Among the many podcasters, who is the craziest, it must be Xuerongtang. This foodie from the plateau and a leader in the outdoor barbecue industry is very generous with his moves. Almost every video is about grilling or cooking large pieces of beef and mutton, and there are even barbecue feats such as crane-roasted camel, salt-baked whole beef, and three whole lamb deluxe Big Mac burgers.

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You must know that the cost of the above ingredients alone is tens of thousands, plus labor, materials, etc., it is estimated that Xuerongtang can make a video, which is enough for ordinary people I have been a food blogger for a year. Therefore, his wealthy style not only attracted the attention of a large number of fans, but was also jokingly called by many netizens "whoever imitates will go bankrupt."

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This was originally a joke, but unexpectedly it turned out to be a prophecy. On June 12, Xuerongtang suddenly declared bankruptcy in a video released and announced that it would switch to live broadcasting and selling goods at a street stall.

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According to his own revelations, in the past year, 138 cows, 246 sheep, and 632 chickens were used to create food videos. , the total cost was 3.5 million. Subsequently, Xuerongtang actually started live broadcasting the street stall in the video two days later. Such a result is really shocking.

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Why did Xuerongtang, a big Internet celebrity with nearly 10 million fans on Douyin and Kuaishou, suddenly go bankrupt? Isn't it widely rumored on the Internet that Xuerongtang is actually Ma Maerli, the chairman and general manager of Qinghai Xuerongtang Biotechnology, and he has a net worth of 8 billion.

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In fact, this company does belong to Xuerongtang, but it should not be worth 8 billion. It is understood that Qinghai Xuerongtang Biotechnology was only established on September 23, 2016, with a registered capital of only 8 million. It is actually a small local company that deals in local specialties and health products.

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And such a large-scale production of food videos has obviously brought huge financial pressure to Xue Rong Tang himself. In order to maintain his model, he had to change the past The image of neither advertising nor carrying goods has accelerated the pace of monetization.

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In fact, Xuerongtang was also carrying goods before, but its main position was not in Douyin, but in Kuaishou. It can be seen from his Kuaishou store that he currently has 23 products, and his total sales have reached 87,000. In addition to nourishing foods and dried fruit snacks, men's facial cleansers are also on sale.

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This result is indeed not bad, but unfortunately Xuerongtang is getting bigger and bigger as it plays. Instead of baking a whole cow with two hundred kilograms of salt and eating it, Puzhong cooks twenty in one pot. A leg of lamb. Although beef and mutton in the northwest are cheaper than in the east, they can't afford to be made like this. In a word, there are not as many sold as there are made.

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Therefore, Xuerongtang’s bankruptcy declaration is not only not a slogan for retreat, but a clarion call for charge. And this bankruptcy declaration is not for fans, but a beckoning to many brands: "There are many advertising spaces and pits, sufficient quantity and not expensive, so come quickly!"

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In fact, fans will not be disgusted with this kind of behavior, but will also be happy, because fans have long appealed to Xuerongtang: "Brother, sell something! I'm afraid I won't be able to see you one day. works”. After all, I have seen many fans rushing to buy anchor products, but this is the only fan who actively begged the anchor to sell products.