Is TFBOYS earning 300,000 in one hour of live broadcast, will rewarding be the mainstream business model in the future?

Lei Feng network (search "Lei Feng network" public concern) by: The author of this article willow fat, personal micro-signal: leslie0724, WeChat public number: a fat world. Since 2011, O2O has had two years of practical experience in entrepreneurial ventures and is now making products in the Internet finance community.

In the traditional show field, a lot of rewards and actions are actually accomplished through props. Behind the many kinds of props, its essence is to reward. We spent the renminbi to buy the virtual currency on the platform, then use the currency to purchase different items and (at the same time) reward the anchor. Finally, our renminbi will be given to the anchor in a certain proportion.

We know that when Internet companies targeting to ordinary users (to c) look for a monetization model, no matter how many ambitions or struggling they had in the past, they will end up in three ways: advertising, games, e-commerce (transactions). ).

The main revenue of BAT is in each of these three categories. For example, the bulk of Tencent's revenue is games, Baidu is search advertising, and Ali is an e-commerce business. Other small and medium-sized companies that want to make money must also use their brains in these three directions. The cash flow model, combined with the advantages of the entrance flow, is like a giant pliers, allowing BAT to firmly control the entrepreneurial companies and emerging Internet products within their own sphere of influence.

However, there are always some "heterogeneous" in this world.

For example, the YY of the show business is realized through rewards. And relying on this part of the income, all the way to enter the Nasdaq once reached a market value of 4 billion US dollars, followed by the 9158 and the six rooms also achieved a similar way in Hong Kong stocks and mainland China A shares listed.

Not long ago in the US beat, TFBOYS tested a live broadcast, and after less than an hour of interaction with fans, it was rewarded with nearly 300,000 yuan, which was a classic example of the fan’s economy being realized through live broadcasting. Combining the high popularity and the amount of rewards that movie and television entertainment stars have repeatedly appeared on various types of live broadcast platforms before, whether the reward mode can gradually become the mainstream mode of realisation in the Internet sector under certain specific opportunities?

I think that although the reward mode can indeed make money for certain businesses, it can live very well. However, a good liquidity model cannot be applied to only one type of business. At present, there is indeed a large gap between the reward mode and the mainstream business model. However, does it have the potential to become mainstream? Let us return to the essence of the reward mode to answer two key questions:

What factors limit the rewards that have become mainstream business models in the past?

What are the opportunities for rewarding today's mainstream business model?

Although rewarding mode has existed since ancient times, it is an act that lasted for thousands of years. However, in addition to a small number of people's occasional release, most of the rewards can not be normalized. In the past, normalized rewards were seen more often in such scenes as theatrical troupes, theater comic dialogues, and roadside performances. Mei Lanfang is actually relying on the large amount of rewards paid by the local tyrants to run the high cost of the crew.

In these ancient normalization scenes, we can actually discover a common feature: real-time interaction. In other words, even if you are a net red star, I may look at the movie you made, buy your book, use your endorsement, but if I want to make this spontaneous non-compulsory payment, I must be The scene can be completed in direct interaction with you.

This is not difficult to understand, in the scene interaction scene, the user's sense of participation is completely different: he himself has become a part of the production of content. In the process of interaction, users are more likely to generate impulses to reward. Performers, fans and other visitors form a delicate ecology. In this ecology, the spectators have a certain influence on the performers, so the spectators are always happy. What is worth mentioning is that spectators who do not reward are also important components and are one of the benefits provided by the performers (or platforms) to the sponsors. This subtle ecology ends with each show.

Before the Internet was available, watching a show on the spot was basically a matter of minority ownership. Civilians and civilians have been very happy to have a firework show on the edge of the imperial city. They usually look at the side of the road to see the fireballs and monkeys. Apart from the fact that the average person may have no money and no time, but also because these activities need to be attended at a specific time and at a specific location, this leads to a very low percentage of all acts of commercial behavior occurring. Can not become a mainstream business model.

In the PC Internet era, the liberation of tools has finally made it possible for large-scale interaction, but the diversity of content is still scarce. Because of the reason that it must be fixed in front of the computer, there is no more content to choose from than the singing and dancing on the show floor and the live broadcast of some game games. These contents may become a last resort choice for the Internet users in three-and-fifth-tier cities when they lack local rich entertainment activities. However, in the first-tier and second-tier cities, there are a lot of other entertainment activities waiting for the Internet users to choose, so in fact, many of them are around me. People (non-internet) have never heard of YY entertainment products.

In the era of mobile Internet, content production at any time and anywhere and content consumption at any time and anywhere has finally become possible, that is, real-time interactions have finally been realized anytime, anywhere. Although the 100-broadcast war is still in full swing, the battle situation is temporarily confusing. The unclear profit model has led to almost all of the purely live broadcast platforms being in the money-burning stage.

Looking at the content of Yingge and other platforms, I believe that if you want to make the reward become the platform's main revenue, there is no problem at all. But in this way, from the point of view of the liquidation model, this is just a copy of the history of the traditional show in the PC. It is still a niche choice by relying on rewards.

However, the most critical core of the live broadcast of the whole people is the problem of diversity of content, which has been resolved. Finally, users in one and two cities can continuously watch live content that is not low. For example, there are a large number of live broadcasts such as the United Nations elections, Paris Fashion Week, and the Cannes Film Festival.

In addition to the pan-entertainment platform, there are numerous Internet products that use live broadcast as a tool to access, such as social networking, e-commerce, and education platforms, and small ones such as medical, financial, and offline music performances. Everyone is actively trying.

Although the original purpose of these platforms to access live broadcasts is certainly not to “focus on enriching the content of live mobile content,” e-commerce is to sell more goods, education is for better classes, and finance is for faster information transfer. . However, after the wind of the live broadcast of the whole people, the problem of diversity in content has been solved inadvertently.

At the same time, these various platforms have access to live broadcasts while they are connected. Since then, the rewards for mobile broadcasts have, by their very nature, no longer been equal to the rewards of traditional shows.

As a platform for short video applications, Meipao has also launched live broadcasts. It has also positioned the live broadcast on NetRed (online fame) and celebrity (offline fame) on the help platform to maintain fans and increase revenue. These short-lived videos can be efficiently interacted with fans through the nightly live broadcast. Good live content is in turn edited by enthusiastic fans into short video uploads, increasing the amount of content on the platform.

TFBOYS these three “high school students” were rewarded with 300,000 live broadcasts on the beautiful shots, which just proved that the rewards were in a new form of mobile live broadcasting, and the energy generated was very alarming. This is an explosion caused by the accumulation of content richness to some extent.

But what about other people? Is it possible to replicate the success of TFBOYS? Net Red would have lived in social products such as Weibo and short videos, relying on text, pictures and videos to attract fans. When this group of people discovered the existence of live streaming products, many would advertise themselves and pull fans themselves.

According to the financial statements of the show companies, in general, 5% of Tyler users contributed 70% of their revenue. In other words, rewards in the PC era are still niche behavior. In the era of mobile broadcasting, is it possible that there will be an atmosphere for all citizens to enjoy the rewards, significantly increase the frequency of use of the reward function, and make it a mainstream commercial monetization model. There are two core factors that I think need to be considered:

Good content, but it is continuous quality content.

The reward efficiency of the reward system.

The first point has been talked about a lot, each broadcast platform is also competing for high-quality content, here mainly talk about the second point.

In the traditional show field, a lot of rewards and actions are actually accomplished through props. Behind the many kinds of props, its essence is to reward. We spent the renminbi to buy the virtual currency on the platform, then use this currency to purchase different items and (at the same time) reward the anchor. Finally, our renminbi will be given to the anchor in a certain proportion.

In this interest chain, the props actually used for rewards are actually going through the court and appear on the screen for a few seconds. However, by pricing different props, how much money an anchor can take in a month can be calculated. For entertainment and fun needs, it is not a good idea to directly reward the renminbi.

What I'm really curious about is that while the interactive interfaces of various platforms are becoming more and more similar, the prop system is thousands of people, and each one is hardly heavy. Let's take a look at the following:

(Note: The following product is the latest version of the application store as of June 27)

Yingke

YY

Beautiful shot

Pepper

Momo

There are many live broadcast platforms, not listed here. Taken together, some of the platform's prop settings seem very casual, and some are very detailed, taking care of the majority of users in the specific scene will be that to play the action of psychological arousal or psychological impulse.

To sum up, the main items are divided into several categories:

Free Zone: Mainly to increase the atmosphere, so that non-paying users can participate in it, and interact with the anchor, but there are time and frequency restrictions every day.

Low price zone (1 currency - 5 coins): This price gift is usually very rich, the main purpose is to entice you to perform the first money-filling action, generally covers all your rewards as much as possible There was a psychological need. However, when you enter the recharge page, you will find that you can't recharge just enough to buy the amount you want. It must be customized according to a package. When the urge to reward the anchor defeats the intellect of not spending money, the purpose of the platform is reached.

Normal viewing of the user area: In the front you have paid because of low prices, you will inevitably not run out of all your virtual currency. What the platform does at this time is also to let you consume the existing inventory as soon as possible and begin the next recharge. So at this time when you play a reward for a certain item, there are usually strong batters in the combo. When the batter appears, there will definitely be an obvious tyrant. However, after you haven't struck you many times, you will find that your recharge is not enough.

Local Toll Payer Area: If the price of the previous item is still increasing according to a certain ladder, then the gift here is unreasonable and expensive. A single gift equals 688 yuan, 1314 yuan, and 3344 yuan. In addition, luxury cars, cruise ships and super diamonds are the mainstays. In this area, it is absolutely necessary to satisfy the kind of lavish lavishness that the local tycoon users pay when rewarding, and let him firmly attract the attention of the anchor and the whole audience. The price of the props here cannot be saved or cannot be discounted.

Although, the prop system of different live broadcast platforms is very different. But on the same live broadcast platform, no matter what the anchor, no matter what the content, the same set of props will always be used.

Imagine that when you pay for the reward, the soap given to the same player with the same value of 1 virtual currency, or the cucumber of 1 virtual currency, depends entirely on the audience's direct and intimate feelings towards the anchor. This feeling should be one-on-one and personality. The. I have seen many prop systems that have adjusted the composition of the prop system based on some time and event factors. For example, in the recent Euro Cup, some platforms have added props for beer football.

However, why can't we customize exclusive props based on the net red of the head?

The current large-scale live broadcast platforms, especially the independent live broadcast platforms, lack a prop-realization system that is customized for broadcast. This kind of silly black and thick prop system, in the YY era, all-over anchor singing and dancing, that is, the case of a single content may also have little effect. However, it must be remembered that this prop system is a lazy one and takes the result of the greatest common divisor on the content.

In the era of mass broadcasting, the richness of content has greatly increased. The content of each anchor is actually unique. The interaction between the user and the anchor is unique, and each time the emotional expression is even more unique. Each time the reward is not only It is similar to I love you and sports car can be replaced.

Perhaps this kind of reward is feasible in three-and-five-tier cities, because the main reward is the small sum of Tyrant users. They do not need the expression of delicate emotions. They only need to pay for the happy feeling and win. The admiration of the anchor and other non-paying reel users.

In other words, the extensive item system of the original show model does not matter to the local tyrants. Even if they let the money directly to the anchor, they just need to add a lot of hundred dollar bills to the anchor. Three seconds of special effects on the line. I think that even if it is really changed, it will not affect YY's main income.

But in the mobile broadcast era, personalized content and personalized emotions are the mainstream. TFBOYS had four more exclusive props for this live broadcast of the beautiful shots. They were the names of three high school students respectively: Tang Yuan--Wang Yuan, Qian Zhihe--Yi Qiu Qian Xiao, Xiao Hai Crab--Wang Junkai, also There are clover - representing the entire TFBOYS. You have to admit that when fans are rewarding such individualized props, they will certainly be more powerful than those who appreciate flowers, cucumbers and ice cream. Only if you have a prop system can you really help rednet.

When helping to customize the exclusive props of the head net red, it may mainly need to proceed from the following three perspectives:

a. Different types of net red (singing and dancing or beauty and beauty)

b. Emotional attributes are different (in fact, behind the papi and mime content are two different emotional attributes)

c. Different voices (whether it's a adoring or disdainful face)

In fact, it is easy to understand that the reward of an anchor is sent as an expression sent when chatting with a friend. You don't have the same expression and different expressions of your friends each time you use them. Although you always have a few favorite expressions that may be quite universal, everyone's love is different. Uncle Tong's exclusive expression for each constellation is actually very meaningful.

Therefore, due to the nature of real-time interaction, the mobile broadcast platform makes the rewards its main income without pressure. It is only in the content richness of the mobile broadcast field that it has an exponential increase over the singing and dancing of the traditional show field. The details of the props (virtual items) determine the efficiency of the net red economy, and even whether the reward mode can counterattack becomes the key to the mainstream.

The era of full-scale broadcast has come. The tide of national rewards may have only just begun.

I hope to see the live broadcast platform with a customized in-depth personalized prop system as early as possible, and the degree of personalization can even be detailed to each anchor, even to the live broadcast of different broadcasts of the same anchor, so that it is possible to inspire all citizens to play. Reward for enthusiasm. Only then will rewards have the opportunity to become the mainstream business model.

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