From the Internet product point of view, I am the singer's popular base and limitations where?

This year's New Year's Day, the major satellite TV 2015 new comprehensive arts are strong debut, including "I Am singer 3" "The Strongest Brain 2" "Chinese Good Song 2", the most powerful two major entertainment TV: Zhejiang satellite TV and Hunan TV again open duel mode. And "I am a singer 3" premiere also once again, in the star lineup, including the mainland music will sing Nan, Han, the Mesozoic singer Jane Zhang, Hu, Hong Kong pop singer Ku also have a strong join, Hunan TV's "I Am a Singer" the third quarter of the ratings ushered in a good start. But at the same time, we see, and China's good voice Lianbo three seasons after showing the ratings on the fatigue state, this program is also facing the innovation bottleneck and decline in the popularity of the hidden dangers. From the Internet product point of view, I am the singer's popular base and limitations where?

Launch new competition products to tap potential users ' needs

From the "Product Manager" point of view, the product needs to hit the user's pain point and create a user's expectations. "I am a Singer" for the audience that is the temptation of the user is that the panorama of the singer's front behind the scenes, creating a sense of reality and tension, to the famous singer Mano of life and death duel opportunities. That is, the user's secret demand point is to peel off the idol and the star's cloak, as a singer, how many pounds do you have? In the ordinary user view, has leagues Idol or the strength singer, generally will not easily participate in this kind of program, because once eliminated, the fan is sad, the singer face on So, the singer also will consider, If oneself slightly careless, exposes oneself in the voice and the deduction limitation, whether will let oneself cage by the aura the identity and the brand instantly falls the altar? Therefore, in the past, ordinary users do not have the opportunity to see the famous strength of the singer, star between the PK game, but this potential user needs are there, and Hunan TV has made this impossible possible, therefore, it can be considered that the product (I am a singer) is a new system rules and duel mode to tap the user's potential needs, it can also be said that the core of the product rule is to "become famous singers" at risk, through each stage singers different arrangement and elimination mechanism to trigger the user expectations. From the product point of view, the product through the creation of a new mechanism to tap the potential user needs, with enough explosive points.

Rapid iteration: A new burst point in the user's aesthetic weakness

Talent show has experienced fast male super girls for many years of market cultivation, Mango Taiwan's production team also through a grass-roots star cultivation model formed a well-deserved dominance of the entertainment draft, but the same process and program planning, the same pattern over the year, the audience of fast male Super Girl "process-style" talent show has been aesthetic fatigue. From the product point of view, the product needs to be continuously iterative, to give users a new burst point.

Therefore, China's good voice as a new type of swivel chair model innovation Draft, is appropriate to seize the draft model to produce aesthetic weakness of this time tuyere, a new draft model to subvert the original draft rules, and even the status of mango caused a huge impact. And "I'm a Singer" is a quick iteration of Mango station based on the already rigid draft product, the Jedi counterattack on the Chinese sound again formed subversion, the author has mentioned in the article: "In the" good voice of China to attract enough thunder, Hunan TV is quick and agile to launch a show the strength of the Singing class program "I Am a Singer", and through the position of marketing propaganda, singer vocal strength, brand packaging and gimmicks, lighting, dance and sound effects highlighted the professional foundation, the success of the card position. "Mango Taiwan also through the creation of an audience and mentors are involved in the skills, voice, emotional appeal of the evaluation, and to pull up the user for the comprehensive arts talent show taste and demand, and even through a professional comment on the model of the Singing talent show standards.

User positioning: With a wide range, the main user layer covered cadres three generations

I am the popular foundation of the singer is not simple idol draft, but professional singers skills and voice evaluation, and in order to ensure that the ratings, each of the selected singers have covered the cadres three generations of groups, such as the first quarter of the chin is 70, forums of the middle-aged and elderly user groups, and Lin Hyun-gen generation of nostalgic complex, Yang Zongji , weekly Pen Chang Main 80, a. The second quarter is similar, Deng Zi's "bubble" is to sing to 80, a, and Lei Uncle Hardy tenderness is in line with the aesthetic taste of the middle-aged and old. The program is positioned higher end, professional route, style of the strength of the evaluation route, from the entire program of the gas field, sound, dance, production team, the strength of all the singers in place, in essence, the product to locate high-end and quite powerful singer competition to create a professional atmosphere atmosphere, Singers of different age groups are invited to focus on different audiences. That is, the product of professional and singer positioning drive a wide range of audiences, pulling different age groups of fans to participate in an instant to detonate the topic.

How to ensure the user retention rate under fast-food consumption?

From another point of view, the limitations of the program (product) are obvious. Entertainment and singing programs in the final analysis is a kind of fast-food consumption, from the rules of Internet products, fast-food consumption is often a recruit fresh, a wave of death. This is similar to the lifecycle of a phenomenon-grade product, when the play and the point of repetition, monotonous death cycle will become the survival rate of the program users (ratings) of the enemy, that is, fast-food consumption under the user retention rate is often very bleak, depending on the user's aesthetic fatigue time node, Whether there are more innovative programs appearing in the market, once the external emergence of innovative direct hit user pain point of subversive innovative products (singing talent entertainment programs), often on the original program form to create a fundamental subversion, such as we see "The good voice of China" on the fast male super Girls draft is fundamentally, Quick male talent show has become a minority program, users are constantly fleeing (ratings are falling, the relevant media data show that 2013 years of good voice ratings are 3 times times faster than the same time), at present, is in the product life cycle of the end, the user retention rate is bleak. In the draft rule curing time node, how to ensure that the user retention rate is the future of my singer is a big problem and hidden trouble.

Content sharing communication platform and product itself the heat is not controlled

In addition, we also see that, although Hunan Satellite TV is proposed to introduce a set of data, including the program, Network heat transmission index, media news heat, including the "Big Data evaluation system", but I am a singer such programs lack a topic of detonation and maintenance of its own communication platform, in the social media in the way of today, "I am a Singer", The sound of such programs has been closely linked to social media such as Weibo and micro-credit circles, because the current program sharing and dissemination of the mechanism has changed, that is, the user needs and habits are changing dramatically, while watching the program on the Micro-blog, micro-letters and other platforms to share the topic is becoming a user viewing mode a new phenomenon and habits , and Hunan TV "I am a singer," The spread of the program is mainly dependent on, for example, QQ space, micro-trust friends Circle, Micro-blog and other Internet social media word-of-mouth triggered, and the product of the future trend of the arts programs are a large number of topics to promote product life cycle evolution, Hunan TV lacks a content-sharing media platform that is shared by the fans, and cannot control the public opinion of the program and the Word-of-mouth trend of the topic, once the topic disappears, the program heat will be quiet.

In essence, its content sharing communication platform and product itself separation is a major hidden danger, so we see Hunan TV to do Mango TV and app, but the current distribution of mango TV and the Internet open spirit of the contrary.

Short product value chain: The rule of established rules of competition needs to be broken

The nature of the human nature, and the singing competition entertainment product value chain is short, is a phenomenon-class products, its services and products are shallow level, a recruit can not eat the day, whether it is a good voice in China, or I am a singer, in fact ushered in the product of the time window to be innovative. And this kind of innovation needs it to extend to the program flow and pattern, to break the original rule, to make new play, and then to produce a new burst point.

Therefore, from the response to the external environment and market demand changes, I am a singer still lack of precision to grasp the needs of users of the Internet product thinking, the essence of product thinking is to user-centric, pay attention to user experience and value, and then mining demand, exceeding user expectations.

And what we see is, "I am a Singer" after 3 years of development, its competition process has no fresh elements, the lack of a new burst point. And China's sound continues to be popular for Hunan TV, Thorn, card position and threat factors remain. In fact, you can also see that the user for these two programs gradually entered the next user aesthetic fatigue period. Therefore, these two stalls currently the most popular entertainment and singing programs, who can take the lead in breaking the competition competition innovation bottleneck, who can compete for users to win the attention of the opportunity. From the point of view of Internet products, the detonation tide must advance in the creation, to me is the singer this kind of phenomenon class variety show itself has the linear life cycle, namely needs to create the surprise and the suspense to the audience in the next second, the creation team needs to have the preset link the burst point innovation rather than relies on the past original path.

The flow inlet contraction is not conducive to the promotion of product transmission space maximization

As mentioned earlier, the spread of Mango TV is contrary to the spirit of Internet openness. Because Hunan satellite TV 2014 to "I am singer 3" copyright adopted no distribution strategy, users to watch through the PC or mobile phone, you must pass the Mango TV platform. It has been said that Hunan TV is the most understand the internet thinking of the TV station, we see the mango TV website video experience and mobile end of the app, but also its internet thinking of a show, they pay attention to experience mode, familiar with the Internet Product operation mode and topic manufacturing rules.

From the product dissemination point of view, this exclusive copyright strategy although the Mango TV app to the first video category, but also contracted the flow of the entrance, suppressing the major video site network channels of the topic spread.

On the other hand, we see that Mango's ambition is growing, from exclusive copyright mode to copyright distribution, direct for Mango TV diversion, constantly shrink the flow of the entrance, but this strategy although a short period of time for Mango TV manufacturing flow peak, but this strategy and program promotion and brand popularization itself is contradictory. Because in the long run, the logic of program production and the logic of program communication do not correspond, the network alone is the mode of Internet video entrance is far less than the transmission and topic effect brought by many Internet video websites, and the basis of social media producing the popular topic lies in the decentralization of video traffic and communication channels. I'm a singer. The brand is currently in the stage of user acceptance, the user's loyalty has yet to be formed. As mentioned above, once the topic disappears, the heat of the program will be quiet. And the spread of the channel to watch the single of the topic is undoubtedly shrinking, the audience narrowed, but also to me is the singer brand and the popularity of the topic of a harm.

In 2012, the strong Chinese sound of the raid, Hunan satellite TV through the creation of "I Am a singer," a strong comeback, so that the mango back to the domestic entertainment of the supremacy of the arts, successfully curb the outside of the singing decline. It is also similar to the meaning of micro-letter for Tencent. In the era of urgent innovation and breakthrough, Hunan TV gradually mediocre, monotonous, aging of the draft model glow new branches, and even some industry insiders believe that the program LED Mango TV app began to attack video sites.

But in fact, although Hunan has many years of entertainment and the accumulation of arts and crafts, the production of the program to control the ability to be quite sophisticated, but a program is doomed to not support the television station, on the other hand, the Mango Taiwan's red Show (where dad, I am a singer) are imported from abroad is only in Mango Taiwan's powerful program control and understanding of the needs of users on the basis of the success of the product to achieve a localized landing, but its excellent program based on the original spirit of long-term deficiencies. From the product point of view, in the current television program innovation, today, mediocre and innovative bottlenecks in the inability to breakthrough is the most unwilling to see Mango Taiwan. It and the Internet battlefield on the nature of the fighting, when the industry developed to the top, when the strength of the competition is not too obvious, the only innovation to break through the decline of fate, this will often become the two strong competition in the product of an indispensable element.