Use product thinking to let the past gas star salted fish roll over

Absrtact: "I am a Singer" should be regarded as one of the most power products in 2014 years. Let a few over gas star, such as Lei, Huang, Deng Zi chess back to the line. The most wonderful is Huang, the past basically faded out of the music circle, now its business performance price approximation of 450,000 yuan,

Absrtact: "I am a Singer" should be regarded as one of the most power products in 2014 years. Let a few over gas star, such as Lei, Huang, Deng Zi chess back to the line. The most wonderful is Huang, the past basically faded out of the music circle, now its business performance price approximation 450,000 yuan, almost 20 times times.

"I am a Singer" should be regarded as one of the most power products in 2014 years. Let a few over gas star, such as Lei, Huang, Deng Zi chess back to the line. The most wonderful is Huang, the past basically faded out of the music circle, now its business performance price approximation 450,000 yuan, almost 20 times times.

With Product manager thinking, there are several key points to learn from:

1, the core of the product is to find pain points, to find differences. "I am a Singer" Deus in fact not easy, at that time is the grassroots draft, the audience is the grass-roots players struggle spirit and identity, but this has produced aesthetic fatigue. The Korean version of "I Am a Singer" is the opposite. MBC Television invited South Korea's first line of the most powerful 7 singers Daleitai, through the audience directly elected to the seventh, the use of the last elimination system, out of the singer from the new singer replacement, and finally elected "king". This star-level PK sense, more pain point.

2. Create a sense of participation. One is to each star equipped with the writer, mining singer body topics and clues. First, the operation of the audience, each phase of the scene to watch the competition at the stage of the 500 audience is divided into 5 rounds from about 50,000 of the real name of the registration staff screened out. These selected audiences are usually more sensitive, understand music, lively and generous, the scene of the 8 cameras will always stay in their faces, to catch their minute changes every second.

3. Internet communication. Micro-blog, micro-letter and other channels of enthusiastic discussion also formed a "snowball effect." Whether it is "Deng Zi lovelorn", "Zhou Pen Chang Love", or "Zhang Jie backdoor", almost every topic has aroused concern.

= = = Salted Fish Split Line:

Author: Wang Zhowuli Source: Businessweek Chinese Edition

This article has abridged

April 4, "I Am the singer" after the second season finals of the press conference, won the champion of the Lei joked: "Finally famous, now there is no light I have a little unaccustomed." "In the past 3 months, the 23-Year-old Mongolian man has experienced the most intensive interviews and TV shows in his life, and even every time I recorded a show in Changsha, there are a large number of thousands or even more, 00 fans waiting at the airport, like to see the South Korean Idol excited to yell at him."

This is a little unthinkable for the former Lei. Although he sang more than 700 songs, most of them belong to the film and television play songs, "only to hear the sound, no one." "They used to be propositional compositions, and they let you sing whatever they want." "he said. Most of the singing melody and Mongolian folk song Lei was labeled "Party Singer" label. Now his public image has undergone a 180-degree shift, with the nickname "Uncle Meng". At present Lei is preparing for the first concert of his life.

Lei is not the first singer to "roll over" from this platform. Among the contestants in the first season of "I'm a singer," the original Zero band lead singer Zhou, Taiwan singer Terry back to the first line, 2006 "Super Girl" champion Shang won the new endorsement, on its microblog said "(20) 06 and (20) 13, let me reborn" and is called "Huang Ma" Huang is the brightest gold. "Huang is a landmark of Hunan TV star. "The record company, of course, entertainment general manager Zhang Yong said.

The product is to find the pain point

2012, when "I am a Singer" officially started, the program director of thy billows to the Director Group to invite Huang, was unanimously opposed.

Opponents argue that if you choose a player who is not well-known, there is no difference from the grassroots draft.

In the grassroots draft of the "Red Sea", grassroots players struggle spirit and identity has lost its appeal, the TV station had to turn to the topic hype-style entertainment. In the music-banner of the talent show, music no longer attention, but become a tool, is fast and superficial consumption. In Liu Xihen's view, while the audience's enthusiasm was consumed, "the audience began to feel tired of the same talent show."

Hunan TV is in dire need of a program with differentiated advantages to pass through the bottleneck. Compared to the mature grassroots draft, the Korean version of "I Am a Singer" in the opposite direction. MBC Television invited South Korea's first line of the most powerful 7 singers Daleitai, through the audience directly elected to the seventh, the use of the last elimination system, out of the singer from the new singer replacement, and finally elected "king". Stars for the audience's votes and the realization of personal business value, the early stay up to prepare for the stage, the game to sing hard, after the end of anxiously waiting, this psychological status reversal to create a new viewing experience. "The TV platform opens up a new star-building model. Zhang Yong said. "I am a Singer" stands on the basis of the star already has the commercial packing, but not completely afresh.

However, it is not easy to copy this pattern in China. In South Korea, a large number of performance resources are monopolized in the hands of only 3 television stations. This is why the Korean star variety show in the TV station is absolutely active reasons. In China, the star as a scarce resource, in a dominant position, in the negotiations with the television station to grasp a greater bargaining power.

This adds to the difficulty of finding a first-line singer in "I'm a singer." When thy billows with "to run a first-line singer PK Ring" idea to find a competition, almost all the singers refused him. According to thy billows, some singers said that if there were no problems in the performance, they should not participate as competitors. "I am a Singer" in the second quarter of the singer Zhang Yu Face "business Weekly/Chinese version" to say a lot of the singer's heart, "said the good point is to cherish the feather, the lake and the river for so many years, being people than going to look bad?"

Thy billows will have to shift the center of gravity to the strong but relatively low popularity of the singer Group. This has the "I am a Singer" in the first season gathered in the yellow, Shabaoliang and other people, also have over 40 years of Huang blockbuster performance.

The story of Lurchi's salted fish

As the lead singer of the rock band's Compass, Lurchi was called "China Rock First Girl" at the age of 17. But after becoming famous, she was hit by a barrage of heavy blows. In 1993, after drinking and people fighting, Lurchi left eye was removed, and 1998 was exposed by the media because of drug use, then she chose to quit the music stage to live in Germany. When she returned home in 2006 to seek development, she did not have much capital in exchange for what she wanted in the market.

"We have done the second packing through advanced television production." "said thy billows. Lurchi's story, and the emotional interpretation of his songs, has become a good place for television to make musical reality shows, which corrects the rigid, graphical and tagged plates of the previous album Packaging line. "Our platform is not the same as the record company model, we have to tell the singer's feelings and stories." "I'm a singer," said Duyan, the producer.

In "I am a Singer" in the second quarter of a single period of 120 minutes of the show, the competition and reality show each occupy half. In production, every song sung is considered a full plot of the film, the singer's story and the feelings of the song to show.

Through this reality show way, thy billows attempts to magnify some of the singer's charms, making up for the distortion that may arise from simply relying on songs to convey feelings. When the pregnant in need to withdraw from the game, Lurchi through a song "to all who know my name," supplemented by the reality show, will have the life of misery and is about to become a mother's happiness fusion, accurate transmission to the audience, triggering emotional resonance. When Huang in the first season on the Nineth stage to sing the ex-husband's "Cut Love", her tears, singing and the back of the past is transmitted to the audience. "This kind of episodic music, it sounds very different to people, the singer's understanding will be different." "said thy billows.

Deng Zi's fish back: Internet communication

Maybe Huang and lei are old. "I am a Singer" in the second quarter, from Hong Kong's female singer Deng Zi chess became a well-deserved "dark horse." Compared to the 2005 election of the champion Li Yuchun's text vote, this time she was praised as a popular king of the Internet.

Unlike the traditional Hong Kong pop music singers, Deng Zi's character is more vivid--this is suitable for the internet to spread the demand, also won the young fan's favorite. She is a true micro-bo control, in the top and fans gossiping, selling Meng, spit big stars, care about social topics, vague accusations of breakup boyfriend. It is hard to say that this is not intentional. She also launched the "Deng Zi Experience Life" series through micro-blog, changing the weather forecasters, milk tea sister, servant and other roles, and for the new album recorded "Houhai Song" and other short-sighted frequency. Deng Zi, a broker Dan, said in an interview with Taiwan's joint newspaper that Deng Zi's value for a business performance had soared 20 times times from the original 30,000 yuan to 600,000 yuan before the competition.

The internet has been deeply involved in the packaging process of "I am a Singer". "I am a Singer" in the first quarter of the Internet on the cumulative amount of play more than 900 million times. At the end of 2013, Tesco bought "I am a Singer" exclusive internet rights in the second quarter. From January 3 Deng Zi chess with a "bubble" after the concern, Le Vision network based on data analysis in a timely manner as a key to promote the singer. The site also to every Friday "I am the singer" second season live as the center, supplemented by the Monday to Wednesday routine promotion, Thursday notice promotion, Friday Live information hot Push, Saturday Sunday program video, Hot topic, data-intensive promotion and other means, and constantly create the topic. According to the music network data, as of April 14, "I Am a singer," the cumulative amount of playback on the site has been more than 1.5 billion times. "I am a Singer" in the second quarter for the music video network brought nearly 200 million yuan of advertising revenue.

Micro-blog, micro-letter and other channels of enthusiastic discussion also formed a "snowball effect." Whether it is "Deng Zi lovelorn" "Chou-chang Love", or "Zhang Jie backdoor", almost every topic has aroused concern. Attention will bring the ratings. And in Baidu, "I am a Singer" bar, in January 10, "I Am a singer," the second episode of the second season, a total of 1.52 million netizens participate in the online discussion of the program, compared to the first premiere that night nearly 400,000 of netizens, popularity rose nearly 3 times times.