Hu Xinshu vs. Papi Jiang, self-media selling itself to capital: one thought to heaven and one thought to hell?

If the first half of 2016 belonged to Papi Jiang, who was praised to death and was at the center of public attention; then, the second half of 2016 belonged to Mi Meng , who finally achieved enlightenment on March 29, 2017, with over 10 million fans; then came the baritone @刘筱, who announced on March 22, 2017 that she had gained 11 million fans in half a year and became a god overnight; and then there was Hu Xinshu, who was listed on the 2017 Forbes "Asia Region" 30 Under 30 list on April 27.

These four leaders in the field of self-media : East Evil - Hu Xinshu, West Poison - Mi Meng, South Emperor - Ye Ting, North Beggar - Papi Jiang ; each of them can probably cause an earthquake in the self-media.

Mimi Meng, Feng Shao has mentioned her many times before, but for some special reasons, I will not go into details here; as for Ye Ting, Feng Shao once listened to Himalaya for a while, but after seeing the real person, it seemed that "hearing is not as good as meeting", so he did not seek to understand it in detail.

So this time, Mr. Feng wants to discuss two girls with the same fate but different fortunes, Hu Xinshu and Papi Jiang.

Symphony of Fate 1: One-Thirtieth Title

After two months, Chuangyebang released the "2017 Most Noteworthy Female Entrepreneurs " report on March 8, 2017, which surveyed 133 most profitable beauties. Papi Jiang happened to be among the 30 female entrepreneurs on the list. On April 13, 2017, Hu Xinshu's name appeared in the 2017 Forbes list of "30 Elites Under 30 in Asia".

Symphony of Fate Part 2: Luo Ji Siwei is arrogant at first and respectful later

On March 19, 2016, the internet celebrity Papi Jiang received a joint investment of RMB 12 million from ZhenFund, Luoji Siwei, Guangyuan Capital and Xingtu Capital, with a valuation of RMB 300 million; on July 15, 2016, the emotional influencer "Hu Xinshu" announced that it had received 4.5 million in angel round financing , becoming the second self-media after Papi Jiang to be jointly invested by ZhenFund and Luoji Siwei, with a valuation of RMB 30 million;

If Papi Jiang and Hu Xinshu are both ranked "one-thirtieth" in two lists of different "weight", this may be a coincidence; but the projects that were favored by both Zhen Fund and Luoji Siwei are definitely not games , although Xu Xiaoping said on November 24, 2016, "We want Papi Jiang, and Zhen Fund will take all the projects invested by Luoji Siwei without leaving out any of them!" ”, it is understandable that he is determined to be the successor of Luoji Siwei;

But considering that Luoji Siwei praised Papi Jiang so much and the withdrawal of investment happened in the same June, it makes people think a lot.

For Hu Xinshu’s birth date and time, you can refer to the Xinbang reading "Hu Xinshu: 1000 Possibilities of a Girl’s Heart | Xinbang Exclusive Interview"

As for the whole story of Papi Jiang being overpraised, you can read Feng Shao’s tweet on Shuying “Shh! Don’t say anything, watch how Luoji Siwei kills internet celebrities step by step. “Papi Jiang’s second turn, can the No. 1 internet celebrity get out of the cash-in dilemma by cooperating with Jaeger-LeCoultre? 》

Symphony of Destiny Part 3: A New Move Heroes See

Finally, I wonder if you have noticed that the two more "authoritative" self-media "god-making platforms" about new media, Platform Yizhao and Xinbang, seemed to have shifted their focus from Mi Meng's halo to "Hu Xinshu" at the same time; but there is almost "no" news about Papi Jiang at this stage, which is a bit obvious;

And if it wasn’t for the news on April 22, 2017 that “Papi Jiang donated 20.666 million yuan to her alma mater to support the creation of artistic works by students on campus”, how could Papi Jiang be so touching?

What happened to Hu Xinshu and Papi Jiang is really like heaven and hell.

Next, let’s discuss from several perspectives why Hu Xinshu and Papi Jiang have the same fate but different fortunes?

1. Personality: We-media vs. Internet celebrities

"Hu Xinshu" was registered in May 2013, and officially started operations in January 2015. In March, it gained 40,000 fans directly with a 10w+ article "Love You Like a Robot"; in November of the same year, "Hu Xinshu"'s current co-founder Sisi joined and began the transformation of personal self-media to corporate.

At the end of 2015, Hu Xinshu's collection of works "I Want Two Grapefruits" was launched and sold over 100,000 copies by the end of the year; in March 2016, he registered Xinli Youshu and received 4.5 million in angel round financing on the eve of his 24th birthday.

Just like every big self-media account has a dark period from obscurity to fame, the road to fame for Hu Xinshu, born in 1992, was not as smooth as imagined.

At this time, it is more because of personal style that she is compared with big accounts such as Mimi Meng and Liu Shenleilei; traces of public relations cannot be ruled out.

But for Papi Jiang, her success seems to come only from the night when she and Luo Zhenyu had their first intimate contact.

After all, before Luoji Siwei started to hype up the Papi Jiang advertising bidding incident, most people didn't know Papi Jiang. At most, she had some "close fans" on Bilibili .

So after Luo Zhenyu tailored the "first personal bidding auction in the history of new media" for Papi Jiang, the sky-high price of 22 million yuan for the advertising patch immediately blew Papi Jiang to the "forefront".

So much so that exactly one year later, on April 22, 2017, Papi Jiang still had to "pay the price" for Luoji Siwei's flattery.

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From this we can see that the first crossroads of Papi Jiang and Hu Xinshu's different paths was the operation after Luoji Siwei Capital intervened; because of Luo Zhenyu's intervention, Papi Jiang transformed from a self-media person to an Internet celebrity.

While enjoying the "fan bonus" brought by her popularity, it has become difficult for Papi Jiang to do her own thing quietly and casually like a self-media person. She is under tremendous pressure from public opinion outside of her own media.

As for why all investors are from Luoji Siwei, but Luo Zhenyu did not "make any move" on Hu Xinshu; on July 23, Luoji Siwei CEO Li Tiantian, also known as "Tuo Buhua" in the industry, may give you the answer:

"I discussed with Luo Pang that we should stop investing . It's not that we invest badly, we invest in very good companies, but because they are so good, we may make a lot of money from the investment, so we are easily tempted. So, this is our shame. Why? It means that you don't focus on what you should do most."

In short, Luo Zhenyu no longer has the energy to bother Hu Xinshu, which means that Hu Xinshu's achievements have escaped the "unspoken rules" of capital.

2. QiPaShuo vs TuCaoConference

As for Hu Xinshu's content positioning, it is just as Hu Xinshu himself said, this is a store that sells girls' hearts; so the content includes love talks, clothing matching, film and television reviews, nonsense... This is normal.

It has the same positioning as other lipstick brands, but Hu Xinshu's one is exquisite enough, and it looks like a "Pawn Shop No. 8" that sells girls' hearts.

Just like Hu Xinshu’s weekly feature “Daily Life of One-Night Hookers ”, and the irregularly updated “Spending Guide” and “Weeding List”; Hu Xinshu’s content is more like a “new women’s life guide” in the era of self-media.

Naturally, it is not ruled out that the article boldly sells one's own slightly "weird" "view of love".

For Papi Jiang’s weekly rant videos, the content is more focused on current topics, compiling the latest and most spoken interpretations of old jokes.

It seems that fans were indeed conquered by Papi Jiang’s “exaggerated” acting skills at the beginning, but in the long run, homogeneous content became Papi Jiang’s fatal flaw, and thus Papitube was born.

The tone of Papi Jiang's content is somewhat similar to Mimi Meng's "segmented proof questions", which first gives a "groundbreaking" topic point of view, and then uses at least 5 examples to prove how unfeasible the current event is, further triggering everyone's emotional resonance and proving the correctness of the proposition from the opposite direction.

Therefore, this is in line with the "Tuzao Conference" which is just for the sake of complaining.

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In terms of content, the influence of capital on self-media mainly focuses on the plasticity of content.

The reason why Luoji Siwei chose to overdraw Papi Jiang's "Tu Zao Conference" and spare Hu Xinshu's "Qi Pa Shuo" is mainly because:

The format of Papi Jiang's "Complaint Video" is already relatively mature, and it is difficult to attach other types of information (advertisements) to it. However, due to its own topic and public opinion value, it has a lot of marketing space. Capital has discovered Papi Jiang's potential as well as its bottleneck. Its format and style can be easily copied and used to generate more similar products. Therefore, for Papi Jiang, "draining the pond to catch all the fish" may be the best option for capital.

The content of Hu Xinshu's "U Can U Bibi" still has a lot of room for plasticity. With a little adjustment, the daily content can become a new "marketing pool" and obtain long-term advertising benefits. Although there are almost no barriers to Hu Xinshu's content, his definition of girlish heart has become an inertial thinking among fans. Therefore, "showing mercy" to Hu Xinshu is not the charity of capital, but just a choice.

According to Tencent’s latest “ WeChat User & Ecosystem Research Report” in 2017:

As of December 2016, the combined monthly active user base of WeChat reached 889 million, the number of public accounts exceeded 10 million, and there were 200,000 third-party developers.

The bonus period of public accounts has passed, and the long-tail effect has become increasingly obvious. More than 76.1% of active public accounts have fewer than 10,000 fans.

At the same time, WeChat's deep users are becoming more and more active, but its influence on ordinary users is becoming weaker and weaker: in 2016, the number of deep users with an average daily usage time of more than 4 hours exceeded one-third, which doubled compared with the same period in 2015. However, the average daily time people spend on WeChat is only 1 hour and 6 minutes.

Under this environment, the number of immersed fans of the top public accounts will inevitably become more and more concentrated. Therefore, under the new wave of "survival of the fittest", some first-line public accounts will inevitably sink, which also brings new competitors and challenges to the operation of corporate and individual public accounts.

In the increasingly rigid top WeChat camp, at a time when operational methods are having less and less influence on fans, capital will inevitably become the "lifeline" of self-media people, and they will inevitably interfere with content operations to a certain extent.

However, if you think deeply about whether you are Papi Jiang or Hu Xinshu, and improve your own ecosystem before capital intervenes, there may still be time to "negotiate and bargain" with capital.

After capital intervenes, whether it is heaven or hell is often just a matter of thought.

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The author of this article is @峰加实效营销 and it is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Site Map