Decode Ding Zhen: Why Is It Popular And What Are The Risks?

Beauty is productivity, which is not nonsense, but the reality of the moment.

In a short video of less than 10 seconds, Ding Zhen, a 20-year-old Tibetan Boy from Ganzi, Sichuan Province, is on fire. Frequent hot search, and even Sichuan, Tibet official micro "scramble.".

Up to the time of publication, "Ding Zhen has been selected as the top ten tourism events in 2020", which is still on the hot search list, which is from cctv.com. In addition, people's daily and Guangming Daily have more reports on Ding Zhen.

This is a little boy who has a lot of love in him. His popularity was accidental. On November 11, Ding Zhen was photographed by Hu Bo, a photographer who collected wind in Litang County. Finally, Ding Zhen was fermented on the tremolo. In less than two hours, the broadcast volume exceeded 10 million. Originally, the protagonist should be Ding Zhen's uncle, sorangleber.

After becoming popular, Ding Zhen signed a contract with Litang culture and tourism, a state-owned company under the state owned assets supervision and Administration Commission of Litang County, and became a state-owned enterprise employee. According to a number of Sichuan media reports, Ding Zhen and Litang cultural tourism signed two contracts. One is a labor contract. Ding Zhen contributes 3500 yuan a month to Litang and Ganzi tourism, with five insurances and one fund. The other is an agency contract. Litang culture and tourism wants to represent Ding Zhen's copyright and image rights, but does not participate in any share.

Ding Zhen, the "top stream", has directly promoted local tourism. Ctrip data shows that the "Litang" heat rose sharply from November 20. By the last week of November, "Litang" search volume soared 620%, four times more than the national day. Ding Zhen participated in the shooting of the Litang landscape short film "Ding Zhen's world", which has been broadcasted more than 15.15 million times on Weibo, and has exceeded 830000 tweets. According to the Ganzi daily, Litang County's goal of tourism revenue this year is to receive 1.5 million tourists and achieve a comprehensive tourism income of more than 1.5 billion yuan.

In the new network red Ding really become a hot spot, the old network red people encountered a storm of public opinion. On November 20, the China Consumer Association named Wang Han and Li Xueqin as "rollover" with goods and Li Jiaqi's live studio "not allowed to change" in the official "double 11" public opinion analysis report on November 20. Fast hand network red Simba also faces the question of "bird's nest counterfeiting", and finally ends up with more than 61 million yuan from his own pocket. It's less than a year since they became "top.".

The basic conditions for the birth of wanghong come from the emergence of new platforms including Shuo Yin and Kuai Shou.

But when wanghong becomes a system, Ding Zhen is likely to be assimilated.

difference

The purpose of studying the new network red Ding Zhen is to understand the economic path of the network red. At this time, we must make clear the difference between him and the "old network red". How can Li Jiaqi get into the storm?

Before being named by the Consumer Association, Li Jiaqi was also in the highlight moment. On the first day of the "double 11" pre-sale, the cumulative viewing volume of Weiya and Li Jiaqi's live broadcasting rooms were 162 million and 148 million respectively, and the total Gmv was nearly 8 billion yuan. In addition, he also cooperated with CCTV and people's daily to bring goods, enter the entertainment industry and participate in film shooting.

But the storm was unexpected and inevitable. For Consumer Association roll call, Li Jiaqi response said, will be responsible for the end. But it has become a flawed brand and will have an impact on its future premium. Participating in the live broadcast of Li Jiaqi is not only the sales volume, but also the endorsement function for brand merchants, which is why Simba is willing to spend a lot of money to solve the problem.

"The real problem is that people and goods are not matched. Over selection and harvesting are the key factors Zhang Guowei, head of Jingdong retail group's content ecology, analyzed the problems in the live broadcast to the 21st century economic reporter.

For Li Jiaqi, he has the highest flow support and the most powerful selection team, but there are still problems. Of course, there are various types of goods, and it is difficult to master every detail factor. This is also exposing the defects of Li Jiaqi's team, either the team's quality control ability is not enough, or the expansion is too fast, which is actually a problem.

It is inevitable that there will be problems with carrying goods, but the blow to Li Jiaqi is definitely greater than that of Wang Han and Li Xueqin. The reason is that taking goods is the core competitiveness of Li Jiaqi.

In the cosmetics industry, "cabinet brother" Li Jiaqi is an absolute expert. His professional ability is superimposed with expression ability, platform and brand empowerment, which makes him a success. People talk about Li Jiaqi not only because of his beauty, but also because he can really provide professional advice. In the live broadcast, he will objectively evaluate and even criticize the brand. This is a positive cycle, Li Jiaqi absorb the flow, can get a good price, the flow continues to expand, everyone benefits.

But when Li Jiaqi's professional brand is questioned, the whole positive cycle is likely to be broken, because all his traffic comes from the brand he built before. This is the heel of Achilles. The more you break the circle, the more likely you will encounter it.

In contrast, Ding Zhen's popularity is only due to less than 10 seconds of video. Until now, there has been no actual realization. Even with Litang scenery, they have achieved mutual success.

This is still a perfect brand, but realization is likely to damage its integrity. It is also a question of how long it will last. After all, public attention shifts too quickly.

The way

This time Ding is really popular, another point that we must pay attention to is that the platform has leveled the gap.

Ding Zhen's tremolo came out of the circle. At first, it was only on Hu Bo's own shaking tone number "smile collector BOGO", which was not a head tuba. At present, the algorithm behind the tremolo is still unclear.

"It doesn't depend on the number of fans. There are a lot of indicators, we don't know the details. " There are millions of fans of shaking sound network red told the 21st century economic report reporter, this, he is very anxious.

The so-called "double agent" platform is more difficult to see.

"The algorithm is also mainly adjusted according to users' choices and preferences. The main problem is that the content itself is not good enough. " Lei binyi, founder of worry free media, told reporters of the 21st century economic report. Worry free media in the shaking tone MCN list, ranked first, including "redundant and Maomao sister" and other well-known network red.

Of course, the platform mechanism is full of unknowns. To a certain extent, it achieves another kind of fairness and gives new people a lot of opportunities to get out of the circle. But for the old Internet Celebrities, it is no different from increasing anxiety. Where are they going?

Some senior executives of film and television listed companies admitted that because of the role and even function created by online celebrities, they are too fragmented and easy to get out of steam. Everyone is going to face transformation very quickly.

Zhang Guowei said that the head net red is too strong, this is not a good sign. From the retail point of view, it is more important to have talent in each category, which helps to improve the professional degree of marketing itself. Diversification is a situation that many people in the industry are looking forward to.

Back to Ding Zhen, whether there is an environment that can make him grow continuously and find the second curve outside his appearance is the key. In the current market, all of them have been exploited by the market, and all of them have been exploited.

Can Ding Zhen, who signed for local state-owned assets, find his own special position? At least, Litang culture and tourism has said to the public that Ding Zhen has temporarily refused all variety invitation.