Original link http://www.huxiu.com/article/157069/1.html
Hu Xinshu is a native of Beijing and lives in the Second Ring Road. In her words, she has "no fear at all" in her life and career. She graduated with a major in computer science, but acquired the ability to draw first-hand. She once set up a small studio , relying on drawing commercial illustrations to support himself, and later went to Jin Pengyuan to do advertising copywriting, serving the well-known Durex new media project, and recently published a book that was overdue for many years, and sold 50,000 in a few months. This number is also the basic threshold for best-selling books in China.
This setting may be completely different from the topic of "anxiety" we are going to talk about, but it may be based on the realization of talents - rather than the pressure of survival - that makes Hu Xinshu's self-media path have exemplary significance, and we also Overly sluggish generalities can be avoided.
In July 2016, Hu Xinshu’s bank account added a payment of 4.5 million RMB, which was jointly invested by ZhenFund and Luo Jisi. The personal choices, even the equity allocation, are exactly the same: the former accounts for 10%, and the latter accounts for 5%.
Wearing a loose T-shirt and sitting cross-legged on the sofa, Hu Xinshu needs to take out his mobile phone to deal with things from time to time, showing the daily state of a "public dog". Since the company was registered, she and her partner, Sisi, have been the only two in the entire team for a long time. Only recently have employees started coming in one after another. Some people obviously haven’t adapted to such a relaxed boss style. taking notes.
Hu Xinshu himself said that he was "rushing forward too fast", and many things have not been figured out yet, but fortunately "fortune always hits people with bigger faces accurately". When I met Luo Zhenyu for the first time, the latter spent two hours arguing about "why do you want to open a company?" At that time, Hu Xinshu was still a "self-employed", and he wrote and advertised on his official account. Freedom, without any explicit pressure.
(If someone suddenly stops by the road and takes out a laptop and starts typing, then there is a high chance that TA is also a "public dog" - the picture shows Hu Xinshu's daily life)
The stage of Hu Xinshu was first on Renren. Although this social platform that used to be comparable to Facebook has long since disappeared, as the last group of active residents to evacuate, Hu Xinshu completed the original accumulation at the user level, and her fans were later considered by Luo Ji thinking. Wu Sheng, the co-founder of , gave a definition of "IP", that is: a girl with a "girly heart".
"It's hard to generalize and generalize a girl's heart, but when I was signing a new book, a strong man with thick arms and thighs came over and said that I brought my daughter-in-law. We are all your readers, can you sign it for me? Is it a name...it has nothing to do with age, appearance or even gender, it is an emotional state." This endogenous unreasonable love is essentially in line with the "people-oriented" advocated by Wu Sheng and Luo Zhenyu. The business logic of the center.” Therefore, in the vision of these new media leaders, Hu Xinshu, an account with its own personal flow, also has a very promising room for cultivation.
According to official WeChat data at the end of the year, the overall number of WeChat official accounts has exceeded 10 million in three years. The new media ecosystem centered on it has created a structural order after shuffling and harvesting. And rules, it is becoming increasingly difficult for new players to gain status, and capital is like a hidden hunter, marking their respective spheres of influence with difficult-to-recognize means.
It is not the first time that Hu Xinshu has faced the selection process of "standing in line". When she moved from Renren to Sina Weibo, she knew that if she could not join the "Duanzishou" camp, that is, to become one of the three companies well-known in the industry "My own people" - it is difficult to grow quickly on such a weak relationship platform.
The rivers and lakes in the WeChat era are more complicated. At the capital level, there are competitions between the "true style" and "Jingwei". At the resource level, there are differences between Luo Zhenyu and Wu Xiaobo's circle of friends, and at the operational level, there are large and small We-media. Alliances are vying to win, and even connecting ads, they will encounter advertising companies that want to monopolize the billing channel of a certain category of accounts.
Hu Xinshu said that he deeply felt the feeling of being in the center of the "eye of the storm".
Ultimately accepting the investment from ZhenFund and Luo JiSiwei is actually the result of a two-way choice. Financially, Hu Xinshu’s cash flow is quite stable. Before Sisi joined as a partner, he had invested in his account as a party A, and found that both traffic data and word-of-mouth feedback were quite good. And Luo Zhenyu's first sentence after seeing Hu Xinshu was "You can't advertise all the time", which surprised Hu Xinshu.
In the communication with Hu Xinshu, Luo Zhenyu's views on content consumption did not deviate from his consistent thinking, that is, content can either generate purchase value, or rely on content to sell goods, and making users pay is also Luo Ji's thinking in addition to communityization Frontier gameplay. "In fact, it is the collision of advertising thinking and e-commerce thinking." Hu Xinshu tried to learn and absorb these new business knowledge, but he also fell into the pit and learned a profound lesson.
It was this spring. In an attempt to "e-commerce", Hu Xinshu posted an article titled "Before Midsummer, Please Give Snacks and Love a Chance" on his WeChat account. Buy the chocolate wafer filling imported from Japan at the PocketTong online store. The reading volume and jump rate of this article are extremely impressive, but the conversion rate of the final order is not satisfactory, which leads to the slow digestion of the inventory of this snack. Hu Xinshu and his colleagues once took these exquisitely packaged snacks as gifts and sent them To all customers who come to visit.
Afterwards, Hu Xinshu and the team summed up many reasons in the review, such as the high prices of snacks themselves, and the lack of consideration of user concerns related to food safety. Most importantly, she found that switching from media to e-commerce was not a one-off. It's as simple as "opening a new online store", inventory, logistics, customer service, buyer, design, marketing, every link is indispensable, and it is far beyond the scope of her experience.
Most media also tend to shorten the connection between cause and effect when interpreting the phenomenon of "net red", believing that as long as you have popularity, you can do anything, and you can rush to Taobao's sales hot list by posting a selfie. "Our biggest problem at that time was that although we thought we had paid enough attention to it, we still underestimated business." Hu Xinshu later also talked with Luo Jisi's CEO Tuo Buhua many times, hoping to find a diagnosis solution. The conclusion is that Hu Xinshu's account needs to go a step further in "personalization" and achieve "branding". Only by doing the latter can it have the most basic user organization power.
On January 1, 2015, Hu Xinshu officially started to operate her own WeChat account. At that time, her fans were only a few thousand, most of whom came from Renren.com. The first article she posted on the official account— - Just integrating and excerpting some of the comments she had obtained on Renren in the past - easily surpassed the "100,000 plus" figure.
"I was very excited at the time, and I became more motivated. I felt that this matter was not as difficult as I thought." Hu Xinshu admitted that it is easy to underestimate the difficulty of a task. In the next three months, no matter how serious she is to create , The amount of reading is relatively normal "Thousands of Eight Hundreds", which is not tepid.
At that time, Hu Xinshu was already working in Jinpengyuan's Huanshi Interactive. Whether it was her own acumen or professional requirements, she increasingly understood what kind of content would be recognized by her target audience. "This is also the prototype of the positioning of a girl's heart. I think I am a sensitive person, and it is natural to know what content sensitive people will be moved by, and where the softest part of their heart is."
After the release of the movie "Super Marines", Hu Xinshu also became one of the fans of the robot "Dabai". On the same night, she posted an article entitled "Love You Like Dabai", the content structure is very simple , is to use short sentences with GIF animations to express my sincere love for this movie character. The full text is only more than 300 sentences, but the number of readings on WeChat exceeded "100,000 plus" within an hour, and reached 100,000 in three days. 3.3 million.
Let Hu Xinshu realize how "powerful" the spread of this magnitude is, not only the crazy increase in the number of fans: In a work meeting, her leader talked about the article "Go to Japan to Buy a Toilet Cover" written by Wu Xiaobo, saying With more than three million readings, it has a huge impact. Hu Xinshu asked, is more than three million readings a lot? After getting a positive answer, she suddenly got a little excited and said that I also have one, which shocked her leaders and colleagues.
Because of this "popular style", Hu Xinshu's official account fans have risen to nearly 50,000, and advertisements have also come to the door one after another, and the asking prices are not low. It was also from this time that Hu Xinshu further established her own content style. Until today, the attention guide copy she created "Less than 2% of the world's people follow Hu Xinshu, you are really special" and various types of layouts. The layout has been widely "referenced" by peers.
It is also difficult for Hu Xinshu to anchor the source of this ability. In terms of the marketing industry, she may be the type of person with a particularly outstanding "net sense". She is smart, flexible, and perceptive, especially when it comes to capturing emotions. In particular, it can penetrate the hearts of young women in first- and second-tier cities.
Changes in the times have also given women a more equal voice. Unlike the early days of the Chinese Internet, which were always just a bunch of big men discussing sports and current affairs, today's "pink economy" has rewritten the dominance of the male-dominated society, allowing Women began to enjoy being noticed, pleasing, and being consumed.
At the end of last year, Hu Xinshu's WeChat account accumulated hundreds of thousands of fans. She has also been a successful example of self-media and frequently appeared in various industry events. "The people on the stage with me are all tuba with much higher influence than us, such as Luo Ji Siwei, Pomegranate Po's Report, and Late Night Hair, which are actually very flattering." This also made Hu Xinshu's account in The commercial value level has been further consolidated. In the advertisements involving young women, post-90s and other labels, the brand side recognized her very much.
According to Hu Xinshu's own statistics, in the whole year of 2015, more than 200 brands were advertised on her account, which made her enter the stage of worry-free food and clothing and financial freedom earlier. However, it was also from this moment that Hu Xinshu felt that a creature like "anxiety", which he had never met before, was quietly entangled in him.
"The earliest, probably because of the increasing burnout of creation, my state is very bad, the whole person is very confused, I don't want to work, I don't want to read books, I just want to be alone, and I often block clients, it will be bad Her temper was completely exposed." She also confessed to readers in her official account, saying, "Tobacco, alcohol, coffee and tea are all excuses for us to prolong our time together."
Even the prosperous ecology of WeChat has become the object of Hu Xinshu's concern. She can't forget that Shixiang and One-way Street Bookstore, two equally popular accounts, were permanently banned for "arbitrarily discussing politics" at the turn of spring and summer. The precedent of a sexual ban, and her career lifeline depends on Tencent's muzzle scale, which is difficult to eliminate the nervousness of her and all new media operators.
"I'm in a self-slapping situation. I know there are many people in this world whose work may be more meaningful than what I'm doing, but they make far less money than I do or as much as I do. I Why do I make so much money by writing an article? Sometimes I feel that I am despising myself, and I am not cheating. As a self-media person step by step, I have paid a lot, but I have not made any money. What do you want to do?"
Some people have listed self-media and real estate agencies, e-sports players, Internet celebrity anchors, and financial brokers as the top five occupations in the "large-scale counterattack of diaosi" in recent years. The redistribution of wealth by this wave has brought a lot of beneficiaries. Not fully prepared, and Hu Xinshu is not an isolated case.
However, in the words of Hu Xinshu, "anxiety" must have a self-inflicted factor. The mentality of wanting money but not just money is the source of the pressure.
The way to deal with anxiety varies from person to person.
Sometimes matter can solve everything. In June of this year, Zheng Qingliang - a legend in the circle with hundreds of WeChat grassroots tuba - posted his new car in the circle of friends: a Ferrari 458. This kind of wealth creation efficiency makes many “content entrepreneurs” who look up to it are not obsessed with long-term business, and it is even more unheard of to cherish feathers. Even if WeChat will collapse one day, what they are after is before WeChat dies Earn tens of millions.
Sometimes, transformation can bring new impetus. For example, in the middle of the night, this account has washed away more than 300,000 fans in the process of changing from literary to fashion. Some people in the industry sighed that this is the difference between southerners and northerners. The former is more concerned about whether there is "compound interest" in what they do. If literature and art cannot achieve this goal, it will be painful but resolute transformation, and squeeze in the most lucrative money at all costs. field of.
Sometimes, it is to accept capital, and on the basis of the coexistence of "sugar and whip", force oneself into the fast lane and realize value. This is also a more typical way of upgrading from the media. After Hu Xinshu pulled himself out of the cocoon of anxiety, he went to see Luo Zhenyu, who was the most skilled in this regard, and hit it off.
This is also the jump from "I am comfortable living" to "I have a dream".
(The picture shows the activities of Tencent Technology, Wang Guan, the person in charge of "Penguin Zhiku", is sharing)
The above two concepts come from the definition of “Penguin Zhiku”, a research institute under Tencent Technology, in a forum. They are also the difference between “advertising path” and “capital path”. The qualities required by the two are also completely different: the former requires It is a stable reader group, continuous content output and a high degree of emotional identity. The latter requires an unknown imagination space, in-depth industry resources and precise community operations.
After accepting the "branded" prescription prescribed by Luo Zhenyu, Hu Xinshu intends to derive some service products around her users. They will not cause a lot of technical problems like physical goods, but provide users with existing tools and platforms. Forms of interaction other than reading.
"I don't want to express my emotions endlessly, but want to show you something more life-like. Hu Xinshu is complete and real, not just a girl who doesn't stop talking." On the WeChat public account , she was also very candid about the possible transformation to fans. Different from many self-media that are cold by nature or unable to interact with high density because of too many fans, from Renren to Weibo to WeChat, Hu Xinshu's personal image has always been like the girl next door, misrepresented and temperamental. The truth is worth listening to and telling the truth.
But to go further, Hu Xinshu wanted to end the relationship.
In short, the logic of the so-called content entrepreneurship is no longer applicable to this young girl who is determined to move from the backstage to the frontstage. She used to have a lot of casualness in her life and began to develop the habit of going out and putting on makeup, so that her In a few months, I lost 15 pounds, and the selfies posted in the circle of friends gradually increased.
"You can't just be a friend of fans forever, you have to be a role model, so that you are qualified to convince them to consume your services." Holding the category of "Girl's Heart", Hu Xinshu carefully expanded his small territory , with ample cash in the account, she and the team signed some vertical WeChat public accounts, hoping to achieve common growth and complementary content.
At this point, the help from the "think tank" is extremely limited. Whether it is Luo Zhenyu or Wu Sheng, what they are familiar with is the male community dominated by the post-70s and post-80s. A group of "girls", only she can control it.
After replacing "personalization" with "branding", Hu Xinshu is also worried about whether her fans can accept this change, or she doesn't know how much she can afford to lose fans.
"The name Hu Xinshu has always grown up with fans and accompanies each other. We will definitely face a problem, that is, we feel that each other is not good, or that each other's footsteps are out of sync, so we will break up, and nothing will last forever." In the new plan, Hu Xinshu will expand the boundaries of content. She is no longer satisfied with just using WeChat official account to tell some warm stories or warm advertisements to users. New themes—such as a lipstick evaluation report—will be Meet her readers and complete an emotional new baptism.
"But Laila won't leave, she's always there." Obviously, Hu Xinshu was also uneasy, just like the old netizens met, no matter how good the chat was before, when it came time to meet, the risk of "seeing the light and dying" would still make people feel Some were apprehensive.
At the end of this conversation, Hu Xinshu asked me a question, saying that we have talked about the "girl heart" for so long, what is your understanding of the "girl heart" Lanxi?
This question caught me off guard. After thinking about it for a while, I said it was probably similar to the "hero dream" that every boy has. "Transformers" pays the bill, from protecting the people he loves to saving the world on the verge of destruction, the burning point of men shines in the construction of these scenes.
Hu Xinshu laughed violently, and said that when you look at us, isn't it like going to a zoo to see monkeys?
She finally told a story of her own: "When I was in college, I went to work at King Yonghe during the holidays. On the Qixi Festival, the hoisin sauce I squeezed for every customer was in the shape of a peach heart. I thought I would do something like this. Yes, or in other words, you will feel happy when you encounter such a thing, which is what I call a girl's heart."