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Network Red Broker in Transition

2019-4-11 16:05| 发布者: 左二爷| 查看: 354| 评论: 0|来自: 成都耍耍论坛scshua114.com

摘要: In the past 2018, China's active short video users have exceeded the 600 million mark. Short video became the second largest product type after instant messaging.In contrast, the number of live users ...
In the past 2018, China's active short video users have exceeded the 600 million mark. Short video became the second largest product type after instant messaging.

In contrast, the number of live users has shrunk to 397 million, a decrease of 25.33 million from the end of 2017. Short video content carriers have penetrated into more areas, and traffic gradually exceeds live traffic, occupying more user time.
Under the big wave, some red brokerage companies in the middle of the industrial chain also began to change direction and cut into short video. But it wasn't easy.
Sina technology interviewed no worries media, an online red brokerage company, which started live. Now it is investing more in short video and e-commerce. The goal is to be an Internet-based red brokerage company. Its founder, Ray binyi, shared his understanding of industry development, platform collaboration, matchmaking, and business realization, as well as the pits that he stepped on during the transition from live to short video.
Luck is just one way to hatch a 20 million fan tuba.
The guild is one of the most frequently mentioned keywords in the live broadcast industry, and it is also a core part of the industrial chain. It is an anchor brokerage company that was born with the rise of live broadcasting. The guild usually signs a contract with the live broadcast platform, recruits, trains anchors, and sends them to the live broadcast platform.
Worry-free media was one of them at the earliest. However, Leibinyi is not willing to position the company as a guild. He believes that no worries should be a service-type Internet brokerage company. The core direction is Internet Red Brokers, the Internet Red Brokers.
It is understood that the traditional guild only acts as an intermediary between the anchor and the platform, drawing rewards or advertising shares; Some MCN also focuses more on short video. With the expansion and integration of live broadcast and short video maps, the live broadcast industry began to embrace short video, and short video is also adding live broadcast mode to active fans. At the beginning of its establishment, it planned the three development directions of live broadcasting, short video, and e-commerce. However, from the development path, the order of choice is to start with live broadcasting and then do short video and e-commerce.
In 2016, the most popular live broadcast, Leibinyi left YY who took office, founded the online red brokerage company worry-free media, and later cooperated with a live broadcast, Tencent NOW live broadcast and other platforms to hatch, transport network red.
In the past few years, the broadcast industry has experienced an upsurge from depression to depression. Most small and medium-sized platforms have disappeared or collapsed, and some anchors are also transforming. Brokers such as no worries are also looking for new directions to explore how anchors can get users from more channels than live broadcasts, precipitate users, and increase user viscosity.
However, the problem is that the anchor and the short video Redskins, although they can all be called online red, have mutual advantages, but their nature is different. The anchor is dominated by people, and the short video is more content.
Anchors need long-term persistence to precipitate closer fan relationships, and there is little chance of an overnight explosion. The short video Redskins, more emphasis on creativity, a good creative 15-second short video, it is possible to turn ordinary people into Redskins.
So it's not easy for an online red brokerage to expand from live to short video.
However, in Leibinyi's view, whether it is live broadcast or short video, it is a way to accumulate fans. On the one hand, it is to capture fans and on the other hand, it is to precipitate fans. "Being an online red brokerage company is actually a live broadcast and short video., e-commerce as a business form."
In 2017, no worries built its own short video team. Leibinyi told Sina Technology that it was also a groping stage, but due to its own experience and other reasons, the investment was not much, but more focused on direction and opportunities. At the beginning of 2018, chattering burst into flames, and no worries seized the opportunity to hatch several accounts. The number of fans in the head account could reach one million, and at the same time opened the channel of the platform such as chattering.
However, like many startups, it has experienced a loss of talent, such as a million-class tuba, which is hard to renew after a one-year contract expires. In the middle of the year, Leibinyi optimized and reorganized the short video team again.
Soon, the team signed up and developed a head account of 20 million fans. Leibinyi revealed that when Mao Mao, the person in charge of the signing account in November 2018, had only 650,000 fans, he had been known to many netizens because of his masterpiece "Good Hi".
Excessive and hairy sister
Excessive and hairy sister
In two months, Mao Mao's fans rose to more than 20 million and became the head of the platform. In Leibinyi's opinion, Mao Mao's many stories directly poke women's hearts, funny and close to the ground. The data also show that more than 80 % of its fans are women and more than 90 % of fans are adults.
Luck, he admits, is only one thing, and the team has actually made a big decision to be willing to invest the money they earn to incubate new projects after assessing the risks.
Still, the test is whether or not it can hatch the next one. Mr Leibinyi says the company has a pyramid incubation system in which the odds are that some large ones will burst.
Red artist and artist red
At the same time, worry-free is also accelerating the layout of the red artist, such as pushing the head red to the net, television programs, etc., to increase the exposure.
Red artist, in fact, is the entire industry cliché issue. In particular, in the field of live broadcasting, in recent years, platforms and institutions have tried to make the Redskins into artists, known as live stars. In fact, in the field of short video, major organizations also want to make their red stars.
Papi sauce is a model of success. It began with short video and exploded on the Internet. Now it has left the status of online red, starred in movies, variety shows, and went to the big screen. But there is rarely a second Papi sauce.
Papi sauce
Papi sauce
For the red artist, Leibinyi believes that the first red man out of the circle is a pseudo-proposition for the universal public, "the boundary between the red and the artist will be more blurred." Red artist, the first to see the number of fans, the second to see professional capabilities, whether it is short video, live broadcast, or offline concerts, variety shows, are different exposure channels for red people or artists. For example, Caixukun's popularity is through the net, and it is actually hatched through the Internet.
In Leibinyi's view, the difference between the nature of online red and artist is the main source of income. Many anchors now have their own songs. They are very popular on the Internet. However, in fact, they really need to be realized through the Internet. Singing, acting, and participating in variety shows are nothing more than increasing exposure channels and precipitating some suitable works.
Today, with the increase in public awareness, the social and economic value of live broadcasting will increase, and more and more people with professional art college backgrounds will appear.
In addition to the red artist, no worry is also trying to become an artist, signing some new red people who have previously been actors and singers, as well as new media incubators such as short videos and live broadcasts for some actors. The online red brokerage company may be better at cultivating short video and live content than the traditional artist brokerage company.
"Now that the network is becoming more and more powerful, there are more opportunities for everyone on the Internet. It is not necessary to head off to make money," Leibinyi said. He helped newcomers develop live broadcasts and short video channels, and first accumulated fans and fame on the Internet. This can enhance the competitiveness of artists at the same level. Of course, these are still in the trial and exploration stages, "not the current center of gravity," says Mr Leibinyi

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