Category: Entertainment and leisure gt; gt; music

Analysis:

Author: Wei Xueyi

In early August 2005, a wonderful book A book came out, titled "Insider Inside Mengniu". While much of what is revealed is already well known, there is also much that is new and readable. Regarding Mengniu, I started to pay attention to it more than a year ago when I watched Phoenix TV’s special program interviewing Mengniu CEO Niu Gensheng. From a personal intuition point of view, Mengniu has the absolute strength to become and remain one of the top ten private companies in China, and it will inevitably become a model of success for Chinese companies. It is absolutely different from those garbage companies that rely on policies to confer monopoly status and plunder high profits. . A brief review of Mengniu's history shows that its event marketing capabilities are rare in the country. Whether it is bidding for the Olympics or fighting SARS, or the launch of the "Shenzhou 5", Mengniu has achieved the best results in everything it does. In 2005, Mengniu, a successful and dynamic company, was again associated with "Super Girls".

Since the national finals of "Super Girl" on July 15, 2005, the social attention of this entertainment program produced by Hunan Satellite TV has been soaring. By August 19, the top three were announced. At that time, the level of public attention had exceeded that of the CCTV Spring Festival Gala. The biggest difference between these two programs is that CCTV is the mouthpiece of the country and has an absolutely strong position, while Hunan Satellite TV is only a local TV station at best; CCTV’s “Spring Festival Gala” only happens once a year and lasts only a few hours at a time, while Hunan’s “Spring Festival Gala” Supergirl” is partying every week.

"Super Girl" is just an entertainment program based on a music talent show, advocating the concepts of "sing whenever you want" and "sing-oriented". As long as women love singing, regardless of singing style, age, appearance, or region, they can sign up for free. Singers with real prospects and star potential will be selected through layer-by-layer selection. It was such an entertainment program that became one of the hottest topics in 2005, triggering countless discussions and even condemnation from defenders.

A simple analysis of the reasons why super girls are so popular can lead to many different answers. The unique expression form combines the super interactive participation in the preliminaries and the brutal elimination in the semi-finals and finals, which constitutes an important factor in the success of the "Super Girl" brand. Among them, the "democratic" participatory entertainment that is very rare for the people has emerged. Unparalleled appeal. Some professionals in the industry believe that this program is the first of its kind in "popular entertainment". It not only combines the essence of a "reality show", but also grasps the essence of "television returns to the public and entertainment gives priority to civilians". In addition, it is highly participatory and interactive. Sex has made "Super Girl" the most popular event in the domestic television and entertainment circles for two consecutive years.

The success of "Super Girl" can be proved by many numbers: In March 2004, the "Super Girl" event was launched on a trial basis on the Hunan TV Entertainment Channel; during the entire event, Changsha, Wuhan, Chengdu, etc. The number of people who signed up for the singing area all exceeded 10,000. The oldest was 89 years old and the youngest was only 6 years old. The "2005 Happy China Mengniu Sour Yoghurt Super Girl" annual event has staged a wealth legend: 14 million yuan in program naming revenue, 20 million yuan in advertising revenue from 7 finals, 30 million yuan in text message revenue; Hunan Dianguang Media’s share price rose by 124 million yuan, and sponsor Mengniu achieved a net profit of 250 million yuan!

The advertising price of "Super Girl" is as high as 75,000 yuan per 15 seconds, and the price for the annual finals is as high as 112,500 yuan per 15 seconds, exceeding the most expensive TV series advertisement of CCTV at 110,000 yuan per 15 seconds. Film advertisement. There is another number that cannot be ignored: in Sina's special topic on "Super Girls", the number of comments has reached 3,846,019. What kind of number is this? If it reaches a thousand comments, it is already a hot news, and if it reaches 10,000 comments, it is already hot news. is the focus of society, and what is the concept of millions of comments! Intuitive numbers are far from revealing the success of "Super Girl". The brand benefits of "Super Girl" alone can only be measured in units of 100 million yuan. No exaggeration.

No matter from which angle you look at it, "Super Girl" is a win-win situation for media and business.

A survey about super girls on Sina also witnessed the success of this program. Hundreds of thousands of people voted to participate, which can be described as enthusiastic:

Regarding the so-called media criticism of "super girls" as vulgar and shady We can just laugh it off. I would like to ask which field in modern times does not have shady stories? The necessary conditions for a market economy are "relationships", "rebates" and "favorable fees". What is "elegance"? Is it elegant to hold high the great banner of spiritual civilization every day? Look at the corrupt elements who have been arrested. They all talk about benevolence, righteousness and morality, they talk about civilized things, their speeches are sensible and reasonable, and they burst into tears. But in the end, they still end in disgrace! Most of the criticism from the media was just because of pink eye. Watching other people's shows became so popular that my eyes got hot and my mouth watered. I felt really unbalanced, so I just spit a few mouthfuls of saliva. As for people outside the media, they can just change the channel. There are so many TV programs, so why bother watching Super Girls while struggling with yourself?

Super Girl is just a game, a show for businesses to make money. What about CCTV’s Spring Festival? Every time it is the focus of attention, every time it is scolded, it is a kind of national quintessence to curse a few times when you have nothing to do. Some people cheer, some are engaged, some are intoxicated, some criticize, and some yell. This is the normal reaction of a TV show. If a show has an audience and some people like it, it has the value of its existence, no matter how many people don't like it.

There are too many things worthy of attention in China: recurring mining disasters, serious educational injustice, failed medical reforms, real estate bubbles, increasingly chaotic public security, a wide gap between rich and poor that is rare in the world, and shocking environmental pollution. The 2004 audit report found that numerous black holes showed no signs of being blocked... All of these things are not related to the national economy and people's livelihood. This is the society we live in. Do the defenders want to criticize? Maybe being able to devote one time to paying attention to an entertainment can bring short-term happiness to many people. Should these people even be deprived of the right to this kind of happiness? Where does your criticism come from?

Super Girls 2005 is over, the end of entertainment, and it will come back next year. We still have to face society, and individuals can't change much. Let's look at it all with a more normal mind. As long as we do what we can, it's enough. Because whether we admit it or not, "super girls" are a win-win for media and business.