不仅带货而且“带股”,1月9日,在网红概念股继续大涨之时,又一家相关公司收到交易所问询函,要求详细说明与网红合作及业务占比情况。

Not only with goods but also \"with shares \", on january 9th, in the network red person concept stocks continue to rise, another related company received a letter of inquiry from the exchange, asking for details of cooperation with the network red person and the proportion of business.

  近期,伴随着“网红概念”的大热,不少上市公司纷纷在互动易上亮明身份,此举也被市场质疑为“炒作”。在深交所对金字火腿和御家汇的问询中,“是否蹭热点炒作股价”被重点关注。

Recently, with the \"concept of network red\" fever, many listed companies in the interaction on the bright identity, this move is also questioned by the market as \"hype.\" In the Shenzhen Stock Exchange on the gold-lettered ham and royal home exchange inquiries,\" whether to rub hot speculation stock price \"has been the focus of attention.

  在涨势迅猛之下,部分公司也开始提示风险,并指出目前MCN业务(多频道网络)贡献较小的状况。但在几大主播之中,“带货”有愈演愈烈之势,不仅“口红一哥”李佳琦直播带货香肠,薇娅惊喜社还最新展示了飞天茅台的直播预告。

In a surge, some companies are also beginning to point to risk, noting that the MCN business, the multi-channel network, currently contributes less. But in several major anchorman,\" with goods \"has a growing trend, not only\" lipstick one elder brother \"Li Jiaqi live with goods and sausages, Viya surprise club also the latest display of Feitian Maotai live broadcast forecast.

  1月9日,深交所下发问询函,要求御家汇详细说明公司的销售模式,包括但不限于各类销售模式运行方式、近一年又一期营业收入金额及占比情况、涉及的具体产品等;补充说明公司与网红主播的合作模式、合作内容,并提供相关证明材料,如与网红主播合作涉及产品销售的,详细说明相关销售金额占公司营业收入比重及对公司经营业绩的影响。以及结合上述情况核实并说明公司是否存在夸大与网红主播合作影响的情形。

On January 9th, the Shenzhen Stock Exchange sent an inquiry requesting Yujiahui to elaborate on the company's sales model, including, but not limited to, the mode of operation of various sales models, the amount and proportion of the company's operating income in the last period, the specific products involved, etc. As well as the above-mentioned to verify and explain whether the company has exaggerated the impact of network anchor cooperation with the situation.

  深交所还要求御家汇说明,公司推广模式的具体情况,详细说明公司通过短视频平台推广及内容营销具体运作情况,以及对公司经营业绩的影响。

Shenzhen Stock Exchange also asked Yujiahui to explain the specific situation of the company's promotion model, details of the company's short video platform promotion and content marketing specific operation, as well as the impact on the company's operating performance.

  另外,深交所还询问了御家汇构建直播培训体系的进展情况以及具体的计划安排,董监高人员近期买卖公司股票情况,以及公司在互动易平台上的相关回复是否存在主动迎合市场热点、炒作公司股价、配合股东减持等情形。

In addition, sse also inquired about the progress of yujiahui construction live training system and specific planning arrangements, dong jiangao personnel recent trading company stock situation, as well as the company in the interactive platform related to the response whether there are active pandering to market hot spots, speculation company stock prices, with shareholders to reduce holdings and so on.

  御家汇被问询和该公司近日在互动易平台回答网红问题不无关系。1月6日,御家汇在互动平台表示,公司加强了短视频等平台上的推广及内容营销,且与多位网红主播建立合作,包括薇娅、李佳琦等多位头部主播,未来公司也将不断构建完善公司直播培训体系,努力打造自身网红IP。当天御家汇股票从上午最多跌%到翻红,收盘涨%。

Yujiahui was inquired and the company recently in the interactive platform to answer the network red person's question. On january 6, yujiahui said on the interactive platform, the company has strengthened the promotion and content marketing on short video and other platforms, and established cooperation with a number of network anchors, including via, li jiaqi and other head anchors, the company will continue to build and improve the company's live training system, and strive to create its own network ip. Yujiahui shares from the morning of the most fell% to turn red, closing up%.

  2020年伊始,网红风从各大直播平台刮到了A股,星期六从去年12月13日至今年1月2日14个交易日10涨停彻底引爆A股,星期六从去年12月13日至今已涨250%。其他网红概念股同样火爆,引力传媒从去年12月19日至今年1月6日,12个交易日11涨停;日出东方从去年12月30日至今年1月8日,7个交易日5涨停……

At the beginning of 2020, net red wind from the major live broadcast platforms to blow A shares, Saturday from December 13 to January 2 this year 14 trading days 10 trading limit completely detonated A shares, Saturday has been up 250% since December 13. Other net red concept stocks are equally popular, gravity media from December 19 to January 6 this year,12 trading days 11 trading limit; sunrise east from December 30 to January 8 this year, seven trading days 5 trading limit.

  在网红风的带动下,还有不少公司在互动易表明身份。1月3日,金字火腿在互动平台表示,公司在网红直播这块早有涉猎,并长期与淘宝主播如薇娅等有合作,并与众多其他主播建立了常年合作关系,不断拓展合作覆盖范围。

Under the net red wind's impetus, there are many companies in the interaction easy to identify. On january 3, gold-lettered ham in the interactive platform said that the company in the network popular live broadcast this has long dabbled, and long-term cooperation with taobao anchors such as via, and with a number of other anchors to establish a perennial cooperation relationship, continue to expand the scope of cooperation.

  1月3日,万里马在互动易上回复,超琦电商一直在积极探索多种新兴营销模式,其中包括网红带货;天舟文化在互动易上回复称,公司全资子公司北京神奇时代网络有限公司参股上海颜盟文化传媒有限公司,持有其%的股权,目前暂无其他相关网红方面布局。

On january 3, ten thousand li ma in the interactive reply, superqi e-commerce has been actively exploring a variety of new marketing models, including network red people with goods; tianzhou culture in the interactive easy reply that the company's wholly owned subsidiary beijing magic times network co., ltd. to participate in shanghai yanmeng cultural media co., ltd., owns its%, currently no other related network red person layout.

  上市公司如此热切“蹭”网红热点也被市场质疑有炒作之嫌,在深交所的问询中可以看到,对是否涉嫌炒作重点关注。

Listed companies so eager to \"rub\" network red hot spot has been questioned by the market hype, in the Shenzhen Stock Exchange inquiries can be seen on whether the focus on speculation.

  李佳琦被称为“口红一哥”,一句OMG,俘获万千少女。然而其卖起香肠来也毫不逊色,在1月5日金字火腿的直播中,李佳琦直播间5分钟狂卖10万多包,总计销售额突破300万元,累计观看人次1677万。

Li Jiaqi is called \"lipstick one elder brother \", a OMG, capture thousands of girls. However, its sale of sausages is no less than, in the january 5 gold-lettered ham live broadcast, li jiaqi live room five minutes to sell more than 100,000 bags, a total sales of more than 3 million yuan, the cumulative number of views 16.77 million.

  在薇娅惊喜社最新的直播间预告中,记者发现2018年份的飞天茅台被摆上台面,标注原价2899,直播间价格悬念待揭,但为“1”字开头。

In Viya Surprise's latest live broadcast room preview, the reporter found that the 2018 year Feitian Maotai was put on the table, marking the original price of 2899, the price of the live room suspense to be revealed, but the word \"1\" began.

  在网红带货环节,作为平台方的抖音、快手,电商方的淘宝和京东等电商均未在A股上市,网红背后的MCN机构则成为二级市场炒作的重点。但是MCN业务除了蹭热点,其对业绩贡献到底有多大值得商榷。

In the network red people with goods link, as the platform side of the shaking sound, fast hand, e-commerce side of Taobao and JingDong and other e-commerce are not listed in A-share, the MCN behind the network red person has become the focus of secondary market hype. But beyond hot spots, the MCN's contribution to performance is debatable.

  引力传媒就表示,公司MCN业务目前处于发展初期,尚未形成成熟的商业模式。该业务受未来市场规模、市场营销力度、用户接受程度等因素的影响,存在不确定性。目前该业务未对公司业绩产生重大影响。

Gravity media said that the company's MCN business is in the early stages of development, has not yet formed a mature business model. The business is affected by the future market size, marketing strength, user acceptance and other factors, there is uncertainty. The business currently has no significant impact on the company's performance.

  拉芳家化也表示,目前线上销售未对公司业绩产生重大影响,公司仍以线下业务为主。2018年度公司线上销售渠道实现销售收入亿元,占营业收入的比重为%;2019年前三季度公司线上销售渠道实现销售收入万元,占营业收入的比重为%。

La Fangjiahua also said that the current online sales did not have a significant impact on the company's performance, the company is still mainly offline business. In 2018, the company's online sales channel realized sales revenue of 100 million yuan, the proportion of operating income is%; in the first three quarters of 2019, the company's online sales channel realized sales revenue of 10,000 yuan, the proportion of operating income is%.

  新时代证券研报称,5G时代MCN打开内容和营销领域天花板,加速了流量和内容变现,拓展了内容、版权和平台的商业边界,草根IP变现已然走通验证IP变现模型。从贴吧论坛时代到流媒体主播时代,MCN逐步发展和成熟是产业发展的必经之路,当下是持续验证模式和变现的好时候。记者王基名

The MCN of the 5G era opened the ceiling of content and marketing, accelerated the flow and content realization, expanded the business boundaries of content, copyright and platform, and the grassroots IP realization has gone through to verify the IP realization model, according to New Era Securities Research. From the pasta forum era to the streaming media anchor age, the gradual development and maturity of MCN is the only way for industrial development, and now is a good time for continuous verification mode and realization. Reporter Wang Ji


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