On March 8, the first big promotion of live broadcast e-commerce industry this year - "3.8 Festival" came to an end. Although this year's Gmv (total commodity trading volume) of live broadcasting with goods still maintained a growth trend, and individual top stream performance was eye-catching, after several rounds of industry norms, the huge traffic behind the head anchor is still waiting for new undertaking.
Not long ago, the State Council released the 2021 government work report, which showed that the target of new urban employment in 2021 exceeded 115% of the annual target. With the deepening of digital industrialization and industrial digitization, the new economy represented by the digital economy has continuously enhanced its ability to absorb employment. It is based on this that the new occupation represented by "Internet Marketer" has also been paid frequent attention in the past two years.
From the "online celebrity" with mixed praise and criticism to the more neutral "anchor with goods", and then to the "Internet marketers" who are now affirmed, the mainstream values constantly update the definition of the identity of these "new workers" in the digital age. The former "anchor with goods" and "regular" were "Internet marketers". For the booming digital economy and the fast-growing live broadcasting industry, the rise of this profession may not be the only reason behind "becoming a regular".
industry standard actions are frequent. How is the "professionalization" of the live broadcasting industry going
Facing the east wind of digital economy, in the process of meeting the new consumption demand under epidemic prevention and control, "live broadcasting with goods" has undoubtedly stepped onto the fast lane of rapid development. According to the data from the "report on live broadcasting talents with goods in the first half of 2020" directly employed by the boss, the demand for talents in the main posts of the "live broadcasting economy" format reached 3.6 times that of the same period in previous years in the first half of 2020, and the scale of job seekers also reached 2.4 times that of the same period last year.
However, while opening up new employment space and improving the toughness of the internal cycle, the "live broadcast economy" also encountered many problems that can not be avoided in the take-off stage of the industry. Disputes among anchor, MCN and brand are common. In order to effectively avoid industry chaos such as difficult to distinguish between true and false goods and high price pits, the industry spontaneously derived a "centralized traffic" operation mode dominated by head anchor, and took monopolizing super head traffic as the key to the development and growth of the company.
Earlier this month, Li Xuanzhuo, a fast drinker, appeared in the vision of "Internet Marketing Master". Another operation mode of "de centralization" traffic represented by him was also concerned. How can MCN support professional operators and anchor people to reach Kwai Fu?
After studying the second models, it is easy to find that the professional MCN institutions like the "Kwai Fu" Li Xuanzhuo's parent company, such as the network of distance watch, are not lack of such organizations in the industry. The US ONE and friends are among the most outstanding representatives. The huge traffic star matrix is only a part of their many resources. The core growth point is the professional and efficient Incubation Mechanism of "Internet marketers", mature customer analysis mechanism, front, middle and later guarantee and systematic supply chain.
In the short term, "Internet marketing division" is the recognition of the professional competence of "quick Kwai". From the long-term development of the industry, this professional title is an affirmation of those more rational business models under the trend of live broadcast "Disenchantment".
There is a view that the magic 2021 of the live broadcast industry seems to be just a rollover year of individual live broadcast top stream, which is actually a representation of the standardization of the industry. When the so-called "big coffee live broadcast" fades the "false prosperity", the public no longer regards the live broadcast with goods as a "flow realization" leek harvest carnival. Professional "Internet marketers" may further promote anchors to face up to their bridge essence in the process of linking brands and users, change from traditional "traffic harvesting" to "traffic hub", and truly realize the connection between consumers and commodities.
Predictably, when the "Internet Marketer" becomes a special profession, and when the management of MCN company focuses on product research, user demand analysis and high-quality talent training, the traffic will have a sustainable development future. Then, whether it is traffic stars or "quick drinker", they will fade the mysterious aura of Kwai hung, become a real customer service provider, provide consumers with reference to consumer decision-making, and help the direct broadcasting industry to "occupation" next era.
tide recedes, where is the "moat" of MCN organization
As far as the "hundred regiments war" in the group purchase market in that year, in recent years, Internet companies have entered the field of new energy vehicle manufacturing. Even though there are countless new forces breaking into the same river together, the development law of survival of the fittest in the industry remains unchanged forever. Returning to the live e-commerce industry, "Internet Marketer" means that the standardization of the industry is being implemented, which also indicates the beginning of competing for excellence and the survival of the fittest. Today, only a few companies can leave traces.
Industry standardization is a sword of Damocles hanging on everyone's head. It can't compete for the top in the process of environmental change, but be eliminated in the process of change. Even if MCN institutions such as weinian, chenfan entertainment and Qianxun encounter drastic changes, which provides sufficient development space for new Internet marketers, it does not mean that "survivors" can "rest assured".
It is said that "one whale falls and all things grow". In fact, finding the right direction in the competition is more important than opportunity. As mentioned earlier, rational MCN institutions should learn to avoid the logic of "carrying goods" and "harvesting traffic" to provide value for users and brands. In the actual operation process, whether it is business operation, data, community or capital operation, the access threshold of each piece is not high, but the "exit" threshold is particularly high. If you want to stand out among 5000 or 6000 mainstream MCN institutions, a simple "occupation" is not enough. You have to build your own "moat".
At present, MCN institutions that have established their own moat in the market can be divided into three categories - purchase, content and incubation. Among them, purchasing MCN institutions represented by ivy culture focus on the selection of products. As long as the selected category or brand has high enough sustainable value, it can stand out among many MCNS. Ivy League culture is to give priority to the layout of categories leading to mothers and infants, which is the rapid rise in the short term.
The content MCN organization represented by the new studio makes full use of its own content creation advantages to provide content level support for anchors who need services, including positioning design, topic selection strategy, copywriting optimization and so on. The new studio changed from video platform to MCN, and quickly gathered more than 180 short video IP content creators, reaching a cumulative playback volume of 13 billion frequencies, which is related to its accumulation at the content level.
The incubation MCN platform in the field of live e-commerce represented by Yuanwang network focuses on the cultivation of high-quality talents. Establish a diversified supply chain guarantee mechanism for MCN in the middle and later stages, and improve the supply chain guarantee mechanism through the Internet. Take Yuanwang network as an example. At present, the company has formulated Yuanwang star anchor training plan, opened a trump factory training camp, and jointly built a practical teaching base with Hangzhou business school of Zhejiang University of technology and industry.
Every industry from green to mature is a long march. From the existing perspective of communication, we may not be able to judge the development direction of these three types of MCN institutions. However, in the early days of the birth of "wanghong", those "KOL" who worked hard to sing and dance well did not know whether their efforts could win a glorious future.
All pioneers, never asking for gain or loss, always carry the unknown and grope forward in the dark. Because in their view, the unknown is not terrible, but the terrible thing is to lose the courage to move forward. The rise of a profession may not be proved by all explorers. However, we have reason to believe that the exploration of countless explorers will eventually achieve a miracle of the industry.
