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Net Red Company CEO said: The female anchor is 100,000 a month is just a beautiful legend

2025-01-27 09:47:42|Myriagame |source：minecraft skins

2016 is known as "the first year of China Network".According to incomplete statistics, the number of online live broadcast platforms in China has exceeded 200, and the number of online anchors active on these platforms is even more unlikely.

With the enthusiasm of the Internet celebrity economy, its business model has also evolved. In addition to some spontaneous settings and anchors that grew up by chance, the professional marketing team behind many Internet celebrities is looming."Gradually enter people's horizons, and the competition of the webcast platform is becoming more and more intense: Trust Fund, Sequoia Capital, IDG, and top investment institutions have deployed; Tencent, Weibo, Momo, and Internet giants have intervened ...Internet celebrities have become a new huge traffic entrance in the mobile era. While enjoying traffic carnival, more than 200 live broadcast platforms fighting the melee has also accelerated the industry's shuffling.

Recently, a reporter from Chengdu Business Daily walked into a net red brokerage company "Jiutu Media" in Chengdu to interview its CEO to explore the stories behind the "Monthly Entry Million" anchors.At the same time, the reporter also interviewed some well -known online live broadcast platform companies in China. How far can this industry go in the era of live broadcast? Where are their business logic and future?

The mysterious "trade union" behind the anchor of the Internet celebrity brokerage company

On one of the most popular mobile live broadcast platforms, "Yingke", you only need to spend a few seconds to register a account to perform live broadcast. The world in the mobile phone camera is your stage.However, it is not easy to become popular on this stage.Jiutu Media, established in 2015, is a brokerage company specializing in net red incubators. In 2014, its predecessor was just a "union".

"The network anchors you see are divided into two types, one is" union ', and the other is pure personal. "Li Xu, CEO of Jiutu Media, said in an exclusive interview with reporters that one or two years agoThe stage is mainly on the PC end. There are nearly 200 national live broadcast platforms during the peak period.For the platform, it is not realistic to manage the anchors one by one, so there is a "union" -a "trade union" attracts a batch of anchors, stays in a certain platform in batches, discuss conditions on behalf of anchors and platforms, and manage its anchors.And operation and maintenance.Even at the time, many live broadcast platforms only allowed the "union" to settle in and did not allow individual anchors to enter.Since 2016, the trend of live broadcasts of the whole people has been in full swing, which has also reduced the entry threshold of the anchor.Li Xu said that on the live broadcast platform like Yingke, many anchors have spontaneously settled, which has a certain impact on the "trade union", but they will still enter the platform through other forms, and the anchor relies on the "trade union" or brokerageThe company can also enjoy the support of many resources.

Top anchor income monthly 2 million? This is just extreme cases

Earlier, a "Active Price Form for a live broadcast platform" circulating on the Internet showed that the signing price of the highest "value" of the platform has reached January 2 million.Li Xu, who has been in the industry for three years, believes that the water is quite large, and the top Internet celebrities like Papi sauce do have a lot of income, but this is just an extreme case. "If any anchor tells you about 100,000 monthly income, it is basically false."" "

In terms of professional brokerage companies, an anchor of online accessories is the most basic business. The company will also select outstanding people in the massive anchors of the massive anchors to form a talent echelon of an anchor -entertainer intern -exclusive artist.Most of the artist interns are from the science class. The company will conduct a series of training to increase the exposure in various ways.The exclusive artist is almost a company, working in the company, participating in various plans and shooting, and enjoying the most resources.

Recently, the "2016 Internet Red Ecological White Paper" released by iResearch shows that the main model of the current Internet celebrity economic realization is advertising, e -commerce, rewards, brokerage training, capital, etc.In Jiuyu Media, there are three main modes of monetization: platform division, advertising, and selling goods.Li Xu said that for a brokerage company, the proportion of platforms that currently account for current revenue is not very large, but their status is still important because they care about the fans of the platform."How many fans do you have, this is an indicator. With the indicator company, you can do a lot of things for you."

Li Xu said that most of the anchors of ordinary shows that their company had a monthly income was thousands of yuan, and some anchors received one or two thousand yuan gifts for an hour, but this was only a very small number.The income of artist interns and exclusive artists will be better, because in addition to gifts and advertising revenue, they can also receive the company's basic wages. Take their exclusive artist as an example. The monthly salary is 6,000 yuan, and the monthly salary is tens of thousands.After that, there must be a distance from "100,000 a month".The live broadcast "How deep is the water"? Reporter measured: fans and gifts can be "brushed"

How many water injection data behind the anchor of the appearance of the appearance may be difficult to say clearly.Recently, a reporter from Chengdu Business Daily registered a mobile live broadcast platform as a personal identity. The results of the test live broadcast were very interesting -a few seconds after the reporter opened the live broadcast, the system showed that two audiences entered the room and waited for a few seconds.The number of audiences increased to about 20 instantly.In fact, the reporter blocked the camera, and it was dark on the live broadcast screen without any images and sounds. That is to say, even if there was no live content, the reporter's room still kept about 20 fans.Some people in the industry revealed that these "audiences" that exist in the room like "zombies" are robots, that is, the platform "attached", which can cause the illusion of the lively room.

"Data rely on brushing, this is the hidden rules of the entire industry." As a industry person, Li Xu did not taboo to disclose the phenomenon of water injection of live data to reporters -the live broadcast in 2014 has just begun to fire, basically any anchor is broadcast, and the platform will hang 1More than a thousand audiences, causing a lively illusion of the room.The same is true now. Some platforms or "unions" operators will also maintain in the room and pretend that normal audiences keep giving gifts to the anchor.In Li Xu's opinion, this is the same as "selling roaring goods". If you do n’t go to the gift, you ca n’t drive the atmosphere of the room. Real users will not give gifts. The more gifts are brushed, the weight and ranking of the anchor and the ranking of the anchor.It will also be advanced to increase the exposure.Now, Li Xu's company has more than 10 operators. Almost one person connects a platform. The anchor will be broadcast on the platform, and the operator will enter the room to help maintain order or brush popularity.

Who is giving gifts to anchors? "Little Black" may become "local tyrants"

At 8:20 on Saturday evening, in the Yingke live broadcast room of the female anchor "咩" in Chengdu, the system showed 2,970 online audiences; after 20 minutes, the number of audiences increased to 11,000, and then reached 18,000.大 is a sophomore girl in Chengdu, and the current number of fans exceeds 270,000.

At the bottom of the screen, the audience spoke endlessly; at the top of the screen, the gifts from the fans also brushed the screen.Whether it is speaking or gifts, it is actually necessary to recharge the virtual "diamond currency" in Yingke. The cheapest gifts such as cherry blossoms and watermelons require RMB 0.1, and the most expensive "cruise ship" is worth 1314 yuan.The reporter noticed that in the live broadcast in just 10 minutes, a netizen even sent 200 "watermelon".In the past three months of the live broadcast, a total of 8.56 million tickets have been received, which is equivalent to RMB 270,000, which is equivalent to a daily average income of 3,000 yuan.

Li Xu said that before she and her friends, she also doubted whether there were really gifts from the audience. It was not until she became an anchor after a period of time that the real audience would enter and exit in many anchors.Until one day, when I encountered my favorite anchor, I might give an exception to give gifts. After developing habits, as long as this anchor is online, he will give gifts.

"Don't look down on any little black number" -This is a word circulating in the anchor industry.According to Li Xu's explanation, "Little Black" refers to those who have no level and not give gifts. These people may develop into "local tyrants", and once the other party opens a mouthful, the standard of gifts will not be reducedEssenceIn addition, these generous fans will group groups to interact with the anchors outside the platform to guard the anchor.In addition, some people suddenly entered the room to give the anchor a gift, and then disappeared.Li Xu said that she did not understand the reason.

The dividend began to disappear the industry to accelerate the reshuffle

According to the "2016 China E -commerce Redman Data Report" recently released by the First Financial Business Data Center, the output value of the Redman industry in 2016 is expected to be close to 58 billion yuan.

However, in the perspective of Li Xu, who has been immersed for many years, these lively fireworks are like the gorgeous fireworks. In fact, the dividend of the Internet celebrity economy is disappearing, and the surface scenery is really hard to survive.When their "trade union" entered the trip in 2014, the webcast was still the world of PC. In 2015, major live broadcast platforms have sprung up, and various live broadcast platforms across the country have fiercely killed.Especially in the first half of 2016, the wave of live broadcasts of the whole people rose, and the previous PC domineering status was gradually shaken by the mobile live broadcast platform. At present, the entire industry has generally formed the pattern of YY, Yingke, Douyu, and peppercorns."Because of this industry at the wind, it is changing every day." Li Xu said that this year's Spring Festival, their company only took two days off because they were worried that the holidays would come back for too long.But only two days later, the rapid changes in the industry still disrupted their plans a year ago.

For the "trade union" and brokerage companies, the platform is the ceiling of the "union" to attach to survival.Li Xu said that although they will settle in almost all mainstream platforms, and at the same time, once they stand in the wrong team, they mean that the future work will not be able to carry out. For example, after many mouths are occupied by other "unions", even if they are settled inIf you can't get good resources, many policies are the same as one day, constantly adjusting.

"You ask me what will happen to the future of the Internet celebrity economy, I don't know, and the platform doesn't know. I only know that I must speed up, otherwise I will be eaten by the big fish, but it will not be in the second half of the year."The industry reshuffle that has been since last year will accelerate in the second half of this year. Many platforms, unions, and brokerage companies will die. In the end, there are several "unicorn".

The live broadcast platform is still aiming at "burning money" after the 90s

Whether it is "Internet celebrity" or an Internet celebrity brokerage company, it is ultimately inseparable from the platform -online broadcast platform.Around 2005, video websites such as LeTV, Tudou, 56.com, and six rooms were launched. The original content of the user's original content "Podcast" model also triggered the participation of the whole people.With the popularity of smart terminals and the continuous upgrade of the network environment, from 2013 to 2014, short video applications represented by beautiful shots, seconds, and small coffee show became popular.In June 2015, the mobile live broadcast APP "17" invested by Wang Sicong suddenly detonated the social circle, which evoked the curiosity of users about mobile live broadcast.As a result, from Douyu, Panda and other emerging game live broadcast platforms, they were sought after in 2016 to Yingke and Zanthong's mobile national live APPs, and the webcast swept the country.

How hot is the current live broadcast? On the venture capital industry database IT orange, reporters can search for 290 startups with "live broadcast" as keywords. Most of them have been established in the past two years, and the number is still growing.At the same time, data show that as of June this year, there have been more than 200 video live broadcast platforms across the country. It is expected that the online platform will increase to 400, and the market size will reach 50 billion yuan.

Behind the live broadcast, it is inseparable from the enthusiasm of capital.According to the data of the "New Media Class", 108 of the 116 live broadcast platforms that have been counted have received financing.Participants in the capital market are all profitable, and the live broadcast industry is prosperous, but it is not easy to divide the cakes behind it.According to the reporter's understanding, the profit model of most live platforms currently, in addition to advertising, e -commerce, game joint transport, etc., generally rely on users to purchase virtual gifts such as "flowers, cruise ships" to reward anchors.The proportion of platforms is also different.

But at present, these income is still Jiu Niu Yimao in the face of the platform's operating expenses, and the live broadcast platform is almost burning money.The reporter tried to contact the "dark horse" Yingke of the live broadcast industry, and the relevant person of the other party declined the interview.Earlier news showed that Yingke, which was only launched one year, has received more than 150 million yuan in financing, but some people in the industry pointed out that although the amount of financing is huge, in the face of the live broadcast industry that still burn a lot of money to occupy the market, this is the same as this.The funds are still not long. If you do not introduce more "connectors", platform operations will encounter bottlenecks.

So, who wants to make money in the live broadcast industry? In the view of Jin Fengchun, partner of Saifu Fund, the logic of investing in the live broadcast platform is to seize the new generation of the post -90s generation.Coincidentally, the data provided by the Pepper Live also shows that as of May, the platform's daily active users have exceeded 5 million, and the core groups are mainly concentrated in the age of 90 and 95.

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