The reshuffle period tests the overall strength.

It was learned that MCN agency “Netstar DreamWorks” recently completed tens of millions of A+ rounds of financing from Weibo. The official said that this round of financing will be mainly used to strengthen the content matrix of the Weibo system and the expansion of marketing business.

Netstar DreamWorks was established in 2012. In the early days, it built a self-media matrix, and the business extended to public relations and public opinion, and accumulated a large number of brand customers at this stage. In 2015, it began to turn to the MCN business, doing network red e-commerce and the whole case marketing business. According to official data, the current company signed more than 500 red nets, total fans more than 300 million, revenue, GMT increased by 180% year-on-year in 2018.

At this stage, the business of Netstar DreamWorks is mainly divided into two parts, integrated marketing and e-commerce. Its core strength lies in the fact that they have sufficient advantages in terms of content and channels compared to 4A companies or single-mode MCNs. In the words of Netease DreamWorks, Fan Wei, “The price, platform rules, and channel resources are relatively controllable.”

In terms of e-commerce, Netease DreamWorks has focused its business on the front end of the , and divided the Reds into three categories for refined operations:Content advertising reds, corresponding to the needs of brand customers, do content marketing; planting grasses, the main ability to bring goods; and Taobao mode, transform social traffic Realize the flow of electricity.

Of course, each company has its own core competencies. For Netease DreamWorks, content marketing and social media are strong, while the supply chain is relatively weak. Therefore, in the e-commerce business, Netstar is more concerned about “ planting grass.” Recently, an e-commerce operation department was established in Hangzhou. Netstars exported grassroots and drainage capabilities on the social media side, and the partner side exported e-commerce and supply chain capabilities. Netstars earned revenue through service fees (advertising fees) and commissions (commissions). At this point, the ROI conversion for each platform remains between 1:1.5 and 1:1.8.

In terms of integrated marketing, in addition to a large number of brand customers accumulated in the previous business, Netstar DreamWorks will also actively identify customer needs and match the social media platform, C-end hotspots and topics. Taking Nubia’s cooperation as an example, in the whole case marketing promotion of the Red Devils e-sports mobile phone, the net star matched the electricity during the communication process.KOL @Misaya, who is very popular in the competition, is the chief game officer, and @虎牙不求人 is the chief experience officer, forming brand awareness in the game player population corresponding to the mobile phone. During the cooperation period, the search volume of the modified products increased by more than 200%.

Fan Wei mentioned that at this stage, MCN has entered the reshuffle period. The most test team is fast incubator, business, liquidity, and The degree of cooperation with the platform.

In terms of platform cooperation, although Weibo’s financing has been obtained, Netstar DreamWorks maintains close cooperation with major platforms, as well as Taobao, Jingdong, Vibrato, Fasthand, Xiaohongshu and B stations. Official cooperation with MCN. Fan Wei mentioned that starting in August this year, Netstar DreamWorks has hatched hundreds of net reds in the chattering and fast-hand platform signing. So far, the fans have grown by more than 30 million.

In terms of financing, Netstar DreamWorks received an angel round financing of 10 million yuan from Huaze Capital in 2016 (valued at 100 million yuan); in 2016, it received 10 million yuan from partner fund Pre-A round of financing ( valuation of 200 million yuan); 2018 completed 30 million yuan A round of financing, jointly invested by Guangfa Shunde and Guangyuan Zhonghe.

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Note: I am Mo Xiaoli, who is concerned about the new things in the entertainment and consumption fields. I can exchange the WeChat Spontaneous-Literary. Please pay attention to the name, company and position.