“Long sister 1” how the fire, “sister wave 2” there are more than paste
Editor’s note: This article is from the micro-channel public number “Mirror entertainment” (ID: jingxiangyule), Author: Ban Zhancha, Editor: Li Qian snow.
Before the first season of “Sister Riding the Wind and Waves”, the market was not optimistic about this project. This can be seen from the title dealer of the show.
Fan Milin, the title sponsor of “Lang Jie 1”, is a new skin care brand that only entered the market in 2015. It is far from VIVO, Mengniu, Yili, and Nongfu Spring that are common among domestic top variety show title vendors. Not in an order of magnitude. The reason why Fan Milin was able to win the naming rights of “Lang Jie 1” for 40 million was because the market was not optimistic about this project and there was little competition; second, Fan Milin and Hunan Satellite TV had in-depth strategic cooperation in the forefront. , And Huang Shengyi and Yi Nengjing are the spokespersons of Fan Milin.
It can be seen that the initial advertising cooperation of “Lang Jie 1” is not very popular, and many brands only begin to seek cooperation after the program is broadcast. However, with the explosion of the show, the advertising space of “Lang Jie 1” once reached the situation of “a ticket is hard to find”. According to Kaiyuan Securities, under the neutral assumption, the advertising revenue of “Lang Jie 1” is expected to be 455 million. yuan.
Later, this investment boom also continued in “Lang Jie 2”. Public data shows that since the broadcast of “Lang Jie 2”, there have been as many as 15 sponsored brands, including Golden Classic, Meituan Optimal, VIVO, Vipshop, Youdao Boutique Class, Dove, Midea, Lux and so on. Among them, the exclusive naming party of “Lang Jie 2” has become the Golden Classic of Yili’s brand, and the naming fee is expected to be at least hundreds of millions of yuan, while the original 40 million fans of Fan Mi Lin have disappeared.
Obviously, with the popularity of “Lang Jie 1”, the barriers for brands to enter “Lang Jie 2” have naturally become higher. However, advertisers who have injected more capital have not seen the expected hot scenes. “Lang Jie 2” is getting more and more blurred at a speed visible to the naked eye. Brands who were rushing to “betting” at the beginning have difficulty moving. Play the “gambling table”.
The popularity has plummeted, and the stock price has plummeted: “Lang Jie 2” has the upper hand, but can’t break the waves
At present, “Sister Lang 2” has been broadcast for more than half, but the popularity has not improved much.
Different from the first season, which was broadcast exclusively on the Internet, “Lang Jie 2” was broadcast simultaneously on Mango TV and Hunan Satellite TV. On the stage, CSM59 city data showed that the ratings of the first issue of “Lang Jie 2” reached 2.478%, ranking first at the same time, but by the second issue, the ratings fell to 1.622%.
On the Internet, data from Maoyan shows that since the broadcast of “Lang Jie 2”, except for the top variety show hotspot on the second day of its launch, the overall popularity afterwards has been around 9,000. During the broadcast of “Lang Jie 1”, she won 11 variety show popularity titles in total, and the program popularity value has repeatedly approached 10,000.
During the broadcast of “Lang Jie 2”, according to the Baidu search index, the show’s popularity peaked on the day of its first broadcast, after which it experienced a sharp drop and remained between 20,000 and 40,000 as a whole.
Compared with the Baidu search index during the broadcast of “Lang Jie 1”, the program’s peak popularity was once close to 400,000, and the overall search index remained above 100,000 for a long period of time, much higher than “Lang Jie” 2″ Overall performance.
In addition, on Weibo, which has a more focused attention and discussion, #成风Polang’s sister# has read more than 51.3 billion times. However, among these, about 45 billion readings are from the popularity of “Lang Jie 1”. In the last 30 days, the number of readings on this topic has increased by less than 3 billion, while the number of readings of #乘风破浪的姐姐2# is only 2.3 billion.
Driven by the influence of the program, Mango SuperMedia disclosed in its financial report that during the broadcast of “Lang Jie 1”, multiple indicators such as single-term membership income, activity, and new numbers reached new highs. As of the first half of this year, the number of effective members of Mango TV reached 27.66 million, an increase of 50.57% from the beginning of the year. The company’s revenue from members reached 1.418 billion yuan, an increase of 80.4% year-on-year. In the latest annual performance forecast, Mango TV members have reached 36.13 million, an increase of 30.6% over the middle of the year. In contrast, after the popularity of “Lang Jie 2” decreases, the program’s ability to pull the membership scale will also be narrowed, and related income may decrease simultaneously.
The stock price is also affected. On the day of “Lang Jie 1”, the stock price of Mango SuperMedia experienced a significant increase. On that day, the company’s market value exceeded the 100 billion mark. After that, with the release of the show’s popularity, the company’s stock price has been volatile and rising. It was also during this period that the market value of Mango SuperMedia once reached more than 160 billion.
It is worth noting that this trend has continued until the launch of “Lang Jie 2”. On January 22, the day when “Lang Jie 2” started broadcasting, Mango SuperMedia’s stock price peaked at RMB 93.01 per share. However, starting from this day, the company’s stock price plummeted for many consecutive days. As of today’s close, the market value of Mango SuperMedia has evaporated more than 48 billion.
From the heat shrinking to the company’s stock price plummeting, the market’s more optimistic “Lang Jie 2” failed to continue its phenomenal influence in the first quarter.
When I look back at “Lang Jie 1”, except for sisters of the level such as tranquility and Zhang Yuqi, for most sisters, although the influence of this show at the time is still unknown, many sisters can already take advantage of it. Good resource.
However, in “Sister Lang 2”, the traffic
At present, the relatively hot sister in “Lang Sister 2” has only few resources. Zhou Bichang became a Yuxi star promoter, Na Ying endorsed Youdao’s fine class, and Li Fei’er, who is more popular than the program, got the relevant cooperation of Kangbach and Bi Rica. However, on the whole, in terms of quantity, the cooperative brands of “Second Generation Sister” are mostly only one-tenth of the “First Generation Sister”. In terms of influence, the “Second Generation Sister” cooperative brand is not as well-known as the “First Generation Sister”. “Even some older sisters have not obtained cooperation resources.
By comparison, we can see that advertisers are no longer willing to invest in “Lang Jie 2”, which proves to a greater extent that the program has been seriously declining.
In the latest season of “Ace vs. Ace”, there is a show with the theme of Xian Xia, inviting three sisters, Jin Sha, Zhang Meng, and Bai Bing. The “first generation sister” is still active in the public’s field of vision. “Sister on behalf of” is not so lucky. Not long ago, Jin Qiaoqiao, who participated in “Lang Jie 2”, laughed at herself for “failed to become popular” on Weibo. Her experience may become the epitome of many “second generation sisters”. And like these sisters, those who failed to “ride the wind” are those advertisers who rushed to “betting”.