Set up high color value geek Nan, Korea "trainees" variant

Located in the Shangwen office of the Galaxy Soho, the tables and chairs and sofas are highly designed with black and metallic colors in the main. The staff in the office, almost all wearing black fashion, this is not the boss's request, but the team has a similar aesthetic. Here, we call Shangwen "still Boss".

Set up high color value geek Nan, Korea "trainees" variant

Last year took the "Music Vanguard"-"Vanguard Orchestra Combination Award" of the Fresh Geek Youth Regiment, in 2015 years a year, busy all over the country to promote the new song "Up 4 U". These five or handsome, or fashionable, or cute boys, Yan value than any one of the domestic Nan. In addition to the artist's regular singing and dancing skills, their characteristics of the times are more distinct: five geek teenager, wrist with smart bracelet, love cool run, proficient in English, French. The Nan, which won many awards last year, was the new "product" Shangwen spent a year crafting.

2013, Shangwen in the "Fast male" judges, witnessed a lot of talented contestants were eliminated, sitting in the judges Shangwen budding an idea: "Why not more talented teenagers have the opportunity to debut it?" ”。 In Korea's Super Junior, BigBang, Exo and other Nan to seize the Chinese market, the local Nan combination is in a blank state, some talented boys also because of this situation would rather go to Korea to try luck.

Shangwen was quick to do things, after discussions, plans and preparations with black gold fashion head Niecen and the team, announced the recruitment of "still boss of the trainees" news, but also a global recruitment, more than 50,000 boys enrolled, most of them are 15-22-year-old young boys. From photos to video screening, and finally to interview, Retest, Shangwen and team after several months to select the last 25 teenagers, and then compete for 12 trainees places.

"Trainees" is a typical fan economic model.

The concept of "trainees" is derived from the training mechanism of Korean artists, trainees must accept cruel and closed training from singing to dancing. On the basis of "trainees", Shangwen also proposed a elimination mechanism, once the trainees to make violations of the provisions of the Act, will be eliminated immediately. The reason for this is that she wants the boys to understand that being a star is not a matter of once and for all, and that artists need to keep good manners and work at all times.

In training for Nan, Shangwen also joined the culture class, these boys face the future of the new generation market, they have role models, so must have a certain cultural connotations, trainees in addition to professional courses, but also to learn English, French, music history, Western literature, these external eye-catching boys, Only the inner enrichment, it is possible to compete with the Korean Nan market. Five members were finally selected through training, and their first single "Up 4U" was officially released in December 2012.

In order to promote and cultivate fresh, Shangwen investment tens of five of boys go to France to shoot a photo, please come to the Canadian musician Peter Wilson composition, Taiwan's well-known CI Li Zong lyrics, the Swedish senior music producer Caesar & Loui coordinated production, but also a big money invited one Direction queen of late mixing master Ash Howes do later. In the visual modeling, Shangwen personally to their positioning, each time five people with a distinctive style and uniform appearance in public. For Shangwen, fresh Nan is "black gold fashion" after her own performing arts products, and the quality of this product must be in line with the world.

In the idol industry, the fan economy is an important part.

After the star formed a considerable fan group, fans to buy music products, concert tickets, ring tones download, karaoke karaoke song royalty, star peripheral products, etc., constitute a source of income. Korean entertainment, has been a fan of the economic use of superb, popular artists have exclusive fans will and official website, fans will be a unified leader management. For example, South Korea's famous Nan "Oriental God", fans will be "Cassiopea" by the artist's Korean SM Entertainment company directly management, and fans will be president, vice president and other people, the fans constitute. South Korea also has a similar charging mechanism with Japanese fans, which accounts for a large proportion of the annual earnings of brokerage firms or record companies.

In the example of "Jiangnan style" the singer Uncle Bird's brokerage firm YG, the income is composed of five aspects: song download, album sales, concert tickets, Fan club membership fees, the surrounding goods, including fans of the income accounted for 20%.

The current Chinese artists broker, 95% of the proceeds are from the business, this single income is also one of the reasons for China's increasingly depressed entertainment.

Although fresh is a sharp point, but in the microblog 130,000 attention, the official online fans doubled, and paste the active degree, they are indeed a rising band. Add Nan main positioning: "Inspirational, positive, positive energy" and other labels, fresh will be respected by the mainstream media, thereby expanding the market scope. "Fan economy" is bound to bring some benefits to the "black gold fashion".

Joining hands with electric dealers and launching anti-fan economy

For the concept of the fan economy, "Super Girl" debut Shangwen has tasted the taste, now "black gold fashion" most of the income, but also through her income. In the 2006, Shangwen won the top prize in the history of Super Girls, then Huayi signed her as its singer. The graduate of the Fudan French department has more information advantages than other singers, and she draws on foreign electric sounds, reggae, jazz and other genres, bold innovation in Creation, and the formation of a unique bilingual style.

In the process of growing up, Shangwen often went abroad because of his linguistic advantages, and communicated directly with French President Francois Hollande, former British prime Minister Cherie Blair, famous costume designer Carl Lagerfeld, and Canadian Prime Minister Stephen Harper, which made Shangwen look at things more diversified.

Shangwen and her work partner Niecen in Huayi colleagues, very congenial, two people also like the Internet, the future is full of imagination, the same not complacent, two people slowly produced the idea of entrepreneurship, "since we all have the ability to take up some responsibility, why not try?" "Niecen and Shangwen for the ideal together to create" BG fashion black gold fashion.

The initial focus of work is limited to do Shangwen performance broker, everyone around Shangwen a person turn, for this single mode of operation, two people are not very satisfied. Shangwen that the fans of the economy in China is not mature, she and Niecen have a consensus, must be diversified to make the enterprise bigger.

"The product needs the fan economy, but the entertainer should not be the fan economy, the entertainer needs the fan, but cannot depend on the fan to live, the entertainer should have the advantageous independent channel development." ”

Shangwen and the heart far Idol is Ma Yun, because he works very attentively, but dares to innovate. After the idea of "anti-fan economy" was formed, two of people began to brew the project of product development and electric cooperation.

Jingdong Mall ma puce4 x dostyle Pure Copper Headset page, you can see that there are more than 12,000 purchase evaluation, there are some not commented on the purchase data. Niecen told us that this and the Beijing-East cooperation of the headset has been in stock and replenishment of the status of the consumer's reputation is also very good. The reason why this headset is designed because Shangwen is very focused on auditory enjoyment, a good music only in high-definition headphones can be perfect interpretation. Based on the Shangwen to the music of the critical and professional, Jingdong and Shangwen cooperation in the design and production of this professional-grade headphones, and then by professional headset manufacturers for the foundry. After getting the sample, Shangwen will repeatedly try to listen, and the manufacturers continue to communicate until the sound quality to meet her requirements.

In yoho! And the day cat's website, with black gold fashion BG Fashion's cooperation section MA puce 6 travel box, also belongs to "the explosion money". The biggest selling point of the suitcase is "transparency", inspired by the desire of young people to share their lives on social networks, an era of self-expression that comes from the idea of designing a fully transparent suitcase.

The slogan of this transparent suitcase is: Show me the World/Publicize me, that is, by highlighting the self, let others know and like the user. The design of the suitcase is also integrated into the Internet thinking, in the marketing will use the social network platform, through the single product "burst money" strategy to form the market influence, and on the micro-boping platform to spread. Although the suitcase was manufactured by the factory, yoho! The goods staff said that the Shangwen in the quality control aspect request is very high, each time delivers the sample, Shangwen will let the team two people stand on the box to test the compressive resistance.

Star's own brand, not to take their own as a "cover", Victoria each release their own design high-end clothing brand, will personally platform, with her popularity to enhance the brand influence. Vimi Angel Miranda-can be famous after the creation of cosmetics brands, personally for the brand to shoot publicity, whenever the interview also do not forget to publicize their brand. Edison Chen's fashion brand clot shop, is the Edison Chen photos to attract attention. Although the "Ma puce" series of electrical commodity brand core concept and design, by the Shangwen and the team completed, but did not be labeled "Shangwen" label, she said: "I hope these products out of celebrity, become popular favorite fashion life brand." Any product success must be based on two points, the product itself innovation and marketing model innovation. "Shangwen, who once had a cross-border dialogue with Lei June, is now good at thinking on the Internet,

"Especially now into the Internet multimedia and social media era, consumer groups have changed, we need to use the Internet to do the thinking of marketing and product innovation." ”

At present, "Black gold fashion" has expanded two business departments: Artists Brokerage Department, the principle of small and beautiful business, continue to sign the "characteristics" and "personality" of the artist. The entertainment electric business is responsible for research, incubation, operation "single explosive", occupy a place in the market. The two concepts of the fan economy and the anti-fan economy also exist in both business departments. Shangwen and Niecen's goal is, two directions have developed a certain scale, the next two years the company's income mainly from these two, by then, Shangwen can concentrate on doing their favorite electronic music, not for the livelihood of the toiled.