At 8 pm on June 30, 2019, the famous mainland host Liu Yan made a live broadcast on Kuaishou. Different from Huang Bo and others' Shangkuaishou propaganda works, Liu Yan only did one thing in the three and a half hours of live broadcast:
In the live broadcast arena, most events bloom and annihilate in the private domain, and very few hot spots can penetrate the circle and reach the general public's cognition. For example, Liu Yan invited 13 online celebrities from Kuaishou to sell goods with her. The names are Gaudí, Ping Rong, Bai Xiaobai, Li Minglin, Er Ziye, etc. Those who have never been Kuaishou sound confused, but they are indeed true. , They are the kings of Kuaishou arena.
Take Ms. Ping Rong, the first queen of the "Quishou Jumping Refrigerator," as an example. Her husband is Jing Yuanlin from Heilongjiang who is nicknamed "Er Donkey". The couple walked in the Northeast old iron funny style, which is very popular in Kuaishou. On the evening of the event, Liu Yan frequently thanked Ping Rong for supporting her popularity, and repeatedly praised the beauty of the donkey's wife. In the subsequent shipments, the two actively cooperated and sold the "24K gold collagen peeling mask."
以“ Quishou Jumping Refrigerator”的第一任女王平蓉女士为例。她的丈夫是来自黑龙江的景远林，她的绰号是“ Er Donkey”。夫妻俩走的是东北老铁的搞笑风格，在快手中很受欢迎。在活动的晚上，刘燕经常感谢平荣的支持，并多次赞扬驴妻的美丽。在随后的发货中，两人积极合作并出售了“ 24K金胶原蛋白脱皮面膜”。
On the evening of the event, Liu Yan sold a total of 18 products, such as a vacuum cleaner for 139 yuan, three bottles of shampoo for 29.9 yuan, and three imported toothpastes for 39.9 yuan. The prices were "moving"... After the live broadcast, related parties disclosed that they brought the goods. Data: 25,000 orders were sold in 2 minutes of live broadcast, 10 million in 2 hours and 55 minutes of live broadcast, 1.63 million yuan in a rechargeable juicer, 43,800 bottles of a shampoo...
A senior e-commerce researcher said: Taking into account the early momentum, this data may be amazing in the eyes of laymen, but it is very general in the world of Internet celebrities.
Let’s take Ping Rong as an example. A week before Liu Yan’s live broadcast, Ping Rong and her husband “Er Donkey” planned a grand “Ping Rong JLV Long Deer Night” and invited Lin Zhiying, Li Yuchun, Chen Huilin, Stars such as Hua Shao helped out on the spot, and the effect of bringing the goods was amazing. The sales volume exceeded 40 million. It was mainly the "JLV" micro-business brand created by the couple, and the profits were naturally very rich.
In the wider world of Internet celebrities, the Erlu couple still cannot rank. Taobao online celebrity "Viya Viya" sold 330 million yuan in goods on Double 11 last year, and created a turnover of 2.7 billion yuan throughout the year. The volume of goods carried by one person is almost 50% of that of the Lujiazui International Financial Center, Shanghai's highest-selling mall. %. In a live broadcast, she had just introduced a snack, and her 60,000 inventory was emptied within one second, which was jaw-dropping.
在更广泛的互联网名人世界中，二鹿夫妇仍然无法排名。淘宝网上名人“ Viya Viya”去年在Double Double上销售了3.3亿元人民币，全年创造了27亿元人民币的营业额。一个人携带的货物量几乎是上海销量最高的陆家嘴国际金融中心的50％。 ％。在一次直播中，她刚介绍了一种小吃，一秒钟之内就清空了6万库存，这简直令人jaw目结舌。
In terms of bringing goods, acting stars are not the opponents of Internet celebrities at all. It is rumored that a facial mask brand cost 500,000 yuan to cooperate with a famous former host of Mango Channel to live broadcast the goods, and finally sold 3 boxes in total.
The emergence of Internet celebrities is the result of the common prosperity of China's Internet and consumer market. With the increase in the purchasing power of the Chinese, there is huge consumer demand in the markets of clothing, catering, real estate, automobiles...all walks of life. The products and opinions of Internet celebrities are undoubtedly a reference that consumers rely heavily on. The link closest to the consumer contains huge business opportunities.
From drunken luxury goods to market pyrotechnic barbecue stalls, it seems that as long as you dare to attract eyeballs, you can become an Internet celebrity, and then sit on a wealth of money. But this is not the case. There is a profound business logic behind the Internet celebrity economy. Therefore, we have summarized the four principles from the perspective of economics. Please note that readers who are interested in becoming (fa) name (cai):
Now enter the body part.
The history of Liu Bei's fortune is the history of making an Internet celebrity V.
Liu Bei, who was born into a desolate royal family, made a living by selling straw sandals in his early years. Selling one pair only made one pair of money. If you want to make more money, you can weave more straw sandals. If you want to make more straw sandals, you will spend more time and work harder. At this stage, if Liu Bei is regarded as a product manager, then his product is straw sandals, and its core elements are:
At the time of the Yellow Turban chaos and heroes appeared in large numbers, Liu Bei's career switched from selling shoes at a stall to fighting for hegemony. After the uprising, Liu Bei emphasized his noble status and created his own label of benevolence and righteousness. The product became known as "Benevolent Monarch". The core elements are:
Chen Shou’s evaluation of Liu Bei is: “Hongyi is generous, knows people and treats people, and has the style of a great ancestor.” In fact, most of Liu Bei’s resources, especially talents, are the result of his low marginal cost product structure. .
The so-called marginal cost refers to the increase in the total cost of each additional unit of production, which corresponds to the marginal revenue. There is no doubt that becoming famous can effectively reduce marginal costs. In Liu Bei's case, becoming an internet celebrity allowed him to gather countless resources through the banner of benevolence and righteousness. Compared with Cao Cao's "co-utilization" and Sun Quan's "bundling of interests", Liu Bei's customer acquisition cost was very low.
Zhang Ailing said: Become famous as soon as possible, which means to quickly switch from the traditional track of "high marginal cost" to the "low marginal cost" Internet celebrity track.
For example, foodie Wang Gang. When Wang Gang was 12 years old, he fried a shredded pork with green pepper at his uncle's house, which planted the seeds of the chef's dream, but this idea was strongly opposed by his father. Finally, he ran away from home in anger and went to work in a restaurant in Zhuhai. Wang Gang's parents have been chefs for generations. They believe that cooking is a tool for making a living forced by life and cannot change the fate of life.
In fact, Wang Gang studied day and night and his culinary skills rose sharply, but it was nothing more than changing from a small restaurant to a large hotel, from cooking a dish to hundreds of dishes. The time and energy spent on each dish was not reduced at all, which brought benefits. It can only increase linearly. Until March 2017, Wang Gang registered a live broadcast account, uploaded a video of making "Panlong Eggplant" on his mobile phone, and switched the track either intentionally or unintentionally.
The video of Wang Gang's cooking immediately became popular, and the number of fans quickly increased to more than 4 million on the entire network. As the income from the video exceeds the salary of cooking, and continues to increase, Wang Gang finally quit his job and opened his own studio in October, completing everything from a chef who cooks food for customers to teaching people how to cook. The transformation of the gourmet V has realized the fame and fortune that surprised the parents.
Wang Gang’s success is based on two steps: turning his cooking experience into a piece of video, using the Internet to quickly and widely spread, from cooking for dozens of people to teaching millions of people to cook, the marginal cost is greatly reduced.
In fact, there are many examples of this kind of value transition through "reducing the marginal cost of knowledge and skills". Thinking that Yu Minhong went from trying to study abroad by himself to teaching others English to better study abroad, he immediately made a lot of money and made the kidnappers jealous; Professor Xue Zhaofeng has been working at Peking University for many years and he has not been taught by outsiders. , Immediately became famous all over the world and became a national tutor.
Most people’s work is essentially selling their own time. The difference between the chef’s frying and the programmer’s selling code is nothing more than the difference between the high and low price of time. No matter how 996, it is difficult to achieve an income index. Level growth. However, after becoming an Internet celebrity and reducing the marginal cost of knowledge and skill utility infinitely, the benefits brought by the same contribution are completely different.
Whether you are a fitness trainer or a real estate agency, China's huge market, no matter how small a field, is enough to give birth to internet celebrities. Placement of rooms, interior decoration, pet training...Any skill is enough to realize wealth freedom after the marginal cost is zero.
Go to Douyin, go to Kuaishou, go to the traffic center. Internet celebrities are a vast world, where they can do a lot!
The sky is not afraid, the earth is not afraid, but Jiaqi Oh My God!
Chinese women's wallets will have to face a new "devil" in 2019. Li Jiaqi's face is like a crown and lips are smeared. Li Jiaqi can be called a copywriter. He painted the red lipstick in the eyes of straight men to depict colorful images, small s color, fairy color, girl with spring color, mistress color... …A sincere "buy it" is enough to convince fans that you can become Ouyang Nana with lipstick.
The 140 million vibrato likes and the title of Taobao's No. 1 beauty anchor are not enough to show Li Jiaqi's powerful ability to bring goods. In the just-concluded 618 e-commerce war, "After watching Li Jiaqi’s live broadcast, eating dirt" once again appeared on the hot search, whether it was the sale of 5,000 Shiseido red kidneys in 3 minutes or the 40,000 Japanese-imported cast iron pots sold in 1 minute. It is astounding, the grass planted is enough to cover the Hulunbuir prairie.
The leader of Chu, who was more than two hundred kilograms, wanted to learn how to be an internet celebrity by watching Li Jiaqi's live broadcast, but after watching it for 10 minutes, he bought two bottles of essence water. Still dancing and talking to colleagues some incomprehensible things, such as "the main ingredients are white, refreshing and not greasy, and friendly to sensitive skin" etc., caused everyone to laugh, and the office was filled with cheerful air.
As a phenomenon-level internet celebrity, Li Jiaqi's commercial value is naturally high. Not long ago, it was rumored in the industry that his short video promotion price was as high as 500,000, but it still allowed advertisers to break the threshold. According to data from CCTV Market Research (CTR), the traditional advertising market fell by 16.2% in the first quarter of 2019. The illusory exposure of traditional media is indeed hard to speak of competitiveness in the face of Li Jiaqi's solid cargo volume.
In an interview, Li Jiaqi revealed the exhaustion of having to broadcast 389 live broadcasts 365 days a year, as well as the anxiety of having a hot mouth and dare not stop, which made people feel more about the thin boy who slumped in front of the camera in a high-grade gray sweater A bit affectionate. But the truth of success has never been more than hard work. The real business logic for Li Jiaqi to stand out from many Internet celebrities lies in
In 1971, advertising Pope Ogilvy bought a full-page "New York Times" to publish what he believed to be the 38 ways to create the most salesable advertisements. The top one was positioning. He said, "The effect of advertising depends more on the positioning of the product, rather than how to advertise." The following year, "Advertising Times" published a series of articles by marketing masters Ai Reese and Jack Trout. "The Coming of", announced the birth of positioning theory.
1971年，广告教皇奥格威（Pope Ogilvy）购买了一整页的《纽约时报》（New York Times），以出版他认为是制作最畅销广告的38种方式。排名第一的是定位。他说：“广告的效果更多地取决于产品的定位，而不是如何做广告。”次年，《广告时代》刊登了营销大师艾·里斯（Ai Reese）和杰克·特劳特（Jack Trout）的一系列文章。 《即将到来》，宣布了定位理论的诞生。
The core of positioning theory is not to position the product, but to position the product in the minds of prospective customers to ensure that the product has a favorable image in the minds of potential customers.
In fact, competition in the field of beauty has always been quite fierce. As a man, Li Jiaqi has a first-mover advantage when he enters this track. How to quickly brand the anchor’s personal IP in the hearts of young women in the target consumer group? Li Jiaqi very cleverly positioned herself as "the lipstick brother".
Because of its product diversity and low unit price, lipstick is the easiest single product in the beauty field. Both base makeup and eye makeup have certain technical requirements, and lipstick is easy for everyone to use. Li Jiaqi, who is well versed in the consumption psychology of girls, points to the hearts of the people, "You might as well apply the Armani Red Tube 400 if you carry the LV. Boys will always look at your lipstick number first!" These words hit the hearts of female consumers.
由于其产品的多样性和较低的单价，口红是美容领域中最简单的单一产品。基础化妆和眼部化妆都有一定的技术要求，口红对每个人都很容易使用。精通女孩的消费心理的李嘉琪指出，“如果您携带LV，不妨使用Armani Red Tube400。男孩总是会首先看您的口红编号！”这些话打动了女性消费者的心。
The experience of L'Oréal makeup artist has given Li Jiaqi professionalism; the content of big-name diss and no-products has stood upright and put the positioning of "Look for Li Jiaqi when buying lipstick" into the hearts of fans. A 60-year-old aunt left him a message, “I’m very fortunate to know you, the anchor when I was 60, and I realized that I can look so good when I wear lipstick.
Through the endorsement and support of major e-commerce platforms, Li Jiaqi successfully positioned his lipstick brother's image in the hearts of fans. The heart-to-heart live broadcast style is specially created for female fans: "When you are broken in love, apply this one, and the old lady will become Hsu Qi's benqi", "Apply an immediate aura of 2.5 meters, suitable for attending the wedding of ex-boyfriend"...
Positioning is to take root in the minds of fans. Looking at Li Jiaqi's popularity, you will find that it is full of details of positioning theory. Even those seemingly random mantras are important labels that are popular and easy to remember to strengthen the impression. Therefore, when you are determined to take the path of online popularity, you must figure out how to do a good job of positioning in the minds of prospective customers. It must be impressive and positive.
According to legend, the five ruthless people in modern society are:
Questions torture the soul and deaf, especially the cross-examination of the Didi driver: Whether or not to become an Internet celebrity, people must understand their own position, what they are, what goods, and what garbage.
In 1971, Michael Spencer, who was a PhD in economics at Harvard University, observed an interesting phenomenon.
At Harvard Business School, MBA students can get several times the salary of professors immediately after graduation. However, the work of these students before entering the school is basically sparse and ordinary. Is Harvard education enough to enable students to achieve exponential breakthroughs in their abilities in a short time? Spencer, who was suspicious, launched a series of studies on this and wrote his doctoral thesis "Labor Market Signals" based on this.
Spencer proposed a refreshing model. The work ability of employees will not be written on the forehead like the combat effectiveness in the comics. However, employers can only pay high wages to high-ability employees and low wages to low-ability employees. The company's labor and capital allocation achieves optimal efficiency. Therefore, what employers need is: employees take the initiative to release signals to their employers to show their ability to work.
Under normal circumstances, the easier it is for an employee to obtain a higher degree, the stronger the work ability. Therefore, academic qualifications become a signal sent to employers by employees with high working ability to prove that their working ability meets high wages. In this model, the degree itself does not improve a person's ability, it is purely for the purpose of "signing" or "signaling" to the employer that he is a highly capable person.
This is the well-known signaling model. In real life, there are often information asymmetries in the market. For example, small shareholders do not understand the true status of business operations; banks do not understand the true credit of lenders... The signaling model explains both parties well. The response to this kind of asymmetric information: The information-dominant party tends to release a signal with a certain cost to increase its own information.
The abilities of students who have obtained an MBA degree may not have changed in essence, but it sends a strong signal to the company that I am an outstanding talent.
This creative model explains many social phenomena that seemed unthinkable in the past. For example, the stereotyped text was useless, but it effectively maintained the official selection in the Ming and Qing 500 years. Its purpose was to make the candidates have a considerable cost to the court. (Learning eight-legged essay) signals to show one's ability and loyalty.
Spencer won the Nobel Prize in Economics in 2001 for his outstanding contributions in this field. However, what he did not expect was that a large number of Internet celebrities in China applied his information delivery model to their own business realization.
Weibo CEO Wang Gaofei once reposted and commented on the Weibo of the Internet celebrity "Li Ziqi" opening a Taobao store: "In fact, none of the really successful Internet celebrities in recent years are based on the idea of mass content.
The first half of Wang Gaofei’s comment is what we said in the previous paragraph
So who is Li Ziqi? The famous antiquity bloggers on Weibo, Station B, and exhausted urbanites in first- and second-tier reinforced concrete cities were surprised to see this girl who is always in white clothes making wine, growing vegetables, and cooking in the wilderness. The videos of making bread kilns and setting swings are even more shocking for modern people with weak hands-on ability. The pastoral style of painting and the melodious and melodious music, Li Ziqi's videos have become fans' longing for life.
Hundreds of millions of video views and nearly 20 million fans are enough to show that netizens love Miss Li Ziqi, and there are even more than two million subscribers following her videos on YouTube. Europeans, Japanese and Americans have left messages expressing their yearning for Chinese cuisine and country life. Li Ziqi has inadvertently become a banner of Chinese cultural output.
However, despite the large number of fans, Li Ziqi still needs to screen out the customers who are really willing to pay for the business.
Wang Gaofei commented: "Li Ziqi's situation is beyond expectations in terms of content, and it has attracted a large number of non-target users, which is not good for selling products"; "Experienced celebrities can wash powder. Look at some of the sales of hundreds of millions. Most of the fans are in the order of millions. This is the same as opening a store. If you have too many non-target users in your store, sales will drop."
王高飞评论说：“李自奇的情况在内容上超出了预期，已经吸引了大量的非目标用户，不利于产品的销售。” “经验丰富的名人可以洗粉。看看亿万美元的销售额中的多少。大多数粉丝大约在数百万美元。这与开设商店相同。如果商店中的非目标用户过多， ，销售将下降。”
In fact, Li Ziqi has not received brand advertising for a long time. This in itself sends a signal of considerable cost to fans. Li Ziqi pays attention to quality and does not seek small profits. In fact, for top real traffic like Li Ziqi, the value of a single advertising promotion must be at the million yuan level. Abandoning the commercial value of advertising and pursuing personal branding, Li Ziqi's move is obviously a long-term move.
Entering August 2018, Li Ziqi continued to introduce products of the same video before the video launched, and at the same time typed the concept of "Qi Family" to strengthen fans' sense of identity. Through continuous release of signals, when Li Ziqi officially announced on August 17 that he would launch his own Tmall flagship store, instead of arousing fan disgust, he received rave reviews, and his turnover exceeded 10 million a week after opening.
Simply put: Internet celebrities do not know which users will pay for the product. They need to use signal transmission theory to continuously release effective signals to screen out fans who are willing to pay and achieve breakthroughs in commercial value.
Internet celebrities are not as popular as possible. Paul Graham, the godfather of entrepreneurship in Silicon Valley, has a famous saying: For a new product, 100 fans are much better than 10,000 users who think you are okay. In this Internet age where anyone can become famous in 15 minutes, it is not difficult to accumulate a certain amount of traffic. The difficult thing is to send signals through content and screen out deep fans who are really willing to pay for a long time.
The Nobel Prize winner of the signal transmission model, Professor Spencer, who is also an academic committee member of Luohantang, pointed out in a dialogue with Ant Financial’s Chairman Jing Xiandong at the Small and Micro Finance Industry Summit held on June 24th, “In China, Digital platforms such as Ant Financial and Internet Commercial Bank have allowed small and micro enterprises to develop explosively. "It is undoubtedly a shortcut for small and micro enterprises to achieve leveraged operations by becoming Internet celebrities.
诺贝尔信号传输模型奖获得者，也是罗汉堂学术委员会委员的斯宾塞教授在6月24日举行的小微金融行业峰会上与蚂蚁金服董事长景宪东的对话中指出。 ，蚂蚁金服和互联网商业银行等数字平台使小型和微型企业得以爆炸式发展。 “毫无疑问，这是小型和微型企业成为互联网名人来实现杠杆运营的捷径。
More and more merchants have become top traffic players through various social media. Merchants such as Alipay Benbao, Heihe Yaozijie, and Lijiang Lijiang Lijiang Lijiang have gathered quite an amazing amount of traffic by chance. They are also making their own explorations and attempts on the way to screen effective traffic for Internet celebrities. In the Alipay code business community, there are still millions of businesses looking forward to becoming internet celebrities who are discussing and learning business experiences with each other.
Alipay and Internet Merchants Bank have also established small and micro universities for public welfare, inviting entrepreneurial mentors from "net celebrity shops" to teach business lessons. Famous merchants such as Baozhu Cheese founder Zhou Benchao and Manling Congee Shop owner Deng Gongjuan shared their experiences and lessons in their own development, which aroused the resonance of countless small and micro enterprises.
In the community, there are barbecue shop owners who have exploded through the documentary "A String of Life", some criminal investigation graduates open chain stores by selling succulents, and there are women's clothing shop owners who have accumulated tens of thousands of fans... Everyone is discussing in the community The gameplay of Internet celebrity traffic and the troubles encountered in business operations. If you are also interested in becoming an online celebrity e-commerce company, you may wish to open Alipay to search code providers and learn their business experience.
Of course, it is not enough to worship the Internet celebrities and Nobel Prize winners. If you want to be popular, you must worship a legend, that is, the Han Dynasty general Li Guang. why? Because Li Guang is difficult to seal.
On November 3, 2018, the League of Legends World Championship was held at Munhak Stadium, Incheon, South Korea. The Chinese team IG cleanly defeated the European team FNC 3-0 and won the first championship of the Chinese League in the S series. Nearly 60 million people watched the Battle of Focus at Station B. Social media has been dominated by IG. The peak moments of Chinese e-sports have been recorded in history along with photos of Wang Sicong's mouth with hot dogs.
The IG team can get 5.84 million in the championship bonus alone, and since then, the sales unit price of nearly 500 yuan is the share of the championship skin that is the bulk of the income. Another popular team, RNG, is sponsored by international brands such as Mercedes-Benz and Nike. With a clear business model and a good mass base, e-sports has clearly become a bright sunrise industry. However, what is not known is that e-sports also had a past that was saved by muffins.
In 2006, when Li Xiaofeng re-elected the WCG World Warcraft Championship, the shy "Human King" put on the five-star red flag and picked up the billboard symbolizing the bonus, igniting the torch in the hearts of countless teenagers with e-sports ideals. However, under the background of unclear business model and unsupported public opinion, e-sports has gone through a long dark period.
Black Internet cafes, deductions of bonuses, and chase shop... are the collective memories of e-sports players in that era. Before industrial capital intervened, even the top professional players could hardly support themselves. Wang Zhaohui, who won the dota2 world championship in 2014, has the deepest memory of that time when he went to the streets to pick up cigarette butts to relieve his greed.
In fact, Wang Zhaohui and other top players were already the top Internet celebrities. Tens of millions of players all over the country were watching their game videos and analyzing their sharp operations. However, the professional players at that time hadn't realized how net celebrities could be realized, and they were still riding the green train to participate in various competitions with little prize money.
The turning point of the industry took place in 2010. Taobao's Double Eleven promotion achieved a single-day sales exceeding 900 million yuan this year, marking the maturity of Chinese e-commerce. In the same year, Youku, which landed on Nasdaq, represented Chinese video The industry has entered the fast lane. This year, Dota game commentary Haitao creatively introduced the business model of "video content + Taobao diversion", and a brand new era has come.
Wu Sheng, a professional player who graduated from the Department of Biomedical Engineering of Zhejiang University, quickly carried forward this model. While a series of videos of "09dota from zero solo" and "09 improvement class" were popular, his Taobao shop also made a lot of money. "For the snacks in Wu Sheng's 2009 store, I bought the most expensive set, bought it and threw it in the trash can, and left the signed photo just to brush the Taobao crown for 2009." Such an incredible message is the most authentic portrayal of the time.
毕业于浙江大学生物医学工程系的专业运动员吴胜迅速推广了这种模式。当一系列“零独奏的09dota”和“ 09改进班”的视频很受欢迎时，他的淘宝店也赚了很多钱。 “在武胜2009年商店的零食中，我买了最昂贵的一套，买下来并扔进了垃圾桶，然后留下签名的照片只是为了刷2009年的淘宝皇冠。”如此令人难以置信的信息是当时最真实的写照。
Since then, professional players who did not make money from playing games began to open Taobao stores to sell snacks, and the low-priced, high-calorie, easy-to-digest meat muffins became the most suitable single product to recommend to game otaku. LoL retired player Ruofeng claims to be every day Can sell 800,000 yuan of meat muffins in the game live broadcast. The e-sports that survived the cold winter finally waited for Wang Sicong's "strong entry, integrated e-sports", and the meat muffins rescued e-sports and became a legend.
从那以后，没有从玩游戏中赚钱的职业玩家开始在淘宝上开店出售小吃，低价，高热量，易消化的肉松饼成为推荐给游戏御宅族的最合适的单一产品。 。 LoL退休球员若峰声称将在游戏直播中每天可以卖出80万元的肉松饼。在寒冷的冬天中幸存下来的电子竞技终于等待了王思聪的“强势入围，综合性电子竞技”，而肉松饼拯救了电子竞技，成为了一个传奇。
Net celebrities have fame and fans, but if they cannot be deposited as a product that can be replicated indefinitely and has consumption scenarios, then it will ultimately be the moon in the water. The productization of intangible assets is a business logic that Internet celebrities must clarify. If this is not possible, with the ebb and flow of traffic, it will only come to nothing.
The productization of intangible assets has always been an important product idea in the corporate world. Yunnan Baiyao used its brand image of a time-honored Chinese medicine in the minds of Chinese people to launch hemostatic toothpaste, which has become the top brand of high-end toothpaste; With the impression of nourishing yin and nourishing blood in the minds of consumers, the high-end health snack "Peach Blossom Princess" was launched, which achieved good sales.
The failure of early Internet celebrities such as Sister Furong and Nan Sheng to quickly transform their accumulated traffic into concrete products is one of the main reasons for their loneliness. Nowadays, Internet celebrities are often exceptional in this regard. The former CCTV host Wang Kai used his own accumulated traffic on large platforms to quickly produce a series of parent-child courses such as "Uncle Kai Tells a Story" after starting his business, with an annual revenue of 2 Billion, the current valuation is expected to be more than 2 billion.
I hope Master Shen Wei will seize the opportunity and launch waste sorting-related products as soon as possible to save the people of Shanghai.
The word "net celebrity" consists of two characters, one is "net" and the other is "red". Only after "net" can you be "red", this is called "net celebrity".
“网络名人”一词由两个字符组成，一个是“ net”，另一个是“ red”。只有在“网络”之后才能成为“红色”，这被称为“网络名人”。
Newspapers and news were the center of information transmission 20 years ago; after the rise of the Internet 10 years ago, portals became the center of content distribution; 5 years ago, the mobile Internet era brought the rise of self-media. The channels through which people obtain information have undergone a process of constant elimination and recasting. What remains unchanged is that people’s needs for obtaining information must always be met. Internet celebrities are likely to become the information center of the next era.
In the 5G era, online and offline traffic will be more closely linked, which means that traffic nodes will be more fragmented. Internet celebrities are just like the signs hung at the door of the store in the past. Whoever has new and attractive signs can attract more business. This is an era when everyone should be an Internet celebrity. The four economics of Internet celebrity summarized in this article can help everyone to be an Internet celebrity more scientifically:
Of course, the prerequisite for becoming an Internet celebrity is to be sincere and master a skill. If you take the path of swindling and reaping fans, you will soon find yourself incarnate as a kind of fabric: it is indeed cool.