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疫情下复制李佳琦?探秘MCN上游——主播孵化器 - 小程序资讯 - 上线了sxl.cn01.创刊词
「上线了」特别企划——对话 100 位新时代创业者。从今天起,上线君会近距离与我们用户中的新一代创业者代表对话,听他们亲述创业那些事儿!或许能给即将或正在创业的你,一些启发!
要说 2019 年十大创业风口,电商直播一定榜上有名!2020 年初始,突如其来的疫情让众多行业笼罩在阴霾下,但电商直播却成了意外的曙光,又火了一把!
从去年双十一淘宝直播近 200 亿的成交额,到如今疫情之下“万物皆可直播”,大家除了对薇娅、李佳琦这类 KOL 电商主播的成功感兴趣,对于背后功不可没的 MCN 机构的运作同样充满好奇。
薇娅、李佳琦同框,图源:微博@李佳琦Austin
MCN 全称是 Multi-Channel Network,是一种多频道网络的产品形态,但是国内大多数 MCN 是通过资本、团队运作,保障网红能够持续输出优质内容,扩大粉丝影响力,实现最终商业变现的一条龙服务机构,可以简单地理解成“网红经纪整合营销第三方”。下面是上线君绘制的 MCN 架构图,帮忙大家更好地理解,仅供参考。
「上线了」汇聚了众多高质的创业项目,想必一定也有从事电商直播或是 MCN 的吧?带着这个疑问,上线君果然从「上线了」用户中找到了不少投身 MCN 领域的创业团队。立诺电子商务、风亚传媒等 MCN 机构,他们都已通过「上线了」搭建官网,获取线上流量和曝光。
在调研过程中,上线君意外发现有一家背靠湖南广电,却独立品牌发展艺术教育多年的公司,同样选择入场电商直播领域。更妙的是,他们看中的领域是电商直播相对空白的、MCN机构的上游市场——电商主播的职业培训,它就是芒果培优。
上线了用户:芒果培优
芒果培优官网:http://www.mguedu.com
作为拥有湖南台强大媒体资源,又成功培养过沈月这类明星艺人的专业艺能培训机构,芒果培优具有十足的发言权。
此次,上线君对话芒果培优联合创始人丁子兴。我们试图解答 3 个问题:
1.业内人士如何看待电商直播、MCN创业的火爆?
2.电商主播究竟是不是香饽饽?
3.李佳琦是否可以复制?
人人都可以入场电商直播吗?
上线君:您是如何当前看待电商直播和 MCN 创业潮的?芒果培优又是如何开始电商主播的培训呢?
丁子兴:我们作为人才输出口,能感觉到 MCN 对主播的要求在逐年增高。在秀场直播大热的 2015 年,机构对于主播的要求还仅限于颜值,随着市场竞争和行业洗牌,趋向于对艺能的要求逐步提升,现在的大主播甚至都达到了艺人的要求。任何人要想从这场竞争中突围,没有两把刷子可不行。
早在 2016 年,我们的创始团队认为缺乏艺能的直播秀场模式缺乏持久变现能力,因此我们的创业项目是从“红人计划”开始,就是为了培养具备艺能素养的年轻人,其中有部分之后选择从事网红主播。
2018 年我们已经预感到电商直播会是之后爆发的风口,因此设立了电商主播学院;去年,我们调整策略,将电商主播培训与就业相结合,选择与淘宝 Top 级 MCN 机构达成合作,共同打造电商主播人才供应链。
上线君观点:由此看来,电商直播虽然火,但并不是谁都能分得一块蛋糕的,至少需要对直播、电商都要有所了解。
电商主播如何盈利?
上线君:人才供应链听起来很厉害啊!主要形式是什么?
丁子兴:我们设立了店铺代播和达人养成两种“校企”培养模式,学员可以根据自身情况选择对应的课程模式,最后都能通过体系化的课程,帮助他们实现培训完毕即可就业。
上线君:这两种培养模式有什么区别吗?
丁子兴:现在淘宝上主要有两种直播模式:
一种是店铺直播,是以店铺账号开设直播,由于店铺缺乏相关人员和经验,因此大部分都会选择外包给 MCN 机构来运营。店铺会支付稳定的时薪,主播的收入从一开始就相对稳定很多;
另一种是达人直播,案例是薇娅、李佳琦。但选择这种模式,主播前期需要投入大量的时间成本,同时因为缺乏粉丝基础,收入微乎其微 。
上线君:二者在收入上的区别是在于底薪吗?前者是有固定底薪;而后者没有底薪,完全靠带货能力赚取提成,对吗?
丁子兴:是的。店铺代播会根据我们的评级有稳定的时薪,但是账号和粉丝都是属于店铺的,可以理解为打工模式;
达人主播靠自有粉丝在带货后享有分成,可以理解为创业模式。
听到这里,上线君立刻想到了李佳琦。此前他是美One签约的主播,后续走红成为“口红一哥”,如今他已经是美One的联合创始人了。这不正是创业成功了吗?
你能成为下一个李佳琦吗?
上线君:芒果培优与业内其他网红培训机构相比,有哪些优势?
丁子兴:据我们了解,目前市面上还没有别的机构在做电商直播人才的培训。现有的一般也是 MCN 机构以培训产品为主,其目的是招募主播。
而我们从事电商主播的培训是具有先天优势的,培训老师都是知名电视购物频道的主持人,对于镜头前的销售技巧具备丰富经验,这一点非常重要。
比如李佳琦,之前是 BA(美妆顾问)出身,也因为他具备非常强的语言表达能力和专业知识,他才可能在镜头前这么具有感染力。
上线君观点:具备专业的产品知识、熟悉镜头前场景化的销售技巧,再根据不同主播外形、性格,制定个性化的语言表达方式。成功复制一个“李佳琦”,并非绝无可能。
创业公司如何经营品牌
上线君:面对如今激烈的竞争环境,你们考虑如何去扩大品牌影响力呢?
丁子兴:作为一家市场化经营的公司,打造独立品牌非常重要。如果一个品牌在网上都搜不到,知名度从何谈起?
目前,我们是通过官网、配合双微及各类自媒体平台的宣传,让大众快速了解到“我们是谁”以及“我们是做什么的”,从而将“芒果培优”这个品牌推出去,并开拓潜在客户。
上线君:当时你们是出于什么考量,选择通过「上线了」建站呢?
丁子兴:当时急于找到一个简单好用、有设计感的建站工具。我们同事试用了好几个平台,发现「上线了」确实很容易上手、网站效果还不错,想要的功能基本都能满足。
上线君:您对「上线了」还有哪些期待?
丁子兴:希望后台数据统计可以再优化一下,网站博客可以自带留言等互动功能。
目前,芒果培优已通过「上线了」搭建好了官网,并将各学院介绍、学院优势、最新动态、自媒体矩阵等多项信息做了统一聚合。对演艺事业或是电商直播感兴趣的小伙伴,不妨去他们的官网(点击可进入)看看~
如果你也想建站,点击这里:https://www.sxl.cn/
上线君原本以为电商直播还会有一段时间的成长期,没想到一场疫情竟然意外添了一把助燃剂。火爆现象的背后,主播作为电商直播主要的内容输出者,一定也会经历市场洗牌。而经历了多年不断的创业摸索和成功经验积累,相信丁总和他的团队会在“后疫情时代”迎来新的生机!
本期互动:你是如何看待当前势头正旺的电商直播/MCN创业呢?欢迎在下方留言区说出你的看法!
推荐邮箱:anita.zhang@striking.ly
推荐格式:
1、邮件内注明您的上线了作品(网站/小程序);
2、创业方向,具体项目,特色;
3、姓名,联系方向;
4、推荐理由。