text: Li Ting Shi Dan
ID: BMR2004
Recently, "sheep" has become a little hot. In addition to the rapid popularity of the game "Sheep", Douyin expert " Big Big Wolf 's Sheep" has made "Gara Sheep" a "new celebrity" of Douyin with the popularity of the topic of "slaughtering a sheep in 8 minutes".
"Don't look at her crying so hard that she can get a sheep in eight minutes."
In a Douyin video with less than 8 minutes, the quiet shepherd girl with her lips pursed was smiling at the video, but the next second, she took the knife and completed a series of processes such as incision, peeling, rifting, and rifting. She was skillful throughout the process, without a drop of blood splattering on her white clothes. Finally, the phone clocked at 7 minutes and 33 seconds. Some netizens commented: "Eight minutes a sheep, a white dress without blood." The unexpected "out of the circle" of this video made the Douyin account of "Gray Wolf's Sheep" flood into many "sheep brothers", realizing the ethereal "one night of popularity" of short video platform creators. The sudden influx of traffic also established her "sheep status", and the name of "Garry Wolf's Sheep" came from it. China Radio International also commented that because "Internet celebrities" such as Kasang Girls allowed the public to see the "human fireworks" in Yuli County, Xinjiang, "let the 'local Internet celebrities' successfully find the point of fit between live broadcast and rural revitalization."
Before students , there was daily life in the northeast rural areas of the school, and later there was the famous "Shepherd" in the rural areas of Xinjiang. Why can "Gayang Girl" become popular on TikTok? The public's attitude of preferring rural life and consuming rural areas has been changing. So under the "roots and Internet celebrities" of "iron-made Douyin and flowing internet celebrities", how will the rural hot story behind the traffic of "Gara Sheep Girl" continue?
In response to related issues, a reporter from "Business School" sent a private message through Douyin, trying to contact "Gray Wolf's Sheep". As of press time, no reply from the other party has been received.
"Ga Sheep Girl" Douyin is popular
Ga Sheep Girl belongs to the commercial internet celebrity face packaged by society, which can provide surprising space.
"What can you do in 8 minutes?" For the "Ga Sheep Girl", 8 minutes is enough to "Ga" a sheep. At present, this time has been updated to less than 6 minutes.
Who is "Gara Girl"?
In a small village in Yuli County, Xinjiang, there is a beautiful shepherd girl in her arms holding a little lamb and looking at the camera with a happy smile. In his video, the shepherd girl in a white top and jeans would occasionally take out the simple noodles in her bag to summon the flock of sheep. The sheep would run towards her and even go straight to ask for the simple noodles, just like an experienced beautiful sheep girl. But the next second, the simple and slender girl took off her knife and did the "technical work" of slaughtering sheep. From incision to peeling and opening the cut, the huge contrast between skillful slaughtering techniques and beautiful faces made netizens give the titles of "desert butcher" and "gentle butcher" who can't blink.
This "Gray Wolf's Sheep" after "00" became popular on the Internet with less than 8 minutes of sheep slaughtering skills. As of October 6, the Douyin platform has fermented related topics such as #Beautiful Girl Eight Minutes Gay One Sheep#, #Ga Sheep Girl Summons Alimu#, #Aet Ga Sheep Girl Summons All Things#, etc. The above three topics have been played on Douyin for 100 million times, 150 million times, and 170 million times respectively. Netizens commented, "A gentle knife, a knife is a sheep's waist." "I can play with mud in 8 minutes, she is afraid that the whole village will have hope!"
"Ga Sheep Girl"'s real name is Huiran. In 2018, he quit his job in the city and followed his parents to Karquga Township, Yuli County, Xinjiang to help raise, herd and slaughter sheep. At the same time, Xinjiang's unique natural landscapes such as the Gobi desert and grassland poplar have allowed Huiran to start recording life with short videos, and registered a Douyin account in 2021, named "Gray Wolf's Sheep". Her video content includes the daily life of sheep and the delicious food and scenery of her hometown.It is reported that Huiran has more than 600 sheep in his family. Huiran in the video not only has a sheep, but also has a punch to smash a cantaloupe, a one-minute chicken and a painting skill.
However, these skills did not make Huiran popular. She also experienced a long time of "bottom internet celebrity". It was not until the "8-minute Gayang" video was played in August this year that a large number of "sheep brothers" began to pour into Huiran's Douyin account. According to Dolphin data, in the past 30 days, the Karaoke Girl’s Douyin platform has increased by more than 7.7 million fans, and as of October 7, the number of fans reached 8.588 million.
Why can "Gayang Girl" usher in a surge in Douyin traffic? According to the Silk Road New Observation report, Huiran once said, "Maybe my thin image is very contrasting with these pictures, and this video became popular all of a sudden."
investor Cheng Yu also believes that the sense of contrast is an important reason. "One of the functions of short videos themselves is to allow the public to divert the anxiety accumulated in real life or to relieve emotions. The needs of this type of group have long existed in the field of short videos, and the points that cater to this type of demand require continuous 'metabolism'. For Kayang Shao, the young man. Female, watching beautiful women killing sheep is an extreme collision between image and event. Because in the public's impression, beauty is linked to beautiful and kind images, while slaughtering sheep is linked to cruel and bloody, the collision of two extreme events will produce a new contrast and stimulus, which is very suitable for the need to divert anxiety and attention in the Douyin group. "
In the view of Cai Hui, the film and television industry expert, "There is a high possibility that there is a professional team behind the girl with karaoke, because her videos have communication htm The first is that things that are completely opposite to reality can make the audience feel curious and amazed; second, Douyin is a template of high consumerism, and all behaviors are in line with consumerism characteristics, such as timeliness, fast and high contrast. The video footage, music, and copywriting of Kayang Girl are in line with the characteristics of Douyin, which allows the public to quickly understand the internal logic of the story through the picture, and the topic points of the title are also outstanding. Third, the content contrast is strong. On the one hand, the Xinjiang style is different from the mainland, and on the other hand, the beautiful girl and The strong contrast of slaughtering, and the issues of the Kahwa Girl are novel and in line with the public's imagination and story-based thinking. A few pieces of stitching give the audience the impulse to spread, forming a word-of-mouth effect of videos at the beginning, coupled with the Internet communication, it will form an information flow effect, which will accelerate the cycle and expand the effect in transmittance. "
In addition, Cai Hui added that Kahwa Girl belongs to the commercial Internet celebrity face packaged by society, which can provide surprising space. Moreover, the public has no newness in their vision for a long time. When they suddenly see a strong conflict, they will unconsciously attach many of their imaginations to this role. These imaginations have been suppressed for a long time when urban issues are closed. The highlight of the girl of Kahwa is also selling simplicity and slaughter, combining blood and beauty, allowing the audience to gain a novel and visual consumption experience, and providing another different understanding of reality.
What is the solution to the story after the rural traffic is booming?
is characterized by the fact that it comes and goes quickly. I am afraid that it will not have time to enter the so-called monetization stage, and the traffic interest will shift to the next hot spot.
"8 minutes" becomes the exclusive memory point for the traffic password of "Gara Girl". But everyone in the world joked, "Tik Tok is a hard-working internet celebrity", "Gayang Girl" has been in the popularity of rural traffic, how should the subsequent traffic story be continued?
According to the Douyin fan increase list data released by Kasi Data, there are two accounts with an increase of more than 5 million fans, among which "Gray Wolf's Sheep" ranked second with a fan increase of more than 5.68 million fans. At the same time, a reporter from "Business School" browsed and found that the videos of "Gayang Girl" are mostly related to Douyin topic hashtags such as #My Rural Life#, #Xinjiang#, # New Farmers Plan 2022#, and have received certain traffic support from the platform. Obviously, Douyin focuses on rural themes and expands the sinking market to gain incremental users.
In 2020, Douyin launched the "New Farmers Plan", investing a total of 1.2 billion traffic support. The "TikTok Rural Data Report" released by Douyin in February 2022 showed that in 2021, rural related videos increased by 34.38 million, and received more than 3.5 billion likes. In addition, according to the "2022 Sinking Market Insight Report" released by QuestMobile, with the deep popularization of mobile Internet, the scale of users in the sinking market has steadily increased. As of April 2022, the sinking market had 692 million monthly active users, accounting for 58.4% of the overall market, which has exceeded half.
At the moment of traffic support and ushering in a surge, after the rural traffic of "Galax Girl" became popular, many netizens believe that she may get scripts similar to Ding Zhen . Ding Zhen, a Sichuan boy who became unexpectedly popular, participated in the tourism and cultural publicity of his hometown as an image ambassador. During the "National Day Golden Week" last year, Litang County's tourism revenue increased by 72.4% year-on-year. In the year Ding Zhen became popular, Litang County has received a total of 137,967 tourists and a total tourism revenue of 152 million yuan.
Similarly, in the comment section of "Gara Girl", many comments have been evaluated by He Miao, deputy director of the Cultural and Tourism Bureau of Xinjiang. His personal social account is updated every day with local agricultural and special products in Xinjiang, such as Korla fragrant pear Kashgar tits plum tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits tits He Miao once told the media that it may be possible to cooperate with Gayang Girl in the future to help farmers sell local agricultural products. China Radio International also commented that because "Internet celebrities" such as Kayang Girls allowed the public to see the "human fireworks" in Yuli County, Xinjiang, "let the 'local internet celebrities' successfully find the point of fit between live broadcast and rural revitalization."
However, in the view of Shen Meng, executive director of Xiangsong Capital, it is not easy to continue writing the popular rural traffic, because the public's traffic interest is very fast. "Creative and contempt mentality are the driving force for similar contents of 'Gayang Girl' to make a fortune. Most of the consumption traffic is not due to strong curiosity about information that they are unfamiliar with, but to form a sense of superiority in their hearts through viewing. The traffic formed based on curiosity or superiority is characterized by the fact that it comes and goes quickly. I am afraid that it will not have time to enter the so-called monetization stage, and the interest in traffic will shift to the next hot spot."
Cai Hui believes that the follow-up story of Gayang Girl may enter mainstream culture and cooperate with the government as a local cultural communication ambassador. However, it should be noted that "why are Internet celebrities 'flowing'? Because a big feature of the Internet is that iteration is very fast, and the life process they produce will end quickly, from occurrence to popularity to demise, and will be completed soon. If you want to reduce losses under this rule, you are looking for investment. If the investment is large, you will develop in a higher direction and you can make the issue bigger like a snowball. However, the Gayang Girl lacks enough investment in the context of the new crown pneumonia epidemic, and it is difficult to develop it as an IP."
Internet analyst Zhang Shule also said, "The occasional popularity will often be difficult to maintain in the future. If there is no commercial setting at the beginning, Zhang before If the degree disappears, it will fall into an unsustainable situation. On the other hand, Dong Yuhui and Liu Genghong , who were broadcasting for the first time, have a strong ability to digest traffic. Although Gayang Girls meet the traffic trend of short videos that are not far or near (not far is that they may happen around them, resulting in empathy for ; if the audience knows but does not know why, it forms an online hot topic that is easy to trigger non-fiction narratives), if they cannot interpret new stories and refresh their presence, they will inevitably gradually disappear. "However, Zhang Shule believes that Ding Zhen's script may appear on Gayang Girls. The key is how relevant departments "support" IP and integrate local characteristics, without letting them lose their true colors, so that they can have more room for display and content growth.
Cheng Yu pointed out that the "iron-made Douyin" is that the demand for such short videos and short video platforms in society has a long-term existence, while the "flowing Internet celebrities" is that their focus on stimulating the public is constantly changing, which will create a new sense of stimulation.When an amateur internet celebrity cooperates with capital and MCN, certain work and traffic indicators will be generated, which will affect the development of internet celebrities in individuals. The cooperation between local governments and traffic internet celebrities is not about sales, but more about the current economic decline in various places and shrinking fiscal revenue. The traffic cooperation of live internet celebrities can promote local agricultural products, local specialty travel, etc. to drive local economic development and the public's focus on local scenery, products and other characteristics. Business School will continue to pay attention to this.
