Is The Net Red Economy Attracting People'S Daily Attention For A Flash In The Pan Or A Future Trend?

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The auction platform opens the first advertising auction of China's new media. After winning negotiations with the Papi sauce on the day of auction, it is possible to get a customized advertising content on the Monday after any week of May 21, 2016, after the Papi film video main show.

The news of the advertising auction came out and attracted the attention of the media.

In recent years, with the emergence of a large number of Internet Celebrities, the business chain and profit model around the Internet has also emerged.

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The number of fans, strong topic, capital recognition of commercial liquidity, the increasingly extended industrial chain......

"Net red economy" has become an important social phenomenon in the mobile Internet era. But for economic development and social and cultural ecology, is it a beautiful bubble or a trend for the future?

A rapidly expanding new format

Who is the Papi sauce? In real life, she is a graduate student in the Department of directing at Central Academy of Drama. In the Internet world, she is booming in less than half a year, and has more than 7 million 600 thousand fans of her micro-blog fans, and the number one fan has more than 11 million 810 thousand fans in 2016.

In October 2015, Papi paste began to upload the original short video on the Internet. She appeared in front of the public with an older female figure and made various pungent comments and Tucao on her daily life. Since then, she has released her own video program every Monday.

As of March 20th, the total volume of her programmes on all video sites was 290 million times, with a total volume of 7 million 530 thousand times.

Not long ago, the real fund, Luo Ji thinking, light source capital and star capital invested 12 million yuan in the Papi sauce group respectively. This is the first round of investment made by Papi sauce, which currently has a valuation of about 120 million.

In the era of liquidity becoming the business logic of the Internet, the commercial value of Papi sauce seems to be deserved, but what the fire is like is what the onlookers are curious about.

It is understood that the two sessions of Papi sauce advertised will be 8000 yuan per ticket and 100 tickets per game. The first communication in March 27th will be released soon after being sold out by advertisers and agencies.

The advertisement bidding instruction stated that the actual payment amount of the registered capital of the bidding enterprise must be more than 3 million yuan, and at the same time, it is necessary to freeze the credit deposit of 1 million yuan first, which has also created a record of Alibaba auction platform.

However, even such a high threshold has failed to stop the enthusiastic fans of enterprises. Some enterprises even said they would be prepared to spend 10 million yuan to participate in the new media advertisement.

In fact, no matter at home or abroad, the Red Net represented by Papi sauce is not a new thing.

At home, as early as 10 years ago in the era of online forums, sister Furong became famous with the help of pushing hands.

Since then, micro-blog V has been surging in the media age. Now, with the emergence of more media platforms such as WeChat public numbers, short videos, and live platforms, more and more net red appear in front of the public. The industrial chain around the net red is also dazzling: "net red incubation company" and "net red training class" emerge as the times require.

An era of individuality media

In January this year, Baidu released the "post 95 life form Research Report", pointing out that the total number of "95 after" born in 1995 1999 is about 100 million people. They are born with the Internet, compared with the "post-80s" and "85", they can be described as mobile Internet aborigines.

What they most like to do on the Internet is to praise, share, comment and Tucao. They most agree with the popular values such as house, amusing, staying, high and so on, which are popular in the Internet nowadays. They pursue the daring, dare to speak, dare to do, pay attention to entertainment and social interaction. They are keen on barrage, beauty and chat.

Insiders pointed out that as the most important user of mobile Internet and social networking platform, the mentality of the younger generation represented by "95 after" also provided the social foundation for the growth of net red.

"In the final analysis, net red is the star who has been active in the Internet world since the media age. Their appearance has changed the" star making mechanism "in our era, and the threshold of fame has decreased a lot.

A media researcher said that in the past, the growth of a star needs a mature brokerage firm or team to create. To become a star, first of all, we must have new talent in music and performance. Its brokerage team must also achieve good interaction and cooperation with the performing, publishing or film and television enterprises, as well as the plane and TV media.

"Net red does not need to define and empower others. They need to face only users, which is also a more profound influence of the Internet on society."

Luo Zhenyu, founder of Luo Ji think company, said that Luo Ji's thought began to pay attention to the phenomenon of net red in 2015. The most fundamental reason for making such a high judgement and investing in net red is that net red embodies the trend of media revolution.

"The core resource of the last generation market is organizational strength + capital. The development of enterprises needs huge capital support, but in the future market, the value of capital will gradually decline." organizational strength "is still very important." glamour personality "will be more serious because of scarcity, which can aggregate other resources in the industrial chain.

Luo Zhenyu's "charming personality" is actually the unique character of net red.

Taking Papi sauce as an example, many netizens believe that the reason why she became "the first net red in 2016" lies in the fact that the video program selected by her is outstanding in design, free and straightforward in expression, not only has the grass-roots temperament of grounding Qi, but also satisfies the entertainment needs of young people, so that young people can "socialize" with an interesting person.

A business model with urgent moral calibrations.

How much is the possibility of realizing business realisation? Papi advertising has already answered this question.

From ordinary people to net red, by establishing their own power and influence in the Internet to get advertising revenue, this is an important way for many net red businesses to cash in, but it is not the only way.

Another important way to cash in is to profit from running Taobao stores on the basis of a large number of fans.

Micro-blog has 4 million 180 thousand fans of the net red shop advocates that Daye is a print magazine model, micro-blog is mainly their own clothing mix and Chaozhou lifestyle.

In May 2014, she opened her own Taobao store "my happy Wardrobe", now is the gold crown seller, Taobao fans more than 2 million 610 thousand.

In addition, there are some network red debut in the numerous user live webcast platform - anyone can become a live broadcast platform's "anchor" after registration. "Anchor" can share their trivial life and ideas with users in real time through PC or mobile terminals, and communicate with netizens in real time in the form of barrage.

Users purchase virtual currency on live platform to reward the favorite "anchor". The amount of virtual currency purchased is then divided into "anchor" and platform negotiation.

For some of the most popular anchors, the daily reward income has been considerable.

And some fans of huge net red, also become the network live platform for the first sign.

For larger scale websites, users and high quality "anchor" live platforms are scarce resources for investment and mergers and acquisitions.

Recently, the winning platform of fighting fish, pepper, Ying Ke and other live platforms is a typical case.

With the influence of Internet red becoming bigger and bigger, the film and television industry has opened their arms to them. In the future, the possibility of net red entering the film and television industry is also increasing.

"Capital concerns the net because the net red is very popular with young people.

But investment net red is a great risk.

Because the popularity of net red depends on the specific fans group, the stickiness, loyalty and conversion degree of fans vary from person to person.

For Papi sauce, the basis for obtaining massive fans is stable, high-quality content production. If the creative ability is down, then for investors, the risk will also arise.

An investment industry source said.

Feng Zimo, chief executive of Gushan culture, also said: "net red individuals are also very important in the process of realisation, because the industrial chain around net red is still extending, including Pan Hong content entrepreneurship, economic service chain, derivative chain, platform service chain, capital integration chain and so on.

The potential of high returns may have made net red a new gateway to capital concern, but does it mean a trend of the new economic formation?

At the same time, another influence brought by net red fever to social development should be triggered.

At present, the core business of "net red incubator", "net red training center", is to cater for some young people who want to become a net red mentality, and train and pack their makeup, shape, speech, body movements and self marketing.

Many people worry that for young people, if only "high face value" can easily become famous and earn too much money, it will encourage the impetuous atmosphere of society and guide the younger generation's value orientation.

In order to become a net red, some people also broke through the bottom line, showing off wealth and pornography and so on.

At the beginning of this year, only the fighting platform was exploded twice. In addition, panda TV was also captured by netizens in the early March.

The new form of net red is just beginning, but how long and how far it can go depends not only on its internal development logic, but also on its role in the spiritual and cultural field of the whole society.

From this point of view, the commercial chain needs a timely moral calibration and purification, and the corresponding regulatory mechanism is also urgently needed to be established.