Wen 丨 those things about the Internet
"KFC fried sauce noodles light speed change face double standard person", Douyin 1.9 million fans to explore the store blogger - "Cow Road", recently messed up again.
This time, the "cattle road" is no longer "touching the porcelain and stepping on" and then touting the "old Beijing traditional cuisine" brand stores such as KFC, but a gorgeous turn for the guardian of local cuisine, "whitewashing" by the national shop blogger "True Detective Tang Renjie" to beat the bad reviews of the imitation restaurant, Manhan full table, Baorui ... It's a new wealth code.
Others have bad reviews, and the cattle road "protects the short", and they are about to form an economic cycle of exploring the store.
"True Detective Tang Renjie", a small-headed shop blogger with 6 million fans on Douyin, has explored 180 special restaurants in the past six months, focusing on professional chefs, and the reviews are sharp and professional and grounded.
"The shop has a lot of money, the real and fake cook said", which is the necessary opening of each video, which translates to "there are many thieves visiting the store, and the store is not good or not evaluated by the cook", which directly hits the pain point of the current exploration of the store economy.
And Niu Dao's counterattack strategy against Tang Renjie's bad reviews of merchants is very shrewd, and he has done accurate protection of shortcomings, such as the opening of the video of his "washing white" imitation restaurant "Beijing is particularly many shops, fake cooks every day net nonsense", which is obvious for the meaning.
According to iResearch data, the size of the local life service market will grow from 19.5 trillion yuan in 2020 to 35.3 trillion yuan in 2025, and the online penetration rate of local life services will also increase from 24.3% in 2020 to 30.8% in 2025.
We used the new shake monitoring tool to pick up the sound volume data of the topic of "exploring the store" for nearly four years, looking at the entire market, the short video of the vibrato related to "exploring the store" has been praised by 2.2 billion, and directly crushed the "picture and text exploration store" into the garbage can of history.
Last year can be described as the "outbreak year" of the short video of the store, and the topic volume has risen sharply.
On July 22, the video received nearly 10 million likes in one day, which is just the tip of the iceberg of the trillion-dollar market for local life.
No Internet giant can ignore this cake. Exploring the shop is life is business, but also the carnival of human nature...
01, the B side of the shop under the traffic
Eating, drinking and having fun is the most primitive human need.
Big happy food, Qin Lou Xie Pavilion, wind and snow moon... Humans have never skimped on their own words when it comes to describing eating, drinking, and having fun.
In order to occupy the bottom of the demand, the platform will not be stingy with its own resources, and it can even be said that it is crazy "big money".
Since Douyin and Kuaishou laid out local life in 2020, the content form of "Exploring the Shop" has become a fragrant feast, and until this year, it has continued to launch support activities and update functions for the Shop.
In Douyin, the "Shop Exploration Group" army has now settled nearly 10,000 bloggers, doubling the number compared to 2020.
Kuaishou has also been increasing its local life, launching the "Local Life Service" entrance in its homepage navigation, including services such as food and peripheral tours.
In the face of the attack of the rising stars, the local life big brother of Meituan saw that the signboard was not guaranteed, and pulled up the fast hand that raised the white flag to launch the Meituan Mini Program to provide online transaction services for life service merchants.
In addition to Douyin and Kuaishou, Dianping has taken the store as an important platform content field, and with the efforts of the two short videos, the number of short videos and bloggers in the platform has also grown rapidly.
Because Dianping has accumulated a large amount of user data, the scoring system is relatively sound, which is that it is impossible to catch up by playing the traffic card for a while and a half.
In addition, on the Little Red Book, which is known as the "grass planting community", the number of notes about visiting the store has now reached 12.61 million, playing the brand of boutique graphic and text exploration store, while the number of related notes on the Little Red Book the previous year was only 1.09 million.
Among the exploration content of various platforms, "eating" is undoubtedly the most basic and the craziest.
This is also why whether it is in the list of short video data platforms such as Feigua or Xinjiao, there will always be food bloggers, and among food bloggers, shop bloggers can always rank first.
Like the three months called "MR-White Ice" shop blogger, his data is very eye-catching, the time is pushed forward to last July, the red hair is a meal to dry tens of thousands of pieces, take the generous route of the blogger "big LOGO eat all over China".
In addition, like the main Vlog shop style of "special Ulala"; self-destructive shop fierce "Liu Yong clean and hygienic"; the big stomach king eat broadcast transformation of the store "Lang Stomach Immortal" and "Mi Zi Jun" have their own highlight moment.
But according to our data observations on Xinjiao and Feigua for nearly half a year, we found that the bloggers could not escape a spell no matter what: debut is the peak, and after the peak, it has been angry.
In the "heat cycle" of half a year to a year, bloggers' money is not as good as the public thinks.
In order to obtain traffic, bloggers under the alienation of capital have some people who eat reservedly, some who eat burst pulp, and some who eat so much that they can even give up their health, as if the chaos of eating and broadcasting in the past is repeated.
"A 60-second short video of the head blogger offers 700,000 yuan", Liu Xiaohe from MCN, who specializes in the exploration of the store business, told us firmly, "It is indeed a monthly income of millions, and the wind outlet in the middle of last year was just in time, and the monthly income of hundreds of thousands is not worth mentioning." ”
Tandian track can be said to be a classic of big words such as "two-eight law" and "Matthew effect", the winner-take-all in the track is the norm, and like the head bloggers of other tracks, with goods and advertising is the main money mode of head bloggers.
The "MR-White Ice", which focuses on the contrast between high wealth and handsomeness, straight steel men, and pet fans, is the kind of food that is eaten reserved in the shop.
He transformed from a car blogger to a shop blogger in August last year, often driving a Lamborghini to visit Shanghai's major cuisines, and his account rose by one million a month and doubled in fans in three months.
Behind the huge traffic harvest, people can't help but sigh at its ingenuity in standing up.
"MR-White Ice" white face and Sven's eating appearance, coupled with the contrast brought by the huge dishes, immediately attracted countless passers-by.
Nowadays, online articles will always attribute the chaotic problem of visiting the store to "homogenization", which is too general, yes but not all right.
Homogenization refers to the homogenization between the content of the central and the bloggers of the vegetarian shop, rather than the homogenization of bloggers in the 500w-1000w+ fan interval.
For example, in the single video of "MR-White Ice", the planning and copywriting team behind it can always play differentiation through different means, every turn, every empathy, and every emotional ignition has long been pre-laid, and the audience's attention is pinched by death.
Bai Bing's follow-up shooting after the next super run directly closes the distance of the audience, interspersed with some interactive lines that turn their heads and look back, giving people a sense of déjà vu of "Ice Brother taking you to see the world" today.
And the shot of bai bing sitting and eating generally gives the side, giving the audience a sense of immersion that you are eating next to him, and the eating period contains various twists, playing with stems, and ridicule, for fear that you will slide away the video.
"Watching his shop video is like watching a movie or TV show, the structure is quite complete." One fan said so.
This is also the reason why a 3-5 minute video of Bai Bing can receive two or three ads, which is a typical case of the perfect practice of the "attention economy", in order to make as much profit as possible in a limited heat cycle.
And there is another head shop blogger who has taken the opposite route of "MR-White Ice", he is the "hardcore shop fierce person", "Ganges river drinker" and "pioneer of the sea exploration shop" - Liu Yong is clean and hygienic.
At 8 p.m. on January 22, Liu Yong, who was in India's hard-core detective shop "Death Marsala" and "Fecal Shaved Ice", revealed in the video that he had taken nucleic acid tests twice, and the results were positive, claiming that he was infected with the new crown.
Liu Yong's death is not once or twice, and the comments of fans about his crazy behavior are also in place.
"Other bloggers don't care about fans for their own lives, only mediocres, for fans don't care about their lives or deaths."
"Afraid of dying on the street to embarrass the merchants, go home to eat"
In the current Internet context, extreme behavior and controversy often represent the harvest of traffic, and his B station fans in September last year were less than 500,000.
But after just two months, the number of account fans has soared to 1.5 million, and his number of fans on Douyin has reached 8.17 million.
Compared with the number of fans, the playback volume of Liu Yong's video is even more frightening, and a video is not less than one million, and "clean and hygienic" has become a hot stem in the circle nowadays.
With the rise in traffic, Liu Yong's 30-second advertising video costs 150,000.
Liu Yong's fire logic is very simple, but it is the word "differentiation". Nowadays, a variety of exquisite filter decoration videos have long been flooded.
Liu Yong's content is more curious, more likely to cause discussion and attention, India's dirty and messy food stalls, strange customs and some "death" behaviors, has become a "traffic password", but to unlock this password, the price to pay is likely to be life.
The current exploration of the store analysis text, the path dependence of the reason for the chaos of the store is attributed to the low threshold, everyone can enter the game, but stepping into the store track does not mean that you can make money or even get rich, a mouth, a tripod, a mobile phone can not be smooth.
Since the head shop blogger quickly accumulates fame through the hidden threshold of planning, copywriting, technology and even life, he helps the store brush "face familiarity" in a short period of time and bring goods for the brand.
So how do waist or ordinary bloggers live? The answer is very simple, eat the head does not want to eat the meal, the head can not take the work, in which the ordinary consumer may be a hunt ...
02, the fancy gold digging method of the shopkeeper
The content of the head shop blogger is difficult to reproduce, but the head blogger also has a short board, although they have large traffic, many fans, and the whole country runs, but it also leads to insufficient traffic, and the advertising quotation makes many small and medium-sized businesses prohibitive.
For example, a small shop with a monthly turnover of about 100,000 yuan, taking out 10,000 or 20,000 yuan per month for marketing, is still willing to buy for small and medium-sized bloggers.
This gives waist bloggers room to live, and the core competitiveness of waist bloggers lies in the accuracy of fans, and the promotion cost of a video is between 1,000 and 6,000 yuan.
In addition to advertising, another way for waist bloggers to make money is to put a group buying merchant link below the video, and extract a certain commission according to the transaction volume of the order, which can reach up to 20%.
The core competitiveness of ordinary bloggers lies in the cheap quotation and the "natural sense of trust" of consumers' evaluation of ordinary people.
There is generally no trace of "recharge" in the video or post evaluation of ordinary people, and the merchant spends money to invite a bunch of ordinary people to create a "good review" perception, and the remuneration for their shop video or post may be tens to one hundred yuan, and it may be a good meal.
However, there is also a threshold for becoming a vegetarian to receive orders, and it is necessary to often send grass posts on platforms such as Dianping or Meituan, or have about 500 fans on the short video platform.
Generally speaking, head bloggers are more inclined to take a price of advertising cooperation, the income is more stable, and waist and ordinary people will choose a variety of monetization channels in order to maximize profits, which also disguises mcN and third-party service providers for the professional service market for small and medium-sized bloggers.
In order to find out the general appearance of this group, we screened out the number of certified food exploration masters on the "Cicada Mother Data Platform" and classified them according to the number of fans.
Among them, there are 7 shop bloggers with 1000W+ fans; 11 shop bloggers with 500W-1000W fans; 312 shop bloggers with 100W-500W fans; 2652 shop bloggers with 10W-100W fans; 624 shop bloggers with 1W-10W fans; >
A total of 4551 people, not yet covered those "wild bloggers" who are not certified, but also have a certain representative, the "winner-take-all" law of the Tandian track has been verified again.
Like "MR-white ice" and "special Wu Lala" such as the top bloggers hundreds of thousands of advertising offers, enough to feed a vote of small and medium-sized bloggers, if the brilliance of large bloggers is an illusion, then the hardships of small and medium-sized bloggers is the background.
With the increase in the number of shop bloggers, the advertising prices of small and medium-sized bloggers have declined, the competition is becoming more and more "volume", and the squeeze of profit margins has made the ecology of shop bloggers, especially small and medium-sized bloggers, deformed.
"In a week, I promote 15 restaurants, and on average, I need to visit 2 stores a day."
The promotion cost of one of their videos is between 2,000 and 3,000 yuan, and they can shoot about 100 store visiting videos a month, and they can shoot up to 6 stores a day.
Shoppers seem to be able to make money by eating and drinking, and some netizens expressed their yearning for this job. But in fact, if you treat it as a full-time job, there is no "moisturizing" in the phenomenon.
"We opened our eyes to shoot closed-eye clips, either shooting or rushing. Accounts like real people on camera also need to spend time on makeup and hair," said a blogger about the waist shop.
In order to optimize the process and improve efficiency, some bloggers do everything they can, the store pays, the blogger gives publicity, the food is good or not, the ingredients are not passed, and it has become the least important problem.
As soon as the food in the store is on the table, they will quickly swing the camera, push and pull, and add a large panorama, and the shooting of the food exploration shop will be over.
Then the waiters stepped forward and removed a table of food, part of which was taken back to the back kitchen, and part of which became the dishes on the table of the ordering guests.
This situation is more like the production of content on the assembly line than the tasting, which makes some advertising agencies and MCN agencies smell business opportunities and start the idea of "cloud exploration store".
They recruited professional shop writers on the recruitment platform, responsible for writing pseudo-vegetarian notes, and then registered a large number of water army accounts in batches and carefully polished fake reviews.
What's more, even if they don't even bother to write, advertising agencies and MCNs directly "send" the evaluation copy of part-time writers.
And this is why you can see a bunch of similarly structured "shop review essays" on some review platforms, which is just the product of the writers' templates.
"The opening picture, the content is all up to the editor!"
Not only that, when the merchant has the demand for brushing orders and speculation, it will call through the MCN agency and organize internal employees to explore the shop bloggers, Internet celebrities, and celebrities to engage in false transactions.
Merchants and MCN agree on the time, place and joint code, and the shopkeepers after consuming the "customized dishes" specially prepared for them, and then upload the content to each platform, by the way, a five-star praise.
After receiving the evaluation, the merchant will also privately return the consumption amount, which is quite hidden, and it is necessary to browse other stores before placing an order on the mobile phone, and also select the category that is not on the menu when ordering, as a joint code.
According to news reports, in March 2021, the Shanghai Market Supervision Bureau concentrated on enforcing six companies suspected of "brushing orders and speculating in letters".
How the effect of small and medium-sized bloggers with goods depends on luck, most of the time the effect is not satisfactory, the number of times is more, in the eyes of the merchant is a group of people to eat and drink, did not bring traffic themselves but also post money, thus biasing the group of bloggers who visit the store.
On December 2, 2021, the topic of "men eating overlord meals claims to be bloggers" landed on the Douyin social list.
In the video, a man does not pay the bill after eating, saying that he is a shopkeeper who came to promote the merchant, and the merchant questioned: "Do all the shopkeepers (bloggers) not give money for dinner?" ”
Not only that, in order to grab business, the platform lowers the entry threshold of merchants, and desperately suppresses the price of group purchase in order to obtain customers, merchants do not do, there is no business; do, and lose money, which causes some merchants to move their minds and wipe the edge.
In this case, the evaluation of the shop and the shop is destined to be a Rashomon, the so-called system of the evaluation system should have standards and dimensions, not just the farce of traffic, bloggers, MCNs, and merchants will eventually lead to consumers...
03, it is time to return to the store itself
In recent months, shop-finding bloggers have encountered unpaid wages.
What owes them money is the local life platform, that is, the platform that bloggers say is the enjoyment of the library, food doctrine and so on.
Last year's fire in the tandian economy caused hundreds of service providers to pour into the tandian track, and now this wave is receding, and some short video platforms are cleaning up the order of the tandian track.
The delay in the refund of some platform group purchases makes it easy for some small local life platforms to break the capital chain or even directly collapse.
A blogger was owed a commission by Xiangku for three months, and finally got the money back through the platform official.
Cooperation with these platforms of Kuaishou can certainly bring huge traffic and benefits in the short term, but it is conceivable that in the future, they will do their own local life business.
In fact, whether it is a third-party service platform or an MCN agency, the reconstruction of the rules of the game means the end of the era of "barbaric growth", and the vicious circle of merchants, bloggers, and platforms has caused the dark side of the traffic to explore the store.
The tandian track really needs to be shuffled, the tandian is a good thing, the emergence of the tandian blogger allows consumers to discover food, enjoy life has become more convenient.
But if everything is mixed into capital and speculation, it will become tainted, and the cost of trial and error for ordinary people is pitiful, and bloggers are expected to step on the thunder on behalf of consumers.
When consumers are planted by bloggers to plant real money and run to pull grass, but in exchange for an empty joy, and bloggers also collect money while touting various "thunder shops" This is not fair.
The chaos in the trillion-level track of local life is not only fabricated by bloggers themselves, bloggers receive advertisements, and how to ensure the authenticity and independence of content is a common problem that bloggers, merchants, MCNs, and service providers need to face together.
Bloggers say that "as long as 500 pieces, the rice is love!" ”
Such hypocrisy will only lead to a crisis of trust again and again, and this is not only a matter of consumer trust in bloggers, but also represents the collapse of the platform's reputation.
The speed of traffic is too fast, and the sphere of influence of shop bloggers is too wide, resulting in ordinary people who can no longer escape the impact of pervasive information.
Can't tell who is real and who is fake, but how many people can swim comfortably under the tide of traffic?