A brief history of the evolution of "internet celebrities" in 15 years

2019 can be said to be the internet celebrity blowout period, Li Jiaqi, Wei Ya, Li Ziqi and other crazy screen brushing, their popularity has not only become the focus of the national, but also with the red Internet red economic concept stocks,

Seeing the two words "net red", I believe that the first thing that comes to mind is that the net red is very profitable, Li Jiaqi made nearly 200 million yuan in 2019, the profitability is comparable to a large and medium-sized company, Lao Luo is still paying 600 million debts through live streaming, it is said that it is almost the same, Weiya is not to mention, with the no1 of the cargo world.

First, the road to internet celebrity

1, China's first batch of Internet celebrities with the rise of the Internet to become the focus of the public, in 2004 Furong sister was uploaded to Mizuki Tsinghua, Peking University Weiming Lake, Cat Poker and other forums and community websites, became the first generation of Internet celebrities, the same period of Internet celebrities and antenna sister, Yang Di, Xiao Fat, etc.;

2, In 2005, Douban was established, becoming a gathering place for literary and artistic youth, and also making evening evening, Zhang Xinyuan and Nansheng become the three goddesses of Douban;

3, with the rise of Weibo in 2009, with the bizarre and exaggerated marriage solicitation, Feng Jie became famous through Weibo;

Although these Internet celebrity pioneers had a good reputation at that time, in terms of popularity, influence and commercial value, they could not be compared with the current top Internet celebrities;

Second, the front station with the anchor - Tao Girl

1, 2015 Internet red economy ushered in a turning point in commercialization, Internet red e-commerce is also from this year began to break out, this year Taobao double eleven women's clothing almost became the world of Internet red shops, in front of the Internet red shops, and these Internet red shops originated from Taobao's Tao girls;

2, since 2007, Taobao provides a third-party service platform - Tao Girl, to help merchants find models, people who want to become models can make money through this platform, when the market demand for Taobao models is very large, in 2012, the output value of Tao Girl platform was 1.1 billion, and there were 34,000 Taobao models;

3, so e-commerce modeling soon became a tempting emerging industry, under this boom, Guangzhou, Hangzhou, Wuhan and other places have risen e-commerce model training institutions, these institutions recruit 100 trainees a year, through 3-4 months of body shape, makeup, expression shooting training, of which 30% become Tao girls;

4, Zhang Dayi, who sold in double eleven stores in 2015 and 2016, and Wei Ya, who has been live streaming with goods in recent years, have become Tao girls at this stage;

Third, commercial realization

Because tao girls eat youth rice, red is 2-3 years, a large number of tao girls urgently need transformation and realization;

1, at that time in the social media Weibo, taking a large number of celebrities to stay and a variety of big v, the Year's Weibo is the manufacturing platform of Internet celebrities, Ali officially saw the huge potential of social e-commerce, The Internet celebrity economy, invested in Weibo in 2013, and opened up the road for Tao Girls to go to Weibo to achieve commercial realization;

2, this year, Tao girl Zhang Dayi used the support of Weibo's celebrities to increase activity and began to drain some stores;

3, Weibo needs content, Taobao needs traffic, Internet celebrities need to monetize, since then, Taobao, Weibo, Internet celebrities win-win situation, forming a closed loop of Internet celebrity economy;

3, until 2015, the economic potential of Internet celebrities really began to erupt, when Zhang Dayi, the representative of Internet celebrity e-commerce, just opened a year of store to become a Taobao women's clothing top merchant, the store upgrade 4 crowns;

4, In 2016, the sales of double eleven Dayi stores exceeded 100 million, which became a legend in the industry for a time;

At that time, the internet red shop play is the internet red with the beauty photo on Weibo to show sample clothes, fans vote for the most popular style, then play the board, stock, shelves, orders, delivery in one go, officially listed Taobao stores, thousands of internet red styles will soon be sent to the hands of fans, the whole process cycle of about a week, and when someone plagiarizes and imitates, the internet red shop has entered the next cycle cycle;

5, also in 2016 with the short video fire of papi sauce, obtained 12 million capital investment, representing the Internet red economy into the short video generation;

However, the original short video monetization form was single, that is, advertising, and papi sauce was sold out of the circle through an advertising auction of 22 million;

Fourth, the economic chain of internet celebrities

1, in 2016, as well as Taobao live broadcast on the line, the former Tao girl Weiya received a phone invitation from Taobao Live Xiao Er to transform into a Taobao anchor;

Li Jiaqi through the Kol selection program cooperated with L'Oréal in Meione;

At this time, they are still vegetarians, not called Internet celebrities, and Taobao's initial focus was to introduce content Internet celebrities, but unfortunately the effect was not obvious;

2, until a 5-hour live broadcast in October 2017 for a fur store to create 70 million sales, breaking the record of 20 million set by Zhang Dayi a year ago, this year, the live broadcast for Taobao's content marketing strategy is not clear;

E-commerce live broadcasting is so hot, Kuaishou Douyin also entered the game in 2017, and has successively launched live broadcast functions;

In 2018, Kuaishou Douyin launched a shopping cart project and cooperated with mcn to further improve the commercial monetization model of e-commerce live broadcasting;

3, 2019 Internet celebrities began to bloom a hundred flowers, Li Jiaqi, Li Ziqi, Weiya and other popular out of the circle, in general, Internet celebrities after a long period of generations, gradually realize commercialization, only with commercial value, let the Internet red economy really rise;

4, in 2020, the net red economy will reach 300 billion, and a mature industrial chain has now been formed from content to business;

Internet celebrities are content producers, called different on different platforms and channels, called through Taobao with goods and other windows, through Taobao live broadcast and other live broadcast platforms to anchors, in the b station called up the owner, in Weibo called bloggers, etc.;

Of course, Internet celebrities can also be called kol, mcn such institutions are like internet celebrity brokers, management operations, fans, monetization, etc., the rise of the internet celebrity economy, driving the rise of mcn institutions, at the end of 2018, mcn institutions more than 5000 plus, 90% of the head internet celebrities were signed by mcn;

5, in terms of monetization, it is now not limited to advertising, but also e-commerce drainage, making itself a brand or star;

Different types of Internet celebrities, the way of monetization is also different, mainly depending on his commercial value;

Fifth, how to assess the commercial value of influencers?

One is the Internet celebrity itself, and the fan is only one of the data;

Such as WeChat to see vertical fields, number of fans, reading volume, open rate, recovery, interaction, etc.;

At that time, WeChat head net red Mimon, positioned in the emotional field, articles are in 10w+, high topicality, only back to advertising more, quotations are not low; headlines 68w, weekend story column title 30w, bottom banner 25w, etc.;

In e-commerce live broadcasting, more emphasis is placed on the ability to carry goods, the length of playback, purchase conversion, commodity sales, turnover, etc.;

Weiya and Li Jiaqi had more than 600 million yuan in the first pre-sale turnover of Singles' Day in 2019, which is a very important commercial value data;

Second, MCN integrated marketing planning capabilities and comprehensive capabilities;

For example, Li Ziqi himself opened a shop on Taobao and sold Li Ziqi brand products, which is the form of IP commercialization;

The road to the head influencer.

In mcn institutions, it is divided into different levels according to the number of fans or the total number of transactions;

For example, Zhang Dayi's Ruhan agency, 146 signed Internet celebrities, more than 100 million yuan a year is the head Internet celebrity, only 3 people; gmv 30 million to 100 million is shoulder Internet celebrity, there are 8 people, less than 30 million belongs to the Internet celebrity There are 135 people;

The head of the Internet celebrity in the MCN agency is 1%-2%, more content is a vegetarian, not to reach the level of Internet celebrity, not to mention commercial value;

Mcn will sign some 0-1 vegetarians, and after training to 100 to the top, need to sign a long-term contract;

The survival rate of 100 anchors on Taobao is less than 1%.

There is no right or wrong in the influencer economy, everything is decided by the market.