1) Let's talk about a key part of the Chinese creator economy. The creator management and incubator agencies known as Multi-Channel Networks (MCN). We''ll summerise key lessons for the western creator economy.

And know how Li Ziqi got her 12m YouTube subscribers

2) MCNs are modern-day talent agencies (but more) who target influencers and creators as their clients. It originated in the US but has proliferated in China, with industry estimates of 5k-7k Chinese MCN operating as of 2020.
3) Typically, as creators gain enough following, they find it difficult to be an-all-in-one content creator, editor, customer support rep, accountant, lawyer, and marketing guru that the job demands.

Enter the MCNs who offers the creator the following:
4) Audience and traffic growth, PR management, monetisation through ads & e-commerce and support with retail fulfillment.

Their services are more holistic than western MCNs, who's offerings are more domain-specific.
5) Agreements between Chinese MCNs and creators can get into guarantees of the number of followers provided, copyrights, subtitling and distribution help, as well as providing analytical feedback on their content.
6) Monetisation methods are also more varied. Whereas the majority of western creators monetise through ads. The majority of Chinese creators monetise through retailing. Opening up a Taobao store or holding livestreaming e-commerce session to do this is the norm.
7) The MCNs will charge a cut of GMV sales from these sales, typically a 30%-70% split with the creators. In most cases the creator is only responsible for the goods' promotion and MCNs would be in charge of production, fulfilment and post-sale support.
8) At this point, you might recognise that MCN are a combination of talent agencies and 3PL and you'd be right. The lines between entertainment and commerce are blurred in China.

More from Lillian Li

More from Economy

One of the hardest problems post-pandemic will be how to revive so-called "left behind" places.

Post-industrial towns, run-down suburbs, coastal communities - these places were already struggling before the crisis and have fared worst in the last year.

What should we do?

Today, @ukonward sets out the beginning of a plan to repair our social fabric. It follows our extensive research over the last year, expertly chaired by @jamesosh, and funded by @jrf_uk, @Shelter and @peoplesbiz.

https://t.co/d3T5uPwG9N


Before I get into recommendations, some findings from previous Onward research.

In 2018, we found 71% of people believe "community has declined in my lifetime"

In 2019, we found 65% would rather live in “a society that focuses on giving people more security” vs 35% for freedom


This was the basis for our identification of 'Workington Man' as the archetypal swing voter in 2019, and led us to predict (correctly) that large numbers of Red Wall seats could fall. A key driver was a desire for security, belonging and pride in place.


There is also a key regional dimension to this. We also tested people's affinity with the UK's direction of travel, across both cultural and economic dimensions - revealing the extraordinary spread below: London vs. the Rest.
https://t.co/HrorW4xaLp
It's always been detached, and it's always made the real economy worse.

[THREAD] 1/10


What is profit? It's excess labor.

You and your coworkers make a chair. Your boss sells that chair for more than he pays for the production of that chair and pockets the extra money.

So he pays you less than what he should and calls the unpaid labor he took "profit." 2/10

Well, the stock market adds a layer to that.

So now, when you work, it isn't just your boss that is siphoning off your excess labor but it is also all the shareholders.

There's a whole class of people who now rely on you to produce those chairs without fair compensation. 3/10

And in order to support these people, you and your coworkers need to up your productivity. More hours etc.

But Wall Street demands endless growth in order to keep the game going, so that's not enough.

So as your productivity increases, your relative wages suffer. 4/10

Not because the goods don't have value or because your labor is worth less. Often it's actually worth more because you've had to become incredibly productive in order to keep your job.

No, your wages suffer because there are so many people who need to profit from your work. 5/10

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