Chapter seven hundred and eighty fourth needle point to wheat awn
The hot search term "Uncle sells himself for 200 million yuan" almost reached the top of the search list at lightning speed, and has remained at the top, triggering extensive discussions.
In addition to being driven by the initiator of this sudden wave of popularity, Legg Mason Holdings, another major reason is that this news has hit a painful point that the public is paying attention to.
Ever since [Papi Jiang] pioneered the industry and sold his first advertisement for a whopping 22 million, the identity label of "Internet celebrity" has attracted countless attention.
It is this wave of successful marketing that has made consumers and investors begin to notice this new Internet celebrity track.
At the same time, [Papi Jiang]’s groundbreaking advertising monetization textbook example has directly become a reference model for the entire internet celebrity industry.
In any industry, breaking through from 0 to 1 is always the most difficult, and once the breakthrough is completed, everything will naturally fall into place.
It is precisely because [Papi Jiang] became the first person to eat crabs that he gradually gained the title of "the first person in the industry", especially after this year's accumulation.
Regardless of the bonus brought by the "Weibo Celebrity Day" or [Papi Jiang]'s true promise of donating 22 million to his alma mater, he has gained the title of "the first person in the industry"
recognized by more and more people.
For the general public, the biggest feeling is naturally: It turns out that Internet celebrities are really so profitable, and an advertisement can be sold for tens of millions of dollars!
They are almost catching up with the glamorous stars!
After all, for the general public, whether they are Internet celebrities or celebrities, their income is the most intuitive difference they can feel.
Compared with abilities that are difficult to quantify and subjective aesthetic tendencies, simple and crude numbers always have the most obvious impact on the public.
Directly using income level to measure status within the circle has subtly become a standard that the public loves to hear.
This may be one of the reasons why the major wealth lists have been able to thrive for a long time, because they have captured the public’s sensitivity to wealth figures.
To put it bluntly, the "star dream" that the general public used to talk about and talk about was, to put it bluntly, the "wealth dream." The reason why people want to become a star is almost all for the high income that this status represents.
It's just that our Chinese temperament always likes to compromise. It would be too naked and indecent to directly expose our "money-grubbing and lustful" nature.
But if you put it another way and say that you want to be a star, others may give you a thumbs up and praise you for your artistic pursuits.
In the past year, whether they are Internet celebrities or anchors, these two new professions have successively demonstrated their strong ability to attract money, refreshing the general public's stereotype of them as "not doing their jobs properly".
Black cat or white cat, the one that can make money is a good cat!
Especially compared with the rising threshold of "star dreams", the general public has already felt that it is out of reach, and even "dreaming" feels a bit unthinkable.
But whether they are "Internet celebrities" or "anchors", they are obviously far more all-encompassing and more down-to-earth than celebrities.
The most important thing is that the threshold seems to be much lower than that of celebrities, and there is no strict requirement for appearance. As long as you have a skill and are interesting enough, you will have a chance to stand out...
Compared with the "star dream" that is out of reach and can only be imagined, the "Internet celebrity dream" and "anchor dream" no longer seem to stay in the dreaming stage, but have more opportunities to transform them into reality.
Whether it is the news of high-paying anchor signings that have been exposed one after another on the live broadcast platform, or [Papi Jiang] selling an advertisement for 22 million, [Zhang Dayi] selling 30 million in one live broadcast...
All of them continue to stimulate the tension of the general public, prompting a large amount of fresh blood to pour into these two new industries, and there are indeed some young people who can eat this bowl of rice.
People come and go in the world, and the objective laws of history prove a truth, that is, "Everyone has a moment of glory, don't take a moment as eternity!"
Ahem, so seizing the window period of the industry and yourself and taking advantage of this fleeting opportunity to monetize is undoubtedly a problem that creators must face.
There is no doubt that the author of Uncle Tongdao undoubtedly seized this fleeting opportunity and took advantage of the major and favorable opportunity to successfully complete an unprecedented wave of liquidation and exit operations.
He successfully cashed out nearly 200 million in cash in one fell swoop, directly achieving a class jump from "Internet celebrity" to "billionaire".
There is no doubt that this earth-shaking identity change has once again brought a huge impact to the general public, and it has also refreshed the upper limit of their understanding of "Internet celebrities".
I thought that the "first person in the industry" like [Papi Jiang] was already the limit of the industry, but I didn't expect that Cheng Yaojin suddenly appeared halfway and completed a wave of counterattack without making any noise!
After all, as we all know, in the capital market, valuations are always just valuations, and only the real money that is secured is the real income.
And [Uncle Tongdao] directly valued 200 million and packaged and sold his entire IP, which undoubtedly once again opened up a new path for monetization for the industry.
From [Papi Jiang]’s advertising monetization, to fashionistas led by [Zhang Dayi] monetizing through selling goods, opening stores, etc., now the price is clearly marked, and the entire IP is traded as an asset...
Changes in trading patterns not only represent the market’s recognition of Internet celebrities, but the votes cast with real money also represent investors’ optimism about the future prospects of the industry.
This is undoubtedly a major benefit for the market release. As this incident caused an uproar across the entire network, it became the last straw that broke the camel's back in the minds of many people.
I don’t know how many “retail investors” among the general public have begun to pour into this Internet celebrity track. Everyone relies on their own abilities, and the industry is also a prosperous scene where a hundred flowers bloom and a hundred schools of thought contend.
Among them, the first beneficiaries are naturally the major platforms. Such a huge wave of traffic, even if it is shared among the major platforms, is enough for the platforms to digest.
In this wave of traffic, Douyin short videos, which have suddenly emerged in the past year, have undoubtedly become a better choice compared to the old platforms whose platform ecology has gradually become solidified.
Especially the numerous short video creators that have emerged on the platform, whether it is [Papi Jiang], [Muzi Qi], [Big Stomach Prince Mi], or the platforms of a number of game anchors.
There is also a unique phenomenon-level short video [Zhou Dongsheng's Boring Life] to help. With so much high-quality content attracting traffic, Douyin short videos have naturally become the first choice in the minds of many users.
One after another, they flocked to Douyin, started to create their first account, and thought about publishing their first short video.
As for the creative threshold, there are also various simple and crude challenge contents on the Douyin platform for users to follow, whether it is a simple and easy-to-understand cross-dressing challenge, or simply "recording a beautiful life"...
All of them allow users to find their own entry point to create their own account content.
Obviously, after a year of precipitation and development, Douyin short video has already formed its own moat, and can naturally easily bear the impact of this wave of traffic.
In contrast, Toutiao has continued to attract traffic to its short video platform with its flagship product "Today's Toutiao" and has even launched a "1 billion short video creation subsidy" plan to encourage creation.
Although money is attractive to people, it also attracts a group of users who are eager for quick success. It is clear that they are here to harvest wool. You get the traffic and I get the money. Both parties get what they need. Naturally, they hit it off.
But it would be too arrogant and arrogant to think that you can produce high-quality content just by throwing money at it.
In particular, the development of a platform ecology is by no means an overnight success, and the birth of a leading IP cannot only be made with money, but also cannot be separated from the blessing of the three elements of "the right time, the right place and the right people".
Putting aside the elusive "timing" and the variable "people and people", the only thing the platform can do is undoubtedly to create "geographical convenience".
Undoubtedly, this is also one of the main reasons why Toutiao Group spends a lot of money on the "1 billion subsidy plan", in an attempt to directly improve the competitiveness of its platform through a simple and crude method of real money.
However, there is a slight deviation in the positioning of the platform, and that is... the name.
Although the UI and functions are completely copied, just like Li Gui, the name "A.me" has an inexplicable meaning and Mohu's platform positioning makes it difficult for users to grasp the key points through the first impression.
In contrast, Douyin, which uses the banner of "recording a good life", is more likely to form preconceived notions in the minds of users.
It feels a bit like "some people imitate my face, and some people imitate my face". At this point, it is natural to judge who is Li Gui and who is Li Kui.
What's more, even though he knew that the legal procedures for identifying plagiarism were quite troublesome, Yang Luyu still started the legal procedures. Even if it just allowed him to occupy a moral high ground, it would be enough to give him an advantage.
Obviously, there is no reason for Yang Luyu to give up the advantage of having it delivered to his door.
On the other hand, for the ambitious Toutiao Department, it is naturally impossible to retreat despite the difficulties. The top priority before them at this moment is not dealing with such trivial matters as the lawsuit...
Anyway, you only need to spend money to hire a lawyer and follow the other party to argue the case. After all, the development of the Internet itself is a history of "plagiarism".
It is even more difficult to determine the fact of plagiarism from a technical level. Otherwise, there would not have been so many wars of words about plagiarism since the birth of the Internet.
Facts speak louder than words. There are very few people who have actually been convicted of plagiarism, but there are countless people who have profited from it.
Therefore, the Toutiao department is not worried about this problem. The most important thing is to fight a public opinion war. Especially the Toutiao department, which made its fortune through "Today's Toutiao", is itself a master at this.
It has the advantage of having a high ground of public opinion, which is enough to keep it from panic at all.
The issue that really troubles Toutiao is the name change, which has even become a top strategic priority within the company.
Especially in the face of the competitive product Douyin, which has become popular. Although it copies its functions, the lame name Ame always makes the headlines feel like I am in someone else's shadow (funny).
Under the influence of preconceived ideas, the more I researched, the more I felt that the word "Douyin" was really exquisite, and I wished I could use this name as my own...
However, soldiers are very fast, and since they can't come up with a more exquisite name, the best way is to use their strengths and avoid their weaknesses!
Therefore, the name "Toutiao Short Video" came into being, giving full play to the advantages of its core business and deepening user impressions.
At the same time, it also compared Douyin with the slogan "Let your life be on the headlines" in one fell swoop. This simple and crude slogan undoubtedly hit the weakness of many users.
The three words "making headlines" are almost directly equated with fame, and whether you are a celebrity or an Internet celebrity, you must first become famous before profit will follow.
The two words fame and fortune are undoubtedly vividly reflected in both of them. Therefore, for the general public who want to realize their dreams, isn't "making headlines" exactly what they dream of?
Therefore, making this headline short video with a slogan is undoubtedly what the users want. They have identified their platform positioning, and then began to invest heavily in resources and prepare to start exerting efforts.
While elevating Toutiao short video to the company's strategic level, it also introduced promotional resources such as traffic stars into Toutiao short video.
Privately, there is an undercurrent surging, and competition for various talent resources begins. Whether it is anchors or Internet celebrities, it can be said that no one refuses to come.
There is no doubt that Toutiao Department, which is sharpening its skills, is officially preparing to compete with Douyin. A series of measures have directly targeted Douyin. It can be said that Sima Zhao's heart is well known to everyone.
It's just that even if the headlines are coming fiercely, the advantage of time will not be easily erased. If you want to achieve the feat of coming from behind, it depends on whether Douyin agrees.
And they naturally cannot sit still and wait for death. As time goes by, the Golden Second Award, the only annual awards ceremony in the short video field, is getting closer and closer.
Thanks to Zhou Dongsheng's efforts to invite talents, some celebrities have begun to officially announce that they will attend the Golden Second Awards, and a short video review team composed of directors has joined to protect the awards...
Although Toutiao is wealthy and confident with $1 billion in financing, it is impossible for him to invest all his money in the short video business as he has a large business.
Douyin, on the other hand, has also just completed a financing of US$360 million. He has no concerns about headlines and can spend the funds wisely on the development of short video business!
Therefore, in the competition at the capital level, the two sides are evenly matched and can only find ways to leverage their own strengths.
In order to keep the golden name of the Golden Second Award, Yang Luyu naturally spent a lot of money.
After all, Zhou Dongsheng, a strategic investor, was about to have his legs broken by him. It was his turn to make an effort, right?
The two sides were going back and forth, engaging in public opinion wars, wars of words, and competing for resources. The situation gradually began to heat up.
As for Zhou Dongsheng, the old god is here, sitting firmly on Diaoyutai, and even after learning the slogan posted by "Toutiao Short Video", he still sighed with emotion.
"Sure enough, a good person is a good person. I have a good plan, and the opponent also has a wall and ladder. The power of this combination of punches is not inferior to the name Douyin!"
Although he was never naive enough to think that with just a name and some tricks, he could easily strangle the future giant of Toutiao Department to death in his infancy.
However, Toutiao's ingenious response strategy still made him amazed, and competing with the world's heroes also made him excited.
