NOVPUB
Chapter 436: Chapter 201 He Threatened Us!
Su Huai’s tactic has a specific term in later generations, called "general pool distribution."
It might be a bit difficult to understand directly, but the subordinate operation "cross-industry traffic attraction," often referred to as "cross-promotion," should be familiar to frequent netizens.
For example, the collaboration between Tong Jincheng and Hua Xiaolong on sketches is a typical case of cross-industry traffic attraction.
Their fans have very little overlap, and by driving traffic to each other, heating up the video, and expanding their individual influence, they’re exploring a strategy for handling traffic.
Another example is the "Absolutely Not Substitutable" series co-starred by Zhang Yuqi and Zhang Baiqiao, which catapulted Zhang Yuqi’s average video views from tens of thousands to millions overnight, crossing not just boundaries but entire tracks, never to return on the abstract path.
At a certain moment, Su Huai really wanted to invite Yehe Nara Yingzi to do an abstract endorsement...
How about shooting "A woman in her fifties defends the country, eating sea cucumbers for osteoporosis"?
Hehehehe...
Cross-promotion is good, but it has a natural limitation—the fans of similar influencers compete with each other, which is just churning within an existing pool and lacks expansion power; those from different niches find it hard to retain users, like ripples in the pond stirred by the wind that relax once the wind dies, each going their own way.
Therefore, individual internet celebrities like Ni Haishan and Little Brother Yang typically only engage in self-traffic distribution.
To put it simply: I get famous first, and after I’m famous, I bring my assistants and apprentices into the spotlight, gradually getting them recognized, and then push them out to consume my original traffic.
Dongfang Zhenxuan also engaged in in-house traffic, but their approach was to consolidate the traffic in their live broadcast room and lock down the channel.
They first leveraged Dong Yuhui’s traffic, then had Dong Yuhui branch out with "Traveling with Hui," while the original live broadcast room continued with Dongfang Zhenxuan, switching personalities without changing accounts, and eventually, it also did quite well.
So, are there any companies doing general pool distribution?
Yes, Wuyou Media’s Wuyou Night is actually an embryonic form of the general pool distribution concept.
Every participating internet celebrity brings their hardcore fans to one show, creating a collective traffic general pool.
This general pool naturally garners high attention and thus attracts even more external viewers, building a massive peripheral pool around the core general pool.
Throughout those days when the event was held, almost all Douyin users who loved watching beauties repeatedly encountered Wuyou Night’s red carpet ladies and the formal performances.
Under these circumstances, everyone who performed, to some extent, benefitted from the boon of the general pool.
Looking further back, events like YY’s YY Carnival in 2016 and Douyu’s Douyu Carnival were, in fact, embryonic forms of general pool distribution.
The reason they are described as embryonic is that while they successfully built a general pool, both the construction and distribution methods were quite crude.
The talents of internet celebrities are limited, and no matter how hard they try, the fan-attracting effect of their performances is quite average.
If you want a large-scale celebration event to go viral, it requires out-of-the-ordinary thinking.
Yet that’s particularly challenging.
As such, similar events lessened in impact over time, investing money without yielding the best results.
In Su Huai’s view, the correct approach to general pool distribution should be a long-term, imperceptibly nourishing, sustainable general-to-specific cooperation.
"General" refers to the process of accumulating individual traffic.
This process must be natural, rather than Su Huai dictating: "Li Ziqi, come to the company for a while, cooperate with someone to shoot a video, and attend an important event tomorrow..."
That surely won’t work.
It has to be the internet celebrities genuinely appreciating the company, like Dong Yuhui voluntarily transferring traffic.
To achieve this, a good system and the right people need to be cultivated.
Regarding policy, Su Huai offered partnership terms. For instance, once Li Ziqi met the standards, she would receive company shares, diluting the original shares of Su Huai, Pei Shuyu, Cheese, and others.
It’s tantamount to enjoying personal benefits as well as sharing in others’ created benefits and in the company’s development dividends.
This would make them willing to transfer traffic rather than holding it tightly to themselves.
At the same time, the traffic and profit dividends distributed by the partners would benefit as well.
For example, the apprentices that Pei Shuyu now brings up on Gou Star platform share a portion of their income with her, with a total ratio of 15%-5%; the more popular the apprentice, the less they give.
This is because a host who can catch the traffic must possess talent and effort. The more they catch, the higher the demonstrated talent, and hence, the less they pay in mentorship fees.
This system fully acknowledges the sacrifices and contributions of Pei Shuyu, as well as the talent and efforts of the apprentices. Using the veteran to guide the newcomers and transfer the traffic is a refined and improved version of the current widespread mentorship program on the web.
Thus, the internet celebrities within the company don’t have to be wary of each other and can maximize the value of the traffic.
When the company grows in the future and top influencers from different tracks are in place, their cooperation with each other can have clear boundaries, clear benefits, and clear responsibilities.
In Su Huai’s plan, top broadcasters and bloggers from different tracks are friends as well as partners. They hold company shares based on contribution, with each performing their role based on their talents.
Dong Yuhui will sincerely praise Li Ziqi’s resilience and cultural aesthetics, Li Ziqi will appear in Li Jiaqi’s live broadcast to promote her snail rice noodles, also try Li Jiaqi’s independent brand skincare in her videos, and when she has free time, be dragged by Pei Shuyu to shop for clothes, obediently sitting by and watching Pei Shuyu and Big Horse Monkey fiercely playing "Landlord" and swearing up a storm...
