public micro-channel number: economic Observer (ID: eeojjgcw) , author: Raoxian Jun, from FIG title: FIG insect < / span>
Following Bitcoin and P2P, another group started to refresh people’s cognition because of the myth of making rich.
Big data trading platform data treasure information shows that in 2019, Li Jiaqi made 200 million yuan and Li Zizheng made 160 million yuan. If calculated based on the net profit of listed companies, Li Zizheng’s income level exceeds 2123 listed companies. the company.
A-share market, the leading stock of the Internet economy concept on Saturday (002291.SZ) From 7.44 yuan on the day of the Double Twelve Shopping Festival in 2019 / Shares soared all the way to the highest point of January 7, 2020, 25.85 yuan / share, less than a month in more than three times the gain.
In the short period of time, the headline with goods and Internet has become a “new Internet upstart” that breaks the solidification of classes. The rapid accumulation of wealth has made this group of industries the emerging main force of high-end consumption. MCN agency (Multi-Channel Network, the main online celebrity agency in China) founder, “For such high-income people , Luxury cars, luxury homes, luxury goods, he can have as long as he wants. “
“Last time is also a large flat layer”
“I have given myself a Porsche for the Spring Festival gift in 2019. I plan to buy a house of my own this Spring Festival.” MD said.
MD is the “Double Hundred” anchor of Taobao Live, a live broadcast with millions of sales. To her, it is already the daily life of live broadcast.
When the reporter asked about his income in 2019, MD answered with a smile, “You guess?”
Introduced by several people in the industry, the proportion of head-to-head online reds based on sales generally ranges from 15% to 30%. The stronger the flow, the stronger the bargaining power and royalty income. With cargo red, the average commission ratio should exceed 20%.
MD’s total live broadcast sales in 2019 exceeded 100 million yuan. Based on this calculation, her annual income from cargo commission alone exceeded 20 million yuan. Whether this number is correct or not, MD did not give an answer, but she has a budget of 15 million yuan for her 2020 “New Year gift”.
The villa is a priority object, and the bottom line is the large flat floor. “The location is not particularly important, the most important thing is that the area is large. I rent it here now. The actual area used is about 200 square meters, which is not enough, usually live broadcast. Some of the used goods must be reserved for storage. Many times the team also works at home. If you buy a house by yourself, you must go up to 300 square feet.
Behind each live broadcast, there is a team including business negotiation, advertising, photo editing, makeup and dressing, content creation, account operation and other services. The MD team has more than 30 people. Because of work needs, some of the team’s daily work is carried out in the house rented by MD.
MD is already discussing the pros and cons of several alternative listings with the family. The final choice will be finalized before the Spring Festival. MD acknowledges that in addition to the needs of live broadcast work, if you want to buy your own luxury home so quickly, you also need to Show her successful vanity to family and friends. As a post-90s generation, she feels that her income is “quite high.” “When I decided to do a live broadcast in 2017, I came to Hangzhou by myself. My family and friends didn’t understand it. Now I have the ability and want the best of everything.” Luxury bags and big-name clothing are full of MD. In the closet, she plans to make a large cloakroom in the new house, which is twice as large as the live studio.
The anchors in Taobao ’s live broadcast camp, Hangzhou, are not big or small, MD told reporters that most of the anchors above the waist have accumulated enough to buy their favorite houses in a few years. Savings, even if not in full, the down payment is more than enough. In the traditional industry, this is almost a difficult thing for young people to imagine.
Many informed sources, including MD, told reporters that many online celebrities at the waist may not be well-known, but they also have their own.The houses are mostly located in Hangzhou’s well-known luxury residential areas, such as the Binjiang Huajiachi Lake and the Greentown Fengqi Chaoming.
MD said that buying a house is fixing his own property. “In an interview before, someone said that we are the lucky ones who seize the wind and straddle the hierarchy. I think about it carefully, if not Changing careers may not make so much money in a lifetime. “
Dream Catcher for Rent
“No one wants to sell anything. You asked me to sell it, and I can sell it and there is a ghost!” After a noise, Li Qingxi was persuaded by several colleagues to the office. The company’s management patted the table in front of him, and he desperately wanted to get a good product, “Climb up again.”
With his handsome appearance and good body as a fitness instructor, Li Qingxi got a good result in the period just after the broadcast. A live broadcast of the fascia gun even achieved close to one million sales.
He still remembers receiving the salary at that time, “I haven’t seen so much money in my life in Cari.”
That month, Li Qingxi raised a Mustang sports car, rented a three-bedroom of more than 140 square meters in the most upscale neighborhood near the company, the monthly rent was 12,000 yuan, and he returned to his mother. 8 Ten thousand yuan.
Why do you rent such a big house by yourself?
Different from MD, Li Qingxi has only one person, and the team is company, but he has his own ambitions. “The head influencers have their own teams. I want to go further. It is necessary to have a own studio. Yes. “
The reasons for the studio are not all. Among the companies Li Qingxi signed, an employee in charge of the operation told the Economic Observer that compared with other anchors Bentley and Big G, Li Qingxi always said that his Mustang was too bad. After getting bigger, you must first buy a Lamborghini, and the house can no longer be rented, at least 7 to 8 million. “A colleague who has been working for a few years has at least this level. He has a good face.”
The rapid accumulation of wealth has given these Internet celebrities the “new upstart” to show off their capital.
Hangzhou Jiubao is one of the important gathering places for Taobao Live Webcast. Tang Qi, an agent of a store in Jiubao, “I love my home”, told reporters that the keywords of luxury cars, villas and full models are online. When the reds and the demolition households and the big names in the currency circle bought a house in common, they were “driving a luxury car, want to buy a villa, and pay by credit card in full.”
Even the “new generation” Internet celebrities who have just joined the industry and are still struggling to rent a house, they have completely different needs from ordinary renters.
Tang Qi concluded that the Internet rental apartment, “Loft is the best furnished single apartment with a large area, because the downstairs live broadcast can not take the bed, wardrobe and other personal privacy parts, most choose the whole Rent, because if you share the room, the live broadcast will be noisy to the roommates. The roommate ’s voice will also affect the live broadcast effect. Generally, there is no high demand for traffic. They do n’t take public transportation to go out.
At present, the salary of most MCN companies is composed of basic salary and royalties. According to their own conditions, the basic salary ranges from 6000 to 10,000 yuan. Platform anchors such as Douyu rely on gift income for commissions at 30% to 50% of the total gift. , Anchorage commissions from platforms such as Taobao Live Broadcasting are 15% to 30% of sales.
The companies that the anchors sign will use some of the recommended resources and gifts to help the new anchors expand their influence. Therefore, it is not uncommon for newcomers to earn 20,000 or more a month.
Statistical data of “Economics of Cargo Economy” released by Boss direct employment shows that the average salary of the “Cargo Economy” industry is 10570 yuan, and according to the salary network data, the average national salary in 2019 is 7,993 yuan.
Fill the industrial park quickly
A “holding group” is necessary to survive in this circle.
In order to maintain a strong bargaining with the supplier brands, the anchors have become a group of MCN companies, while the product manufacturers have a group to avoid the “big loss sale” becoming a tool for Internet celebrities to simply brush traffic.
MCN also needs to hold a group. In eastern Hangzhou, traditional industrial parks such as Xizi Global, Xinhe Industrial Park, and Chaoyang Industrial Park, which have just entered the main city and far away from the traditional city center, are located in Jiubao in 2014. This kind of live-streaming room is where the celebrity anchors of the tail and large and medium-sized MCN companies gather.
It is the entire industry chain that also holds together. Jiubao has a special geographical location. To the north is the town of Qiaosi, a gathering place of Hangzhou’s clothing industry. To the east is the famous clothing industry cluster and leather industry cluster such as Tongxiang and Haining.
In the fierce live broadcast frenzy around the clock, Jiubao brought the most critical channel to the industrial cluster that was trapped in upstream production. From upstream production to live streaming, in the traditional sales channels,The starting point and the ending point of the chain of “Make a difference between businessmen” are now less than ten kilometers away.
Opportunity is wealth, and industrial parks are emerging.
Xizi Global, which was close to 70,000 square meters, was originally an abandoned Xizi elevator factory, but the boom in live broadcasting has brought it to the forefront of the trend. More than 80% of the factory was renovated and leased to the live broadcast team from Tiannan Haibei and MCN Corporation.
MD’s brokerage agency has a small studio in Xizi Global. The head of the agency, LEO, told reporters: “The venues here are almost full, and all come and go are anchor and e-commerce teams.” < / p>
The law of the jungle is constantly being played here. The entire Jiubao and its surroundings, young people with dreams and sad people who regret leaving, are moving forward as fast as clockwork, with an endless stream of fresh blood and startup companies. Into it, a brand-new live broadcast industrial park can become a member of the chain with high load in just a few months. LEO said: “The Green Valley Innovation Center, which was completed in June 2018, will be full in mid-2019.”
A little bit, Starbucks, Ruixing, all … Net red milk tea and coffee, which are the favorite of net reds, also take root like bamboo shoots.
The “Hangzhou Entrepreneurship and Innovation Observation 2018” released by Yuanzheng Capital shows that Hangzhou Jiubao Internet Red Concentration Zone has become one of the four core areas of entrepreneurship and innovation in Hangzhou.
The influx of a large number of people, the live-streaming of the industrial chain, and the gradual improvement of ancillary facilities have an obvious impact on the rapid rise in rents in the surrounding areas. Tang Qi said that single-bedroom apartment listings in Jiubao District, which rented less than 2,000 yuan a month in 2017, have now rushed to 3,000 yuan.
Behind the emerging industry chain, various capital forces are deposited. “Hangzhou Entrepreneurship and Innovation Observation 2018” shows that entertainment media and e-commerce rank second and third in the newly-increased startup company field in Hangzhou, and at the same time, it integrates the two popular hotspot economy of entertainment media and e-commerce to The form of business startups has been well received.
It’s like the shark smelled bloody, and the capital of the Internet City has entered the battlefield. MD’s brokerage agency began testing MCN in 2015. LEO told reporters that in the past two years, not only Hangzhou, but MCNs across the country. The number of companies has increased dramatically, and companies with backgrounds in listed companies and even state-owned assets have begun to join the track, and small startups are even more numerous.
Interestingly, a group of capital “old men” have also been hidden since then. Many industry insiders, including LEO, said that some of the newly established MCN companies have a total ofEnjoy the figure of investors in bicycle, Bitcoin, P2P and other industries.
LEO said: “Several companies that have cooperated before have the same boss and started out as a blockchain currency issue. Among the several MCN companies we intend to cooperate with in 2020, one previously sold bitcoin mines. Opportunity, so the capital circle is also a circle. “
This article comes from WeChat public account: Economic Observation Network (ID: eeojjgcw) , author: Raoxian Jun