The private board of directors earns one billion a year: stepping on the quiet, the grassroots ginseng reversely harvests the elite executives of large factories
Tencent News Deep Web
2024-05-13 12:23Published on the official account of the "Deep Web" column of Tencent News in Beijing
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Author丨Enron
Editor丨Yu Chen
Produced by丨Deep Web Tencent News Xiaoman Studio
The grassroots business bloggers who have grown up on major short video platforms are reversely harvesting the elite executives of major Internet companies.
The controversy over Xuan Jing, vice president of public relations at Baidu, has temporarily ended with the resignation of the person concerned, but it still leaves the public with two doubts: First, why did Xuan Jing, who has been immersed in the public relations department of a major brand for many years, spread such irrational content during his tenure? Second, what role did the boss of the short video private board of directors "Brother Sam" play in the process of "fission"?
Previously, a Baidu insider revealed to the "Deep Web" that before Xuan Jing and Shen Ge came into contact, one of Xuan Jing's subordinates played an important intermediary lobbying role. All this happened in the context of Baidu's public relations department's attempt at short video business.
"If grassroots entrepreneurs can earn hundreds of millions or billions a year on short videos, these elites from large factories, once they understand the logic behind the play, their inner balance will be quickly broken." A senior practitioner of the private board told "Deep Web", "The annual income of 10 million yuan is not fragrant in an instant." ”
To some extent, this may explain the reason why Xuan Jing chose a radical route in creating a personal short video IP.
And after the outbreak of the Xuanjing incident, the attitude of "Brother Sam" before and after also reversed.
In the early stage, after the screenshot of Xuan Jing's chat with Amway's "Brother Sam's Quotations" in the work group was exposed, Brother Sam forwarded the screenshot in the circle of friends and said that it was completely a rumor, and whoever believes it is mentally retarded.
A day later, a photo of Xuan Jing and Brother Sam in the same frame was sent, and Brother Sam changed his tune in an interview with "Red Star News", confirming that Xuan Jing had indeed gone to his class, but it was not a member, not a VIP class. "About two or three months ago, she came to our company to pay 5,980 yuan and took classes for three days. She came from the 'big factory' and communicated alone for about 10 minutes in the middle of the class. ”
In this interview, Brother Sam confirmed that the document (Brother Sam's quotes) posted by Xuan Jing in the work group "is my original and my own understanding of things." Whether the words make sense or not, the public judges for themselves. ”
Regarding the statement that "Xuan Jing blindly believes in Brother San", Brother Shen said: Some people think that I am teaching "success learning" and brainwashing Xuan Jing, I am actually a person who teaches business owners to create personal IP and take Douyin courses.
A video of Brother San's offline class that was leaked a few days ago showed that when the students on the scene questioned the low level of the course, Xuan Jing took the initiative to stand up and defend Brother San.
However, Brother Sam does not seem to appreciate this, and a person familiar with the matter who has cooperated with Brother Sam revealed to the "Deep Web" that the intimate photos of Xuan Jing and Brother Sam in the same frame were leaked by employees of Brother Sam's company. The author asked Samgo about the authenticity of the matter, but did not receive a reply as of press time.
The outbreak of the Xuan Jing controversy allowed Samgo to quickly enter the eyes of the mainstream Internet class.
A business blogger who is a private board of directors told "Deep Web", "At present, most of the private boards on Douyin are mainly composed of small and medium-sized business owners, and Sange's private board of directors is no exception. In order to expand revenue, it is necessary to expand the source of customers, and the middle and senior management of large factories that leave their jobs or are ready to leave their jobs to start their own businesses are the members they want to strive for. ”
In fact, the intersection of short video grassroots business bloggers and Internet elite circles last happened between Zhou Hongyi and Cheng Qian.
At the beginning of this year, Zhou Hongyi quickly became popular on Douyin before the "Feng Lun Fengma Niu Year-end Show" angrily scolded Douyin Internet celebrity Cheng. Cheng Qian is the manager of the "Cheng Qian Circle of Friends", and the monetization model is also divided into online courses (private domain members) and private board of directors, the former charges 2,198 yuan/year, and the latter costs 59,800 yuan/year.
Zhou Hongyi has said privately many times that if it weren't for the interview before Cheng, he wouldn't have done IP. A person familiar with the matter told the "Deep Web". Subsequently, Zhou Hongyi became a popular IP in the Internet field through a series of events such as the Beijing Auto Show and the auction of Maybach.
Recently, he has begun to "emulate" Zhou Hongyi to do IP, as well as Jia Yueting, who does not know when he will return to China.
On May 7, Jia Yueting released a video saying that in order to save FF, funds will be raised through the commercialization of personal IP. A person familiar with the matter told "Deep Web" that "the one who operates Jia Yueting's IP is Xiongke Group Daxiong (formerly known as Zhao Mingwei)." ”
The secret of revenue exceeding 1 billion
The concept of private board of directors sprouted in the United States in the mid-20th century, and the prototype was the Peers Advisory Group founded in 1957 by Robert Nourse, president of the American lawn mower company.
In 2010, the private board model entered China. As a way of learning for entrepreneurs and entrepreneurs in the post-EMBA era, private board meetings used to be a hidden existence in China. It wasn't until the rise of Douyin that the grassroots Internet celebrities and knowledge bloggers who seized the dividends of the times made "a lot of money" through the private board of directors that the private board of directors attracted the attention of the public, and some grassroots Internet celebrities were once labeled as "cutting leeks" for monetization.
Samgo is one of the profiteers of this wave of traffic.
According to public information, Shen Ge's original name was Shen Wenjun, born in 1987, and he was a graduate of the 2002 fitter class of Muping Vocational College. In 2005, he started his business on Taobao, and six years later, he became the first elite student of Taobao President Class. In 2018, he started a short video business, and Sister Mao Mao, Li Na of Great Health, Jiao Yang, Pan Jinghui, Zhang Xinyuan, and family education National Day teachers are all IPs created by him.
According to Tianyancha information, Shen Wenjun has a total of 37 companies associated with it, of which 17 are in existence or opening, including Yantai Xingliu Media Planning Co., Ltd., Yantai Yushen Trading Co., Ltd., Hangzhou Shenge Catering Group Co., Ltd., etc.
Among them, Yantai Xingliu Media Planning Co., Ltd. was established in August 2021 with a registered capital of 1 million yuan, with Shen Wenjun holding 70% of the shares and Jiang Defang, the legal representative, holding 30% of the shares. Its 2023 annual report shows that the company has 0 insured people.
In his speech at his company's 2023-2024 annual meeting, Samgo revealed, "My company is just picking up money, and I didn't work too hard to get huge profits." "In terms of numbers, the company's revenue exceeds 1 billion; In 2023, 80 million orders will be rejected (later changed to more than 50 million); In 2023, 3 employees will have an annual income of more than 10 million; More than 20 employees earn more than one million.
According to the "Deep Web", Samko's revenue is mainly divided into two parts, one is the income of the course, and the other is the income of the private board of directors (Gulfstream Entrepreneurs Alliance) founded by his team. Among them, the course is divided into two price ranges: 5980 yuan and 9980 yuan; The admission fee of the private board of directors is 80,000 yuan, and you can enjoy lifelong service.
According to the poster of the Senko Private Board of Directors, as of January 12, 2024, there are 2,735 members of the Gulfstream Entrepreneur Alliance. According to the membership standard of 80,000 yuan, the membership fee income of the Sengo team alone has accumulated more than 200 million.
A person familiar with the matter told "Deep Web", "Douyin strictly prohibits promising lifelong service in courses, and in the past two months (March-May), Douyin has strictly investigated relevant courses, and removed products from the shelves and deducted 12 points; In the worst case, the store will be closed directly. ”
According to public information, in mid-March, a wave of Internet celebrity Douyin accounts such as Samge, Dada, and Li Yizhou were unable to be searched. In response, Samgo posted a video on another account on March 14 in response, saying that he was not banned or banned, but was "banned from searching for 90 days" by the platform.
"Harvesting" executives of large factories
Judging from the video that was exposed, Brother Sam once "cherished each other" with Xuan Jing.
After the Xuan Jing incident fermented, Brother Sam once stated in "Brother Sam Business" that Xuan Jing did not enter his community, but they chatted very happily. "A person in the company said such a few words to this extent, she must have been hacked, I am 100% sure."
According to the "Kaige Said" video account, Xuan Jing participated in Brother Sange's offline training in March this year and "supported" Brother Sange. "At that time, we had students bombarding the organizers, and Xuan Jing suddenly stood up to 'wash the floor' for the organizers, and angrily scolded the students, did you take notes? Did you take a video? You haven't done it yourself, you think the teacher is not good at speaking, then you can come up and give it a try. ”
About 1 month after attending the offline training of Samko, Xuan Jing set up a cultural company.
According to the company's information, a natural person named Xuan Jing registered a new company on April 24 - Shenzhen Waka Waka Culture Co., Ltd., with a registered capital of 10,000 yuan, Xuan Jing accounted for 90% of the shares, and Zou Shaohuan accounted for 10% of the shares, and Xuan Jing was the vice president of Baidu Xuan Jing, Zou Shaohuan was his assistant during his work at Baidu.
According to the whip bull priest, on May 6, before Xuan Jing's short video caused a huge controversy, Xuan Jing also asked a Douyin Internet celebrity who taught people to make a personality how to make IP and short videos.
The Internet celebrity said that after reading her content, it was very good, but there was no monetized content; Xuan Jing replied that I am still working, so I don't dare to do monetization content, so I would like to ask you.
Looking back at Xuan Jing's behavior trajectory two months ago, it can be inferred that Xuan Jing has made sufficient preparations for making short videos.
Up to now, Xuan Jing has not had a new voice after leaving the job, and her abrupt "popularity" motive is still a mystery.
A knowledge blogger with his own private board of directors commented on "Deep Web": "An annual salary of 15 million is the ceiling of salary for Internet workers, but a reckless hero like Brother Sam who has no high education and no endorsement from a large factory can earn hundreds of millions of yuan a year, which is undoubtedly an impact on ambitious people." ”
Back to the question at the beginning, what role did Sam Ge play in the quiet incident?
Feng Nian, CEO of Dianjinshou, said, "On the Douyin platform, there are only two top bloggers with business knowledge, Brother Sam and Zhang Qi, and there is even a saying in the industry that 'Brother Shen in the north, Zhang Qi in the south'." They don't need an account anymore, as long as they shoot new content, they will have traffic. What they need to look at now is how to monetize the huge traffic in a compliant and reasonable manner. ”
However, the private board model with a membership price of about 100,000 yuan is close to the ceiling. Internet elites with abundant financial resources and outstanding ability and resources are replacing the owners of small and medium-sized enterprises as the high-quality customers targeted by the Sam brothers.
In his video, Samgo did not reveal his intention to build the middle and senior management of the resigned large factory into IP, but he revealed at the annual meeting that the direction determined in the next 10 years is to build a good IP. "A good IP eats for 10 years. We still have a two-year bonus period, and the two-year bonus period will be very, very simple to do IP. Sam said.
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The private board of directors earns one billion a year: stepping on the quiet, the grassroots ginseng reversely harvests the elite executives of large factories -
The private board of directors earns one billion a year: stepping on the quiet, the grassroots ginseng reversely harvests the elite executives of large factories -
The private board of directors earns one billion a year: stepping on the quiet, the grassroots ginseng reversely harvests the elite executives of large factories -
The private board of directors earns one billion a year: stepping on the quiet, the grassroots ginseng reversely harvests the elite executives of large factories -
The private board of directors earns one billion a year: stepping on the quiet, the grassroots ginseng reversely harvests the elite executives of large factories
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