Net Red Economy cited the People's Daily

In recent days, Papi Sauce will open "China's new media's first advertising auction" on the Alibaba auction platform. The successful bidder on the day of the auction can negotiate with Papi sauce and can choose any week after May 21, 2016. On Monday, a customized advertising content was obtained at the location of the egg after the Papi sauce video main show. As soon as the news of this advertisement auction was announced, it attracted the attention of the entire media community.

In the recent past, with the emergence of a large number of online reds, the commercial chain and profit model surrounding the growth of the Internet has also surfaced, and is known as the “Internet Red Economy”. "Amount of fans, strong topics, capital-approved business liquidity capabilities, and an increasingly extended industrial chain..." Internet Red Economy" has become an important social phenomenon in the mobile Internet era, but it is in terms of economic development and socio-cultural ecology. Is it a beautiful bubble or a future trend?

A rapidly expanding new format

Papi sauce Who also? In real life, she is a director of the Central Academy of Drama graduate student; in the online world, she is quickly popular in less than six months, personal micro-blog fans more than 7.6 million people, the total number of fans exceeded The "1st network red in 2016" of 1181 million people.

In October 2015, Papi Sauce began uploading an original short video on the Internet. She appeared as a young woman in the public face, and made various pungent comments and comments on daily life. After that, she published her own video program on Mondays. As of March 20, her program had a total of 290 million replays on various video sites, with an average of 7.53 million videos. Not long ago, True Gee, Luo Jiji, Light Source Capital, and Star Map Capital invested a total of 12 million yuan in Papi sauce, which was the first round of investment made by Papi Sauce. Its current valuation is about 120 million yuan.

In an era when the flow of liquidity became the business logic of the Internet, the commercial value of Papi Chuan seems to be reasonable. However, what kind of fire the fire is actually made is curious for onlookers. It is understood that the tickets for the two advertisement bidding sessions for Papi sauce are 8,000 yuan each, 100 games each, and the first communication meeting held on March 27 was soon sold out by advertisers and agencies. According to the bidding instructions for advertisements, the actual amount of registered capital for enterprises participating in competitive bidding must exceed 3 million yuan, and at the same time, a 1 million yuan credit guarantee deposit must be frozen first, which also creates a record for the Alibaba auction platform. However, even if such a high threshold did not stop the company’s enthusiastic embrace of her, some companies even said that they will prepare 10 million yuan of funds to participate in this “first shot of new media advertising.”

In fact, net red, represented by Papi sauce, is not new at home or abroad. Domestically, as early as 10 years ago in the online forum era, Sister Furong became famous with the help of promoters. Since then, Weibo V has been surging in the era of media. Now, with the advent of more self-media platforms such as the WeChat public account, short video, and live broadcast platforms, more and more online reds are appearing in front of the public. The industry chain is also dazzling: "Net Red Incubator" and "Internet Red Training Course" came into being. Net Red promoter and Net Red Marketing Company became the powerful team behind it. Net Red endorsement products and net red business Taobao. The store has also increased its revenue...

An era of advocating personalized media

In January of this year, Baidu published the "Post-95 Life Style Research Report." It was pointed out that the total number of "post-95" born from 1995 to 1999 was about 100 million people. They were born with the Internet as partners, and "after 80". Compared with "85", they are mobile Internet aborigines. What they love to do on the Internet is to like, share, comment and confess. They most agree with the popular values ​​of the Internet, commuting, staying, and chilling on the Internet. They are daring to dare to think and dare to do things, focusing on entertainment and socializing. Enthusiastic about barrage, beauty, chat essential "expression package." Insiders pointed out that as the most important users of the mobile Internet and social networking platforms, the younger generation represented by the “post-95s” mentality has also provided the social foundation for the growth of Internet Red.

"After all, Net Red is a star that has been active in the online world since the media era. Their appearance has changed the 'star-building mechanism' of our time and the threshold for fame has been reduced a lot." A media researcher said that in the past, a The growth of a star requires a mature brokerage company or team to build it. To become a star, first of all, it must have new talents in music, performance, etc., and its brokerage team must also be in good agreement with performances, publishing or film and television companies, and print and television media. The interactive and cooperative relationship, while the network red does not have to be bound by these traditional rules, there is personality, dare to become a well-known basic conditions. "Net Red does not need other people to define and empower power. They need to face only users. This is also the more profoundly planarized impact of the Internet on society."

Luo Zhenyu, the founder of Luoji Thinking Company, stated that Luo Jizhi’s thinking began to focus on the online red phenomenon in 2015, and the reason why Nethong made such a high judgment and made investment is that the most fundamental reason is that the Internet Red reflects the media’s trend. "The core resource of the previous generation market was the 'organizational' capital, and the development of the company required huge capital support. However, in the future market, the value of capital will gradually decline, 'organizational power' is still very important, 'charm personality' It will be more important because of scarcity. It can aggregate other resources in the industry chain."

The "charm of personality" mentioned by Luo Zhenyu is actually the unique personality of Net Red. Taking Papi sauce as an example, many netizens believe that the reason why she became the “first net red player in 2016” is that the video titles produced by him are superior in design choices and have a high degree of freedom of expression. The entertainment needs of young people have enabled young people to “socialize” with an interesting person.

A business model that requires a moral calibration

How big is the possibility of realizing commercial realisation in online red? The advertisement tender for Papi sauce has already answered this question. From ordinary people to net red, through the establishment of their own power and influence in the Internet, in order to obtain advertising revenue, this is an important way for many online red business to emerge, but it is not the only way.

Another important realization channel is to profit from operating their own Taobao store based on having a large number of fans. Web Red Shop, which has 4.18 million fans on Weibo, advocates that Daxie is a print magazine model. Weibo is mainly his own clothing and lifestyle. In May 2014, she opened her own Taobao shop, “My Favorite Wardrobe”. Currently, she is a Golden Delicious seller, and there are more than 2.61 million Taobao fans.

In addition, there are a number of web red outlets that are available on a large number of users' webcast platforms - anyone can become an "host" of the live broadcast platform after registration, and "hosts" share their trivial lives with real friends through PCs or mobile terminals. Ideas and real-time communication with netizens in the form of barrage. The user purchases the virtual currency on the live broadcast platform for the favorite "player" to enjoy the reward, and the amount of virtual currency purchase is then negotiated and divided by the "host" and the platform. For some popular "hosts", the daily rewards earned have already been considerable. The huge amount of red fans, has also become the object of the network broadcast platform rushed to sign. For larger sites, the number of users and high-quality "host" broadcast platforms are rare resources for investment and mergers and acquisitions. Recently, beijing, pepper, Yingke and other live broadcast platforms have gained capital favor as a typical case. With the increasing influence of Internet Red, the film and television industry is also open to them, and in the future, the possibility of Internet Red entering the film and television industry is also growing.

“Capital is concerned about Internet Red because it is deeply loved by young people. However, investing in Red Online is a big risk, because Red Hot is dependent on specific fan groups, and fans’ loyalty, loyalty, and conversion are all high. According to people, for Papi sauce, the basis for obtaining a large number of fans is stable, high-quality content production, and if the creative ability is reduced, then for the investors, the risk arises.” An investment industry People say.

Feng Ziming, chief executive of Gushan Culture, also believes: “What kind of form of Net Hong individuals participates in the realisation process is also very important, because the industrial chain around Net Red is still expanding, including the launch of the red net content, Economic service chain, derivative chain, platform service chain, capital integration chain, etc."

The potential for high returns has made NetEase a new entrance for capital concerns, but does it mean a trend in the new economy? This does not seem to be easy to draw conclusions. At the same time, the other kind of influence brought about by Red Hot on social development should lead to reflection.

The existing "Red Incubator Company" and "Red Training Center" has its core business to cater to the mentality of some young people who want to become online, and to train them in makeup, body, speech, body movement, and self-marketing. And packaging. Many people are concerned that for young people, if they simply rely on “high face value” to easily name and make money, there are too many “models” to be used. Without guidance, they will encourage the impetuous style of the society and affect the younger generation. value orientation.

In order to become a net red some people also broke through the bottom line, show off wealth, ** and other content will then become a regulatory problem. At the beginning of this year, only the Betta live broadcast platform was hit twice by Yellow. In addition, Panda TV was also shot by invisible videos in early March. This new form of net red has just started, but how long it can go and how far it will go depends on its internal development logic as well as its role in the entire social spiritual and cultural field. From this perspective, this commercial chain requires a timely moral calibration and decontamination, and the corresponding regulatory mechanisms need not be established.