互联网思维与“48系”偶像

互联网思维与“48系”偶像

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「她们是可面对面的偶像」

自 2012 年国内大型女子偶像团体 SNH48 (日本偶像组合 AKB48 的中国地区官方姐妹团,演出基地位于上海)出道以来,其运营方——上海久尚演艺经纪有限公司(以下简称“久尚公司”)就不断地运用互联网思维进行各方面的创新以及推广。

熟悉日本娱乐圈的读者应该比较了解 AKB48 ,她们通过固定时间地点的公共演出和首创的握手会频繁地与粉丝进行互动交流,人气迅速爆棚,多次参加被誉为“日本春晚”的 NHK 跨年晚会《红白歌合戦》,被称为“日本国民组合”。

“48系”偶像每年都有一场特别盛大的活动,也就是有关人气排名的总决选,不过成员的人气排名并不是公司内部决定的,而是通过粉丝们购买投票券投票产生。

为了今年的人气总决选中粉丝们能更方便的投票,久尚公司推出了电子版的投票券,售价为 5 元的电子票除了能给心仪的偶像投出 0.1 票外,还能获得最新单曲的数字版下载权,另外,还可以选择售价 450 元的特别版,能拥有 100 次的 0.1 票投票权利,这样一算,买后者划算不少。

在今年 1 月 31 日举行的“Best 30 年度金曲大赏演唱会”中,运营方宣布了影视企划,成立了旗下独立运营的制片公司,专门打造偶像剧和其他影视作品。就在不久前,抽中拉票综艺节目参与资格的几位成员就去到服装店、网咖以及饭店打工一天,完工后进行了个人拉票会。既然是拉票会,那么就要拉人投票对吧,这时,电子票的作用就凸显了出来。

如果没有电子投票券,在现场想让人买票的话确实比较困难,毕竟售价最低的一档 78 元一张 的CD,在不了解之前,谁会去买呢。但这一次,有了 5 元的电子票(虽然不能投上完整的一票,但是低廉的价格一定能大大降低购入门槛),即使不是粉丝,看到姑娘们的表现,加上现在移动支付的便利性,或许应该会投上 0.1 票为姑娘们加油打气吧。

在 7 月 1 日的一场常规公演结束后,运营方在剧场发表了这一届人气总决选进行到中期的排名情况。万万没想到,一年之后,同期已投票数居然比去年同期增加了 13 万票,让人更无法想象的是,第一名的得票数竟然比第二名的 1 万 2 千多票多出整整一倍!

现如今,国内也相继出现越来越多的“基于互联网思维运营”的偶像团体,久尚公司若想独吞这块大蛋糕,还是比较难。

不管怎么说,这年头,楼下的煎饼果子铺都利用 O2O(线上到线下)模式赚钱了,如果你的产品不搞众筹或者不利用互联网思维,很难让消费者开心的掏钱啊。

 

 

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Steven Lee

Steven Lee

喜欢通过网络传播讯息与观点,平常也会随手分享身边事。从互联网科技到游戏娱乐,慢慢走出自己的风格。

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