannot expand content. The production capacity of MCN highlights the value of MCN.
In May 2017, Weibo launched a vertical MCN cooperation plan and invested 3 billion yuan to support MCN; in July of the same year, Kuaishou, known as “not signing Internet celebrities”, also launched the MCN cooperation plan. At the beginning of September, Star Chart, the official platform for the promotion of Douyin, was launched. The first batch of 25 MCN institutions was certified. Then, Meipai launched the MCN strategy and established cooperation with 10 MCNs including Papitube, Onion Video, and Kuaimei.
Analysys think tank predicts that in 2018, the number of domestic short video MCN institutions will reach about 3,300, and it is expected to reach 4,700 in 2019. Official Weibo data show that as of December 2018, the number of MCNs with access to cooperation reached 2,700, a year-on-year increase 124%, the number of accounts exceeded 57,000, a year-on-year increase of 261%. The rapid rise of
MCN organization was due to the entry of Internet giants. In the Spring Festival of 2018, Douyin, which was independent from the "Toutiao Department", became famous with its red envelopes. Marketing, the average daily active users increased from 35 million to more than 60 million. The huge traffic that Douyin has captured proves that short videos are not only new outlets, but also the first battlefield that may disrupt the pattern. Tencent, Baidu, Ali, etc. Have invested heavily in the game.
2018 In April, Tencent, which has strategically invested in Kuaishou, restarted Weishi, and subsequently launched 13 products in succession; Baidu launched three products in one fell swoop: small videos for all, good-looking videos, and co-op small videos (formerly Nani small videos). At one time, more than 400 short video-related products emerged on the market.
In order to catch up with Douyin, Tencent Weishi and Baidu Nani coincidentally took up the banner of high subsidies and high traffic to attract talents. To get MCN is to get the head of the Internet celebrity IP. Under the smoke, the major platforms are competing for content creators as well as high-quality MCN.
Shortly after the restart of Weishi, a screenshot of the "Weishi Short Video Project Manual" was circulated in the industry. It mentioned that Weishi subsidized 3 billion to support content creators. The subsidy standard is divided into three levels, and each reward is 140 yuan. It ranges from RMB 1500, and the assessment indicators include the number of broadcasts and the number of likes.
Tianhui Xingyu is one of Tencent’s MCNs. According to reports, in order to hire a million fans from Douyin, the conditions are: as long as it goes to the Weishi platform, a video subsidy of 3,000 yuan is not correct. And play data for any assessment. Later, Tencent officially denied the subsidy standard, but mentioned that a single small video subsidy can reach up to 4,500 yuan in revenue.
Baidu invested 1 billion in red envelopes for the Spring Festival Gala in 2019, and a large amount of traffic also led to its short-sightedFrequency platform. The person in charge of Haokan Video responded to the "21CBR" reporter that the platform has cooperated with more than 200 MCN organizations such as Zoomin.TV, new studios, and canned videos, and plans to set up a 100 million yuan exclusive fund in 2019 to encourage knowledge-based content creation.
However, for the leading MCN agencies and experts, what they care most about is not short-term subsidies. It is not big money. Platform traffic and monetization efficiency are the criteria for considering whether to settle. "Mature MCN institutions, the core ability is to have their own liquidity, rather than relying on platform subsidies. Subsidies are short-term behavior, if core income is obtained by short-term behavior, we will not regard it as a head MCN. "Lu Hao said bluntly.
Most MCNs will operate on multiple platforms, place multiple bets, and dynamically adjust resource input and operating weights according to the platform's ranking changes in the short video social rankings. At the earliest, MCNs maintained a close relationship with Miaopai and Meipai. As Kuaishou and Douyin came to the fore, they shifted their business focus to these new traffic portals-MCN voting with feet will accelerate the Matthew effect, which is also huge for the platform. pressure.
Kuaimei currently has 7 key investment platforms-WeChat, Weibo, Station B, Douyin, Kuaishou, Xiaohongshu, Taobao. This layout depends on the overall flow of the platform, controllable flow and monetization effect Weighted. The distribution of algorithms that Douyin and Kuaishou rely on will greatly affect the MCN operation method and the focus of commercialization. "The algorithm itself is the core of operation, and there are very few things that MCN can operate." Lu Hao said, a platform based on algorithm distribution, The focus is on good content, and the operation model based on the fan mechanism such as Weibo is relatively more capable of exerting the operational and content capabilities of MCN.
According to the characteristics of different platforms, Kuaimei will adjust the selling points of the content in a targeted manner. For example, the same lipstick may adopt a lipstick discoloration strategy when promoting it on Douyin, focusing on showing its effects; it may be inclined on Weibo. For lipstick comparison or recommendation, you may directly do the actual measurement of many lipsticks in Xiaohongshu.
Zuo Jiang firmly chose Douyin as the main venue for e-commerce operations, just because the traffic is large enough. “Weibo e-commerce companies need to slowly accumulate private domain traffic, and the fans can be monetized after they have settled. Douyin e-commerce companies can directly monetize through diversion, which is more efficient." Alin said that in the future, there will be a multi-platform layout. Kuaishou and Weibo have already invested.
Realization Breakthrough
"Douyin is now a pan-entertainment traffic, and the e-commerce realization conversion rate is a bit low." New media content marketing company Beijing Times Flying Eagle CEO Wang Yubei told reporters of "21CBR", Douyin, Kuaishou and their ecological participation Those who want to enter the trillion-level e-commerce market to share a piece of the pie, even hundreds of millions of monthly live traffic is not easy to realize. Time Eagle started with e-commerce graphic content marketing. It mainly settled on e-commerce content platforms such as Taobao, JD.com, and Suning. The annual revenue from advertising and sales is over 100 million yuan, and it has now entered Douyin and other platforms.
Currently, the revenue model of Douyin and Kuaishou mainly comes from advertising, games, live rewards and other sectors. For example, the fourth short video that a user swipes every time a user opens the homepage of Douyin is an information flow advertisement; Kuaishou is in 2017 The public beta of information flow advertising was started in July, 2018, and the marketing platform was launched in October 2018; the two parties launched self-developed game products in addition to the release of games.
In addition to advertising and games, e-commerce is the most common source of income for Internet companies. This is the current focus of the platform and its ecological partners.
According to the Quest Mobile report, in December 2018, the total time used by short video users accounted for 28.7% of the total time used in instant messaging. The e-commerce platform Pinduoduo relied on the diversion of WeChat, the dominant player in the instant messaging field, to have a market value of more than 30 billion U.S. dollars since its establishment in three years. Then, in the short video field, it is theoretically possible to create an e-commerce company with a market value of 10 billion U.S. dollars. The challenge of
is that the traffic attributes and distribution mechanism of the two are different. The short video platform controlled by the machine algorithm is constantly looking for “stimulus” for users to refresh the homepage. There is no strong connection between users and talents, users and users, and lack of social products such as WeChat and Weibo. The trust relationship established, the retention rate of fans is low, and product recommendation has become extremely difficult, which is particularly detrimental to Da Ren and MSN.
In 2018, Douyin, Kuaishou, etc. successively launched online e-commerce delivery functions, and the conversion rate was very low. Wang Yubei analyzed,This is due to the fact that the short video platform and Taobao’s scenarios are different. “Users on Taobao are always shopping with money in their pockets.” Based on content portals such as Taobao’s “good stocks” and “Taobao live broadcasts,” Times Feiying’s article exploded. This article can carry 10,000 pieces in 5 minutes and achieve tens of millions of revenue. This kind of case is still rare in short video platforms.
The head MCN agency or the head influencer still relies mainly on advertising for monetization. Lu Hao revealed that the proportion of GMV (total turnover) between Kuamii e-commerce and advertising is almost the same. In terms of profit level, advertising is higher; Cong Lin, CEO of travel MCN Changyou New Media, said that the company’s main source of income is advertising and Platform subsidies, of which 70% of advertising revenue.
This is true even with papi sauce with the label of "first internet celebrity". In 2016, papi sauce became popular on the Internet with a series of humorous short videos. The papitube founded by it received 12 million yuan investment from Luo Ji Thinking and Zhen Fund. With a valuation of more than 100 million yuan, the first patch advertisement was sold at a sky-high price of 22 million yuan. In the past two years, she has starred in the movie "Demon Ring" one after another, recorded "Tucao Conference" and other variety shows, and won first-line big-name commercial endorsements. In 2018, papitube's revenue also exceeded 100 million yuan, mainly from advertising, platform sharing and e-commerce three major businesses, of which advertising business revenue accounted for more than 50%.
"Maybe the first batch of brands that came in have a mentality to test the waters. Now everyone knows this gameplay, how should my money be used, and how can I find the content that best matches the brand." Yang Yang Shuaiqi said, the advertising model is relatively mature , Brands are becoming more and more recognized for the launch of short videos. During the 2018 Double Eleven, papitube has reached 160 cooperation with more than 100 brands.
However, talents and institutions have been exploring the path of e-commerce realization. Also popular in 2016, Li Ziqi, an ancient gourmet celebrity with nearly 16 million Weibo fans, is such a tester.
In 2017, Li Ziqi signed the MCN agency Wei Nian, and the company he founded received investment. What's different is that Li Ziqi's video has not yet accepted brand advertising, and the focus of commercialization is mainly on the intensive cultivation of personal IP. In May 2018, Wei Nian received Series B financing and a strategic direct investment in Weibo. Three months later, Li Ziqi announced that he would create a personal brand. The flagship store of the same name on Tmall was officially launched. The first product was the joint Imperial Palace Foods to launch Gongting Su made sauce. In her Tmall store, the brands of products sold are also "Li Ziqi".
As the lead investor of Wei Nian A round, Huaying Capital witnessed the exploration of Wei Nian in the short video track. Liu Tianjie, investment director of Huaying Capital, told the reporter of "21CBR" that when Weibo invested in Weinian, he was thinking about its commercialization path. At first, Li Ziqi’s personal commercial value may be more important. “I want to explore this single big influencer. What role can Weibo play in the middle when it reaches the celebrity level or becomes an Internet celebrity IP that carries goods like Sydney." The exploration of
Weibo is worthwhile. According to media statistics, Li Ziqi’s flagship store on Tmall has sold more than 10 million in a week. Due to factors such as high product prices and limited product categories, sales momentum has not been maintained. Up to now, the total number of fans in the store is as high as 1.25 million. According to the public price and the number of payment in the store, a rough calculation shows that the sales in the past month is about 1.76 million yuan.
There are not many experts who are deeply involved in the production, operation, after-sales and other industrial chains like Li Ziqi. Wang Yubei believes that the vast majority of talents will choose to monetize the goods, and it is too difficult to get involved in the supply chain. “For example, tomorrow is the Mid-Autumn Festival, and the products for friends have not been received, customers will not be able to bear it.” Whether it is the early incubation Operations, or back-end e-commerce, brand R&D, supply chain construction, warehousing and logistics, and many other links, require a lot of energy and time to get through. From the many domestic manufacturers that have been dragged down by inventory, it can also be seen that the industry risk is high , The brand may be ruined if you are not careful. In the limited "life cycle" of talents, the best choice for more people is to make quick money and monetize through brand advertising.
Kuaimei is one of the few MCN organizations that have achieved profitability. Lu Hao believes that the industry has passed the golden stage and entered the market elimination and integration period. "MCNs that have entered the market in the past two years have been eliminated. Those who continue to fight are all There is a complete profit model.” He said that as the platform enters a period of realizing growth, traffic dividends are gradually decreasing, which will affect the overall scale and realization mode of MCN institutions., The profit model requirements will increase.
In fact, the influence of talents determines the upper limit of MCN institutional revenue. Except for the few Internet celebrity IPs at the top of the pyramid, the "life cycle" of most talents is extremely short, and they may not be able to wait for cost recovery. Some investors It seems that MCN is a difficult business.
GGV Jiyuan Capital’s investment in community products and jelly beans are all deployed in the field of short video. Li Haojun, the company’s executive director, likened the MCN industry to a “sandwich cake”. “MCN serves content creators at one end and service platform at the other end. Intermediate service is not a long-term service. The head content creators who have grown up have certain distribution capabilities and do not need MCN support."
So far, many MCN institutions have not yet achieved a stable Profitability depends on low-efficiency monetization models such as platform subsidies, brand advertising, and content e-commerce. It is difficult to cover the high cost of content production in the short term. If this situation continues, it will affect the content appeal of short video platforms. The road to realization of
is long and difficult.
Pathfinder speed up
“The more commercial value of Internet celebrities is still concentrated on the Weibo platform. We judged that Weibo really needed a batch of MCN to help it manage content and Internet celebrities.” Liu Tianjie said, the reason why Huaying Capital is here The investment in Kuaimei in 2017 was to see the demand for MCN as an intermediary institution on Weibo as a platform.
Two years later, Weibo became the main position of the head MCN agency. Kuaimei’s main income is concentrated on the Weibo platform. Papitube originated from Weibo. Advertisers’ main channels are Weibo and Douyin. Whether in terms of product form or commercial realization, Weibo has witnessed the prosperous development from graphic-text to short video, and has become a sample of the commercial realization of many community products.
In recent years, Weibo revenue has maintained rapid growth due to two reasons: First, the algorithm of user homepage information flow has been continuously optimized, which not only disrupts the time sequence, but also regulates the content published by big V, and recommends to users. Interest content, including advertising information; the second is to create a better environment for the commercialization of content entrepreneurs. In the early years of
, big V on the Weibo platform made a lot of money, but the platform was difficult to make a profit. With the advancement of Weibo's "information flow optimization plan", the platform has increased its ability to control content distribution. Big Vs need to pay a "toll fee" to the platform for marketing and advertising on Weibo.
At the same time, Weibo implemented a vertical strategy in 2015 to foster small and medium-sized V in various segments. For creators in the vertical field, the content is easier to realize, Weibo has a greater right to speak, and the platform content ecology is richer. On Weibo, as of December 2018, the number of head content creators with more than 20,000 fans or more than 100,000 monthly readings was 700,000, and the number of authors who signed contracts with 2,700 MCN agencies was only about 60,000.
According to official Weibo data, the main income of platform content creators comes from e-commerce monetization. In 2018, the income of Weibo empowered content authors was 26.8 billion, of which the income of internet celebrity shop owners and content shopping guides reached 25.4 billion, accounting for over 90%. On the day of Double Eleven in 2018, the top 10 women's clothing transactions on Taobao were all women's big V on Weibo, of which 6 Weibo Internet celebrity shops had a transaction volume of over 100 million.
is different from Weibo. Short video platforms such as Douyin and Kuaishou have stronger control over content distribution based on big data algorithms. In terms of starmaking capabilities, platforms such as Douyin can be called "Golden Fingers" and "Chengdu Xiaotian". "Sweet" waited for users to become famous overnight. The other side of the platform algorithm recommendation is that the relationship between the expert and the user is not as close as that of social platforms such as Weibo and WeChat. This is regarded as one of the reasons why Douyin launched its video social networking efforts in early 2019, successively launching the "Snapshot" function and the "Multi-Flash" video social app.
Although the product genes are different, Douyin has also begun to learn from Weibo's experience to accelerate commercialization. Since the top V has been signed by the corresponding MCN agency, Douyin is deeply involved in a larger number of medium V groups, hoping to support them in the subdivision field.
Judging from the 10 shopping cart service providers officially announced by Douyin, the selection of institutions is highly vertical, involving specific categories such as clothing, food, beauty, and home furnishing. For example, DP includes Suzhou Weizhi Interactive Media, which has successfully operated the Inman brand. Vertical product content can complement the existing entertainment content ecology. Douyin wants to quickly introduce a wider range ofCommodities, confirm each subdivided vertical content.
In December 2018, Douyin operators took the initiative to find Wang Yubei, hoping to use his brand resources and understanding of content commercialization to help Daren connect with businesses.
"Only the content of dancing and singing is useless. It is only in the spiritual realm. It is not enough. Everyone can't live without food, clothing, housing and transportation." Wang Yubei said that all short video platforms will definitely develop in a vertical direction. This is conducive to content production and commercial realization. Li Haojun holds the same view. He believes that short videos are a good form of expression and carrier among vertical consumers. According to Wang Yubei of
, Douyin will divide the contracted talents according to corresponding standards. If a cooperation is reached, Douyin will provide support in terms of traffic and content operation, and the three parties will distribute profits according to the contract. In a way, Douyin is actually the largest MCN organization. "We have experienced the dissemination from text to pictures to videos. The opportunity for MCN innovation lies in the ability to create content." Said Jiang Haoran, partner of Chengqi Capital. Wang Yubei also benefited from the explosion of graphic content. He clearly remembers that in the fourth month of starting his business in 2015, a team of four or five people achieved monthly revenue of one million per capita.
According to his observation, both advertisers and manufacturers are very eager for short video traffic. "The ratio of graphic, short video, and live broadcast marketing we have done is now 6:3:1. The high point of graphic text has passed. The brand side is very enthusiastic about the content marketing of short videos." He has selected the three categories of beauty, food, and maternity and baby, and is waiting for Douyin to push suitable talent candidates to try. effect.
Kuaishou is also developing e-commerce business. In November 2018, it held the "first e-commerce festival" and won the title of "Quick Hand Seller", "San Da Ge" said that the sales of goods sold through live broadcast on that day reached 160 million. According to official data from Kuaishou, the number of platform orders during Double Eleven and Double Twelve in 2018 exceeded 10 million. Currently, Kuaishou e-commerce has access to third-party e-commerce platforms such as Taobao, Tmall, and Youzan.
"21CBR" reporters have watched two masters with more than 500,000 fans selling goods live on the Kuaishou platform. They are just like TV shopping hosts in the past, trying on and trying out products, and answering fan questions online in real time. The merchandise sold is not expensive. One of the fans has over 2 million people. The European beam lipstick sold is only 68 yuan and comes with sunglasses or necklaces. However, the Taobao shop does not have the corresponding brand authorization certificate. Unlike the masters who signed MCN on Douyin, the Taobao shops opened by these two fast masters have only thousands of fans and few product reviews. If you search directly on the Taobao platform, it is difficult to find their shops. Therefore, try to clear the inventory during the live broadcast. The per customer price of
is low, and Kuaishou Daren’s live broadcast often aims to promote merchandise instead of operating a store to retain fans for repurchase. Wang Yubei said that Kuaishou e-commerce is more mature and its user base has advantages. Compared with the mainstream female users of Douyin, Kuaishou "Old Tie" is more susceptible to the influence of "Daren", "(Kaishou users) is not very recognizable. As long as it’s cheap, fun, and a sense of accomplishment, I’m willing to buy it."
Advertisers and businesses thirsty for traffic, short video platforms that are in desperate need of commercial realization, MCNs that continue to create explosive content, and darlings who sing and dance and sell cute jokes. People and all parties expect that the huge traffic of short videos can bring matching commercial value. The existing incumbents are watching this change vigilantly. Some JD insiders told the "21CBR" reporter that JD is very worried about the potential of Douyin in the e-commerce field. So far, Douyin cannot transfer links. To Jingdong.
In Liu Tianjie's view, 5G commercialization is imminent, and more electronic products will be equipped with displays, which will trigger a new round of scene-based needs for short videos, and users will have a better experience with highly interactive content. This means that short videos will occupy more traffic share, and the current dominant position will become the first-mover advantage in the future. This is an opportunity that no one is willing to give up. Heitao on
said that when he graduates from university, if the short video is still popular, he wants to make it his career. However, this industry leaves little chance for a novice user like him to become famous overnight.
title image source: Kiri
