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网红经济2019直播遇上电商短视频红利爆发
2020-01-08 00:16  www.ebook-pub.com

  2019年虽不是MCN(网红经纪公司或“网红孵化器”)机构的元年,却是MCN机构的另一块商业版图——直播电商的爆发之年。

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.

  伴随着李佳琦的爆红,电商成为MCN机构的突破点。最近,在2019超级红人节上宣布推出电商服务平台,微博电商直播将与淘宝打通等一系列赋能计划,为MCN机构带来新的挑战和机遇。被困在短视频、直播等直接变现模式的网红们,似乎又有了一个赚钱的门路。

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.

  虽然是“舶来品”,但MCN在中国飞速发展壮大,并形成了“中国特色”。它不是单纯地签约网红,然后进行内容管理、推广、变现那么简单,而是有着自己的成长路径和独特的生存机制。

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.

  第三方机构克劳锐发布的《2019中国MCN行业发展白皮书》数据显示,MCN数量已从2015年的150家发展到2018年的超5000家。更有意思的是,90%的头部红人都已被MCN收入囊中。独立分析师于斌在接受《中国经营报》记者采访时指出,MCN机构商业版图的扩张,让整个行业进入了时代——发展更为多样、更为垂直。

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.

  如果要列个2019年最令人关注的新晋上市公司名单,(NASDAQ:RUHN)一定在其列。而直播电商的崛起是如涵上市的重要因素之一。

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.

  这家公司是网红电商模式最早的探索者之一,在孵化出张大奕、大金、管阿姨等知名电商网红后,2019年最大的动作是2019年4月3日成功在美国敲钟上市,成为“中国网红电商第一股”。不过,在上市当天,其股价破发。

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.

  2019年11月26日,如涵公布了截至2019年9月30日的2020财年第二季度未经审计财务业绩。财报显示,公司净收入总额为亿元,较去年同期增长15%;经调整归属于母公司的净利润为248万元。签约的网红数量从上季度的133人增加至146人,其中主要为腰部网红,头部数量维持3人不变,肩部网红增加1人至8人,腰部网红则从上年同期的92人,增加到了135人。

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.

  如涵招股书的内容显示,2017财年、2018财年以及2019财年前三季度,其代表网红张大奕分别占据如涵收入的%、%和%。4年时间,张大奕的微博粉丝从30万暴涨到了1077万。

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.

  但张大奕的风头早在2019年初就被李佳琦抢走,其背后也是一家电商起家的公司——美ONE,这一年最大的成就莫过于李佳琦这个IP的成功破圈。

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.

  在成为专业的购物主播之前,李佳琦是南昌市一家商场欧莱雅专柜的线下销售。2016年底,美ONE和欧莱雅共同发起一个名叫“BA网红化”的项目,开始尝试线上销售。2019年,美ONE提出了全域网红的策略,进军短视频,并成功破圈。在此之后,李佳琦的艺人化运营趋势也越来越明显。

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.

  与李佳琦和美ONE类似,今年,薇娅背后的公司谦寻也走入了大众视野。谦寻在今年的“双11”大盘中,凭借%的UV(通过互联网访问浏览网页的自然人)占据冠军宝座,美ONE以%的占比排名第四,如涵的UV访问量排名仅排到第21名。

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.

  谦寻之所以成为第一名,并不完全倚靠薇娅的流量。在淘宝直播综合排名前20的主播中,谦寻已经签约了8~10个。此外,与谦寻签约的还有包括林依轮、李响、高露等本身就自带流量的明星。

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.

  2019年,谦寻还有两个值得关注的动作,一是筹备超级供应链;二是与无忧传媒的战略合作。薇娅的广州创业经历,使得谦寻的创业基因中自带着女装供应链体系。作为主播背后最核心最重要的后备保障,谦寻在这方面的优势明显。在谦寻CEO奥利规划的超级供应链模式中,是一个场景化的商场,主播以购物的方式在商场里进行选货直播,同时涵盖了直播的各个品类商品。

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.

  2019年4月,谦寻与无忧传媒达成的战略合作的重点在于,由谦寻机构支持无忧传媒旗下艺人在电商领域的发展,由无忧传媒帮助谦寻旗下主播扩大其淘外影响力。

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.

  “给我感受最深的是,李佳琦让MCN机构看到了除PGC(专业生产内容)和广告变现以外的商业模式,这让MCN机构在探索商业版图上更加积极。”一位不愿具名的接近MCN机构的知情人士表示。

“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.

  公开资料显示,MCN全称为多频道网络(Multiple-ChannelNetwork),是一种帮助内容生产者变现的组织,简单来说,可以理解为网红经纪公司或“网红孵化器”。作为舶来品的MCN近几年在国内从无到有,不断发展,慢慢摸索出本土化的产业形态。根据快手大数据研究院公布的一项数据,截至2019年6月底,中国MCN机构数量已经超过6500家。

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.

  “因为前期的人口流量红利,因此先入行的人大多收获颇丰。而且原本MCN的商业模式就是广告以及打赏,现金流充足。”上述知情者称,从2016年至今,MCN机构业务变得更为多元,盈利能力和抗风险能力更强。有些倾向做红人孵化机构的,开始向上游靠拢,自己控人;或者做供应链的公司,控货。头部主播抓住短视频崛起的红利,加上直播带货,赚得盆满钵满。因此,MCN机构更像是传统公司,不靠融资补血扩张和发展,有些公司更偏保守,不对外扩张。

“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.

  但是由于近年来人口流量红利的缩水,单纯靠广告盈利的MCN进入变现困境。最近,伴随李佳琦的出现,让电商成为MCN机构的“新宠”。最近,微博在2019超级红人节上宣布推出电商服务平台,微博电商直播将与淘宝打通等一系列赋能计划,势必为MCN机构带来新的挑战和机遇。

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.

  于斌在接受记者采访时指出,从2016年发展至今的MCN机构已经从野蛮式发展进入精细化和多样化发展。当下是从内容——跑通商业模式之后的MCN3。0阶段,这个阶段不仅意味着MCN机构变现模式的多元化,还包括MCN服务的升级,全链路、消费闭环、产业化是这个阶段的关键。

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.

  与2018年不同,2019年的MCN机构融资显得更为理性。根据的报道,在整个文娱领域遇冷的情况下,2019年国内MCN机构仅有35起融资事件,总融资金额为219亿人民币。

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.

  2016年开始,陆续就有MCN机构开始拿到融资。但据IT桔子的公开数据显示,从2016年至2019年,四年的融资数量分别为165起、136起、79起、35起,呈逐年下降趋势。

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机构会呈现明显的马太效应,少数优质机构会占据行业领先位置,并获得绝大部分市场份额。而绝大部分机构则不赚钱,甚至出现亏损。优质的大型MCN会学习经纪公司的做法,培育自己的明星。”独立分析师唐欣在接受记者采访时说道。

“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.