Live streaming by celebrities is creating the Internet celebrity dream factory in the entertainment era, which is beginning to take shape

Recently, the 2016 Chinese Internet celebrity rankings were released, with Wang Nima, Papi Jiang, Gu Amo and other well-known celebrities ranking at the top. They were all given the title of "Internet celebrities" due to their outstanding influence in their respective fields. At the same time, with the popularity of show live broadcast services, mobile Internet companies such as NetQin have stepped up efforts to promote entertainment business and provide more opportunities for "Internet celebrities" to show their talents. As a new mobile live broadcast platform created by NetQin, Red Live has achieved great success across the entire network.

Live streaming by internet celebrities has become the entertainment headlines this year

There is no doubt that this year will be a great era of national entertainment. With the development of 4G network, mobile video live broadcast has become a new way for netizens to interact. According to the CNNIC report, as of June 2016, the scale of online video users in my country reached 514 million; the utilization rate of online video users was 72.4%. Among them, the scale of mobile online video users was 440 million, with a growth rate of 8.7%; the utilization rate of mobile online video was 67.1%, an increase of 1.7 percentage points compared with the end of 2015.

In terms of business model, attractive live broadcast content promotes users to develop the habit of installing and paying, and transforms from a closed world to an open communication world. The economic problems brought by live broadcast have led major mobile platforms to launch their own live broadcast models of Internet celebrities.

Celebrity live streaming has become a dream factory for creating stars

If "security" was the main line of development in the 2.0 era of NetQin, then after entering the 3.0 era, the keyword of NetQin's business development has become "entertainment", especially in 2016 when the Internet celebrity economy was popular. As a company listed on the New York Stock Exchange, NetQin began to develop in this area as early as 2013. Currently, Xiuse has four major live broadcast platforms: Xiuse Show, Yujia Live, Lehai Show, and Hongren Live. Among them, the launch of Hongren Live also fills the gap in the current mobile live broadcast platform in shaping new Internet entertainment stars.

Hongren Live is a mobile live social platform that integrates live broadcast, interaction, sharing and other functions. It is a new mobile live broadcast platform created by Xiuse, a subsidiary of NetQin.

The celebrity live broadcast, which claims "More than just a face, you are the protagonist", covers the social application platforms of iPhone, Android, Apple Watch, and iPad, and can be linked to Weibo and WeChat accounts. Users only need to take out their mobile phones and perform simple operations to start the live broadcast instantly, allowing users on all platforms to watch. At the same time, they can also invite friends to watch by sharing to Moments, Weibo, and WeChat, truly realizing interactive live broadcast for all people.

In addition to interaction, Hongren Live also cooperated with "The Voice of China" to broadcast the on-site selection activities on mobile platforms. As the Internet partner of "The Voice of China", Hongren participated in the audition process of the Fujian competition area throughout the whole process. In addition to live broadcasting the finals, it also auditioned the participating singers through Hongren Live, realizing the connection between the online live broadcast channel and the offline audition events.

It is worth noting that in the first quarter financial report of 2016 released by NetQin in the first half of the year, the revenue of NetQin's mobile value-added service business increased significantly, among which the entertainment business grew rapidly, with its revenue increasing by 319.9% ​​year-on-year. The remarkable performance shows that NetQin is forward-looking and innovative in its layout of mobile entertainment.

As one of the four major anchor platforms, celebrity live streaming attracts consumers born in the 1990s and 2000s with its social and popular positioning. In the second half of 2016, it will increase its efforts on mobile platforms.

In addition to celebrity live broadcasts, as a dark horse of NetQin, the performance of "Xiu Se Show" this year is also amazing. Since 2015, the Xiu Se platform has launched a series of reform measures, such as realizing 24/7 interaction between anchors and fans, enhancing the platform's synchronous communication and asynchronous social functions, and launching a new entertainment column "Goddess Arrives". As of September 2016, "Xiu Se Show" ranked first in the industry in terms of downloads in the Chinese Android App Store.

The preparation and accumulation of mobile entertainment in the past few years has laid a solid foundation for NetQin in the live broadcast platform. In the future, NetQin will not stop there and will create live broadcast content on multiple platforms in an all-round way to build an entertainment empire belonging to NetQin culture.

Judging from NetQin's various actions, Hongren Live not only provides an online live interactive platform for young people, but also strives to tap into new forces and build an IP industry for civilian stars. In an era where entertainment is paramount and content is king, popular content is bound to become the absolute competitiveness of mobile live broadcasting, and NetQin has made a clear strategic deployment in this regard.

In the future, NetQin will build its own full cultural ecological industrial chain including live broadcast culture, star-making plans, and brand marketing, laying a solid foundation for the future layout of entertainment culture.

As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity.