The economic model of Internet celebrities is becoming increasingly mature. Internet celebrities have entered the industrialization stage and have become a formal profession.

After experiencing barbaric growth in 2015, Internet celebrities in 2016 are entering the industrialization stage. It is mainly reflected in two aspects: one is "online monetization"; the other is "professional operation".

Original title: After barbaric growth, the Internet celebrity economic model has become increasingly mature. Internet celebrity has become an official profession.

When online live broadcasting and Internet celebrity economy are combined, the mobile Internet has ushered in the era of "live broadcast +". Internet celebrities in this era have three characteristics: they are more professional, have greater liquidity, and have higher commercial value. Looking back at Feng Jie in the past, and then looking at today's Papi sauce... There is a world of difference between Internet celebrities in the broadband era and Internet celebrities in the graphic era.

At least, Internet celebrities have become a formal profession nowadays.

A Super 200 million people watched the live broadcast of celebrities.

From May 19 to May 30, 2016, Weibo's first "Super Reds Festival" kicked off. More than 1000 Internet celebrities from the fields of live broadcast, video and fashion appeared on the same stage. They showed their talents and shared their lifestyles on Weibo, and jointly staged the hottest online celebrity ceremony of the year with their fans.

How popular is it? A scary set of numbers is enough to explain everything.

On the day of the "Super Reds Day" on May 30,"super reds" in various fields made collective efforts and conducted a total of 68,800 live broadcasts on Weibo, with 208 million people watching online and liking more than 800 million times. There were also more than a dozen popular anchors participating in the 24-hour live broadcast event, and "Feng Langlang i" even broadcast continuously for 24 hours, 8 minutes and 24 seconds. On the same day, stars such as Wu Kequn and He Rundong appeared to support the 24-hour live broadcast. Du Haitao and Jia Nailiang also personally started the broadcast to interact with fans.

On June 16, the "Super Reds Day" took advantage of the popularity and held a grand offline party. On the red carpet that night, nearly a hundred Internet celebrities gathered in Shanghai. This unprecedented large-scale "Internet celebrity gathering" was astonishing and greatly satisfied the curiosity of netizens and competed to witness the true colors of Internet celebrities. At the scene, fashion celebrities were as good as celebrities in their beautiful clothes and makeup, live online celebrities were playful and lively, and video Internet celebrities even stole the limelight and topics-Zhang Dayi, who was known as the "No. 1 Internet celebrity on e-commerce", surprised everyone with his sexy ultra-high split dress. Shang Kan, who once starred in "Tiny Times", showed off his snow-white and thin back. Wang Nima, who has always been mysterious, actually wears an emotic-pack-like hood, which still makes people unable to recognize her true colors...

At this "Red Man" awards ceremony, the Top Ten Influential Video Column Awards, the Most Popular Fashion Red Man Awards, the Top Ten Internet Anchor Awards, and the Top Ten Video Red Man Awards were announced one by one. Among them, Papi Sauce, who made her first official appearance, shouted excitedly to fans after winning the "Top Ten Video Celebrity Awards":"You like it right!" "Mc Tianyou" and "Society Your Ball Baby"(Zhao Yihan, daughter of Zhao Benshan) won the Internet Anchor Award. You Benchang, who is already 83 years old, has become a popular celebrity on Weibo with his interesting videos.

It is worth mentioning that the most important "Top Ten Video Celebrity Awards" that night were won by Papi Sauce, Memories Special Vest, Aikerili, Mu Yalan, Gu Amo, Huang Wenyu Xiaobenyou, Wang Nima, Gu Da Baihua, the national father-in-law and Li Daxiao. These 10 celebrities have more than 40 million Weibo followers, making them the most popular among Internet celebrities. "Super Reds Festival" has become a major event in the Internet celebrity industry this year!

B stars and corporate bosses compete to become Internet celebrities.

In the past, netizens always joked that stars liked to find young models, but now stars only love Internet celebrities. Wang Sicong's girlfriend Sydney has hundreds of millions of online sales, Luo Zhixiang's girlfriend Zhou Yangqing's online store is very impressive, Guo Fucheng's girlfriend Fang Yuan is already a seller of two crowns, and Lin Xin's girlfriend Wang Liuwen is also a seller of two crowns... Netizens joked that the entertainment industry has been contracted by Internet celebrities.

In fact, in addition to a certain star's girlfriend who is an Internet celebrity, many stars such as Li Yuchun, Liu Tao, Ying Cai 'er, etc. also play live broadcasts as Internet celebrities. On May 31, Liu Tao interacted online with more than one million netizens. During the live broadcast, Liu Tao first decrypted that 99.9% of Andy's costumes in "Ode to Joy" came from her own wardrobe. While displaying the clothes, she also reviewed the classic clips in the play with Lao Tan, Singularity, Fan Shengmei, and Xiao Bao Zong. The wonderful explanation made the number of online viewers soar. Liu Tao did not do this to collect money, but used the remuneration from the live broadcast and the proceeds from selling clothes for charity sales and donated them to disabled girls in Pingyao, Shanxi. During this 40-minute live broadcast, Liu Tao also fulfilled the wishes of many fans and sang four songs: "Qinghai-Tibet Plateau","Walking on the Road of Life","Season of the Wind","Red Beauty Old"(the theme song of "Nirvana in Fire"), attracted fans to praise repeatedly. In fact, in addition to simple life demonstrations, some stars have also extended live broadcasts to professional fields, such as Han Xue teaching English live, Fan Bingbing live Fashion Week, Li Bingbing live Film Festival...

It is worth mentioning that variety shows have begun to introduce live broadcast mode. On the night of the recording of the music program "The Voice of the World" on June 10, Wang Leehom appeared in the live broadcast room within 30 seconds. More than 3 million people interacted with him online. The screen was instantly filled with excited fans such as "male gods" and "idols". Leave messages, and Wang Leehom was very surprised by such a scene. This move created a precedent for the live broadcast of variety shows. Coincidentally, on June 14, the premiere of "Let's Travel Bar 2" was broadcast live on multiple live broadcast platforms such as Douyu, Yingke, Zanthoxylum, and Netease. Zhang Guoli, Zhang Weijian, Shen Teng, Song Xiaobao, Huang Xiaolei, Yang Qianmiriam and others appeared. They chatted about many behind-the-scenes stories of the shooting on the spot, attracting 2 million people to watch online that night.

Not only are stars and variety shows playing live broadcasts, but many corporate bosses are also vying to become Internet celebrities. After Lei Jun alone completed the first pure live broadcast release in Xiaomi's history-Xiaomi's first drone, Wanda CEO Wang Jianlin also recently presented his first live broadcast debut in "A Date with Lu Yu", with 300,000 viewers. Previously, 360 Chairman Zhou Hongyi had already stood for his own pepper live broadcast. In order to gain the favor of a new generation of young users, corporate bosses are willing to participate in live broadcasts in person and devote themselves to this Internet marketing craze.

Why do amateurs, celebrities, and corporate tycoons all like to be Internet celebrities? In the final analysis, it is because of the high popularity of live broadcast platforms today. Why is it so hot? The main reason is that the live barrage is highly interactive. Internet celebrities can have direct conversations with the onlookers, bringing fan effects and generating consumption.

At present, in addition to live broadcast platforms such as YY, Douyu, Yingke, Panda, Zanthoxylum bungeanum, Tiger Tooth, and Dragon Pearl, traditional Internet giants Netease, Tencent, and Sina have also launched live broadcasts, creating a prosperous scene. On June 16, the summary media communication meeting of the 2016 GMIC Global Mobile Internet Conference was held in Beijing. Many industry leaders believed that 2016 was the first year of online live broadcasting in China. In this year, the combination of online live broadcasting and Internet celebrity economy broke out, and the mobile Internet ushered in the era of "Live +". Hu Haiquan, a musician and investor who was a guest at the conference, lamented: "I can't invest in movies anymore, but I have been watching opportunities on new live broadcast platforms."

C The Internet celebrity economic model is maturing day

by day. 2016 is also called the "Internet celebrity economic year" in the industry. There are some data that are very illustrative: "The first Internet celebrity" Papi sauce once dominated the headlines of major websites, and it contributed "China's new media world's first advertising auction", worth 22 million yuan. On June 16, the "2016 China E-commerce Celebrity Big Data Report" predicted that the output value of the celebrity industry this year is estimated to be close to RMB 58 billion. This figure, if converted, far exceeds the box office of 44 billion yuan in Chinese films in 2015. The amount is equivalent to Yili's annual turnover in 2015, and three times the annual turnover of Uniqlo Greater China in 2015... In

fact, China's Internet celebrities cannot become such commercial value overnight. From its emergence to its growth, there have been about three stages in the past ten years-

1. The Internet celebrity 1.0 era, are mainly Internet celebrities in the age of words. Representative figures include Mu Zimei, Sister Furong, Fengjie, etc.;

2. In the Internet celebrity 2.0 era, they are mainly Internet celebrities in the graphic era. Car model Internet celebrities include beasts and beasts; big V Internet celebrities Wu Xiaobo and others;

3. In the Internet celebrities 3.0 era, they are mainly Internet celebrities in the broadband era. Video anchors: Papi sauce, Wang Nima, etc.; fashion anchors: Mu Yalan, Zhang Dayi, etc.; live anchors: Mc Tianyouya, social ball sister baby, etc.

After experiencing barbaric growth in 2015, Internet celebrities in 2016 are entering the industrialization stage. It is mainly reflected in two aspects: one is "online monetization"; the other is "professional operation". "Online monetization", take e-commerce online popularity as an example. On May 30,"Red Man's Day", Zhang Dayi sold more than 90000 items in 24 hours, earning more than 10 million yuan; Sydney Cherie became the "hot seller" of Fashion Reds Week with sales of 9762 pieces. The improvement of the payment field and the professionalism of marketing and promotion have provided a lot of convenience for the realization of Internet celebrities. "Professional operation" is mainly manifested in the development of rewards in the past to advertising, e-commerce, artists, etc. Deng Shuangcheng, CEO of Hot Media, a domestic online performing arts agency, once said,"Nowadays, cultivating Internet celebrities and cultivating artists basically adopt the same system." This company currently has more than 3000 Internet celebrities under its jurisdiction. The average monthly income of the company's Shanghai-based Internet celebrities reaches 15,000 yuan, and the outstanding ones earn one million yuan a year, which has exceeded that of third-tier celebrities. In recent years, Innovation Works, Zhenge Fund, Enlight Media and other institutions have participated in the financing of Internet celebrity brokerage companies.

On June 16, the reporter saw such statistics in the "2016 Internet celebrity ecology white paper"-the current proportion of domestic Internet celebrity signing brokerage companies is 23.8%. It is not difficult to see from this figure that Internet celebrities are moving from pan-entertainment to a direction that is more professional, greater monetization capabilities, and higher commercial value.

In 2016, Internet celebrities have become a formal profession.

Editor: yvette