Group 1 - The 2025 Shanghai International MCN Conference was held from June 5 to 6, focusing on the theme "Creating Boundless Opportunities to Enhance the Live Streaming Economy" [1] - The event showcased Jiangsu's unique health and wellness tourism products, including health vinegar and herbal teas, highlighting the region's cultural heritage and culinary offerings [1] - A collaborative project was launched among seven cities in the Yangtze River Delta to promote the integration of cultural tourism and commercial exhibitions, aiming to create a trillion-level cultural tourism consumption corridor [1] Group 2 - The Jiangsu Cultural and Tourism Bureau has been actively engaging with Shanghai, resulting in the signing of eight cultural tourism projects with a total investment of nearly 530 million yuan [2] - The launch of the "Yiyou Zhenjiang: Health and Wellness Journey" high-speed train service has gained significant media attention, showcasing an innovative model combining high-speed rail, wellness, and city branding [2] - Jiangsu plans to enhance its cultural tourism brand and market presence by developing more unique tourism routes and strengthening the marketing of its wellness products [2]

Group 1 - The 2025 Shanghai International MCN Conference successfully concluded, attracting over 200 MCN institutions, more than 160 brands, and over 5,000 industry attendees [1] - The conference featured a variety of events including an opening ceremony, multiple thematic forums, and a selection fair showcasing over 10,000 SKUs [1][2] - The industry is transitioning from a "traffic dividend" phase to a "value cultivation" phase, emphasizing the need for professional content, refined operations, and a global perspective [1][2] Group 2 - The conference highlighted the empowering role of live streaming in consumption, trade, industry, and culture, with a focus on collaborative innovation and optimizing the industry ecosystem [2] - The MCN sector is shifting from a traffic-driven model to a value-driven approach, necessitating technological empowerment and global layout [2][3] - The "Out to Sea" initiative was launched to support Chinese brands in expanding internationally, particularly in emerging markets along the Belt and Road [3][4] Group 3 - The "Good Products Street" showcased nearly 10,000 square meters of products, facilitating direct connections between brands and MCN institutions [6][8] - Various brands, including traditional cultural products and innovative designs, participated in the selection fair, aiming to expand their online sales channels [7][8] - The conference served as a platform for B2B meetings and discussions, enhancing business connections and optimizing the industry ecosystem [8][9] Group 4 - The conference's discussions emphasized the importance of balancing content creation with technological empowerment and humanistic values for sustainable development [9] - The Shanghai International MCN Conference is set to continue its role as a guiding force in the industry, promoting content innovation and social responsibility [9][10] - Preparations for the 2026 Shanghai International MCN Conference have begun, aiming to further enhance event formats and expand collaboration areas [10]

Group 1 - In 2024, Shanghai's live e-commerce retail sales reached 493.7 billion RMB, accounting for 10.5% of the national total, making it the leading city in China for live commerce [1] - The 2025 Shanghai International MCN Conference will be held from June 5 to 6, focusing on the theme "Creating Boundless Opportunities to Elevate Live Economy on a Global Scale" [3][4] - The conference will gather top MCN institutions, leading e-commerce platforms, over 150 brand companies, and more than 100 industry leaders to discuss key topics such as content creation, product selection, and cross-border expansion [3][4] Group 2 - The opening ceremony will feature executives from Alibaba, JD.com, and the UK BOP Group sharing insights on differentiated competition across platforms [4] - A roundtable discussion will include founders from leading MCN institutions and representatives from the retail sector, focusing on balancing content and commercial value [4] - Fudan University will release highlights from the "China MCN Development Report (2025)", analyzing how MCNs can empower brands and enhance their sales and communication capabilities [4] Group 3 - The conference will unveil six institutional awards and two brand awards, recognizing leaders in content ecology, technology application, and globalization [6] - Three sub-forums will be held, focusing on content creation, short dramas, and cross-border e-commerce opportunities [6] - The event aims to redefine global trade rules and reshape brand value through digital language [6] Group 4 - Shanghai accounts for 19% of the top 1000 MCN institutions in China, ranking first nationally [7] - The city's advantages stem from a robust manufacturing base, government innovation initiatives, and collaboration between universities and businesses in cultivating talent for live e-commerce [7] - The conference aims to establish three value systems: reducing trial and error costs for businesses, promoting resource concentration towards quality institutions, and reinforcing Shanghai's position as a live economy hub [7] Group 5 - The conference introduces the "Scene as a Service" concept, aiming to reconstruct traditional exhibition formats for more efficient industry connections [8] - A "Good Products Street" will showcase over 150 brands and thousands of products across various categories, enhancing the event's interactive experience [8][9] - Activities will include brand launches, selection meetings, and experiential events to facilitate deep connections between brands and MCNs [9][11] Group 6 - The conference will explore global opportunities, particularly focusing on how to navigate international markets through localization strategies [12] - A special forum will address the Middle East's economic transformation and consumer trends, providing insights for Chinese brands looking to expand [12] - The collaboration with First Financial aims to define industry value coordinates and inject sustainable growth into the market [13] Group 7 - The registration for the conference has opened, with thousands of MCN institutions, brand merchants, and cross-border platforms confirming attendance [14] - The event is expected to mark a critical turning point in the live economy, shifting from scale expansion to value cultivation [14]

Group 1 - The core issue revolves around the separation between the influencer Sui Po and the MCN agency, with Sui Po's popular food account "Te Chef Sui Bian" halting updates and later rebranding to "Te Chef Sui Po" after the partnership ended [1][3] - The MCN agency claims to have invested millions to develop Sui Po from a regular individual to a social media influencer, asserting that Sui Po violated their agreement by continuing similar business activities post-contract [3][5] - The current situation highlights the ongoing challenges faced by MCNs, as many are struggling to retain top influencers and are experiencing declining growth in registrations and profitability [5][7] Group 2 - The report from KLAURI indicates that the number of registered MCNs in China has been declining, with only 26,200+ registered in 2024 and a net increase of less than 1,000 [5] - Despite half of the MCNs achieving revenue growth in 2024, less than 30% saw an increase in net profit, and only about 10% experienced both revenue and profit growth [5][9] - The influencer market is evolving, with more options available for influencers, leading to a decrease in the perceived value of MCNs as they struggle to provide unique advantages [7][9]

Core Viewpoint - The article highlights the rampant issues within Multi-Channel Network (MCN) organizations, particularly their use of internet water armies to manipulate online content and public opinion for profit, leading to a degradation of the online information ecosystem [1][2][3]. Group 1: MCN Organizations and Content Manipulation - MCN organizations are increasingly engaging in practices such as creating low-quality, homogeneous content across various social media platforms to drive traffic and profit [2][6]. - A significant number of users on short video platforms are found to be posting similar content, often linked to MCN organizations' strategies to exploit traffic for commercial gain [4][7]. - The phenomenon of content homogenization is not isolated; it is part of a broader trend where MCNs utilize multiple accounts to generate and disseminate similar narratives, often for marketing purposes [13][14]. Group 2: Impact on Public Trust and Online Ecosystem - The proliferation of low-quality content and misinformation is eroding public trust in online platforms, as users encounter repetitive and misleading narratives [2][6]. - Experts are calling for increased transparency regarding MCN organizations and their affiliated accounts to mitigate the negative impact of these practices on the online discourse [3][15]. - The manipulation of social narratives, including sensationalized or fabricated stories, is contributing to a toxic online environment, which can lead to public panic and misinformation [10][11]. Group 3: Regulatory Responses and Recommendations - Regulatory bodies are urged to enhance the transparency of MCN organizations and their associated accounts, implementing stricter guidelines for content creation and dissemination [15][16]. - Recent actions have been taken against numerous MCN organizations for their involvement in orchestrating the spread of low-quality content, with significant penalties imposed [16]. - There is a growing consensus among experts that regulatory frameworks need to be strengthened to hold MCN organizations accountable for their role in content manipulation and misinformation [15][16].

Core Viewpoint - The article discusses the conflict between a food influencer, Sui Bian, and the MCN (Multi-Channel Network) that previously managed his account, highlighting issues of revenue sharing, account ownership, and creator rights in the digital content industry [4][15][17]. Group 1: Conflict Overview - Sui Bian, a food influencer, gained popularity through his original account "Te Chu Sui Bian" but left the MCN after their contract expired, leading to a legal dispute over account ownership and competition agreements [9][11]. - The MCN claims to have invested hundreds of thousands in developing Sui Bian's brand and asserts that the account ownership should remain with them, citing a non-compete clause [15][22]. - Legal experts suggest that the enforceability of non-compete clauses in this context may be questionable, as they often require compensation and a formal employment relationship [15][17]. Group 2: Revenue Sharing and Labor Conditions - Reports indicate that Sui Bian received only 500 RMB per commercial deal, while the MCN charged clients between 48,000 to 85,000 RMB for promotional videos, raising concerns about fair compensation [16][33]. - The contract required Sui Bian to produce 16 to 30 videos per month, which some critics label as "exploitative" working conditions [16][35]. - The MCN claims Sui Bian failed to meet performance targets, while he argues that the compensation structure was inadequate for the workload [16][22]. Group 3: Public Perception and Content Authenticity - The public largely supports Sui Bian, viewing the MCN's tactics as capital exploitation, and many believe that the editing and scripting of content are standard practices in the industry [17][18]. - The MCN attempted to release unedited footage to demonstrate Sui Bian's reliance on their support, but this backfired, leading to accusations of "self-exposure" and further damaging their reputation [17][31]. - Sui Bian's new account focuses on traditional culinary culture and has quickly gained followers, indicating a successful rebranding despite the conflict [17][18]. Group 4: Industry Implications - The situation highlights the need for MCNs to evolve from a controlling model to a service-oriented approach that respects creators' brand value and rights [17][58]. - Legal recommendations suggest that creators should clarify account ownership, name usage, and content control in contracts to avoid future disputes [17][18]. - The case may influence future regulations regarding creator rights, particularly with the proposed "Account Personality Rights" concept in upcoming legislation [18].

Group 1 - The co-founder of Zero One Everything, Gu Xuemai, has recently left the company to prepare for a new venture, having previously been responsible for model pre-training and consumer products [1] - Zero One Everything confirmed that Gu had left several months ago, and she is noted for being the first local female engineer at Google China, focusing on large-scale distributed computing platforms and technology development in search recommendation and knowledge graphs [1] - The departure of key personnel in leading companies may impact technological direction, and if Zero One Everything successfully transforms, it could refocus its business and explore opportunities in emerging fields [1] Group 2 - Recent changes in legal representatives for multiple companies under Sanziyang indicate a shift in management, with Li Ying taking over roles previously held by He Rui and Zhang Lei [2] - The live streaming industry is experiencing intense competition and a slowdown in growth, prompting leading MCNs to optimize internal management and adjust strategies [2] - The new leadership may bring fresh ideas and a stronger focus on core business, but they will also face challenges in maintaining strategic consistency and tactical execution [2] Group 3 - Pet comprehensive O2O service platform Pet Beibei announced strategic investment for its sub-brand Cat King Valley, which aims to provide full lifecycle services for pets [3] - Cat King Valley has opened its first offline store in Foshan and plans to open a second store in Shenzhen, with expectations to exceed 10 direct-operated stores by the end of the year [3] - The rapid expansion of Cat King Valley may lead to increased management costs and challenges in service quality control, while also needing to address regulatory and consumer concerns regarding pet live transactions [3]

Core Insights - Shanghai Yangpu District has introduced a talent attraction initiative offering up to 2 million yuan in housing subsidies for top content creators, aiming to enhance the local digital economy [4] - The competition among cities for attracting internet talent is intensifying, with cities like Hangzhou emerging as popular alternatives to Beijing [5][10] - The mobility of content creators is influenced by factors such as living conditions, cost of living, and local government support [11][15] Talent Attraction Policies - The "优享计划" (Premium Plan) categorizes talent into strategic, leading, and potential creators, with specific benefits for each category [4] - The eligibility for the highest subsidy is limited to creators with significant follower counts, specifically those in the top 1% on their platforms [4] City Comparisons - Hangzhou is becoming a favored destination for content creators due to its favorable business environment and lower living costs compared to Beijing [12][17] - The presence of major internet companies and a vibrant e-commerce atmosphere in Hangzhou supports the growth of content creators and MCN (Multi-Channel Network) agencies [17][18] Industry Trends - The number of MCN agencies in Beijing has decreased significantly, indicating a shift in the industry landscape [15] - The competition for talent is not only about tax contributions but also about enhancing the overall attractiveness of cities [20] Regional Developments - Cities like Chengdu and Changsha are also emerging as competitive locations for content creators, leveraging their unique cultural and economic advantages [28][27] - The trend of creators relocating to cities with better living conditions and government support is reshaping the MCN landscape across China [30]

《2025中国内容机构（MCN）行业发展研究白皮书》由克劳锐发布，深入剖析了2024年MCN行业的发展状况、业务分化、平台策略及未来趋势。2024年 MCN机构进入周期性迭代阶段，增长压力大，营收和利润双增长的机构仅占1成，半数机构收入增长但利润增长不足3成。行业呈现业务盘面分化、多平台 经营博弈等现象，不少机构从成本低的区域崛起，且搭建自有品牌、发展出海业务成为共性拓展路径 。在业务分化上，MCN机构基于不同发展策略分为精 专深耕型、锐进探索型、拓新攻坚型和稳守持恒型。精专深耕型聚焦优势赛道深挖商业价值；锐进探索型精准爆破、快速迭代；拓新攻坚型系统性尝试新商 业生态；稳守持恒型则依托现有模式稳定收益。各平台MCN机构及创作者策略有所不同，社交平台微博和微信发力生态建设，内容社区小红书和哔哩哔哩 展现出多样化变现和合作潜力，短视频平台抖音和快手探索新增量，电商平台淘宝和天猫通过补贴等方式推动内容营销 。未来，MCN行业将呈现两极化双 轨格局，即涨营收与涨利润、营收利润平或降的分化。优质内容成为新增长极，客户投放要求聚焦，孵化型和签约型机构的合作模式也在转变。出海业务方 面，需制定区域化策略，应对合规挑战。机构 ...

关联MCN公司谈司马南偷税：他把钱全部拿走了，无法代缴 界面新闻记者 | 赵孟 蔡星卓 界面新闻编辑 | 刘海川 2025年3月21日，国家税务总局北京市税务局稽查局公布司马南偷税案件处理情况。 经查，司马南在2019年至2023年期间，通过隐匿收入、虚假申报等手段，少缴个人所得税、增值税等税费共计462.43万元。此外，其实控企业北京某影视策 划中心通过虚列成本费用，违规享受小微企业优惠政策等方式，少缴企业所得税75.32万元。税务部门根据相关法律法规，对司马南及其实控企业追缴税费 款，加收滞纳金、罚款共计926.94万元。 "他要拿走的这个数目实在太大了"，王小东说，这位老板告诉他，"如果要让MCN垫这个代扣的（税）的话，那根本就交不起，司马南已经将钱全部拿走 了。" 王小东称，他询问这位老板与司马南是否有书面协议，到底是由MCN公司代扣（缴纳），还是将钱全部给司马南，由司马南自己缴纳，对方表示没有书面 协议。这位老板强调，是司马南非要拿走不可，他们根本就没有留下可以代扣（缴税）的钱，因而自己在这件事中并没有责任。 王小东还说，这位老板还告诉他，从2024年11月开始，税务稽查部门就开始查他们公司的账目， ...