Source: Times Finance Author: Zhang Xuemei
Source: Screenshot of "Riding the Wind 2023"
Mango became popular with Mei Yili Bud and "Pure Land of Bliss", but the dividend was eaten by Station B.
On May 13, "Riding the Wind and Waves 2023" (hereinafter referred to as "Sister Lang 4") continued to be broadcast on Mango TV, including a total of 4 groups of first performance stages, and Xie Na's group "Dragon Fist" temporarily ranked first with 847 votes; Mei Yi Liya, who was previously sent to the top of the hot search and voting lists many times by the second dimension, cooperated with Gong Linna to bring the song "Sea of Flowers" and won 798 votes, temporarily ranking third. Subsequently, #谢娜 overexerted force##龙拳 embarrassment##Flower Sea Immortal Stage## Flower Sea actually lost# and other entries rushed to the Sina Weibo hot search list.
Mango was busy bearing the anger of netizens, and Station B took advantage of the popularity of the Yigong stage to push the news of the first live broadcast of Meiyiliya on the whole network to the hot spot. At 12 noon on May 13, the official number of Mei Yi Liya Station B released a dynamic, announcing that it would start broadcasting on Station B the next day, and as of 19 pm, the number of reservations exceeded 70,000.
On May 5, "Sister Lang 4" was launched, and the Japanese sister Mei Yi Liya brought the first stage of "Pure Land of Bliss" singing and dancing, directly "bloodwashed" Station B, and set off a new round of jumping tide, and the old two-dimensional elements of Station B quickly gathered to Mango to vote for Mei Yi Liya on the list of "Riding the Wind 2023 Treasure Guide".
This may be contrary to Mango's prediction, and its bets on Xu Huaiyu, Ella, Qiu Ciaoxuan, etc. did not reach the expected popularity. Last year, Mango also had a similar situation, Wang Xinling set off a memory killing on the whole network when there were almost no shots in the first issue, and finally debuted in the C position in the call of "Xinling Boy".
At present, the popularity of Meiyili Bud continues to rise, and as of 17 pm on May 13, its votes exceeded 59 million, winning the first place in the fault, and the number of votes is almost the sum of the rest of the sisters. Although Mango, which made a mistake in prediction and was ill-prepared, launched two-dimensional related activities on May 13, the main position of the two-dimensional carnival is still at Station B.
Source: Mango TV screenshot
The divine comedy "Pure Land of Bliss" brushed the screen again, and Mango made a wedding dress for Station B
"Pure Land of Bliss", which exploded in Station B and the two-dimensional circle 7 years ago, is back.
On May 7, 2 days after the first episode of "Sister Lang 4" was broadcast, Mei Yi Liya uploaded the first stage video of "Pure Land of Bliss" on the official account of station B, and the number of views has exceeded 10 million, and the barrage has said: "This time it is the turn of the two-dimensional Yeqing to return" and "let the internal entertainment feel the power of the second dimension", not only the initial stage video has been changed many times, but many B station users have also uploaded themselves and then danced the "Pure Land of Bliss" video.
Chen Cheng, a senior two-dimensional and one of the audience members who voted for Mei Yi Liya, "I just shared the link and let good friends and people who know her vote together." ”
She told Times Finance that Mei Yi Liya's current popularity is very high because of the surprise that she participated in "Sister Lang 4", "She has always had a good reputation in the two-dimensional circle, especially in the dance circle, and "Pure Land of Bliss" is also a phenomenal work in the B station house dance circle, so everyone is excited and happy, and the vote is happy, but long-term, organized voting should not be, so don't worry about Xiaomei grabbing jobs in domestic entertainment." ”
In her opinion, the two-dimensional circle will be inexplicably united because of a point, even if many people in the circle are not familiar with her, they will send blessings to her happiness. "Her popularity has increased, let the two-dimensional enter the public's vision, let everyone understand the two-dimensional culture, and see the strong power of the two-dimensional element, which is what we are happy to see."
"Pure Land of Bliss" was released in 2016 and has a high popularity on station B, with major UP masters competing to follow, and many related videos have been viewed at the level of tens of millions. This craze has also caught fire in the two-dimensional circle, and internal entertainment artists such as Xiao Zhan and Tan Songyun have also appeared on relevant stages.
However, although attracting two-dimensional voting has brought a lot of traffic to the Mango APP for a short time, Mango does not seem to have the ability and content to leave two-dimensional votes.
After gaining two-dimensional attention through Mei Yili Bud and "Pure Land of Bliss", Mango also released a signal to envelop the two-dimensional dimension. After the latest episode of "Sister Lang" was broadcast on May 13, the program Weibo and Mango TV WeChat released two-dimensional related content: dimensional comprehensive guide, including annual pass discounts, point activities, mango dramas, etc., and put Mei Yili Bud on the program recommendation page. A fan who has been in the pit for many years told Times Finance: "Although I downloaded the Mango APP in order to vote for Xiaomei, but only voted, the above practices of Mango TV will not attract me." ”
As a platform for two-dimensional assembly, Station B has become the winner of this dividend. After the latest episode of "Sister Lang" was broadcast, Mei Yi Liya quickly occupied a number of seats on the hot search list of station B, and the popular video of "Sea of Flowers" was viewed nearly one million, and she herself also announced that she would open the first exclusive live broadcast of the whole network on station B at 21 o'clock on May 14. In addition, the official Little Red Book account of Meiyiliya was also opened on May 6, and as of May 13, 10 posts have been updated, adding 180,000 followers.
Strong two-dimensional consumption capacity, "playing games for 3 months spent more than 20,000 yuan"
Although she successfully came out of the circle through "Sister Lang", most people do not know anything about the power of the second dimension.
"Two-dimensional" is a collection of ACGNC (A: Animation, C: Comic Comic, G: Game Game, N: Novel Novel, C: Cosplay), and behind it is a booming ACG industry.
According to a survey by Japan's Mitsubishi Research Institute, as a major country in the quadratic industry, Japan's anime-related industries represented by quadratic elements once accounted for more than 10% of the country's GDP, exceeding 2 trillion yen. In China, the quadratic element has always been considered a niche circle, in fact, its circle is constantly expanding, and the consumption power should not be underestimated.
According to the "China Quadratic Industry Research Report" released by iResearch, the domestic quadratic industry has entered an explosive period, and pan-quadratic users are expected to reach 500 million in 2023. According to its "2021 China Secondary Element Industry Research Report", in 2020, the scale of domestic secondary element games reached 41.1 billion yuan, and it is expected to reach 80.1 billion yuan in 2023. Especially as the post-90s generation and Generation Z gradually become the main body of the consumer market, this also promotes the two-dimensional culture to gradually move closer to the mainstream culture.
As a relatively mature field in the domestic two-dimensional industry, the spending power of game users cannot be underestimated. According to the "2022 Two-Dimensional Mobile Game Market Insight Report" released by data.ai, two-dimensional mobile game players have a strong participation and high consumption tendency, and the user spending of two-dimensional mobile game players accounted for 20% of the total mobile game spending of the app store in 2021, but the global user penetration rate was only less than 3%. Two-dimensional games led by Mihayou's Genshin have shown strong profitability, but this is only the tip of the iceberg of the two-dimensional economy.
At the beginning of the year, data released by Sensor Tower, an app store data analysis agency, showed that the total revenue of Genshin on the mobile platform has exceeded 4.1 billion US dollars, or about 28 billion yuan. In 2021, Genshin also became the first-year highest-grossing game in history, with China being its largest consumer market.
Chen Cheng entered the pit of "Genshin" this year, and has been playing for about three months and has spent more than 20,000 yuan, "I am more willing to spend money on paper people, and many people spend 30-100 yuan a month to buy a monthly card." She said that there are indeed more activities related to the second dimension in China, and the surrounding area of the secondary element is constantly developing, "there are many aspects of two-dimensional krypton gold, such as games, COS, peripherals, etc."
In China's two-dimensional content industry, the comic market is also an important part. Relevant people of well-known domestic comic platforms told Times Finance that the consumption power of two-dimensional elements is reflected in comic paid reading, peripheral derivatives, and book sales. It said: "The two-dimensional comic payment ability and peripheral derivative consumption power are strong, and in the first half of 2022, Kuaikan's overall revenue will increase by more than 100% against the trend; At the same time, the sales of Kuaikan's single-IP self-made peripherals in 2022 increased by 5.3 times compared with 2021. ”
Now, the emergence of Mei Yi Liya and "Pure Land of Bliss" has once again brought the quadratic dimension to the public, once again refreshing people's cognition of the quadratic dimension, and this once niche circle is growing into a 100-billion-level blue ocean market.
(At the request of interviewees, Chen Cheng is a pseudonym in the article)