Text | Mia
"Show off the rich industry chain", was pressed on the brakes.
After being criticized by Xinhua News Agency and People's Daily by name, the food master "Big Logo Eats Down Beijing", which has nearly 30 million fans, has previously apologized and deleted relevant videos, changing the previous "What is the experience of a pound of wild yellow fish in 1980?" What was the experience of the 4,500-piece State Banquet Dish Tour? 75,000 a night in the Presidential Suite is what is the experience" of the theme style, honestly eat the small noodles of the roadside stall.
Another blogger who criticized the article, "Xiaoyu who talks about cars", deleted video content such as "What cars do parents of international schools in the villa area drive". After another show-off blogger "Zhang Chen" mentioned in the Douyin search article and the above two bloggers, a warm reminder will appear "Please consume rationally and establish a healthy consumption concept".
As early as two months ago, the Douyin Security Center issued a governance penalty announcement, banning and banning a number of accounts suspected of deliberately showing off their wealth, maliciously speculating, and violating social order and good customs. Since January, the Douyin Security Center has cleaned up 2,862 such videos, 324 audios, 47 topics, and banned 3,973 illegal accounts. The show off class is repeatedly prohibited, and the spring breeze blows again, why is this type of account so tenacious? What kind of interest chain is behind it?
<h1 class="pgc-h-arrow-right" data-track="6" > when "showing off" becomes the wealth code: a variety of forms of turning traffic into leeks</h1>
From the era of graphics to the era of short videos, the "wine-colored wealth" that conforms to the essential desires of human nature has always been the most effective secret to rapidly increasing traffic in the short term, and several elements overlap more powerfully, such as "beauty + luxury car". From the simple and rude "dry cash", to the popular "thank you, people in the United States, just got off the plane, annual income of millions", the previous ins popular "show off the rich fall" (pretend to fall on the ground of the posing, the background is a sports car yacht, scattered around luxury goods), the popular "dragon set" in nightclubs (6 bottles of different colors of spades A), to the per capita "a wardrobe Hermès" + "Lamborghini Ferrari" in the Little Red Book, and even the "five-star hotel afternoon tea spelling single name" that caused the Internet to be discussed some time ago. Then on Douyin, it is packaged as a lifestyle experience, grassroots counterattack story serialization and other forms, showing off wealth in different forms on different platforms and periods, and has never been absent.
The reason why Xuanfu short videos have been prosperous for a long time is because of their own topic attention, low production threshold, strong powder absorption ability, and at the same time, it is convenient to quickly create human design, form recognition and memory points. With the social "Mu Fu" and "Mu Qiang" psychology becoming a common practice in recent years, online texts and some "overbearing president" film and television works promote such values, and stars also compete to create "rich sisters and brothers" personalities, showing off wealth has gradually formed a huge content category with a mature industrial chain, forming its own fixed routine. From the movie "Picking Gold", which tells the story of the Asian rich Cinderella, to the Netflix launched this year, the explosive Asian rich reality show "Brilliant Empire", and the "Noble Lady Group" in "Thirty Only" and "Penthouse", human eternal curiosity, curiosity and snooping desire and sense of substitution in the viewing process provide a huge market for rich content.
Live broadcasts and short videos further dissolve the sense of distance between watching show-off content and reduce time costs. The shortcut for many super anchors to become famous is "local tycoons" + "grassroots counterattack entrepreneurial experience", sucking powder through luxury gifts, and fixing powder through various extravagant behaviors in the later stage. "Kuaishou Brother" Simba is a master who is well versed in the three ambiguities, for example, in a few months, he brushed nearly 50 million gifts, and there were 2 times in the list of 2 million alone, and his wife Chu Ruixue brushed about 20 or 30 million gifts on Kuaishou. Its wedding spent 70 million yuan to invite 42 stars to create a concert format, which greatly improved its popularity, and before returning to the live broadcast, Simba spent a lot of money to light up iconic landmarks in major cities across the country and summon the families of the Simba family to "go home". In the live broadcast, he gave 35 BMW cars, 1,000 bottles of Maotai, 100 gold bars, million cash and other nearly 20 million gifts.
At the same time, Simba constantly emphasizes that "he is the son of a farmer" and "I am nothing without you", which is consistent with the thinking of many counterattack Shuangwen: to prove his success with a thousand dollars, so as to gain fan worship, to use grassroots origin to arouse empathy, to dissolve the possible hatred of the rich, to increase the narrative legend with counterattack, and to return to the mainstream values of "climbing to the top after hardships" with chicken soup.
Showing off wealth is to get rich, with attention, eyeball traffic, there is a possibility of commercial cooperation, live streaming with goods. There are also some Internet celebrities who choose to lure fans to their WeChat and then sell WeChat products, or open successful training courses to cut leeks. For example, "Tianai Sister" rose 345,000 fans in 18 days by showing off her wealth video, and earned 100W from selling courses.
In addition to the traditional forms of brand-name luxury cars, Xuanfu is appearing in a more secret form of new packaging, such as "exploring the store", "offline inspection xx room" and "counterattack" category, about the first category, the big logo has also shared in the new list interview, before sharing the ordinary shop powder slowly fell into a bottleneck, in June 2020, an accidental "300 pieces of one or two wagyu beef steak" was praised as high as 910,000, after discovering the know-how to suck powder with high-priced food, he rose 5 million powder in one month. On the giant star chart, he currently offers 350,000 yuan for an ad of 1-20 seconds. After the big logo became popular, a batch of high-imitation accounts "XX eat down XX" followed in batches.
Regarding the second category, the common one is "take you to see the top ten mansions in Asia with 777 square meters of 180 million" and so on. Regarding the third category, the most famous is Zhang Manru, who has been peeled, claiming that he "dropped out of school at the age of 13 to work in a garment factory, and then became the chairman at the age of 22, with a current price of 10 billion", and then attracted fans to join, and was exposed that luxury cars were rented and posed.
Most of the xuanfu accounts are not alone, but have a team responsible for constantly learning from similar accounts to strengthen fixed personality. Search for "display surface" on Taobao, there will be a large number of materials and tutorials, how to package high-end life by renting an airplane sports car villa watch, PS bank account balance, etc. Many Xuanfu accounts actually use the "PUA" principle to obtain deep trust from each other through image packaging design, and then harvest real money, silver or resources.
Many of the ostentatious accounts look beautiful, but the bubble does not stand up to scrutiny, and may even involve fraud crimes. It is worth mentioning that the huge domestic counterfeiting industry is heating up for the short videos of showing off wealth, providing a steady stream of "fuel" from the upstream. For example, the watch media "Core Selection" wrote an article in 2019 to compare and pointed out that Yao Mimi, a million-fan Internet celebrity of Douyin (which has been closed), posted a 5 million worth of Richard Mille 052 in the video, which is a fake watch. Since then, "Core Selection" has pulled out "Super Love Running Lan" and "Krypton Gold Research Institute" in the sequel to "Douyin Show Off the Scene of Flipping Over", and this dramatic anti-counterfeiting reversal is also popular with netizens. Thus was born a special account - for the professional counterfeiters who show off their wealth, such as the "Xiaoye Teacher" who called himself the "Pseudo-Rich Terminator".
<h1 class="pgc-h-arrow-right" data-track="16" > big stomach king, show off wealth has been banned one after another: a game of interests and value risks</h1>
"The original intention of making the video was just to share an experience with everyone, not to guide people to consume things that are too expensive." In the apology video, the "big logo" is represented like this. TT, a user who sometimes watches such videos, thinks: "Most people are just Tu Yile, holding a hunting mentality, looking at a completely different kind of life that they can't experience, and it is not enough to say that their values are distorted... However, it is worth worrying that many primary school students around are addicted to short videos, will they be mistakenly induced when their minds are not mature? ”
There is no doubt that as national leaders have repeatedly advocated "thrift and thrift" and opposed "extravagance and waste", all walks of life have accelerated their recovery under the epidemic, and the red line of regulators against wasteful and extravagant content such as big stomach kings and showing off wealth is tightening.
In August 2020, CCTV News criticized the "Big Stomach King Eat Broadcast", saying that some of the "Big Stomach King Eat Broadcast" sensationalized, "misleading consumption, serious waste", causing heated discussion on the Internet. Platforms such as Douyin Kuaishou Weibo Station B carried out collective rectification, banned words, prompted, and shut down live broadcast rooms, and a number of big stomach king accounts were transformed into food sharing accounts. Show-off accounts with more serious value orientation problems may go through the same process.
Previously, the video of "Bai Fumei UP Master Cao Yiwen Experiences the Life of Migrant Workers at His Own Construction Site" was on the hot search, a sentence of "Tired? Tired is right, comfort is left to the rich", which makes public opinion uproar. People's Daily commented that "the video reveals a strong sense of showing off wealth and irony." In order to be concerned, some practitioners have lost the bottom line; for the sake of traffic, some platforms have relaxed their checks. Practitioners must soberly realize that those works that dare to innovate, have taste and positive energy can harvest applause and the market. ”
Platforms are also aware of the mainstream winds. In addition to the above-mentioned Douyin rectification action, on March 1, Kuaishou said that it disposed of 10,010 accounts that promoted money worship, and the two major platforms have issued announcements saying that they will transmit healthy positive values. At the end of March, Xiaohongshu announced that it had banned a total of 2,371 accounts suspected of "showing off wealth". On April 20, Xiaohongshu launched the Community Convention, which put forward the community values of "sincere sharing and friendly interaction".
For the platform, rejecting attractive traffic and resolutely "anti-show off" is a more difficult war. First of all, it is more difficult to supervise the content, and the obvious violent pornographic illegal videos are easier to be judged and processed, while many of the videos are on the edge of the content red line, with "lifestyle sharing" as the packaging, which is more difficult to determine, and even "mistakenly injured"; secondly, the content of the showmanship is advancing with the times to become more hidden; finally, "consumerism" and "material money worship" have almost penetrated into the genes of the grass community such as Xiaohongshu, which is difficult to fundamentally eliminate, although the partners have clearly stated that "showing off wealth is not our value." ”。
Recently, ByteDance has been repeatedly listed, but it needs to be clear that the risk of platform content supervision always exists, otherwise it may become a time bomb on the road of capital. The removal of Xiaohongshu in 2019 has sounded the alarm for platforms: is it to enrich the content ecology, carry out "content consumption upgrades", choose a longer-term standardized path, or embrace short-term traffic dividends? It's a choice that must be made.