Author | Mr. Art of War
来源 | 营销兵法（ID：lanhaiyingxiao)
The top stream of the recent two-dimensional is none other than Chiikawa.
Derived from Ji Yi Kava animation, the story revolves around Ji Yi, Usaki, and Hachi's three characters, the animated characters are extremely distinct, Ji Yi loves to cry but is still resolute and brave at critical moments, Usaki's keen mental state is free and unrestrained, and Hachi is the only one in the animation who can use human language and is curious, and is very reliable.
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The content of each episode is 1.31 minutes, but it cleverly tells the voice of the workers, the daily work of relying on labor in exchange for remuneration, buying the life you want to buy, and the incarnation of righteous people to punish the bad guys, etc., which aroused the emotional resonance of the audience, so that the content spread rapidly on platforms such as Station B like a virus, and also pushed Chiikawa's hot search to a new climax.
According to Baidu's index, Chiikawa's search volume in April this year continued to set new records.
Emojis and peripheral products evolved by the three important characters of Jiyi, Usatchi, and Xiaohachi are also quite popular, and only when there is traffic will they be noticed and co-branded, and the popular Chiikawa has been co-branded with McDonald's, Uniqlo, Coca-Cola, Lawson, FamilyMart and other brands, which also proves that Chiikawa is really popular from another direction.
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Behind all the explosions, there is its own underlying logic, and the top stream that can attract consumers is inseparable from its own unique charm. Why is Chiikawa able to become a top streamer?
The 3B principle is long-lasting
The 3B principle proposed by advertising master David Ogilvy, beauty, beast, animal, baby, and baby respectively refers to sexy and attention-grabbing, naïve and eye-catching, and innocent and touching.
Chiikawa, which exploded in the two-dimensional culture, fully demonstrated the charm of the 3B principle, using a round and cute image, with shaking his head and rich emotional expression, successfully creating a character with a sense of innocence in the image, and the sense of healing is self-evident.
The animation image that follows the 3B principle not only attracts the attention of a large number of users, but also touches people's emotional switch with its innocent image, and also allows more workers to find simple and pure happiness, realize the emotional balance of work and life, and are deeply liked by the public.
The strongest mouth of the workers has become people's emotional outlet
At the same time, in Chiikawa animation, the three characters have different personalities, if they are classified by MBTI, they represent INFP, ESTP, ENFP, with distinctive personality charm, and there are many whimsical behaviors, which not only enriches the storyline of the animation, but also makes the characters closer to the whimsical ideas in public life, such as in the plot of checking results, the subtext of more people's psychology is "unqualified", and the scene is reproduced in the cartoon.
Personified characters, bizarre thoughts and behaviors, daring to speak and dare to do things, doing things that many adults want but dare not do, such as encountering unfair treatment, attacking a huge forest family's doll with a small tire, etc., can be called the self-improvement of workers in the workplace. Let many adults who watch cartoons say: comfortable. It also makes the emoji with animated characters as the carrier an important carrier for everyone to vent their emotions and communicate.
In the highly competitive workplace, migrant workers often face multiple difficulties from work pressure, complex interpersonal relationships, career development direction and prospects, etc., which often make people feel anxious and helpless. Chiikawa animation allows the audience to witness the growth of the characters, and provides the public with ideas and mentality to solve problems, so that more people believe that the courage to face difficulties and meet self-challenges can always resolve the confusion in the workplace and relieve some unnecessary anxiety.
The sense of surprise and conflict brought about by the drama
Some cartoons are for adults, such as Chiikawa. On the surface, Chiikawa cartoons are full of imagination and fun, but the core of the story does not have the simplicity and sweetness of fairy tales, but explores the complexity and multifaceted nature of human nature in the real world with the public, and also provides a new attitude and way of thinking.
Chiikawa animation, which seems to be a cartoon, has realistic significance, skillfully showing the "darkness" of human character, such as selfishness, greed, fear, etc., and the sense of surprise and conflict brought by the dramatic reversal overflows the screen, which can be called a parallel world for adults.
There is no grand narrative, but it can solve some seemingly "thorny" problems in an innocent and childlike way, ups and downs, fascinating, Chiikawa animation builds a parallel world for adults, releases people's negative emotions, and realizes spiritual healing and comfort in the process of watching the movie, making Chiikawa animation spread quickly on the Internet and become a popular hit itself.
Cure the economy
With the improvement of consumption level, young people represented by the post-95 and post-05 generations live in an era of abundant material, but they are also facing emotional problems such as loneliness, so those products that can decompress and release emotions can always capture this part of the users. According to a report by the Global Health Institute, the global healing economy is growing at a rate of about 10% per year, and the market size could reach $7 trillion by 2025. This also shows that the healing economy, which is now exploding, has huge market potential and development space.
With such a user base, the three little ones in Chiikawa's animation are naturally more likely to become popular. The three little ones have their own strength and spirit, although they are a little "dark", but their images are cute, the healing plot in the story, and the scenes of helping each other bring people a sense of healing and relaxation, and also invisibly promote the development of the healing economy.
New generation, new language
Originally, the niche culture represented by the second yuan has a very strong circle culture characteristics, and as the circle culture is recognized, it has a stronger cohesion, and the second yuan culture has changed from a niche to a public, with a huge user base.
Judging from the data of various platforms, the new generation and new language are also quite popular. On Xiaohongshu, there are more than 5.4 million+ notes about the second dimension. On Weibo, the topic of ACG has been read more than 42 billion times, which shows its popularity.
In the context of communication in the new era, Chiikawa has a huge audience, influenced by multiple factors such as users, content and communication context, coupled with its healing, dramatic and 3B principles, which has also made Chiikawa grow into the top of the two-dimensional world.