Author | Wei Jie
In 2023, kpop has a particularly strong presence in the domestic market. Before
, there was a photo card market and offline autograph signings (that is, you can compete for quota by purchasing albums and interact face-to-face with idols within a limited time). Later, Korean groups participated in music festivals, kpop artists participated in domestic program recordings, and came to China for concerts. Front row tickets were sold for tens of thousands of dollars.
On social platforms, kpop is a major traffic trend. In December 2023 alone, there were more than 50 topic words on the Internet such as #All members of the Bulletproof Youth League officially enlisted in the army##blackpink individuals do not renew their contracts with yg##aespa make up##张元英had to wear cotton-padded jackets when returning to Shandong# Hot search.
was once signed by a Korean group that ridiculed "guerrilla warfare". It seems that it has experienced a turn of events recently, moving from coastal areas to central areas. On December 23, FNC’s men’s group Ampersanone officially announced an offline signing in Beijing. On January 5, 2024, his senior brother Zheng Yonghe also officially announced the signing in Beijing.
The close contact between Chinese fans and kpop has also produced unexpected cultural output. Internet celebrity dances such as Jingwei Dance, My Surname is Shi, and Ke San are covered by many kpop idols and even entered the Korean square dance playlist. After
was fully opened offline, fans of Korean entertainment began to "retaliately chase stars", and the ticket prices of all events began to rise. Scalpers and fans quickly stepped into the role and began to start new businesses such as "helping buy and sign sales" and reselling peripherals. . A typical example of is "Buy Cut". This business, which uses background data to help fans evaluate the number of albums required for "rushing to autograph signings", is being known and accepted by more and more fans.
On the other hand, whether domestic platforms can keep up with the growth rate of consumers, how to control the kpop ecosystem after short-term expansion, disenchantment and emotional issues due to close contact and bidding, are all issues that the entire industry needs to consider. question.
The aggressive kpop and the much-anticipated "guerrilla warfare"
In 2023, the wind from Seoul came to Beijing again.
Two days before Christmas, fnc’s boy group ampersandone officially announced their offline activities and became the first Korean idol group to sign a book in Beijing.
Half a year ago, news of g-(i)dle’s signing in Changsha came out. Entertainment Capital took this as an opportunity to discuss the topic of a Korean group’s signing in China with senior practitioners. The answer I received at that time was, "They are all testing and engaging in guerrilla warfare."
Such "guerrilla warfare" is still going on.
Currently, platforms such as Yiyiyu, kmstation, toufans, unipaz, Shuxingxing, and Nanyi have organized offline signings for more than 20 groups of artists in China. Most of the locations are in coastal areas such as Qingdao, Guangzhou, and Macau. When Zhang Yuanying's ive was officially announced, it didn't even announce the specific province.
sm's boy group nctdream and yg's boy group treasure officially announced that their book signings in Shanghai were temporarily rescheduled. The idols were transported by bus to Suzhou, more than 100 kilometers away. Fans followed the chartered bus onto the highway.
hybe’s boy band enhypen’s Qingdao signing event even held directly on the cruise ship. A blogger revealed that on that day, his friend wanted to confirm the size of the banquet hall for next month's wedding, but was told by the bodyguard that someone was holding a meet-and-greet inside and stopped him outside.
"Later, the salesperson thought my friend was too pitiful, so I explained the size of the banquet hall to her on WeChat." After interacting with fans, the blogger provided tmi (too much information) in the comment area.
(treasure signing temporary address change)
In contrast to the low-key "guerrilla warfare", it is the high topicality brought by the signing.
Almost every Korean group’s signing in China will have relevant topics on the top trending searches. Qingdao has become a new star-chasing destination because it is “often only 400 meters away from idols”. Fans' behavior during the autograph signing and the pictures returned later can quickly ferment on social platforms and spread virally.
blogger @salty33_ posted a mixed clip titled "Participating in the Benming Video Signing Event After Half a Year", which received nearly 400,000 likes and over 70,000 retweets on Douyin.
In addition to book signings, kpop-related activities are developing rapidly offline.
Random Dance (hereinafter referred to as "Dance") is one of them.
"Weidian Zuiwu", which "opened" in July, has held 4, 11, 9 and 3 events respectively in Shanghai, Kunming, Chengdu and Tianjin in just half a year. Its business line has even extended to four Line city Baotou.
Miu Miu has participated in about fifteen dance performances this year and has joined nearly thirty groups to get information. "The Random Dance China Alliance has established more than a dozen large groups of 500 people, and many new groups have three to four hundred people."
Miao Miao told the Entertainment Capital Matrix Star Capital with certainty, "The frequency of Beijing Dance is held has grown." In 2023, the number of dance organizers she knows has increased from two to ten, and some live house venues have entered the game.
With the increasing influence, dance has become a team building activity and new song stage for domestic idols. Idols such as
nami, unine squad, and Xia Yan have all been "encountered by chance" at events. Wang Yiqiao, who changed her career to become a dance teacher, participated in the dance for the first time in October last year. This day's dance video became the most viewed video since her debut. Although she debuted in 2016, she also participated in two Tencent women's team drafts.
Miao Ge, the founder of the "Random Dance China Alliance", once revealed in a conversation with the media that idols will take the initiative to contact the organizers, and some brokerage companies will go to the event in order to add his contact information.
At first, some brokerage companies regarded dancing as an invitation, requiring the organizer to provide services such as lounges and appearance fees. At this time, the organizer will explain the nature of the dance with the artist team and conduct subsequent coordination.
kpop star cos commissioning is a niche activity that has emerged recently.
In Xiaohongshu, a blog post titled "lesserafim Jin Caiyuan cos commissioned" received over 6,000 likes. When people asked in the comment area, "Wouldn't it be too dramatic?" and "Why not meet a real person?", many people wanted to try it. Same thing.
In the first half of the year, some netizens suggested that kpop cos commissions might be a "replacement" for star chasers.
Firstly, the cost of such activities is lower than that of concerts and autograph signings. Secondly, most single owners currently only need companionship rather than dream girls. Therefore, the kpop commissioning ecosystem began to grow secretly. On various social platforms, people have begun to post posts looking for cosplayers.
(Related content commissioned by Xiaohongshu kpop)
Perhaps due to the intense offline activities, offline small card sales, which were very popular in the first half of the year, ushered in a period of indifference.
Lizi, who set up a stall almost every two weeks in the first half of the year, has suspended this activity for almost three months. "When the weather gets cold, I have to take a taxi. I stay all day. I can't sell anything. I also have to have dinner with friends. If I make impulsive purchases, I can't make ends meet."
Kpop's attack is quietly changing. Domestic star-chasing ecology.
Rolled up kpop star chasers
After the epidemic, star chasers began to become more and more rolled up.
Pao Pao, who studied in South Korea, told Mr. Fugu that before the country was fully liberalized, you could buy the front row of a concert for more than 2,000 yuan, and you could buy offline autograph signings for 3,000 yuan. Now, the price of a front row at a concert has risen to 6,000 yuan, and autograph sales have doubled or tripled.
"Korean people also know that everyone in China is stupid and has a lot of money." She said helplessly.
Bubble usually buys tickets from Korean ticketing agencies and fans. "In the process of communicating with them, if they find out that you are Chinese based on your payment name and address, they will suspend the transaction and say that the price needs to be increased."
Some time ago, Paopao spent more than 2,000 yuan to buy blackpink's infield. "The Korean scalper also asked me how much the ticket price was for the same location in China. I said it was more than 8,000 yuan, and he was shocked."
(picture provided by the interviewee)
The most exciting thing is the offline signings that have begun to surge in the past six months.
"Domestic autograph signings are too expensive."
A certain men's talent show team that Lingling was chasing had a five-digit autograph price for the first time in China. An An, who has participated in offline signings for a major company's fifth-generation boy group, revealed that the signing prices for some members of the group even reached around 50,000 yuan.
The signing experience has not been improved.
“The time is very tight and I will keep pushing you."
Paopao told Entertainment Capital that when she participated in an online signing on a domestic platform, the connection was cut off even though the other party was still talking to her. "The general time limit for signings is two minutes per person, and other platforms do not It will be very stuck, and it will take more than ten or twenty seconds to let the fans finish their words. You can speak slowly, celebrities can communicate with you seriously, and you won't feel like you are being chased. ”
The stage greetings, impromptu dances, all-member interactions, and idol subsidy gifts that often appear during offline signings in South Korea do not exist in China. Paopao once participated in the signing of YG’s boy group Winner in South Korea. At that time I received the subsidy gift they prepared - cosmetics endorsed by the group.
(picture provided by the interviewee)
"The autographs organized by domestic platforms... I don't think there are any good ones. I have not received the album I signed in the third quarter of last year. "Paopao said helplessly. The result of
becoming more and more popular is that in order to support their intense pursuit of stars, many people will choose to work or borrow autographs to earn money. "Sign autographs, write messages, wear headwear, and sell album photo cards. Many people are doing it. " Lingling said bluntly.
Signing on behalf of others is the most efficient option. Xiaomi revealed that he had previously sought out a one-stop service of speaking + signing + recording from a Korean first-line men's group. The price offered by the other party was relatively popular. Membership is 2,000 yuan per time.
On the trading platform, you can search for many posts on behalf of others. In December, the Qingdao signing of the girl group ive, Zhang Yuanying’s personal signing price ranged from 700 to 1,000 yuan, and SM’s girl group aespa The price of member Liu Zhimin’s video signing in December is 360 yuan per ten seconds. The single offline signing price of stayc and nmixx, which are not well-known in China, is around 200 yuan.
sells "subsidized special" It’s a basic practice, that is, selling albums and photo cards bought for autograph signings at low prices. Lingling revealed that albums bought for autograph sales usually have special edition photo cards. “An album costs over a hundred dollars, and we all It was released on a per-car basis (that is, based on the number of members), and the albums could hardly be sold, and the small cards cost twenty or thirty yuan each. "
"It's hard to sell, everyone is looking for low prices, and albums and photo cards are worthless. "Every time a book signing is signed, Pao Pao gets back less than 10% of his money.
The peripheral dive may be the current situation of kpop in China.
Blogger @Rabbit very rabbit bought a small card for nearly 700 yuan before , the current market price is only 50 yuan. After she shared this experience on the platform, it resonated with countless people.
In addition to the price plunge, there are more and more "high requirements" for transactions among fans.
Xiaomi has it I have a deep understanding. For a small card that costs more than 20 yuan and comes with free shipping, the other party will ask to take a video of the light from all angles to check whether there are any defects, and ask to use a low-cost platform to send it. "Finally, I will give you another five yuan." "You can block the block".
has been tired of trading for a long time, and Xiaomi's efforts have become more and more diversified - she changed the trading platform to Zhang Yuanying's avatar and background. Because "after checking the guide, I heard that she is very smart and can attract people." "Direct Shooting Man".
(Kpop's contribution to the card metaphysics)
allows outsiders to see business opportunities, and a new profit model emerges. "Clubs like yummy will provide drinks and professional lighting and scenery. So we have already started collecting tickets. "
It seems that the "good times" have not yet come. When participating in the New Year's Day event, Miu Miu happened to talk to the organizer about this issue. The other party's answer was, "Except for a few people who have been doing it for a long time, basically no one makes money."
Emotion Demand or fashion items?
One issue that has to be considered is that as the pursuit of stars becomes more and more popular, the prices of offline activities are getting higher and higher, and the contact distance is getting closer and closer, which will inevitably lead to higher demands from fans. Expectations and even comparisons. Such changes are more likely to cause some people's vanity and bring more disappointment.
Signing has become a "fashion item" for some people.
At the end of December, the above hot-searched "Cui Shengcheol Medical Student repo" Several autographed repos headed by this brand were found to be fabricated by fans. #falsesignaturesalesfakerepo# quickly became a hot search topic, causing controversy.
Searched for "signing" in the off-fanshuitai bot, and more than 70 related blog posts appeared in the past six months, accusing idols of "signing is like sleepwalking", cutting the screen to a small size, treating others differently, disrespecting others, being unable to respond to themselves, etc. Many behaviors.
blogger @aa428 said frankly in his year-end summary video, "90% of signings are not worth it."
So, why are fans still willing to spend a lot of money to sign the book?
There may be emotional needs behind this that young people cannot ignore.
"I was depressed a long time ago, and I wanted to find someone to encourage me, so I found someone to buy a Korean offline autograph book with words and signatures." At that time, Zinian was facing pressure from all aspects of study, life, work, etc. Knowing how to communicate with family and friends is almost at a flammable and explosive point.
The autograph she bought was from a member of SM's girl group Red Velvet. The reason is simple, "I have a good impression of her because she has a beautiful smile."
She did not expect that the more than two hundred yuan spent on impulse really brought her a very high emotional value.
When signing the to for Zi Nian, the female idol drew a simple drawing, wrote three sentences, and left a neat love at the end. One of the sentences that Zi Nian has memorized for a long time is, "It is about always being happy." . The fan who helped Zinian bring autographs also shared a short story with her at the autograph signing, "She asked me how to relieve stress if I was in a bad mood." The
female idol's response was very simple, "It's nice to cry."
"Then just cry." After hearing the recording, Zinian reacted for a long time before replying to the fan with an emoticon of a crying cat's head. That experience gave Zinian the idea of going offline because "everyone is very nice, and if I want to meet in person, I should be able to gain energy."
"Sometimes I just want to be comforted." When signing for the first time, Paopao was very nervous, "Maybe he was shaking a little when he spoke." The other person gave her a very peaceful feeling, "Like a brother or a friend, no matter what unhappy things I said, he would always respond to me and say everything would get better."
"In fact, it's hard not to follow other people when chasing stars offline. Comparison, it is difficult not to create a gap in comparison. What you see through the screen is definitely different from what you see on the spot. Even you will not perform as well as you imagined. I think this is a process that requires your own balance. For me, the emotional value they give me will be higher." This is the reason why Paopao insists on participating in the autograph signing.
"Don't cut yourself off from your own life just to chase stars."
(Picture provided by the interviewee)
The same goes for participating in dances.
"I often come into contact with negative energy in my life and work. Sometimes you don't get rewarded for your efforts. Dancing means that if you work hard, you can see the results. It can also divert attention, and it can really heal me." For Miu Miu, dancing can even be considered a safe haven.
"I can get to know a lot of people here. Everyone's idea of coming here is simple and pure. I may prefer this atmosphere to dancing."
But the emotional value is not a gold medal to avoid death. Now that kpop culture has once again invaded the domestic market and grown wildly, how domestic platforms can provide services in a more organized and formal manner, how to operate kpop more effectively and implement it more in line with the domestic market, and how to control the extreme ecology of some groups, are all important. It is an issue that must be considered.
* (pseudonyms are used in the text)
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