1, users pay for subscription.
Paid reading is still controversial. Whether good content should be spread without threshold has become the focus of controversy. In the Internet age, it remains to be seen whether users who are used to enjoying free resources can accept content payment. But there are still successful cases, and Douban reading is one of them.
2. Platform commission
Enterprises choose WeChat to spread brands from the media and earn commissions by publishing corporate promotion information from the media. The platform adopting this business model has been recognized by enterprises and WeChat from the media and is spreading.
3. Membership fee
The typical example of this model is Luo Zhenyu's "logical thinking". Recruiting members and "selling themselves", the paid membership system introduced by Luo Zhenyu is considered as "the most unreasonable in history": 5,000 ordinary members: 200 yuan; 500 hardcore members: 1200 yuan. Luo Zhenyu said, "Love is support. If you don't love, just wait and see. "
These 5500 membership places were sold out in half a day, and the income was 1.6 million. But such achievements are not without pay, provided that good content and good model are widely recognized by the audience.
Step 4 sell advertisements
The well-known WeChat with great influence clearly marked the price from the media operators, and sold the advertising space in WeChat: single picture, multi-picture headline, end, other positions, etc. The form of advertising is hard advertising, or soft advertising is implanted in articles, and the unit price ranges from several hundred yuan to tens of thousands of yuan, which is the most direct way to make profits from the media at present.
5. Electronic commerce
When the media is popular enough, it becomes feasible to engage in e-commerce with the help of WeChat payment and micro-store functions. Baba, who runs a "classic picture book" on WeChat official account, opened a micro shop selling picture books, with a maximum daily sales of more than 30,000 yuan and a monthly net profit of 30,000 to 40,000 yuan.
6. Separate orders from the media alliance
Self-media founders from various industries and fields form an alliance, select the responsible person, and the responsible person accepts the advertising needs of enterprises in a unified way, and then distributes advertisements to self-media individuals according to the characteristics of different self-media. WeMedia is one of the more successful examples.
On the restrictive factors of information expansion from the development of media business model;
Advertising marketing, content payment and pan-e-commerce mode basically constitute the current domestic self-media business ecology. These business models have their own characteristics, or operate independently or develop together, which makes the self-media commercialization model mature gradually. However, there are also many problems in the self-media business model, which restrict the sustainable development of this new business model.
(A) a single profit model, advertising is still the main profit channel.
Although the current self-media has derived a variety of commercialization models, its overall profit model is still relatively simple. Mature business operations only appear in a very small number of self-media bulls. For the vast majority of self-media people, advertising is still the main or even the only way to achieve profitability. The mechanism of platform sharing is more like a vision in the media platform, and it is difficult to achieve large-scale development.
(B) high-quality content is difficult to maintain for a long time, originality can not be protected.
For self-media, content is the core competitiveness. Long-term high-quality self-media content is fundamental to attract audiences and keep fans sticky. But this kind of high quality and high output can not be separated from the operation of high-level professional teams. This is very difficult for the general self-media.
Without team support, many self-media began to learn from each other and even plagiarize, producing homogeneous content products, and the originality of self-media content was not respected. In order to attract the attention of the media, some media spread extreme views and distorted values, which is not conducive to the long-term development of the media and is easy to cause the loss of fans.
(C) frequent vicious competition, seriously disrupting the commercial order
Since the media attracts audiences by content, it attracts advertisers by content clicking. Click volume symbolizes the appeal and attraction of the media and is an important reference index for advertisers to decide whether to put advertisements. In the self-media platform, there are often tens of thousands of forwards and hundreds of thousands of clicks. On September 28th, 20 16, it was circulated on the Internet that the brush tool of WeChat public platform crashed.
For a time, the clicks of their major media dropped sharply, leaving only a few thousand clicks from the original hundreds of thousands. The unfair competition in the media industry was officially exposed to the audience. The key to the emergence of the problem of media brushing lies in the digital key performance appraisal. Advertisers pay great attention to the index of click volume from the media, which makes "brush volume" a powerful driving force from the media.
However, the false prosperity caused by this improper operation is actually destroying the self-media business ecology and unable to realize the healthy and sustainable development of self-media business.
People's Network —— Six Profit Models of WeChat from the Media
People's network-on the business model and risk avoidance of self-media