Vol.16: Female version of TFboys? Analyze the business empire of SNH48【Click to enter the special page】
Sohu Entertainment (Xiao Xuan/Wen) [Foreword] On the evening of July 4, the tour of the mainland idol girl group SNH48 Beijing Station was held in Wukesong Huiyuan Space, and the venue that could accommodate 2,000 people was almost full, and a video website that was simultaneously paid live broadcast had 380,000 online views and clicks. Along with the girls' performances, the cheers of the live fans were amazingly neat and powerful. During the Encore period of the performance, the "S-N-H-Fourty-eight" that resounded throughout the audience seemed to be a wave of sound, shocking the security guards at the scene. After all, such enthusiastic cheers can only be seen in the performance scene of a few top idol groups. This combination, they had never heard of.
The theater performances are full, the best newcomer award at the music awards ceremony, the cover of fashion magazines such as "Men's Clothing" and "Mina", and become the spokesperson for many commercial brands, including online games and mobile phones, and the newly launched single MV "The Voice of Summer" has even been sought after by overseas and even Japanese netizens - SNH48, which will be a military for three years this year, ushered in an explosive period of popularity, and they went further in business exploration than TFboys, which also played the "cultivation system" signboard.
According to Sohu Entertainment survey, the amount of votes in SNH48's first annual total election exceeded 10 million, and the total election results of this year are still 20 days away, but the total sales have exceeded four times that of last year. In addition, SHN48's performances and commercial endorsements are growing significantly, and the sales of peripheral products, rescue towels, photos, and keychains have killed many big stars in seconds - in the field where many netizens have no awareness, SNH48 has created a business empire with detailed classification. What exactly is SHN48? Why is there such a rigorous business model? This issue of Sohu Entertainment will make a big start to this group.
【Part.1】There is no female idol group in the mainland? SNH48 changed all that!
Exclusive technical cooperation with Yasushi Akimoto to create the Chinese sister group of AKB48
Chinese girl idol group SNH48 was founded on October 14, 2012.
Founded on October 14, 2012, Chinese girl idol group SNH48 is a large-scale girl idol group funded by Shanghai Jiushang Fashion Group and supported by Yasushi Akimoto, the "father of AKB48" in Japan, known as the Chinese sister group of AKB48. SNH48 takes the pinyin abbreviation of "Shanghai", and currently has 79 members, divided into four teams: SNH48 Team SII, SNH48 Team NII, SNH48 Team HII, and SNH48 Team X, each with a different positioning.
Mr. Tao, CEO of Kusho Company, introduced that the company did not simply buy Japanese copyrights, but had exclusive technical cooperation with them, "We not only have AKB48 members stationed (such as Miyazawa Saee, Suzuki Maria), but also AKB48 staff directly guide dance and costume modeling." For each performance, the stage director and lighting engineer of AKB48 will also come to the Dream Theater to direct the work. Mr. Tao introduced that at the beginning, their company was only the exclusive agent of AKB48's business in China, in the two years of cooperation, she saw the huge potential of the Chinese idol market, and reached a cooperation intention with Yasushi Akimoto, "We are not completely copying the Japanese model, to develop in China, performing arts expression and grounded transformation are more important, and the demand for film and television performances in the Chinese performing arts market is greater." ”
SNH48 popular Japanese network members were praised as "China's first beauty in four thousand years"
At the end of last year, Ju Jingyi, a member of the SNH48-NII team, became popular on the Internet.
Soon after the establishment of SNH48, it had a large number of loyal fans and gradually became known to the public. At the end of last year, Ju Jingyi, a member of the SNH48 NII team, became popular on the Internet because she was named "China's first beauty in four thousand years" by the Japanese media and netizens, saying that her beauty exceeded that of the chief beauty of the Japanese idol group "Nogizaka 46". More Japanese netizens claimed that the average value of SNH48 where Ju Jingyi was located far exceeded that of AKB48. Such a high evaluation shocked many Chinese netizens, who asked what the origin of this combination was. After all, in the impression of many netizens, when it comes to domestic women's groups, what comes to mind is still "soil", "cottage", "LOW".
Ju Jingyi is 21 years old and a member of SNH48-NII.
Ju Jingyi is 21 years old this year, is a member of SNH48 NII, with a small face and big eyes, looks quite like a girl in Japanese manga, which is also the favorite look of the post-90s and 00s. In SNH48, there are many such girls, although they are beautiful, but they all have a large number of loyal fans and set countless records - on July 26 last year, the first idol annual popularity contest (referred to as the general election) attracted 134,000 votes, with a total vote of more than 10 million votes. Although there is still nearly a month to go in this year's general elections, the number of participants has now exceeded 4 times that of last year.
Last month they landed on the cover of Men's Clothing.
At the end of last year, SNH48 participated in the New Year's Eve concert of five satellite televisions, and last month they appeared on the cover of Men's Clothing, and the magazine sold out. In terms of performances, albums and peripheral products, SNH48 has built a very complete business system, and the benefits created have aroused the attention of many industry insiders to Chinese girl groups.
【Part.2】Unprecedented business model? SNH48's "Idol Cultivation" Program!
Create an idol at your fingertips Seven performances a week
SNH48's exclusive venue, the SNH48 Dream Theatre, is the most important step in "creating a face-to-face idol."
Different from ordinary brokerage companies, the concept of Jiushang Fashion Group is to create "idols that can be faced face to face" with Internet thinking. When selecting members, they will choose some girls who have no performance experience and are called "rough stones", hoping to maintain their original personality. It's like the class flower next door, although it may not be "chased", but it is very close to it. In terms of genre, they also don't have a fixed preference for members to show the process of "achieving dreams through active efforts".
SNH48's exclusive venue, the SNH48 Dream Theatre, is the most important step in "creating a face-to-face idol". Officially opened on 30 August 2013 as a fixture for SNH48, the theater features SNH48's souvenir shop and coffee shop on the ground floor and a theater that can accommodate 340 spectators on the second floor. Here, SNH48 has seven performances a week, including singing, dancing and MC. MC is the most test of the random ability of the members, the girls talk about their recent movies and TV shows, buy clothes, tell about the troubles of youth, like friends to chat with fans. At the end of each performance, the performance members will also line up at the door to high-five the fans who watched to express their gratitude. In the long run, the distance between fans and idols has become very close, and a long-term performance of the meal can not only make the idol remember him, but also let the members of the whole group know. Since August 2014, SNH48's theater performances and large-scale performances have been broadcast live through online media, so that non-Shanghai fans can also watch the girls' performances.
In addition to the weekly theatrical performances, every piece of music in SNH48 will have a commemorative handshake after it is released, and fans can get handshake coupons and group photo coupons as long as they purchase EPs, and participate in the handshake meeting to get close to idols. This interaction has allowed SNH48's fans to grow explosively.
Competition is open and naked, and the management system is strict
Every year in late July, SHN48 also has an annual idol popularity contest (referred to as the general election).
SNH48 has a strict competition mechanism - the selection system, which is a kind of activity in which fans vote to determine the ranking of members, according to the ranking determines who can produce records, make MVs, appear on variety shows, and produce peripheral products, which not only means exposure, but also means revenue. Every month, SHN48 has a "Theater Goddess" selection, and all fans who come to the Starry Dream Theater to see the performance can vote for the idols they support. In addition, in late July every year, SHN48 also has an annual idol popularity contest (referred to as the general election), which is the most important contest of the year's popularity, in which fans buy voting EP and obtain voting rights to vote for members, and determine the ranking of member popularity. The general election can determine the next single recording lineup, as well as the strength of the promotion resources received for the next year. To ensure transparency and recognition of competition, everything is public and naked.
In terms of idol training, the Kusho Group has a complete system. After the initial selection, the selectees from all over the country will be uniformly accommodated in the life training center provided by the company, which includes a dance room, gymnasium, vocal room, lounge, as well as a canteen and dormitory. This kind of dormitory is usually a room for two people, and in the general election, top level members, such as Ju Jingyi, are arranged to live alone. Life training centers are similar to schools, except that everything is free.
In terms of management system, the brokerage company also has a set of strict rules - all members can not contact fans privately, can not receive gifts, can not answer fans' questions casually, and even Weibo is not allowed to interact with fans. You can only communicate with them in specific environments such as handshake meetings and performances. Wu Zhehan, the winner of the first general election, was adjusted from a core member of the first-term student to a reserve member of the fourth-term team of Team X for violating the "Private Fan Prohibition Regulations", and only later returned to Team SII due to his good performance and was also a member of Team X.
The new "red law" of the Internet age creates relatively real idols
AKB48 has only begun to become popular in Japan after several years of testing the waters, and in comparison, this model has developed more rapidly in China. This is related to the increasingly developing era of new media. On the one hand, through the early preparation of Japan, many fans have long been very familiar with this model from the Internet. In addition, the synchronization of network information makes the information more accessible, ju Jingyi was named by Japanese netizens as "China's first beauty in the past four thousand years" is the news of the Japanese forum.
Mo Han often has a COS costume on Weibo, and shows her hard work and intellectuality in many ways.
Most importantly, the members of SNH48 can use the self-media for self-promotion, Ju Jingyi's appearance is beautiful and straightforward, occasionally there will be some spit, Mo Han often has COS dress on Weibo, and in many ways shows her efforts to be serious and intellectual, "than the new members of the youth and cuteness, just take the mother route, Mo Mom", Mo Han laughed at himself in an interview. Team N's Li Yitong is a typical example of popularity on the Internet, compared with other members, although she looks average, dancing and singing is not prominent, but her Weibo is completely the style of the danzi hand, frank and cute style attracts many fans.
In addition to Weibo, SNH48 also has many online promotion platforms, including official websites, WeChat, Weibo platforms, exclusive APP "Pocket 48", Meipai, Sing Bar and so on. Through various online channels, SHN48 has established a "mind consumption network" to consume these stories with fans. This massive amount of information allows fans to see a relatively real idol, rather than a one-sided personality created by the media. This is the new red law in the era of self-media.
【Part.3】It is an "idol" and a "company"! SNH48's business empire
Fans throw 400,000 idols and peripheral products are available
In terms of commercial performances and endorsements, SNH48 has also been significantly improved.
After nearly 3 years of operation, SNH48 has increased significantly in terms of both the number of fans and the economic benefits. According to Mr. Tao, it has now reached three or four times that of last year and has entered the outbreak stage. First of all, from the perspective of record sales, SNH48 will release a CD every other quarter for 78 yuan. In May, specific EP with total election votes will be released in May, including 78, 268, 308 and 1680, and the most expensive record contains 48 votes. Many fans will buy multiple EPs in order to make their idols rank higher, and vote repeatedly. In addition, the company also came up with an electronic voting method, 5 yuan can vote 0.1 votes, WeChat payment can be. It is reported that the amount of votes in the first annual total election of SNH48 exceeded 10 million, and the total election results of this year are still 20 days away, but the total sales have exceeded four times that of last year.
Fans "rubbed shoulders" with more than 90 votes last year, most of which went to his favorite S team captain Mo Han, which means he spent nearly 4,000 yuan in the final selection. He laughed and said that he didn't spend much, "There are also fans who spend more than 100,000 yuan on the total election vote, and I have heard of 400,000 votes." I plan to vote about 120 votes this year, which I think is a wish, and I hope that people who like it can get more resources. ”
The Dream Theater is a place for members to interact with fans, and among the 340 pre-sale tickets, the standing seat is 80 yuan, the seat is 80 yuan, and the VIP seat is 168 yuan. In the seven performances per week, except for the newly established X team, which is still in the brewing stage, the other performances are almost full, especially Ju Jingyi's N team is simply hard to find. It is said that the performance of Ju Jingyi's birthday festival was originally 80 yuan tickets on Taobao to 400 yuan. Fans have frequently flown to Shanghai since 2013 to see SNH48 performances, flying 9 times last year and 4 times so far this year.
In terms of commercial performances and endorsements, SNH48 has also been significantly improved. At the end of last year, SNH48 participated in the New Year's Eve concert of five satellite TVs, and also endorsed multiple products such as online games, mobile games, cars, mobile phones, beverages, headphones, etc. At present, the endorsement cost of mobile game products has reached 2 million, and the network live broadcast rights and large-scale concert live broadcast rights of SNH48 performances have also been snapped up by major videos.
In addition, the development of SNH48 in peripheral products is also breathtaking, raw writing (a package is issued every month, randomly containing 5 photos of members, priced at 60 pieces), summer photos (268 yuan), towels (80 yuan), badges (20-40), T-shirts (150 yuan), folder file bags (50 yuan), stickers (20 yuan), limited key (60 yuan), exclusive mobile phone pendants (30 yuan), notebooks (59 yuan), can be described as a variety of varieties, everything.
Among these peripheral products, the most popular is raw writing. Fans "passed by" a total of 6,000 pieces, "playing with life is a huge pit, need financial resources." Like their first set of sketches, the most expensive reached 1,000 pieces a piece, and the others who did not leave the group were also 500 pieces of three pieces. Sometimes, the company also holds official auctions, and Ju Jingyi's individual photo has been auctioned for 2550 yuan.
The general salary of the group members is low, and the maximum monthly income is less than 20,000
As a large number of idol groups, Jiushang Group needs to invest a lot of money in the early stage, even at the stage of gradually becoming popular, it is inevitable that the problem of low profits will be avoided. After all, the price of the performance will not increase due to the large number of groups, and the endorsement fee has nothing to do with the number of people. In Japan, most AKB48 members earn only about 100,000 yen (about 5,030 yuan) a month. As a sister group of AKB48, the monthly salary of SNH48 members is also not high. It is understood that SNH48's salary adopts the method of fixed salary plus commission, as long as you participate in CD performances, shoot MVs, run announcements or have endorsements, you can get a draw from them, and if you are late or absent from training, you will be fined.
Mo Han, the captain of SNH48 team SII, has been joining SNH48 for nearly 3 years, and at the beginning her monthly income was only more than 1,000, often relying on family subsidies, until the situation improved later. Asked if her monthly income has exceeded 20,000 so far, she quickly laughed and denied: "How is it possible!" Ju Jingyi of the SNH48 team NII also said that her income is not high, "but she can support herself and give her mother a pocket money every month." Despite this, Mo Han and Ju Jingyi did not complain. Mo Han said that she had thought about her future before joining SNH48, "I think the possibility of future success is relatively large, and I believe that I can go out of my own world." The pain and tiredness of the early stage are the cornerstones of the laying groundwork. ”
Mr. Tao admitted that the income of artists is indeed not high now, but she said that there will be a great improvement after that, "The company's initial operation and construction of the structure have consumed a lot of manpower, material and financial resources." For most members of SNH48, it's not just a career, it's the pursuit of dreams. Then their income will be greatly improved. ”
【Part.4】School flowers fascinate otaku? Analyze the fan base of SNH48
Who likes them? Otaku, female group controller, gamer
Who are the fans of SNH48, who can spend so much money for idols, are all legendary otaku? After investigation, Sohu Entertainment found that SNH48's fans are mostly students, ranging in age from 12 to 36 years old, with an average age of 20 years old, mostly boys. According to the on-site observation, the ratio of men and women to meals was about 7:3 at the beginning, but this year there has been a change, and the ratio of men to women who watch performances in the theater has reached 6:4.
In China, most of the first fans of SNH48 were converted from AKB48 fans. With the operation of the model and the promotion of online game endorsements, more non-AKB fans have begun to notice the existence of SNH48. For example, not long ago, Mo Han was invited to participate in the "Huayi ELLE Night" event and participated in a friendly match against the well-known e-sports club EDG, and her good record attracted the attention of many gamers. It is precisely because of their frequent participation in anime, game activities and endorsements that their popularity among online games and e-sports enthusiasts has soared.
In addition, many fans who originally liked Korean girl groups have also begun to "enter the pit". Because of the delay in the return of popular groups such as Girls' Generation and F(x), SNH48, which also has youthful vitality, has naturally become the object of attention of "girl group control" - these people have the need to chase stars, but Korean girl groups are too far away, and it is difficult to see frequently through language barriers.
Why are they so endearing? Youthful, strong personality, positive energy
Fans said: Although Huang Tingting's singing and dancing ability is not particularly prominent, she has been working hard to improve herself.
In the eyes of fans, the biggest charm of SNH48 is that they are a group of young and beautiful, personality-oriented, hard-working girls. Among these members, there are few "awl faces" that are common in the domestic entertainment industry, some introverted and quiet, some lively and humorous, some fashionable and domineering, and there is always a cute point that can poke the fans.
The fans of Ju Jingyi and Huang Tingting, who are the main pushers, admit that in addition to their beautiful looks, watching such a group of young girls singing and dancing and telling jokes will be very happy and will eliminate a lot of pressure in life, the personality charm of the members is also an important motivation for her to become a fan: "For example, Xiao Ju's atmosphere and calm performance after the 'four thousand years' thing, not affected by the criticism on the Internet; and Huang Tingting, although her singing and dancing ability is not particularly prominent, has been working hard to improve herself and participate in the performance without falling." At the same time, stoic and gentle care of the members, these personality flashes, the meal will feel more attractive than Yan. ”
Compared with traditional artists, the girls of SNH48 started from ordinary people, slowly received training, began to sing, dance and act, learn to match costumes, and finally became glittering stars on stage. This process is very motivating and there is also a feeling of growing up with companionship. The management system of SNH48 allows most of the girls' acting work to be carried out under the gaze of fans, and who has paid how much sweat is known at a glance, which makes fans feel empathy for the efforts of the members. Fans "passed by" frankly, watching Mo Han from the beginning of the second row to the side position, slowly stood in the middle of the current first row, became the captain of the S team, let him be very touched, but also very motivating.
【Popular Science】Teach you to recognize SNH48 in a second!
1. The slogan of assistance is different
The fans of the draft like to shout slogans, Korean rice likes to scream, and SNH48, like The Japanese rice, has a special call for assistance. SNH48's unique call is called mix, and depending on each song, a series of calls are added to the harmony as the prelude comes. The call allows the rice to be integrated from start to finish while the idol is singing.
2. The props that should be assisted are different
Fans of the general star will hold up light signs, glow sticks, and hair bands wearing demon horns, and SNH48 fans will have the official electronic glow sticks, which are completely different from those sold at the entrance of the concert. According to fans, they need 160-180 yuan to buy imported 15-color glow sticks. The high-brightness chemical rod used in special occasions, a 5 yuan, can only be lit for 5 minutes. During the SNH48's birthday celebrations, fans also choose specific songs to light up glow sticks of the same color to celebrate.
3. The use of props is different
The difference between passers-by and rice can also be seen in the use of glow sticks, rice waving glow sticks is up and down, passers-by are usually left and right shake.
4. Exclusive WOTA art
SNH48 fans have an exclusive set of WOTA artists when watching the performance, and while the members perform stage, the fans play WOTA on the stage to help each other, and integrate with each other, which is also a very enjoyable process for fans.
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