wonder girls, miss A, Twice, ITZY to Japanese girl group NIZIU... Just by virtue of the name, it has become the "success myth" of the famous women's group.
JYP Entertainment, which has played home runs for every girl group launched, continues its seven-month "secret work" ahead of the debut of the rookie girl group in February next year. The strategy is out of the ordinary, and there is an unprecedented attempt in the history of K-POP music pop. Whether JYP's self-confidence, a self-proclaimed "girl group master", can become a new formula for success in the industry has attracted much attention.
JYP Entertainment previously officially announced the abbreviation of the new girl group in July, and in a rare way began album reservation sales, starting the "debut countdown".
There are two views on JYP's behavior in the industry, namely "JYP's self-confidence" and "thorough marketing". Because it is not only the name of the girl group that wants to debut, but also the "blind marketing" that is carried out without disclosing the faces, numbers, concepts, music, and anything else of the members. JYP related people said: "Within JYP, this kind of blind marketing is also a bit out of line, which is a new challenge."
As a South Korean domestic girl group, before the debut of the new girl group launched after 3 years after the launch of "ITZY", JYP formed an elite force. Since the establishment of the company, for the first time, a new 4 headquarters for the newcomer girl group has been built. The relevant headquarters gathered the outstanding talents related to wonder girls Xuanmei, 2AM, 2PM and Twice. JYP said: "Together with the newcomer team, we also aimed at the publicity effect of the new headquarters."
The ten-day pre-order sales strategy succeeded. Without any information about the public combination, the pre-order sales of the first album limited edition "Blind Pack" reached 61,667 copies. This exceeded the sales of the average newcomer girl group's debut album. Experts believe that "fans who like existing JYP-style music and K pop fans may be the target of purchase." Some analysts believe that such a project itself has become a "nother kind of fun" for enjoying K-POP pop music. That is, through this, the loyalty and trust of fans to JYP is confirmed.
Since then, the JYP has disclosed a total of 7 members in turn from August to November 19. Whenever the members unveiled their veils, the attention paid to the group increased.
Popular music critic Zheng Minzai said that JYP sold the albums of the girl group in a pre-booked form before its debut, which made ordinary consumers and the public feel like investment. "JYP's title is well validated from the perspective of familiarity with and consumer idol culture, a marketing method that buys albums beforehand and gives people the groundwork."
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