What is the industrial chain of online celebrities?

There is a very old concept in communication, called "opinion leader", which says that information will be transmitted to ordinary people through opinion leaders first. However, under the communication mode of newspapers and TV portals, these large media organizations have largely replaced the value of individual opinion leaders. However, since the rise of media or network celebrities, personal opinion leaders have returned to the center stage. Therefore, when the public re-divides and gathers around online celebrities, the old media industry will naturally have an online celebrity industry chain. The media industry chain is simply divided into several modules, which are also applicable to the network celebrity industry chain. First, the content production end? Second, the content distribution or dissemination channels? Third, the realization link? Fourth, support and assist industries? First, the content production end? Network celebrities, network celebrity brokerage companies and MCN companies are all producers of network celebrity content in a broad sense. ? From the link of content production, the production of network celebrities and their core content can be divided into two categories: self-made and heteronomy. Self-creation means that the popularity of online celebrities depends entirely on themselves, without the help of groups and other external forces. If we can produce head network celebrities in self-made mode, the latter may also embark on the road of incubation and brokerage in order to ensure the production capacity of high-quality content. His model means teamwork. For small and medium-sized network celebrities or potential network celebrities, the value of brokerage companies lies in reducing the difficulty of becoming network celebrities or becoming more popular, while maximizing the value of network celebrities. Starting from the content, online celebrities can be divided into four categories according to the content type, namely, Taobao brand e-commerce network celebrity incubation, and typical companies include Korean e-commerce; Network celebrities, program anchors, incubation, typical companies include cherry blossoms and school flowers; Duanzi handicraft online celebrity incubation, typical companies include Gushan culture, Lou media, tooth fairy culture and so on. Video programs are hatched by network celebrities, and typical companies include Wanhe Tianyi, runaway events and so on. The specific business model of online celebrity economic companies can refer to the answer to our question: What is the business model of online celebrity brokerage companies? What are the well-known online celebrity brokerage companies in China? -Answer from Ethernet Capital)? Taking the incubation of online celebrities of Taobao brand as an example, the online celebrity e-commerce company will combine the personality of online celebrities and the characteristics of the target population, and equip special personnel to control the Weibo content, Taobao shop decoration, clothing selection and other links of online celebrities. For some people who are good-looking but have low content production capacity, the existence of online celebrity brokerage companies lowers the threshold for them to become online celebrities. For brokerage companies, the more network celebrities they have, the greater the traffic and the higher the profit rate. Typical representatives are Korean e-commerce and Tisu. In the live broadcast anchor, the typical organization he built the model is the guild. The most developed platform of the guild is the gathering age (YY). For YY officials, the scale of tens of thousands of anchors on the platform is too large. Operating through the guild is an important channel to save operating costs, enhance fan loyalty and activity, and pay for users. Guild owners have established a strict framework system including president, personnel, foreign affairs, execution and other levels through a strict organizational system and structure, and made profits by making a commission on the rewards given to the anchor by paying users. In the mobile live broadcast platform, the guild mechanism has not yet formed. The mobile live broadcast platform represented by Yingke does not encourage the existence of guilds, but some companies have signed up amateurs to improve the quality of anchor output content through operation and training, thus attracting more users to pay for rewards. Typical brokerage companies include China Film and Campus Beauty. ? But unlike traditional content producers (media or production companies), online celebrities have the right to decide content to a greater extent, because they have personal charm and content creativity first. Many brokerage companies are superficial in cultivating online celebrities, which is not the key to shaping the personal core competitiveness of online celebrities. Therefore, even if there is a traffic bonus and luck, it is often difficult for the brokerage company to make up for the loss once the online celebrity signs a contract with the online celebrity. It is difficult for many brokerage companies to clap their chests and say, I can build the next XXX right away. For example, Ruhan Holdings' sales revenue in the first half of the year was 77.56 million, and Zhang Dayi alone was 393 1 10,000. If Zhang Dayi leaves, he will take away half of Luhan's land. Contrary to traditional content producers, institutional staff are the main providers of content appeal, such as editors, directors and planners. Even the hosts, singers and actors who appear at the front desk, it is hard to say that no organization can remain as popular as ever. Therefore, from the perspective of development trend, the brokerage companies currently signing contracts should pay more and more attention to their own artist training ability and content planning and production ability, so as not to be excessively subject to their number one cards. Many high-quality brokerage companies have also begun to expand online TV dramas, variety shows and other businesses. Second, the content dissemination and distribution channels? In the content distribution link, various platforms are the main body, and network celebrities rely on platforms for content distribution. Typical platforms include dual micro, online media, short video platforms, video websites and audio platforms, and vertical communities. For the platform, network celebrities are not only excellent content producers, but also traffic harvesters, and the head network celebrities who can produce high-quality content become the target of the platform. Therefore, major platforms have launched incentive plans for content production. For online celebrities, the influence from a single platform is too dependent on the platform. Once the platform is no longer popular and abandoned by users, the interests of online celebrities themselves will not be sustainable. In order to reduce the dependence on the platform and form a broader awareness of a single brand, some online celebrities with strong content output have started the road of multi-platform distribution, and papi sauce is a typical example. However, multi-platform content distribution has formed a great test for content production capacity. At present, only a few online celebrities can achieve cross-platform distribution, and more people are only active on one platform. In the process of content distribution, online celebrities or brokerage companies will use the ecology of the platform to attract more traffic, such as holding a group. On the one hand, through big network celebrities and small network celebrities, the accumulated traffic will incubate new contacts. On the other hand, it is also an important means for companies to reduce the risk of losing network celebrities and expand a wider audience. Third, the realization link? Internet celebrities complete the conversion from traffic to income, usually by selling products, services and advertisements. Some people have achieved a leap from network celebrities to personal brand IP in the accumulation of social assets. 1, selling products? As shown in the above figure, the realization of online celebrities through e-commerce involves two main points, traffic and realization operation. Traffic is generally obtained on various social platforms, and this link also involves the operation and maintenance of fans. Grasping the needs and preferences of specific groups is the key to gaining and maintaining fan activity. For example, women aged 25-35 have great spending power. It is a typical consumption scene for Yan Yan network celebrities to recommend women and beauty products to this group. If they sell cars to fans, the scene doesn't fit the crowd. When the consumption scene is consistent with the crowd tonality, whether online celebrities can continue to realize through e-commerce needs to question their supply capacity, which involves the supply chain system behind online celebrities. In addition to controlling the production speed, supply chain operating companies also need to do a good job in quality control, design and selection, operating stores and managing customer service feedback systems. In short, to enhance the liquidity of e-commerce, it is necessary to improve the big funnel leakage in every link from visitors to consumption. 2. In the realization of selling services and rewarding categories, online celebrities can realize their own characteristics and contents without the help of other platforms. The emergence of this way of realizing cash benefits from the development of online payment and consumption habits of netizens. The live broadcast platform will divide the rewards of fans into individual network celebrities according to a certain proportion. At present, the most mainstream services are live rewards and paid reading. The former benefits from the face value of network celebrities, while the latter mostly benefits from knowledge-based network celebrities and self-media The key to the realization of online celebrities is the number of fans he attracts. 3. Selling advertisements? The essence of advertising realization is to sell the attention of the people it covers to advertisers. For network celebrities, the problem of this realization method is how to balance daily content maintenance and advertising to prevent the user experience from getting worse. So what often happens is that in order to prevent fans from losing their powder when watching advertisements and to make more people willing to accept advertisements, there are more and more advertisements. The advertising methods of online celebrities are also very different from traditional patch advertisements. For example, Weibo, a genius panda among internet celebrities, once spent a month trying to find an advertising entry point that conforms to his own language system. In this crowd, "don't go away, the advertisement is more wonderful" seems to have been realized to some extent. Fourth, support industries? For example, help network celebrities improve themselves: medical beauty industry, microphone fill light and so on. ? Help to improve the efficiency of the industry: for example, services that can use big data to tap potential newcomers, improve the efficiency of e-commerce selection, and improve the matching degree of brand advertisements; What helps to create a prosperous scene is: various brushing services.