If it weren't for the encounter with Momo's Tang Yan at the Yuelu Summit, no one would know what Qindao would have become today.
Under the influence of the black swan of the epidemic, enterprises in the performing arts industry have begun to understand that "competition from outside the industry is more fatal", and they are racing wildly towards offline to online, and the competition for short videos and live broadcasts is fierce, and enterprises have competed for the market. Throw money to expose and grab traffic, because if you are not careful, you will fall behind and directly "die".
In the era of entertainment supremacy, the performing arts industry born of entertainment suffered heavy casualties. There are still no good results on the transformation line, a total of 2418 performing arts companies shut down last year, and the number of cancellations increased by 34% year-on-year.
Changsha's only remaining Qindao performing arts, but online play is thriving. Last year, Qindao ranked seventh in the country and first in central China in the Douyin MCN, with more than 6,000 signed artists.
From 300 to 6,000 people, how did Qindao start to build an "Internet celebrity empire" six years ago? Traditional industries turn online, what is the trick?
"The serendipitous meeting changed the future of QinDao and broke Momo's dilemma"
2015 was a year of comprehensive development of the Internet, and in March of that year, "Internet +" was first written into the government work report.
The following month, the second Internet Yuelu Summit was held in response to the situation, and more than 2,200 Internet industry people participated in the two-day summit, among which Tang Yan, co-founder of Momo, representative of Xiangshang, Yu Dehua, chairman of Qindao, and his wife Chen Yongzhi were invited to attend.
The two sides became acquainted, and this unexpected meeting caused a major turn for the two companies.
In the second half of 2014, Momo's user growth began to enter a bottleneck period, and Tang Yan began to seek opportunities for transformation of pan-entertainment. Later, Momo chose to go public, the business changes were not satisfactory, and it was almost delisted, but the live broadcast made Tang Yan see hope again.
In 2015, the impact of emerging entertainment methods made Changsha Song Hall turn from prosperity to decline, when the number of Changsha Song Halls has fallen from hundreds of digits to single digits, Qindao is facing a huge challenge of survival, Yu Dehua, who has always dared to embrace change, understands that they urgently need to transform and embrace new outlets, and they began to turn their eyes to the internet.
The meeting at the Yuelu Summit has created a great opportunity for cooperation between the two sides. Chen Yongzhi described the meeting this way. "What we need is a platform, and what they need is content. He has a platform, has a mature 200 million registered users, and we have 25 years of performance experience, so it's a hit. ”
After that, Qindao and Momo quickly reached a cooperation agreement, each using their own resources, jointly creating the first "Internet + Cultural Performing Arts" project in Hunan, opening the first "Qindao Momo Live" live show to netizens across the country, and since then Momo's first major trade union - Qindao Guild has officially set sail!
"The development to qindao, which has more than 6,000 artists, has not been opened, and it is a thick accumulation of 28 years of polishing and professionalism."
"Every time Douyin and Kuaishou come to Changsha, the first person to see us is us." In 2020, Qindao ranked seventh in the country and first in central China in the Douyin MCN.
Qindao, which may not be famous outside the industry, is well-known in the anchor circle and is well known as the "super guild". It has more than 6,000 signed artists, and through professional team training and packaging operations, it has delivered a large number of all-round artists to major live broadcast and short video platforms, and has cultivated excellent Internet celebrities such as Wolf King, Shi Dada, Fan XII, and Xu Zhonghua.
Ouyang Fat Fat, He Jingjing, Qi Zhi Dabing, these once popular characters all debuted in Qindao, the Champions of the Avenue of Stars Liu Dacheng, Liu Sai, Li Yu'er, "The Voice of China Season 4" National Top Four Li Zoujun (BeiBei) also performed many performances in Qindao before becoming famous.
When moving the stage from offline to online, excavating and cultivating professional artists is Qindao's strength.
"Doing a good job" is what Qindao has been doing for 28 years. Whether it is the development of online and offline dual-line operations, or the expansion of business to children's art training, professional anchor training, national tour, city theater performance, tourism performance, etc., Qindao has been focusing on doing a good job in content, polishing the "performance" that it is good at to the extreme.
And to this day, the theater under qindao line still insists on changing the program list every month, creating new original programs, developing customized programs for different tourism products, and creating original plays for Changsha city... Adhere to the excellent cultural content output, and even conduct surveys and return visits to offline audiences every week to adjust and optimize the content of the program.
To be honest, it is difficult not to succeed in such a persistence in professional polishing.
In Chen Yongzhi's view, the traditional industry should be transferred online, and the most important thing to do is what he is best at. Especially now, every enterprise basically knows some basic ways to play the Internet, and content output has become particularly critical.
In this era of developed Internet, Qindao Theater has maintained good profitability, Chen Yongzhi said that she never thought of giving up the operation of offline theater, she said very firmly: "Will continue to open."
Changsha's night culture has deep roots, the song hall culture can be traced back to thousands of years, Qindao should continue this culture and open a "century-old shop" in the sand cultural industry. Therefore, she is also ready to participate in the second China Urban Night Economic Development Summit in Changsha in September this year, and discuss and exchange with a large number of night-time consumption-related entrepreneurs.
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