During “Meipai College”’s offline exchange activity held in Hangzhou recently, Steve, head of internet celebrity operation center, Yan Chi, founder of an internet celebrity incubator, HoneyCC, popular internet celebrity on Meipai, shared their thinking and understanding of short video content management and content entrepreneurship. HoneyCC shared his experience about selling over 30,000 pairs of trousers with simply one short video at zero cost. This short video, composed of some highly difficult stunts as well as fun try-on effects and responses, carefully hid the ads, amused the audience while promoting the products at the same time.

　　It is worth noticing that e-commerce brands (selling especially fast decision-making products, such as books, food, maternal and infant products, cosmetics and travelling packages) can achieve profitability through integrating contents with e-commerce, on the condition that users are connected through strong links and they have trust in the content brand. Typical examples include: American internet celebrity Michelle Phan’s monthly cosmetics package, Luo Zhenyu’s book audition live streaming activity, etc.

　　Rumor has it that Meipai has been busy preparing a support platform for UGC-based original short video content producers to help them make more money through high-quality short videos.

　　After all, this might be the best era of contents such as text, knowledge, voice, appearance and talents, since they can all be turned into hard currency.

　　2. “Culture and entertainment”: reward, added value of VIP users and sports events guess, etc.

　　In this part, I shall focus my attention on reward.

　　Giving rewards is an ancient business model for the acting business, from ancient opera, cross talk, to street performance. After close analysis, we may find that they have four common traits: a) letting users spend time entertaining themselves; b) live interaction; c) high-quality products; d) targeting the minority.

　　As we can see from these platforms’ financial reports, 5 per cent of wealthy users contribute to 70 per cent of their income. To achieve mass reward model, these platforms have to perfect their reward system and custom rewards, etc. To express the unique feelings users have towards the content, producers and streamers, they have to use different types of rewards.

　　Last year, popular Chinese teenage band TFBOYS set a record by receiving RMB 300,000 through all kinds of rewards during a live streaming activity on Meipai. To make the reward process more interesting, Meipai added four special types of rewards: rice dumplings (representing Wang Yuan), paper crane (representing Yiyang Qianxi), little crab (representing Wang Junkai) and clover (representing TFBOYS). These rewards are a lot more effective in encouraging users to give rewards.

　　As a matter of fact, both popular brands such as Disney, Dior and SK-II and celebrities such as Jiang Xijian, Angelababy, Zhong Liti have conducted live streaming activities on Meipai, not only because Meipai has a large user base of young female users, but also because the quality of live streaming is getting increasingly better and fits better major brands and celebrities. Meipai, as a centralized platform in nature, is also fit for “output and spreading information”.

　　On the other hand, Meipai streamer NaCI Salt received RMB 1.58 million through rewards within three hours, which suggests that users have started to be willing to give rewards to talented people instead of typically good-looking female streamers. Streamers known as foodies, such as Mr. Mizi and Xiaoman, attracted 1.7 million and 1.4 million fans on Meipai simply through videos about food. This might also be the best times of internet celebrities from segment fields, such as life, social networking, etc. It is expected that high-quality streaming about dance, e-commerce, game and music will become increasingly popular on Meipai.

　　If Meipai could maintain its appeal to internet celebrities, it would be able to catch up with Snap, on the condition that it has a gigantic user base.

　　Therefore, detail is the key, indeed. Although the Chinese mobile video and beautification apps aren’t profitable, generally speaking, Meipai sets a good example by focusing on details.

　　It suddenly occurs to me the four chapters in the book “Winter of Peacock”: impending death, death, nirvana, rebirth. Maybe it’s high time we changed a little bit.

　　…………………………………

　　(Like our Facebook pageand follow us now on Twitter @tmtpostenglish, on Medium @TMTpost, on Instagram @tmtpost_englishand on Apple News@TMTpost)

　　[The article is published and edited with authorization from the author @Zeng Xiangling, please note source and hyperlink when reproduce.]

　　Translated by Levin Feng (Senior Translator at PAGE TO PAGE), working for TMTpost.