The e-commerce live broadcast + sinking market interrupted the development trend of Kochi.com.
Editor’s note: This article is from WeChat public account “Cath Data” (ID: caasdata6) , author Tingting.
To say the most popular types of reds, “selling goods”, “dragons”, “understanding products” and other attributes must remain high.
After the live e-commerce was identified as the main commercialization of MCN this year, the red-selling people became the scarce talents of major content, e-commerce platform, brand, MCN and content organizations. And if there is no economic downside, this glory may belong to the “Kochi Red Man”.
“Kochi Red Man” was placed in the second half of 2018, and was placed on the 2019 new trend. According to the “2018 China Network Red Economic Development Insight Report” released by iResearch and Weibo, compared with 2017, the educational level of the online red group has continued to improve, 95% of network reds have received higher education, and 14.6% of the network The Reds have a master’s degree or above. The network red group has a trend of high education and youthfulness. 
▲ Ai Rui & Weibo “2018 China Network Red Economic Development Insight Report”
Now count again, and find familiar or papi sauce, Jing Yue, Dad evaluation, Mrs. Science, Bi Tuo, Li Xueqin, Fairy Yeast and so on.
So why is this potential stock of Kochi Reds stagnant? Can it break out in the short video industry? What is the best combination of Kochi Reds and today’s short video content? Cass Data (ID: caasdata6) will be discussed with you.
Why do you need a Kochi Reds in the short video industry?
The biggest contribution of papi sauce to the industry, in addition to the “Shanghai dialect × English” series of videos, causing the papi public number to rise for 10 months, and by virtue of its own efforts to open the short video outlet, it also succeeded The word “net red” was defiled, and Net Red officially entered the 3.0 era. Prior to this, “Net Red” experienced the 1.0 era of “appreciation of ugliness” and “both out of the box” and “hype” and “cone face” 2.0 era.
The professional quality of the science class + the daily video of the resonance and the short video media of grassroots temperamentThe first advertisement has a marketing value of 22 million. This combination proves one thing to the market: a talented amateur can also gain recognition from many viewers by virtue of the mass media, and generate the appeal of not losing social celebrities.
And to say that the most accidental part of this accident is the quality content produced by the professional foundation of papi sauce. We all agree that excellent content has its own rules of inductive and reproducible. At the same time, the number of copies, performances, and expressions that can reach that video is relatively small, and the nature of maintaining strong expression desire and continuous output power is very rare. The redness of papi sauce can be said to be the inevitability of accidental, professional skills are the key. 
papi sauce has long been regarded as a typical “Kochi Red Man” in the short video industry. Combined with the industry context, Cass Data believes that “Kochi” refers to a certain segment. Some people who are better educated:
On the one hand, it is a professional skill, such as the direction of mass entertainment. The red man has talents in performance and drama, has a sense of art and creative ideas, and can accurately present the kernel with vision.
As well as the contents of the genre, such reds can provide authoritative opinions and scientific judgments in relevant fields, effectively provide theoretical support for the content of the genre, and absorb rational consumption and just-needed users.
▲ Mrs. Science
Taiwan head Vlogger, a biomedical engineer mother living in Silicon Valley, sharing the science of life, always expressionless, a serious chat and anecdotes, advertising implants and product recommendations More on the basis of the test.
On the other hand, it is personal soft power. Such a red person is better than the same person in terms of knowledge, judgment, collaboration, etc., and has better flexibility. Even if they are at the same starting line with other red people, their growth rate is also It will be faster, the life cycle will be longer, and there will be a greater probability of getting out of the circle. After the looting of the people last year, the spirit of the contract became one of the qualities that both the Red and the MCN valued, and “Kochi”It was judged to be an important option for MCN to reduce risk in recruiting reds.
E-commerce live broadcast is the mainstream way of cooking this year. Do you need Kochi to bring the goods?
The Kochi Reds have a better foundation in entertainment performances and endorsements. But we need to know that e-commerce live broadcast is the mainstream way of cooking this year. It will even become the way to redeem the next 1-2 years. Do you need Kochi to bring the goods? Or the Kochi class anchor, can you sell more goods? Combined with the status quo, this answer is not needed, no.
We see that the value of content products (red people) is mainly reflected in three directions: professional (applicable to vertical class, solving just needed), resonance (artistic expression of emotions, solving emotional needs), and sustenance (beginning) In Yan value, personality, for fans to pay respects or to undertake their needs for friendship, partner).
Comparatively, e-commerce reds/hosts are much simpler, just for professional (vertical, product explanation) and companionship (filling boring time, chatting about intimacy). We found that the options of the vertical class coincide, but it should be noted here that the advantage of the general class is that it is not the technique, they are close to the theory and far from the product. 
If things go well, the Kochi Reds would have experienced a small round of outbreaks. The admission of professional and diversified creators is a necessary process for the industry to deepen its development.
But the reality is that the B-end budget is unfavorable, and MCN is looking for new C-sides. In the case of limited resources, the reds who are closer to the category, closer to consumption and products will be cultivated first.
Of course, there are also reasons for the big environmental downturn and the sinking of the Internet. The new and retained market in the sinking market will follow the first and second line growth paths again, delaying the pace of structural content outbreaks and delaying the Gaozhi Reds. Outbreak node.
When is this day coming? Perhaps it is because the “severe” economic situation has improved, and the aesthetic content of the sinking market has basically kept up.
In the middle of 2019, the short video field did not jump out of too many Kochi reds. Once again, I found that I still know the well-known papi sauce, Jingyue, Dad evaluation, Mrs. Science, Bi Guide, Li Xueqin, Fairy Yeast, and Dr. Chen Guo, a professor of Fudan philosophy, who was praised by the “scissors”, and Dai Jianye, a professor of ancient poetry. People, the former has not yet ushered in exclusive bonuses, and the latter does not seem to have an in-depth connection with the short video industry.
Where was the survival space of the Kochi Reds before the outbreak?
E-commerce live broadcasts the short video C position will be maintained for a while, then cast