Former A16Z Ji Lin (now seed VC, ATELIER founder, management partner) proposed in 2019 "The Passion Economy and the Future of Work" is the conventional Gig Economy.It has a great response worldwide as a unique and unique and creative economic activity.
"While the former online labor market has uniformed the personality of workers, a new platform is trying to make a unique skill monetization. There is no gigging, but creativity is not gone.There are other ways to use it. Users can gain large -scale viewers by playing video games and creating video content, and will be able to turn passion into business.It was (from passion economy).
Until now, influencers and other activities, such as Youtuber, have been gradually becoming social recognition, with YouTuber progressing in the occupational rankings that domestic elementary school students want to be.On July 8, seven startups, which empower personal economic activities such as BASE, Note, and UUUM, have launched the Creator Economy Association.
The association defines the "Creator Economy" formed by personal information dissemination and action as one industry, and to spread (1) Protection of creators (2) Creators (3) Creators (2) Creators.He also has a policy proposal to promote his success.It seems that the market size in 2021 is estimated to be 104.2 billion yen, and about 50 million individual creators and influencers are active in the global market, and 2 million people are working on full time.is.
What an individual can think of as a way to do economic activities in creative activities is the influencer activity based on YouTuber, but the live commerce world is becoming a big market.Like a campaign that Walmart is developing with Tiktok, there is a marketing approach that utilizes conventional influencers, but the interesting thing is that the individual sells things directly to consumers.。
The other day, Popshop Live, which announced funding at $ 100 million, is exactly one of them.We are developing a platform that can be live -commerred with one smartphone, and a unique seller adds entertainment to present the desired product.The feature of live commerce is to sell while interacting with chat, but according to the company's release, 80 % of consumers will repeat within 30 days.It seems that NTWRK, Bambuser, and MOSH, which are developing service commerce in Japan, as similar services.
According to the STATISTA market report, the Chinese live commerce market was 133 billion yuan in 2018 (about 2 in Japanese yen)..26 trillion yen) was 433 billion yuan in 2019 (about 7 in Japanese yen).36.Tillage yen), 961 billion yuan in 2020 (about 16 in Japanese yen).You can see that it is a doubled game in the year, 3 trillion yen).Live Commerce itself is not equal to passion economy, but as it is a format that has a greater personality and personal activity, it seems that there is no doubt that the economic activity that individuals can play an active part is in the growing market Momentum.is.
Of course, there are many other services that are expected in passion economy besides live commerce.Lin's arrangement pointed out that the Passion Economy platform has the following features:
Like the e -mail magazine distribution service Substack, Clubhouse, and the Popshop Live mentioned above, there are many platforms that individuals handle information and commerce with one smartphone.In addition, the concept of NFT with blockchain technology is further expanding the potential in that individuals can buy and sell one and only digital rights, such as OpenSea and Financie in Japan.In addition, the spread of no -code tools such as WebFlow, Glide, and YAPPLI has gained high development ability for individuals.
Individuals have been able to use these tools and platforms to make economic activities easier through gameplay, digital content, and the sales of products produced in real life.
I think that the economic activities that individuals are active will bring diverse to society because everyone can participate and give options that are different from the units of companies so far.On the other hand, there are naturally issues.According to a questionnaire that the creator Economy Association was launched for about 2400 people, the creator's anxiety is "support for creative activities," "knowledge of laws and money," and "troubles on troubles."It seems to be.
In particular, the problem related to money, unlike ordinary corporations, remains anxiety in terms of capital.This seems to have a similar case overseas, for example, Karat Financial, which has recently succeeded in procurement of $ 26 million, offers a corporate card specializing in his creators such as YouTuber.
"They have found that SMEs have not received services that are expected for general financial services. The top 10 Twitch streakers, who earn $ 500,000 every month, were given by major banks.The trust was only $ 20,000, "(KIM, the founder of KARAT FINANCIAL).
In this way, if the basic business flow of raising capital by financing or shares and selling products based on it, it is necessary to set up other growth strategies.One of them is the process economy proposed by Kensusu Furukawa, who develops the platform "Al" for the finding of manga.Usually, the creator gains sales and profits as a price, but he proposes a certain kind of "fan economic zone" in this way.
It seems that they have enjoyed the production process with their fans and bought gifts, and recently providing a service called request function, and trying to create a mechanism for fans and creators to connect more economically.The problem of trust and money should be a big pane in considering passion economy, so it can be said that there is a chance now that the market stands up.
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