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On the evening of December 18th, Dong Mingzhu, chairman and president of Gree Electric Appliances, replied in the live broadcast that the wrong person and eyesight problems were questioned, Dong Mingzhu said: A person's behavior, it is impossible to see through life, if you use the wrong person, it is called a mistake, (choose Meng Yutong) is not called using the wrong person, it is her own choice, the road of life is her own choice, "The values of life are set by herself, and what kind of person you choose to be is your own decision." It's hard to say what it will look like five years from now. ”
In response to this matter, on December 18, Li Guoqing posted a video saying that Dong Mingzhu had dropped the price on the treatment of Meng Yutong. Li Guoqing said that Meng Yutong, as a fresh graduate, wants to partner with Dong Mingzhu to become an Internet celebrity, and it is normal to do a second career to generate income, people say that it didn't hurt Gree, didn't go to bring goods to competitors, didn't use Gree's position to get something with dealers, didn't hurt the company's interests, and there was no big problem.
Li Guoqing said that Meng Yutong, as the so-called successor selected by Dong Mingzhu that year, was now "criticized and criticized", and he was persuaded to retire in violation of the system.
With the popularity of social media and the increased demand for personalized content, influencers have attracted a large number of fans and followers by posting a variety of content. This trend has also given rise to the influencer economy, which includes a variety of business models such as endorsements, live sales, and fan economy. However, the influencer economy is also facing problems such as a crisis of trust and uneven content quality, and it is necessary to strengthen industry self-discipline and regulation.
——The development process of Internet celebrity culture
With the rapid development of the Internet celebrity economy, a number of KOLs with online influence have been born in China. KOLs use their own influence and unique advantages to carry out accurate and efficient marketing on purchases and transactions for fan groups that have formed a certain scale. KOLs with high conversion rates have gradually developed into the core element of live broadcast e-commerce, "people", that is, anchors. The formation of influencer culture and the penetration of KOL influence also drive the vigorous development of live broadcast e-commerce.
——The conversion rate of online celebrity e-commerce is 50 times that of traditional e-commerce
Since influencer e-commerce allows KOLs to interact directly with users (fans) through the Internet, influencer e-commerce is more interactive than social e-commerce and traditional e-commerce. In the current "fan economy", its purchase conversion rate is much higher than that of other forms of e-commerce. According to the data, the purchase conversion rate of top online celebrity e-commerce is as high as 20%, while the highest purchase conversion rate of social e-commerce is only half of that of top online celebrity e-commerce, and the purchase conversion rate of traditional e-commerce is only 0.37%. "I like you and I trust you, so I would be more willing to buy from you. "The market size of online celebrity e-commerce has reached 79 billion yuan, with a compound annual growth rate of 87% from 2015 to 2019.
——Analysis of the underlying logic of Internet celebrity e-commerce
In the era of consumption upgrading, achieving a "single win" or "win-win" in the supply chain is no longer enough to change the original interest chain, and a win-win situation for all parties is possible to break the original supply and demand structure. From the analysis of the operation logic of online celebrity e-commerce, the rise of this model is beneficial to the supply side, the demand side and the two major service parties. Before the advent of MCN (Multi-Channel Network Service), e-commerce platforms served consumers and brands, thus forming a closed loop of products and services. MCN (multi-channel network service) serves the original three-party chain and reshapes the new closed-loop of products and services. It is expected that in the future, new occupiers will also reshape the original supply and demand structure in the form of reshaping the closed loop of new products and services.
-- Video platforms and e-commerce platforms work together to lay out online celebrity e-commerce
The core model of the combination of e-commerce platform and video platform is mainly to output "goods" to consumers in the form of content. Judging from the above analysis, the number of live broadcast users is less than the number of short video users, so in terms of bargaining power, short video platforms are higher than live broadcast platforms. Judging from the entry map, e-commerce platforms choose to develop their own live broadcast channels and cooperate with platforms such as Douyin and Kuaishou for short video channels. From ancient times to the present, consumers and goods have always existed, and the only difference is the way they are imported. In short, goods are more than just goods, they can be given other values.
——The bottleneck of the development of online celebrity e-commerce is gradually emerging
The rise of Internet celebrity e-commerce is mainly the rise of the MCN (multi-channel network service) industry, MCN (multi-channel network service) industry as a new entrant to the original supply and demand structure, first, the development of time is short, resulting in the imperfect system structure of the entire industry, and its core personnel (Internet celebrities) management is not in place; Second, the sales model of live broadcast and short video is not innovative enough for the entire supply chain, and its existence time is limited, while e-commerce is a subversion of the traditional offline shopping model, which is full of innovation, so it has a long survival time. With the upgrading of science and technology, it is believed that the online celebrity e-commerce industry will continue to improve the sales efficiency of the supply chain.
According to CICC, the future development trend of the Internet celebrity economy is expected to show three directions: first, focus on the head; Second, the Internet celebrity economic industry chain is moving towards specialization and refinement; Third, in the competition for the interests of brands, platforms, Internet celebrity KOLs, MCN institutions, etc., the platform is better than the brand, and the Internet celebrity KOL will be stronger than the MCN organization.
Han Kun, founder and CEO of the following technology, pointed out that the Internet celebrity economy is gradually showing a new development trend: the quality of Internet celebrity content is constantly improving, and the value of Internet celebrities has been deeply cultivated; The field of Internet celebrities has been further vertically subdivided, and the fan group has developed in a community-based manner; The competition in the Internet celebrity broker market is fierce, and team-based and professional operation has become a trend; The Internet celebrity industry and traditional entertainment have developed in tandem, and the whole process of ecological operation has become a new outlet; New technologies boost rich media, and the Internet celebrity economy has entered the virtual reality stage; Social e-commerce has developed rapidly, and online celebrity e-commerce has become the main monetization model.
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For more research and analysis of this industry, please refer to the "Research Report on Business Model Innovation and Investment Opportunities of China's Internet Celebrity Economy" by Qianzhan Industry Research Institute.
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