Gourmet anchor inner rolls, from hunting rolls to detention center

What are we eating today?

This problem that everyone may have been distressed is gradually becoming the source of anxiety for gourmet anchors. What to eat? Where to eat? how to eat? How much to eat? How to eat different from other anchors? These problems are directed to the same end point -to eat more strange, more expensive, and more complicated. Because it is about traffic, about positioning, comments and likes, and benefits.

Such an industry atmosphere eventually caused a tragedy--

On a piece of mud, a 21 -year -old girl laid Zhang Xizi, and she was lying on it with a dead shark. She is 155 centimeters tall and looks as long as this shark.

This is a video released by the Internet celebrity food anchor "Temu" with millions of fans on July 14. Soon, this shark was made into a braised shark with chili noodles. On the top left of the video, a line of words "Edible for artificial breeding". Ri Zi held the shark tail, bit a piece of meat, and compared the camera "Yeah". The mouth was stained with a circle of sauce, and his smile was bright.

However, netizens quickly discovered that this shark is a shark, an international endangered wildlife, which is equivalent to national second -level protection animals. Related topics quickly rushed to the hot search. On July 31, the Nanchong Police released news that after identifying, the shark in the Internet celebrity "Temple" video was indeed a shark (also known as Great White Shark). Related cases are being treated further.

The "Inspecture of Food Short Video and Live Marketing Trends in 2021" released by Feigua data shows that as one of the earliest short video e -commerce categories, huge traffic and stable audiences have kept food e -commerce growing. Behind the booming development of "interest e -commerce" is that the industry resources are concentrated in a large number of head anchors. At the same time, they also face the competitive pressure of the anchor of the middle tail.

In order to understand the mechanism behind the "Inner Volume of the Food anchor", the daily characters are linked to the head and the food anchor at the bottom of the field, and the aquatic suppliers and video auditors on the chain. They talked to them to talk to them The internal rolls and traffic anxiety on this track, as well as the future facing the future.

Wen | Chang Fangfei Qu Meiyang Wei Xiaowen

Edit | Yi Fangxing

Operation | Yue Mi

"Eat" anxiety

What to eat to have traffic?

The food anchor Temple must have thought about this problem before eating the shark. Lin Yang just found the answer 3 months ago. Prior to this, he was just a "underlying food anchor" with less than 10,000 fans. After mastering the "traffic password" he had eaten, he renamed the "Best Brother", and the amount of fans rose to 140,000.

This is a crowded "track". As of the end of 2021, there were more than 90,000 food creators with a short video platform that reached 10,000 fans, an increase of more than 200%compared to early 2020; more than 1,500 food anchors with more than one million fans, only 1.6%of 1.6% Essence Under such a huge content of content, it is difficult to have traffic with a small yellow croaker at home. "Said Jones, head seafood evaluation anchor with 3.45 million fans.

▲ The shark eaten by Timoko is to protect the animals. Picture / network

Previously, Lin Yang was a blogger who filmed such daily content. "I have been shooting videos for four or five years. The short video platform has basically a few hundred. I have recently started from scratch." Lin Yang said.

He found a new way to get rich for himself -shooting short videos to evaluate dark dishes. Lin Yang wants to be a blogger, go to advertise and bring goods, for this reason, he is full of energy. "I want to update the videos more hard, at least to ensure the day." This means that except for his job and video shooting, he has only 4 hours of sleep every day. But for a better life, Lin Yang was willing to fight.

In April of this year, he accidentally opened a video with 200,000 fan bloggers and found that the other party was eating eggs, and there were advertising implants in the video. Lin Yang's first thought after reading: "If I shoot this subject, it must be better than him."

So the "live egg" (unhappy twist embryo) became his first topic after his transformation. He carefully peeled the eggshell, and the muscle texture of the young duckling embryo was clearly visible. Lin Yang sucked a bite of liquid and described the smell of cartilage tissue and duck meat felt during the chewing process. In addition, he also redesigned the scene and his own image. Use a single background board to replace the previous life scene, put on a hat, sunglasses, and sticking to the beard. The amount of like this video on the short video platform will soon exceed 1,000.

▲ Under the video of Lin Yang's live eggs, fans affirm the new style. Figure / Phone Screenshot

Since then, Lin Yang has firmly evaluated the strange route. Eating insects, such as fried bamboo, spiders, scorpions, and sea cockroaches; eat all kinds of organic organs that are unexpected, such as tuna eyes, goat milk, cattle rejoicing, and various stimulating foods, such as canned catfish, Hainan fish and tea. In the video, no matter how terrible the food in front of Lin Yang is, he cooks and tastes very calmly, and finally gives a score. In just 3 months, his short video platform fans are close to 140,000. "At the end of the year, there was no problem with fans to 1 million." Lin Yang was full of confidence.

In addition to 1700 kilometers, Jones took out 10 lobster from the aquatic market -Australian lobster, South African lobster, Cuban lobster, small green dragon, Mexican Red Dragon, New Zealand Fire Dragon, Indonesia Moqing, West Australian Fanlong, Boston Lobster, Lobster, Boston Lobster, Lobster, Boston Lobster, Lobster Western Africa Qinglong. Jones opened the word ten lobsters on the mission platform, and said, "Horizontal and spectacular, ten gathered here is a competition, who is the king of lobster." ▲ Jones evaluated 10 kinds of lobster. Figure / @Jones Love Life Video Screenshot

The inspiration of this video comes from fans, and eventually became Jones's first explosion. The short video platform liked more than 1.5 million, and the playback volume reached 55 million. Since then, Jones has not needed to look for shooting ingredients by itself. "A lot of the heads of the seafood market know me, and whoever enters the good things will come to me first."

In addition to hunting and high -end ingredients, there are many bloggers challenging difficult dishes. The explosive video of the sheep's cuisine "Long Yin Strawberry" replica "Sheep Audio Strawberry" is the masterpiece. After all the white particles on dozens of fresh strawberry epitons are removed with professional equipment, the flesh can become a "square strawberry" of a molecular dishes after freezing and making cheese sandwich.

Even the copywriting must be completely rhyme. "We are round and fat, savvy, cold, helpless, sensitive and irritable. Only by enjoying sweet food can we feel softly cared for." On the night of the video, the number of fans of sheep's cuisine skyrocketed by 800,000. Although she said that she was a blogger who knew the future, she still accurately predicted the trend of food content in an interview two years ago: "Hunting Cooking and High Difficulty cuisine will be more popular."

For the border of hunting strangeness, Lin Yang has his own principles.

But this principle is obviously inconsistent with the fans' expectations. Just a few hours after he expressed his position, the news popped up in the fan base: When is the elder brother preparing to squeeze the fire pork liver juice? A few seconds later, a video of other bloggers was forwarded to the group. Lin Yang never responded.

Stratum

Between 3 million fans' gourmet bloggers and bloggers with only 140,000 fans, even the reasons for eating "vomiting" are different.

After Jones said "a deep relationship", he raised his head and drank the soup in the coconut crab shell, because it was too hard to vomit, and the fans contributed a million levels of playback while sending "Hahahahaha". Essence

▲ Jones eats coconut crabs to vomit. Figure / @Jones Love Life Video Screenshot

And Lin Yang bought a fresh starfish for two hours, and after eating it for two hours, he began to dizzy, vomiting and diarrhea. He did not dare to go to the hospital. The sequelae was "until now seeing the starfish is quite conflict." He recently watched the doctor because of pharyngitis, and each time he swallowed, he seemed to be torture. "I carried it for half a month, and I was afraid to go to the hospital if I was seriously ill. I spent 200 yuan for prescribing medicine." He guessed that 80 % of the cases were related to those "dark dishes".

The number of fans is different for the definition of explosive models. For Lin Yang, the 5 million playback volume is already an ultra -explosive level, and Jones's coconut crab evaluation video 2 years ago had 50 million playback volume. "At that time, there were only 400 million to 500 million users on the short video platform, which was equivalent to one person every 10 people watched my video." Jones said.

People with high attention naturally live in a higher level of food chain and have more bargaining space. Jones never signed any MCN institutions, and he can leverage enough resources by individuals.

Lin Yang did not sign any MCN institutions, but this was a lesson with the painful deceived experience. A MCN found Lin Yang and promised to pay 4 business orders at the end of each month. Each price was 2,000 yuan, but until the contract was terminated, no brand was put on. Most of the finding Lin Yang was a scattered order, and even the formal contract was not signed. He also received the launch of the head Internet company. The other party promised to reach a certain amount of playback. The other party "we didn't receive money either" and sent Lin Yang. "It is almost impossible to protect their rights." He said, "Our little bloggers are very weak in front of these platform institutions."

It is also difficult to fight alone. Lin Yang thought that the number of fans on each platform of each platform exceeded 100,000, which was a capital of negotiation with merchants. He used his Taobao account to send a private message to more than a dozen businesses. Each brand was implanted with a video quotation of 200 yuan to 500 yuan, but the negotiation was banned by his Taobao account until November. "No need." The merchant only replied to him.

It is always easier to stand at a high place to make friends. Jones' friends met with a video one after another. Frank, who met the best Japanese master and the sea king Frank, who met the video of the video. For 3 years, Jones's think tank has nearly 20 people. Whenever you want to evaluate the novel seafood, you will immediately consult your friends in the group whether it is legitimate compliance and whether it will have a negative impact on health. "The bloggers of Zhenger Bajing are high -risk occupations. Because everyone can buy and eat the topic selection of ingredients will soon be consumed, bloggers will soon enter regional cuisine and few people eat ingredients (ingredients Topic selection). "This ability to avoid risks is not available for every blogger.

The cost they are willing to use for video shooting is the most finer thing. Each of Lin Yang will mention the cost of the ingredients in the video, and he hopes to control it within 50 yuan as much as possible. The last ingredient that was severely beyond the budget was canned catfish, which spent more than 200 yuan. Fortunately, the short video platform's playback volume exceeded 5 million, which became a explosion. "Otherwise, I will definitely be disappointed." The evaluation of the tuna's eyes is subject to cost and can only be stewed. He still regrets watching more than 4 million playback volume. "If my budget is higher, I can eat a sashimi directly." Lin Yang knew that the effect of eating popping pulp raw will be better. ▲ Lin Yang testing hunting food will describe the taste. Figure / @图 频 频 Video screenshot

In order to control the cost, the local products sent by strange fans, as long as they are purchased on the platform and can find the records, he is willing to try it, "at least it saves me a cost." And those ingredients with explosive potentials in Linyang have to stay half.

One day ago, Jones had just returned from Hainan to Shanghai. He stayed in Hainan for 40 days and accumulated more than 30 video materials. After the "Ten kinds of lobster evaluation", many people were looking for him with rare ingredients. "The ordering cycle of 22 pounds of lobster is about a month and a half. Because I am willing to pay a high price. The seafood industry knows that I am willing to collect some good things." Jones said, "I don't worry about what to shoot in a few years, I don't want to shoot at all, I can't shoot it at all. Finish."

Realization of anxiety

Food bloggers' pursuit of larger, more rare, and more exciting ingredients actually comes from anxiety about data and monetization.

Lin Yang set a clear goal for himself, hoping that the number of fans of the short video platform at the end of the year can exceed 1 million, which means that at least 850,000 will be achieved in 5 months. He pointed at the number of fans of his various short video platforms, although he said he would not view it frequently.

On the B station, more than 210,000 strange flavors Azhan will also worry about traffic and topics. Every time I see a video with poor playback volume, Azhan doubts himself: "Why don't you feel that you have watched my video recently? Am I not doing it well?" Forgot by fans. "This industry is updated fast, not to mention that I am not a top flow, but if there is no output explosion for a month, everyone will forget me, then I have to ask myself if I can eat this bowl of rice." Choose to choose. The inspiration of the question would hide, and she was crying in bed. Now, there is no topic, she will go to the videos of other bloggers. "The data will tell me what the audience's preference is."

Lin Yang couldn't help recalling the reason why he started shooting the video. He saw an ideal life template. Sichuan boy Jinghan Qing, graduated from a college, took 3 hours of food evaluation short videos after get off work every day. He had more than 10 million fans and claimed to be "20,000 a month." Until now, for Lin Yang, 20,000 monthly income is a very high goal.

▲ Figure / @video screenshot

"I have not earned 20,000 yuan since I started shooting videos in 2017. The income of each month of videos is only 1,000 to 2,000 yuan." Lin Yang said. For Shenzhen where he lives, this money is not enough to make him stand firm.

Jones concluded that the previous explosive content was drawn, and some rules were obtained. "Only eating rare foods often does not have high traffic, because fans do not have awareness. Robe snakes (oilfish), lobster, everyone knows what is, but never seen the evaluation, often there will Very high traffic. "

Many users do not actually have a benign and abused psychology. Paul Rozin, a psychologist at the University of Pennsylvania, found that when people do not be truly harmed in a safe environment, it is actually a pleasure to experience some terrible or unpleasant things. The effect of watching others eat a 10 -pound giant cheese burger is the same as watching a horror movie.

Xiao Cai is also a loyal audience of such videos: "This type of subject is perfectly consistent with the form of short videos. No one wants to grow strange foods such as grass, just to see the response of these foods in a short time, that is, that is, that is, that is, that is, it is just to see the reaction of these foods, that is, that is, it is. For that moment, very strong and strong sensory stimulus. "

Compared with the audience's preferences, the platform's traffic recommendation method is more like black boxes for bloggers. Real -time changes and elusive. "Many times I feel that the high quality of the shooting quality, the final playback volume is 200,000." But soon, he persuaded himself to be satisfied, at least he improved than when he was shooting daily restaurants.

Some anchors have found that three or four in the last ten videos will be notified by current, most of which are insect content. "By the time of 400,000, I stopped recommending." Some head bloggers found that as long as some rare animals and large animals are involved, short video platforms will restrict current. A short video platform reviewer revealed that if rare animals and plants in the content of the blogger's shooting are currently discovered, all need to be reported. Obviously, novelty foods have brought heat, and there are also "wrong injuries" that must be affected.

Evolution and future

The most direct impact of the white shark incident of the Temple is that the short video platform has removed all Matsutake products. "Matsutake is also a national protected plant. You need to have a license to pick it. In order to prevent some merchants from picking up and selling without licensed and selling it, all of them are not sold."

As a provider of various rare fish, shrimp, and crabs, the food anchors are also "mature customers" for aquatic producers. Zhou Lin, the owner of the Xiaohuihai Store, is from Fujian, and he often sees food bloggers in the market. Some of them took home to shoot, and some people came with the camera when they came. Zhou Lin said that it is difficult to enter the market during the epidemic. When it was relatively released last year, it was the peak period of the gourmet blogger.

In recent years, he also found a phenomenon that in the past, eating Aolong or something is a new thing, but now, the domestic consumption level has become higher, and there are more and more food videos on some short video platforms. It is normal to eat Aolong. "

He also heard that the incident of eating the shark and eating the shark. He felt that "this is abnormal". As a aquatic business dealer who eats with seafood business, he also feels that "everyone must love marine creatures." Moreover, as a merchant, there will be a product that the market will manage and sell it. Therefore, "if some fishermen caught the weird things, they will not sell it to us."

There are professional supervisors in the aquatic market, but there is no short video platform. The last time the platform was so cautious was the platform governance operation of the "Big Stomach King" two years ago.

Big stomach king began in Japan. As early as 2009, Mu Xia quickly became popular with the number of people's food and cute appearance in the local big stomach king competition. The annual income was as high as RMB 7 million.

▲ One of the most played videos with the highest playback volume, 12 people crazy spicy kimchin ramen. Figure / Video Screenshot

Until 7 years later, the first video of the first big stomach king appeared in the country. The video of "Challenge under the wood, 16 minutes and 20 seconds to eat 10 barrels of turkey noodles" won more than 1.7 million playback volume, and the video protagonist Mizi Jun also jumped into the hottest "big stomach king". This also coincides with the development strategy of station B from the development of niche drama to the development of niche dramas to gradually moving to the whole people with life, entertainment, and film and television content. Since then, the main layer of the big stomach king has emerged endlessly. The big stomach king is only 3 minutes and 53 seconds when you swallow 10 barrels of turkey noodles.

After 2016, the big stomach kings were absolute stars. In addition to the large amount, in order to make the audience feel delicious food through performance, it is also important to choose products.

Dawei Wang Qiqi said in an interview with "GQ": "You will find that everyone can eat it back and forth. Bakery, fried chicken, hot pot ... basically high -calorie foods. Everyone now everyone. Afraid of fat, high -calorie foods are delicious and dare not eat, then we eat it for them. The colorful foods are more suitable for recording and sowing, such as red meat, grunting red oil hot pot, which looks appetite . Green ones are not suitable, such as vegetables, who depends on you to eat vegetables. "

In addition to the inhalation of a large amount of food and the traffic of the platform, the big stomach kings also have rapidly expanding income. According to the data of advertising companies, at that time, the average volume of each video of Dawei Wang Mizun exceeded 2.5 million, and its advertising quotation of 1 second to 20 seconds was released.

In 2019, in order to attract traffic, the big stomach kings are like competitions and eat more things with each other -20 catties of fat, 50 pounds of lobster, 888 bull steaks and other extreme videos have appeared. One year later, the regulatory authorities asked the platform to conduct self -examination of the content of the big stomach king. Overnight, the big stomach kings have deleted this proud label.

▲ Miyujun, who was famous for "Big Stomach King", began to focus on the store to check in. Figure / Video Screenshot

The story of "Big Stomach King" has disappeared, and this has the appearance of these all these five -door food anchors. A "Gourmet White Paper" in 2021 shows that if you want to be a successful food anchor, you must achieve three points -to create a clear person and continue to provide users with a high sense of freshness and high verticality. These three points are the direction of today's gourmet anchors. Become a header KOL food anchor, which is the goal of many people on this track. Data show that the monthly sales of food KOL accounted for more than 37%, far exceeding the stars' goods and brand self -broadcast numbers, which undoubtedly means a richer future.

But whether for the psychological or curious psychology, as long as people watch the video, bloggers cannot stop their pursuit of extreme themes.

Gu Hao, who has just returned from fishing, is another food anchor. He faced the Mountains in Yundai, and said the seafood to introduce the seafood package he was selling. Such complaints popped up in the live room: Don't eat conch every day, I have seen enough.

(At the request of the interviewees, Lin Yang and Gu Hao were a pseudonym, and Tan Qi also contributed to this article)

The article is original of daily characters

Infringement must be investigated

- END -