Wang's mother collapsed, and the "part-time workers" are still earning millions a month

City Boundary

2024-06-02 16:36Posted on the official account of Beijing Municipality

01, the mother who smashed the pot when eating

In 2024, if you want to ask what Internet celebrity IP is the most popular, it should be Wang Ma.

Wang Ma is the protagonist of the short drama "Rebirth: I Be a Nanny in the Boss Short Play". As a supporting role in the boss's novel, the simple Wang Ma is the epitome of countless workers in the workplace, not only has to do laundry and cook every day in the boss's house, but also has to bear the emotional entanglement of the hero and heroine who go crazy from time to time. I will be woken up when I sleep, and the meals I work hard to cook are often knocked out by the "upside down", and even the salary is lower than that of the housekeeper who fishes every day, "only more than 7,000 after deducting the performance".

is such a role that makes countless migrant workers empathize, and Wang Ma quickly became the head IP.

Since the first episode was released in early March this year, the account behind Wang Ma's "Seven Orangutans" has gained nearly 3 million fans on the whole network in a month. Up to now, the seven orangutans have reached 45.38 million fans on the whole network. Among them, the Kuaishou platform has the largest number of fans, with 18.39 million.

On Douyin, the total number of views of the Bazong series has reached 1.86 billion, with an average of 93 million views per episode. On the video account platform that is still in the blue ocean, seven orangutans have also topped the funny list many times and become the head blogger in the video account.

▲ Seven orangutans Douyin homepage

However, when the 21st episode of the "Overlord Series" was filmed, after the Wang Ma in the play changed from a disgraced migrant worker to a beauty, Wang Ma "collapsed".

The cause of the incident came from netizens breaking the news: the MCN agency "Wilderness Culture", which called the seven orangutans, had problems such as large and small weeks, non-payment of social security during the probation period, meager salary, and planning of white prostitute interviewers. And Wang Zhixin, the actor of Wang Ma, is one of the founders of wilderness culture.

A Lian, a college student from Wuhan, had an experience of being "prostituted" by Wang's mother. At the end of last year, Ah Lian swiped the news of Wang Ma's crew recruiting group performances on Douyin. In the recruitment, there was no mention of the salary of group performers, only mentioning that "snacks and drinks are enough".

Ah Lian, who went to be a group performer the next day, filmed from 2 o'clock in the afternoon to more than 6 o'clock. According to her observation, there were about 30-50 people in the group performance that day, and everyone was paid 0 to act; The reward is milk tea in Wang Zhixin's own café and a dinner like a flowing water seat.

Later, Ah Lian swiped a video of herself as a group performer on the account of Seven Orangutans, and she remembered that it was a business order for a Huawei tablet. According to the offer of seven orangutans on Douyin, this video can earn 600,000 yuan on the Douyin platform alone.

"The crew has 300 performances a day, so I think we should get some compensation for our labor," Ah Lian told "City Boundary".

plays the role of a worker in the play, but in real life, he is the boss who exploits the workers. Such a bipolar anti-transfer, many fans who chased the update called betrayal, "Eat the food of the workers and smash the bowl of the workers".

You must know that Wang's mother, who is such an aggrieved nanny, is known as a "worker's mouth". The nanny clothes that never change, the disgruntled part-time job as soon as I go to work, stealing the expensive jewelry of the boss's family, and throwing the mop to the boss's face if it is not pleasing to the eye. "This family has to be scattered without Wang Ma", and the work attitude that workers can only think about has been reflected in reality by Wang Ma. Under the appearance of the boss's short drama, there is also a layer of cool perspective that the workers crave.

Just like Li Jiaqi, who overturned because of the remark that "an eyebrow pencil is not expensive for 79 yuan", Wang Ma was quickly pulled off the altar. Because of the high quotation of 600,000 yuan for videos of more than 60 seconds, netizens also joked that the currency unit of "600,000 yuan for a gorilla" was ridiculed.

It is worth mentioning that after the Huaxizi incident, in order to show that they are on the same line as the migrant workers, the seven orangutans also posted a post titled "Can Jixizi rent a room?" video.

A quick apology didn't help. According to the new Douyin platform, on May 27, the Douyin account of Seven Orangutans ushered in the first loss of fans after a steady increase in followers for several months. Under the main comment area of UP, which counts the loss of fans at station B, someone can't wait to leave a message: "Why aren't there seven orangutans yet?" ”

The overlord series, which is almost every two days, also stopped updating on May 24.

02. The single price of "Wilderness Culture" is 500,000

"Before the Wang Ma series, we didn't know much about wilderness culture," Bai Xue, who used to work for a leading MCN agency, told "City Boundary".

"After the explosion of the short video of the boss, Wilderness Culture has gained some popularity in the industry, and Wang Ma has become their signboard, when it comes to Wang Ma, everyone knows which institution it is."

Wilderness Culture is an MCN organization with seven orangutan team accounts as the main body, with a total of 6 accounts, including seven orangutans, Wang Zhi apes, and seven hadrons. The manager behind the MCN agency is Wang Zhixin, also known as "Wang Ma".

However, according to Tianyancha, Wang Zhixin himself does not hold a position in the company and does not hold shares. "Qiangzi" He Yaxin is not only the company's legal person, but also holds 100% of the company's shares.

With the overlord series, the value of the advertising revenue business at the core of Wilderness Culture has risen sharply. According to the Xingtu platform, at the beginning of 2022, the price of the 21-60 second video of the seven orangutans was about 80,000 yuan. Now, the offer for the same length has reached 500,000, a sixfold increase in two years.

According to the statistics of "City Boundary", among the 20 videos released by the Bazong series, there are a total of 11 ad placements. If calculated according to the 500,000 quotation of 21-60 seconds, the advertising revenue of this account on the Douyin platform alone will be 5.5 million yuan.

Not only that, but the "Wang Ma Universe" is also quietly taking shape. In addition to Wang Ma, the Seven Orangutan account also has another important role - Hadron. In the boss series of short dramas, she plays the heroine He Nana.

As a classmate who filmed videos with Wang Zhixin in college, the commercialization ability of Qiangzi's personal account is not ideal.

Before the Wang Ma series, Hadron's Douyin account rarely saw ad placement. In the whole year of 2023, Hadron will receive no more than 5 advertising cooperations, most of which are the drainage of account windows. After the Wang Ma series, Qiangzi's personal account received 6 advertising cooperation in just two months, and the price of each 21-60 second video was 36,000 yuan, and the total income was 216,000 yuan.

▲ (Before and after the video of the boss, the data comparison of the seven hadrons)

In addition, Wilderness Culture also took advantage of the heat to sign two actors in the short play, @小陈不会演戏 (Mr. 2.0) and @zhaobutler. The commercialization of the two accounts is also very fast.

Since the registration of the @小陈不会演戏 (Bazong 2.0) version in March, 34 works have been released, of which 7 are advertising placements. According to the 21-60 second video quotation displayed on the Xingtu platform is 45,000 yuan, in less than three months, the account's income on the Douyin platform is 315,000 yuan, and the average monthly income starts at 100,000 yuan. If you add the cooperation of other platforms such as Xiaohongshu and Bilibili, the income will only increase.

In addition to the core advertising revenue, Wang Ma's business empire also includes live streaming, opening online clothing stores, offline coffee shops, etc. In March last year, the Seven Orangutans account announced that it would broadcast live, and since then, the account has begun to bring goods and film dramas. In the trumpet Wang Zhi, I often see their selection materials.

In addition, in the Douyin window of the seven orangutans, there are a total of 603 products, covering food and beverages and daily chemicals. In the weekly list of grass planters in the daily chemical category, seven orangutans also ranked first, and they are veritable experts with goods.

03, how fat is the "part-time job mouth" track

In fact, Wang Ma is not the first viral video of the Seven Orangutan account. Long before Wang's mother, seven orangutans were out of the circle on a small scale with the series "Love Brain Deformation Meter" and "Level 4 Never Passed", which also allowed Wang Zhixin, who was still a sophomore in the Department of Journalism of Hubei University at the time, to find a KOL path.

The short video trend swept the Internet, and the seven orangutans team that caught up with the window period quickly increased their fans out of the circle, and also made the news of a monthly turnover of 700,000 yuan once on the hot search. And last year, 23-year-old Wang Zhixin bought a million-yuan Porsche Cayenne for his family in full, which made fans shout: "Those who do self-media are rich!" ”

The core reason for being able to get out of the circle quickly is that it has grasped the common pain points of fans: college students often encounter contradictions when they live in collective dormitories, young people are ashamed to be love brains, and workers are exploited by unscrupulous bosses.

This rollover incident does not represent the failure of this set of pain point formulas, and the seven orangutans are not the only ones on the track for the workers' mouths. Other accounts that are still updating on the track for the workers' mouths are still living a moist fat life.

Another short video blogger who has risen this year @PaiXiaoxuan has a total of 14.03 million fans on the whole network. Pai Xiaoxuan has a similar path to the seven orangutans: relying on the explosion of the total series of beats, multiple matrices were derived from one account, and the last account took a whole MCN.

The MCN behind Pai Xiaoxuan is called Xiao Mu Jiong, at present, Xiao Mu Jiong has a total of 5 talent accounts, all of which are the protagonists who appear in the short play.

Tianyan check shows that Xiaomujiong is a cultural media company that was just established at the end of March this year, and the legal person Li Mingxuan is suspected to be the protagonist of the account, Pai Xiaoxuan.

After the explosion of the boss series, Pai Xiaoxuan's commercial monetization ability is also very fast, judging from the Pai Xiaoxuan account with the largest number of fans, the price of the 21-60 second video is 320,000 yuan.

In the past 5 months, Pai Xiaoxuan's Douyin account has released a total of 7 videos, of which 6 are advertising placements, and the income on the Douyin platform will be nearly 2 million yuan in the next month.

And another account with the main content of complaining about the workplace @李和創, in the 17 videos updated in May, all of them have commercial advertisements implanted. Judging from its video offer of 98,000 yuan, this account, which has not even signed an MCN, has an income of 1.66 million on the Douyin platform alone in May.

(@派小轩和@李什么闯的抖音平台)

From questioning and understanding the boss to becoming a capitalist, the Internet celebrity accounts that work for the workers have poked at the painful hearts of thousands of workers on the one hand, and on the other hand, they have quietly become rich bosses by squeezing the attention of the workers. Such a split situation, after the collapse of Wang's mother's house, suddenly made many people suddenly realize, and found that they were "not only sold, but also giving money to the people".

In Wang Ma's Overlord series, there are keen fans who have sensed that something is wrong in advance. "Wang Ma's emotional line has become another vulgar boss novel in the end", Tao Tao, who chased Wang Ma's series without falling in one episode, said.

In the story line of Wang Ma, the male protagonist is the second generation of the group worth hundreds of billions, and he fell in love with Wang Ma, who was born in the civilian class, and in order to pursue Wang Ma, he did not hesitate to let go of his identity as a son-in-law, and was willing to be a housekeeper in the boss's house with Wang Ma. "Originally, Wang Ma existed to satirize the rich class, but in the end, Wang Ma became the person she hated the most."

It is precisely because of this contradiction that on the track that the beating workers are extremely fast, Wang Ma should not be the last to overturn.

(Ah Lian, Bai Xue, Tao Tao are pseudonyms)

Author | Zhang Jikang

Edit | Li Yuan

Operations | Zhang Daxing

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