Pan-entertainment top self-media only talks about practical information and hard logic
Rhino Entertainment original
text | Founder Editor | Pu Fang
The biggest battle in recent years across the night is coming! In terms of the number of
, this year has returned to a strong showdown that has not been seen for many years. The eight-channel party is hosted by Hunan Satellite TV, Jiangsu Satellite TV, Zhejiang Satellite TV, Dragon TV, Beijing Satellite TV, Bilibili, CCTV, and Sichuan Satellite TV. There is no shortage of popular artists at the gala, which has driven the public attention and discussion on the gala to reach "the strongest level in recent years".
In terms of highlights, under the influence of the Mayday lip-syncing controversy, Jiangsu Kuawan Official Blog took the lead in shouting out the slogan "Real singing, we are always serious!" on the 12th, which triggered multiple responses from the public opinion field. Resisting lip-synching has become political Today, we are expected to usher in a night where we are waiting for the "singer's famous scene of overturning", and there are many interesting topics. In terms of commercialization of
, the ability to attract money across the evening shows has rebounded significantly this year. JD.com, Taobao, Pinduoduo, Deluxe, Gujia Home Furnishing, and Wuliangye have all joined in to sponsor these seven evening shows. In addition, this year, three channels are selling tickets to the general public on Damai every night. The highest price is 2,580 yuan per ticket, which is expected to sell a box office volume comparable to that of a leading singer's concert.
must be well aware of the abundant traffic during the New Year's Eve this year. Recently, even Weibo has carefully planned a "2024 Weibo New Year's Eve Carnival" event. While using the topic of traffic stars to build momentum, it also announced that it will successively give to six major companies starting from the 25th. Open "Super Talk" across the night. Domestic entertainment’s biggest traffic feast at the end of the year is coming, have you figured out how to watch it?
Each company is known as "All Kaimai"
The strongest traffic feast in recent years?
"Real singing" will definitely be the biggest variable in this year's Spring Festival Gala.
As we all know, domestic entertainment has been suffering from lip-syncing for a long time. Although the Mayday lip-synching incident that stirred up public opinion was bloody, it also had a positive impact, that is, it helped to "correct" the phenomenon of default lip-synching at parties that has existed for many years in domestic entertainment. And it attracted widespread public attention to the real singing live stage.
On December 12, Jiangsu Kuawan’s official blog was the first to speak out, with the sentence “True Singing, we are always serious!” It led to hot searches on topics related to Kuawan’s True Singing. Judging from the official cast announcement, the station's party has invited many singing models in the Chinese music scene such as JJ Lin, Zhou Shen, Zhou Huajian, Zhang Liangying, etc. This must be the reason why Lychee Station is so confident this time.
Jiangsu Kuawan's selection of candidates is quite interesting. In addition to inviting singers, they also invited Meng Ziyi, a "little expert in promoting songs". Anyone who is familiar with domestic entertainment has heard of Sister Meng's "human lark" off-key ability, but she often became popular because of her highlight performances in "carrying goods" songs in variety shows (such as "Run" when she chatted with Zhou Shen " "The Secret of Winter" "Keywords"). Therefore, even if you are not a professional singer, even if you are out of tune or overturned, the topic flow brought by "real singing" is what the party values most.
Coincidentally, after Jiangsu Kuawan made its attitude clear, a picture suspected of being Hunan Kuawan's "rejection of lip-syncing to be real" propaganda picture was widely circulated on Weibo, with the words "Quankaimaizhen LIVE" and "Objection" on the picture. Words such as "mouth to mouth" and "against the modification of pronunciation". Although the authenticity of the promotional image is questionable, judging from the current public response, it is difficult to justify not performing the show at the show.
Speaking of Hunan Kuawan, I have to say that this party is the one that best demonstrates the resurgence of Kuawan marketing. This year, Mango Channel joined hands with JD.com to sponsor the evening for the first time. With the support of the new sponsor Dad, the evening has invited Chinese singing and dancing queen Jolin Tsai to join the evening party for the first time. At present, top domestic entertainment representatives Wang Yibo, Yang Zi, Zhao Lusi, Yu Shuxin, and Wang Hedi , Cheng Yi also came to the Mango platform one after another. Visually, this is another show that is expected to compete for the highest ratings on New Year's Eve.
Zhejiang Satellite TV is also involved in the "real singing live broadcast" on the satellite TV. Last year, Lantai sparked discussions with Rainie Yang and Angelababy's hard-core real singing stage on the evening. There is a high probability that they will follow the trend of real singing this year. In terms of lineup, Zhejiang Kuawan still mainly promotes artists from its own variety show IP. Artists such as Bai Lu, Wei Daxun, and Wang Hedi who are very popular this year are the key forces in driving ratings.
Judging from the size of the party, compared with the above three channels, the multi-night lineups of Dragon TV and Sichuan Satellite TV are slightly inferior.However, Oriental TV has invited Zhu Yilong, who has made an eye-catching performance in film and television this year, and Mei Yiliya, who has launched a two-dimensional carnival at Station B. Such annual topical artists can also bring traffic; although Sichuan Satellite TV is a small local station, this year’s station The "National Rhythm" theme New Year's concert still invited powerful Chinese singers such as Li Yuchun, Angela Chang, Wu Kequn, GAI Zhou Yan, etc. It turns out that even a small stage can perform big things.
Like Sichuan Satellite TV’s New Year’s concert, CCTV’s show will also be broadcast on New Year’s Day this year. In fact, these two channels are just “cross-night” in a broad sense. Currently, Reuters reports that the CCTV gala is being recorded in Taizhou, Zhejiang Province. Wang Yibo, Zhou Shen, Bai Lu and other top celebrities this year have all had Reuters videos leaked. It can be seen that CCTV’s star appeal is unmatched by other galas.
Finally, it is the only cross-night show not produced by a TV station - the 2023 Most Beautiful Night bilibili Party. Although the "recorded" B station does not involve real singing throughout the evening, the main track of the evening is not here. The whole work and the whole topic are its main battlefield. Recently, the official lineup of the party was exclusively based on childhood cartoon IPs such as Ultraman, Spider-Man, Tom and Jerry, etc., but there was no real person. I look forward to this party that best suits the aesthetics of young people to continue to bring "new work".
Concert-style public ticket sales
Is there a "box office" across the night?
"Public ticket sales" across the night is also a rare method.
In the past, most New Year's Eve parties were usually the same as variety show recordings, and most of them found the judges by recruiting viewers. I don’t know whether it is due to the epidemic that has not attracted audiences for several years, or whether the real singing trend has strengthened the live attribute of the party. This year, three major TV stations have chosen to sell concerts in Damai in the form of "snatching tickets" throughout the night.
On December 12, Hunan Kuaowen took the lead in "releasing tickets" on Damai. According to Damai APP data, the number of people who want to watch the party has reached 327,000. The pre-sale ticket price ranges from 580 yuan for the grandstand ticket to 2580 yuan for the interactive area ticket. This price has already caught up with Jay Chou’s concert ticket prices. Moreover, the first round of ticket sales for the party on the 12th has been sold out, and the second round of pre-sale will be opened on the 19th. Judging from this, it is estimated that the "box office" revenue of the party will be considerable.
In Mr. Rhino’s opinion, there are many benefits to selling tickets to the public across the night. First, the organizer can get a lot of box office revenue, and second, the audience who buys tickets is indirectly given the right of "mass supervision", which adds another layer of insurance to "real singing". Since this is essentially a concert, the audience can "defend their rights" against the party as consumers just like they questioned Mayday.
Compared with Hunan Satellite TV, Jiangsu Satellite TV’s ticket sales methods are more expensive. Since the Lychee Taiwan Gala is traditionally held at the Galaxy Arena in Macau, due to venue requirements, only VVIP “standing tickets” for the infield rock area are available for sale, and the ticket price is RMB 2,024 (MOP 2,249). Although the ticket price is on the high side, infield rock music is indeed an extraordinary experience, and the price of 2,024 yuan to please the lottery is still reasonable.
However, in terms of performance attention, there is still a gap between Jiangsu’s New Year’s Eve concert and Hunan’s New Year’s Eve concert. According to data from Damai APP, the number of people who “wanted to watch Damai” in Jiangsu Kuaiwan was 94,141, far less than the latter’s 327,000 people. The recording in Macau still affected the enthusiasm of domestic entertainment audiences to buy tickets.
Compared with the above two shows, Zhejiang Satellite TV’s New Year’s Eve concert did not look very good. Since the party was held in the smaller city of Quzhou, Zhejiang, its "DaMai Want to See" data was only 61,395 people. However, the ticket price for this party is not low. The minimum grandstand ticket is 688 yuan, and the highest in-field ticket is 2,024 yuan. If it sells well, the "box office" revenue cannot be underestimated.
Six major sponsors compete with each other. Will
’s traffic and sponsorship return strongly?
Speaking of "box office", let's finally take a look at the commercial support of several major TV shows. After all, "real money" may be the main criterion for testing whether the show will revive or not.
Jingdong x Hunan Kuawan, I have never seen this combination before. From the above analysis, it can also be seen that Hunan Kuawan probably has the largest traffic among several evening parties. In the past, it has often cooperated with Pinduoduo and Taobao products. This year, JD.com obviously has strategic intentions to intervene.
To this end, JD.com has planned its marketing actions in advance. Currently, it has planned a traffic-draining activity on "At 8 pm on December 31, open the JD.com APP, tens of millions of physical gifts and 1 billion red envelopes are waiting for you!" It can be said that it is the rhythm of high-profile announcements.
On the other hand, Taobao, which missed out on Mango, this year named the 2024 Bilibili Most Beautiful Night, forming a "battle" with JD.com. Rhinoceros is looking forward to whether Taobao will launch some newer and trendier marketing plans by choosing to target the traffic hotspots of Generation Z young people.
In addition to the battle between the two e-commerce giants this year, another very prominent phenomenon is that unlike in the past few years, many Taiwanese TV stations failed to attract investment and had no choice but to "broadcast", this year several TV stations have all obtained big sponsors. Title. Among them, dairy giant Deluxe also named Jiangsu Kuawan and Dongfang Kuawan at the same time, demonstrating its abundant financial resources and full optimism for the Kuawan track.
In addition, Gujia Home Furnishing has named Zhejiang Kuawan, and Wuliangye has named Sichuan Kuawan. More and more industry brands have chosen to spend a lot of money to sponsor Kuawan, which to a certain extent proves that Kuawan’s investment power is still “precious.” ". The eight major platforms of
are ready to go. The most lively cross-over night in recent years is about to begin. At the end of the year, let all our internal entertainment audiences witness the full open-mic charm of "Real Singing Over-the-Night"!
