TFBOYS live for an hour to earn 300, 000, tips will be the future of mainstream business model?
Lei feng's network (search for "Lei feng's network" public attention) by writer Liu fat personal micro-signals: leslie0724, app public: a fat man in the world. O2O entrepreneurial experience starting in 2011 for two years, is now on the Internet financial community products.
Traditional show, lots of tips, in fact, is done through prop. Behind a variety of props, by its very nature is tips. We paid RMB for virtual currency on the platform, and then used the money to buy different items and (in the meantime) tips to anchor, and finally, our currency according to a certain proportion of the anchor.
As we know, intended for a general audience (to c) model of Internet companies seeking to liquidate when, no matter how many they had filled with ambition and struggle, eventually attributed to three ways: advertising, gaming, e-commerce (trading).
BAT's main revenues in these three categories, the first, the bulk of income is the game such as Tencent, Baidu search advertising, Ali was the electrical contractor. Other small and medium sized companies want to make money, also have to think in three directions. Changing modes on inlet flow advantage, like a giant pair of pliers, let the BAT from a business class and emerging Internet products firmly in control in their own sphere.
However, in this world, there are always some "other".
https://www.youtube.com/watch?v=jTYcmaxZ4_I Such as show business, YY is through cash tips this way. And with that part of the income, all the way into the NASDAQ market value reached $ 4 billion, with behind it the 9158 and six rooms were also achieved in similar ways in Hong Kong and the Mainland a-share market.
Not long ago in the United States on the shoot, TFBOYS testing the waters a live interaction and fans were less than an hour, nearly 300,000 Yuan by tips, sort of fans the economy through live are a classic case of. Combination has appeared several times before the entertainment stars in broadcast platform exploded on popularity and the amount of tips, tips mode can be in a number of specific opportunities, has gradually become the mainstream of Internet model?
In my opinion, although the tips mode can indeed help some businesses make money and live quite moist. However, the realisation of a good does not apply only to a business. For now, the tour does have a larger gap between the model and the mainstream business model, but without the potential to become mainstream does it have? Let us return to the essence of play tour mode, to answer two key questions:
What factors limit tips in the past become the mainstream business model?
Tips today will become mainstream business model where?
Second, interaction until whenever and wherever possible, potential for rewards is possible
Play tour mode though since ancient times, is a continuation of thousands of years. However in addition to sporadic acts of a handful of people, most of the times, the tips are not normalized. In the past, the normal tips found in vocational school ride in an opera, crosstalk storytelling, begging by the side of the theatre performances. Mei is actually the large tips on local audiences high cost pays operating crew.
Normalization tips in these ancient scene, we can find a common feature: real-time interaction. In other words, even if you are a network of Red Star, may I see your films, buy your books with your endorsement of the product, but I made the spontaneous non-compulsory payment, do I have to be at the scene to interact directly with your State is complete.
It is not difficult to understand, in the scene with live interaction, user participation is totally different: he also became a member of content production. Users in the process of interaction, more prone to impulses of the tips. Performers, rewards and other spectators formed a delicate ecology. In this environment of rewards to performers have a certain influence, so tips are always happy. It is worth mentioning that, not spectators is important, part of the tour, performing (or platforms) provided to the tips of welfare. This delicate ecosystem, as the end of each performance immediately ended.
Before the Internet, watch a show, is basically a patent belonging to the minority in a few time. Civilians amidst a fireworks show has the edge on the side of ordinary people very happy, usually on the street and see burning sticks and play Monkey bars. In addition to the General factors that can have no money and no time, but also because these activities to a specific location at a certain time is required to participate, this leads to reward behavior in all business practices is extremely low, never became a dominant business model.
Third, the interaction, the need to [DVF iPhone 5](https://medium.com/@nixcase/strange-when-no-ar-on-the-opportunity-really-take-you-forcing-you-to-fly-7cc526ccb18f
To the era of the PC Internet, liberation of the large-scale interaction was possible, but the diversity of content is still lacking. Because of the reason must be fixed to the front of the computer, in addition to singing and dancing on the show and some of the games live, there is no more content can be selected. These contents may become 345 urban Internet users on a local lack of a bad choice of recreational activities, but to one or two cities, there are plenty of other recreational activities waiting for users to choose, so a lot of people around me (non-Internet) have never heard of YY entertainment products.
But in the era of mobile Internet, content production and content anytime, anywhere anytime, anywhere consumer has at last become possible, in other words, anytime, anywhere in real time interaction was finally realized. Bai seeding stage of the war was still in full swing, though, the situation was temporarily confusing State. Not yet clear profit model, resulting in almost all of the pure live platform at the burn stage.
From mapping platform more and more content to show, I believe, if tips is to be the platform's main income is a point no problem at all. As a result, seen from the liquidation mode, just copy the traditional show in history on the PC side, rely on tips to make money is still a minority choice.
However, universal broadcast the most critical core, is the diversity of problems, were solved, finally had one or two tiers users can continue watching without live content low. Such as the United States appeared on the large number of such as the United Nations election Festival, Paris fashion week, the tall live on.
In addition to excessive entertainment platform, will live as a tool for accessing the Internet, countless categories such as social networking, e-commerce and education platform, small such as medical, financial and online music performances, parties are actively trying. DVF lips iPhone case
Although the original intention of these platforms into the live broadcast, and certainly not what "live rich mobile content ecosystem", electricity supplier is to sell goods, education is for a better class, financial is for faster information delivery. But when the nationwide broadcast after the wind started blowing, diversity of content issues have been solved when least expected.
Meanwhile, these varied platforms into the live broadcast at the same time, also have access to rewards. Since then, tips for mobile live, in essence, is no longer equivalent to traditional show tips.
Beauty as a short video of the original platform, online broadcast, and position the live help desk top screen red (line fame) and Star (line fame) fans to maintain and increase revenue. These short video network red by night live and efficient fan interaction, live, in turn, were enthusiastic fans of the good clips into a short video, increasing the amount of content on the platform.
TFBOYS three "high school students" live on in the United States was beaten to 300,000 ounces, proven tips on moving live on this new form, the energy produced is quite amazing. It is accumulated from the richness of the content to a certain extent, brought about by the outbreak.
But what about the others? Is it possible to copy the TFBOYS success? Network red live in microblogging and social products such as short videos, text, picture and video content to attract fans. Live when these people found the products exist, many will have their own advertising, their fans.
According to show earnings of such companies, in General, 5% local user contributed 70% income. In other words, PC tips are still in the age of minority. To move the era of live, there are no nationwide tour atmosphere may occur, significant rewards to use frequencies and scenes, make mainstream business models, there is, I think there are two main factors to consider:
High quality content and premium content.
Realisation of reward system efficiency.
1th was talking a lot, every live broadcast platform in competition for premium content, here talk to 2nd.
Efficiency which four tours, which depends on the realisation of props system efficiency
Traditional show, lots of tips, in fact, is done through prop. Behind a variety of props, by its very nature is tips. We paid RMB for virtual currency on the platform, and then used the money to buy different items and (in the meantime) tips to anchor, and finally, our currency according to a certain proportion of the anchor.
In this chain, in fact, being used to reward the props is a cut scene, appears on the screen for a few seconds. But by giving different prop price tag, an anchor for a month can have as much money, it can be calculated. The demand for entertainment and fun, directly reward the Yuan does not look good.
I was very curious about is, at the time of each interface of the platform more and more like props system is a thousand thousands, each hardly enraptured by, we look at:
(Note: the following products are due on June 27 in the latest version of the app store)
Live streaming platform there are many, does not list them here. Taken together, the prop settings for some platforms is very casual, some are very detailed, taking into account that the majority of users under certain scenarios will reward actions arousing or psychological impulses.
In summary, the main props are divided into several categories:
Free zone: mainly in order to increase the atmosphere, non-paying users can participate, interact with anchors, but be limited to time and every day.
Cheap tips (1 coin coin-5): the price of gifts are usually very rich, the main purpose is to entice you to charge money for the first time, generally covers all your tips as possible occur when psychological needs. But when you enter the top page, you will find that you can not recharge amount is just enough to buy what you want props, must be in accordance with a meal package to your custom. When tips anchors the urge overcame the reason you don't spend, platform just reached.
Normal rewards user: in front of you because of the low price has after paying tips, you must not use all of your virtual currency. Platforms at this time have to do is get your existing stock runs out as soon as possible, and begin the next recharging. So this time when when you enjoy a certain props, tend to have strong tips combo appears, there must Screamers have an obvious big Mac screen display. However, after how many times you have no combo, you will find the top was enough.
Local paying customers: If the front prop pricing is in accordance with certain step increment, are gifts so here is unreasonable expensive single gift worth RMB 688, 1314, 3344 gifts appear in large numbers, and dominated by luxury car, cruise and Super diamond ring. In this area, we must meet local users to play deal or no deal for rewards of heroism, were attracted by his host and audience and audience's attention. Prop pricing here physically, unable to pull, hand must be firm.
Red five, net economy, props, depth of the system should be customized
Although the live platform of props system is very different. But in a broadcast platform, which is the host, no matter what the content is always the same set of props.
Imagine when you reward when, to anchor the same 1 virtual currency worth of SOAP, cucumbers or 1 virtual currency, depends entirely on the visitors to the host directly intimate feeling, this feeling should be one-to-one and personalized. I've seen a lot of props system based on time and event props the adjustment system components, such as the recent European Championships, some platforms increases the beer football props.
But why not red according to the head of the network, custom exclusive props?
Now all broadcast platforms, especially independent broadcast platform, the lack of a seeding depth customization system which props. The shadaheicu prop system, in the era of YY, all presenters perform dancing and singing, or the contents of a single case may also have little effect. But remember, this prop system is a lazy, the results of taking greatest common divisor.
In the era of live for all, rich content increased, the content is unique for each host, user and host interaction is unique in that every expression of emotion is unique, each time the rewards just the same I love you and sports cars can be replaced.
Maybe the tips line 345 of city is viable, because the tips of the main local users is a small portion of the deal or no deal, they do not need delicate expression of emotion, simply throwing money at the time, winning admiration of Niggaz anchors and other non-paying users.
In other words, the original show extensive pattern of props system, nothing to do for local users, and even so that they can direct money to host, just add a lot of hundred dollar bills in the anchor has to face three seconds of effects. I feel that even in this changed to YY's main revenue impact would not be significant.
But the mobile era of live, personalized content and customized emotion is mainstream. TFBOYS in the beauty of this live, four more exclusive items, they were three high school nickname: dumplings – Wang Yuan, origami--Yi Yangqian seal, small crabs – junkai Wang, and four-leaf clover – on behalf of the entire TFBOYS. You have to admit, when fans in personalized items like tips, will certainly be higher than watch some flowers, cucumber and ice cream no sense unique props, such power is several times stronger. Only prop system can truly NET red to help.
Red scalp network exclusive custom props when, probably mainly from the following three perspectives:
A. NET different red category (singing and dancing classes or beauty makeup class)
B. emotions with different properties (PAPI and microphones covered behind the content property is actually two different types of emotion)
C. expressing different (worship or full face is a face of disdain)
Anchors for tips, expression of considered chatting with friends when sending, it is easy to understand. You don't have to look and friends every different chat under the context of the application of different expressions, although you always have a couple of favorite probably pretty universal expression, but love is different. Fellow Uncle exclusive expression for each zodiac sign, it will mean.
Seven, conclusion: the era of the popular tips has just opened
Therefore, the real-time interactive mobile broadcast platform due to the natural properties make tips a main income there is no pressure, just in the area of mobile broadcasting content richness, unlike the traditional show of singing and dancing has improved exponentially. Props (virtual goods) for details on setting, determine the reticulocyte realisation of economic efficiency, even tips mode can reverse hit into the mainstream of the key.
Comprehensive broadcast time has come, all tips tide may have only just started.
Wish to see in-depth customized personalized items system live platform, personalized level can even down to the anchor, even down to live with a host of different performances, which can arouse passion tips for all. And only then, tips have a chance to become mainstream business model.
