The storm of Li Ziqi's stopping watch continues. Just two days ago, weinian issued an announcement in response to the lawsuit with Li Ziqi, saying that it had never controlled the "Li Ziqi" account and hoped to continue its cooperation and climb to the top of the hot search. Subsequently, assistant Li Ziqi refuted this response, saying it was "rhythmic". Tianyan check shows that the shares of Ziqi Culture Communication Co., Ltd. held by weinian have been frozen, and the incident has intensified. In addition to triggering a great discussion on the cooperation mode of celebrity institutions in the industry, the chain reaction of this event continues to occur. We found that during the blank period of more than 100 days for Li Ziqi to stop, some changes have also taken place in her rural content track, and many rural pastoral creators have ushered in the peak traffic one after another. From the platform of shaking voice, according to the new shake data, "tiktok week" has increased 2 million 470 thousand of the total 3 months, and the total number of fans has reached 8 million 850 thousand. "Niu aifang's little spring flower" has also increased by 4.06 million in the past three months, and the number of fans has reached 19.51 million. "Miss villagers week" has increased by 2.47 million in recent three months Data from new data Li Yapeng, who was once involved in a tiktok dispute and clarified the rumor, has been updating the video since August 3rd. Up to now, fans are 1 million 650 thousand. Although there is a star status bonus, the videos with high popularity are pastoral style, such as "summer treatment of 24 solar terms series" won 662000 praise. Data from new data Also during this period, some rural rookies are rising. Peng Chuanming, a post-80s farmer from Nanping, Fujian Province, has been updating pastoral videos since 2020, from self-made mugs, toilet water and silkworm sand pillows to the restoration of the four treasures of the study and ten mile red makeup in the ancient method. In two years, the number of likes of a single video increased from the initial few thousand to two or three million. Because of the similarity of content style, some viewers have always compared Peng Chuanming with Li Ziqi. The saying that "women have Li Ziqi and men have Peng Chuanming" has been widely spread. Tiktok accounts for 5 million 600 thousand of Peng Chuanming's voice accounts so far. According to the new data, he rose 3.92 million in the past three months, an increase of nearly 200%. Peng Chuanming's voice accounts for nearly 3 months tiktok 3 million 920 thousand Data from new data Although the momentum of these accounts is not necessarily directly related to Li Ziqi's stop, and so far, the pastoral content track has not rushed out of the second player with the same volume as Li Ziqi, what opportunities can Li Ziqi's stop bring to the latecomers of the pastoral track? Will the layout of the organization change? How far are we from the next "Li Ziqi"? Let's start with the recent upstart "Peng Chuanming". Spend 2 years making 8 minutes of video, and the powder rises by 1.73 million a week A video of "ancient legal ink" was less than 8 minutes long and took Peng Chuanming two years to shoot. In September 2018, he began to refine cigarettes, collect soot, wash soot, and then place the soot in the shade for one year to dry into toner. One year later, in September 2019, Peng Chuanming boiled pig bile, cow hide glue, traditional Chinese medicine and other materials into glue, then beat it into powder with musk, pearl and gold foil, mix the glue and powder with toner, beat it repeatedly to form ink balls, then press it into ink ingots with ink bar mold, place it for another year, turn it every day, and finally become "ink". Peng Chuanming's tiktok video does not support download. It can be viewed through the link of station B This video was praised 2 million 537 thousand times in the tiktok, which is part of the "heritage of the East". Before that, he has published the contents of paper making and pen making. From this tiktok account, Peng Chuanming's voice account has entered the stage of high speed. Screenshot from New Not only did the "Oriental Intangible Cultural Heritage Inheritance" series burst out one after another, with a cumulative broadcast volume of 760 million, but also the "Oriental makeup culture" series of ancient women's makeup products, with a cumulative broadcast volume of 210 million. On October 15, Peng Chuanming released a video of restoring the ancient high-grade cosmetics "flower Rouge", which was praised 1.01 million times. Peach glue is soaked and then filtered, rose petals are drained of flower juice, cochineal insects are ground into powder, and then added with water, filtered, mixed and then boiled. After several processes, it is said that only the "flower dew Rouge" that can be used by the children of ancient nobles can be reproduced. New tiktok data show that only a week from October 18th to October 24th, Peng Chuanming's voice account has increased by 1 million 730 thousand. In the eyes of the audience, Peng Chuanming seems to know everything, like a "person who comes through". He can eat such as lotus root powder, lard bibimbap, drink such as orange wine, daily necessities such as pig pancreatic soap, pen, ink, paper and inkstone, and "fire folding", one of the ancient black technologies, has also been engraved. He collected brick nitrate from the root of the wall, ground charcoal, and then ground sweet potato vine, kapok and reed flower into thin sheets as a "coat". He spread pine powder, sulfur, camphor, brick nitrate charcoal mixture, rolled it up and stuffed it into bamboo shell. In this way, a fire fold is completed. As long as you open the bamboo cover and blow, you can have a fire. Peng Chuanming's tiktok video does not support download. It can be viewed through the link of station B An audience also asked him what he would not do except have children. Peng Chuanming solemnly said: "no, making clothes." He said that he had always liked traditional culture, including traditional Chinese medicine knowledge. He began self-study at the age of 17. In addition, the main source of income in the mountainous areas of Fujian was to make paper with bamboo, and then sell it in the city. Because of his familiarity with bamboo technology and his self-study knowledge, Peng Chuanming began to make a short video step by step. The first video was released on January 16, 2020. The theme is to make a mug with bamboo. It takes only a few seconds. There are no subtitles in the whole process. Peng Chuanming himself has not shown his face. This video looks a little rough, but from this content, each video of Peng Chuanming has made more obvious progress than the previous one, gradually added subtitles, consciously guided the audience to pay attention to the account, the production steps are more detailed, and the picture composition is more mature. Therefore, there were many voices curious about his behind the scenes team, but they were denied one by one. Someone asked who was taking videos for him. Peng Chuanming said that these videos were taken by "fixing the mobile phone on the bamboo pole and inserting it on the ground". We can't know whether there is a team, but in the face of more and more attention and doubts from the outside world, he once again stressed in the video comment area that he is just a farmer, took some jokes during the slack season, and said, "why our Chinese culture has been inherited for thousands of years, with the love and persistence of our generations". Li Ziqi stopped to watch and the rookie filled the vacancy, Pastoral track facing new changes? Li Ziqi's name was repeatedly mentioned in Peng Chuanming's video. Some critics will always mention that his video style and theme are very similar to Li Ziqi. Similarly, there is no too many narration or plot, interspersed with the occasional background sound, and a person reproduces the life of ancient law skills and all things with one process after another. Therefore, someone directly asked him if he was learning from Li Ziqi, and the comment said: the shooting effect is no worse than Li Ziqi. After all, before that, Li Ziqi had been the benchmark of pastoral content. The Sichuan girl, who was called "Fairy" by netizens, presented us with an ideal pastoral life and successfully promoted Chinese traditional culture overseas. The number of YouTube fans reached 16.3 million. Li Ziqi's YouTube home page There are many creators with similar styles, and some people suck millions of fans all over the network, but it is always difficult to produce the next "Li Ziqi". Until she stopped for nearly four months because of her dispute with weinian, and many pastoral accounts began to flow at the same time. We are also thinking about the connection: does Li Ziqi's stop give these accounts a chance to fill the vacancy? Simply from the perspective of data, it is normal for a flow pool to flow one after another. Nie Yangde, CEO of onion video, called this phenomenon "benign competition". He believes that there are many opportunities for each track of short video, and new talent will appear in the traffic pool every week. Moreover, "Chinese people have more or less idyllic dreams of a paradise". Under this desire for returning to nature, the audience will spontaneously look for more high-quality content. A former MCN brand leader interpreted this wave of pastoral traffic from the algorithm side. He also believes that there is a relationship between the two, but this relationship is "indirect". "After the lawsuit between Li Ziqi and weinian has aroused discussion and attention, the platform algorithm will recommend according to the hot spots, so that front-end users can see more similar videos." When it comes to whether it will layout the pastoral track at such an opportunity, many institutions have given wait-and-see or direct negative answers. The reasons focus on two aspects: First, Li Ziqi's success can be met but not sought. It not only requires the blogger's personal and team cultural heritage, but also it is very difficult to exceed her size. After comparing the videos of Li Ziqi and Peng Chuanming, a person in the MCN industry said that they are still somewhat different, "Peng Chuanming is more inclined to the big spiritual direction of small people. In general, the content of Li Ziqi can not be copied". Li Ziqi's last video before stopping Second, it is not cost-effective in terms of the input-output ratio of the account. Some insiders said that such accounts have too much investment in operation and production, and most of them need to be IP based. The business direction is not clear, so they will not consider adding weight to this track for the time being. This is also reflected in Peng Chuanming's account. His content not only cost a lot of time and energy, but also cost a lot of money. In the "flower dew Rouge" video, he used a lot of rouge insects, a natural high-quality dye with extremely high cost. The popular science in the comment area said that the market price of rouge insects is as high as 3400 yuan per kilogram, and many cosmetic brands may not dare to use it. High cost production, and Peng Chuanming hasn't started receiving advertisements and selling things yet. Even the audience is worried about whether he can continue to do it, even if he doesn't change one day. It was also suggested that he upload the video to youtube, just like Li Ziqi, which can not only spread Chinese culture, but also earn a little income share. Others asked whether pens and inkstones were sold in his various craft videos. Even if they were replied not to sell, they still said they wanted to customize one. Operating his own IP and brand may become one of his realization paths. However, up to now, these commercial capabilities have yet to be developed, and the specific commercial value is still a question mark. Of course, after Li Ziqi, there will always be the next pastoral traffic, even if it is not Peng Chuanming, it will be others. To some extent, Li Ziqi made the pastoral content go to the mass market, and also reduced the cost for latecomers to be accepted by the market. In the days when she stops watching, viewers who need pastoral content will look for more similar content, which is an opportunity for "Peng Chuanming". However, if you want to recreate the creator of Li Ziqi, you not only need high-quality content and distinctive labels, but also see how far its commercialization can go, and you need the ability of the capital behind it. All these need time to be verified. (Xinhua News Agency)