On Thursday, known as the "King of new media" Papi sauce first ad placement, sold 22 million yuan in "super price". Papi sauce sold its highest advertising prices, it has made a good move. After one month of exposure, the auction until now, as "2016 first net red" Papi sauce really is not so successful.

By virtue of its high quality content, ground gas tank expression and Low network Papi video explosion of red sauce, became popular after all rely on grass-roots flavor. Because empathy and into the audience, and sought the "say" Satin hands, she created a personal image looks like the girl next door, not by flaunting envied, but by the mouth cause resonance. Most of the "net red" Satin hands was able to rely on were people like self-deprecation, it is catering to this audience.

But when you follow the girl, suddenly get rich quick schemes, but also on video slots their "ordinary life", all a bit stale. Has good special fans observed the Papi sauce amount and activity, at a time when her personal charm has just hit the network almost the pinnacle of personal influence, net assessment of the harvest was almost overwhelming praise. But in March broke Papi sauce after getting a message to raise 12 million Yuan, involving networks of interest and investments, began to appear on the negative.

It is almost all "network red" after the liquidations will encounter difficulties. "Capital involvement, your creation as simple as in the past, please? "" Where you will vomit trough, silently laying soft wide and I have not found? "This reasonable doubt easy digestion audience on" net red "their trust, and" net red "one-night status quo of skyrocketing, also turn into a deep sense of the audience, suddenly found himself in front of the" net red "Bill. Original path turned pink into pink to black, are minute.

Even if it is not to mention fan support decreased, from an operational point of view only, Papi sauce reaches peak in the influence will experience downhill. Just three days before the ad auction, a paper from the State press and publication administration of rectification notices, almost sad. Both syndication one rumor, Papi is also rare in the updates table sauce I resolve to "net red" rely on the Web platform to maintain short Board exposed. Start life by virtue of the freedom to wander, and regulated how to keep things interesting, but will continue to interesting, is a problem that must be confronted to Papi sauce.

Looking ahead, our country was born in the Internet again and again on the Internet "network red", can go for more than three months or even six months, rare. But Papi sauce but in support of the barons, hard fried wide end of the starting price of 1 million Yuan to 22 million Yuan, more than 20 times the premium, almost could be called "net red" is now one of the most successful cases. While it red to make a bundle, is basically "reticulocyte economy" of the core. No matter how Luo Zhenyu and Xu Xiaoping, who boasted that the historical significance of the deal, which is to improve the cash price increases in the "Halo". Looks great, to sell for a good price in the end. Papi sauce the next video how to cut, choose which topic is more attractive, and no one seems to care, it also becomes less important. This content is King of the media people, is in fact already a cart before the horse.

上周四，号称“新媒体标王”的Papi酱首支贴片广告，卖出了2200万元的“天价”。Papi酱卖出了自媒体广告的最高价，可谓走出了一步好棋。可历经一个月的曝光、拍卖直到变现，作为“2016年第一网红”的Papi酱，真的算不上那么成功。

凭借自身优质内容创新，以接地气的吐槽表达和有点Low的视频而爆红网络的Papi酱，走红说到底靠的是草根气息。观众们会因为同理心和代入感，而追捧这位“说出自己心声”的段子手，她营造的个人形象看上去就是邻家的女生，不是靠炫富被人羡慕，而是靠哭穷引人共鸣。大多数“网红”段子手之所以能够依靠自嘲而被人喜欢，正是迎合了这种受众心理。

但当你每天追随的邻家女孩，突然一夜暴富，却还在视频里吐槽自己的“普通生活”，一切就有些变味了。有好事者就特别观察过Papi酱的粉丝量和活跃度，在她凭借个人魅力刚刚走红网络之时，几乎是其个人影响力的巅峰，收获的网评几乎也是压倒性的称赞。但在三月份爆出Papi酱获得融资1200万元的消息后，涉及利益相关的网络和投资领域，就开始出现了负面评价。

这几乎是所有“网红”在变现后都会遭遇的困境。“资本介入后，你的创作还像过去一样单纯吗？”“你会不会在哪句吐槽里，默默埋设了软广而我没有发现？”这样的合理怀疑容易消解受众对“网红”本身的信赖，而“网红”一夜身价暴涨的现状，也让原本代入感很深的那批观众，赫然发现自己在为眼前的“网红”买单。原来的路转粉，变成如今的粉转黑，都是分分钟的事。

哪怕是不提粉丝支持的减退，仅从运营的角度看，Papi酱在到达影响力巅峰后也势必遭遇下坡路。就在广告拍卖会的三天前，来自国家新闻出版广电总局的一纸下架整改通知，就几乎让其呜呼哀哉。不管是联合投资人一通辟谣，还是Papi酱本人罕见地在更新里表决心，“网红”依赖网络平台维持的短板就此暴露无遗。一开始的生命力凭借的是信马由缰的自由，而接受监管后如何维持有趣，又能否继续有趣，对Papi酱来说都是必须面对的问题。

放眼望去，我国生于互联网又死于互联网的“网红”们，能够撑过三个月乃至半年的，凤毛麟角。但Papi酱却能在大佬们的支持下，将起拍价100万元的硬广最终炒到了2200万元，20多倍的溢价，几乎可以称之为“网红”变现最成功的案例。趁着还红赶紧捞一笔，其实基本上就是“网红经济”的核心。不管罗振宇和徐小平等人再怎么吹嘘这笔交易的历史意义，也不过是为提高变现价码所增加的“光晕”。看上去很美，最后还是为了卖一个好价钱。至于Papi酱未来的视频怎么剪，选择哪些话题才更吸引人，似乎并没有人关心，也变得不那么重要。这对内容为王的自媒体人来说，其实已经是本末倒置。