Quick Review | "Dig and Dig" Teacher Huang's 5 live broadcasts with sales exceeding one million yuan, why is there so much controversy?

Tech 2023-10-08 19:56:16 Source: Network

If individual cases obscure rational observation and thinking, leading to emotional conclusions and resulting in hostility, it may also be a loss of social rationalityTeacher Huang, who became famous for his nursery rhyme "Dig Dig Dig Dig", recently launched a live streaming product. According to data, Teacher Huang has aired a total of 5 shows in the past 30 days, with an average of 5

If individual cases obscure rational observation and thinking, leading to emotional conclusions and resulting in hostility, it may also be a loss of social rationality

Teacher Huang, who became famous for his nursery rhyme "Dig Dig Dig Dig", recently launched a live streaming product. According to data, Teacher Huang has aired a total of 5 shows in the past 30 days, with an average of 5.823 million viewers per show, with a maximum of 8.148 million viewers and live streaming sales of 1-2 million. In May, its fan base increased to 5 million, and in September, it launched live streaming and sales, with a fan base of 8 million. It is worth noting that its followers have decreased by nearly 50000 in the past 30 days.

This has sparked a huge controversy online, with a news comment section casually opened, and unfriendly comments can be said to be everywhere, such as "Teacher Huang used to say he didn't want to become a internet celebrity and didn't bring goods", "People who go to work and school no longer want to work", "He used to be Teacher Huang, but now he's Mr. Huang"... and so on, there are also some unattractive personal attacks.

The criticism that Teacher Huang is facing is worth pondering: "Should she teach her children to become internet celebrities in the future?" Of course, Teacher Huang clarified that she is not a preschool teacher, but a trainer for a certain music specialty course. But this sentence also harbors a strange subtext - it's not right for a child to want to become an internet celebrity. But why not? What's so unbearable about this industry? It may be difficult to come up with a reason, but this profession has indeed been negatively labeled by some people.

Actually,The controversy over online celebrity sales reflects people's deep fear and aversion to uncertainty. Taking Teacher Huang as an example, she doesn't seem to have any outstanding talents, and the nursery rhyme "Dig and Dig" is not her original creation. Just because of a video circulating online, it became famous and embarked on the path of live streaming and sales, earning some unimaginable income. All of this seems irregular, illogical, and not in line with the simple values of 'what you sow, what you sow'. But it just happened, appearing somewhat absurd and frustrating for some people, exclaiming 'what's the point of hard work', which may also include a hint of jealousy.

But from a different perspective, live streaming sales are actually unexpected opportunities brought about by technological development and industry updates, just like what economist Schumpeter calls "creative destruction", which itself contains disruptive power. Under this new commercial form, the traditional value creation chain has been disrupted, and wealth accumulation is not linearly increasing, but suddenly exploding at a certain point, which is surprising. Moreover, such opportunities are not evenly distributed, and not everyone can benefit from them. Opportunities may be very accidental, favoring someone with exceptional luck, such as Teacher Huang who sang "Dig Dig". These things inevitably make ordinary people feel at a loss. Living in such a structure, they may feel that their own value is meaningless - what's the use of hard work, it's not as good as luck.

However, from a more macro perspective, it is premature to assert that the traditional value system has malfunctioned. Just like Teacher Huang, who started the live broadcast and quickly lost nearly 50000 followers recently, this may be a "cost", perhaps reflecting people's dissatisfaction with a certain "shortcut style" business model and her personality.

In addition, from the overall picture of live streaming sales, this industry is not as easy and easy to become rich as imagined. According to reports, according to the "China Online Performance (Live and Short Video) Industry Development Report (2022-2023)" jointly prepared by the China Performance Industry Association and others, as of the end of 2022, China's online performance (live) industry has opened more than 150 million anchor accounts. Among the anchors whose main source of income is live streaming, 95.2% have a monthly income of less than 5000 yuan, and only 0.4% have a monthly income of over 100000 yuan, The income gap between "top" and "tail" anchors is huge.

So,A lucky teacher named Huang has sparked hostility towards a certain industry and even lost confidence in traditional values, which is actually unnecessary. This is just a case that occupies too much perspective, not a real situation, and there is no empirical conclusion drawn from it.A closer look at the data in the live streaming industry reveals that this is not much different from various industries. Of course, there are top achievers, but most people still can only work hard and earn an inconspicuous average salary. This also indicates that although opportunities are not evenly distributed, they generally follow a "normal distribution".

So,

If individual cases obscure rational observation and thinking, leading to emotional conclusions and resulting in hostility, it may also be a loss of social rationality

Red Star News Special Commentator Yi Zhi

Editor Zhao Yu

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