Source: Live Observation
In China's Internet content ecology, there has always been a strange traffic password, that is, "one copy, two changes and three optimizations".
Some people will extract the copywriting of popular content, some people will imitate the scenery of popular videos, and there is a special group, that is, copycat head stars or anchors.
Because the industry atmosphere has been formed, many celebrities and anchors will not mind when facing copycats, as long as the copycats are not particularly excessive.
However, there are also many copycats who go everywhere, perform commercially, and bring goods in live broadcasts under the trend of interests, which has aroused strong disgust among fans, and some owners have also taken up the weapon of the law to seek help.
No, people are no longer in the rivers and lakes, but Fan Bingbing, who has been repeatedly copied, has recently "taken" a copycat.
1. Copycat Fan Bingbing has to pay 535,000 yuan
Star Fan Bingbing can be said to have suffered greatly in this regard, although she herself was banned for tax evasion, but her beautiful face has always had a large audience, and many anchors broadcast live in the name of Fan Bingbing to attract the attention of netizens.
Some media have ridiculed before that in the live broadcast rooms of different platforms, there are at least 5 different copycats Fan Bingbing in the live broadcast, all with European-style big double eyelids, pointed chin, high nose bridge, and big red lips. She can be "Bingbing Fan", "Fan Ye Bing", or "Bingbing is not Fan Ye" or "Jin Suo is not Fan Bingbing".
These anchors rely on Fan Bingbing's popularity to earn a lot of traffic. Some have nearly one million fans, and during the live broadcast, netizens often shouted "Hello Fan Bingbing", "Is it Fan Bingbing", etc.
According to the court, the anchor Chen Moumou, who was sued by Fan Bingbing this time, is the anchor of Wuhan Yahe Xingshuo, who imitated Fan Bingbing's image through visual elements such as makeup, clothing, and modeling in the live broadcast, and used a live broadcast nickname similar to Fan Bingbing's alias.
The court sentenced Chen Moumou to immediately stop the unfair competition involved in the case, compensate Fan Bingbing for economic losses and reasonable expenses totaling 535,000 yuan, and the defendant Wuhan Yahe Xingshuo was jointly and severally liable for 200,000 yuan of it.
In fact, this is not the first time that Fan Bingbing has taken up the weapon of the law to prosecute copycats.
In May 2020, Fan Bingbing entrusted a law firm in Beijing to sue the online anchor Chen (screen name "Fan Yebing") to the Beijing Internet Court. After receiving the summons from the court, Fan Yebing not only did not relent, but also successively changed his screen name to "Li Chen's ex-girlfriend", "Fan Bayi's defendant", and "Fan Forty's defendant" to show "response".
Later, the court required the defendant Chen to publicly apologize to Fan Bingbing and compensate for economic losses, but Chen appealed against the judgment of the court of first instance. But in the end, the verdict was not changed, and the traffic of "Fan Yebing" was also greatly affected after the name change, and the live broadcast room was not there.
In addition, Fan Bingbing also had a dispute with another network anchor Du Mou (screen name "Bingbing Fan"), and finally under the mediation of the court, Du Mou publicly apologized to Fan Bingbing to clarify the facts and compensate for economic losses.
2. The face-bumping star is a traffic password
In the live broadcast room, the "star face" can be said to be the simplest wealth password. Because there is no label "Fan Bingbing", the live broadcast rooms of these anchors will definitely not be so lively, and there will not be so many fans.
Compared with the beauty anchors who imitate Fan Bingbing, the entertainment track is a high incidence of copycats. For example, Zhao Liying's Douyin Internet celebrity "Food-loving Mianer" attracted 2 million fans in just 3 days of live broadcast on Douyin, and "Fang Tutu" who hit Di Lieba in the face attracted more than 7 million fans just for lip syncing.
After these anchors hit the stars in the face, they all received a huge amount of reward income. "Xia Ziwei", who imitated Ziwei Douyin and became famous, has an IP name of "Xiaolin Xinru", and once mentioned in the live broadcast: "Unless a rocket or a carnival, my eyes can be cured!"
In addition, there are also very Jay Chou imitators, such as "Jay Zhoukou", "Jay Yong", "Porridge Cake Lun", etc. Among them, "Yong Jielun" also held a concert in 2019, with a ticket price of 220 yuan, which was almost sold out. "Porridge Cake Lun" has also opened the "strongest national tour on the surface" across the country, and at some event sites, "Porridge Cake Lun" has also cooperated with local brands across borders, selling pancakes while attracting traffic to cooperative brands.
Among the many copycat celebrity face anchors, there is another person who has to be mentioned is "Luha", now renamed Ling Dale, his experience can be said to be worth learning from many copycat star anchors, and it also gives this kind of anchor more monetization templates.
At the beginning, "Luha" relied on "face" to eat like most face-hitting star anchors, and also established the internal entertainment copycat men's group "ESO Men's Group" with Huang Zicheng, Yi Yang Ganxi, Wang Erbo and others. In order to become famous, several people have done a lot of "hard rubbing" traffic, and they have also been on the hot search many times, but they once ended up in a situation where everyone shouted and beat them.
However, after the farce ended, "Luha" relied on live broadcast to bring goods in addition to the circle. Although it is still the same star face, "Luha's" sincere attitude of bringing goods and broadcasting while eating quickly attracted a large number of fans, and GMV soared all the way. This allowed him to smoothly transform into Ling Dale and become the boss of an MCN agency.
Of course, in addition to these copycat star anchors who have left traces on the Internet, more imitators have disappeared from the Internet before they have time to leave their names.
3 Epilogue
There is no doubt that face-hitting stars have created opportunities for these imitators to "make a living by their looks", but both the platform and netizens have mixed emotions about this copycat-style account.
The first thing that needs to be faced is the controversy and doubts of netizens. Fans often enter the live broadcast room not to shop, but to watch this "face-bumping spectacle" and comment on the appearance of the imitator.
Although this kind of attention is high, negative comments are also pouring in, so the disappearance of many accounts is not because of the rights protection of celebrities, but because they can't stand the complaints of netizens.
Then there are the legal risks that exist at all times. When the image of a copycat is used in commercial activities, it may face legal action for infringement of image rights. In addition to Fan Bingbing, Wang Feng, Lin Junjie and others have all proposed corresponding rights protection in this regard.
In addition, the risk of outgassing should not be overlooked. The short-term popularity achieved by virtue of appearance is far from enough to support long-term attention, and even the imitated star himself is difficult to maintain his popularity all the time. With the aura and shadow of celebrity, it is even more difficult for copycats to gain a firm foothold in this competitive field.