When food in online celebrity creates gimmicks and false prosperity, those delicious and cheap foods are gradually disappearing because they are squeezed out of living space.
Recently, my friends are particularly keen to push me all kinds of online celebrity delicacies in Little X books.
For example, there are green to luminous milk teas that can be powdered:
Durian wrapped in fat sausage with stinky smell;
Watermelon cold noodles that were only seen in funny pictures before:
I can’t imagine what it is:
Fire attribute ice cream assassin chili pepper chicken ice cream:
And I don’t know why I have to put the food in the bag instead of the crayfish bag in the bowl:
Wait, wait, wait.
In a word, online celebrity’s "delicious food" is outrageous now, not only beyond my imagination, but also beyond my understanding.
In this issue, I want to talk about why the destination of online celebrity cuisine is dark cuisine from a commercial point of view.
Before the emergence of social networks, there was no concept of online celebrity, let alone online celebrity cuisine.
The earliest online celebrity cuisine in China, I think it should be opened in 2012.Huangtaiji pancakes.
Huang Taiji’s slogan is to make pancakes with Internet thinking.
The boss, He Chang, was born in Baidu and worked in Google and 4A advertising company. It is estimated that he has accumulated a lot of slang words such as "empowerment", "dimensionality reduction" and "iteration". I feel that I can use internet thinking to transform everything.
But his so-called internet thinking now seems to be a hot search.
Many people may remember that the local marketing of "the boss drives a Mercedes-Benz to deliver pancakes" once caused great repercussions in Weibo. The boss who drives Mercedes-Benz is He Chang.
That year, Weibo was a new social platform. Huang Taiji made various stunts in Weibo, including driving pancake fruit into Beijing CBD, looking for beautiful women to send pancakes, claiming to build McDonald’s in China, and so on.
A lot of later online celebrity store’s gameplay can be found here in Huang Taiji.
For example, the machine that picks up the meal printed a small ticket with all kinds of chicken soup copy, which is still done in Modern China Tea Shop.
There are also nostalgic illustrations of "Gourd Baby" and "Transformers" on the wall, which can be regarded as the forerunner of the nostalgic theme online celebrity store.
In addition, it is expensive. Huang Taiji dared to sell pancakes for 9 yuan ten years ago. To some extent, he is also the ancestor of ice cream assassins and tea lovers.
Taking advantage of the influence brought by Weibo, Huang Taiji triggered a craze for punching cards in Beijing. Followed by a group of "Internet thinking" online celebrity restaurants such as Master Diao, Funiutang and Master Xi.
This batch of "Internet catering" is the first generation of online celebrity cuisine in China.
To sum up their characteristics, it is nothing more than bragging seriously, making gimmicks seriously and selling high prices seriously.
As for the food itself, the pancake is still the pancake, and the Chinese hamburger is still the Chinese hamburger. There is nothing innovative, but it does not reach the level of dark cooking.
It’s just that the first generation of online celebrity all died relatively quickly, and few of them lived for four years.
The idea of the second generation of online celebrity cuisine is essentially a stunt, but they gradually find it difficult to sell traditional food under the name of "Internet thinking".
Because the purpose of the first generation of online celebrity cuisine is actually tovc, which is aimed at investors. The purpose is to tell investors that my stuff is different. Come and vote for me quickly.
But with the failure of the first generation of online celebrity cuisine, investors have become smarter. You can’t just tell me the concept of PPT, you have to show me the market effect.
Therefore, the second generation of online celebrity cuisine basically operates the products as online celebrity itself.
Just in the explosive period of social networks, they are keenly aware that it doesn’t matter what guests come to eat at all. It is the most important thing to take photos and send them to social media.
Then the most effective way is to make the products look good and the store decoration look beautiful, all for the convenience of people taking pictures.
Besides, how can you continue to create false prosperity when you regard products as online celebrity?
It’s very simple, that is, buy traffic, brush data and put it offline, that is, don’t I just hire people to queue up? Wouldn’t it be nice to send a press release to report that many people are waiting in line? Why don’t you just ask someone to post and send photos on social media?
In this way, in a short period of time, when consumers see this thing, I’m going to try it. When investors see it, boy, your photos are all over the Internet, as if the whole country is your consumers, and two or three cities are so exaggerated. How can we wait until the whole country is full? Throw it quickly.
The third generation of online celebrity cuisine, on the basis of the second generation, continues to be extreme.
Because since the first generation of online celebrity cuisine, the categories selected by everyone are basically difficult to copy, and the means of making products look good and inviting people to queue up have become more and more complicated, and consumers are also visually tired.
As a result, online celebrity cuisine is distorted and begins to develop in the direction of "weirdness". What is important is to be out of line, and what is important is to be out of place.
The appearance of short videos also makes online celebrity cuisine pay attention to "playing" besides visual modeling.
Short videos need not only a good look, but also food that can provide surprise and excitement in 15 seconds, which can be played well, so it is suitable for sending short videos.
Therefore, the answer that can be used for divination is hot, the DIY menu of Haidilao is hot, and Xi’ an throws a bowl of wine.
It can be seen that in the three stages of online celebrity cuisine, the taste is actually becoming less and less important.
In the early days, "Internet catering" would talk to you about "Your taste buds are not open yet", but later, online celebrity cuisine only cares about whether it can produce good-looking photos, and then eat them after taking them.
In the era of short video, no one cares about eating or not, and entertainment is the most important thing.
If you are an old-school gourmet or a restaurant practitioner, you will definitely find it difficult to understand. Traditionally, cooking has underlying logic, and food has basic principles. Innovation is ok, but adaptation is not random, and joking is not nonsense.
What about online celebrity cuisine? It completely jumped out of this thinking and opened up a brand-new standard:
Since it’s online celebrity cuisine, as long as it’s popular, it’s delicious. To become a online celebrity cuisine, the biggest threshold is not delicious, but red.
Anyway, there are always people who want to try the shops in line.
Even if the taste buds tell you that it’s not delicious, the time cost of queuing and dozens of praises from friends circle will forcibly correct your taste buds, transform your memory and make you shout out "yyds".
Then the question comes, how to make a product become online celebrity?
In the video of Chili sauce before, I quoted a concept:
You put some meat in the rice, which is called fried rice. Put some rice in the meat, that’s online celebrity fried rice.
You put cheese in milk tea, which is called milk tea. But if you put some milk tea in the cheese, it is online celebrity milk tea.
If the proportion of a certain raw material is enlarged disproportionately, and then the user’s perception is enlarged, it will be easy to draw the online celebrity model.
I didn’t invent this sentence, but I would like to call it online celebrity’s first law, because it points out from a far-sighted perspective that online celebrity’s basic attribute "perception" is "out of proportion" to the basic methodology for creating online celebrity.
Let’s start with perception.
In my opinion, anything that can arouse people’s senses to a great extent has the potential of online celebrity objectively. Online celebrity is synonymous with the department of senses.
Online celebrity is the ultimate commercialization, giving incentives on one hand and delivering traffic on the other. If the audit can pass, the more incentives you give, the more traffic you will get. Fair trade is fair.
If the methods of making money are written in the criminal law, then the methods of making money are written in the audit rules.
Why sensory stimulation is so important, we will talk about it here.Internet recommendation algorithmYes.
The recommendation algorithm is actually similar to fighting monsters. A piece of content needs to go through traffic pools from small to large, and finally it can become an explosive content.
When you post a piece of content on the network platform, it will be assigned to a small traffic pool.
Users in this traffic pool can see your content appear on his mobile phone screen. Generally speaking, the size of this initial traffic pool is about a few hundred to more than a thousand users.
Whether this content can continue to spread or stop here depends entirely on whether these users open your content, whether they leave messages, like it or forward it, and how high the broadcast rate and reading rate are.
If the data indicators are good enough, then your content will be recommended to the next larger traffic pool even if it is successful. There are tens of thousands to hundreds of thousands of users here, and your content will be judged by them.
At this point, what you can see is that the recommended volume and reading volume of your content will increase by leaps and bounds.
If your content is still good in their place, then by analogy, this content will be pushed to a larger traffic pool for inspection until it meets a traffic pool that it can’t conquer, or its life cycle will naturally end with time.
Then, it is human nature that can really run through all the traffic pools and successfully attack the advanced level at every level.
Humanity here contains various elements. Positive emotions such as emotion, sympathy and blood can hit human nature, and so can things such as curiosity, desire and hatred that can’t be on the table.
Find the greatest common denominator of human nature, and you will find the so-called traffic password.
The direct sensory stimulation is the greatest common denominator of human nature. After all, everyone’s emotional points may be different, but no one has eyes, ears, nose and mouth.
So how to strengthen perception? It depends on "disproportionality."
Let me give you an example. Why do you want to open your thin face and big eyes to the maximum, resulting in disproportionately high eyes, high nose and pointed chin?
Many people say that this disproportion is not good-looking.
But this kind of thing, what is important is not that some people say it looks good, but that more people like it, and the data is not lying.
The same principle is applied in all fields involving online celebrity.
Here, emotional bloggers are disproportionately writing small essays, spreading dog blood and selling grievances.
Here in the scenic spots of online celebrity, it is to create various visual wonders disproportionately, and to lay out punch-in photography spots.
Here in online celebrity cuisine, it is to pile up materials disproportionately, forcing ingredients that look incompatible with each other. Add ingredients that can stimulate appetite, such as oil and carbohydrate, to the ingredients, and it is best to make them colorful, which is called "making slices".
Media is an extension of human beings, but this extension is lame. Internet media only pays attention to audio-visual senses, and other sensory stimuli cannot be solved.
What online celebrity can do is to increase the amount of audio-visual stimulation.
However, the audio-visual stimulation is constantly increasing, and the balance of the senses is constantly being destroyed. Finally, some wonderful things will inevitably exist.
For example, net red face, chopsticks legs, A4 waist, clip sound and bubble sound. For example, online celebrity Dark Cuisine.
Out of proportion, enlarge the perception. With this methodology, we can create online celebrity cuisine.
Next, I will make an idea of online celebrity cuisine.
For example, if I make a brand of milk tea, it’s called museum-style tea art. Is that okay with you?
Before opening a shop, I want to develop an ace single product. Now, everyone likes wordy powder, coconut milk and duck excrement-scented lemon tea.
Considering that it’s summer and it needs to be cool, I think drinks such as sparkling water will sell well.
So I decided to launch a duck excrement fragrant coconut milk jelly bubble tea.
Isn’t the name a little too common Then call it duck, duck, coconut, coconut ice, and it’s cold and delicious enough to make sparkling tea.
Tea is not enough. Why don’t you order dessert with milk tea? I went to the internet again and found that stinky tofu was very popular and thousand-layer cakes were very popular. So I decided to develop a stinky tofu and durian thousand layers, one layer of stinky tofu and one layer of durian, and what I want is the ultimate sense of smell. There are also two pieces of fried stinky tofu on the top to enhance visual perception.
The consumer ran to my store and found that there was not even a queue, and it was no good. Hiring people to queue up is a routine means, and it is best to limit the sale once and for all. Duck, duck, coconut and coconut ice are so cold and delicious that bubbling tea is only served from 5 pm to 8 pm every day, and stinky tofu cakes are limited to 50 servings every day until they are sold out.
It’s best to put a female panda punch card at the door, come to the store for tea, and take a photo with the female curator.
By this time, almost venture capitalists should also pay attention to my museum-style tea art, and then there is the story of financing expansion and bankruptcy. You don’t have to fill in the holes you dug before, so you can kill two birds with one stone.
Back to online celebrity cuisine. I think the pattern of defining online celebrity cuisine by "food" is still too small. online celebrity cuisine is a multi-dimensional and full-sensory stimulating product.
In the so-called full senses, delicious food is the least important.
Taste has no power to spread, and it can’t be felt by people on the other side of the internet along the internet. This problem can’t be solved by 5G, 6G, and Metauniverse. Only by fast-forwarding to the killing network in the 22nd century, everyone can fast-forward to the back of the brain and intubate into The Matrix.
But the visual and auditory communication ability is very strong.
You send a circle of friends for durian wrapped in fat sausage. Everyone can see the wonderful shape and visual impact.
You take a short video of watermelon cold noodles, you breathe in the storm, and everyone can hear it.
As I mentioned earlier, the media is an extension of people. But this extension is not an average extension. Our sight and hearing can go far, but our sense of touch, hearing, smell and taste can only stay where we are.
This determines that when the media interferes with normal life in turn, the better the audio-visual effect, the easier it is to get the favor of the media.
Online celebrity cuisine is not a gourmet. Similarly, online celebrity scenic spots are not scenic spots, online celebrity Art Exhibition is not an art exhibition, online celebrity Gym is not a gym, and online celebrity Bookstore is not a bookstore.
Although they are in the real world, their value exists in the cyber world, relying on network traffic and recommendation algorithms.So when you look at them on the Internet, you will always find chicken feathers on the spot.
Most of the online celebrity blocks are 108,000 miles away from the urban area, and the nearby weeds are clustered to interpret the wilderness to survive;
Online celebrity exhibition has nothing but a few wonderful photo punching points, telling you that art needs imagination with vivid cases;
Online celebrity gym is not like a gym at all, but more like a nightclub, and the coach is not taking classes, but taking pictures;
The books sold in online celebrity Bookstore are either small four or big ice, which is more like a chicken soup restaurant for the soul than a bookstore.
So why do you think so many people are against ice cream assassins and online celebrity cuisine today? What is the root cause?
In my opinion, the real reason is that ordinary people are defending the ordinary, life and the right to choose.
Because in fact, when these online celebrity foods create gimmicks and create false prosperity, those delicious and cheap foods are gradually disappearing because they are squeezed out of living space.
I can accept being stabbed occasionally, but what should I do when I open the freezer and find an arsenal inside?
I can accept the unusual form of food once in a while, but what should I do when I just want to talk about a bowl of powder and find that it is only cooked with milk tea?
In a magical market, even keeping normal has become something we need to fight for.
This article is from WeChat WeChat official account "IC Lab" (ID: InsightsClub), written by IC Lab, published by 36Kr with authorization.
