Saved by Lillian Sheng
Internet and the murmurs of post-modernity in China
The process has two significant competitive advantages. The first is that it significantly reduces the cost of incubating a new livestreamer relative to the MCN production model. The second is that it solves the conflicts of interests between livestreamers and MCN companies to a certain extent. The relationship between livestreamers and their ... See more
Lillian Li • Internet and the murmurs of post-modernity in China
The digital twin of the live streaming family
Lillian Li • Internet and the murmurs of post-modernity in China
Digital twins are an internet concept that refers to the use of technologies such as the Internet of Things, sensors and big data to shape a digital production line in the cloud. Through this digital world mirror, we can better observe and adjust the entire factory operation.
Lillian Li • Internet and the murmurs of post-modernity in China
The MCN companies that nurture stars have a meagre yield rate. It is widely acknowledged that without them, there would be no saleable commodity such as a celebrity or a livestreamer. So the tension between the company and the star arises.
Lillian Li • Internet and the murmurs of post-modernity in China
The livestreamers think the early ideas, planning and execution were their own. In this view, the MCNs only swooped in with some operational and business support at the last minute. Why should they take the lion’s share of the profits if a livestreamer becomes popular?
Lillian Li • Internet and the murmurs of post-modernity in China
Buying from livestreaming or from e-commerce - who is the dumb one?
Lillian Li • Internet and the murmurs of post-modernity in China
However, this isn’t always a successful transformation. It still feels like it contains dimensions of an ‘arranged marriage’ and sometimes that means the couple doesn't live happily ever after.
Lillian Li • Internet and the murmurs of post-modernity in China
For the MCNs, it’s essentially an early-stage VC investment. If it incubates 100 livestreamers simultaneously and only one becomes a breakout, then MCNs need to capitalise on that success. The MCN needs to recoup the cost of the other 99 livestreamers from the sole success to keep the business afloat. The reality is that no company wants to be in a... See more
Lillian Li • Internet and the murmurs of post-modernity in China
To solve this problem, the live-streaming world has explored another business model in recent years: the husband-and-wife team. When the livestreamer becomes famous, they get married to the MCN owner.