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...
Recently
"Towel Empire The Movie", a
series of short plays that tells the story of a towel family business, has become popular all over the Internet.
self-written, directed and edited the drama
"Towel Three Generations" Shi Zhancheng
has attracted the attention of netizens
"Towel Empire" 》Video screenshot
"Towel Master" made a short play and became popular
Shi Zhancheng, who was born in 1999, is the "third generation" of Jie Liya Group, a home textile brand in Zhuji, Zhejiang. As of May 1, its Douyin "Towel Master" account, which was established only two years ago, has more than 800,000 fans and 8.29 million likes; the short series "Towel Empire Theatrical Edition" 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."
Many netizens are
urging updates in the comment area every day
Compared with other successful men in the family, Shi Zhancheng claims that his "performance is not outstanding and his lumbar disc is herniated", and his main function is to provide a "strong contrast". This lively and lovable character full of gimmicks is much more approachable than the traditional brand image consisting of a logo and slogan. While 's "Towel Master" successfully broke out of the entertainment industry through short video plays, it also inadvertently attracted many onlookers who were fond of the brand.
In 2021, Shi Zhancheng graduated from university and joined the drifting army. He wanted to realize his "star dream", but unfortunately he could not escape the fate of playing a small role. - He used the words of his father Shi Lei to summarize his acting career: "If it weren't for me I brought you back from Hengdian, and you are still playing a eunuch!" The son argued hard and explained that the role was the internal affairs manager, but the father just said lightly: "Oh, it is the eunuch."
Shi Zhancheng played a small role on the set. Image source: Douyin@Towelboy
Since then, in line with the rise of the content e-commerce track, Shi Zhancheng formed a team to enter the Douyin platform. The "family conspicuous bag" character design and humorous personality continue to break the public's stereotype of "three generations of enterprises". Shi Zhancheng said with a smile: "Live streaming was very popular at the time, and I was thinking of starting my own business, but I didn't expect that the goods were not completed, and the account was opened."
"This is definitely inseparable from the aura given by Jie Liya." Shi Zhancheng said frankly that being able to successfully enter the game at a time when short videos are approaching saturation, owes a lot to family endorsement, both in terms of financial investment and creative inspiration.
The "new generation" of private enterprises
is "promoting" themselves
Different from the traditional concept of
"low-key succession" and "not showing wealth"
Nowadays, the second and third generations of enterprises
have moved to the "Internet celebrity" track
Holiland The second son, Luo Cheng, has not only attracted a lot of advertisements but also done a lot of publicity for Holiland since he emerged from the entertainment industry as the "Social Horror Boss".
There was a high praise comment in Luo Cheng's comment area - "Going to Holiland to buy cakes gives you the feeling of taking care of a friend's business."
They have the aura of "successors" above them, and while they bring their own traffic, they also become an extension of the company's IP. In the past, most wealthy families were aloof, but now, the likable characters on the Internet mainly focus on contrast.
However, using personal short videos to bring your business closer to consumers is only the first step. How to convert the traffic attracted by into a purchase rate is still a question facing the second and third generation enterprises.
According to reports, on Jie Liya’s e-commerce platform, more than half of the consumers are over 30 years old. On the Douyin personal account of “Towel Master”, most of the fans are in their 20s and 30s. Fans left a message: “I like you very much. But I went shopping in the online store and found that I really didn’t know what to buy.”
In addition, this marketing method requires high investment from content creators. For many “second generation” people who need to be responsible for the daily management of the company, There is still great difficulty.
Short dramas empowering companies
is nothing new.
It’s not just the audience that is interested in short dramas
Companies in beauty, makeup, film and television, etc.
are also entering the new marketing arena of short dramas
As early as the end of 2021 , the international skin care brand Clinique has already entered the field of short dramas. The "Fox Girlfriend I Can't Affair" launched by it has received 150 million views on the Kuaishou platform.
In addition, companies such as Chabaidao, Safeguard, and Xianyu have also launched customized short plays. According to media reports, platforms such as Taobao Special Offers even ordered multiple customized short dramas for product promotion.
Source: Jiupai News, Chao News, Zhiwei Data
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