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Li jiaqi earns 200 million yuan annually, while li qiqi earns 160 million yuan a ...

2020-1-8 16:53

It can be said that 2019 is the first year of web celebrity economy. In this year, many Internet celebrities created various "myths" and refreshed people's cognition of "web celebrity".


Li jiaqi, plum qi and other head web celebrity frequently out of the circle, by the mainstream attention, web celebrity's social recognition has also been further improved, li jiaqi seller broadcast identity has been widely recognized.


How profitable is the web celebrity economy?


Statistics from big data trading platform databao show that li jiaqi, known as "brother with goods", earned nearly 200 million yuan in 2019, while web celebrity plum earned 160 million yuan. If we look at the net profit index of listed companies in 2018, the net profit of 2123 companies is less than that of plum qi. That is to say, all A - share companies have more than 60 % profitability less than A web celebrity.


A live broadcast with a trading limit


In the world of webcast, "web celebrity" li jiaqi's "OMG" captured millions of girls. Now, web celebrity, known as "lipstick brother", is selling cured sausages.


January 5, the listed company jinzi ham advertising hit li jiaqi's broadcast room. On the evening of the same day, li jia qi in front of "all the girls" to promote the products under the golden word ham "spicy sausage", five minutes sold more than 100,000 packages, total sales exceeded 3 million yuan, a total of 16.77 million views.


More let a person see dull is, a 5 minute live broadcast advertisement, the next day actually directly let the listed company trading.


A web celebrity live with goods, for the golden word ham brought 548 million yuan market value increase. Such web celebrity live effect, have to let a person surrender.


Not only that, on January 7, the momentum of the gold word ham continued, up 2.58% by the afternoon close. It can be said that the cooperation with web celebrity anchor li jiaqi to sell sausage, the golden word ham this week two trading days up 12.77%, the market value soared 700 million yuan.


Web celebrity economic concept stocks become the "hot style" in the capital market.


Web celebrity this fire, also burned to A share capital market recently, because rub on the web celebrity concept, the relevant listed companies have A limit to trigger the wealth effect.


On the first trading day of the New Year, the web celebrity economic index rose by 6.15%. On Saturday, a number of stocks such as gravitational media, zhongguang natural selection, mango supermedia, la fang jahwa, smooth network technology, perfect world and Antarctic e-commerce rose by the daily limit.


Why is the capital market so concerned about the web celebrity concept, who is the biggest winner behind this move?


For the continuous rise in stock prices, recently, a number of listed companies have responded. Gravitation media said that the company's MCN business (web celebrity incubation operation and marketing business) was in the early stage of development and had not yet formed a mature business model.


Mr. Laffonjahwa said the company still focuses on offline businesses and that online sales have not had a significant impact on the company's performance.


The sunrise east that successive 4 days harden announces, current company business and research and development do not involve concerned web celebrity take goods domain.


Insiders point out that since last year, the hot live broadcast e-commerce has indeed opened the profit ceiling of many MCN institutions. However, there is still A lack of leading companies in web celebrity economy in the A stock market, so investors should pay attention to avoid the risk of short-term overheating.


Web celebrity economy with fire MCN institutions realization channels more diversified


The MCN company behind web celebrity's booming economy has also stepped into the public eye. The full name of MCN is "multi-channel network", originated from the United States, can be understood as web celebrity incubator or web celebrity brokerage company.


In 2019, MCN company ruhan, which incubated famous e-commerce celebrities such as zhang dayi, was listed on nasdaq in the us, becoming "the first e-commerce stock of China's Internet celebrities".


What does MCN mainly do and what is its profit model?


MCN ACTS as an intermediary between content producers and YouTube, according to the 2019 China MCN industry development research white paper. MCN does not produce content, but aggregates a large number of weak content creators to set up channels to help them solve the problem of promotion and monetization, and finally shares with creators in a certain proportion.


By the end of June 2019, the number of MCN institutions in China had exceeded 6,500, according to data released by the kuaishou big data research institute.


In the embryonic stage of MCN organization, the profit mainly depends on the revenue from fans' rewards and advertising. However, the rise of live streaming e-commerce in 2019 will make the profit model of MCN organization more diversified and accelerate the realization of flow and content. Now, institutions are expanding, hoping to replicate the next li jiaqi or wei ya.


Today network red chief Peng Chao said in an interview: the best MCN institutions are listed, all I know is that there are some MCN has A lot of capital in contact, at the same time also has A lot of institutions took A lot of investment, but really the most profitable institutions are still not in A shares, hope that more and better MCN institutions can appear in the a-share market.


The MCN organisation behind web celebrity in 2019 is making a killing.

 

2019年可以说是网红经济的元年,这一年,很多网络红人创造出了各种“神话”,刷新了人们对“网红”的认知。

 

李佳琦、李子柒等头部网红频频出圈,受到主流关注,网红的社会认同度也进一步提升,李佳琦卖货主播的身份得到广泛认可。

 

网红经济到底有多赚钱?

 

大数据交易平台数据宝统计显示,号称2019年“带货一哥”李佳琦赚了将近2亿元,网红李子柒赚了1.6亿。如果以2018年上市公司净利润指标看,2123家公司净利润不及李子柒。也就是说,全部A股公司有六成以上盈利能力不及一名网红。

 

 

一场直播带出一个涨停

 

在网络直播界,“网红”李佳琦的一句“OMG”俘获了万千少女。而今,这位被称为“口红一哥”的网红,又卖起了腊味香肠。

 

1月5日,上市公司金字火腿将广告打到了李佳琦的直播间。当天晚上,李佳琦在"所有女孩"面前推销了金字火腿旗下产品"麻辣香肠",5分钟狂卖10万+包,总计销售额突破300万元,累计观看人次1677万。

 

更让人看呆的是,一场5分钟的直播广告,第二天竟然直接让上市公司涨停了。

 

 

一场网红带货的直播,为金字火腿带来了5.48亿元市值增长。这样的网红直播效应,不得不让人折服。

 

不仅如此,1月7日金字火腿上涨的势头还在延续,截至下午收盘,涨2.58%。可以说,与网红主播李佳琦合作卖香肠,金字火腿本周两个交易日大涨12.77%,市值飙升7亿元。

 

 

网红经济概念股成为了资本市场上的“爆款”

 

网红这一把火,近日也烧到了A股资本市场,因为蹭上了网红概念,相关上市公司纷纷涨停引发财富效应。

 

新年第一个交易日,网红经济指数上涨6.15%,星期六、引力传媒、中广天择、芒果超媒、拉芳家化、顺网科技、完美世界、南极电商等多只个股涨停。

 

 

资本市场为何对网红概念如此关注,这一拨行情背后谁才是最大赢家呢?

 

对于股价连续上涨,近期,多家上市公司作出了回应。引力传媒称公司MCN业务(网红孵化运营和营销业务)处于发展初期,尚未形成成熟的商业模式。

 

 

拉芳家化表示,公司仍以线下业务为主,目前线上销售未对公司业绩产生重大影响。

 

 

连续4日涨停的日出东方则公告称,当前公司业务及研发未涉及有关网红带货领域。

 

业内人士指出,去年以来,直播电商的火热,确实打开了很多MCN机构的盈利天花板,但目前A股市场上仍缺乏网红经济的龙头公司,投资者应注意规避短期过热的风险。

 

网红经济带火MCN机构 变现渠道更多元

 

网红经济火爆,其背后的MCN公司也逐步走进大众视野。MCN全称“多频道网络”,起源于美国,可以理解成网红孵化器或者网红经纪公司。

 

2019年,曾孵化出张大奕等知名电商网红的MCN公司如涵在美国纳斯达克上市,成为“中国网红电商第一股”。

 

MCN公司主要做些什么,盈利模式是什么样的?

 

《2019中国MCN行业发展研究白皮书》显示,MCN相当于内容生产者和YouTube之间的中介。MCN不生产内容,只是将众多力量薄弱的内容创作者聚合起来建立频道,帮助他们解决推广和变现的问题,最后再以一定的比例与创作者分成。

 

快手大数据研究院公布的一项数据显示,截至2019年6月底,中国MCN机构数量已经超过6500家。

 

MCN机构萌芽阶段,盈利主要依靠粉丝打赏和广告收入,而2019年直播电商的兴起,则让MCN机构的盈利模式更加多元,加速了流量和内容变现。眼下,各大机构正在持续扩招,希望复制下一个“李佳琦”或“薇娅”。

 

今日网红机构负责人彭超在接受记者采访时说:其实最好的MCN机构都还没有上市,我所知道的是,有一些MCN机构已经有很多资本在接触,同时也有很多机构拿了很多的投资,但是确实最赚钱的机构都还不在A股,希望更多、更好的MCN机构能够出现在A股。

 

2019年网红背后的MCN机构可谓赚得盆满钵满。

来自: 央视财经