Originally, while the industry was booming, the "food broadcast" industry had problems such as gluttony and vomiting, fake eating tricks, and hunting for food eyeballs. Where will the entire mukbang industry go?
With a big stomach to make eyeballs, fake eating tricks, over-drinking to induce vomiting and eating and broadcasting chaos, the industry is chaotic
The word "mukbang" was first derived from the Korean word Mukbang, which means sitting in front of the camera to show the audience the process of eating. After years of development, mukbang has become a hot topic on major media. The topic of "food broadcast" on Douyin has been played 100 million times, and the topic of "big stomach king" has also been played more than 7.1 billion times. Since the audience's perception of mukbang videos is still mainly "curious", this also makes the mukbang industry chaotic.
Among Chinese and foreign bloggers, there are many food broadcasts with "big stomach king" as a selling point, take the famous Japanese food broadcast network Yuka Mahogi as an example, she is 47.1kg tall, her stomach can swell to 66 times the original volume, in addition to the "abyss giant mouth" Korean blogger Mercedes Benz brother. After the spread of food broadcast culture to China, it also gave birth to many local big stomach kings, such as Mi Zijun, big stomach king Duoyi, big stomach king Yu Duoduo, Lang stomach fairy and so on.
Due to strong work pressure and deformed aesthetics, many food bloggers have cheated and fake eating tricks, and over-drinking and vomiting constantly. And these were all picked out by netizens with "fire eyes". For example, UP masters "Sun Gouzi and Liu Laohu" withdrew from the industry due to fake eating; "CRAM Ah Qiang", which has 700,000 fans, is also suspected of fakes. And there are many big stomach kings who induce vomiting after overeating, which is tantamount to "self-injurious behavior".
In the food broadcast industry, it is common to see some bloggers go off the beaten track. They never ate well, nor did they eat well, and staged fancy hunting and eating methods. For a while, eating "oil bread" was all the rage, and many bloggers came down to attract fans. "Oil bread" is actually made with large cubes of pork belly, which is disgusting. In addition, there are people who eat bundles of chili peppers, swallow "giant" seafood, blood sausages, etc. The specific how, I will not go into detail here, please imagine for yourself.
Driven by economic interests, the mukbang industry often breaks through the bottom line of morality, and black "mukbang" prevails. For example, "little Internet celebrity" Paige, whose parents insisted on labeling a three-year-old child as a big stomach king and feeding it into a hundred pounds, which attracted the attention of the whole Internet.
Since CCTV News issued an article denouncing it, the media's desire for survival is very strong: Douyu responded that it will strengthen the review of food live broadcast content in the future to eliminate food waste; Douyin Kuaishou responded, and most of the publicity can be directly banned. Bloggers also changed their names to survive, removed previous works, and stopped high-density live broadcasts in minutes. For example, in order to dilute the big stomach king label, "big stomach mini" has changed its Weibo nickname to "pear vortex girl mini".
Why can the "big stomach king" of commercial monetization become popular when users decompress?
Before the emergence of various short videos and live broadcast platforms, "big stomach king" is a profession, there are various big stomach king competitions around the world, watching people "eat" to get enjoyment is a consistent resonance worldwide.
From the user's point of view, watching people eat can get a decompression experience, and achieve the effect of venting through sensory stimulation. For people in the weight loss period, watching people eat and drink will produce strong psychological hints and obtain "alternative satisfaction". In addition, the loneliness that modern people cannot dispel is also the reason why people love to watch mukbangs, eating is human nature, and being able to eat can make people get psychological comfort.
From a commercial point of view, the commercialization path of mukbang is relatively rich, in addition to general advertising, it can also be monetized through store visits, live broadcasting, etc., and mukbang has formed a complete commercial chain.
After the "big stomach king" overturned, can the food broadcast industry still come back to life?
In fact, there are many kinds of food sowing, and after several years of development, food videos have a stable viewing group on any video platform. But why are there so many selling points with "big stomach king"?
The main reason is that the gimmick of the "big stomach king" is relatively easy to attract powder. The food broadcast industry is so popular, largely because of the low threshold. You don't need any unique skills, and there are no requirements for the anchor himself, as long as you can eat and dare to eat, you can gain a group of fans.
However, every coin has two sides, correspondingly, a low threshold also means inevitable high competition, and if you want to become famous, you have to make differentiation. In addition, in order to cater to the curiosity of the public, so food broadcast has become a kind of "mass performance art".
Although there are so many big stomach kings, the real money is rare, except for some head eating broadcasts, most of the waist and small anchors do not make much money, before there is no commercial advertising, the income is completely from the basic salary and platform tips.
The Paper also once did an issue of the report, an ordinary food broadcast, the basic salary of each month is less than yuan, plus the gift of live broadcast, the monthly income is almost - yuan, but often stay up late, overeat, if default, but also have to face up to millions of liquidated damages. In addition, an anchor with 600,000 fans on Weibo also publicly broke the news that it is difficult to make profits in this industry, the anchor is under pressure, and he takes his life to make money.
Where will the "big stomach king" overturn food broadcast industry develop?
It is already imperative to de-"big stomach king". When the "can eat" and "blind food" can't go. According to the "Food White Paper" released by Kuaishou, from January 1 to September 20, Kuaishou Food Pendant released a total of 600 million videos, with more than 100 million hours of broadcast time. The author gives some suggestions here for reference only.
Moving towards healthy eating. Instead of teaching others to eat indiscriminately, teach people how to eat good things. In the current focus on healthy diet, reasonable matching of meals will also be sought after. For example, up owner Xu Dasao, who mainly takes the home-style food broadcast route, focuses on food production and home-based sharing, and currently has more than 10,000 fans on station B.
Push the boundaries of gastronomy and combine it with other scenarios. The food broadcast industry is not only to attract fans by eating more, but also to "eat" as the boundary transformation is also a lot. For example, Mi Zijun, the king of big stomachs, has now transformed into a travel blogger, and snack evaluation, shop visits, and vlogs are all common video themes. In addition, combining "eating" with scenes is also a development path. For example, Office Ono, who is out of the circle with office tricks, and Spicy Dezi, who locates family cooks, are all good reference directions.
Dig deep into the "eat" economy. In a narrow sense, "food broadcast" refers to human food broadcast, according to the user's deep digging, the specific subdivision can be divided into fitness meals, baby meals, confinement meals, children's meals, special patient meals, etc., in a broad sense of "food broadcast" not only human eating, pet food broadcast is also very hot. For example, the 2-year-old child Stone, who already has 10,000 fans on Douyin in just five months, specializes in the mother and baby market. On Douyin, videos with the hashtag "Baby Eat" have more than 2.8 billion views.
After the "big stomach king" overturned, can the food broadcast industry still come back to life?
According to the "Taobao Food Live Broadcast Trend Report", food live streaming has become a new outlet for Taobao foodie brokers, with more than 1.6 billion people "squatting" on Taobao for food live streaming every year alone, and the food sold in the live broadcast room increased by more than one year year-on-year. In the future, after a short period of adjustment, the food broadcast industry will definitely come back to life, and food broadcasters should not become alienated commodities, but should take this opportunity to do a good job of transformation and embrace change.
"Grassroots" halo is no longer live, what room for imagination can the industry have?
So, how much impact will the rollover of the "Big Stomach King" have on the live broadcast? The author believes that in fact, this impact will be negligible. On the one hand, even if there is no "big stomach king", the food broadcast industry can have many development directions for reference. On the other hand, the live streaming industry itself is quietly undergoing some changes.