Debut, and then?

Editor’s note: This article comes from the WeChat public account “DT Finance” (ID: DTcaijing) author: Dai Zhong, He Shuyao.

Last Saturday, “Youth has You 2” finally ushered in the finals. The same type of female group variety “Creation Camp 2020” also entered the second performance.

In the past few years, the 101-style variety shows have been out of the circle one after another, and a new round of idol economy has also been born around the loved beans who have been picked.

Compared to the singles, the idols in group battles seem to be more successful in the early stages of their debut. However, judging from the idol groups that have formed a group, some people have soared and become tops, and more members have fallen into the predicament of being tepid and even flopping again as the group’s subsequent popularity drops.

How many successful cases can the idol industry output for us today? What idols can be left in this era? We selected six idol groups (Rocket Girl 101, R1SE, NINEPERCENT, UNINE, New Storm, BlackACE) from different 101-style variety shows. Through the comparison of the heat after the formation, the subsequent resources and other dimensions, Try to explore what is the key link in the star-making chain under the idol industrialization system.

1 Six successful idol groups, now How popular is it

The last boom of the domestic draft was traced back to the “Super Girl Voice” launched by Hunan Satellite TV in 2005. Fans used 3.52 million text messages to vote for the show’s overall champion Li Yuchun.

Now, the channel for fans to call for Idou has long been changed from SMS to video app and Weibo, and the number of votes has also expanded to tens of millions. Relying on the popularity of fans, six groups have successfully debuted from 101 variety shows.

The initial intentions of the various draft variety shows are basically to create Chinese men / women ’s teams. Therefore, we first compared the popularity index of these groups in April 2020 and found that the development of each group after the formation of a group The gap is not small.

The team that debuted in the same year is more comparable.

The R1SE debuted in 2019 had the highest popularity in the entire network. The male group UNINE debuted in the same year had 1/3 less heat than R1SE. BlackACE and the new storm heat were somewhat “downturned”.

Also for 2018″Wait.

In terms of IP derivatives, iQIYI has built comics, online literature, games, e-commerce and other sectors in the past two years to apply IP to a variety of entertainment products.

Because of the perfect cultural and entertainment ecosystem of Tencent Group, the segments that Tencent Video can touch and the resource experience it can call may be more powerful than iQiyi. Tencent’s digital content sector has taken over the layout of multiple resources such as Internet content, TV series, animation and variety show production, music, etc., and its tentacles have extended to almost every corner of the entertainment industry.

A more comprehensive resource layout also means that in the idol industry, Internet companies can further leverage the traffic advantages of content distribution.

We can see that platforms are becoming more aware of idol groups ’planning. Qiu Yue, the producer of “Creation Camp 2020”, mentioned in the interview: “Like this year’s girl group, the group works and concerts are suitable for variety types, including all surrounding planning and fan club planning. Now. “

From the results, we can see that the groups represented by Rocket Girl and R1SE have a strong overall operation after the formation. The NPC from “Idol Trainee”, as the first generation of “101” style men’s group, was criticized by fans because of “no group work” and “non-business”, and it was difficult to exert the influence of the group.

On the one hand, the rice circle is still regarded by the public as a niche circle, which means that there is still huge room for digging in the fan consumer market. On the other hand, with hundreds of trainees still being introduced every year on the platforms, the track becomes increasingly crowded.

At the moment this manuscript is issued, Rocket Maiden will soon be disbanded. The new girl group launched by Tencent Video and iQiyi is about to debut and stand on the center of the stage.

But whether it is a group or an individual, in the foreseeable future, how to use diversified content and channel resource operations to truly retain the traffic that broke out during variety shows, and use this as a starting point to further snowball amplify, will still be domestic The center of gravity that cannot be circumvented on the idol star-making chain.

Data | Zhou Yurui, Zhang Tingyu

Edit | He Shuyao, Xiao Tang

Design | Zheng Shuya, Qi Zhen