86% of the post-95s generation are secondary users. Does the secondary economy need MCN?

the channel resources of the two-dimensional track are relatively concentrated, including An and bilibili online, cartoon platform, and animation, games and other sections of the big platform; offline are mainly comic and game exhibitions, as well as bilibili's offline activities. The threshold of the channel is not high, but the potential energy has not been released.

original title: 86% of the post-1995 generation are two-dimensional users, no longer distant two-dimensional economy need MCN institutions?

the second dimension, which has been encouraged again and again, has finally got the attention of advertisers. In 16-17, the second dimension performed well in the production capacity and user development. Online from animation, games, UGC culture gathered potential energy is also constantly confirmed by offline activities, nearly 100000 B World+BML,4 days to attract 340000 ChinaJoy, are attracting the attention of more brands and advertisers.

2017, 1995, 22 years old. This group began to gradually complete their studies and enter the society, and they will become the most mainstream consumer group in the future. for brands, the media is no longer the best way to link young users and brand consumption. culture and content are the key to linking everything. Among the 300 million pan-second-dimensional people, there are potential users who will buy cars, apply cards and loans in the future. The anxiety of traditional big brands is how to integrate the content they want into the two-dimensional culture and users in the scattered traffic. And this year is a relatively critical node.

for brands that do not understand two-dimensional users enough, more professional guidance is needed on how to choose the most appropriate channel and content. 3The reporter recently came into contact with the two-dimensional MCN organization "two-dimensional plus" hoping to make use of its own advantages of integrated marketing to achieve more incubation of two-dimensional brand content, so as to pry up the potential of two-dimensional marketing.

dimensional plus wants to do two things in this field, one is two-dimensional integrated marketing, and the other is two-dimensional IP incubation service (MCN). The traditional MCN mechanism is mainly played by first two and then one, hatching IP first and then considering cash. For dimensional plus, which has a large number of advertisers' resources, the line of realization is basically clear.

for Yuanjia, it is more important to make better integrated marketing cases in front of advertisers to make brands aware of the value of the industry. At present, there are tens of millions of big lists of several brands such as China Merchants Bank, play Bar and so on, which was established at the end of June.

on the other hand, having a stable cash channel can also help two-dimensional plus better "take money to make friends", to ensure a more efficient and clear direction to achieve the incubation of two-dimensional IP.

compared with the three-dimensional online celebrity economy; the channel resources of the second-dimensional track are relatively concentrated, online A, bilibili, comic platform, and large platform animation, games, and other sections; offline is mainly comic and game exhibitions, as well as bilibili's offline activities. The threshold of the channel is not high, but the potential energy has not been released. For players who walk in front, in addition to the first-in advantage, faster grasp of the only generation of resources, incubation of high-quality content is the main strategy.

in the two-dimensional culture, the UGC culture with up as the core occupies the important output of the two-dimensional culture, but it has some problems, such as low degree of professionalization, lack of professional and stable output and so on. Compared with the growing brand demand, QQ still has a lot of room for growth in terms of production capacity, so it is possible to achieve IP incubation from 0-1. At present, the main strategy of dimensional addition is 0-1, 1-2; that is, hatching new or potential up masters. At present, the first batch of 6 up masters are planned to hatch, and the ideal incubation period is 5-6 months.

unlike three-dimensional incubation network celebrities, two-dimensional content incubation pays more attention to content value. Dimensional Plus will help up master set up a content studio, help up master to make up for shortages in the market with traffic dividends, achieve more stable mass production, and achieve distribution and quick cash.

from the development direction, integrated marketing and MCN institutions have a very obvious ceiling, in order to better break through this layer of smallpox, the secondary plus play is from small to big, from light to heavy. Specifically, in addition to the up master incubation, but also to the two-dimensional micro-network ensemble and theme activities of the IP incubation brand direction extension, and then vertical upstream incubation animation and activity IP to the platform development.

IP, which is already incubating, has two-dimensional car reviews and micro-variety shows, two-dimensional long-distance running activity "COS RUN", as well as vertical music festivals and music festivals that give birth to virtual idols.

is breaking through the two-dimensional wall and gradually becoming a mainstream culture. Onmyoji X KFC (made by members of the team), NetEase comics x McDonald's, Xiaohuang X oFo, the second-dimensional brand launch of Yili no less than 60 million, and the two-dimensional packaging of live-action movies all push the two-dimensional marketing to a bigger tuyere.

this is an era when there are more online celebrities than audiences, with cubic users becoming saturated and traffic dividends plummeting. The characteristics of fast spread, high stickiness, high consumption, strong interaction and reproduction of secondary content are more in line with the value of brand marketing, and the core is that it has captured the attention of young people.

other people doing the same kind of things on the track include language dramas, 90, etc., but the MCN institutions perpendicular to the second dimension are still in a blank market.

in terms of team, founder Mo Zijing comes from 4A advertising company with 14 years of experience in integrated marketing; co-founder Sun Yi has 8 years of experience in top investment banking and has operated a large number of public offerings and mergers and acquisitions of TMT companies; COO Liu Zhao is a 13-year binary practitioner who has worked for Maopu, Xiaomi, Renren, PPTV and other companies. The team is currently seeking angel round financing.

Edit: mary