Nowadays, netizens are fed up with the classic boss boss jokes such as "Oh woman" in the short play, and the real "boss boss" is now taking to the Internet.
"I am a third-generation entrepreneur who has been in business for 1999, and three generations of my family have been in business... According to the plot of the novel, I have to compete with my younger brothers and sisters for family property... Just when I thought I had a chance to win, my second uncle came back from the UK..." " The series of short plays "Towel Empire The Movie" released by Shi Zhancheng, "Three Generations of Towels", tells the story of the towel family business and is very popular. Behind the
micro-short play, a group of "actors" with different identities came to the stage and attracted much attention. They are either Internet celebrities, anchors with goods, self-media bloggers, or fashion models. There are also "horizontal drifters" who can only "go to sea" to make money without filming... In the vertical screen, "amateurs" We are looking for our own "way up."
Chairman's son's short play suddenly became popular
Chairman: A million-level account is considered qualified
According to the 21st Century Business Herald, Shi Zhancheng, who was born in 1999, is the "third generation" of the Zhuji home textile brand Jie Liya Group. . As of May 1, his Douyin "Towel Master" account, which was established only two years ago, has more than 800,000 followers and 8.29 million likes; the short series "Towel Empire Theatrical Version" has received nearly 80 million views. In addition, Shi Zhancheng has more than ten fan groups, all of which are full and displayed as "active groups."
According to Chao News, this "family conspicuous bag" is indeed a veritable "Towel Master" - Shi Zhancheng's grandfather Shi Changjia is the founder of home textile brand Jie Liya; his father, "Fengyun Zhejiang Businessman" Shi Lei, is Chairman of Jie Liya Group; and the "second uncle" in the short play is Shi Jing, president of Jie Liya Group. Because of this, the various plots in the video have made many netizens call "the novel reflected in reality."
In fact, when the account was first created, Shi Zhancheng never thought about creating short videos in the style of skits. In 2022, Shi Zhancheng graduated from university. At that time, the live streaming industry was extremely popular, so he formed a small team of "post-00s" to start testing the waters. However, the "carrying career" was not smooth.
After experiencing initial confusion, Shi Zhancheng's video creation style began to change. From the ridicule of the workplace status of "post-00s", to the daily life of "boss bosses", to the short drama "Towel Empire" that accurately captures the audience's taste. According to Shi Zhancheng, everyone wants to have fun watching short videos nowadays. When he sees some interesting comments in the comment area, he will also feel very happy. “Sometimes netizens have bigger ideas, which makes me feel that my The imagination is still too weak." Shi Lei, chairman of
Jie Liya, told Jiupai News that he did not expect that it would be the top trending topic. "Professionals said that if you invest tens of millions in the past, you may not be able to achieve it. This effect.” He said that his son’s million-level account is considered a pass. “If you have fans, you must pay attention to your words and deeds.”
“Towel Empire” is trapped in fake and shoddy products.
“Towel Master”: I hope the brand will be younger.
According to Jiemian News, The predecessor of Jie Liya is the small collective enterprise "Zhuji County Towel Factory" founded in 1986. The founder is Shi Changjia. In 1996, the "Jie Liya" trademark was officially registered. Relying on quality requirements such as "only using first-class cotton yarn to weave towels" and "only using environmentally friendly dyes and chemicals", Jialiya successfully broke into the early fragmented towel market. By 2003, Jialiya Group Established, its group's annual output value has exceeded 1 billion yuan, with a total area of more than 600,000 square meters.
Although Jie Liya’s products are available in more than 80,000 supermarket outlets across the country, there are too many mom-and-pop shops and small supermarkets in China’s vast market who have not chosen to purchase from Jie Liya, but instead sell counterfeit products. As early as 2013, Jie Liya posted a statement on its official public account, saying that "Cracking down on counterfeit Jie Liya registered trademarks has become a special anti-counterfeiting action of the Ministry of Public Security in 2013." In the article, it called on consumers to report counterfeiting and punish those who reported it. A generous reward will be given, up to 1,000 yuan.
In 2022, Jie Liya added three pieces of information on persons subject to execution that were enforced by the Zhuji People's Court. The execution dates were all July 28, and a total amount of 364 million yuan was involved. However, the above-mentioned page did not specifically disclose the cause of the case involved.In fact, Jieliya has been trying to become younger in recent years, such as co-branding with international big IPs such as Pokémon, Minions, LineFriends, Teddy Collection, Pantone, etc., and has also tried social promotion.
According to Jiupai News, Shi Zhancheng said in an interview that the idea of making short dramas came from his father Shi Lei. He is a heavy user of short dramas and a VIP recharge member, and often gives suggestions on content conception and other aspects.
In the past, Jie Liya’s offline distribution channels were very strong, but they were greatly impacted by e-commerce. After his second uncle Shi Jing joined the company in 2016, he established an e-commerce company. Currently, Jie Liya’s online sales account for more than 50%. Shi Zhancheng said, “I hope to use Towel Master’s account to connect with young consumers and solve brand problems.” issues, including the counterfeiting issues mentioned by individual consumers. We take this very seriously. In the past few years, we have even had family members personally go to the front line to investigate the source of counterfeiting.”
Source: Daily Economic News from 21 Finance and Chao News. , Jiupai News, Interface News
