UP owners of station B might want to get ready for live streaming.

Information from Qichumhum shows that “the first stock of Internet celebrity” Ruhan Culture, which was delisted from nasdaq for more than two months, recently added a series of new corporate shareholders led by Shanghai Magic And Alibaba.

It was exactly one year since B station launched the commercial cooperation platform “Huafhuo” on July 7 last year. At that time, there was a rumor that B station would access taobao commodity links and live broadcast with goods. In response, B station said that UP’s e-commerce empowerment was the goal of the second stage of commercialization. Now, are UP owners ready to be empowered by e-commerce?

A new network red business layout is quietly launched, B station is certainly not willing to repeat such mistakes as han, in the commercial ambition of the small broken station, may want to play a big chess.

Live with goods is just the appearance of the net red world of water even deeper

Net red field of water, than businesses to engage in activities deeper routines.

Beauty makeup fashion large “late night Teacher Xu” belongs to wei ya’s parent company – Qian Xun holding stock, the company’s ability to cash flow is the pursuit of many stars, she can always establish cooperation with Gong Jun, Zhao Lusi and other popular stars.

Qian Xun main attack Taobao, so it chose to help douyin first net red MCN 51wmedia in the field of douyin live e-commerce “beat the king”, this year douyin 618 live with goods beauty makeup and skin care list ranked first, total ranking second big Dog couple, signed in 51wmedia.

In March 2020, Taiyang Chuanhe, the parent company of Papi Jiang, an artist agent and the founder of commercial Internet celebrity, received a battle investment of 180 million yuan from ByteDance, and began to set up a live streaming e-commerce business in May. Who are its artists? Chen He, Sun Yizhou, Zhou Dongyu, Yang Ying…… Tiktok is the main media for its admission to live e-commerce.

The United States ONE smoothly create Li Jiaqi, sent to the center of the spotlight. The United States ONE star angel investment from Alibaba is capital lake Shannan, and to build him into a perfect platform network red suggestions from the former head of Taobao live Zhao Yuanyuan.

The main information behind these complicated relationships is that, whether the traditional online celebrity brokers or stars next live with goods, the business system with Internet celebrities as the core has long passed the stage of a certain blogger with his works to become famous, and the capital is the mainstream. Now, online celebrities and platform agencies are opening a new era.

However, big water, big fish.

According to the sales list of live broadcast goods in 2020, the top three anchors created more than 65 billion GMV, leaving many small and medium-sized enterprises in the dust. KPMG and Aliresearch have guided the scale of livestreaming e-commerce in 2021 to reach 195 billion yuan. In this context, the transformation of live with goods Luo Yonghao three years to pay off 600 million yuan of debt.

The oldest a-share celebrity, Tianxu Group (IMS), was founded 12 years ago. Now it has 20,000 Douyin Internet celebrities, including Lei Jiayin and Zheng Kai. In 2020, its revenue will be over 3 billion yuan, with the revenue growth rate exceeding 50% for five consecutive years.

Although a lot of people say ten second line net red belt goods ability than a Li Jiaqi or WEI Ya, but when their own team began to incubate the new red, when Luo Yonghao “make a friend” signed Qi Wei, Li Dan, who can deny the net red people “scale effect”?

So it’s no surprise that B station, supported by 2.2 million UP hosts, wants to mass-produce commercial anchors.

UP is urged to “exactly rice”, will station B do MCN?

Station B has both the power and the ability to make stars.

For B station itself, the need to adjust the income structure and realize business transformation exists for a long time. For the model based on video and sticky service of live broadcasting, Taobao and the live broadcasting e-commerce with short videos have become very attractive.

In the financial report, in the first quarter of 2021, the e-commerce and other business income of STATION B was 520 million yuan, which increased by 230% year on year, but accounted for only 13% of the total revenue of 3.9 billion yuan. This cake still has a lot of room for expansion.

For the UP owners of B station, they need a means to realize their profits. After all, They are still young. The advertising revenue of B station is 710 million yuan, which is no better than that of e-commerce for the time being, although it has accelerated year-on-year growth in eight quarters.

The main reason is that there are too many UP users, but there are no restrictions on advertising, which is not enough. Last year, CEO Chen Rui said at the 11th anniversary event that 70% of the traffic would be allocated to small and medium-sized UP users, which must have been a worry for the head bloggers, so some people always mocked them as “generating power for love”.

In terms of capability, apart from the huge fan base of UP, B station itself has the experience of producing high-quality advertisements by cooperating with the brand side and UP host. With the help of Ruhan, commercialization will only add wings to the tiger.

Bao Jiansao, one of the top 100 artists of 2019 with more than 5 million fans, was once urged by her fans to “eat just the right food” by sharing her real skin care and makeup experience.

Who ultimately helped her perfect her business path? Such as han.

In 2018, Baobaosao signed a contract with Ruhan. The company equipped with professional teams and enterprise resources, and established cooperation with the head brands one after another. Such resources and business capabilities are exactly what B station values and needs. Because behind 7.7 million monthly submissions in the first quarter, thousands of online users are waiting for a chance to “sell” their videos.

Station B also avoids another problem with traditional MCNS.

Why do we generally assume that influencer agencies can’t make a lot of money?

It needs to be weak because web celebrity company in resource cultivation, once after take-off, willingly to the company to work very hard, this is not open around paradox, not like jia-qi li each net HongDou can grow up to be a partner, let alone develop web celebrity itself is a high-risk investment, the ONE initially chose six training objects, afraid of be successful transformation.

Therefore, the world show always wants to position itself as a platform, the core is in consultation and marketing cooperation, they do not cultivate network celebrities, although the risk is small, the imagination space is correspondingly small.

But what if the network celebrity itself is rooted in B station, and at the same time, B station can create the corresponding income? If the content is produced in station B, it may be pooped by other platforms. If the commercialization benefits brought by Station B are sufficient, the UP host and the platform can be bound twice.

Maybe we can achieve win-win-win, UP master, B station, e-commerce brand party. Station B itself is a platform, and it is still a platform even when the capabilities and business of the organization are developed. This is the biggest advantage.

This year marks the 12th anniversary of Station B. At a celebration on June 26, Chen said that station B now has 2,408 full-time employees working for UP, UP 42 percent from last year, indicating that it has long had that ambition.

However, there is still a big question about how much the UP owner can carry. In addition, in the environment of B station, there are risks in selling goods, so the transformation needs to be cautious.

Live in Li Jiaqi, wei ya in the shadow, is the net red around but the kan

Big network red brokers often be asked a question, your home anchor data and Li Jiaqi wei ya compared to how?

Maybe not, but the question for anyone who wants to use the platform or MCN to raise another wave of Internet fame is, even without li jiaqiweya, are your commercial value as high as those who have become the leading streamers?

If not, big customers will look down upon it, while small customers will have no effect, and the platform and anchors will also be embarrassed. At the same time, there will not be enough discounts. Who will pay for mediocre anchors and products without price advantages? It’s cruel, but it’s also realistic.

Xindou monitored the data of goods delivered by Douyin’s host from June 1 to June 18 this year. In beauty and skin care products, the sales volume of the first place and the second place reached 268 million yuan and 129 million yuan, but the sales volume of the third place “Cliff type” dropped to about 50 million yuan and reached the fifth place, with the sales volume less than 30 million yuan in the case of the most performances.

It is different from hearing that certain anchors bring goods to break 100 million in the news, this is already the most popular beauty makeup track + the top anchor in the whole Douyin, while most of the other categories have no chance to break 100 million.

Sales is a barrier, for net red and ordinary people are difficult to reach the number, the platform is just a drop in the bucket, but the small anchor may even be less than this cup of water, with goods and quantity can not get up, with the model of goods can not run, this problem is very fatal.

And Li Jiaqi with weiya the two head anchor behind the company, their ambition is also clearly revealed.

Us time on June 22, from Bloomberg news, li Jiaqi’s company is looking for a chief financial officer, and is considering a US listing, and the US ONE will raise up to $300 million. The report also pointed out that Viya’s qian Xun is also considering an overseas listing. An official of the U.S. ONE team later said, “It is not true. We have not received relevant information.” Qian Xun is listed on the news “no comment”.

In the Bloomberg report, “upgrading technology and system efficiency” and “expanding the KOL lineup” were cited as the main uses of the financing. Both of these things mean high investment, and it is clear that going public will be one way for both companies to raise capital. Once they get bigger and their market share grows, it becomes harder for subsequent players to catch up.

In addition to the influence of top Internet celebrity companies, AFTER all, B site lacks e-commerce gene, and most UP owners are not from sales.

Another important question is, does the traditional redskins cultivation model fit the tonality of STATION B?

If B station can make users cry that the station is dead just by Shouting “break circle”, and users can lose their original intention by just adding advertisements, then if it announces that UP will become an Internet celebrity and live broadcast with goods, the angry audience should go to Zhihu to ask “how to view B station as the next XX”.

Of course, in the worst case, it is obviously impossible for B station to sign a contract with the Internet celebrities of Douyin Kuaishou Xiaohongshu, so it has to rely on the UP masters to make blood. If the hematopoietic capacity of the UP masters is insufficient, who will stay and who will leave?

At present, the dream of e-commerce in Station B is still like schrodinger’s black box. Before opening the lid of livestreaming + video e-commerce, no one can be sure whether the cat of the business model is alive or dead.

conclusion

Compared with the old world show these companies, THE operation of B station is slightly young, and Li Jiaqi Wei ya is sought after compared, such as han’s current energy is not necessarily enough to see.

But when Li Jiaqi wei ya see the future of the Yangtze River wave after the wave of the former wave may, want to hatch more new growth point, and even send their own company to go public, when Luo Yonghao signed a large number of star anchor, byte war brokerage agencies, all competitors actually stood in a new round of competition starting line.

What’s more interesting is that alibaba also had a hand in this failure. It should be noted that On May 29, 2019, Alibaba voluntarily withdrew from the shareholder ranks of Ruhan.

Considering that Douyin Kuaishou has already joined hands with JD.com, Alibaba really needs a new traffic channel to contribute to its growth. If it is true that TAOBAO was introduced by B site, there is a more reasonable explanation for this joint effort.

In any case, when the strategy behind the investment landed, B station must be lively again.

Article | U.S. stocks club (meigushe)