作者归档 admin

Text | Chen Shoucheng

Editor | director

The crotch swings from side to side, and the hands swing in relay, with the antique BGM of "You are a passer-by, but you always sigh and leave". This is the most out-of-the-loop dance at present, "Subject 3".

This network old terrier, whose origin is now difficult to prove, has suddenly been reborn recently. Offline, people are pursuing the younger brother who jumped in "Subject 3" and crowded out Haidilao Store and China Gold; Online, as long as you are willing to rub online celebrity, you can get the gift of traffic.

The entry of Haidilao is a key step to promote it to enter the mainstream circle from the network subculture, and behind this, it is the popularity and development of "social shake" which is quite similar to subject three in China Internet for ten years.

However, from the society to subject three, behind the super red stalk, it seems that the sky-splashing wealth has not been given to anyone alone, even though online celebrity, the "master of shadow flow" in ancient times, has only won more than 100,000 fans in the tens of billions of page views.

Offline, how can brand stores that play content marketing well benefit from this wave?

From Guangxi subject three to "subject three"

On the internet, there are many legends about the origin of subject three, and there are also many who impersonate the founder for the sake of traffic. However, it is indeed a recognized statement to add the word "Guangxi" before "subject three" and call it "subject three in Guangxi" coherently.

The source of this statement is that every Guangxi person will go through three exams in his life, one is singing folk songs, the other is nagging rice noodles, and the third is dancing a silky dance. This silky dance, which is generally considered to be original by Guangxi people, has become the current "subject three" after many changes on the Internet.

It can be seen from the rare video materials on the Internet that "Kemusan" has a history of at least 20 years, and it is closely related to the flexible break dance that was popular in China in the 1980s. However, judging from the fact that the lower body of Kemusan only relies on the upper body to make a living, it is quite similar to the characteristic dance with the same long history as "Social Shake".

Source: Xinhua News Agency, look

However, unlike social shaking or break dancing, the former two are still an all-encompassing "big category", and social shaking even derives many classifications such as "elegant shaking", "suspense shaking" and "everything can be shaken". However, subject three, which is more familiar to the audience today, is a relatively fixed "formula" from dance movements to BGM and even video content.

First of all, the soundtrack of subject three is an antique song "Laughing at the Rivers and Lakes" created by the antique creator "Listening to Books" and released in 2020. After being adapted from DJ version, the gear of fate turns quietly.

Before the advent of "Laughing at the Jianghu DJ Edition", although "Subject III" was also famous on the Internet for a long time, it was far from the current popularity. Until February, 2023, one of the talents who made important contributions to the development of "Subject III", "God is not in Handan", began to use "Laughing at the DJ Edition" as the soundtrack of its video content.

Soon after, the expert who danced "Subject III" found in many videos with music that the video traffic with "Laughing Jianghu DJ Edition" as the music was better, and he began to copy the traffic password repeatedly, so the combination of the two became a formula.

It can be said that the original silky dance subject III, far from becoming a national explosion, is short of a song "Laughing at the Rivers and Lakes", while the "God is not in Handan" who pursues traffic has discovered this traffic password in his own continuous attempts.

The contribution of "God is not in Handan" to subject three is not limited to this. He ingeniously linked subject three with "social fear challenge", that is, dancing in the crowd, which made the social fear sweat, and made me feel frightened. Since then, this special content form has also been borrowed by many followers, and it has become one of the other well-known characteristics of subject three, from which famous stems such as "directing traffic" have been derived.

Through the continuous excavation of subject three, God is not in Handan, so he has become a online celebrity with nearly one million fans, while imitators who are not in Handan, such as "God is not in Taiwan Province" or even "God is not in New Zealand", have gained tens of thousands of fans.

Of course, this is just another carnival that is popular on the Internet or even on short video platforms. Before "Subject III" becomes a national explosion, someone needs to continue to add a fire.

Subject three turns red again, and everyone has a share.

The entry of Haidilao is a key step for subject three to become a national explosion.

According to the Baidu index, before November 2023, the search index of "Subject III" remained below 3,000 all the year round. Until the end of November, the search index of Subject III soared all the way, and now the data is about 40,000, which is about 10 times that of the previous one. The explosion of subject three dance even "polluted" the information source of subject three in the driving test in disguise. Someone vomited: "Please stop sending it, I can’t find the course of subject three."

At the end of November, just two talented people from Tik Tok released a video of performing "Subject III" in Haidilao Store, wearing waiters’ clothes, and thus gained nearly 3 million praises.

This internet carnival began to spread to the offline. Soon, "it’s not that male models can’t afford it, but that Haidilao is more cost-effective" Internet hot stalks became popular, and it became a reality to let waiters jump "subject three" in Haidilao. Even the diners who are keen on following the trend have once again turned Haidilao store with the performance of subject three into a hard-to-find queuing king.

Whether the cause of the incident was an unintentional move or a deliberate hype of Haidilao is now impossible to prove. However, it can be confirmed that after the network fermentation, Haidilao made corresponding marketing. On the one hand, it is widely rumored on the Internet that the monthly salary of waiters who will skip subject three is more than 12,000. On the other hand, Haidilao also publicly gives cash rewards to waiters who perform subject three in stores, which is a great joy.

Obviously, while content marketing has become the most popular Internet marketing concept at present, the content marketing of local life businesses also has miraculous effects. It seems that stores that only serve a fixed passenger flow, on the one hand, have a batch of "natural flow" that they will get when they open their doors, on the other hand, they also need to "invest" in exchange for guests.

This way of offline streaming is to attract user groups with content performance in exchange for income. Before subject three, this method has been applied by countless offline stores in China for countless times. Haidilao’s borrowing of subject three only gives the majority of brand businesses a more ingenious and convenient content form to copy.

China Gold, located in the Yellow Crane Tower in Wuhan, took the lead in learning, and invited the master of the "first-generation muyaozi" movie stream to perform "Subject III", which also succeeded in making it attract attention. In the audience’s video, other brand gold shops next to China Gold are inviting "clowns" to perform traditional methods such as folding balloons to win customers, which is particularly lonely.

Although it is difficult to calculate how many specific benefits China Gold and Haidilao’s subject three marketing can bring to their offline stores, one thing is clear: the content marketing of a single store will ultimately not only affect a single store, but also increase the influence of the whole brand.

In the Internet, this is the online brand marketing empowerment offline. Online, this is the marketing empowerment of a single store to the whole brand. In this carnival, the brands that took advantage of the market gained voice, the online celebrity gained traffic, the spectators got happiness, and everyone was happy.

Taking advantage of the situation and linkage, it is important to persist.

The "God is not in Handan" who jumped into the subject three times, from 0 powder to millions of fans, did two things. One was to find a fixed video template that was popular with the audience, and the other was to shoot this routine all the time.

In fact, what many short video experts do is almost all copies of "God is not in Handan". However, some are exquisite and some are rough, but in essence, they all find a unique track and persevere. Short videos are not afraid of "repeating" themselves.

Of course, the track itself is big and small, and its liquidity is strong and weak.

As far as subject three is concerned, it may not be a big track. Roughly speaking, it may be a small category of "social shaking" under the general classification of "dance", and then subdivided into "subject three" This also makes, in this wave of explosion of subject three, a large number of subject three creators are actually not vertical creators, but mostly people from all circles, including the stars who are working hard to operate Tik Tok, and so on.

The smallness of the subject three track is also reflected in the number of Tik Tok fans in Head online celebrity. The number of fans of "God is not in Handan" is less than one million, the number of fans of "Xumou" who invented the sliding step is less than 300,000, and the owner of the movie stream who once exploded has turned red again, and it has only increased by 150,000 fans in one month. Now the number of fans is less than 600,000.

In addition, the style positioning of subject three is also "low". For the catering brand Haidilao, it is necessary to use the heat of subject three to do marketing.It just helps them to continue to establish a brand image of being close to the people and focusing on service.But for the creator himself, just jumping "subject three" means that his style is not high. If the style is not high, it will be difficult to receive high-end brands, the unit price of customers will be low, and the commercial transformation will be relatively poor. With this popularity, the benefits may be limited to the growth advertisements of e-commerce platforms and the benefits of live PK.

As for the world dance champion, whether it can change the public’s inherent impression of "subject three" is another matter.

Brands want to do offline marketing, and they can’t be blind. The first thing to know is that China Gold and Haidilao are national chain brands with offline stores everywhere. Users can contribute to the brand as long as they want to be lively. However, for brands with limited stores, low consumption frequency or far away from the public, whether this marketing can be useful remains to be considered.

In addition, it should be noted that the marketing of Haidilao is not achieved overnight. Since its establishment, Haidilao has been good at creating topics, so it has established an image of "loving the whole job" in the eyes of customers. Now it is not difficult to create marketing events with the help of the heat itself. However, for more inexperienced brands or brands that do not intend to cultivate marketing for a long time, the case of subject three is not a suitable example for learning.

Of course, "Subject 3" is already a cost-effective choice compared with the traditional tricks of inviting clowns to tie balloons at the door of the store, inviting magicians to perform magic, or inviting song and dance troupes to perform songs and dances.

However, the popularity of subject three will eventually pass, and local life merchants still need to find their own universal routines like short video experts.

　　"I went to the business hall on Saturday and found that nine out of ten were asking: Where did the traffic go?" Liu Qicheng, a well-known communication expert, lamented in a circle of friends. This is just a microcosm. According to the data of the Ministry of Industry and Information Technology, in April this year, the average mobile Internet access traffic reached 3.41GB, a year-on-year increase of 154%. Traffic consumption has long been commonplace and has become the focus of everyone’s mobile phone package. But at the same time, there are also various questions about mobile phone traffic from consumers: Why do you buy more traffic, but my traffic is getting less and less? Why do you send me so much local traffic when I don’t need it at all? There are so many set meals, why isn’t there my dish?

　　1 Why do I buy more and more traffic, and my traffic is getting insufficient?

　　"The original G was enough for one month, but now it is not enough for 15 days." Many people around are complaining that the mobile phone traffic is not enough, and even many people begin to question the "abnormal consumption" of mobile phone traffic. Some netizens complained on Weibo that they got up in the afternoon and ran away with 19.46GB of traffic. And this abnormal situation is not uncommon. "Stealing traffic" has become a hot word on the Internet. So who stole your traffic?

　　Pei Zhiyong, the chief anti-fraud expert of 360, told the Beijing Morning Post that mobile phone traffic is indeed "running fast" now. The first reason is the change in the usage habits of mobile phone users. In the past, we mainly used text to surf the Internet on mobile phones, and the pictures were often compressed very little. Now, pictures, texts and videos are very popular, and often one picture is four or five megabytes, not to mention all kinds of small videos, which will definitely consume more traffic objectively. In particular, mobile phones are heavily used, and when they stay on social software for a long time, videos that are inadvertently clicked will be quietly downloaded to the mobile phone. Secondly, many softwares run silently in the background even if they are not opened, and even update quietly without your knowledge, which also eats up a lot of traffic. For example, he said that the child had just played Plants vs Zombies, and every time an advertisement popped up, he clicked, and as a result, he unconsciously downloaded a lot of software. There is also an abnormal situation in which illegal software steals traffic.

　　Fiberhome Lab of 360 Internet Security Center has previously discovered a brush cheating Trojan named StealthBot, which adopts a self-hiding mode and a mature simulation click process. Like a batch of invisible robots produced by an automatic assembly line in a factory, it disguises itself as a system service notification, consumes users’ data traffic through startup modes such as automatic operation and external wake-up, and can automatically update and load the latest version of malicious plug-ins in response to instructions issued by the server. Some user groups with weak security awareness and mobile phone brands with poor security have become the areas with the highest occurrence rate of StealthBot. This only exposes the tip of the iceberg where black traffic is rampant.

　　In fact, the era of "not turning off 4G traffic, waking up and moving the house" has long passed. Others question that operators "steal traffic", but this statement is obviously unfounded. Fu Liang, a telecom analyst, believes that it may not be worth the loss for operators to modify the user traffic data. Assuming that operators want to "black" the user traffic, the cost required to transform the system is more than the income brought by stealing traffic.

　　It has been reported that in order to verify the accuracy of traffic measurement by operators, the test results of communication traffic detection conducted by Zhejiang Quality Supervision Bureau and Zhejiang Institute of Metrology showed that SIM cards of three major operators were randomly inserted into three multi-standard wireless communication internet traffic monitors, and the same file was downloaded. The number of repeated tests was 10 times, and the deviation values of traffic detection data were all 0.1% to 0.15%. From the comparison of the test results, there is almost no difference from the traffic statistics provided by operators, so the statement that operators adjust their calculation methods to "steal traffic" is not valid.

　　Why is there so much local traffic, but we can only watch the national traffic run out first?

　　As a patient with severe dependence on mobile phones, Xiao Guo often travels abroad. A package she ordered has 1GB of national traffic, and the operator will also give away 3GB of local traffic. But she found that the national traffic was the first to be consumed, while the local traffic as high as 3GB could not be used. "Why can’t you take the lead in using local traffic when you are in Beijing?" Some users also ridiculed that they received a large amount of traffic from operators at the end of the month, but there was no time to use it.

　　In fact, there are many people like Xiao Guo who "the national traffic is not enough and the local traffic is bursting". However, because the operator sets the priority of national traffic use, the priority of off-package gift traffic is lower than that of in-package traffic. That is to say, use the traffic in the package first, and then the traffic in the package is used up, and the donated traffic can come in handy. However, this embarrassment will soon be a thing of the past, because from July 1 ST, the roaming charges will be completely cancelled, and no distinction will be made between the province, the province/local and the whole country.

　　The Beijing Morning Post reporter noticed that operators often give users a gift of traffic and often launch some promotional activities to grab traffic. However, some insiders pointed out that in fact, for the current traffic giving method, the given traffic often returns to the original road, and the user perception is not strong. Since it’s a gift, why not just be generous? Xiang Ligang, a telecom observer, pointed out that giving away traffic is more of an operator’s market strategy to attract users. However, I believe that after the cancellation of traffic roaming charges, operators may not be so "heroic".

　　3 Say good unlimited package, why speed limit?

　　Operators have been clamoring for "unlimited packages" recently, but it has attracted many consumers’ doubts: after exceeding 20G, they will be slowed down and returned to the 3G era, or even the 2G era, and they will be directly stopped after using more than 100G G. Netizens have complained that the Huimin package has hidden routines and operators lack sincerity.

　　However, in the industry’s view, it is understandable for operators to limit the speed of unlimited traffic packages, which takes care of the choice of most 4G users to use the network fairly.

　　Ceng Jianqiu, a professor at Beijing University of Posts and Telecommunications, pointed out that under the current network conditions, it is difficult for operators to achieve real traffic without capping. Due to the limited bandwidth of the mobile network, it is likely to cause network congestion if multiple users continue to occupy it at high speed at the same time. Previously, AT&T, an American telecom giant, had launched a package with unlimited traffic and speed, but the result was stopped because the network could not bear it.

　　Speed limit is a popular international practice at present, with stepped design — — First, meet the maximum network speed promised by the vast majority of users. After reaching the speed limit, the network speed will drop.

　　Now, if the operator really does not limit the speed, what will happen? As you can imagine, many people turn it into a WiFi hotspot for many people to use together, and then the network will be overwhelmed and the internet speed will become "turtle speed". This obviously deviates from the original intention of operators and consumers.

　　4 why can’t the inexhaustible phone bill be converted into traffic?

　　Consumer Mr. Li calculated an account for the Beijing Morning Post reporter. He is currently ordering a package of 158 yuan from an operator, with 6G of national traffic per month and 700 minutes of talk time. In actual use, the internet traffic is much used, and the traffic is often not enough every month, but most of the call duration is left. "Can the inexhaustible phone bill be automatically converted into traffic?"

　　In fact, this conversion model has long been tried by operators. In 2016, China Telecom took the lead in raising the banner of "full flow billing".

　　In September, 2016, China Telecom Shandong Branch launched a new mode of full traffic charging, which converted voice and SMS into traffic for charging, and voice and traffic can be converted freely. Among them, 1M is equal to 1 minute, and how much M traffic will be deducted for how many minutes you make a phone call, and there will be no balance of call duration in the package. At the same time, the "domestic traffic" in the package can be converted into "domestic calls". In addition, some other local companies of China Telecom have also tried the water. However, Beijing has not yet been realized.

　　In addition, China Mobile also plans to pilot the unit price charging model of flow ladder in some cities.

　　However, this model is not popular at present. In Xiang Ligang’s view, full flow billing is technically not difficult, but operators have invested a lot in changing the billing system. Most importantly, with the coming of 5G, the operator’s billing system may be reshaped, so the operator does not have much enthusiasm at present.

　　5 why can’t I combine freely, and my package is my decision?

　　As a senior mobile phone user, retired worker Lao Li’s confusion is that there are so many packages of operators that people are dazzled, but none of them are my dishes. The ideal model is that I provide the monthly consumption demand, and then the operator tailors the most suitable package.

　　Obviously, the tariff that Lao Li wants is a "private subscription" model. In fact, operators have similar schemes. For example, as early as 2013, China Telecom launched a nationwide unified customer-selected tariff scheme — — Building block package. In order to help customers match "building blocks", China Telecom has provided many humanized auxiliary tools, such as flow calculator and flow application examples. The building block package consists of four "building blocks": voice, traffic, SMS and 3G applications. Customers can mix and match freely according to their own consumption needs, and change the package as needed at any time.

　　China Mobile and China Unicom also have similar "building block packages", which are designed to freely match voice calls and Internet traffic. However, the space for users to choose is still limited. For example, open the client of an operator and find the package calculator, which recommends the appropriate package according to your consumption and use in recent months, but the minimum recommended voice is 18, which obviously cannot meet the needs of Lao Li’s DIY. Therefore, this service has not achieved real success and popularization in the three major operators.

　　Ma Jihua, a senior telecom analyst, pointed out that after years of development, telecom operators are constantly innovating and the package system is huge, which can not only confuse customers, but even business people themselves don’t quite understand it. In this case, it is easy to cause the external performance of price opacity, giving users the feeling that they are being fooled. Packaging consumption allows users to enjoy more affordable prices than single accumulation, but many people have no demand for some additional parts and often feel forced to spend. Even if you use it for free, you still feel uncomfortable.

　　6 Why do new and old users treat each other differently?

　　With the deepening of speed-up and fee reduction, new mobile phone tariff schemes emerge one after another. Every season, operators will try their best to introduce new selling points to attract users. For example, campus promotion large-flow packages, such as mobile broadband bundled fusion packages. But many new packages that look beautiful are only for new users, and old users are blocked out.

　　For example, the unlimited card of Beijing Mobile 68 yuan is only for new users. The most favorable unlimited traffic package that old users can choose is 98 yuan/month, which contains 150 minutes of voice and 20G of domestic traffic. After the traffic is exhausted, the speed limit of surfing the Internet is up to 1Mbps. After the accumulated traffic in the month exceeds 100G, you can continue surfing the Internet, but the speed limit is 128Kbps. Beijing Telecom’s 65 yuan Convergence Package is only for new users, and it needs to be paid for two years.

　　It has been a fact for many years that there is a certain gap between operators’ care for old users. Why should new and old users be treated differently? Some operators have no choice but to complain that the market is getting saturated and the growth rate of users is slowing down, and the purpose of many promotions is to grab passengers, so the promotion is strong. However, old users enjoyed the preferential scheme at that time when they accessed the network.

　　In November last year, because of the problem of old users switching to Internet packages, the Ministry of Industry and Information Technology called on telecom operators to provide convenience for old users to change packages, and not to introduce plans to restrict old users from choosing tariffs, and asked enterprises to sort out and investigate existing tariff plans. If there is any behavior that restricts users’ tariff options, it will be rectified immediately.

　　Fu Liang, a telecom analyst, believes that the ideal way is to operate a user from the moment the user enters the door, so that users can feel cheaper and cheaper tariffs and better and better services, instead of attracting users with high preferential policies and then letting them go. In his view, it is still common that old packages are not upgraded or old users still need to take the initiative to apply for outdated tariffs.

　　However, in the context of market saturation, "please" old users is the cornerstone of building stability. In particular, port number transfer will be fully implemented in 2020, and it is time for operators to be nice to old users.

　　■ Link

　　Tips for saving mobile phone traffic

　　Although the traffic charges are getting cheaper and cheaper, many small partners exclaim that the traffic charges are increasing. Especially at the end of each month, the traffic is shy. In fact, there are many tips to save traffic and prevent it from sneaking away.

　　1. Download applications through formal channels.

　　Applications downloaded from the third-party software market are risky, and some illegal software will steal traffic. Therefore, friends should try their best to download applications in formal channels, such as the mobile phone manufacturer’s own app store, official website, etc., so as to avoid accidentally installing traffic-brushing software.

　　2. Turn off the automatic synchronization function

　　Turning on the automatic synchronization function of the mobile phone will consume a lot of traffic in the background without your attention, so it is best to turn off the automatic synchronization function or choose to synchronize only under the WiFi network.

　　3. Close the background running program.

　　Many times when we close an application, we return to the desktop directly. If there are too many internet-connected apps in the background, when they are on standby, they may constantly refresh and access data. Therefore, it is necessary to develop the habit of closing and cleaning up the background operation of apps in time, leaving only the software that needs to be online all the time. This can also improve the running speed of the mobile phone to a certain extent. Nowadays, many mobile phones provide a shortcut to close the application with one button.

　　4. Turn off the mobile data of the mobile phone

　　When not surfing the Internet or using WiFi, remember to turn off the mobile phone to move data, which can fundamentally prevent the background program from consuming traffic. Especially in the environment with WiFi, although the system will give priority to WiFi, it will automatically switch to mobile data under special circumstances or when the signal is bad.

　　5. Restrict the Internet connection of large customers who eat traffic.

　　Apple Edition: Open Settings → Cellular mobile network can query the situation of traffic consumption, thus limiting the networking of designated applications.

　　Android version: Open the security center in the mobile phone settings, and you can query the traffic consumption of each application, thus restricting the designated applications from connecting to the Internet.

　　In fact, the most popular apps are several commonly used apps, which can be found in the data traffic usage of mobile phones. Generally, WeChat, QQ, browsers and game software are all big traffic users. Some measures can be taken, such as: WeChat friends circle small video opens the automatic playback setting in WiFi-only environment; Try to use compressed photos when drying photos in your circle of friends; Try to communicate in pure text, and send less emoticons, voices and short videos; Don’t click on links, short videos, photos, etc.

　　6, set the daily flow limit

　　It is suggested that the monthly traffic usage limit or early warning should be set in the [Security Center] in the mobile phone settings, so as to find out the abnormal traffic consumption in time.

　　7. Pay attention to the application scope of directional flow.

　　At present, operators and major Internet companies have launched a number of targeted packages, such as Tencent King Card swiping WeChat, watching Tencent videos and playing the glory of the king, which are free of charge. However, if you occasionally brush a Weibo and send a Tik Tok, you will have to pay an extra traffic fee. When ordering these packages, pay attention to their limited scope.

　　8. Multi-operator wool

　　At present, operators often launch some activities such as traffic giving, lottery, special offer, etc. on many holidays, and pay attention to official platforms such as operators’ clients, public accounts and Weibo, which are often hit by free traffic. For example, Beijing Mobile client has a regular activity of signing in to send traffic, and can get a total of 160M traffic coupons for free every month. And Beijing telecom can get a total of 300M traffic when signing in.

　　Reporter Jiao Likun