- Text/MBA Think Tank Su Xiaowen Editor/MBA Think Tank Liu
01
Li Ziqi's return is highly anticipated
Recently, the news of "Li Ziqi's comeback" has once again rushed to the hot search.
On October 7, in the promotional video of Douyin's "Beautiful and Wonderful Night", Li Ziqi appeared at the end of the video in a costume.
As soon as the news came out, fans seemed to have seen long-lost old friends, some were surprised, some were moved, of course, more, or expectation.
After all, more than 700 days have passed since July 14, 2021.
During that period of stoppage, Li Ziqi was not in the countryside, but on the way to the lawsuit.
This game with capital eventually reached a settlement.
In the more than two years that she "disappeared", because of the incision of rural life she opened, many latecomers found new traffic passwords.
For example, "Vietnamese plum ziqi":
Her videos, whether it is composition, camera movement, or narrative rhythm, and even the grandma and animals that appear in the video, seem to be restored one by one.
Once let netizens think that Li Ziqi was Vietnamese, and later she had to come forward to refute the rumors.
Also, with a song "Aloha Heja He", classmate Zhang finished a meal.
Image source / Kuaishou Zhang
With a "Iron Flower" video, the explosive Jiang Xunqian (September).
Image source / Douyin Jiang Xunqian (September)
Peng Chuanming, Peng Nanke, Shanbai and so on who spread intangible cultural heritage in rural areas.
To some extent, they have all become the "second Li Ziqi" in the hearts of fans.
You will find that their explosion not only makes the Chinese people feel the breadth and depth of traditional culture, but also makes many foreigners re-understand China and even fall in love with Chinese culture.
Some overseas netizens left a message below Li Ziqi's video:
Li Ziqi's video reveals a beautiful China that no one has ever seen.
"It's as if the traditions and culture of China thousands of years ago have been recreated in an extraordinary girl. Although I am not Chinese, I am sincerely proud and happy for her. ”
It is said that Internet celebrities are popular and go fast.
But Li Ziqi, who has "disappeared" for so long, is an exception.
What sets her apart from other creators is her constant focus on content.
Her assistant once said that even if there is a team, many things in the video can only be done by Li Ziqi.
Li Ziqi's conception of content, camera expression of rural atmosphere, and ease of agricultural work, only she can achieve satisfactory results.
In order to make each frame meet expectations, even if the photographer took a lot of shots, Li Ziqi would still carry the camera to reshoot.
A lot of heavy swear words, although you can find someone to shoot a long view, but Li Ziqi insists on doing it himself.
In the final video, there are obviously professional editors, but Li Ziqi is still doing it himself in order to achieve the effect he wants.
There are many fans who leave messages in her comment area, although I have seen many videos of pastoral life, and the shooting is also very beautiful, but only Li Ziqi's video can make people sink their hearts.
Even though everyone knows that rural life is not entirely as beautiful as in the video, after watching Li Ziqi's video, I feel particularly comfortable.
In the two years since she was interrupted, fans have been waiting for her comeback every day.
Just like netizens said: Although Li Ziqi is not in the rivers and lakes, there will always be her legend in the rivers and lakes.
02
"Digging, digging, digging" Teacher Huang live broadcast with goods, was scolded on the hot search
After Li Ziqi's "comeback", a post "Digging and digging Huang Teacher 5 live broadcasts with sales of more than one million" was also on the hot search.
At the beginning, Mr. Huang became popular on the whole Internet with the children's song "Digging and Digging", and the number of fans once rose to nearly 8 million.
Although she encountered online violence during the explosion, after calming down, she finally chose to live broadcast with goods.
On September 20, she tried live streaming for the first time, which attracted 80,000 people that night.
Some netizens said after watching it that Mr. Huang's entire live broadcast had a clear process and skillful movements, and he was professionally trained at a glance.
With this successful experience, Mr. Huang has opened 5 live broadcasts in the past 30 days, and the live broadcast sales have exceeded one million.
Although this performance cannot be compared with big Internet celebrities, the income from bringing goods far exceeds her main business.
Due to the live broadcast of goods, Mr. Huang lost nearly 50,000 fans, which also caused a huge controversy:
Some people think that Mr. Huang does not steal or rob, and it is legal and reasonable to bring goods to earn money.
But there were still a lot of negative voices.
One of the most controversial comments is:
"As a teacher, does she want to teach children to become Internet celebrities and live broadcast goods in the future?"
The controversy about Internet celebrities bringing goods actually reflects people's pursuit of certainty and aversion to uncertainty.
Whether Mr. Huang is good looks or talent, he is not outstanding in the field of short videos.
The children's song "Digging and Digging" is not her original.
Because of a sudden popular meme, the whole network exploded, and then smoothly embarked on the road of live broadcast and goods, earning a lot of ordinary people, unimaginable income.
All this is too accidental and completely inconsistent with the universal values of "planting melons to get melons, planting beans to get beans".
But it just happened, making many people's eyes red.
It also saddened some people: "What's the point of working hard?" ”
But if it is you, doing ordinary work, receiving a small income, and accidentally getting a large amount of traffic, you have witnessed the efficiency and stimulation of traffic monetization.
Will you continue to stick to your main business due to different vision, or will you choose to directly cash out in the short term?
It is said that the end of Internet celebrities is to bring goods, in fact, to be precise, it should be said that the most efficient means of monetization is to bring goods.
The speed of making money from advertising is slow.
After all, hundreds of customers come to you to cooperate at once, and you need to connect one by one.
It is also necessary to re-write the copywriting, shooting, and editing according to the requirements of Party A.
There may be an advertisement, the traffic is gone, and it is uncertain whether it can be received in the future.
But brands with goods look at the conversion effect.
Internet celebrities will have a price advantage for their first live broadcast, and many passers-by fans will also place orders when they look at the price.
And people naturally love certainty, which has nothing to do with professionalism and morality.
After all, the income earned by bringing goods is far higher than the main business, and it is reasonable and legal.
For an amateur Internet celebrity, it is very uncontrollable and uncertain to make traffic have long-term commercial value.
Therefore, most of the Internet celebrities who suddenly exploded will choose to take advantage of the heat and harvest a wave of traffic first.
Those who scold Teacher Huang for eating ugly, if they change themselves, they may not be nobler than her.
There are lucky people in any industry, and everyone can't stop the lucky ones from appearing.
This lucky person can be Teacher Huang or someone else.
Because of a lucky Teacher Huang, it caused hostility and even doubts about his own life, which was completely unnecessary.
After all, the vast majority of people can only earn money within their own knowledge by working hard.
03
The further you go to the left, the more you want to see the scenery on the right
Regarding working to earn money, I once read a question on the Internet: "Why is it that after work, many people slowly lose light in their eyes?" ”
When we are young, we will be happy because we look at our crushes.
I will also be sad for several days because of unsatisfactory test results.
But even if the mood swings are great, there is always light in the eyes.
Because our hearts are filled with hope.
We know that the future will come, and you have a lot to look forward to.
But after the end of the year, life seems to press the shortcut key.
Non-stop in the midst of busy work every day.
PUA routines of leaders and intrigues between colleagues.
He was confused by the second monk of Party A.
The bottleneck of career development, endless classes, and frequent marriage urging at home.
Each of them is exhausting.
It is not an alarm clock or a dream that wakes you up every day, but anxiety and dazedness.
When reality brings us all consumption, the smile on the face is gone, and the light in the eyes is lost.
Gave up the pursuit of dreams, put away the curiosity of childhood, let desire lead, and followed the flow.
Why are many people unable to extricate themselves from Li Ziqi's video?
Because we also longed to be like Li Ziqi, to be a clear stream in the world, washing away all the chaos around us.
But in the end, he found that he was also a member of Chaos.
The appearance of Li Ziqi, to a large extent, is to restore the most simple truth with the beauty of the most extreme details.
When we become more and more worldly utilitarian, we can only find inner poetry and distant places in Li Ziqi's videos.
Why are many people disgusted, Mr. Huang's live broadcast with goods?
It is not so much disgusted as that they mirror the utilitarian self in Teacher Huang's body.
People often live as they hate.
There are two paths in life, and the further you go to the left, the more you want to see the scenery on the right.
When you yearn for the scenery on the right, it means that you are far away from it.
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Write at the end
There is a sentence in "Night Flight West":
"Although the future is hidden in the fog and makes people seem timid, when you step into it, the clouds will open up."
The more you sink into busyness and utilitarianism, the more you pursue poetry and painting.
The more I hate my current self, the more I want to get the light in my eyes.
-THE END-
●This article is the original publication of MBA Think Tank, please contact us for reprinting. Author: Su Xiaowen (MBA think tank columnist), looking for a ray of light in the article. MBA Think Tank - a professional learning and growth platform for managers, with both hot spots and dry goods, top management knowledge, and advanced workplace guides. APP, Toutiao, Weibo @MBA think tank.