A Research Of The Profit Model Of Ruhnn Holding CO.,Ltd.

With the development of social economy,China's consumer market has entered a new round of consumption upgrades.The shift in consumption structure to enjoyment,development,and migration of mobile traffic has prompted e-commerce to seek new growth channels,the transition to the "community+content+e-commerce" model has spawned a big explosion of "net red" economy.Under the“net red”economy,social e-commerce companies have signed contracts and cultivated potential "net reds",combined with brands to produce personalized content,and realized the realization of traffic.Currently,e-commerce has become the main monetization channel.Each company that relies on the web star economy has its own characteristics,such as RUHNN Holdings,a content web star company that operates the web star economy earlier,it has attracted the attention of the financial media for its amazing monetization ability and top internet celebrity incubation ability.No other scholar has conducted systematic research on this new profit model,therefore,this thesis selects RUHNN Holdings as the representative company to analyze the profit model of the Internet celebrity economy.It is hoped that this case analysis can draw reference conclusions.This thesis uses the case analysis method to first analyze the specific composition of the five elements of the overall operating process and profit model of China's online celebrity economy,then,based on the five-element theory of the profit model,it analyzes the profit model of the case company RUHNN Holdings and concludes The profit point is the pivotal role of the MCN company,the profit target is the users and customers of the network platform,the source of profit is the e-commerce business income and the influence of the Internet celebrity service,the profit measure is the collection and integration of MCN resources,and the profit barrier is an early form of fan stickiness Conclusion.Then analyzed the profit model and financial data of RUHNN Holdings,based on the DuPont analysis system,summarized the shortcomings and deficiencies of RUHNN Holdings in the profit model,that is,the source of profit is too single,and the profit barrier is weak.Finally,it puts forward its own countermeasures and It is suggested to provide a certain reference for the subsequent optimization of the profit model of the Internet Red Economy Concept Company.