Starting "Self Racing", MCN Institutions' Second Half: Breaking Free from Homogeneous "Internal Competition" Advantage | MCN | Second Half

Release time:Apr 13, 2024 22:00 PM

Open Tiktok and enter the homepage of a popular blogger at random. Many people will have a small line of characters above their profiles - "MCN". This indicates that this blogger is an internet celebrity incubated by MCN institutions. The popularity of short videos and live streaming has brought MCN institutions into the public eye.

MCN stands for Multi Channel Network in English, which is a general term for various institutions that serve the operation mode of internet celebrity economy. MCN industry is a typical new type of business in the era of mobile Internet. Today, Shanghai International MCN Conference and Quality Life Festival opened in Putuo. The guests present at the conference took "multi frequency resonance, radiating new vitality of the city" as the theme, providing wisdom and direction for the development of MCN industry.

After wild growth, the internet celebrity economy has gradually shifted from being noisy to rational, and the development of MCN institutions is entering the second half. The White Paper on the Development of China's Content Institution Industry released at the meeting shows that MCN institutions have entered an iterative period, breaking free from homogeneous "internal competition" and starting to "self compete" in different tracks. Specifically, the content format has become more diverse, short drama content has gained a high level of user consumption, personal life record content has gradually become mainstream, and supporting broadcast groups and celebrity anchors have become the norm. Local lifestyle content, such as "Little Lotus, can only show its sharpness".

At the same time, some MCN institutions have achieved good results in building their own brands, and through their content and product capabilities, they have won the top spot in the sales of online channel segments; Some institutions have successfully transitioned into truly new consumer organizations, with parallel offline and online channels, and a solid "product sales" model. At present, the growth of MCN institutions is not only dependent on the growth of platforms, but more institutions are laying out and constructing second and third growth curves, and expanding cross-border business combinations.

Zhou Minhao, President of the Shanghai Council for the Promotion of International Trade, stated that the development of new MCN formats can leverage the advantages of flexibility, interaction, online, and intelligence to enhance the driving effect of domestic demand on economic growth. Since last year, MCN has played a positive role as a new force in major brand projects hosted and participated in by the China Council for the Promotion of International Trade, such as the China International Import Expo, Shanghai Auto Show, Shanghai Book Fair, and the Yangtze River Delta Cultural Expo.

Data shows that the scale of Shanghai's live streaming e-commerce market remains at the forefront. From January to April this year, Shanghai achieved an online shopping transaction volume of 482.3 billion yuan, a year-on-year increase of 22.4%. According to the big data monitoring of the online retail market in this city, last year, Shanghai's live streaming retail sales reached 206.6 billion yuan, accounting for 11.8% of the national total, ranking third in the country. Among them, the personal care and makeup, sports and outdoor live streaming industries ranked first in the country, and the number of top e-commerce live streaming rooms ranked fourth in the country.

Starting "Self Racing", MCN Institutions' Second Half: Breaking Free from Homogeneous "Internal Competition" Advantage | MCN | Second Half

Next, how can MCN better become a strong engine for Shanghai's digital transformation and a booster for urban soft power? Zhou Lan, Deputy Director of the Shanghai Municipal Commission of Commerce, stated that Shanghai is formulating evaluation methods for live streaming e-commerce bases to promote quality and efficiency improvement. Industry associations and other social organizations have formed industry standards for live streaming language, and key enterprises have established strict product selection, personnel management, after-sales service and other standardized processes to help the development space of live streaming e-commerce become clearer.

"We hope that MCN, live streaming e-commerce, and various sectors of society can work together to develop new live streaming models, cultivate new consumption, and help Shanghai build the first city of quality live streaming," said Zhou Lan.

"MCN and the new formats of digital economy have driven information flow, capital flow, commodity flow, and human flow globally, and have broad international circulation. The Shanghai Council for the Promotion of International Trade can leverage its advantages in foreign-related areas to promote the integration of MCN with high-quality enterprises, goods, technology, and services worldwide." Zhou Minhao said that while introducing more international resources, it will help the central and western regions "connect with Shanghai, integrate into the Yangtze River Delta, and show off the world wave", promote resource sharing and complementary advantages, and help the high-quality development of domestic and international trade.

This conference is guided by the Propaganda Department of the Shanghai Municipal Committee of the Communist Party of China, the Shanghai Municipal Bureau of Culture and Tourism, and the Shanghai Municipal Commission of Commerce, and hosted by the Shanghai International Trade Promotion Commission and the Putuo District People's Government of Shanghai.

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