Summary of the Core Content
"Niulai" is an animated film with extremely low production quality: its modeling looks like that of a beginner, there are very few lines, and it was created using home design software. However, it unexpectedly became a huge hit due to its unique collective viewing experience and social currency features. The article analyzes the reasons for its success, its uniqueness, and the broader societal trends reflected in the era of short videos—where fun-seeking individuals are in charge, anti-elitist rhetoric prevails, and emotional value takes precedence over other factors. It also emphasizes that this does not mean rejecting the importance of making high-quality products; rather, it highlights the breakdown of certain unspoken industry norms.
I. The Film Itself: A Crude Product of a Amateur Team
The production standards of "Niulai" serve as a prime example of what not to do in the industry:
- Technical Weaknesses: The modeling is akin to that of someone just learning 3D; the texture quality is worse than that of games from 20 years ago. The film has even fewer lines than a typical public account post, with dialogue that sounds more like random thoughts.
- The "All-Rounder" Team: Director Xinyu Meng (born in 1992) took on all roles, including directing, voicing, modeling, and editing. Her mother, Sun Lifang, assisted with finance, voiceovers, and the creation of the theme song. They even used the home design software Sketch Up to produce the animation—it was a complete family effort.
- Low Ratings: The author gave it 10 out of 100, purely out of respect for the five years of hard work put in by the mother and daughter.
II. The Key to Its Success: The Emotional Value of Collective Watching + Social Currency
Why do people pay to watch such a poor-quality film? The answer lies in the concept that "the experience outweighs the product":
- The Absurd Joy of Group Viewing: It might be boring when watched alone, but when dozens of people watch together, it turns into a source of laughter and excitement. Things like the dragon logo appearing on screen to prompt applause or cheering when the lights go out create a unique sense of shared absurdity.
- Social Currency: Viewers watch with the intention of having something to talk about with their friends. For example, someone might say, "Even though it’s so bad, I have to see it!" After watching, they can share their reactions on social media, turning it into a topic of conversation.
III. Uniqueness: A Combination of Luck, Timing, and Genuine Poor Quality
Would trying to replicate "Niulai's" success be successful? Probably not:
- The Temporary Nature of Public Interest: People's curiosity and willingness to laugh at bad content is temporary; they are unlikely to pay for similar films in the short term (within half a year), as their attention has already been diverted.
- Luck as a Factor: The success of "Niulai" was like winning the lottery in terms of traffic generation. The path to success cannot be replicated; just because someone else achieved it does not mean you will too.
- Artificial imitations are Recognized: Consumers can tell the difference between genuinely bad content and poorly crafted copies. For instance, after the popularity of the Chongqing "pig-slaughtering banquet" video by an amateur, similar attempts failed. Unintentional creativity is what attracts traffic, while forced imitation generates backlash.
IV. A Shift in Social Trends: The Era of Fun-Seeking Individuals and Anti-Elitism
The success of "Niulai" is not accidental; it reflects a change in societal attitudes:
- Contrast with "Catching Spies": While Han Hong was mocked for the high-quality production of "Catching Spies," "Niulai" went unnoticed because elitist preaching no longer resonates with the public. The demands of elites, even if polite, are seen as commands, which arouse resentment.
- The Revolution in Short Video Content: In traditional media, good content relied on elite planning and endorsement. Now, it comes from unexpected, unpretentious creations that are then rebranded by ordinary users. For example, the poor quality of "Niulai" was actually used as a meme by netizens, contributing to its spread.
- A Shift in Social Preferences: Society is moving towards a more playful, deconstructive, and anti-grand narrative style. People prefer content that does not impose a serious tone or lecturing.
V. The Lesson: Making Quality Products Is Important, but So Are Breaking Unspoken Rules
The success of "Niulai" does not mean that quality products are worthless:
- Consumers Are discerning: People watch both "Niulai" and high-quality films like "A Love Letter to Grandma," indicating a continued appreciation for good work.
- The Failure of Unwritten Rules: The industry's reliance on elite connections and mutual endorsements (e.g., big directors collaborating with stars, media promotion) is no longer effective. Today, word-of-mouth from ordinary people and genuine emotions are what drive box office success.
In summary, the popularity of "Niulai" represents an unexpected release of emotional energy in society. It reminds the industry to either produce quality works or, if capable, tap into the public's emotions in a more natural way—though the latter is hard to come by. This analysis explains the logic behind the film's success in simple language, highlighting both the phenomenon and the broader social changes, making it understandable even for those outside the financial and business fields.