"On a memorable day, use food to remind us of what seems to be nothing." Because of this sentence, Sean made a short film and gave an awkward name "Eclipse". ● 1 ●
Introduction
Today, when online celebrity is flooded, how did Eclipse win in the short video field? How did a 5-11-minute video get a cumulative broadcast volume of over 111 million on various platforms and accumulate millions of fans?
The video of "Eclipse" got a high score of 9.2 on Douban platform, second only to the first season of "China on the Tip of the Tongue" with 9.3. How did a 5-11-minute short film get high praise, and how did "Eclipse Story" get tens of millions of A-round financing?
let's start from the beginning. ● 1 ●
A cat became the CEO?
Before p>2114, Sean was a small boss of a film studio, and he kept several lovely cameramen and post-producers. In order not to pay overtime, Sean began to cook for them. That is, this year, Sean met a cat who was destined to be-shortbread.
(Source: "Eclipse")
After Sean touched the wandering shortbread, he grabbed Sean's clothes and grabbed his meat. In this way, shortbread successfully moved into Sean's studio.
Later, out of concern for "on a memorable day, use food to remind us of something that seems like nothing." The feeling of this sentence, Sean made a short film and gave an awkward name "Eclipse". In this way, this series of short films called "Eclipse" began to play on the Internet.
video style of healing system. Sean, with a beard and a linen apron, appeared to cook, and he was mixed with literary fan and Jianghu spirit. Cooking seemed to be an expression of emotion in his interpretation.
A few short videos, plus a post by the largest gourmet group in Douban-"My boss is a savage and tattooed cook uncle". In this way, the eclipse made Sean's team have the first audience of more than 111,111 in a few weeks.
after that, they established Shanghai Cannery Culture Communication Co., Ltd. (hereinafter referred to as Cannery). The shortbread adult, with his high face value and witty response, was dubbed the "CEO" of the cannery.
In January this year, the "Eclipse" revealed in an interview that the number of fans at that time was 351,111. However, the current number of fans should be far more than that, and the recent headlines have almost exceeded 11W+. ● 2 ●
What does "Eclipse" say
"Thank you for paying attention to our biological friends for the first time. Those who only reply with praise and don't add us will not play with them in the future!"
On October 7th, 2114, WeChat official account, the "Eclipse", sent the first message. On June 9, 2114, "Eclipse" pushed an article that aroused widespread concern.
the eighth time? Cat's back
Cat's back means a person with a hunched back.
In Luwan District, Shanghai, you can sometimes see a hunchbacked old lady feeding the cat. People here call her grandma cat. This issue of "Eclipse of the Sun and Cat's Back" records the story of this old man.
Grandma Cat has no fixed place, and most of her nights are spent curled up in the box of the supermarket. She spends all her little money on feeding wild cats. She loves cats so much that it is hard to be understood by the world.
This story has also become one of the special stories in the first season. It is no longer just the story and feelings of Sean, the founder of "Eclipse". Sean has also started to cook his own food in other people's stories, so that more people can join in the video shooting.
After that, Sean made videos such as Lonely Stone Pot Rice, Tuna Egg Cup of Crispy Cake, and Grandma's Meatballs on New Year's Eve.
"Eclipse" can always start from life and restore every feeling to food. Every food in the "Eclipse" will have a feeling, which may be an emotion or a scene.
It is said that this taste is most similar to long-distance love:
There was a classmate in college who had been away from her boyfriend for many years because of her work. I asked her how she felt in those days, and she said that it was nothing, except that in the days when the other party had just left, she always slept with her mobile phone at night. One night in the middle of the night, the room was dark, and only the mobile phone screen in my hand was on. I was very sleepy at that time, but every once in a while when the screen was half dark, she would struggle to open her eyes and poke the screen bright. She said, because for people who are in long-distance love, it is like the only light. Because of this sentence, I took a long-distance love story this time, and Napoleon I made was also a little sour.
(The picture is from WeChat official account, the "Eclipse")
The video of "Eclipse" is highly operable, and everyone can basically cook a pot of delicious food in front of the video, which is exquisite and beautiful.
(Source: video screenshot of "Eclipse")
When there is no video, Sean will take photos of cooking and send them to Weibo, with lovely hand-painted pictures.
The shortbread cat has also become the spokesperson of hand-painted teaching.
The column setting of "Eclipse" is divided into three items: cooking, Doby Cat and my shop. When cooking, you can check the push content of the past solar eclipse, while Doby Cat tells the story of shortbread cat and shovel officer (Sean). Judging from the number of clicks, the popularity of shortbread cats seems to be much higher than that of Sean ...
The audience of "Eclipse" mainly gathered in girls born in 1991-1995. This group has just entered the society and is full of ignorance about society. The "Eclipse" created a certain state of life for them.
therefore, the choice of ingredients will be grounded, and exquisite lens scenery is required. In terms of appearance, the "Eclipse" has always kept a personal appearance (Sean himself), and the shortcakes that often appear in the mirror have also sprouted the hearts of girls.
(Screenshot of WeChat official account's "Eclipse")
The success of the Eclipse is not accidental with the highly feasible operation and "personalization". ● 3 ●
The business model of "Eclipse" is ...
The team of Eclipse has grown from a few people at the beginning to 31 people now, and is divided into production department, new media operation and support department. There are e-commerce and advertising in the profitability of Eclipse.
Sean has set two standards for brand cooperation, one is that the tonality of goods is consistent with the cannery, and the other is that the brand has a strong willingness to cooperate and an open attitude. Brands that have cooperated with cannery so far include Starbucks, Meiji, Panasonic and Midea.
as for e-commerce, in addition to the WeChat store, Sean also has its own peripheral product stores in Taobao, and the products are mainly some special products of the Eclipse.
Compared with earning money, peripheral products seem to have greater significance for Sean to maintain the relationship with the audience.
(Screenshot of the "Eclipse" store)
It's not difficult to realize it, but it seems that "Eclipse" is in no hurry to realize it. The founder Sean said: "The competition of e-commerce is fierce now, even the giants may not make profits, so it's a process of burning money. For content producers like Eclipse, they will pay more attention to the immediate realization. At least relying on the current B-end is a very stable aspect, so e-commerce is still in the stage of trying. " ● 4 ●
Future development of "Eclipse"
In terms of future development, "Eclipse" will be subdivided. From a horizontal perspective, the next step is to further subdivide the food field (such as brain hole kitchen, one food a day, food evaluation, dessert for girls, etc.), and to set foot in more fields. The Journey of the Eclipse, which has been online, has received a lot of attention. In the future, we may cooperate with offline travel agencies to launch related travel products.
In addition, Eclipse also plans to deepen Eclipse into an online drama, and sign a number of new artists to start the goal of making a big movie and further deepen the brand.
Sean, the founder, said in an interview with Asashi Venture Capital that "the future Internet content will be a fragmented content era. We will continue to expand and deepen in the barren and single life short video field with irreplaceable distinctive logo. Through food, home, people and things around you, a trace of memory buried deep in everyone's heart is replaced. If Muji is in our material life, it brings us indifferent warmth. Then we will let everyone live like a cannery in the spiritual field of young people. "
You should be hungry after watching "The Eclipse" for so long. Come on, I have popcorn. Can you watch a movie with me?
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