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    3. 接代言、做电商,可你多久没看过Papi酱的视频了

    接代言、做电商,可你多久没看过Papi酱的视频了

      欢迎关注“创事记”的微信订阅号:sinachuangshiji文/娱乐独角兽“我是Papi酱,一个集才华与美貌于一身的女子。”你有多久没听到“网红女王”这句

    接代言、做电商,可你多久没看过Papi酱的视频了 未分类 第1张

      欢迎关注“创事记”的微信订阅号:sinachuangshiji

    文/娱乐独角兽

    “我是Papi酱,一个集才华与美貌于一身的女子。”你有多久没听到“网红女王”这句名言了?

    昨天Papi酱因诚实守信的优良品质占据了各类媒体头条和微博热搜:2017年4月21日,姜逸磊(papi酱)、合伙人杨铭正式将一年前许下的承诺兑现。二人以所属的自由自在网络科技有限公司的名义,将一年前首次通过公开广告拍卖方式获得的人民币2200万元收入,扣减税金后的净收益人民币2066万6千余元,正式捐赠给母校中央戏剧学院。

    接代言、做电商,可你多久没看过Papi酱的视频了 未分类 第2张

    据了解,这笔资金用途包括:设立“初心奖学金”,用于资助专业课成绩优异的学生;冠名中央戏剧学院东城校区黑匣子剧场为“勿忘剧场”,改善新校区教学科研辅助设施建设;支持在校生艺术作品创作,计划每年选择一定数量的学生项目进行捐助,为期10年。

    接代言、做电商,可你多久没看过Papi酱的视频了 未分类 第3张

    一年前Papi酱风头无两的广告拍卖后拍下天价贴片广告费之后,除了将网红资本拉升到一个现象级的新高度,还有很多人等着看她如何处理当时立下的捐款FLAG。时隔一年,承诺终于实现,网络上一片感叹:Papi酱真是网红界的一股清流。

    但是回到现实,不禁要提出一个问题:你有多久没有看Papi酱的短视频了?

    靠花式吐槽短视频成为中国第一网红的Papi酱已经很久没有广传播性的作品了,连Papi酱的表情包都在销声匿迹,微博、AB站等年轻族群聚集的平台中,她的影响力也在归于平淡。她身上当初吸引公众目光的互联网特质似乎正在消失,这才是更值得人关注的:Papi酱还是第一短视频网红吗?那场盛极一时的拍卖会果真透支了她的价值,才让她现在处于这样尴尬的境地吗?

    最为短视频行业目前最成功的案例,Papi酱面临的处境不仅仅是普通网红面临的网络竞争压力,她或许还预示着未来的短视频行业会有怎么样的变化。

    一场2200万的网红拍卖会,Papi酱网红生涯走进分水岭?

    有人说走得最快的人未必是走得最远的人。Papi酱2015年因自制短视频爆红网络之后,2016年3月一场高调的“网红联姻”——真格基金、罗辑思维、光源资本和星图资本共同宣布向papi酱分别投资500万、500万、100万和100万共计1200万融资;融资仅仅一个月后,罗辑思维运作了一场“Papi酱的首支视频广告贴片拍卖会”,以2200万元竞得papi酱贴片广告。

    这种紧锣密鼓的商业运作把Papi酱推向了史无前例的高度,也让公众首次看见了资本裹挟下的网红经济,内容变现可能拥有的线上红利,通过巩固的内容创作生产实现流量变现,拓展衍生品既是网红IP经济的出路,可能是短视频行业的一条出路。

    但故事的走势也不如公众所想,高调的拍卖会吸引了公众的注意,自然也会吸引到监管层的注意,2016年4月Papi酱的系列短视频作品被广电总局勒紧下架整改,原因为“以直接、暗示、辱语等方式表述粗口、侮辱性语言内容较多”,彼时Papi酱很多往期作品都被迫下架,而整改要求也无形中缩窄了Papi酱短视频的题材范围,过往肆无忌惮、犀利幽默的吐槽风格被限制。彼时Papi酱经纪人发朋友圈表示:“人怕出名猪怕壮,我们还是胖了。”

    接代言、做电商,可你多久没看过Papi酱的视频了 未分类 第4张

    虽然整改之后Papi酱短视频如期上线,但是无形中对公众的吸引力遭到削减,公众对半阉割的作品有种说不清道不明的疏离。这当然不算是Papi酱走向黯淡的主要原因,但是对Papi酱的影响也是不能忽视的。

    而这之后,Papi酱的网红之路就走进了一个低谷期。拍卖会后的3个月罗辑思维宣布撤资,对于这次“分手原因”有内部人士曾透露由于罗振宇与杨铭对Papi酱未来发展规划有根本分歧,直接导致了罗辑思维的退出。

    虽然真格基金获得了来自罗辑思维按原价出让的5%股份,对于Papi酱而言并无股权上的大影响,但是这场闹剧一般的联姻对她的价值是有损害的。罗辑思维当时表示金融的本质就是跨时空整合资源,把未来的价值一把体现,落袋为安,固化未来的不确定性,更不避讳的表示:“很多人问我商业化后是否会透支papi酱,我当然要一次性透支掉papi酱啊。”

    而从拍卖会之后Papi酱就走进消耗期,Papi酱视频全网播放量整体趋势开始走低,Papi酱凭借自身热度推出了独立运营的开源内容平台——papitube,邀请大家一起进行视频创作,并推出了自己的表情包,然而这些并没有造成太大反响。

    2016年6月13日,papi酱在公众号上推出的短视频末尾打了个小广告,开启电商首秀。当天晚上,“papi酱心智造”3款魔兽主题的印花短袖T恤,在36分钟内全部售罄。每款T恤只有99件,每件99元。但这只是Papi酱电商之门的一条缝隙,人们期待的网红利用电商平台进行流量变现的宏大场面并没有出现。

    网红流量变现的路子并不是那么顺畅,Papi酱带来的热度正在下降,内容为王的大环境下,她单一的短视频制作有了似乎遇见了瓶颈。

    “网红的生命力只有8个月”,Papi酱还剩多久时间?

    有媒体报道,“在2月新榜发布的原创作者影响力月榜当中,一个看起来“把办公室当作厨房”的美食短视频作者办公室小野以1500万+播放量的成绩打破了papi酱的五连冠,关键数据计算出的综合分数更是几乎两倍于Papi酱。”

    接代言、做电商,可你多久没看过Papi酱的视频了 未分类 第5张

    显而易见,Papi将的吐槽视频已经不能维持原有的热度与引流能力了,更多样化的短视频作品在崛起。知名互联网分析师王如晨对媒体分析称,“Papi酱涉入早,女性表达力强、方言辅助效果好,但也就是贫嘴的段子手。缺乏整体创作力,整个直播制作粗糙,这也是大多数UGC(用户原创内容)模式的通病。”他称,“Papi酱最近表现平庸,一是行业开启,从业人员多了,她缺乏创新;二是在没有提升品质前,嫁接资本,炒作过头,过早透支了个人品牌。”

    这似乎是最为致命的一点,内容创业人被禁锢在自己的创作框架里不能推陈出新,生产不出优质内容,网友评论Papi酱的短视频为“收集网友们最热门的那些评论和段子,进行视频化的集中演绎。”这是缺乏原创性的,单一的视频呈现形式,剪辑、变声器、快语速、反串多角一直是papi酱视频的特色,但这些并不是她专属的,同时还有大量同质化作品出现。但除此之外她却没有其他更让人铭记的特色。

    “快语速不是她的专利,前有《万合天宜》的万万没想到和老湿,后有讲悬疑的怪异君;汇总段子也可能算不上什么专长,前有《屌丝男士》压阵,后有《吐槽大会》压轴;至于情绪的输出?能让人们'热情盈眶'的力量依旧掌握在抛弃她的罗胖手上。”有媒体报道。

    生产模式的固定化已经让公众产生疲劳感了,而互联网时代推陈出新的速度一直是最为残酷的,有业内人士对媒体表示,“根据我们的数据,网红的生命周期一般为8个月,不过未来这样的周期会越来越短,也许是5个月、3个月。这主要看内容本身,本身是否重复度较高,且话题是否有新意。”

    而Papi酱剩下的时间已经不多了,“Papi酱现在处于一个下降期,因为内容生产模式的问题。她主要以二次加工为主,而非创作段子,同时加上越来越多的专业视频内容生产者的加入,会让内容生产变得竞争激烈。让竞争回到了内容本身,譬如内容创意、拍摄方法、特效、后期等,而在这个方面Papi酱并不是领先的,或者是没有优势的,所以现在的Papi很尴尬。她的出路要不就是加强内容建设,找一帮段子手给自己创造内容;要不就是增强内容的质量,否则粉丝就会被后起之秀吸走。”

    今年4月7日,由Papi酱入股、Papi酱合伙人创立的“泰洋川禾”公司宣布完成1.2亿人民币A轮融资,估值10亿。但除了好看的数据以外,她的身上最初那股吸引公众注意的网感已经消失了,她的合伙人杨铭对于她的未来规划与其说是网红,不如说是明星。如今她签约Angelababy的经纪公司,像很多面目模糊的网红一样隐没在所谓的娱乐圈里。

    但也有人对Papi酱有不同的看法,互联网分析师杨子超认为,“风口已过,再另起炉灶或者重新搭建团队的话,要有一定的实力,但需要比原来的门槛更高。不过瘦死的骆驼比马大,Papi酱是一个时代的风向标,整体上她的IP价值还有,要看怎么挖掘了。”

    曾经有人想在Papi酱身上看到未来网红经济的出路,或者短视频行业的变现之道,但最终Papi酱只给了人们一条她自己想走的道路,那笔捐款设立的“初心奖学金”与“勿忘剧场”的名字取自“勿忘初心”四个字。Papi酱或许记得自己的初心,或许忘了。


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