Fishing king, Tik Tok is on fire!
In one month, the powder rose10 million, and the highest single was broadcast live 1.39 million. This one, through the "black pit boss" series of videos, burst into red. Today, in Tik Tok, there are more than 20 million fans and 88 million likes, and hundreds of thousands of goods are sold in shops, with sales reaching tens of millions.
What magic fascinates young men and women to watch Tik Tok's fishing video in the early hours of the morning? "I used to think that fishing was boring and earthy, but now I feel very fragrant. No one can escape the fate of middle-aged men. "
According to the sports data report of Tik Tok in the first half of 20021released on July 26th, the most popular leisure sport in Tik Tok is fishing. In 2020, Tik Tok's related videos were played more than 654.38 billion times and liked more than 800 million times.
On July 30th, Tianyuan Deng Gang also launched a fishing PK to Shi Zhiyong, the Olympic weightlifting champion who loves fishing, "See if you can dive a giant thing weighing 100 kilograms with one hand". Shi Zhiyong responded "I think fishing is more interesting than weightlifting" in the video of accepting the challenge. Many netizens have ridiculed that "I can't catch up with Teacher Deng" and "dream linkage"
In a subway station in Nanjing, hundreds of anglers poured out of the subway station with long buckets. The scene is spectacular and a little funny.
Countless fathers in China picked up fishing rods and rushed out of the house before dawn. "The air force cannot have an air force. At least take a sip of the pool water before you go. " In the slang of this circle, never being an air force means never returning empty-handed.
There are countless young people who are addicted to food, and the happiness of middle-aged people and young people is connected by Tik Tok's "cloud fishing" at this moment. However, there are many videos with serious imitation traces in this kind of vertical video, and the problem that bloggers with fewer fans are difficult to realize is highlighted. After the novelty, how long can the popularity of fishing videos last?
First, the secret of monthly income10 million: story+dry goods Tianyuan Deng Gang's "Black Pit Boss" series, the first video won 600 million views, 3 million likes and burst into red circles. Black pits refer to fish ponds that pay long fees on time. Xiao Su also saw this video on Weibo. "Under normal circumstances, there has never been a video of this soil on my homepage. Several bloggers who paid attention to it that day forwarded it and expressed surprise. I was curious to go in and see it. "
In this kind of video, Deng Gang always wears a mask and pretends to be a novice fisherman, bargaining with his boss by dressing up as a pig and eating a tiger. The owner of the reservoir fish pond often thinks that he killed a layman and sees the joke: "It took a long time to catch one, come on."
Then, at a turn of the plot, Deng Gang began to "stock up" fishing, always catching hundreds of pounds of fish in a few hours, worth thousands of dollars. The boss was heartbroken and shouted, "Go, go, you will be angry after reading it."
At the end of the video, Deng Gang always releases a few hundred catties of fish and excitedly takes away the mutton, wild pigs, chickens and ducks raised by his boss. The price of these fee-paying fish ponds is about 100 yuan an hour. Deng Gang, who is good at making his boss lose money, is also called "the wanted man in the national reservoir" by fans.
Another popular video is "Catch the Giant". In Deng Gang's topping video, the weight of the big fish he harvested reached 1.20 kg, and the netizen's message "I thought I caught a pig by looking at the cover" was enough to illustrate its visual impact.
In the giant fishing video, the fishing rod bends to the limit, as if Deng Gang would be dragged into the lake by fish at any time. Then several people from Deng Gang went swimming by boat and were dragged by a big fish for about half an hour. When it was exhausted, it took a photo as a souvenir and was released. This rare experience has brought great freshness and excitement to the audience, and it is called Tik Tok's version of "The Old Man and the Sea".
In addition to funny stories, young people also learned about the complexity and fun of fishing through his videos. We know what silver carp, bighead carp and milk green are. We know that these different kinds of fish live in different water depths and landforms, and we know how to make nests with lines several meters long and poles with different hardness to attract fish.
Deng Gang's content team consists of four people, including a photographer, a field assistant and a young man in charge of online capture. Photographer Wan Zeng revealed that the perfect combination of technical dry goods and plot stories is the key factor for the popularity of video.
Before shooting the video of "Boss Pan" every time, they will try their best to make the content interesting and interesting, so as to establish a humorous fisherman image. In addition, Deng Gang has rich experience in TV media before, so he can face the camera naturally without affectation. [ 1]
Deng Gang, 197 1, a native of Hongan, Huangshi City, Hubei Province. He has been fishing with his father since childhood. At the age of eight, his fishing level surpassed that of ordinary adult enthusiasts, and later he studied under the famous fisherman Hou Chengsheng. Deng Gang, 26, took part in a big competition for the first time and unexpectedly won the third place in the province.
At that time, Deng Gang had a stable sales job and earned a suite a year. But he resolutely decided to give up and turned his head to aim at the bonus. In the 1990s, he could win 200,000 to 300,000 yuan a year.
At the age of 30, Deng Gang became the youngest champion of "King of Fishing" in China, and also the head coach of technology promotion of China Fishing Sports Association. In 2002, he and another fishing god, Xu Yinzhou, formed the "Tianyuan Competitive Team" and founded their own fishing brand-Wuhan Tianyuan Zhougang Fishing Gear Co., Ltd., recording various fishing programs.
Deng Gang recalled, "For fourteen years, I have been rated as the first master of first-class fishing, with a score of more than 8,000 points. The second place is only over 2,000 points, and the second place is my apprentice. "
Perhaps he felt "invincible loneliness" after winning more than 200 championships. He switched to golf for three years, returned to Tik Tok to make fishing videos, and soon became the first person in the industry. This experience also made him known as "Jordan fishing" by fans, because Jordan also retired for three years and switched to baseball. After returning to the NBA, he still won three consecutive championships.
However, the road of short video in Deng Gang is not smooth sailing. 20 19 began to try to shoot funny short videos in Tik Tok, which was tepid for several months and not many fans.
In the second stage, Deng Gang tried to shoot a pure dry goods teaching video, which attracted a group of fans who needed fishing knowledge and technology, but the problem was that it was too formal and serious, and the audience was too small, with only a few hundred thousand fans a year.
In the third stage, I began to try fishing videos, combining knowledge and technology with beautiful scenery all over the country. After half a year, it successfully rose by one million.
What really made Deng Gang famous was the Black Pit Boss series released by 1 1 in May this year. The humorous plot of twists and turns made him a "Deyun Society of Fishing Session".
At present, Deng Gang Tianyuan Athletic Team has built a short video matrix with Tik Tok, in which "Tianyuan Wangwen" has 3 1.3 million fans, "Huang Tianyuan Jie" has 980,000 fans, and Tianyuan Qianchuan Fishing Gear official number also has 3 1 10,000 fans. The video content of these accounts is very similar to that of Deng Gang, and the products in the store are also products of Wuhan Tianyuan Company.
Second, Tik Tok stores earn tens of millions of dollars, and a single live broadcast brings millions of goods. In fact, the Deng Gang team began to do short videos and live broadcasts to save the company's declining performance. At present, the sales of all kinds of fishing rods, baits and sun-protective clothing sold by Tik Tok store in Tianyuan Deng Gang are very high, and the sales of many low-priced items have exceeded tens of thousands, with a total sales of tens of millions.
Wuhan Tianyuan Fishing Gear Co., Ltd. established the E-commerce Department on 20 16, and started online sales. In addition, forums were set up, official website was established, exclusive fishing apps were launched, and fishing talk shows were titled, and live fishing was conducted in Yingke to explore various drainage methods.
With the popularity of Tik Tok funny short videos and live broadcasts, Deng Gang began to shoot fishing videos with various products produced by his company, such as fishing rods, baits, fishing lines, sun protection clothes, etc., and introduced the product types and characteristics while explaining the technology.
With the blessing of these equipments, Deng Gang's fishing harvest is full, which is undoubtedly the best soft and wide product, and the company's performance has quickly turned losses into profits. An employee of Wuhan Tianyuan said, "The company's business has doubled, and the whole company is working overtime."
According to the data of the new list, from 20 19 to September 15, the live broadcast of Tianyuan Deng Gang with goods exceeded 100. Among them, from May to July, the goods carried by the three races reached 6.5438+0.25 million, 654.38+0./kloc-0.8 million and 654.38+0.3975 million respectively.
"There is a short video account for fishing, which attracts 2 million fans. At that time, it ranked first in the whole Tik Tok fishing circle. But they think there are enough fans, no longer exporting content, and simply selling goods. Now this account has been abolished. "
Photographer Wan said, you can't always make videos with similar plot routines. After a long time, the audience will be tired of aesthetics and will continue to explore other creative directions in the future.
And besides being big, those videos are relatively simple, the editing is not concise and smooth enough, and the technology is not a small blogger of the Great God, and it is not so smooth whether it is promoted or realized.
For example, Zhang Jialin's account "Fishing Friends Notes" currently has more than 20,000 fans. "We ordinary people don't make money shooting this funny fishing video. Although there are several products in my store, the sales volume is not good, and the total price is only a few hundred dollars. "
Third, emptying+harvesting = extreme decompression A Wuhan blogger once said, "If you don't walk into the fishing world, you won't believe that Tik Tok's second most popular attraction is a stinky fish pond, second only to Jianghan Road. The old fish pond is surrounded by weeds and loess, and several broken bridges are all people. "
During the period of June18 this year, the number of fishing gear consumers on Tmall platform exceeded 300,000, among which the proportion after 90 s and 00 s increased significantly. Camping, fishing and surfing have surpassed otaku's handiwork, blind box and e-sports and become men's "new three pets of bankrupt consumption".
The data also shows that the number of featured fishing videos in the first six months of 20021is almost the same as that in the whole year of 2020.
Baidu Fishing Bar has 1.6 million fans. According to the statistics of China Fishing Association, 90 million people in China have fishing rods. Fans of Never Air Force, even if they can't catch any fish, should get some sundries, pick some melons and bring some chickens and ducks back.
Among fans of phishing accounts like Deng Gang, about 80% are men. Netizens ridiculed them for "fishing" in bars to attract women when they were young, and fishing by the river to escape women when they were middle-aged.
Fishing has always been regarded as the most empty activity; In a quiet environment, I temporarily escaped from the pressure of reality, and at the moment of taking the bait, adrenaline soared. Guess the size and variety of fish, just like the surprise of opening a blind box, full of sense of accomplishment.
In the busy fast-paced era, fast-food short videos have concentrated this sense of accomplishment and decompression to the greatest extent, making young people feel detached from the real life of involution, and "short video fishing cool articles" have become popular.
Deng Gang also said, "I hope my video can make people happy. I don't want to play games or be the boss." .
In addition to Tianyuan matrix, other phishing accounts have also achieved good results in Tik Tok, each with its own characteristics. For example, recording the whole process of personal wild fishing, the plot is dull and not funny. Fans praised "fishing should learn from Liu Zhiqiang, and the personality is casual and unobtrusive". Under Liu Zhiqiang's fishing account, there are 30 items on sale in the store, and the goods sold are as high as 65,438+10,000.
As one of the earliest Internet users in China, he used to be a senior executive of Jinshan, Shanda and barley net, resigned on 20 13 and became addicted to sea fishing. At present, his Tik Tok Wild Tao Ge has more than 3 million fans, and it is novel and interesting to record his life of sea fishing by vlog. [2]
At present, he has 9.73 million fans in Tik Tok. In his adventure video, the total broadcast volume of "Ocean Fishing" video set reached 73 million, and the five videos updated at present all have about 300,000 praises.
The phishing videos of other bloggers with few fans are seriously homogenized. After the freshness, can the popularity and realization of such videos last long?
The recent ten-minute "China Video" of various kinds of chess, table tennis and fishing has supplemented the content ecology of Tik Tok. What kind of sports knowledge videos will be popular next to meet the psychological needs of users?
Reference article:
[1]1monthly income10 million yuan, single live broadcast with goods10.25 million yuan! Is fishing so beautiful for middle-aged men? | Interview the new list, Lemon
[2] Being praised more than 800 million times a year, why are Tik Tok netizens so obsessed with fishing? Toutouyi
[3] How did Deng Gang, a fisherman who often works in Tik Tok, conquer100000 middle-aged men? Phoenix Weekly, Jin Jianguo
Author: Xia Wenqi; WeChat official account: Pickled Pepper Entertainment.
The title map comes from Unsplash and is based on CC0 protocol.
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