Since Huayi came out, Shang two more idols

Since Huayi came out, Shang has two more idols, one is the fashion circle's famous designer Masha Ma. One is the lei of the tech circle called "rebels". It is said that the "anti-artist fan economy" argument is from the lei that divergence. Previously, she was a music-style positioning is not clear, and completely with the fashion, technology circle insulated people. (Few people know that she is in the private is a technology product control and digital Tatsu people.) )

Now the "Boss" more like the expression: "I am now a product investor, I hope that the company into a small and beautiful entertainment brand companies, based on the Internet to create a series of Cross-border entertainment products." The electric dealer is just the beginning of the attempt. ”

Super Girls champion Double Day

Shang in the 06 "Super Girl" after dormant for several years, just in time to catch up with the traditional record market began to shrink, a large number due to unclear positioning, musical style is not prominent, the response of the average artist accelerated submerged in the market. Just won the "Super Girl" champion of the Shang did not strike gold to be soft, but in the high investment low income situation, into the cause of the "low period." After 6 years, she still tried hard to prove "I am a Singer" in the program.

As the Super Girl Champion, 05 champion Li Yuchun ranked sixth in the Forbes China celebrity list in 06 with 10 million income. By contrast, the Shang of a late-year debut is far from it. It is rumored that Shang has a long period of poor life, advertising, signing two of the unfunded, in addition to the monthly pay for the daily entertainment, Shang income is almost zero!

July 2007, Huayi "Save" Shang out of the contract dispute, although the contract dispute between the two sides in a private settlement ended, but because Huayi is the contract to deduct Shang deal with the penalty for the day entertainment, Huayi in the contract increased the proportion. Previously not optimistic about the Shang star of Huayi will be its advertising album about, business about all take off, and in accordance with the direction of the people to attract petty bourgeoisie to build.

After Shang entered Huayi, career has not ushered in a beautiful "spring", the company contract for her two albums a year, each investment is not less than 1.0015 billion, but the basic is to replicate the way the female singer has always been created, in the description before Niecen, Shang's talent and potential has not been excavated,

In the early days of Huayi building Shang, try to use "literary youth" to give her positioning, it seems not very appropriate, in the eyes of Niecen, Shang usually do not like to talk, also not good at expression, but for their own things to do very sure, persistent, and a little will be "angry" temper.

Niecen

By the Internet thinking "edification" for several years Niecen that "literary youth" this play in the beginning is not suitable for Shang. Creating an artist is like creating a product, need to market research, marketing strategy, product planning, market positioning in the product, the audience, the promotion of a clear strategy to put the market, otherwise the artist is like an assembly line on the "product", no characteristics, throw out also can not make a sound.

From small to marketing interested in the Niecen is international trade, to Huayi before, there have been some entertainment marketing experience, he has two years in Shanda has been engaged in IT industry experience. In Huayi seven years, he from the Assistant Department of Commerce to the planning, contact the most core business and resources, then began to take full responsibility for Huayi music planning, production, publicity and public relations four departments, responsible for signing, cancellation, build and promote artists and music products.

Whether from the degree of tacit understanding, or professional skills, the two of them in mutual understanding and recognition based on the formation of a good complementary. At the end of 2012, Niecen and Shang partnership set up a studio. "Room Length" Niecen is mainly responsible for controlling the overall operation of the market, and "Women's office long" Shang is responsible for product creativity, design and promotion work. "Her business is not the same as the traditional record singers, the need for relatively independent team operations, the need to refine each step, we have confidence in each other." Niecen to I black Horse said.

Artists ' studios no longer rely on large media groups or brokerage firms, and the advantage is that they operate relatively flexibly, professionally and intently to create artists and products. The test, of course, is to build a structure that fits the company's position in the first place: from Studio mode to formal company operations, from broker-artist cooperation to partner mode. "We've been working on it for nearly a year, and at the end of 12, the studio is still in a relatively initialized state." 13 mainly for the performing arts business continued to rise to do some work, while focusing on team building and training. 14, the company formally established the BG Fashion Black Gold fashion, looking for some professional internet, electricity and other talents to participate in. After the year of Running-in, commissioning, amendment, hope that 15 will be on the right track. ”

Cross-border integration

Niecen has been using the product manager to position himself. Since 09, when fully taking over Shang's business, it is determined to make "Shang" three words into a "brand", or a "platform." He thinks that an entertainer is more of a "spirit" that she leads and worships than a performing arts job.

"Shang" to transform through branding, which means that the road must be commercialized, the first is to discard all the previous positioning, open a niche market. They finally clear a direction: Shang can affect is a part of a certain level of cultural level, like the pursuit of fresh fashion things, have a dream and Ken for the dream insist on pay, the quality of life requirements of the crowd. But Shang like the relatively small audience of electronic music, to commercialize its transformation is expected to be relatively long.

Niecen a five-year plan, breakdown of the market's overall idea is, first from the fashion cut, the "personality" label and Shang do matching, after the "electronic music" of the new concept into the sense of fashion "new image", thus creating a new "Shang" brand image.

Shang

In Niecen's view, the "Shang" of the "product" of the reshaping process, experienced the following stages: from "Super Girls", "literary female", "Fashion Queen", "Personality Diva", to the "electronic singing", until today's "entertainment fashion investors", this is a "grassroots" to "literature" to "fashion" + " Personality "transformation process. "This allows more people to look at her fashion and personality, into her talent and ability to appreciate." We had our own five-year plan for this position, at what time, in what way, through what channels, to let the people get to, have been deployed, only need to follow the step-by-step implementation. ”

"In the promotion, marketing, Shang this brand distinguishes from other people's place is, the electronic sings the person these five words has established her uniqueness and the symbol, next, we use a series of actions to insist this product quality, thus gradually established this niche brand the image." ”

Before 2012, Shang won the Music Category awards are general "So-and-so female singers", after 2012, the award title began with "electronic music, singing as people, producers" and other prefixes. Slowly we feel that Shang has some changes, in the performance market significantly decline, Shang after several years of dormant period, the popularity of the trend of rising against the city.

The transformation of fashion

Niecen try to let Shang into the fashion circle of the process not less encounter bumpy, also in a variety of exaggerated, strange modelling experiment to miss, for this, she was a "lei mother" called a long time. Shang frankly, at first really walk bumpy bumpy. He was shut out of the fashion industry a few years ago. In the confusion and hesitation, the first to give her support is the SU Fashion Group vice president.

Su to I dark horse memories, and Shang's first encounter is because of a "copyright dispute", in the "negotiations", Su was Shang and the team's efforts and perseverance moved, and promised himself for its producer, fencing shot a group of themes for "body and clothing dialogue" fashion blockbuster, published in the current period of "fashion". This makes everyone very surprised, other people for the appearance is not prominent, body without the slightest fashion singer is not optimistic, but the result of the film was surprised, we saw her in the fashion of plasticity.

Since then, Su will Shang brought to a lot of fashion occasions, but also personally bring Shang to attend Paris Fashion Week, to the circle of people recommend Shang, to help it in the domestic well-known several fashion big magazine shooting theme blockbusters, including the cover of the shooting.

Occasion "I am a singer" roll over

At the beginning of 2013, Shang appeared on the stage of "I'm a Singer", which was an important turning point in her popularity rally.

They didn't take "I'm a Singer" as a simple notice, but with the influence of this program will be "Shang" represented by the electronic music and personality outstanding fashion attitude thrown to the market, the heart of the audience can find, Shang every song and dance design have done a careful planning, She deliberately will be electronic music arrangement and singing style into the song, and in the modelling is not willing to spend a big customization, the purpose is to let everyone familiar with Shang represented by "fashion" attitude.

Niecen to I Dark Horse said: "We participated in the" I Am a singer, "the entire Studio 10 people together with the cooperation of music and visual partners, planning the implementation of the" singer "project. "This time the occasion effect is remarkable. “

Since then, the business and endorsement contracts continued, February 12, 2013, Shang received the first television ads in 2013, the 15th day after the broadcast, and last year endorsement of the French brand renewed 1.5. Her commercialization has worked well, and the overall income has turned nearly 50 times times from the "living out" situation. Niecen that, although the back of the tree good shade, but the studio's company to operate more focused to create artists, but also more suitable for his He Wenxia such a combination.

Shang to I dark Horse, in music she wants to emphasize originality, pioneering and experimental; from the artist's point of view, I want to make progress around three keywords: breakthrough, cross-border, and integration. "I like electronic music, whether it is not mainstream, I have to do, if let me do things I do not like, I would rather go back to my traditional industry, back to the white-collar life." ”

"I am a Singer" This program has not only increased the attention to Shang. Also let the media and the outside world gradually noticed her from "Super Girl", embarked on the original electronic music and fashion cross-border routes.

"I'm a product investor."

In early 2014, Shang Studio upgraded to set up a bg fasion black gold fashion. The team of 30 people, mainly by a relatively perfect entertainment marketing team and a development of the initial stage of the entertainment electric business team composition. The main business is divided into two major parts: the artist broker's Plate is Shang and the new Fresh Cadet Group, the second business plate is the entertainment electric business, the future will also be planning new business.

After deciding to do the electric business, Shang thrown out three different from the "amateurs" nature of product Ideas: Single product breakthrough, anti-artist fans of the economy, Cross-border and intelligent.

Shang and electric business platform Jingdong, Yoho have goods! The depth of cooperation, respectively, launched two fashion single products-Fashion travel box ma Puce6 and Pure copper fashion headset ma Puce4. Yoho! with the sale of the MA Puce6 is a convertible transparent suitcase, its brand slogan is Show me World (Xuan Me), which is in the details of design and brand-adjusted in line with the young user thinking of the product, Later in the promotion they will also combine the current popular social products to do product marketing.

And for the intelligent, Shang team and Beijing-east cooperation launched a pure copper headset for electronic fans, said the first order sales results are also very gratifying.

According to Shang, the electric business is expected to account for about 40% of the company's overall revenue one year after the official listing.

Artists cross the border to do electricity business has precedent, Edison Chen, Pan Cypress, Xie Na, Jay Chou and other stars have dabbled, they mostly from the clothing category, and Shang chose the "trend bag" this category as a cut, there are two reasons: first, Shang itself is a crazy online buyers, but also "box control", She thinks the crowd is wide and there are business opportunities. Second, Niecen in accordance with the previous creation of artists to do the brand, product ideas, but also has been trying to do a new concept of fashion products. Through market research, he found that "current bags" at home is still a blue ocean.

A big problem for a star to be a distributor is that it is easy to detonate on the basis of "star effect", but it is difficult to keep on, often giving people a feeling of "amateurs". In this respect, Shang said: "When we do this thing, is not an entertainer in doing, Shang is the identity of investors, do not make products are not star peripheral products." Initially do not want to make this business into artist products, in this matter, we can ignore Shang artist identity. We have a professional team, have a top partner, have to do the field of professional things. ”

For the electric business platform, the most important is the flow and supply chain. The former guarantee sufficient user population, the latter solves the user in the consumption link experience problem, the customer service and the logistics need to be guaranteed, but all this, in Shang view, the professional matter to the professional team to do must be twice the effort.

In the past, the star combined with the tide licensing cross-border to do most of the online shop and offline entity combination of the way, Shang chose the operation of light operation, fully online electric business. "Basically, we will only be locked on the line, online is the largest market, closest to consumers." Our company mainly to do products and brand incubation, entertainment marketing. "Their mode of cooperation is, by Shang Studio to assume the early stage of creativity, design, promotion and other work, and yoho! based on their original resources from production, supply chain to logistics for products to do brand hatching, do good part of each other, a clear division of labor."

"Product fan economy" VS "entertainer fan economy"

Niecen and Shang agreed that the future company's goal is to build internet-based products and brands suitable for young people's markets.

2014, Shang also personally fencing to build fresh Cadet Regiment, began to try to create a new mode of entertainment brokerage. She believes that a good product is the most important to pinpoint. "Product fan economy" is needed, but "entertainer fan economy", not workable. "I hardly use my artist identity, and I think if I do that, I will make this project an artist's fan economy." Including from the beginning with my Nan, has been hoping to blur my artist identity, I am a product investor, I do not intend to quickly add new artists, want to pass this Nan, to make a new entertainment economy model. ”

She believes that a product with a sustainable development capability is very risky if it is based entirely on "star". It is difficult to maintain an "artist" permanent positive image, but based on the "product" itself can be achieved. "We will lock the fixed crowd according to the product type and target market." Then do a good job in the city, according to large data planning. At present, the main target crowd to fashion enthusiasts mainly. ”

In the product's creativity and the promotion, Shang very has "the user experience" the consciousness. "We are currently listed in the product is a beta version, through the collection of consumer feedback, and then make product improvement, we attach great importance to the buyer's feelings." The official version will be on the market early next year. As for the iteration of the luggage product, we hope to solve it through the cross-border and intelligent way. Shang to I black Horse said.

About the characteristics of Internet products, "Brand IP" is widely mentioned, everyone wants to make a brand culture, Niecen emphasis on the brand concept is easy, elegant, effective. In addition, he also believes that the creation of an Internet explosion is necessary, but the prerequisite needs to have several elements: first product creativity is fresh, interesting, simple, and secondly to have the target crowd, stimulate the play, buy and share the consumption impulse; again, the price is reasonable. Finally, choose the marketing approach.

In the company's business, Shang asked not many, in order to cooperate with NIE heart far, better run a company, she usually will be concerned about the interview of entrepreneurs, industry consulting, practical, international trends and so on. Shang to I: "I have always asked myself and the team: simple, efficient, elegant, practical." Keep a low profile, work grounding gas. ”

For the company's future planning, Shang said: "I want to operate the company into a small and beautiful type." In fact, create an artist and create a product essentially different, it is important to concentrate on doing every product, not necessarily the category too much, but must focus. ”