Reticulocyte PAPI how red sauce? -Papi sauce, logic thinking, network red-IT information
Reticulocyte PAPI how red sauce?
PAPI friends sauce called "Sophie Marceau version with low"
As of 19th 21:45, PAPI jam released on March 14, the men's survival last reading of the play had over 100,000 + and 2,496 users gave "appreciation", in accordance with its default amount, minimum 2 thick gauge, the amount is close to 5000 Yuan, whereas the actual amount definitely far exceeds this number.
Is more a shot is, according to some media, Luo Zhenyu (logic thinking), actually Fund, source capital and star capital jointly to the PAPI sauce 12 million Yuan. This substantial "appreciation" appears, make red is no longer just a leisure pastime, found in relation to their capital and tall.
"Hope thing and Luo Zhenyu will give her some ' blood transfusion ', brings new ideas and creative support. "An earlier investment professionals in contact with PAPI sauce had told the newspaper," said Xu Xiaoping was an interesting man, Luo Zhenyu was an interesting man, PAPI and if combined with sauce fun to do, trust will give her a lot of extra points. ”
Three months became network red NO.2
More than 40 over original short video, in short several months within brush burst social media; micro-letter public, reading volume almost article Article 100,000 +, paper late "appreciates" of number from a began of hundreds of to now of two thousand or three thousand, PAPI sauce of popular of road seems a night burst red, but actually, this "set beauty and talent Yu a of woman" is Xia had a hard of.
"Although people only for two or three minutes, is impossible without dozens of hours of hard work to do. "Luo Zhenyu said of PAPI sauce.
Reporters from a person close to PAPI sauce was informed by PAPI sauce actually began as early as Twitter make all kinds of interesting videos from anyone else to operate alone, became her college days a very important matter.
In fact, PAPI sauce is still the Central Academy of drama (hereinafter "zhongxi") directing master's graduation until June this year. "She's reading scores have been good, tests, and three women, entered the city when (third in Shanghai girls ' high school), when I was little I've learned saxphone (saxophone). "These people close to PAPI sauce told the newspaper.
He also disclosed that currently living in Beijing for a long time PAPI sauce was born in Shanghai, has long lived in the xuhui district, longhua area. In addition, PAPI jam cheerful, chatting, who is often the leading topic on the table.
Carefully read PAPI sauce app can be found, she is starting in October 2015 popular, she was trying to use the same audio video, results in the following three months, quickly became the reticulocyte NO.2. It is NO.2, according to a media release "2015 China Red List" was won by Wang Sicong, she followed.
According to video sites such as Tencent video, YouTube potato statistics, video posted accumulated playing PAPI sauce has billions. In YouTube, PAPI sauce a recent issue of the men's survival four bombs had played more than 1.88 million, is the latest issue of the southern Ming dynasty logic thinking more than three times of the washout times. Of course, the content is completely different.
As the most commonly used "popular observer", SINA weibo, PAPI fans of sauce than 7.68 million, although the number is Angelababy's one-tenth, but from the time scale, speed is worth ten Angelababy PAPI sauce powder.
Of course, as a graduate student of zhongxi, PAPI red sauce changed previous NET by face value standard to win, their sensitivity to hot topics, grounding air craft, clipping close to the professional technology, that make this strange woman stand out from the awl face and bangs the air.
12 million worth
A few days ago being circulated on the Internet a photo of Luo Zhenyu and PAPI sauce, Luo Zhenyu said, "we are talking about an interesting collaboration." But until the news of PAPI sauce received 12 million Yuan investment, the parties did not disclose details of the vote. Logic thinking is playing "see you Monday", announced today (March 21) will release other than investment cooperation.
The PAPI sauce is worth 12 million Yuan?
Once worked in matrix partners China, said Zhuang Minghao analysed in terms of knowing, no one can guarantee that the next product still be explosions, however, if you can do system stability and liquidity, enough for investors.
On Zhuang Minghao know analysis thing why are willing participation in PAPI sauce that: one is the large cultural entertainment is actually one of the main directions in the near future; the second is as Angel body, in terms of strategy, bet Angel stage explosions larger than the betting platform more cost-effective; third, Xu Xiaoping Papi's teachers may love sauce ... ...
Liu Xiaolu investment manager believes that fans in economy, popularity does not equate to acceptance, recognition determines whether the fan frenzy, whether there is a willingness to pay.
"(PAPI sauce) from light users into the core user is difficult and could cause bottlenecks. "She told reporters.
Producer of an Internet company also said to the reporter: "PAPI sauce while it is very red, but could see that she may have bottlenecks in the creation. ”
Currently, PAPI sauce the most direct mode or liquidated by the end of the "appreciation". Liu Xiaolu believes that tips is a cutting method, but is more like a "wash the user" business, the core user retention and depth operations is a more effective method.
Wu Peifeng is to have 200,000 followers since the public media "lists" founder, he told reporters that "vertical temperament" is the basis of community economic, brought together a group of literary life home, also tried in the aesthetic aspects of life. Now their profit model, there are tips, advertising and e-commerce in three, which is the main, single guide can earn on average, which is most of the media's current approach.
From the commercial considerations of logic thinking, probably experienced attracting audiences-membership-business-line activities and other sectors in the community. Liu Xiaolu believes that content-community-members-books-line activities derivatives of derivatives of the entire route is smooth, vertical categories media many of them is the early routes. And PAPI sauce short video content, although excellent, identification of high drama both topics, but short video limited interior space, more content is vertical rather than information on the vertical adjustment, lack of long-term change of scene, may be the bottleneck.
These investment people who had contact with the PAPI sauce to this reporter said, with support and Luo Zhenyu Xu Xiaoping, PAPI sauce might have some major changes and adjustments, the excellent degree of content production will be raised.
PAPI sauce line guess
Liu Xiaolu said in a report on the entrepreneurship, the development of the Internet so that the original fans came to the center of the development trend of economic industry, possible for individual star, the star core becomes more dispersed.
She told reporters, although the logic thinking and PAPI sauce became popular at different times, but all are beneficiaries of social networks in transition, from niche needs of users, and to interact more.
The difference between the two is that the logic thinking of the user identity is more of a demand, from historical, economic, and to post content on the Internet, even fragmentation of knowledge property always exude an "elite" class. PAPI users more of the sauce is a "resonance", or because of the curious mind Gets a moment of pleasure, high frequency, high speed content production slots and he brings the ugly effect of lowering the threshold for fan engagement and entertainment can quickly accumulate large amounts of light users over time.
Elite temperament of Luo Zhenyu PAPI and has a large number of minor users why the sauce go together? memories new year speeches of Luo Zhenyu and recent comments, may be able to find clues.
When it comes to why good IP, said Luo Zhenyu, man now, all transaction entry flows, prices, and personality. So-called flow is something in front of you, you can see it; when traffic is not a problem of time, value for money transaction entry, who who buy something cheap, current Internet business portal is still on flow and performance. And personality is opening a new transaction entry, a clear and complete personality should be imported to be part of integrated marketing.
"In 2016, a lot of people judge the rising middle class in China's economy in the face of a consumer upgrade. What is a consumer upgrade? ... ... Are distinctions, distinctions are very sturdy exists. Has a certain scarcity, you can interpret his fashion style, only IP can do. "In his view, knowledge will become the fourth generation of transaction entry, and personal charm of the brand is the key.
? PAPI sauce and Luo Pang photos
Then PAPI sauce if it is possible to become the third or even fourth generation of Luo Zhenyu transaction entry, two "network red" after walking together, maybe that will be of Luo Zhenyu for the PAPI sauce to create the road map. Logic thinking skills to which vertical PAPI sauce get copied and development, achievement of both the crowd and the realisation of complementary or methodology which worked out a complete set of worth the wait.
网红papi酱到底有多红？ - Papi酱,罗辑思维,网红 - IT资讯
网红papi酱到底有多红？
papi酱被网友称为“低配版苏菲玛索”
截至本月19日21时45分，papi酱3月14日发布的《男性生存法则第四弹》的阅读量早已超过10万+，且有2496名网友给出了“赞赏”，即便按照其默认金额中最小的2元粗计，金额也已接近5000元，而实际金额肯定远远超出这个数字。
更令人为之一振的是，有媒体日前称，罗振宇(罗辑思维)、真格基金、光源资本和星图资本联合向papi酱注资了1200万元。这笔大额“赞赏”的出现，使网红不再只是人们茶余饭后的消遣，他们和高大上的资本扯上了关系。
“希望真格和罗振宇能够给她一些‘输血’，带来创作上新的理念和实际的支持。”一位此前曾与papi酱有过接触的投资人士向《第一财经日报》表示，“徐小平是个有趣的人，罗振宇也是个有趣的人，如果能和papi酱的趣味性做有机的结合，相信会给她很多加分。”
三个月成为网红NO.2
40多条原创短视频，在短短几个月内刷爆社交媒体;微信公号阅读量几乎篇篇10万+，文末“赞赏”的人数从一开始的几百到如今的两三千，papi酱的走红之路看似一夜爆红，但其实，这个“集美貌与才华于一身的女子”是下过一番苦功的。
“别看人家视频只有两三分钟，没有几十个小时的辛苦工作是不可能做得出来的。”罗振宇这样评价papi酱。
记者从一名接近papi酱的人士处获悉，papi酱实际早在微博时代就开始制作各类有趣的视频，从与人合伙到独自运营，成了她大学时期十分重要的事。
实际上，papi酱目前还是中央戏剧学院(下称“中戏”)导演系的在读硕士，今年6月才毕业。“她的读书成绩一直不错，中考时考进了市重点市三女中(上海市第三女子中学)，小时候还学过saxphone(萨克斯管)。”上述接近papi酱的人士告诉本报记者。
他还透露，目前长期居住在北京的papi酱其实出生在上海，曾长期居住在徐汇区的龙华区域。此外，papi酱性格开朗，很耐聊，往往是饭桌上引领话题的人。
仔细翻读papi酱的微信公号可以发现，她是2015年10月开始走红的，当时她尝试了使用变音器制作视频，结果在之后的三个月里，迅速成为网红界的NO.2。之所以是NO.2，因为根据此前某媒体发布的“2015年中国网红排行榜”，冠军是王思聪，她紧随其后。
根据腾讯视频、优酷土豆等各视频网站的统计，papi酱发布的视频累计播放量已经过亿。在优酷上，papi酱最新一期的《男性生存法则第四弹》已经播放超过188万次，是罗辑思维最新一期《南明死局》的三倍还要多。当然，两者的内容性质完全不同。
作为国内最常用的“人气观测器”，新浪微博上，papi酱的粉丝已经超过768万，尽管数量只是Angelababy的十分之一，但从时间比例来看，papi酱的吸粉速度抵得上十个Angelababy。
当然，作为中戏的研究生，papi酱也一改此前网红多靠颜值取胜的标准，其对热点题材的敏感度、接地气的演技、接近专业的剪辑技术，足以让这个奇女子从锥子脸和空气刘海中脱颖而出。
1200万值不值
几天前，网上流传出罗振宇和papi酱的合照，罗振宇称，“我们正在谈一个有意思的合作”。但直到papi酱获得1200万元投资的消息曝光，参投的各方也没有透露合作的具体细节。罗辑思维更是玩起了“周一见”，宣称今天(3月21日)会公布除投资外的其他合作事项。
那papi酱究竟值不值1200万元?
曾经供职于经纬中国的庄明浩在知乎上分析时表示，没有人能够保证下一个产品依然是爆款，但是，如果能够做到内容体系的稳定和变现能力，对于投资人来说就已经足够。
庄明浩在知乎上分析真格为何愿意参投papi酱时认为：一是大文化娱乐是真格近期的主要方向之一;二是作为天使机构，在策略上，天使阶段赌爆款比赌大平台性价比更高;三是徐小平老师可能就是喜欢papi酱……
以太投资经理刘晓璐认为，在粉丝经济中，知名度不等同于认可度，认可度决定了粉丝是否狂热，是否有支付意愿。
“(papi酱)从轻度用户转化为核心用户的难度则可能会令变现出现瓶颈。”她对记者表示。
一名互联网公司的制作人也对本报记者表示：“papi酱虽然现在很红，但看得出，她在创作上可能已经出现瓶颈。”
目前，papi酱最直接的变现模式还是通过文末的“赞赏”。刘晓璐认为，打赏是一种切入方法，但更类似一种“洗用户”的生意，核心用户的留存和深度运营才是更有效的变现方法。
吴培锋是拥有20万粉丝的自媒体公众号“清单”的创始人，他向本报记者表示，“气质垂直”是社群经济的基础，汇聚了一群文艺生活家之后，公号也在生活美学电商方面做尝试。现在自己的公号盈利模式主要有打赏、广告及电商三种，后两者是主要的，单次导购的收入平均可以过万，这也是大多数自媒体目前的盈利方式。
从罗辑思维的商业化路线来看，大概经历了吸引受众—会员制—社群电商—线下活动等环节。刘晓璐认为，内容—社区—会员—书籍衍生品—线下活动衍生品的整个路线是流畅的，早期垂直类自媒体人不少都是这个路线。而papi酱的短视频内容虽然优秀、辨识度高、戏剧化兼具话题性，但短视频内部空间有限，内容更多是调性上的垂直而非信息的垂直，缺乏长期的变现场景，可能会是其变现的瓶颈。
上述曾与papi酱有过接触的投资人士向本报记者表示，有了徐小平和罗振宇的支持，papi酱或许会有一些大的改变和调整，内容制作的精良程度也会提升。
papi酱路线猜想
刘晓璐在其关于内容创业的一篇报告中提到，互联网的发展使原有的粉丝经济产业逐渐呈现去中心化发展趋势，个人造星成为可能，明星核心日趋分散。
她对记者表示，虽然罗辑思维和papi酱走红的时间不同，但都是社交网络转型的受益者，从用户小众需求切入，互动性更强。
二者的不同之处在于，罗辑思维的用户更多的是一种身份认同的需求，从历史、经济内容切入，到后期互联网的内容，即使是碎片化的知识属性，也始终流露着一种“精英”气质。而papi酱的用户更多追求的是一种“共鸣”，或是由于猎奇的心态获取片刻愉悦感，高频的内容生产、高语速的吐槽及自嘲带来的审丑和娱乐效果降低了粉丝介入的门槛，能在一定时间内快速积累大量轻度用户。
自带精英气质的罗振宇和拥有大量轻度用户的papi酱为何会走到一起?回忆罗振宇的跨年演讲及近期言论，或许可以找到端倪。
在谈及自己为什么看好IP时，罗振宇说，人类到现在，所有的交易入口有流量、价格、人格。所谓的流量就是东西放在你面前，你可以看得着;当流量不是问题的时候，性价比成为交易入口，谁的东西便宜就买谁的，目前的互联网商业入口仍在谈流量和性价比。而人格正在打开新的交易入口，一个清晰完整的人格应该能成为整合营销的入口。
“2016年很多人判断中产阶层在崛起，中国经济在面对一次消费升级。什么是消费升级?……是分别心，分别心是人非常坚固的存在。拥有某种稀缺性，就可以诠释他的风格风尚，唯有IP可以做到。”他认为，知识将成为第四代交易入口，而个人化品牌魅力是关键。
▲papi酱与罗胖合影
那么，papi酱是否有可能成为罗振宇口中的第三代甚至是第四代交易入口，两代“网红”走在一起之后，或许这也将成为罗振宇为papi酱打造的路线图。罗辑思维垂直变现的能力是否能在papi酱身上得到复制和拓展，二者能否实现人群和变现方式的互补，甚至摸索出一套完整的变现方法论值得期待。