25 -year -old owl (art name) After three hours of live broadcast, take off the wigs and false eyelashes, sit on the bench and sigh tiredly: "If it is not for life, I don't want to show up here to dance and make money."
Oles from Yongchuan District, Chongqing are a part -time Internet celebrity anchor.After get off work almost every day in December last year, she went to Shenzhen Dongmen Old Street Commercial Pedestrian Street (referred to as Dongmen) for outdoor live broadcasts, and made a lot of money on the vibrato through the song and hot dance.
In the past few months, Internet celebrities all over China swarmed to the east gate and settled this pedestrian street into "Internet Red Live Street".Every afternoon or evening, the east gate will be "occupied" by net red anchors like owls, and some will also attract a large number of public onlookers.
Most of these Internet celebrities are talented anchors, some sing and dance, and some conduct street entertainment.Some nets are weird, and some behaviors are weird; the key is not whether the performance is wonderful, but whether the behavior is enough.
Like traditional streets, they make money through the audience's rewards, but the space of the performance moves from offline to online, across regional restrictions.
Dongmen suddenly became popular because a "explosion" of an Internet celebrity with more than one million fans has long been broadcast on East Gate for a long time, attracting the attention of many new fans.The road net red followed.
The 27 -year -old net red anchor Orange (art name) from Shenyang City, Liaoning Province told Lianhe Zaobao that she drove from Shenyang to Shenzhen for five days., Attract more people into her live room.
Douyin has nearly 20,000 fans Orange One. It has been a full -time Internet celebrity anchor for five years. For most of the time, it was broadcast indoors.She lamented: "Even the Internet celebrity industry has become very internal. If she has only been broadcast indoors, no matter how I sing and dance, there is no freshness for fans, and the income has fallen straight."
When asked about income, most Internet celebrities are unwilling to talk more or choose to avoid.Under the questioning of the reporter, Orange Yichi disclosed that he could earn up to 20,000 yuan in heyday (RMB, the same below, about S $ 3,800).However, good times have long been passed. Today, the average income daily is only a few hundred dollars, and at most it does not exceed 1,000 yuan.
She said: "As long as the live broadcast room was covered with a big brother", it is easy to make money. Now the economic situation is not as good as before, and the official has also strengthened the control of this aspect.One step. "
The so -called "Bian A Brother" is a fan who rewarded the net red anchor in the live broadcast room.In the past few years, some female anchors solved the hearts of these gold owners, and even walked from online to offline, and some also caused social tragedy.For example, in 2022, a big brother showed his love to the Internet, and a murder was caused by the rejection of the other party.In mid -2022, the broadcast of live rewarding online celebrities began to pay more attention to the number of fans
In order to curb the breeding of chaos in the live broadcast industry, the Chinese government has released a new regulations for live broadcast rewards in mid -2022, including the cancellation of the reward list.This moves the title of "One Big Brother" into history, which also indirectly restricts the phenomenon of high rewards.
Orange One pointed out that under the new regulations, the anchor of the Internet celebrity had to change the operating strategy, and the desire for fans also shifted from quality to the number.
She introduced that the bustling streets of the east gate can exactly play a role. Passionate outdoor performances are easier to attract passers -by's attention and absorb a large number of new fans in a short time."The commonality of these fans will help the live broadcast platform extraction characteristics, and then recommend the live broadcast content to more similar groups."
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The anchor of entertainment net reds is also helpful for offline interaction between the same place, to better create a warm atmosphere of the live broadcast room, greatly improve the entertainment effect, and make the attractive new powder more effective.
After the live broadcast of Dongmen live broadcast
Orange Yiyi admits that most Internet celebrity anchors have increased fans' attention rate after live broadcasting in Dongmen, but the actual income has not increased significantly, because the probability of rewards for new fans is not high.
She said: "Actually, we know this before coming to the east gate. We can't just look at the current benefits, and increase the new powder for the future to put a long line to fish."
In addition to Internet celebrities with actual performance, more swarming to the East Gate is more about the live broadcast situation from the perspective of passers -by, and "chat anchors" that interact with online audiences.Due to the low threshold of this ranks, the rise of Dongmen Broadcasting Live also attracted many unemployed people to join.He Jiaxing (26 years old) from Loudi City, Hunan Province, was detained by a hardware spring factory in Shenzhen in early December last year.In an interview, he pointed out that he has been paying attention to the way of making money for live broadcasts in the past few years, but he has not been put into action because of social phobia.
He said: "This unemployment is also an opportunity for me. Let me step out of the comfort circle and understand this industry."
He Jiaxing's first show at the East Gate, purely chatting with fans, earned more than 200 yuan in less than two hours of live broadcast, higher than his expected goals.He said that although there were more than 200 people in the live broadcast room, only five or six people stayed for a long time, and most of the rewards came from encouragement from acquaintances and friends.
He lamented: "I am afraid it is difficult to maintain this way of making money. I should not do it for a long time.
The wave of live broadcast set off in the east gate has aroused the curiosity and attention of many Shenzhen people. Many Shenzhen people came to experience the live broadcast atmosphere.Many businesses near Dongmen pointed out that the traffic flow of pedestrian streets has increased its buying gas, and sales increased by about 20%to 30%.
East gate with a history of more than 300 years, the earliest known as the "Shenzhen Market", is the birthplace of Shenzhen's business and the strongest commercial activities.This street has witnessed the development and changes of Shenzhen after the reform and opening up, carrying the collective memory of old Shenzhen people.
Today, this representative street has been occupied by Internet celebrity anchors, which has attracted pole reactions in society.Some people believe that the live broadcast injects new anger into the pedestrian street that is gradually losing its characteristics, reflecting the spirit of Shenzhen tolerance and opening up.However, many people have criticized that the Internet celebrities' magic dances make the east gate so angry, especially the enchanting dancing posture that exposed female net reds in the big court, and the picture is indecent and damaged the city.
The official official did not force the anchor to leave the East Gate or suspend the broadcast. It only stipulates that they must be reported to register before the live broadcast from mid -January this year.Cover.After the implementation of the new regulations, the online celebrity live broadcast of Dongmen is still continuing.
The large -scale electronic billboard at the intersection of Dongmen Pedestrian Street, even if you come up with "you want to be red," and publicly invite more Internet celebrities.
In the context of China's economic situation in severe economic situation and weak consumption, the official seems to have hoped to follow the trend, and use the Internet celebrities to revitalize Dongmen economic activities.
However, most of the Internet celebrities follow the trend and follow the waves, and follow the flow of traffic dividends. How to retain these influencers in the east gate and turning the Internet celebrity economy to become the wisdom of policy executors.
