Net Red With A Brief History Of Goods, To Maintain More Heat Is The Flow Of Change.

Eleven after the holidays, double 11 is beckoning to us.

Last year, double 11, "Queen of goods", Wei Ya ended up with a turnover of 330 million. "Lipstick", Li Jiaqi sold 15000 Lipsticks in 5 minutes. Net red live in 2018 to support Taobao's 100 billion sales, close to Ali business week turnover. This year's 618, live goods are also becoming the standard of the big business platform.

According to the survey, the number of red people in China has exceeded 1 million in 2016. In 2018, the number of Internet celebrities with more than 100 thousand fans increased by 51% over the same period last year, and the number of fans with more than 1 million fans increased by 23%. As of April 2018, the total number of red fans in China has reached 588 million, accounting for 53.9% of the age of 25.

With the double growth of net red numbers and fans, the net cash liquidity has increased. As of April 2018, the net red business GMV grew by 62%.

Net red belt is a conspiracy of technology and human insight. This model can be traced back to the TV shopping in the 90s of last century. The host's magic cry is exactly the same as Li Jiaqi's "Oh my God". With the rise of mobile Internet, net red's position of carrying goods from the original micro-blog to the later live platform and short video platform, along with the change of traffic, migrate all the way.

In this process, net red electricity supplier opened a new era, changed the shopping habits of consumers, changed the production mode of traditional supply chain, changed the profit distribution and discourse power of all links of the electricity supplier, and even around the "net red belt goods" has developed a complete service industry.

Compared with the past, this new business mode provides an opportunity for ordinary people to participate in the profit distribution of the industrial chain. However, for net red people, it is not easy to continue to suck money. The traffic dividend has disappeared and consumers are becoming more and more picky. How to maintain the heat of the head net and how to break through the net of the waist are still to be solved.

　 Net red with goods originator

Magic TV shopping supports listed companies

The net red belt can be traced back to the TV shopping with the magic background sound and brainwash advertising words.

"The original price is 1998, now only 998, as long as 998" "what are you waiting for, you can't afford to lose, you can't buy it." Weight loss drugs, plastic underwear, foot drums, massage chairs, all kinds of household electrical appliances with powerful functions have been popular in TV shopping.

In the brainwashing products sold by TV shopping, "eight hearts and eight arrows" are counted. This brand can quickly become popular, and it is essential for the host to perform the hard work when he takes the goods. "I believe that when we say the price, our phone will definitely be explode", "the 2 karat top Austria crystal drill is only 998". Some netizens laughed at the fact that they were not bombed by the roaring advertisements of Hou general at night, which was not enough to talk about life.

Although these programs are exaggerated and exaggerated in most people's eyes, don't belittle the power of TV shopping. Because it caters to the preferences of some consumers and has a certain sense of novelty, the strong ability of TV shopping has supported many listed companies.

Founded in 1998, Acorn International, a TV shopping pioneer, was listed on the NYSE in 2007 and has a market value of US $46 million 450 thousand. In March 2014, Li Ruigang, who returned to Shanghai Oriental media group (SMG), led the integration of "size and culture". At that time, SMG's "Oriental Shopping" contributed nearly half of its revenue to the parent company, reaching nearly ten billion. In 2015, the Hunan radio, film and television group and Hunan satellite TV jointly established the happy purchase and landing gem. In the same year, the first TV shopping in the broadcasting and TV Department was also listed on the new three boards.

The ability to absorb gold in TV shopping is unquestionable. Its intuitive display mode of "pre paving product exposing price system final shock" is easy to attract middle-aged and old consumers to purchase desire. But at the same time, the problem of false propaganda and difficult return of TV shopping has been repeatedly Tucao. More importantly, restricted by the media, TV shopping missed the mainstream audiences after 1990 and after 00.

When TV shopping reached its peak in 2015, it entered a negative growth state, and the performance of QVC Company that had already been listed was also unsatisfactory. In the first quarter of 2015, acorn suspended its direct selling channel. In the first half of 2019, the total sales volume of fashion purchases decreased by 18% compared with the same period last year, with a loss of 31 million 980 thousand. The rise of mobile e-commerce has completely separated the cake of TV shopping.

First generation network Hong Kong electricity supplier

Accumulate fans to shop online with pictures and texts

Although TV shopping has gradually withdrawn from the public view, it has been popular, proving the huge market of "lazy economy". "Don't use your head, buy and buy", become a shopping option for many people.

With the rise of social software, net red has replaced the role of the host before TV shopping, and micro-blog has become the main position in the early stage of online shopping.

At the end of April 2013, Ali became a shareholder in micro-blog, which provided the soil for the first generation of red belt goods. According to the agreement, the two sides will cooperate in the fields of user account interaction, data exchange, online payment, network marketing and so on, and explore the socialized e-business mode of effective interaction between consumers and consumers.

At that time, micro-blog had more than 500 million users and accumulated a lot of traffic. A group of net red, which has been active in micro-blog, has been transformed from Taobao models. Zhang Dayi, Sydney, aunt Guan and Zhang Mofan are all representatives.

"First turn massive traffic into fans, then turn fans into users through content, and operate in the community direction." Zhang Mofan talked about the development logic of net red. At the time of micro-blog's prosperity, they will create beauty tutorials in pictures and texts, or even their emotional dynamics, so as to accumulate a large number of fans. After the second shot and one live broadcast, they transferred the operation logic of words and pictures to short videos and live broadcast.

This basically represents the micro-blog era network red belt goods routine. In the early days, they did not take goods as their direct goal, but created personal IP, which triggered concern in social media through personal aesthetic and lifestyle output. In addition to photographing the whole world and showing the fine side of life, it also needs to make beautiful makeup tutorials and provide some practical information. Social networking has changed the consumption concept of many young people. They have turned to the net red brand with lower unit price and more attractive styles. Internet aborigines value the net red's ability to choose money and form a strong trust bond.

And net Hong is also familiar with the operation of fans. Each forwarding, commenting, and commentable data will be used as the basis for measuring money and closely linked to sales and supply chain. It takes 5 to 6 hours a day to read reviews, private letters and understand the needs of fans.

When fans accumulate to a certain level, they will promote their brands or set up Taobao shops, and turn their fans into practical purchasing power through personal charm.

Zhang Mofan established his brand "Mei Mo Er Er" in 2010 and set up a company. In 2014, Zhang Dayi and Feng Min opened a Taobao store for women's clothing. In the same year, Feng Min's signature holdings signed Chang Da Yi. Just 2 years later, Hangzhou's Agel Ecommerce Ltd, which was founded in cooperation with Han parent company, achieved a profit of 228 million yuan and a net profit of 44 million 783 thousand and 200 yuan.

Later, unwilling to stop the head net red people began to expand the category. Taobao, including Sydney and Lin Shanshan, has built up a brand matrix to increase lifestyle, underwear, beauty, baby and snacks.

The rise of net red belt has changed the habit of shopping and brought about the first wave of supply chain reform.

In order to attract fans to spend money constantly, the frequency of new products launched by net red is basically in the month, and some can even get new weekly and adopt the way of pre-sale. That is, before the clothes are formally put on the shelves, they will give a preview, interact with fans on micro-blog, and get their preferences, so as to judge how many orders can be digested in a style, then they will place the order with the factory.

The original wholesale business of the factory was completely changed by the popularity of the net red belt. In the past, the traditional garment factories only produce several explosions in one year, and thousands of thousands of products are produced in each style. Once the sales are not going out, it is easy to cause a backlog of stock. Now it has become a "small batch and multi style" mode, and has the ability of quick return. Net red with its own brand is not only responsible for the design of garments, but also will communicate with factories about fabrics and other production details.

Head net red has the ability to build their own brand, reshape the supply chain, and also get more voice. But for this time, the middle waist network is more targeted and brand cooperation, and become a form of brand marketing.

Of course, at this stage, the mentality of net red has also changed. In the continuous interaction with fans, they also influence the aesthetic of net red in turn. Originally relying on the high net red also with fans preferences, popular, explosive money to reach a settlement.

Generally speaking, the net red that can be carried in this period is limited to a small number of people, who are either professional or competent in specific aspects.

Live platform with goods

As long as it is recommended by Li Jiaqi, it sells well.

From the end of 2015 to the middle of 2016, China's direct broadcast industry experienced a rapid development. Thousands of start-ups poured into the market in a short time, and large companies also had a layout.

In March 2016, Taobao's live broadcast took the lead. In 2017, the fast start began to try to bring goods to the electricity supplier. In March 2018, Taobao broadcast live on the first screen of Taobao mobile phone. DAU quickly broke through tens of millions. In the same year, the loud voice was carried out in a short distance video and live broadcast. In April 2019, the WeChat public's first attempt was made with live goods.

Characteristics of the major live broadcasting platform

Under this trend, the net red platform is also shifting from micro-blog to live platform.

Li Jiaqi is the absolute representative of the red cast in the live broadcast network. He, who bought the beauty makeup guide, once sold 5 minutes to sell 15000 lipsticks, and the ability to carry goods exceeded Ma Yun. "OMG, buy it, buy it" magic call has become his signature feature, and even netizens ridicule, "not afraid of fear, afraid of Li Jiaqi OMG".

In more than 2 years as a direct seeding blogger, Li Jiaqi's work is almost duplicated every day, and the products are selected live from 3 p.m. to 7 p.m., starting at 8:15 every night.

There were media reports that more than 10 business teams queued for him every day. The selected items submitted to him are abstracted into fixed indicators such as stock, original price, preferential price and commission ratio. He needs to determine whether he wants or not in one second. The result of efficient operation is that he can ensure that the selected products are of high quality, and in the 4 hours live broadcast, it is clear about the characteristics and preferential information of dozens of products.

In the context of the increasingly high cost of electricity supplier users, net red goods have become a new way to promote high transformation at low cost. The QuestMobile report shows that after 90 and 00, it has become the core group of mobile shopping industry, accounting for over 40%. They have strong desire for shopping, are easily induced and impulsive consumption, and consumers in young and sinking markets especially rely on the guidance of opinion leaders.

On the one hand, users can trust the opinion leaders and buy and buy them, which can reduce the time cost of choice. On the other hand, the immediacy and irritation of live broadcast will also promote the psychology of following suit. The essence of live goods is to display the value of products in the shortest time, so as to stimulate the desire to buy. Once it slows down, users' impulse spending will often be consumed. Therefore, in the era of live broadcasting, high face value is no longer a prerequisite for net red, and even more tests their ability to interact with fans, express their language, and even perform.

With the maturity of the form of live broadcasting, net red is no longer confined to the live room, but to the base, shopping malls and farms under the line. In 2018, anchorage Xiangxi nine sisters help villagers sell mountain products, sold two yuan for two days, and sold 2 million Kiwi oranges for 13 days. Chen Zhihua, a newly built village in Xikou Town, Fenghua, sold only 13 peach peaches in one hour.

During the Taobao double 12 in 2018, Taobao hosts were broadcast live for 12 days in Wuhan Hankou North clothing city, Huzhou Zhili children's clothing city, Haining Leather City, Jingdezhen ceramics and other places, and the sales volume of each big industrial base increased 2 times on average.

During this period, the ecological environment behind net red became bigger and bigger. Net red also moved from a single fight to a complete industrial system. Behind ya, there is ONE, Li Jiaqi. In order to find a reasonable way to cash in, MCN organizations are constantly developing red men who can bring goods. Even Lian Hong himself has also started the MCN business. Zhang Dayi, as a major shareholder, has been listed in the US in March 2019. He owns 113 net red, 148 million fans and nearly 1 billion of his annual income. He is called "the first Chinese electricity supplier".

At present, the major platforms are still increasing investment in direct seeding electricity providers.

In 2019, Taobao will build 10 offline sales markets with over 100 million sales and 200 sales outlets with over 100 million sales. The Jingdong is promoting the red man hatching scheme, and has invested at least 1 billion yuan of resources, including Jingdong App discovery channel, video live broadcast and other stations, and traffic resources outside the station, such as jitter, fast hand and today's headlines. The value of net red belt is infinitely enlarged by the platform.

　　 Short video

People carrying goods continue to sink and vertical platforms rise.

If micro-blog and the TV era of the live broadcast network have not been separated from the model of net red, then the rise of short video is completely changing the group characteristics of carrying goods.

Sanda elder brother, who is known as the fastest "best king", sells 30 thousand toothpaste for 19.9 yuan in 1 minutes. Simba, the fast host of 25 million fans, sold 130 million of the total merchandise on the wedding day, and more and more ordinary people began to make achievements with the platform. The first live show of the voice of the head red man "seven uncle brains" gathered 108 brand sponsors.

The vegetarian became a net red overnight, though MCN and platform's blessing were more frequent. Behind this is often the general psychology of being unwilling to be present.

Before becoming famous, the "seven uncle" was originally an electrical engineer who worked nine to five in state-owned enterprises. One winter, he and his leader were on a business trip and encountered a technical problem. In his way, he could have used it for half an hour, but the leader insisted on spending 2 days in the traditional way. This incident made him extremely hopeless and sprout the idea of resignation.

After trying different occupations such as sales and studio assistants, the seven uncle chose to be a short video blogger and became famous. Job dissatisfaction, or dissatisfaction with current life, may give birth to a head Rednet. Making net red has become a good medicine for many people to escape from real life, and bringing goods makes them realize the commercial value more realistically.

In terms of category, apart from clothes and cosmetics, the addition of plain men has brought the goods to further expand, and daily necessities, agricultural and sideline products have also been gradually brought into short videos. Internet blogger has also further broken down, such as the emergence of a digital technology blogger who specializes in shooting out the box video for 3C products, and a food gourmet who specializes in experiencing food.

The stars in the past were also put down. Li Xiang, who was born in April 22nd, started broadcasting almost every week in April 22nd, promoting sales of toiletries, fresh snacks, cosmetics and household appliances. The monthly turnover was more than 10 million yuan. Liu Yan broadcast 3 hours with 15 million goods, Aaron Kwok also created 5 seconds to sell 160 thousand bottles of shampoo records.

This stage, in addition to the diversion of the electronic business platform, the short video platform has also launched its own electricity supplier system. In the first half of 2018, the vibrant shopping windows began to support the jump to Taobao shopping links, or to buy through vibrant private stores.

In addition to the short video platform, other vertical platforms have gradually formed an atmosphere of carrying goods.

In November 2018, after investing in Xiaohong, Ali launched a new round of internal testing in Taobao mobile, and realized the synchronization of some products with the contents of Xiaohong book. In the first quarter of 2019, B began to cooperate with Ali to carry out the red tape. However, the rise of the net red belt mode has not fundamentally changed the competition pattern of the electronic business platform. Most of the cargo mode of jitter, fast hand and B station is directed to Taobao.

This stage of mass network red, face value is not the most important, affinity and patience is more important. The anchor should not only know enough about the product, but also have enough attractive personality. The anchor needs to go over and over again and take care of other fans watching the live broadcast. In a live broadcast, they already have several jobs at the same time. They are anchors, promoters and pre sales customer service.

But not all of them are directly proportional to the pay and harvest of the live broadcast of the electricity supplier. For a long time, the habit of net red live broadcast is to precipitate fans through traffic, and fans only recognize people, and their awareness of brand is beginning to drop. Even if a brand is not very famous, its sales volume will probably be higher than that of the well-known international brand after the strong recommendation of the anchor.

The director of Taobao's live broadcast has revealed that in April this year, Taobao had 9 million live DAU, while Wei Ya had about 3000000 spectators, and Li Jiaqi accounted for about 2000000, while the remaining more than 60 thousand live rooms could only divide the rest of the cake.

Whether it is MCN or electronic business platform, the probability of a head net red is decreasing. For the electronic business platform, how to make more than 80% of the "non tip anchor" breakout may determine the future growth.

epilogue

　　 In 1992, the Pearl River Channel of Guangdong Province broadcast the first shopping program in mainland China. Today, Li Jiaqi, Wei Ya, Sanda brother and Simba are selling live products, and the "net red belt shopping" mode has gone through 27 years.

The history of net red is also a history of Internet traffic changes. Where the traffic is, the net is red. They may move to micro-blog, WeChat, live broadcasting platform, Taobao, jitter, fast hands, etc. the content and form may change, but by operating fans, the principle of realizing cash in the end has not changed.

Dickens said that this is the best era and the worst.

For this net red, they catch up with the good times. Convenient network, platform diversification, no threshold operation, the rise of MCN institutions, let countless ordinary people through the "net red" occupation, quickly accumulate fame and wealth, and this cake is still growing.

Data show that the way to promote its brand or product through net red is becoming more and more popular among advertisers. In 2017, the number of net red users who signed the contract with advertisers reached 57.53%, and advertising revenue has also become an important type of net red income.

What is more noteworthy is that advertisers who are willing to publish their own brand advertisements with the help of net red have expanded from traditional beauty makeup industry to automobile, catering and other fields, while advertisers' budget is also improving.

However, for net red people, it is not easy to continue to suck gold. The flow bonus is less and less helpful to them. For the head net red, the pressure is even more unimaginable. They need to pay more for maintaining the heat. The rapid rise means shortening the time to establish competitive barriers.

Li Jiaqi has so far maintained a record of 389 live broadcast a year. He has suffered from severe bronchitis for a long time. Once he relapses, he has difficulty breathing. In order to protect his lips, he has to put on thick lipstick as long as he doesn't eat. But Li Jiaqi dare not stop. He is also thinking about catching up with Li Jiaqi. When can he become the next Li Jiaqi?