In the 18th month after Zhang xiaoce and Zhu once parted ways, an original short film called "breaking people's money, such as killing parents" triggered a polarized debate in the audience at station B. As one of the "goose universe" series works recently released, this short film, which was updated on April 9, 2022 and played more than 2 million, was written by director Zhang xiaoce; The narration of the video revolves around the power competition of the monopolists of square dance. The key to changing the trend of the story is to promote nailing and clocking among the dancing masses. The 20 minute video has undergone several reversals, and the suspense is always online. Some senior fans of geese universe even wrote a "small composition" to explore the doubts and blind spots in the plot. There is no doubt that nailing's "entry" does solve the corruption problem of square dance dues in the short film to some extent, but the "old grudge" of the majority of migrant workers against nailing has brought a surge of hatred value to Zhang xiaoce. Especially in the second half of the video, the high-frequency appearance of nails filled the barrage with a series of question marks and the "absurdity" of "leaving the original spectrum". Zhang xiaoce, who has always been famous for the ingenuity and smoothness of implanted advertisements, finally ushered in his "rollover" moment. The negative comments on this video mainly focused on Zhang xiaoce's business order to make money and spent a lot of time trying to lay out the "three board axe" of popularizing nails, which is a little stiff than before. But there are also many "true love fans" who complain about Zhang xiaoce's grievances: it coincides with the dismal situation that the creation incentive of station B is revised and the small and medium-sized up owners are facing a halving of income. It is actually a gratifying thing that a video producer like Zhang xiaoce who is bent on doing content can receive a list to ensure income and maintain the durability of creation. Celebrities in the online world are often accompanied by disputes. Discussion means traffic and heat, while advertising represents their commercial value recognized by the market. Following Zhang xiaoce's resignation from Zhu's team in October 2020, after a period of exploration, Zhang xiaoce, who once held the triple positions of screenwriter, director and dubbing, achieved a breakthrough of 3 million fans of station B by creating plain IP such as "Liu Dage" and outputting high-quality short films, and pocketed the Title of "top 100 up owners of station B in 2021". Leaving aside the dimensional wall of a single platform, Zhang xiaoce, whose personal identity is becoming increasingly clear, is gaining higher popularity and becoming the "first director of station B" in relevant media reports. At the same time, Zhu once, who lost his behind the scenes operator and continued to stay in "Zhu once's boring life", failed to continue the past glory of popular IP: the number of hits of his works was low, the update frequency was unstable, and the reputation was suspected to collapse... Even Zhu once's own news did not appear in the public's view for a long time. Once upon a time, Zhang xiaoce and Zhu once were a gold combination bound together. But today, as they go to their respective battlefields, the possibility of the actual intersection of the two names has become very slim. 01 advance and retreat If you enter "Zhu once" in the search box of station B, it is not difficult to find that his account has fallen into a long-term static state. The latest piece of work was updated in August 2021, and more than half a year before this time point, that is, after Zhang xiaoce left, "Zhu once's boring life" station B fans went crazy all the way, falling from more than 5 million in the peak period to less than 4 million, in sharp contrast to the "director xiaoce" in the rising period next door. This gap was ridiculed by netizens as a "two-way rush" between old colleagues. Once Zhu in station B disappears, Zhu in Tiktok, Kwai and other platforms is still active. On April 16, 2022, a warm and anonymous relay game, a 3-minute short series of "boring life", closely linked to the current epidemic hot spot, passed on love and positive energy by showing the spontaneous barter of building neighbors, which was approved by nearly 400000 Tiktok users. Since 2022, once Zhu has launched only 12 short videos in Tiktok, "a warm hearted anonymous relay game" is the only work with a praise rating of more than 100000. Many people mentioned Zhu once, and their deepest impression of him still remained in the screen brushing of short videos such as "a Rolex's way home" and "feilang". It was once thought that these black humor with the dual attributes of comedy and criticism originated from Zhu once's unique personal performance; But without Zhang xiaoce, Zhu once's "boring" began to fall into reality from irony. Even if Zhu once holds a mature IP and a fan base of tens of millions of magnitude, the work retreats, the audience does not pay, and the decline of viewing data has explained everything. There are complex reasons for the "breakup" between Zhu and Zhang in those years. As the soul of the team, Zhang xiaoce may have been hidden under the skin of "Zhu once" for too long and eager to rush to a broader world. Zhu once, who is not the largest shareholder of the company, does not have sufficient voice to decide the development and future of Zhang xiaoce. The unbundling of the gold portfolio was once seen as the outcome of "double loss": Zhang xiaoce had to start from scratch and lost his screenwriter, director and voice dubbing, leaving only an empty shell for Zhu once's big IP. The collapse of the universe is reflected in both quality and quantity. From October 2020 to today, once Zhu launched less than 50 works in 18 months, it is different from the high-yield of more than 300 short videos per year when Zhang xiaoce was "on duty". Some deeply disappointed viewers hope to see the light of "boring life" in Zhang xiaoce, who started a new stove, but what attracts them in the end is Zhang xiaoce itself after removing the seal of "Zhu once". Zhang xiaoce, who chose to fly solo, didn't feel optimistic about passing on to the outside world at his new starting point. In addition to his talent to be retested, he had only a base of hundreds of thousands of fans. At the end of 2020, when Zhang xiaoce fell into a trough due to the cold of the ancient costume short film "Ma xiaoce sleepwalking in the Jianghu", no one thought that a few months later, his "square past" series could take a group of uncles and aunts in Yinliu village, Zibo City, robbing the square dance site as the origin, and derive the "big goose universe" with the overlap of absurdity and ordinary, and the interweaving of magic and local. According to Haike finance and economics, if we compare Zhu once and Zhang xiaoce horizontally in terms of the number of fans on the whole network, the latter is far from gaining the upper hand; But if we only compare ourselves with the past, once Zhu retreats with the naked eye, Zhang xiaoce moves forward in the process of constantly polishing the content. After the beating of "breaking people's money, such as killing parents", Zhang xiaoce's team came up with a follow-up new work to please the audience in less than half a month. The 36 minute video has rich content and compact rhythm, and hardly publicized for any business. The effect of "reform" was immediate, and the painting style in the comment area immediately changed. Looking at it, it was all about the discussion of the plot and the call to urge the renewal. Among them, some fans didn't hesitate to praise - "this episode is 30 minutes a ring, without a shot in a minute, it's useless." "It's really beautiful this time. Personally, it's the best episode of the square series." The two messages received more than 10000 likes from station B users in total. 02 long and short Zhang xiaoce's latest short film "should a good man be pointed at with a gun?" 24 hours after the release, he boarded the popular website of station B, relying on his ability to use the lens to narrate the story and output value. When a group of characters in the video made calculations and intrigues around the election of the square dance director, and Liu Dage, the No. 1 candidate in the eye of the storm, was about to fall into the trap of rumors and tricks, Zhang xiaoce took the opportunity to throw out the core view of "why good people do all good things but are easier to be destroyed by evil forces", which instantly aroused infinite empathy. After leaving Zhu once, Zhang xiaoce's video became longer and longer, carrying more and more information. Just watch "a good man should be pointed at with a gun?" A work involves multiple elements such as election shady scenes, selling fake drugs, cyber violence, public opinion war and so on. In the whole square series, Zhang xiaoce asked Erhua, aunt Zhu and others not to forget to pave their difficulties when they did bad things. Of course, Liu Dage of the justice school has a Bodhisattva heart, but she has more thunderbolt means. How she turns over in the next video has aroused the expectation of the audience. Compared with the full and complex portraits of the "square past", the unscrupulous boss in "Zhu once's boring life" who wears Rolex and takes pleasure in sending employees to Africa is more Facebook and more in line with the communication law of the Internet. However, a few minutes of video seems unable to satisfy Zhang xiaoce's desire for expression. Whether it is "Ma xiaoce sleepwalking in the Jianghu" after his water test failure, or the "big goose universe" that made him famous for the second time, its detailed narration is far from Zhang xiaoce's previous simple model of "man-made + conflict". Some people regard such a change as Zhang xiaoce's pure artistic ambition, while others feel that once Zhu is gentle and elegant, he can meet but can't be asked for with a few shrewd and obscene images. Even if Zhang xiaoce once mastered the traffic password of short video, the pressure of re creating popular money can't be underestimated. We don't know the reason, but the fact is that after giving up "Zhu once's boring life", Zhang xiaoce resolutely gave up short videos and took the initiative to choose a track different from Zhu once. Once the content of Zhu's account is no longer as hot as before, the lack of talents at the creative end is a short board that can not be ignored. However, even if Zhang xiaoce still works side by side with Zhu, it is difficult for short videos as FMCG entertainment products to leave them enough space to delay the audience's aesthetic fatigue. Just like the popular Huanong brothers in 2018, they can't use bamboo mice to tie people's curiosity for a long time. There are many examples of short video bloggers "leading in March and may", but there are always new "bamboo mice" in the field. At this stage, it is too difficult for Zhu once to increase his fans. His followers in Tiktok and Kwai have only shrunk slightly. It is a blessing that they have not fallen like the cliff like station B. On the contrary, although Zhang xiaoce is very popular with users of station B, it is not easy to open up the situation when it comes to Tiktok and Kwai. The short film lasting for dozens of minutes has been split into several parts and uploaded and played, which has a considerable impact on people's viewing experience. Zhang xiaoce's fans on these two short video platforms are only one tenth of those of Zhu once. In this way, contributing memorable works to the audience is the bottom card that Zhang xiaoce needs to keep, but fortunately, he is not satisfactory for the time being. On the Zhihu platform, many of Zhang xiaoce's short films were discussed separately. Some questions were on the Zhihu hot search list, and hundreds of users crowded together to answer. Zhang xiaoce himself is still "how to evaluate director xiaoce's latest work" women's enemy alliance ": gun in hand, go with goose?" I blacked out my questions and won more than 20000 endorsements and thousands of lively comments. Zhang xiaoce changed his ways. Zhu once did not seek change, but although the "regret once" series of short plays produced by the new team broke out of the tone and framework set by Zhang xiaoce, the audience could not understand the unintelligible plot. In addition to the calls for changing the director and screenwriter, other roast contents were diverse. Finally, the work that fell out of powder as soon as it was updated did not survive the previous issues, and Zhu once still wore the familiar Rolex and walked on the short video road planned by Zhang xiaoce for him. 03 front and rear Unlike bloggers such as Li Ziqi and Papi sauce who dominate the whole process of short video production, Zhu once and Zhang xiaoce once