Baiyin must have results
Editor’s note: This article comes from the WeChat public account , author: entertainment value officer.
Author 丨 Chen Tong
Edit 丨 Nana
I do n’t know Luo Yonghao on the Internet, and even the networms are in vain.
As an important figure throughout the history of the change of Chinese celebrities, Luo Yonghao was called “the only surviving first-generation celebrities” by the media. On April 1, April Fool ’s Day, Luo Yonghao live broadcasted and brought goods to become the hottest topic on the Internet. During the live broadcast process, 22 products appeared in turns, and the total amount of the first broadcast payment transaction exceeded 110 million, and the total number of viewers of the entire live broadcast exceeded 48 million. This is undoubtedly a successful live broadcast debut for a newcomer with goods. After going round and round, Luo Yonghao, the former “Hammer CEO”, completed the reincarnation from net red to net red.
For more than a decade, only the first generation of internet celebrities was left with his sword, and the grassroots internet celebrities that the short video platform mass-produced every day were like a meteor in the sky. Change the blood once. Ten years later, there will still be people who have gone through the waves like Lao Luo, can they still be popular and flow to him as usual?
The first generation of celebrities: the past goes with the wind
There should be no group that can better interpret Andy Warhol ’s famous saying: Anyone can become a 15-minute star. In the general term explanation, this group is defined as a group in reality. Or in online life, people who have been concerned by netizens because of an event or behavior have become popular.
Fifteen years ago, the Internet began to break into the lives of ordinary Chinese people, and the first generation of Internet celebrities began to get together.
From 2001 to 2008, the Internet in China moved from the initial four major portal eras to the social networking era. Blogs, sns, forums, Weibo, and communities began to rise. Social networking has fundamentally changed the relationship between people, and some people have become popular. It is from then on that the first generation of Internet celebrities began to emerge in various “incubators” with social attributes.
Around 2005, Shaanxi Shi Hengxia changed his name to Sister Furong. The whirlwind generally rose in the Internet. Her signature S-shaped movement moved from Shuimu Tsinghua BBS to Tianya Forum, and to all major portal headlines, becoming the most popular in the entire network.Hot topic. From the perspective of the development of the Internet, Sister Furong has created a history. An ordinary person with no background, talents and looks that is unsurpassed. For the first time, relying solely on the Internet will be very popular and successfully become famous. Turned into commercial interests, as the photos of Sister Furong’s concave shape spread on the Internet at a viral speed, the era of the first generation of Internet celebrities slowly opened.
That was the era when Internet celebrities were born, and it was also the most prosperous years for Internet celebrities. Starting from Sister Furong, various generations of Internet celebrities came out, from Sister Feng, Muzi Mei, Maoli, Shen Ke to poison, Xiahe, From the choking little pepper to the backyard boy, Tianxian sister, Xidan girl, chopsticks brothers, and Internet chubby, these individuals have different reasons for becoming popular, from music, face value, selling ugliness, selling beauty, selling rot, and showing off wealth. , But without exception, all self-promotion was completed with the help of the Internet, allowing grassroots people to harvest traffic for the first time.
Looking back, the top three rankings of Internet figures voted by netizens in 2005, the top three are Sister Furong, Sister Tianxian and Houshe boys, these names are all Chinese Internet fossil-level existence. In that year’s ranking, Luo Yonghao ranked sixth. At that time, he was still a teacher of New Oriental. He used to talk about various paragraphs in the class. The students sorted out these paragraphs and posted them on the Internet. They were called “Old Luo Quotations” by netizens. With “Luo Luo’s Quotations”, Luo Yonghao quickly became popular, and with Duan Zi successfully entered the queue of the first generation of Internet celebrities.
In the past fifteen years, some of the first generation net reds whose names remain in the rivers and lakes, such as Sister Furong and Sister Feng, have also faded out of the rivers and lakes. Other fossil-level characters, such as Mao Li, Shen Ke, Poison, Xiahe, and Chrysanthemum The names of Houshe Boy, Tianxian Sister, Xidan Girl, Chopsticks Brothers and Xili Brothers have basically completely disappeared in the rivers and lakes. Time flies and things are right and wrong. They became popular overnight, but soon declined, accompanied by doubt, honor and ridicule, and went away with the past.
“Poison” Zheng Chen
Among them, the deepest qualifications, the richest experiences, the most ups and downs in life, and the fifteen-year turnaroundAfter a turn, he returned to the starting point of net red, and the first generation net red who can still make netizens buy it, only Lao Luo alone. From this point of view, after going all the way through the wild era of Internet celebrity extinction and becoming the first generation of Internet celebrities with only traffic, Lao Luo is indeed worthy of being remembered.
Of course, whether it is the old Luo who still sticks to it, or other people who have long been buried in the world, the significance of the first generation of Internet celebrities has long been engraved on the river bed of history. They are the complex and diverse sides of the polygonal prism of the Internet. It reflects every subtle change and typical sample of Internet product iteration and group culture over the past ten years.
New generation of celebrities: hard core content output capabilities
The advent of mobile internet and mobile phones has made everyone online all the time, and there are more “low-headed people”. Various short videos and live broadcasts have emerged. The people have no time to nostalgia. A generation of Internet celebrities took the stage in the era of the mobile Internet era.
In October 2015, Papi sauce began to publish original short videos on the Internet. Four months later, with the use of a voice changer to release original short video content such as “The Law of Survival of Men”, Papi sauce began to attract attention and quickly became popular. One month later, the new online celebrity received 12 million yuan in financing, and was valued by an investment agency at 120 million yuan. The first SMD advertising auction reached 22 million. Compared with the difficulty in transforming the commercial value of the first generation of internet celebrities, the new generation of internet celebrities in the short video era has been hit by the fast forward button for its popularity and commercialization.
Unlike the first generation of Internet celebrities, the commercial attributes and purposes of Internet celebrities in the new era are even stronger. Almost every Internet celebrity goes to profit. Different from the first-generation Internet celebrities’ free-growing and blooming wild flowers, the new generation of Internet celebrities with clear objectives and fierce competition is more like a product on the assembly line. The core competitiveness of the popular is the excellent content output capability.
Although the number of online celebrities on short video platforms such as Douyin is huge, it is not difficult to find out carefully that those active head accounts are actually in several categories: eating, cooking, fitness, beauty, etc. Contents, live broadcasts, funny locals and ugliness, etc., no matter which category, they are able to stand out from similar creators, relying on the highlights of the content and the difference in creativity.
The online celebrities with live streaming on behalf of Li Jiaqi are rooted in the content soil of Douyin but have reshaped the shape of Douyin content. The magical brainwashing of Jiaqifeng languages such as “oh my god” and “amazing” is what helped them out. The key to the circle. Represented by Langweixian