Many people think that online celebrity is a thing of today, but it is not.
online celebrity has existed since ancient times. For example, in the Wei and Jin Dynasties, Yan value online celebrity "small fresh meat" Wei? Every time I went out, I was surrounded by people. Finally, I died of illness because of psychological pressure, leaving "See who killed me?" Idioms; At the same time, online celebrity Zuosi's Sandu Fu was copied by everyone, which led to the shortage of paper, leaving the idiom "Luoyang paper is expensive".
In contrast, the emergence of online celebrity at present is mostly due to the convenience and traffic of the Internet. If we go back to the ancient times when "traffic basically depended on walking, and communication basically depended on yelling", if we want to become famous, our skills and skills will be many, many times higher than those in online celebrity today.
what I'm telling you today is that China's No.1 food network became popular in the Qing Dynasty, and it was also the first online celebrity V in ancient China who made a living by relying on fans and even made a fortune. He is-the protagonist of the story Dangdang Dangdang-Yuan Mei!
1. At the age of 26, the official was at the level, and at the age of 33, he resigned to be a online celebrity.
As early as 3 years ago in the Qing Dynasty, many online celebrity were born. To put it further, China's past poets basically followed the online celebrity route. From the "Luoyang Paper Expensive" in Wei and Jin Dynasties to the "Love Support" that was not as good as Wang Lun's, online celebrity's economy has always been a big business. However, there are very few people who are really proficient in their know-how and talented. Most people can only get fame, and only a few, either actively or passively, have built themselves into online celebrity, and they have freely tunneled their own ideas and lived a colorful life. Among them, passive people such as Liu Yong (who wrote the lyrics according to the order) and active people such as Li Bai (who was called by the Emperor and didn't get on the boat), no matter who they were, they made countless praises in their circle of friends. Once they found their geographical location, a bunch of people would go to watch.
But among them, only Yuan Mei really took the initiative to quit from the place where fame and fortune were made, and chose online celebrity as his career for the rest of his life.
Yuan Mei was born in the fifty-fifth year of Kangxi (1716), which has been 31 years since today. At the age of 24, he passed the examination of Jinshi and became Jishi Shu of the Imperial Academy (not an official position, probably equivalent to the secretary of the emperor's office at the bureau level). At the age of 26, when Qianlong was interviewed, he was demoted to be a magistrate of a county (at the level).
I worked as a magistrate of a county in the south of the Yangtze River for several years. Although Yin Jishan, the then governor (equivalent to the commander-in-chief of the East China Military Region and secretary of the provincial party committee), appreciated it and made some achievements, Yuan Mei still recognized the reality clearly: he was wild and totally inconsistent with mainstream values. I'm afraid it would be difficult to achieve much with such deviance. Plus once stayed in the central office, Yuan Mei felt that it was better to eat, drink and be merry. So when his father died at the age of 33, Yuan Mei took this opportunity to resign as an official and foster mother. Officially became a freelancer.
2. Yuan Mei also had fears
When he resigned, Yuan Mei was 33 years old. He was not without fears. There are only 36 taels of silver in hand, so you can't just sit on the mountain and eat nothing-"When you enter the mountain, you worry about my poverty, and when you leave the mountain, you worry about my body."
Yuan Mei is an "asshole" who spends a lot of money and loves luxuries. It's not his style to scrimp like a small family.
Being a online celebrity is a way out, but how can you get ahead, especially make money?
In the Qing Dynasty, it was not easy for talented people who wanted to be online celebrity to become popular, and it was even more difficult to earn a lot of money after becoming popular.
let's look at the difficulty of competition first.
In the online celebrity circle of the Great Qing Dynasty, where there were so many talented people, even Emperor Qianlong had to put in a thick stick and write poems and inscriptions every day to make himself the officially designated first online celebrity, which was not much better than Trump in the United States.
In the cultural field, Cao Xueqin, who is one year older than Yuan Mei, is a low-key person, but he is sought after by many big V's such as royalty, national relations and so on. He has been firmly dominating the screen for many years, and his influence has penetrated outside the cultural circle.
In the literary and art circles, Nalan Rong Ruo, who was 61 years earlier than Yuan Mei, has been ranked first in the rankings all the year round, although he passed away for many years, and his hot search index has crushed his peers all the year round. He lived only 3 years old, and he won the Jinshi at the age of 22, even earlier than Yuan Mei; Then it took only a few years to become the "shoulder" of the industry. How popular was Nalan in that year? It is the first place in the billboard list all the year round. "How many people know Nalan's worries when everyone is singing" Drinking Water Words "?" Think about it. It ranks first in the list of talented people and beautiful women in the Qing Dynasty all the year round, with talent, beauty, affection and righteousness, royal background and super popularity. Basically, it can be compared with "Haizi+Huo Qigang+Leslie Cheung". He also accompanied Kangxi on a trip to the Eight Great Places. Although he couldn't say anything, he was in the same box as the "Emperor through the ages", which in itself was the highest state of online celebrity. The phrase "if life is just like seeing it at first sight" has been popular for more than 3 years and still has a lot of fans.
In the Yan value era, Liu Rushi a hundred years ago is still the hot topic in the circle. In the novel world, there is a grassroots big V Pu Songling. In the art world, the "Yangzhou Eight Eccentrics" group led by Zheng Banqiao, who is many years older than Yuan Mei, holds up half the sky. In politics, Liu Yong, Ji Xiaolan and? Become a big v one after another.
it's not easy to get ahead, how can you keep yourself alive?
3. Create a new food category in Yuan Mei.
At the age of p>24, Yuan Mei entered the central office, and obviously he has the ability. I think his greatest ability lies in his awareness of himself and the environment. It is very difficult to know yourself and yourself. But he knows that he is not qualified for officialdom, and he also knows how to make himself into online celebrity, all of which require crucial insight. At this point, few people have this ability until now.
at that time, the field of food was basically blank. Because China pays attention to "a gentleman cooks from afar", although everyone pays attention to eating and drinking in private, they rarely take it to the table.
There is only one big V in the field of food, that is, Su Dongpo, who was 7 years away from Yuan Mei. Su Dongpo is also hard to surpass, but because it is too long ago, he also needs a new idol. So Yuan Mei decided to go deep into this field.
But Yuan Mei doesn't cook himself. It was also later that Wang Zengqi, the last scholar-bureaucrat in China and a foodie, disliked Yuan Mei very much. "I don't like Yuan Zicai. His practice of cooking many dishes in the Food List is heard. He can't cook himself."
Yuan Mei is not shy. He really doesn't cook. As long as he hears that someone has delicious food, he sends his own cook to learn. There was a chef in Yuan Mei named Wang Xiaoyu. Although they were master servants, they were also bosom friends. Yuan Mei praised him for his superb cooking skills and noble cooking ethics. Later, Wang Xiaoyu passed away, and Yuan Mei even "cried for every food".
Although Yuan Mei doesn't cook, he does have a good knowledge of food. For example, he said, reading is like eating, those who eat well grow up, and those who don't eat well develop diseases and tumors. He also said that tofu is cooked well, far better than bird's nest; If seaweed is not cooked well, it is not as good as bamboo shoots
gourmets don't cook delicious food, and if they want to become online celebrity, they need to be careful and careful, step by step, and can't make any mistakes.
Then let's take a look at how Yuan Mei quickly turned itself into online celebrity!
4. In this way, Yuan Mei turned himself into a online celebrity
food blogger who can't cook. Of course, if he wants to be online celebrity, he can't rely on brushing his face. But Yuan Mei, after all, is a man who has seen the world. After strategizing, he has successfully shaped himself into a big IP, which has become the only way for people to be arty. This also tells us that the most advanced way to build online celebrity is to turn ourselves into a part of people's display.
ok, now the Yuan Mei advanced online celebrity training class has officially started!
① Yuan Mei bought Suiyuan.
Suiyuan used to be the focal garden of Wu Yingji (J Ρ), a hero of the Ming Dynasty who fought against the Qing Dynasty, and later it became a part of Cao Yin's family garden (Cao Xueqin should have lived here until he was about 13 years old), and later it was owned by Jiangning Weaving and Hurd. After Cao Cao's family was robbed, so was Hurd. The dilapidated garden was bought by Yuan Mei at an ultra-low price (3 taels of silver) and renamed Suiyuan. According to records, there are 3 mu of Suiyuan, which is about 1/6 of Hong Kong Disneyland.
But it's a broken garden, so it's not enough to be online celebrity. "With the garden is a wasteland, I open a pond on the ground, build a tower, make three changes, and the cost is not counted. Strange peaks and rocks, bought at a high price, are green and bamboo, and planted by hand. Using sandalwood, pear, catalpa, lacquer and gun gold; Playthings are Jin Tietang stele, Shang Yi Xia Ding, books are Qingtian Huangdong, and famous hand carved; Duanyan is blue and white with banana leaves and many ancient styles, which is unprecedented for wealthy families in the north and south of the Yangtze River. " It took Yuan Mei two years to build Suiyuan, and of course, it spent all its time.
for this reason, Yuan Mei also briefly went to Shaanxi as a county magistrate for a period of time. Earned some money and came back to continue to run Suiyuan.
Now that Yuan Mei has its own garden, it has completed the infrastructure construction, and the next step is the inspiration of Yuan Mei!
② Yuan Mei announced!
tear down the fence and open it to the public free of charge! In other words, Yuan Mei will open its own private gardens to everyone free of charge. We can understand it as "Disneyland" 3 years ago, and it is still free!
"Let the cranes go to find mountain birds, and let anyone come to see the four seasons flowers."
Think about it. At that time, it was rare for others to see the deep house compound, not to mention this top-level garden with no cost. All of a sudden, not only Nanking, but also Jiangnan, and even the whole Qing Dynasty knew Yuan Mei's crazy behavior. Yuan Mei and Suiyuan were on the hot search list of the Qing Dynasty.
Ordinary people come to watch the fun, and dignitaries can also come to watch the doorways. In the depths of the public gardens, there are various cultural treasures, and Yuan Mei can count them in the cultural field in those days, and the word of mouth suddenly rose.
③ this is not enough!
although I smoked a wave of powder, if it is not legendary, then everyone will find it so much after it is fresh. How can we do it well? Yuan Mei began to release smoke bombs. Like a popular star, he pretended to be very casual and deliberately said, "Xue Qin wrote a Dream of Red Mansions to remember the prosperity of the romantic moon. Among them, there is a so-called grand view garden, that is, Yu Zhi is accompanying the garden." -Don't underestimate my house. This is the prototype of the Grand View Garden in a Dream of Red Mansions.
How can this be verified? Besides, as Yuan Mei himself said, the garden was so dilapidated that there was no legacy of that year, and it was entirely Yuan Mei's work. But this is really Cao Yin's house. Great, everyone not only looks fresh, but also tastes the prototype architecture of Cao Xueqin's novel, the first literary masterpiece of the Qing Dynasty! You know, Cao Xueqin's fans can rank in the top ten! Think about the great Qing Dynasty, when royalty was like a cloud, and there were so many people who bought powder and brushed it. In this way, Cao Xueqin became the first person in the grassroots V, and everyone who wanted to be a online celebrity was the envy object, and many royalty praised him! At that time, Yuan Mei only ranked first in the category of food, but the national ranking was thousands away!
So when it comes to the prototype of the Grand View Garden, it's a great deal. Not only the grass-roots people came to see the gardens of the rich, but the whole upper class in Qing Dynasty also became interested in seeing them. Even if it is not a prototype, it is also the former residence of Cao Da V in the Qing Dynasty. Is it that important? The important thing is that this is my idol's house!
Suiyuan has suddenly become a tourist attraction in Nanjing. How hot was it at that time? Officials at all levels, whether on business or passing by, must go with the park when they arrive in Nanjing. Moreover, local officials will hold a banquet in Suiyuan. Even when Qianlong went down to Jiangnan, he named to go to Suiyuan (Yuan Mei refused, which is another story).
The traffic is rising. Yuan Mei doesn't want to open a Taobao shop or something like other online celebrity. He has made himself a big V, and he doesn't want to open a restaurant, so what Yuan Mei wants to do is asset-light strategy.
However, although Cao Xueqin was the biggest grassroots V in the Qing Dynasty, Yuan Mei's pursuit was not about his reputation. He emphasized that online celebrity must have a high income. Cao Xueqin's "porridge and wine are always on credit for the whole family", so such a big V is not worth mentioning. So, Yuan Mei started to operate!
5, online celebrity's way of operation
When Yuan Mei laid the first place in this sub-industry, Yuan Mei first thought of three points: First, it is necessary to make this sub-industry as mainstream as literary sub-industry; Second, we should combine our own food and lifestyle to further improve our style; Third, we should start to develop peripheral products around this core big IP.
So Yuan Mei gradually ranked among the top 1 grassroots V's in China and the top 1 Jiangnan V's, and its open attitude made it the most active food blogger. As Yuan Mei is the most grounded, people also expect Yuan Mei to start business. Yuan Mei began the journey of realizing cash.
how to make money? Yuan Mei's way of making money is worth learning from online celebrity now.
Yuan Mei doesn't want to become a vegetable seller, and he doesn't really want to open a restaurant. That would be too tired. Therefore, Yuan Mei began to do business seriously and realized the flow.
first of all, he made it clear that what he did was light assets, and the key was to sell his lifestyle.
① He started a "private kitchen" first.
Every time a guest comes, he asks people to set the dining table in some pavilions with beautiful scenery, and also arranges self-supporting beautiful women to sing and dance for them. The catering business in Suiyuan is very hot. A private kitchen is just a few tables a day. It must be high-end.
A few tables of rice were very high-end, and with Yuan Mei's position as the first food blogger in the Qing Dynasty, his dinner table was full of celebrities from all walks of life at that time.
Of course, this kind of private kitchen can't be enjoyed by everyone, and Yuan Mei doesn't want to do asset-oriented business. So how to deal with the excess traffic?
② Of course, it's a book!
he wrote the menu with the garden as the main profitable product. It doesn't matter if I can't eat. My love for food is all here. It must be cool to buy a copy and go back to cook. For those who don't want to cook, Yuan Mei also has the popular novel Zi Wuyu (which can be understood as Strange Tales from a Lonely Studio in tribute to Pu Songling, or now nirvana in fire and to the sky kingdom), as well as Poems with the Garden which can be arty.
③ attend various activities!
After cooking in private, publishing books and interacting with famous artists, Yuan Mei has been invited to various activities and writing soft articles one after another. As a responsible online celebrity, Yuan Mei is open to all, so long as he gives enough money, he will provide thoughtful service.
④ The land is rented
There are 3 mu of land in Suiyuan, and many people come to the farmhouse after work, so Yuan Mei rents the fields, forests and ponds in Suiyuan to 13 families, and Yuan Mei collects the rent.
⑤ Opening an education training class
Yuan Mei was a scholar at the age of 24, and now he is the first celebrity in the food industry with a high level of education. Because of his huge number of fans, he can even be called "Southern Yuan and Northern Ji" together with Ji Xiaolan, the minister of etiquette of the Qing Dynasty, and naturally he can recruit students (and one third of them are female students).
In addition, because of online celebrity's identity, Yuan Mei can travel around the world for free with this face, and he also enjoys the treatment of being picked up by fans.
So, when Yuan Mei first became a online celebrity, she spent all her possessions, but when Yuan Mei died in her 8s, her family saved tens of thousands of taels of silver (and all kinds of antiques and treasures with no value).
6. Why did you refuse to make a southern tour?
Yuan Mei was not the first online celebrity in the Qing Dynasty, but he was the most profitable online celebrity, without one. Of course, this is also due to the fact that he was the first to put down his posture to be a online celebrity. Most importantly, he was the first to combine operation and content into the perfect online celebrity. Is this the sum of Cao Xueqin, who only does content and does not do commercial operations, but only does operations and does not do content? Are not in the same breath.
Because of the lifestyle that Yuan Mei can build, when Yuan Mei becomes the first food blogger, he is also famous for his culture.