From the SMS voting in the Super Girl era in the past, to the “drinking milk” to help idols today, the essence of the fan economy behind has not changed. Bn67NB?s=bEwera4866qGpG3XPj&from=singlemessage&isappinstalled=0″ target=”_blank”>Times Weekly, author Fan Wenqian
“Drinking milk for free, unlimited membership!” On May 30th, fans were fighting for the final time outside the scene of the finals of iQiyi “Youth Have You 2” (hereinafter referred to as “You 2”) To sprint for the players, next to the booth, the packing boxes of Mengniu fruit light milk real fruit particles were scattered all over the place and piled up into a hill.
They don’t want to drink milk, but a valuable booster code inside the bottle cap.
This scene seems familiar. In 2005, “Sweet and Sour Sweet is You” sang all over the country. Mengniu won the exclusive sponsorship of “Super Girl Voice” with 14 million yuan. Become a classic case in the history of marketing.
In the past 15 years, with the increase in enthusiasm and ability of fans’ krypton gold (previously referring to online game recharge), the brand name fees have risen.
In 2015, the exclusive naming fee for the fourth quarter of “Good Voice of China”, exclusively named by Jiaduobao, was 350 million yuan, a 25-fold increase in 10 years. Subsequently, such programs entered the era of “Aiyouteng”, and the sponsors’ naming fee also rose all the way.
Times Weekly reporters have calculated that since 2018, more than 60 brands have participated in the sponsorship of such idol-cultivating variety shows. Mengniu’s exclusive title of “Youth Have You” in 2019 alone costs up to 300 million yuan. yuan.
“Sponsoring talent shows is a tradition of Mengniu. In the middle, it was actually more cautious. When we sponsored the World Cup in 2018, we saw the traffic bonus brought by the marketing of large-scale sports programs. Since then, we have also participated in several (Craft show).” On May 29, Dai Xiaolei, the former director of Mengniu Digital Marketing Center, told the Times reporter.
Beverages and daily chemical brands have always been “regular customers” in idol-cultivated programs. Nowadays, mid-to-high-end beauty and sports products are also aimed at young consumers. Armani, Coyan, and Nike appeared on the sponsor list of “You 2”.
In February of this year, the “Rules for Reviewing the Content of Network Variety Programs” issued by the State Administration of Radio, Film and Television stipulates that it is forbidden to set up a “spend to buy votes” link. For this reason, variety shows are restricted to a certain extent in terms of commercialization. Therefore, this year’s show avoids the word “vote”, “Voice 2” changed the vote to “help”, and “Creation Camp 2020” read “”Back up” instead.
Variety show becomes “carry live”
On May 28, two days before the countdown to the finals of “You Qing 2”, Liu Yuxin’s “Iron Fan” Yan Yan (a pseudonym) published a milk of Mengniu fruit in his refrigerator on Weibo and wrote Tao said: “I bought another 10 boxes, and when I got them, I opened the QR code and couldn’t finish the refrigerator. There are two boxes that I didn’t open, and I have to finish it today.”
Yanyan told the Times reporter that she started krypton gold in early April and bought at least 30 boxes of Huaguo light milk. “Send it to colleagues and neighbors for free after drinking, but they will scan the code to vote for Liu Yuxin.”
The fan dumpling data list “Dumplings List” shows that “You Qing 2” has a total beverage assistance of nearly 90 million yuan. Liu Yuxin topped the list with a total assistance of 14.98 million yuan, and finally debuted at C.
From the past super-girl age SMS voting, to the “drinking milk” to help idols, the way of the talent show has changed, but the essence of the fan economy behind it has not changed-only the ability to sing and jump and the fan base is not enough, fans Willing to spend money on krypton gold, the road to the debut of the players can be more smooth.
On May 25th, Liu Yuxin and Yu Shuxin walked into Li Jiaqi’s live broadcast room and brought live broadcasts to Mengniu, Armani Beauty, Nike, vivo, Estee Lauder and other brands, attracting more than 30 million people to watch.
On the 29th, iQiyi told reporters from Time Weekly that as soon as the live broadcast cooperation started, it attracted more than 50 customers to inquire. Due to the length of time, nearly 20 brands were selected for cooperation. This collaboration realized the first attempt of “variety + entertainer + bring goods”, and opened the marketing path from content to consumption for the brand.
Fans “generate for love”, the brand has achieved significant results through program marketing.
As of June 1, the Mengniu Taobao flagship store showed that the monthly sales of Huaguo light milk was 14,000; the monthly sales of pure Zhen Xiaoman waist that sponsored “Creation Camp 2020” (“Chuang 3” for short) exceeded 5,000. , Far surpassing other milk-containing beverage products. Two years ago, during the broadcast of “Idol Trainee”, the sales volume of the exclusive title merchant Nongfu Spring increased by 10 times.
Marketing arena
The White Paper on Idol Industry and Fan Economy 2019 released by Owhat, a fan-paying integrated e-commerce platform, predicts that by 2020, the total scale of China’s idol market will reach 100 billion yuan, and young consumers are more willing to pay premiums for the same stars Buying celebrity endorsement products is the most common choice for chasing stars.
In 2018, the popularity of the two programs “Idol Trainee” and “Creation 101” reached a new high, which also allowed the brand to see the blue ocean behind it.
For two consecutive years from 2019 to 2020, Mengniu has named four draft shows, and its two young sub-brands-Real Fruit, Pure