Although 2019 isn't the first year of the MCN (the network red person brokerage firm or the \"network red person incubator \") institution, it is the year when another business map of the MCN agency, the live-broadcast e-commerce, erupted.
With the explosion of Li Jiaqi, e-commerce has become a breakthrough point for MCN institutions. Recently, in the 2019 Super Red People's Day announced the launch of e-commerce service platform, Weibo e-commerce live broadcast will open with Taobao and other series of enabling programs, bringing new challenges and opportunities to MCN institutions. Trapped in short video, live broadcast and other direct realization of the mode of network celebrities, seems to have a way to make money.
Although it is \"imported goods \", MCN has grown rapidly in China and has formed\" Chinese characteristics \". It is not simply to sign the network red, and then carry out content management, promotion, realisation so simple, but has its own growth path and unique survival mechanism.
The number of MCNs has grown from 150 in 2015 to more than 5,000 in 2018, according to data from the 2019 China MCN Industry Development White Paper released by third-party agency Crowley. More interestingly,90 per cent of headshots have been pocketed by the MCN. In an interview with China Business News, independent analyst Yu Bin pointed out that the expansion of the MCN's institutional business landscape has brought the industry into the era of more diverse and vertical development.
If you want to make a list of the most interesting new listings for 2019,(NASDAQ: RUHN) must be on the list. And the rise of live e-commerce is one of the important factors such as listing.
The company is one of the earliest explorers of the online celebrity e-commerce model, and the biggest move in 2019 is to successfully ring the clock in the United States on April 3,2019, after hatching out famous e-commerce celebrities such as Zhang Dayi, Dajin, Guan Auntie, and so on, to become \"the first share of online e-commerce in China.\" However, on the day of the listing, its share price broke.
On November 26,2019, Ruohan reported unaudited financial results for the second quarter of the 2020 fiscal year as at September 30,2019. Total net income was $100 million, up 15% from the same period last year, and adjusted net profit of $2.48 million for the parent company, according to the results. The number of signed-up network celebrities increased from 133 in the previous quarter to 146, mainly waist network celebrities, the number of heads remained unchanged at 3, shoulder network celebrities increased by 1 to 8, and waist network celebrities increased from 92 a year earlier to 135.
In fiscal 2017, fiscal 2018, and the first three quarters of fiscal 2019, its representative, chang yi, accounted for%,%, and% of such revenue, respectively, according to han's prospectus. In four years, Zhang's Weibo fans jumped from 300,000 to 10.77 million.
But Zhang's limelight was snatched away by Li Jiaqi as early as early as 2019, and behind it was an e-commerce start-up, the United States ONE, the biggest achievement of the year than Li Jiaqi this IP success break circle.
Before becoming a professional shopping anchor, Li Jiaqi is an offline sale of L'Oreal counter in a shopping mall in Nanchang. At the end of 2016, Meione and L'Oreal launched a project called \"BA Net Redisation\" to start trying online sales. In 2019, the United States ONE proposed a global network of red people strategy, into short video, and successfully broke the circle. After that, Li Jiaqi's artistization operation trend is becoming more and more obvious.
Similar to Li Jia-qi and Mei-one, this year, the company behind Via modesty also entered the public view. Qian seek in this year's \"double 11\" market, with% of the uv (internet access to the natural person browsing the web) to occupy the title, the United States ONE ranked fourth in%, such as Han's uv visits ranked only 21st.
Qian seeks to become the first place, does not rely entirely on the flow of Via. Among the top 20 anchors in Taobao Live's comprehensive ranking, Qianxun has signed up to 810. In addition, there are also signed with modesty, including Lin Yi-lun, Li Xiang, Gao Lu itself with their own flow of stars.
In 2019, modesty has two other notable moves, one to prepare for the super-supply chain and the other to work strategically with the worry-free media. Viya's guangzhou entrepreneurial experience, so that modest entrepreneurial genes with their own women's clothing supply chain system. As the core of the anchor behind the most important backup security, modesty in this aspect of the obvious advantages. In the super-supply chain model planned by ceo ollie, it's a scene-oriented mall, where the anchors conduct a live selection of goods in the mall by way of shopping, while covering the various categories of goods in the live broadcast.
In april 2019, the focus of our strategic partnership with worry-free media was to support the development of worry-free media artists in the field of e-commerce, and worry-free media to help its anchor to expand its reach.
“gives me the deepest impression of the MCN's business model beyond the PGC and the commercialisation of advertising, which makes the MCN more active in exploring the business landscape. A person familiar with the MCN agency who would not like to be named said.
According to public sources, the MCN, all called Multi-Channel Network, is an organization that helps content producers cash in, in short, as a network broker or \"network incubator \". As imported MCN in recent years in the country from nothing to have, continuous development, slowly explore the localization of the industrial form. By the end of June 2019, there were more than 6,500 MCN institutions in China, according to a data released by the Quickhand Big Data Institute.
“Because of the pre-population-flow dividend, most of the first entrants have reaped substantial benefits. And the original MCN business model was advertising and reward, with plenty of cash flow. Since 2016, the MCN has become more diversified and more profitable and risk-resistant, according to those familiar with the matter. Some tend to be red-hatched incubators, starting to move upstream, to control their own people; or to do supply chain companies, to control goods. Head anchors catch the dividend of short video rise, plus live delivery with goods, make a lot of money. Therefore, MCN institutions are more like traditional companies, not relying on financing to replenish blood expansion and development, some companies are more conservative, not external expansion.
But because of the shrinking demographic dividend in recent years, the MCN, which relies solely on advertising earnings, has entered the realisation dilemma. Recently, along with the emergence of Li Jiaqi, let e-commerce become the \"new favorite\" of MCN institutions. Recently, Weibo announced the launch of an e-commerce service platform at the 2019 Super Red Man Festival, and a series of enabling programs such as Weibo e-commerce live broadcast will get through with Taobao, are bound to bring new challenges and opportunities to MCN institutions.
In an interview with reporters, Yu Bin pointed out that the MCN agency, which has developed since 2016, has moved from barbaric development to refined and diversified development. The moment is from the content – running through the MCN3 after the business model. 0 stage, this stage not only means the diversification of the MCN institutional realization mode, but also includes the upgrading of MCN services. The whole link, the consumption closed loop, the industrialization is the key to this stage.
unlike 2018,2019' s mcn institutional financing appears more rational. According to the report, there were only 35 financing incidents for domestic MCN institutions in 2019, with a total amount of RMB21.9 billion, in the absence of the entire entertainment sector.
Since 2016, MCN institutions have begun to receive financing. But from 2016 to 2019, the amount of four-year financing was 165,136,79 and 35, showing a year-on-year decline, according to public data from IT oranges.
“MCN institutions will have a significant Matthew effect, with a small number of high-quality institutions taking a leading position in the industry and gaining a large share of the market. Most institutions do not make money, or even lose money. A good big MCN will learn how brokers do and nurture their own stars. Mr. Tang, an independent analyst, told reporters.