Lovelive embarrassing situation in China

In a few days, lovelive hand-day clothing online on the two years. Since April 2013, it has remained in the top 20 in the App Store's Japan area, with the number of players worldwide breaking through at the end of last year.

However, lovelive in the Chinese region is another picture, the first line rushed into the top 20 of the income list, currently in the 100. If there is a certain law behind the success of Lovelive, it is clear that the law is in trouble in China.

Lovelive formula: Idol and Meng

There has been a lot of discussion about the lovelive, and there are a few answers to this:

"Don't tell me stories, I watched a bunch of Meng sister in the twist to twist to feel very satisfied." ”

Donghao, a scholar of Japanese cultural studies, has a theory, and he draws on the philosophy of Hegel, Kojève and Zizek, and puts forward "the postmodern of zoology". After entering the 1990 's, "Otaku are rapidly becoming animals, their cultural consumption does not have the meaning behind the big narrative, but the combination elements of the database extraction as the center of the activities." They only pursue their favorite Meng elements, appearing in their favorite stories of the work. Creators are also starting to assemble various elements, formulaic and templated production roles and plots.

Lovelive is a highly consistent formulation of this theory, the story of animation is not important, it is important to let fans remember "how hard they have", more important than inspirational, is to let fans know the role of the Meng and beauty.

In the past more than 20 years, the United States, Europe, Japan and South Korea have produced and exported a huge amount of idols and idol groups, Lovelive was born in such a background, the rise of the imitation of other Idol models and the skilful application of new technologies. No need to say good morning girl group and AKB48, do not mention lovelive to Glee "Glee" of "reference", do not say IMAs "Idol master", "AKB0048", "Tari Tari", "Golden Strings", "Prince of Song", "Sweet Idol", "Wonderful Melody" ...... We only look at lovelive and k-on "Light Voice Girl" and Wug "Wake up,girls!" set.

Lovelive: A school in Tokyo is facing a crisis of abolition because of a sudden drop in students, with nine young girls thinking of increasing their popularity by becoming an idol to attract students.
Light Girls: The beginning of the new school year, Cherry Hill High School light Sound department due to the original department member graduated from the school and the number is too low into the crisis, then a few new girls to apply for the ministry, composed of four of people band.
WUG: Sendai a small and weak entertainment company, because the last artist finally resigned and suffered a crisis, the firm president decided to launch a new girl idol combination.

With the frame of the idol, the next step is to mount the "Meng" element that can accurately poke the pain point of the dwelling. Wikipedia has summed up the characteristics of "Meng":

Large eyes, small nose, flat face, about 5.7 body shape, smaller limbs, relatively large head, colorful hair, and above the eyes have bangs, very young face.

Look at the lovelive of the main characters, is it all? (Of course, the elements of Meng and cat ears, such as hair, etc., the above is an incomplete induction)

No matter how Donghaogi and Gongqi June criticize this "Meng", lovelive success in business, its fans in addition to buy and buy, to maintain the honor of aji people, but also very hard to lovelive Dafa good, Amway will not be angry: "No enthusiasm, no pursuit, no courage, no dream of people, Of course I can't understand the lovelive! "and μ ' s! ”

and lovelive behind the club, and began a new formulation of production. Perhaps you also noticed that the writer who is good at Möller tears points in ten-Hui, in order to the Horn of another sucking gold artifact "fleet Collection" wrote the script.

Elements of the production of Meng Products: their responsibilities, trial and error and sense of participation

Lovelive behind the enterprise, is the electric shock library +lantis+sunrise+bushiroad+klab, apparently has in the right time to formulate the strength of the production of Meng material. But they are not tyrants, and some of these elements coincide with some of the hyper-popular successes of China's Internet in recent years.

Duties

Lovelive's entire media planning operation spans animation, music, games, TV shows, concerts, real-world idol groups and so on. And all relevant parties, under the established rules and work together to strengthen the "IP" after the division of benefits.

In this field, Jiao Chuan's electric shock Library is responsible for market research, user feedback, but also serialized comics (NicoNico), a generation of Southern Dream Palace Group Music subsidiary Lantis CD release, NicoNico on the birth of broadcasting, radio dramas and other promotion; produced "Up to" "City Hunter "Silver Soul" and other animation Sunrise production PV, etc. bushiroad joined sponsorship to animate and develop games with Klab; The choice of hand is a very sensible way to adapt, playing with music and card collection with the Girls Idol group combined (imagine if a brain hole opened out is run cool). Each node, professional production and promotion will pull a lot of new fans.

Trial and Error

Despite the luxury of making groups, Japan does not lack an idol group, when the "Idol master" game and "Light Girl" animation is quite popular. Lovelive in the early stage of a small concert and CD-issuing method of trial and error, and accumulate core fans, and then only to introduce more partners and funding for animation and adaptation of Hand tour.

Sense of participation

A survey of the electric Shock library allows fans to comment on comics and animation settings, and three groups are also based on fans ' votes. Live concerts, but also to let fans and idols close contact-the scene in unison shouting slogans and adjust the color of fluorescent stick to help and so on, this appeal is not "a friend of the stage let me see your hands well" can be compared.

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The Miss Sisters of μ ' s

The choice of sound excellent

Lovelive did not choose a professional sound, but found some of the shape of the excellent, singing good dancing beautiful young girls, and some of the original model or artist career, from the beginning of the 2010 lovelive planning began to dabble in dubbing. Now it seems that this practice is very good to reach two Yuan Meng sister and three times the effect of small sister sisters hand in hand--some summed up as 2.5 yuan Idol operation. This is particularly critical, a lot of people like Lovelive, is from watching a reality concert began.

The embarrassment of hand Zhong

In this system outside the lovelive hand Zhong clothing, into a dilemma.
Lovelive in Shanghai subway "pain Car"

Publishers have planned a lot of marketing activities, the implementation of fear only 2014 years ChinaJoy on the eve of the Shanghai Metro line Line 2 pain Car-the Line 2 line one of the train decoration lovelive role into a theme train, but also triggered a kneeling behavior.

National Service Distributor is only the licensing of the operation of the game, does not have the lovelive hand swim in Japan's linkage environment. Japanese companies to their own IP value, the rigorous operation, so that many of the action to be carried out by the National service due to the issue of delegation of authority.

National service to face, not only longer operating time, more players in the daily service competition, even in Japan market rivals to promote the role of other media activities, may have a negative impact on national clothing. National Service update slow, resulting in not only the operational content constraints, user experience and quality will be low daily service.

and lovelive players, but also the core of the fans, to the Japanese service that a little bit of technical problems, for them is not an obstacle. Mainland players may be in the national service more than a year ago in the Japanese clothing pit, may be for higher earnings to the day, may be for more immediate role and track updates to choose the day, or even to buy a CD with your card and snub the national service. A large number of Chinese mainland players to the Japanese clothing, but also to the game of Japanese developers to pay more attention to the national version of the update ... This cycle.

In this way, Lovelive's success myth in Japan has become an embarrassment in China.

Perhaps the National service manufacturers will spend a greater price, take CD, BD, physical clothing and so on authorization, so that the game can play a greater effect of suction, but this account can be how to calculate, is the third entertainment will be analyzed after the topic of the report.

Three entertainment is concerned about animation and creative People's industry new media. About the United States diffuse day, three entertainment have more reports. "The United States and the four big talk IP" "Japan" a station B station "Past" "Sea Thief Fire Shadow Death Day diffuse IP", "Disney Creative Design Methodology" and other articles, attention to micro-letter public number Hi3wyu can be read.