Net red value is shrinking.
Editor’s note: This article is from WeChat public account “deeply” (ID: deep -echo), the author Lu Wei.
Core Points
▪The bubble of the Internet economy is rapidly bursting;
But the platform, brand and users are no longer paying for the premium of NetRed.
When Li Jiaqi brought the non-stick pan to the bottom of the pot in the live broadcast, nearly 4 million fans of the big V Zhang Yuyu tore off the net red brushed fig leaf with an advertisement with a volume of 0. In 2019, the credibility of Net Red was criticized again and again.
The bubble of the net red economy is also rapidly bursting.
A lot of people in the industry are concerned about the fact that Feng Timo and Betta are no longer renewed. According to the Beijing News, Feng Timo has proposed a new offer of 50 million, equivalent to 1000 in the previous year. Five times the price of 10,000, considering the comprehensive commercial value of Fontimo, after the contract expires, the two parties could not renew the contract.
The net red has repeatedly rolled over, and the former “Betta” is also parting with the platform that has grown together. The deeper level behind this is actually the current situation in which the value of net red is seriously shrunk.
From hot to bubble burst
Net red economy flourished in 2015 and 2016, but “net red” is not a new student thing.
In fact, the “net red” crowd already existed in the web1.0 era. Initially they were online writers active on forums, blogs and novel websites, connecting readers with static, one-way transmission of text. And fans. The way they realize business realization is that readers pay for their content online and buy publications online.
Therefore, the development of Internet technology allowed this group of people to gradually develop from writers and bloggers to anchors. The richness of content forms in the media age also allowed their identity.No longer limited to a certain field, live broadcast, short video, vlog and other content together create an attractive IP image. The influence of Net Red has also expanded due to the increasing popularity of the Internet.
At the same time, the rise of new online content platforms such as short videos, combined with algorithm-recommended content-centric traffic distribution mechanisms, has created a lot of vacuum with high traffic but no content hegemony. Strip, this gives more grassroots traffic dividends.
Ordinary people with star dreams have no need to write big-story novels, talents, and good performances before they become famous. In the era of mobile Internet, the convenient tools provided by the platform have reduced the difficulty of creation. The fragmentation of the public’s attention, the pursuit of uniqueness and value make a small video can be a person. Their monetization methods are also more abundant: live broadcasts, brand advertisements, and e-commerce sales, they can all find a way.
Source: “2018 China Network Red Economic Development Insight Report”
The rise of the concept of net red, the market is full of fish, and the capital is eager to chase.
After 2015, the rise of mobile live broadcasts added a fire to the net red economy.
Big fish, Yingke, pepper, Panda live and other mobile live broadcast platforms are on the same stage. The head creators of their own fans are an important way to attract traffic, so the head anchor became an insider at this time. Scarce resources for people to compete for.
In the fast-moving mobile live broadcast market, in order to seize the market and ensure the content and traffic advantages, the platform once robbed the head of the famous anchor in the way of “selling money and digging people”. The whole market is in fierce competition and finally Only Betta and Tiger are the industry’s terminators and are listed in the US.
Catch up with the well-known anchors of this “hot-selling price” bubble period, leading fans among several platformsJump back and forth and constantly raise your own worth. For example, Feng Timo and Chen Yifa became the traffic force of betta fish. On Tuesday, they returned from the panda live to the fighting fish. “A Mo Mojie” A cold was signed, and the betta was also called to enter the “Four Great Songs”. “era.
From left to right: Chen Yifaer, Feng Timo, Tuesday, Alan [p>
However, the traffic of a single network is soaring, and the enthusiasm of netizens for net red is also fast, and their life cycle is often only a few weeks.
After a batch of head anchors disappeared due to personal reasons and inappropriate words and deeds, the platform did not suffer much impact. The “iron-plated battalion”, the overall flow of the live broadcast platform did not decrease. According to the latest QuestMobile data, in September 2019, the mobile terminal MAU has reached 49.84 million, while the tiger tooth has reached 32.45 million.
At the same time, the career cycle of the anchor may end, the user’s attention will never have a blank period – the new anchor quickly rises to fill the gap left by the previous head anchor, the former leader is also very It is quickly replaced by a new generation of network red. Even in the field of e-commerce live broadcasts, Wei Ya’s low-key live broadcast of countless sales records set in more than three years, was quickly broken by the red Li Jiaqi.
A generation of net red rises with the platform dividend, but there will always be new people in the process of continuous expansion of the platform, continue to grow with the platform, and promote the ecological growth of the platform content – on the platform In terms of it, it is also necessary to create a mechanism in which new people can emerge and always have new people to be popular, in order to ensure the sustainable operation of the ecology, and attract more “sources of living water” to join.
And from the contrast between net red and stars, it can also be seen why a single net red is easy to fall back and easy to be forgotten.
Net red and stars seem to have the same on the surface, the essential difference is still very large. The essence of net red is a kind of network image that is shaped by personalized netizens and has the power and influence on the network platform. The entities behind personalized content can be not only celebrities, ordinary people, but also avatars, cartoons, or even simple expression packs operated by the team.
But different stars, they must have a real offline bodyRegardless of whether the content of the output is a film or television drama or song, the quality is good or bad, they rely on the works that can be spread in traditional channels to gain popularity and influence.
The combination of this essential difference and the popular stereotype makes it difficult for Venti Momo and others to fade away from the “net red” status. Even if she has singing ability and star temperament, she also has several original songs. However, she has always been a net red in the eyes of the public; even if she is positioned as a star and has not been recognized by mainstream and traditional authorities, Net Red cannot be a true star.
The competition between star and net red is actually a reduction of the net red, and Feng Timo is not to mention the net red that lacks both professional background and other channel resources.
“Internal worry” is also forcing the platform to evolve:As the head players are listed, the live broadcast industry is gradually becoming standardized. The development of the industry requires the platform to abandon the complete dependence on the head anchor. The way of doing business is to choose a more mature and rational business operation model.
Thousands of broadcasts on the paintings, the countless players fell on the road of burning money, once the first to ignite the live broadcast market of the net red economy towards rationalization. Head players, tiger teeth and fighting fish have been listed one after another. Faced with the test of the secondary market, each company’s strategy needs more careful calculation and improved refined operational capabilities.
At the same time, the practice of high-priced 砸 head anchors is also untenable from the input-output ratio. According to the data of small gourd, Feng Timo has not ranked in the top 10 in the overall ranking of the fighting fish platform in recent months, and the latest classification ranks only 140.
Feng Timo, who raised the price five times, could not bring five times the income conversion to betta. In the case that the industry is relatively mature, it is unlikely that a single head anchor will gain multiple fans for the platform. For the platform, such ROI is not cost effective.
Fon Timo Index Ranking Data Source: Small Gourd
For the platform, it is more important now that the water flow is long-term, and the focus is to let the platform continue to have the ability to push new people, and let the middle waist anchors grow up to form a virtuous circle. The high price of the head anchor is obvious. It is not in line with the practice of ecological construction. Betta does not renew the head anchor of Feng Ti Mo, which is obviously too expensive. From the business logic of the platform, it is more reasonable.
Someone else will pay for the premium of Net Red?
The essence of net red is actually “low suction and high throw”: By attracting traffic to content and its own IP, and then selling it to the platform and brand at a higher price, to earn the difference.
But now, fewer and fewer people are willing to pay for the premium of Net Red.
First of all, the platform does not pay.
As mentioned above, platforms that are no longer in the start-up period do not need to be renewed with large-scale subsidies, but should be more carefully calculated – more refined in terms of the value that net red can generate, and the net red can drive User value is used as the basis for input.
At present, the industry development stage and platform business model no longer need live broadcast platforms such as Betta to compete for the head anchor. Even if the main revenue of the live broadcast platform still depends on the anchor, the overall strategy is to support the pyramid waist and bottom. The anchor to build a complete and healthy content ecosystem.
The founder and CEO of Betta, Chen Shaojie, also said during the release of the mid-year financial report that in the future, Betta will focus on building a quality content ecosystem centered on games. Fighting fish is also expanding beyond the technology education, sports and other expansion channels, as well as the UP main channel service like the B station, it can be clearly seen that its intention is to build a diversified content matrix on the content, and reduce the individual heads. The anchor of the anchor.
Second The brand is more cautious.
When the amount of brushing becomes the secret of the whole network, no matter whether the branding by the advertiser has any effect, it is already a huge problem to identify whether the network red is really a fan or not. In order to avoid experiencing being swiped and being used as a big head, the main reason for advertising is to find a third-party platform to “dehydrate” the data, or to monitor and judge by itself, the cost of both is not small.
Moreover, at this stage, advertisers have accepted countless cases of deception, and repeated education of third-party traffic monitoring, and the operation of investing in red advertising will become more and more cautious – this is piled up with virtual high data. In the case of Net Red, it means that the opportunities for making money easily will be less and less.
In addition, the rise of KOC and other concepts is actually a round of reflection and questioning on the value of brand red. In terms of the brand side, KOL (opinion leader) and KOC (opinion consumer), the latter price may be only one tenth or even one percent of the former, and the effect of one hundred KOC may be It will also exceed one KOL.
From another perspective, , the rise of KOC, the more useful debate between KOL and KOC is itself a mapping of industry traffic anxiety: If there is no expectation between input and final conversion Mismatch, the expectation of KOC’s more cost-effective “small KOL” may not appear at all.