“鸡排哥”们的困局：底层小人物如何接住泼天流量？

Core Viewpoint - The article discusses the rapid rise and fall of grassroots internet celebrities, exemplified by "Chicken Chop Guy," highlighting the challenges of sustaining popularity and monetization in the fast-paced short video era [1][3][21]. Group 1: Rise of Grassroots Celebrities - "Chicken Chop Guy" gained significant attention during the National Day holiday, showcasing the fleeting nature of internet fame [4][10]. - The phenomenon of grassroots internet celebrities often involves a brief period of explosive popularity followed by a quick decline, as seen with "Porridge Cake Guy" who closed his shop after just six months [3][10]. - The article emphasizes the allure of ordinary individuals achieving fame, which resonates with the public [3][10]. Group 2: Challenges Faced by Internet Celebrities - Many grassroots celebrities struggle with the sustainability of their content and business models, often facing a limited window of opportunity for monetization, typically lasting 3 to 6 months [12][10]. - The pressure to maintain relevance leads to a dilemma: whether to sign contracts with MCN companies, which can offer resources but may also involve risks, or to navigate the landscape independently [12][14]. - The article notes that many grassroots celebrities lack the necessary skills and knowledge to effectively manage contracts and business operations, leading to potential pitfalls [12][14]. Group 3: Strategies for Sustained Success - Successful grassroots celebrities often find ways to innovate their content and engage with their audience authentically, as demonstrated by "Deer Ha," who shifted to a more genuine persona after initial fame [15][20]. - Building a personal brand and leveraging existing skills can help in creating a sustainable business model, as seen with "Porridge Cake Guy," who transitioned to a physical store while maintaining online engagement [20][21]. - The article suggests that collaboration among grassroots celebrities can help extend their visibility and relevance, although this approach may not be a long-term solution [20][21].