文｜壹娱观察 厚码

chouxiangniannianyou，jinniantebieduo。

linjinnianmo，zhibodaihuojietianjiangchouxiangziweixing，neibianshi——“chuanshangnvzhuangdexiangzuo”。

12yue3ri，xiangzuozaidouyinkaiqileshouchangzhibodaihuohuodong，yi“xiangduohua”weixinshenfenjinxingnanbannvzhuang，yuhailvmianshuijituanhezuo，liangtianneigongzhibo4chang，lianxuliangrixiaoshouejunwendingzai2500wanzhi5000wanyuanzhijian，dengshangdouyinmeizhuangdaihuobangdiyi，bingzaidouyindarendaihuoribangzhongchenggongjishendi2wei，jinciyu“yuhuitongxing”。

xiangzuozhiboshouxiudeliangyanchengji，yebeiwaijiekanzuoshiyouwangjiebangdouyindaihuoyigedeqianlixuanshou。

抖音截图

buzhishita，jixiaoyanggezhihou，yongxianleduogeyouwangchongjidaihuoyige/yijiededaihuozhubo，tongshichouxiangpaidelianainaohuangzitao、bianmaibaobianmarendeluyaodeng，ruyiboyouyiboqiangyoulidehoulangzhengxiandengshangledouyinzheipianliuliangshatan。

duibideqianglieshi，xiaoyanggeyijingtingbochaoguo100tian，bujinqixiazhubochuzou，duodifengongsigengshicaocaoshouchang。judisanfangpingtaitongjixianshi，xiaoyanggezaijinlianggeyueyijingliushile587.2wanfensi，erqiediaofenshitouhaizaichixudangzhong。

meirennengyuzhichaoshuidefangxiang，jiuxiangmeirennengquedingxiaoyanggeheshicaihuifubo，danchaoshuizhixia，shihouqizhixiudui“douyinyige/yijie”mendehushidandan。

zai“chouxiang”chengwei2024nianzuibaohuowangluocidedangxia，neiyigegechouxiangrenshezhengpinmingzhuanquzheliuliang、zhuanhuaweiyeji，“chouxiangzhiwang”nengbunengchengweixiayiwei“douyinyige”，muqianlaikan，jieguoyenengyong“chouxiang”laixingrong。

01 两场直播GMV相差超百倍，向佐能否担得起“带货一哥”

xiangzuozhibodaihuoshouxiudechenggongbingfeiouran。

pingjie9yuedishangyingdedianying《menqianbaodi》li“mobi”、“shanerguang”、“xiangtianxuanshi”denglingleibiaoyan，xiangzuodeyixiliebiaozhixingdongzuobeiwangyoutucaoshenzhizhengxiangmofang。

suihouzai11yuechuweiboshijiedahuishi，xiangzuodingzhenongheideyanxian、jingzhideyanzhuang，shenchuanqianhoushenvdebaisepicaozaicichuquan。11yue23ri，xiangzuoyouchenredatiekaiqileyichangzhibojianbianzhuangxiu，buguanshiyiweishizudehuasijin，haishiyinhuasichoudefutaizhuangban，doubeitaquantaojiayu。

shujuxianshi，guoquyigeyue，xiangzuoshangle36tiaoresou，benrencitiaozaidouyinleijibofangle144yici。

wangyouduitadefengpingyecongfubuqidegangquantaizi，bianchenglehulianwangxiantianchouxiangshengti。

mianduipotiandeliuliang，xiangzuozai12yue1rifabulezhibodaihuodejutoushipin，gengshizhiyan：“nimenshuo，wofanlebitingdeyiju，touchuanlewomadeyifu，haijiaowoxiangduohua……neimewo‘xiangduohua’xuanbu，12yue3ri，jingdaihuakai。”

guobuqiran，12yue3ri，xiangzuobiankaishiledouyinzhiboshouxiu，changdishezhizaisanyahailvmianshuichengdeshangchengxianchang。

youyubingweiqingchang，xuduoluren“ouyu”xiangzuohoubingfenxiangdaohulianwang，wuxingzhongdaidonglechuanboxiaoguo。

微博截图

zaizheichangzhibozhong，xiangzuozhuyaochongdang“jixiangwu”dejiaose，daduoshushijiandoushizaihan“shang（lianjie）”、“xiadan”denggudongxinghuayu，chanpinjibenshiyouyipangdezhubojieshao，xiangzuoshibushiyehuizaizhibojiangaohuichouxiang，biruzhanshizijishenchuannvzhuangdexiaoguo，huozhetidao“zheikuanjinghuawomayongguoyehenhao”，yicilaizuozhengchanpinkeyongdu。

xiangzuodezheicichouxiangzhishouxiuboyexiangdangmaizuo。judaduoduoshuju，12yue3ri-4ride4changzhibozhong，danchangzuigaoyuguxiaoshouezai1000wandao2500wanyuanzhijian。

图源：达多多

suihouzai12yue9ri，xiangzuoyoulaizhaojinqizouhongdelifashixiaohualifa，lifaguochengzhongtayebuwangzhibodaihuoxifashui。shujuxianshi，zhengchangzhibochixu3geduoxiaoshi，guankanrencida6729wan，shangjiale10kuanshangpin，danxiaoshouejinyou25wandao50wanyuan，yuzhiqiandeshouxiuxiangchajinbaibei。

图源：达多多

hendachengdushang，xiangzuoliangcizhiboxiaoshouedeluochazhuyaoshiyouyuxuanpinjizhidaozhide。

shouchangyuhailvmianshuijituanhezuo，daihuodeduoshigaokedanjiademeizhuanghufudanpin，qiebenshenjiuqiafengshuangshierjiedian，xiaofeizhetianrancunzaigouwuxuqiu，yuxiangzuodehezuogengxiangshige“tiantou”。

faneryulifashixiaohuadehezuodaihuo，zaiyidingchengdushangyinzhenglexiangzuodezhenshidaihuoshuiping，jiweiguanderenhenduo，xiadanzhuanhualvbingbulixiang，zaijiashangxiangzuodefaxingzaixiaohuadexiujianxiabingmeiyoulingrenzhongcaodebianhua，zhijianleyidiandianfenchadefawei，jiandantanglexiazhalegewanzitou，beiwangyoupingluncheng，“jianlegejimo”，gueryeweinengdaidongxiangguanlifachanpindexiaoshou。

向佐与理发师晓华

muqianxiangzuodedouyinyemianzanweixianshiyouqianyuemcndexinxi，qikefutuanduibiaoshi：“xiangzuoshizijigongsizaizuozhiboyewu，zhiyuhouxushifouhuizhangqizaidouyinkaibo，womenmuqianshangweishoudaoqueqietongzhi。”

xiangzuodedouyinyezanweifabuqitadezhiboyugaozuopin。

02 抽象派明星，向“小杨哥”看齐

douyinmeiyouzhangjiudedaihuotoubu，dandouyinhuijielianpengchubutongdetoubu，zheiyijingshixingyegongshidecunzai。

dangxiangzuochongzhedaihuoyigedeweizhifaqitiaozhandezhishi，douyinyeyouxiachangfuchidexingwei。

youshujuxianshi，xiangzuo12yue3ri/4rihe12yue9rideliangchangbutongzhutizhibozhong，“tuijianfeed”dezhanbifenbiedadao74%he60%，jixiangzuozhibojiandeguobanliuliangdoushimianfeidepingtaituijianliuliang，yejiushidouyingenjuyonghudexingqu、xingweihepianhao，tongguosuanfatuijianjiyonghudeneirongliu。

图源：新抖

zheiyiqingxingyutongzaidouyinzouhongdetingquanjianbao、panhongzhibojianhenshileisi，houzhezai10yuedezhibojianliuliangtongyangyeshilaizi“tuijianfeed”。

butongdeshitingquanjianbao、panhongzhibojianshouzhongzhuyaojizhongzaisansixianchengshi，daduoshi18-30suidenanxing，yuxiaoyanggedefensihuaxianggaoduzhonghe。

danshi，xiangzuozhibojiandeshouzhongjizhongzaixinyixianchengshi，nannvyonghubilijibenchiping，nianlingfenbuzuiduodeshi31-40sui，jiangjinyiban，qicishi24-30sui。zaiyidingchengdushang，bushangletingquanjianbao、panhongzhibojianfensishouzhongdekongque。

图源：达多多

xiangzuobingbushijinqiweiyiyigezaidouyinzhibodaihuodechouxiangpaimingxing。

jinnianshuangshiyi，huangzitaoshoudouyinyaoqingchengweishuang11jingxiguan，zai10yue31rideshouchangdaihuozhong，leijishangjiayimeizhuanghufuweizhude107jianshangpin，danchangzhiboyugugmvdadao2500wan-5000wanyuan。

lunfahuidezuoyong，huangzitaoyuxiangzuozaihailvmianshuineichangzhibozhongdebiaoxiankeyishuoshibingjiaqiqu。

zhibochangdishezhizaihuangzitaodemeiguobieshu，bingweibuzhizhuanyedezhibojian，zhiboquanchengkaohuangzitaoshouchisheying，duilianzipai，zaichanpinjieshaohuanjietongyangyeshizhuboweizhudao，huangzitaozhishigefuzechouxiangde“jixiangwu”。

zaihoujichangzhibozhong，huangzitaodedaihuochengjidaburuqian，danchangyuguzuigaoxiaoshouewei250wan-500wanyuan，jinshengshifenzhiyi，suoshuichengduzaiciyuxiangzuoxingchenghuwen。zhihouhuangzitaoshibushirenghuiyouxindezhibodaihuodongzuo，danzainanfuxian2500wan-5000wanyuandedanchanggmv，muqianzuijindeyichangzhibowei12yue21ri，daihuohaochenghanguoyuanxianyuanchuangjinkoudehufupin，danchanggmvwei500wan-750wanyuan。

图源：达多多

ruguochouxiangkeyizuoweihuafendengji，huangzitaoyuxiangzuojiekeyichengzuoxiantianshengti，dandantamendecunzaibianzuyirangpingmuneitoudewangyoufaxiao。

erzheizhengshiyongzijiyuledazhongdexixuexing，xiaojielemingxingyuputongrenzhijiandepinfuchaju，yerangwangyouzanshihushilehuangzitaojiazhiqianwandebaidafeiliwanbiao，hexiangzuocongxiangtaiyichu“toulaide”jiazhijishiwanyuandepicaowaitao。

zaitamendepinglunqu，gaozanpinglunzhongjihudouyouzheiyangyitiaoleisidegankai：“tajibianzheimeyouqian，haiyuanyinulididouwangyoukaixin”。zaizheiyike，hechangbushihexiaoyanggetongguozhenggugaoguailaidoulezhibojianxiongdimenyiyangmaili。

03 先天抽象圣体，难走后天养成之路

chouxiangkeyishitianfuyiyangdexiantianshengti，danzhibodaihuohaishidekaochengshuzhuanyedegongyinglian、zhubo、yunyingtuandui，fouzenanyizhangjiu。

shangyijiechouxiangxuanshoudaibiaotingquanjianbao、panhongdouluxuxuanbuchuangjianzijidedianshangapphuogouliangpinpai，shitujinkenengjianshaoduidouyintuijianliuliangdejueduiyilai，dazaozijideshangyebihuan。

zheijiedechouxiangxinxingxiangzuoyebuliwai，suiranzaidouyinchuangzaodaihuojilu，queyesihaobubihuiqitapingtaitoulaideganlanzhi。

xiangzuozaixiaohongshufabule12yue26rihaerbinbingxuejidehuodongyugao，xianshiyusuannaipinpaianmuxiyuxiaohongshudoujiangyouhezuo。

小红书截图

bijinggegeneirongpingtaidouyouchouxiangdeshengcunkongjian，xiaohongshugengshiba“chouxiang”liewei2024nianducihui。

zaixiangzuodexiaohongshupinglunqu，tongyangyeyouyipiwangyouduitajiexialaidechouxiangzhenghuojiyuqidai。

huangzitaodexinhunqizixuyiyangzeshiyechishanglezhibozheiwanfan，kaishidaihuomaishuijing。

qijianyouwangyoutucaochanpinchengsekanzhexiangditanhuo，zhiyijiqianyuandedingjiaxugao，huangzitaolimatiaochulaiweihulaopo，henkuaiyikuanbiaojia1688yuandeshouchuanxianshi“yiqiangguang”。

jiuqiyuanyin，yudouyindedazhongyulefenweiyousuoguanlian，jilexiantianchouxiangshengtidefayukongjian，yonghuzaidianjinzhibojianzhiqian，bingbuquedingzijihuimaishenme，gengduoshikangelezi。

danyezhengshizheigeyuanyin，ranghoutianyangchengzhilugengweidaozuqiezhang，hennankeguanpingguyonghukanlezideyuzhidaodazenyangdelinjiedian。

ruguoshiyiweidegaochouxiangkenengbeirenweishiyongliguomenghuoyouniguodu，jiuxiangxiangzuohehuangzitaoyebuyidingqingchuzijizenmejiucongzhiqiandequanwanghei，bianchenglequanwangzhengxiangweiguandechouxiangxinshen。

yigejieduanyouyigejieduandeliuliangmingmen，chouxiangshijiedeluandou，suizheyuelaiyueduomingxinghewanghongdefengyongerzhi，zuizhongdeshenglifamensuozaizhichuhuibiandeyuelaiyue“chouxiang”。dang“chouxiang”maixianggenggaoyaoqiu，wuliaoyewangwangxiangbanerlai。

gaowanchouxiangyihou，xiangzuomendemingtiyouluohuidaohuopinjizhi、zhiboyunyingzheixiejuxianghuadechangjing，erzaizheili，tamendeshengtibuffzhudingshixiao。

xiangzuonengfouchengweizhenzhengde“douyinyige”，jibiandouyinyouyizaituijian，danchengruxiangzuodeguowangyiyang，tayizhizaizhaofangxiangzheijianshishanghen“chouxiang”，yehennanshuotashibushijiunengyishidaozijiyongyouzheigeyuexiangjieduanxing“douyinyige”dekenengyijizishendexiadingjuexin。

douyinyigezhiwei，haijiangjixu“chouxiang”xiaqu。