2019, The 3 Era Of Net Red Evolution.

Andy Warhol predicted that "everyone has his own 15 minutes to become famous." it seems to have been achieved in 2019.

In 2019, the net red flowers flourishing, even more than the stars, such as "take a cargo of a brother Li Jiaqi", "hot and poisonous tongue Papi sauce", "cultural output Li Zi Qi", "real farm Huaren brothers" and so on.

Their popularity is different. Some people rely on talent, others rely on their own efforts, others rely on luck. Ten years ago, it was no doubt that ordinary people wanted to become celebrities of popular knowledge. The best way was to participate in the talent show like happy men's voice. Now, under the impact of the rapid development of the Internet, from ordinary people to net red, it may take only ten seconds.

Times are changing, and the way to become popular is changing.

Previously, the era of net red 1, which relies on Bo's eyeball and the era of "red faced" by the Internet, has passed. Nowadays, more and more people rely on the personality charm of net red people and the way of appealing for positive energy to become popular in the past 2 years.

The Internet tide is rolling forward, and net red has entered the 3 era.

　 First, belt net red.

Last year, the 2019 double ten big data report released by double eleven Baidu showed that Li Jiaqi's topic fever was far ahead of the double eleven evening party. On the first day of double eleven pre-sale, Li Jiaqi created 369 single products, 5 minute gods and about 30000000 people to watch Taobao's top anchor list in 5.5 hours. He once again proved his strength as the first carrier with numbers.

No one's success is groundless.

In 2011, Li Jiaqi was admitted to the art and design major of Nanchang University, and many times achieved excellent results in his professional makeup course. After graduating from college, Li Jiaqi became a cosmetics sales consultant, using his lips to give customers reluctant to test colors as a color test plate. Unexpectedly, this decision allowed him to win the title of the lipstick sales champion many times. From intern to sales champion, Li Jiaqi spent 3 years, and at the same time, he laid a solid foundation for his anchors road after his mature business skills.

At the beginning of 2017, L'OREAL launched a plan to make the make-up division red. At that time, Li Jiaqi was just an ordinary make-up artist, but this did not prevent Li Jiaqi from seriousness of the plan. After the end of the plan, Li Jiaqi became a signing fashion fashion lady by her excellent performance.

In the same year, in a live lipstick live broadcast, Li Jiaqi continued to test more than 10 brands of more than 380 lipsticks, one color and the other with the cotton remover. Later, Li Jiaqi recalled, "the first two hours were very relaxing and enjoyable, but in the 4 hours after that, every time I used lipstick to wipe my mouth, I felt that my lips were torn and the skin of my mouth was collapsing. After that broadcast, my mouth felt as if I had been anesthetic. Until I had the first meal in the evening, it felt so painful that my whole mouth was burning."

Mcgee, a psychologist, said: "what one believes, his future life will be close to what."

In 2018, Li Jiaqi successfully challenged the Guinness world record of "the largest number of 30s lipstick". Since then, it has been known as "lipstick". In the same year, double eleven and Ma Yun PK sold lipstick, and finally defeated Ma Yun with overwhelming results.

This year, Li Jiaqi first won the fourth China online video Academy Award, the most popular Internet red award, and then selected 2019 Forbes China's 30 year old elite list. It became the main coffee in the first episode of the fourth season of Tucao conference. His deputy coffee was Anita Yuen, and he participated in the popular programs such as beautiful beauty and happy camp. As of June this year, Li Jiaqiquan net fans had nearly 50 million.

Li Jiaqi's way seemed to be plain sailing, without thorns, but people's red was not much. Li Jiaqi also turned over the car while he was carrying the goods.

Some time ago, Li Jiaqi pointed to the red box with logo printed on top of him. He said, "this is the champion crab, the hairy crab of Yangcheng Lake." "Is the best, 23 old brand", after live broadcast, it was pointed out that this is not the real Yangcheng Lake crabs, Li Jiaqi false propaganda. In addition, when Li Jiaqi was still selling live non stick pots, he turned the car on the spot and became a "no stick pot". Although Li Jiaqi had explained the cause of the incident after the broadcast, it did not obstruct the strengthening of the direct supervision by the law enforcement department.

In November 7th, the Guangdong provincial market supervision bureau and the Guangdong Consumer Council jointly issued the "double eleven" online shopping tips. The ten consumer tips included reminders of the consumption pattern of the red live broadcast products. The two department stressed that "net red live broadcast is not the whole letter, the product quality is the first", and put forward that the professional and authoritative of the red net assessment personnel need to be verified.

It is worth noting that Li Jiaqi's non stick pot incident has become a specific example of the ten big consumer tips on net red live with goods.

After that, the SARFT issued a notice requiring that the terms of live television programs and advertising programs should be civilized and standardized, should not exaggerate, and should not cheat or mislead consumers. The Supreme Procuratorate announced that it would focus on investigating the crimes of food and drug safety implemented through the use of network, electronic commerce platform, social media and electronic shopping columns.

A series of actions by the regulatory authorities are undoubtedly a shock to the "Li Jiaqi" of false propaganda and false sales. They remind them that cyberspace is not outside the law.

The net red anchor can exaggerate the facts when taking the goods, but everything has to be talked about as if we could make the monkey a beautiful Monkey King, but if we say the monkey is a Gorilla King Kong, we can not do that.

Li Jiaqi is on fire, but not only Li Jiaqi is on fire, but a net red similar to Li Jiaqi is Papi sauce.

　　 A woman with beauty and talent and integrity.

Before becoming the 32 million 520 thousand fan of Papi sauce, Papi sauce is just an ordinary Shanghai girl Jiang Yilei.

The people in Shanghai call the young girls "Nan". In the contemporary sense, the word "Nan" is endowed with a new word "female man". Jiang Yilei seems to be born for this word. Under the self ridicule of the female man, she hides the soul of a piece of hand.

Later, someone summed up the cause of her exploding fire, one of which was that she had Sophie Marceau's face and the soul of Yue Yun Peng.

Like all the protagonists in the novel, Papi sauce also has a tortuous story.

In the year of the college entrance examination, she took part in the examination of Chinese opera and succeeded in the examination. Until she received the letter of acceptance, her parents knew that she had secretly run to the Chinese opera. At that time, she did not know what the director was. Later, she interpreted the Chinese opera as "good luck", but "good luck" was also the most important part of success. In the novel, such people are the main characters.

After graduation, Papi sauce did not find her favorite job, so she went back to school and planned to go to the doctorate as a teacher. Plan can not catch up with change, in the two research, Papi sauce is on fire.

In July 2015, the appearance of micro-blog's second shot and little coffee show changed the fate of Papi sauce. After changing the main image of the US Tubo, she changed herself into a video blogger, and she began to speed up the processing of her Tucao video and then upload it to micro-blog's second time. From then on, she began to appear in people's eyes with the slogan "a woman with beautiful looks and talents" and the image of an older woman.

In November of the same year, when Papi sauce uploaded "Shanghai dialect + English" to micro-blog, she did not think that this short video would make her the phenomenal net red of the year. Later, from "Shanghai dialect" to "single little theater" and then to the Monday release of Papi sauce, she created a single video breakthrough of 70 million times.

In those days, when each video came out of Papi sauce, it would cause huge discussion among netizens. At the end of 2015, micro-blog ranked second in the annual net red list released by micro-blog, ranking first in the list. It is "national husband" Papi. In the second year, the banquet hall of the two floor of the Nujin hotel in Beijing captured the first beat of China's new media. The product was an advertisement for Papi sauce, which ended with a 22 million "sky high price".

In the same year that the "sky price" advertisement was filmed, Papi sauce went on micro-blog super red Festival.

Just three minutes of awarding video has attracted the most attention on the Internet. At that time, as long as plastic surgery could be the era of red net, the shy girl in black dresses and small black shoes attracted enough attention. Her dress became a popular keyword in Taobao search overnight, and she was forced to make a "Li Jiaqi" in 2016.

In March 2016, Papi sauce won a total of 1200W financing including real fund and logical thinking. The IP of Papi sauce was also valued at more than 3 hundred million, and the MCN organization -Papitube was established in the same year.

But Meng Zi once said that prosperity is inevitable.

More than 10 days after the establishment of the organization, a real name of micro-blog was authenticated as "deputy director of the CPC Central Committee of the Communist Youth League Central Television Network Center." the netizens distributed 2 micro-blog pain batches of Papi sauce: "this woman is net red" Papi sauce ", claiming to be" the soul chicken soup master who combines beauty and talent ". In the video, the woman was full of dirty words, vulgar, and satirical and sarcastic to the young people, but attracted a large number of fans on micro-blog. Young people look at these ruins of the three dimensional video, listen to these vulgar net language, in the heart where there will be poetry and distance? The Department concerned is in charge. "

"PAPI sauce" is the current net red, there are about 8000000 fans. In her video, full of "dirty words", providing a communication platform for such people will inevitably bring negative effects on the healthy growth of young people. A truly cultured girl can not speak vulgar language, but the purpose of such a person is nothing but cash for business. If someone invests, it will bring more people to follow and follow. "

After that, according to the results of Internet public opinion and expert review, SARFT asked all the Papi sauce to be reformed. The reason was that the video contained bad content such as vulgar and vulgar. After 7 months of the video being taken off, logical thinking also chose the original price to divest.

There are family rules in Legalists. These rules are in black and white. Violating the rules, they must be punished. There is no right or wrong.

The Papi sauce incident also aroused people's vigilance for the net red phenomenon. After all, in the Internet era, the audience of the net red is wide, and every word and action needs careful attention.

Representative of cultural output

Almost at the same time, Papi, a girl from the deep mountains of Sichuan, began to upload traditional antique food videos on the Internet.

This girl is called Li Zi Qi.

Li Ziqi, micro-blog's famous gourmet video blogger, started making videos 3 years ago, and the video shooting and editing were done by her. The work featured the food culture of the Chinese nation, but it remained unpopular for a year. Until the middle of 2017, she frequently appeared in the public eye.

This year, many people found that Li Zi had been burning, and not only in the domestic fire, but also abroad. On the YouTube, about 7000000 people are concerned, tens of millions of people like her videos, and foreigners are crazy about Chinese traditional culture, such as gastronomy, handwork and traditional technology, which have been praised for China.

Li Zi Qi's success lies in the innovation of the current cultural output. Her life in video is actually a mirror of Chinese ideal life. In the video, no matter the careful scheduling of shots and styles, or the affinity of the creative videos, you can see the originality and intention of her creation video.

In the video, there is no such thing as "tall and tall". It is the epitome of ordinary Chinese people, such as making bamboo chairs, hanging dried persimmons, Mapo Tofu, planting letinous edodes and planting rice. These are everywhere in our daily life. They are not "unreachable" or "half understood". These seemingly trivial little things are carefully photographed by Li Ziqi. They show foreigners the charm of Chinese tradition and life through video, and make Chinese proud of their own culture, intoxicated with life, and find the joy of life itself.

When cultural output is successful, there will also be criticism.

The objection mainly focused on her "pastoral songs". Some people believe that the video of Li Zi Qi is "a false paradise". It is a Chinese village that is beautified by commercial packaging. It is not true enough. Some people believe that Li Ziqi is "vilified China" and that Tao Yuan Ming style life can not show China's growing prosperity abroad.

These two criticisms deserve our reflection in the face of the "Li Ziqi phenomenon".

With the acceleration of modernization, there are more and more "social animals". "996" and "white plus black" are common. Many people, especially young people, have a spiritual demand for "returning to slow life". This kind of spiritual demand is not only domestic and abroad, but also has similar pain points. Therefore, it seems that "excessive beautification" and "falsehood" are actually the inevitable outcome of the present age, and can not be said to be excessive commercial packaging. This "slow life" has seen another possibility for struggling striving people. This kind of mental consumption can not be defined as "packaging".

Moreover, from a historical point of view, from the past "closed door" and "sick man of East Asia" to the queue of powerful nations, we hope foreigners can see the culture and change of our country objectively and fairly. Therefore, Li Ziqi's Tao Yuanming's idyllic part is regarded as a deceit, and she thinks that she is "vilified China" through the nonexistent way of rural life.

But from the point of view of cultural output, it may be this "vilified" achievement of Li Ziqi, "ugly" is actually close to the reality of life, in the cultural output is not entirely tall and good, can let foreigners take the whole collection, for example, invest heavily in the Confucius Institute, like very few, Li Zi Qi's video display of life details make foreigners feel real, become "ideal China", invisible in the successful export of culture.

Of course, the voice of criticism also needs to be taken seriously. Li Ziqi, as a banner of Chinese traditional culture, has many followers to carry forward this "slow" and traditional culture. This also requires more exploration by Li Zi Qi, so that we can keep pace with the times and make the voice of cultural dissemination loud and clear.

We can not deny Li Zi's contribution to our cultural dissemination, but the truth is just the reluctance of today's irritable and empty people in the busy urban life to the outdoor peach garden.

Compared to Li Zi Qi's outline of "one pond and one hospital totally does not lose the pastoral life in the city", the rural area shown by Hua Nong brothers is a more realistic aspect.

　 Brothers who control the fate of bamboo rats

In the summer of 2018, a video called "one hundred reasons for eating bamboo mouse" was exploded in micro-blog. Beautiful, heatstroke, fighting, depression and so on are a series of unheard reasons. From then on, the fate of the bamboo mouse, which was "beautiful on one second and died next second", affected the hearts of countless netizens.

The huannong brothers are made up of Liu Suliang and Hu Yueqing who are not brothers. They were born in the rural areas of Southern Jiangxi. When it comes to southern Jiangxi, people always have the impression that they are navel orange, but now the local young people do not grow navel oranges at home. Instead, they choose to go out to work.

When they graduated from junior high school, they took their bags to the Pearl River Delta, one went to Guangzhou, one went to Shenzhen, and this went for 10 years.

Hu Yueqing entered a large factory to do the screen quality inspection, working hours eight hours a day, it was not easy or not too tired, but it was endless and boring and depressed. Day after day, year after year, Hu Yueqing stayed in this position for 10 years. On the other side, Liu Su did a machine repair, working hours ten hours a day, the monthly salary of three thousand four thousand one month, excluding the two thousand pieces sent home every month, just can live.

The turning point occurred in 2015.

Hu Yueqing's work at the factory declined, and began to lay off a lot of jobs. Hu Yueqing applied for the initiative to be cut off, and after receiving tens of thousands of compensation, he faced the endless traffic flow and the oppression of tall buildings. He decided to go back to his home in Gannan. While Liu Suliang worked alone, he felt lonely and lonely. At the same time, the idea of returning home from work began to grow.

When Liu Suliang returned to his hometown, he saw a large number of idle bamboo forests on the mountain and decided to raise bamboo rats. At that time, the market price of a bamboo rat was two hundred or three hundred. He borrowed 40 thousand yuan from his relatives and friends, and bought 30 bamboo rats according to the online tutorials. He also gave the bamboo mouse the same ancestor.

But this time bamboo mouse's planting experience was destroyed on his carelessness. One night, he forgot to close the window. After he was drenched by the wind and rain, the bamboo rat died one after another.

On the other side, Hu Yueqing planted dozens of acres of Dendrobium. In the spare time of farm work, he registered "Hua Nong brothers" and began filming videos and uploaded them to watermelon videos. But Hu Yueqing's "city dwellers" dress attracted netizens' "unreal" abuse, and netizens felt that he was like a "city man" dressed as a "rural man".

The abuse on the Internet caused Hu Yueqing's partner to opt out and decided to go back to work in the city. Hu Yueqing felt that he had found something he liked and had a sense of fullness everyday. He didn't want to go back to work and spend time with him.

So Hu Yueqing began looking for new partners.

In 2017, Liu Suliang, who raised bamboo mouse, met Hu Yueqing who liked to shoot at a feast of students' full moon wine. The two people chime in with each other. "The new" Hua Nong brothers "began to appear in people's vision.

In the early video, they took photos of how to control the water intake of bamboo rats, how to cool the farms, and also the daily harvest of wild fruits and river crabs on trees. Later, some netizens uploaded the video of the bamboo shoot that had eaten heatstroke to micro-blog. The volume of micro-blog broadcast reached 13 million. In one day, 4 or 5 topics went on micro-blog hot search. As of now, their fans of micro-blog and B stations have more than 6 million, and Hua Nong brothers are on fire.

Their popularity has not hindered their development of the physical industry. On the contrary, the living habits of every bamboo mouse are well known to them, because the Chinese farmers understand that the heat will one day fade away.

For Hua Nong brothers, they recorded the most common rural daily life. The video shows their real life. What they need is to maintain their simplicity and expand their influence like Li Ziqi, so that more people can understand what the real rural village is.

The real rural life is blood and sweat. It is born in the soil and grows in the soil. It is the most simple existence, just like every picture of the village where they live.

However, we are just looking at the real rural life from a God's perspective. In fact, almost every step in most Chinese peasants' lives is one hundred times more boring than the third year's math papers and English papers. In fact, the audience may not want to live in the countryside one day, one day planting rice and one day cutting wheat.

Epilogue

In 2019, known as the year of net red, the net red is different from the previous lotus sister, Fengjie and so on. Most of them are using their influence and personality charm to circle the powder, and more are carrying forward the positive energy of society.

Net red is bigger and requires a sense of social responsibility.

As a popular cultural phenomenon nowadays, net red meets the needs of contemporary people, and also meets the value expected by capital. This is the essence of the popularity of net red phenomenon.

However, we still need to look at the net red objectively. It is undeniable that the popularity of net red shows that people can achieve their self value through the display of their own charisma, and now the pluralistic atmosphere has also inspired the net red people to make more and better ideas and produce more exquisite content.

However, the negative influence brought by net red can not be underestimated. Most of the net red presents to the public the life after the design of the fake package, which describes the other shore world to the audience. Under the influence of this "false net red", the audiences are easily lost in the exquisite trap built by net red.

For the audience, what they need is Li Ziqi who persists in their own heart and keeps exporting their culture, showing the real life in rural areas, and the honest Hua Nong brothers, rather than the false propaganda of Li Jiaqi and the mouthful Papi sauce.

Looking back on the whole year, 2019 is still a memorable year. The arrival of the era of net red 3 has made us understand that it is not just the "red faced" talent of "cone face, double eyelid" and so on.

In the 3 era, whoever can combine his own value with the audience's values can become the next phenomenon.