In the past three years, people's demand for online entertainment, education, shopping and other aspects has further strengthened, which has promoted the development of the MCN industry, and the demand and revenue of content creation, advertising sharing, brand cooperation and other aspects have surged, resulting in the rapid expansion of China's MCN market. According to iiMedia Research, the MCN market size will be about 43.2 billion yuan in 2022 and is expected to reach 74.3 billion yuan in 2025. However, at the same time of rapid growth, how to keep up with the changes in the market and user needs, choose the most suitable commercialization path for itself, and find differentiated advantages and balance points in various commercialization models are the problems that every MCN institution needs to face.
Recently, Tencent's "Discovering New Forces in Education" project team held a dialogue with Long Yanni, CEO of Xiuran Holdings (hereinafter referred to as "Xiuran"), to understand how Xiuran can achieve high-intensity innovation and diversified model exploration through the three major business segments of enterprise traffic empowerment services, local life services, and new vocational skills education services as the competition in the MCN industry becomes more and more fierce.
Long Yanni, CEO of Xiuran Holdings.
There are materials in a good way: the whole link of customized services to shape the new pattern of MCN.
According to iResearch data, the number of MCN institutions in China will exceed 2 in 202240,000, and in 2025, there will be more than 60,000 MCN institutions in China. The rapid growth of the number of MCN institutions shows the fierce competition in the current industry, and the single business model can no longer meet the market demand. Only through diversified layout and flexible and efficient organization and management can we maintain a leading position in the fierce competition.
In this context, Xiuran, founded in 2018, takes enterprise services as the core, and carries out content creation and commercial realization through diversified business sectors such as enterprise traffic empowerment services, local life services, and new vocational skills education services.
Panorama of Xiuran Holdings' business.
At present, the number of Xiuran team is about 500 people, the total number of signed talents exceeds 100, and there are 10 super talents with tens of millions of fans, and the total number of short ** fans on the whole network exceeds 190 million. The talent part adopts the amoeba model, that is, each talent is an independent profit center and accounts independently; The operation part is developed according to the logic of three business segments + functional support departments.
In Long Yanni's view, Xiuran not only has talent resources, but more importantly, it has the ability to produce content and the ability to deliver efficiently, so it can use different strategies to customize one-stop services for customers and control the whole process, so as to help customers do a good job in business in a real sense and grow together. "In terms of content, when a customer comes in, we will first analyze his needs, and then tailor the output content according to the needs; At the same time, in terms of delivery, we have a complete operation and delivery strategy, and the combination strategy of natural flow + paid traffic + information flow allows us to complete the absorption and undertaking of accurate public domain traffic to the greatest extent. In addition, Xiuran's strong qualification and license capabilities and production and research tool capabilities are also a strong blessing for its competitive breakthrough, when these dimensions are integrated, it can not only make the business successful, but also do the business well.
When talking about the brand name of Xiu Ran, Long Yanni explained, "Xiu Ran comes from a sentence in "Xunzi Self-cultivation", 'If you see goodness, you must save yourself; If you don't see it well, you will be stunned and introspect.' This sentence means that when you see good conduct, you must learn, and when you see bad behavior, you must learn to introspect. This is the value that Xiuran hopes to pass on and adhere to, and only by seeing the wise and thinking together, positive output, and long-term companionship can it be benign iteration. With this as the original intention, Xiuran has made itself a "plug-in board", and continues to steadily improve the underlying skills such as AI experience capabilities, production and research tool capabilities, and qualification license capabilities. Long Yanni said, "In this way, no matter how the times or customers change, our lowest foundation will always be there, and the kung fu has grown on our own body." "Xiuran's success is not accidental, it is a keen grasp of market trends, adherence to values, and continuous cultivation and reinforcement of underlying capabilities. And these are also the solid foundation for Xiuran's future development.
The development history of Xiuran Holdings.
Decoding Xiuran: Customized content creation and marketing synergy.
In the current digital content ecosystem, the operational capabilities of MCN institutions are centered on continuous content output and precise marketing capabilities. These two aspects are not only an important part of the comprehensive strength of MCN institutions, but also the key to stand out in the highly competitive market environment.
As one of Xiuran's important business segments, the new vocational skills education service has served more than 47 students50,000, with a total duration of more than 2,025 hours of live Q&A, the impact can be seen. In addition to its influence, Xiuran has also helped enterprises achieve business growth in the form of vocational skills courses. For example, in the courses in the field of local life, the students trained in 2023 have released a total of 13.31 million+ short** and opened 7470,000 live broadcasts have brought more than 21.9 billion times of accuracy to merchants, which is equivalent to a direct saving of 43.8 billion yuan in investment fees, and in the end, they also successfully helped merchants sell more than 137.5 billion GMV of ** coupons. Behind this achievement, there is a wealth of experience and a perfect mechanism, Long Yanni explained in detail the party behind Xiuran's customized content talent marketing.
In terms of basic services, "First of all, we will screen the fit of the account. "Secondly, when the talent joins us, we will arrange a corresponding support team for them to support them in terms of inspiration ideas and operation strategies." ”
In addition, Xiuran also provides customized support for all kinds of talents. "For head accounts, we may arrange brand advertising to help the brand** grow; For mid-waist talents, we will provide service support related to live classes; And for vertical influencers, we will provide pallet support. Long Yanni explained.
Xiuran's talent live teaching.
Xiuran also has unique insights into the creation of educational content and skills training courses. Whether it is a course that has been verified by the market or a project that is being prepared for internal testing, there is a different market blue ocean behind each set of courses, and the students are also targeted people who have a strong interest in business entrepreneurship, including entrepreneurs and entity bosses. In order to ensure the quality of teaching and learning experience, the Xiuran team will conduct internal user testing and repeatedly adjust the curriculum; At the same time, lecturers with practical experience are hired to optimize the course based on practical cases; It has also developed a special course app to provide students with **, live broadcast and community companionship services, as well as live Q&A and practical business to consolidate learning.
Xiuran curriculum development process.
In addition, Xiuran also has a dedicated team responsible for the full-link tracking and control of course launch and delivery, from traffic to courses, to delivery and service, so as to ensure that Xiuran can be the first to understand first-hand information in the general direction, and continue to adjust and optimize its own products. Especially in terms of marketing, Long Yanni said that Tencent advertising has played a key role in Xiuran's front-end customer expansion and back-end undertaking, "Tencent is the current mainstream customer extension platform, and the user volume is extremely large, so it is also the preferred channel and platform for our customer expansion." As an in-depth collaborator of WeCom, in 2023, we will precipitate about 7.5 million private domain people through WeCom, which is an extremely valuable user asset, and with the help of various functions of WeCom, we have carried out very refined management of user groups, which will help us better conduct business. ”
Xiuran team marketing data analysis.
It is reported that since the first half of 2023, it has tried to launch Tencent's advertising information flow, and Xiuran's channel expansion has also ushered in the second growth curve, and has achieved a revenue growth of 15-20%. "The team at Tencent Advertising has given us a lot of support. First of all, we were given a lot of guidance and suggestions in terms of qualification review and delivery link, so that the delivery strategy can be continuously optimized and greatly reduced costs. In addition, in the Tencent ecosystem, the jump undertaking of WeCom is smoother, which reduces the difficulty of user operation and the loss of users in the adjustment process. ”
When talking about future plans, Long Yanni said that more explorations will be carried out around the ** ecology. "Each ecology has its own way to play, especially this year's **, which is a new platform for us, and to a certain extent, it is also a new user group. In Q4 of 23 years, we began to explore the first number, and finally ran through the new link, and the performance accounted for 15% of our business. "We had to dig deep into it and think about it to find a good strategy for growing our business." ”
Xiuran's competitiveness comes from the team's all-round cultivation and personalized support for the partners, the repeated polishing and testing of the course content and the full-link tracking and control, and the innovative collaboration and refined management of marketing delivery, thus building a mature and perfect development system, achieving keen foresight, scientific development and controllable results, and gaining a good reputation.
Facing uncertain times.
Cultivate your own underlying abilities.
Under the tuyere of the short ** and live broadcast industry, Long Yanni actively views market competition and regards it as a driving force for progress. She believes that competition is not a result, but a status quo, and the relationship between Xiu Ran and her peers is more like a relationship of constantly urging each other to evolve and cultivate. Long Yanni said, "Only by frank exchanges and learning with peers can the ecology become better and the market truly become a blue ocean." ”
This way of thinking also led her to see the possibility of AIGC technology to improve the quality and efficiency of people, goods and yards in the context of artificial intelligence. The user** experience will be more intuitive and immersive, and brand and customer conversions will be more effective. At the same time, this also requires Xiuran to output better content and build a more attractive live broadcast room. For the development trend of the short ** and live broadcast industry in the next few years, she**, the short ** and the live broadcast will become closer and closer, the short ** will do drainage for the live broadcast, and the live broadcast will become the key point of deep transformation, and then with the ability to deliver, the combination of the three will be a very powerful combination of punches. ”
Under the pursuit of the new, stick to the original intention. Long Yanni firmly believes that in Xiuran, everyone can give full play to their strengths to the extreme, and we can realize the mission and value given to us by the times. "We have mentioned a concept before, called 'cultivating stable ability and solving specific problems', thinking about what we want to do, how to make our chassis more and more stable, and make the transformation and undertaking smooth without dropping. But in the end, we realized that when our production and research capabilities, qualification and license capabilities and other underlying capabilities are getting better and better, we can not only face the uncertain times, but also make talents and employees believe that working and living in Xiuran is stable and has clear gains. ”
Xiuran Holdings Medal Display Wall.
In addition, Xiuran has also donated materials and funds at critical moments for many years, such as donations to the Hangzhou Charity Federation during the epidemic, material support in the Weihui area of Henan Province when it was affected by disasters, as well as anti-fraud publicity activities with the public security department and donations of epidemic prevention materials to elderly care institutions. These actions also demonstrate Xiuran's sense of social responsibility and public welfare.
In 2024, the "Discovering New Forces in Education" project, initiated by Tencent Academy, Tencent Advertising, Tencent Education, and WeCom, and witnessed and boosted by Wasabi Heap, Blackboard Insights, Taoli Finance, 36 kr, 21st Century Business Herald, Multiwhale Capital, and Blue Elephant Capital, will flaunt the power of new forces in education, accelerate digital transformation, deepen industry innovation, and boost rapid economic growth under the norms of education development policies. We look forward to discovering more new education companies like Xiuran Holdings.
Discover the new power of education
Hand in hand with Xiuran Holdings to lead the future of the industry!