The traffic uses Xin Xiao Da, and Xin Xiao Da is also using traffic.
Remember the girl named "Xin Xiaodai"?
In the lottery launched by Alipay in 2018, she was drawn from about 3 million reposters and received a free gift package called "100 million yuan". She has also become an enviable "Alipay Koi". .
However, three years later, Xin Xiaodai complained of suffering in the video released on the short video platform, saying that his life after winning the grand prize is far from so glamorous.
The prizes seem to be very valuable, but while enjoying the free prizes, you have to bear the cost of redeeming the prizes yourself.
In order to redeem these rewards, she not only spent 200,000 savings, but also maxed out her credit card. Some time ago, she also found a tendency to depression.
After becoming a "koi girl", Xin Xiaodai’s Weibo followers rapidly increased from 600 to 1.14 million, and she quickly quit her IT job and became a Weibo self-media person. It is reported that her Weibo is straight. The price of hard advertisements is about 100,000 yuan each.
Many netizens come to the bottom of Weibo to "make a wish", and Xin Xiaodai seems to be well versed in the public's "joyful" psychology and its own traffic value. He makes Vlog videos while traveling the world with the gift package, and does not forget to insert Lucky draw, advertising Weibo.
Xin Xiaodai also frequently updates various snack pictures and tasting videos. These snacks may also imply cooperation and promotion with manufacturers.
It can be seen that Xin Xiaodai is not what some people think is "a good hand is broken", nor is it a high-speed train that has not caught the Internet red economy.
Just judging from the traffic on her Weibo, the road to "transformation" is not a success.
The reason may be that after setting aside the identity of the "koi girl", Xin Xiaodai doesn't have many unique characteristics of internet celebrity.
In the era of short videos where Internet celebrities are changing one after another, who would stare at a fixed-label character 3 years ago?
In the past three years, the "koi girl" was repeatedly used as a gimmick.
Last year, she also launched a lottery on Weibo for the "one-yuan transfer of koi", but it didn't take long for the organizers to be exposed as having no anchor qualifications and embezzling corporate certifications.
Subsequently, Xin Xiaodai's Weibo was banned for 3 months.
During this period, Xin Xiaodai expressed that he wanted to continue to work, but the interview was not smooth.
At present, I have passed the teacher qualification examination and hope to "find a job first."
But in the next video, she asked again on Weibo, "Am I an internet celebrity or go to work".
This somewhat contradictory statement also shows that after getting used to the status of "net celebrity", she might not want to return to the life of ordinary people.
For this reason, some people accused her of "selling miserably" this time as just another round of hype.
Undoubtedly, Xin Xiaodai is the beneficiary of the traffic economy, but on the other hand, she is also a perplexed person engulfed by this traffic era.
The "China Koi Global Free Single Package" is a commercial event in itself, and both the event organizer and the brand side have gained a lot of attention and exposure.
The final choice of Xin Xiaodai seems to be a lucky one, but in the eyes of the activist, it may only be an instrumental existence.
When the propaganda effect has been achieved, the use value of Xinxiaodai will gradually decrease.
What's more, what the event party gives is not real money, and it is only used by the winners themselves.
Driven by the mentality of "no pie in the sky, don't take it for nothing", even at one's own expense, he is not willing to let the opportunity slip away in vain.
Nowadays, many merchants have mastered this psychology of consumers. Various coupons and full discount coupons are smashed at consumers. They don't know that people often have to pay more to get these discounts.
Xin Xiaodai also admitted that the lesson learned was that "blame my own abilities and desires do not match each other very well."
But if such a big prize hits other people, who would be uninterested?
The traffic uses Xin Xiao Da, and Xin Xiao Da is also using traffic.
Perhaps in the event, she is just a chess piece, but in the eyes of this chess piece, the entire Internet is another big chess game that she can play.
I don't know where her next step will be, but Zweig's words still make people vigilant: all the gifts of fate are secretly priced.
However, there is no regret after all.
Chengdu Commercial Daily-Red Star News Special Commentator Yu Feng