| Author: Uncle Autumn Leaf | Editor: Lin Lin
Internet celebrity anchors Sydney (Zhu Chenhui) and Lin Shanshan were investigated and punished by the tax bureau for tax evasion, which caused a lot of turmoil on the Internet.
Netizens are angry and puzzled that they have already made so much money, how can they not be satisfied?
It's true that you earn more.
In terms of the amount of tax evasion by Sydney alone, what is the concept of 30.36 million? Ordinary working-class young people, assuming an average monthly salary of 6,000 yuan, have to work for 421 years, from the Ming Dynasty to today.
Scolding is not enough to do wronged them.
In the tax authority's circular, the identification of "fictitious business" means that there is fraud. That is to say, the two defended in the apology statement that "lack of knowledge of tax law" may not be false, but there must be subjective intention to evade taxes.
In this investigation, Sydney and Lin Shanshan not only face the penalty of recovering taxes, collecting late fees and imposing fines, but also the live broadcast room of the two has been suspended, compared with the current national standards for the investigation and punishment of bad artists, they are highly likely to be permanently banned.
Sydney and Lin Shanshan are a typical example of the current Internet celebrities chasing wealth. Many Internet celebrities debuted at a young age, saw the huge profits of this outlet, rushed to take the shortest road, made the fastest money, and finally lost their careers.
This reminds me of Ding Zhen, whose explosion was called a turnaround.
He can't speak Chinese, hasn't read books, hasn't seen the world, hasn't played new media, looks can only be regarded as a niche aesthetic, because buying instant noodles was photographed and accidentally became popular, many people have predicted that he will not be hot for a month.
Now, just one year after Ding Zhen's accidental explosion, he has neither joined the boom of live streaming with goods, nor has it attracted people's attention to variety news.
In fact, Ding really developed to the surprise of many people, and he was too well protected.
Last year, because of a photo taken by a photographer, Ding Zhen unexpectedly went from Douyin to Weibo. According to the usual script, Ding Zhen should sign a contract with MCN, enter the major platforms, and enter the fast track of monetization.
No one expected that he would be incorporated.
The cultural tourism investment company went directly to people's homes and persuaded Ding Zhen's father with a fixed salary and five social insurances and one gold, and Ding Zhen became a regular employee of a state-owned enterprise.
Many people say that the 3500 yuan salary is a top class, which is really a good deal. At that time, there was also a saying that "Litang Heaven descended ziwei star, and the long night of eternity came out of Ding Zhen".
In fact, it is not that Litang was fortunate to meet Ding Zhen, but that Ding Zhen was lucky to be born in Litang.
Litang County is a county town that has not long been lifted out of poverty, in order to develop the economy, cultural tourism is the industry developed by Litang County with the strength of the whole county.
The local government understands the truth of the economy of beauty, and in order to create a tourism business card, it has also worked hard to explore "beauty resources", and in July 2020, a "most beautiful Khampa Hanzi Selection Contest" was held.
It may be that the painting style is too fierce, and none of the most beautiful Khampa hanzi in Litang have become popular.
Three months later, Ding Zhen was red, and When Litang County took a look, it turned out that everyone liked the atypical Khampa Hanzi and quickly signed it.
Facts have proved that the "deliberate" Litang is professional and meticulous in the management and packaging of Ding Zhen.
First of all, Ding Zhen's personal comprehensive quality and image temperament are being improved in a planned way.
He has a full schedule, taking videos, photos, vlogs, and participating in various activities for his fans, but every afternoon he has to learn Mandarin and culture classes and write homework.
In October this year, he participated in the Taihu Lake World Culture Forum, and he was already able to give a generous speech in Mandarin, and he had the appearance of a "state-owned enterprise Internet celebrity".
People's Daily People's Cultural Tourism also interacted with him on Weibo, asking him if he had memorized the manuscript, and the netizens at the bottom continued to cry, "Don't bother the baby to memorize the manuscript." ”
It can be seen that the public's love and recognition of him are increasing.
Secondly, the professional team has obviously tailored a personal IP marketing strategy for Ding Zhen.
Ding Zhen's appearances are not flooded, and he has never participated heavily in commercial activities such as live streaming with goods, but more just to promote local tourism culture.
The team let Ding Zhen participate heavily in public welfare to maintain his popularity, and at the same time hired him as the image ambassador of Ganzi Tourism to participate in United Nations activities. As Ding Zhen was liked by Foreign Ministry spokesperson Hua Chunying on Weibo, his positive energy was consolidated.
The operation of commercial realization has not departed from the track of helping farmers, poverty alleviation and domestic products, and is closely in line with the personnel of his "Sweet Wild Boy".
His video content maintains a raw taste, but it can bring him multi-sponsored commercials, even commercial advertisements, product selection and planning angles are also closely related to the theme of nature and environmental protection.
Yes, every internet celebrity star process hides such a set of sophisticated plans for personal IP marketing.
However, whether to make Internet celebrities quickly monetize or turn to Changhong are two different IP creation concepts. If you want to create an IP with long-term vitality, you even need to refuse a large number of short-term traffic monetization opportunities.
Ding Zhen's commercial endorsement rolled in, which was a great economic benefit for the cultural tourism investment company. For example, once upon a time, there was only one car, and some advertisers said, take a video, and send a car. Some people come to talk about cooperation, As long as Ding Zhen is willing to participate in two live broadcasts, he can solve the unsalable products worth 20 million, which is a great money in Litang.
But most of them were rejected by travel investment companies.
Du Dong, the boss of Ding Zhen and the general manager of Litang Cultural Tourism Investment Company, said that many people do not know how much temptation we have. We strictly screened, that is, we were afraid that Ding Zhen would become a "traffic star".
How fortunate Ding Zhen is, Litang Cultural Tourism uses the concept of long-termism to build a brand, so that Ding Zhen has not been reduced to a victim of traffic and avoided a flash in the pan.
The value of Ding Zhen's IP has exploded under the operation of the cultural tourism investment company.
Sichuan Ganzi is a natural tourist holy land, there is the Tibetan Buddhist sacred mountain Ge Nie Snow Mountain, there is the so-called god-level hiking route "Ge Nie V Line" - along this route, you can see the feast of mountains and seas, the sunshine golden mountain, the reflection of the snow mountain, the sea of flowers and flowers, endless beauty.
It's not an exaggeration to call it a wonderland, but it's long been little known. Ding Zhen's series of documentaries has made everyone understand the world.
According to Ctrip's data, after Ding Zhen became a tourism ambassador, the number of hotel bookings in The Ganzi Tibetan Autonomous Region of Sichuan province soared by 89%, and the large and small holidays occupied the hot search list of travel destinations, and Litang was a punch card for netizens across the country.
Renkang Ancient Street as a scenic spot, only in 2020 for the first time to have ticket revenue, tourism company people see tourists who come to the ancient street tourism, excitedly left tears.
In the eyes of local homestay, restaurant and other store owners, Ding is really a savior, in the past they may have to work hard to maintain the cost of operation, now they no longer have to worry about this data.
It was not long ago that Litang took off the hat of a poor county, where Tibetans generally lived in poverty. Many children are the former Ding Zhen, who has not been in school for several years, can hardly speak Chinese, and lives a life of herding cattle and digging for cordyceps.
Nowadays, the Ge Nie Scenic Area where Ding Zhen Village is located is one of the key scenic spots in Ganzi Prefecture in the future, the Sichuan-Tibet Railway has started construction, and the Sichuan-Tibet Expressway has also begun to bid, and it will be more convenient to go to Litang villages in the future.
This place will become more and more alive, vibrant and opportunity.
This is not the power of Ding Zhen alone, but his IP influence really cannot be ignored.
Because being concerned means that there are resources and the possibility of economic development, young people have the opportunity to change their destiny.
Speaking of this, everyone should understand that the internet celebrity overturning and moral misconduct is not a problem of this title, but under the fame, how to operate a star Internet celebrity IP is too difficult.
This difficulty not only refers to the return of business, but more importantly, to allow him to complete the transformation from a natural person to a public figure.
What is a public figure? Even if you rely on the attention of the public to make money, you must practice, be cautious, and have self-respect and self-discipline in no-man's land.
Once Ding Zhen was accused by the public for smoking, and was scolded by netizens as a "wolf in the cloak of innocence", he couldn't figure it out, what is strange about a child from a mountainous area who smoked young?
Just not, because you are Ding Zhen, you change your fate due to social concern, and you can only give back to the society with an absolutely positive image.
This transformation is not based solely on the pressure of public opinion, but by doing real things, really helping others. Just as Wei Ya wants to help farmers, Li Jiaqi wants to do public welfare. This is the greatest value of an Internet celebrity IP.
So far, I think Ding Zhen is still a successful case of Internet celebrity IP operation.
A year ago, he was deeply impoverished, herding for a living, encountering wolves and bears, he had to face them himself, drinking and riding horses every day, and his whole life was almost the same.
A year later, he was an employee of a state-owned enterprise, a tourism ambassador, interviewed by CCTV, invited to speak at the United Nations Development Programme, and met the wider world.
Through Ding Zhen, people can also see the silent efforts of a poor county and the kindness of many people involved.
If the influencer industry can benefit more such children and such regions, who can say that this is not the well-being of the times?
Of course, there is still a long way to go.
For the public relations team, how to protect the "Sweet Wild Boy" personality, do not "roll over" and "disillusionment" in the future, this is still a very test of marketing wisdom.
For Ding Zhen personally, he lacks solid content output and is not a content creator, which is an indisputable fact, if it cannot be broken, it will be difficult to get rid of the forgotten fate in the future.
The team really gave Ding real instructions:
"All we can say is that it's an open door. If you make a mistake, you have to bear the consequences yourself. It's the same as raising a child, and I can't help you get the whole way. ”
This sentence is also suitable for everyone.
The Internet has opened the door to multiple advancements for ordinary people, but some roads are not the right way, you must be able to identify; some mistakes cannot be turned back, and one step cannot be wrong.