In 2010, a tramp known as "Sharp Brother" became an internet sensation. With a mouthful of Diao cigarettes, a red ribbon around his waist, and a mismatched coat and leather jacket, he captured the attention of passersby and netizens alike. His sharp eyes and unpolished style earned him the nickname "Sharp Brother," and soon his image spread across the web.
At first, the public was fascinated by his raw, grassroots charm. However, as more photos and videos of him surfaced online, the novelty wore off. Netizens grew tired of seeing the same image repeatedly, and the once-legendary "Sharp Brother" faded from the spotlight. But despite this decline, his popularity still held commercial value.
The grassroots appeal of "Sharp Brother" caught the eye of entrepreneurs who saw an opportunity. A Shanghai-based company even invested up to 10 million yuan to turn him into a brand. From a homeless man to a millionaire brand, the transformation raised questions about the real motives behind it.
According to Hua Zi, an editor at End of the World, "Sharp Brother" emerged during a time when people were tired of traditional celebrities. His unique style and down-to-earth image resonated with the masses. Zhuang Guowei, CEO of the company, emphasized that the brand's success came not only from his fashion sense but also from the cigarette in his hand.
The company quickly moved to secure the trademark rights for "Sharp Brother" and even planned to launch an e-commerce platform. They hired an Italian designer to help shape the brand's image and aimed to expand its presence through online sales.
However, experts warned that turning a viral figure into a sustainable brand is no easy task. The market is highly competitive, and the brand's long-term success depends on product quality, customer satisfaction, and consistent branding. Some critics argue that "Sharp Brother" may not be recognized by mainstream society and could fade quickly.
Despite these challenges, the company remains confident. They believe the brand can attract young consumers with its unique identity and affordable pricing. Yet, as seen with other internet sensations, maintaining interest over time is difficult.
In the end, "Sharp Brother" serves as an example of how internet culture can create unexpected opportunities—and how quickly they can disappear. Whether he becomes a lasting brand or just another fleeting trend remains to be seen.
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