Himalaya 123 Carnival membership purchases double Subscription to sound content became a daily consumption

On December 15th, the sixth Himalaya 123 Carnival ended, and the list of hot albums, products and parent-child books was also released. As an annual content consumption event in Himalaya, in this year's 123 Carnival, the Himalaya content consumption experience has been fully upgraded, highlights are frequent, and users' content consumption habits have also shown a new trend.

At this year's 123 Carnival, Himalayan member purchases increased by 110% year-on-year, of which new members accounted for 23%. This is not only because the value of Himalayan members has increased significantly as more and more albums enter the membership pool, but also because people are more willing to pay for spiritual consumption, and subscription sound content services are now gradually becoming part of users' daily consumption.

In terms of users, users aged 18-30 account for nearly 44%, and young people have become the main force of content consumption. In terms of albums, more than 20% of users have listened to film and television albums this year.

Himalaya's pioneering move of selling physical books for the first time in The Himalaya Mall has achieved good results. Among the first batch of parent-child children's books launched, "Detective Mike Fox • Thousand Faced Monster Thief", "Different Carmela (12 volumes)" and "Mi Xiao Circle School Record 1st Grade" ranked among the most popular Top 3. In the future, Himalaya will cooperate with more publishing institutions to gradually launch more categories of physical books, and jointly with the sound albums on the site, and continue to optimize the new experience of content consumption that combines "listening" and "watching".

The training camps and ximi group courses promoted in this year's 123 Carnival have also been loved by users, accounting for more than 36% of sales, which means that personal skills improvement is the main demand of current consumers.

In addition, more than 380 anchors signed up to participate in the live broadcast activities during the 123 Carnival this year, including financial writer Wu Xiaobo, sociologist Li Yinhe, Chinese contemporary power writer Ge Fei, and Li Meijin, an advocate of the "psychological upbringing" education concept, who combined the rich content of the station to bring users one wonderful sharing after another.

Training camps are highly sought after, and personal skills upgrading becomes the main need

As more and more albums enter the membership pool, this year's total list is divided into a site-wide bestseller list (covering single-selling albums) and a member listening chart (covering member pool albums).

The top five in the best-seller list are all training camps, while Himalaya's self-operated course "Himalaya Audiobook Anchor Climbing Plan" and "Himalaya | Commercial Anchor Training Camp" and "Miracle Novelist | Online Writing Creation Training Camp" are also highly sought after by users. At the same time, in the classification list covering all albums on the site, most of the Top3 albums of Shangcai Technology and Personal Advanced Are also ximi groups and training camps, which shows that users have greater demand for financial management, workplace, and even the improvement of sideline related skills. To this end, In addition to the audio album, Himalaya has developed a variety of ximi groups and training camps, aiming to provide more in-depth services to meet the diverse needs of different users through the selection of good lessons.

In the member listening list, most of the top ten are popular audiobooks on the site, and the top three are "Da Bong Da Ren", "The First God of Eternity" and "Covering the Sky". Among them, the number of members of "Shade of the Sky" has exceeded 1 billion. In addition to audio novels, the children's story album "Hilarious Rice Circle" also ranked among the top ten.

Sell physical books, paper sound integration service upgrade

The sale of parent-child children's books is a major innovation in this year's 123 Carnival. Himalaya cooperated with more than 20 publishing institutions such as Tiandi Publishing House, Anhui Children's Publishing House, Anhui Science and Technology Publishing House, China Women's Publishing House, 21st Century Publishing House, Shandong Science and Technology Publishing House, Qingdao Publishing House, Sichuan Children's Publishing House, etc., and introduced physical books for the first time in Xima Mall.

Among the parent-child books launched at this year's 123 Carnival, most of the most popular Top 10 are children's story books, such as the top three "Detective Mike Fox • Thousand Faced Monster Thief", "Different Carmela (12 volumes)" and "Mi Xiao Circle School Record 1st Grade". In addition, parent-child children's books related to Traditional Chinese studies, such as "Juvenile Reading History (16 open sets, all 5 volumes)" and "Wu Used Tang Dynasty School Records 1-8 Volumes", also ranked among the top ten.

It is worth noting that the first-ranked "Detective Mike Fox • Thousand Faced Monster Thief" and the fourth-ranked "Xiaoliang Teacher's NaturalIst Lesson" are both physical books published in reverse by the audio album in the Himalayas station. Among them, "Detective Mike Fox" is an original children's audio drama IP jointly created by Himalaya and Dodoro Studio, with an audio album with more than 10 million users and up to 750 million plays, and "Detective Mike Fox International Academy 2 | "Dodoro" also ranked second in the 123 Carnival Parent-Child Classification List. The book published by the album reverse was listed on the first month of the listing and climbed to the top of the Dangdang Network Children's Book New Book List.

While listening and strolling, enjoy the double harvest of spiritual materials

In terms of physical goods, the Himalayas 123 Carnival has launched a large number of products with super discounts, covering household necessities, food, household appliances, skin care and other commodities, so that users can listen and shop, both inside and outside, and enjoy the spiritual and material harvest. The top three most popular items throughout the event were digital appliances, namely the Apple iPhone 13 Pro 256G, Beats Recording Engineer Wireless 3 (head-mounted) and swap Nintendo console.

The Himalayas 123 Carnival is the sixth edition of Himalayas' online content consumption event held around December 3 every year. As more and more people are more willing to pay for spiritual consumption, the content ecology of The himalayas is also more perfect. At present, Himalaya's online audio service has also covered the rich content that users need at different age stages from -1 year old to 100 years old, accumulating 290 million audio content in 98 categories.

Source: China News Network