On the morning of August 27, on the 12th floor of Yongrui Building, six people sat at a six-meter-long conference table in the conference room of Miki Media.

Li Chuan sat in the first place, with Chen Chen and Li Kun on the left, and Yu Jie, Wu Wenfan and Zhang Jun on the right.

"From today onwards, our ship will officially set sail." Li Chuan smiled, took out his mobile phone, and greeted: "Come, let's take a photo first and leave a souvenir." ”

With a "click", the figures of the six people were frozen in the mobile phone screen, and everyone's face was full of smiles, which was very harmonious.

Li Chuan plans to wash out this photo and put it in his office in the future.

After the photo shoot was over, everyone sat down again.

"Now that the company has officially started, I will first clarify the direction of the company's development." Li Chuan's face gradually became serious, and after a pause, he continued: "The company has only one goal at the moment, that is, to settle in and become an MCN organization on Douyin. ”

MCN agencies, which are professionally explained as multi-channel networks, are an operating model under the emerging influencer economy.

The relationship between MCN agencies and platforms can be understood with the help of real estate thinking.

The platform is the developer, the MCN agency is the construction contractor, the MCN agency is responsible for building a house for the platform (cultivating Internet celebrities, producing content), the platform sells the house (shows the content to the audience) to get money, and then pays the corresponding construction costs to the MCN agency.

The biggest difference between MCN institutions and individual creators is in scale and professionalism. MCN institutions have talents, technology, and equipment, and can do big jobs, while individuals can only do small jobs such as scraping putty and tiling.

Comparatively speaking, as a developer, the platform naturally relies more on MCN institutions that can do a lot of work.

Due to their strong position, MCN institutions can often get more benefits from the platform.

Take the Douyin live broadcast of later generations as an example.

As an individual anchor, the gift share is only 50%, while the gift share of MCN institutions can reach more than 60%, and the maximum can reach 70%.

It is also a gift of 100 yuan, and ordinary individuals only have 50 yuan, but MCN institutions can get 60 or 70 yuan, which is the special preferential treatment of MCN institutions by the platform!

The platform's special preferential treatment for MCN institutions is not only limited to gift sharing, but also in terms of video traffic, MCN institutions can also get some care.

Become an MCN institution on Douyin, and you can get a batch of free traffic support every month, and this batch of traffic can be allocated by the MCN agency itself.

In addition, MCN institutions can also buy traffic from the platform.

Nowadays, Douyin's DOU+ function has not yet been launched, and individual creators have no way to buy traffic and do promotion, but MCN institutions can, and the price is not expensive.

All in all, there are many benefits to becoming an MCN agency on Douyin, and this step is a must if Miki Media wants to develop and grow.

At present, Douyin's MCN institutions are divided into four levels, from low to high: entry level, content level, core level, and strategic level.

The higher the level of the MCN institution, the greater the support of the platform, and the more benefits it can get.

Sanmu Media is a start-up, don't even think about it at the strategic level, it is impossible at the core level, you can think about it at the content level, but it is also unlikely, and the entry level is the most realistic choice, and it is also Li Chuan's goal.

At this stage, the threshold for Douyin's entry-level MCN is not high, but some conditions must also be met:

1. The applicant has legal company qualifications;

2. Established for more than one year;

3. Established for less than one year, but the talent resources are abundant and the content is unique, you can apply for separate special approval;

4. There are no less than 5 contracted experts under the MCN organization, and there are a certain number of fans, and they have certain talent service capabilities and operational capabilities in the corresponding fields.

Needless to say, Miki Media is compliant and legal, and there is no problem.

The other three points can be seen in combination.

Miki Media has just been established, and it cannot meet the requirement of "more than one year old", so it can only take the road of "separate special approval".

"Separate special approval" requires "rich resources and unique content", which is not difficult to achieve in Li Chuan's view, after all, Miki Media has a blogger with tens of millions of fans like him.

Some time ago, Li Chuan operated and leased the accounts of "Mr. Sen" under Mr. Sen's studio on various platforms to Miki Media for a one-year lease period of one yuan at a rent; At the same time, he also handed over his brokerage business to Miki Media, and the agency term and fee were also one year and one yuan.

Now he can be regarded as a short video expert under Miki Media.

In Douyin in 2018, there are not many accounts with more than 10 million fans, and if you count them, there are less than 100 people, and the influence of "Mr. Sen" is still very large.

Li Chuan feels that Miki Media has him, and it is not difficult to obtain the qualification of "separate special approval".

"Becoming an MCN agency on Douyin is our primary goal, and this goal is not difficult, but the work that needs to be done still needs to be done." Li Chuan looked around and said slowly: "First of all, the most important thing is that we must meet the hard conditions of Douyin and sign more than five short video talents. ”

"At present, the company only has an account of 'Mr. Sen', which is unhealthy, Miki Media is not for me personally, we are a comprehensive MCN company, we must have a group of high-quality short video talents, this is our business focus."

Li Chuan looked at Yu Jie, Wu Wenfan and Zhang Jun on the right, and then said: "The recruitment of talents is responsible for the operation department, and it must be rolled out as soon as possible, but it can't be too blind, the company's resources are limited at present, and they can't be wasted. ”

"I understand, I'll get the job done in a moment." Yu Jie nodded seriously and said, "Don't worry, we have been doing this kind of work before, and we won't drop the chain." ”

"Well, I've seen what you're capable of." Li Chuan also nodded and said, "But I still have to remind you, when recruiting people, pay attention not to be abducted." ”

"Haha......"

There was a burst of laughter in the conference room, and everyone present was relatively clear about the relationship between Li Chuan and Yu Jie, so they naturally understood what Li Chuan was talking about.

Yu Jie's face was red for a while, and he was very unhappy: "If everyone is as treacherous as you, then I can't help it." ”

Li Chuan smiled and waved his hand, and didn't say anything more at the moment.

The laughter gradually died out, and Wu Wenfan suddenly spoke.

"Mr. Li, does our company only make short videos?"

"Huh?" Li Chuan looked at each other and said: "The company's current strategy is to comply with the development of Douyin and eat their dividends. ”

"But short video experts are ...... in terms of monetization The pressure is a bit high, and Douyin's star map advertising has not been launched for a long time. ”

"yes." Zhang Jun also said with some emotion: "Last month, Douyin said that the star map advertisement would be launched next week, but now it's almost September, there is no movement at all, and I don't know when it will be delayed." ”

"Don't worry about that." Yu Jie waved his hand and said, "Xingtu Advertising will be launched in early September." ”

"Huh? Is the message true? ”

"Hmm." Yu Jie nodded and said, "Douyin has already notified its MCN agency, and Worry-free Media happens to be the first, and I only found out before I left." ”

"Oh, in that case, there's nothing to worry about."

Everyone's faces showed a relaxed look.

Xingtu Advertising is an advertising platform officially launched by Douyin, which is of great significance to many short video experts and MCN agencies.

Many people think that as long as an Internet celebrity has fans and traffic, there will be advertisements that take the initiative to find the door, but in fact, this is not the case, and advertisements are not so easy to receive.

There aren't that many advertisers, and none of them are fools and won't send money to their doorsteps for nothing.

There are only two kinds of Internet celebrities who are easy to receive advertisements, one is the head Internet celebrity, and the traffic is large enough; The other is vertical Internet celebrities, although the traffic is not large, but the fan attributes are accurate and the conversion rate is high.

In addition, it is not easy for other Internet celebrities to receive an advertisement, and many times they have to take the initiative to sell themselves, and some even rely on relationships, stealing, and robbing.

In terms of receiving advertisements, the Internet celebrity industry can be said to be chaotic, only outsiders can't think of it, and they can't do it without them.

The launch of the Douyin Xingtu advertising platform can reduce these chaos to a certain extent, because it gives many middle-waist Internet celebrities a channel to show themselves, so that they can win with cost performance.