What is the origin of the "Samgo" who teaches bosses and Internet executives to be Internet celebrities?

Leopard changes

2024-05-12 08:00Posted on the official account of Beijing Leopard Change

Author | Zhao Ruoci

Edit | Xing Yun

"I have an island in Zhejiang and two oil depots, so I don't have to worry about food and drink in my life." "Now 300 million a year, I will use 20 years, or even 30 years to become an enterprise of more than 100 billion yuan." "Today's cow, 20 billion furniture inventory."

The bosses of the Entrepreneur Alliance who are guests in the video account "Brother Sam's Cognitive Circle", no matter how rich they are, will eventually point their money-making passwords to short videos and personal IPs. This is Brother Sam's short video creation idea, and it is also his traffic password.

Recently, it was Xuan Jing, the former vice president of Baidu Public Relations, who made Sam stand at the center of public opinion. This turmoil is in an uproar, combing the timeline, first Xuan Jing personally went down to make a short video personal IP, and asked all her subordinate employees to participate, and then a screenshot of the group chat of Xuan Jing sharing "Brother Sam's Golden Sentence" circulated on the Internet.

On May 10, according to upstream news reports, "Brother San", the founder of Yantai Xingliu Media Planning Co., Ltd., said that about three months ago, Xuan Jing went to Yantai to pay 5,980 yuan and took Brother Sange's "Douyin Trader Class" for three days. On the same day, Brother Sam personally explained in the daily account: "She has come to me for that old iron in Baidu, but someone must have done something about her." Not in our community, but we had a great chat. ”

In the past few years, Lei Jun to Zhou Hongyi have started to make personal IPs, and the corporate bigwigs have become "Internet celebrities", and Zhou Hongyi, who has a target of 10 million fans this year, once said, "People's brains have been formatted by short videos and live broadcasts, and no one knows about the company's Internet celebrity products." ”

So, what is the origin of the "Brother Sam" who "earns more than 100 million yuan a year" and "helps the boss become an Internet celebrity"? What magic makes the bosses pull out their pockets?

1, "Brother Sam", who is it?

In Xuan Jing's public relations incident, Brother Sam was mentioned many times, which made the public pay attention to this "commercial Internet celebrity" again.

According to public information, Shen Wenjun, born in 1987, a native of Xiguan Village, Ninghai Town, Muping District, a graduate of the 2002 fitter class of Muping Vocational College, served as the general manager of Yantai Pinzhenghai Treasures Co., Ltd., and founded the Haizhen brands such as Yushendao, Huashentang, and Shangyuantang.

Samgo became famous for selling sea cucumbers, and later switched to the "Internet knowledge payment" track, making money by selling classes through short videos and private board meetings. Today's Samgo is one of the Internet celebrities of "phenomenal IP", with millions of fans.

The last time Samgo attracted attention was in March this year, when Douyin managed the accounts of "Thick Black Learning" and "Pseudo Successology" in batches.

At that time, Douyin issued the "Announcement on Carrying out the Special Governance of "Thick Black Studies" and "Pseudo Success Studies", saying that it would deal with the problem of social anxiety hyped by the media, attracting fans and draining for profit without a bottom line, and a series of accounts were blocked, and Sange was one of them.

A few sentences in the Douyin announcement roughly summarize the business model of Samko: using the psychology of ordinary people who want to succeed quickly, planning content and opening matrix numbers in a targeted manner, simplifying, routine, and even "thickening black" the way to achieve success, and monetizing it by opening private board meetings, training courses, etc.

Previously, accounts such as Sam Ge took you around the world, Sam Ge Ben Zan, Sam Ge Billions Circle, Sam Ge Thinking Circle, etc., all had hundreds of thousands to millions of fans. Now, searching for "Brother Sam" in Douyin can no longer search its related account matrix.

Although the account can't be searched, you can still find relevant courses on Douyin, among which the price of Samgo's amateur anchor is 2980 yuan, the short video traffic lecture is 5980 yuan, and the private domain lecture on Samgo's financial business is 9980 yuan, with a rich product system and wide price coverage. And searching for the "Ginseng" course on Xianyu, there are pirated videos for a few dollars out.

A variety of courses in Samko

"The only merit of Samgo is that he does not make money from the poor." Many netizens commented on Brother Sam. On social platforms such as Channels and Xiaohongshu, you can still search for a large number of Samgo's account matrices, which can be added to the relevant consultation WeChat through the profile.

"Leopard Change" has communicated many times and found that basic information such as "how much profit can be made in a year" and "what logic is it now" are the focus of the early chat of the "Brother Sam" account, and it can also be called the key link for Brother Sam to obtain user portraits. In addition to selling classes, bosses can also choose to join the "Entrepreneur Alliance", with tickets of 80,000 yuan, the threshold is more than 1 million annual revenue, and only cash is accepted, and payment methods such as credit cards and Huabei are not accepted.

There are hardly any negative comments under the video of Brother Sam, but on platforms such as black cat complaints, you can search for a lot of information about cutting leeks in the "Brother Sam" short video operation cognitive class. Some netizens shared on the Internet that the online classes of thousands of dollars are basically offline recorded videos, and there is no dry content, and if you want to make an account, you still have to rely on your own exploration in the end. "You can buy it, but you don't have to".

2. Micro-business made a fortune with an annual income of more than 100 million?

"Rely on yourself in the early stage, and rely on foolery in the later stage." Wang Ming, one of the early "investors" of the Sengo project, told "Leopard Change".

According to the previous report of "Phoenix E-commerce Research Institute", many of the early projects of Samgo ended in "unfinished". The Taobao store of "Fushan Big Cherry Orchard" sells pre-sale cards but does not issue products, making a profit of millions; The Little Yellow Duck dry cleaner, which focuses on the sharing economy, has a franchise fee of 20,000 yuan, and the store is not opened in the end. 600 yuan to 1600 yuan into the blockchain community, it is said that you will know the inside information in advance, but in fact, it is to carry the news.

Wang Ming met Samgo's partner at the time through shopping and joined their WeChat group as a customer. It all started with a circle of friends where Sam and his partners went to Malaysia for an investigation.

At that time, Brother Sam bluntly said: "Relying on this video and a series of bird's nest marketing, we collected more than 300,000 yuan on the first day, a total of more than 500,000 yuan in seven days, plus tens of thousands of dollars a day in the later stage, a total of 7.8 million yuan in turnover." He also proposed to be the largest local bird's nest flagship store in Yantai Joy City, and said that among the shareholders there were "two Tmall brand founders, and the three core bosses could add up to eight or nine billion sales".

Through the shaping of the "super elite" shareholder crowd, the project will never fail, and the shareholder discounts and interests are guaranteed, and even said that the physical store can be made according to their routine, which can achieve a scale of tens of millions. After a combination of punches, many "investors" have paid money.

In the midst of Samko's turmoil, this project is not only profitable, but also an important opportunity to demonstrate personal business ability and expand contacts. "You walked to the mall with your friends and saw a bird's nest shop that was very high, you patted your chest and said, I have a stake in this store, this kind of psychological satisfaction, where can I buy this money."

After taking a stake in the bird's nest shop, Wang Ming and other investors will receive a similar edited copy of the Moments, and the investors will post it to their Moments according to the words. The words basically reveal that there are not many places, as long as the local shareholders in Yantai, "follow hundreds of millions to make millions" and other information, just to attract more people to "join the shares".

And this is also the requirement to become a shareholder: you need to have a circle of friends of 300 people, and the whole process of publicizing and recording your investment projects in the circle of friends.

A breath of micro-business came to the face.

Wang Ming said that at that time, shareholders who invested 5,000 yuan like her would pull groups, and there were hundreds of people in one group, and finally the whole project was divided into more than 100 yuan per person. The physical bird's nest was sent down with the "shareholding ceremony", and a total of three bottles were seen, and "at most two or three silk bird's nests were placed in one bottle, and nothing could be tasted at all." ”

After investing in bird's nest, Wang Ming also witnessed the birth of four projects, including Samge's Little Yellow Duck Laundry, Man Coffee, and Cattery, and raised funds to disappear, investing more than 20,000 yuan before and after, only to realize that this was a "scam".

3. The unstoppable "buddies" keep harvesting the boss

Whether it was blocked by the Taobao platform, Zhihu, or Douyin, Sam Ge still successfully promoted to the new "godfather of entrepreneurship" along the way. Even in the Xuanjing incident, it was the executives of major Internet companies who fell, and it was Sam Ge who ate the traffic.

Whether it was financing through projects such as bird's nest and yellow duck laundry in the early days, or now selling classes through short videos, the great thing about Samgo is that he can persuade users "with one mouth".

"I have no desire for women this year, when I was a child, picking up girls accounted for 70% of my energy, and I feel that I can't do it now, and it will help my career a lot in the future. There is no chick in my heart, and I will naturally draw a knife quickly. In a video of "Are Rich People Really Happy in Life", Brother Sam was lying on the leather sofa and talking, and these few words became the "golden first three seconds" of his video.

"Produced by Brother Sam, rough and easy to use", is the slogan that Brother Sam often hangs under the video. Similar statements abound, and in the eyes of many netizens, this is a manifestation of "sincerity", and because of such a personal style, Sam Ge has gained a large number of his loyal fans.

Wang Ming told "Leopard Change" that he once questioned Brother Sange's investment project in the group chat, but at that time, the people in the group were like being "brainwashed", frantically defending Brother San, and scolding the person who questioned it.

Wang Ming recalled that during the bird's nest project, some people asked for a refund in the group, and Brother Sam personally went down and belittled the other party through PUA, saying that these people who refunded the fee were "small in pattern, less knowledge, and no cognition", and finally "no one dared to question it".

Therefore, people who can pay for the ginseng program and courses must be convinced of his "personality" of "domineering president" and "entrepreneurial godfather", and believe that "raising awareness" through courses can help them double their current income.

It is not uncommon to brainwash users with "one mouth" first, and then cut leeks on the Internet by creating anxiety and paying for knowledge. It's just that most people who are anxious basically pay for it, only to find that these courses worth thousands of dollars are basically "correct nonsense". For example, the first sentence of the "Brother Sam's Golden Sentence" posted by Xuan Jing to the group chat is: "Do more things that benefit others and do not harm yourself."

In addition, in the video content of Brother Sam, from how ordinary people find reliable projects, to investment, management, and entrepreneurship, from "Schwarzman, My Experience and Lessons" to "Musk's Biography", some netizens even mentioned that he can talk about SaaS prototype diagrams, etc., and this kind of pan-commercial content is easy to attract bosses or people who want to make money.

In addition, on the basis of "one mouth", Samgo is also very good at packaging himself. In the "Cognitive Circle of Brother Sam", a boss with an annual income of more than 100 million yuan and a revenue of 10 million yuan is randomly brought out, or a big blogger with millions of fans on the Internet, the top bosses of this level have to come to Brother Sam to learn the "personal IP" course, so wouldn't the little bosses have to learn one after the other?

In the past, there was Li Yizhou, the "Godfather of Chinese AI", and Dada, a business mentor, who overturned, and then there was a Sam brother who earned more than 100 million yuan a year and taught people to be a number, which was rectified by Douyin.

So, is it time for the knowledge-based payment business that relies on "production anxiety" to cut leeks to be recognized? After the Jing Jing incident, do the "bosses" of the private board of directors have any new reflections?

(At the request of the interviewee, Wang Ming is a pseudonym in the article)

View original image 69K

• 

•