The entrepreneurs of MCN should not only know how to pack KOLs. You can take Internet traffic to negotiate with the local government and tell them which ones Internet traffic likes and which ones dislike. I also recommend to government officials and entrepreneurs that the traditional evaluation model is likely to fail when investing in projects in the future. In the investment plan, the input and output of Internet traffic must be measured. Be sure to ask a few pop stars on the Internet to evaluate. In this way, the conclusion may be different from another angle. It is more reliable to let ten KOLs to score than ten experts. The intuition of the new species is irreplaceable.

What kind of "species" can survive under the double blow of the epidemic and the trade war?

This is a question I have been thinking about recently. I thought I would find the answer in the textbook, but I didn't expect the answer to be hidden in an inconspicuous corner of Xidan Shopping Mall. Last week I went to a certain mall in Xidan to buy underwear, and found that many shops were closed, only the small shop in the corner was still open. There is almost no decoration in this small shop, and all the space is used to hang all kinds of groceries. I would not go in under normal circumstances. It seems that there is nothing I want to buy. But I'm curious, why are so many high-end and better-located shops next to it closed while this shop is still open. I asked the boss how the business was, and she said it was pretty good. This surprised me very much. In the past few months, no business has dared to say that the business is good, and no one patronizes the business. Is the rent cheaper? "No, what are you going to buy?" "Are there any men's underwear?" "Yes, three pieces of XX yuan!" I think the price is OK, cheaper than I thought, and I have a desire to shop. "But I don't know the size is right. You don't have a fitting room here. I don't want to come back and run!" "Don't try, you put your underpants on your head. If it's right, it will be fine!" I heard this. I was shocked, but I still compared it, no problem. "The three colors don't want to be the same, do you have other colors?" "Yes, you try the leopard print!" She immediately took out a leopard print... I was completely stunned, but quickly paid . In just ten minutes, she completed a successful delivery: first of all, the price was accurate, which was lower than the psychological price of my shopping in Xidan, which gave me a desire to buy. Second, the panties were put on my head, which completely changed my worldview and made me feel interesting. Third, leopard print once again refreshed my outlook on life, let me try to change.

This is a classic model of "micro-digital upgrade": her customers are repeat customers, most of whom place orders through the Internet, and their dependence on offline traffic is already low. Her shop is just a live broadcast venue, and Xidan is just her digital label.

The businesses that survived this round of the epidemic are basically because there are enough repeat customers. Either the repeat customers are just-needed or quasi-needed, and must come to a physical store to spend (such as Tuina), or they only need the Internet to complete all transactions activity. Fully converting repeat customers to online is the secret to its survival. However, the story of small shop in Xidanis far from simple. It is a brand new species. The language she uses is simple, rude and effective, which is extremely suitable for live broadcast scenes, and quickly forms the ability to carry goods. This is simply incomparable to those stars who ride the wave of live broadcast. Her shop is messy, but every product is carefully selected, including price, style, and quality. She has a good knowledge of the product, which is simply incomparable to those stars. And very importantly, the seemingly messy environment just caters to the needs of the webcast scene. Please pay attention to whether Li Jiaqi or Weiya, you will never transform your live broadcast environment into a luxurious shopping mall or hotel style. Because this does not match the positioning of no middleman. You clearly tell others that there is no middleman, but you spend a lot of money on irrelevant content, and fans will not believe it.

A more representative example is Luo Yonghao. Luo Yonghao made hundreds of millions of live streaming products. But the live broadcast room is just a broken table, and all the props are the simplest. Don't forget that when Luo Yonghao was promoting the hammer phone, it was a scene of tens of thousands of people. Every word in PPT is designed by a luxurious team. And now these are invalid inputs. Because on the screen of your mobile phone, you can't create a luxurious scene, and the audience will not resonate. On the phone screen, you must create a subtle "sense of substitution" that makes fans feel that you are hardworking, hardworking, low-key, and reliable. So when Li Jiaqi changed the position of assistant to a star, I knew that the new model was difficult to do well. Because celebrity traffic and live broadcast traffic are completely different. Stars and live broadcast influencers are also two completely different species. Chinese celebrities become celebrities because they have influence on two channels: Weibo and film and television. Weibo is the focal platform of public opinion, and there is no substitute for it in terms of real-time information. Celebrities gain popularity and attention through Weibo, and this popularity relies on the "water army" to a considerable extent.

The hand-to-hand combat between fans and black fans gave birth to a huge online supporters ecology, which is a species that coexists with celebrities on Weibo. The same is true for film and television. Scrubbing scores and scrubbing internet traffic will greatly discount the authenticity of celebrities’ internet traffic, and cannot withstand the rigid test of live streaming sales. Fake traffic has become a huge burden on their live-streaming sales. Their selection of products, efficiency of input and output, and design of operating models are very cost-effective. In addition, these celebrities do not understand the product at all, but only satisfy the curiosity of the fans, which is difficult to convert into sales. But in order to save face, they have to brush traffic and data, which has a great negative impact on the live broadcast industry. Therefore, the live-streaming sales model of "Internet celebrities + celebrities" is difficult to work. New species must rely on a new flow supply chain. The new traffic supply chain will no longer be based on Weibo and WeChat. Although they are still important, the platform above the food chain is Douyin. Why do you say that? This is related to the pricing mechanism of traffic. If you want to sell something, you must first convince consumers that it is worth the money. The same is true for traffic.

No platform wants their traffic to become less and less valuable, but their internal genes determine that this is an uncontrollable trend. Weibo's hot search list is essentially a time-limited billboard, which maximizes revenue by controlling the time of listing and ranking. On this point, my master's students have done in-depth data analysis, and Weibo itself will not deny it. Driven by hot search advertisements, the online supporters has become the main mode of competition among all parties, and this also determines that the traffic price of Weibo will only get lower and lower. Although WeChat is a little better, data scanning has also become a huge industry. Moreover, WeChat's traffic monetization ability is too poor, and the revenue of traffic advertising is gradually declining. Although WeChat has been trying to improve it, Zhang Xiaolong does not seem to have a good solution. The Douyin is different, Zhang Yiming is indeed a genius. Douyin's traffic competition mechanism is trials and knockouts. For example, you need to break through the 500 viewing threshold through competitive push to reach a certain completion rate index, and then automatically enter the next traffic track. Every time you enter a new traffic track, you will compete with videos of the same grade for traffic. In the end, someone came to the fore and was selected step by step by the algorithm and moderate manual intervention to form a popular video. This competitive model is more fair and effective than Weibo and WeChat.

The decentralization advocated by Zhang Yiming is essentially the establishment of an efficient traffic bidding mechanism. This mechanism ensures that Douyin's traffic will not depreciate. More importantly, Douyin has become the biggest bookmaker. They have the most traffic in their hands, and you can give it to whoever you want, but you have to pay. This is like a casino in Macau, where the rules of the game are fixed and gamblers come and go. But the biggest beneficiary will always be the casino, because the platform and traffic are in their hands. That's right, Douyin controls the traffic and platform, while WeChat only has the platform and cannot control the traffic. Although WeChat is also trying to capture traffic recently to avoid being piped. But the economic foundation determines the superstructure. The core of capturing traffic is the pricing mechanism for capturing traffic. Zhang Yiming is destined to step on the shoulders of WeChat and Weibo to build a new traffic empire. The traffic dividend has not disappeared, and a new traffic supply chain is being formed. Perhaps Zhang Xiaolong, as an engineer, needs to supplement his knowledge of economics. On the issue of building a flow supply chain, we also have to learn a master.

If you are friends my age, you must remember Trump’s two classic words in the hit drama "The Apprentice": "You are fired!" "Location! Location! Location!" ! Location! Location)" Relying on these two sentences, Trump has become a global traditional internet traffic influencer. And now, he uses the new internet traffic to become the President of the United States. Trump doesn't care what you and I talk about when we have a face-to-face meal. He only cares about traffic, because he knows that what we talk to face-to-face has almost no effect on traffic. Twitter governs the country by flow, and flow governs the country by votes. If Trump does another apprentice sequel today, he will definitely say: "Internet traffic! Internet traffic! Internet traffic!" "You have been deleted!" The proprietress of the Xidan shop will definitely become Trump's best apprentice. "Location! Location! Location!" The business investment philosophy of so many people has been affected, but today they are all closed down. "Internet traffic! Internet traffic! Internet traffic!" has become a new rule of thumb.

On this point, I would like to talk about one more personal experience. At the end of last year, I went to Chongqing for an inspection. The local leaders strongly suggested that I live in Eling No. 2 Factory (an internet celebrity attraction). When I first went, I felt very familiar. It is quite British industrial style. Later, I learned that the boss invited the British design team to take charge of this project, paying great attention to details. I got up very early the next day and came out to stay. The purpose of my stay is not to see beautiful women, but to collect data. Mainly look at two data: one is the earliest time when Internet celebrities start taking pictures here; the other is how many tourists will come before 10 o'clock in the morning. Through these two data, the value of this attraction can be accurately evaluated. As a result, I found that Internet celebrities came over to take pictures at 6:30 in the morning and there are too many tourists before 10 o'clock (not on weekends). Searching various apps, there are too many related selfie photos. This is a typical Internet celebrity attraction, and it is also a brand new species. In the past, when we went out to travel, we liked to find a gate or an iconic sign, and we felt very grand when we visited here. But the model of online celebrity attractions is completely different. What internet traffic likes may be a wall or alley that looks very broken, with a few graffiti painted on it, or a few tattered props. The kind of iconic travel scene is so serious that is not liked by internet traffic. In essence, traffic likes "scumbags" and dislikes serious things.

So, I went to collect the third data: how many Internet celebrities are punching in. I counted and found that almost 50% of the entire Eling No.2 Factory can be used as an internet celebrity check-in area. This is a tourist attraction designed based on traffic thinking. Each scenic spot can be fully and continuously exposed on the corresponding traffic platform. If a tourist town or scenic spot does not have enough scenic spots to be continuously exposed on the traffic platform, it will be difficult for such scenic spots to survive. This means that even the operating model of commercial real estate has undergone earth-shaking changes. This is how the industrial Internet flows. The essence of the Industrial Internet is still the flow of internet traffic, rather than any lifeless equipment or objects. The entrepreneurs of MCN should not only know how to pack KOLs. You can take Internet traffic to negotiate with the local government and tell them which ones Internet traffic likes and which ones dislike. I also recommend to government officials and entrepreneurs that the traditional evaluation model is likely to fail when investing in projects in the future. In the investment plan, the input and output of Internet traffic must be measured. Be sure to ask a few pop stars on the Internet to evaluate. In this way, the conclusion may be different from another angle. It is more reliable to let ten KOLs to score than ten experts. The intuition of the new species is irreplaceable.

Fortunately, some companies have realized the value of traffic. Recently, a well-known electrical appliance company required all salespersons in the stores to complete certain live broadcast tasks every month, otherwise they would not receive a full bonus. This entrepreneur has a good eye. He has seen the value of traffic and started to build his own traffic platform. Because if you are subject to an Internet celebrity channel like Li Jiaqi, the cost is too expensive for the enterprise. They can dig and cultivate in the existing sales system. There will be more and more such enterprises. This will give birth to a larger traffic industry chain. The professionalization and higher education of Internet celebrities are also the future trend. Because it is impossible for a Fortune 500 company to recruit a person without a diploma to do the live broadcast. After all, they still have a certain threshold for employment. If Zhang Yiming firmly grasps the traffic pricing power, then he will definitely win. But if he is too greedy, sooner or later a new species will subvert him. I once again suggest that local governments should do two things: First, give Internet celebrity talents sufficient social status recognition, such as the live broadcast talent standards and the leadership identification policy issued by Zhejiang. There are two biggest pain points for Internet celebrities. One is not to be recognized, not even recognized by family members. Some time ago, some parents even opposed the inclusion of Li Ziqi in the college entrance examination questions. The second is the code of conduct. Once you say something wrong, you will lose all your efforts. So Zhejiang people are really smart. They saw the essence and gave a substantive solution. The second is to establish local traffic assets as soon as possible. It is too bad to rely on individuals to compete with platforms like Douyin for internet traffic. Local governments can coordinate and negotiate to get better prices. Zhang Yiming is a smart person. He must know that internet traffic is not entirely owned by the enterprise, but belongs to the public to a certain extent, so the public welfare traffic must be allocated. Otherwise, does the content published by your overseas platform tiktok violate the national security law, should you delete it as Facebook does? These are all unclear questions. Zhang Yiming, who has suffered a great loss, has already thought about these issues very well. Zhang Yiming has won the battle for pricing power in the traffic supply chain.