Smart mobile devices bring star personal App wave

Concentrate point of view

In 2012, the smart mobile terminal brings the star personal App trend, fans and celebrities zero distance, real-time multiple interactive possible. Now Star App, not only to become a channel of communication between fans and celebrities, but also hope to tap the Chinese-style fan economy, changing the star's income structure.

Brokerage companies no longer need to prepay for development costs. The Star App is jointly developed by Runhua and operated jointly by the star itself, brokerage firms and technology companies. Ultimately, the profits are distributed in proportion and Runhua Link becomes the partner involved.

"To see the stars look like" is the core needs of fans. Therefore, Yu Yu's plan, the future of each star App's basic functions will be the same, but there will be their own characteristics and style.

Fans are the core resources of the Star App, and the commercialization of the Star App also needs to be extended to the fan economy. The business logic followed by Star App is to get fans to congregate on the App, and where the focus is on, the business value comes naturally.

An unseen friend met Dustin Hoffman in the streets of the United States and went up to him and said that one Chinese actor liked your show very much and I'd like to invite you to sign him and write him Name, so this precious gift was removed to my hands and finally understand that every time I met you outside the play, for your signature is my fate, is my blessing.

On September 5, 2013, on the birthday of Wu Xiu-bo, this fan-sent letter was posted on "i. Wu Xiu-bo" and attracted 270,000 fans to browse and comment.

The interaction between fans and celebrities has undergone many rounds of changes. In the traditional PC era, the fans' attention to the celebrities was brought by the forums, post bars, and fan community built by the QQ group. After the rise of social media, The flattening of the world comes closer to the distance between fans and celebrities. In 2012, smart mobile devices bring the new trend of celebrity personal App. Zero-distance and real-time multiple interaction between fans and celebrities is possible.

European and American celebrities Adele Adkins and Madonna Ciccone released their own App as early as in 2011. This emerging product appeared in China at the beginning of 2012. Xiamen Ruijie Team customized for Dong Jie China's first personal celebrity App, followed by Yang Mi, Han Geng, Chen Kun and other front-line artists have also begun to try.

Most of these App can listen to music, watch the video, sync the star's microblogging content, but the star himself is less involved, it is just a collection of celebrity dynamic information publishing platform, the commercialization of the path has not been clear, so only in Six months later, these App and their production team are gradually quiet, many products even stop updating.

"I. Wu Xiubo," the production team Runhua linkage is not the first company to launch the Star App, but it insisted on different play law, log "" i. Wu Xiubo "", in addition to daily dynamic updates, mobile client video Watch and Wishing Wall, wallpaper download and other basic functions, Wu Xiubo almost every day to release a voice of his own, fans can sense his mood from his recordings, and even from the subtle background of the environment to guess his position in the voice of the sound.

Recently, Runhua linkage has been a new round of investment by China Capital, Capital of Origin and other investment institutions, the second star App products "" i. Yi Jianlian "is also small-scale testing, and will be on the line, Shang Wenjie, Honglei , Hai Qing, Huang Haibo star personal App is also in the company's operating plan.

Yu Yan, the founder of Linkage, eventually wanted to do more than just become an intermediary between fans and celebrities. He also hoped to complete the community building of celebrity fans, tap the Chinese fan economy, and even change the celebrity's income structure. This startup offers a broader view of the brand and celebrity app.

"Partner" mode

Yu Yan graduated from the director of the Department of Central Academy of Drama in 1997, after nearly 10 years of advertising planning, in 2009 to enter the Synology Media (Beijing) Co., Ltd. as a producer and producer, then based on the interest of the mobile Internet to start their own The business.

However, Yu Yan's initial operation of the project is not a Star App, but the "Gourmet Review", he found many overseas gourmet to recommend tourists to local cuisine, Yu Yan is also because the project to get to know the current investors, CRE Capital Partner Wang Daoping, but in preparation for that project in 2012, one after another many star brokerage friends to find Yu Yan, asked him to OEM development Star App.

At that time, Star App has emerged in this emerging industry, many similar products, Wang Dao Ping is also optimistic about the prospects of the Star App market, "App in line with the current user and the use of fans habits, both entertainment and mobile market development has become a Star App Outbreak opportunities, "Yu Yan also therefore shifted its attention to the development of the Star App.

For Yu Yan, Star App's initial difficulties did not come from the technical level, more importantly, get the star's trust.

In 2013, Wu Xiu-bo was regarded as the god of men by many fans for his encounter with "Seattle in Beijing." Yu Yan and Wu Xiu-po were both alumni of the Central Academy of Drama. Therefore, they spent more time in the five or six communications of Yu Yan and Wu Xiu-bo Talked about once in the university teachers, classmates, chatting about their own filming experience, the real talk about this project is only half an hour to determine, Wu Xiubo will also own App to Yu Yan, as the first Runhua linkage Experimental products.

Wu Xiubo brokers, general manager of Xi Tian Television brokerage Zhou Banxi is more concerned about the Runhua linkage star knowledge and product operating capabilities in Runhua linkage operation team there are multiple senior and loyal fans Wu Xiubo. Prior to Yi Jianlian's App, Yu Yan also followed Yiu Jianlian's assistant Niu Mu to Dongguan to experience the daily training of Yi Jianlian in the gym. Zhou banquet West that "the integration of stars and technology is the largest difference between Runhua linkage and purely technical outsourcing companies."

Star Apps that appear on the market before are usually outsourced to a technology development team by a brokerage firm that gives the technology development team a commission to develop. However, after the launch of the product, it is difficult for the brokerage firm to arrange fixed personnel to run the content of the App. In addition, the Star App has not found an effective profit-making channel. Therefore, in the outsourcing mode, the brokerage firm does not object to the Star App, Will not pour too much energy.

Wang Daoping had been observing Star App's market for two years before investing in Runhua. "Past foundry models consisted mainly of simple overlay of tools and products, lack of effective business models and overall solutions."

So Yu Yan rejected all the technology foundry's invitation to develop a new operating ideas. Brokerage companies no longer need to prepay for development costs. The Star App is jointly developed by Runhua and operated jointly by the star itself, brokerage firms and technology companies. Ultimately, the profits are distributed in proportion and Runhua Link becomes the partner involved.

In order to maintain the volume of fans and user stickiness, Yu Yan also only select the big names as their own custom standards, this star custom App app ubiquitous funding instability and star replacement problem is not a problem .

"I. Wu Xiu-bo" Since launching last year, product development and content operations are the daily work of Runhua Linkup. Wu Xiu-bo has also maintained its content output almost at a frequency of updating a new trend everyday. Star's press releases and the latest developments are provided by brokerage firms To output.

How celebrity production content

Runhua linkage initially designed the App as a fragmented presentation of images, voice and short video, avoiding the unsustainable text.

Star App is actually a simple matter, but celebrities continue to produce high quality content is extremely difficult, so many of the decline in Star App activity is like an inevitable result.

Yu Yan also understands the limitations of celestial controllable time, so he originally designed the App as a fragmented presentation featuring images, voice and short videos, avoiding unsustainable writing. "Many fans have gone The habit of reading text, while the fragmented content such as pictures and short videos is also easier to sustain for celebrities. "This is also the biggest difference between the Star App and Weibo and WeChat.

Runhua joint technical team for Wu Xiubo, Yi Jianlian and other celebrities tailor-made customized information release App, all the pictures and audio and video content at any time can be a key operation, uploaded to the Live (IM) column, if there is a small number of content needs Background processing and improvement, they can also be sent to Runhua linkage content operations team to complete the modification and upload, this way, the star does not need to pay too much time every day to complete the content output.

Yu Yan never released any content on the star and publish any frequency, so the contents of the App are often very casual. On the morning of the on-line conference of "i. Wu Xiubo", Beijing rained and Wu Xiu-bo wrote a message in the App saying, "It rained and did not want to get up." Sometimes, Wu Xiu-bo will share the new film with the audience and share with you. Even singing a song in the App, every time there are fans that "listen repeatedly after downloading."

In fact, in 2013, Chen Kun launched the WeChat public platform has caused a sensation, but if only the product's interactivity, even if paid to become a member, only to hear Chen Kun himself on the fans sooner or later. Zhou banquet West that "the best real-time interactive effects are currently on other platforms can not do the same kind of products," "i. Wu Xiu-bo," but "to make crisp and honey bee always together."

See the stars look like the core needs of fans, Yi Jianlian's App is also doing the final test and optimization, cattle and herdsman said, "Yi Jianlian privately is a very enthusiastic and fun people, but for various reasons, fans and the outside world For Yi Jianlian some misunderstanding, this App will show a did not show up before, the real Yi Jianlian. " Only real self-expression can guarantee the continuous output of content.

Therefore, Yu Yu's plan, the future of each star App's basic functions will be the same, but there will be their own characteristics and style. Yi Jianlian's App feature set, Yi Jianlian want to teach fans how to do before the warm-up and stretching, decomposition shooting action, these will use the video, action decomposition, pictures and other forms to show. Huang Haibo would like to comment on the movie in their own App, there are stars want to show their handmade works, the other side of these celebrity life will be presented in the App.

Of course, in this process, the collaboration between celebrities and brokerages or brokers may not change substantively because of the technology of mobile Internet, but App or mobile Internet technologies improve the efficiency and manner of content dissemination through the App Of the content distribution system, celebrity I can easily publish information, but this also brings some challenges, such as how to ensure the quality of the content, what kind of content distribution frequency is appropriate, these require the agents and stars to work together to complete.

Star App heavy emphasis on operations

Yu Yan is planning for Wu Xiubo shooting fans looking forward to the styling photos, these photos will only be released in "i. Wu Xiubo" to meet the fans for the strong demand for celebrity pictures.

To grasp the fans for the stars look forward to the star App is more important on the other end, in Runhua linkage internal staff have a special QQ group, micro-channel group and star fans to communicate, and their expectations for the star to convey to the star himself, And thus complete the product update.

"I. Xiu-Bo Wu" in the initial on-line only when the image upload, dynamic updates and other basic functions, and later many of the features are proposed and amended by the fans. Ultimately, the Star App expects fans to fulfill all the idol needs on the platform.

As the bar in the water will disturb the normal ranking paste it, so now it is not for fans to support irrigation in principle, but fans always have irrigation needs. For example, a fan said, "I just like irrigation, irrigation is just for fun, not for the rankings, I just play in their own stickers, so it does not work." Yu Yan therefore added the "wishing wall" section, so that fans Can be freely expressed in the App.

Yu Yan is planning for Wu Xiubo shooting fans looking forward to the styling photos, these photos will only be published in "i. Wu Xiubo" to meet the fans for the strong demand for celebrity pictures. In the "i. Wu Xiubo" visit the peak of the evening between 9 o'clock and 10 o'clock, this App and more to play the role of diversion channels, many fans through the "Portfolio" mobile video viewing capabilities jump to Video site watch video.

Market data shows that a user download App promotion costs are about 5 to 10 yuan, if you want to have tens of millions of activities, then the operating costs will be more than 50 million, App requires team excellent operational capabilities, but also need a very high Of course, the operating costs Star, which of course is the problem encountered by the App.

In fact, "i. Wu Xiubo" on-line to the present nearly a year's time, "i. Wu Xiubo," the cost of promotion is almost zero, but "i. Wu Xiubo" on June 7, 2013 on-line conference made 10 Wan downloads, as of March 2014, "i. Wu Xiubo" download has reached 500,000. Despite this, "500,000 downloads are far from completely covering the fans of Wu Xiu-bo."

Yu Yan is now expanding the promotion team, in addition to the star mentioned in the interview in addition to their App, Runhua linkage also try to use the resources themselves to replace the App, Runhua linkage has been with the Shanghai subway advertising operators, advertising signs Hangzhou Road One day in the future, there may be huge advertisements of "i. Wu Xiu Bo" and "i. Yi Jianlian" in Shanghai Subway.

In Runhua linkage team of more than 20 individuals, there are 5 App's daily operations team, they are responsible for the content, but also responsible for docking with the brokerage firm, of course, this is far from a strong enough operational team, but now open "i. Wu Xiu Bo" , Each dynamic usually get hundreds of "like", but the comments are mostly only a few dozen, activity is not bright.

In fact, the full operation of fans will form a powerful force, and in the past many of the sites run by fans tend to be more active than the star self-built website is also a natural activity, "i. Wu Xiubo," the product itself is constantly iterative updates, Yu Yan also Begin to expand the operations team, try to create topics in the fan community, organize more senior fan production, triggering more comments.

The end of commercialization is the fan economy

Abroad, there are some Star App already have a more well-formed business model, in 2012, Adele personal App1,500,000 downloads have caused storm App Store.

Of course, celebrity time is often measured in minutes. If ceaseless business returns are generated, it is also very difficult for celebrities to continuously produce content. So Runhua Linkage started to explore commercial profit-making methods through Wu's blog and Yi Jianlian's App.

Abroad, there are some Star App has a more established business model, such as fans can Adele, Madonna's App on the iTunes Store or Amazon website to buy albums or other peripheral products, Adele personal App1.5 million downloads also In 2012, it caused a storm for the App Store.

Yu Institute also has its own commercial cash flow channels, adhere to the first product users to complete the accumulation of nearly a year later, Wu Xiubo's App has begun to commercialize, Wu Xiu Bo endorsement of the brand has been in the "i. Wu Xiubo" above to do the show, and "i. Yi Jianlian "From the product planning and release stage, Nike has been involved.

Although the business for the App ads will be based on the size of the App download and use as a measure, but now Run the App launch page full screen advertising price of 20,000 yuan / day, Live information flow of the first advertising price of 40,000 yuan / day , Daily wallpaper built-in advertising price of 5,000 yuan / day, the price is far below the ordinary advertising market price, so as a whole ad serving supplements in the "i. Wu Xiubo" and other App ads on the big Most businesses accept.

In fact, based on user habits, the use of the scene data statistics, Star App can be completely created as a star personalized brand of Internet ecology. For example, in Yu's plan, Star App uses the mobile-based location-based sharing feature to launch celebrities with the same package at restaurants and cafes.

Yu Yan has also been exposed to online travel sites, such as Yi Jianlian if traveling in Japan, online travel sites can be on the App push Japanese tourist attractions or ticket recommendations, in fact, the signature singer discography, concert tickets, artists' movies, TV dramas Derivatives such as works of art, basketball tournament tickets, etc. are all future imaginable modes of operation.

But the fan base is actually the core resource of the Star App. The commercialization of the Star App also needs to be extended to the fan economy. Yu Yan believes that "in the past due to the extensive management of fans, China has never had a real fan economy," but the mobile Internet and big data can become a fan economy tool.

The business logic followed by the Star App is to get fans to congregate on the App, and a focused business where commerce comes naturally. Now, in addition to their pay for celebrity endorsements and advertising endorsements, celebrity business activities can cost money away. However, once celebrities get commercialized, celebrities can use their own fragmented time to generate revenue and even change the star's revenue composition.

Runhua linkage has started to promote the member points system in the App, and online promotion will be linked with the fans under the line, such as Runhua Link will be with fans around the leaders, also began with Wu Xiubo, Yi Jianlian and other stars Post bar owners cooperation, regular fan events around the place, and even celebrity endorsements with the brand.

Of course, the Star App is a product form that has just emerged in the past two years. It is one of various media and the products such as "i. Wu Xiu Bo" and "i. Yi Jianlian" are also constantly exploring and improving. App The current star brokerage work is still very small, and even a large part of the fans still do not use the Star App habits, but as fans and many industries are moving to the mobile Internet, Star App proportion will also continue to strengthen.