2020-直播带货MCN流量模型加速人货场商业变现.ppt

《2020-直播带货MCN流量模型加速人货场商业变现.ppt》由会员分享，可在线阅读，更多相关《2020-直播带货MCN流量模型加速人货场商业变现.ppt（71页珍藏版）》请在淘文阁 - 分享文档赚钱的网站上搜索。

1、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

2、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*43.5

3、0 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.

4、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+

5、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

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7、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

8、 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 8

9、9.60 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

10、 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-

11、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 IP12

12、34Papi 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 2017Q3-2019

13、Q2 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 201

14、9 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

15、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

16、.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%618.06

17、0.0%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

18、.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

19、.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

20、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 t

21、op1-1520 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

22、 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

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24、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

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26、17 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

27、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 201

28、8now 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 5-38-202

29、0-05-27 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

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31、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

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35、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

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44、.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-