The finale of the Xuan Jing incident pushed her "mentor" Samgo to the forefront again.
Xuan Jing apologized for the short video turmoil
Recently, Baidu Public Relations No. 1 Xuan Jing bravely entered Douyin and caused controversy, ending her first exploration of personal IP with resignation.
According to upstream news reports, Xuan Jing went to Yantai in February this year and spent 5,980 yuan for three days to attend Brother Sange's "Douyin Trader Class". Later, Brother Sam himself personally stamped the certification and posted a video saying that the two had indeed met and had a pleasant chat.
However, Brother Sam denied the "Brother Sam's Golden Sentence" that circulated on the Internet for all employees of the department to learn, and said that Jing was hacked.
The "business mentor" codenamed Brother Sam, named "Brother Sea Cucumber" because of his early years in the sea cucumber business, has become a head knowledge paid blogger who plays with traffic and monetization after several baptisms of e-commerce and short videos.
"Produced by Brother Sam, rough and easy to use" is the mantra in his short video, followers regard him as a business tycoon, and critics think that he is a pure "leek cutter". Under the controversy, the knowledge paid bloggers represented by Sam Ge also staged a story of love and killing with Douyin.
At the end of March, Douyin issued a special governance announcement on "Thick Black Learning" and "Pseudo Success Learning" to crack down on "cutting leeks" such as low-quality fan attraction and drainage and selling classes, and the relevant accounts of bloggers such as Samgo, Dada and Li Yizhou were banned from following and banned.
Who are these people? Why do you make so much money? Is their content "rough" or useful?
Open your mouth and close your mouth to a few small goals, how did "sea cucumber buddies" become popular?
Samgo: "How big can this project be?" ”
Guest: "We came up with hundreds of billions of dollars. ”
Samgo: "What scale is it now?" ”
Guest: "Up to more than 300 million." ”
Samgo: "How much do you do in a year now?" ”
Guest: "Less than 20 billion." ”
At the beginning of Brother Sam's video, he always uses the number of several small goals to earn enough eyeballs, and the boss who has never done hundreds of millions of business seems to be unworthy of the table.
The firm tone and chic attitude with a little disdain when pointing out the country made netizens wonder: What is the origin of Brother Sam, who can make a group of bosses humbly teachable?
According to public information, "Brother Sam", whose real name is Shen Wenjun, graduated from the 2002 fitter class of Muping Vocational College (later renamed "Yantai Industry and Trade School"). He started his business in 2003, opened his first Taobao store in 2005, and later made a fortune by selling sea cucumbers, claiming that he "stepped on the right outlet from the beginning, without any logic".
In 2020, Samgo entered Douyin and began to build his personal IP, sharing his successful experience through short videos, and pointing out various bosses in the live broadcast.
With the endorsement of money-making experience, unique personal temperament and the viral spread of matrix slicing, he has become the head IP of more than 10 million matrix fans on the whole network.
From the selection of these topics in the "Cognitive Circle of Samko", we can get a glimpse of the common content routines of Samgo:
"The annual GMV of 'Rolls-Royce' in sports equipment is 800 million, how will he become the world's NO.1?"
"From a warehouse packer to the founder of more than a dozen self-operated brands, with an annual revenue of 9 figures, how did she do it?"
"In the lock industry, the annual revenue is as high as 8 figures, what is the core of his money?"
First, use the amount of money to catch people's attention, and use amazing achievements such as billions of revenue and tens of millions of profits to lay the "golden three seconds";
Then introduce the resume of the interviewer, and comprehensively highlight the guest's status in the industry, or the contrast of personal class jump;
In the middle is the dismantling of the guest industry and Brother Sam's suggestion, bosses from all walks of life will be suggested by Brother Sam to make short videos and personal IPs, with N golden sentences related to "traffic", forming a set of "the original business should do this";
Finally, it is the publicity time of the paid project of Brother San, highlighting Brother Sange's empowerment of the guests, and ending with a farewell of "find me if you have something" and "need resources to speak".
Similar to Sange, there are a group of knowledge paid bloggers active in the short video, which can be roughly divided into two categories: individual and institutional.
The personal faction includes representatives such as Brother Sam, Da Lan, Tou Tang, Dada and Li Yizhou, most of whom entered Douyin before 2020, with fluent mouths and a strong sense of camera, good at packaging cases and conveying anxiety, and winning splashing traffic by diligent output and matrix communication.
The above-mentioned bloggers have also been punished by Douyin for exaggerating social anxiety and selling "antidotes". That doesn't stop them, though.
Whether they are banned from searching for attention or being banned, they can always return with "golden sentences", which has the momentum of "wildfires are inexhaustible, and the spring breeze blows and grows".
In addition to the "sea cucumber buddies", the institutional faction represented by Boshang uses the MCN model to develop the corporate training business, and also continuously delivers business mentors to the public.
Founded in Shenzhen in 2006, Boshang Management Science Research Institute has gone through three stages: opening a president class for small and medium-sized private enterprises, independently operating and training entrepreneur trainees and contracted lecturers to create personal IP.
In recent years, Boshang has made efforts on platforms such as Douyin, Channels and Xiaohongshu, launched short video and traffic operation courses, and signed contracts to create business mentors such as Zhang Qi, Zheng Xiangzhou and Shen Chen.
Unlike the individual faction, which mainly shoots videos in the office scene, the Boshang faction often uses the training site as the background to restore the state of the tutor as the boss's class, and intersperses the students with on-site questions from time to time, so that the tutor's image is more three-dimensional and convincing.
For example, Zhang Qi, who will become popular in 2022, often wears a suit and combs neat short hair to stand on the stage for corporate training, aiming at the pain points of small and medium-sized enterprise owners, focusing on how to acquire customers online and offline and make money and survive after the epidemic.
It is observed that the content of Zhang Qi's matrix account is very unified, the cover is matched with a bright title with a commercial image photo, the video first throws out the problem and then combines the case to dismantle, and the vivid expression is matched with chicken soup golden sentences, which accurately grasps the user's emotions. According to a number of media reports, Zhang Qi once increased his followers by 12 million in a single month in 2022, realizing more than 10 million yuan.
From paid classes to private boards, is it a real skill or a leek cut?
One of their characteristics, whether individual or institutional, is that they don't make the money of the poor.
In the case of Samgo, his business includes projects such as paid courses, private board meetings, and full case building:
First, reach the target users through the Douyin class with a unit price of 1,000 yuan (amateur IP training camp 2980 yuan; 5,980 yuan for short video traffic operation cognition course; Short video full case trader 9980 yuan, etc.).
Promote the private board of directors of the "Entrepreneur Alliance" of 80,000 yuan again, and provide lifelong services such as 1v1 consulting services, private board community and industry research;
Finally, it attracts customers to participate in the IP escort project with an annual fee of 2 million yuan, and provides full-case cooperation services such as choreographer, director, photography support and assistance in making videos. The successful case of accompanying the run will be used as the enrollment publicity material of 5980 yuan, so as to form a set of closed loop.
For example, the 199 yuan and 365 yuan business courses of Bo Commercial are 1,980 yuan for three days and two nights of offline experience courses, and also provide 29,800 yuan for the president class, 100,000 yuan for the private board of directors and 1 million yuan for offline consulting services.
The bosses willingly paid the bill, making these training companies make a lot of money.
Source: Upstream News, a brief introduction to the course content of Xuan Jing
At the 2023~2024 annual meeting of the company, Samgo said that the company has grown from 0 to more than 10 billion, "Since I started my business in 2003, I am now earning money from the previous 60 years a year."
He also revealed that there was no shortage of users at all, and even rejected an order of 80 million, saying that the company was "like picking up money", with 20 employees earning 1 million a year and 3 employees earning 10 million a year.
Brother Sam has repeatedly mentioned the IP cases involved in the incubation, such as the founder of Mu Wanqing Group, the female IP "Mao Mao Sister" with more than one million fans on Douyin, Li Xiao, the founder of T97 Coffee, and Lao Ji, the founder of luxury car drugs.
These successful cases not only attracted bosses from all walks of life, but also brought executives from large factories represented by Xuan Jing to the top.
For a long time, there has been a controversy about whether this kind of knowledge payment is "cutting leeks".
Proponents, such as small and medium-sized business owners, believe that paying is a sign of respect and support for the "mentor" himself, who not only raises awareness, but also links to resources through services such as private board meetings, and receives tangible help.
Opponents say that these contents are simple and crude success studies, and the mentors are all "fooling" with one mouth, and their real business ability cannot be verified, and what is even more paradoxical is that the accompanying projects that often cost hundreds of thousands of dollars have neither promised to deliver results nor quantitative indicators.
A practitioner who has bought a number of short video escort courses revealed that most of the courses are based on "case dismantling + chicken soup for the soul + selling anxiety", and some of the content has listened to Daigo's empowerment, but the fine tasting can't stand scrutiny, like looking for dry goods in the sea, as for how much the course helps, the results vary from person to person.
Samgo once predicted at the annual meeting that his performance in 2024 would double compared to 2023, but the strengthened governance of the platform poured cold water on him.
A knowledge payment blogger revealed that Douyin has carried out multiple rounds of illegal deduction management on the knowledge payment track, mainly including improper promises, permanent review, guidance and third-party community and other behaviors, "The essence of these rounds of governance actions is that bloggers return to the essence of knowledge payment, rather than using the gimmick of the founder and CEO to advocate drainage, and the market returns to healthy competition."
Rome wasn't built in a day, and IP wasn't built in 7 days after a class.
Shen Shuaibo, a leading financial blogger, recently posted on the official account that the significance of doing IP is to reduce transaction costs, expand accurate customers, reduce trust costs, and improve conversion efficiency. And the reason why personal IP is attractive is because it is the explicit and overflowing of goodwill.
Starting from Lei Jun and Zhou Hongyi and other bigwigs competing to be Internet celebrities, it indicates that IP creation has become a hot track at present. It's just that most of the successful experiences are similar, and the reasons for the rollover are different. College Internet celebrities teach executives of large factories to do things, which seems to have pierced the window paper of "the world is a grass platform".
After the end of the savage growth in the era of knowledge payment, the business created by IP may return to rationality, after all, it is slow and fast.
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