Author |Tin
"There are more than 30 companies under our name, which can help you solve a business of less than 100 million"
"There are only Samgo and others who do commercial IP, and we have no competitors"
Such versions of expressions come from the mouth of Brother Hai Klak, the "godfather of Douyin business" who has recently been pushed by public opinion again to magnesium and others.
Up and down, Brother Vladivostok's proud disciples also learned the traffic password exclusively concocted by Brother Vladivostok. It is rumored that he is the earliest disciple of Brother Samstok, and now he also has a lot of influence in the business mentor circle.
The video content of the Big Bear Dinner is dominated by business conversations between bigwigs, and in the video he released, Internet celebrities gathered, and recently it has rubbed the popularity of Jia Yueting, the "first generation of Internet celebrity entrepreneurs", who has just officially announced that he will repay debts through the commercialization of personal IP. The latest video content of the Big Bear Dinner is "Helping Jia Yueting Promote His New Car".
Another well-known IP that Brother Sam is proud of is the former micro-business boss, Sister Maomao, who has millions of fans, and her video style uses the exaggerated "miserable" as a gimmick to try to resonate with the Bao Ma group. For example, "I was the mourner of this family, and my childhood was like a slave." "My mom slapped me in the face."
It can be glimpsed that at present, Brother Vladivostok has led his disciples to build an indestructible "Samgo business empire" on Douyin at the speed of "viral" spread.
As early as 2021, Brother Sea Cucumber has become popular on Douyin, but he has been banned repeatedly because he is too "successful learner".
To this day, Brother Sea Cuostok still carries titles such as "7 million fans on the whole network, 1 billion + broadcasts on the whole network, the ceiling in the field of commercial realization, the behind-the-scenes operator of phenomenal IP on the whole network, and the empowerment of excellent enterprise traffic".
In Brother Sam's video, he always wears a neck sleeve and appears in a very lazy posture, sharing and answering fans' questions online, fans are worth amazing things, claiming that tens of millions or hundreds of millions of them are small projects at every turn, and many guests who are connected to the microphone and interviewed are criticized in front of him.
An old fan who is familiar with Brother Sam said that he initially paid attention to Brother Sam because his appearance and temperament resembled "Wang Sicong", and the momentum of talking eloquently in the live broadcast room was very oppressive and brainwashing, but after careful consideration, it was all correct nonsense, or some familiar old opinions. The evaluation of Brother Sea Cucumber is divided into two poles, one pole doubts that he is a bastard who "cuts leeks", and the other pole is the apprentices who have no brains to follow Brother Sea Cucumber and trust 100%.
The charm of Brother Sea Cucumber is that whether you like him, hate him, or still don't like him, it doesn't prevent him from making a lot of money on Douyin.
A colleague once said, "If you want to be popular, you can shoot a joke to scold the little sea cucumber, and shoot a fire." ”
"Brother Sea Cucumber", whose real name is Shen Wenjun, graduated from technical secondary school fitter, and earned the first pot of gold by selling sea cucumbers on the e-commerce platform in the early days, so he is called "Brother Sea Cucumber".
In 2018, Brother Vladivostok officially entered the game to make short videos and incubated a number of Internet celebrity IP accounts, and then officially settled in Douyin in 2020, and quickly realized it by teaching financial quotient and emotional intelligence courses. According to incomplete statistics, the current sea cucumber has reached 10 million fans on Douyin, and the circle even compares it with another big commercial IP Zhang Qi, called "North Sea Cucumber, South Zhang Qi".
Because the leading content is too "success learning", sea cucumber has been repeatedly banned and punished by the platform in recent years. Later, the title of sea cuostok brother directly omitted the "sea" and was replaced with a simpler and clearer "ginseng brother".
In March this year, Brother Sam was banned from Douyin on suspicion of "thick black learning" and "pseudo-success learning". Subsequently, Samgo posted a video on one of his accounts in response to the incident, saying that he was not banned or banned, but was "banned from searching for 90 days" by the platform. But as for why he was forbidden to search, Sam said that he didn't ask, and it was not clear.
At present, searching for Vladivostok accounts on Douyin, you can see that several matrix accounts that have been active recently are "Samgo Cognitive Circle", "Samgo Business Guidance", "Pure Business", "Samgo (Daily Account. Record growth)", the number of fans ranges from tens of thousands to hundreds of thousands, and the introduction is, "I am Brother Sam, empowering traffic for excellent enterprises". At present, there are no relevant paid courses in the product window of the account, only business books, clothing, food and other products.
Recently, Brother Sam spoke out in response to the controversy caused by the vice president of Baidu, the account is called "Brother Sam (Daily Account. Record Growth)" account has 243,000 followers. This account is one of the few accounts related to Samgo but bound with the MCN logo, according to the account homepage, the binding MCN is Yisheng Culture.
The author found on May 13 that the "Pure Business (IP Realization Version)" account is still on the air, the content is a live broadcast of Brother San's screen recording, and the anchor in the live broadcast room reminds from time to time, "If you are interested, you can enter the group for consultation", the account has 1.827 million fans, and there is a small program link to the Samgo traffic course priced at 9980 yuan below the live broadcast room, showing that 543 people have learned.
After clicking Apply to join the community, the group management will add a WeChat account through guidance, and prompt "Add WeChat to receive 100 references, and you can add Brother Shen for consultation if you have any questions".
Among the commercial IPs incubated by Sange, from the bosses with an annual income of more than 100 million, to the executives of large factories and small and medium-sized entrepreneurs with an annual income of 10 million, to the business novices who want to turn over, they have done more successfully, such as millions of Internet celebrities @毛毛姐, @大熊饭局, @服务者 Lao Ji, etc., These successful IP incubation cases have been further dismantled and packaged as successful cases to gain the trust of fans again and continuously attract traffic.
Among the many apprentices of Vladivostok, without exception, they all believe in and obey Vladivostok unconditionally. even put on an attitude of "who doubts Brother Sam, who I question". In this regard, Xuan Jing, who has briefly participated in the offline course of Senko, is a firm practitioner.
Previously, according to the "Kaige Said" video account, Xuan Jing participated in the offline training of Brother Shen in March this year and "supported" Brother Shen. The blogger appeared and said, "At that time, we had students bombarding the organizers, and Xuan Jing suddenly stood up to speak for the organizers, angrily scolding the students and saying, 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. ”
The students of Samgo firmly believe that they will definitely make money by following Samgo.
On Sister Maomao's Douyin account, the cover of the first video at the top is a photo with Brother Sam, and the content is the content shared at Brother Sam's annual meeting.
In the video, Sister Mao Mao shared her feelings and expressed her "admiration" for her partner Brother Sam. "My mentality of doing IP is very simple, what the big brother says is what it is, and the team fully cooperates with what it says, and solves the problem in the process of doing it...... I want to make a big IP like Brother Sam. ”
After the passionate speech, Sister Mao Mao impassionedly set the FLAG for 2024. She said that she hopes that her little friend will earn more than 500,000 yuan next year, and if the old man can't live a million in 24 years, there are only two reasons, "The first is that I should die, and the other is that you should die." If you and I deserve to live, then we will continue to show our strength next year with results. ”
What Brother Sam is best at is setting up people and creating topics. The apprentices also followed the upward and downward effects. The performance of this kind of video content is to use the popular value orientation and the counterattack of the big heroine/dick silk as the script to win attention, amplify their own experiences, and portray inspirational character labels. Throw out controversial or even counterintuitive topics at a faster pace. For example, intensify the contradiction between superiors and subordinates.
In the first video of Sister Mao Mao's pin, a topic with hype suspicion was thrown out at the beginning. When Brother Sam introduced Sister Mao Mao at the annual meeting, he mentioned, "We often quarrel in the middle of the night. Immediately afterwards, the camera turned to Sister Mao Mao, "Talk well, sometimes it's noisy during the day."
Mu Wanqing's founder, Sister Mao Mao, is one of Brother Sam's most proud disciples. Sister Maomao's Douyin account has 1.31 million followers, and the account profile is "providing all-round growth plans for tens of millions of women", which is the main tuba used by Sister Maomao. Searching for Sister Mao Mao on Douyin, there are also multiple matrix accounts, with fans ranging from tens of thousands to millions
Judging from the video content of Sister Mao Mao, its target users are mainly the Bao Ma group.
The pain points of the mother group are usually related to "anxiety about bringing a baby", "discord in the relationship between mother-in-law and daughter-in-law in the family", "desire to enhance the right to speak in the family relationship through economic independence", etc. The appearance of Sister Mao Mao is like a lighthouse version leading the mothers to counterattack.
Focusing on the pain points of the Bao Ma group, the content of Sister Maomao's video is divided into six sections, which are carried out from the perspective of dialogue and self-description, attracting fans' attention by outputting women's personal growth experience, original family relationship, and parenting experience, and then giving a path to improve the way of thinking and women's growth, and then deepening the stickiness with fans through daily life sharing.
For example, in the introduction to the collection of as many as 33 episodes of Sister Mao Mao's update called "The Legend of Mao Mao", she described her experience as, "An ordinary rural girl has grown from birth to a billionaire woman." ”
Under Sister Maomao's very emotional and incitement expression, it seems to have opened a "big heroine counterattack short drama". In these videos, they first resonate with exaggerated expressions, such as, "My mother told me that it was because of my existence that she killed my four older brothers" and "I am the mourning star of this family, and my childhood was like a slave." "My mom slapped me in the face."
Followed by the pain of self-disclosure of growth experience, at the end, the chicken soup for the soul golden sentence encourages the female group to be spiritually and materially independent, not attached to the original family, and live the life of a big heroine.
After this set of combination punches, a perfect three-dimensional independent female counterattack was shown beautifully after the character was set.
Among the apprentices of the "Samgo Department", the more high-level commercial IP is now an independent portal. These IPs also project the growth history of Brother Sam, who is not bad for money, has high cognition, and is in and out of various high-end business bureaus, which is down-to-earth enough. The characters in the interview videos created by these IPs are often worth millions, tens of millions, or even hundreds of millions of dollars in revenue, and are engaged in a variety of industries, from health and beauty to pig design.
They are good at driving traffic through higher-end circle interviews and exchanges, and establishing a credible, reliable, professional and professional business mentor with a certain right to speak. The Douyin Big V@ Big Bear Dinner, which is suspected to be an early student of Brother San, is a representative.
The Douyin fans of Daxiong Dinner reached 1.369 million, and the MCN was bound to Xiongke Group, which mentioned in its introduction that "Daxiong Dinner, Professional Business Interview, Traffic Capital Empowerment, Business Value, Founder IP Building, and Brand Popularization".
The main content of the Big Bear Dinner is to do some business interview videos, in which Internet celebrities gather, "help Jia Yueting promote his new car", "test ride an electric bicycle with Zhou Hongyi in the same frame", "and Huang Guangyu were invited to participate in activities" and other celebrities in the business world. The third video at the top of Big Bear's dinner is a video with Jia Yueting on May 31, 2023, on the eve of the FF91 press conference. The other two videos are the dialogue content with the "top star" Yi Nengjing and the "former Jingdong President Xu Lei", and the high-end pattern is full.
In the latest update video on May 15, 2024, Da Xiong and Jia Yueting are in the same frame for the FF bus platform with the text, "FF is looking forward to building a bridge between the Chinese and American automobile industries, and welcomes all friends to visit the United States." Some netizens in the comment area asked, "How much did Da Xiong vote for Jia (Yueting)", and another netizen speculated that "it should be to take the right to operate Jia's total IP." "A few days ago, Jia Yueting just officially announced that he was going to cash in his personal IP to repay his debts.
However, the dialogue with business bosses only accounts for a small part, and more of the essence of the big bear dinner is displayed in the dialogue with small and medium-sized bosses, most of whom come to consult with demands such as expanding resources and performance growth. In this part of the video content, it is divided into four sections, soul torture, industry dry goods, entrepreneurial experience and interview appeals, etc., which almost replicates the logical methodology of the guests in the dialogue with Brother Vladivostok.
The most classic is the introduction of soul torture at the beginning of the video with a controversial topic, and the appalling company performance to attract users to stay and continue watching the video.
For example, in the video released on May 29, 2023, Da Xiong talked to @Da Ge about the private domain, and Da Xiong asked, "Do you exchange four Cullinan for 60 WeChat accounts?" Sick? The other party replied: "No disease, I earned it back in 7 months." ”
"What size are you" "My team now has 168 people, and I made 4.1 small goals last year"
"How much money can I make" "20% net profit"
"The private domain monetization methodology is quite awesome."
This video has 80,000 likes, and it is a cooperation between peers to attract traffic and promote each other. In the comment area, Da Xiong wrote that investing in joining is risky, and this video does not constitute any commercial endorsement. Below, a netizen who claims to be an insider broke the news that the content described by the blogger of the Big Bear Conversation is exaggerated, and the purpose is to raise funds and set up a person. and denounced the bear online, "Please don't mislead everyone." ”
Another representative is the proud protégé "Luxury Car Poison Lao Ji", commonly known as Lao Ji, who once fell in love with Brother Sam and killed each other.
Sam Ge and Lao Ji communicate frequently in their respective video slices. Lao Ji has said many times that Brother Sam is a very suitable person for making friends, and posted a video of Brother Sam buying many luxury cars from him, and Brother Sam also mentioned Lao Ji many times in the video, saying that Brother Sam is always very suitable for a boss with commercial value.
In his early years, Lao Ji was in the car buying business, and he was the top car circle seller with annual sales of 1.5 billion. But what is special about Lao Ji is that he does not have an offline exhibition hall, only a team of more than 30 people. Before getting acquainted with Brother Sam and becoming his student, Lao Ji already had a certain amount of business accumulation. In an interview with Lieyun.com in 2020, Lao Ji once said that the logic of his car sale is very simple, that is, "trust". "Some of my clients have bought more than a dozen cars, and it has been a few years since we first contacted us, and we have never met."
Lao Ji's big name on Douyin is "Service Provider, Lao Ji", and his profile reads "Founder of Luxury Car Drug & Lao Ji Consumption House & Everyone Knows MCN, Founder of Entrepreneur Alliance." Not only selling cars, but also providing services with high traffic to the bosses. The number of followers reached 1.791 million.
The event that made Lao Ji quickly out of the circle was that in 2022, he made a high-profile announcement that he paid 2 million to Brother Sam and got Brother Sam's "business routine".
After getting this cheat, Lao Ji posted a circle of friends, saying that it can be sold cheaply for only 199 yuan. According to people familiar with the matter, Lao Ji received more than 1,000 199 red envelopes within 3 hours.
Subsequently, Lao Ji used this incident to make a wave of publicity at public domain traffic entrances such as Douyin, and in one of Lao Ji's matrix accounts, you can still swipe this video posted on August 3, 2022, revealing why he paid 2 million to Sam.
Because Brother Sam explained his business logic clearly through very short texts, Douyin iterated quickly, and he bought the pit that Brother Sam had stepped on. In the video, Lao Ji played a video of Brother Sam commenting on him, in the video, Brother Sam commented, "The boss of luxury cars and drugs (Lao Ji) is not limited to luxury cars at all, but is in high-net-worth people, and there are thirty or forty thousand high-net-worth customers in his WeChat, and customers are common." At the end of the video, Brother Sam did not forget to output the golden sentence: "Let me tell you, doing business, these things, if you are not doing business but people's business, sooner or later it will be sent." A lot of bosses are tied down by something valuable. ”
In the author's opinion, this seemingly unfathomable comment can actually be summed up as an unpretentious old point of view, which is also mentioned by business tycoon Kazuo Inamori, that the foundation of running a business is to grasp people's hearts.
It is worth affirming that in the course of controlling people's hearts, Brother Sam has become superb.
In a video of Lao Ji talking to Brother Sam, Lao Ji asked, what do you think is the core of your success? Sam replied, "I understand business, and I understand business very well." ”
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 2023, the company's revenue will exceed 1 billion, 80 million orders will be rejected (later changed to 50 million), 3 employees will have an annual income of more than 10 million, and more than 20 employees will have an income of more than 1 million.
The business logic of sea cuostok can be simply boiled down to "selling circles to big bosses, selling results and technologies to small and medium-sized bosses, and selling turnaround opportunities to pure whites." ”
Specifically, Vladivostok's entrepreneurial mindset is divided into three layers, the first is the circle thinking for high-net-worth income individuals, which is mainly delivered through the private board of directors; The second is the project thinking for the owners of small and medium-sized enterprises with growth anxiety, that is, to help build commercial IP and expand traffic; The second is the flow thinking for business novices, taking successful business projects and high-net-worth circles as examples.
In terms of business model, the monetization model of the ginseng circle is no different from that of a number of Douyin Internet celebrity IP accounts, which are monetized online through traffic and authorized slicing, and offline training, private board meetings and communities are organized to obtain derivative income.
The commercial products produced by Samgo can be simply distinguished from the fees, and the lowest level is the introductory trader course of 5980 yuan and 9980 yuan; The second layer is the 80,000 yuan private board of directors, which can enjoy lifelong service.
According to an industry insider's analysis, Brother Sam passed the 5,980 yuan Douyin introductory course to push the 80,000 private board of directors, and screened out 2 million in the private board of directors to build the whole case, and the successful case can be used as the enrollment material for the Douyin introductory course, forming a set of closed loops.
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.
In the business pyramid of Sango, creating IP personality drainage is only the first layer, and the advanced version is a more lucrative project profit sharing income.
Short video is used as a front-end drainage window, and then this drainage model is applied to its original business territory to achieve further monetization.
Lao Ji once said that in the early days, he spent 20,000 yuan and 60,000 yuan to enter the private board of directors of Brother Sam, and 80 million cars have been sold in Brother Sange's private board of directors, and two more Rolls-Royces will be delivered soon. The profit from selling luxury cars is also very considerable, and just two Cullinan can have a profit of hundreds of thousands.
Before joining the Samgo team, Sister Mao Mao was the founder of the micro-business brand Mu Wanqing. Mu Wanqing is a micro-business brand that makes fat reduction meal replacement products, and its main products are, fat reduction energy drink, Lanqing Changbai kidney bean candy tablets, slimming leg drink, small gold bottle, Laiyang pear paste and edible fungus nutrition reduction gift box. In the early days, it carried out marketing promotion with a micro-business agency model, and after experiencing a crackdown on the market, it has transformed into a two-level distribution model in recent years.
Dealers can earn income by recommending new dealers to join, and successfully refer a dealer to get 7% of the amount paid by the new dealer, and when the new dealer recommends a new dealer to join, he can also get 3% of the amount paid.
According to public reports, Mu Wanqing's distribution package also includes a "Sister Mao Mao Health & Fat Loss Coach" activity package with a value of 39,800 yuan. In addition to obtaining equivalent goods and distribution rights, one of the rights mentions "the creation of the IP of the big health nutritionist of the Samgo team".
The common practice of paying for success courses and directing them to private boards to become business and financial Internet celebrities is actually a "selling circle" to monetize, and there is a precedent for overturning. But Brother Sam, who is at the center of public opinion, seems to be able to get out of the way every time.
In March this year, Douyin issued the "Announcement on Carrying out the Special Governance of "Thick Black Studies" and "Pseudo Success Studies", stating that it would deal with the problem of self-media hyping social anxiety and attracting fans and draining traffic for profit without a bottom line, and a series of accounts were blocked. In the announcement released by Douyin, the path of this type of business model was mentioned: using the psychology of ordinary people who want to succeed quickly, targeted planning of content and opening matrix numbers, simplifying, routine, and even "thick black" ways to achieve success, and monetizing them by opening private board meetings, training courses, etc.
It is worth noting that in the strict investigation of Douyin in March, there was another business mentor dada, who was also a student of Brother Sea Cucumber, the IP is known as the "female version of Brother Sea Cucumber", with its sharp language style and rendering of her own entrepreneurial experience, she has won a lot of attention, and is known as the hottest female business IP in 2023.
In many of his videos, DADA himself claims to have bought a Rolls-Royce at the age of 25 and made a million dollars a year in college, showing off his wealth and lifestyle. She also said that in the past year, there have been thousands of slice accounts on major short video platforms and social platforms, sharing her content about successful experiences, business insights and human production concepts.
Compared with Sango, DADA's customer base is younger, and the monetization methods are also through the sale of offline courses, the establishment of a management trainee system, the holding of private board meetings and the development of joint project operations.
Her management trainee system is controversial, and it is said that more than half of the company's employees are not paid, but receive income through project dividends. DADA has also said in the video that the company currently has 400 employees, at least half of whom are unpaid, and they earn income through "profit sharing". This system encourages employees to actively participate in projects, which improves overall performance.
This model is the same as Samko's joint innovation project.
In addition to harvesting the "boss", Samgo also has an entrepreneurial course for business novices, which is the aforementioned 9980 one-year IP trader training. Some people in the advertising industry said that the trader course of Samgo is a bit similar to the CPS training in the EMU of advertising alliances that have gone downhill abroad.
Recently, the author observed that some netizens broke the news on Douyin that they have always regarded Brother Sam as an idol and mentor for the people at the bottom to work hard and leap upward, and they want to join the team to learn. I learned about the joint public innovation project of the company, and paid 50,000 yuan to enter the company for long-term study. The premise is that you need to buy the trader's master class of 9980 yuan first, and then you are eligible to participate in the offline interview. But after buying the course for three days, I was told that my resume was not suitable, and I went to defend my rights without success.
In other words, for Sango, this is an excellent business for employees and customers to charge in both directions, and make sure that they don't lose money. The goal of this course is to select traders who are suitable for serving the company, and these traders who have been screened through layers will be used to serve the contracted commercial IP customers in the future, and the subsequent traders will get a certain share of the project profits.
With the same business logic, Brother Sam and Sister Mao Mao launched a set of short video delivery courses at the end of last year, named the Star Project, mainly for ordinary people who are eager to start a business. It is reported that the project is divided into three levels: entry-level, advanced level and master level, with fees of 1,980 yuan, 19,800 yuan and 198,000 yuan respectively.
Among them, the highest-level master-level course aims to incubate "sea cucumber companies", and there are seven rights and interests in this service, including IP incubation services and 1v1 personality combing; Distribute courses to make money (introductory level courses); Profit from bringing goods to make money; Earn money from team management, enjoy 5% and 10% commission income for entry-level and advanced courses respectively; Enjoy the rights and interests of advanced courses for free, offline 3-day training + online 90-day escort + in-depth empowerment of the company.
The underlying logic of this course is similar to the previous trader training.
Recently, after experiencing the "Baidu Vice President" turmoil, Brother Sam once again ushered in a wave of traffic, and now open Douyin to search for "Brother Sam", you can still see the matrix number of Brother Sam in the live broadcast, with the content of Brother Ginseng's past live broadcasts, attracting fans to join the group to buy classes. For this part of Sango's apprentices, as long as there is knowledge payment and traffic growth anxiety, Sange's business can continue to be done. Just like the sentence that often appears in his videos, "Produced by Brother Sam, rough and easy to use." ”