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Edit: Hazah Tea Party
Recently, South Korean singer Gu Junye's concert has caused controversy and attracted much attention. The ticket sales of this concert are not ideal, more than 400 concert tickets are sold only about 100, and there are still audience refunds two days ago, and even if the price is reduced to 285 yuan, no one cares. This bothered Gu Junye deeply, and at the suggestion of a friend, he tried to start a concert promotion.
As early as when Gu Junye announced this promotion, a large amount of Korean information quickly spread through various channels in the Chinese community around the world, compared to traditional music or concert-related promotion methods, such giveaways closely related to daily life obviously increased the topic of this concert. In a short period of time, there was a lot of commentary and speculation on the Internet, with some arguing that it was a novel and ingenious marketing tactic, while others doubted that such a promotion method would actually attract viewers to buy tickets.
In this context, we take a closer look at Gu Junye's marketing campaign, which can basically be summarized as a strategy of "buying tickets and giving benefits". Specifically, anyone who buys tickets for his concert in May can get 10 catties of eggs or a box of Korean kimchi. This kind of promotion method, I have to say, is quite unique in the current concert market.
Many netizens expressed surprise at his decision to give away eggs and kimchi, and couldn't help but ridicule him that he had "changed careers to sell vegetables". Some netizens said funny: "I didn't know what was going on, I thought I was going to buy vegetables, but when I got to the scene, I found out that I was watching a concert!" and even some viewers half-jokingly said, "If the giveaway is really so attractive, it is better to add a few more catties of rice, maybe it can fill the scene." Gu Junye's promotional activities attracted not only these frivolous ridicule, but also some in-depth discussions about the current state of concert ticket sales and the operation model of the music market. Some people believe that the popularity of concerts is closely related to the popularity of artists, the goodness of songs and other factors; some people believe that this is because Gu Junye's popularity and popularity have not reached the level where he can hold large-scale concerts independently, and the sales difficulties reflect his true position in today's music market to a certain extent.
Although the promotion method of "buy tickets and give eggs and kimchi" is quite innovative, this shrewd business operation cannot hide the fact that it is difficult to sell tickets for Gu Junye's concert. For an artist and his team, it is not an easy task to find a way to respond to the market and attract the audience through their talent, hard work and innovation in the current market environment, and it requires enough wisdom and courage. In concert ticket sales, are giveaways really effective in attracting audiences? This kind of questionable voice has been widely spread among netizens, making this issue more of a major concern of the general public.
Some people question whether even if 10 pounds of eggs or Korean kimchi are given away, are there really enough audiences willing to buy tickets to enter the venue? In people's general understanding, choosing to watch a concert is more out of liking and appreciation of the performers, or out of love and belief in the theme of the concert, rather than being swayed by some gifts that may seem tempting or do not seem to have much appeal. Therefore, can this practice of buying tickets and giving away eggs and kimchi really save the decline in Gu Junye's concert ticket sales and make his concert lively?
At first, when Koo's marketing strategy was made public, the reaction on social media was mixed, with some people believing that it was a novel way of promotion with some affinity for life, while others were skeptical about whether this kind of ticketing method could arouse consumers' desire to buy. Over time, though, the market's reaction seems to have given the answer. Even if the items are given away, it does not change the current situation of difficult ticket sales.
In fact, a part of the audience even developed a skeptical attitude after seeing the list of giveaways. They admitted that they bought concert tickets because they admired Gu Junye's musical talent and unique singing style, and had expectations and yearning for his concert. However, when concert tickets could not be sold, they had to give away some daily necessities to attract the audience, which lowered the level of the concert to a certain extent, so that the audience who might have bought tickets lost interest in the concert.
Some netizens also pointed out that although for some people, 10 catties of eggs or a box of Korean kimchi is attractive, but for those who are really willing to spend energy and money to watch the concert, this kind of giveaway is not important, and may even become an obstacle for them to buy concert tickets. Because, they care more about the essence of the concert, that is, Gu Junye's performance, rather than those so-called giveaways. Although Gu Junye's marketing strategy has attracted the attention of the audience to a certain extent, it has not fundamentally boosted market confidence and promoted ticket sales. While the giveaways may look tempting, audiences can't ignore the appeal of the concert itself. And this attraction comes more from the artist's own charm, his musical talent, his stage presence, and his passion and dedication to music.
The concert market phenomenon in Chinese mainland stems from the combined effect of culture, media environment and community activities. Promoted and enthusiastically pursued by the media, various concerts and cultural activities are in full swing here, and most of them can attract huge crowds. Among them, there is indeed a part of the so-called "hot weather" or "lively" groups. They see every concert and every event as an opportunity to socialize, even if they don't have much interest or understanding of the concert itself. The same is true for aunts and uncles, who may enjoy not only the content of the performance, but also the atmosphere of the party and the gathering of family and friends.
It would be unfair to ignore the spending power and influence of this group. They are also following the trend, expanding the influence of the concert and bringing popularity to the concert. Their presence also to a certain extent conceals the embarrassing situation of vacant seats on the spot. But that doesn't change the reality of box office revenues, nor does it change the current mainstream market structure. Because in the end, the part of the audience they constitute is not really here for music and artists, let alone for the uniqueness and value of a concert. Their participation may, to a certain extent, weaken the original meaning and value of the concert.
Although the sale of concert tickets cannot be changed by the existence of giveaways, we cannot deny that it is indeed an innovative attempt. It forces us to ponder what is the essence of contemporary concerts, is it for the ultimate expression of art, or for entertainment and socialization, or for maximizing commercial profits?
For Gu Junyi's concert, giveaways may not really change the situation of ticket sales, because that's not what the audience really cares about. They should care about the music, the content of the concert, and the performance of the artist. Therefore, for the future, Gu Junye may pay more attention to how to improve his music works, how to improve his stage performance, and how to interact with the audience.
In this concert, Gu Junye invited Taiwanese artists Big S and Little S to help, hoping that their arrival could add some new highlights to his performance, improve his popularity, and further attract more fans to buy tickets. However, this strategy clearly did not have the desired effect. In the actual sales situation, the popularity of big S and small S has not translated into an increase in the sales of Gu Zuye's concert tickets.
The reason for this is likely to be that there is a certain disconnect between the target audience group and his personal characteristics and the format of the concert. Koo is almost 60 years old, and his main audience is largely middle-aged and above audiences who are keen on his personal style and voice. However, most of this demographic may not buy tickets just because of the young celebrities who are on their side. Their participation in concerts may be more motivated by their appreciation of music and artists, rather than the pursuit of celebrity spokespersons or the various added value of concerts. Therefore, Gu Zuye did not succeed in attracting more audiences to his concert through Big S and Little S.
Another problem is that Koo's stage performances have failed to attract the younger generation of audiences. For young people, they may value the artist's innovation and novelty, as well as his in-depth understanding and expression of music. And these may not be fully reflected in Gu Zuye's concert. As a result, Gu was unable to establish enough influence among young people, which in turn affected his box office revenue.
In addition, the audience said that they would rather go to the free square dance than spend hundreds of dollars to see Gu Zuye's concert. For them, Gu Zuye's performance on stage was no more attractive than the dancing of the aunts in the square. Some viewers believe that spending a few hundred yuan to enjoy a big meal is more valuable than spending the same amount of money to see his concert. This also reflects the public's perception and expectation of the value of concert tickets, and the audience hopes to get a higher value experience through tickets, and this experience may not only be the performance of the artist, but also the experience environment and facilities of the entire concert. As a result, the price positioning and value offering of the concert may not have met the needs and expectations of the majority of the audience, which further led to poor ticket sales. The organization and operation of commercial concerts need to combine many factors, including the artist's singing ability and popularity, the needs and expectations of the target audience, the on-site environment and experience, and the balance between value and price, etc., in order to achieve good market feedback and commercial results.
And Da S, for her husband Gu Junye, she invested 5 million yuan to build a music studio and opened a clothing store, but these businesses did not make any money in the end, and it seemed that the future was uncertain and crumbling. And their children are also at the stage when they need to develop hobbies, and if 5 million is used for their children to participate in some interest classes, it is undoubtedly a good thing. In contrast, her ex-husband Wang Xiaofei's business is getting better and better, and the store has even opened to Gu Junye's hometown of South Korea, and the business is flourishing. When preparing to marry a young and beautiful wife, Da S's choice is more like adding a piece of sadness to his once rich life. Wang Xiaofei's development seems to be more conspicuous than the embarrassment of Big S. Today's big S can only helplessly worry at home, and seeing her ex-husband Wang Xiaofei's career advancing by leaps and bounds, she undoubtedly regretted her impulsive choice.
Putting aside all the strengths and weaknesses, we have to admit that everyone has their own shining points and shortcomings. As a human being, we are all prone to making mistakes. The same goes for Gu Junye, he also has his strengths, and his enthusiasm and talent have allowed him to achieve a certain status in the music industry. Although he is now facing setbacks and has been criticized and ridiculed, we cannot ignore his contribution to music, his efforts and his dedication. We look forward to seeing him through this difficult period and finding his brilliance again.
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