How to be a Born Sur­vivor in Busi­ness with Bear Grylls

跟着贝尔商海求生

Special Focus - - Contents - Tang Bolun, Wu Chen­piao 唐博伦 吴晨飘

A1 fter be­ing dis­cov­ered in 2006, Bear Grylls be­gan to set out on a pres­ti­gious broad­cast­ing jour­ney. On his pro­gram Man vs. Wild, he ran head­long into all sorts of harsh en­vi­ron­ments push­ing him to the limit, and he sur­vived by virtue of his re­source­ful­ness and some sim­ple tools like a dag­ger, a string of rope, a piece of flint and the like. The show helped him gain over one bil­lion fans world­wide. In fact, there are cer­tain rea­sons be­hind his suc­cess.

Out­door Sur­vival Skills

It is the na­ture-driven men­tal­ity that con­trib­utes to the boom of the out­door re­cre­ation in­dus­try. Yet, not ev­ery­one is a guru of the out­doors, most are merely an am­a­teur of the out­doors.

In Man vs. Wild, the ever in­trepid Bear taught the au­di­ence how to find food, drink wa­ter and stay safe in the wild, for ex­am­ple, how to save en­ergy and find wa­ter and food in the desert, and how to ob­tain ed­i­ble foods and how to nav­i­gate through a for­est.

The show vir­tu­ally sat­is­fied the needs of its tar­get au­di­ence, and laid a solid foun­da­tion for the pop­u­lar­iza­tion of out­door re­cre­ation in­dus­try.

It brings the bloody bat­tle for sur­vival to the viewer’s liv­ing room. Do you find it nau­se­at­ing to eat an­i­mal in­nards and even mag­gots?

The au­di­ence may not like it, but it doesn’t mean that they don’t like to watch other peo­ple do it. Bear was lit­er­ally the mae­stro of mag­netism. For ex­am­ple, he once skinned an an­te­lope to make a sleep­ing bag, used its in­tes­tine as a rope, and ate its heart raw; he also ate raw wee­vil lar­vae, and sucked the bone mar­row of a dead deer, and drank the wa­ter squeezed from ele­phant dung.

Scenes that chal­lenge both mind and stom­ach alike ended up be­ing a real rat­ings grab­ber and al­ways fod­der for hot de­bate while ex­pand­ing the po­ten­tial of busi­ness devel­op­ment. Al­though the show might have been

在 2006年被探索频道挖掘之后,贝尔开启了更负盛名的演播人生。在《荒野求生》的各种严酷生存环境下,贝尔利用一把匕首、一根绳子、一块打火石等简单工具挑战生存极限,在全球斩获超过10亿粉丝。贝尔如此受欢迎,其实都是有原因的。

狂野霸气冲击感

一种向往回归自然的心理,铸就一个庞大的户外产业。但并不是所有人都是专业户外人员,许多人只是刚入局的爱好者。

而在节目《荒野求生》中,贝尔会教观众在荒野中如何解决吃饭、喝水、安全问题。比如,在沙漠中如何保持体力、获取水和食物;在森林中如何找到可食用的食物、辨别方向等。这些节目无形中满足了受众需求,普及了户外产业的群众基础。

狂野霸气。吃动物内脏、蛆虫,恶心吗?

观众不喜欢,但不代表他们不喜欢看别人吃。贝尔恰恰抓住他们的猎奇心理。

比如,把羊皮剥下来当睡袋,用肠子当绳子,生吃心脏,生吃象鼻虫幼虫, 吮吸鹿的尸体骨髓和象粪水等。

这些挑战心理和胃口双重极限的东西,增加了收视率和话题感,商业开发潜力扩大。虽然有套路的嫌疑,但制片方、广告商、赞助商喜欢,观众更是记忆犹新,称贝尔为“站在食物链顶端的男人”。

没有剧本,意外特别多。贝尔的节目特点还在于:不重复,不落俗套,可持续播出,有IP开发的空间与时间。比如,这次的拍摄地点在荒岛,下次在雪山,下下次在原始森林。而且贝尔还会突然遇到蛇、食人鱼、瀑布、悬崖等意外,并在解决问题的过程中讲述解决方法。

这些没有定数的环节增加了画面冲击感,每次都能给观众带来不一样的感官体验。

de­lib­er­ately de­signed to be con­tro­ver­sial, it was fa­vored by pro­duc­ers, ad­ver­tis­ers and spon­sors, and par­tic­u­larly by the au­di­ence, who even claimed Bear to be the man stand­ing atop the food chain.

To­tally un­scripted and filled with un­ex­pected mishaps, Bear’s show was lauded as never repet­i­tive nor con­ven­tional, and ap­pro­pri­ate for sus­tain­able broad­cast­ing.

For ex­am­ple, one episode would be set on a desert is­land, the next a snowy moun­tain, and the next a vir­gin for­est. Be­sides en­coun­ter­ing poi­sonous snakes, pi­ranha, wa­ter­falls and cliffs dur­ing shoot­ing, he would nar­rate his so­lu­tions while over­com­ing ev­ery chal­lenge that na­ture threw at him. It was those un­pre­dictable and un­for­get­table scenes that shocked the heart and the senses.

The Celebrity Ef­fect

Know­ing that, af­ter a while, the au­di­ence may find it bor­ing to watch a one-man show, Bear started to make changes. He in­vited mega-celebs to guest star on the show

2 with the in­tent of form­ing a Su­per IP, to cre­ate a pan-

en­ter­tain­ment mar­ket tar­get­ing out­door ad­ven­tures, and to pop­u­lar­ize the out­door re­cre­ation in­dus­try.

With all the celebrity, would the mild be pre­ferred to wild? No. Bear kept his “wild” ways.

In Run­ning Wild with Bear Grylls, one-time bas­ket­ball sen­sa­tion Shaquille O’Neal was of­fered a piece of bloody elk pla­centa as din­ner; and the Fast and Fu­ri­ous lead Michelle Ro­driquez, was in­structed to cook rats in her own urine; and Al­most Fa­mous lead Kate Hud­son was per­suaded to eat ants.

One rea­son for the pop­u­lar­ity of the show is that the au­di­ence get to celebri­ties in ev­ery imag­in­able dis­gust­ing or em­bar­rass­ing sce­nario, which dif­fers greatly from their usual brave and heroic im­age.

Mean­while, the celebrity ef­fect has in­creased the show’s ad­ver­tis­ing power ex­po­nen­tially, for ex­am­ple vast num­bers of prod­ucts are placed strate­gi­cally through­out a sin­gle hour-long episode. In 2014, Bear en­dorses a well­known out­door sports equip­ment brand, Camel, while his en­dorse­ment fee reaches into the tens of mil­lions of dol­lars.

Bear also has deals with Para­jet, a Bri­tish com­pany, in de­vel­op­ing a por­ta­ble aerial ve­hi­cle. And sub­se­quently, the prod­uct went on to hot sales among many ad­ven­tur­ers and trav­el­ers who are fond of try­ing the next big thing.

More­over, Bear has deals with many tourist at­trac­tions.

贝爷邀明星下海

在预料到观众看久了自己一个人在荧幕上表演,会变得乏味时,贝尔开始转变路线:邀请当红明星,组成超级IP,打造户外探险的泛娱乐市场,从小众变成大众。

有明星的加盟,是不是要换一种方式呢?不。贝尔的招数还是那么“野”。

在节目《越野千里》中,贝尔让篮球明星奥尼尔拿血淋淋的麋鹿胎盘作为晚餐,让《速度与激情》女主角饰演者米歇尔·罗德里格兹在节目中用自己的尿液煮老鼠吃,让《几近成名》女主角饰演者凯特·哈德森吃蚂蚁。

节目中明星们的各种形态,让观众看到他们平时英姿飒爽的另一面 , 也让贝尔备受推崇。

明星大咖带来的粉丝效应,使得节目的广告投放量猛涨,有时一个小时的节目穿插多条广告。并且, 2014年贝尔签约著名户外品牌骆驼,其品牌代言费更是高达数千万元人民币。

贝尔与英国 Para­jet 公司合作开发便携式飞行器,不少冒险者和尝鲜者都成为其忠实的用户。

贝尔和旅游景点合作。2015年9月,贝尔邀约韩雪、大张伟等明星出演的真人秀节目《跟着贝尔去冒险》就在贵州荔波风景区取景拍摄。节目一经播出,便吸引了50余家旅行社到荔波考察,使得荔波风景区的知名度和影响力得到快速攀升。

不过,这只是贝尔在中国的试水。

贝尔还向傅园慧、韩庚、陈意涵、李彦宏、姚明等明星发起挑战。傅园慧在奥运会上征服游泳池,贝尔带她到湍急的河流,涉水过河,过独木桥,吃生蛇肉,喝蛇血,展现其柔弱的一面;工程师、技术男形象的李彦宏,贝尔带他吃幼虫和生牦牛肉,展现其野性的一面;而足球职业运动员范志毅,贝尔和他生吃土拨鼠,悬挂在50米高的直升机下环湖飞行,挑战其心理承受能力。

节目播出后,迅速刷爆各大社交网站。贝尔收获商业赞助,明星们也各取所需,通过各自的业务捞 金。

贝尔这种超级重口模式的独特魅力在于,沿用其“野性”的招数,强调的是明星们在求生时吃“荒野快餐”所表现出的恐惧心理。

明星之后,贝尔把目光投向教学市场,创办“贝尔生存训练营”,做起普通大众的生意。

2012年,生存训练营首期课程“五日户外生存训练”在苏格兰启动。生存训练营保留了荒野的地理环境,所有课程均是贝尔基于服兵役和节目探险筛选整理而成,包括“24小时家庭课程”“5天4夜极限课程”等多个课程。此外,所有领队均由贝尔亲自挑选,有着极高的专业素养。

比如,在苏格兰一个荒岛的训练营课程是:教官教学员如何做单根绳索跨越,吃鹿吃的苔藓,用废弃渔网和野草搭建防风防雨的庇护所,制作弹簧陷阱,紧急救护,解剖兔子,落水后如何保持体温等。

之后,生存训练营入驻美国、澳大利亚等国家,掀起户外娱乐的一片热潮。

In Septem­ber 2015, Bear’s show, Sur­vivor Games, on which he in­vited some Chi­nese stars such as Ce­celia Han and Zhang Wei, was shot in Libo, a scenic spot in Guizhou Prov­ince. Right af­ter the show was re­leased, over 50 travel agen­cies went to Libo County to take scout around, which im­me­di­ately en­hanced the pop­u­lar­ity and in­flu­ence of the Libo tourist des­ti­na­tion.

But this was just Bear dip­ping his toe into the Chi­nese wa­ter.

Be­yond that, Bear also chal­lenged other Chi­nese celebs, such as Fu Yuan­hui (fe­male swim­mer), Han Geng (singer & ac­tor), Ivy Chen (ac­tress), Li Yan­hong (In­ter­net en­tre­pre­neur) and Yao Ming (bas­ket­ball star). In the show, Fu Yuan­hui, who brought home the cop­per in swim­ming at the 2016 Sum­mer Olympics in Rio, was led to a rag­ing river where she waded into the wa­ter, crossed a sin­gle-plank bridge, ate raw snake meat, and drank snake blood, all of which brought out her soft side; Li Yan­hong, an en­gi­neer and a tech­ni­cal ex­pert, was guided to eat larva and raw yak meat, all of which brought out his wild side; and Fan Zhiyi, a pro­fes­sional foot­ball player, ate live mar­mots with Bear, and was hung un­der a he­li­copter that cir­cu­lated 50 me­ters over a lake, all of which chal­lenged his psy­cho­log­i­cal met­tle.

Af­ter the show was re­leased, it im­me­di­ately went vi­ral on all ma­jor so­cial net­work sites, which was a real win-win for Bear, who landed en­dorse­ment deals, and the celebri­ties got what they were look­ing for.

The unique charm of Bear’s Su­per IP for­mat is the “wild­ness” de­vice, as the pro­gram em­pha­sizes the fear fac­tor of fa­mous stars when they take their turn munch­ing on “na­ture’s treats” in the course of try­ing to be a sur­vivor.

Af­ter work­ing with the celebri­ties, Bear turned his at­ten­tion to the ed­u­ca­tion mar­ket. He started “Bear Grylls Sur­vival Sum­mer Camp” to tar­get the gen­eral pub­lic.

In 2012, the Sur­vival Train­ing Camp launched its first course named “Five-day Out­door Sur­vival Train­ing” in Scot­land. The camp set­ting had all the same ge­o­graph­i­cal en­vi­ron­ment found in the wild, with var­i­ous types of cour­ses avail­able, in­clud­ing “24-hour Fam­ily Course,” as well as a “Five-day-and-four-night Ex­treme Course.” All the cour­ses were sorted out by Bear ac­cord­ing to his own ex­pe­ri­ence of serv­ing in the army and his ad­ven­tures on his shows. More­over, all the group lead­ers were top-notch pro­fes­sion­als, hand-se­lected by Bear him­self.

Dur­ing one of the train­ing camp cour­ses on a desert is­land of the coast of Scot­land, in­struc­tors taught the stu­dents how to cross a gorge with a sin­gle rope, how to eat the moss usu­ally con­sumed by a deer, how to set up a shel­ter by us­ing a dis­carded fish­ing net and weeds, how to make a spring trap, how to give first-aid, how to dis­sect a hare and how to keep your­self warm af­ter drown­ing.

After­wards, the Sur­vival Train­ing Camp en­tered the United States, Aus­tralia and other Western coun­tries, set­ting off a craze in the out­door re­cre­ation in­dus­try.

Go Ad­ven­tur­ing with Bear in China

Af­ter his stel­lar suc­cess in Europe and Amer­ica, plus the fa­vor­able mar­ket re­sponse of his pre­vi­ous show, Sur­vival Game, Bear plans on continuing the march to­wards China.

Xu Zheng was the first Chi­nese en­tre­pre­neur to col­lab­o­rate with Bear. In 2014, Xu Zheng founded “Out­ing Man,” which mainly fo­cuses on out­door life­style and ed­u­ca­tion.

At present, “Bear Grylls Sur­vival Sum­mer Camp”

跟着贝尔去冒险

火爆了欧美,加上之前《跟着贝尔去冒险》在中国有很好的市场反响,贝尔打算进军中国。

与贝尔合作的第一位中国创业者是徐征。徐征2014年创办户外星球,主打户外生活方式和户外教育。

目前,户外星球运营的“贝尔生存训练营”有成人、家庭以及极限课程三大类,瞄准的是国内户外增量市场,以中高端小白用户为主。而且课程价格不菲,以24小时训练营为例,十人一组的成人课程每人费用 3280元,十个家庭一组的家庭课程“一大一小”3980元。

泅渡、取火、净化水、攀岩、 速降等项目,带来的是学员在极限考验下的生命感知,具有很大的市场价值。

不过,只是照搬“贝尔生存训练营”,这似乎太低能了。

首先,贝尔和徐征团队延展与旅游景点的合作,独立开发出具有野外生存、地方特色的户外旅游线路。如海南主打潜水,南非以野生动物保护为主。目前,新疆与海南营地已经开发完毕,海外路线也有5条。

其次,向中国发展潜力最为庞大的教育市场掘金,开发儿童户外品牌猩球学园的教育体系,并利用场地和路线,把天文、物理、海洋等 18个学科知识囊括在体验中。

比起中国传统的填鸭式教育,这种体验式知识传授的接受度会更高,也更受欢迎。

在这些项目中,贝尔提供全套技术服务,并植入了其指定赞助合作的高端专业品牌装备,包括头灯、帐篷、水壶等。一个年度的户外教育项目收费就高达10万元左右,但中国的家长趋之若鹜,贝爷赚得盆满钵满。

此外,围绕“贝尔生存训练营”打造的户外全产业链也在中国生根发芽。可以想象,未来贝爷在中国会很忙。

(摘自《江苏商报》)

pow­ered by Out­ing Man has three ma­jor cat­e­gories– adult course, fam­ily course and ex­treme course, with in­cre­men­tal mar­ket­ing strate­gies be­ing em­ployed to ad­ver­tise to tar­get de­mo­graph­ics in China, which cen­ter on the mid-to-high end ca­sual users. Still, the cour­ses carry an un­usu­ally high price tage. Tak­ing the 24-hour train­ing camp as an ex­am­ple, the cost for an adult course with ten peo­ple in a group is 3,280 RMB per per­son, and the cost for a fam­ily course made up of ten fam­i­lies is 3,980 RMB per fam­ily (one par­ent and one child only).

All the ac­tiv­i­ties in the course, such as swim­ming across the river, mak­ing fire, pu­ri­fy­ing wa­ter, rock climb­ing and prompt drop, not only pro­vide op­por­tu­ni­ties for the stu­dents see what life is like when they are pushed to limit, but also have mas­sive mar­ket value.

And it surely means more than just putting the tele­vised Bear Grylls Sur­vival Sum­mer Camp into real life.

First of all, Mr. Grylls and Xu Zheng’s team con­tin­ued to make deals with tourist at­trac­tions, and they in­de­pen­dently de­vel­oped an out­door travel route full of dis­tinc­tive lo­cal flair and suit­able for field sur­vival ac­tiv­i­ties, for ex­am­ple, div­ing is the theme for Hainan route, and wild life pro­tec­tion is the key for South African route. Up to now, apart from five overseas travel routes, two camp­sites have been set up in Sinkiang and Hainan.

Se­condly, they have reached out to China’s ed­u­ca­tion mar­ket, which has the great­est po­ten­tial for devel­op­ment, and de­vel­oped an out­door ed­u­ca­tion sys­tem for chil­dren, known as the Wild­kid Academy. By means of the se­lec­tion of sites and routes, Wild­kid Academy has in­cluded 18 sub­jects, such as as­tron­omy, physics and oceanog­ra­phy in its ex­per­i­men­tal ac­tiv­i­ties.

Com­pared with China’s tra­di­tional test- ori­ented ed­u­ca­tion that is all about cram­ming a kid’s mind with facts, such ex­per­i­men­tal teach­ing is more ac­cept­able and fa­vored by the pub­lic.

In these pro­grams, Bear pro­vides a com­plete range of tech­ni­cal ser­vices, and he also in­tro­duces many suits out­fit­ted with high-end pro­fes­sional equip­ment, in­clud­ing head­lamps, tents and wa­ter bot­tles, from his spon­sor­ing brands. It is worth not­ing that the an­nual fee for the out­door ed­u­ca­tion pro­grams reaches up to ap­prox­i­mately 100,000 RMB, yet many Chi­nese par­ents still rush to sign up; it looks like Mr. Gyr­lls has hit upon a real cash cow.

In ad­di­tion, a whole out­door re­cre­ation in­dus­try chain cen­ter­ing on Bear’s Sur­vival Train­ing Camp has also taken its roots in China. Con­ceiv­ably, Mr. Gyr­lls’ stands to keep the mill run­ning in China long into the fu­ture.

(From Jiangsu Com­mer­cial News)

Note:

1.Bear Grylls, born on 7 June 1974, is a Bri­tish ad­ven­turer, writer and tele­vi­sion pre­sen­ter from North­ern Ireland. He is widely known for his tele­vi­sion series Man vs. Wild (2006– 2011). Grylls is also in­volved in a num­ber of wilder­ness sur­vival tele­vi­sion series in the UK, US and China. With his huge pop­u­lar­ity across the world, Grylls started his busi­ness in out­door train­ing pro­grams for the pub­lic, which turned out to be even more suc­cess­ful.

2.Su­per IP refers to the IP (In­tel­lec­tual Prop­erty) with great ex­ploitable value, which should not only have long-term vi­tal­ity and com­mer­cial value, but should also con­tain at least four el­e­ments – value, univer­sal el­e­ments, sto­ry­line and pre­sen­ta­tion.

● Li Yan­hong, CEO of Baidu, is eat­ing larva in Bear’s show百度CEO李彦宏节目中生吃幼虫

● Han Xue, the Chi­nese ac­tress,is par­tic­i­pat­ing in the show “Go Ad­ven­tur­ing with Bear”明星韩雪参加《跟着贝尔去冒险》

● Michelle Ro­driquez米歇尔·罗德里格兹

● Bear Grylls and Chi­nese top model He sui (Right)贝尔和中国名模何穗(右)

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