2020-直播带货MCN流量模型加速人货场商业变现.ppt
-
资源ID:93393867
资源大小:11.67MB
全文页数:71页
- 资源格式: PPT
下载积分:16金币
快捷下载
![游客一键下载](/images/hot.gif)
会员登录下载
微信登录下载
三方登录下载:
微信扫一扫登录
友情提示
2、PDF文件下载后,可能会被浏览器默认打开,此种情况可以点击浏览器菜单,保存网页到桌面,就可以正常下载了。
3、本站不支持迅雷下载,请使用电脑自带的IE浏览器,或者360浏览器、谷歌浏览器下载即可。
4、本站资源下载后的文档和图纸-无水印,预览文档经过压缩,下载后原文更清晰。
5、试题试卷类文档,如果标题没有明确说明有答案则都视为没有答案,请知晓。
|
2020-直播带货MCN流量模型加速人货场商业变现.ppt
2020 05 27 MCN MCN MCN MCN MCN Z MCN MCN 2020 GMV MCN 590 MCN 200 MCN 400 MCN 1190 SSS0280120020006 MCN MCN 1 2 IP 3 MCN MCN GMV MCN MCN/KOL 2-3 1 MCN KOL MCN 2 KOL KOL-Team KOL MCN 3 MCN 4 MCN KOL 5 MCN 6 MCN 25%20%15%10%5%0%-5%-10%2019/052019/082019/112020/022020/053002020-05-25 MCN,5G 2020-05-24 2020 MCN/-/-/-2020-05-17 300413.SZ600637.SH 300785.SZ MCN 002878.SZ 603721.SH 2020-05-10 5G 2020-05-08 -1-2020-05-27 EPS2019 2020E 2021E 2019 2020E 2021E77.14 58.94 48.640.15 0.35 0.42 159.64 67.89 56.57PEROE300413.SZ*891.97 13.15 0.66 0.85 1.03603721.SH*30.89 3.84600637.SH*302.87 6.06002878.SZ*43.50 15.18 0.89 1.27 1.640.60 0.61 0.6714.82 14.54 13.2437.87 26.28 20.3531.29 20.15 14.57603825.SH600556.SH300785.SZ002291.SZ002127.SZ300792.SZ60.14 12.15 0.85 1.29 1.79315.08 31.49 0.19 0.23 0.35 121.84 81.63 53.8895.46 15.57 2.61 2.80 3.46 80.20 63.95 51.70166.60 2.41 0.24 0.40 0.75 110.88 56.71 29.9839.02 30.73 24.15 276.38 17.64 3.37 2.22 3.13 126.17 86.31 61.24 470.60 24.28 0.49 0.62 0.79Wind*wind,5 27-2-2020-05-27 12341 MCN 2 KOL AI 5G KOL-Team MCN 3 MCN MCN KOL 4 GMV MCN,2020 MCN/-/-/-300413.SZ600637.SH300785.SZ MCN 002878.SZ603721.SH C2M-3-2020-05-27 MCNMCNKOL1MCN1006500+90%MCN2MCNCBMCN+IP MCN35GMCNIPIP1MCN MCNGMVMCN590MCN200MCN400MCN11902MCNMCN12IP3MCN3 MCNMCN/KOL2-31MCNKOLMCN2KOLKOL-TeamKOLMCN3MCN4MCNKOL5MCN6MCN-4-2020-05-27 1 MCN.91.1 MCN Z.91.2 MCN.101.3 MCN.121.3.1 .131.3.2 .161.3.3 .171.3.4 1190 .181.4 MCN .191.5 MCN.192 MCN IP .212.1+.232.1.1 MCN .232.1.2+.242.1.3 .302.2 MCN.322.2.1 MCN.322.2.2+.352.3.402.3.1 .402.3.2 .422.4 MCN.452.4.1 .452.4.2 .472.5 IP.552.5.1 .552.5.2.572.5.3.593 MCN.623.1 MCN KOL .623.2 KOL KOL-Team KOL.633.3 MCN MCN .643.4 MCN KOL .643.5 MCN.653.6 MCN .674 MCN,.685 .71 1.9 2 Z .10 3 APP.10 4.11-5-2020-05-27 5.11 6 2017Q3-2019Q2.13 7.14 8 2019.14 9 2019.14 10 2014-2020E.16 11.17 12.17 13 2015-2020E .17 14 2020 5 4-10.18 15 2015-2018.19 16 2 7.20 17.21 18.21 19 MCN top1-15.22 20 MCN top 16-30.22 21 MCN.23 22 2019.24 23.24 24.25 25.25 26.26 27.26 28.27 29.27 30.27 31.28 32.28 33.28 34.29 35.30 36.30 37.31 38.32 39.32 40 MCN.32 41.33 42 2019.34 43 2019.34 44.35 45.37 46.37 47.39 48 PGC .39 49.39 50.40 51.40-6-2020-05-27 52.41 53.41 54.41 55.42 56.42 57.43 58.43 59.44 60.44 61.45 62.45 63 MCN.46 64.46 65.48 66.48 67 2019 6.49 68.49 69.50 70.50 71.51 72.51 73.52 74.52 75.53 76.53 77.53 78.54 79.54 80.55 83.56 84.56 85.58 86.58 87.59 88.59 89.60 90.60 91.61 92.62 93 AKB48.63 94.63 95.64 96 B.64 97.65 98.65 99 Youtube.67 100.67-7-2020-05-27 101.67 102.67 103.68 1 MCN.11 2 MCN.12 3 MCN.12 4 IP MCN .12 5 2019 .14 6 GMV.15 7.16 8 2019 MCN.19 9.20 10 5 MCN.22 11.23 12.23 13.25 14.29 15.31 16.33 17.33 18.35 19.36 20 NOW .37 21.37 22.38 23.42 24.42 25 2019.46 26.47 27.48 28.52 29 2019.56 30.57 31.58 32 MCN.65 33.66 34 MCN.66 35 MCN.68 36 MCN.69 37 2020 5 27 .70-8-2020-05-27 1 MCN 1.1 MCN Z/2019 MCN MCN MCN MCN 1 MCN MCN 2012-2013 4G MCN 5G MCN 2+z 95 MCN C 2018-2019 3 70 77%84%61%1 z Z 3 3501 6 95 95 QuestMobile Z 2017-2018 Z-9-2020-05-27 2 Z 40.00%35.00%30.00%25.00%20.00%15.00%36.50%24.20%24.10%7.10%10.00%5.00%0.00%5.30%2.80%1%-20%21%-40%41%-60%61%-80%81%-100%Quest mobile Z KOL Z KOL KOL QuestMobile APP Z KOL 3 APP QuestMobile1.2 MCN()(/MCN)()()/MCN MCN/MCN MCN C B-10-2020-05-27 4 MCN IP 4 MCN 1 MCN MCN MCN/MCN 1 MCNpapitube IP1234Papi Bigger bibi K SHOW2019 MCN 5-11-2020-05-27 2 MCN MCN 2 MCN One IP1234nG anan-Sunny Chonny2019 MCN 33 MCN IP1234PDD GodVskyNONO2019 MCN 4IP MCN IP IP IP IP MCN IP MCN IP 4 IP MCN IP123old 924 523 2019 MCN 1.3 MCN IP-12-2020-05-27 1.3.1 2019 2.1 2.4 CNNIIC 45 2019 10.63 1-2 GMV 20%6 2017Q3-2019Q2 30000250002000015000100005000040.0%33.7%33.1%32.2%25016.724.9%23642.7 35.0%25.7%24.6%18686.0 18354.521319.526.0%26.5%20026.230.0%25.0%20.0%15.0%10.0%5.0%16916.214725.20.0%2017Q3 2017Q4 2018Q1 2018Q2 2018Q3 2018Q4 2019Q1 2019Q2;1 GMV 2018 2019 GMV 40%-50%2019 7 70 60 10 GMV 400 2020 1 4 7 8000 2019 GMV 400 2017 2018 2018 1068/48%56%2018 1.6 2019&GMV 400%2020 2 21 2019 2020 DAU 3 2019 2019 12 1 2019 6.34 6.98 7.68 2019 GMV 133-13-2020-05-27 2019 TOP1 116 GMV 2018 11 3 2019 2018 GMV 1000 5 2019 116 3223.7 1329.6 165.5 584.1 2232.7 818 6 kuki26899.60 12598.40 8409.09 6309.35 4181.49 6 APP 2016 2016 2018 GMV 1000 350%2019 GMV 200 2019 2018 27 7 2019 8 2019 9 2019 2020 2020 2021 5000 2021 3000 2021 5000 10 5%-14-2020-05-27 0.37%6%-7%20%2019 7.5%6 GMV 201720182021E200/2001000100700200130012005000300022019 5 6 6 20 6%6%,2019 8 22 2019 20%,20%9 2 6%CPS MCN 100 20%10%14%10189 7 1 50%10:45:45 12.6 6.3-15-2020-05-27 7 100201002010020 20%6%066201410:1:891.41410:45:451.4MCN 10%10:20:70MCN240.146.31412.466.3 MCN CPS 20%6%14%MCN 14%12.46%6.3%2-3 MCN 590 1.3.2 MCN2019 1662 50%10 2014-2020E 2500200015001000500200.0%180.0%160.0%140.0%120.0%100.0%80.0%2211.0190.4%1662.0104.0%100.6%1070.073.1%618.060.0%55.3%308.040.0%33.0%151.052.020.0%0.0%0201420152016201720182019E2020EMCN 0.8 1000 3000 80-16-2020-05-27 11 12 2020 2020 MCN MCN MCN 2019MCN 100 2-3 50%2001.3.3 App 2019 600 29.8%App 13 2015-2020E 100908070605040302010092.0200.0%180.0%160.0%140.0%120.0%100.0%80.0%185.7%82.072.061.047.034.070.0%20.060.0%38.2%40.0%729.8%18.0%20.0%13.9%12.2%0.0%20152016201720182019E2020E2021E2022E MCN/MCN MCN MCN40%20%30%-17-2020-05-27 2019 Q1 5 60 700 15%1000 14 2020 5 4-10 MCN 40%MCN 400-1.3.4 1190 MCN 2 590+200+400=1190 MCN 2019 MCN 2019 12 MCN 10+3000 MCN 2 2018 1016 2 1190 MCN-18-2020-05-27 15 2015-2018 1.4 MCN MCN A C 2019 A MCN MCN ONE 8 2019 MCN()WEcash one2017-03-01A/2019-07-092019-01-172019-04-242019-08-26A PreA2000 1000/10/A+1.25 2019-08-20/2018-01-012019-03-252019-04-092019-11-07A A/A+10 TOPIC IT 1.5 MCN 2020 B-19-2020-05-27+9 2020 2 10 202020 2 112020 2 3 1.2.3.2020 1 192019 12 2020 10 1000 1000 2020 1 8000 1000 101.182.3.71 64.5.7 1 2020 2 20%2019 2 0 1 100 21 1 116 2 7 1 31 2 5 2 20-20-2020-05-27 5 2 6 2.24 3000 2002 4 1 4800 1.1 91 4 10 1 5 4 6 1091 1.22 1.6 4014 17 18 MCN MCN 5 15 MCNmulti-channel network MCN 28 MCN MCN 2 MCN IP 2019 mcn MCN TOP30 MCN MCN MCN-21-2020-05-27 19 MCN top1-1520 MCN top 16-302019 mcn 2019 mcn MCN 10 5 MCN KOL1 PUNK_ China23 101 boy WAS sunny 1 2 500 _ zx2-Jiao Ricksong121 Panadol 2-22-2020-05-27 2.1+2.1.1 MCN MCN 2012 IP 21 MCN 60.00%40.00%11(%)60.001260040040.00 100.00%75.5%85%64.18%12(%)1100-23-2020-05-27(%)75.52364.182018 4 22 2019 2018 4 2019 5 10 2 2.5 23 Gamelook2.1.2+MCN 10-24-2020-05-27 24 Gamelook1 10 0 2019 2019 25 2 MCN MCN punk MCN MSN 2019 MCN 13 2017 TV 100 2018 7 10 8 19 101 3899.5 787.1 12 109 700 428 3575.8 658.4-25-2020-05-27 211 1.0 1370.0 103 1.9 1972.3 34567PUNK_PUNK_ 107 4918.0 508.2 409 9680.7 453.0 9191.1 428.9 1996 9 21 6108.7 416.5 89China China 3005.1 297.1 511 3303.7 442.31011 589 3054.3 407.2 26 27 3 2019 Q4 3.2-26-2020-05-27 28 4 1.9 1972.3 400 29 30 5 MCN 100-27-2020-05-27 31 PUNK_32 300 33 INTERTAINMART IP MCN-28-2020-05-27 34 10 20 MCN 300 1200 45 IP 14+IP MCN-29-2020-05-27 35 2.1.3 36 10 700-30-2020-05-27 37 PUNK 15 20 2019 5 2019 2019 MCN 2019 2019 IDOU 2019 MCN 2019 5 2019 24 8 1-31-2020-05-27 38 39 2.2 MCN2.2.1 MCN MCN 2016 NOW MCN V 40 MCN 100%56%56%-32-2020-05-27 16(%)1100100 3 1000 V 8 41 10 MCN 2019 MCN 2019 MCN 2019 2019Dou 17 20192019 MCN 2019 2019Dou 2018 2018 2018 2018 2017201920192017 2017 2017 2019 lw 2019 2019 2019 20192019201920192019201920182018201820182018 Alex 2019 2019 2019 2019 2019 2019 2019 elf2019 2018 2018 2018 2018 V Alina 2018 V-33-2020-05-27 2018201820182018201820172017201720172017 2018 V 2018NOW Miko 2018NOW Mr.2018 top102018 2017 sunny 2017 V 2017 V Rita 2017 V2017 42 2019 2019 46 13 56 43 2019-34-2020-05-27 2.2.2+PUGC 44 1 NOW+1 600+16 2016 18 2015 2017 2017 2017 V2017 2017 1-35-2020-05-27 2018 2018 V V2017 2017 2017 20172017 2018 V 2018 V2018 V 2018 V 2016 2017 2017 20172018 232016 2017 2017 2017 2017 456 boy FourYears2017 2017 V 2018 2016 2017 2017 2017 V2018 2018 2018 V78sunny _2015 2017 2017 2017 V2017 20182018 zx2018 19 230 12 240 345678Amazing 99 10 500 10 43 275 10 45 100 260 iDOU 99Amazing 2019-36-2020-05-27 30 13445 46 NOW NOW Miko-Hhoz 20 NOW 2017 2017 NOW 2017 NOW 5 2017 NOW 92018 NOW 2 7 2018 NOW-2018 NOW 2018 NOW 1Miko 23-Hhoz2017now 2018now 2016 2016 QQ Top5 20162017 2018 2018 now 21 SNH48 1-Jiao23 Ricksong 201220132014 4-37-2020-05-27 2 MCN 2018 10 MCN MCN elf22 2019 3 12 2019 9 20 122019 12 345 zxy2017 12 2017 20122014 2015 2015 2015 2015 2018 EP35 20142018 2018 2018 678Ananx_ 2018 2018 _ 1995 9 papi2019 8 10 2019 11 IP 5-38-2020-05-27 47 36 PGC VlogVlog 2017 48 PGC 3 2020&Rita lulu 2018 2020 49 NOW MCN 500-39-2020-05-27 50 2.3 2.3.1 IPIP IP IP 51 4 TOP3 MCN-40-2020-05-27 52 MCN2016 8 2018 MCN UGC 53 MCNH5 IP IP54 IP MCN MCN 2018 MCN 2018-41-2020-05-27 55 46.98%19.57%13.70%23(%)46.981469.8195.71372319.5713.704511.758.00117.5802.3.2 20152018 MCN 56 24 12 114 1.7 1301.7 101 1.4 1351.8-42-2020-05-27 82 8265 1234.7 7 554 8000 3-206 1.4 1287.2 4567 98 9337.5 1114 240 90 4794.5 755.4 53 3132.8 727.2 200 400 89 75 6432.4 748.8 59 4928 655.8 10 95 4397.9 653.1 1112yiyi yiyi 96 4938.9 643.3 102 6644.7 611.2 VIP 2016 6 34 985 2016 9 2016 11 2017 8 9 425 2035.2 551.4 13 MCN MCN 100 2019 3 200 400 4 57 58-43-2020-05-27 2019 59 60-44-2020-05-27 MCN 13.5 12.3 11.2 KOL MCN 61 62 2.4 MCN2.4.1 MCN()KOL IP MCN-45-2020-05-27 63 MCN 60 3 3 64 2019 2019 MCN MCN 2019 MCN2019 incity 25 2019 MCN 2019/12/212019/11/12019/10/26 2019 MCN 2019 incity 2019 incity 9 MCN 7 9 MCN 14 DouCar 2019/10/122019/8/272019/3/222019/3/212019/12/21 MCN 2019 MCN2019 incity 2019/11/12019/10/26-46-2020-05-27 2019 incity 2019 incity 2019 incity 2019/03/22 4.80%46.44%18.46%5.06%19.65%78.76%17.91%26(%)59.619823.70368.89451234546.4418.466.935.777.40745.066.564.806.1678784.782.881.871.561.446.14033.70372.49101121.85192.4.2 IP-47-2020-05-27 65 1 500 3 Panadol 66 27 309 1.9 1472.1 123.5482.8 655.2 3 100 7 202 2266.1 624.7 482 5111.2 660.3 56 489.6 349.6 45-48-2020-05-27 Gary 334 4639.5 276.2 67Gary 169 2092.6 235.3 panadol 3836.5 326.989panadol-2012 7 26 21 179 1512.3 254.1 98 5220.3 386.7 1011 857 1485.4 390.5 2019 6 8 67 2019 6 Gary panadol 68-49-2020-05-27 69 2YY 70 3 IP IP-50-2020-05-27 OEM 71 72 4-51-2020-05-27 73 28 2017 2017 2017&MOKO 2017 2017 20162016&2016 2015 2014 12017 10 2016 2016 23 ARD 2017 2017 TV2017 2016 MC2016 MC2016452017 2017 2018 RTHK 2017 DW 2017 2017#2016 Lila74 IP-52-2020-05-27 75 76 5 10 MCN 77-53-2020-05-27 78 79-54-2020-05-27 80 81 82 2.5 IP 2.5.1 2017 08 09()-55-2020-05-27 5 83 150 2 1254 adidas29 2019 2020/12020/1 2020 2020/1 MCN 2020/12020/1 CEO 2019 CEO MCN 2019/122019/122019/10 150 84-56-2020-05-27 30 2019 1 14 2019 Say Goodbye 2019 2019 2019 11 18 5919.8 804.1 1 1.7 1126.6 234 78 1.5 1316.4 105 jing 162 6853.1 762.4 jing you 4799.4 780.1 56 you 310 3017.1 529.6 74 2875.2 358.4 146 7642.4 747 316 4504.9 317.9 293 1294.3 137.6 2552.7 134.7 78910111213 243 976.6 208.1 129 1374.7 179.2 2.5.2 MCN mcn IP SMG IP IP-57-2020-05-27 85 CEO 2019 CEO CEO 86 75%25%32%83%31(%)1752575252-58-2020-05-27 2.5.3 MCN 2018 6 2 16/87 IP IP 8000 IP 7000 88 IP 1-59-2020-05-27 89 2390 MCN-60-2020-05-27 12 IP IP 91 342019 3 3 29 8000 3 30 10000-61-2020-05-27 92 TP TP 3 MCN MCN MCN KOL 5G MCN IP IP MCN WEB MCN MCN MCN MCN MCN MCN/KOL 2-3 3.1 MCN KOL MCN MCN MCN MCN MCN 1MCN-62-2020-05-27 2 MCN 5-8 3MCN MCN MCN IP 3.2 KOL KOL-Team KOL KOL KOL-Team MCN MCN MCN 1KOL KOL-Team AKB48 tfboysSNH48 93 AKB4894 2KOL KOLVRAR KOL KOL5 1 1 270 200 KOL-63-2020-05-27 95 96 B BILIBILI3.3 MCN MCN MCN MCN 2019 MCN KOL 3.4 MCN KOL KOL KOL TV+TVIP 4 30 10.8 46 7857-64-2020-05-27 97 98 TV TV+3.5 MCN 2018 2019 MCN MCN MCN MCN 200 200 MCN MCN32 MCNMCN Drama TV KOL+MCNIP MCN IP-65-2020-05-27 MCN IP IP IP PGC 33 331.8 9216 498 1181.1 3527.2 2636.5 462 vivi192.1 428.3 397.9 387.7 195.6 160.7 11 3688.1 1727.8 2723.3 2030.3 529.2 1.5 miss 68.1 4.4 708.9 23.9 Host 86.3 13.7 162.4 35 122.8 104.2 1203.4 62.7 25.2 557.3 54.8 1729.7 KOL34 MCN IP MCN MCN-66-2020-05-27 MCN MCN 3.6 MCN MCN YouTube KOL KOL YouTube YouTube IP 99 Youtube 100 2020 2020 101 102 2020 2020 IP YouTube BartHBO VICE Bart Baker YouTube YouTube 1000-67-2020-05-27 103 4 MCN,2020 MCN/-/-/-MCN MCN MCN MCN 35 MCN MCN MCN+MCN 2018 7 2019 17 842.8 2027.1 1.35 30 vivi MCN 2 41 100%2019 11 TOP Misaya finfinlam 2019 KOL 3000/MCN 89%MCN 19 12/50 8 1.5 100+2019 MCN2019 11 4/-68-2020-05-27 One MCN 5 24 22.39%3000 7/2019 MCN +MCN/2020 10.7 25%189 2019 12 31 159 2 2017 2018 2019 12 20 22 GMV PONY 2019 12 2019 MCN PONYOlay/36 MCN MCN pre-A 6.72%6 MCN AI 2020 1 6 2020 MCN+/TV MCN/MCN 500 2019 7 KIKI KIKI DIM MCNSSPDSPCDP/-69-2020-05-27 MCN 10 2015 Filmora 1 20172019 VLOG/Google Linkedin FacebookTwitterBing 2018 7/MCN 2019 5 6 MCN 5 11/A/2020 1 20%300413.SZ600637.SH300785.SZ MCN 002878.SZ603721.SH 37 2020 5 27 PE20EPB(MRQ)9.63()()TTM73.22150.0039.91209.1379.63118.1217.1429.2938.8160.1462.37-17.42-4.4521E48.6456.5720.3529.9851.7061.2413.2414.5724.1533.7341.23-300413.SZ603721.SH002878.SZ002291.SZ300785.SZ300792.SZ600637.SH603825.SH002127.SZ603888.SH603000.SH603598.SH300336.SZ002131.SZ002776.SZ*891.9730.89891.9730.8958.9467.8926.2856.7163.9586.3114.5420.1530.7337.7349.61-5.7643.5043.506.06166.6095.46166.6095.465.0412.4022.181.04*276.38302.8760.14276.38302.8760.143.56470.60115.54209.8636.75470.60115.54209.8636.759.423.986.6210.282.1743.5443.54-262.7638.20262.7638.20101.0624.74-3.16-1.54wind*wind,5 27-70-2020-05-27 5-71-