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bbin真人电子:网红经济学



发布日期:2021-03-15 00:42:01 发布者:Admin5  点击率:

At 8 pm on June 30, 2019, the famous mainland host Liu Yan made a live broadcast on Kuaishou. Different from Huang Bo and others' Shangkuaishou propaganda works, Liu Yan only did one thing in the three and a half hours of live broadcast:

2019年6月30日晚上8点,大陆著名主持人刘岩在快手直播。与黄勃和其他人的上快手宣传作品不同,刘岩在三个半小时的直播中只做了一件事:

In the live broadcast arena, most events bloom and annihilate in the private domain, and very few hot spots can penetrate the circle and reach the general public's cognition. For example, Liu Yan invited 13 online celebrities from Kuaishou to sell goods with her. The names are Gaudí, Ping Rong, Bai Xiaobai, Li Minglin, Er Ziye, etc. Those who have never been Kuaishou sound confused, but they are indeed true. , They are the kings of Kuaishou arena.

在现场直播的舞台上,大多数事件都是在私有领域盛行和消灭,只有极少数的热点能够穿透圈子并达到公众的认知。例如,刘燕邀请了快手的13位在线名人与她一起出售商品。这些名字叫高迪,平蓉,白小白,李明林,二子叶等。那些从未被快手听过的人听起来很困惑,但它们的确是真实的。 ,他们是快手竞技场的国王。

Take Ms. Ping Rong, the first queen of the "Quishou Jumping Refrigerator," as an example. Her husband is Jing Yuanlin from Heilongjiang who is nicknamed "Er Donkey". The couple walked in the Northeast old iron funny style, which is very popular in Kuaishou. On the evening of the event, Liu Yan frequently thanked Ping Rong for supporting her popularity, and repeatedly praised the beauty of the donkey's wife. In the subsequent shipments, the two actively cooperated and sold the "24K gold collagen peeling mask."

以“ Quishou Jumping Refrigerator”的第一任女王平蓉女士为例。她的丈夫是来自黑龙江的景远林,她的绰号是“ Er Donkey”。夫妻俩走的是东北老铁的搞笑风格,在快手中很受欢迎。在活动的晚上,刘燕经常感谢平荣的支持,并多次赞扬驴妻的美丽。在随后的发货中,两人积极合作并出售了“ 24K金胶原蛋白脱皮面膜”。

On the evening of the event, Liu Yan sold a total of 18 products, such as a vacuum cleaner for 139 yuan, three bottles of shampoo for 29.9 yuan, and three imported toothpastes for 39.9 yuan. The prices were "moving"... After the live broadcast, related parties disclosed that they brought the goods. Data: 25,000 orders were sold in 2 minutes of live broadcast, 10 million in 2 hours and 55 minutes of live broadcast, 1.63 million yuan in a rechargeable juicer, 43,800 bottles of a shampoo...

活动当晚,刘燕共售出18种产品,如吸尘器139元,三瓶洗发水29.9元,三种进口牙膏39.9元。价格在“变动”中。在现场直播之后,相关方透露他们带来了货物。数据:现场直播2分钟售出25,000张订单,2小时55分钟现场直播售出2,000万份订单,充电式榨汁机售卖163万元,洗发水43,800瓶...

A senior e-commerce researcher said: Taking into account the early momentum, this data may be amazing in the eyes of laymen, but it is very general in the world of Internet celebrities.

一位资深的电子商务研究人员说:考虑到早期的势头,该数据在外行人看来可能是惊人的,但在互联网名人世界中却非常普遍。

Let’s take Ping Rong as an example. A week before Liu Yan’s live broadcast, Ping Rong and her husband “Er Donkey” planned a grand “Ping Rong JLV Long Deer Night” and invited Lin Zhiying, Li Yuchun, Chen Huilin, Stars such as Hua Shao helped out on the spot, and the effect of bringing the goods was amazing. The sales volume exceeded 40 million. It was mainly the "JLV" micro-business brand created by the couple, and the profits were naturally very rich.

让我们以平蓉为例。在刘妍的现场直播前一周,平蓉和丈夫“驴驴”策划了一场盛大的“平蓉JLV长鹿之夜”,并邀请了林志英,李玉春,陈慧琳,华少等明星现场协助,带来的效果惊人。销量突破4000万。这主要是夫妻俩创立的“ JLV”微商品牌,利润自然很丰厚。

In the wider world of Internet celebrities, the Erlu couple still cannot rank. Taobao online celebrity "Viya Viya" sold 330 million yuan in goods on Double 11 last year, and created a turnover of 2.7 billion yuan throughout the year. The volume of goods carried by one person is almost 50% of that of the Lujiazui International Financial Center, Shanghai's highest-selling mall. %. In a live broadcast, she had just introduced a snack, and her 60,000 inventory was emptied within one second, which was jaw-dropping.

在更广泛的互联网名人世界中,二鹿夫妇仍然无法排名。淘宝网上名人“ Viya Viya”去年在Double Double上销售了3.3亿元人民币,全年创造了27亿元人民币的营业额。一个人携带的货物量几乎是上海销量最高的陆家嘴国际金融中心的50%。 %。在一次直播中,她刚介绍了一种小吃,一秒钟之内就清空了6万库存,这简直令人jaw目结舌。

In terms of bringing goods, acting stars are not the opponents of Internet celebrities at all. It is rumored that a facial mask brand cost 500,000 yuan to cooperate with a famous former host of Mango Channel to live broadcast the goods, and finally sold 3 boxes in total.

在带来商品方面,演艺明星根本不是互联网名人的对手。据传面膜品牌花费50万元与著名芒果频道前主持人合作直播该商品,最终共售出3盒。

The emergence of Internet celebrities is the result of the common prosperity of China's Internet and consumer market. With the increase in the purchasing power of the Chinese, there is huge consumer demand in the markets of clothing, catering, real estate, automobiles...all walks of life. The products and opinions of Internet celebrities are undoubtedly a reference that consumers rely heavily on. The link closest to the consumer contains huge business opportunities.

互联网名人的出现是中国互联网和消费市场共同繁荣的结果。随着中国人购买力的提高,服装,餐饮,房地产,汽车...各行各业的市场都有巨大的消费需求。互联网名人的产品和观点无疑是消费者高度依赖的参考。最接近消费者的链接包含巨大的商机。

From drunken luxury goods to market pyrotechnic barbecue stalls, it seems that as long as you dare to attract eyeballs, you can become an Internet celebrity, and then sit on a wealth of money. But this is not the case. There is a profound business logic behind the Internet celebrity economy. Therefore, we have summarized the four principles from the perspective of economics. Please note that readers who are interested in becoming (fa) name (cai):

从醉酒的奢侈品到集烟火的烧烤摊位,似乎只要您敢于吸引眼球,就可以成为互联网名人,然后坐拥大笔资金。但这种情况并非如此。互联网名人经济背后蕴藏着深刻的商业逻辑。因此,我们从经济学的角度总结了这四个原则。请注意,有兴趣成为(fa)名称(cai)的读者:

Now enter the body part.

现在输入身体部位。

The history of Liu Bei's fortune is the history of making an Internet celebrity V.

刘备的发迹史是成为互联网名人V的历史。

Liu Bei, who was born into a desolate royal family, made a living by selling straw sandals in his early years. Selling one pair only made one pair of money. If you want to make more money, you can weave more straw sandals. If you want to make more straw sandals, you will spend more time and work harder. At this stage, if Liu Bei is regarded as a product manager, then his product is straw sandals, and its core elements are:

生于荒凉的王室的刘备,早年靠卖草凉鞋为生。卖一对只赚了一对钱。如果您想赚更多的钱,可以编织更多的草鞋。如果您想制造更多草凉鞋,您将花费更多的时间并更加努力。在这个阶段,如果刘备被视为产品经理,那么他的产品就是草鞋,其核心要素是:

At the time of the Yellow Turban chaos and heroes appeared in large numbers, Liu Bei's career switched from selling shoes at a stall to fighting for hegemony. After the uprising, Liu Bei emphasized his noble status and created his own label of benevolence and righteousness. The product became known as "Benevolent Monarch". The core elements are:

在黄色头巾混乱和英雄出现之时,刘备的职业从出售摊位上的鞋子转向争夺霸权。起义后,刘备强调了自己的崇高地位,并创建了自己的仁义标签。该产品被称为“仁爱君主”。核心要素是:

Chen Shou’s evaluation of Liu Bei is: “Hongyi is generous, knows people and treats people, and has the style of a great ancestor.” In fact, most of Liu Bei’s resources, especially talents, are the result of his low marginal cost product structure. .

陈寿对刘备的评价是:“弘义大方,结识人,善待人,有远大的祖先风范。”实际上,刘备的大部分资源,尤其是人才,都是其低边际成本产品结构的结果。 。

The so-called marginal cost refers to the increase in the total cost of each additional unit of production, which corresponds to the marginal revenue. There is no doubt that becoming famous can effectively reduce marginal costs. In Liu Bei's case, becoming an internet celebrity allowed him to gather countless resources through the banner of benevolence and righteousness. Compared with Cao Cao's "co-utilization" and Sun Quan's "bundling of interests", Liu Bei's customer acquisition cost was very low.

所谓的边际成本是指每增加一个生产单位的总成本的增加,这与边际收益相对应。毫无疑问,出名可以有效降低边际成本。在刘备的案例中,成为互联网名人使他通过仁慈和正义的旗帜收集了无数资源。与曹操的“共同利用”和孙权的“利益捆绑”相比,刘备的客户获取成本非常低。

Zhang Ailing said: Become famous as soon as possible, which means to quickly switch from the traditional track of "high marginal cost" to the "low marginal cost" Internet celebrity track.

张爱玲说:尽快成名,这意味着要从传统的“高边际成本”轨道迅速过渡到“低边际成本”互联网名人轨道。

For example, foodie Wang Gang. When Wang Gang was 12 years old, he fried a shredded pork with green pepper at his uncle's house, which planted the seeds of the chef's dream, but this idea was strongly opposed by his father. Finally, he ran away from home in anger and went to work in a restaurant in Zhuhai. Wang Gang's parents have been chefs for generations. They believe that cooking is a tool for making a living forced by life and cannot change the fate of life.

例如美食家王刚。王刚12岁那年,他在叔叔家炸了青椒切丝的猪肉,这为厨师梦dream以求的种子,但这个想法遭到了父亲的强烈反对。最终,他愤怒地离家出走,去了珠海的一家餐馆上班。王刚的父母世代相传。他们认为,烹饪是靠生活谋生的工具,不能改变生活的命运。

In fact, Wang Gang studied day and night and his culinary skills rose sharply, but it was nothing more than changing from a small restaurant to a large hotel, from cooking a dish to hundreds of dishes. The time and energy spent on each dish was not reduced at all, which brought benefits. It can only increase linearly. Until March 2017, Wang Gang registered a live broadcast account, uploaded a video of making "Panlong Eggplant" on his mobile phone, and switched the track either intentionally or unintentionally.

实际上,王刚昼夜学习,他的烹饪技巧急剧提高,但这无非就是从一家小餐馆变成了一家大旅馆,从煮一菜变成了上百种菜。完全没有减少在每个盘子上花费的时间和精力,这带来了好处。它只能线性增加。直到2017年3月,王刚注册了一个直播帐户,在手机上上传了制作“盘龙茄子”的视频,并有意或无意地切换了曲目。

The video of Wang Gang's cooking immediately became popular, and the number of fans quickly increased to more than 4 million on the entire network. As the income from the video exceeds the salary of cooking, and continues to increase, Wang Gang finally quit his job and opened his own studio in October, completing everything from a chef who cooks food for customers to teaching people how to cook. The transformation of the gourmet V has realized the fame and fortune that surprised the parents.

王刚做饭的视频立即开始流行,整个网络上的粉丝数量迅速增加到超过400万。由于录像带的收入超过了烹饪的薪水,并且继续增加,王刚终于辞职,并于10月开设了自己的工作室,完成了从为顾客做饭的厨师到教人们做饭的一切工作。美食家V的转型已经实现了令父母惊讶的名利。

Wang Gang’s success is based on two steps: turning his cooking experience into a piece of video, using the Internet to quickly and widely spread, from cooking for dozens of people to teaching millions of people to cook, the marginal cost is greatly reduced.

王刚的成功基于两个步骤:将他的烹饪经验转变成一段视频,利用互联网迅速而广泛地传播,从数十人的烹饪到数百万人的烹饪教学,边际成本大大降低了。

In fact, there are many examples of this kind of value transition through "reducing the marginal cost of knowledge and skills". Thinking that Yu Minhong went from trying to study abroad by himself to teaching others English to better study abroad, he immediately made a lot of money and made the kidnappers jealous; Professor Xue Zhaofeng has been working at Peking University for many years and he has not been taught by outsiders. , Immediately became famous all over the world and became a national tutor.

实际上,有许多通过“降低知识和技能的边际成本”进行这种价值转变的例子。认为俞敏洪从尝试自己出国学习到教别人英语以更好地出国学习,他立即赚了很多钱,并使绑架者嫉妒。薛兆峰教授在北京大学工作了多年,没有受到外界的教rs。 ,立即在世界各地成名,并成为一名国家教员。

Most people’s work is essentially selling their own time. The difference between the chef’s frying and the programmer’s selling code is nothing more than the difference between the high and low price of time. No matter how 996, it is difficult to achieve an income index. Level growth. However, after becoming an Internet celebrity and reducing the marginal cost of knowledge and skill utility infinitely, the benefits brought by the same contribution are completely different.

大多数人的工作实质上是在浪费自己的时间。厨师的煎炸和程序员的销售代码之间的区别无非是时间的高低价之间的差异。无论996如何,都很难实现收入指数。水平增长。但是,成为互联网名人并无限地降低知识和技能的边际成本后,同一贡献所带来的收益却完全不同。

Whether you are a fitness trainer or a real estate agency, China's huge market, no matter how small a field, is enough to give birth to internet celebrities. Placement of rooms, interior decoration, pet training...Any skill is enough to realize wealth freedom after the marginal cost is zero.

无论您是健身教练还是房地产经纪公司,中国这个巨大的市场,无论规模多么小,都足以孕育互联网名人。房间的布置,室内装饰,宠物训练...在边际成本为零之后,任何技能都足以实现财富自由。

Go to Douyin, go to Kuaishou, go to the traffic center. Internet celebrities are a vast world, where they can do a lot!

去斗荫,去快寿,去交通中心。互联网名人是一个广阔的世界,在这里他们可以做很多事!

The sky is not afraid, the earth is not afraid, but Jiaqi Oh My God!

天空不惧怕,地球不惧怕,但愿我的天哪!

Chinese women's wallets will have to face a new "devil" in 2019. Li Jiaqi's face is like a crown and lips are smeared. Li Jiaqi can be called a copywriter. He painted the red lipstick in the eyes of straight men to depict colorful images, small s color, fairy color, girl with spring color, mistress color... …A sincere "buy it" is enough to convince fans that you can become Ouyang Nana with lipstick.

中国女性钱包将在2019年不得不面对一个新的“恶魔”。李嘉琪的脸像皇冠,嘴唇被涂抹。李嘉琪可以称为撰稿人。他在笔直的男人眼中涂上了红色唇膏,以描绘色彩鲜艳的图像,小s颜色,童话颜色,春天的女孩色彩,情妇的色彩…………真诚的“购买”足以说服粉丝相信您可以成为欧阳娜娜用口红。

The 140 million vibrato likes and the title of Taobao's No. 1 beauty anchor are not enough to show Li Jiaqi's powerful ability to bring goods. In the just-concluded 618 e-commerce war, "After watching Li Jiaqi’s live broadcast, eating dirt" once again appeared on the hot search, whether it was the sale of 5,000 Shiseido red kidneys in 3 minutes or the 40,000 Japanese-imported cast iron pots sold in 1 minute. It is astounding, the grass planted is enough to cover the Hulunbuir prairie.

1.4亿个颤音的喜欢和淘宝网的第一位美女主播的bbin真人电子称号还不足以显示李嘉琪强大的运货能力。在刚刚结束的618电子商务大战中,无论是在3分钟内出售5,000个资生堂红肾脏还是出售40,000片日本进口铸模,“观看李嘉琪的现场直播,吃泥土”再次出现在热门搜索中铁锅在1分钟内售出。令人惊讶的是,种下的草足以覆盖呼伦贝尔大草原。

The leader of Chu, who was more than two hundred kilograms, wanted to learn how to be an internet celebrity by watching Li Jiaqi's live broadcast, but after watching it for 10 minutes, he bought two bottles of essence water. Still dancing and talking to colleagues some incomprehensible things, such as "the main ingredients are white, refreshing and not greasy, and friendly to sensitive skin" etc., caused everyone to laugh, and the office was filled with cheerful air.

身高200公斤以上的楚楚雄想通过观看李嘉琪的现场直播来学习如何成为互联网名人,但观看了10分钟后,他买了两瓶香精水。还在跳舞和与同事交谈时,有些不可理解的事情,例如“主要成分是白色,清爽而不油腻,对敏感的皮肤友好”等,引起所有人的笑声,办公室充满了欢快的空气。

As a phenomenon-level internet celebrity, Li Jiaqi's commercial value is naturally high. Not long ago, it was rumored in the industry that his short video promotion price was as high as 500,000, but it still allowed advertisers to break the threshold. According to data from CCTV Market Research (CTR), the traditional advertising market fell by 16.2% in the first quarter of 2019. The illusory exposure of traditional media is indeed hard to speak of competitiveness in the face of Li Jiaqi's solid cargo volume.

作为现象级互联网名人,李嘉琪的商业价值自然很高。不久前,业界有传言称他的短视频促销价格高达50万,但仍使广告商突破了这一门槛。根据中央电视台市场研究公司(CTV)的数据,传统广告市场在2019年第一季度下降了16.2%。面对李家启的货运量充裕,传统媒体的虚幻曝光确实很难说出竞争力。

In an interview, Li Jiaqi revealed the exhaustion of having to broadcast 389 live broadcasts 365 days a year, as well as the anxiety of having a hot mouth and dare not stop, which made people feel more about the thin boy who slumped in front of the camera in a high-grade gray sweater A bit affectionate. But the truth of success has never been more than hard work. The real business logic for Li Jiaqi to stand out from many Internet celebrities lies in

在一次采访中,李嘉琪透露了每年365天必须播出389场直播的疲惫,以及嘴巴发烫,不敢停下来的焦虑,这使人们对落在电视节目前面的那个瘦小男孩感到更多。相机中的一件高档灰色毛衣有点深情。但是,成功的真never从来就是艰苦的工作。李嘉琪在众多互联网名人中脱颖而出的真正商业逻辑在于

In 1971, advertising Pope Ogilvy bought a full-page "New York Times" to publish what he believed to be the 38 ways to create the most salesable advertisements. The top one was positioning. He said, "The effect of advertising depends more on the positioning of the product, rather than how to advertise." The following year, "Advertising Times" published a series of articles by marketing masters Ai Reese and Jack Trout. "The Coming of", announced the birth of positioning theory.

1971年,广告教皇奥格威(Pope Ogilvy)购买了一整页的《纽约时报》(New York Times),以出版他认为是制作最畅销广告的38种方式。排名第一的是定位。他说:“广告的效果更多地取决于产品的定位,而不是如何做广告。”次年,《广告时代》刊登了营销大师艾·里斯(Ai Reese)和杰克·特劳特(Jack Trout)的一系列文章。 《即将到来》,宣布了定位理论的诞生。

The core of positioning theory is not to position the product, but to position the product in the minds of prospective customers to ensure that the product has a favorable image in the minds of potential customers.

定位理论的核心不是定位产品,而是将产品定位在潜在客户的心中,以确保产品在潜在客户的心中具有良好的形象。

In fact, competition in the field of beauty has always been quite fierce. As a man, Li Jiaqi has a first-mover advantage when he enters this track. How to quickly brand the anchor’s personal IP in the hearts of young women in the target consumer group? Li Jiaqi very cleverly positioned herself as "the lipstick brother".

实际上,美容领域的竞争一直很激烈。作为一名男子,李嘉琪进入这条赛道时具有先发优势。如何在目标消费者群体的年轻女性心中快速打造主播的个人IP品牌?李嘉琪非常机灵地将自己定位为“口红兄弟”。

Because of its product diversity and low unit price, lipstick is the easiest single product in the beauty field. Both base makeup and eye makeup have certain technical requirements, and lipstick is easy for everyone to use. Li Jiaqi, who is well versed in the consumption psychology of girls, points to the hearts of the people, "You might as well apply the Armani Red Tube 400 if you carry the LV. Boys will always look at your lipstick number first!" These words hit the hearts of female consumers.

由于其产品的多样性和较低的单价,口红是美容领域中最简单的单一产品。基础化妆和眼部化妆都有一定的技术要求,口红对每个人都很容易使用。精通女孩的消费心理的李嘉琪指出,“如果您携带LV,不妨使用Armani Red Tube400。男孩总是会首先看您的口红编号!”这些话打动了女性消费者的心。

The experience of L'Oréal makeup artist has given Li Jiaqi professionalism; the content of big-name diss and no-products has stood upright and put the positioning of "Look for Li Jiaqi when buying lipstick" into the hearts of fans. A 60-year-old aunt left him a message, “I’m very fortunate to know you, the anchor when I was 60, and I realized that I can look so good when I wear lipstick.

欧莱雅化妆师的经验赋予了李嘉​​琪专业精神;大牌迪斯尼和无产品的内容直截了当,并将“购买口红时寻找李嘉琪”的定位摆在了粉丝的心中。一位60岁的阿姨给他留下了一条信息:“我很幸运认识你,我60岁时的主播,我意识到戴口红的样子会很好。

Through the endorsement and support of major e-commerce platforms, Li Jiaqi successfully positioned his lipstick brother's image in the hearts of fans. The heart-to-heart live broadcast style is specially created for female fans: "When you are broken in love, apply this one, and the old lady will become Hsu Qi's benqi", "Apply an immediate aura of 2.5 meters, suitable for attending the wedding of ex-boyfriend"...

通过主要电子商务平台的认可和支持,李嘉琪成功地将口红兄弟的形象定位在粉丝心中。为女粉丝特别设计的心连心直播方式:“恋爱时,运用这一点,老太太将成为徐淇的本气”,“立即应用2.5米光环,适合参加前男友的婚礼...

Positioning is to take root in the minds of fans. Looking at Li Jiaqi's popularity, you will find that it is full of details of positioning theory. Even those seemingly random mantras are important labels that are popular and easy to remember to strengthen the impression. Therefore, when you are determined to take the path of online popularity, you must figure out how to do a good job of positioning in the minds of prospective customers. It must be impressive and positive.

定位是要在粉丝心中扎根。查看李嘉琪的受欢迎程度,您会发现它充满了定位理论的所有细节。甚至那些看似随机的咒语也是很重要的标签,很受欢迎并且容易记住以增强印象。因此,当您决定采用在线流行方式时,您必须弄清楚如何在潜在客户的心中做好定位。它必须令人印象深刻且积极。

According to legend, the five ruthless people in modern society are:

相传现代社会中有五个残酷的人:

Questions torture the soul and deaf, especially the cross-examination of the Didi driver: Whether or not to become an Internet celebrity, people must understand their own position, what they are, what goods, and what garbage.

困扰着灵魂和聋哑人的问题,尤其是对滴滴司机的盘问:无论是否成为互联网名人,人们必须了解自己的位置,身份,物品和垃圾。

In 1971, Michael Spencer, who was a PhD in economics at Harvard University, observed an interesting phenomenon.

1971年,哈佛大学经济学博士学位的迈克尔·斯宾塞(Michael Spencer)发现了一个有趣的现象。

At Harvard Business School, MBA students can get several times the salary of professors immediately after graduation. However, the work of these students before entering the school is basically sparse and ordinary. Is Harvard education enough to enable students to achieve exponential breakthroughs in their abilities in a short time? Spencer, who was suspicious, launched a series of studies on this and wrote his doctoral thesis "Labor Market Signals" based on this.

在哈佛商学院,MBA学生毕业后立即可以获得教授薪水的几倍。但是,这些学生入学前的工作基本上是稀疏和普通的。哈佛的教育是否足以使学生在短时间内取得能力的指数突破?可疑的斯宾塞(Spencer)对此进行了一系列研究,并据此撰写了博士论文“劳动力市场信号”。

Spencer proposed a refreshing model. The work ability of employees will not be written on the forehead like the combat effectiveness in the comics. However, employers can only pay high wages to high-ability employees and low wages to low-ability employees. The company's labor and capital allocation achieves optimal efficiency. Therefore, what employers need is: employees take the initiative to release signals to their employers to show their ability to work.

斯宾塞提出了一个令人耳目一新的模型。员工的工作能力不会像漫画中的战斗力那样写在额头上。但是,雇主只能向高能力员工支付高薪,而向低能力员工支付低薪。公司的劳动力和资本配置可实现最佳效率。因此,雇主需要的是:员工主动向雇主发布信号,以显示他们的工作能力。

Under normal circumstances, the easier it is for an employee to obtain a higher degree, the stronger the work ability. Therefore, academic qualifications become a signal sent to employers by employees with high working ability to prove that their working ability meets high wages. In this model, the degree itself does not improve a person's ability, it is purely for the purpose of "signing" or "signaling" to the employer that he is a highly capable person.

在正常情况下,员工越容易获得更高的学位,工作能力就越强。因此,具有高工作能力的员工会向学历证书发出信号,以证明他们的工作能力符合高工资要求。在这种模式下,学位本身并不能提高一个人的能力,纯粹是为了向雇主“签字”或“发出信号”,即他是一个有能力的人。

This is the well-known signaling model. In real life, there are often information asymmetries in the market. For example, small shareholders do not understand the true status of business operations; banks do not understand the true credit of lenders... The signaling model explains both parties well. The response to this kind of asymmetric information: The information-dominant party tends to release a signal with a certain cost to increase its own information.

这是众所周知的信令模型。在现实生活中,市场上经常存在信息不对称现象。例如,小股东不了解商业运作的真实状况;银行不了解贷方的真实信用。信号模型很好地解释了双方。对这种不对称信息的响应:信息主导者倾向于以一定的代价释放信号以增加自己的信息。

The abilities of students who have obtained an MBA degree may not have changed in essence, but it sends a strong signal to the company that I am an outstanding talent.

拥有MBA学位的学生的能力在本质上可能没有改变,但这向公司发出了强烈的信号,即我是杰出的人才。

This creative model explains many social phenomena that seemed unthinkable in the past. For example, the stereotyped text was useless, but it effectively maintained the official selection in the Ming and Qing 500 years. Its purpose was to make the candidates have a considerable cost to the court. (Learning eight-legged essay) signals to show one's ability and loyalty.

这种创造性的模型解释了过去似乎无法想象的许多社会现象。例如,刻板印象的文字没有用,但有效地维持了明清500年的官方选择。其目的是使候选人在法庭上承担相当大的费用。 (学习八足论文)表明自己的能力和忠诚度。

Spencer won the Nobel Prize in Economics in 2001 for his outstanding contributions in this field. However, what he did not expect was that a large number of Internet celebrities in China applied his information delivery model to their own business realization.

斯宾塞因在该领域的杰出贡献而荣获2001年诺贝尔经济学奖。但是,他没想到的是,中国有大量互联网名人将他的信息传递模型应用到他们自己的业务实现中。

Weibo CEO Wang Gaofei once reposted and commented on the Weibo of the Internet celebrity "Li Ziqi" opening a Taobao store: "In fact, none of the really successful Internet celebrities in recent years are based on the idea of ​​mass content.

微博首席执行官王高飞曾对互联网名流李紫棋的微博进行过转贴并发表评论,称其在淘宝上开设了一家商店:``实际上,近年来没有真正成功的互联网名流都基于大众化内容的想法。

The first half of Wang Gaofei’s comment is what we said in the previous paragraph

王高飞评论的上半部分是我们在上一段中所说的

So who is Li Ziqi? The famous antiquity bloggers on Weibo, Station B, and exhausted urbanites in first- and second-tier reinforced concrete cities were surprised to see this girl who is always in white clothes making wine, growing vegetables, and cooking in the wilderness. The videos of making bread kilns and setting swings are even more shocking for modern people with weak hands-on ability. The pastoral style of painting and the melodious and melodious music, Li Ziqi's videos have become fans' longing for life.

那么李自奇是谁呢?微博,B站上的著名古代博主,以及一线和二线钢筋混凝土城市中精疲力竭的城市居民,都惊讶地发现,这个女孩总是穿着白衣服在葡萄酒,蔬菜种植和野外烹饪中穿衣。对于动手能力较弱的现代人来说,制作面包窑和摆秋千的视频更加令人震惊。李自奇的绘画的田园风格和悠扬悠扬的音乐,已成为歌迷们对生活的向往。

Hundreds of millions of video views and nearly 20 million fans are enough to show that netizens love Miss Li Ziqi, and there are even more than two million subscribers following her videos on YouTube. Europeans, Japanese and Americans have left messages expressing their yearning for Chinese cuisine and country life. Li Ziqi has inadvertently become a banner of Chinese cultural output.

数以亿计的视频观看次数和近2000万的粉丝足以表明网民喜欢李自奇小姐,而在YouTube上观看她的视频的订阅者甚至超过200万。欧洲人,日本人和美国人留下了表达对中国美食和乡村生活的向往的信息。李自奇无意间成为了中国文化输出的旗帜。

However, despite the large number of fans, Li Ziqi still needs to screen out the customers who are really willing to pay for the business.

但是,尽管粉丝众多,但李自奇仍然需要筛选出真正愿意为此业务付费的客户。

Wang Gaofei commented: "Li Ziqi's situation is beyond expectations in terms of content, and it has attracted a large number of non-target users, which is not good for selling products"; "Experienced celebrities can wash powder. Look at some of the sales of hundreds of millions. Most of the fans are in the order of millions. This is the same as opening a store. If you have too many non-target users in your store, sales will drop."

王高飞评论说:“李自奇的情况在内容上超出了预期,已经吸引了大量的非目标用户,不利于产品的销售。” “经验丰富的名人可以洗粉。看看亿万美元的销售额中的多少。大多数粉丝大约在数百万美元。这与开设商店相同。如果商店中的非目标用户过多, ,销售将下降。”

In fact, Li Ziqi has not received brand advertising for a long time. This in itself sends a signal of considerable cost to fans. Li Ziqi pays attention to quality and does not seek small profits. In fact, for top real traffic like Li Ziqi, the value of a single advertising promotion must be at the million yuan level. Abandoning the commercial value of advertising and pursuing personal branding, Li Ziqi's move is obviously a long-term move.

实际上,李自奇很久没有收到品牌广告了。这本身就向风扇发出了巨大成本的信号。李自奇注重质量,不追求微利。实际上,对于像李自奇这样的顶级实际流量,单个广告促销的价值必须在百万元人民币水平。放弃广告的商业价值并追求个人品牌,李自奇的举动显然是一项长期的举动。

Entering August 2018, Li Ziqi continued to introduce products of the same video before the video launched, and at the same time typed the concept of "Qi Family" to strengthen fans' sense of identity. Through continuous release of signals, when Li Ziqi officially announced on August 17 that he would launch his own Tmall flagship store, instead of arousing fan disgust, he received rave reviews, and his turnover exceeded 10 million a week after opening.

进入2018年8月,李自奇继续在录像发布前介绍同一录像的产品,同时打出“齐家”的概念,以增强粉丝的认同感。通过持续不断的信号发布,李自奇于8月17日正式宣布将开设自己的天猫旗舰店,而不是引起歌迷的厌恶,得到了好评如潮,开业后一周营业额超过1000万。

Simply put: Internet celebrities do not know which users will pay for the product. They need to use signal transmission theory to continuously release effective signals to screen out fans who are willing to pay and achieve breakthroughs in commercial value.

简而言之:互联网名人不知道哪个用户会为该产品付费。他们需要使用信号传输理论来不断释放有效信号,以筛选出愿意付出并实现商业价值突破的粉丝。

Internet celebrities are not as popular as possible. Paul Graham, the godfather of entrepreneurship in Silicon Valley, has a famous saying: For a new product, 100 fans are much better than 10,000 users who think you are okay. In this Internet age where anyone can become famous in 15 minutes, it is not difficult to accumulate a certain amount of traffic. The difficult thing is to send signals through content and screen out deep fans who are really willing to pay for a long time.

互联网名人并不那么受欢迎。硅谷企业家精神的教父保罗·格雷厄姆(Paul Graham)有句名言:对于一项新产品,100个粉丝要比10,000个认为您还可以的用户好得多。在任何人都可以在15分钟内成名的互联网时代,积累一定的流量并不难。困难的是通过内容发送信号并筛选出真正愿意长期支付的深层粉丝。

The Nobel Prize winner of the signal transmission model, Professor Spencer, who is also an academic committee member of Luohantang, pointed out in a dialogue with Ant Financial’s Chairman Jing Xiandong at the Small and Micro Finance Industry Summit held on June 24th, “In China, Digital platforms such as Ant Financial and Internet Commercial Bank have allowed small and micro enterprises to develop explosively. "It is undoubtedly a shortcut for small and micro enterprises to achieve leveraged operations by becoming Internet celebrities.

诺贝尔信号传输模型奖获得者,也是罗汉堂学术委员会委员的斯宾塞教授在6月24日举行的小微金融行业峰会上与蚂蚁金服董事长景宪东的对话中指出。 ,蚂蚁金服和互联网商业银行等数字平台使小型和微型企业得以爆炸式发展。 “毫无疑问,这是小型和微型企业成为互联网名人来实现杠杆运营的捷径。

More and more merchants have become top traffic players through various social media. Merchants such as Alipay Benbao, Heihe Yaozijie, and Lijiang Lijiang Lijiang Lijiang have gathered quite an amazing amount of traffic by chance. They are also making their own explorations and attempts on the way to screen effective traffic for Internet celebrities. In the Alipay code business community, there are still millions of businesses looking forward to becoming internet celebrities who are discussing and learning business experiences with each other.

通过各种社交媒体,越来越多的商人成为流量最大的参与者。支付宝本宝,黑河腰子街和丽江丽江等商家丽江丽江偶然吸引了相当多的流量。他们还进行了自己的探索和尝试,以筛选有效的互联网名人流量。在支付宝代码业务社区中,仍有数以百万计的企业希望成为互联网名人,他们正在彼此讨论和学习业务经验。

Alipay and Internet Merchants Bank have also established small and micro universities for public welfare, inviting entrepreneurial mentors from "net celebrity shops" to teach business lessons. Famous merchants such as Baozhu Cheese founder Zhou Benchao and Manling Congee Shop owner Deng Gongjuan shared their experiences and lessons in their own development, which aroused the resonance of countless small and micro enterprises.

支付宝和互联网商业银行还建立了小型和微型大学,以促进公益事业,邀请“网络名人商店”的企业家导师讲授商业课程。宝珠奶酪创始人周本高,满岭粥品店老板邓功娟等著名商人分享了自己的发展经验和教训,引起了无数小微企业的共鸣。

In the community, there are barbecue shop owners who have exploded through the documentary "A String of Life", some criminal investigation graduates open chain stores by selling succulents, and there are women's clothing shop owners who have accumulated tens of thousands of fans... Everyone is discussing in the community The gameplay of Internet celebrity traffic and the troubles encountered in business operations. If you are also interested in becoming an online celebrity e-commerce company, you may wish to open Alipay to search code providers and learn their business experience.

在社区中,有一些烧烤店的老板通过纪录片《生命的一线》爆炸,一些刑事调查毕业生通过出售多肉植物而在开连锁店毕业,还有一些服装店的老板积累了成千上万的粉丝。每个人都在社区中讨论Internet名人流量的玩法以及业务运营中遇到的麻烦。如果您也有兴趣成为在线名人电子商务公司,则不妨打开支付宝来搜索代码提供者并了解他们的业务经验。

Of course, it is not enough to worship the Internet celebrities and Nobel Prize winners. If you want to be popular, you must worship a legend, that is, the Han Dynasty general Li Guang. why? Because Li Guang is difficult to seal.

当然,光靠互联网名人和诺贝尔奖获得者还不够。如果要流行,就必须崇拜一个传奇,即汉代将军李光。为什么?因为李光很难密封。

On November 3, 2018, the League of Legends World Championship was held at Munhak Stadium, Incheon, South Korea. The Chinese team IG cleanly defeated the European team FNC 3-0 and won the first championship of the Chinese League in the S series. Nearly 60 million people watched the Battle of Focus at Station B. Social media has been dominated by IG. The peak moments of Chinese e-sports have been recorded in history along with photos of Wang Sicong's mouth with hot dogs.

2018年11月3日,英雄联盟世界冠军赛在韩国仁川的Munhak体育场举行。中国队IG干净利落地击败了欧洲队FNC 3-0,并赢得了S联赛中国联赛的第一个冠军。近6000万人在B站观看了焦点之战。社交媒体一直由IG主导。历史上已经记录了中国电子竞技的高峰时刻,以及王思聪热狗的嘴巴照片。

The IG team can get 5.84 million in the championship bonus alone, and since then, the sales unit price of nearly 500 yuan is the share of the championship skin that is the bulk of the income. Another popular team, RNG, is sponsored by international brands such as Mercedes-Benz and Nike. With a clear business model and a good mass base, e-sports has clearly become a bright sunrise industry. However, what is not known is that e-sports also had a past that was saved by muffins.

IG团队仅凭冠军奖金就可以得到584万,从那以后,将近500元的销售单价便是冠军皮肤的一部分,这是收入的主要部分。另一个受欢迎的团队RNG由梅赛德斯-奔驰(Mercedes-Benz)和耐克(Nike)等国际品牌赞助。凭借清晰的商业模式和良好的大众基础,电子竞技显然已成为朝阳产业。但是,还不知道电子竞技也有松饼保存的过去。

In 2006, when Li Xiaofeng re-elected the WCG World Warcraft Championship, the shy "Human King" put on the five-star red flag and picked up the billboard symbolizing the bonus, igniting the torch in the hearts of countless teenagers with e-sports ideals. However, under the background of unclear business model and unsupported public opinion, e-sports has gone through a long dark period.

2006年,李晓峰再次当选WCG魔兽世界冠军时,害羞的“人类之王”戴上了五星级红旗,拿起了象征奖金的广告牌,点燃了无数少年心中的火炬。体育理想。但是,在商业模式不明确,民意得到支撑的背景下,电子竞技经历了漫长的黑暗时期。

Black Internet cafes, deductions of bonuses, and chase shop... are the collective memories of e-sports players in that era. Before industrial capital intervened, even the top professional players could hardly support themselves. Wang Zhaohui, who won the dota2 world championship in 2014, has the deepest memory of that time when he went to the streets to pick up cigarette butts to relieve his greed.

黑网吧,奖金扣除和大通商店...是那个时代电竞玩家的集体记忆。在工业资本介入之前,即使是顶级专业人士也几乎无法自给自足。在2014年赢得dota2世界冠军的王兆辉,对那段时间留下了最深刻的回忆,当时他去街上捡烟头以缓解自己的贪婪。

In fact, Wang Zhaohui and other top players were already the top Internet celebrities. Tens of millions of players all over the country were watching their game videos and analyzing their sharp operations. However, the professional players at that time hadn't realized how net celebrities could be realized, and they were still riding the green train to participate in various competitions with little prize money.

实际上,王朝晖和其他顶尖球员已经是互联网上的顶尖名人。全国成千上万的玩家正在观看他们的游戏视频并分析他们的敏锐操作。但是,当时的职业选手还没有意识到如何实现网络名人,他们仍然乘坐绿色火车参加比赛,而所获得的奖金却很少。

The turning point of the industry took place in 2010. Taobao's Double Eleven promotion achieved a single-day sales exceeding 900 million yuan this year, marking the maturity of Chinese e-commerce. In the same year, Youku, which landed on Nasdaq, represented Chinese video The industry has entered the fast lane. This year, Dota game commentary Haitao creatively introduced the business model of "video content + Taobao diversion", and a brand new era has come.

该行业的转折点发生在2010年。淘宝的“双十一”促销活动今年的单日销售额突破9亿元人民币,标志着中国电子商务的成熟。同年,登陆纳斯达克的优酷代表中国视频行业进入了快车道。今年,Dota游戏解说员海涛创造性地介绍了“视频内容+淘宝转售”的商业模式,一个崭新的时代已经来临。

Wu Sheng, a professional player who graduated from the Department of Biomedical Engineering of Zhejiang University, quickly carried forward this model. While a series of videos of "09dota from zero solo" and "09 improvement class" were popular, his Taobao shop also made a lot of money. "For the snacks in Wu Sheng's 2009 store, I bought the most expensive set, bought it and threw it in the trash can, and left the signed photo just to brush the Taobao crown for 2009." Such an incredible message is the most authentic portrayal of the time.

毕业于浙江大学生物医学工程系的专业运动员吴胜迅速推广了这种模式。当一系列“零独奏的09dota”和“ 09改进班”的视频很受欢迎时,他的淘宝店也赚了很多钱。 “在武胜2009年商店的零食中,我买了最昂贵的一套,买下来并扔进了垃圾桶,然后留下签名的照片只是为了刷2009年的淘宝皇冠。”如此令人难以置信的信息是当时最真实的写照。

Since then, professional players who did not make money from playing games began to open Taobao stores to sell snacks, and the low-priced, high-calorie, easy-to-digest meat muffins became the most suitable single product to recommend to game otaku. LoL retired player Ruofeng claims to be every day Can sell 800,000 yuan of meat muffins in the game live broadcast. The e-sports that survived the cold winter finally waited for Wang Sicong's "strong entry, integrated e-sports", and the meat muffins rescued e-sports and became a legend.

从那以后,没有从玩游戏中赚钱的职业玩家开始在淘宝上开店出售小吃,低价,高热量,易消化的肉松饼成为推荐给游戏御宅族的最合适的单一产品。 。 LoL退休球员若峰声称将在游戏直播中每天可以卖出80万元的肉松饼。在寒冷的冬天中幸存下来的电子竞技终于等待了王思聪的“强势入围,综合性电子竞技”,而肉松饼拯救了电子竞技,成为了一个传奇。

Net celebrities have fame and fans, but if they cannot be deposited as a product that can be replicated indefinitely and has consumption scenarios, then it will ultimately be the moon in the water. The productization of intangible assets is a business logic that Internet celebrities must clarify. If this is not possible, with the ebb and flow of traffic, it will only come to nothing.

净名人有名气和粉丝,但如果不能将其作为可以无限复制并具有消费场景的产品存放,那么最终将是水中的月亮。无形资产的产品化是互联网名人必须阐明的商业逻辑。如果这不可能,那么随着交通的潮起潮落,它只会落空。

The productization of intangible assets has always been an important product idea in the corporate world. Yunnan Baiyao used its brand image of a time-honored Chinese medicine in the minds of Chinese people to launch hemostatic toothpaste, which has become the top brand of high-end toothpaste; With the impression of nourishing yin and nourishing blood in the minds of consumers, the high-end health snack "Peach Blossom Princess" was launched, which achieved good sales.

无形资产的产品化一直是企业界的重要产品理念。云南白药以其在中国人心目中久负盛名的中药品牌形象推出了止血牙膏,止血牙膏已成为高端牙膏的顶级品牌。消费者心中滋阴养血,高端保健零食“桃花公主”面世,取得了良好的销售业绩。

The failure of early Internet celebrities such as Sister Furong and Nan Sheng to quickly transform their accumulated traffic into concrete products is one of the main reasons for their loneliness. Nowadays, Internet celebrities are often exceptional in this regard. The former CCTV host Wang Kai used his own accumulated traffic on large platforms to quickly produce a series of parent-child courses such as "Uncle Kai Tells a Story" after starting his business, with an annual revenue of 2 Billion, the current valuation is expected to be more than 2 billion.

芙蓉姐姐和南升姐姐等早期互联网名人未能迅速将其积累的流量转换为具体产品,这是他们感到孤独的主要原因之一。如今,互联网名人在这方面通常是例外。前中央电视台主持人王凯在创业后,利用自己在大型平台上积累的流量,迅速制作了一系列亲子课程,例如“启叔讲故事”,年收入达20亿,目前的估值为预计将超过20亿。

I hope Master Shen Wei will seize the opportunity and launch waste sorting-related products as soon as possible to save the people of Shanghai.

我希望沉伟大师能够抓住机遇,尽快推出与废物分类相关的产品,以拯救上海人民。

The word "net celebrity" consists of two characters, one is "net" and the other is "red". Only after "net" can you be "red", this is called "net celebrity".

“网络名人”一词由两个字符组成,一个是“ net”,另一个是“ red”。只有在“网络”之后才能成为“红色”,这被称为“网络名人”。

Newspapers and news were the center of information transmission 20 years ago; after the rise of the Internet 10 years ago, portals became the center of content distribution; 5 years ago, the mobile Internet era brought the rise of self-media. The channels through which people obtain information have undergone a process of constant elimination and recasting. What remains unchanged is that people’s needs for obtaining information must always be met. Internet celebrities are likely to become the information center of the next era.

报纸和新闻是20年前信息传播的中心。互联网在十年前兴起之后,门户成为内容分发的中心。 5年前,移动互联网时代带来了自助媒体的兴起。人们获取信息的渠道已经经历了不断消除和重铸的过程。保持不变的是,人们必须始终满足人们获取信息的需求。互联网名人可能会成为下一个时代的信息中心。

In the 5G era, online and offline traffic will be more closely linked, which means that traffic nodes will be more fragmented. Internet celebrities are just like the signs hung at the door of the store in the past. Whoever has new and attractive signs can attract more business. This is an era when everyone should be an Internet celebrity. The four economics of Internet celebrity summarized in this article can help everyone to be an Internet celebrity more scientifically:

在5G时代,在线和离线流量将更加紧密地联系在一起,这意味着流量节点将更加分散。互联网名人就像过去商店门口悬挂的招牌一样。谁有新的和有吸引力的迹象可以吸引更多的业务。这是每个人都应该成为互联网名人的时代。本文总结的四种互联网名人经济学可以帮助每个人更科学地成为互联网名人:

Of course, the prerequisite for becoming an Internet celebrity is to be sincere and master a skill. If you take the path of swindling and reaping fans, you will soon find yourself incarnate as a kind of fabric: it is indeed cool.

当然,成为互联网名人的前提是真诚和掌握技巧。如果您采取欺骗和获取粉丝的道路,您很快就会发现自己化身为一种织物:这确实很酷。

 
 
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