Network expression atypical popular groping in the forward difficult to become an amplifier?

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

From the first half of this year, a strange rabbit face became the world's most popular expression of the Internet. The rabbit, named Rabbit, has a huge head with only two thin lines of eyes, and his ears and arms are as slim as a few noodles.

However, in Baidu, typing "rabbit" This three words, but can be found to 1.54 million pages.

Enter each network forum, post the default expression is often this thin arm thin legs big head rabbit.

"Today is the birthday of a rabbit." Wangmao, its creator, told reporters happily. This is wearing braces, is to lose weight and worry about the University of China, a senior girl never thought, she was a year ago in the blog with the creative unexpectedly replaced by the use of more than 10 years of soy expression, has become the first choice for many Chinese netizens.

Atypical pop

Last November, Wangmao the image of Bunny in his blog and passed it on to friends. What she didn't think of was that her unintentional move eventually affected tens of millions of netizens. "There was nothing to think about at the time, it was purely for fun. She told the Financial Times.

A few weeks later, a friend sent back the expression to her. "Very interesting." Her friend left a message that she was the author of Tutu. At that time Wangmao and her friends did not know, in 150 million Tencent QQ users and 20 million Microsoft MSN users active registered users, Rabbit is at a viral speed spread.

"Tutu represents a group that focuses on his own life. "Wangmao, a net of the sociology department of Beijing Normal University, thinks that although the creation of rabbit is entertaining, this image caters to the needs of a large number of netizens."

Since February this year, Wangmao has begun to discover that he is being watched by the media. From "People's Daily", "triple Life Weekly" to Hong Kong's South China Morning Post, the domestic and foreign media began to send her an invitation to interview.

With the increasing concern, Wangmao's value is also rising. It is understood that the current production of some of her advertising animation price has been as high as 3000 yuan/sec. And just a year ago, she was still on the price below 20 yuan/sec advertising orders.

"I hope my company will be able to work quickly, one person is too tired to draw." "The rapid expansion of the rabbit's brand has made this senior girl feel overwhelmed."

Hard to do?

Rabbit and other online image of the rapid popularity, but also let more and more animation companies see the opportunity to become rich, began to join the creation of cartoon expression of the team. In their view, "creating a cartoon expression-popular-selling peripheral products" seems to have become a shortcut to success.

"I think a cartoon expression is definitely not easy to push out." At present, many companies are simply putting the cart before the horse, they think things too simple. Guo, the marketing director of B&t, a famous animation production company, pointed out sharply.

In his view, the success of a cartoon image is the result of many objective factors, and most of the domestic companies are too quick to profit, contrary to the rules of the market.

"Born" in 1974, Hello Kitty's experience may be able to support his views. So far, the 33-year-old cartoon image of the toy, stationery, clothing, commodity products have reached more than 22,000, and it is still in its parent company Sanrio to bring hundreds of millions of income.

For most people, it is still a mystery why Hello Kitty could have caused such a frenzy at first. But to be sure, the long-term sustainability of this frenzy is the result of a Sanrio and creative market plan. To find out the secret of the cat's success, it is not enough to simply analyze the traditional concepts of products, prices, locations, and promotions, and when the initial frenzy begins to recede, more imaginative thinking about these products is needed.

However, in the domestic, most companies in the introduction of cartoon expression, often busy for brand endorsement and launch a variety of peripheral products, lack of long-term market planning, resulting in most of the short-lived cartoon expression. Under the impact of cartoons such as Rabbit and Yau giggle monkeys, the Onion's first-rage expression is fading, and new expressions are emerging.

But for Wangmao, a girl who has just been a senior, the problem is obviously too advanced. "Movies, comics, animations?" I can't give a definitive answer to the future of rabbit. "Perhaps all she could do was to move forward in her groping.