Project background:

The net red economy is a process in which young and beautiful fashionistas are the image representatives, the taste and vision of celebrities are the leading ones, the selection and visual promotion are carried out, the popularity is gathered on social media, and the targeted marketing is carried out by relying on a large group of fans, thus transforming fans into purchasing power. In recent years, the Internet red economy has developed rapidly in China and has become a new business model and consumption trend.2021Year of ChinaMCNThe market size has exceeded330Billions of dollars, expected2023The end of the year will be over500Billions of dollars.

Customer pain points:

Shangpu Consulting is a company specializing in market research and consulting services, with many years of industry experience and customer resources. I hope to have an in-depth understanding of the market status, user needs, industry trends, competitive landscape and other aspects of the Internet celebrity economy, and provide customers with more targeted and valuable consulting solutions. However, as the Internet celebrity economy is an emerging field, relevant data and information are scattered and lacking, and companies lack effective methods and channels to collect and analyze this information.

Project purpose:

The purpose of this project is to provide the client company with a report on the market research of the net red economy, including the following contents:

Market size, growth rate, regional distribution, segmentation and other market profiles of the net red economy

User portraits, consumer behavior, consumer motivation, consumer preferences and other user needs of the net red economy.

Industry analysis of the development drivers, development obstacles, development trends, and development proposals of the net red economy

The main platform, main brand, mainMCNCompetitive landscape such as institutions

Research object:

The research objects of this project include the following two categories:

Participants in the net red economy, including net red.KOL、MCNInstitution, platform side, brand side/Advertisers, etc.

consumers of the net red economy, including in short video/Users who perform shopping, reward, recharge and other behaviors on the live broadcast platform

The number of research objects: the project plans to use the following two methods to conduct research:

Literature: Collect and analyze relevant reports, papers, articles and other literature at home and abroad to obtain basic information and data on the net red economy.

Questionnaire method: design and distribute online questionnaires to obtain opinions and feedback from participants and consumers in the online celebrity economy.

The literature method does not involve quantitative issues, and the questionnaire law is planned to be distributed.1000questionnaire, in which500For participants,500targeted at consumers.

Project Content:

This project will be carried out according to the following steps:

Step 1: Determine the research objectives and scope, develop research plan and timetable

Step 2: Collect and sort out the literature, sort out the basic concepts and framework of the net red economy.

Step 3: Design and distribute online questionnaires to collect and analyze data from participants and consumers in the online celebrity economy.

Step 4: According to the literature and questionnaire data, write a research report on the net red economy market.

Step 5: Submit the report and modify and improve it according to customer feedback

Project Value:

This project will provide the following value to Champ & Co:

Help the company fully understand the market status quo, user needs, industry trends and other information of the Internet celebrity economy, and provide the company with more based and supportive consulting solutions

Help the company grasp the development opportunities and challenges of the Internet celebrity economy, and provide the company with more forward-looking and innovative consulting suggestions

Help the company to improve its professional level and popularity in the field of online celebrity economy, and provide the company with more customer resources and commercial value