Fishing king, fire in Tik Tok!
Ten million yuan a month, the highest single live broadcast with goods1390,000, 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 praises, with hundreds of thousands of items sold in stores and tens of millions of sales.
What is the magic that fascinates young men and women to watch fishing videos in Tik Tok in the early hours of the morning? "I used to think fishing was boring and earthy, but now it smells good. No one can escape the fate of middle-aged men."
According to the Tik Tok Sports Data Report for the First Half of 2002/KLOC-0 released on July 26th, the most popular leisure sport in Tik Tok is fishing. In 2020, the related video of Tik Tok was played more than 1000 billion times and was praised more than 800 million times.
On July 30th, Tianyuan Deng Gang also launched a fishing PK to Olympic weightlifting champion Shi Zhiyong, who loves fishing, "to see if you can sneak a hundred pounds of giant things up with one hand". Shi Zhiyong responded in the video of accepting the challenge that "I think fishing is more interesting than weightlifting". Many netizens have ridiculed "if you can't catch it, you can raise 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 was spectacular and a little funny.
Countless dads in China picked up fishing rods and rushed out of the house before dawn. "It is impossible for the Air Force to have an air force. At least take a sip of pond water before leaving." In the slang of this circle, never being an air force means never returning empty-handed.
There are also countless young people who are addicted to food, and the happiness of middle-aged people and young people is connected at this moment by Tik Tok's "cloud fishing". However, there have been 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, can the popularity of phishing videos last long?
First, the secret of a monthly increase of 10 million yuan: 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 some fish ponds that charge long fees on time. Xiaosu also saw this video on Weibo. "Usually, this kind of earthy video has never appeared on my homepage. Several bloggers who paid attention to it that day forwarded it and expressed surprise, so I was curious to go in and watch it."
In this kind of video, Deng Gang always wears a mask and pretends to be a novice fisherman, and bargains with his boss by dressing up as a pig to eat a tiger. The owner of the reservoir fish pond often thinks that he has killed a layman and sees a joke: "It took a long time to catch one, so come on."
Then at a turn of the plot, Deng Gang started "stock-in" fishing, always catching hundreds of pounds of fish in a few hours, worth several thousand yuan. The boss was heartbroken and shouted, "Let's go, let's go, we'll get angry after reading it."
At the end of the video, Deng Gang always releases hundreds of pounds of fish, and excitedly takes away the lamb, hill pig, chicken and duck raised by his boss. The price of these charged fish ponds is about 100 yuan an hour. Deng Gang, who is good at making his boss lose money, is also called "the man wanted by the national reservoir" by fans.
Another kind of the most popular video is "Catch a Giant". In the top video of Deng Gang, the weight of the big fish he harvested reached 120 Jin, and the netizen's message "Looking at the cover, I thought I caught a pig" was enough to illustrate its visual impact.
In the video of giant fishing, 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 in Deng Gang swam together by boat and were dragged by a big fish for about half an hour. When it was exhausted, it was released after holding a photo as a souvenir. The rare experience brought great freshness and excitement to the audience, and it was dubbed the Tik Tok version of "The Old Man and the Sea".
In addition to the funny plot, 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, and we know that these different kinds of fish live in different water depths and landforms, and how to make nests to attract fish by using lines of several meters and poles of different hardness.
Deng Gang's content team consists of four people, including a photographer, a live assistant and a young man who is responsible for fishing in the net. Photographer Wan Penghui once 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 conceive the content plot as fun and interesting, so as to establish a humorous and skilled fisherman. In addition, Deng Gang has rich experience in TV media before, so he can be natural and unpretentious when facing the camera. [ 1]
Deng Gang 197 1 was born in Hong 'an, Huangshi City, Hubei Province. He fished with his father since he was a child. At the age of 8, his fishing level surpassed that of ordinary adult enthusiasts, and later he studied with Hou Chengsheng, a famous fisherman. Deng Gang, 26, accidentally won the third place in the province when she participated in a large-scale competition for the first time.
At that time, Deng Gang had a stable sales job and could earn a suite a year. But he resolutely decided to give up and turned his head to aim at the prize money. In the 1990s, he was able to win 200,000 to 300,000 yuan a year.
30-year-old Deng Gang became the youngest "king of fishing" champion in China, and also the head coach of technology promotion of China Fishing Sports Association. In 2002, he and another fishing god, Xu Yinzhou, set up the "Tianyuan Competitive Team" and created his own fishing brand-Wuhan Tianyuan Gangzhou Fishing Gear Co., Ltd., and recorded 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 the championship for more than 200 times. He switched to playing golf for three years, returned to make fishing videos in Tik Tok, and soon became the first in the industry. This experience also made him known as the "Jordan of 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 to short video in Deng Gang is not always smooth. In 20 19, he began to try to shoot funny short videos in Tik Tok, but it was tepid for several months and there were 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 for one year.
In the third stage, he began to try fishing videos, combining knowledge and technology with beautiful landscapes all over the country, and successfully rose by one million after half a year.
What really made Deng Gang famous was the series "Black Pit Plate Boss" released on May 1 1 this year. The twists and turns of humorous plot made him the "Deyun Society of Fishing Session".
At present, Deng Gang Tianyuan Athletic Team has created a short video matrix with vibrato, including "Tianyuan Wangwen" with 3 1 30,000 fans, "Tianyuan Huang Jie" with 980,000 fans, and the official number of Tianyuan Qianchuan Fishing Gear also has 3110,000 fans. The video content of these accounts is very similar to that of Deng Gang, and the products in the stores are also products of Wuhan Tianyuan Company.
Second, the revenue of Tik Tok stores is tens of millions, and the single live broadcast brings millions of goods. In fact, the Deng Gang team started 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 protection clothes sold in Tianyuan Deng Gang Tik Tok Store are very high, and the sales of many low-priced items exceed tens of thousands, with a total sales of tens of millions.
Wuhan Tianyuan Fishing Gear Company established the E-commerce Department in 20 16, and started online sales. In addition, it also opened forums, set up official website, launched exclusive fishing apps, titled fishing talk shows, and conducted live fishing in Yingke to explore various drainage methods.
With the popularity of Tik Tok's funny short video and live broadcast, Deng Gang began to shoot fishing videos with various products produced by his own company, such as fishing rods, baits, fishing lines and sun protection clothes, and introduced the product types and characteristics while explaining the technology.
With the blessing of these equipment, the fishing harvest in Deng Gang is full, which is undoubtedly the best soft and wide product, and the company's performance has also rapidly turned around. An employee of Wuhan Tianyuan said, "The company's business has turned over several times, and the whole company is working overtime."
According to the data of the new list, from September 20 19 15, the live broadcast of "Tianyuan Deng Gang" with goods exceeded 100. Among them, from May to July, the cargo volume of three games reached1250,000,1180,000 and1397,500 respectively.
"There was a short video account for fishing, which attracted 2 million fans. At that time, it ranked first in the whole fishing circle in Tik Tok. However, they think that fans are enough, no longer export content, and simply sell goods. Now this account has been abolished. "
Photographer Wan Penghui said that you can't always shoot videos similar to the plot routine. After a long time, the audience will be tired of aesthetics and will continue to explore other creative directions in the future.
Moreover, in addition to the large size of the head, those small bloggers whose videos are relatively simple, the editing is not streamlined and smooth, and the technology is not a great god, no matter whether they are promoted or realized, they are not so smooth.
For example, Zhang Jialin's account "Notes of Fishing Friends" 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 * * * will be sold for several hundred yuan."
Third, emptying+harvesting = extreme decompression A Wuhan blogger once said, "Without going into the fishing world, you wouldn't believe that the second most popular scenic spot in Tik Tok is a stinky fish pond, second only to Jianghan Road, the first place. This old fish pond is surrounded by weeds and loess, and several broken bridges are full of people. "
During the period of June18 this year, the number of consumers of fishing tools on Tmall platform exceeded 300,000, among which the proportion after 90 s and 00 s increased significantly. Camping, fishing and surfing have surpassed homebody's handiwork, blind box and e-sports and become men's "new three pets of bankrupt consumption".
Bilibili data also shows that the number of featured fishing videos in the first six months of 202 1 year is almost the same as that in the whole year of 2020.
Baidu Fishing Bar1600,000 fans. According to statistics of China Fishing Association, 90 million people in China own fishing rods. Fans of "Never Air Force" should fish some sundries, pick some melons and bring some chickens and ducks back even if they can't catch any fish.
Among the fans of phishing accounts like Deng Gang, men account for about 80%. 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 escape from the pressure of reality, and at the moment of hooking, adrenaline soars. Guessing the size and variety of fish is like a surprise of opening a blind box, and my sense of accomplishment is full.
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 will make people happy, and I don't want to play a game 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, the whole process of personal wild fishing is recorded, and the plot is plain and not funny. Fans praise that "fishing should learn from Liu Zhiqiang, and the personality is casual and unobtrusive". Under the account of Liu Zhiqiang Fishing, there are 30 items on sale in the store, and the sold items are as high as100000.
As one of the earliest Internet users in China, and a former executive of Jinshan, Shanda and barley net, he quit his job in 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 means of vlog. [2]
At present, he has 9.73 million fans in Tik Tok. Among his adventure videos, the total broadcast volume of the "Ocean Fishing" video collection reaches 73 million, and the five videos updated at present all have about 300,000 likes.
However, the phishing videos of other bloggers with small fans are seriously homogenized. After the freshness, can the popularity and realization of such videos last long?
Recently, all kinds of ten-minute "Chinese videos" of chess, table tennis and fishing have supplemented Tik Tok's content ecology. What kind of sports knowledge videos will be popular next to meet users' psychological needs?
Reference article:
[1] 1 month increases by 10 million yuan, and single live broadcast with goods1250,000! Is fishing so beautiful for middle-aged men? | Interview with the new list, Lemon
[2] Being praised over 800 million times a year, why are Tik Tok netizens so obsessed with fishing? Toutouyi
[3] Deng Gang, the fishing king who often works in Tik Tok, how to conquer10 million middle-aged men? Phoenix weekly, Jin Jianguo
Author: Xia Wenqi; WeChat official account: Pickled peppers for entertainment.
The title map comes from Unsplash and is based on CC0 protocol.
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