Ding Jie, a reporter from the world's online business
Eating and drinking is a main dish of life.
In the movie "Eating Men and Women", the relationship between father and daughter is the table of dishes; in "No Thief in the World", The pregnant female thief played by Rene Liu swallows the roast duck with tears, and wants to live for herself and her children...
For Zheng Xiusheng, the eldest uncle in the "old rice bone", and the second uncle Sun Lixin, eating is a big thing.
Because they insisted on cooking for netizens and unexpectedly went out of the circle, they were once state banquet-level chefs and dedicated their lives to the kitchen. They sweated in the hot kitchen, inadvertently slashed oil with knives, and carved "medals" on their arms.
In two years, 424 dishes, short videos "fed" the small rice bones in front of the screen. Netizen "Cat North and South" said that because he watched the old rice bone learn to cook, he was rated as the most worthy man to marry by the unit lady.
Last December, the old rice bone went online on Tmall, and this year is their first 618. In order to fight the first battle, the old rice bone was deployed in advance, and on the first day of the Tmall Foodie Festival on May 15, the Via live broadcast room, a live broadcast, the core product Little Lion Head sold for 1.3 million, directly selling out all the spot and production capacity within 10 days.
From large oil pots to small stoves, from state banquets to home-cooked dishes, "Uncle" and "Second Uncle" unloaded their baggage and went into battle lightly, creating one "100w+" explosion after another, and the secrets of those explosions are hidden in the dishes.
<h1 class="pgc-h-arrow-right" data-track="130" > the master of the state banquet, "scolded" became popular</h1>
Uncle Zheng Xiusheng and second uncle Sun Lixin are old classmates with stories.
Zheng Xiusheng is 65 years old, before retirement was the executive chef of Beijing Hotel, worked in Beijing Hotel for 46 years, did a lot of state banquets, in 2008 won the title of national labor model, but also won the 70th anniversary medal of the Republic; Sun Lixin is one year younger than uncle Zheng Xiusheng, was the executive chef of Beijing's time-honored cheap shop group, and won the title of China's top ten famous chefs issued by the Ministry of Commerce of China. The two had known each other for thirty years.
It is worth mentioning that in 2003 SARS, Zheng Xiusheng cooked for more than 600 patients, more than 100 doctors and dozens of armed police in Xiaotangshan.
Recently, they have been busy preparing for the 2022 Beijing Winter Olympics.
When switching from a large oil pan to a small stove, the master is inevitably "uncomfortable".
In the early days, the uncle and the second uncle all carried the "state banquet baggage", and the early video had a "pregnant mandarin fish", which was characterized by removing the gills and internal organs in the case of the fish not opening the chamber, and the requirements for technique were extremely high, exceeding the scope of family dishes. "Because it's so professional, the first 20 dishes don't explode." Hu Liwen, CEO of Xia Entropy, the company where Lao Rice Bone works, said.
The old rice bone really goes from 0 to 1 because of a boiled water cabbage that is "crowded".
At the heart of the dish is chicken soup, and the point of contention is that uncle hangs chicken soup with a pressure cooker. This matter is especially intimidated by the Guangdong friends, "saying that there is no soul in the chicken soup stewed with a pressure cooker." Hu Liwen said that the video exploded.
In order to explain, the old rice bone uploaded a chicken soup sequel, and the uncle explained in detail why it was stewed in a pressure cooker for two reasons: first, the chicken soup cooked in the traditional way will lead to high purines, delicious and healthy must be taken into account; second, modern people have a fast pace of life, and may not necessarily have a lot of time to stew chicken soup with a wood fire, and simmering with a pressure cooker does not lose flavor.
Fans' doubts were solved, and it was a blessing in disguise, and boiling water cabbage became the first video in the history of the old rice bone to break through a million views.
<h1 class="pgc-h-arrow-right" data-track="141" > "rollover" is frequent</h1>
Doing food short video masters is a bit flustered for uncle and second uncle.
In order to pursue the first perspective, the early days were two people shooting each other. "Rollovers" are frequent.
Once the two teachers talked about hi, they forgot that they were still holding the machine in their hands, and sometimes there was only a pot in the video screen, and sometimes there was no picture only sound, "At this time, the editing partner can only accompany the text 'The second uncle is distracted again'." ”
Record a dish for about 1 hour, record 12 hours a day, and complete 6-8 dishes. The day's shooting is not easy, and the uncle and the second uncle in the video often have red faces and sweaty clothes.
The final presentation in front of the fans is the most quintessential ten minutes. Every dish must also have a climax, such as chicken stew, and the climax is that the uncle uses 27 seconds to "dismantle the chicken".
Most food videos emphasize the "appetite" of the picture, while the old rice bone emphasizes the knowledge point, in short, you have to teach.
For example, braised pork ribs, a home-cooked dish, uncle repeatedly stressed that "no matter what meat must be cold underwater pot", if the hot water is easy to cook from the outside to the inside, the fishy smell will not come out.
The "homework" of the small rice bone
There are many problems with the fans who cook, and the old rice bone also opened a "old rice bone nagging" Q&A number on Douyin, and will also interact with netizens who "turn in homework" and make comments.
The charm of the two masters is that they pass on knowledge, but they are not preachy, funny and witty, and are called "cross-talk kitchens" by netizens.
In the late-night episode of Wang Fried Supper "Jiao fried instant noodles", every time the second uncle reads a word, the uncle copies a key point, and does not stop to create a sound effect "beautiful, good, really delicious", as if the Deyun Society began to perform.
"Fried instant noodles"
However, the master will also "lose his hand".
Beijing famous dish "three non-stick" is extremely challenging arm strength, uncle did it once, but because the frequency of slapping is not enough and not too successful, he went home to practice repeatedly, and re-proportioned the material according to the family oil temperature, so that the apprentice presented this dish.
"Three no sticks"
"I didn't expect that as soon as this dish came out, there were tens of thousands of videos on the whole network to follow." Hu Liwen said that some fans said that their hands were wasted, and some people directly threw out the pots.
Uncle braised pork, moving straight and trembling; state banquet walnut cheese, attitude is king; fried fritters, please advise... In two years, 423 dishes, the eldest uncle and the second uncle have been using the rigor of the state banquet to make family banquets, and many explosive models have been born. One of the old-fashioned sweet drink watermelon dews liked 1.14 million on Douyin, rising 500,000 fans, and the old rice bone made the formula list public.
<h1 class="pgc-h-arrow-right" data-track="159" > try to find "net sense"</h1>
People reached 60 and became Internet celebrities, and the two uncles did not expect it.
When the number of fans exceeded one million, they received the honor letter sent by today's headlines, and some of them read it three times in a round voice, very happy.
Today, the number of fans of the old rice bone has exceeded 10 million.
From douyin to station B, the old rice bone harvested a lot of post-00 iron powder. And the last line of defense to break the uncle and the second uncle is those Z generation terriers.
Erbo cooks heavy oil, every time the oil is poured, the bullet screen will float through a series of "second uncle happy oil"; he also loves to touch the food in the pot directly with his hand, feel the temperature, and the bullet screen will float through the "ruthless iron hand"...
There are also YYDS, AWSL and other acronyms, the eldest uncle, the second uncle is confused, ask the young people around. When the "truth comes out", the old brother begins to play freely, and the second uncle will say "bring my happy oil" in the video to interact with the small fans.
At the end of the dish "triage" stage, the uncle will also fashionably soar a few words of English, like "quite expensive", and grin when he finishes.
After becoming an Internet celebrity, it is easy to be "chased by the stars" when going out to eat and wash the car. Once, when Uncle Went Out to Wash the Car, he found that there were his fans before and after waiting, so he held a live cooking class in the car wash.
As the old rice bone IP becomes more and more mature, the internal members are expanding. It is reported that at present, 19 chefs have appeared in the video, and the future old rice bones will continue to expand around the three generations of old, middle and young people with mentoring as a link.
On the other hand, the old rice bone has also begun commercialization experiments, from IP incubation to new consumer brand incubation, hoping to start from the new catering and new retail fields to create full-scene products to meet the personalized needs of different consumer groups in different scenarios.
Last December, the old rice bone went online on Tmall, and this year is their first 618.
In order to fight the first battle, the old rice bone was deployed in advance, and on the first day of the Tmall Foodie Festival on May 15, the Via live broadcast room, a live broadcast, the core product Little Lion Head sold for 1.3 million, directly selling out all the spot and production capacity within 10 days.
As a cutting-edge brand, Lao Rice Bone also won the first place in the top list of quality ingredients in the Tmall Food New Brand Creation Camp.
Short video platforms can attract new fans in an instant, but Taobao and Tmall are doing business that can continue to operate, so when Lao Rice Bone decided to incubate new consumer brands, he did not hesitate to choose to enter Tmall. Hu Liwen said that Tmall's incubation, empowerment and boost of new domestic brands are the best places for new brands.
"Going offline" is also one of the brand strategies of the old rice bone. At present, the old rice bone has landed in Hangzhou to land a chain franchise model of the takeaway brand "old rice bone , one chicken and one taste", and will expand nationwide next.
When I was older, the hands of the eldest uncle and the second uncle cutting vegetables were a little trembling, but the cooking was still unambiguous.
"We'll cook well, you'll eat well." Eat well, little rice bones. At the end of each video, the words of the second uncle will be attached, as if the gentle advice of the elders of his hometown has been carried.
Edited by Li Danchao