How did "Eclipse Diary" win in the field of short videos?

"On a memorable day, we use food to evoke our vague memories." Because of this sentence, Jiang Laodao made a short film with the awkward name "Solar Eclipse" remember". ● 0 ●

Introduction

In today’s world of Internet celebrities, how did “Eclipse Diary” win in the field of short videos? How does a 5-10 minute video get over 100 million views on various platforms and millions of fans?

The video of "Solar Eclipse" received a high score of 9.2 on the Douban platform, second only to the first season of "A Bite of China" with a score of 9.3. How did a short film of 5-10 minutes receive high praise, and how did "Eclipse Diary" obtain tens of millions of dollars in Series A financing?

Let’s start from the beginning. ● 1 ●

A cat became a "CEO"?

Before 2014, Jiang Laodao was still a small boss of a film and television studio, raising several lovely cameramen and post-production workers. In order not to pay overtime pay, Jiang Laodao began to cook for them. It was also this year that Jiang Laodao met his destined cat - Shortbread.

(Picture source: "Eclipse")

After being touched by Jiang Laodao, the wandering shortbread grabbed Jiang Laodao's clothes and dug at his penis. The meat does not loosen its claws. In this way, Subibing successfully moved into Jiang Laodao's studio.

Later, out of emotion for the sentence "On a memorable day, food can evoke our vague memories." Jiang Laodao made a short film and also made a The awkward title "Diary of a Solar Eclipse", just like that, this series of short films called "Diary of a Solar Eclipse" began to be broadcast on the Internet.

Healing video style. Jiang Laodao, who has a beard and wears a linen apron while cooking, has a mixture of artistic style and worldliness. When he interprets cooking, it seems like a way of expressing emotions.

Several issues of short videos, plus a post that went viral on Douban’s largest food group - "My boss is a savage, tattooed cooking uncle." In this way, Eclipse gave Jiang Laodao's team its first audience of more than 100,000 within a few weeks.

After that, they established Shanghai Canning Farm Cultural Communication Co., Ltd. (hereinafter referred to as the canning farm). Mr. Shortcake, on the other hand, is nicknamed the "CEO" of the canning farm due to his good looks and witty reactions.

In January this year, "Eclipse Diary" revealed in an interview that the number of fans at that time was 350,000. But the current number of fans should be much more than that. The readings of the recent headlines have almost exceeded 100,00. ● 2 ●

What is "Eclipse Diary" about?

"Thank you to our friends who paid attention to us for the first time. Those who only reply with likes and do not add us will not follow us in the future. They played!"

On January 17, 2014, the "Eclipse Diary" public account pushed the first message. On June 9, 2014, "Eclipse Diary" published an article that attracted widespread attention.

"Chapter 8? Cat's Back"

Mao's back means a person with a hunched back.

In Luwan District, Shanghai, you can sometimes see a hunchbacked old lady feeding a cat. People here call her Cat Grandma. This issue of "Eclipse · Cat's Back" records the story of this old man.

Grandma Cat has no fixed abode. She spends most of her nights curled up on the supermarket shelves. She spent all her little money on feeding wild cats. She loved cats so much that it was difficult for the world to understand her.

This story has become one of the special stories in the first season. It is no longer just the story and feelings of Jiang Laodao, the founder of "Eclipse Diary". Jiang Laodao has also begun to make his own food in other people's stories, allowing more people to join in the video shooting.

After that, Jiang Laodao filmed videos such as "Lonely Stone Pot Rice", "Tuna Egg Cup with Shortcake", "Grandma's Meatballs [New Year's Eve]", etc.

"Eclipse Diary" can always start from life and restore every feeling to food. Every food in "Eclipse Diary" has a feeling, which may be an emotion or a scene.

"It is said that this taste is most similar to long-distance love":

There was a classmate in college who had been away from her boyfriend for many years due to work. I asked her how she felt back then, and she said it was nothing, except that during the period when the other party just left, she always clutched her phone while sleeping at night. One night in the middle of the night, the room was dark except for the screen of the mobile phone in my hand. She was obviously very sleepy at that time, but every once in a while when the screen dimmed, she would struggle to open her eyes and light up the screen again. She said, because for people in long-distance relationships, this is like the only light. Because of this sentence, I shot a long-distance love story this time, and the Napoleon I made also has a little sour taste.

(The picture comes from the "Eclipse Diary" public account)

The video of "Eclipse Diary" is very operable, and everyone can basically watch the video Make a pot of delicious food that is exquisite and beautiful.

(Picture source: "Eclipse Diary" video screenshot)

When there is no video, Jiang Laodao will take photos of cooking and post them on Weibo, with cute captions hand drawn pictures.

The shortbread cat has also become the spokesperson for hand-drawing teaching.

The column setting of "Eclipse Diary" is divided into three categories: cooking, teasing cats, and my shop. In Cooking, you can view the push content of past eclipses, while Dou Dou Mao tells the story of the shortbread cat and the shit scraper (Jiang Laodao). Judging from the number of clicks, the popularity of Pancake Cat seems to be much higher than that of Jiang Laodao...

The audience of "Eclipse Diary" mainly focuses on girls born between 1990 and 1995. This group has just entered society and is full of ignorance about society. And "Eclipse Diary" creates a certain living condition for them.

So I will be down-to-earth when it comes to the selection of ingredients, and I need to be exquisite in the lens setting. In terms of appearances, "Eclipse Diary" has always featured one person (Jiang Laodao himself), and the shortcake that often appears in the camera also made the girls cry.

(Screenshot of the public account "Eclipse Diary")

With highly feasible operations and "personalization", the success of Solar Eclipse Diary is not accidental. ● 3 ●

The business model of "Eclipse Diary" is...

The team of "Eclipse Diary" has grown from a few people at the beginning to thirty people now, divided into production Department, New Media Operations and Support Department. The profit aspects of Eclipse Diary include e-commerce and advertising.

In terms of cooperating with brand owners, Jiang Laodao has set two standards. One is that the tonality of the product matches that of the canning farm, and the other is that the brand owners have a strong willingness to cooperate and an open attitude. Brands that the cannery has worked with so far include Starbucks, Meiji, Panasonic and Midea.

As for e-commerce, in addition to the WeChat store, Jiang Laodao also has his own peripheral product store on Taobao. The products are mainly some special products of Rishiji.

Compared with making money, the greater significance of peripheral products to Jiang Laodao seems to be to maintain the relationship with the audience.

(Screenshot of "Rishiji" store)

Making cash is not difficult for Rishiji, but "Rishiji" doesn't seem to be in a hurry to cash in. Founder Jiang Laodao Said: "The competition in e-commerce is very fierce now, and even the giants may not be profitable, so this is a process of burning money. For content producers like Rishiji, they will be more concerned about the immediate realization. At least with the current B The end is a very stable aspect, so e-commerce is still in the experimental stage.” ● 4 ●

The future development of “Eclipse”

In terms of future development, “Eclipse” "It will be broken down. From a horizontal perspective, in the next step, in addition to further subdivisions in the food field (such as Brain Kitchen, One Meal a Day, Food Reviews, Girls’ Desserts, etc.), it will also venture into more fields. "Travel Diary of the Solar Eclipse" has been released online and has received a lot of attention. In the future, we may cooperate with offline travel agencies to launch related travel products.

In addition, Eclipse also plans to develop Eclipse into an online drama, and has signed a number of new artists to pursue the goal of making big movies and further deepen the brand.

Founder Jiang Laodao said in an interview with Qianshi Venture Capital, "The future Internet content will be an era of fragmented content. We will bring irreplaceable The distinctive logo continues to extend and deepen in the barren and monotonous short video field of life. Through food, home, people and things around us, it brings back a trace of memory buried deep in everyone's heart. If MUJI is in our material life, It brings indifferent warmth to people. Then we will let everyone live like a canning farm in the spiritual realm of young people."

After watching "Eclipse Diary" for so long, it should be. Are you hungry? Come on, I have popcorn. Can you watch a movie with me?

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