Decrypt snh48's "fan" business empire: in the future, it will split financing, and film and television will be listed separately
In the hearts of snh48 fans, the ranking of idols is no longer a matter for members alone. Everything about idols is closely related to their own joys and sorrows. The seemingly simple pursuit of stars is actually a well-designed business model. The player behind it, Siba culture, is undoubtedly the biggest beneficiary
On the day of the third finals of snh48, Juju (snh48 fan code) from all over the country gathered in Shanghai "Mercedes Benz cultural center". From the morning of this day, all the support groups gathered outside. They were here to wait for the most important Carnival of the year
This is the most important activity of snh48 in the year. The general ranking of snh48 members will be announced on the same day. The ranking will be decided by fans' voting, which will directly affect the development of members in the next year
throughout the day, the Mercedes center was full of help groups of different colors. The people were busy buying limited peripheral products, meeting with netizens, taking group photos... Help slogans rang out from time to time in the corner. This women's group composed of nearly 170 girls, each member has its own help groups, and each help group is different from help colors, peripheral products, slogans, and team personality.
the only difference is that before coming here, they experienced a month and a half of voting struggle.
" half a year's work money has been voted by Xiao Ju (Ju Jingyi). " A Ju Qi (fan) told reporters
"This general election is very important for Xuan Xuan (Duan Yixuan: snh48 Beijing Branch - member of bej48). If she can have more job opportunities next year, we will save money to survive this period and have less takeout. I really can't bear to see her lose the general election." In Duan Yixuan's help group, a Xuan tweeted such a sentence
At this time, there was only one hour left before the general election voting deadline, and the victory was basically decided, but the aid Corps did not want to give up the last chance
At 6:30 p.m., the general election begins. That night, the total number of votes of the top 48 members of snh48 reached 1758600, an increase of 252.47% over last year, including the sales of peripheral products, with a total revenue of more than 100 million
In the eyes of the outside world, the business myth of attracting billions of dollars a night is that fans express their support and belief in idols with real gold and silver
In the hearts of Juju people, the ranking of idols is no longer a matter for members alone. Everything about idols is closely related to their own joys and sorrows
"The Seine River (abbreviated as SNH) is the source of my happiness."
"If spending money can make her better pursue her dreams, why don't I?"
"It's not so much that I entered the life of idols as idols entered my life."
In the interview, many people gathered to reveal their feelings. In their hearts, the lives of 48 members and their emotions have been firmly tied together. Watching them grow day by day and being willing to pay for their growth is not only the charm of the cultivation department, but also the success of Shanghai Siba culture media Co., Ltd. (hereinafter referred to as "Siba culture")
However, the seemingly simple pursuit of stars is actually a well-designed business model. The player behind it, Siba culture, is undoubtedly the biggest beneficiary. Now, as the representative of the idols of the cultivation department in China, the results of the third general election have enabled snh48 to hold the first place in the domestic women's League
Strong > snh48 initial cultivation
On the second day after the general election, in an exclusive interview with reporters, Wang Zijie, who took off his sunglasses, had dark circles under his eyes and was slightly tired. But he made no secret of his excitement last night and admitted that today's snh48, regardless of its model or members, is a scarce resource in the domestic entertainment industry and cannot be copied in the women's League market
In October 2012, snh48, the Chinese sister group of AKB48 in Japan, officially made its debut in Shanghai. In less than four years, they released 13 EP's and one album. In the sluggish record market, they are a wonder. Today, snh48 has expanded from Shanghai to Beijing and Guangzhou, with sub groups bej48 and gnz48 respectively, with nearly 170 members
The 48 series of idols originated from Japanese producer Akira won Kang broke the natural barrier between idols and fans at a long distance and promoted the small theater mode. Theater is the core and origin of the 48 series to cultivate idols
In previous performances, it was difficult for stadiums and stages to achieve interactive effects. But in the small theater, fans and idols share a small space, and a two-hour public performance can achieve close contact
Siba culture has brought this mode to China. At present, snh48 Xingmeng theater has been launched in Shanghai, Beijing and Guangzhou, and the new theater cooperating with Fosun real estate will also be opened in Shenyang. The mode of theater is leasing or cooperation with developers. Wang Zijie revealed that at present, enterprises in many places are willing to provide free venues and equipment. He confidently said that Xingmeng theater can revitalize a commercial real estate, which is mutually beneficial to both sides
Wang Zijie is very clear about the significance of theater to snh48. It is the place where everything starts. Even when no one cares at first, he never thought of giving up
"At the beginning, the first two performances were basically full, and only one third of the people were in the third. At the worst, when the tickets couldn't be sold, we went to school to issue tickets." At the beginning of its establishment, Wang Zijie admitted that it was very difficult. "But I didn't give up. I won't reduce one performance, and I have to perform one third."
Today, there are seven public performances a week in Shanghai and four in Beijing. Tickets for the public performances are regularly snapped up on the snh48 official website every Tuesday. The venues are full and the standing tickets are swept away
During the public performance, the seats were only about 1 meter away from the stage. The girls wore fluffy skirts and stockings and performed the rehearsed dance, interspersed with MC links to interact with fans. For 48 fans, this experience is unmatched by any existing form of performance. They shouted slogans and the names of League members neatly and hoarsely. After two hours, their voices were almost hoarse. Even so, there are few absences. In the theater, fans are extremely sticky and their spending power is also very stable
However, due to geographical restrictions, the public performance can only drive the fan effect in and around the place. If you want to occupy the national market, you need to roll out the theater
Wang Zijie saw this early. From the first half of this year, he quickly opened the theater to other cities. In addition to Beijing and Guangzhou, which have been open for several months, and Shenyang, which is about to open, theatres in second tier cities such as Wuhan, Chongqing and Changsha are also in preparation, and League members from all over the country have begun to recruit
"Without competition, it will be very fast to open regional branches after almost three years of operation. User experience is not a virus, but it will be contagious. It is not difficult to replicate our business model to other provinces and cities." Wang Zijie said
The success of snh48 has also rapidly driven the women's group market. The number of participants who want to share this cake is growing, including the emergence of women's groups such as the bee girls' team and the heartbeat plan, and new entrants are springing up
But Wang Zijie is not worried about being copied
"The first element of cultivation is time. This model is naturally doomed to be difficult to do, and it is not difficult to imitate it. But it is almost impossible to realize our ecological operation."
Cultivation is to cultivate not only idols, but also fans
The weekly public performances are the most intuitive reflection of the growth of the members of the group. Fans caught up with many public performances have witnessed their growth all the way and have high loyalty to their idols
After the public performance, you can vote for the members with the voting tickets on the tickets. Before the vote, the girls will stand in a row at the door and clap hands with all the audience one by one. The number of tickets and the number of public performances attended each month will affect the monthly income of the members
In addition to public performance voting and general election voting, for example, the opportunity to record a single is also up to fans to vote on who has this permission; Some premiere tracks are also voted by fans
In the process of idol formation, fans and League members maintain high-frequency interaction. Many Juju lamented to reporters that this has a kind of magic. Once they "enter the pit", it is difficult to get out
"This generation of young people have no worries about food and drink, but they lack the space for freedom and self-expression. People always want to express themselves and instinctively look for the feeling of being homogeneous and gregarious. So when they find a group and confirm that they belong to the group, they will firmly join in and defend this identity in various ways." A person who has a lot of research on the psychology of fans analyzed it to reporters
Strong> business ecosystem
In terms of product form, in addition to the weekly public performance tickets, handshake tickets and general election voting tickets, there are also peripheral products such as CDs, aid sticks, clothing, raw writing (member portraits) and so on. The purchase channel is the online official mall, which has a complete loofah membership system. For example, each member's birthday special session should be purchased through loofah member points
Among them, the VIP tickets for the public performance adopt the bidding mechanism, and the members will bid within the specified time, and the one with the highest price will get it. For example, Su Shanshan, who was dubbed "beauty of 40000 years" by the Japanese media, held a public audition, and the super VIP seat was auctioned for 6000 yuan
Taking the general run-off election as an example, Siba culture divides the voting into three periods (express, interim and final), and the results of the express and interim will be made public to stimulate fans to vote
Voting methods include: purchase an EP of 78 yuan, with a voting ticket, student writing, and handshake ticket; The price is about 1500