Focus Analysis Xiaohong Book "Broken Arm" Change Can Live?

Overnight, a large number of small red book community small KOL discovered that he was suddenly canceled the qualification to enter the brand cooperation platform.

"3/4 of the little red books were cleaned up", "KOL ushered in black Friday" and "rooftop stands full of little red book KOL" and so on.

36 krypton accordingly verified the Xiaohong book. The other side responded that the KOL was about 3000.

More than KOL from the platform said that the number of KOL that had been brushed off accounted for 2/3 of the total number of platforms. At present, there are only 5000 KOL left over.

Xiao Hong has launched the brand cooperation platform in January 2019. The KOL in the community (called brand partner), brand name and MCN can be settled.

In operation for 4 months or so, tens of thousands of KOL from the community have been settled. They earn money by receiving advertising orders from the brand on the platform. A fan of 50 thousand or so tells KOL 36 krypton. Before the platform renewing the cooperation agreement, the KOL monthly income similar to that of her fans is about 30 thousand yuan.

KOL that has been brushed off has no longer been able to receive any advertising orders on the little red book.

The mutation comes from the renewal of the brand cooperation agreement by Xiao Hong book in May 10th (last Friday).

The agreement has mainly upgraded the requirements for KOL in two ways, resulting in some KOL being no longer in line with the criteria for entry. Some of the KOL eager for the platform was also blocked out:

1, the promotion of access conditions: within a month, the number of fans is greater than or equal to 5000, and note exposure is greater than or equal to 10000.

Previously, KOL can be settled as long as fans are more than or equal to 1000, and note exposure is greater than or equal to 1000.

The assessment period of this condition is one month. Within a month, the KOL that is disqualified has reached the new standard and can still apply for the brand cooperation platform.

2, the upgrading of the punishment system: the implementation of a strict scoring system, once the brand collaborators have private orders, cooperate with the relationship fraud, data fraud, violation of national laws and regulations and other acts, will be deducted 12 points first trial score, Xiao Hong book will directly terminate, and make the agency publicity (joint punishment), punishment cycle of up to 1 years.

For the sudden renewal of the brand cooperation agreement, Qu Fang, founder of Xiaohong book, said that it was designed to standardize the platform and combat the bad phenomena such as cheating, cheating and private purchase.

However, this explanation did not get the understanding of the small KOL who had been brushed away.

36 krypton contacted 2000 of the fans who had met the standard of platform entry. KOL was very angry at the sudden change. "When applied in May 9th, it was canceled in May 10th. Is this not a trick?"

In addition, many of the hacked KOL also vent their anger on social media, condemn the little red book and ask for more explanation from the platform.

36 krypton learned from many KOL that the main reason for the outbreak of the contradiction is that KOL questioned the operation of Xiao Hong's book.

This query is especially reflected in the understanding of exposure.

According to KOL feedback, the threshold of exposure has increased by 10 times, but the operation mechanism and rules are opaque.

However, due to exposure to the core product of algorithm and traffic distribution, Xiao Hong did not give sufficient explanation.

A "safe green" KOL in the "expulsion" storm was revealed to 36 krypton.

"In fact, what I am most puzzled is whether it is a note released within 30 days. The average exposure of these notes is still the average exposure of all the notes (including historical notes) released within 30 days, and the data that are actually ambiguous will be far behind."

The exposure rules of Xiao Hong book are opaque, but the exposure is used as a hard index to get stuck. KOL has raised doubts about the "rule of man" and "KOL that only supports and listen to the platform."

However, there are also KOL who are on the verge of being cleaned up. The reason why Xiaohong book restores these KOL is that the quality of some content is not high, but the platform must pay a certain management cost.

Xiao Hong's book is intended to put an end to fake powder bloggers and PR (part of KOL will act as an intermediary in the part-time job of the platform, play a role similar to MCN, make use of its resource advantages to help brands connect to KOL, and earn intermediary fees).

But because the screening mechanism is based on exposure and number of fans, KOL has been cut across the board, and some of the rulers of KOL have been cut down.

In addition to complaining that the operating mechanism of the exposure is not pparent and the threshold is harsh, the KOL who have been cut down also think that the red book is very problematic in the decision making: "the previous threshold is too low, and now it is retracted."

Some of the surviving KOL also worry that policy changes will not guarantee revenue.

More importantly, while renewing the agreement, Xiao Hong also asked some KOL which had not previously signed up with MCN to sign contracts with the designated MCN institutions in the platform. This makes the surviving KOL not only be pumped up to 10%, but also needs to pay taxes (more than 100 thousand is required to pay VAT).

Hongwen culture media is a MCN company registered by Xiao Hong book, which provides marketing services for KOL on the platform of brand partners. According to the new regulation, if KOL wants to receive brand advertising on the platform, it must sign a contract with MCN company designated by Xiao Hong.

Qu Fang said that the signing of KOL and Hongwen could be temporary, and no charges were received in the first two months, and then it could be freely changed to other MCN.

Besides, on the platform of brand partners, Hongwen and other MCN have the same treatment.

Although the small red book platform says that no commission is currently available, the existence of Hongwen is similar to a disguised Commission, and it is easy to raise the question of "being a referee while being an athlete".

On the whole, this incident is the normal rebound that Xiaohong Book encountered during the acceleration of commercialization.

Over the past 5 years, Xiao Hong has accumulated more than 200 million users. Under such a user level, it is easy to arouse doubts about the profitability of the market and adopt a moderate business strategy, which is not enough to convince the capital market.

At the beginning of this year, Mao Chao and Qu Fang, founder of Xiaohong book, said in an open letter that 2019 is the key year for primary user growth and commercialization.

In the second half of 2018, Xiao Hong has opened up the advertising business, and has carried out traffic tests with large scale e-commerce platforms such as Taobao, and established a brand cooperative platform in January 2019.

This series of actions shows that Xiao Hong is speeding up its commercialization.

Although Xiao Hong still insists that the brand cooperation platform does not consider profitability at present, the probability is only temporary.

And there are also lessons to be learned.

Micro-blog launches micro mission and jitter to launch the star map platform. At the same time, it provides a certain commission fee for providing marketing services. Taking trembling sound as an example, it charges at least 30% Commission on KOL and MCN, and sets gradient.

From micro-blog's experience of shaking, though this proportion of income is not high, it is still a logical way to cash in.