探店类美食短视频网红IP研究
IP Research on Food Short Video Bloggers in the Shop Exploration Category

随着短视频行业的发展，美食探店短视频作为其中的一个分支，吸引着美食博主的共同创作。美食博主的数量在逐渐增多，但是头部效应明显，其中特别乌啦啦在半年时间内收获600万粉丝，成为社交用户的“新宠”，作为短时间内在美食类短视频涨粉众多的博主，乌啦啦具有代表性。本文旨在通过分析头部美食博主——特别乌啦啦，分析其短视频内容营销方式和商业模式，给出其相应的思考与建议。
With the development of the short video industry, gourmet shop short video, as one of the branches, attracts the cocreation of food bloggers. The number of food bloggers is gradually increasing, but the phenomenon of the head effect is obvious, among them, Special Wulala gained 6 million fans in half a year, becoming the “new favorite” of social users, as a blogger who has gained many fans in food short videos in a short period of time, Wulala is a representative. This article aims to analyze the content marketing methods and business models of short videos by analyzing the head food blogger—Special Wulala, and giving its corresponding thoughts and suggestions.