Xue Zhiqian has been all over the WeChat Moments! Why did Tencent choose him?

Since last night, Xue Zhiqian has been all over the news again! A yellow ocean suddenly appeared in the circle of friends!

This is it, "Xue Zhiqian hasn't written any jokes on Weibo for 2 months, and ended up coming up with a big one." I'm sure everyone has seen it on WeChat Moments.

1. Why did Tencent choose Xue Zhiqian?

Is it just because the boss likes him?

When Xue Zhiqian’s H5 came out, in addition to setting off a wave of discussion on WeChat Moments, more netizens would ask: Why him?

In this regard, the official WeChat account of "Tencent Animation" released an in-depth revelation last night:

We were tricked by Tencent, but everyone liked this trick because everyone felt that choosing Xue Zhiqian was the right person!

In fact, the reason why Xue Zhiqian was chosen is certainly not just because he is liked by his boss and netizens. So, what is the real reason for choosing him?

Tencent officially gave a definite answer this morning:

The fundamental reason is that he was a genuine art student and he understands the emotions that comics want to express better.

When he has free time from music, he can paint a few strokes, which is quite professional. Painting is also his forte. In 2005, Xue Zhiqian made his official debut through a talent show. Since then, music has become his career and dream, but he has never given up painting.

It’s hard enough to attract attention for a 5-minute song, but it’s even harder to become popular for a comic book that weighs dozens of gigabytes. In order to encourage more people with the same profession as Xue Zhiqian to become animation workers, Tencent chose Xue Zhiqian.

As for Xue Zhiqian, he went from becoming an overnight sensation to having zero fans to pick him up at the airport; he was put on ice for seven years at the peak of his career and was so poor that he had to pay for the album out of his own pocket; when his luck was bad, he simply took up writing jokes, and he did that for five years; he started a business , opened a store, hired a chef, served dishes, and asked customers questions, and slept less than five hours a day. There is nothing more heartbreaking than praising someone to a high place and then letting him fall hard, but he did his best and never gave up.

There has never been a break in the comments about her on the Internet.

Fans’ comments: I like him because of his looks, my talent and my character.

The media harshly criticized: A singer was forced to become an entrepreneur and was forced to become a comedian.

He joked about himself: a second-tier comedian, a fourth-tier singer, and an eighteenth-tier actor.

There is a lot of resonance between the perseverance of animation workers and Xue Zhiqian's rough and inspirational experience: there no one will laugh at the unwilling tears of the weak, and dreams will not end with the disappearance of life; here there is an understanding of the world and a beautiful imagination, struggle and adventure, laughter and tears are all beliefs.

2. Xue Zhiqian’s bumpy entrepreneurial journey

From a hotpot restaurant owner to a content entrepreneur

Many people know the singer Xue Zhiqian because of the song "Serious Snow" which has been popular for ten years. Of course, more people have become his fans because of his new skills as a Weibo joke teller and comedian in comedy variety shows in the past two years.

But, perhaps you should know that this young singer has a good record in the business world: four hot pot restaurants, a women's clothing store, and a thriving Taobao online store.

In 2010, due to the recession in the record industry, Xue Zhiqian's company could not afford to promote his records. In order to support his dream of singing, he began to think about starting a business.

It was not until 2011 that Xue Zhiqian sold one of his houses and scraped together about 2 million yuan in cash. After much consideration, he decided to open a Chuan Chuan Xiang hotpot restaurant in Shanghai, where Chuan Chuan Xiang did not exist at the time, and the name of the restaurant was Shang Shang Qian.

From the chef to the site selection to the ingredients and so on, the "workaholic" Xue Zhiqian strictly controls every matter of Shang Shang Qian Chuan Chuan Xiang Hotpot. Among them, the chef of Shang Shang Qian’s first restaurant was originally from Chongqing and was reluctant to leave his hometown. However, Xue Zhiqian and his partners visited him five times in a row, which eventually moved the Chongqing chef to move to Shanghai.

When celebrities open stores, they have their own halo, but the most important thing is word of mouth. For the sake of word-of-mouth publicity for his own shop, Xue Zhiqian was so busy serving dishes himself that he was busy all the time. This brought him more customers.

With 4 Shang Shang Qian restaurants now open, Xue Zhiqian's hotpot restaurants have also established a firm foothold in Shanghai.

Xue Zhiqian, who has a business acumen, set his sights on another rapidly developing industry after stabilizing his hot pot restaurant - opening a mid- to high-end women's clothing store on Taobao.

He looked for clothing companies, strictly controlled materials, paid attention to design, etc. As a store could be opened on Taobao with only 30,000 yuan at that time, Xue Zhiqian's 500,000 yuan starting capital was not enough, so he had to add another 300,000 yuan! But "hard work pays off", and finally, Xue Zhiqian's Taobao store turned the tide and achieved success.

As for Xue Zhiqian, he was "forced" to start a business due to insufficient funds for his record company. Now he is following the entrepreneurial wave and has moved from being a physical store entrepreneur to a content entrepreneur.

3. As a content entrepreneur, how popular is Xue Zhiqian?

500,000 for one joke, comparable to Mimi Meng in the public account world!

Different from the seriousness of running a hotpot restaurant, content entrepreneur Xue Zhiqian’s style is imaginative, relaxed and humorous.

However, it should be emphasized that due to the nature of the media industry, high-quality content and good user experience are obviously the core of content entrepreneurship. On this point, although Xue Zhiqian is not a graduate of the media industry, he has done a very thorough job.

After using long pictures on Weibo to give people a pleasant reading experience, blatant advertising is the monetization model created by Xue Zhiqian as a content entrepreneur.

In this Weibo post claiming that "the world is inherently unfair, but unfairness is a good thing", Xue Zhiqian studied the fighting and killing at home and abroad, from sports to the Olympics, and continued to sublimate, and finally accidentally led to ZTE mobile phones !

Xue Zhiqian himself was also full of praise for this Weibo post, saying that "there are only a handful of people who can bring up ZTE phones in their essays and mention the hottest topic of the moment."

This Weibo post, which Xue Zhiqian called a "stain on his writing style", was actually an advertisement for Clinique's Purifying Water . In the article, Xue Zhiqian also said, "As a human being, how can you have dead skin on your face that can't be removed?" This kind of imagination is really amazing!

So the question is, how much money can Xue Zhiqian make by working so hard on writing jokes?

The advertising price of 500,000 for a single Weibo post is enough to show how popular content entrepreneur Xue Zhiqian is! This is the price for a soft article written by Mimi Meng, the most popular public account.

But for a super V with 25 million Weibo followers and more than 200,000 comments, reposts, and likes, this price has been called "the conscience of the industry and a model for the media."

In fact, for content entrepreneurs, if they want to be successful, the most important thing is to find a niche field that suits them. The second is to create high-quality content and make the content quality and model-based. In content entrepreneurship, they must maintain their innovative capabilities and form their own unique style, while also catering to readers' needs and respecting market needs. Then, grow and maintain fans through various channels. This will achieve the goal of building a brand and gaining brand extension capabilities and commercial value.

Who is the production team behind the popular H5?

How powerful is it?

After Xue Zhiqian went viral, many people in the circle of friends were asking: I want to know how much this cost? I want to know which great guy designed this awesome H5? !

Insiders estimate that the cost is at least seven figures. As for how much money was spent specifically, we don’t know. Could Tencent be short of money? But we got to know the production team behind it: TGideas.

TGideas, TG is the abbreviation of Tencent Games , and ideas stands for creativity and ideas. So, this is a creative team within Tencent, affiliated with the Tencent Interactive Entertainment Marketing Department. How can it not be awesome!

The original intention of TGideas to form the team was very simple, which was to become the "idea team of Tencent Games" and provide users with good experience design services in product packaging, operational support, advertising creativity, and community building.

The TGideas brand was officially launched in 2008. In recent years, in the field of H5 creation, in addition to the popular Xue Zhiqian, they have also produced "Wu Yifan joins the army" in "All People's Assault", "I speak better than I sing" in "Call of Duty" by Han Han and other very amazing and well-known works. However, many people did not know who was the team behind these works before.

TGideas: Xue Zhiqian was very cooperative and even added his own scenes

It is touching. This cooperation has become our benchmark case.

Ermao, the author of the public account "Advertising Copywriter ", interviewed LAVA, the creative director of the TGideas team, regarding Xue Zhiqian's H5 screen-sweeping incident. The following content is compiled from "Advertising Copywriter" (ID: adwriter).

Xue Zhiqian was very cooperative and completed almost all the performances we had planned. LAVA said that the TGideas team has done quite a few artist collaboration projects of this kind, and in fact, the artist's degree of cooperation will directly affect the output results. Wu Yifan and Han Han both worked under the circumstances of tight schedules as artists, and our creativity had to accommodate this.

But this time, we started the Xue Zhiqian project early, and the planning was meticulous. In addition, Xue Zhiqian was very cooperative, and he even added his own scenes. He almost completed all the performances we envisioned. This was particularly touching for the creative design team, because we were used to being bullied by lack of time, materials, and low budget. So this should be our ideal benchmark case for pan-entertainment cooperation.

With good creativity, good script and good technology, this H5 can reach over one million PVs in a short period of time.

H5 went online at around 9:30 last night and immediately took the circle of friends by storm. The H5 script is very carefully designed, and judging from the plot and the actors' performances, it is very consistent with the impression that Xue Zhiqian has on everyone in the social field. In addition, we have long-term technical accumulation, which makes us more advantageous than traditional advertising companies. We are actually a team focused on experience design. In addition to marketing work, we also do a lot of operations, community building and other work.

It is hard to say how much the spread will eventually reach, but it is certain that the PV will exceed one million in a short time. Xue Zhiqian will also post it on his Weibo later. In the form of Weibo, people will have a stronger sense of substitution. It’s still his jokes, but when you click on it, you will see this. (Warm reminder: If you haven’t read Xue Zhiqian’s H5 yet, please click to read the original text)

Don’t forget your original intention and move forward bravely.

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The author of this article @粥左罗蛋蛋 is compiled and published by (APP Top Promotion). Please indicate the author information and source when reprinting!