伐木累(famulei) is the homophonic word of family(an English word). This word derived from an entertainment programme of Zhejiang TV,"Brother, run", which is short for "running man". In this TV programme, Deng Chao (one of the team members) created the slogan “We Are Family!” to mobilize his teammates. Funny, Deng Chao said,"We Are 伐木累(famulei)" instead because of his Chinese homonym.
From then on, 伐木累(famulei) become popular. As a result, many netizens say 伐木累(famulei) instead of the normal pronounce "family", and even the advertisers also take the advantage of it to promote their products.