NetQin strategically restructures the mobile entertainment show scene to create "new anchor stars"

"Internet +" has brought endless imagination to traditional industries, whether it is medical care, transportation, education, retail or entertainment. Compared with the traditional PC Internet, the mobile Internet based on mobile phones, tablets and other terminals is showing more powerful potential due to its convenience and ease of use. In terms of grasping this point, NetQin can be regarded as a pioneer.

Ten years into the mobile Internet security field, NetQin has brought a miracle to the Chinese market, just like the New York Stock Exchange; in May this year, NetQin announced the new N+Q Blueberry plan and officially entered the entertainment market. This time, NetQin brought not only the growth in financial figures, but also a new star-making model with mobile Internet characteristics.

Comprehensive online deployment

It is understood that NetQin has many products, and in its new mobile entertainment strategy, it has basically formed an all-round layout with Xiuse Show as the core, and Xiuse Desktop, Xiuse Lock Screen, and Xiuse Music Radar as the linkages.

The all-round deployment online is not only reflected in the interconnection of content, but also in the deep integration between products. For example, after a user searches for music on Music Radar, a related short video will immediately appear on the interface, which can directly import the user to the Showtime show, where the user can choose a live host to sing the song. Similar cooperation will also be carried out in depth in desktop, lock screen and other applications.

The interconnection between various independent products provides a broader platform for the creation of star anchors. For fans, this means a set of diversified channels that can fully understand idols from a more three-dimensional perspective.

Offline expansion of two-way cooperation

NetQin's promotion model for anchors is not only reflected online, but has also been implemented offline.

According to He Xiaowu, the marketing director of Xiuse Show, the product has established cooperative relationships with performing arts companies and entertainment economic companies, which can be regarded as the practice of entertainment social O2O. Previously, Xiuse Show had cooperated with Shandong TV to operate the mobile new show project, which moved the offline talent show online at the same time. A similar approach was also used in the Chinajoy online showgirl selection competition; in addition, Xiuse Show has also participated in the offline on-site evaluation of movie and TV drama protagonists and Hainan Island tourism ambassadors.

In addition to these, NetQin has further planned a closed-loop model of two-way talent flow between its partner companies, fully connecting the two ends of the mobile entertainment industry. NetQin said that Xiuse Show has currently cooperated with offline entertainment brokerage companies to provide them with high-quality beautiful anchors, packaged them and put them on the market. Brokerage companies are also pushing high-quality beautiful women resources to Xiuse Show to become online anchors, and more cooperation models will be explored in the future.

Professional anchor training model

From the online deployment and offline expansion of NetQin's Xiuse Entertainment system, we can see that people are always the foundation of the entertainment industry. Indeed, whether there are high-quality anchors is, in a sense, one of the key factors for the success of the online and offline virtual and real integration. In this regard, NetQin has established a unique operating system.

He Xiaowu revealed that in order to ensure that consumers are provided with high-quality services, the show has strictly controlled the quality of the anchors. First of all, there is a rigorous interview system before the anchors enter the show, which considers not only the anchor's appearance, but also more importantly, the comprehensive strength, such as communication skills, talents, etc.

Unlike other video platforms that develop from the grassroots, ShowChang also provides a complete set of help systems for anchors, such as professional guidance on how to put on makeup, light, set up the environment, and choose equipment. The operation staff is responsible for holding weekly meetings with anchors to summarize the problems that arise in the week, such as what is done well and what is not done well when facing users. This mechanism allows anchors who are just starting out to quickly integrate into the video platform, and allows anchors who have already entered the industry to improve their abilities. The improvement of anchor competitiveness is actually also the improvement of brand competitiveness, and it also improves user experience, which is a win-win strategy for ShowChang.

At present, NetQin Xiuse Show has gathered tens of thousands of anchors, covering all industries and all kinds of people. In addition to the popular handsome men and beautiful women, it has even attracted foreign anchors and disabled people. NetQin's financial report shows that the revenue of "Xiuse Show" in 2014 has accounted for 20% of NetQin MVAS revenue; the monitoring data of BiDa Consulting shows that as of September 14, 2015, the download volume of "Xiuse Show" on the five major mainstream third-party Android application stores in China (Baidu Mobile Assistant, Wandoujia, App Store, 360 Mobile Assistant, and Anzhi Market) was 22.12 million times, ranking first in the industry. The fan economy effect brought by popular anchors has already emerged, becoming a successful test field for NetQin's transformation into the mobile entertainment market.

The star "cultivation plan" selected and participated by users themselves is more in line with the needs of users for entertainment life in the Internet era. With the mode of universal participation, universal entertainment and universal interaction, NetQin has brought a new mobile Internet "star-making model" to the industry. At present, Xiuse Show has a high reputation and appeal among the younger generation, and has become the leader of domestic mobile show services. It helps NetQin break through the original security business model and become another benchmark for corporate transformation in the Internet era.

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.