If you want to tag a short video for 2017, “going to the countryside†should be one of the keywords. Today, rural videos can be found on any mainstream short video platform. However, unlike what people initially saw as masochistic and martyr content, authentic rural life is becoming a focus of attention.
With the introduction of capital, the supervision has been strengthened, short videos have changed, and the protagonists of rural networks have changed. Those online reds who are still sucking through the way of outpouring and vicious speculation are destined to go short.
Quick rural video
Before the quick start, people may have little idea of ​​the entertainment consumption of hundreds of millions of Chinese farmers. Until the appearance of self-abuse videos such as eating light bulbs, eating live snakes, eating dead pigs, and frying crotch, people have seen a new world.
The rural culture shown in these short videos or live broadcasts is completely different from what we have imagined. The young people in the videos are also different from what we usually see. They are either overweight or have early love for early pregnancy, or they play Matters, or they are mixing the underworld.
In June 2016, an article titled "The Cruel Ground Story: A Rural China of Video Software," which was published online, quickly pushed people to the frontline. These masochistic videos are all fast-handed and often have millions of hits.
Aurora data shows that the users of these videos are mostly young people from third-tier cities or rural areas. In the Spring Festival of 2017, Xiao Bian returned to his hometown and discovered that his cousin, cousin, and friends around them had installed quick hands app on their mobile phones. This software has become more of a tool for them to dispatch pressure and kill time.
Fast hand with the controversy became popular, behind the rural net red often have the planning team's participation, but with stricter supervision, those who rely on net black, hype, negative energy are all anchored live broadcast. This year, some net reds began to be renamed under the banner of short video, but "the quick hand has not been easy to play before."
The “Northeast Snake†Tucao, who had become popular in the self-flagging video, said that he had not been “hot†for half a year. The buzzing in the commentary is not so easy. There are also some net red players who are experiencing bottlenecks and are moving to other short video platforms.
New farmers appear under strong supervision
Under strong supervision, the rural short video on the negative side seeks a transformation, while on the one hand it is the rise of short videos on rural ecology. Players who focus on the primitive short video in rural areas are dubbed “New Farmersâ€. Most of them have experience working or living in the city.
Huan Zi TV master Cao Huan graduated from junior high school to work outside, worked as an electronics factory worker, an apprentice in a furniture factory, and worked as a security guard in Guangzhou. Later, he contacted the video and concentrated on doing short videos. Zhang Dayong's main creation is to learn network technology Zhang Yong, in Shanghai to bring the project, to do the technical director, in November last year, back home to shoot rural short video, until now. The taste of the country's original brother has ten years of traditional media.
In the rural short video circles, many people mentioned that Cao Huan had known that he had used the idea of ​​“being a rural short video of 500,000 a year†to become a network of rural residents. Zhang Dayong and other short video creators decided to be a rural short video shooter after seeing his story.
The video content taken by these rural short video creators is an idyllic life. The home of the Jungle House was popular in stone on barbecues. Zhang Yong mainly photographed the folk customs and folk customs of the northeast rural village. In addition to the beautiful scenery of his hometown, there are customs and conditions of the Miao family. In addition to shooting rural food, Zeng Ge also cares about groups such as left-behind children and left-behind women.
"Video makes people who work hard outside to feel the taste of home. What I do is valuable." Cao Huan said at a forum. The rural short video is mainly shown to three types of people: rural people who go out to work, people who want to live in rural areas, and people who are on the edge of the countryside and want to experience rural life.
Cao Huan’s first contact with short videos was also a funny video, but at the time the market was a Red Sea one, and in order to attract fans, they could only take vulgar lines. Cao Huan believes that this has no meaning and it does not make any money. In the end, he returned home and began to make a video of rural ecology. However, since this year, too many people have entered this area. Cao Huan’s cousin and Guangzhou’s security colleagues are doing. With more and more homogenized content, Cao Huan also encountered a creative bottleneck.
The Creation Anxiety and Realization Challenge of Rural Short Video
Because Cao Huan used this short video as a way to make a living, after communicating with his fans and peers, Cao Huan made a plan for “thousands of families,†leaving his hometown and shooting at places he had not taken. Take out fresh things. Turn anxiety into action.
This decision once caused Cao Huan’s father to be puzzled. Why should he go out to earn money at home? When you go abroad, you need to pay for it. Every time you come and go, you need 230,000 yuan, but Cao Huan Want to go a little longer, grab the fans with content, he thinks these are worth it.
At present, Cao Huan has taken many villages in Yunnan, Sichuan, Guangxi, Guangdong, and Jiangxi, and has also photographed Zhang Yong’s hometown in the northeast. The filming even triggered a great discussion of rural culture in the north and the south.
From the local customs, the close-up of rural people, to the attention of left-behind children and left-behind women, the boundaries of rural short-lived video gradually opened up. Cao Huan said that the next step would be to try rural e-commerce providers and try various ways to cash out.
It is understood that the current realization methods of short video mainly include fans' rewards, platform sharing, advertising placement, and e-commerce sales. For rural short video, the combination of agricultural products and e-commerce is a relatively easy way to achieve.
Zhang Yangcheng, the operator of Qiaomei Jiumei, told TechWeb that “I am very optimistic about the prospects for the realization of e-commerce. From November 1 to 26, in less than a month, our e-commerce revenue has exceeded 1 million yuan.â€
The exit person of the clever wife Jiumei is an ordinary peasant. Zhang Yangcheng is her nephew. Before she took a network movie and a network drama. At the end of May this year, he went to rural short video and launched a video program of a clever wife and nine sisters. He mainly talked about the daily life of farmers in Lingshan County, Qinzhou, Guangxi.
Zhang Yangcheng said that at first it was just doing the content, because the fan asked in the message where to buy the crops that appeared in the video, there is the idea of ​​getting involved in e-commerce. Lingshan County is a large agricultural county. The village where Jiumei is located is rich in the emperor's citrus. It initially began pre-sale on October 30 and sold about 100,000 kilograms on November 6 and 8 days.
"At present, the clever women and nine sisters have cooperated with Taobao, and they mainly stationed in the content e-commerce sector." Zhang Yangcheng stated that Jiumei should broadcast live and short videos from time to time in Taobao.
In addition to Jiumei, Zhang Yangcheng is still bringing new farmers into the short video, mainly brought by Jiumei, such as guest appearances in Jiumei's video, or doing some publicity in existing channels. To copy the contents of e-commerce model, driving the sale of local agricultural products.
Zhang Yangcheng disclosed that after the completion of the year, plans to open stores under the line, the main production of agricultural products, are also considering the eco-tourism orchard. But these are still in the planning stage, he did not disclose the specific implementation schedule.
TechWeb query found that currently there are 22,000 fans of the Taobao flagship store at Xiaomei's nine sisters, which is a far cry from their short video fans. There are only two videos of the watermelon video and the B station platform. There are nearly 500,000 fans of the clever women and nine sisters. Many of the users under the Emperor’s orange products, where the store’s sales were hot, reported that the received products were small, with cold and poor packaging.
At the end of November, Zhang Yangcheng told TechWeb that Jiumei’s Emperor’s return purchase rate could reach 95%. It can also be seen from the Taobao review that many users just bought the video after watching the Jiumei video. However, to maintain such an anti-purchase rate, no matter whether it is in product quality or in logistics and packaging, it will require further efforts.
Prior to this, there had been the case that rural network red was doing business on hand, and it was later dealt with by quick hands because of counterfeit goods. Rural short video + e-commerce to want to go longer, is definitely not only in the short video in the publicity, product quality clearance is the last word.
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