This celebrity is too rich

Chapter 17 Star Map Advertising
On the morning of August 8th, on the 27th floor of Yongrui Building, in the Sanmu Media conference room, six people sat at a six-meter-long conference table.

Li Chuan sat at the front seat, with Chen Chen and Li Kun on the left, and Yu Jie, Wu Wenfan and Zhang Jun on the right.

"From today onwards, our ship will officially set sail." With a smile on his face, Li Chuan took out his mobile phone and greeted him: "Come on, let's take a photo first, as a souvenir."

With a "click", the figures of the six people were frozen on the screen of the mobile phone, and everyone's faces were filled with smiles, very harmonious.

Li Chuan planned to develop this photo and put it in his office in the future.

After the photo shoot was over, everyone sat down again.

"Work has officially started. Let me clarify the company's development direction first." Li Chuan's face gradually became serious. After a pause, he continued: "The company's current goal is only one, and that is to settle in and become an MCN organization of Douyin."

The MCN organization, which is professionally interpreted as a multi-channel network, is an operating model under the emerging internet celebrity economy.

The relationship between MCN institutions and platforms can be understood with the help of real estate thinking.

The platform is the developer, and the MCN agency is the construction contractor. The MCN agency is responsible for building a house for the platform (cultivating Internet celebrities and producing content), and the platform sells the house (displays the content to the audience) to get the money, and then the corresponding construction The fee is paid to the MCN institution.

The biggest difference between MCN institutions and individual creators is in scale and professionalism. MCN institutions have talents, technology, and equipment to do big jobs, while individuals can only do small jobs like puttying and tiling.

In comparison, as a developer, the platform naturally relies more on MCN institutions that are capable of doing great work.

Due to their strong status, MCN institutions can often get more benefits from the platform.

Take the Douyin live broadcast of later generations as an example.

As an individual anchor, the gift sharing is only 50%, while the gift sharing of MCN organizations can reach more than 60%, and the maximum can reach 70%.

It is also a gift of 100 yuan, ordinary individuals can only get 50 yuan, but MCN institutions can get 70 yuan, this is the special preferential treatment of the platform for MCN institutions!
The platform's special treatment for MCN organizations is not limited to gift sharing, and MCN organizations can also get some care in terms of video traffic.

Becoming an MCN organization of Douyin, you can get a batch of free traffic support every month, and this batch of traffic can be allocated by the MCN organization itself.

In addition, MCN institutions can also buy traffic from the platform.

Nowadays, the DOU+ function of Douyin has not yet been launched. Individual creators cannot buy traffic and do promotion, but MCN institutions can, and the price is not expensive.

All in all, there are many benefits to becoming an MCN institution of Douyin. If Sanmu Media wants to grow and develop, this step must be taken.

At present, Douyin's MCN organization is divided into four levels, from low to high: entry level, content level, core level, and strategic level.

The higher the level of the MCN organization, the greater the support of the platform, and the more benefits it can get.

Sanmu Media is a start-up, don’t even think about it at the strategic level, and it’s impossible at the core level. You can think about it at the content level, but it’s also unlikely. The entry level is the most realistic choice and Li Chuan’s goal.

At this stage, Douyin’s entry-level MCN threshold is not high, but some conditions must also be met:
1. The applicant organization has legal company qualifications;
2. Established for more than one year;
3. It has been established for less than one year, but has rich talent resources and unique content, so it can apply for separate approval;
4. There must be no less than 5 contracted talents under the MCN organization, and have a certain number of fans, and have certain talent service capabilities and operational capabilities in the corresponding field.

Needless to say the first point, Sanmu Media is compliant and legal, and there is no problem.

The other three points can be combined to see.

Sanmu Media has just been established and cannot meet the requirement of "established for more than one year", so it can only take the road of "single approval".

"Individual approval" requires "rich talent resources and unique content". In Li Chuan's view, this is not difficult to achieve. After all, Sanmu Media has a blogger with tens of millions of fans like him.

Some time ago, Li Chuan operated a lot and rented the accounts of "Mr. Mori" under Mr. Mori's studio on various platforms to Sanmu Media for a one-year lease period and one yuan rent; at the same time, he also handed over his brokerage business to Sanmu Media. It is represented by Sanmu Media, and the agency period and fee are also one year and one yuan.

Today, he can be regarded as a short video expert under Sanmu Media.

In Douyin in 2018, there are not many accounts with more than 100 million fans. If you count them, there are less than [-] people. The influence of "Mr. Mori" is still very large.

Li Chuan felt that with him in Sanmu Media, it would not be difficult to obtain the qualification of "individual approval".

"Becoming an MCN organization of Douyin is our primary goal. This goal is not difficult, but there is still work to be done." Li Chuan looked around and said slowly: "First of all, the most important thing is that we must meet the needs of Douyin. There is a rigid condition on the Yin side, signing more than five short video experts."

"Currently the company only has the account 'Mr. Sen', which is unhealthy. Sanmu Media is not serving me personally. We are a comprehensive MCN company, and we must have a group of high-quality short video experts. This is our goal. business focus."

Li Chuan looked at Yu Jie, Wu Wenfan, and Zhang Jun on the right, and then said: "The operation department is responsible for recruiting talents, and we must spread them out as soon as possible, but we must not be too blind. At present, the company's resources are limited. Waste, when recruiting talents, you must pay attention to screening. It is best to sign talents with experience and achievements. Traits do."

"I understand. I will arrange the work in a while." Yu Jie nodded seriously and said, "Don't worry, we have been doing this kind of work before, and we won't lose the chain."

"Well, I have seen your skills before." Li Chuan also nodded, and said: "But I still want to remind you, when recruiting people, be careful not to be abducted by others."

"Ha ha……"

There was a sudden burst of laughter in the conference room. Everyone present was quite clear about the relationship between Li Chuan and Yu Jie, so they naturally understood what Li Chuan was talking about.

Yu Jie blushed for a while, and said very upset: "If everyone is as treacherous as you, then I can't help it."

Li Chuan waved his hand with a smile, and didn't say any more at the moment.

The laughter faded away, and Wu Wenfan suddenly spoke.

"Mr. Li, does our company only make short videos?"

"Huh?" Li Chuan looked at the other party and said, "The company's current strategy is to follow the development of Douyin and enjoy their dividends. Short videos are the current focus of Douyin's business, so we naturally have to keep up."

"However, short video masters are under a lot of pressure in terms of monetization, and Douyin's star map advertisement has not been launched for a long time."

"Yeah." Zhang Jun also said with some emotion: "Last month, Douyin said that the star map advertisement will be launched next week, but it is almost September now, and there is no movement at all, and I don't know how long it will be delayed." .”

"Don't worry about that." Yu Jie waved his hand and said, "The star map advertisement will be launched in early September."

"Huh? Is the news true?"

"Well." Yu Jie nodded, and said: "Douyin has already notified its MCN organization, and Wuyou Media happened to be the first one. I only knew about it before I left."

"Oh, then there's nothing to worry about."

There was a relaxed look on everyone's faces.

Xingtu Ads is an advertising platform officially launched by Douyin, which is of great significance to many short video experts and MCN organizations.

Many people think that as long as an Internet celebrity has fans and traffic, there will be advertisements that will come to him, but in fact that is not the case, and the advertisements are not so easy to receive.

There aren't that many advertisers, and they're not stupid enough to send money for nothing.

There are only two kinds of Internet celebrities who are easy to receive advertisements. One is the top Internet celebrity with sufficient traffic; the other is the vertical Internet celebrity. Although the traffic is not large, the fan attributes are accurate and the conversion rate is high.

In addition, it is not easy for other Internet celebrities to receive an advertisement. Many times they have to take the initiative to sell themselves door-to-door, and some even rely on relationship building, stealing, and robbery.

In terms of receiving advertisements in the online celebrity industry, it can be said that there are frequent chaos. Only outsiders can't think of it, and they can't do it without them.

The launch of the Douyin Xingtu advertising platform can reduce these chaos to a certain extent, because it gives many mid-waist Internet celebrities a channel to show themselves, allowing them to win with cost-effectiveness.

(End of this chapter)