"Fireworks on Earth" is a special plan for the 2023 Spring Festival launched by Tencent Technology and Ran Finance, recording every extraordinary "Internet event".
At the end of the year, the content of the "catch-up set" fills various platforms, and "you can see the content related to the big episode by brushing it." ”
Young people affected by the content have also poured into rural gatherings. Fang Fang, a post-95 Internet migrant worker in Beijing, told Ran Dimension that her hometown is in a small place, although small but also a city, and she has never rushed to the market before.
At the beginning of 2022, Fang Fang fell in love with the short video of "catching up with the big set" on Douyin, often brushing for 2-3 hours, bustling with people, the stall owners while working hard to shout "5 pieces a pot", "10 pieces a pile", while amusing each other, the steaming morning aroma floated in the air, and as soon as your eyes fell on the bag in the hand of the person in front of you, the aunt who never knew each other would enthusiastically stretch out her hand and show the way aloud, "Go back, that stall of green onions for 1 yuan." ”
For Fang Fang, compared with the "void life" of the city of "buying vegetables without contact and delivering them to the door, and playing games online with friends on Sundays", the noisy voices in the big set made her feel "novel and grounded". ”
So, Fang Fang followed the pace of the blogger "clocked in" the "Beijing Shahe Fair", used to sleep lazy until noon, she got up early in the morning, carrying a backpack, sitting on the subway for more than an hour, at the gate of the big market, Fang Fang was "shocked" by the crowd of people and stalls that could not be seen at a glance", "surrounded by various dialects, 10 pieces a bag, 3 pieces of shouting and shouting endlessly", Fang Fang felt that he "seemed to have found the appearance of life." ”
Photo: Young faces of the large collection Source/Courtesy of Rarity
For urban young people, the rural gathering is new and lively, as well as the atmosphere of childhood. As a result, more and more urban young people are pouring into rural agglomerations.
A video blogger, Jin Song, told Ran Dimension that in the past, they were all middle-aged people in their forties and fifties, and there were old people in their sixties and seventies who pulled small cars to catch the gathering, and now "young people have become the main body in the big fair."
But unlike the urban youth flocking to the suburbs, the original, truly rural agglomerations are heading for depression.
On January 17, Nana, who had just returned to her hometown for two days, followed her parents to the big market in her township, "When I was a child, I always felt that the market was very long, and I couldn't finish shopping, and the last fair before the Spring Festival was always the most lively of the year, and it was also what I was looking forward to the most." ”
According to the rule of three times a month and every 7th, 17th, and 27th, January 17 is also the last big gathering before the Spring Festival in Nana Township, but the excitement in my memory is gone, "When I was a child, there were still many middle-aged people and children coming to the gathering, and this time I saw that most of them were elderly." It stands to reason that it should be particularly lively, and even meet relatives and friends in Ten Mile Eight Village, but today I haven't met a single acquaintance. I didn't even see a cart of oranges, and when I was a child, there were a lot of cartloads of fruit. ”
The different manifestations of urban and rural agglomerations are also different regional environments.
For urban young people such as Fang Fang, the big fair means new and interesting, but also has a human touch and fireworks.
The popularity of urban gatherings is also fueled by content creators. For example, the head of new media of an MCN agency told Ran Dimension that dozens of their expert accounts, including "Eat, Drink, Shop××, and "×× Hat Sister", have been intensively broadcasting the big episode recently, the person in charge said, "The big set is close to the people's feelings, and fans like to watch it." Now, with the help of large collection of traffic, rapid incubation of accounts has become the company's planned "starting volume" route.
There are also content creators who bluntly said to Ran Dimension that shooting a big episode is an "established action" at the end of each year, and it will be done at the end of each year because everyone pays attention.
Behind the depression of rural agglomerations are the decline of townships, the exodus of young people, and changes in the economic environment.
In the past, due to the limited productivity and consumption power, Daji was a concentrated time and concentrated place for residents' consumption. On the day of the gathering, the township residents gather here, buy the things they need to buy, and return home with a full load.
Today, with the increase in productivity and consumption power, there are no restrictions on when and where consumption occurs. But the atmosphere, fireworks, and human touch of the big set are still attracting new crowds.
01
Urban youth fall in love with catching up on big fairs
As the year draws to a close, content related to "catching up with big sets" has appeared more and more on various platforms, and many people have "cloud-browsed" various big episodes in short videos.
On the Northeast Fair, "frozen pears and frozen persimmons for 2 yuan a pound, pork for 8 yuan a pound", and a full set of spring couplings, while attracting the praise of northeast netizens, it also allowed southern netizens to see the northern custom of sacks for New Year goods; At the Shandong Fair, a single short video of "Challenge to Eat a Seafood Dinner with 100 Yuan" received more than 1.196 million likes, which also made the Daji cuisine "Seafood Stotto" and "Fried Fish Bone" out of the circle; In addition, there are Xinjiang Daji, Henan Daji, "Beijing Daji" called carbon-water paradise by netizens, and so on...
In addition to "cloud shopping", there are also people like Fang Fang, attracted by the content, so they walk out of their homes and into the suburban fair.
Photo: The big set of Nana Township Source/Courtesy of Nana
Recently, Chen Si of the 00s also fell in love with shopping in the big set, she told Ran Jiyuan, "Sometimes it is not that I love to visit the big set, but I like the people in the big set." ”
"The strange aunt who passes by will happily tell you that the green onions in front are cheap, 1 yuan a handful, and the seventy or eighty-year-old grandparents are full of red light, and will make me delicious fried buns." Chen Si said that sometimes visiting a few stalls is like "listening to a group comedy", "no matter how much or how little it is sold, the stall owners are happy", which also makes Chen Si, who falls into "emo" from time to time, "constantly introspect".
"The stall owners get up at 3 a.m., and in winter, they keep washing seafood with their hands in cold water, and they stand like this for 10 hours, and people are frozen." Jin Song told Ran Yuan that the seafood stall owner in Qingdao Daji only charged a dozen yuan in processing fees for a meal, and could earn 300-400 yuan a day, but in the face of this hard work that Jin Song thought was hard, the stall owner smiled and said, "Which job is not tired?" In the face of Jinsong's concerns, they appeared "optimistic and satisfied."
To some extent, Daji has alleviated the mental internal friction of some urban young people.
There are also people who are moved by the "large amount of money" of the big set. In the short video platform #Catch up with Daji#topics, a series of videos such as "100 yuan to visit Xinjiang Daji", "Challenge 100 yuan to buy ×× in Daji", and even "What can you buy in Daji for 20 yuan" have triggered netizens to "watch", and Daji is out of the circle with "low prices".
Zhang Yang, who has set up a family of three in Beijing, will drive to Daji every Sunday to "prepare enough rations for a week", compared with supermarkets such as Sam and Hema that are "more than exquisite and affordable", Daji not only "has complete stalls and can shop around", but also "vegetables and fruits are visible freshness", and more importantly, "what can be bought for 100 yuan in Daji, it may cost 2 or even 3 times the price to go to the supermarket".
Under the pursuit of young people, Daji is becoming popular. According to the new list data, as of January 7, 2023, the cumulative number of views on the whole network of topics related to catch-up episodes has exceeded 4 billion, while it is still growing at a rate of 100-200 million per week.
But Nana also said bluntly, "The big market in the city is like an 'entertainment place', and everyone does not go to buy things, the main thing is to stroll, see novelty, and the cost performance is a matter of opinion." But the big gathering of the old hometown, everyone still comes with the idea of buying things and trying to get cheap. ”
"The rural market is early, usually starting at 8 o'clock in the morning and basically dispersing at eleven o'clock in the afternoon. We arrived at nine and went back at ten. My parents rushed to the market just to save money and buy what they just needed. Today I think it's very interesting to rush to the gathering, when taking photos and videos, my mother still urged me, saying that I was dying quickly, so I should buy it quickly. Nana said.
After a trip, Nana bought some childhood snacks, shrimp slices, popcorn, pot slips, frozen pears. Nowadays, the price of goods in the township market is also rising, "frozen chicken feet 25 yuan a catty, so expensive, I am not willing to buy it." There are also frozen pears 5 yuan a catty, I remember when I was a child, it was only 2 yuan a catty. ”
But the township residents who have fled, the changing consumption behavior, has indeed made the traditional and real rural market less lively, "We are a township under Harbin Wuchang City, now there are many fewer local young people, and those with better economic conditions have gone to Wuchang City to buy houses." And now all kinds of consumption channels are convenient, some things are usually bought, not necessarily have to rush to buy. ”
Young people in the city fall in love with catching up with big fairs, and perhaps there is also a factor in reminiscing about the excitement of childhood.
02
Bloggers are fueling the wave
In addition to hobbies, young people fall in love with rural fairs, perhaps also influenced by various content platforms and content creators, "Now whether it is Xiaohongshu, Douyin, or B station, almost all bloggers are broadcasting 'big sets'. ”
In a short video titled "Shandong Daji, challenge two people to eat a seafood dinner for 100 yuan", blogger Jin Song recorded the process of rushing to Shandong Poli Fair, "How do sea cucumbers sell?" "Five bucks a piece."
Carrying 6 large pockets of seafood bought for 110 yuan, Jin Song's camera shakes through the crowd that is still bustling in sub-zero temperatures, skillfully talking to the stall owner behind the camera, "Big sister, the business is prosperous", the stall owner who was busy cutting meat also replied familiarly, as the steaming seafood risotto came out of the pot, many netizens in the comment area left a message "hungry to death", and some netizens said "Is seafood really so cheap?" Envy is dead", as of December 9, the video has received more than 1.196 million likes.
Bloggers are happy to create large sets of relevant content, and there may be personal hobbies, but the audience's attention is more solid.
In station B, blogger Wang Keke felt the huge traffic of the "market", as a small blogger with nearly 30,000 fans, her previous visit to the store food broadcast video has been stable at 5,000-9,000, rarely exceeded 10,000 views of the video, and at the beginning of 2022, her one "I actually went to the morning market in Beijing?" Less than 100 Eat and Take" videos have received more than 60,000 views.
"In addition to strawberries for 10 yuan a pound, there are also fresh vegetables for 5 yuan a pot all over the place", in the powerful shouts of the vegetable seller "5 yuan 5 yuan", she also heartily bought a bag of eggplant for 5 yuan.
In addition, in Wang Keke's shot, there are also many "new things" that are only available in the market, "freshly made sesame sauce, old-fashioned popcorn, and even street haircut stalls." ”
In Beijing, where prices are high, the "5 yuan culture" of the market has obviously caused netizens in the comment area to suffer a lot of impact, and many netizens can't wait to comment: "Is it okay to park?" "Arrange!!" From 2022 to the beginning of 2023, Wang Keke has also visited almost all kinds of big markets and morning markets in Beijing.
Photo/Lively Episode Source/Courtesy of Rarity
"Shandong big fair must shoot seafood, northeast big set must shoot pig killing." Jin Song told Ran Dimension that he has been a short video blogger for about a year and a half, and at the end of each year, the big collection of patterns across the country is the "traffic password" of various social platforms.
Ranji searched on Douyin with the keyword #catch up with the big set#, and the topic has been played as many as 3.3 billion times, and at the same time, in Xiaohongshu search for "catch the set", in more than 50,000 notes, keywords such as "good places to stock up on New Year goods" and "fireworks in the world" frequently appear.
"Now there are more bloggers who broadcast live and shoot materials." Another blogger, Rarity, also said. However, in Rarity's view, "whether it is a big fair, a temple fair, or a vegetable market, it is just a symbol, and on social platforms, as long as people can be gathered, it will be hot." ”
And even if the popularity of the big set is quite high, for bloggers, it is only a "specific topic" at the end of the year, and there are few bloggers who visit the big set all year round.
Whether it is Jin Song, Rarity, or Wang Keke, the bloggers' content homepage, compared to the big set, sharing daily travel life, local shop exploration is their regular content, and in addition to the live broadcast of the big set, the aforementioned MCN's expert account also frequently publishes short videos of local shop visits, in addition to the "catch up with the big set", Wang Keke's videos visiting the vegetable market, night market and other videos have also received a good number of views.
And large sets have traffic, but not necessarily revenue, for bloggers, sometimes a thankless job.
Bloggers who can't completely "generate electricity for love" also have to carefully adjust the "appearance rate" of large episodes, Jin Song said, "The big episodes in one place are not much different, and a large set can shoot at most one or two episodes in a period of time," for short video bloggers who live with freshness and rich themes, "video output cannot be homogenized, and everyone will be bored if they shoot more." ”
At the same time, Rarity also said, "The content of the big episode is too difficult to monetize. "Compared with the restaurant exploration with a clear monetization path, there are many and scattered stalls, and with the update of the mechanism of short video platforms such as Douyin, "a 5-second advertisement will be inserted in the middle of the 1-minute catch-up video." For Rarity, this makes it difficult for her hard-edited videos to "explode", and after calculating the various costs of shooting and editing by bloggers and photographers, shooting large episodes seems a bit "thankless".
"Maybe there will be fewer and fewer big episodes in the future, but down-to-earth and novel content will always attract the attention of the audience." Rarity added.
03
After the influx of young people into the big set
In fact, the "full of fireworks" in the videos of Internet celebrity bloggers has attracted a group of young people to flood into the market, while quietly changing the "appearance" of the fair.
More and more young people are rushing to the fair, and things in the bazaar are changing. Compared with the "grandpa and aunt" who buy vegetables and fruits in bulk for a family of old and young "tables", most of them are young people who live alone, it is difficult to "digest" the vegetables and fruits sold in large quantities, but they have brought fire to the "big set of food" that has never been the protagonist of the market.
Photo: Fireworks and delicacies Source/Courtesy of Rarity
Take Jin Song's short video with 1.99 million likes as an example, the seafood stall he photographed has now become an "Internet celebrity stall" in Qingdao, and when Jin Song went to eat again, he "queued for a full two hours".
Rarity also said that many stall owners added her WeChat after shooting, and told her with a smile, "After you finished shooting, I haven't rested for a week." ”
In addition, driven by the short video platform, the wild chef of the ordinary stir-fry stall in Shandong Daji has become a "net celebrity little fat", and also brought the fire of "10 yuan pounding fish bones", and the number of views on the Douyin topic #mashing fish bone# has reached 120 million times, and "pounding fish bones" has appeared as a local characteristic big set of food, as well as "seafood risotto", "Henan fried cold powder" and so on.
"A lot of young people will follow the blogger's videos." The owner of a donkey meat roast stall in Shahe Daji told Ran Yuan that in addition to the significant increase in new customers, "many young people will say that it is a little salty after tasting it, and ask for a lighter taste." ”
This allowed the stall owners to consciously improve their taste, and also gained satisfaction from the spontaneous "Amway Sticker" on social platforms, "Many young people do not eat enough, and they have to take it away, and they feel affirmed." ”
"I didn't expect that entertaining young people also brought big business." A strawberry stall owner said that at a big fair, a nervous young girl asked him if he could buy strawberries for only 10 yuan. He immediately filled the other party with the right amount of Bai Xueji, and also attached two Dandong strawberries to "taste", to his surprise, soon he received a large order from the customer for the company's New Year gift box, which made him feel "surprised and warm" when he was "worried about the slow sale of strawberries at the end of the year".
However, the influx of young people into rural gatherings has a lot of "embarrassment" in addition to novelty.
On the one hand, most of the big sets are located on the outskirts of the city, far away, young people without cars inevitably need to choose public transportation, reverse a few subway to go, high time costs and transportation restrictions, so that many young people in the face of low-priced fruits and vegetables are difficult to "chop and buy", after all, "buy it can not get it back." ”
Even those who have cars, young people have to endure the "morning rush" of particularly congested driving from the city to the suburbs on weekends, not only driving nearly 100 kilometers back and forth, but also many open-air markets do not have fixed parking lots, and they need to "find parking spaces by luck" after arrival.
After driving an hour to the market in order to catch up with the video "on top", Qiao Qiao was blocked in the periphery for more than an hour, "and when I squeezed inside, the stalls were almost collected", after that, Qiao Qiao still liked to watch the "big set live broadcast", but never rushed the big set again.
On the other hand, unlike the standardized products of supermarkets, Daji does not have unified strict standards, coupled with content beautification, it is inevitable that some young people who "admire and go" will "step on the thunder".
Under the "temptation" of the 1-minute short film cut by video bloggers, many netizens went there with anticipation, but returned to complain that "except for the two characteristics, they are similar to the things sold in the vegetable market at their doorstep".
In this regard, Rarity told Ran Dimension that a 1-2 minute short video often has to be stepped on in advance by the blogger once, extract the highlights and then shoot a second time, and because "the video shows novel things", it is easy to make young people who "come by the fun" "defeated".
Young people who are not good at bargaining and choosing vegetables and fruits are also easy to be "slaughtered", and the lack of after-sales and chaotic management of large gatherings also "dissuade" young people.
Fang Fang reluctantly told Ran Dimension that she had bought "raw watermelons for 10 yuan and 3" on the big set, and she couldn't see that she was not ripe, and she transported the watermelons home in the summer in the promise of the stall owner's "sweetness", and finally threw them into the trash can, "If it is a supermarket in front of the house, it can be replaced, but the big set is too far away." ”
However, the reason why the big set can attract the attention of many netizens may be because of its "roughness and vitality" that is different from the exquisite city, and for bloggers, "the big set is just a symbol, on the social platform, as long as it can gather people, it will be hot," Rui Rui Xiang added, "Whether it is a small restaurant with long queues, a crowded shopping mall, or a temple fair or vegetable market, it may become the next big set."
Whether planting grass or complaining, Daji attracted a group of audiences with its rough and primitive attitude. But after the novelty and freshness of urban young people's rural fairs have passed, will the rural agglomerations on the outskirts of cities decline like the traditional rural agglomerations? And what will be the next novel, lively and attractive "big set" for young people?
Ran Dimension (ID: chaintruth) original author 丨 Ma Shuye Editor 丨 Xie Zhongxiu
Resources:
"Rushing the big set, eating the big table, short video staged "The temptation to go home"", source: new list.
*The title image is taken from the burning dimension.
*Fang Fang, Nana, Chen Si, Zhang Yang, and Qiao Qiao are pseudonyms in the text.
*Disclaimer: Under no circumstances does the information in this article or the opinions expressed constitute investment advice to anyone.
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