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After Uniqlo, IKEA stole the spotlight, and the erotic atmosphere of the fitting room filled the home store. In public places where it may be discovered at any time, the unknown uneasiness can especially stimulate the audience's imagination hormones.
Although IKEA absent-minded denial of the incident in Beijing, trying to suppress the spread of the incident with the definition of second-tier cities, and claiming that it is by no means hype and has called the police, once the Internet hotspots are formed, they have their own detonation rules.
Behind each "benefit" is a soul that is distorted by traffic
Indecent videos and pictures, called giving benefits, are actually not pleasing to you inside and outside. The "dedication" spirit of folk Internet celebrities often only wins jokes like "civilized viewing". The editors' code recommendations not only risk being greeted by many people, but also always pay attention to being used as a gun by invisible traders, but they can't stop the urge to internet celebrities + traffic.
From BBS to Weibo, from WeChat to live broadcast, grassroots internet celebrities have the tendency to walk from the street into the live broadcast room and then back to the street. It is related to hiding in the grid and posing among the masses, how to go to the masses, and the transformation of indecent videos has been related to this. Whether it is internet celebrities or self-media, they have a skill, but continuing to produce high-quality content is a huge pit for anyone or institution. In addition, the top part of capital value has long been occupied by various cross-border celebrities, so the competition at the bottom can be imagined.
For this matter, public places are of course a lower cost option than live broadcast rooms.
National entrepreneurship and national Internet celebrities are both sides of success and thirst. It is hard to say that the path Shu Qi or Tang Wei has taken is the best choice. They are just lucky ones among millions of people who are desperate. Therefore, what Internet celebrities are trying to achieve in the end is not the courage to take off their clothes, but the ability to wear them back.
The Internet lowers the threshold for Internet celebrities and takes away moral integrity.
Eileen Chang said, "You should become famous as soon as possible." Andy Warhol said, "Everyone can become famous within 15 minutes, and everyone can become famous for 15 minutes." These two words that particularly please the internet celebrities are actually particularly harmful.
According to current standards, these two are big Vs. The former continues to produce high-quality content and perfect character design, while the latter is an anti-traditional master, who can best play the funny and innovative Pop Art. Andy Warhol's fast-moving consumer goods and artworks have strong monetization capabilities. He got venture capital this morning, and Shi Huang spent time in "The Man in Black".
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In an era when I don’t know what the Internet is, Andy Warhol accurately foresaw that 15 minutes will be the critical point for creating and killing Internet celebrities. The development of technology only provides a platform and distribution channel with a lower threshold, and the core capabilities required have never changed. Therefore, it is not surprising that fast-growing Internet celebrities have developed their own theory of evolution.
1. Correctly understand the differences in the audience's appearance
Even the active post-95s generations do not have a high opinion of internet celebrities. According to a survey by China Youth Daily, 79.9% of respondents firmly believe that internet celebrities are young people who use any means to become famous, 43.8% believe that internet celebrities are scammers who package themselves through plastic surgery and lying, and 40.5% of respondents believe that internet celebrities are Taobao sellers who engage in fan marketing and sell inferior products.
Most spectators, as isolated individuals, have a clear mind and cognition. Once they gather in the restless people in front of the screen, they are very different. For example, the comment that NetEase likes the most in the IKEA incident is, "It's all for hype, just a bunch of garbage. If you have the ability to shoot the front face and have all nudes, let me criticize it."
2. Adventures with controllable consequences
In public places, the risk is very high, which is a bit like riding a roller coaster. The more thrilling the more exciting it is. Moreover, this is a technical job, that is, from the comments themselves, there have been many analyses. For example, in the IKEA picture, the heroine is wearing a long skirt, which can be blocked and exposed, reducing the risk to the lowest, not as inciting the title, "I finally know why Beijingers like to visit IKEA so much." Some people also suspect that it is just flesh-colored underwear, and even if it is discovered, it is just a side ball.
Since the release of the Beijing Online Live Broadcasting Industry Self-Discipline Convention in April, 40 anchors from 9 platforms including Huajiao and Yingke were banned. The Beijing Internet Culture Association has also established a blacklist system, which can be implemented nationwide after approval by the Ministry of Culture. It is similar to the window period of Douyu Guo Mini, which is no longer available. From this perspective, although the commercialization prospects of Uniqlo and IKEA becoming large-scale live broadcast rooms with full-platform are unclear, they are still more cost-effective choices.
3. Accurately control psychological trajectories
Online spectators are not bound by moral norms and do not have real love and hate for events and characters. They seem to be free and easy. This psychological feeling is a bit like watching a B-level cult movie. The more plasma the more excited it is. It is also a bit like Sister Pomegranate sighing in "Tang Bohu's Delicacy", "It's so exciting to have such a rebellious and conscience-free thing." So when someone challenges the rules you usually don't dare or want to touch in the live broadcast room or IKEA for you, the pleasure comes. The spectators make harsh moral judgments against Internet celebrities while happily consuming their products. This is the main reason why the erotic atmosphere continues to spread from live broadcast rooms to public places.
Liu Ling, one of the seven sages of the Bamboo Forest in the Western Jin Dynasty, is the founder of the internet celebrity. He claims to regard heaven and earth as his home and house as his clothes. When someone comes to visit, he shouts, "Why are you entering my crotch?" Of course, today's Internet celebrities cannot learn his light writing and free-spirited writing, but they can learn his unrestrained body.
Platform loves traffic, capital fights the future
Sister loves beauty, and brooch loves money. There are also different entry points for the fueling of the platform and capital.
The content vogue has been popular for quite some time, and various strange people have appeared one after another, and the battlefield runs online and offline. The platform or distribution channel is competing for high attention, and the traffic is not fragrant. Self-media or Internet celebrities are looking for both fame and fortune, but they are not enough in the eyes of capital. The latter pays more attention to user operations, depth and continuous monetization capabilities in vertical fields.
In the live broadcast room, you can at least accept Ferrari and go to IKEA to deliver benefits. Can you pay for the visitor? Logically speaking, it is the most incomprehensible point of the incident. IKEA cannot make profits from the fantasy of the fitting room like Uniqlo. If it is a hype and no obvious benefit point can be seen, is it satisfying that the carnival of the spectators alone?
From Lujiazui videos to IKEA nude photos, such incidents that cannot understand the behind-the-scenes drivers and cannot interpret their commercial demands for the time being are becoming more and more frequent. In fact, it is the inevitable result of the traffic stimulation and the continuous decline of Internet celebrities after the multi-polarization of content distribution platforms and the diversification of communication carriers. The proliferation of platforms caused by decentralization means the initial stage of marketization. Everyone is snatching traffic in the way they are good at, competing for users, consolidating the basic market, and pushing this feast into a carnival.
In theory, any girl who can withstand the test of 45-degree lenses has the potential of an internet celebrity. Therefore, the high homogeneity of internet celebrities has become a well-known threshold for traffic monetization. Whether it can become the best 25,000 top group among millions of internet celebrities by relying on continuous benefits is a well-known variable for whether this carnival can continue.
Who is the winner on the Internet celebrity assembly line?
Lu Xun once said that Chinese people "when they saw short-sleeved, they immediately thought of white arms, all naked, genitals, sex, hybrids, and illegitimate children. The Chinese imagination can only leap forward in this level." Not to mention whether this is extreme, but what Internet celebrities want to open up is this layer of imagination.
1. Don’t think about it by virtue of temperament
The logic of making money by relying on appearance is no problem. It is feasible to use e-commerce, sell advertising, and be a mobile portal for precise audiences. However, very few people have this appeal, and only the top groups have investment value. Weibo was also a contender for a hundred schools of thought back then, and when celebrities from all walks of life transformed into big Vs to reap traffic dividends, the good days for grassroots were over.
Real celebrities still have the popularity and influence to eliminate grassroots internet celebrities at any time. Zhao Benshan and Guo Degang switch from Liu Laogen and Deyun Club to the new platform without any learning costs. Lei Jun's Are You OK became popular just like a video. Although Chen Nian was criticized by Jay Chou's fans, he could still make a live broadcast program of "What is garbage".
2. A window period of increasing supervision
For example, provisions such as the "Beijing Online Live Broadcasting Industry Self-Discipline Convention" still tend to post-responsibility rather than pre-surveillance, such as real-name authentication, unable to register under the age of 18, watermarking of videos, storing live broadcast content, etc.
The window period for wild growth must be very short. Internet celebrities do not accumulate enough active users in a limited time to complete the transformation to wear clothes. When traffic's vision becomes picky, it is inevitable that winter will enter overnight.
Therefore, no matter how long the blacklist is extended, it cannot stop the latecomers who are eager to try. Moreover, due to the strengthening of live broadcast supervision, these people will inevitably return to offline, and IKEA-style benefits may become the norm in a short period of time.
3. Everyone can change their tricks, each with clever and different
Selling goods and selling advertisements is the main monetization model of self-media, while those with Special High and Special Low are playing in the community.
Let’s talk about selling goods first. Although it is the personalization of the Meilishu and Mogujie-style shopping guide model, it is showing a polarization between fast-moving consumer goods and luxury goods. The former is destined to be excessive. No matter how theories such as lipstick economy and underwear economy support non-firm-needed products with low decision-making thresholds, the shipping efficiency of Internet celebrities is not as good as e-commerce, unless you sell personalized sex products. Luxury products with high value added are an exception. Wen Yi’s home-cooked meals have proved the influence of celebrity big Vs on China’s high net worth population.
Advertising is all soft articles. Subsidy plans like Baidu Baijia and Tencent Mangzhong will satisfy a considerable life of a considerable amount of self-media rich people, but it is a fantasy to gain both fame and fortune with this.
What we witness is the rapid rise of Internet celebrities and the process of accelerating the destruction of the traffic era.
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The Internet celebrity economy is like Liu Xiaoqing hitting a glass door, leaving some foundation and becoming a communication wonder, and it is like a totemized fitting room in the Uniqlo incident. After enthusiasm, things are like spring dreams without trace. This is probably the fate of most internet celebrities.
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