网红第一股"赴美上市，张大奕第二大股东超阿里，签约温婉
近日如涵控股在纳斯达克上市，股票代码为"RUHN"。而如涵控股被称为 网红电商第一股。如涵控股的创始人是冯敏，而他的搭档就是张大奕。张大奕也算我国第一代网红了，曾经一场直播就带了2000万的货。
"网红生态"和"KOL"是如涵控股的模式。KOL是营销学上的一个概念，指某个人拥有更多、更准确的产品信息，且影响粉丝能买单的大V。如涵控股做的事，就是培养网红，然后网红帮卖家卖货。和经济公司的模式差不多，培养明星，让明星去赚钱，不过是赚钱的模式不一样。
2017年，如涵推出了平台模式，公司养成的KOL也会与第三方在线商店和商家合作，推广店内产品或者在KOL的社交媒体上宣传商家的产品，以达成品牌合作。这也形成了如涵控股如今的"网红孵化+网红店+导流变现"的模式。
招股书数据显示，截至2018年12月31日，如涵旗下的KOL人数已经增加到113人，其中包括三名顶级KOL和七名成熟的KOL。如涵还在为501个品牌和28家第三方在线商店提供营销服务
张大奕无疑是如涵的顶级KOL之一——2017年双十一当日，张大奕店铺销售额达到了1.7亿元；2018年双十一，张大奕的店铺在28分钟内销量破亿。
公司最大股东冯敏（持股29.27%）、通过China Himalaya Investment Limited持有15.00%股权，张大奕为第二股东，阿里还持股8.5%，另外，赛富基金、君联资本、启明创投、远镜创投、钟鼎创投等投资机构都是如涵背后的资本大树。阿里巴巴首席市场官、原阿里妈妈总裁董本洪也是如涵现任董事之一。
近几年来直播风生水起，淘宝也看到了赚钱的机会，所以淘宝直播讲直播卖货发扬光大。
那么多培养和打造其他的顶级KOL呢？
KOL并不是你想打造就能打造的——网红的打造和IP维护都需要很大的金钱和精力，剩下的可能就要看运气了。
说了这么多，那么如涵控股目前赚钱不赚钱呢?
2017年财年的总营收成本约为3.65亿元，毛利2.12亿元；在费用方面，配送费用达到6941万元，销售与营销费用9781万元，总务及管理费用6710万元，运营亏损2182万元，净亏损4013.7万元，归于如涵控股有限公司的净亏损约为5538.4万元。
2018财年，如涵总营收成本6.43亿元，毛利3.04亿元；配送费用1亿元，销售与营销费用1.46亿元，总务及管理费用1.3亿元，加上其它营业收入71万元，总运营亏损7235万元。该年净亏损8995万元，归于如涵控股有限公司的净亏损约为1.04亿元。
网红生态变现，赴美上市之后，如涵控股面前的问题就是转亏为盈。
不过，网红产品的品牌化还路漫漫。毕竟在网红经济的下半场，网红的专业性和品牌属性才是最能打的元素。
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