The popular drama "You from the Stars" holds the red social application line

"You from the Stars" mobile social application-line Sina Science and technology Wang Joahan the beginning of the morning, Zhao girl was mobile phone a crisp bell sound wake-up: that she has not met the old classmate with line sent a picture expression. This is the first time they have communicated with the mobile social application line. The picture, is the Korean drama "You from the Stars," the hero and heroine of the cartoon simulation of the image of brown bear and Cony Rabbit. If you have not seen "star you", you should also have heard of this popular Asian Korean Idol TV series. The "star you" craze is not just about micro-blogging,-line fried chicken and beer, but also the mobile social application in Japan, which is the exclusive advertising implant for the show. When I went to Taiwan, I knew line, but I didn't use it until I saw "star you" and started using it! The above graduate students in the female students to Sina technology sigh. She also excitedly said, the whole girls dormitory is watching this play, is pulling students to use line. At the time of their youth, it is a group full of vigor, love fashion, deeply Meng culture influence of the. And the big hot Korean drama "Star You", exactly how a fire ignited the non-local mobile social application line? There is no doubt that the "star you" this TV play in China set off a new wave of Korean flow, Tu Min-jun actor Kim Soo defeated Long Legs Obadhai min became the Chinese women in the eyes of the new male God. It is reported that the domestic video web site hits more than 1.6 billion times, daily search volume up to 2 million times. To say that the fiery origin of the play, had to mention the domestic first-line actress Zhao Wei and Gao Yuan in Sina (66.92,-0.37,-0.55%) microblogging on the spread and recommend. Snow。 Where are the fried chicken and beer? The high circle in the February 7 released this micro-Bo forwarding volume jumped nearly 20,000. and "star You" then by the star effect of the spread of virus-driven. As soon as the micro-letter follow-up, as long as the chat input fried chicken, beer keyword, mobile phone screen will appear in the sky snowflakes. In addition to micro-blogging, micro-letter two major domestic users of the necessary social tools, non-local mobile social application line also because of the "star You" in the play of the ads, the emergence of a sudden increase in user volume phenomenon. In the play, the male and female protagonist uses the only communication tool is line, not the traditional text message also not telephone, but this can send lovely map of IM software. In the play, thousands of people often use line contact June, eagle-eyed netizens found that her line contacts only three, are all brokers, line China and line official. Why do the ads in Korean dramas have to be implanted in line China? Visible, line in the launch of the Chinese market has been locked, accurate to the Chinese audience to promote this product. Sina Technology through micro-blog, micro-mail and paste and other channels to investigate the "star you" and attention and use line users. On Sina Weibo, the line official account number of people who I and 91 assistants in the evening of February 15 launched on the "star you" to return to lines of micro-blog, forwarding volume amounted to 264, comments96. The micro-blog waterfall streaming display has limited scope of investigation. However, most netizens say, never leave, although few friends, but because of "star you" hit, friends suddenly increased. The spread of micro-letters, connected by strong connections, is limited to familiar peers, friends, and relatives, compared with the public channels of communication of acquaintances, strangers and the media. In incomplete statistics, the author received more than 20 people's response: Media friends said very early began to understand and use, the girl friend is because "star you" began to understand line, both reflect a relatively small number of friends. And in the Baidu Bar, then gathered a large number of "star you" fans, the discussion line is divided into four interest groups, respectively, "star You", line bar, Kim Soo Bar and June it, have been affixed to the picture to add a friend of the stage. In line bar, friends stickers countless, among them, the star rice, leaving the ID group chat posts have about 1877 people response, and replies netizens focused on the female group, there is part of the female girls and young male users. How to prairie the current, line Baidu search results more than 100 million, and "Star You" search volume is also up to 74.5 million. Because of "star you" and attention and use line of netizens, mentioned high-frequency keyword is Kim Soo, thousand Song, learn Korean, there are Korean star Keun. Posted on, Kim Soo fans over 470,000, June fans over 50,000, line fans nearly 20,000, this shows that young female users are chasing stars, and line of fiery also inseparable from the pursuit of these female users. According to Sina Science and Technology survey, line China's users are mainly divided into three categories: the exchange of users and specific friends, the pursuit of star-gathered young strangers to communicate, as well as the contact tool between lovers. However, more than 80% friends to Sina Science and technology, although there are download line, but friends are basically limited to single-digit and two digits, but occasionally used. Media friend Wang said: line's free call function is relatively sharp, that is, the speed of support on the limited, but it is worth saying that the expression is very good. He used the frequency of four or five times a week, mainly to use the free call function. There are some friends said, although read "star you", but thought that the male and female main use is only the ordinary text message function, also some people originally thought that is the micro-letter International edition. The survey found that, given the fact that user habits and relationship chains are all on the micro-letters, most of the users installed line are less frequently used and the time to migrate to another social tool is higher, and most people's work-life communication needs can be met only by micro-mail. The line and the local application of the micro-letter is different, the micro-letter more attention to meet the user relationship between the basic contact and emotional maintenance needs, lines are more adept at helping users through the series of rich textures and free phone calls, express more and deeper feelings. According to the mobile think-tank service provider Onavo Insights Research shows that the global IM software usage distribution presents different geographical situation. Among them, the North American market, FacebookMessenger and WhatsApp accounted for the top two, 12% and 9% respectively, and in Europe, WhatsApp dominate, with a super 90% user. In Asia, micro-letters in the Chinese market topped the list by 82%, WhatsApp 15%, while Line 11% was third; in Japan, up to 71% of users use line, and South Korea's mainstream IM product is Kakao Talk, about 95%, and line 12%. From the data, the use of IM applications in various countries are different, localized social tools are more vulnerable to geographical advantage of the impact of access to a large number of users, occupy the mainstream. At home, micro-letters are no doubt dominant. Because of the fiery line of Korean dramas, the user is mainly by the Korean star, Japan Meng culture radiation of young female users, and this part of the user is not mainstream. These users are more susceptible to cultural and entertainment marketing, and choose to use a product. Based on their love of fashion, like early adopters, chasing the characteristics of the trend, with the entertainment gene products will attract a large number of users in a short period of time, but this part of the user stickiness is limited, the product use cycle is relatively not long. 100 million of the user's social K-song software to sing, they have to participate in Hunan TV "Day Up" program and quickly grab a large number of fans. And sing it also frequently and entertainment program cooperation, push to send grassroots singing star, for example, due to participate in the "good voice of China" and well-known Tri Tianqi is to sing it users, and then, for example, "Happy Camp" guests in the song link will be implanted to sing it. According to Yonhap news agency, line in the "star You" after the broadcast, the daily average download as high as 60.7 million times, February 27, line in the Chinese application store ranking jumped to 9th place. Line's visibility in the Chinese market has increased dramatically and has shown considerable growth potential. Xu Zhipeng, senior TMT analyst at the Qing Branch group, believes social products are socially oriented and difficult to sustain if the emotional needs of the product are not sustainable for the user's social circle. Line does not have a stable social relationship with Tencent's huge user base, so it is harder to break the micro-credit monopoly. Given the limited user stickiness and the innate advantages of native products, how can China really let a single spark be a prairie fire? Inline entertainment gene line to the Chinese market to break a world, not only need to do the current online star public account push, but also need offline cultural and recreational activities to promote to constantly attract users. Line to break the market in China, you need to polish different micro-credit features, such as the existing free phone, higher quality video, and a variety of textures and rich shopping products to transform and retain users.