Top Internet celebrity "Xiucai" overturned, "middle-aged and elderly harvester" changed owners?

Source | Tech Planet

Text | Ren Xueyun Zhai Yuanyuan

As soon as the news that the account was blocked on September 2 was issued, the short video Internet celebrity anchor "Xiucai", known as the "middle-aged and elderly female harvester", brushed the hot lists of major social platforms.

The self-proclaimed 39-year-old anchor of Qi Yuan Town, Mengcheng County, Bozhou City, became popular with his family-oriented, hardworking and kind image in short videos, he filled the emotional demands of middle-aged and elderly women, gained tens of millions of fans, and even set off an imitation boom among young people after coming out of the circle.

According to people familiar with the matter, "Xiucai" was recently reported for illegal behavior, which may be part of the reason for his ban. Search for the account of "Xiucai" on Douyin, and the page shows that the account has been banned.

"Xiucai" is not alone. In recent years, on the short video platform, a number of Internet celebrities represented by "fake Jin Dong", "Xiucai" and "A smile in the city" have become the traffic passwords of middle-aged and elderly people, and their degree of gold absorption is amazing.

The eldest brother of the female Internet celebrity "Laughing at the City", who is mostly middle-aged and elderly male fans, has given her more than 20 million tips; An old lady over 70 years old took a train from Jilin to Anhui in order to meet the Internet celebrity "Xiucai", crossing thousands of miles; "Fake Jin Dong" has been accused by many aunts of cheating out of money.

The emergence of "show talents" has given those middle-aged and elderly people who are emotionally empty in the real world have a cathartic channel. The difficulty of copying a "Xiucai" is much lower than copying a Li Jiaqi, and for middle-aged and elderly people, they need to keep their eyes open and guard their wallets.

Two top streams: one ban, one stop

When "A Smile" and "Xiucai" smiled in the short video, some grandpas and aunts on this end of the mobile phone screen were instantly pinched. On Douyin, these two Internet celebrity anchors with tens of millions of fans have been popular among middle-aged and elderly groups in the past few years.

In the video of "Xiucai", with a national character face and short hair of three or seven points, "Xiucai" is wearing a solid color shirt or lapel polo shirt, and a pair of suit pants, with a slight smile in his eyes, doing a series of quite "contrived" actions. According to the summary of netizens, he will pretend to turn back inadvertently in the video, cover his mouth with his fists, cover his stomach, touch his hair, and lick his lips frequently.

In the more than 1,000 videos it has released, most of them walk in the fields, humming love songs such as "It's not my fault that I love you, it's your beauty that caused trouble", or lamenting "Little sister sent a lover to the east of the gate".

Although "Xiucai" is a greasy representative in the eyes of young people, in the eyes of his fanatical middle-aged and elderly fans, he is a sincere spokesperson, revealing a charming atmosphere from actions to words.

If "Xiucai" is a walking "harvester for middle-aged and elderly women", and another Internet celebrity with tens of millions of fans on Douyin "laughs at the city", he is called "Yi Mengling in the minds of middle-aged and elderly men". In the video, she smiled sweetly, and the Internet celebrity love song was paired with her simple dance moves, which fascinated a group of uncles and uncles, "desperately" sent flowers and brushed gifts in the live broadcast room, just in exchange for "a smile".

Not long ago, "Xiucai" and "A Smile in the City" had a microphone link, and the PK session was broadcast live in the fan gift broadcast. According to Douyin data, the number of online users exceeded 100,000, and the cumulative number of viewers exceeded 20 million. During the live broadcast, every gift special effect appeared many times, among which the most expensive price was the "carnival" of 30,000 TikTok coins (equivalent to nearly 3,000 yuan), which constantly covered the screen.

The popularity of "Xiucai" and "Smile in the City", on the one hand, deliberately caters to the preferences of middle-aged and elderly user groups in image shaping, on the other hand, the high update frequency and highly repetitive content allow them to quickly establish a representative character in the hearts of fans.

According to public data, before the "Xiucai" account was banned, its Douyin account had 12.171 million fans and received more than 200 million likes. According to the new shake data platform under the new list, the proportion of female fans of "Xiucai" is nearly seventy percent, of which fans aged 41 to 50 account for 24.66%, and fans over 50 years old account for 47.83%.

The number of followers of the Douyin account of "One Smile" reached about 19.15 million and received 260 million likes. Male fans account for nearly eighty percent, of which 31.84% are fans aged 41 to 50 and 42.13% are over 50 years old.

Tech Planet reviewed the public information of various parties and found that the two "top streams" of the middle-aged and elderly user group came from the grassroots. Xiucai, aged 39, from Mengcheng County, Bozhou City, Anhui Province, began shooting short videos in 2020; With a smile, his account introduction age is 31 years old, from Heze, Shandong.

The Douyin platform shows that "Xiucai" and "Smile in the City" do not have the certification mark of artists signed by MCN institutions. Combined with Douyin IP, during the previous operation of "Xiucai", the video was basically sent from Anhui area, and the IP address of "One Smile and Falling City" often changed, and in July this year, it sent videos with check-in addresses located in Hangzhou West Lake, Wuzhen and other places. Hangzhou is the gathering place of MCN institutions, where MCN institutions such as Yaowang, Qianxun, and Worry-free Media gather.

However, when "Xiucai" was banned, the video update of the Douyin account of "Laughing at the City" also stayed on August 21, and the account status remark "There is something at home, live broadcast and then notified", and the future has become confusing.

Live broadcast tips to brush gifts, take out the wallets of elderly fans?

As the two top Internet celebrities of the middle-aged and elderly group, "Xiucai" and "A Smile in the City" have a combined number of fans on Douyin of nearly 30 million, more than some stars, but the two did not follow the live broadcast of stars like stars, and their income basically relied on fans to live broadcast tips and brush gifts.

In a live broadcast of "A Smile in the City", just 1 minute ago, I received 5 virtual gifts "Carnival", and one "Carnival" was equivalent to 3,000 yuan. In order to reach the position of the first ranking, it was seen by the anchor, and the fans hit the list with real money. According to "Power Plant", the Douyin level of the big brother of "One Smile and the City" has reached level 60, and the amount of live broadcast tips corresponding to level 60 is about 20 million yuan. According to surging news reports, the "mother in the tiger", who claimed to be a classmate of Xiucai Middle School, revealed that an old lady in Beijing once gave 527,700 tips in a month and a half.

The videos of "Smile and Xiucai" on Douyin have accumulated 190 million likes and 200 million likes respectively, although these likes cannot be directly converted into revenue, but the higher number of likes means that you can get more traffic and more fans who can swipe gifts.

According to "Power Plant", anchors of the level of "Smile in the City" basically pay millions of yuan in live broadcast tips every month. Industry insiders revealed to Tech Planet that if the contracted institutions, such as large MCN institutions, share 70% with the platform and 30% of the platform. Of the remaining 70%, big Internet celebrities can get up to 80%, and MCN institutions may only get 20%. If it is cultivated by an MCN institution, the share will become 45% for Internet celebrities and 55% for institutions.

In the past Qixi Festival, "Xiucai" and "A Smile in the City" connected PK, in this epic "war", more than 20 million people watched, setting a record in the history of Douyin, the two live broadcast rooms combined, and the number of online users exceeded 400,000 at the same time.

The online PK competition is about the popularity of fans and the amount of gifts. In the live broadcast room, virtual gifts such as "Set Sail for Love", "Dream Castle" and "Season with You" that need to consume tens of thousands of Dou coins (that is, thousands of yuan, 1 yuan can buy 10 TikTok) appear frequently, and "Carnival" gifts fly all over the screen as if they don't want money.

"One Smile and Love City" has opened two fan groups, one of which only requires to open exclusive members of the group owner, while the other group requires attention and opening exclusive members of the group owner and members of the 9th level fan group. If you want to become an exclusive member of "One Smile", you need to pay 980 Shake coins / month every month, which is equivalent to spending 98 yuan per month.

However, a woman from Beijing once reported "Xiucai" in her real name, saying that the other party used dividends as bait to defraud herself of 510,000 yuan in 3 months by giving online tips and offline dividends. After the incident, the two parties settled after police mediation.

Live broadcast tips are a more legal way to "harvest" the wallets of the elderly. In the "fake Jin Dong" incident, relying only on a poster, you can let fans join the "star fan group", and then circle money under the so-called "aid investment" and "public welfare projects".

A show falls, Wan Xiusheng, the "middle-aged and elderly harvester" changes owners?

The ban of the middle-aged and elderly top "Xiucai" caused heated discussions, and Douyin told Tech Planet that the account violated the relevant regulations of the platform and had been banned. As for what specific regulations "Xiucai" violated, temporarily banned or permanently banned, the platform did not respond.

The reason why "Xiucai" was banned may be related to tax evasion. Southern Metropolis Daily reported that a receipt for accepting tax violations showed that on August 15, 2023, the Bozhou Municipal Taxation Bureau Inspection Bureau of the State Administration of Taxation decided to accept the report of Xu Moumou (screen name Xiucai) suspected of tax violations. The Bozhou Municipal Taxation Bureau told the Nandu reporter that there was indeed a report of "Xiucai" suspected of tax violations, "The specific situation still needs to be verified, it is under investigation, and the acceptance and handling is not a public matter, and if there is a public matter, it will be released as soon as possible." ”

However, one "Xiucai" fell, and thousands of "Xiucai" were full.

On the short video platform, many netizens began to push the middle-aged and elderly idols of the same type of "Xiucai" to the top position. An elderly man who was once keen on hype with "Xiucai" painfully interacted with fans under his video: Babies, Yixiuluo, Wan Xiusheng.

The "middle-aged and elderly harvester" changed owners, and netizens were particularly enthusiastic about promoting the new top stream. "Xiucai, Lao Li, Wang Sheng" was once jokingly called "three points of the world" by Douyin netizens. Xiucai fell, and Lao Li was the most likely to ascend to the throne.

According to Tech Planet observation, the Lao Li in the mouth of netizens, the Douyin account is "they all call me Lao Li", and now has 3.485 million fans on Douyin and has received 72.688 million likes. During Lao Li's live broadcast on the evening of September 4, 48 viewers rewarded him, with more than 7.5 million likes in 2 hours, and received 254+ roses, 14 lollipops, and 67 cups + beer. The corresponding TikTok coins for the three gifts are: 1 TikTok coin, 9 TikTok coins, and 2 TikTok coins, of which 1 TikTok coin is equivalent to 0.1 yuan in cash.

Different from Xiucai and Yixiaocheng, Lao Li's monetization method is not only live broadcast rewards, but also live broadcast goods. According to his window products, the goods brought include anti-shedding and toiletries, snacks, thermos cups, data cables and so on. According to its homepage, more than 360,000 items have been sold and purchased by 87,000 people. Lao Li's fans cover a wider range, and many post-00s in the comment area appeared to comment, saying that he was recommended as a "new champion".

Another "middle-aged and elderly harvester" who is expected to rise to the top is Wang Sheng, because roller skating is more outstanding, Douyin netizens call him "the father of An Lingrong" and "Chinese his own Hanyu Yuzuru". Currently, Wang Sheng has 258,000 followers on Douyin. According to Tech Planet Observation, during Wang Sheng's live broadcast on the evening of September 4, many netizens mentioned Xiucai's name in the comment area, and even some people advised him not to be banned like Xiucai. Wang Sheng responded that friends who just entered the live broadcast room should not talk nonsense.

A netizen who watched Wang Sheng's live broadcast told Tech Planet that Wang Sheng's live broadcast routine is to guide fans to like his live broadcast, and the guidance technique is suspected of moral kidnapping, "If you like and be happy, you can take the handle, like without money, just buckle the treasures who don't like it?" ”

In addition to the middle-aged and elderly top successors Lao Li and Wang Sheng frequently mentioned by netizens, there are other Internet celebrities on Douyin who imitate "Xiucai" "Fresh" who have signs of being embraced as the "new king", "From now on, the position of Xiucai is held by you" "This Jiangshan, he Xiucai can sit, I can't sit freshly".

"Xiucai" was banned, but it is still the password of Douyin traffic. There are constantly "Xiucai" imitation shows staged on Douyin, from post-00s college students to Internet celebrities and stars, and many people even began to self-proclaim themselves as "champions", and the farce was out of control.

According to Quest Mobile's 2022 Silver Economic Insight Report, the monthly active scale of users over 50 years old reached 297 million, a year-on-year increase of 12.5%, and the average monthly usage time was 121.6 hours, becoming one of the important groups of the Internet. Middle-aged and elderly people are in a weak position in this "harvest", and are easily induced to reward, consume, and even deceive. Although "Xiucai" has been banned, the management of anchors such as "Xiucai" by short video platforms is obviously a top priority.