Recently, "anti-fraud Lao Chen" shouted that the national police were seeking jobs, and "Digging and Digging Teacher Huang" was posted on the hot search, which triggered netizens’ concern about how to take over the "splashing traffic" after the amateur (network terminology, meaning ordinary people) unexpectedly became popular. In fact, this is not the first time that a similar situation has happened. Previously, many "amateur online celebrity" became popular, and then lost themselves in the sudden traffic, or were bitten by the traffic. On March 1st, the reporter of Upstream News (reporting email in baoliaosy@163.com) combed the relevant cases and the latest situation of the parties, and invited experts to analyze it.
"Anti-fraud Chen" wants to return to the police force
Chen Guoping, 45, was originally a policeman from the Haigang Branch of Qinhuangdao Public Security Bureau. According to his own description, "I have worked as a criminal policeman, seized drugs and committed fraud." In 2017, he began to crack down on telecommunication network fraud, trying to distribute leaflets and enter communities and schools. The anti-fraud publicity effect was not satisfactory. Until 2021, when operating the "anti-fraud police officer Lao Chen" account, I tried to connect with the anchor PK, and unexpectedly succeeded in getting out of the circle, which attracted attention.
While operating the account of "anti-fraud police officer Lao Chen", Chen Guoping also had a personal account, and launched a live broadcast to reward, which led to the subsequent controversy. According to the Southern Metropolis Daily, on March 27, 2022, in a live broadcast, some netizens brushed out 333 "carnivals" worth about 1 million yuan. In this regard, some netizens questioned "Do you come to the platform to make money or do anti-fraud?" Later, he said that the above-mentioned live broadcast income "will make a public welfare donation" and exposed the donation certificate and tax payment certificate. However, the ridicule about "Carnival" still fills his comment area.
On April 8, 2022, Chen Guoping released a video saying that he had decided to quit his job. Some people think that Chen Guoping "resigned and mistook the platform for strength" and "wanted to make money as online celebrity", while others advised him to leave him alone. At one time, he was unwilling to respond to the controversy about resignation. Did some netizens ever ask him to regret his resignation? He firmly said "no regrets".
Since then, Chen Guoping has continued to post new content on his personal account and broadcast it live, but there are still many controversies about revealing his annual income and being accused of making indecent moves when he even joined the wheat.
On November 10th, 2023, when interviewed by the media, Chen Guoping claimed to be a "online celebrity", and his popularity dropped a lot. Later, he made a show to maintain the popularity, but he also wanted to implant anti-fraud content and explore new forms of anti-fraud, but the effect was not good.
On February 26, 2024, Chen Guoping released a video, calling for job hunting and competing for the police: "If you dare to use me, want to use me, and can use me, you can contact me, do the coordination or re-employ." At the same time, he also said that he wants to continue to engage in anti-fraud propaganda. Later, he revealed to the media that after the job video was sent, the police had contacted him.
Teacher "Digging and Digging Yellow" has left her job.
In April, 2023, Huang Qiong, a music teacher of early childhood education in Wuhan, Hubei Province, released a video teaching children to sing the children’s song "Little Garden": "Dig, dig and dig in the small garden … …” Results The video exploded during May Day. According to statistics, as of May 3, 2023, the video had 4.468 million likes and 466,000 comments, and Huang Qiong’s Tik Tok account "Music Teacher Blossoms with Wealth" rose more than 3 million in a few days.
After becoming popular, Huang Qiong started live broadcast with goods in October 2023. The data of Feigua shows that she has broadcast five shows in the past 30 days, with an average audience of 5.823 million, the highest audience of 8.148 million, and live sales of 1 million to 2.5 million. However, her live broadcast began to lose powder at the same time, and her fans decreased by nearly 50,000 in 30 days.
On the last day of 2023, China Daily made an exclusive interview with Huang Qiong. Huang Qiong said that she was pregnant before she became popular, and after she became popular, she was under great pressure from the Internet, keeping her mind at peace for her children.
According to the cover news report, from the second half of 2023, Huang Qiong gradually moved from online to offline: he appeared with the director of Suizhou online celebrity Cultural Tourism Bureau to recommend Suizhou tourism, returned to his hometown in Qianjiang to recommend crayfish, interacted with the live broadcast room of Xiao Yang Ge in online celebrity, and participated in the Spring Festival Evening of Hubei Satellite TV in 2024.
However, the controversy surrounding Huang Qiong has been constant since it became popular, especially at the end of February this year, when she was falsely accused of pornography. Huang Qiong himself released a video response: "The evidence has been collected, reported to the police in the local public security bureau, and provided evidence to make a transcript."
On February 28th, when the cover news interviewed Huang Qiong’s kindergarten, the former colleague said that Mr. Huang had left. On the evening of February 28th, Huang Qiong responded again in the live broadcast on social platforms: He didn’t have any team, and he didn’t have any capital behind him. He came to the present step by step by himself and his family. Now I have to take care of the newborn baby, so I have left the kindergarten temporarily, but I will continue to teach music lessons in the future.
"koi fish girl" is not highly concerned.
During the National Day of 2018, Alipay released a lucky draw for Weibo. Because of the rich prize, the Weibo forwarded it quickly exceeded 3 million. Many netizens thought that the winner was "China koi fish". On October 7, 2018, netizen Xin Xiaodai became a "koi fish girl" and won the grand prize.
In February 2019, Xin Xiaodai revealed in an interview with the media: In November 2018, she resigned from the original company and brought her good friend Sonia to win the prize. They have traveled to China, Hongkong, China, Macau, Japan, Thailand and other places. Shinji Daidai said that he would take the opportunity of resigning to give himself a holiday. Xin Xiaodai was in a good mood at that time. He once said: "Every time I send a Vlog (video blog), there are also things that I win every time I travel. It feels very good to win the prize."
In September, 2020, Xin Xiaodai launched an activity in Weibo, claiming that 1 yuan transferred "koi fish, China", and with partners, the prize will be more generous than the original prize, and may even help netizens "achieve financial freedom". However, Weibo soon announced that there were problems with the qualification and false authentication of the partners. As a publisher, Xinxiaodai was banned from speaking for 3 months and deducted 20 credit points.
In June 2021, Xin Xiaodai released a video again, introducing her experience after winning the prize: she resigned and traveled to many countries, spent more than 200,000 savings and maxed out her credit card. She pointed out that koi fish prizes are all one-time consumption and need to be redeemed within one year. In the end, Xin Xiaodai concluded that, on the whole, she was "not very good"; Now I just want to find a suitable job, and I also frankly suffered from depression.
After this statement, Xin Daidai gradually moved away from the media and public view, but she didn’t give up updating Weibo. On March 1st, the upstream journalist inquired about Weibo, who was a little dull, and found that she had become a film critic, talking about her feelings about the movies and TV series she had seen recently in Weibo.
Although there are still 1.393 million fans in Xin Xiaodai at present, the attention of her Weibo is not high: it is difficult to break 100 comments and 500 likes.
"Little Ma Yun" returns to public view.
In June 2015, a netizen in Ji ‘an, Jiangxi Province photographed a child who looks like Ma Yun on the road. I didn’t expect Ma Yun himself to forward this picture in Weibo, and also commented with a picture: "I thought my family uploaded my childhood photos. I really feel like I am looking in the mirror with this heroic attitude." From then on, "Little Ma Yun" Fan Xiaoqin became an instant hit.
After becoming famous, Fan Xiaoqin’s home became a popular local scenic spot, and people visited it in an endless stream. Some villagers revealed in an interview with the media: "At least forty or fifty people come a day, like a market." Visitors go to watch, chat and take photos with their own thoughts.
This situation continued until the autumn of 2017, when Liu Changjiang, the boss from Hebei, invited Fan Xiaoqin to go with him, promising to give his family 10,000 yuan a year, and let him study and enter the university. Fan Xiaoqin’s father agreed, and Fan Xiaoqin became the "Little Horse Manager" in the video: he took part in TV programs and fashion shows, got a bus to and from school, and was taken care of by a nanny.
Unfortunately, the good times didn’t last long. At the end of 2020, Boss Liu and Fan Xiaoqin canceled the contract, and Fan Xiaoqin returned to his hometown. As for the reasons for the termination of the contract, the online statement is that Fan Xiaoqin is of no use value. However, when interviewed by the media, cousin Huang Xinlong of "Little Ma Yun" had another saying: After the media reported the current situation in Fan Xiaoqin at the end of 2020, the local government in Hebei intervened to let Fan Xiaoqin go back to school locally.
A few years’ career in online celebrity has not changed the poverty of Fan Xiaoqin’s family. In February 2021, Fan Xiaoqin applied for a disability certificate. Appraised by a professional organization, he is mentally disabled. At the same time, the local civil affairs department also provided subsistence allowances for Fan Xiaoqin’s family.
In October, 2023, Jiupai News reported the latest situation in Fan Xiaoqin: the Fan Xiaoqin family was taken to Yongfeng County by a distant relative, cousin Huang Xinlong, to sell cauldron dishes. Fan Xiaoqin has reached the age of 16 and has been in junior high school. He lives on campus every Monday to Friday and returns to the store in the county town on weekends. He is surrounded by a large number of people, taking photos and making jokes.
At present, Fan Xiaoqin has returned to the public’s field of vision and appeared in the vibrato audio and video number of Cousin Ma Yun. On March 1st, the upstream journalists checked the video number, with 820,000 fans, and most of the content was centered around the Fan Xiaoqin family. In the latest video, there is also a content that "Little Ma Yun" doesn’t want to make a video and quarrel with "Cousin". Some netizens commented: "Today’s plot content is not like acting."
Expert: Ordinary people should keep a good attitude when they are popular.
In recent years, many "amateur online celebrity" have staged the tragedy of "seeing him build a tall building, seeing him entertain guests and seeing his building collapse" for lack of relevant operation experience. In this case, the upstream journalist interviewed Zhang Xiaoqiang, a professor at the School of Journalism of Chongqing University. He analyzed the reason why ordinary people can become online celebrity: "The current network communication environment has the characteristics of VUCA, that is, the abbreviations of four English words: volatility, uncertainty, complexity and ambiguity, so there is great contingency. An ordinary person, a city, a scenic spot, even a word or a thing may suddenly become a hot spot of communication. After the hot spots have a certain degree of attention, the platform will be boosted by algorithms, and the main bodies of various networks will start to rub the heat again, so the traffic will increase geometrically, and thus ‘ Amateur online celebrity ’ 。”
As for the reason why online celebrity, an amateur, is easily out of breath, Zhang Xiaoqiang thinks: "First of all, the development trend of things is changeable and unstable, and because of complexity and uncertainty, people can’t grasp the development direction. It is a common phenomenon that amateurs explode overnight, but the operation after the explosion is difficult to grasp because of the above-mentioned Uka environment. To put it simply, it is two different things, that is, occasional attention and long-term continuous access to traffic. The latter requires continuous operation ability, and some amateurs will inevitably lead to rollover if they do not have this ability. Secondly, amateurs often want to engage in commercial operations after they become popular, which is different from the original attention. The group that originally paid attention to them may not be the current consumer group. There are also amateurs who may become famous because of a certain identity. Now that the identity changes, the traffic will naturally fade, and not every traffic can be converted into commercial value. Finally, netizens are prone to aesthetic fatigue and their concerns will shift, which makes traffic more difficult to grasp. "
After ordinary people become famous overnight, how should they avoid a tragic ending? Zhang Xiaoqiang suggested: "It is an accidental event for ordinary people to burst into red overnight. It is suggested to keep a good attitude and not hold the idea that traffic will definitely bring wealth. Even if it is to be realized, it is necessary to find professional and capable MCN institutions to cooperate and effectively avoid various risks. "
Part of the content of upstream journalist Zhao Yingji is based on cover news, Southern Metropolis Daily, China Daily, Chao News, Jiupai News and other photo sources/networks.
Editor: Zhu Liang Editor: Rollin Wang, Guan Yi Audit: Feng Fei.
