Looking back on 2023, one key word to summarize is:Counterattack.
Many ordinary people were hit by the torrential traffic overnight, and even their fate changed.
For example, Xiao Qi, a tour guide who became popular with his sincerity and kindness, and Mrs. B, who went around fighting fakes. Even eating a meal and lip-syncing a song can go crazy overnight.
Compared with last year's Gu Ailing and Liu Genghong, this year's new Internet celebrities generally have one characteristic:More grassroots.
Becoming a super Internet celebrity who is out of the circle on the whole network is not that he has some kind of irreplaceable quality, but that he has more spiritual resonance with netizens and even a representative of seeking spiritual sustenance.
However, ordinary people can make them and destroy them.
Many people overturn overnight and quickly for various reasons. For example, Xiucai, who was blocked overnight, and Yu Wenliang, who had a reputation overturned.
Walking to the top and falling off the altar is only a moment.
Mr. Huang:
"Dig, dig, dig" exploded, but it was short-lived
This year's May Day, as popular as the holiday tour, there is also a magical children's song "Dig Dig".
Because of this song, a beautiful woman stood out among the short ** with her sweet and pure appearance, and gained millions of fans overnight.
From an ordinary nursery rhyme teacher to an Internet celebrity with a large number of fans, Mr. Huang has completed a counterattack in life in a short period of time.
However, gradually, everyone found that Mr. Huang did not seem to be as "simple" as they imagined, on the contrary, he was a bit of a "philistine".
The reason is that after the explosion, she quickly cashed in a three-piece suit: more**, live broadcast, and reward.
During the live broadcast, not only did he ask netizens for gifts in disguise, but when he saw the angry fans swiping large gifts, he couldn't stop laughing for a while.
To add insult to injury, the sweet appearance that once made her popular was also pulled off the altar by netizens.
Once, when Mr. Huang cooperated with the Hometown Bureau of Culture and Tourism to shoot a promotional **, because there was no filter blessing, her whole person looked different from the youthful and sweet image in the live broadcast room. Many people were disappointed and asked for a "refund of the tip".
Since then, Mr. Huang's ** update has also been ridiculed as "too single", I don't know if it's too much pressure, Mr. Huang's Weibo account has shown that "the user does not exist".
pie fell from the sky and just hit himself", obviously, Mr. Huang is an ordinary person, and the traffic is coming too violently, while enjoying the good traffic of public figures, but the ability is obviously not very matched.
Therefore, the collapse of Mr. Huang's personality is the expectation of the public itself.
If a person is not strong enough to harness his luck, what is too easy to obtain will also be easily lost.
Tour guide Xiao Qi:
Millions of fans overnight, subverting an industry by the way
Xiao Qi, a tour guide who is so good that he looks like a "fool", has completely subverted people's "shrewd" impression of tour guides this year.
His popularity this year was extremely unexpected, but it was menacing - the latest "speed king" in the Internet celebrity industry was born.
In June this year, a travel blogger who ended his trip to Xinjiang posted a 2-minute **, in which Qi Qin, the tour guide in charge of the reception these days, expressed his "too stupid" feeling.
Other tour guides took tourists to buy things frantically, but he desperately persuaded his eldest brother not to buy souvenirs;
While other guides may be impatient with the tourists' requests, he is as attentive as a nanny: taking care of the children, preparing safety seats, carrying luggage, and buying ice cream, dried fruits, and fruit along the way.
In just one day, the number of fans rose from more than 600 to 3 million.
For Chinese tourists who are accustomed to going out to fight wits and courage, the main focus is a sincere "guide Xiao Qi", and precision is to seize everyone's life.
Countless netizens poured into his short ** account to leave a message: "Everyone else is a shopping guide, you are the real tour guide." ”
Even Xinjiang is on fire, and some tourists even said that they originally planned to travel to other places, but because he chose to change his destination to Xinjiang, the order was directly scheduled for October, and he had to wait for him.
And the most touching scene in Xiao Qi** is that he climbed the mountain and crossed the mountains to pick up the drone that fell to the ground.
crawled up to the pants full of mud, but the first sentence was "The company can reimburse the drone if it breaks, but you can't lose the ** you shoot".
Nowadays, more and more tour guides, the correct posture of "whitewashing" for the industry is to roll up the tourist experience.
What we are looking forward to is not only the simple kindness between people, but also the spirit of service in the tourism industry.
B too:
Officially "certified" anti-counterfeiting Internet celebrities
Fighting fake Internet celebrities is not uncommon this year, but with such a huge amount of energy, I'm afraid there is only Mrs. B.
He was named a Newsweek person by CCTV reports.
Invited by the Market Supervision and Administration Bureau or the Bureau of Culture and Tourism in many cities, it was upgraded from visiting stores to cracking down on counterfeiting to "exploring the city".
The explosion of Zibo has his share of credit. A ** that reflects the fairness of the people of Zibo in doing business, has received more than 4 million likes.
His energy was even so great that when he "assaulted" Dalian, the relevant personnel in Dalian were like facing a great enemy, and the whole city was on guard.
Before that, however, he was just an ordinary food blogger. Once when I was buying durian, I was short of two catties by the store, and I accidentally discovered the pain points of the public. Since then, Mrs. B has started a series of anti-counterfeiting**, and the number of fans has skyrocketed to 24 million.
Some people applauded, and some people thought he was unprofitable and couldn't afford to be early.
In fact, no matter what the purpose, whether the anti-fake Internet celebrity has done his job well is the content that should be paid more attention to.
It can be seen that the unscrupulous traders who have been beaten up as fake Internet celebrities have been "yellow card warnings" one after another.
The night market manager quickly called on all vendors to take out non-standard scales, and staged a "smashing scale" drama, and then unified the use of standard scales.
After Mrs. B visited the "Dream Home" in Anshan, Liaoning Province, Mr. Bai Jian received a large amount of donations in a few days, which solved the debt problem that had plagued him for many years.
Cracking down on fake Internet celebrities is popular because of "punishing evil and promoting good", and they are also more able to "punish evil and promote good" because of the explosion.
If the traffic is exploited like this, it should be a good thing.
Xiucai:
Aunt harvester, another cool night
The biggest reversal this year is none other than Xiucai.
A rural guy began to contact the Internet in 2020 and frequently uploaded works, most of which were lip-syncing.
In the past few years, he has accumulated more than 12 million fans and become a top Internet celebrity, plus live broadcast rewards, he has made a lot of money in the past few years.
Someone summed up a set of signature moves for him: surprised, shyly laughing, clenching his fists and covering his mouth, licking his lips, raising his eyebrows, tilting his head and laughing, and teasing his hair, ......
This set of actions deeply grasped the aunt fans. Among Xiucai's fans, more than 70 percent of them are women, and the number of women over 40 years old accounts for nearly 80 percent.
It has been reported that a 72-year-old lady took a train from Jilin to Anhui thousands of miles away, just to see Xiucai, and she will not stop if she can't see it.
However, a few days after Xiucai sat at the top, his account was suddenly blocked and he disappeared to this day. Some people describe it as "red and inexplicably cold".
There are two reasons why Xiucai was **.
The first is "I was reported by my aunt for defrauding 510,000 yuan".
The second is the tax issue, and the relevant departments said that they had received a report.
Middle-aged and elderly people, both men and women, generally have a huge need for lack of affection, and this phenomenon is the soil that breeds Internet celebrity chaos such as "Xiucai" and "Laughing in the City".
In the face of huge fame and fortune, if people look too ugly, they will inevitably be eaten by greed after all.
Internet celebrity teacher Zhang Xuefeng:
I'll give you a smile
There are many Internet celebrity teachers in China, but Zhang Xuefeng is definitely the most daring one.
Over the years, he has been repeatedly smashing people's jobs with one mouth.
In June this year, a parent consulted him on a live broadcast, claiming that his child wanted to enroll in journalism.
After hearing this, Zhang Xuefeng hurriedly said that it is better to touch a major with his eyes closed than the news, and even said: "If you are your own child, you must knock him out and change your major." ”
As soon as these words came out, the bigwigs of related majors couldn't sit still, saying that he "harmed people a lot and misled the public".
Not long ago, when answering another parent's question, Zhang Xuefeng exposed a more heart-wrenching remark: "Liberal arts are all service industries, what is the service industry?"Summed up in one word, it is 'licking', that is, 'I will give you a smile', 'do you buy a link'".
His lecture style and remarks all show that he is a traffic master.
In this regard, he did not shy away from it: "I chase traffic just to increase the voice of education." ”
The core of his out-of-the-circle password is to disclose another kind of education that many schools will not teach, that is, to let more people, especially students in the ivory tower, see reality.
Some people think he's creating and selling anxiety.
More often than not, however, the anxieties are already there, and he just presents them naked in front of the students.
This is also why, in several controversial hot searches about him this year, he can always get ** support. A Zhihu netizen commented: "Zhang Xuefeng is the first person I have ever seen who lives by telling the truth. ”
The truth is hard to hear, but someone needs to tell the truth.
Li Jiaqi:
Douyin's No. 1 Internet celebrity, can't get out of the shadow of Huaxizi
The sentence "** is expensive" made Li Jiaqi completely stand on the opposite side of the workers, and since then, the first brother of Douyin has also been pulled off the altar.
Before the Huaxizi incident, Li Jiaqi's personality and reputation were well-deserved kings in the live broadcast industry.
In the eyes of fans, he is a successful representative of grassroots counterattacks.
He can broadcast 389 shows in 365 days, each lasting more than 6 hours. He also tried more than 400 lipsticks at a time until his lips molted, and fans advised him to stop putting his mouth on it and replace it with his arm, and he would say don't have to hurt me, it's my job.
There was once a fan who said that he liked a certain luxury cosmetics, but he needed two months' salary. He will say that not necessarily the most expensive is the best, and we also have a lot of flat substitutions for piggy girls.
When he considered his fans from the perspective of a worker, consumers gave him trust and made him stand firm as a brother.
Under the pursuit of "all girls", Li Jiaqi's annual net income exceeded 1.8 billion, with an average daily income of 5.08 million, and the annual income exceeded 90% of the performance of listed companies.
But when he asked fans to find their own reasons, reflect on whether their wages have risen over the years, and whether they have worked seriously, he has already stood on the opposite side of consumers.
So even though it has been a few months since this incident, it is still difficult for Li Jiaqi to come out of the shadow of Hua Xizi.
This year's Double 11 Li Jiaqi's encounter with Waterloo is quite obvious: negative rumors such as GMV shrinkage, empty product bottles, high return rates, and reserve price agreements have put him on the cusp again and again.
Recently, Qinghai in Gansu Province suffered a severe disaster, and Li Jiaqi donated 5 million, but fell into criticism.
Some people think that Li Jiaqi's donation of 5 million is less, and some people think that Li Jiaqi's donation is just the Huaxizi incident before the "whitewashing".
Forcing donations is naturally wrong, but it can also be seen from the side that Li Jiaqi has indeed broken the hearts of many consumers.
Traffic is a double-edged sword, and where it points depends on how the owner makes it.
Crazy Brother Yang:
spent 30 million word-of-mouth counterattacks, and there are masters behind them
Brother Xiao Yang's 2023 can be called the first double sky.
First of all, the performance of the "three sheep network" has reached a new high, and there is an analysis of professional institutions, the output value of the three sheep network will exceed 30 billion this year, the comprehensive service income will be as high as 1.5 billion, and the tax will exceed 4500 million.
But it is accompanied by the "controversy" that Xiao Yang has been lingering in.
was first involved in the "floor price agreement" incident between Li Jiaqi and JD.com, and Brother Xiao Yang was also pushed to the forefront.
Immediately afterwards, the products in the live broadcast room were counterfeited again, and when Wang Hai hammered Li Jiaqi to sell fake Hetian Yu, he also brought Brother Xiao Yang with him.
It didn't take long for Brother Xiao Yang's "apprentice" and anchor "Yellow of Traffic Light" to be named and criticized by the Hefei Municipal Regulatory Department because of the **live broadcast.
Netizens also picked up a lot of "black history" about Brother Xiao Yang's past, and also brought out a topic Brother Xiao Yang was accused of making vulgar remarks more than his apprentice during the live broadcast.
In the case of all kinds of negative news, Brother Xiao Yang held a concert and directly counterattacked by word of mouth.
Before the concert began, Brother Xiao Yang promised several times: not to sell tickets, not to bring goods, to turn off gifts and rewards, and to send refrigerators, tablets, and battery cars, the reason is to "give back to the brothers".
Brother Xiao Yang broke the "status quo of profiteering in the performance industry" like breaking the low price of goods during the live broadcast, and once again helped him establish a stable personality.
The controversy about the "vulgar live broadcast" was slowly diluted, and after the concert, Xiao Yang's large number of fans increased by 800,000, and Xiao Yang's Zhenxuan account increased by 4 million.
A concert, word-of-mouth traffic doubles, I have to admit that playing emotional Brother Yang is professional.
Dong Yuhui:
On the cusp of the storm, I can't help myself
Most people don't reject traffic, but there are a lot of people who resent the way traffic arrives.
Dong Yuhui, who was forced to become the protagonist of the year-end drama, may be full of helplessness when he sees the hot search of Dongfang Selection, which has been dominating the list for a week.
No one could have imagined that the infighting of "cultural people" was so unpretentious that the discussion of whose hand the small composition came from would be enough to ignite a powder keg.
No one could have imagined that the "cultural people" also had thunderous means, and made a number of appointment and dismissal decisions in just one week, and finally "went to Sun Liudong", which quickly quelled the huge controversy.
It's just that from beginning to end, Dong Yuhui, as one of the protagonists, can not do much.
When he was roasted on the stove, his response was to change the signature on his Douyin account - don't will, don't be, don't solid, don't me.
When Dongfang Selection was violently attacked, and the number of fans and market value both declined, he and Yu Minhong appeared in the live broadcast together, but fans found that "there is no light in their eyes".
Dongfang Selection's "de-Dong Yuhui" operation failed this time. And he was deeply affected by the action, and in the end, he still needs to promise again and again in the live broadcast room that he will continue to stay in New Oriental and stay in Oriental Selection.
New Oriental and Oriental Selection, what else makes him nostalgic?
For Dong Yuhui, who never wanted to be just an anchor with goods, what is really worth cherishing here may be his past self, whether it is interests, feelings or ideals.
A person who wants to be himself too much will always find it difficult to take advantage of the ferocious traffic.
But whether it is good or bad is known only to the person concerned.
Frog Selling:
The most poignant city top, the more popular it is, the more heart-wrenching
This year's hottest city top-notch turned out to be an ugly and cute frog.
It wore a square scarf, drooped the corners of its mouth, opened its big eyes without any brilliance, and carried a string of frog balloons through the streets and alleys, which became popular in many cities across the country.
These frogs are ostensibly selling balloons, but they are actually selling art, especially good at selling stalks.
Like the signboard of "Forced by life, selling children and daughters", it has its own black humor.
They will interact politely with passers-by, and stomping their feet to salute is their signature action, and there was a human-to-human phenomenon at one time.
Not only that, but there are also various frog bewilderment awards on social **:
There are frogs that "give birth" in the underground parking lot.
There are a few frogs who rap and rap to grab territory.
On top of that, you can meet them in all kinds of places you can't imagine, bars, schools, square dances.
Even this set of frog puppet costumes sells tens of thousands of pieces every month, and some people rely on it to earn millions a month.
There is no doubt that the frog army is already the top of China.
Not only that, but this group of frogs, which only haunts China, has even become popular abroad.
A frog** taken by a passer-by was uploaded to TikTok and received likes from 15 million netizens around the world, and related ** are also millions of likes.
It's just that this carnival of frogs has changed its flavor with a "caught".
People suddenly discovered the cruel truth behind the "frog who was caught selling cubs", which may be a white-haired grandmother or a middle-aged person running for her family.
Put on a hood, sell cub frogs on a traffic carnival, take off the hood, and "sell cub frogs" is filled with the sadness of ordinary people.
Flowey:
As soon as the national treasure made a move, Chengdu was crowded
In March of this year, the hearts of the people of the whole country were captured by a giant panda.
Panda fireworks are all over the Internet, and their popularity can be called the top stars in the panda world, and some people even climbed trees to see Huahua.
Due to her premature birth, Huahua is smaller than other pandas, and has no neck and short legs, and sits down like a triangle of rice.
The official signage describes Flowey as "short, fat, slow-moving, and not good at climbing trees".
But it is such a panda that has many shortcomings in the panda world, and everything is an advantage in the eyes of humans.
This year's May Day, driven by the "top female star" Panda Huahua, 26The Chengdu Giant Panda Breeding Research Base, which was visited by 40,000 tourists, ranked second among the top ten popular attractions in the country.
The explosion of Huahua not only drove Chengdu, but even brought the national treasure family back to the top.
Japan's fragrant fragrance, when returning to China, a large number of fans saw off;The girl in the United States, the whole network is waiting for him to go home 24 hours a day;South Korea's Fubao has the largest number of toys in the world.
Times are changing, gameplay is changing, and Internet celebrities are also changing.
But the tuyere of the panda economy has always been there, and whoever catches the fans and traffic will be able to soar to the sky.
Conclusion:
In 2023, there are no new super influencers born.
After many years of baptism in the short **, the audience has developed their own obvious likes and dislikes, and the information cocoon is becoming more and more serious, so the birth of every Internet celebrity is almost accompanied by controversy, and it is becoming more and more difficult to really get out of the circle and be recognized by the public.
In the end, it is dolls and animals that bring people the purest feelings.
If they can't speak, the risk of collapse will naturally approach zero.
However, those Internet celebrities who have been canonized as gods or **, are they really just because of their words and deeds?Is it really just because you can't handle the surging traffic well?
The foundation of Internet celebrities is fans, and they become and lose from the fantasies of fans. Illusions are often shattered as soon as they are poked, and on the way to the gods, a time bomb that destroys the gods has been planted.
On the other hand, watching the ups and downs of Internet celebrities is also looking at their own illusions and disillusionments, and recognizing themselves.
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