The youth economy says that the new individual economy is so "hot", what is it that attracts young people
Sharing is also a "serious entrepreneurship"
"Encourage the development of a new individual economy" has been written into the document, and more and more young people are looking for changes in the "micro". Out of the comfort zone, they are faced with novels and challenges.
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As a MBA from Harvard University and a former executive of a number of international companies, Pan Jing is currently doing his best to become a "net celebrity." After the Spring Festival this year, she began to publish original videos on Xiaohongshu, trying to embark on the road of a content creator's "blogger".
This is not the career direction she expected. At the end of last year, she quit her job as an executive and started her own business, providing independent consulting services for companies. During the Spring Festival, the epidemic broke out and she found that all her customers had disappeared. "Everyone is protecting themselves and shrinking cash flow." Her business failed. At the class gatherings, everyone was talking loudly about how to "fight the epidemic", secure jobs, adjust resources, and make changes. She lowered her head and said nothing.
Recently, 13 departments including the National Development and Reform Commission jointly issued the "Opinions on Supporting the Healthy Development of New Business Forms and New Models, Activating the Consumer Market and Enlarging Employment." The "Opinions" pointed out that encourage the development of new individual economy, further reduce the cost of online entrepreneurship and employment of individual operators, and provide diversified employment opportunities. Support diversified self-employment and time-sharing employment such as micro-business, e-commerce, webcasting, etc.
At the end of spring and early summer, Pan Jing decided to jump out of her "comfort zone". The new battlefield of her career lies in the "micro" place, on the screen of her mobile phone. She believes that there is the "change" that fate has given her.
"Micro" economy contains "big challenges"
Pan Jing's head was once loaded with reports, team management, and the latest international trends in the industry, but nowadays, there is always a huge question mark around: What kind of video can people watch?
Content is a huge difficulty. She tells jokes and workplace principles; she holds a cat at home in Shanghai to do Russian twists and squats; she uses a French pancake maker bought in Australia to make flourless Shanghai Ada scallion pancakes... not many praises. The production is even more troublesome, she first needs to learn editing from scratch. Lighting, production, and connection have to be exhausted to complete.
Pan Jing once had some stereotypes about "net celebrities", but she only found difficulties when she tried to enter short video. Friends teased her, are you "dimensionality reduction" hit? The term "dimensionality reduction" appears in the novel "Three-Body" to describe the absolute technological superiority of aliens over earthlings. She smiled bitterly: I am "ascending".
Sun Chenlu, who lives in Guiyang, also has the same experience.
Sun Chenlu is 29 years old and is a high-level paraplegia. A car accident in January 2017 left her with comminuted fractures of the second, fourth, fifth, and sixth cervical vertebrae and damaged spinal nerves. She was admitted to the ICU three times, and after five operations, she was finally discharged. But she can no longer move any body parts except above the neck and arms.
From May 2018, this girl began to share fashion videos in Xiaohongshu.
She often shares her favorite makeup: eye makeup video, lipstick color test, nail art sharing... Sometimes, she sits in front of the camera from dawn until dark.
After the accident, Sun Chenlu lost her job. She used to be a "returnee" female white-collar worker. She studied at the Shanghai University of International Business and Economics and the University of Bristol in the United Kingdom respectively for undergraduate and graduate studies. After graduation, she engaged in foreign exchange activities at an overseas study institution in Beijing. The company is located in a high-end office building in Wudaokou, the "Universal Center". The meeting rooms are named after cities in the world, "representing internationalization." She flies all over the world and shuttles to social receptions.
Now she works three jobs a day: including writing copywriting for internet companies, and selling fruit on the Moments of WeChat business. Being a fashion blogger is her favorite part. Here, she is "Luyingliu", and the last two words come from her favorite Korean dramas and comics.
In June 2019, one month after sharing the video in Xiaohongshu, Sun Chenlu's note about her experience exploded, and it has received nearly 9,000 retweets so far. Since then, fans have "reminded" in comments every day, urging her to update.
Inside and outside the lens, anxiety and opportunity
While Sun Chenlu worked hard to color her life, Pan Jing began to "find in her own ability structure" and the new business of online short video. She is already 30+ "elder sister", and some technical issues seem difficult for her. But she found that she still has the learning ability accumulated over the years.
She positioned her video as a health science sharing. In order to provide better quality content. She invited two chief physicians from Shanghai Huashan Hospital and the Sixth People's Hospital to record 26 episodes of video together. In more than half a year, she has read through more than 20 books, and looked through domestic and foreign medical literature, covering the ketogenic diet, low-carbon diet, gluten-free diet, repairing the immune system, and intestinal flora.
Pan Jing is on fire. Since July, each of Pan Jing's videos has maintained more than 2,000 likes, with a maximum of over 10,000, and has a stable fan base. On the other hand, as the number of fans increased, her inner anxiety also increased. Sometimes, she faces the camera, smiling with a dish, but thinking in her heart: Who am I? Is it Pan Jing or "Sister Jing"?
"Sister Jing" is worried about the loss of fans. This fear is strongest when the number of fans has just reached 10,000. In addition to sleeping every day, she is filming, editing and replying to messages. She has no life of her own and "greatly ignores family and friends."
Wang Lan (a pseudonym) also experienced this kind of restlessness. Wang Lan is a slash youth. On one side of the slash is a Shanghai female white-collar worker who is engaged in Internet interactive design work. On the other side of the slash, is the Internet celebrity "Orange Times Blue" (screen name), which publishes original videos about home decoration.
Inspired by life, she bought a 40-square-meter small house with her husband in Shanghai, put in great effort to decorate, and uploaded the content to Xiaohongshu. On December 31, 2019, she made her first wish: to increase her fans to 1,000. Four months later, the goal was achieved. It was an ordinary working day. She didn't want to eat after 6 o'clock, just staring at the numbers. When "1000" was about to appear, she prepared to take a screenshot. Suddenly, the number changed again—someone got off. "Too painful." She still can't bear to recall the excitement.
The traffic is up, and the "grass" community can bring opportunities for brand cooperation. Many lifestyle brands have found Wang Lan, hoping to appear in her videos. Wang Lan chose cautiously. Most of her fans accepted this change. Congratulations in the comments: Thank you brand dad, the person we like finally "Qiafan (Internet term, refers to business cooperation)".
Gradually, the income on both sides of the slash is almost equal. She is thinking, is she going to be a full-time author?
The opportunity for commercialization is also in front of Pan Jing. Pan Jing knows that this is a process that every new individual economic creator must go through after professionalization. At this time, the two in her mind started fighting again, one is "Pan Jing" and the other is "Sister Jing". She worries: Once commercialized, will my fans still love me?
Is it feasible to treat "sharing" as a career
Pan Jing thought for a long time, and finally she bought a pair of glasses. It was a pair of black-framed glasses without lenses, not the style that Pan Jing wears daily. She wears it in front of the camera and takes it off in her life to distinguish the two herself.
On the other hand, she began to appear in communication activities held on various video platforms. She knew that she was "ambitious" and could not go back to the life of the former Harvard elite. "There may no longer be a company to hire me as an executive." She firmly believes that "short video is the future of the Internet", and She is participating as "Sister Jing", which will make the businessman "Pan Jing" very promising.
Wang Lan regards being a slash youth in Xiaohongshu as "the first step to breaking himself."
She has always envied "people who break the frame to change themselves." The teacher in her university resolutely threw away the iron rice bowl, resigned and went to Kunming to practice his environmental protection philosophy; a colleague who was over 30 suddenly resigned to study abroad.
This made her reflect on what kind of life she wants: "I feel framed and walking on a path that everyone thinks is right. But I suddenly found that people around me have more than one choice, and a few years later, they I have no regrets because of my choice."
This young Shanghai girl born in the 90s grew up in the Internet age and was accustomed to sharing: Moments, Weibo, WeChat, Xiaohongshu clocking in... Hobbies turned into careers, which meant that they easily turned into stress. She forced herself to learn how to shoot videos, revising the manuscript again and again to achieve the "perfection in her mind."
Sun Chenlu embraced the bigger stage. Recently, she was invited to speak at an official event of Xiaohongshu. She was flattered and brought a few kilograms of tea to the staff of the organization as a gift. In the speech, she recalled the process of interacting with fans. A fan caused bilateral femoral head necrosis due to an accident and told her that he rekindled his passion for life by watching her makeup and sharing. More fans are healthy people, they praise her makeup techniques and matching aesthetics.
"The love of beauty is common." The young man in the wheelchair said. Next, she would like to try if she can be a full-time creator.
China Youth Daily·China Youth Daily reporter Wang Yejie Source: China Youth Daily