On December 4, "Old Torn Chicken" began broadcasting at Station B, and the premiere broke through thousands of ships. From the individual creator of 500,000 fans to the super head anchor with nearly 50 million fans and the highest number of peaceful elite fans on the whole network, "Old Tearing Chicken" took 5 years.
"Now his 10-day lead time for a premiere is almost in time for a concert." Xiao Wei smiled and said, "In addition to not having to build, the other docking costs are not low at all." ”
"Old Torn Chicken" is Xiaowei's first signed creator besides herself after the establishment of the Weilong Culture MCN Agency, they are partners and witnesses to each other along the way. On the first day of the start of Station B, Xiao Wei issued a heartfelt congratulations and sigh in the circle of friends: "A new beginning, the future can be expected." ”
Every number that is refreshed must be a new beginning, do not dare to stay, too late to be proud, only has been "stepping on" the data rush is the "down-to-earth" in the context of new media.
With the development of the online live broadcast industry more and more mature, anchor capabilities, traffic operations, etc. need professional management, to incubate the Internet celebrity anchor as the main business of the MCN institutions with the prosperity of the live broadcasting industry and get development opportunities, according to iiMedia Research (Ai Media Consulting) data, in recent years, China's MCN market has shown explosive growth, the number of institutions in 2020 has reached 28,000.
As the head MCN institution in Shanghai, Weilong Culture landed in Zhangjiang with 5 years of development time, from vertical content in the field of game e-sports to today's business scope covering new media communication, incubation of talents in various fields, vocational education and training, and founder Xiaowei has also completed several identity transformations in this process.
From the hosting and choreography of the SMG Game Channel to the entrepreneurial project of game content, the accumulation of the previous years made Xiaowei decide to set up her own MCN company in 2017, "It was very difficult to start up, only the experience of doing programs is not enough, everything else is crossing the river by feeling the stones." Fortunately, partner Chen Yichao and Xiaowei have a good complement in management, and with the fiery heat of the live broadcast field rising in recent years, the "heat energy" generated by the rapid gathering of new media creative talents and management talents will push Weilong culture to a higher place.
Xiao Wei said that in the past 5 years, they have never stopped moving forward, doing the right thing at the right time is the most important, one step earlier and one step later, and accumulation, timing, vision, speed, are also indispensable.
"Why does a cultural industry fall in Zhangjiang, Shanghai?" A lot of people have asked me. But in Xiao Wei's opinion, why not?
Shanghai does not have so many stylized constraints, and its overall policy of supporting entrepreneurship will be more open, so Xiaowei's decision to land the company in an area where technology companies are lined up will not seem out of place, and now many enterprises in Zhangjiang have become customers of Weilong Culture.
"Science and technology and cultural and creative projects can actually be combined, scientific and technological knowledge also needs to be disseminated with the power of new media, you will find that in such a place that is different from your own atmosphere, you can also find a new, larger, unexpected living space, and can be well integrated with them." 」
In a market that pays attention to efficiency, even the most imaginative ideas have the possibility of taking root and blossoming.
"I've always been in the industry, so I can especially feel the vigorous vitality of Shanghai's new media development and the speed of dynamic change." Therefore, as Xiaowei's understanding of live broadcasting becomes more and more dimensional, her transformation speed is getting faster and faster each time, prophetic, crisp and clean, and the concentration is getting bigger and bigger.
When Weilong Culture was founded, the most covered categories were still the upsellers of e-sports in the field of "old banks", until the company operated until the third year, began to do some full-category expansion, and now also began to contact new media education incubation projects.
In the past five years, the meaning and extension of "media" have been constantly changing.
First of all, the most obvious thing is that the threshold is low. "I only need a mobile phone to express and create content for everyone to see." Unlike the previous need to take the journalism department, the drama, nortel, to get a lot of certificates, it is possible to enter the TV station and be seen by the public. ”
As a host of media professional classes, Xiao Wei, who has experienced thousands of troops and horses crossing the single wooden bridge, is very emotional, "Now everyone has a chance, as long as everyone has a skill, has a dream and loves to express, they can become a blogger, become an opinion leader in their vertical field, and express their views and opinions." ”
However, in an era of decentralization, it seems that everyone can use the media, there is also its own logic and elimination criteria, but the "hand" of screening has changed from professional universities and media institutions to an increasingly mature industry and an increasingly picky audience.
"I think it's an incentive for students or practitioners in the media industry to do more professional content." So many people are pouring into new media, the population base is large, in the subdivision field, there will always be big gods, there will always be rookies, there will always be people more professional than you, so in order to attract target users, improving the level of content production is the only way to survive. ”
Whether you can run out and how far you can run is not the final say in the examination, but the market test. Market feedback tends to come more quickly and intuitively.
After each broadcast, there will be a data feedback, such as the number of viewers entering the live broadcast room, the number of fans who live broadcast on the spot, the time that silk stays in the live broadcast room, the loss rate of fans, and the conversion effect of live broadcast on the spot... It can be seen on the spot, and there is nowhere to hide.
"Now this set of data analysis automation is very mature, good platform will directly tell you, you beat a few percent of the anchors who started tonight at the same time, etc., there are a large number of audience message interaction and bullet screen brush screen."
This is the new media form that Xiaowei likes, which is fierce and direct enough compared to traditional media.
From the previous section of the directory is finished, about how the ratings, whether the audience likes, their appeal points, often until a month later to know, it is difficult to do a direct communication with users, "I used to do programs, will be easy to immerse in their own ideas, do a period of time to find that it is not OK, and then go to change it is very slow, but new media you will find that whether it is live broadcast or short video, basically there can be feedback on the same day, all good and bad, users like you at a glance. ”
"Nowadays, there are too many young people who want to enter the new media to do video and live broadcasting, but don't hide from you, it is difficult to recruit new media talents." Because the speed of change is so fast, the content in schools such as post-production and choreography is disconnected from the current new media market. ”
This "disconnection" is a pain point in the development of the new media industry in Xiaowei's view, and the further the development, the greater it will be.
"I myself am very aware of the rules and processes of traditional media communication, but for new media, the previous experience cannot be used, because it is completely two different logics and mechanisms, which is why I want to do new media education."
In the second half of this year, Weilong Culture has jointly launched new media professional courses with the head platform and universities, aiming to become a vocational education service institution for digital talent training and employment and entrepreneurship, through vocational education and training, to solve the problem of lack of talents in the industry and reduce employment pressure, which is also a key project for Weilong Culture to focus on in 2022.
Nowadays, the new media market has also reached a stage from "pan" to "specialized", Xiaowei introduced: New media is a very practical field, whether from the quality of celebrities or policy benefits, cultural environment diversity, Shanghai has a good soil and a high starting point.
Although the content of knowledge sharing, technology, and life is different, its operational logic and many skills are the same. This is like each category of program hosts have the basic skills of broadcasting, new media education this business will be The skills and skills accumulated by Weilong culture for many years into new media education, empowering talents of various professions, so that they can learn the skills of new media, and then do their vertical classes more specifically.
In addition to providing training for intended practitioners in the new media industry, the new media education section of Weilong Culture is also a practical training base for some Shanghai universities, providing internship training for students in school and immersing themselves in the work content, rhythm and atmosphere of the industry.
"We are based on our own e-sports content and MCN institutions to empower various industries to do a good job in the dissemination of new media content." In addition to certified tutors, the education sector also has e-commerce traders who are in the front line and experienced in live broadcast operations, Weilong's big V celebrities and platform professionals familiar with major institutions that are familiar with policies, helping practitioners better understand new media from different dimensions.
"You can stand in a more comprehensive perspective to see the content you create, a very self-contained content is not marketable, it needs a commercial basis, think clearly about what kind of people it is facing, what kind of way to use and where the future business value is, do this planning earlier, at least after the content comes out, so as not to lose the direction of the industry, I hope to send some fresh blood to the industry through this project, and then let it have a virtuous cycle."
Full of fresh blood, there is a possibility of continuous iteration, which is a foundation for the new media industry. And Xiaowei has clearly realized the importance of "laying the foundation" in the torrent of data.
The "redness" of the red people must have its inevitable factor. The so-called "time, place, people" can also be obtained through big data analysis, and Xiao Wei, who stands on the front line of data, can see it very clearly.
Interested in the new media industry, willing to spend time to study and research, is a deep core user of major platforms, with a strong desire to create and internal driving force... These are the basic conditions for becoming a "red man".
However, because of the limited energy, red people are prone to blind spots in their perspective, and it is easy to touch their "ceiling" after a period of red, and how to help them "break" the ceiling has been red is the part that XiaoWei is good at.
"The difference between institutional celebrities and individual celebrities is that institutional celebrities have institutions to help him see the general direction and trend, and it is relatively not easy to be eliminated, while individual celebrities are unlikely to have time to observe industry development and platform trends because their energy is all focused on content creation, and it is easy to miss some outlets and opportunities."
Which wave of content is red, why it is red, real-time observation of new trend changes MCN institutions are often the first to grasp, and then quickly analyze and adjust in time, with algorithms, strategies, countermeasures to support the high-quality content can run more, far red longer.
"When we were doing esports content in the earliest days, the new game on the market was going to come out, we would get tests in advance, and then our own team would evaluate whether it would become a phenomenon, and for us who hadn't become a leader in our field, we would remind him that there was a new game coming out, and you could try a new opportunity." Therefore, in every phenomenon-level product, there may be some institutional masters who become the head in it, which is an advantage of the agency. ”
When doing e-sports in the early years, Xiaowei found that e-sports had a wave of dividends at that time, because e-sports itself was in a stage of rapid development, and users were constantly updating and iterating, grasping the dividend period, which was undoubtedly stepping on the wind.
Nowadays, Xiaowei is also constantly looking for the next dividend period. "Why is it that now like the intellectual red 'He Classmate' and the 'Wu Grandma who does not brush the question' can be fired? This is now an appeal for popular science content in the market, coupled with the flourishing of entertainment content on various platforms, many users have also begun to upgrade and iterate, they need to see more nutritious things, so I think there will be a wave of dividends in knowledge content. >
In the past five years, Xiaowei and her team have been looking for new demands in the new market of new media, stepping on the wind outlet, refreshing the definition, Weilong culture and many MCNs that have grown up in this soil constitute the vigorous vitality of Shanghai's new media era, and the numbers that have been refreshed are new beginnings, dare not stay, too late to be proud, and the future can be expected.
Source: Thoughtful Shanghai