Love? I'm reborn and I just want to get rewards

Chapter 365 Two major difficulties, solve one first
On the second day, everyone helped Liziqi with a day's work and experienced the busyness and leisure of rural life.

They went to pick bamboo shoots and mushrooms in the morning, prepared vegetables in the morning, drank tea in the afternoon, then smoked bacon together, and finally the American soldiers made two large bowls of wood-fired pot rice.

The rice was Xiangshui rice from Northeast China brought by Su Huai, and it was so fragrant that everyone's scalp tingled.

In the evening, we sat under the grape vines, drank beer, and talked about the next part of the Xingyu model.

"The rise and fall of internet celebrities is a very quick process. It is possible for a newcomer to go from being unknown to being a huge internet celebrity in just one month or with the catalysis of one event.

But how long can this popularity last?

How much of the tsunami-like traffic can be converted?

How much help can the traffic nature of new internet celebrities bring to our business?

When it comes to business, we need to make use of the good things that internet celebrities have, but we must also be careful not to harm the interests of our partners.

This requires us to have a complete set of entry mechanisms, exit mechanisms and punishment mechanisms.

If you maintain your S+, the company needs you, OK, we will give you shares.

But when you are no longer popular, don't rest on your laurels and suck the blood of newcomers. The equity that you obtained due to the value of traffic should be transferred to newcomers.

Therefore, Xingyu’s partnership mechanism has two levels. The first level is your capital equity, and the second level is your traffic equity.

What does that mean?

The equity you get when you actually invest money is capital equity. It will only be diluted in proportion when external investors inject capital into Xingyu again.

The equity you get because of your popularity is essentially a reward. It will give you dividends and weight, but it will be diluted by newcomers and will not belong entirely to you.

When your personal image has problems, your reputation collapses, you break the law, and it causes negative impact on Xingyu, then the capital equity will still be yours, but the traffic equity will be fined, and you will have to compensate for various losses agreed in the contract.

Let's start with the first question. Why do you think I should design such a mechanism? "

Li Ziqi was unusually enthusiastic and was the first to speak: "Because of the total traffic pool!"

It's too shallow, but it's not that she doesn't understand, it's just that she is not the kind of person who is good at expressing herself.

Li Jiaqi added: "The overall pool is a dynamic thing. A newcomer, even if he is only popular for half a year, will have a huge impact on our overall pool.

We must calculate his contribution and give him rewards, so as to motivate the following anchors and bloggers to give full play to their subjective initiative and work hard.

In this way, Xingyu will always have active forces injected to promote the long-term prosperity of the company."

Zhang Dayi thinks from another perspective.

“Isn’t it fair?

I think you want to find a balance between capital and the internet celebrity himself.

In our industry, capital investment is important, teamwork is important, the content generation ability of the internet celebrity himself is also important, and the overall coordination of the company is even more important.

If all things are important, what is the most important?

If you don't design a complete set of mechanisms in advance, then when the newcomer becomes popular, everyone will say their own thing, and that will be a big trouble.

The capital side thought: If you didn’t have all these resources that I got, who would you be?
However, internet celebrities think, if my content is not good and the traffic conversion ability is not strong, what is the use of your resources?

Once we quarrel over this matter and can no longer cooperate sincerely, both parties will suffer, which is not worth it.

So it is better to set the rules in advance, and then adjust them temporarily according to each person's actual situation, so that there will be no such mess. "

"Both are correct. Very good."

Su Huai realized that today's communication would still be very smooth, he smiled sincerely, and then gave a detailed explanation.

“Balancing capital and content is the core idea of this mechanism.

But if we dig deeper, what is Xingyu really going to do?
It is to characterize traffic, price traffic, and empower traffic.

Traffic has great value, and everyone can reach a consensus on this, right?
But there are many kinds of traffic, with different causes, properties, and energies.

Why do internet celebrities easily come into conflict with capital?
Because neither of them understands the other's value, many times, it is not that they are profit-driven, but that they feel unfair from the bottom of their hearts.

Cognitive bias causes both parties to misjudge their own value.

Exaggerating one's own contribution and belittling the efforts of others is a mistake caused by human nature that each of us is likely to make.

As the company's top influencer, 'you' must reach a consensus on values with 'us'.

I am a pure manager.

Mr. Gu is a pure investor.

Sister Yi is a combination of an investor and an internet celebrity.

Ziqi and Jiaqi, you are pure internet celebrity anchors.

We represent all the major classes in the entire interest chain. You and we are in a natural state of opposition, but you and we can still obtain objective recognition of the values of both parties through a large model based on rationality, logic, and data.

After reaching this consensus, we will sort out the accounts, sign a letter of commitment, and then talk about the relationship.

From now on, Xingyu's top-level architecture will be integrated.

Then, with templates, goals and clear references, the middle and lower levels can fully unleash their work enthusiasm and their own potential.

Long-term peace and stability begins from now on."

"Wow, Mr. Su, you speak very well!"

"I agree."

"Please continue. We can recognize the necessity of this system and feel your respect. I am definitely willing to do so."

The three of them really thought it through and didn't resist at all.

From a personal perspective, no one will feel that their work is unimportant, and no one will accept their own value being devalued. This is the most difficult point of the entire system.

However, with Su Huai's prestige, what he proposes can be accepted to the greatest extent, and others must take it seriously.

If what he proposes is particularly reasonable, then even the proudest person can be conquered.

Su Huai waved his hand, and Tang Xianer ran over from a distance and distributed a set of documents to everyone.

"The core of my thinking is to characterize traffic, price traffic, and empower traffic. How do I do that? I build a scientific evaluation model, then brainstorm and fill in and fix it."

He opened the file, first taking a general view and then breaking it down.

"Traffic is a very broad concept. Generally speaking, all the attention generated per unit time is traffic. Do you accept my definition?"

"can."

"no problem."

The three of them nodded, and Xiao Gu also nodded, which was very cute.

Su Huai continued: "My view on the future world is that traffic will become the most important link in the entire business cycle.

Because information is too abundant in modern society, the information cocoon theory is nothing new, but few people realize how much it costs to break through the blockade.

Let me give you a simple example: count how many types of entertainment there are in our country that are born out of spiritual needs? "

The four of them immediately started counting on their fingers.

"Read books, watch movies, watch TV series, read comics, watch live broadcasts..."

"Script killing."

“Comic convention!”

"Collecting figures, dolls, and stuff like that."

“Cosplay and Hanfu performances!”

"Hiking, cycling, camping, extreme sports..."

There are so many kinds, about twenty or thirty kinds.

Su Huai concluded: "You see, apart from work and study, our entertainment life has been divided into dozens of small circles.

Some circles look down on each other.

Some circles will never come into contact with each other in their entire lives.

We can even further subdivide the small circle, such as the group of people who watch dramas——

Ancient puppet shows are the largest group, and the audience is mostly young women;
Period dramas dominate the middle-aged and elderly groups, and young people don’t watch them;

The audience of modern workplace dramas is mainly white-collar workers;

Small fresh campus drama, student group...

This has given rise to a new word unique to the current era: breaking the circle.

What circle is being broken?

Break out of the small circle of self-entertainment and present things to the public.

Please note that it will become increasingly difficult to break out of the circle, because with the development of the times and the maturity of various entertainment models, the barriers of the circle will only become thicker, not thinner.

If you want someone who is obsessed with the two-dimensional world to experience the charm of ancient idol dramas, he will just want to vomit.

So why do I say that traffic has different natures?
Because the core reasons for concern are different.

The girl follows Sister Yi because she wants to get dressing inspiration from her, and follows Jiaqi because he has professional knowledge of beauty and makeup and she can always buy some good things from him.

So, what is the reason for paying attention to Yu Ji?
Jiaqi, give me some understanding."

Li Jiaqi thought very carefully and replied: "Sister Yu has a large proportion of male fans. I think the reason they follow her is because of emotional value, right?

To be more specific, the thinking of rich players and ordinary players may be different.

The reason for the existence of tycoon players is because of the vast number of ordinary players, who can get a kind of happiness of being able to call the wind and rain and be the center of attention.

Ordinary players follow Sister Yu because they can always win and she takes them to do things that they can't do in real life?"

“Misunderstanding.”

Su Huai ruthlessly denied Li Jiaqi's answer and easily pointed out the trap in front of everyone's confused eyes.

“Everyone pays attention to her just because she is beautiful, sexy and strong enough.

The real reason why I became a fan of her was because of her emotional value.

Now I want to explain the second thing to you - general attention is indeed traffic and has value, but this value is very low. We must give this traffic new energy so that it can generate high value. "

"I don't understand." Xiao Gu shook his head and rolled his eyelids cutely, "I feel dizzy."

"I don't blame you. It's really hard to understand."

Gou Huai had a gentle look on his face and sprinkled some dog food on everyone before starting a new interpretation.

“Let me give you an example.

Director Zhang Yimou has made a new film and now he needs to do the promotion.

He himself has a lot of traffic, he's Zhang Yimou, people who love movies will naturally pay attention to him.

Then the actors used include Zhang Yi and Yi Yang Qianxi. The former is a movie emperor and every movie he makes is highly anticipated, while the latter is a top male star and has a lot of fans.

You see, the initial traffic is already taking effect before the promotion even begins.

However, the distributor still has to work hard on promotion, cut trailers, find a topic, and hire marketing accounts and internet trolls to boost the popularity.

One more thing to mention: He also contacted Xingyu and wanted our help.

why?
Or ask a little more detail: What is the essence of the topic?
It is to empower the existing traffic.

The goal is to turn people's general concern into real interest, thus creating the motivation to go to the cinema.

If you think carefully about the current film and television promotions, you will find that producers particularly like to hire actors with high traffic, and producers particularly like to create topics before the release of the film. After the release, the distributors will find a hot spot through the audience's reaction and engage in crazy marketing.

This whole process is a classic three-step process:

1. Establish a basic traffic pool.

2. Empower traffic.

3. Ignite emotions, break fixed circles, and complete the leap from fan circle to the general public.

What does empowerment mean?
Give "general attention" a quality and transform the emotionless "watching" into more specific emotions.

You see, I'm paying attention to Zhang Yimou's new movie, right?
But I just came for fun and had no plans to go see the movie.

Their current marketing doesn’t impress me, so I don’t have any emotions, no curiosity, no anticipation, no anger, no excitement.

So they were only half successful: they made me see it, put the movie in my sight.

Where is the other half?

It's about how they give the film what kind of energy.

Followers who are impressed by this empowering traffic will go to the cinema and contribute to the box office.

If enough people are impressed, then the circle will be broken.

Look, everything starts with basic traffic, so I say that traffic will become the most important link in the entire business cycle.

A business model that cannot find any traffic base will definitely die.

TV series and movies that don’t have the ability to attract viewers will definitely be a failure.”

Li Ziqi suddenly interrupted: "But my videos all depend on the quality... If the quality is good, there will be room for survival, right?" "Of course."

Su Huai nodded, then patiently helped her turn.

“Good content naturally has the ability to attract traffic. Remember the previous concept? The attention it attracts per unit time.

With quality and reputation, how could it not attract attention?

Even if there is only one fan at the beginning, it will eventually spread slowly.

The fission ability of fanatical fans is essentially to use their own credibility to influence their friends and relatives around them and make them accept recommendations.

Therefore, content and traffic are not in conflict. Good content will definitely have traffic, but it does not necessarily require traffic stars in the narrow sense.

Look, the underlying logic of this matter has not changed - to attract attention in any way possible.

Directly playing the traffic card is one way, and playing the quality card by creating good content is another way. Of course, the most perfect way is to organically combine the two and attract attention from multiple levels, which will become a hit. "

"Oh!"

Li Ziqi looked as if she had suddenly realized something, and finally understood the essence of traffic.

Xiao Gu suddenly interrupted: "In modern society, good business models are essentially competing for users' time. The eyeball economics came first, followed by the time economics. The ultimate goal is user attention. Attention itself is value."

"Yes, Xiao Gu is very smart."

Su Huai raised his hand and patted her head, and another wave of dog food was sprinkled, and the assistants in the distance were all overwhelmed by the sweetness.

But Liziqi and the other two had no time to eat candy, but instead tried hard to think.

Su Huai quickly deepened his explanation.

“Now we have made it clear that Xingyu wants to do traffic business, and the core idea is to control entertainment traffic.

And the starting point is you.

You have traffic of different nature, level and value.

From the perspective of pricing, Jiaqi, your traffic is the most insignificant, is that acceptable to you?"

"Of course, Mr. Su." Li Jiaqi nodded in conviction. "If the company hadn't helped me get a low price, my professional ability would not be able to be used to the current level. There are too many salesgirls who understand the profession. I am excellent, but I am definitely not the best."

Look at his attitude!

Su Huai was extremely relieved and truly felt that Li Jiaqi could be saved and was not an unreasonable person.

He turned to look at Li Ziqi again: "Ziqi, your traffic is the most solid, but it takes arduous efforts and a long time to truly build a scale, do you understand?"

"I just want to make a good video with my heart, I don't care about anything else."

Liziqi is very calm. Her material demands are very low. Although she was once so poor, she never longed for a life of extravagance and decadence.

Then, without waiting for Su Huai to turn around, Zhang Dayi took the initiative to speak.

“In fact, I feel that my traffic is the most illusory. Aesthetics, aesthetics. My current aesthetics can indeed attract fans, but how can I maintain this?
Honestly, I don’t think I can maintain my current position forever. I’m sure there will be younger internet celebrities replacing me soon.

I’ve been feeling irritated a lot lately, and I’ve come to understand more and more what you told me before: Internet celebrity is a cyclical career, and when it declines depends on when your essence is exhausted.

I still have the fighting spirit, but I’m not as confident anymore. It’s really hard to make women’s clothing.”

This was the first time Zhang Dayi exposed her weakness in front of outsiders.

After living with everyone for two days, working and discussing together, she began to warm up to them.

Su Huai did not rush to comfort her, but analyzed objectively:

“After each of us reaches a certain level, we will experience a period of time when we feel powerless because our accumulation has been exhausted and the easy road ahead has ended.

At this time, when we looked up again, we saw that the mountainside was covered with clouds and mist, and it was all white. We didn’t know how difficult the road above was, nor did we know how far we had to climb to see the peak, so we naturally felt frustrated, lost, confused, and unconfident.

What to do at this time?
Stop and rest.

Drink some water, eat a few energy bars, recharge yourself, and then climb the second half.

Don't be anxious, and don't panic.

Some people are just anxious and panicky, and don't make any preparations. They rush into the fog, trying to muster up the remaining strength to climb the mountain quickly, which is completely bad.

What do you call this? This is called recklessness. "

After a brief pause, until they had almost digested it, Su Huai suddenly changed his tone.

“When I first met Sister Yi, you were trying to transform into beauty products and facial masks, which was actually a typical manifestation of recklessness and impatience.

But fate brought us together at the right time. You settled down, started to delve into women's clothing, and focused on developing your own brand. This was a time of rest and recharging.

So in my opinion, you are actually in a better state now than when we first met.

What does it matter if inspiration runs out?
You’re not known for directly creating content per se.

Just put yourself in front of everyone, slowly strengthen the emotional connection with your fans, provide emotional value and overall life ideas, and let our team do the specific things. Is there a problem?

No, trust your partner.

Xingyu is your backer, and this is definitely not empty talk.

We have so many anchors and bloggers who come from the fashion industry. We work with them, bring them traffic, draw inspiration from them, and try various possibilities.

This is the meaning of the platform's existence.

As a shareholder of the company, you should not isolate yourself, but embrace our system, embrace all kinds of ideas and everyone. "

Zhang Dayi lowered her eyes and her eyelashes trembled slightly.

She is a very cheerful and direct person, but at this moment, she only wants to think and not express.

Li Jiaqi looked at her enviously and then asked his own question.

"Mr. Su, how do you define such a vague concept as traffic?"

“Once you understand it as attention, you can roughly categorize it.”

Su Huai still used people around him as examples.

“The reason most fans follow you is because of your low prices. You can simply understand that this attention is attracted by affordability, and the basis of your traffic is profit.

A small number of fans follow you because you are particularly professional, so this part of the traffic has knowledge attributes.

Then you can clearly judge whether your traffic base is stable? Are there any competitors of the same type? Is it easy to be replaced? From which aspects can the quality of attention be improved?
My advice to you is to learn about the history of your hometown and enhance your cultural literacy. Do you understand now?"

"I understand. Really."

Li Jiaqi replied sincerely: "This is the best way to enhance the quality of traffic in all aspects, and it is simple and easy to implement. I only need to take out an hour every day to read the local chronicles of my hometown.

And I have thought about it carefully. This method can also strengthen the emotional connection between me and my shallow fans, and on the basis of interests, sublimate a deeper emotion, nostalgia.

So if possible in the future, I would like to place some entities in my hometown and actively participate in public welfare affairs in my hometown to enhance my own social value. "

Great, the hardest one has been dealt with.

Su Huai felt that these two days were not wasted, and he had a subtle sense of satisfaction that he had changed history.

He laughed heartily, took a big sip of beer, and continued speaking in high spirits.

“Traffic can be roughly divided into emotional, knowledge, profit, curiosity, and negative types based on its attributes.

The entertainment industry has always believed in one truth: black and red are also red.

To interpret it from my point of view, it means that the attention caused by negative emotions such as ridicule, contempt, sarcasm, disgust, etc. is also extremely valuable traffic.

Because once you have a huge basic traffic, no matter how low you are, you will always attract some nitpickers who like to go against the public.

The best example in China is Feng Jie. Even though she is useless in every aspect, she has value as long as she has traffic. The remaining problem is how to monetize the value.

She didn't do a good job, but Sister Furong, who was in the same period, did a very good job.

In addition, Fan Bingbing is an amazing woman who has mastered the art of playing the role of black and red. From a maid to a carpet star, and then to Fan Ye, she is a textbook example of how to play the role of negative traffic.

Among the other types of traffic, emotional type is the most complex, and is divided into many types, which is difficult to explain in a few words.

But my ranking is very clear——

Emotional type > Knowledge type > Interest type > Curiosity type > Negative type.

From the difficulty of monetization, to the actual value, to the maintenance cost, and finally to sustainability and space, the emotional type is the highest.

Among all the top anchors in our company, Yu Ji is in the satisfaction segment of the emotional category.

If we break it down further, the satisfaction brought by her live streaming content is a kind of complex that is difficult to replicate.

Her fans often post catchy sayings everywhere, such as "I am the strongest in the online world, I am the craziest among all anchors", and "I have the most outstanding talents, and I am the best at dribbling the ball on the court".

In fact, it is the embodiment of different ideas of two different fans.

The former are celebrity fans, and the latter are body fans.

The memorable points of beauty, strength and special figure have attracted a large number of red fans, big and small perverts, PK fans, fun fans and fans of histrionic personality.

The most sticky ones are the celebrity fans, who come because she is popular and powerful, and they sincerely fight for her victory with all their strength. They not only do this in PK, but also fight on Weibo, where they contribute the most.

Color batch fans are of the lowest value and have the lowest contribution ratio, but they often post pictures outside and have a good effect in attracting traffic.

Analyzing the fan portrait based on the data model used by Shi Zeyu in his book, we found that the nature of Yu Ji's traffic is closest to that of idols in the entertainment industry. She now has a group of female fans who are not very good at making money, but they follow her like a star.

Yu Ji’s success in breaking out of the circle is due to the efforts of our management team, but it is also inseparable from her patient adjustments and polishing of the details of her live broadcast.

Judging from the current situation, her traffic value is second only to Ziqi.

But the future is not stable. The content she produces is just for fun, and it's easy to have a laugh. There is no room for improvement in core values.

Unless, in the early stage when her popularity declines, she is allowed to transform into a "female leader with independent consciousness".

We have not made this decision yet, because it is too easy to set up a target and become a gun for gender-opposition groups, which has benefits but also huge risks.

Of course, there is no rush for this matter. My plan for her is based on a three-year cycle, and she should be able to complete the first two cycles smoothly.

Next, Ziqi's traffic attribute is the 'Dreamland' segment in the emotional type.

You can simply understand it as: the life she filmed is a distant dream for me, it is impossible for me to live like that, but I sincerely yearn for everything she conveys.

Therefore, her traffic attributes are poetic, carry traditional spiritual pursuits, have high-level aesthetics, are somewhat detached from reality, and resonate in a corner deep in the soul.

No matter how much money, knowledge, or ideas I have, I can never create another Liziqi.

Because the spiritual core is hers and hers alone.

However, Ziqi's traffic will have the least benefit to the rest of the people in the total pool, because it is too advanced and unique, and the conversion rate when it is passed on to others will be very, very low.

But Ziqi can raise the style and reputation of the entire Xingyu, as long as you keep your original intention and continue to do so.

So in terms of value assessment, after all the merits and demerits are offset, Ziqi's potential value is still the first.

As for Sister Yi, your traffic attributes are a combination of emotional and knowledge-based. Don’t transform yourself, but continue to strengthen yourself in these two aspects. No one can replace your advantages in the short term.

Jiaqi is a combination of knowledge and interests. You are in great competition with Wei Ya, Bao Bei'er, and Xue Li. However, you are more authoritative in the field of beauty and have already gained a first-mover advantage. The company will do its best to help you reach a higher position.

Your transformation ideas are the clearest, don’t rush, just take your time.”

Having said this, Su Huai wanted to take a break, drink some wine, and eat some skewers, but they were so engrossed in his talk that they insisted on asking him to talk about the other people in the company.

"The rest of the S+ seedlings..."

Su Huai thought about it and decided to open up and talk.

"Liu Zigui is one of them. She is a combination of the emotional type and the curiosity type.

As for the internal subdivisions within the broad emotional category, the main ones are the resonance of the spirit of resistance and the sense of identity of marginalized groups and grassroots youth.

Popular fans and powerful fans can only play a supporting role in her eyes.

The spirited boys and girls love her, not because she is strong or popular, but because she has an attitude.

So the more she loses and the more she is stepped on, the higher the quality of her traffic becomes.

In this regard, she is completely opposite to Yu Ji. Yu Ji cannot afford to lose. If she loses a serious crucial battle, she will collapse and her size will drop greatly.

She will definitely be one of Xingyu’s partners in the future. Her high-trust traffic in the sinking market will be of great significance to everyone.

Then there are circles.

She is a typical emotional type and the typical spokesperson for the princess dream.

The subdivisions are identity and satisfaction.

She is a pure-blooded little waste created entirely by Mr. Gu and I, so even though her traffic value is extremely high, her treatment as a partner is the lowest.

How much work you do, how much food you eat, my fairness in distribution is reflected in this..."

As soon as these words came out, Li Jiaqi's slightly tense shoulders suddenly relaxed.

Although Liziqi didn't care about the distribution of benefits, she nodded in agreement.

On the contrary, Zhang Dayi was the most direct. She raised her glass to Su Huai and said, "I don't have any questions or opinions. You make the decision. Tell me the result and I will do it."

In this way, Su Huai easily solved one of the two major difficulties.

***********
It can be said that you have tried very hard. I am touched. Do you dare to move your hands?

(End of this chapter)