Zhangqiu Iron Pot became a hit in the third season of the documentary "China on the Tip of the Tongue". Like many recent short-lived "network celebrities", it quickly ushered in its own "dusk"-a large number of local small family workshops for making iron pots were successfully spawned overnight, and inferior quality followed, leading to the slow sales of Zhangqiu Iron Pot and the closure of many small family workshops.

With the help of advanced information and active social media, it is also a time when hot spots of "network celebrities" occur frequently. The commodity field is no exception. A movie, a TV series, an advertisement, a news event, a topic, and even a popular online post may win a product quickly. But the birth of "network celebrity" is at best a communication event, which is quite different from the logic of industry and market. As long as you have a "tipping point" and hitch a ride, a commodity can be easily spread quickly and widely. But in the industrial field, in the market competition, a commodity needs excellent quality and long-term brand accumulation if it wants to be invincible for a long time and become an evergreen tree in the market. If the logic of these two fields can't be well connected, many "online celebrities" products will keep repeating the trajectory of Zhangqiu iron pot-becoming popular overnight and falling rapidly.

Whether the products of "network celebrities" can be stable and far-reaching tests the maturity of market ecology and commercial civilization. If an industry lacks technical standards and industry norms, and producers do not form an industry that lacks integrity, such an industrial environment is obviously not ready for "overnight success". Taking Zhangqiu Iron Pot as an example, the technical standard of "12 process, 18 heat, 1000℃ high-temperature smelting, 36,000 hammering" is not rigidly binding, and small producers with scattered operations are fighting their own battles. Even if some people shoddy and confuse the real with the fake, there is no supervision and restraint from industry organizations, so it is difficult for other operators to interfere. In this industrial environment, once profiteering comes, it is almost inevitable that "bad money will drive out good money".

A wise man corrects his own mistakes through the mistakes of others. The successful experience of some enduring "Internet celebrities" products is worth learning. The famous Japanese snack "White Lover", whose brand image fits the romantic love in the snow in Hokkaido, has the potential of "network celebrity". But without superior quality, good taste and exquisite packaging, it is hard to imagine that it can become synonymous with Japanese tourism products for a long time. Swiss army knives and cheese are very popular on the Internet, and they are worthy of the name "Internet celebrities". But they are by no means as grandiose as online celebrities. Its exquisite materials and complex technology fully conform to the meticulous and refined craftsman spirit. Moreover, the producers and operators of these industries have their own organizations, forming an industry body, and ensuring the quality of goods through the industry norms and technical standards recognized and observed by * * *.

Of course, the short-lived "network celebrity" products did not leave only a feather lesson, and their road to fame contains important enlightenment.