CCTV financing must comment on Papi sauce: reticulocyte economy lacks a mature business model-PAPI sauces, net red-IT information
Recently, a short video on the Internet became popular, and has accumulated more than 8 million fans of Internet celebrity "PAPI dressing" received 12 million Yuan investment, valuation billion, net red "realisation" topic has once again been pushed to the forefront. As the first network red receives capital investment case, "net red economy", a new business model is also controversial.
1: Web celebrities into the 2.0 era has spawned "reticulocyte economy"
"Net red" or "Internet celebrity", means a person who is sought after and popular by netizens. In fact, the Internet sensation is not emerging new things in these two years, concomitant with the Internet. From "the net economic value of red", which can be divided into two generations of reticulocyte.
NET era Red 1.0
The BBS era 10 years ago, Internet celebrity of Fame without network driver is required, or active or passive to packaging and promotion. Internet users pay more attention to these people who embodied the "contrast". For example: Furong sister, sister feng, and so on.
Network red 2.0 era
Now, surging reticulocyte in the media age, formed their own territory, "the Eight Immortals crossing the situation" through micro-blogging, micro-credit, live, short video by the major forum for fans. Even more important is that this generation of Red is building a huge new economic force.
Network marketing business liquidations
At present one of the most popular network red fall into three basic categories: one for content creation, a number of media, talk-show their creative content to attract advertisers, film producers or brands.
Another type of "sell", some of the seduction of beauty, clothing with people fall into this category, such as "dragons red", their own "realisation", nor can be said to be to sell creative content.
Also has a is game live platform anchor, variable now source main is platform signed gold and fans gift variable now, also are should for too rely on Yu click volume and fans "dependent", this class network red main "beauty economic", and "ambiguous economic", especially recently bucket fish, network live platform Shang appeared of series involved yellow event, we can obtained conclusion, anchor with strength famous this no wrong, but by hook or by crook manufacturing fame is almost.
2: capital investment on the "net red" scramble
PAPI sauce raised 12 million Yuan, valued at 100 million Yuan. This was the first net capital investment received Red case, also represents the capital level, using real gold and silver to express the reticulocyte liquidity and potential is good.
In fact, red for network services "net red hatching company" also concerned by capital markets, such as red, build network "net red agent" home company attracted venture capital concern again built a number of "reticulocyte Taobao shop" such as culvert company already gets Yan Yan and Liu′s financing.
Reasonable? Last do?
"Reticulocyte economy" booming, investors in droves, which of course is a good thing. At present, public undertaking, the much anticipated innovation the tide rises, the path there is no sure formula for success, and popularity through the cluster network entrepreneurial innovation, as long as it doesn′t violate the law should be encouraged. But at the same time, "reticulocyte economy" as a new product, lack of a mature business model, there are still many uncertain factors.
A red carry great risks, investment network. "Reticulocyte economy" is to fan the economy in real terms. Reticulocyte liquidated ability depends on specific groups of fans, fans of the stickiness, conversion, and loyalty. While fans a reticulocyte is easy, abandoning a reticulocyte is very easy. For investors, there is investment risk.
Second, red is only the first step, after that? If reticulocyte operate as a brand, fan sedimentation, buy into, the long tail effect of Word of mouth marketing, and some node zero marketing and event marketing, heat try again to attract new fans ... ... Again and again. Traffic is only the first step to fame, follow-up to enough exposure, enough hype topic, enough content to do precisely and, finally, enough fans to liquidate. Each link of the mistake may not go too far.
Third, net red is the new economy is FMCG? Red beauty network ran for anything to sell clothes? Low barriers selling clothes, make money fast, high conversion rate, high rate of repeat purchases, capital direct realisation of ability. Reflecting NET red common problem is: most counted on when you still red, remove one and leave. Like upstarts and entrepreneurs of distinction, no long-term determination and ability to operate their own brand, does not transform the way better ways to promote and, reticulocyte wanted long-term management, highly unlikely.
In short, for "reticulocyte economy" the emergence of this new business model, we should uphold the attitude of welcome, but as the two sides of the coin, "reticulocyte economy" also needs to be improved, regulatory areas. From commercial mode,, at this stage of "network red economic" does not looking for to scale of standard commercial path, from network red itself,, which are some people to "low moral" of features for content expression, by hype and beats out bit "wants to in concern degrees Shang share", this against mainstream values of content is urgently regulatory of, this class content also destined to not long.
央视评Papi酱融资千万：网红经济缺乏成熟的商业模式 - papi酱,网红 - IT资讯
近日，靠短视频在网络走红，并积累800多万粉丝的网络红人“papi酱”获得1200万元投资，估值上亿，网红“变现”的话题再度被推到风口浪尖。而作为第一起网红收到资本投资的案例，“网红经济”这种新的商业模式也颇受争议。
现象1：网络红人进入2.0时代催生“网红经济”
“网红”即“网络红人”，指被网民追捧而走红的人。事实上，网络红人并不是这两年刚刚兴起的新鲜事物，它与互联网相伴相生。从“网红的经济价值”来看，可分为两代网红。
网红1.0时代
10年前的BBS时代，网络红人的成名离不开网络推手，都需要或被动、或主动地进行包装和推广。网民更关注这些人身上所体现的“反差”感。例如：芙蓉姐姐、凤姐等等。
网红2.0时代
现在，网红们在自媒体时代风起云涌，形成各自的领地，“八仙过海各显神通”，通过微博、微信、直播、短视频或是各大论坛获取粉丝。 更为重要的是，这一代的网红正在构筑起一股巨大的新经济力量。
网络营销的商业变现
目前最火的网红基本分为三类：一类以内容创作为主，一些自媒体、脱口秀等，他们以创作内容为主，吸引广告主、影视剧制作方或品牌合作方。
另一类以“卖货”为主，一些美妆达人、服装搭配达人属于这一类，像“淘宝网红”们，他们自带“变现”途径，也可以说是为了卖货而创作内容。
还有一类是游戏直播平台主播，变现来源主要是平台签约金与粉丝礼物变现，也正应为太依赖于点击量和粉丝“供养”，这类网红主打“美女经济”、“暧昧经济”，尤其近期斗鱼等网络直播平台上出现的一系列涉黄事件，我们可以得出结论，主播凭借实力出名本没有错，但不择手段制造名气则贻害无穷。
现象2：资本投资对“网红”趋之若鹜
papi酱融资额1200万元人民币，估值1亿元。这是第一起网红收到资本投资的案例，也代表了资本层面用真金白银表达对网红变现能力和潜力的看好。
而其实，为网红服务的“网红孵化公司”也受到了资本市场的关注，比如打造网红、做“网红经纪人”的莉家公司，就吸引到了风投的关注；再如一手打造多家“网红淘宝店铺”的如涵公司，早已拿到了阎炎和柳传志的融资。
合理吗？能持久吗？
“网红经济”蓬勃兴起，投资人趋之若鹜，这当然是件好事。时下，大众创业、万众创新的潮流渐起，成功的路径也没有一定之规，通过集聚网络人气创业创新，只要不违反法律都应予以鼓励。但与此同时，“网红经济”作为一种新兴产物，缺乏成熟的商业模式，尚有诸多不确定因素。
一、投资网红要担很大风险。“网红经济”的实质就是粉丝经济。网红变现的能力依赖于特定的粉丝群体，粉丝的黏性、忠诚度、转化度。而粉丝喜爱一位网红很容易，抛弃一位网红也很容易。这对于投资人来说，存在一定投资风险。
二、红起来只是第一步，之后呢？如果把网红当做一个品牌来运营，粉丝沉淀、购买转化，长尾效应口碑营销，再有一些节点性的爆点营销和事件营销，对热度再次拉升，吸纳新粉丝……周而复始。成名吸引流量只是第一步，后续还要足够的曝光度，足够的话题炒作，足够的内容做精准，最后才是足够的粉丝来变现。每一个环节的差池，都可能走不了太远。
三、网红到底是新经济还是快消品？美女网红们为什么都跑去卖衣服？卖衣服门槛低，挣钱快，转化率高，重复购买率高，资本直接变现的能力强。这反映出网红的共性问题是：大多数打算趁自己还红的时候，捞一笔走人。这好比暴发户和企业家的区别，没有长期经营自身品牌的决心和能力，不变换方式完善自己推广方式和渠道，这样的网红想要长效经营，可能性极小。
总之，对于“网红经济”这种新型商业模式的出现，我们应秉持着乐见的态度，但是正如硬币的两面性，“网红经济”也有其亟待提高、监管的地方。从商业模式来讲，现阶段的“网红经济”并未寻找到规模化的标准商业路径，从网红本身来讲，其中不乏一些人以“低节操”的特点进行内容表达，靠炒作和搏出位“想要在关注度上分一杯羹”，这种违背主流价值观的内容也是亟待监管的，这类内容也注定不会长久。