Iron-powered e-commerce platform, flowing water network red.
Editor’s note: This article is from the WeChat public account “Deep Ring” (ID: deep-echo), author Lv Wei.
Core Highlights
The Taobao Taobao platform first gave birth to the first batch of net red with the goods;
The micro-blog after comprehensive entertainment has become a new network red manufacturing platform;
The three types of network red in the video era, content-based network red, live network red and e-commerce network red, getting closer and closer to “money”.
This year’s double eleven is more successful than ever.
On the first day of the Tmall double 11 pre-sale, Wei Ya and Li Jiaqi won the first or second of the “Huifeng anchor list” that night, and the number of onlookers in the hours was as high as 10 million. At the same time, the two “Great God” level network red anchors also broadcasted goods with the popular idol stars several times. Li Jiaqi’s Zhou Zhennan and Zhu Yilong took turns, and Wei Ya lived on the scene of the cross-ocean connection Kardashian, creating a ” Chinese net red sees the US net purple.”
Last night, the battlefield of the Double Eleven entered the first climax. Li Jiaqi, Wei Ya and other popular anchors and stars such as Li Xiang and Li Xiang started broadcasting live early. L’Oreal was broadcasted by the general manager of the brand and vice president of China. Selling goods on site.
After zero, the double eleven officially opened, the record will live up to the expectations of being refreshed by the speed of light: only 1 minute 36 seconds, Tmall double eleven transactions exceeded 10 billion, 17 minutes and 06 seconds exceeded the 2014 double eleven all-day sales The amount, the breakthrough of 100 billion time also refreshed the record of last year.
Jingdong, which has been launching live broadcasts this year, started investing in Jingdong from November 1st.Resources, pushing hundreds of live broadcasts every day, the total amount of orders placed in 10 days exceeded 131.3 billion yuan.
But at the same time, the problems faced by the red-hot goods in full swing are becoming more and more acute.
Li Jiaqi’s live rollover event, the brand side and the MCN organization exposed the widespread brushing phenomenon, which caused a greater controversy among the masses who were quite vocal about the “net red” group. These negative events are intertwined with the amazing record of the net red and the huge wealth income, so that the net red goods always stand on the cusp.
This can not help but ask questions. Is the online red live selling model today a real boom or a fake bubble?
But regardless of prosperity or bubble, the network red-storage model has already undergone many changes due to the development of the Internet and e-commerce industry. In this time and again, only those who seize the opportunity can finally move toward peak.
Amoy girl to net red
Net red is nothing new.
From a group of network writers in the Web 1.0 era, and then to a group of “hunting net red” headed by Sister Furong, these net red “pioneers” have become the eyes of the public by virtue of the Internet’s subversion of traditional traffic channels. Focus – but whether it’s the persistence of popularity or business value, these “pioneers” are unable to speak the same day with today’s online red.
In 2010, the business value of Net Red ushered in a turning point.
The number of registered users of Taobao has reached 370 million this year, the number of online products has reached 800 million, and the turnover of double eleven days has reached 1.95 billion. At that time, Taobao has been established for 7 years. After surpassing eBay eBay, it is not only the largest e-commerce platform in China, but also the largest online shopping platform in Asia beyond Japan Yahoo.
To build a platform ecosystem, Taobao began to think about how to meet the needs of consumers, businesses, logistics and other parties. At that time, a large number of small and medium-sized businesses had more and more orders for cyber-shooting models, which was one of the most prominent problems to be solved at that time.
Therefore, starting from 2007, a Taobao girl was born from Taobao’s annual Taobao contest. On this platform, merchants can look for models, flat models and ordinary people who want to be models, and they can join the orders to make money.
Under the strong demand of the market, the “e-commerce model” soon became a very attractive new career. According to the data released by Taobao official in August 2012, the total output value of Taobao is 1.1 billion yuan, and there are 34,689 registered models, with a per capita income of 31,000 yuan.
“The daily salary of 50,000” “Years into the Million” news headline stimulates everyone, more ordinary girls upload their photos to the Tao girl platform, and organizations that specialize in training e-commerce models are beginning to appear.
A group of general training institutions located in Hangzhou, Guangzhou, Wuhan and other places can recruit hundreds of students a year. After three or four months of training in makeup, body and facial expressions, these girls’ interviews with e-commerce merchants and photo studios invited by training institutions will eventually enter 30%. The industry began to take orders.
Whether it is today’s live-selling Viya, or because of the force that led the market to become known to the industry, Zhang Dazhao has become a Tao girl at this stage.
At this time, girls who have started to have good conditions have jumped from “model” status to “net red”. They have fame and part of the crowd inside and outside the circle. Correspondingly, their income has also risen: in the case of billing by piece, hundreds of clothes are taken every day, and many people with a daily income of over 10,000 are present.
But perhaps no one thought that the millions of scouring girls are far from reaching the ceiling.
After 2011, Sina Weibo broke through many portals. It used stars as the source of the head content. The average user is the bottom, and the middle waist is divided into multiple vertical areas, and in each vertical category. Excavating opinion leaders, so holding “net red” has become a matter of course. Text, pictures, short videos, live broadcasts are all available, and the interactive methods such as praise, comment, and forwarding are complete. Weibo has become a platform for manufacturing online red.
The tao girls who used to be at this time are already exploring ways to realize the photo other than taking a photo.
The e-commerce model is a bowl of youthful rice, and the reddest model can only last for two to three years. In order to seek a new way out, but also more or less Taobao official support and encouragement, the head of the famous Taobao girls started their own Taobao shop.
Omi girl’s traffic main camp is actually on Weibo: They skillfully shoot the clothes they sell, and then use Weibo for marketing and promotion, driving the fan group to place orders in Taobao. Since Alibaba has invested in Weibo in 2013 and has cooperated with it, the Taobao girls have a smooth path from Taobao to Weibo.
The Tao girl quickly rose on Weibo, and it also achieved a lot of win-win at this point in time: Amoy girl needs transformation, Weibo needs content, and Ali needs the import of Taobao traffic. Under the trilateral complicity, the transformed Amoy girl took the phenomenon of the Internet red store phenomenon. At this point, e-commerceThe accumulation of the platform superimposed the flow of social media, the potential of the net red economy really began to erupt.
To the double eleven in 2015, the entire women’s clothing sold by Taobao, one out of every seven items comes from the net red shop.
The shop that once had a year of opening the singer, Zhang Dazhao, has become the TOP business of Taobao women’s clothing. The store’s four crowns have attracted the attention of 4.3 million fans. After one year’s double eleven, Zhang Dazhao’s store sales broke through. One hundred million.
Zhang Dazhao has not only become a benchmark for net red, but has become a legendary entrepreneurial story.
After a few years after opening the store, Zhang Dazhao was not only replaced by the new network red, but also expanded from the women’s wear business to the beauty field, and sales increased accordingly. In 2017, its brand-wide GMV exceeded 1 billion. At the same time, the sales volume of each sub-category is amazing: the sales of women’s clothing stores on the 11th day exceeded 30 million, the annual GMV increased by 46.10% compared with 2016; the makeup store had a GMV of over 50 million in the whole year; in 2018, the self-made beauty brand was renamed. After “BIGEVE”, the sales in the 40 seconds on the opening day broke through one million.
After the commercial value was confirmed, in March of this year, Zhang Dazhao successfully sent the company behind his own, such as Han Holdings, to Nasdaq. Although the secondary market that does not follow the Internet red is indifferent, it has already tasted the sweetness of the culvert or try to copy hundreds of Zhang Daxie in the mode of “net red + supply chain + net red hatching”.
The 30,000 Taobao girls in the market are struggling to become the next Zhang Dawei.
Video Age
In the transformation of Amoy girl, another network red power is also emerging.
In 2007, with the advent of the mobile Internet era, smartphones became popular. After a few years, mobile communication has been upgraded from 2G to 3G, and then upgraded to 4G. Short video and live broadcast have become the rumors. The threshold for ordinary people to become online red is reduced again, and the way to become popular is more diverse.
The first thing in the short video field is the “content-based” network red: they have gained user attention by making content with very personal characteristics, and Net Red has thus formed a personalized IP.
The most typical caseAn example is a phenomenon-level reddish papi sauce. In 2015, the papi sauce of the Chinese film graduates began to upload funny videos on Weibo, and quickly climbed the hot search list with sharp spit and tricky acting skills. More than 40 short videos were produced in half a year. The amount is even more than 290 million times.
In March 2016, Papi Sauce received 12 million investment from Zhenge Fund, Luo Ji Thinking, Light Source Capital and Star Map Capital. This investment event not only made her own fire, but also the industry and capital. The eyes attracted the entire network red economy.
This recognition of the capital real money voting has once again pushed up the attention of the net red economy, but the industry still does not think that content-based net red has room for growth.
On the one hand, most of the content-based redemption methods are basically only advertising, and the way of realizing it is very simple: even if you get the investment of papi sauce, under the practice of Luo Ji thinking, the first project is still 22 million. I auctioned my first ad patch resource – and today, I am afraid that not many people still remember the gold master daddy Shanghai Liren makeup who bought this advertising space at a high price.
On the other hand, the uniqueness and great uncertainty of the content means that the explosion cannot be copied, so it is impossible to achieve economies of scale. At the same time, personal IP is both a driving force and a constraint. Its stability and continuity are uncertain, so it cannot guarantee the sustainable development of the company. This is also the core question of the industry at the time of the MCN including papitube. One.
The life cycle of the content-based network is shorter, which is a large number of “live network red” that the live air outlet has spawned.
After 2015, the mobile live broadcast platform was on the same stage, which gave birth to a group of talented fans, and then redeemed through the fans’ rewards. For example, Feng Timo, Tuesday, and so on, all spawned a net red in the live broadcast industry bubble period. They led fans to jump back and forth between several platforms, and thus their prices rose.
The risk of a single head anchor is actually quite large, and it is easy to be blocked by the whole platform for personal reasons and inappropriate words and deeds; the relatively safe bottom and middle waist nets are difficult to open up a way of realizing rewards.
Therefore, in the current live broadcast of the show, the e-commerce live broadcast is fierce, the network red, net red brokerage company also began to collectively vote for the e-commerce platform.
The e-commerce platform of the iron, the net of the water. Net red has moved from e-commerce platform to social media to the live broadcast platform, but now it has returned to the e-commerce platform. Although the content is different, it seems to have experienced a cycle.
The live broadcast of the end of the loop
The Taobao live broadcast at the end of this cycle is not the same as today. Most people think that this form of TV shopping has no imagination.
2016 Taobao live online. In order to complete the cold start, Taobao found stars, head tao girls and net red shop owners as well as various content-type net red in social media, but the effect is not obvious.
The real thing that brings hope to Taobao live is the once-yellow girl, Mia: Unknown, she completed sales of 100 million in the four months of the live broadcast.
The subsequent record score of Vija has risen all the way: a live broadcast in October 2017, guiding a sales of 70 million for a fur shop; in the same year double eleven, live 5 hours GMV reached 70 million; 2018 double eleven Two hours to guide sales of 267 million, one day sales of 330 million – you know, Beijing’s sales of the first shopping mall SKP average daily sales of only 32 million.
With the Taobao live broadcast gradually becoming formal, the importance of this product line in Taobao’s contentization strategy of “vertical media” for Taobao’s shopping guide has gradually increased.
The link of Taobao live broadcast “microblogging preheating, live interactive, Taobao transaction” in 2016 gradually matured. By 2017, Taobao live broadcasted the positioning of “new ecology and big live broadcast”. When Wen Zhong, who was the head of Taobao Live, announced the Taobao live broadcast strategy in March 2017, he even said that he would “build the best e-commerce live broadcast tool & the most powerful live broadcast open platform”.
After the Taobao live broadcast was gradually recognized in 2017, the internal traffic support also began to rise – this time it was Li Jiaqi who took the Dongfeng. At that time, Li Jiaqi, who was still slowly climbing, relied on a strong personal style to cut from the live material through the team.