How did those online celebrity stores with screens come into being? Short video booster

Online celebrity Xiao D is shooting a short video of food.

  On May 13th, this newspaper published the article "Is online celebrity Store Really That Hot?", which aroused widespread concern among readers. On qianjiang evening news’s official WeChat WeChat official account, many readers left messages to express their views. Some people think that the reason why the online celebrity store is popular is because the "Hanger style" is at work, and they will definitely not join in the fun. Some readers believe that high-quality dishes and services are really good marketing.

  So, who is really famous for these online celebrity restaurants? What are the "processes" to build a online celebrity restaurant? What "potentials" must a online celebrity restaurant have? Recently, Qianbao reporter interviewed a team leader who built a restaurant in online celebrity.

  After 90, the team moved to short videos.

  One-stop to create online celebrity cuisine

  Good-looking people are busy taking selfies, good-looking people are busy dancing, humorous people are busy making jokes, beauty fanatics are busy making up, and a group of people are busy finding places to eat for food. Xiao Xiao, born in 1992, has recently fallen in love with online celebrity D, Tik Tok, Hangzhou, and has been punching in two or three restaurants in his footsteps.

  Recently, Xiao D’s short video entitled "The more you eat, the more single you are, the more you eat hot pot alone", and the total amount of praise including Xiao Xiao is 177,000. This is not Xiao D’s best achievement, and Xiao D is not fighting alone.

  With the traffic in Tik Tok, Xiao D became "online celebrity" overnight and already has millions of fans; And large and small restaurants, the day before, were still unknown, and the day after, they followed Xiao D all over the network.

  Lv Minghe is a content entrepreneur. More than a year ago, his team focused on the new media field in WeChat official account. This situation was broken last year, and Lu Minghe decided to make a short video, and the local store exploration field is one of the businesses. Xiao D is a member of its local short video team.

  "Our company is called Hangzhou Shenxiu Technology. Take the local Tik Tok team in Hangzhou as an example. At present, there are a dozen people, mainly after 90 s and 95 s. Young people have a keen sense of fashion." Lv Minghe told reporters that the whole shooting and production process is similar to many weekly media. "The little friends explored the more fun stores with explosive potential in the early stage and took the initiative to find out."

  Lv Minghe explained that the team has a topic selection meeting once a week. After discussing and determining the topic, they will contact the merchants, take out the schedule, try it on the spot, and finally edit the dubbing … … It’s not easy to create an exquisite short video. It takes one and a half days at the earliest. At present, the rhythm is to release 3 to 5 videos every week.

  In Lv Minghe’s view, there are three so-called explosion potentials. First of all, it can be affordable. For example, there is a bathing center in Xiaoshan, where you can take a bath, steam and buffet, and you can live in a space capsule. 89 yuan can get it; Secondly, this store can have a certain reputation within the niche, for example, Shiba Inu’s cafe; Last but not least, it’s new and strange. For example, the first old-fashioned oyster house that focuses on pressure cooker oysters, even online celebrity used to queue up; There is also the founder’s head office of cut8pieces, which specializes in selling invincible brushed pizzas of various flavors, and a small shop that many people have heard of for the first time.

  In just half a year, Lv Minghe’s team has built six numbers on the local Tik Tok platform in Hangzhou, and has accumulated 5 million Tik Tok powder. The advantages of local head matrix have been confirmed in Hangzhou and Beijing. "The schedule of some of our numbers has been scheduled for June." Lu Minghe revealed.

  Short videos are easier to bring fire to a store.

  Compared with other marketing methods, it is more economical

  "In the early stage, we all went to sweep the street and find a store ourselves. Later, some merchants took the initiative to come to the door." Lv Minghe told reporters that many catering people have spotted this huge flow pool in Tik Tok and will invite them to shoot at the store.

  "Compared with other modes of communication, short videos have a faster pace and a more centralized display of a store that is easy to catch fire. In a sense, it is a online celebrity propagation amplifier. " Lv Minghe gave an example. The short video of one person eating hot pot in just ten seconds received 177,000 praises, and the general broadcast volume was about 50 times of the praise volume, which means that the broadcast volume of this number reached more than 8 million. Not only that, in Hangzhou, basically, after one number digs out a store and becomes red, other numbers will keep up with the traffic, and then form a second spread.

  Lv Ming got a good deal. According to the recent broadcast volume of its several numbers, ranging from 4.5 million to 550,000, with an average of more than one million, the market advertising price is less than 20,000 yuan, which is equivalent to playing 1 yuan for 50 times. "Based on the recommendation of AI algorithm, the audiences involved in these broadcasts, regardless of region or interest, are more accurate than in the past and the conversion rate is higher." In Lv Minghe’s view, there seems to be no more economical marketing method than short video, compared with sandwiched advertisement, building TV and WeChat official account, or compared with TV stations.

  The time when the fragrance of wine is not afraid of the depth of the alley has passed, and in the fierce competition in the catering market, there is still the problem of marginal cost. The more people pay attention to the store, the lower the price of traffic.

  The data shows that Tik Tok, Aauto Quicker and other short video platform users account for the vast majority of the post-90s generation. These people are self-respecting, have distinct personalities, dare to try new things, don’t like being indoctrinated, and are more willing to take the initiative to think and draw conclusions. This kind of user group is the main force of catering consumption. Nowadays, most of the post-90s and post-90s young people are only children. Many people rarely do housework, let alone cook. Eating is the biggest daily expense.

  More importantly, in addition to actual consumption, consumers go to online celebrity stores to meet the needs of social sharing, such as pulling weeds (pulling out the desire to buy), punching cards, and making friends.

  User message

  @ Sister Xiao: When I go out to eat, I am afraid that there will be many people, and I will be finished. I don’t have to wait in line for any one. I won’t spend hours waiting in line for the delicious food. The world of eating goods really doesn’t understand.

  @ Yeah: Last month, I went to Shanghai, and I went to Radio Lane Hot Pot, which was bursting in Tik Tok and couldn’t be hotter. I passed at 7 pm and didn’t eat until nearly 10 o’clock. After eating it, I really didn’t feel anything special, but it was so spicy that I doubted my life!

  @ Yunxiao: If there is such a high queuing rate in another year, then I will serve you!

  @ Prince: The best marketing of catering is high-quality and delicious dishes, intimate service and comfortable environment.

  @Triss: I’m not interested in the "online celebrity" series, but I certainly don’t miss the delicious food. However … … Good taste, good environment, after eating the hot pot restaurant with no smell, it’s good to go to Hangzhou more! I can only say that the marketing planning of online celebrity Store is excellent.

  @ Pure de Taste: I don’t like this kind of excitement the most. Many online celebrity stores have been popular for a while. After a while, there are no people at the door. You can eat whenever you want!

  @ Yang Hanchun: In 2006, the slag-dropping sesame cake caught fire and cooled overnight! In 2008, the miscellaneous grains steamed bread, fire, overnight, gone! Online celebrity, blindly follow the trend … …

  @ 丫丫丫丫丫丫: In fact, it is more interesting to do it yourself. You can do it differently and eat it differently. Too much practice makes perfect. It is a table of delicious food at your fingertips. It’s a shame to get together with friends.

  Reporter’s notes

  When online celebrity Store faded out of the circle of friends.

  It’s not far from being out of breath

  The food is warm and rich in color and strong in substitution. The short video will make the food content more appealing. Let users feast their eyes before eating, and the increment brought by short videos has opened up a new situation for the catering industry.

  Is the online celebrity restaurant recommended by Tik Tok really worth visiting? Does online celebrity restaurant mean it won’t last long?

  "Before visiting the store, we will refer to more objective comments such as public comments. If the evaluation is particularly poor, we will not go." In the interview, Lu Minghe told reporters.

  Of course, any restaurant has a cycle, especially online celebrity restaurant, which focuses on explosive properties. It may not be difficult to become a temporary online celebrity, but it also means that your products and operations will be tested in the high expectations of consumers. It is not enough to have Tik Tok as an amplifier. We must use good products to retain customers.

  It is an undeniable fact that many online celebrity stores that have been screened are gradually fading out of people’s sight, and even have closed down. Some netizens concluded: "They are all online celebrity shops living in a circle of friends. When they disappear from your circle of friends, it is not far from the real disappearance. "

  Our reporter Chen Jie

The spy war meets the financial dark war. The audience in Shanghai has a hot discussion. The IQ of both the villain and the villain in the drama "The Windchaser" is online.

  The unpredictable turbulent situation, the tense financial dark war, and the childlike heart of serving the country with fists and fists … … YiBo, Li Qin and Wang Yang are starring in The Wind Chaser, which is being broadcast on CCTV. This TV series connects the ever-changing financial circles in Shanghai in the 1930s from the perspective of nobody, and innovatively combines the spy war of the Republic of China with financial themes. Yao Xiaofeng, the director of the play, said frankly: "This play is about the choice of roads and beliefs. It is textured and emotional, and I hope that the audience will feel the same way."

  The financial perspective is unique and fresh.

  With the background of Shanghai in 1930s, The Wind Chaser tells the story that Wei Ruolai (YiBo), a patriotic young man, gradually gained the appreciation of Shen Tunan (Wang Yang), a senior adviser of the Central Bank, with his excellent working ability, and got to know Shen Tunan’s sister and Shen Jinzhen (Li Qin) in the process of growing up and fought together.

  The theme of the Republic of China is common in the drama market, but Chasing the Wind rarely takes the financial perspective as an innovative breakthrough, and the plot combs out a little-known financial context, presenting "a war without smoke". In recent years, director Yao Xiaofeng has been thinking about how to find what he wants to express in his film and television works. When the script of The Wind Chaser was put before him, he had the impulse to shoot. "I think the script is very interesting, because it has a unique perspective. It cuts into the spy battle from the financial perspective, and few people pay attention to the relationship between economy and the times, which is exactly what I got from years of historical study."

  The financial angle is the unique feature of Chasing the Wind, but the acceptance threshold of the original script is relatively high, which means that not everyone can enjoy such TV series, which is why it took Yao Xiaofeng six years to present Chasing the Wind to the audience. In the production process, Yao Xiaofeng and the creative team created the characters and events in a simple way through the second creation, which smoothed out all the "thresholds" for watching the drama, so that the audience could devote themselves wholeheartedly to the plot.

  All the characters bring emotional tension.

  Despite the complicated historical background, The Wind Chaser is developed from the perspective of the workplace, and the spy war and the workplace are intertwined in the opening story. "The story tells the story of a fledgling rookie, groping his way forward in a vast world, gradually recognizing the direction and determining his own life path." Yao Xiaofeng believes that such stories can resonate with young people.

  Starting from the troubled times of the little characters, the story has not only the tense confrontation of financial confrontation, but also the tenderness of embracing each other in the torrent of the times. The emotional pull between different characters brings rich experience to the audience. Many netizens commented that "Chasing the Wind" is a rare work in the recent spy war drama. "Decent and high IQ, villains are smart, and all acting skills are online."

  A group of young people, represented by Wei Ruolai, make choices again and again in the face of the torrent of the times. The plot constructs the complex relationship between Wei Ruolai, Shen Jinzhen and Shen Tunan. Yao Xiaofeng said that the purpose of shaping the personal feelings among the three people, including the feelings of mentoring, brother and sister and friends, is to let them first establish a friendship that was exchanged for blood in blood shed. And when there are differences, they will suddenly find themselves caught in a huge black net. Under the strong emotion, everyone must feel tangled when facing the choice of faith. In addition, the drama pays more attention to personal growth and the present reality, which contains many expressions, "I hope that the audience can see their own figure in the drama and look for answers in real life in history."

  The "raw edge feeling" of life in retro style

  In the play, around Wei Ruolai, the protagonist, a Qibao Street is presented, with a strong atmosphere of life in the streets and lanes, showing the regional characteristics of old Shanghai during the Republic of China. The drama strives to present a "raw sense" of life in terms of scenery, props and clothing, bringing a retro style of life aesthetics. Yao Xiaofeng introduced that two or three days before the start of the crew, the art team delivered the scenery of Qibao Street, but he felt that the atmosphere was wrong, so he destroyed the built scenery under great pressure and rebuilt a more dilapidated environment. The cabin rented by Wei Ruolai in the play was spacious and warm at first, but Yao Xiaofeng insisted on making the space more cramped. "Only in this way can we present the sentient beings of the bottom people at that time, which is in sharp contrast with the Shanghai beach of Shili Ocean Field."

  Wei Ruolai, played by YiBo, initially had a delicate design scheme, but Yao Xiaofeng demanded to remove the sense of exquisiteness and truly reproduce a simple youth image. The final shape was determined after several rounds of makeup fixing. At the beginning of the story, Wei Ruolai’s dress is shabby, with patches on his clothes and socks showing his toes. When I went to the Central Bank for an interview, the coat that Wei Ruolai wore was not her own, but was found by Zhou Yi, a neighbor who opened a washing and dyeing shop. In the play, Wei Ruolai wandered around the world in this ill-fitting dress. Yao Xiaofeng was very satisfied with YiBo’s performance. "I want a clean and green boy, and it turns out that this choice is right. In YiBo, I saw his most sincere pursuit of performance. "

  In the current broadcast story, the relationship between Wei Ruolai and Shen Tunan has changed from the kindness of knowing the situation to the friendship of being a teacher and a friend. Yao Xiaofeng’s "spoiler" said that the ingenious thinking of modeling design also runs through the whole drama, and in the later story, the two sides eventually went to opposition because of their respective choices. Under the inspiration and guidance of Shen Jin, a member of the underground party of the Communist Party of China, Wei Ruolai embarked on a bright road to Ruijin without hesitation. When Wei Ruolai resolutely decided to give up all the prosperity of Shanghai, he put on his torn cotton-padded jacket and "broke" with everything he got. (Reporter Qiu Wei)

Come and have a look, Lingao Volleyball Championship continues to be hot.


Original title: Come and have a look, Lingao Volleyball Championship continues to be hot.

New Hainan client, Nanhai Net February 19 news (Reporter Li Shaoyuan Cheng Xiaodan) "Welcome to Lingao to watch the ball!" On February 19th, 2024 Hainan (Lingao) Trade Union Elite Volleyball Competition (hereinafter referred to as "Lingao Volleyball Competition") ushered in the second day of the competition. Before the competition started, dancers from Lingao Huayu Art brought the program "Latin Storm" in Binjiang Park, Lingao County to add fun to the competition, and at the same time called on citizens and tourists to watch the ball in Lingao.

Citizen tourists waiting for the start of the game. Reporter Wang Chengxian photo

The Lingao Volleyball Championship officially started on the afternoon of February 18th. Four strong teams from Ding ‘an, Haikou, Lingao and Chengmai competed fiercely for three days, which blew the battle to win the championship.

As a traditional sport in rural Hainan, volleyball has simple and flexible rules, which is easy for villagers to accept and master, and has gradually become a hot sport in Hainan. Volleyball has a solid mass base in Lingao. After the event started, it attracted people to watch. "It’s wonderful! Pass the ball in place and smash it! " Chen Xiaodong, a resident of Lingao, is a volleyball fan. After the game started, he took a seat in advance. The first game was played by Ding ‘an team against Haikou team. He watched it with relish. "The score is chasing after me, blocking the net and dunking, which makes people excited."

Citizen tourists waiting for the start of the game. Reporter Wang Chengxian photo

As one of the great volleyball events in the opening year of Lingao, Lingao Volleyball Championship has attracted many excellent players from the island, and it is also another important event in western Hainan after "Oriental Village BA". On the afternoon of February 19th, Lingao Volleyball Championship entered the second day. The first match was played by Haikou against Chengmai. Half an hour before the start of the match, Binjiang Park in Lingao County was already full of people, and parking spaces were hard to find. "Take the position in advance." Lin Ming, a tourist, rushed to Lingao from Danzhou this morning, and specially brought some red stools from a friend’s house in Lingao. "You can see the whole stadium when you climb high."

The Lingao Volleyball Championship used the rules of men’s volleyball nine-a-side, and each game won three out of five games. Four strong teams finally decided the ranking of four teams according to the total score. The venue of the competition is located in Binjiang Park, Lingao County, which is open outdoors. Tickets are not required, and fans and friends can watch it for free. After learning that there was such a hot event in Lingao, Mr. Chen, a local resident, immediately called his friends to watch it. At the invitation of Mr. Chen, Xu Min, a tourist from the north to Hainan, also rushed to the scene to watch it on the 19th. "I used to like China women’s volleyball very much, and there is such an event in Hainan, which should not be missed."

Citizen tourists waiting for the start of the game. Reporter Wang Chengxian photo

It is understood that during the Spring Festival, Lingao explored and innovated the form of "sports+"by holding events, and built a comprehensive event with local characteristics integrating the development of traditional sports, the promotion of national fitness, the promotion of rural revitalization and the creation of spiritual civilization, further enhancing Lingao’s sports, culture and tourism visibility, and empowering Lingao’s social and economic development.

Of course, the Lingao Volleyball Championship is not just volleyball. During the competition, a series of carnival activities with unique cultural characteristics of Lingao were held simultaneously, which made the fans enjoy themselves. The organizer invited local art troupes, fishermen’s song performers and bands to perform performances with Lingao characteristics, and sang beautiful Lingao fishing songs through the interpretation of traditional non-legacy and modern music to enliven the atmosphere. During each competition, there will also be a cheerleading hot dance performance to ignite the atmosphere of the stadium.

Citizen tourists waiting for the start of the game. Reporter Wang Chengxian photo

"The atmosphere is strong! And see the Latin dance performance! " After seeing the dancers of Lingao Huayu Art bring the program "Latin Storm" to the event, Mr. Wu, a tourist, sincerely praised it. "The event is grounded and popular, and there are various cultural programs to enjoy, which is very exciting."

The event was exclusively named by Hainan Weite Electric Group Co., Ltd.. Hainan Provincial Department of Tourism, Culture, Radio, Film and Sports is the guiding unit. The organizer is Lingao County People’s Government. Hainan Daily Newspaper Group, Lingao County Federation of Trade Unions and Lingao County Tourism, Culture, Radio, Film and Sports Bureau are the organizers. The co-organizers are Nanhai Net and Southern Metropolis Daily. Supporting units: Hainan Lingao Rural Commercial Bank Co., Ltd., Master Kong, Hainan Lan ‘an Sporting Goods Co., Ltd. and Hainan Carmei Sports. (Li Shaoyuan Cheng Xiaodan)