Ignition Dimension (ID: chaintruth) original
Produced by Burning Finance
Author | Kong Yuexin Yan Junwen
Edit | Rao Xiafei
On the night of the "3.15" party, the live broadcast industry became the first industry to be exposed, and the "secret behind the female anchor" exposed the chaos of male operators posing as female anchors to deceive the big brother of fans.
This led to the behind-the-scenes manipulators Harbin Juxiang Interactive Entertainment Media Company, Liaoning HuayiBo Trading Co., Ltd., and Shenyang Yitai Media Co., Ltd., whose boss said bluntly: "Eat big brother and drink big brother, eat big brother and scold big brother." ”
And this will once again send the northeast live broadcast industry to the "cusp of public opinion". Relevant practitioners said that half of those who stay in the northeast to do the Internet celebrity economy are writing scripts to shoot videos and do short video masters; the other half also maintain the "old look" of live broadcasting on the show, and the company recruits several boys and girls to do entertainment live broadcasts and chat with big brothers.
The rectification action that follows after exposure is also very rapid. According to CCTV financial reports, on the night of March 15, the Heilongjiang Provincial Public Security Department arrested the people involved in the case of the company "Huayibo Trade Co., Ltd." overnight, and at the same time carried out special operations in the province.
As of about 6:00 a.m. on March 16, all 18 criminal suspects, including the legal representative of the company involved in the case and the person in charge of the company's operation, had been arrested and confessed to the crime of using live dating and meeting as bait to defraud the victims of money. In addition, as early as March 4, the police had arrested the suspects involved in fraud of Juxiang Interactive Entertainment Culture media Company.
In the eyes of professionals, this kind of live broadcast behavior of playing the edge ball has been exposed and strictly investigated, which means that this gray income area has been clearly determined to be illegal.
This also means that most of the original Northeast show live broadcast mode will fall into an unsustainable state. Since the epidemic, live e-commerce has developed rapidly, and the live broadcast mode of the show has gradually begun to "decline" and has gradually been replaced by the form of carrying goods. But there is no mature supply chain, traffic is relatively closed, logistics is far less convenient and low-cost in the northeast, the northeast live broadcast industry has also begun to decline.
Along with this, a large number of local Internet celebrities in the northeast have left the south. Harbin's food exploration shop master @ Xiao Liangge told Burning Finance, "Many Harbin talents have gone to Beijing or Sanya and other southern cities to develop, where the climate and economic conditions are relatively good, and sanya is a smaller affected city after the epidemic, the catering and cultural tourism industry is less affected, and it is more convenient for people to go out to shoot and prepare materials." Even we have plans to go to Sanya this winter to do 'side business'. ”
Not only can the Internet celebrities not stay, but the MCN in the northeast has also "closed its doors" or "moved south" in large quantities. Xiaohulu's 2019 MCN Institutional Value White Paper, Ai Media Network's 2020 China MCN Institutional Innovation Force Ranking, and Internet Weekly's 2021 MCN Institutional TOP100 List show that only two of the more than 150 listed institutions are from the three eastern provinces and are still in operation.
In recent years, in order to develop the Internet celebrity economy and boost the economy of Northeast China, the three provinces of Heijiliao have issued policies that are conducive to the development of the local Internet celebrity economy, but from the current point of view, it is still difficult to achieve results in the short term.
In the view of practitioners in the live broadcasting industry, most of the northeasterly people who enter the industry will pursue "huge profits" in a hurry, such as opening MCN companies to squeeze talents to obtain maximum profits; supply chains want to maximize profits with MCN or talents; anchors or talents also only consider their own benefits, and it is not uncommon to talk about the spirit of the contract and sit on the starting price of the land... Everyone doesn't know how to pursue long-term goals of win-win or win-win. "Now the environment is not good, everyone does not know how to hug the group to keep warm."
In the case of crazy internal rolls, the anchors who have to go to the south and northeast are also repeating the fate of "hitting workers" who gradually lose their right to speak and have to abide by the rules of the game set by others.
The Internet is full of "old iron"
Since the emergence of the live broadcast industry, Northeasterners have begun to be active in major live broadcast platforms.
The early live broadcast, mainly based on the live broadcast of the show, focused on talent performances, and the northeast anchor not only has a natural "humor gene", but also holds the "big killer" of the northeast shouting wheat culture such as "one person I drink drunk, drunk and beautiful people into pairs". During this period, Northeast Internet celebrities successfully stood out.
According to the "Pepper Live Annual Live Broadcast Big Data", in 2016, which is known as the "first year of live broadcasting", the five provinces with the largest number of anchors in the country were Liaoning (15.54%), Heilongjiang (11.11%), Jiangsu (12.45), Beijing (8.27%) and Shandong (6.42%).
In the same year, Tencent Technology released a live broadcast industry report showing that among the top 20 anchors in terms of the number of fans on live broadcasting platforms, northeast nationality accounts for about half or more. The northeast anchor standing above the outlet earned a lot of money.
Among them, the most successful case of the Northeast Live Show is Liu Yuning. In 2015, he entered the YY live broadcast platform as the lead singer of the modern brother band. After becoming popular, Liu Yuning successfully entered the show business circle, singing, acting, and going on variety shows.
With the increasingly strict policy of online live broadcasting, the northeast anchors who started by live broadcasting on the show have ushered in new survival challenges. Northeast "shouting wheat king" MC Tianyou, social shake "originator" brand Qi have been banned by the whole network for illegal live broadcasting, and the northeast live broadcast industry has also ushered in a wave of reshuffle.
In 2018, platforms such as Douyin and Kuaishou, which focus on vertical screen short videos, have risen rapidly, and northeastern Internet celebrities have found new opportunities for the development of the red economy - short video content creators. A large number of northeast short video bloggers rely on the technical style of northeast comedy, sketches, and two-person turns, and have circled countless fans, once again "occupying" half of the short video world.
The "2019 Douyin Data Report" shows that in the ranking of the average number of creator videos played, the number of creators in Beijing's source areas ranks first, while the three eastern provinces of Heilongjiang, Jilin and Liaoning are all in the top 5.
On the fast hand of the "old iron" culture, the number of creator groups in the northeast is even more impressive. At the end of 2020, the platform creator data released by Kuaishou Commercial shows that Kuaishou's northeast users reached 108 million, while the total number of creators from the northeast exceeded 46 million.
Many head masters are still from the northeast, on Douyin, funny blogger Li Xueqin, face value blogger Fei Qiming and other people are northeasters, and soon after entering the industry, they quickly rose to become head Internet celebrities, and also took the opportunity to enter the entertainment circle.
The rapid development of the short video and live broadcast economy has made more and more northeastern people "eager to try" to be Internet celebrities. "Everybody thinks they can do it, and they want to do something about it." In this case, after Douyin opened up local life services in the second half of 2021, after finding that the talent shop can earn commissions and develop to the top, it can also be video with goods, and many people want to join the shop industry. Harbin Tandian became popular for a time, and even spread the exaggerated statement of "10 million Harbin people, 9 million in The Shop".
In this regard, @ Xiao Liangge said that Harbin can really adhere to the shop to do the store of the talent may be hundreds, in addition to the store, there are many people in other content areas, such as their team's matrix number has to do cultural tourism related content. Christina Nana, a food expert in Harbin who also belongs to the team of food exploration talents, also said that her matrix number also involves tourism, real estate, cars, and beauty.
"However, the threshold for visiting the store is indeed relatively low, and there are more people who are willing to enter the market to try." @Little Liang Brother said.
@Harbin food expert Christina Nana told Burning Finance: "The premise of success of the shop master is to ensure the quality of the content when creating short videos, to innovate uninterruptedly, and to actively advocate positive social energy. In addition, the most important thing is to be able to continue to update for many years, we have created a team since 2016, relying on continuous persistence, long-term goals and insight into market development. But many people give up because they can't do it, they can't see the results, and naturally they can't succeed. ”
And this also accelerated the inner volume of Harbin Tandian's masters. Since the monetization of short videos is much slower than live broadcasting, the "inheritance of the master-apprentice system" that originally wanted to develop in the long run quickly "went crooked". @ Xiao Liangge said that some people will use their own large number to collect money to train "apprentices", in order to build a matrix number, as well as a special "demining number", apprentices will go to various stores to "demine" to collect protection fees, stores that do not give money will be badly evaluated, paid stores will receive positive praise and drainage, and so on.
The northeast anchor went south to break through the pass
Northeast anchors rely on their humor and humor to build their own world on the Internet, but they are not rule-makers, but must follow the rules.
In the early stage of the development of Kuaishou live broadcasting, a large number of YY northeast anchors such as MC Tianyou jumped to Kuaishou, opening the curtain of Kuaishou live broadcasting.
According to the Kuaishou prospectus, for the six months ended June 30, 2020, the average monthly paid users of Kuaishou Live reached 64 million, and the average monthly revenue of paying users of Live Broadcast reached 45.2 yuan. As of June 30, 2020, Kuaishou live broadcast revenue reached 17.349 billion yuan.
Northeast has also become the user base camp of Kuaishou, "old iron" has become synonymous with Kuaishou community users, in the so-called "six major families" of Kuaishou, family anchors such as Simba, Er Donkey, Zhang Erjie, Pai Pai Qi, abbot are all Northeast anchors, only one Sanda family in the "Sanda brother" is Cantonese.
But the head anchor who picked up Kuaishou Live soon became the target of the platform. Starting from 2020, Kuaishou will rectify the head anchors, especially the anchors of the northeast family, curb their excessive expansion, govern the content ecology of the platform, and implement "de-familyization".
An important reason for this is that when Kuaishou rapidly promotes its e-commerce strategy, it initially relies heavily on these head anchors, such as Simba or Erdon. Simba is the creator of the e-commerce sales record of the Kuaishou platform, comparable to Li Jiaqi and Wei Ya. After the comeback of the second donkey, he also brought goods with Dong Mingzhu, chairman of Gree Electric Appliances, as an anchor in 2021.
However, when the head anchors of these shows sold their own goods, they moved the set of "exaggeration", "self-entertainment" and "derogatory others" they used in the show to the business world, and when creating huge sales, they successively fell into the storm of fake goods, bringing immeasurable losses to the goodwill of the platform.
From now on, the "defamilialization" policy has achieved obvious results, and Simba is still there, but he is no longer the head anchor who arbitrarily challenges the rules of the platform. After the second donkey experienced the "fake Duowei mobile phone" incident, he almost never brought goods again. Pai Pai Qi has been completely banned.
In 2022, Kuaishou launched the "Top 100 Anchors List", according to the incomplete statistics of Burning Finance, only Shi Damei and Zhang Erjie, which belong to the Simba family, were selected, and most of the remaining were newly emerging waist anchors. The geographical distribution is not concentrated in the northeast, but all over the country, diluting the regional color and striving for balance.
With the migration of the platform, the northeast anchors are constantly reshaped and disrupted by the rules of the platform. Some disappear, some indulge, some keep a low profile.
In 2019, the live e-commerce fire, "Weiya's woman" and Li Jiaqi's "all girls" became popular words, in contrast, "family" and "list of big brothers" were quickly drowned in the sound of selling goods, and the enthusiasm of "big brothers" was covered by women's shopping spree.
Yang Hongyu is an entrepreneur in Shenyang who focuses on supply chain. In 2016, he founded a trading company in Shenyang, in addition to doing traditional business such as wholesale procurement, he also focused on doing new media business such as self-media, community, and live broadcast for cooperative manufacturers. The customers are mainly from the north, Shanghai, Guangzhou, Shenzhen and Jiangsu and Zhejiang areas.
"It's too hard to do supply chain business in the northeast." Yang Hongyu said. First, there are few local goods in the northeast, mainly concentrated in the specialty category, and such commodities are very limited. The second is the downstream channel of supply chain docking, and the mature model is in the north, Shanghai, Guangzhou, Shenzhen and Hangzhou, such as self-media, community and live broadcast platforms.
Anchors in the northeast region immediately began to go south in large numbers, looking for supply chains in Hangzhou, Guangzhou and other places to seek lower prices and better goods.
Simba, who is determined to do e-commerce, did Xinxuan in Guangzhou, kicking off the prelude to the northeast anchor going south. They may intervene in the supply chain and supply family anchors; some people may create or sign MCN agencies to transform into cargo masters.
An MCN practitioner who serves JD.com and Tmall Live in Beijing said that about 6 of the 10-person live broadcast team he works in is from the northeast. Northeast anchors have experience, humor, know how to liven up the atmosphere, but it is easy to bring "show experience" into the live broadcast room, the emergence of "first", "best", "best performance" and other words, need to carry out strict training.
Another way for Northeast Internet celebrities
Of course, not all of the Internet celebrities have left the northeast, and some people have chosen the road outside of live show and live e-commerce, that is, to cultivate exquisite content, such as the newly rising Zhang classmates, and the "happy life of the fourth oldest" of network talents.
In the second half of 2021, Zhang Classmate, who quickly became popular, currently has 19.2 million fans on Douyin, and the huge star map platform shows that the official quotation of Zhang's account is 300,000 yuan per item, and at present, Zhang Has cooperated with three brands of Online Business Bank, OPPO and UnionPay.
The content of Zhang's video is very simple, his vibrato certification is "rural guardian", mainly to show the short, environmental appearance of parents in rural life, which uses unique editing and soundtrack, basically two or three days a change.
The famous student Zhang did not develop as the path of ordinary Internet celebrities. Mr. Zhang did not sign a contract with any MCN institution, although some institutions offered a signing price of 5 million yuan, 10 million yuan or even 20 million yuan. Zhang said during the live broadcast, "Receiving some advertisements for life is normal, and I don't run away." "And said, for the time being, do not bring goods."
The fourth elder became popular because of the filming of "the happy life of the fourth elder", in his segment video, such as the "Northeast Love Story" series, he is the fourth elder, but also the old uncle, but also the wife, but also the father-in-law, etc., creating a unique character image, truly restoring life, and creating a popular meme such as "I mention a cup".
In 2019, the fourth elder was once again out of the circle because of his participation in the "Wolf Disco" MV actor, and in 2020, he went to the "Talk Show Conference", according to Burning Finance Observation, he did not bring goods, and did not brush gifts with his "family" in the live broadcast room.
More and more Northeastern Internet celebrities realize that the life of sensational content is not long-lasting, and they need to be more professional.
For example, @Xiaoliangge, a shop expert who returned to Harbin from Beijing, said that the reason why he has been making food now is because from the first work, he has been seeing the present, the editing method is all changing, and they have begun to work the content.
"We are also optimizing the method of updating the editing, constantly doing post-production updates, including the sense of the shot of the talent, constantly trying to break through themselves, and every shot must be summarized how the last time can be better next time, it will lengthen the time, and it is quite serious in doing this."
In this regard, there are still opportunities for Internet celebrities who continue to stay in the northeast.
Resources:
Real! 90% of internet celebrity anchors have a monthly income of less than 5,000 Northeast people "strangle each other"" (Source: Ebang Power;
"Northeast, can't keep internet celebrities who want to make money", source: marketing entertainment sauce;
"MCN, but Shanhaiguan", source: Semi-cooked Finance
*Captions and text images are from Visual China. *Disclaimer: In no event shall the information herein or the opinions expressed herein constitute investment advice to any person.