Home culture leads the thinking

With the face of a night of popularity, the industry has given more attention to the group, the news media, scholars and experts have begun to tap the secret behind the group, trying to find a common point or similar to the universal value of things. In fact, the industry has previously been concerned about the group, only that the group was regarded as an ordinary consumer, or even simply classified as the same as the same, until now they found the problem is not simple.

What is the thinking of the mind, the author has so far not found an accurate definition. "The" is a generalization of the concept, not only refers to people born in the 90 's, but the population of the group accounted for the majority.

Most of the people who grew up in the city were enthusiastic about anime, game-oriented ACG, and they were also members of the Otaku clan. Some people may say that the house and the ACG Circle is just a minority culture, can not become the climate. The author believes that the house culture is the core of the thinking, is the key to open the blue Sea of China's Internet, these people do not realize the timeliness of culture, the author of the following examples illustrate.

Home culture has a long history in China, in the 90 's before and after, as 11 of the foreign products, home culture in the domestic root germination, followed by a group of aspiring young people trying to be imported objects (animation, games, etc.) for transformation, two times to create, and strive to find suitable for the development of the country's ACG cultural undertakings. For a time, animation subtitle Group, Game Chinese group, all kinds of ACG forums, community sites in China on the Internet. The outcome was painful and the survival rate was almost Nil. There are three reasons: policy is not supported, public identity is low, and lack of income is unsustainable.

It is noteworthy that these subtitle groups, the Chinese-style group, the operators of various forum sites, they are mostly scattered work, holding the principle of sharing, exchange, non-profit, this mode of operation and the United States in the 80 's open source community collaboration. Also a group of aspiring young people with common interests and goals, the same decentralized work and sharing spirit, the outcome is surprisingly similar: there is no legal protection (later directly triggered the GNU declaration);

Materialist Dialectics tells us that things are not static, 2000 years later, the rise of Google, open source community revival is the best example. Today's Open-source software has not only flourished in the mobile internet era, but has also penetrated the traditional desktop and replaced Microsoft.

Looking back at home to ACG as the representative of the Curtilage culture, in recent years, relying on the Internet two development, the rise of mobile internet has been widely disseminated, an important example is people's daily life and even various types of media in the use of words from the ACG Circle of language (such as "Meng", "control", "spit" concept, etc.); More and more film and television works, variety shows, game design, graphic advertising also gradually pay attention to "Meng", "Spit Groove" and other attributes of the use.

This is a kind of subculture infiltration mainstream culture phenomenon, from the group began to whenever, the crowd infiltration. The problem is that, since 10 years ago, the culture of the house has existed, why has it been highlighted? The author quoted a number of previous statements in the text of the words "All is Providence", scientific, this is the act of time. Why the Web2.0 was introduced in 1999, but it was widely used in the year 2004, why the concept of large data began in 1980, and after 2009 years to get the attention of the industry? Timeliness plays an important role in it. The development of any industry can not deviate from the weather, running before time or lag, are not good. The same is true of the cultural industry.

What do you have in mind?

First of all, it is undeniable that curtilage culture is the core of the thinking. As a kind of subculture, the house culture is extended on the basis of the mainstream culture, which breeds game house, anime House, senior residence, musical instrument house, technical house and so on, which is beyond the scope of ACG.

Secondly, the House culture Bearer-the housing group or the content of the producers, consumers are no longer an island, the Internet's two development, especially the rise of mobile internet for them to broaden channels. Many ACG creators pay more attention to distributed online collaboration, they form a virtual team, draw on the cooperation of foreign open source Society, create a large number of outstanding original, colleagues work, greatly enriched the entire Internet cultural content.

In addition, the group of thinking people mostly suffering from secondary disease, they are not only paranoid, sentimental, and excess of self-awareness. Example and see Bilibili bomb screen station webmaster Weibo a self-introduction: If I pay, can add a cornerstone for the future of mankind, probably I was born for it (this is how two!!). It is this kind of "two" spirit that has created a crowd of curtilage culture such as technology curtilage. What is a technical house? With the curtilage people own words say is "the technical curtilage Saves the World", "the technology curtilage changes the world", this is an extremely paranoid but the imaginative creation crowd, their work most is amazing, behind the pay and the bitterness is worth affirming. The creators of these secondary patients, with their imagination and creativity, have rekindled the hope of the original spirit of the Chinese Internet.

Born in the 90 before and after the generation, their memory has not been the shadow of the planned economy, more by the reform tide brought about by new ideas, new things and the impact of a variety of imported products. This group is keen to express demands on the network, good at using images, trends, exaggerated, personalized symbols to exchange feelings. They are truly born in the Internet generation, the times and the environment has given them the collective subconscious, and this kind of subconscious often on the network caused the butterfly effect, this phenomenon is more than in the thinking group. Quoting a concept in a anime--stand alone complex, they are isolated but also a whole.

Talking about the current situation of the group entrepreneurship

The popularity of the face is not accidental

Just simple design, low cost, face Meng app relies on mobile social platform to spread wildly, a short period of time to create 30 million downloads and attracted a round of tens investment, such a result of many entrepreneurs envy. Many people think that the popularity of face Meng is an accidental phenomenon, even founder Guo Lei think 80% is a piece of crap.

In fact, it is not so, the success of the face Meng is the home culture in the country from the root germination to bear fruit of the embodiment. In the process of the infiltration of subculture into the mainstream culture, its influence is magnified and doubled. The group is a small circle, the third is a big circle, if the interest of 80, whenever and come in, plus is gradually stepping into the Bureau of 00, this will be a larger circle, the spread of the house culture is like horse rodeo expansion.

However, the debut of the face is like a meteor, although the creator in the design of the ACG style of the house pain point, but the user for the sticky light personalized app its enthusiasm is doomed to diminishing marginal utility. This little face Meng founding team will not be unaware, for them, facial Meng is to dig to the first bucket of gold, this goal has been achieved, after a taste of the sugar, the next step they will sail to a broader two yuan blue ocean.

The rise of video bomb screen station

It would be a big mistake to say that it is only a novelty to create a meteor product such as a face. As the largest residential group and ACG enthusiasts gathered in Acfun and Bilibili video stations have gone through 7 years and 5 years, two sites by a group has a common interest in the technical curtilage and senior home imitation 11 area famous bomb screen NicoNico produced. From the beginning of the construction station to the operation of mature, A, B station not only in the thinking of the way to survive, but also become a domestic community known as the "Holy Land."

Acfun and Bilibili have a high degree of fidelity of the flow, because the curtilage the individual most of the house culture has a great enthusiasm, some of them senior home for the site to bring a large number of popular works, including the production of excellent original video. Take B station as an example, under the animation, music and dance, games, science and technology, entertainment, TV series, animation drama 7 columns, the average daily update of video volume of 1500, the average number of online 250,000 (the number is still rising), its potential can be glimpsed.

From the Alexa we can see the current domestic ranking of a station is the 572,b station is 336, although the current flow of two stations is still far less than the mainstream video station, but from the residential and ACG field vertical subdivision positioning, two stations accurate, the domestic in the field is still the most outstanding person. For example, Tudou has waded through the video, but the results are very little, the reason is two points, first, the user group is too large (a, B station has a large number of loyal professional curtilage, senior home users), while the experience of video bomb screen is more suitable for residential groups, especially ACG enthusiasts; the second is the content difference, a, B station ACG original video More, Updated also faster, and gathered a number of well-known grassroots creators (well-known up master), the atmosphere of the culture of the house is strong, this point is difficult to imitate the mainstream video station.

The attitude of the big boys to the thinking entrepreneur

And do not say investors to just start the face Meng team extravagantly elusive, some time ago outgoing lei to invest in Bilibili news, although B station webmaster later denied that the message is still in the domestic home circle caused no small shock. And then look forward is the Austrian fly animation acquisition Acfun, and then stationmaster think and management "idea is not" immediately away from the station.

These messages imply two layers of meaning, one is the big guys have been eyeing the internet on the residential Blue ocean, the second is the traditional big and the idea of thinking entrepreneurs. The emphasis is on the latter, what is the "idea of disagreement"? This is not a simple information asymmetry, the specific analysis can refer to Li Vanchang's "subculture is a compulsory product manager" article. The residential group is a relatively closed circle, home and not in the understanding of the subculture there is a large discrepancy, even in the inner circle, the house of enthusiasm, the degree of residence, the level of knowledge are different.

Curtilage the cause of the operator is mainly the elite of the group of thinking, they grew up in the internet age by the culture of Curtilage, at the same time with the home culture gene and internet gene, so the interest of the people in the house, the home line of the production operations of Internet products at hand. Our bosses only have internet genes, what is not important to the home culture gene, because they can buy buy buy Dafa to get the fruit of thinking entrepreneurs. I hereby advise a sentence, tyrants thinking can not bring the idea of coincidence, Zeize often counterproductive, outweigh the gains. In short, the green fruit cannot be picked.

According to unreliable news, global ACG industry and related derivatives output value of more than 800 billion U.S. dollars, of which the U.S. output value of more than 200 billion U.S. dollars, 11 regional output value of 390 billion U.S. dollars; 2013 China's animation industry output value of 87 billion yuan (this is reliable news). ACG-oriented residential culture industry market prospects, in the domestic still have a large number of open space, coupled with the increase in the group's consumption capacity and 00 after the influx of troops, the field is destined to become the industry's new blue sea.

Thinking of the entrepreneurs are a group full of vitality, with enthusiasm and sweat irrigation cause of young people, the industry should give them some attention, some time, perhaps the next Zuckerberg is among them.