Apr 07, 2022
In General Discussions
Zhang's first live broadcast, only 3 minutes into the broadcast, 100,000 people poured into the live broadcast room. According to public data, 266,000 people watched at the same time at the peak. After the live broadcast, Classmate Zhang gained 55,700 followers. Today, the Douyin blogger "Classmate Zhang" has 18.88 million followers. The world is full of hustle and bustle, all for the benefit of the future. After Zhang's fire, a steady stream of people came to the door. In addition to the media, more businessmen wanted to cooperate with him. At present, he has "received some advertisements for life", and has cooperated with three brands of MYbank, OPPO and UnionPay, and a single advertisement is quoted at 300,000 yuan. But he rejected the 20 million signing fee offered by the MCN agency. In this live broadcast, classmate Zhang responded to the issues of signing contracts and bringing goods. He said, "I came from the countryside and I don't have much money, but I know how to get the money." After dropping out of middle school, Zhang Kai (Zhang's real name) drove a truck for 3 years; in 2012 he went to Liaoning to open a repair shop. When the repair shop closed down in 2014, Zhang Kai owed 300,000 foreign debts; He returned to his hometown to start a chicken raising business, but failed again because he did not understand the breeding technology. After that, Zhang Kai went out again and went to a small factory to work as a clerk, receiving a monthly salary of 6,000 yuan. Repeated "entrepreneurship" and repeated failures, the success of the Douyin account is also accidental to a certain extent, and Zhang, who has such experience, was unexpectedly strong in the face of the sky-high price of 20 million, or he could It is certain that "Classmate Zhang" has greater potential. However, Zhang, who chooses to fight alone, will inevitably face more problems, such as whether Phone Number List he can avoid the old road of "short-lived" by many Internet celebrity predecessors? Can you complete the commercialization path by yourself? 1. How much is 20 million? Under the question on Zhihu about "How do you view Zhang's refusal to sign a contract of 20 million", many people gave the answer "less". In the end, it is true and false, so let's make a rough calculation. The premise of the calculation is to determine the valuation algorithm, that is, what method to choose to calculate Zhang's capital value. Feng Junce, a marketing-related researcher, speculated that the institution that gave the 20 million price quotation was most likely based on the traditional valuation period when valuing Zhang's personal IP. At present, the methods for asset pricing of Internet companies are mainly: a batch of modified models derived from the market method, cost method, income method and real option method (partly applicable to personal IP). The discounted income method is currently the simplest and most direct method. Using this method to calculate the value requires clearing a few numbers. According to Feng Junce, at present, neither the investment community nor the academic community has fully figured out how personal IP needs to be valued.