In 2016, an unprecedented auction was held in Beijing.
The competing product on the auction table was "Papi sauce's ** patch advertising resources", and in the end, it was sold for 22 million yuan.
Luo Zhenyu, the leader of the event, said that this is the most advanced single **advertisement in human history - not in new **history.
Some people condemned, saying that Luo Zhenyu was just using the power of capital to overdraft the fame of papi sauce. Some people also said to Luo Zhenyu out of the stereotype of Internet celebrities: You are playing a game that is not long.
Luo Zhenyu replied with a smile: "Of course I want to overdraft her future." ”
Now, 7 years have passed since that crazy auction. The social platform has been updated and iterative, and the top positions of Internet celebrities have also changed frequently, and the plot that became popular overnight has long been rendered by the times.
The chasing light of memory hits Papi-chan. Over the years, she has stood on the podium and has also been abandoned by capital. Many people tout her, while others express disdain. clicked on her ** comment area again, and the speech in the front row was still the same: "She really has no creative bottleneck." ”
In the past 7 years, countless people have tried to read her success code, and often get an unfeasible answer:
She speaks to life, and the joys and sorrows of human beings appear in turn in her **. That's her simulated world, and it's our story.
"Good cold-blooded papi-chan".has been famous for many years, and papi-chan has long Xi been accustomed to being scolded.
Of course, she was also scolded again.
On November 29, the divorce observation variety show "Goodbye Lover" came to an end. Compared with other observers who talked about emotional dogma at length, Papi Sauce, who is also an observer, only said on social platforms: You get off, you don't get off, you all have your own choice of tomorrow.
She finally pulled out of the turmoil, and this scuffle started with a few comparison pictures.
Screenshot of "Goodbye Lover" papi sauce is imitating Sun Yi's expression In early November, an entry of "laughed to death by papi sauce's expression" appeared on the hot search.
In the picture of the Weibo, Sun Yi's eyes are red, Melody hides her face and cries, and the other guests are more or less touched, but Papi sauce is sandwiched in it, her brows are tightly locked, and her eyes are full of confusion and doubt.
Netizens exploded the pot and commented on Papi sauce: She is not suitable for being a guest on emotional shows, she has no pain at all.
After the controversial feature film with pictures was launched, netizens began to "judge" this plot in the original film.
The marriage of the original model couple Fu Seoul and Lao Liu entered a crisis moment. In this variety show, the two tried to travel together for 18 days to make it possible for their marriage to last, or simply part ways.
After 15 years of marriage, Fu Seoul has changed from obscurity to the queen of debate, and Lao Liu has also changed from a sunny and cheerful literary and artistic trendy man to more and more closed and silent.
On a quiet night on the prairie, the two men each received a letter from a guest in the observation room. The letter Fu Seoul received reads: "You long for a parting with vivid pain. Lao Liu also received a sentence: "The guilt at the time of separation is a healthy and vivid emotion, and there is nothing wrong with it." ”
The will to separate is extremely clear at this moment.
In the observation room, the guests present were moved, some sighed, some shook their heads, and some burst into tears. Until the camera turns to Papi-chan, a huge question mark pops up on her.
In fact, since the show was broadcast, Papi-chan has been complained by netizens more than once because she was too rational and even a little out of place.
For example, she thinks that Fu Seoul's hope that Lao Liu will regain his enthusiasm for life before the divorce is to relieve her guilt: "She is especially like a high-level and the people in the team go out to start a business, the high-level is getting better and better, and the employees are still not good." Not now, I'm going to lay off people. "Before the layoffs, the top management wanted to find a good home for the employees.
For another example, Zhang Shuo, who was both before and after marriage, suddenly behaved positively after being persuaded by his wife Wang Yao's relatives. Papi-chan hit the nail on the head: "I think the performance traces are very heavy. ”
Papi-chan from Goodbye Lover.
These remarks pushed her to a "cold-blooded and ruthless" image, and netizens who were touched by the show itself condemned Papi-chan:
She has no ability to empathize. ”
She is a ...... who is naturally insensitive to the pain of others"Good cold-blooded papi-chan".”
She couldn't empathize with all the feelings of weakness, reluctance, and pain. ”
But when you think about it, these words are a bit out of the ordinary.
Netizens commented on the pappa sauce Fu Seoul and Lao Liu's plight, among the guests present, perhaps papi sauce is the one who can empathize with the most. Before becoming famous, Papi sauce didn't work for four whole years and completely relied on her husband Lao Hu's income. After becoming famous, Lao Hu also said a word to Papi sauce, which was exactly the same as what Lao Liu said to Fu Seoul.
Lao Hu said: "I feel like there is something wrong with my state. ”
The solution that Papi-chan came up with was that every week two people should take half a day out to have a coffee, watch a movie, or even just observe pedestrians with nothing to do, "two people waste time together".
It is precisely because of the keen observation of pain, as well as the addition of reason beyond pain, that Papi sauce has come to this day step by step.
Whether it is the maintenance of emotions or the development of career, "what people are doing every day is to find pain points".
Papi sauce and her husband Lao Hu often say that comedy tears up the tragedy for people to see. Behind the absurd jokes, there is a stinging reality. Or, to sum it up with a phrase that papi-chan himself said:
It must be someone who has a lot of opinions about life to make something funny. ”
Views of lifeBecause of her personality, Papi sauce always likes to use a playful attitude to deconstruct the seriousness of life.
In the few interviews she has given in recent years, the audience has always been able to capture some joyful expressions
The host talked to her about her wishes, and she said that it was better to be rich, and it was better to be healthy and wealthyTalking to her about the pain, she said that when she went to work, "as long as there is a job, people will not be truly happy".
She said these words with a very sincere expression, which made people believe that this was what she really thought.
Papi-chan's interview daily.
Only by moving the coordinates of time forward, in 2017, in an interview with Jiang Sida, who is classified as an "Internet celebrity", the fragility of papi sauce flashed.
She sighed to Jiang Sida: "How idle and happy was life before (becoming famous). She misses those days, but she also knows that neither time nor people can go back.
In 2017, Papi-chan had a conversation with Jiang Sida.
If the life of Papi sauce is dismantled by stages, the development of China's Internet industry is clearly visible.
The first appearance of the name "papi sauce" is actually not in the short **.
In 2005, 18-year-old Papi sauce was still called Jiang Yilei. This year, she was admitted to the directing department of ** Drama Academy.
During college, Jiang Yilei began to be active in major ** under the screen name of "papi sauce". She ran a group on Douban, posted on Tianya, and even found a classmate in the post bar - Yang Ming, who later became a partner. In today's terms, Papi-chan at that time was a heavily network-dependent patient.
It's just that she is like a fish in water on the Internet, but in real life, she is far from being so comfortable.
Old photo of papi sauce.
In 2009, campus life came to an end, and Papi sauce was "unemployed after graduation". She went to the crew to try the play, and sometimes she retreated as soon as she walked to the door, "Ah, I'm definitely not good, let's go, let's go back." She also helped her friends start their own businesses, made ** and APP, and was responsible for content creation. It didn't take long for it to happen.
For four years, she had no income, and her living expenses depended on her lover Lao Hu at the time. A friend suggested that she should not be a teacher, and that she could go back to Shanghai to visit her parents during winter and summer vacations. Papi sauce pondered it, and it did make sense, so I started the graduate school entrance examination.
During the day, she Xi for exam preparations, and after eight o'clock in the evening, she would sit on the sofa and have fun. She wrote in her diary: "I'm so happy every day, but I don't have any money." ”
And those anxieties that she understated in the future were faithfully recorded by the Internet. In the winter of 2012, on the eve of the postgraduate written exam, Papi sauce sent out a Weibo: Hurry up and take the exam, I feel like I'm about to collapse.
Fortunately, in 2013, she was admitted to the master's degree of directing of the ** Drama Academy as she wished.
Papi-chan during school.
In addition to graduate school Xi, she is still immersed in the Internet. Yang Ming once said that papi sauce is the person with the strongest "network sense" around him, and he can tell a thing or two about what happens on the Internet.
In an Amway post shared by a netizen on Zhihu in the early years, the netizen introduced that Papi sauce is well-known on Douban because of the humor and humor of the article. In 2011, Douban had a lot of her fans. He also called Papi sauce a "goddess" and a "low-profile version of Sophie Marceau".
It's just that at that time, the recognized goddess of Douban was someone else.
In those years, Nansheng, who was pure next door, Zhang Xinyuan, who had a classical atmosphere, and Wanwan, who flaunted literature and art, became popular through Douban, becoming the benchmark sought after by countless netizens, and also pinning on the yearning of ordinary people to become famous quickly and cross classes.
It's just that when it comes to the development and growth of the "Internet celebrity" group, it is still necessary to return to papi sauce.
"The Three Goddesses of Douban" from left to right: Wanwan, Zhang Xinyuan, Nansheng 03Monday broadcast of papi-chanIn the summer of 2015, Papi sauce and her friend Huo Nifang registered Weibo "tcgirls love to complain".
In the first ** released, the two people used a moving way to satirize the money worship and bloody plot in the movie "Small Times 4".
As for why there was an idea of shooting a short **, the later papi-chan summed it up as "I think it's fun". In addition, **apps such as "Little Coffee Show" began to emerge, and Papi sauce vaguely felt a certain wind direction.
It's just that it didn't take long for Huo Nifang to study abroad, and only a few photos were taken, and they were temporarily shelved.
Papi sauce and the first article released by Huo Nifang**.
In August 2015, Papi sauce issued the first "super practical male survival rules (first bullet)" on his personal Weibo. In October, she filmed a funny Shanghainese mixed with English**.
Since November, she has become a frequent visitor to hot searches. Her creations of "Female Star Lies" and "Shanghainese + English Second Bullet" have injected an incomparably fresh and joyful atmosphere into the Chinese Internet.
According to the release date, Papi-chan named these ** "Papi-chan's Monday broadcast", and later added "Papi-chan's daily update from time to time".
*, she complained about her show of affection in public, commented on the routines in film and television works, made sexism into jokes, and performed the bars in life.
Some people commented that Papi sauce's works, which are different from the grassroots jokes on the market, are satirical comedies made for the middle class, which are accurate, sharp, and hit people's hearts.
The early days of papi sauce**.
Shanghainese + English Second Bullet".
Internet Weekly has released a "2015 China Internet Celebrity Ranking". At that time, this girl who had only been famous for 2 months ranked second on the list, second only to Wang Sicong, who was still known as the "national husband" at that time.
Looking back at this list, the wind of the times has made some people and scattered a lot of stories. The highlight of Papi sauce is also accompanied by the Internet celebrity economy.
2015 China Internet Celebrity Rankings.
In March 2016, Yang Ming took Papi sauce and met with Luo Zhenyu.
Yang Ming's identities are many: the founder of the brokerage company Taiyang Chuanhe, the agent of Angelababy, and also a friend and business partner of Papi sauce.
When they met that night, Luo Zhenyu talked eloquently to the two, and later Yang Ming recalled that conversation: "The chat that night made us feel very secure, no matter what the atmosphere was created or how, at that moment you were very comfortable in your heart, and you would feel, hey, suddenly a bright light came in." ”
After this day, Papi sauce received an investment of 12 million yuan from Luo Jiwei, founded by Luo Zhenyu, and Zhenge**, founded by Xu Xiaoping. They made a valuation of the IP of "Papi sauce", and the result was 100 million.
Xu Xiaoping claimed: "Papi sauce is one of the best projects to invest in this year. After that, they planned a grand auction, which Luo Zhenyu said would be the first auction of China's new **.
Capital is ready to go, ** follow the trend of reporting, countless people are waiting to see the further writing of history, or to see a grandstanding feast.
Only Papi-chan himself at the center of the storm was silent.
Papi-chan and Luo Zhenyu.
The game of capitalThe philosopher Epictetus famously said, "We go on a stage that we don't choose, we don't play a play we choose." "At the time of the papi-chan, it was very appropriate.
On April 21, 2016, the "Papi Sauce Inventory Auction" began. Papi-chan did not appear.
6 seconds after the auction began, ** was coaxed from 700,000 to 10 million. Six minutes later, the figure was fixed at 22 million yuan.
After the auction, the live broadcast was cut to Luo Zhenyu's talk show. In the picture, Luo Zhenyu's face was full of confidence: "Are you voting for papi sauce?"You vote for your own wisdom. ”
The auction site.
That afternoon, Papi-chan stayed in the hotel room upstairs of the auction, watching the live broadcast. Outside the room, the overwhelming ** pushed her to the top, and it is undeniable that she became "China's No. 1 Internet Celebrity in 2016".
In a later interview, Jiang Sida gave Papi sauce another, more exaggerated title, "the first Internet celebrity in the universe". Papi-chan showed visible resistance, she said, the title was mocking and maliciously flaunted.
And during that time, Papi sauce was in the storm of **, and there were countless malices in front of him.
After the auction, she donated all the 22 million proceeds from the auction to her alma mater, ** Drama Academy, to set up the "Chuxin Scholarship". Yang Ming also said at the auction that he would set up an MCN agency "Papitube" to incubate more short creators.
Some people are surprised by the value of papi sauce, and some people are questioning the killing of capital, and the harshest sentence is: "Is she worthy?".”
Papi sauce returned to the donation site of his alma mater.
Luo Zhenyu, who created a storm, once responded to these questions: "If you give papi sauce a large amount of advertising money at a time, this advertising fee may be normal for her to earn a year, which is equivalent to saying that I will pocket her income for the next year, what's wrong." ”
In his concept, the essence of finance is to overdraft the future, not to mention that his plan sets the papi sauce in the course of history, "which will become her lifelong wealth".
But 3 months later, Luo Ji Siwei announced the withdrawal of papi sauce, and the reason given was: "Because they are too good, we may have to make a lot of money on investment, and we are susceptible."
Papi-chan later summed up the process: "It was a marketing event. ”
Luo Zhenyu talks about papi sauce.
It's just that, no matter what the business insider is, Luo Ji Siwei's divestment has once again brought Papi sauce to the forefront. Netizens therefore found the fulcrum that ridiculed her: the capital has been withdrawn, and the papi sauce is really short-lived.
During that time, papi-chan had a hard time. Yang Ming still remembers that when the pressure was at its highest, he and Papi-chan were sitting in the café of Jiuxianqiao, and the two of them were crying at each other.
But Papi-chan, apparently, disappointed those who were waiting to see her jokes.
In 2017, the top spot of Chinese Internet celebrities was handed over to Zhang Dayi.
At that time, Zhang Dayi represented the transformation template of most Internet celebrities: becoming popular, creating controversy, and opening ** stores. In the 2016 ** live broadcast festival, Zhang Dayi reached a turnover of 20 million yuan within two hours. At the time, it was a miracle of sales.
Therefore, Huo Nifang, the co-founder of papitube, asked how to think of the decline of papi sauce on the Internet celebrity list. Huo Nifang only said: It is a very normal phenomenon, but it does not explain the problem.
And this year, Papi-chan has done a lot of things.
She updated her ** and formed a new team. She endorsed luxury watches and shot an advertisement for a sports brand. She has appeared in various variety shows, and also starred in comedy movies directed by Wu Junru and produced by Chen Kexin.
Although the outside world was not good, she used a relaxed posture to slip through this difficulty.
Papi-chan in the film directed by Wu Junru.
At the same time, Papitube is expanding rapidly. In 2017, Papitube signed more than 30 self-leading creators such as "Zai Yang Shuhui" and "Aunt Lori". Today, PapiTube has more than 150 bloggers and more than 800 million followers.
Although its largest IP is still "Papi Sauce", many netizens are familiar with "Hippo Jun", "Uncle Joey", and "Strawberry Porridge with a Flat Tire" who participated in "Creation Camp 2020", all of which were signed bloggers under it.
Looking back, what can really shake the papi sauce is never capital, but content.
Papitube's 2nd Anniversary Annual Meeting.
Quarrels that can't be wonSomeone asked Papi-chan what she would like the public to call her.
She replied, "Internet celebrity." A content creator. ”
As the first generation of Internet celebrities, most people believe that papi sauce no longer needs to write their own manuscripts. But the reality is that she still insists on creating on the front line. "Something you want to express is something that no one else knows except you write it yourself. ”
It has been a full 8 years since the winter when she became popular.
In the past 8 years, the emergence of Douyin has been lonely. During this period, the live broadcast economy rose, and Internet celebrities sang and I appeared, stirring up the times.
In 2019, "China's No. 1 Internet Celebrity" was recognized as Li Ziqi, who mainly works on long **. This year, her ** not only received rave reviews on the Chinese platform, but even ** overseas netizens, and was praised by CCTV.
In 2020, the live broadcast room represented by Wei Ya, Li Jiaqi and Simba will be full of people. Kangba guy Ding really has a smile, which gives Internet celebrities a new definition.
In 2021, there will be an endless stream of talents under the short** system such as Douyin Kuaishou, and "Crazy Brother Yang" will also inadvertently gain a firm foothold.
In stark contrast to the wild expansion of the network ecology, it is the continuous tightening of the environment. This point, always adhere to the papi sauce of content creation, I have a deep experience.
There must be self-restraint and platform constraints. You can't ridicule, many viewers will feel that you are disrespectful to ridicule. You also can't comment for fear of saying the wrong thing or being misunderstood. ”
Once, she made a short ** with the theme of "fans to stars, just like mothers to children". Some celebrity fans chased her backstage and scolded her, thinking that the ** content was satirizing them: "I advise you not to rub the heat." ”
Papi-chan felt incredible: "I didn't even mention the name of his idol, what kind of popularity." ”
Later, she made her feelings into a **: Literary and Artistic Works Picking. Can't recommend "Titanic" because Jack is a junior;I can't recommend "Journey to the West", Tang Seng went to a foreign country to learn scriptures because of his lack of cultural confidence;I can't recommend "The Legend of Zhen Huan", the involution of the ladies will incite anxiety;I can't recommend "Water Margin", Wu Song, who drinks alcohol, will teach bad children.
A lot of times it's powerlessness. She said. She can only convey this powerlessness in **, and as for how the audience feels, she can't decide.
Papi sauce work "Literary and Artistic Works Picking Thorn Meeting".
An even bigger career crisis occurred during her childbirth.
On Mother's Day in 2020, Papi sauce posted a ** of herself holding her child on Weibo. Netizens found that the nickname of Papi sauce's child is "Xiaohu".
Previously, because Papi sauce said in some variety shows that he had never arranged for his parents to meet after marriage, and he had no plans to have children at that time, he was automatically misinterpreted by many people as "I will not have children again".
So, when netizens saw that she not only gave birth to a child, but also "took her father's surname", ** exploded uncontrollably. Even papi sauce has never labeled herself as an independent woman from beginning to end.
She doesn't want to speak for anyone's life, nor has she ever been what others have cobbled together.
Papi-chan with son.
Later, when the child was 1 year and 3 months old, she sent the child to nursery. This incident caused her to be scolded again. Many netizens believe that this kind of behavior is irresponsible for children.
Papi-chan is very puzzling. As far as she knows, in foreign countries, children as young as 4 months old can be sent to childcare institutions.
Both she and Lao Hu need a certain amount of creative freedom, and they don't want their parents to sacrifice the quality of life in their later years. Sending the child to the nursery class is a great joy. After the children got out of class, they stayed with them wholeheartedly.
What's more, in her cognition, a professional childcare institution is more reassuring than asking a childcare aunt to take care of the child at home alone.
Whether you reason with them or persuade them, it's useless, don't ask, it's 'freedom of speech' to ask. "The feeling of powerlessness strikes again.
Papi-chan talking to Xu Zhiyuan.
Mention your own powerlessness.
The meaning of happinessXu Zhiyuan once invited three interviews with Papi sauce.
The first time was in 2017, when Papi-chan refused, when she stood on the cusp of the storm and was afraid of this kind of deep digging shot.
Later, Xu Zhiyuan tried again, papi-chan thought, Xu Zhiyuan's speech was too "profound", in case he couldn't understand it, the scene would be really embarrassing. She refused again. It wasn't until 2022 that Papi sauce sat opposite Xu Zhiyuan.
But in the barrage of this issue, many comments are still dazzling: "Why do you want to look at people like thatched cottages three times?.""The people who like her are people who have just graduated and don't read. ”
The prejudice in the human heart is a mountain.
Qiuqiu in the papi sauce team once said that after being in the industry for a long time, sometimes I think about the meaning of work.
I used to think that it was a very meaningful thing to let others have 5 minutes of happiness in their lives. Now I don't think they need it much. ”
Some team members are worried about whether the audience still thinks that short ** is a garbage product of the online fast food era.
Now there are too many short **, because it wants to have traffic, it will design something. So when you look at it, you will be delayed a lot of time and receive information that has no value and no meaning. ”
But throwing these confusions to Papi-chan, she only replied: There is no need. I can't figure it out. This is a question that sociologists should be thinking about, not an answer that content creators can give.
The only thing she can do is to do her best and stick to her original self.
In the past 8 years, she has created more than 300 **, which is comparable to 10 films. She admits that over the years, she actually knows what the audience wants to see, but sometimes, she deliberately avoids this type of creation. "There shouldn't be a flattering relationship between the creator and your audience. ”
When the papi sauce creative team shoots.
Not long ago, a set of data was reported.
As of September 15, 2023. In the past 90 days, the online blogger Plankton has updated 46 pieces of content, including 27 advertisements, with an advertising revenue of about 16.2 million. In the past 90 days, Papi sauce has only received 4 advertisements, and the lowest ** is 660,000.
She doesn't update very often. Even though she shouted her desire to get rich in several interviews, she also said: "I don't like to make life very tiring, I don't think I can make enough money." ”
Her ideal life state is very specific: going to work, filming, and writing scripts. There is no tiring business trip, and there is no inexplicable demand from Party A.
Luo Xiang once said to Papi sauce: "Fate temporarily hits you, you have to wait for the day when it will hit others." ”
Papi-chan thinks so.
The wind and waves of the times hold her high, as for when she will disappear into the Internet, it depends on when this hurricane will stop.
Nowadays, every time papi sauce releases a new **, some people still ask in the comment area: "I don't know what this is trying to express?."What's the point?”
Someone replied to him with lyrics: "Make yourself happy and happy, that's what makes sense." ”
Papi-chan with her husband Lao Hu (her face was blurred by her).