"It's not that the male model can't afford it, but Haidilao is more cost-effective. ”
Accompanied by the ** of the three demons of the subject, the Haidilao waiters shook their hands and shook their long legs. The waiters who dance well are called "Haidilao male models" by netizens, some have nearly 500,000 fans in two weeks, and some people have jumped dozens of times a day to the end of the day.
From the earliest "most handsome shampoo brother" Chen Feixiong, to the later half-naked "fruit brothers" who sold rake oranges and Tianshui apples, and then to the dizzying "Happy Valley Men's Group" and "Haidilao Men's Group", the discussion of men's consumption has never been so enthusiastic after the "Little Fresh Meat Era".
This corresponds to the growth of women's consciousness, and also shows the rise and visibility of women's consumer demand. However, the business logic thus constructed is also relatively simple.
1. Fragile and unreproducible. Batch after batch of "boy groups" flew by, but there were few that could be remembered by everyone.
All that remains is an of consumerism crushing over people.
No one expected that subject three, which has long been popular on social **, could come up with the "Four Male Models of Haidilao".
These four little brothers come from Haidilao stores all over the country, and are known as "Fuzhou is bearish", "Jiangyin does not look at the stars", "Dalian Yiming" and "Qingzhou Jumping West Lake".
The four "male models" have basically uploaded Haidilao subject 3 since November, among which the "Dalian Yiming" in the Dalian shopping mall store has the fastest and most fans, attracting nearly 500,000 fans in less than half a month, and 22** content items have more than 10,000 likes. The dense live broadcast, dance practice, and offline performance schedules in the personal profile are even full of some 18th-tier stars in the entertainment industry.
"Jiangyin Don't Forget the Star" ranked second with 190,000 fans, and after the third subject, "Jiangyin Don't Forget the Star" also uploaded his own dance of the Korean group EXO "The Eve"**;Qingzhou Jumping West Lake" and "Fuzhou Downplay" are more net-like, the former challenges Qinghai Shake, and the latter flips and dances the Douyin hit song "The Wind Blows a Summer", because of the similarity of eyebrows and eyes, "Fuzhou Bearish" is also known as "Fuzhou Wang Anyu".
Haidilao's four major male models".
The Haidilao men's group "obviously perceives the huge traffic of the Internet, and basically indicates their work time on the homepage, and also reminds fans not to gather too much and pay attention to potential safety hazards."
No one can say how long the "Haidilao Men's Group" will be popular, but it is certain that with the rise of "male consumption", more and more Internet celebrities are consciously joining it on social **.
For example, the "Happy Valley Army" that has to be swiped every Halloween.
From the earliest "most handsome ghost in Changsha" Gan Wangxing, to the handsome NPCs who took photos with tourists and compared their hearts this year, the "handsome guy effect" of Happy Valley has gradually strengthened, and even the magical national style NPC Tianyang of Xuzhou Happy Valley this year has quickly become popular in social networking with "touching the face and killing" and "kissing the hand to kill".
Gan Wangxing (top) Tianyang (bottom).
If you expand your vision from social media platforms to the entertainment industry, it is not difficult to find that whether it is the trend of "Little Fresh Meat" that has aroused widespread discussion since 2015, or the "Fengshen Proton Group" that became popular this summer with its tendon meat, male consumption has actually existed, and it has been trending in the past two years.
Behind this is the growth of women's spending power. According to the report "Pleasing Yourself, Upward, Her Power Achieves Her Economy" released by Tianyancha last year, the overall market size of China's female consumer market has exceeded 10 trillion, covering multiple industries such as medical beauty, mother and child, and financial management. The consumption contempt chain of "women", "children", "dogs" and "men" on the Internet is not only a meme, but also once again confirms the strength of women's consumption power.
In 2021, 1.3 million new "She Economy" enterprises will be registered Source: Tianyancha "Pleasing Yourself, Upward, Her Power Achieves Her Economy".
Secondly, consuming male sex on the Internet can also obtain satisfaction beyond chasing film and television stars. On the whole, there are three major characteristics of male sex consumption that is now popular on the Internet: closeness, interactivity, and availability. Consumers only need to come to Haidilao or Happy Valley to hold hands and interact with their favorite little brother and shoot**. But as a star who is the object of fan desire projection, it is relatively difficult to take on this heavy responsibility.
Finally, the rapid development of new media such as short ** has given these people the technical support to interact with amateur handsome guys quickly and widely. Xiaohongshu is full of strategies such as "how to interact with Happy Valley NPCs" and "how to squat in the Haidilao men's group";Douyin is also full of interactions with all kinds of handsome guys and male models**.
The third of the four male model subjects jumped for half a month, giving Haidilao nearly 3 billion times, as well as the effective dissemination of nearly 20 million people. Behind a brand marketing campaign, we are more curious about who is consuming and who is being consumed in the business of male consumption
The first to turn men's sex into a business was the coconut tree. In March this year, Coconut Tree opened the "Macho Live Broadcast", with nearly 100,000 people in the first show**, along with the popularity of the model group in the live broadcast room, Coconut Tree also prepared an offline fan meeting for it, and put on the shelves of the "Bundi Ticket" in the live broadcast room, starting at 50 yuan, netizens in the shooting can dance with the model group in the live broadcast room for 30 seconds, and the final transaction price exceeded 80,000 yuan.
The coconut tree took the lead, and the drink brand book also burned fairy grass and looked at hawthorn to follow immediately.
In early July, Shuyi burned fairy grass first began to launch the topic of I love He Shuyi on the short** platform, and all kinds of handsome guys participated, revealing the products of Shuyi burning fairy grass in **, and the comment area Yishui's "The book is really yours, sister bought it!."This wave of marketing not only earned nearly 300 million topics, but also directly drove sales, and 1 million cups were sold within 5 days of the new product being launched.
I love He Shuyi".
Wanghawthorn also moved quickly, and also found a large number of short** bloggers to put it, and under the topic of "Eat spicy and drink Wanghawthorn", what gathered is no longer a close-up of sweet and sour drinks, but the biceps shown by various men such as campus male protagonists and mature uncles. Consumers were very happy to watch it, and commented, "Send more, sister loves to watch!."”
The "new type of business war" that netizens are talking about, in the eyes of Xia Mingsheng, the current CEO of Good Hope Water, may be closer to a "misunderstanding".
If you eat spicy, you will drink hawthorn".
In the podcast "China's Good Business", Xia Mingsheng, the current CEO of Good Hope Water, and Sun Mengge, the founder, also explained that after the release of the advertising song in cooperation with Gong Linna, the company routinely put singing, dancing, pets, fitness and other vertical bloggers on the short ** platform, but I didn't expect it to be a fitness category that accounts for less than 15%. "Because there are more young women in the first place, this kind of content has topics and discussions, so the data is particularly powerful. Xia Mingsheng, the current CEO of Good Hope Water, explained.
Whether intentionally or unintentionally, the "fight" between Shuyi Burning Fairy Grass and Wanghawthorn has given other brands a little inspiration, such as the tissue brand Vinda has also launched the "Treasure Youth League" that walks the youth style, these boys sing and dance well, often hold billboards in the live broadcast room, and take a bite of "Sister next order to support it".
However, from the perspective of specific conversion, men's consumption is not actually all the way to the improvement of the overall business. For example, in the coconut tree live broadcast room, according to the data of the new list, the sales of the latest live broadcast are 10,000-250,000, although there are reasons to protect local dealers, the input and output of the live broadcast room are indeed relatively low;"Treasure Youth League" has not brought Vida a surge in revenue, and has now been replaced by other anchors.
Although on the surface, it is the male blogger who shows off his charm on the ** platform, but in fact, what the brand wants to obtain is the female consumer behind it.
This path has been tried and tested in celebrities. For example, as soon as the news of Yang Yang's endorsement of Guerlain lipstick kisskiss (color number 344) came out, sales increased by 300% instantly;Xiao Zhan fans buy short of the same Boucheron;Wang Yibo's endorsement of the source of Yuemu directly exploded.
This summer, the proton group that became popular with "Fengshen" also received endorsements one by one. Yu Shi cooperated with OnePlus, Roseonly, Boucheron, and Midea;Li Yunrui and Huang Xiyan shoot Valentino's blockbuster;Hou Wenyuan also interacted frequently with Maxmara and Guerlain.
Yu Shi, Li Yunrui, Huang Xi, Hou Wenyuan's endorsement.
But it seems that it is difficult to go further on the male sex platform on social media platforms. It can be fired, but the fire is not long. This is a common problem faced by most Internet male sex consumers.
In 2017, "the most handsome shampoo brother" Chen Feixiong was born. A female customer uploaded her work ** to social **, and then Chen Feixiong gained nearly one million followers and signed a contract with MCN agency. But once the craze passed, Chen Feixiong has hardly been heard from on the Internet until now.
The most handsome shampoo brother "Chen Feixiong."
Similarly, there is also the "Zibo Duck Head Brother" who became popular in April this year because of his appearance and muscles, even though he gained 500,000 fans, he finally couldn't afford the huge traffic in a short period of time and chose to temporarily close the store. As the Zibo cultural tourism fever subsides, "Zibo Duck Brother" is gradually unpopular.
There are also male bloggers who can undertake huge traffic, such as "Brother Apple", who used to say "Tianshui's Apple Tianshui" half-naked, and successfully bound Gansu Tianshui to high-quality apples. However, on the whole, the men's consumption track has not yet formed a stable and replicable business cycle.
"At the consumer level, the audience of these Internet celebrities is extremely unstable, and the needs are changing all the time. If they only rely on a pair of skins and an accidental event, it will be difficult for them to continue their popularity.
In particular, on December 12, the Cyberspace Administration of China launched a special action to "clear and rectify the problem of poor information content orientation", which included the rectification of "pornographic rubbing" content. In fact, the current men's consumption has not yet involved the content of "erotic rubbing", but it is not difficult to see from the macro action that the future men's consumption also needs to find its own "long-termism" and embark on a more long-term path.
In essence, there is no distinction between men and women in the beauty consumed on the Internet, they are relatively close to the role provided by idol stars, but they are not supported by a steady stream of stage and film and television drama works, and in the end they can only rely on the commercial society's commoditization and dismantling of people and the consumption of body landscapes to complete the commercial cycle of the beauty track.
This kind of everything that surrounds beauty and the consumption of beauty is more like Baudrillard, the author of "Consumer Society", thinks, "We have moved from a society of production to a society of consumption, in which we no longer regard the body as a mere means to an end, but as an end in itself." ”