Dear uncles: the "cooperative entrepreneurship model" supported by personal brands

In the past two years, the "constellation comics" initiated by "fellow uncles" have become the focus of attention. This is a self-media number that only discusses constellation topics every day. Its characteristics are very distinct: comics, emotions, spit, and more importantly, girls get together. Starting from "network celebrities", the new entrepreneurial model established by "fellow uncles" has both brand model and personal characteristics, completely subverting the past "big and comprehensive" platform concept and opening up the industrial chain with "short, flat and fast" thinking.

Cai Yuedong, founder of "Fellow Uncle". His face is white, slightly stocky, and his dimples are shallow when he smiles; I like WeChat voice to reply messages, seldom type, and occasionally send a humorous expression. Only in this way can others really feel that the other side of the screen is really not an uncle.

Many people think that Cai Yuedong's success lies in catching the pulse of the Internet. In fact, he is a thoroughly trained person with strong comedy skills. 20 13, Cai Yuedong graduated from Tsinghua Academy of Fine Arts. As a young man, he is naturally particularly interested in the Internet, especially Weibo, which is very interactive. On June 8, 20 13, Cai Yuedong opened Weibo. With his professional cartoon skills, he occasionally draws customized cartoons for fans who like his cartoons for free. But at that time, he didn't have much popularity, and he was always in a state of "tepid".

Until 20 14, Cai Yuedong published an Weibo about insomnia of the twelve constellations in Weibo, which immediately caused quite a stir. That night, the forwarding volume of this Weibo reached more than 40,000 times, creating a miracle! In the next few days, with the continuous forwarding of Duan Zishou, the forwarding volume of this Weibo quickly broke through the 654.38+ 10,000 mark and became a popular Weibo list!

From this moment on, Cai Yuedong officially established the status of "network celebrity" and entered the stage of "big IP development". Constellation spits out comics and becomes the "core product" of "fellow uncles". Weibo, WeChat, Post Bar, QQ Group ... A series of social platforms have also been officially put into operation. Up to now, "Fellow Uncle" has more than 30 million fans on all platforms, and more than 3 million people visit its official accounts in Weibo and WeChat every day, and more than 300,000 people forward its content every day. China is one of the most influential cultural bloggers in the Internet field.

Cai Yuedong's entrepreneurial model lies in the differences around the hot "big IP concept" in recent years. The so-called big IP is to continuously expand its influence around a highly popular product. For example, when the novel Tomb Raider Notes has accumulated great popularity on the Internet, online dramas, movies, online games, peripheral products and even some specific tourist attractions will form the scene of Tomb Raider Notes, thus maximizing the realization.

Cai Yuedong's idea is also to constantly explore entrepreneurship with his own ip. In 20 15, Capricorn Never Know was officially listed. This is the first comic book published by Cai Yuedong, and it is also the first comic book in the series "Uncle Tucao Constellation". Almost all "fellow uncles" fans will buy it.

Book publishing is just a test of Cai Yuedong's "IP value exploration". The next series of actions showed his real business innovation model:

On 20 16, "fellow uncle" Cai Yuedong launched the video program "Hello Stars". Also with the help of the topic of "Constellation", I began to chat with Kan Kan, a star guest. Commercial patch advertisements and fan rewards make it easier and more flexible to realize cash.

On July 20 16, "fellow uncle" Cai Yuedong officially launched the first large-scale offline theme activity-Bao Chao Constellation Carnival, which toured the whole country 10 city. This carnival has five exhibition areas: Constellation Source Ecology, Constellation Happy Street, Constellation Villain Valley, Constellation Curious House and Fan Welfare Society. At the same time, 12 constellation doll musical will be staged. Cai Yuedong also personally participated in the activities of each stop and got in close contact with fans.

The development of offline large-scale theme activities marks that Cai Yuedong's "IP value" has reached the extreme: no matter the game park or the theme pavilion, everything will be centered on "fellow uncles". Once you enter this carnival, everyone can feel the omnipresence of "fellow uncles". This IP exploration almost created the peak of China's "IP value".

In addition, peripheral products such as the same life and clothes make the image of Cai Yuedong, the "same uncle", more full and the channels for realizing it more abundant. It can be said that as long as you become a fan of "fellow uncle", no matter what hobbies fans have, you can find ways to spend: amusement parks, books, costumes, creative products ... only unexpected, there is nothing that "fellow uncle" can't provide!

Where is Cai Yuedong's real entrepreneurial advantage? It lies in the development of its own IP value, thus forming a "short, flat and fast" cooperative entrepreneurial model. In fact, most of the capital of a series of large IP development of "fellow uncles" is not raised by themselves, but can be completed by the power of the capital market. At the same time, the development of IP value has the characteristics of fragmentation, and every project can be launched quickly, so this entrepreneurial model has reached the idea of "combining and dividing" between the red man and the partner.

The books published by My Fellow Uncle are mainly published by publishing houses. Fellow uncles only need to come up with their own works for many years, provide relevant suggestions, and cooperate with book marketing after listing. More works will be weighed by publishers.

The video show of "fellow uncles" has gradually developed into a platform for stars to actively participate. More and more stars see that the brand value of "fellow uncle" is very high. With more than100000 fans, it is far more effective to participate in the "fellow uncle" program than to participate in the traditional program.

Investors are more interested in the brand effect brought by the large-scale theme carnival of "fellow uncles". Therefore, "fellow uncles" only need to pay the right of image, the right of signature and so on. And be an image ambassador and consultant, so that this project can be launched quickly. It used to be complicated to engage in such large-scale activities, but with the business card of "fellow uncle", all operations can be accurate and efficient.

As for clothing, creative products, etc. The "fellow uncle" only needs to provide his own ideas, and the relevant brands will invest money and team support, and then use the influence of the fellow uncle to make accurate sales.

Therefore, the entrepreneurial idea of "fellow uncles" lies in "personal branding". Focusing on their own IP, relevant investors naturally understand the huge realization value, so the project can be launched quickly and serialized. And "fellow uncles" can constantly tap their own IP value and constantly create more content.

We can see that the entrepreneurial orientation of "fellow uncles" lies in "fan economy". What fans like, "fellow uncle" creates what. This business thinking has become a typical feature of the era of community culture: giving up the idea of what to promote in the past, but launching products to meet the needs of community fans on the principle.

Books, video programs, carnival-themed activities, costumes ... These contents satisfy fans' spiritual pursuit (such as books and videos), offline close contact pursuit (such as carnival), cultural self-expression pursuit (such as clothing) and many other aspects. It is conceivable that no matter how many projects "fellow uncles" launch in the future, "the needs of fans" will always be the first position.

Investors in these projects also understand this truth. Therefore, when establishing and planning related projects, they will also firmly grasp this principle, analyze the needs of community fans of "fellow uncles" and find the most accurate product ideas.

Although "fellow uncle" has become a brand, its most valuable thing is "Cai Yuedong". With him, there will be spiritual influence, which is incomparable to pure products. Therefore, we can see that more and more traditional brands have begun to "shape their personal image": Gree's Dong Mingzhu is getting more and more high-pitched, just to bring strong personal style to the brand. This kind of communication can easily infect everyone, form fans, and then directly form a cash channel.

Therefore, Cai Yuedong, a fellow uncle, can wander around the capital world alone, establish a "short, flat and fast" cooperation model with different manufacturers and brands, and rapidly enhance his brand value while constantly introducing various products. This model will appear more widely in all walks of life in the future.

This article is taken from "Guide to Entrepreneurship in the Internet Age: Light Entrepreneurship" (20 17).

For more exciting content, please poke here for attention.

Yunxian Tian

Founder of education and training industry, international business war training authority, international training expert, chairman of the board of directors of Yunxian Tian International Education and Training Group, founder of Cloud Fund, founder of business war training system, and successfully developed a number of training systems such as the King's Corps, elite training camp, enterprise business war system and enterprise operation complete system. He is the author of the best-selling book I want to wait for Xi 'an.