This article is from the WeChat public account: Entertainment Capital (yulezibenlun) , author: Duojiao entertainment cast, from the title figure: Figure worm
In English there is a word called “the elephant in the room”, which refers to problems that are obvious but always ignored.
To the fast hand, the guild is the elephant.
In the past 9 years of development, Kuaishou has refused to enter the outside guild. During the thousand broadcast war, many guilds on other platforms had turned their attention to the fast-growing DAU, but all got direct rejections.
This is related to the genes of the fast hand. In the preface of the book “The Power Seen-What is the Fast Hand”, Su Hua emphasized the mission of the fast hand three times-the allocation of attention resources. Su Hua believes that attention is The core resource of the Internet today. At the same time, he also emphasized that as the owner and distributor of resources, resources must not be tilted, and the community and resources must be left to users and algorithms themselves.
It is a feeling of quick hands to let “the person who is not seen” be seen
This is also the reason why Kuaishou refuses to settle in the guild, avoiding the tilt of resources and allowing Kuaishou to grow naturally.
Until now, the power of guilds in live broadcast traffic, anchor operation and commercialization can no longer be ignored. In a sense, fastThe opening of the hand-opened guild does not mean a secondary expansion of its own traffic advantage, but it strives to catch up.
The guild also has its own views on this. During the opening of the guild’s first open guild, some traditional grand guilds that had hoped to enter the guild before did not move and kept watching.
Their reason is simple: times have changed.
The trend of the Internet has changed every two years. Today’s fast players want to quickly develop waist anchors through guilds and improve their commercialization capabilities. In a sense, they are catching up, not surpassing.
Guilds that were once rejected by Swiftmen
An old show association on YY has a monthly flow of tens of millions, ranking 5 years ago at the annual ceremony. Two years ago, he wanted to enter the fast hand, but was rejected by the fast hand.
At that time, Kuaishou was still growing in a low-key and brutal manner, and users grew rapidly. However, the outside world knew very little about Kuaishou, and it usually stayed on the shallow impression of “rural social”. Kuaishou strictly forbids manual intervention in the flow of traffic, and also prohibits the establishment of similar guilds.
At the time, the person in charge of the association believed that the user genes of Kuaishou and YY were similar, and they were generally distributed in the third, fourth and fifth tier cities. (Show user) is close to saturation, and the DAU of the fast hand has grown geometrically. He is very optimistic about the traffic of the fast hand and hopes to develop it.
At that time, the live broadcast battle was fierce. On the one hand, the live broadcast platform introduced big anchors through sky-high signing fees, on the one hand, it recruited guilds to help cultivate waist anchors and revenue capabilities, and obtained more financing through two aspects. Anchors and guilds open up unimaginable bonuses. Whenever a new platform is born, the guild will compete to enter first, to seize the opportunity. The hidden and huge traffic of Kuaishou is regarded by the Guild as an uncultivated virgin land.
However, two years later, when Kuaishou finally opened the guild and was also the director of the guild, he chose to wait and see.
At present, the guild is divided into three levels of S, A, and B according to the guild flow. Guilds higher than 150W can get 7% of the rebate, and the rebate of the guild between 50W and 150W is 4%. The lowest gear is between 20W and 50W, and the return point is 2%. According to the number of effective anchors and new anchors, 3% can be obtained, and the highest rebate can be obtained by 10%.
The person in charge of the Association said, “Many personal anchors of 50W can actually do it, and this rebate deducts miscellaneous taxes, and the profit margin of the Association is also very limited. The introduction of this policy feels more like letting The organization of Kuaishou’s original organization or circle, or the anchor of the studio under the wire, is more convenient for them to manage and operate. “He believes that the opening of the guild is more to support the guild-like organization that exists in Kuaishou.
Quick Hand Guild Policy
In fact, there has always been a guild mode, but there has been no organization or guild form at the platform level, and there is no contractual relationship approved by the platform. One is to use big anchors as the core, and to guide the popularity or increase the attention of the big and small or the rivers and lakes. The other is to train new recruits from offline institutions, signing offline, but on the platform, Accounts are provided by institutions, and the two models are essentially the same as guilds. Many external guilds have assessed that this open policy is more inclined to integrate the internal guild ecology.
Another smaller guild, which used the platform to open the guild’s bonus window many times during the thousand broadcast war, has not grown to participate in this fast-handed guild.
This guild originally consisted of only 4 people. They developed from Shijiazhuang and mainly attracted art school students to become anchors. Every time, they found the platform to open the guild and set up opportunities for high-quality resources for their anchors.
This strategy tasted sweet when Momo just opened the guild. They are the first 100 guilds of Momo, and the anchor often appears on popular recommendations. Afterwards, they did the same. When they live broadcasted, when Douyin just opened the guild, they first settled in and got the bonus.
When asked why this time did not participate in the Kuaishou Guild, the person in charge of the other party said: “Kuaishou did not go this time, and now the live broadcast platform is no longer fighting, the bonus window is actually much lower than before. Supporting resources is not particularly attractive compared to before. “
There is a deeper reason for this guild: They have already entered Douyin a year ago. The guild ecology of Douyin has been relatively perfect after many adjustments. Rather than go hand in hand, it ’s better to make a family first— “We There are not so many anchors, “said the association’s official with a smile.
Female anchors are still the main force of the show
Some industries belong to the marathon, but the live broadcast industry is a 100-meter sprint circuit. It is the most suitable industry for capital entry and the use of money and traffic to quickly end the battle. In the early years, the platform’s policy of supporting and sharing traffic to the guild and anchor was very amazing. At that time, the guild’s strategy was to develop the entire platform, and expand and develop as much as possible before the platform’s dividends disappeared.
But now that the sprint is over, most of the surviving platforms have been listed. At this time, the guild needs no longer to expand further, but to steadily fight on its own familiar site.
The wait and see of the head guild
“In fact, two years ago, the response of the quick hand policy will certainly be different. At that time, the mentality of many people was brave and starving, everyone was unwilling to miss the opportunity, but now the mentality is It ’s different. In the past, Yingke and Douyin were actually more cautious and restrained towards the guild, but in the end they accepted it. Many platforms that were swaying the guild at the time missed the opportunity and now they ca n’t see it. ” A head show operator with many years of experience said.
He believes that for the Grand Guild, now is not the best time to join the fast hand, it is no longer a thousand broadcast war, the fast hand can give a limited bonus, but the integration of the guild system and the platform ecology will definitely needs time.
“Not all platforms can play the guild system well. The division mechanism, recommendation logic, operation method, and contracting system all have a great impact on the guild. At present, the most mature ones are YY and Huya, which can ensure a balanced, platform,Guilds, anchors, tourists, and local tycoons can all get what they need. “He said to the entertainment capital theory.
“In fact, after doing so many years of shows, I can deeply feel a problem.” The operator continued, “Platforms that can really play the guild system will be adjusted at any time. When the public speaking power is too large When the anchor is not good for management, the system will be adjusted to protect the interests of the guild, and the policy will continue to fall between the two. This will test the ability of the platform operation and management team. For fast players, you need to wait. To see it. “
He is also watching Kuaishou, “If Kuaishou opened the guild two years earlier, it will attract more attention, but at this stage, the grand guild is very mature, and the small and medium guilds will choose the most familiar one. The platform has been doing, and there is a vibrato fight with Kuaishou, it can not be said that Kuaishou is late, but everyone has more choices now, so naturally they are watching. “
“For traditional show and entertainment guilds, the attraction is really average.” He concluded, “but the institutions with gene delivery may be more interested in fast hands. After all, fast hands have been selling goods in the past two years. The strength is still very strong, and the degree of match between the institutions and the quick hand that need content distribution will be higher. “
Quickly bring the goods up to Simba, and you can also play the river and lake culture of the fast hand anchor
The other person in charge of running the game and the show guild at the same time has some opinions on the ecology of Kuaishou. He believes that Kuaishou is opening the guild ecology at this time. In addition to the needs of commercialization, it is more about improving the ecology .
“The ecology of the fast hand is actually not balanced. The head anchors are too powerful, and most of the traffic naturally flows to the head anchors and their families, teachers, and apprentices. The middle tail anchors are actually squeezed very much, nothing. Living space. “He said.
“I think the fast hand may rely on the algorithm to make the traffic between the head and middle tail very unbalanced. The introduction of the guild can help the fast hand to suppress and balance. The earliest guilds actuallyIt ’s all done by the platform ’s operators, and we know how to manage them. “He continued,” In addition, Douyin laid out the guild system one year in advance, and it is now relatively complete, and it is also a threat to fast players. “
He has some criticisms about Kuaishou’s experience of believing that the power of algorithms and products is better than manpower. “One thing Kuaishou does not understand is that the guild is actually a spontaneous demand formed by people. When there are more people, we will hold a group. It is to help the platform maintain the ecological balance. “
Kuishou obviously realized this too. When Kuaishou officially opened the guild, he said: “They (guild) can help mid-waist creators. Grow faster and more steadily in the fast-handed ecosystem, better manage the private domain traffic of anchors, so as to obtain reasonable business income, and contribute more high-quality anchors and content to the platform ecology. This is what we fully value in the open live broadcast association system. One point. “
In the first week of the opening of the Kuaishou Guild, the Kuaishou internal guild group said that the guilds with more than 100W have all passed the review. At present, hundreds of guilds join the group every day, but the traditional show grand guild still maintains a wait-and-see attitude.
Missing the era of the live air vent effect, Kushou now launches the guild system, and also relies on anchors and institutions in Kushou’s own ecology to grow rapidly.
“Now a platform is introduced to the guild, most of them are for promoting waist anchors, let the guild help transfer fresh blood, improve the reward ability of waist anchor fans, and also form a balance with the big anchors on the platform, so that the platform’s ecological talents Health. “The guild leader who has experienced the thousands of broadcasts to the present said that the guilds that now live well each have their own acres of three-point land, and they will not easily leave.
Is it late?
The introduction of the guild is not easy for the live broadcast platform, especially the impact on the overall ecology. A guild leader deeply cultivating in the game live broadcast platform has a deep understanding. Douyu first introduced the guild system and cultivated users to fight. When it comes to rewarding habits, it ’s actually a “head-to-head” with their users. Many anchors and users feel uncomfortable, but Douyu has a tough attitude. From the financial report data, one year after the guild, Douyu emphasized in the Q3 2019 financial report that the cooperation with the guild on the training of waist anchors, the user’s willingness to pay is also increasing, with significant results.
“The natural users of the platform are definitely not comfortable when they first come into contact with the guild. The live broadcast platforms have stepped on the pit, only tiger teeth.There are fewer detours, and I have the experience of YY. I have been working around the guild system from the beginning, “said a guild official.
YY is the earliest platform where guilds of all platforms settled, and it is also the birthplace of many guilds. At that time, even guilds with millions and millions of months had not been corporatized and were purely network organizations.
After the tuyere effect of live broadcast, rewards have been verified as the most important monetization mode. Each platform, regardless of whether the gene is a game or a live broadcast platform, must eventually introduce a guild system and train a large number of waist anchors through the guild , Improve fan reward habits, and run various events and activities.
A guild official said that the waist anchor is the embodiment of the vitality of the platform and the main channel for rewarding income.
“The head risks are high and it is difficult to restrain. The platform has to pay expensive signing fees, but the returns are not necessarily so high, and the anchor is well-known, and can obtain other endorsements and advertising income through its own broker, and rely on the platform. The sex is not strong. “The person in charge added,” Once the anchor announces the basket, the platform’s signing fee will be fully incorporated. “
For the guild, these waist anchors have another advantage: most of them are located in second- and third-tier cities, have certain beauty and talent, but they are not up to the top level, so they have limited access to them. Multi-income is one of their few ascending channels, so it will be very dedicated and diligent.
Even if Station B, which seems to have the strongest territorial awareness of users and deep-rooted community culture, has introduced the guild system, after signing Feng Timo, Station B is also very determined to promote the commercialization of live broadcasting.
In the end, station B also introduced a large number of traditional show guilds.
Comprehensive development in recent years shows that the guild system of Huyatuodi YY has become the earliest live broadcast platform; users of Douyu and B stations have unique genes. After their own exploration, the guild system was finally introduced. Douyin pioneered the layout a year agoIn view of the guild ecology, the reward mode operated by the guild, anchor and platform is still the most important monetization mode of live broadcast.
Kuishou is a company that insists on its own values and culture. It has a strong humanistic sentiment, but with the introduction of the guild, Kushou’s insistence may have made it one step behind and did not catch up with the most appropriate recruitment and development opportunities.
But Kushou also has its own advantages. The family, mentor and apprentice of the head anchor in Kushou are not different from the guild mode, but just after guildization, the user’s payment habits also need to be cultivated. After a period of implementation of guildization, , Is the time to show the potential of fast hand traffic realization.
According to the views of some major guild leaders, it takes at least a year for the fast guild model to witness its potential, and whether this ecology is suitable for the entry of traditional show guilds. Of course, live streaming is only part of the fast-handed ecology. Fast-handed marketing systems, e-commerce, education, and other parts are on par with live broadcast rewards in a commercialized position.
“Fasthand and Douyin clearly have a higher positioning for themselves. Guildization and paid rewards do not necessarily hurt users, but they will definitely affect and change the ecology of the platform. Both of them are considered industry by us. On the other hand, traditional entertainment guilds that are better at doing rewards may not go in, but e-commerce and MCN may be more willing to go in and develop more models. “One of the directors of the show field guild concluded.
This article is from WeChat public account: entertainment capital theory (yulezibenlun) , Author: Duojiao entertainment cast