Source: Uncle Ni
Although it seems to be nitpicky for the content industry to ask people "what core technology they have", Uncle Ni still has to rub it off at this hot spot of "questioning Xiaomi". There is no other reason, asking the other party what core technology it has means a more scientific and rational "technical logic", rather than indulging in the well-designed routines of traffic catchers and unable to extricate themselves - the smartest brains in this era should not only roll up on the "assembly topic", but still think about something with technical nutrition.
For example, worry-free media, known as Douyin's first MCN, what is its core technology?
Last night, Uncle Ni experienced the fifth worry-free night, the Hangzhou Olympic Sports Center Gymnasium was "full of artists", and all the people present were Douyin Internet celebrities. Take a look at the MCN institutions displayed on the homepage of Douyin, without exception, they are all worry-free media.
Therefore, there is also a slang saying in the industry, "Douyin Internet celebrities are thousands, and half of the worry-free night is coming", which is enough to get a glimpse of the Internet celebrities under the MCN agency of Wuwu Media.
Although this party gathered 3,000 celebrities + Internet celebrities, it only accounted for 3% of the total number of signed talents of worry-free media; 100% of the performance lineup is a worry-free signed cooperation talent artist, I heard that there are too many talents who want to perform on stage, so worry-free media first auditioned PK N rounds; Lei Binyi, the founder of worry-free media, is a standard science and engineering man, the company is so big, but he himself keeps a low profile, recently bought a new house with a down payment of 30%, and rewarded employees with more than 20 cars, including Ferrari, but he himself has not bought a car, the top floor of the company building symbolizes the highest status is not used by the boss but used by the company's talents......
Such a "strange" company, now know why I am desperate to know its core technology, right?
1. Eight years, 100,000 Internet celebrities
Worry-free Media was founded in 2016, which was an era of only live broadcast and only e-commerce, and the encounter between live broadcast and e-commerce would have to wait for another three years.
In this process, Lei Binyi's genius "sense of smell" and "transformation power" took the lead in making a large number of Internet celebrities popular, and the company helped celebrities to stably output content and gain attention by switching to different live broadcast platforms. Just as Adam Smith genius transformed the opposition between "altruism" and "self-interest": altruism can bring fulfillment to oneself, that is, self-interest. This kind of economic innovation explains all the secrets of human social progress, and win-win cooperation has become the absolute cornerstone of people's understanding of history and future
In the past eight years, with the great popularity of altruism and self-interest in worry-free media, more and more Internet celebrities have opened up an incredible situation after the outbreak of live broadcast e-commerce, and young people have eaten the dividends of this era, just like the opening paragraph, Lei Binyi has done his best for Internet celebrities, and today, there are 100,000 Internet celebrities signed by worry-free media.
When it comes to the stories of its Internet celebrities, Lei Binyi is like a treasure. For example, a talent named Jiang Kedong, fans are more familiar with his Douyin ID "Brother Bingcheng". At the beginning of this year, Harbin exploded, and the left and right brothers also became popular. Why the fire? The superficial reason is that it has rubbed into the hot spots of Harbin, but the perseverance and "certainty of fire" behind the scenes show the forward-looking and operational strength of Wuwu Media.
In the previous 12 years, he was the host of the dream stage of Harbin Ice and Snow World, and at the lightest time, there were four creatures in the whole park, namely: foxes, crows, the old man watching the gate, and him. And in this hot winter, the left and right brothers put up their mobile phones next to the stage and started the live broadcast. Data shows that on December 29 last year, the number of online people in his live broadcast exceeded 100,000+, and since then, this "astronomical number" has become the norm in his live broadcast room, and his Douyin account has increased by nearly 3 million fans within a month.
Lei Binyi said that there are countless stories of such talents in worry-free media, on the one hand, it is the organization's promotion of the live broadcast industrialization assembly line, on the other hand, it is inseparable from the persistence of the talent itself for many years, talented young people who are willing to work hard, coupled with the promotion of worry-free media, and finally became what everyone often calls "splashing wealth and wealth". In fact, where there is any wealth and wealth, it is nothing more than the result of hard work.
Worry-free media and talents have all grown up in this way. Lei Binyi once said: "It's not so much about betting on the track, it's better to aim at the potential track, tap the seed players, and then carry out in-depth content operations." ”
Nowadays, this kind of "talent scale effect" is very amazing, and it has become the ballast stone of the huge ship of worry-free media, which on the one hand makes the company as stable as a rock in the stormy seas, and on the other hand, it continues to contribute to the company.
2. The core technology is industrial-grade "human efficiency"
Well, we can already vaguely see what the core technology of worry-free media is.
The answer is industrial-grade human efficiency.
In the pre-live e-commerce era, how to discover Internet celebrities through the industrial-grade level of the Ford Model T has become the core methodology of Wuwu Media.
Worry-free media will not sign people for no reason, every sign has an underlying logic, and this methodology is a kind of password with a strong sense of certainty of "knowing people and doing good jobs" and "getting things done".
For example, Aunt Wang Liujin, she was originally a cleaning staff member of Worry-free Media. At the end of 2022, because the live broadcast team was at home due to physical discomfort, and at the same time had a commitment to the business, the anchor and Sister Maomao could only support it alone, and the cleaning captain called Aunt Wang, 35 yuan an hour, can you come to the live broadcast room to deliver products to the anchor? Aunt Wang agreed without saying a word.
As a result, this live broadcast was labeled as a "heavenly chosen worker", and Aunt Wang's unpretentiousness unexpectedly pierced the fans' empathy for "workers" and became popular. It seems to be an accident, but in fact, there is still a law behind it, that is, "the emotional value of the times creates heroes", such a value point, or label, in the view of worry-free media, is a steady stream of productivity, theoretically there is no upper limit, and it needs to be discovered in time and normalized through rapid response.
Soon, Aunt Wang was signed by the company and officially became an assistant broadcaster. Aunt Wang herself is also working hard, learning live broadcast related knowledge from scratch, the sense of the camera, the sense of the net, and the state of the live broadcast will soon be on the right track, and Yu and Sister Maomao bought a house for the aunt in her hometown, and will be invited to Cannes, France together after a while. For Aunt Wang, this is to open a "new map of life", but through the phenomenon, we can see that worry-free media has tapped the potential of talents, and this "core skill" has helped more talents to achieve "human efficiency improvement" and achieve a leap in life.
Yu and Mao Mao and Aunt Wang Liujin
This methodology hit the era of live e-commerce head-on around 2018, and in this way, it continued to help Internet celebrities touch a higher ceiling and release higher human efficiency. For each signing, Worry-free Media will dig deep into the most attractive real characteristics of the talent according to a specific process, and then maximize the efficiency of such people through live broadcasts, short videos, e-commerce and other forms.
For example, Guangdong couple Zheng Jianpeng and Yan Zhen couple, at the beginning, worry-free media seized Yan Zhen's background, she was a classic demolition household, and her family had a house to collect rent. So he accurately grasped the strongest memory point of this character, Zheng Jianpeng carried a snakeskin bag and a string of house keys with his wife, and successfully passed the "visual hammer" of the chartered father and the chartered wife, and the number of fans increased by 30 million in the first year.
Obviously, Lei Binyi is like a "talent scout" and like a "broker", he has clear standards in terms of "recognizing people and things" and "creating Internet celebrities", including appearance, emotional intelligence, talent, appeals, and character. Since then, Worry-Free Media has introduced celebrities to the market through mature industrial production methods.
Zhang Dada, the "customer service in the entertainment industry" who exploded not long ago, successfully achieved out of the circle through his "chatting" feature and became the "only network in the entertainment industry" for countless fans.
Now, in a new stage of the rational development of live broadcast e-commerce, this set of methodology has derived new energy. It is reported that the business layout of Wuwu Media today contributes 50% to "50% of other businesses such as e-commerce, short video advertising and entertainment live broadcast". On the one hand, the multi-line parallel development model can avoid "putting eggs in one basket" to improve the ability to resist risks, and on the other hand, it is also the embodiment of the continuous horizontal extension of the core methodology.
Carefree Night 2024 Guangdong couple performance scene
Behind these business layouts is still relying on industrial-level human efficiency, pushing "human assets" to the highest point of theoretical efficiency through standardized technical processes, as Lei Binyi said: "No matter how business development is carried out, it revolves around the core model of people + traffic + content, and the type of talent may change, but it has always maintained the deep cultivation of the general direction." Another secret that I find surging is actually the stabilizing effect of "people at scale" for this company, which means that it has the same long-term growth password as the big names, rather than short-term traffic.
This long-term password is so simple that most people dismiss it, such as "help people become rational instead of fanatical" and "let the tree grow in the sun instead of the sun", but in my opinion, it is the determination of a company to always go through the cycle.
3. Worry-free continue to make "people" worry-free?
The eight years of worry-free media seem to be the most dramatic eight years in the history of China's Internet, because of the outbreak of live broadcast e-commerce, which has created countless roller coaster legends of "nine days and five oceans", and it is precisely because of this thrilling wave of the times that worry-free media has lived up to its name - it has steadily helped so many people to ride the wind and waves and become worry-free.
The core is still as mentioned above, the rational technical logic penetrates the joys and sorrows of human nature, and the collision between Lei Binyi's own science and engineering technical thinking and the content industry is also like this company, the path of this history, not just the superficial "I want to be good to the celebrities" but "young people should have their own stage", worry-free media has created such an industrial-level stage and handed it over to the hands of young people.
In 2024, China's Internet users will reach nearly 1.1 billion, and it is also the general trend of the times to vigorously promote consumption and support the healthy and orderly development of the platform economy. Lei Binyi said that new quality productivity contains challenges and changes, "Another vision of worry-free is to help China's new consumer brands rise rapidly to the world, and together from 'Made in China' to 'Brand of China'." ”
For example, Wu Kequn, a worry-free expert who is called the "Wild Cultural Tourism Promotion Ambassador" by netizens, where he goes, where the cultural tourism is pushed to the hot search.
Recently, Wuwu has hosted the Wuwu Mountain and Sea Music Carnival, participated in the Zhuji Xishi Music Festival, Jiande Damei Zhejiang Music Festival, and invested in Mengtian Music and Hougu Travel Photography. In 2024, we will join hands with more local cultural and tourism bureaus to move from online to offline, with the help of influencer traffic and offline performances, to spread the beautiful China, so that "traffic can be turned into a force for good, which is more valuable." ”
Through such practical actions, worry-free media is releasing its new quality of productivity in more fields.
Therefore, Uncle Ni believes that through the continuous evolution based on the core methodology over the years, Worry-free Media can continue to make more people worry-free: first, let more potential talents worry-free, help them realize their potential, and turn attention into productivity; secondly, let more people in cultural tourism areas and rural revitalization areas have no worries, drive talents to spread the beautiful value of these places, and bring local economic benefits; Finally, let more consumers worry-free, and bring more trustworthy good content, good products, and good value to everyone.
Just like the six words that Lei Binyi and content creators encourage: upward, new, and good; I sincerely wish that worry-free media will stand at a new starting point in the eighth year, so that the light of more ordinary "people" can be seen by more "people", so that more "people" can be worry-free.