Net Red Economy: "Realisation" Provoked Controversy Papi Sauce Really Worth 300 Million?

By self ridicule and Tucao started, known as the 2016 "first net red" girl Papi sauce, recently announced the first round.

12 million yuan, combined with real fund, Luo Ji thinking, light source capital and star capital capital injection, and the valuation may reach 300 million yuan.

Yesterday, Luo Ji Thinking public number announced its specific cooperation with Papi sauce. It is reported that the two sides will launch the first advertising auction of China's new media world.

Ten million financing, 300 million yuan valuation, behind this is the birth of new new media business mode, or gimmick and hype?

Since the media era, net red's dividend period has come?

Known as the "Papi red 3 era" of the Papi sauce, its rapidly changing facial expressions, nonsensical KUSO, exaggerated psychological deduction, coupled with the frequent poking of the gold sentence quotes, let the face value is ridiculed for the "low profile" Sophie Marcesu more grounded, has won numerous netizens' popularity and love.

Reporters combing found that the relationship between men and women, the Internet, noisy three sworn brothers, netizens are concerned about the topic of her vomit slot, and the word "Pearl", talked about the hearts of people.

For example, there is a video about how to deal with relatives in New Year's Eve. "I don't want to bear children every year when I see your bear children."

"Well, how do you say the United States does not control guns? What does it matter to me?"

The most amazing thing is that the Papi sauce was directly pierced at the end of the video. "It's still useless to say so much. I know you won't tear it with your relatives."

According to statistics, Papi sauce quickly became popular in October 2015 with the help of "Taiwan dialect, northeast dialect". In just six months, 40 original videos and 5 million powder were absorbed, because the original creativity and final production were all done by her, so netizens called it "talented."

In form, Papi's "Duzi" usually takes 3 minutes less video, Youku, Iqiyi, Tencent video, A station, B station, second shot and other distribution platform coverage, the reporter saw on Tencent video, Papi sauce has 100 thousand subscriptions, the total playback volume is as high as 129 million.

For many times, the 100 thousand + hits of racking the brains and brains can be completed in dozens of minutes in the Papi sauce's public number.

Yesterday, as of press release, Papi sauce has updated the WeChat public number, "Hello everyone, I have refined scores again". In just ten minutes, the reading volume has passed 100 thousand +, and has received more than 1400 compliments.

"Her fans' loyalty is really high!" Papi Street fan told reporters.

In the face of its strong spread influence of sticky fans, business liquidity is self-evident.

Last weekend, after being valued at 300 million yuan, Papi sauce was jointly injected by real fund, Luo Ji thinking, light source capital and star capital. The total investment is RMB 12 million yuan. No matter it is the speed of leaping red or the ability to cash in, it has set a new high in the net.

Create the "king of kings" to open new media and new business models?

Yesterday morning, Luo Ji thought Luo Zhenyu wrote in his WeChat public number Luo's thinking.

The first big event in history not only revealed "I and Mr. Xu Xiaoping exchanged an idea and a proposal for the opportunity to invest in Papi sauce", and even forwarded it in the circle of friends. "The king of China's new media will be born in a month!"

Compared to the 300 million yuan valuation of market rumors, the investment amount of 12 million yuan is equivalent to a big discount.

And netizens believe that the brand of the two investment circles "veterans" is different from the first net red investment discount. Luo Zhenyu believes that the discount is an idea and a suggestion.

"The idea is to be the first advertising auction in China's new media world.

The proposal is to go all the way to a higher dimensional commercial road.

In fact, this cooperation has long been a clue.

In the evening of March 17th, Luo Zhenyu took the initiative to take photos of Papi sauce in the circle of friends, and laughed at the fact that "every day he spent his brain polishing 6 million fans in 3 years. Papi sauce chucked every night to talk about pieces, and convened tens of millions of fans in 4 months".

It is worth noting that after the Papi red net was launched, it did not choose to be named or put into advertisements like other large short videos. This time, Luo Zhenyu, who has successfully held Papi sauce, seems to be full of confidence. He said: "the turning point of a strong and powerful lake is because of the universal rules.

Although barbaric growth is gratifying, there are rules to build large-scale collaboration.

New media advertising has been in turmoil for a long time.

Whoever comes first to set up market rules will get the first dividend. "

It also calls for "clearer rules, more rigorous procedures and predictable values, which will always be the direction of market evolution."

In response, reporters tried to contact Luo Ji's thinking and got a reply: Luo Ji's thought did not accept media interviews, and there was a communication meeting that could be enrolment.

Reporters opened a link to find that the Papi jam advertising resources bidding communication tickets have also been priced at 8000 yuan.

What is the purpose of such a sky high price communication ticket? Answer: Papi sauce video patch advertising + +, the whole process planning and supervision service.

In the business plan of open thinking, the winning business is responsible for funding and making requests. Luo's thinking is responsible for making ideas, doing business, sending news and publicity, and Papi sauce is responsible for deciding how to send the advertisement in video creation.

Luo Ji has made a beautiful cake for the enterprise. It has become the first "King" of the new media. It is not only highly focused but also more likely to create history.

It is understood that the Papi sauce advertising auction will be held in Beijing in April 21st.

Before that, there will be two communication sessions. I will not participate in the Papi sauce. The first communication will be held in March 27th, with only 100 seats and a little hunger marketing.

12 million of the blinking air gap is a gimmick and hype.

Shortly after the announcement of the investment in Papi sauce, there was a great debate about whether or not the "quick moving tuyere" is worth tens of millions of financing.

Netizens, office workers and literary young women, Zhao Yue, told reporters: "I don't quite understand why she got the financing. After all, the net is so red. If it's just marketing around the video content, it may not always be able to produce the content that everyone likes. If the content is too good, it will be greasy, so I'm looking forward to the following trends, and maybe other interesting products will come out.

And after financing, it must be a team operation. If Papi sauce can't be the core and leader, I don't know if I will lose my original personality and attractiveness.

As we all know, although the Papi sauce has been in a mess, it is not clear how to achieve the maximum liquidity.

From the investor's point of view, whether Papi sauce can steadily and continuously produce high-quality content, whether fans can continue to gather around her, and finally turn her fans into users, there are still uncertainties in the future.

Li Xiaoning, founder and CEO of the venture capital circle and founder partner of Tupu fund, thinks that every 35 years netizens are interested in different Internet users, but the essence of net red "Xiao Xiao" cultural symbols has not changed.

Behind the chasing of capital, net is a promising resource for IP and derived value.

However, the net red explosion can not be duplicated, high quality content output is sustainable and other factors, so that cautious capital market wait-and-see attitude.

Compared with the Internet Reds whose investment is poor replication, relatively scarce and expensive, the content platform that can incubate high-quality IP resources will be favored by high-quality capital.

"Getting so much money can do a lot of things, but the most important thing is whether we can continue to have core content to attract fans. If the content is not good enough, the enthusiasm of fans will drop rapidly and forget her."

Zhao Yue said.