Weird, brain hole, dark food gourmet IP drama "Eat Stars Wanted" on schedule

Different times yuan person set up, the plot of the second element, three-dimensional food, just like the food version of "You from the Stars." This seemingly unreasonable product positioning, from the beginning to be optimistic about the authority of all walks of life. In a look of anticipation In the middle, the master reaches out to avoid difficulties and is on schedule. Yes, this is such a weird, brain hole, dark food gourmet IP short-cut is - "Eat Star Delusion."

The short skit has great potential. In the first episode on Sina Weibo, the first episode reached 257w of reading volume, and the interaction reached 2000+. It also won the top three of the three issues of the weekly food topics. The popularity of Sina Foods has risen sharply. It is so active. What is behind the original?

Thousands of miles begins with a single step, success will only be for those who are prepared.

Master Daren has something to say:

The field of short video has spread to all fields, from fast hand, beauty beat to vibrato, micro vision, from living food DIY to professional product IP, short video, undoubtedly the strongest traffic breakthrough in the entire Internet field. According to Analysys The Q3 2017 China Short Video Market Quarterly Inventory Analysis data shows that throughout the third quarter of 2017, there were 24 investment and financing events in the short video market, which attracted over RMB 800 million. In terms of users, according to the data from the Speedway Research Institute, In 2016, the number of users of short videos reached RMB 153 million for the first time, reaching 153 million people. In 2017, short video users will reach 242 million. By 2018, the number of short video users will exceed 350 million.

According to Master Daman, there are emerging segments of this group, they are younger, highly educated, and they are mostly concentrated in Guangdong, Beijing, Shanghai and other places where they love to focus on: food, entertainment, different dimension. Therefore, Master Da People value this group of people and are confident that the addition of the 'alien' element will be more in tune with the current audience.

It is fortunate to be able to find a team that has a breakthrough in this field. The leader who can lead this team is powerful.

Master Zhang Zhiyi (CEO) has something to say:

As CEO of the producer Master Zhang Yihu, he particularly likes to play, and also likes to observe all aspects of the local community. During his few overseas trips, Zhang Yihu realized that the biggest difference between China and Western society is not economically. However, it lacks the soil of real culture, art, sports and so on. 'I think China has done more conservatively in this respect.' Zhang Yihu said.

It was precisely because of these ideas that the Master Master was born and the "Eat Stars Delusion" was born. Therefore, when Zhang Yihu was asked these questions, he said that

What was the original intention of creating this IP at first? Why do you believe it will fire?

I didn't think that it would start fire. I just thought it was an interesting thing. I didn't want to create it for fire. I think the current IP is mostly useful, but it's not fun. Some of the alternative IPs last year inspired me. It feels like it's a bonus period. I'm going to seize it. Just at this time, I met my favorite partners. They have deep research in the IP field and they have professional views. So, the production team is creative and the team Excellent, and we also have many customers' accumulation. Together with our creative ideas, fun, connotations, and positive thinking, I decided to create this IP.

What do you think of its market positioning?

Most of the IP is now appealing to the masses of consumers, but I think that there is no export in this way. The real should be to explore and create. For example: "The Hot Blood Dance Company", "This is Street Dance" This is novelty, now after the 90s, After 95, young people liked it too. I hope our IP is unique in its creation, it needs to be made into a big hole, a fun thing to eat, and it should be adjusted in time through feedback from consumers. So, if you ask now, What is my ending? I can't predict. Because each issue is a brain hole game, it is not controllable. Of course, this IP also has our feelings in it. Our creative team is also paying tribute to Detective Conan. Therefore, we Some content will leave some small clues, small stalks inside, let the viewing user to explore.

Someone is not optimistic about this IP content. What do you think?

First of all, we respect the experts' suggestions and opinions. We believe that no one thing can be achieved overnight. It needs to be polished. But we also have our persistence and beliefs. We are willing and brave to trial and error, and now the entire Internet The environment is relatively eager for quick success. Our team can learn in this environment and exercise more trial and error. Therefore, in the early stage of IP creation, the entire environment is beneficial to us. After these exercises, we also received a lot of feedback. For example: The top three rankings of Weibo, the customer's affirmation of our IP, approval and so on.

Where do you think the future of gourmet IP is?

This is hard to say. Everyone is still trying to figure it out. If you have to say it, you feel like you have two things:

1. Consumer Sharing. Nowadays consumers are increasingly fragmenting their IP immersive time. So when I was doing my story content, I wanted it to be independent but interlocking, like a block. In order to decentralize the chain, we will add this awareness to our operations, create content, etc. We hope that users will find some small clues in one or two episodes, discover some small knowledge points, and learn new recipes.

2. The return of mainstream consciousness. The traditional Internet thinking has not met the development trend of the entire market. It is necessary to create some positive, positive and energy interesting things to influence the entire gourmet IP field, and to promote reforms and technological innovation.

A good idea always requires craftsmen to realize it, just like flower species can only be glamorous after careful conservation by a gardener.

The production team has something to say:

The “Easter Stars” team specially invited the Shanghai TV station, senior producers of Gansu Satellite TV, and studios with years of experience in producing culinary lifestyle videos to plan the directors and participate in the production of the overall content. Each shot will be unique in every detail. The interpretation.

They believe that short food videos should be a fusion of taste buds and spiritual stimuli. Therefore, “Eat Stars 妄 妄 要 要” must be the same as the production team, and they must be elegant and trendy. As a result, they are only perfect for the audience. The feast!'

So, seeing here, I would also think that the achievements of “Easter Stars” are just accidental? There is no shortcut to any road to success. The sweat behind the hidden is unimaginable, which reminds me of Hegel’s In one sentence: 'Only after a long period of time to complete the hard work of its development and long-term immersed in the task of sinking in it can be achieved.'

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