Reticulocyte Papi sauce of a "bloody battle"-Papi sauce, logic thinking, network red-IT information

Papi sauce is who? She is just a set of "beauty and talent" for a woman? Also is a rising star of "net red" Star? Just half a year′s time, with more than 40 individual no more than 5-minute original video, her powder more than 5 million, has also recently received 12 million yuan of investment.

Papi fame Netizen "reticulocyte economy" discussions rose to new heights, this is a pure new media marketing event? Is also a test of the new business logic? There are many "PAPI" sauce will awaken appear? Before you have not yet found the answer, about Papi sauce "bloody battle" has broken out.

Papi sauce estimated value of 300 million or 100 million?

12 million first round of financing, shares 12%

Over the weekend, video media "Papi sauce" was raised 12 million Yuan financing, valued at 300 million messages the industry buzz. Capital cooling early 2016, the scale of "blood transfusion" to a young woman, envy, admiration, disdain, questioning, and other emotional upheavals.

Papi sauce is actually rise in 2016 "Internet celebrity", one of her claim to be a "set of talent and beauty in a woman", by making a series of self-deprecating comedy and ridicule short video rapidly spread into a phenomenal medium.

Originally, Papi sauce and her work is just a way for users to leisure time entertainment. But the high profile given to marketing logic thinking pushes to the fore Papi sauce. A few days ago, founded by Luo Zhenyu, the founder of logic thinking in its micro-signal to the public, issued the gentlemen on the logic thinking, this will be the first major event in the history of new media marketing, and Xu Xiaoping Papi sauce to disclose his investments. According to media reports, Papi sauce get to raise 12 million yuan in the first round, by actually Fund, logic thinking, lighting joint capital and star capital injections and the value could reach 300 million Yuan.

Papi investment sauce loves her fans excited by the news. Netizen "turnip," the Beijing Morning Post said, clearly has a picture of a movie star face Papi sauce has been grounded, common discussion topic is life, likely to resonate. After getting investment, he wants the Papi sauce to enhance the team′s production values.

But Netizen fans support, 12 million of "blood transfusion" and 300 million valuation is really the media industry also led to reflections on the valuation of the real Papi sauce. According to Tencent technology reported that "Papi sauce" is the real value of 100 million Yuan, in the investment of 12 million Yuan, integrity, logic thinking of the Fund invested 5 million respectively, source capital and star capital invested 1 million respectively. Actually, logic thinking and the Fund source capital, sky capital holdings, respectively, 1%, 5%, and 1%, a total shares 12%, "Papi sauce" team will hold the remaining 88% shares.

It marketing or new business logic?

Upcoming auctions ads debut, one ticket cost 8000

Beijing morning news reporters watch the Papi sauce all the videos found her main features rely on the ever-changing facial expression, pompous psychological interpretation and frequently poke in the heart of gold quotations. In terms of content creation, mainly related to the relationship between men and women, the Internet, forced marriage, wealth and other likely topics for discussion and resonance.

According to statistics, Papi sauce from October 2015 by virtue of a Taiwan accent and Northeast on hot searches list and quickly became popular, the short time, more than 40 lines of original video, powder 5 million. Papi video currently covers youku sauce, aiqi art, Tencent videos, station a, b station, multiple distribution platforms such as second, Tencent-only video subscription to more than 100,000, total amount of playing up to 129 million. In their micro-letter on the public, almost all video content over 100,000 + hits, Papi sauce tips online users there. In some of the secondary site, Netizen formed Papi sauce fans, Papi sauces specially produced song, called for their tips.

However, Papi sauce red network, started with a short video of the Queen does like no other, select the name or product placement to liquidate. Accept the logic thinking, among others, after the capital injection, Papi sauce ads "debut" have exciting auction.

According to the logic thinking of public, the two sides will launch a "China new media advertising auction for the first time in the world". It is understood that the Papi sauce ad auctions to be held in Beijing on April 21. Before that there will be two fields of communication, Papi dressing himself without taking part in the first communication will be held March 27, only 100 seats, a little hunger marketing means. Papi sauce ads communicate tender tickets prices for 8000 Yuan. In other words, if the bid will be sold-out, ticket income of 800,000 yuan. Such a high ticket price raises questions, too, leading some fans to be Luo Zhenyu′s cash machines.

Thinking about auction ads debut, Luo Zhenyu said: "a river becomes a powerful turning point, is because of the general rule. Wild growth is welcome, but there are rules to follow to establish large-scale collaboration. New media advertising, mess for a long time. Who first come out and establish the market rules, who would receive the first wave of bonuses. "And calls for" clearer rules, hyper-stringent procedure, expected value, always is the direction of the evolution of the market. ”

Who will be the next Papi sauce?

Network red "FMCG cultural symbol" nature has not changed

Actually, early in Papi sauce popular zhiqian, large "jokes hand" also had was users sought after, regardless of is called beast Yi Xiaoxing, and Bai Ke by build of smash hit of network drama absolutely didn′t thought, also is micro-Bo jokes hand as "floor Sir", and "genius small Panda", and "memories dedicated small vest",, they are in to video debut zhihou gradually hold mission heating. Capital and net red itself is quite clear that single individual IP will soon face "wit" dilemma, only a platform, no way.

In earlier times, County Freelancer Hugo created by a network of murder caused by short film has triggered heated discussion, network download rates even more than the movie based on the infinite itself. Hugo through video received benefits, also triggered a crew with the promise of a lawsuit, but in the end, Hugo and the name has gradually been forgotten.

Many people confuse, why Papi sauce get financing? Especially the Papi paste current content is derived from a joke on Twitter, if after the commercialization of such material could also raise copyright issues. Therefore, their continued creativity will become key factors in determining content.

In the investment community, there are many people that, Papi logic thinking and I actually quite like sauce. Fans of logic thinking believers were 1.1 points accumulated, user picture is very clear. Papi sauce popular chance even more. From the investment quota, logic thinking and no lead investor, but with traders the marketing event. Xu Xiaoping, another investor, used to like "after the Ma Jiajia" on the lips. Although Ma Jiajia entrepreneurship several twists and turns, but it will undoubtedly bring to actually fund the massive agglomeration effect.

Moreover, around Papi sauce the most business liquidations is not yet clear. From the investor′s point of view, Papi sauce stable production output of quality content, fans can continue to gather around her, and finally, her fans into users, there are still uncertainties in the future.

网红Papi酱引发的“血战” - Papi酱,罗辑思维,网红 - IT资讯

Papi酱是谁？她仅仅是一个集“才华与美貌”为一身的女子吗？还是一颗冉冉升起的“网红”新星？短短半年的时间，凭借四十几条单条时长不超过5分钟的原创视频，她吸粉超过500万，最近还获得了1200万元的投资。

Papi的走红让网友针对“网红经济”的讨论上升到前所未有的新高度，这究竟是一场单纯的新媒体营销事件？还是一种新商业逻辑的实验成功？还有多少个“papi”酱会前赴后继地出现？在尚未找到答案之前，一场有关Papi酱的“血战”已经爆发。

Papi酱的估值是3亿还是1亿？

首轮融资1200万元，占股12%

上周末，视频自媒体“Papi酱”获1200万元融资、估值3亿的消息引发业界热议。在资本逐渐降温的2016年初，如此大规模的“输血”给一个小女子，羡慕、钦佩、不屑、质疑等多种情绪扑面而来。

Papi酱其实是2016年崛起的“网络红人”之一，她自称是一位“集才华与美貌于一身的女子”，通过制作一系列靠自嘲和吐槽的搞笑短视频迅速扩散成为现象级自媒体。

本来，Papi酱及她的作品只是供用户闲暇时消遣的一种方式。但惯于营销的罗辑思维却高调地把Papi酱推到了台前。日前，罗辑思维创始人罗振宇在其创办的微信公众号罗辑思维上发文《先生们，这将是新媒体营销史上的第一大事件》，透露其与徐小平对Papi酱的投资。据相关媒体报道，Papi酱拿到首轮融资1200万元，由真格基金、罗辑思维、光源资本和星图资本联合注资，且估值可能达到3亿元。

Papi酱获得投资的消息让不少喜爱她的粉丝感到兴奋。网友“小萝卜”对北京晨报记者表示，Papi酱明明长着一张明星脸，却特别接地气，探讨的话题也都是生活中常见的，容易引发共鸣。拿到投资后，他希望Papi酱能够提升团队的制作水准。

但相比网友粉丝心态的支持，1200万的“输血”和3亿估值却深深刺激了自媒体行业，也引发了对Papi酱真实估值的思考。根据腾讯科技的报道，“Papi酱”的真实估值是1亿元，在1200万元的出资中，真格基金、罗辑思维分别出资500万，光源资本和星图资本分别出资100万。真格基金、罗辑思维、光源资本、星图资本分别持股比例为5%、5%、1%、1%，一共占股12%，“Papi酱”团队则持有剩下的88%股权。

只是一场营销还是新商业逻辑？

即将拍卖广告处女秀，一张门票定价8000元

北京晨报记者观看了Papi酱所有的视频发现，她的主要特点依靠瞬息万变的面部表情，浮夸的心理演绎以及频频戳中人心的金句语录。在内容创作方向上，主要涉及男女关系、互联网、逼婚、炫富等容易引发讨论和共鸣的话题。

据统计，Papi酱从2015年10月凭借着《用台湾腔说东北话》上了热搜榜而迅速走红，短短半年时间，四十几条原创视频，吸粉500万。Papi酱的视频目前覆盖优酷、爱奇艺、腾讯视频、A站、B站、秒拍等多个分发平台，仅在腾讯视频的订阅就超过10万，总播放量高达1.29亿。而在其个人微信公众号上，视频内容几乎全部超过10万+点击量，为Papi酱打赏的网友也不在少数。在一些二次元网站上，还有网友组成了Papi酱粉丝团，为Papi酱专门制作歌曲、号召为其打赏。

然而，Papi酱爆红网络后，并没有像其他因短视频起家的大号，选择冠名或植入广告来变现。在接受罗辑思维等机构的注资后，Papi酱的广告“处女秀”也采用了更刺激的拍卖方式展开。

根据罗辑思维的公众号，双方将发起“中国新媒体世界的第一次广告拍卖”。据了解，Papi酱的广告拍卖活动将于4月21日在北京举行。在此之前会有两场沟通会，Papi酱本人不参加，第一场情况沟通会将于3月27日举行，仅限100席，有点饥饿营销的意味。而Papi酱广告资源招标沟通会门票的价格为8000元人民币。也就是说，如果招标会满座，光门票收入就有80万元。如此高的票价也引发了质疑，以至于有人称粉丝成为罗振宇的提款机。

对于拍卖广告处女秀的想法，罗振宇表示：“一个江湖变得强大的转折点，是因为有了普适的规矩。野蛮生长固然可喜，但有规矩可循，才能建立大规模的协作。新媒体广告投放，乱局已久。谁第一个站出来建立市场规则，谁就会拿到第一波红利。”并呼吁，“更明确的规则、超严谨的程序、可预期的价值，永远是市场演化的方向。”

下一个Papi酱会是谁？

网红“快消品文化符号”的本质没有变

其实，早在Papi酱走红之前，大批“段子手”也曾经被网友追捧，无论是叫兽易小星、白客所打造的红极一时的网剧《万万没想到》，还是微博段子手如“楼sir”、“天才小熊猫”、“回忆专用小马甲”等，他们都在以视频出道之后逐渐抱团取暖。资本和网红本身其实都很清楚，单一的个人化的IP很快就会面临“江郎才尽”的窘境，只有平台化才有出路。

在更早的时候，中国大陆自由职业者胡戈创作的《一个馒头引发的血案》网络短片也曾引发热议，在网络上的下载率甚至高于其取材的电影《无极》本身。胡戈通过短片获得了经济效益，也引发了与《无极》剧组的官司，但最终，胡戈这个名字也已渐渐被人遗忘。

很多人迷惑，为啥是Papi酱获得融资？特别是Papi酱目前的一些创作内容还是源自微博上的段子，如果商业化之后，这样的取材也可能引发版权问题。因此，其个人持续不断的创造力便成为了决定内容好坏的关键因素。

在投资圈，也有不少人认为，Papi酱本人其实和罗辑思维非常不像。罗辑思维的粉丝信众都是一点一点积累起来的，用户画像非常清晰。而Papi酱的走红偶然因素更大。况且从投资额度来看，罗辑思维也并没有领投，而是尽心在操盘此次营销事件。另一位投资人徐小平，曾经也最喜欢把“90后马佳佳”挂在嘴边。虽然马佳佳创业几经波折，但这也无疑为真格基金带来了非常庞大的聚集效应。

况且，如何围绕Papi酱进行最大程度的商业变现其实也尚未清晰。从投资人的角度来看，Papi酱能否稳定持续地生产输出优质的内容，能否将粉丝继续聚集在她的周围，并最后把她的粉丝转变为用户，未来仍有不确定因素。