This article is from the WeChat public account: Entertainment Hard Candy (ID: yuleyingtang) , author: Liu soil, editor: Li Chunhui, title figure from: IC photo
Do you have a celebrity in your hometown?
Hard Candy Jun ’s big regret is that when he was quick, he was clearly in the world of Hebei Net Red; when he was prosperous, he was overpowered by the old iron in Northeast China; fortunately, Mr. Guo, “Cangzhou Yanya” Regaining a game for Hebei; however, whether it is Hebei or the Northeast, the economic growth of MCN institutions is much slower than the vigor of local influencers.
Why study the geographical distribution of Internet celebrities. Is Hard Candy the narrow regionalist? No.
Since last year, the myths of e-commerce anchors such as Li Jiaqi and Wei Ya have brought a new wave of influencers. Affected by the epidemic recently, the physical business districts have also launched live broadcast self-rescue campaigns. Listed companies such as Saturday, Han Ding Yu You, and Gravity Media, which have the concept of “Internet Red” and “Live Broadcasting”, have all become new favorites in the stock market.
The capital market is swayed by the wind, and many companies are trying to bundle the influencer concept: busy acquisition of MCN, layout of live broadcast, and incubation of influencer. With the fall in stock prices on Saturday, New Culture, Sanwu Interconnection, and the China Telecom Securities conference call, “fake MCN experts” were discovered. Investors finally calmed down and began to think about the value of these MCN institutions.
As the target of acquisition, MCN institutions are exactly the same as game companies and film and television companies that were wildly acquired by listed companies. It all sounds like windfall profits and fashionable, but as an entertainment industry, it is difficult to measure materially, and investors can not understand the depth of the water.
The so-called MCN is a product form of a multi-channel network. It brings together PGC content, and with the strong support of capital, it guarantees the continuous output of content, so as to realize the stable realization of business. In simple terms, MCN is an intermediary between Internet celebrities and brands.
Hard Candy Jun observed that: MCN’s team style, operating model, and even its development direction and business model are distinctly different from online entertainment, which is generally a national chess game. We may wish to understand the MCN ecology from a geographic perspective by combining relevant data and lists.
Beijing, Guangxi and Zhejiang gather heads together, and Sichuan, Hunan, Fujian, and Shandong rise at the waist
Most of the traditional overseas MCNs use a contracting system to sign market high-quality bloggers under the agency’s umbrella and then start system operations. While China MCN continues to use this model, it has also successfully explored the influence of incubation of internet celebrities. They train newcomers in accordance with the content consumption orientation, and carry out in-depth operations such as traffic support and content packaging to create exclusive influencers.
At present, domestic MCNs are basically a mixed model of “signing + incubation”. And in order to increase market share, all content creators who have a bit of fans are being hounded by major institutions.
The “White Paper on the Value of Chinese MCN Institutions in 2019” released by Xiaohulu shows that as of the end of 2019, MCN institutions across the entire platform have exceeded 100,000. But the team members can have more than 200 people (above the waist) , the number is only a hundred.
Of course, we ca n’t see “massive signings”. We need to look at the blogger ’s (Account) . After all, Hard Candy Jun often receives “listing” invitations, but so far I have no idea about the debut of the Internet celebrity.
In general, the more developed the entertainment industry, the higher the density of MCN and the larger the mass. Going north to Guangzhou, Shenzhen, and Hangzhou, the five largest cities occupy almost half of the MCN. Beijing has the largest number of MCN institutions, including nearly 20 Huaxing Cool Entertainment, papitube, Netstar DreamWorks, Wuyou Media, and Shell Video.
Papitube focuses on short videos. It was founded by Yang Ming, the founder of Taiyang Chuanhe, together with papi sauce. It has Ling Ye, Invincible Duke, Hanikezi and other representatives.
The Netstar Dream Factory focuses on digging and cultivating amateurs, incubating hundreds of waist internet celebrities from Han 41 and Dashiqiao Alliance, and has won four rounds of financing. Not long ago, the listed game company Sanwu Internet announced that it intends to acquire Shanghai Wanrui, the parent company of Netstar DreamWorks, by issuing shares and paying cash, and reached a commitment of three years net profit of not less than 200 million yuan.
The remaining four cities are more evenly distributed, with around 10 well-known MCN institutions. Shanghai Youmei ONE (Li Jiaqi) , Big Goose Culture, Weilong Culture, etc .; Guangzhou Youmei Media, Ximi Network, May Beauty Etc. Shenzhen has bee colony culture, quick beauty makeup, Lou’s Group, etc .; while Hangzhou has Ruhan, Qianxun, Tisu, etc.
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