Zhangqiu Iron Pot, which was popularized in the third season of the documentary "A Bite of China", has recently, like many short-lived "Internet celebrities", quickly ushered in its "twilight" - becoming famous overnight. This gave rise to a large number of small family workshops in the local area that made iron pots. The phenomenon of uneven quality and inferior quality emerged. As a result, Zhangqiu iron pots suffered from poor sales and many small family workshops closed down.

With the help of developed information and active social media, it is also an era when "Internet celebrities" become hot topics frequently. The field of commodities is no exception. A movie, a TV series, an advertisement, a news event, a topic, or even a popular Internet post may quickly make a product popular. However, the birth of "Internet celebrity" is at best a communication event, which is very different from the logic of industry and market. As long as it has a "hot spot" and a free ride, a product can easily spread quickly and widely. However, in the industrial field and in market competition, for a product to remain invincible for a long time and become an evergreen tree in the market, it requires excellent quality and long-term brand accumulation. If the logic of these two fields cannot achieve a good connection, many "Internet celebrity" products will continue to repeat the trajectory of Zhangqiu Iron Pot - becoming famous overnight and then falling quickly.

Whether "Internet celebrity" products can achieve steady and long-term development will test the maturity of market ecology and business civilization. If an industry lacks technical standards and industry norms, and producers have not formed an industry unity and lack integrity, such an industrial environment is obviously not ready for "overnight success". Take Zhangqiu iron pot as an example. The technical standards of "twelve processes, eighteen times of heat, 1,000°C high temperature smelting, and 36,000 times of hammering" have no rigid binding force. The small producers who operate in decentralized operations work on their own, even if someone There is no industry organization to supervise and restrict the quality of products that are passed off as good or fake, and it is difficult for other operators to interfere. In this industrial environment, once huge profits come, it is almost inevitable that "bad money drives out good money".

Stones from other mountains can attack jade. The successful experiences of some long-lasting "Internet celebrity" products are worth learning from. The famous Japanese snack "Shiroi Koibito" has a brand image that fits the romantic love in the white snow of Hokkaido, and has the potential to be an "Internet celebrity". But without superior quality, good taste and exquisite packaging, it is difficult to imagine that it can become synonymous with Japanese tourism products for a long time. Swiss army knives and cheese are very popular online and are truly "Internet celebrities". But they are definitely not as exaggerated as ordinary "Internet celebrities". The exquisite materials used and the complicated craftsmanship are completely in line with the craftsmanship of meticulousness and excellence. Moreover, producers and operators in these industries have their own organizations and form an industry consortium to ensure the quality of products through industry norms and technical standards that are jointly recognized and abided by.

Of course, the short-lived "Internet celebrity" products do not leave only a few lessons. Their road to fame contains important revelations.