The business model of sexy female online celebrities is similar, which can be summarized as "talking about knowledge+selling products".
I am a sex educator. Sex workers; . I'm not like the average sex worker. They give and receive sexy bodies, and I give and receive sexy knowledge.
20 17 April, the second China Adult Industry Summit Forum was held in Shanghai, and the humorous opening remarks relaxed the atmosphere. Wu Yao -xi continues to make fun of himself. In addition to sex workers, her other identity tag is an online celebrity, and she hangs on the live broadcast and Weibo's 18th line. She has no awl face and devil figure, but she looks as beautiful as an inflatable doll.
What Wu didn't mention is that she is also a post-90s master student in the direction of sex education in Sichuan Normal University, and also the co-founder of New Jinsai, a sexual health culture communication company.
There are many young, beautiful, talented women entrepreneurs who are keen to enter the gender industry in Celebrity on the Internet. What was popular for a while a few years ago has now faded out of public view, while Li, Wu Xiaopiao and Wei Daodao are getting better and better.
According to the data, there are 654.38+0.8 billion unmarried adults in China, among which the number of people with sexual disabilities and sexual excitement is huge. 2 1; The report released by JD.COM BD Research Institute also said that by 2020, the adult products market in China will reach 9 billion US dollars.
Therefore, sex workers represented by Wu have a broad market space. Different from traditional adult goods stores, they are keen on sexology research, spreading professional sexual knowledge and open ideas while selling products, thus gaining a greater sense of accomplishment than simple businessmen. They think they have promoted social progress.
Entrepreneur I Dark Horse interviewed four female entrepreneurs: Wu, Li, Wu Xiaopiao and Wei Daodao. You can see how they entered the sex industry, how they became online celebrities, how they were trusted by users, and how they bravely faced criticism and harassment.
one
Achieve the same goal through different ways/means.
In the summer of 20 12, Ma Jiajia, a post-90s student of Communication University, and his male girlfriend jointly opened an adult goods store at the school gate. She is a meteor created by Internet thinking.
Wu He graduated in the same year. When Paomo opened in Beijing, MoMo Wu decided to pursue further studies in Chengdu, more than 700 kilometers away from/kloc-0.
Wu studied tourism and hotel management, but didn't expect to be assigned to the tutor's research room. At first, I felt very wronged and wondered if I didn't perform well in the interview. After all, other teachers are studying the seemingly lofty direction of international policy and diplomatic relations.
A few months later, Wu Yao -xi went to Wuhan with her tutor to attend the backbone training camp of sexology research in normal universities nationwide, and her cognition of sexology was reversed.
She has come into contact with many top sex studies teachers. Everyone discusses sex from the perspectives of physiology, psychology, aesthetics and society. Her previous understanding was too narrow.
This feeling is like the window of your world being opened by a fan, full of passion and shock. Moreover, it is only after we really enter the field of sex that we know how lacking our sexual knowledge is. This activity laid the groundwork for Wu's future entrepreneurship.
The lack of popular science knowledge is the opportunity for Li, a British returnee graduate student, to enter the business.
On March 20 16, she saw a hot question about how to reach the climax in Zhihu. She found that the person who asked the question was a boy, the person who answered it was a boy, and most of the people she liked were boys. Everyone seems to be very complacent, but from the girl's point of view, the methods introduced in the answer are all wrong. Isn't this a lie?
Li especially likes to discuss gender topics with others since he was a child, but he never has the impulse to write popular science articles for the public. After seeing this problem, she couldn't help it.
Li's first popular science article in Zhihu mainly tells how to relieve the pain of girls' first night with her own experience. After this article was published, it quickly gained hundreds of comments and likes, and Li's fans also rose from hundreds to thousands. Everyone's recognition of her point of view and her role in everyone have brought Li a sense of accomplishment.
In this article, Li also talked about her unintentional masturbation when she was a child, which was discovered and severely criticized by her mother as a gynecologist. She realized that the pleasure of tickling was actually related to men and women, while the things between men and women were actually related to dirty perverts, and she felt ashamed. At one time, she felt that there was no other abnormal girl in the world who could do such a trivial thing like her.
Many girls posted that they had similar experiences, and some even called out that they finally found an organization. It was also at that time that Li felt that the matter of sex science popularization was very meaningful and needed someone to dare to stand up.
Similar to Li's background, Wu Xiaopiao is also a graduate student of returnees in Britain, and her mother is a general practitioner. In Wu Xiaopiao's words, I saw many color pictures of human anatomy when I was a child, and I have always been interested in exploring the human body. Her entrepreneurship can be regarded as a continuation of exploration.
Compared with Wu's trained background, Li and Wu Xiaopiao's childhood friends, Wei Daodao's motivation for choosing a gender-specific startup is quite direct: it may be very profitable.
In the second half of 20 14, 25-year-old Wei Daodao became a WeChat business selling sex toys. According to her, 20 14 years is the first year of the rise of WeChat business. That year, Wei Daodao clearly felt that more and more people in the WeChat circle of friends sold masks, diet pills, clothes and so on through the social relationships of acquaintances.
You are brushing your circle of friends and suddenly an advertisement comes in instead of looking for it on a website. Wei Daodao was surprised by the budding of WeChat business and thought it was a trend. She resigned from the consulting firm and wanted to try this business.
What are you selling? Wei Daodao hasn't done in-depth market research, but she firmly believes that only by selling what others don't sell or don't sell can she be competitive. She thought of sex toys. I should be the first WeChat merchant to sell sex toys, Wei Daodao said.
two
The birth of female bosses of network celebrities
Young and beautiful, knowledgeable and talented, and the industry is so special, it is difficult to become an online celebrity.
After the article in Zhihu became a hit, many netizens hoped that Li Neng would answer more questions.
It's too difficult to answer in Zhihu. It's better to join a group. Li used to run a mother-infant community for his mother's hospital, and later he was in charge of market and community operation in a mother-infant startup company, with some experience.
Li's idea was recognized by his colleagues, who was the co-founder of the mother-infant startup company at that time. I witnessed Li's growth in Zhihu, and I also saw that Li didn't have enough courage to take the step of starting a business.
Li admits that although he is a maverick, he is still influenced by others to some extent, so that sometimes he deliberately covers up his true side and lacks security.
This era needs a Li. Cheer for Li. She also used practical actions to support two post-90s girls of the same age to establish the Shimo Lab brand.
By August of 20 16, Li had 50,000 fans in Zhihu and more than 30,000 followers on WeChat account. The two registered the company and obtained the investment of a well-known angel investor.
The first sub-category sold by Weidao Road is condoms. On the basis of the original packaging of the original manufacturer, she added her own ideas, carried out secondary packaging, and made ordinary packaging into chocolate, toffee and other shapes. It is novel and can avoid carrying embarrassment.
In order to expand the circle of friends and promote product sales, Wei Daodao, who graduated from the Central Conservatory of Music and worked as a children's guzheng teacher for two years, began to broadcast live in the singing bar. After singing three times in a row, Wei Daodao's singing account has attracted more than 1 10,000 fans. After tasting the sweetness, she tried other marketing methods. At one time, Wei Daodao participated in an average of 2-3 entertainment programs or activities every week.
First Mover advantage, innovative ideas, plus Yan He's good marketing, Wei Daodao's interest in WeChat business has developed rapidly. More than three years later, Wei Daodao founded Fun WeChat Business Company, with more than 40,000 agents and annual sales of tens of millions.
20 14 when Wei Daodao decided to do a fun wechat business, Wu, a senior graduate student he met in Wuhan, graduated. Before graduation, he took part in the college students' entrepreneurship competition at that time, and a sex education project initiated by him won the first place in Hubei Province. Wu Mou Xi, who hasn't graduated yet, was invited to join a part-time job. Later, this project landed in Shanghai and was named New Jinsai.
Soon, with the help of the college students' associations they met in the backbone training camp, they held the first national summer camp for college students' sex science, with the main content of sex training. Wu graduated from 20 15 and became the new CEO full-time. The business of New Kinsey has also expanded to three parts: education, consulting and toy evaluation.
The ideal is full and the reality is skinny. Wuyue has come to think that there are still many things that are different from what she imagined. 20 17 at the end of June, she decided to leave and start her own brand.
Although Wu made every effort to build the brand of the company and the team in the new financial service competition, her personal IP has already taken shape.
MoMo Wu shot a lot of funny popular science videos for the New Jinsai and uploaded them to the second shot, which once set a record of more than 600,000 plays and thousands of likes. Internet content platforms such as New Financial Services, Second Shot, Sohu, Netease Cloud Classroom, etc. all seek cooperation from MoMo Wu.
20 16, 10 Wu also appeared in Jiangsu Satellite TV's If You Are the One. This well-known dating program has captured the hearts of many viewers who are troubled by MoMo Wu's emotional problems.
After leaving the New Golden Tournament, MoMo Wu became the signing anchor of YY. Through previous accumulation and popular science diversion on WeChat, Weibo and other platforms, MoMo Wu now has more than 600,000 YY fans.
Wu Xiaopu can be said to be the predecessor of Wu, Li and Wei Daodao. In 2007, he started a business in the sex industry.
In 2005, Wu Xiaopiao returned to China and joined Ogilvy & Mather Group. Two years later, I left my job to start a business, mainly acting as an agent for foreign high-end fashion sex toys to be sold in China. Due to the immature market and lack of initial entrepreneurial experience, the project stopped operating in less than half a year.
Despite this, Wu Xiaopiao still feels that there are many remarkable places in this entrepreneurial experience. In addition to starting a career as a sex toy evaluator, Wu Xiaopiao also marketed himself through his own good advertising and public relations.
There are many magazines and newspapers in Wu Xiaopiao's office, and almost all of them have reports about her, including many English publications. These reports didn't cost a penny, Wu Xiaopu said proudly. After the entrepreneurial project was ready, she sent emails to major media to introduce what she had done. Because it is fresh and interesting, the media have responded.
three
Talk about knowledge+sell products
The business model of sexy female online celebrities is similar, which can be summarized as "talking about knowledge+selling products".
Seamus Labs aims at the paid market of women's knowledge. Many women are not essential from the media. PepperAnn told entrepreneurs that I was a dark horse. Girls don't know enough about themselves. Teaching her to fall in love and save these superficial things will only make her fall into a more chaotic state. She believes that only when girls have a better understanding of their own bodies will their cognition of the world be different, and in this case, Li can easily become KOL.
They set up their own paid membership group, which only accepts women. At first, only 9.9 yuan was admitted to the group, and later this price soared to 2999 yuan/year. PepperAnn said that their membership service will be continuously upgraded, and high-quality users will be screened by raising the threshold for joining the group.
I found that all free groups will eventually become advertising groups, so I will charge anyway. Li revealed that so far, the number of their members is close to 500. According to this calculation, its annual membership fee income is nearly 6.5438+0.5 million yuan.
This is not the most in our income. The most is the course. PepperAnn added. In addition, they bring goods (sex toys) through micro-stores, and the sales volume is very considerable, with a monthly flow of more than 100,000.
In Wei Daodao's view, those products that are suitable for sale in the circle of friends often meet the needs of grassroots. With such a large population, China always needs grass-roots units. All business models are people-centered. As long as users like you, you can sell socks.
The typical characteristics of WeChat service are low threshold and high return. Wei Daodao told entrepreneur I Heima that among more than 40,000 brokers, she helped more than half achieve a monthly salary of tens of thousands, and 20% bought a house or a car.
I used to do width, but now I do depth. Wei Daodao realized that with the progress of science and technology, there will be more and more good products, and finally the competition of service ability. Therefore, this kind of tourism needs to meet the new trend of combining knowledge with content. Wei Daodao's plan is to train the operation team and agents into sexology coaches.
Starting from 2065438+2007, this lecture tour invited Peng Xiaohui and other famous sexology professors to conduct weekly online training for the operation team and agents. Offline, this tour also jointly organized reproductive health consulting skills training and certification with the Health Planning Commission and the Reproductive Health Industry Association.
Wu moved from Shanghai to Beijing, signed a contract for live broadcast, became a public company, opened a micro-store, and enjoyed some dividends brought by the knowledge sharing. Her monthly income is unstable, but at least 20 thousand+. Most of them come from live broadcast, delivery and courses.
My monthly income depends on how much live broadcast and promotion I do. Wu told me that I am a dark horse as an entrepreneur. In February last year, 65438+, she made a personal live broadcast for half a month, earning 1 10,000 yuan; In that month, the sales of micro-stores were more than 50,000 yuan, and she could get a commission of 25,000 yuan. Obviously, her business is still in the exploratory stage, and there is no forming model.
Wu said that at this stage, she is not in a hurry to do personal commercialization. Born in a sexology class, she is still preparing for the doctoral exam, hoping to continue to follow this academic route.
20 1 1 year 1 1 month, Wu Xiaopiao, who had experienced entrepreneurial failure, rallied. Instead of fighting alone, she took her college classmate and best friend Mai.
Wheat used to run a Taobao shop for practicing hands. After they started their business, they directly transformed it into a sex toy buyer's shop, Dorothy. Since then, Maizi has continued to operate the store, while Wu Xiaopiao is mainly responsible for content output and public relations promotion.
Wu Xiaopiao told the entrepreneur I Dark Horse that the company's annual income from e-commerce is around several million yuan. In addition to its own Taobao shop, the products purchased by the company in bulk from manufacturers will also be sold on platforms such as stocks and darling. Wu Xiaopiao is also an upstream supplier of Li and Wu Mou Xi.
In order to cultivate the market and not repeat the mistakes of that year, Wu Xiaopiao also started the business of toy training camp, teaching others how to play while selling goods. Toy training camp is held once a month according to the needs of different users. There are both public lectures and small girlfriends gatherings, and the time is uncertain, only for women.
As long as girls know their own physiological structure and how to please each other, they will become confident in each other. I'm a girl again, so it's more convincing. Wu Xiaopu said.
It is worth mentioning that Wu Xiaopiao also admitted that another advantage of his toy training camp comes from having a boyfriend and a girlfriend.
four
Grow up with fans
Sister Yao Xi, please take a look for me. Is mine short?
Miss Yao Xi, please help me to see if I have sexually transmitted diseases.
Moses, do you think my boyfriend's testicles are normal?
This is part of the private message Wu received on Weibo. In addition to words, some netizens will also be accompanied by photos of genitals taken by themselves or others.
In the eyes of many people, the netizens who sent such photos to Wu have already constituted sexual harassment for her. Wu believes that this is just pure sexual ignorance.
They are too anxious and nervous. They don't know whether there are problems in their private parts or how to solve them. They were too shy to go to the hospital, but they trusted me and sent me these questions. MoMo Wu usually doesn't answer their questions directly, but tells them the importance of protecting personal privacy first.
There is also real sexual harassment. Wu Yao -xi told us that one thing that had a great influence on her was that a middle-aged man sent her a private message every day saying that Wu Yao -xi, I like you, left messages in every Weibo, but Wu Yao -xi never replied. This state lasted for half a year. One day, the other party finally couldn't help but send a group of photos of Wu's penis from normal to erection, with the postscript of four words: Thank you.
If you really like someone, you can actually express it in many other ways. You can't do it because I am; Sex; Yes, that's it. MoMo Wu blacklisted the man and told him that girls don't mean to talk about sex casually, and asked him to respect women's gender equality and rights.
Wu added mosaics to the chat records and posted them on Weibo, which was forwarded and praised by many fans. By the way, I made a one-time educational communication, and Wu smiled shrewdly.
For young and beautiful girls engaged in the gender industry, such sexual harassment has long been commonplace. Wu also met netizens who claimed to be willing to spend a lot of money to support her.
Li also recalled that when she introduced a man to her career as a fun coach, the other party made an appointment for her, and she conveniently deleted the new WeChat friends.
A girl, engaged in this industry, will certainly hear a lot of messy remarks, but it is not worth our attention and entanglement. Just think that you can create value for society. Li seems very calm.
Despite the negative energy, it is still warm to see your students and fans grow up slowly.
Among the members of Seymour Lab, there is a well-known image makeup artist. It turned out that Li contacted her to buy the costume photo shooting service operated by the latter online shop. After the contact between the two sides, the image wearer changed from cognition to dressing, and suddenly the whole person changed.
The tailor and her ex-husband gave birth to three children. Emotionally and materially, she was basically paying alone, and her ex-husband cheated many times. By purchasing the courses and toys of Seymour Lab, she realized that women's desire satisfaction should not be pinned on men, but can be solved by self-pleasure. Even if she controls the climax, she has more control over her life.
The members of our group have changed too much, Li said. A 46-year-old woman once left her a message saying that after contacting Shimo Lab, she felt that she had lived in vain for decades.
A female fan also left a deep impression on Wu. When MoMo Wu first started to operate Weibo, the female fans were college students. MoMo Wu's question is whether to slap in the face. Later, she asked Wu how to make her virginity less painful; Later, she asked Wu how to prepare for pregnancy; Now that she is a mother, the question she asks becomes how to educate her children about sex.
When I pull out the timeline of the conversation, I can clearly feel that we are accompanying each other and growing together. The fans are making progress, and so am I. Wu Shuo, who used to know the methodology of contraception and avoiding abortion, is not good at the field of pregnancy preparation. As fans threw questions at her, she gradually mastered the relevant knowledge through learning.
five
family members
The gender industry is full of right and wrong. Dare to take the lead in this industry, girls need strong psychological quality, especially when they are still paying attention to online celebrities. Of course, they can't do without the support of their families behind them.
As early as when MoMo Wu was assigned as a sexology research tutor, her father encouraged her to have a good and promising major. My father once listened to a middle school teacher's lecture on sexual psychology in Chengdu Library, and felt that the study of sexuality was of great significance. This civil servant loves learning, is willing to touch new things and has a broad mind.
The plane was delayed when I got off the plane in Chengdu, Ng Wui, and it will be broadcast live soon. Her father will find her a good cafe and measure the internet speed in advance.
Once, when Wu was broadcasting live, netizens attacked her: You talk about sex and love every day. Do your parents watch you broadcast live? My father sits next to Wu.
My father is getting older and older, often driving, suffering from prostatitis, and often discusses treatment with Wu.
Wu grew up with his father and stepmother. Her parents divorced when she was very young, so her mother was full of guilt and care for her. No matter what I do, she feels right. MoMo Wu is often interviewed by the media. Whenever my mother sees it, she will leave a message at the bottom of the article: MoMo Wu, you are the best, MoMo Wu, I love you.
It took Wei Daodao half a year to joke about the WeChat business before she got up the courage to tell her family about her achievements: she set up a small studio and found several like-minded business partners, and her income has exceeded the sum of her work in the past three or four years.
In 20 15, Wei Daodao's father came to Beijing from his hometown in Hunan province to join his daughter's entrepreneurial team full-time and take charge of inventory management. Today, Wei Daodao's cousin is also an employee of this travel company.
When I was a child, I sharply criticized Li's mother for masturbating. Years later, I accidentally found my daughter discussing orgasm skills with netizens on the live broadcast platform, only to know that her daughter had made love without telling her.
Only this time, my mother stopped criticizing Li and called her calmly. Don't always wear black clothes on the live broadcast, it's not nice.
Later, when JaeHee Mo Lab decided to develop a gender course, my mother also invited many of her doctors, colleagues and friends to participate in the technical advisory group of Shimo Lab. Why did you start supporting my career? Li asked his mother. Mom replied: The stories of the girls you told on the live broadcast are also my own stories.
Wu Xiaopu's situation is rather tortuous. When she left Ogilvy & Mather to start a business, her mother didn't understand: Why did a returned graduate student give up his job in a famous enterprise and choose the road of hard work, and it was such a special industry?
Wu Xiaopu has done a lot of ideological work for her. Mom doesn't object to her starting a business now, but she hasn't participated in her toy training camp either.
You can tell her what I'm doing, but you don't have to tell her so much. Wu Xiaopiao believes that there still needs to be a boundary between himself and his mother.
This article was written by Li Xiuzhi and Ma Ce, edited by Liu Jianqiang and created by entrepreneurs.