The Main Realization Mode Of Internet Red At Home And Abroad

The 12 million yuan investment incident of "Papi" sauce once again aroused the public's concern about net red. This article will comb out the development of net red economy and the main realization mode of Internet red at home and abroad.

The main way of matching the network is the red man business, the net red incubator and the net red man platform.

Net red economy

In the short term, the industry will expand rapidly, and in the long run, the net red groups with different strength will have internal stratification, and each of them will form a more stable Pyramid structure with different realizable modes.

Yan value faction, strength faction, and personality faction are three typical "net red". Sina micro-blog is the gathering place of net red: using the value faction of the pink circle of the long circle, the strength faction that wins by the content IP and the personalities that attract the eyeballs through the difference is the three type of the net red.

Social media is the main place for the birth of net red. It is also the main front of net red interaction with fans. The common network red active platform can be divided into four categories: comprehensive social platform, video website, community forum, and community electricity supplier.

Due to its huge user scale, media attributes of the platform and consumer attributes, Sina micro-blog has become the main gathering place of net red.

Changes in consumption trends, bottlenecks in the development of traditional electricity providers and the rapid development of media have jointly promoted the outbreak of net red Economy: strictly speaking, net red is not a new thing, but the concept of "net red economy" has only been proposed in the past two years.

Achieving the leap from "net red" to "net red economy" requires high-quality social assets and appropriate business models.

With the changing trend of consumption,

Facing the problems of product homogeneity, high cost of flow acquisition, low conversion rate, and the change of consumers' access to information, net red economy has been developing rapidly in the past two years.

Nethong's economic market scale is over 100 billion, and electricity supplier / advertising / reward / payment service / offline activities are the main way of cash flow at present. Net red social assets need to undergo three stages: fans absorption, expansion and precipitation. "Production content marketing promotion fans maintenance" will produce social assets that can be realizable. At this stage, the main realization mode of China nethong is platform business, social business, advertising, reward, payment service and other ways directly in the social platform profit and offline main industry (online training fans group, to import customers for offline business).

The two active platforms of foreign net red are Youtube and Instagram. The contents are mainly video and picture. The mainstream way of cash flow is advertising, business cooperation, brand endorsement and self created brand.

The mode of cooperation between overseas Internet and e-commerce is mostly to share equity, not to sell, which is different from domestic situation.

Red man business - Fashion matching network red main way: here the red business, especially on the Taobao self built brand, the main women's clothing net red shop.

Because of the more precise grasp of customer demand, low flow cost and high conversion rate, the red man electricity providers generally have high sales volume, fast development speed and strong profitability, and the new speed, fan marketing capabilities and supply chain management and control capabilities are important factors that affect their profitability.

However, there are also some hidden worries behind the red man business, such as weak brand, over reliance on net red individuals, lack of professional management team, relatively insufficient supply chain management and control capabilities, lack of moat, and easy mode replication.

Net red economic derivative - net red incubator and net red man platform: net red incubator positioned in net red brokers and service providers, not only for the existing net red to provide store operation services and supply chain support, but also to create new net red, providing one-stop service from fans marketing, online store management to docking supply chain, typical representatives are like Han and LIN home; net red man platform serves as the intermediary between businessmen and net red, matching the two sides in product endorsement, agent sales, online shop, and so on, the typical representative is Uni attraction.

The accelerated expansion of short term industries will form a more stable Pyramid structure over the long term: with the support of the Internet platform's profitability and business value and the support of micro-blog and Taobao, a large number of participants will enter the industry in the short term.

In the long run, the net red group with different strength and conditions will have internal stratification, and each of them will form a more stable Pyramid structure with different realizable modes.

The first line network is red branding and breaking the life cycle. The two or three line network is red collectivize and resist external risks, while the fans with limited number of fans go to micro business.

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