Microgrid Red Production Batch Production Subplate Li Jiaqi Wei Ya

If we can not rebuild Victoria and Li Jiaqi, then we can dismantle them.
Distribute the 1000 million loyalty powder of the super head anchor to 200 micro net red bodies, each 5 million loyal powder, let these 200 micro nets red to take goods, gather up the sand and become towers, is it also able to surpass a Wei Ya or Li Jiaqi? (Note: Micro net red usually refers to the number of fans / hosts with less than 1 million fans, including the tail net red of 10~100 fans, the bottom of 1~10 fans, or even the fans of 10 thousand fans.
An example is that the fast track account, "don't ask Wang dad," was the first live broadcast of the 90 thousand fans. The number of people watching was 9157, with a turnover of 2175, with a turnover rate of 23.75%. In contrast, Li Jiaqi's live broadcast of the twenty-first stage anchors in Taobao University (38 Queen's day), 5.5 hours of live broadcast, 189 thousand and 300 viewing, 23 thousand orders, and 12.15% turnover.
A few days ago, the real time fans reached 250 thousand of the "don't ask Wang dad" and took the goods 5608 single, the guest unit price was 279.79 yuan, and the conversion rate was 25%. It became the number one spot of the fast moving beauty makeup category live broadcast list on the same day (September 11th). More than 4 million fans (100~500 fans are usually seen as the waist net red) beauty bloggers "call me Aki Takenori on the road" (third).
　 The quantity of fans is officially decoupled from the carrying capacity.
In the whole field, "fans quantity and carrying capacity are not linked", or even in "gradually decoupling", entertainment network red fans are not accurate fans, or invalid fans, fans can not afford to take more goods. In the field of carrying goods, although the verticalmicrogrid red is not abundant, its influence on the circle is strong, and the rate of carrying goods is high, because the number of people in the vertical field is relatively small, and the micro net red that attracts fans by professional degree and differentiation orientation is bound to be smooth.
"Micro net red may rise dozens of fans and hundreds of fans a day, but fans are highly recognized net red, sticky." Micronet red MCN organization fast horse short video founder Wang Qinghai talks to the billion power.
In fact, "don't ask father Wang" is not an example. There are numerous cases of red tape with low fans and high returns.
In the jitter, 452 thousand fans of "two fat" sold 29 orders for 29 orders, 42 thousand fans of the "fish sauce maker" sold nearly 90 passengers priced at 499 yuan caviar...
In the fast hand, 72 thousand fans of the "Tang Tang beauty skin lessons" clinch a deal 1739 single, the guest unit price reached 130.93 yuan; 300 fans of the new "Lin Youlin" the first live broadcast turnover of more than 3000 yuan......
In Xiao Hong's book, it ranks 10 in the monthly report, which is "the little sister of Koi carp" with the content influence KOL list TOP3. The number of fans is only 16 thousand, but its exposure is over 7 million.
In the live broadcast of Taobao, the anchor "Huang Xiaomin" in the fans 30 thousand, single link food filming for 5 minutes, the number of sales broke 1900, less than half a year in the March 21st Taobao live broadcast activities into third of the day's peak list (only after Wei Ya and Li Jiaqi).
The monitoring results of all kinds of data service platforms can also confirm the red belt carrying capacity of microgrids. Flying melon data trembling electricity supplier sales list (December 3rd) shows that first, second, sixth or 8 fans are less than 100 thousand. Among the TOP20, 11 fans were less than one million, accounting for 55%, of which sixteenth were only 1541.
According to the ranking of the number of hits in November, 4 of the top 10 fans in the sales volume of the voice and electricity suppliers are less than one million, among which ninth of the list is "dream Nan seafood" with only 153 thousand fans. In the top 20, there are 7 fans with less than one million fans. That is to say, 35% of the sales volume of the voice and electricity supplier is micro net red.
The latest figures released by the list show that between November and December 1st, there were fewer than 6 fans in the short video integrated TOP10, and a total of less than 1 million of the fans in the TOP10 of the live broadcaster also broke into a small player who had less than 1 million fans.
It is worth noting that in the list of beauty makeup categories, TOP10 and short video with TOP10, there are 8 fans with no more than one million fans. The number of fans of the TOP10 live broadcast is not over one million. The number of fans in the short video TOP10 is only second Li Ziqi fans (2 million 648 thousand) more than one million. In the short video list, the United States broke into 4 micro nets, and 1 live micro screen red spots.
Whether it is live broadcast, short video or image and text forms, the red belt power of various platforms should not be ignored, especially those in the vertical field.
This year's double 11, Wei Ya with goods over 2 billion 700 million yuan, Li Jiaqi brought goods over 1 billion yuan, Sinba brought goods to break through 2 billion yuan, these super head of light has been piling up a "paradise" world, and thousands, tens of thousands, hundreds of thousands of fans of micro net red is in another world, but not "hell."
"Net red is not necessarily a lot of fans to cash in, as long as there is a deep recognition network red, willing to pay for products or services, loyal fans can not become super head, but also micro network red." Fast horse short video founder Wang Qinghai pointed out.
Another senior Internet marketing personage also told the billion power that "fans with more than 1000 or 100 thousand of the net red can produce more than the number of fans more than the number of fans. The number of fans is not necessarily bad."
Microgrid red survival gap
"Do not ask Wang dad" behind the company - fast horse short video is the use of the "micro net red people with goods matrix" business model, that is, with short video training as the entry point, attracting more micro net red (or small white, vegetarian) to become a trainee, fast horse will headquarters supply strong supply chain resources and selection ability to give them, micro network red people in the matrix to carry out commodity promotion, according to CPS pure Commission settlement (two platform settlement: self built platform, Taobao guest, that is, Ali mother). Generally speaking, the fast horse mode is actually three levels of commission: headquarters - Branch headmaster -- Micro net red.
Its founder Wang Qinghai said, "because we hatched" don't ask Wang dad "," Mr.Pea "and other representative micro network red account, and micro network red people lack their supply chain resources, are not good at short video content, live broadcast process design and transaction facilitating steps, so micro network red people are willing to cooperate with us.
Traced back to the micro net red man matrix carry mode, in fact, it can see its shadow in the traditional marketing method of "regiment promotion". The traditional regimental leader's promotion mode refers to the two level distribution of the marketing team after the purchase, according to the characteristics of the commodity, or directly linking the goods to the internal channels (internal fans) and the good province APP, the peanut diary, the sesame whale selection, and obtaining the corresponding Commission.
The "micro net red man matrix" mode of carrying goods is actually the front stage of the leader in the leader's mode, becoming a blogger for short video and live broadcast, and carrying goods through content + channels. A network marketing veteran practitioner pointed out to the billion state power that the same point of its mode is that we must make use of more people to become traffic contacts and use more people's strength to spread the net.
For microgrid red, the ten person matrix mode means that even if their carrying capacity is too small, they can make money with fewer orders. For businesses, a small number of orders can be pieced together into large orders and transactions. To put it more simply, the sales amount of 100 million or more microgrids can be achieved by the two hundred million or even more microphones that Li Jiaqi and I can achieve.
In addition, the cooperation mode of Rednet matrix mode is more flexible, which is embodied in two aspects: first, Li Jiaqi, Wei Ya and Simba have a very small number of super head nets, and the threshold of cooperation is very high; two, cooperation with the head and shoulder nets, only two kinds of "elect" or "no" can be selected, but for the 10000 person matrix, we can choose some micro net red cooperation to diversify the risk.
A few days ago, the "blue bottle mousse" (British LSphere men's exfoliating mousse) was one of the successful examples of the micro net red man matrix marketing mode. According to a person familiar with the matter, as of now, the blue bottle mousse sales order reached 800 thousand, and the trading volume was broken by 60 million. Its trembling marketing plan is to invite hundreds of micro net red ginseng and promotion, through the Amoy link to carry out the multi-level descending order Commission (dou+ sub Commission, no pit fee), the first batch of net red share is up to 70%.
It is understood that hundreds of thousands of fans dedicated to the waist, tail accounts MCN agencies are not few. Longjiang, one of the leading media executives, said that such MCN institutions are more like processing plants. "Betting on the head net red is too risky for small companies to play," micro network is more secure, an account is lost, and there will be no "kidnapping" company.
In the case of jitter, for example, there are a lot of 0 powder or low powder jitter customers on the platform. There are fewer 5~10 people and more than 80 people in the team, running 30~1200 account matrix, distributing dou+, distributing dou+ products to more than 1:1.2, and adding dou+.
Compared with Amoy account, micro network red man matrix does not exist because of false account and be closed down risk, but the logic behind the two is to maximize the advantages and disadvantages of the algorithm mechanism, and use algorithm to screen out the explosive products.
From another point of view, understanding micro net red, they are like an extension of "Taobao customer". These micronets not only broadcast live and short videos on platforms like fast hands and jitter, but also everyone has a large number of Taobao resources to promote, that is to say, completing direct purchase through short videos and live broadcast is not the only way of shipping.
Long tail effect of microgrid red
Businessmen who make profits under the micro net red mode are not only those small and medium businesses that can not afford the high admission fees of head anchors, but also many large brands. Tracing back to the marketing routine of the old beauty care and skin care brand, you can find that: through the head, shoulders and waist, the products of chili springs have been widely discussed, and then the vertical category tail and bottom KOL evaluation are launched, the official account promotion, the vegetarian logo planting grass, and the effort to bring goods into shape.
For example, L'OREAL, Estee Lauder, half Mu Hua Tian, perfect diary, Usmile and many other well-known brands are almost all "head + waist + long tail". This phenomenon does not just happen in China. According to the data released by Traackr, a marketing platform, overseas, L'OREAL and Estee Lauder have been inclined to small bloggers in the direction of advertising (more than 50% of the total number of entries is reported; the mini bloggers here refer to fans below 50 thousand).
Nagao Hiroshi, founder of Chinese and American Marketing and women's knife method, once concluded that "KOL, micro and nano bloggers (collectively referred to as" the owner of Doris ", that is, micro net red) and KOC are not mutually exclusive relations, but complementary: KOL drives the topic, the long tail bloggers drive word of mouth interaction, and KOC drives channel distribution.
A brand maker who has not tried the micro net red launch has indicated to the billion state power that "the way of matrix delivery can be tested. The main purpose of finding micro net red is to bring goods and make fans increments. At present, the brand promotion matrix is mostly the combination mode of 1~2 head +3~5 middle waist, and the addition of N tail and bottom micro net red can be done on the basis of the head and middle waist."
Another brand is very optimistic about the short video matrix mode, she thinks, "multiple short videos can bring more long tail traffic". The exposure of a short video is not an hour or a day. Unlike live broadcast, short video brings a long tail.
"I would like to try the red dot matrix, but I will predict the input output ratio before I put it into practice. For example, I will test the different levels of micro net red (waist, tail, bottom and Vegetarian) before putting it into practice, and calculate the input return ratio. If appropriate, even if the collection of some service fees, not pure Commission, is also acceptable. A small and medium-sized businessman expressed his power to the billion state.
At the same time, some brands are skeptical about the red marketing of microgrid, especially for the tail, even the prime people. They are generally worried that "pit fees become chive leek", that "pure Commission is the breakthrough point of red net belt."
　 Three key points
In fact, there are three key points in this system: the head micro net, the supply chain and the platform.
Wang Qinghai believes that the so-called "head micro net red" is actually playing the role of "Facade" to attract supply chain resources and get platform resources. At the same time, it verifies the feasibility of micro grid red belt cargo, so as to attract more micro net red to join.
Another MCN agency employee said, "head net red is doing the same thing, that is, opening up the supply chain and selection ability, hatching the waist tail net red." For example, the "seconds list" of black box operation on live broadcaster, through the internal planning of the second list, let the head anchor be drained for other hosts, head anchor and sub head, micro net red common supply chain and selection team. This greatly reduces the risk of collapse of the head anchor and makes full use of the supply chain resources of the head anchor.
Supply chain is only the first step, because not every commodity is suitable for net red goods, but also needs to be selected. The MCN system, represented by the fast horse and short video, will have a special selection team to screen out suitable products, open it to the red products of the micro net, and even head micro network has already promoted, planted grass and cut the price down.
Wang Qinghai told the billion state power: "generally speaking, there are two kinds of commodities that are more popular in this mode, one is branded, such as big tail goods, and the other two are production advantages, such as good factories or our own brand goods."
The personal style of microgrid red is inconsistent, and the selected products must not be standardized. In this regard, the solution to the fast horse short video is a branch of the headquarters, a branch net, a network of red, different branches are divided according to different styles, each branch focuses on 1~2 categories. On this basis, micro network red and then choose two products according to their actual conditions.
The third key point is the platform. At present, the micro net red of fast horse and short video is mainly active in the two platforms of fast hand and jitter, but Wang Qinghai thinks, "fast horse's ten thousand person carries the goods mode to be able to reuse on other platforms completely".
Microgrid red intends to harvest more across platforms, and the platform is willing to break the oligopoly situation, which seems to be a hit and miss affair.
Zhao Yuanyuan, the head of Taobao's live broadcast, told the billion power. "Taobao, as a platform, wants everything to grow and hate oligarchs, because oligarchs will form two tier markets. In order to help the growing anchor, Taobao has set up a special training camp for its hosts, and has distributed the incubator cards to the supply chain base and MCN agencies every month. The new anchor will have various traffic support within 45 days.
On the other hand, the threshold of electricity providers such as jitter, fast hands and so on are constantly decreasing, such as shaking down the threshold of the minimum quantity of fans, and even the 0 threshold. In this year's fast open class, the official also said that it would give tens of millions of traffic support to the vertical MCN and users. It will push the short video and retail treasure through the main force to enhance the number of business creators in the middle and the long tail.
The algorithm logic of shaking and the old fellow's iron ecosystem are beneficial to the red net. For example, the flow allocation of vibrato depends on the short video content, rather than the account situation, that is, as long as the video gets more interaction (about 300), evaluation, forwarding, and point of view, it will enter the two exposure, reaching the three exposure flow pool after the request (about 3000 playback), so as to create a burst mode.
The force of Taobao's live broadcast, jitter, and quick hands will accelerate the growth of the web and even the bottom of the net while giving birth to some super head nets. Perhaps the next spring will no longer be the red web of the head.