02-11 2020   09:46:28
   

After the special period, it will be a new round of bonus period of "red man economy" and "house economy"

“宅经济”是近期一个热词,不仅新闻媒体谈了很多,资本市场也有所反应,甚至出现了“宅经济概念股”。

"Housing economy" is a hot word in recent years. Not only the news media talked a lot, but also the capital market reacted, and even "housing economy concept stocks" appeared.

“宅经济”的红利期背后,主要有两大商业生态作为支撑——“移动工具生态”和“红人社群生态”。

Behind the bonus period of "house economy", there are two main business ecology as support - "mobile tool ecology" and "red man community ecology".

程序员 代码 黑客

Programmer code hacker

什么是宅经济?

What is the house economy?

过去的文章里,我多次拿电影《头号玩家》当中的场景举例,你只要戴上VR设备就可以进入一个叫“绿洲”的虚拟宇宙,那里人们除了吃、喝、拉、撒、睡,其他所有重要事情(包括教育、上班、购物、旅游、恋爱、婚礼等等),都可以在游戏场景中进行,这里面的场景与现实世界几乎没有区别。

In the past articles, I used to take the scenes in the movie "top player" for example. As long as you wear VR equipment, you can enter a virtual universe called "oasis". Except for eating, drinking, pulling, scattering and sleeping, all other important things (including education, work, shopping, tourism, love, wedding, etc.) can be carried out in the game scene. This is the scene Scenery is almost the same as the real world.

但是,我想特别强调一点:现实中的“宅经济”不同于《头号玩家》之处,在于这个事情不是一家公司、一个平台甚至一个天才所能主导,而是众多一线网络平台+红人粉丝社群共同构建的一个商业生态。

However, I would like to emphasize one point in particular: the difference between the real "house economy" and "top player" is that this matter is not dominated by a company, a platform or even a genius, but a business ecosystem jointly constructed by many front-line Network Platforms + Red fans community.

这个商业生态包括远程办公(阿里钉钉、腾讯文档、华为云WeLink),网购电商(京东、淘宝天猫、拼多多),社交社区(微信、陌陌、西五街、小红书),资讯服务(头条、百度、腾讯新闻),外卖生活(美团、饿了么、 58 同城),娱乐视频(抖音、快手、优酷),网络游戏(腾讯游戏、网易游戏),在线教育(学而思、新东方、简书),金融理财(蚂蚁金服、东方财富)等等……

This business ecosystem includes telecommuting (ALI nails, Tencent documents, HUAWEI cloud WeLink), online shopping providers (Jingdong, Taobao Tmall, many spells), social networking communities (WeChat, unfamiliar street, west five street, little red book), information services (headlines, Baidu, Tencent News), take away life (Group, hungry, 58 city), entertainment video (jitter, fast hand, Youku), online games (Tencent) Games, Netease games), online education (XRS, New Oriental, Jianshu), financial management (ant financial services, Oriental Wealth), etc

这个商业生态更是包括众多头部、腰部和精致的纳米网红大V,以及背后的 7 亿粉丝群体,构成了线上最具人气的商业流量中心。

This business ecosystem includes a large number of heads, waists and delicate red V of nano network, as well as 700 million fans behind it, which constitutes the most popular business flow center online.

2020 春节期间,因为众所周知的特殊情况,国内民众宅在家里的时间拉长很多,这个线上商业生态(各类APP+各类红人大V)与用户实现了空前广泛的深度接触。

During the Spring Festival in 2020, due to the well-known special circumstances, the domestic people stay at home for a long time. This online business ecosystem (all kinds of apps + all kinds of red people big V) has achieved unprecedented extensive in-depth contact with users.

不是各个平台要培育消费市场、用户习惯,而是民众主动去适应线上的商业生态——几乎所有网络平台的获客成本空前降低。

It's not that each platform needs to cultivate consumer market and user habits, but that the people take the initiative to adapt to the online business ecosystem - almost all of the network platforms' customer acquisition costs have been unprecedentedly reduced.

这是特殊时期的特殊机会窗口吗?

Is this a special window of opportunity for a special period?

我认为不是。

I don't think so.

我相信,这是全面引爆“红人经济和宅经济”双重红利的一个起点。

I believe that this is a starting point to fully ignite the double dividend of "red man economy and house economy".

01宅经济的真正驱动引擎 不是这次疫情

The real driving engine of 01 house economy is not the epidemic

目前看来,可以从部分行业的状况看到宅经济正在获得很大的发展:

At present, it can be seen from the situation of some industries that the housing economy is getting great development:

01

01

网游行业

Online games industry

有关数据显示,春节期间,下载量上升最快的 50 款app的前三类是休闲游戏、视频影音和医药相关类。

Relevant data shows that during the Spring Festival, the top three categories of the 50 apps with the fastest increase in downloads are leisure games, video, audio and medicine related.

尤其是据中国证券网报道,大年 30 当天,腾讯旗下的《王者荣耀》流水是 20 亿左右,去年同期是 13 亿,王者荣耀官方随后确认了上述数据。

In particular, according to China Securities Network, Tencent's "glory of the king" was running at about 2 billion on the 30th of the lunar new year, compared with 1.3 billion in the same period last year, and the Royal glory official later confirmed the above data.

手游、王者荣耀 (1)

Tour by hand, glory of the king (1)

02

02

视频娱乐行业

Video entertainment industry

除了电影《囧妈》已经在 1 月 25 日上线今日头条、抖音、西瓜视频、抖音火山版和欢喜首映APP,均为免费独播。

In addition to the movie "embarrassing mother" has been launched in January 25th today, today's headlines, jitter, watermelon video, jowling volcano and happy Premiere APP are all free free broadcast.

各家视频平台在春节期间也都有所行动,比如芒果TV开放春节期间的免费会员,用户可以免费获得芒果TV的付费内容权益和免费去广告权益;爱奇艺放出 6 部免费电影及热门独播剧《爱情公寓5》、《绝代双骄》、《大主宰》;腾讯视频主要推出热门独播剧《三生三世枕上书》和《将夜》来吸引用户。

Each video platform also has actions during the Spring Festival, such as the free membership of mango TV during the Spring Festival, users can get the paid content rights and free advertising rights of mango TV free of charge; iqiyi released 6 free movies and popular solo dramas love apartment 5, peerless double pride and big master; Tencent video mainly launched the popular solo drama three lives and three pillows Shangshu and Jiangye attract users.

03

03

外卖行业

Takeaway industry

春节期间,为了满足人们对外卖和生鲜方面的配送需求,美团外卖、饿了么、盒马鲜生、每日优鲜、京东到家、便利蜂等平台均宣布配送服务不打烊,为被迫“宅生活”的市民输血。

During the Spring Festival, in order to meet the needs of people's distribution in terms of foreign sales and fresh food, meituan take out, hungry, HEMA fresh, daily excellent fresh, Jingdong home, convenient bee and other platforms announced that the distribution service would not be closed, so as to provide blood transfusion for people forced to "live in the house".

其中,每日优鲜数千名配送员坚守一线,用户更是自发通过APP对配送员进行打赏,打赏金额也将全部给到配送员本人。

Among them, thousands of delivery staff of Youxian stick to the front line every day, and users spontaneously reward the delivery staff through the app, and the reward amount will be given to the delivery staff themselves.

04

04

物流行业

Logistics industry

国家邮政局组织中国邮政、顺丰、京东等 13 家企业,开通救援物资绿色通道,全力保障对武汉等重点地区的救援及生活物资的运输寄递。

The State Post Office organized 13 enterprises including China Post, Shunfeng, Jingdong, etc. to open a green channel for rescue materials and make every effort to guarantee the transportation and delivery of rescue and living materials to key areas such as Wuhan.

很长时间,APP和物流都会是大众商业的唯一安全出口。

For a long time, app and logistics will be the only safe export for mass commerce.

05

05

大型平台要肩负社会责任

Large platform should shoulder social responsibility

目前,阿里巴巴在全球采购的医疗物资陆续集结,正在源源不断运回国内。

At present, the medical materials purchased by Alibaba in the world are accumulating one after another and are being continuously transported back to China.

美团宣布启动七项商户帮扶措施,包括针对武汉地区商家推出免除佣金、延长年费、给予特殊保障金措施等。

Meituan announced the launch of seven measures to help merchants, including the introduction of exemption from Commission, extension of annual fees and special security measures for merchants in Wuhan.

这既是一场应对大环境变化的组织动员,也是一次适应宅经济新生态的大练兵,考验了线上商业生态的效率和韧性。

This is not only an organizational mobilization to cope with the changes in the environment, but also a training to adapt to the new ecology of housing economy, which tests the efficiency and toughness of online business ecology.

新闻媒体习惯将这波宅经济的大发展,与这段特殊时期联系起来。

The news media are used to connecting the great development of this wave of housing economy with this special period.

其实,宅经济的真正驱动引擎不是这个,即使没有这次疫情的影响,新世代消费者、科技和商业创新,也将驱动宅经济的大趋势。

In fact, this is not the real driving engine of the housing economy. Even without the impact of this epidemic, the new generation of consumers, technology and business innovation will also drive the general trend of the housing economy.