Why is there no market for eating and broadcasting now?

Many people think that the seal is good, and the media should put an end to this gluttony. Some people think that we can't treat the "big stomach king" unilaterally. But there is no doubt that after CCTV news approved the "Big Stomach King Eating and Broadcasting", the development of Big Stomach King will also be affected to some extent.

After the "Big Stomach King" capsized, can the food industry come back to life?

While the industry is booming, there are also problems in the "eating and broadcasting" industry, such as overeating and vomiting, fake eating, curiosity about food and eyeballs. This time, the roll call was passed. Can you bring the broadcasting industry back to life? Where will the whole eating and broadcasting industry go?

The belly is big, the eyes are big, the fake drama is really done, the drinking and vomiting are rampant, and the industry is chaotic.

The word "eating radio" comes from Korean (Mukbang), that is, sitting in front of the camera and showing the audience the process of eating. After years of development, eating radio has become a hot topic in major media. In Tik Tok, the topic of "eating and broadcasting" was played 28.4 billion times, and the topic of "eating and eating the king" was also played 765,438+billion times. Because the audience's cognition of eating and broadcasting videos is still based on "curiosity", this also makes the eating and broadcasting industry chaotic.

Among Chinese and foreign bloggers, many of them eat and broadcast with the selling point of "Big Stomach King". Take the oil fragrance under the famous mahogany in Japan as an example. Height 158cm, weight 47. 1kg, her belly can expand to 66 times its original volume, and there is a Korean blogger named "Kog 'Maw the Mouth of the Abyss", Mercedes-Benz Brother. After the spread of broadcasting culture to China, many local "big eaters" were born, such as Mi Zijun, Duoyi, Yuduo and Lang Weixian.

Due to work pressure and aesthetic abnormality, many bloggers fake, eat greasy and drink too much to induce vomiting. And these have been pulled out by "eye-catching" netizens. For example, UP owners "Sun Gouzi and Liu Laohu" quit the industry because of fake food; Cram A Qiang, which has 700,000 fans, has also been questioned for eating and broadcasting fraud. There are also many big stomach kings who induce vomiting after overeating, which is tantamount to "self-harm."

In the broadcasting industry, we often see that some bloggers are biased. They never eat well or eat well, so they staged a fancy eating method. For a time, eating "bread with oil" was all the rage, and many bloggers went to suck powder. "Oil bread" is actually made of large pieces of pork belly, which is disgusting. In addition, some people eat bundles of peppers and swallow "giant" seafood, blood sausage and so on. I won't go into details here, please imagine for yourself.

Driven by economic interests, the broadcasting industry often breaks through the moral bottom line, and black "broadcasting" prevails. For example, Peggy, a "little celebrity on the Internet", has just been labeled a three-year-old child with a big stomach, and has been fed 100 kg, which has attracted the attention of the whole network.

Since CCTV news issued a denunciation, the media has a strong desire for survival: Betta will strengthen the review of live food content and put an end to food waste; Tik Tok Automobile Company responded that most of the publicity can be directly titled. Bloggers also changed their names in minutes to survive, removed their previous works and stopped high-density live broadcast. For example, in order to downplay the label of "Big Stomach King", "Big Stomach mini" has changed Weibo's nickname to "mini of Pear Vortex Girl".

Why can the "big stomach king" catch fire when users decompress and realize it?

Before all kinds of short videos and live broadcast platforms appeared, "Big Stomach King" was a profession, and there were all kinds of big stomach king competitions all over the world. Watching people "eat" and enjoy it is the consensus of the whole world.

From the user's point of view, watching people eat can get a decompression experience and achieve the effect of venting through sensory stimulation. For people who are losing weight, watching people eat and drink will produce strong psychological hints and get "alternative satisfaction" In addition, the loneliness that modern people can't get rid of is also the reason why people love watching, eating and broadcasting. Eating is human nature, and eating too much can give people psychological comfort.

From a commercial point of view, the commercialization path of eating and broadcasting is rich. In addition to general advertising, it can also be achieved through shopping and live broadcast. Eating and broadcasting have formed a complete commercial chain.

After the "Big Stomach King" capsized, can the food industry come back to life?

In fact, there are many kinds of eating and sowing. After several years of development, food videos have a stable audience on any video platform. But why are there so many selling points of "Big Stomach King"?

Mainly because the gimmick of "Big Stomach King" is relatively easy to suck powder. The popularity of the live food industry is largely due to the low threshold. There is no need for any unique skills, and there is no requirement for the anchor itself. As long as you dare to eat, you can harvest a group of fans.

However, every coin has two sides, and correspondingly, a low threshold means inevitably high competition. If you want to be famous, you have to be differentiated. In addition, in order to cater to the public's curiosity, eating radio has become a kind of "public behavior art"

Although there are so many big eaters, few really make money. Except for some head broadcasts, most waist anchors don't make much money. Before commercial advertising, income was entirely based on basic salary and platform rewards.

The newspaper once reported that an ordinary food announcer's basic salary is less than 3,000 yuan per month, and the monthly income is almost 5,000-6,000 yuan, but he often stays up late to overeat, and if he breaks the contract, he will face up to millions of liquidated damages. In addition, the last anchor with 600,000 fans in Weibo also publicly revealed that it was difficult to make a profit in this industry, and the anchor was under great pressure, risking his life to make money and so on.

Where will the "Big Stomach King" rollover eating and broadcasting industry develop?

It is imperative to go to the "big stomach king". Those who can "eat" and "eat blindly" cannot leave. According to the White Paper on Food released by Aauto quickless, from 20 19 to 10/0 to September 20th, Aauto quickless released 600 million videos, with a duration of more than 80 billion hours. In the broad market prospect, the eating and broadcasting of delicious food will undoubtedly come back to life, but how can we promote the healthy development of the eating and broadcasting industry? The author gives some suggestions here for reference only.

Develop in the direction of healthy eating. Teach people how to eat good things, it is better to teach others to eat indiscriminately. At present, pay attention to healthy diet, and the reasonable combination of diet will also be sought after. For example, Mrs. Xu, the owner of up, mainly takes the route of eating at home and broadcasting at home, focusing on making and sharing food at home. Currently, she has more than 4 million fans in Mile Mile.

Expand the boundaries of food and combine with other scenes. Eating the broadcasting industry is not only a matter of eating too much, but also a lot of transformation with "eating" as the boundary. For example, Mi Zijun, a big eater, transformed into a travel blogger. Snack evaluation, shop exploration and vlog are all common video themes. In addition, combining "eating" with scenes is also a development path. For example, the office grandpa surrounded by fancy food in the office and the family chef Spicy Dezi are all good reference directions.

Dig deep into the "eating" economy. The narrow sense of "eating and broadcasting" refers to human eating and broadcasting, which can be dug according to users. Specific sub-categories can be divided into fitness meals, baby meals, moon meals, children's meals, special patient meals and so on. Broadly speaking, "eating and broadcasting" is not only for humans, but also for pets. For example, eating and sowing stones for 2-year-old children has gained 3.37 million fans on Tik Tok in just five months, specializing in the maternal and child market. In Tik Tok, the number of videos with the label "Baby Eating" has exceeded 2.8 billion.

After the "Big Stomach King" capsized, can the food industry come back to life?

The demand is still there, and the economic market for eating, broadcasting and eating is still very large. "20 19 Taobao live food trend report" shows that live food has become a new outlet for Taobao food brokers. In just 20 18 a year, more than1600 million people "squatted" on Taobao food live broadcast, and the food sold in the live broadcast room increased by over 400% year-on-year. In the future, after a short adjustment, the food-wide industry will definitely come back to life. People who eat radio should not become alienated goods, but should take this opportunity to make a good transformation and embrace change.

The "grassroots" aura is no longer broadcast live. What imagination can the industry have?

So, how much impact will the "Big Stomach King" rollover have on the live broadcast? In my opinion, in fact, this impact will be minimal. On the one hand, even if there is no "big stomach king", the broadcasting industry can have many development directions for reference. On the other hand, the live broadcast industry itself is quietly undergoing some changes.