YY music tells you how to use vanity to make users pay

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Yesterday, yy.com parent company formally submitted to the United States Securities and Exchange Commission (SEC) listed in the U.S. IPO, according to the documents show that the listing site for the Nasdaq, listing trading code for "YY", the amount of financing has not been disclosed. However, the most surprising in this prospectus is yy in the music business revenue, in the first half of 2012, YY music business income of up to 92.72 million yuan, yy total income of 30%, and the industry has always believed that Yy's main source of income should be its more play network of online advertising business ( Online advertising revenue of 30.96 million yuan, accounting for 15% of total revenue.

YY music is launched in March 2011, is a business, yy chat tool music channel, mainly provide online live music performance activities, like an online KTV box. The performance is able to use karaoke, singing contests or video to interact with the audience, YY provides a wealth of virtual goods, users can buy gifts to the favorite performers.

YY music is based on these virtual goods to obtain income, the price of these virtual goods from 1Y to more than 10 y-coins, at the same time to provide users with a variety of different levels of "noble" service, you can enjoy a variety of privileges in the room, the highest price is the "king" service, monthly 120,000 y-currency (a Y-currency to Exchange 1 yuan), and the lowest " The Baron "services require a monthly 200Y currency.

This price sounds incredible, but it doesn't stop the players.

Small series of a friend just played YY music, he said to me, yy music is a collection of money bottomless pit, you spend a large sum of money in exchange for just some fancy title and meaningless "honor", Yy earned the user's sense of vanity.

He and his ex-girlfriend is in Yy, when his girlfriend is yy music in a channel signing singer, he likes her singing, bought a lot of expensive gifts to her hope to win her attention. But when her girlfriend was popular on the channel, he was just one of many admirers. In order to get her heart, he spent a lot of money on her, each moonlight to buy gifts to spend more than 2000 yuan. In order to help her rapid upgrade, each month to spend more than 2000 yuan to buy him a monthly ticket (singers get 1 monthly ticket can be exchanged for 1000 experience, a monthly ticket price is 25Y, equivalent to 2.5 yuan, Taobao may be cheaper).

Singer upgrades can give singers more privileges, such as their albums can send more photos, they can also make their own cards to do more dazzling and beautiful, which for the female singers is backyards and attract with a number of listeners means. The higher the rating, the higher the popularity of singers, and their income will increase. In Yy, the singer received a gift from the audience can be divided into a genuine renminbi. If they can recruit nobles and guardians, there is more to be divided than gifts. In addition, they received a monthly ticket in the full yy row in the top 150, each month there are 2000 yuan reward and the monthly pass of the split, and can be held in YY business activities to get the appearance fee.

He said that at that time he and his girlfriend in the YY channel become celebrities, is everyone envy "couple", many yy female singers have expressed admiration for him, and his girlfriend because other singers envy them and malicious, gossip constantly. For a while, they are also famous online, he is very proud of it, although spent a lot of money, but the effect of absolute value.

Later, because the girlfriend upgrade need to get more experience, his investment in her also more and more, until the attention of the family was ordered to forbid him to continue in yy activities, and girlfriend in order to continue to upgrade in Yy, take refuge in another gold Lord.

When he recalls his time in Yy, he said that it was a day when the hormones were carried away but there are a lot of people like him, they are very rich, each month in the singer's Twenty thousand or thirty thousand is not difficult, and they are only in the channel and the unrestrained sense of the girl in the side of a few words of the sound of the whine.

Like yy This is a typical use of the player "vanity" way to make money. YY before the listing, you may not even yy have music business do not know, their main target users are not small white-collar workers living in big cities, but like my friends living in the two or three-line city rich second generation, or even three or four-line township Internet cafes in the migrant workers or self-employed, they have a strong vanity.

These people, they do not live in the big city of the romantic, nor in the well-known institutions of higher education, their quality is not as high as the white-collar workers working in high-rise, taste is very vulgar. Young people, in particular, are in a rebellion and rebellion of age, unable to get ahead of their studies and careers, and do not have much money to spend on material consumption. In order to flaunt their own unique, in order to publicize their individuality, they can only from other aspects to win the attention of others, highlighting their sense of existence, so that the appearance of strange but flow in the vulgar "rural Non-mainstream" Department of Youth. As Fiske said: the right to construct their own meaning from the subordinate symbolic level is tantamount to their ability to evade, revolt or play a game with this social right.

Vanity is not the kind of social emotion that people show in order to obtain honor and attract universal attention. Vanity performance in behavior, mainly blind comparisons, greatness, too much value others evaluation, self-expression is too strong, there is a strong jealousy.

At the same time, they are looking for greater performance on the web.

For example, they use fancy dance steps, difficult skills, gorgeous costumes to attract more attention in the dance troupe, especially to get the attention of the opposite sex. In the Internet café, they deliberately press the space bar when a great voice to arouse the attention of onlookers, showing their superb skills in the game.

For example, they are in the QQ space, with a variety of decorations dressed out a gaudy niche, with luxurious and bling sparkle to attract their friends attention, and then with Guo-style 45 degrees of sadness of the text to hint at their elegant taste to disguise the potential of vulgar uneasiness.

For example, they will light the vast majority of QQ icon, buy a gaudy QQ show, in the QQ farm plant all kinds of high-grade plants to win the praise of others, can also attract the attention of other mm.

They can obtain fame and honor in this way, which is not satisfied in real life, and they desperately need this satisfaction to prove their sense of existence and superiority, because compared to the children in the big cities, they are missing too much. In reality they may not be able to afford luxury luxuries to decorate their lives, but in the network, they can spend not much money to get all this, need to revel in the virtual world to meet the inner balance and inner emptiness.

A girl who is a singer in yy, perhaps they are very difficult to stand up to the Super girl or sound stage, but in a thousand people channel voice, hear so many people's loudly sought after, see so many men rushed to rob after the gift, get money, honor, fame, and vanity. In reality they may never experience like a star in the stadium loudly sing aloud, by the Roar tsunami-like pursuit, but in yy, they can have such an experience.

yy use of human vanity to make money wrong? It seems to be a contradiction between the so-called way of making money and the business ethic. Their business model and charging style will make many people scoff, but more and more cases tell us, with the way of youth entrepreneurship is not to make money, the final result is a good reputation after the gloomy death, but the use of this crude, simple and direct way to seize the "lowbrow" consumption mentality, A pot full of money.

A snowball Netizen commented: "Play the current business composition is not healthy, the main focus of YY music, although brought a huge revenue, but whether from the social responsibility or the future business of the development of this perspective, YY music business model is too unhealthy, its negative effect is far more than the Tao open shelling of the net.

But I have a worry: how many more people can struggle to get out if they have fallen into the mire of vanity? Consumption is not just a business problem, it is more a culture, you want to understand and elusive "culture", culture is not one or two ban can prevent things, as long as this "network Non-mainstream culture" Continue to exist, YY has the possibility of continuing to make money.