Silver Hair Internet Celebrity

"Grandma IP" Gold Rush Live Delivery

　　Yinfa.com is booming.

　　"In just over half a year, Grandma Wang has more than 15 million followers. The rate of rising powder far exceeds that of ordinary young Internet celebrities." Wang Ke (pseudonym), who runs a silver-haired Internet celebrity MCN agency, said, "Who dares to say anything No one pays attention to the elderly market?"

　　Since the second half of 2019, silver-haired netizens represented by "Grandma Wang who only wears high heels" and "I am Grandma Tian" are gradually invading short video platforms. They have captured the attention of a group of young players either through elegant conversation and deportment, or through the grounded life content. Brand implantation, video windows, and live streaming of goods, the business monetization models that these young Internet celebrities are good at, are also vividly reflected in Yinfa Internet celebrities.

　　Today, when Wei Ya and Li Jiaqi become top-notch by live streaming, it is the ambition of the MCN organization to create "silver-haired Li Jiaqi".

Build momentum

Faced with bottlenecks and rising powder, "international grandma" becomes "overcoming"

　　Each video is wearing high heels and a long slim dress. The 79-year-old Internet celebrity who likes to call fans "little girlfriends" is the most well-known silver-haired network celebrity in the entire network. She always gently taught young girls in front of the screen to cherish themselves and how to discipline themselves. Different from the traditional elders' old attitude and relaxed words, she won more than 15 million followers in half a year.

　　When signing Grandma Wang in October 2019, An Dongfei, the founder of Hangzhou Octopus Culture, thought that the other party had the characteristics of "temperament" and "fashion" and decided to make her an "international grandma". Initially positioned as a fashion beauty blogger, the video content also focuses on cross-dressing and fashion.

　　Because there was no head-level "grandma IP" at that time, Grandma Wang's appearance soon won the attention of fans, and in just 3 months, it rose 4 million, and many advertisers have also come to the door to seek cooperation. "At the time when the project was established, it was estimated that it would require an operating cost of 60,000 yuan per month, but after only two months, all the expenses for one year would be earned back." An Dongfei said.

　　But what makes Anton Fei feel faintly is that after March 2020, the video content has a bottleneck, and the previous style is difficult to promote the explosive growth of fans again. In addition, because the previous content is mainly reversed in cross-dressing, the fan group is younger, and commercial monetization is relatively difficult to achieve.

　　After some reflections, An Dongfei decided to increase the age of the user group to women aged 25-35, and also adjusted the content, so that Granny Wang told the girls as "overcoming" some of them may have happened or touched. The story of pain points is used to convey the contents of "cherish yourself" and "how to discipline yourself".

　　The effect was immediate, and the new content attracted more fans' attention. In May 2020, Grandma Wang's fans exceeded ten million levels.

　　The outbreak of the silver hair online celebrity market has attracted more and more MCNs.

　　After inspecting the market for 3 months, He Jian (pseudonym) decided to dissolve his young influencer and specialize in the silver hair influencer market.

　　After many screenings, he signed a 60-year-old grandfather Liu to package it as an elegant man, focusing on quality life, and affixed the label of "a fashion uncle who does not worry about the lives of his children".

　　In order to get closer to fans, He Jian deliberately chose the shooting location in cafes, bars, outdoor and other places where young people often appear.

　　When Grandpa Liu appeared in the video, saying that "old people should enjoy life", "Young people love to marry and get married, do not want to have a good life in a two-person world, as long as they are happy with each other" and other points of view that are closer to the thinking of young people, Fans have left messages, "Grandpa knows us too well! It feels like I found myself."

　　"After all, the short video platform is still dominated by young people. In addition to embodying a different image from traditional perception, Yinfa Wanghong needs to be closer to the lives of young people, so as to resonate." Seeing the number of grandpa Liu's fans soaring, why not Jian waved his fist and became!

Cash out

Three live broadcast sales exceeded 10 million "Grandma Wang is not a simple IP"

　　In March 2020, Grandma Wang officially started her first live show. In order to ensure the smooth progress of the live broadcast, the Anton Fertilization team started the intense preparation work as early as half a month ago. "In order to guarantee Grandma Wang's brand, we have a strict selection mechanism." An Dongfei said, "The product must be a well-known and market share brand, and there should be no negative reputation on various platforms."

　　A live broadcast with goods requires at least 20 products. This requires the team to sift through nearly a hundred products that meet the standards. At the same time, each brand is required to send samples to members including grandma Wang for trial and finalization, and finally finalize the cooperative products.

　　The live broadcast lived up to expectations. In just a few hours, it achieved sales of more than 4.7 million yuan, and the total number of people watching the live broadcast exceeded 8 million. After three live broadcasts, sales reached 13.4 million yuan.

　　Another silver-haired web celebrity, "I am Grandma Tian", achieved a sales revenue of 1.5 million yuan in the first live broadcast show in May 2020, and received a revenue of 23,000 yuan from Yinlang, more than 97.55% of the anchor.

　　"It seems to see Weiya and Li Jiaqi thirty years later." Ronaldinho, who watched the live broadcast of Grandma Wang, told the reporter.

　　A number of industry insiders revealed that Grandma Wang’s single short video in high-heeled shoes only offered a commercial price of 350,000 yuan, and Uncle Mo’s price was 200,000 yuan and 250,000 yuan according to "within 30 seconds" and "30 seconds to 60 seconds." "My grandmother Tian" also has a commercial offer of 200,000 yuan. Although it can't be compared with the young headline celebrities, it is far more than most anchors with goods.

　　The launch of the silver hair celebrity market has attracted the entry of MCN institutions. But copying the next "Grandma Wang" is not easy.

　　When Grandpa Liu's fans reached 400,000, He Jian found that he was facing a serious problem: Although the number of fans is on the rise, he has not found a breakthrough in commercial realization. "Although more and more netizens pay attention, there are few Advertisers like it."

　　He Jian has contacted multiple brands one after another, but it has always been difficult to achieve his wish. "After inquiring in the industry, the head players in the silver-haired anchor market are gradually showing up, and the other party is more willing to choose a high-profile one."

　　This made He Jian determined to increase the speed of development, he planned to form a "matrix" with multi-silver hair net red, and then break through.

　　"Many MCN institutions in the industry are used to building KOL, and then use KOL to undertake the brand, and do not think about the deeper value. Only look at the institution as a brokerage company, not a business model." An Dongfei said.

　　When creating Grandma Wang’s IP, Anton Fei decided not to just use it as a carrier for monetization, but a commercial attempt in the blank market. “Grandma Wang is not simply an IP, but more importantly, it can be derived from different Added value, and these values ​​can bring a better and more complete business model, and can also give the brand side more empowerment. When the brand side sees your profession, trust and cooperation will naturally increase."

Dilemma

Limited energy and recitation of silver hair net celebrities also need "assistance group"

　　Despite the beginning of the popularity of the silver hair network, many heads of MCN institutions said that not all elderly people are suitable for live broadcasting.

　　The outbreak of the silver hair online celebrity market has caused many middle-aged and elderly people to start live streaming. But because there is no team packaging and continuous content output, middle-aged and elderly people who are fighting alone often have to leave.

　　"Even if there is a contracting agency, not everyone can become the next grandmother Wang." An MCN agency leader made no denying that the energy of the elderly determines that they cannot continue shooting and live broadcasting like young people.

　　An Dongfei recalled that Grandma Wang was forced to broadcast for a few minutes because of unfamiliar rules triggering the punishment mechanism during the live broadcast. "At that time, there were 70,000 or 80 thousand online people, and it was clearly on the rise, but there was no way."

　　After 3 hours of live broadcasting, Grandma Wang has reached the physical limit due to long and high-density work, and can only leave early.

　　He Jian was accompanying a silver-haired online celebrity live broadcast before, because the other party was nervous, and the original lines were constantly stuck, and he could only introduce himself repeatedly on the spot, even after a long cold period, the content of the product needed an assistant to complete.

　　What makes An Dongfei helpless is that because she has not been exposed to live broadcasts before, Grandma Wang is relatively lacking in the experience of inciting the atmosphere, introducing the products, and how to retain fans, etc. The sales figures are impressive, but the overall conversion rate is not high."

　　Now he plans to reduce Grandma Wang’s burden on the one hand, and find a more professional team to build a “Grandma Wang Aid Broadcasting Group” on the one hand, which can take care of Grandma Wang’s feelings during the live broadcast, and also undertake more product introductions and inciting the atmosphere Work to further increase retention and conversion rates.

　　On the other hand, due to energy problems, the elderly cannot shoot videos or live broadcasts at the same rhythm as young Internet celebrities. He Jian was very impressed. In order to accommodate the elderly, the team had to constantly adjust the shooting time. However, in an industry where short video traffic is the king, a long video update cycle is likely to result in the loss of some users.

　　In addition, a person in charge of the MCN agency also told reporters that once Internet celebrities become famous, they are likely to have disputes due to the problem of division. Happening."

　　However, the red and blue ocean market of Yinfa.com still attracts MCN institutions and the elderly.

　　"The consumption potential of this market has not been fully tapped, and there is still huge market space." Liu Hui (a pseudonym) who has been following the online celebrity industry for a long time told reporters, "Now live streaming is only part of the purchase of silver hair groups, but for The elderly believe in offline shopping more, so in the future there will be'online fission and diversion to offline, and complete offline consumption and expansion, and finally open the silver-haired consumer market."

　　Beijing News reporter Qin Che