"After finding high-quality girls with taste and charm, Ruhan will provide them with supply chain services and expand their influence through social media; Internet star girls use the personal charm index to guide fans' consumption and gain profit sharing. " This is one of the operating modes of the network celebrity economy.
After reading Ruhan's prospectus, even if you own Zhang Dayi, you can sell 654.38 billion yuan in 28 minutes, but Ruhan still doesn't make money. Now, maybe in the future. For three consecutive years, the average annual net loss was 60 million, the gross profit margin of products continued to decline, the income growth rate declined again and again, and the cost of packaging net red was getting higher and higher. Not only can Zhang Dayi not be mass-produced, but even Zhang Dayi is not as easy as before.
Zhang Dayi's status as an online celebrity is difficult to maintain, and the barriers to core competitiveness are not high. The competition of network celebrities is becoming more and more fierce. With the rise of Tik Tok and Xiaohongshu, a large number of new generation network celebrities have emerged, who are more vertical and attractive. These new generations of online celebrities are more suitable for their fans. The game is fierce.
Network celebrities are difficult to copy in batches, and the random factors are relatively large. Even if there are first-and second-tier international superstars with personal brands, it is rarely heard that they can be listed if they are particularly big. For some big capitals, it is also difficult to judge how to distinguish so-called online celebrities, how popular they are, how mobile they are and how long they can last. There are many factors in this, so it will be more difficult to succeed.
The cost of building network celebrities is getting higher and higher, and the cost structure consists of three parts: performance cost, marketing cost and management cost. These three expenses add up to 50% of the total income at most. This means that the three expenses have eaten up half of Ruhan's income. Among them, marketing expenses account for the bulk, accounting for an average of 117% in the past1quarter, that is to say, most of Ruhan's expenses were spent on the packaging of online celebrities. Compared with JD.COM, the marketing expenses account for only 4%, and the packaging expenses of online celebrities are still rising.
Everyone has his favorite star or online celebrity. These stars or online celebrities influence fans through their charm, and what fans see is packaged by capital.