text | Lily Ji
On May 20, after the third season of "Sisters Riding the Wind and Waves" (hereinafter referred to as "Sisters Wandering") was broadcast, the 40-year-old "Sweetheart Leader" Wang Xinling quickly became popular with the song " Love You ". Within a week, Wang Xinling had as many as 15 hot search entries on Weibo. Among the top ten songs in QQ music soared, nine of them were from Wang Xinling.
Wang Xinling's popularity is not an accident. Her strength and personal experience are in line with the consistent tone of "Sisters Riding the Wind and Waves". More importantly, she is the common youthful memory of many men and women born in the 1980s and 1990s. The widespread "nostalgia" aroused not only guarantees her personal traffic, but also expands the audience of the program a lot.
In addition to "Sisters of Waves 3", the "nostalgia wave" in the entertainment industry has also produced fruitful marketing results. Even if it expands outside the entertainment industry, similar emotions and the commercial value brought by it cannot be underestimated.
01 The "first love sweetheart" of boys and the "yesterday Barbie" of girls
As early as when the list of "Sisters of Waves 3" was announced, many industry insiders were actually betting on Wang Xinling. Music video blogger Jin Minju even said bluntly, "The first reaction when she saw Wang Xinling was that she would become popular, and she didn't even need to think about it." Needless to say, Wang Xinling's singing strength and song singing ability. After all, she was once the "sweetheart leader in the music scene" who was on par with Jolin Tsai , Angela Chang , and Rainie Yang . Her album "Love You" sold more than 200,000 in a short period of time in Taiwan; she is also a rare double-choice player in the music and film industry. The TV series starring " Tianguo's Wedding Dress " and " Smile Pasta" were very popular, and it is also a classic Taiwanese drama in the minds of mainland Chinese post-80s and 90s.
However, when her career reached its peak, the rumors of many failed relationships made Wang Xinling bear a lot of negative news and gradually disappeared from the audience's sight. Starting from the 2012 album "Love or not", Wang Xinling tried to transform into a dark and sexy style to get rid of the image of "silly and sweet", but it was not recognized by the market.
In fact, looking at the first two episodes of "Sisters of Waves", we will find that Wang Xinling's image of "extraordinary talent, extraordinary strength, but his career was blocked by scandals", is indeed in line with the tone of this show's current two seasons - giving women who are strong but not valued by capital or are dragged down by their families and emotions the opportunity to stand in front of the spotlight again, so that older women idols can continue to shine and heat up.
"helps young and middle-aged women set out again" is the core "emotional value" of the first two seasons of "Sisters of Waves", because the main audience group of the show is the middle-aged and young women in reality. They face similar "gender dilemma" with celebrities. In the workplace and life, they also face the "shrinkage of personal value" brought about by problems such as childbirth, marriage, and age.
As a result, the stars and the audience have reached a resonance beyond the class. The audience has bet on female stars for a lot of self-emotions and this "true feeling" star-chasing experience has brought considerable traffic "tap water" and strong audience stickiness to the program.
But the value Wang Xinling brought to the third season of "Sisters of Waves" does not end there. In fact, her style is somewhat subtle and the topical characters in the previous two sessions of Sister Lang.
First of all, from the perspective of character design, Wang Xinling's makeup and music style are very different from the mature royal sisters (such as Na Ying , Ning Jing) and intellectual sisters ( Yi Nengjing , Jinsha) in the previous two seasons. She chose her famous work "Love You" at the beginning of the stage, and she replicated her image in the MV in a student uniform.
, who is already 40 years old, does not bring a female transformation after maturity, but a "resurrection" of the girl idol who exists in the memories of all fans as adolescents. The most intuitive result of the return of "Sweetheart Leader" is that the number of male fans in the show has increased sharply.
According to statistics, the first season of "Sisters Riding the Wind and Waves" accounted for 36.24% of the male audience; the second season was 36.62%; and in the first season of the third season, under the call of Wang Xinling, the proportion of male audience soared to 40.8%.These middle-aged and young male fans who are already over 30 have even formed an organization called "Wang Xinling Boy". The number of clicks on their videos imitating Wang Xinling on Douyin can reach one million. The viewing experience of male viewers such as
and empathize with logic is actually very different from the audiences in the previous two seasons. Wang Xinling is not a projection of their sense of self-worth. This "sweetheart leader" who has become the "first love partner" in the minds of many men born in the 1980s and 1990s through Taiwanese dramas, carries more of the boys' memories of the "youth era". Logic such as
also applies to female audiences. Although they will be impressed by the inspirational logic of "40 years old can still be sweet and cute", compared with other inspirational women who "start back" and "girl idol", Wang Xinling, who was once a "girl idol", has a special significance for many girls around 30 years old. "This Month" describes Wang Xinling as a "magic Barbie locked in a drawer" because Wang Xinling's songs are related to the lives and worries of young girls in their youth. These works also carry the fantasies, loneliness and memories of many girls in their youth, so that for many female fans, Wang Xinling is like the Barbie doll that carries our childhood memories, and she herself has become a part of their youth.
In short, as a "Sister Lang" with a unique personal style, Wang Xinling brought more aesthetic experiences different from the second season of the first and second seasons; and the core of her popularity is no longer based on the sympathy and communal feelings based on the "gender dilemma", but the "nostalgia" that belongs to the same generation, especially the "memories of youth".
02 Entertainment marketing, prefer "nostalgia style"?
Wang Xinling's popularity is just the tip of the iceberg of the "nostalgia trend" of Chinese music scene. Recently, many heavyweight singers have become active again: Cui Jian , Stefanie Sun and other big names have held online personal concerts in April and May; Leslie Cheung and Jay Chou and other classic offline concerts of king-level singers have also been replicated and launched on Tencent Music, WeChat Video Account and other platforms. The most important thing about
is that the traffic potential and marketing potential brought by this wave of "nostalgia" cannot be underestimated. On April 15, Cui Jian’s first online concert was logged on to the WeChat Video Account, and he received 20 million viewers in one hour of broadcasting. Three hours later, the number of viewers exceeded 43 million and the number of likes exceeded 100 million.
It is worth noting that Jihu Auto, the sponsor of this performance, has increased 747.45% year-on-year to 7.8 million with the high frequency exposure of concert posters, performance gaps, live gifts and performance stages.
is a coincidence. On May 20, the concert of Jay Chou’s “The Strongest Magical Family on the Earth” replayed online by Tencent Music’s “Miracle Live Rescreening Plan” also received considerable attention. As soon as the news came out, it instantly became the top hot search. That night, the number of viewers on the entire platform exceeded 50 million, and the total number of viewings finally reached nearly 100 million, setting the highest viewing record for online concerts.
is placed in the lower right corner of the concert live broadcast room. A "shopping bag" is placed on the platform. Fans can purchase Jay Chou's peripheral products, with prices ranging from 59 yuan to 4999 yuan. According to statistics, the number of purchasers of all affordable goods exceeds 1,000; the highest-priced Dark Night Guard limited figure also purchased by nearly 3,000 people, which has generated at least 1.488,600 yuan in profits.
If we expand our perspective, we will find that not only the Chinese music scene, but almost all the audiences in the entire entertainment industry are competing for "nostalgic traffic".
In terms of the film and television industry, many long video websites have participated in the copyright battle for "old dramas" in recent years. Taking Bilibili as an example, in recent years, the four major domestic classic series, "9 Secret ", " Detective Sherlock ", "My Genius Girlfriend" and other classic Chinese and foreign dramas have been introduced. This year, "Friends" was launched simultaneously on six major domestic video websites, and has received considerable attention. "Classic old dramas" such as
can indeed bring stable traffic benefits to the platform.Taking Youku's exclusive " The Legend of Zhen Huan " as an example, after it went online to Youku, it won 200 million clicks for Youku in just 14 days, with an average of more than 14 million times a day. This was something that many new dramas at that time could not meet.
Many netizens also sighed: "The Legend of Zhen Huan is a pension insurance bought by Youku, which has preserved its lifelong glory and wealth."
The content related to the Legend of Zhen Huan not only feeds Youku's platform, but a lot of second creators also use it as a "traffic password". According to statistics, the current number of views of the topic "The Legend of Zhen Huan" on Douyin has reached 38.76 billion. Many video bloggers have received business cooperation through the Erchuang content of "The Legend of Zhen Huan".
Take the "Xiaodouding Cinema" on B station UP as an example. He almost only released content related to "The Legend of Zhen Huan", accumulated about 150 episodes of "The Legend of Zhen Huan" in-depth explanation videos, with more than 34.53 million views and 154,000 fans. He has received many business operations such as skin care products, projectors, etc.
In short, whether in the music industry or the film and television industry, these waves of "nostalgia trends" show that whether out of sentiment or aesthetic tendencies, the audience actually has a considerable hidden need for "nostalgia content".
Just as Wang Xinling's fans said, "We are old and not dead. We also want to call her, but we have always struggled with no channel before." Since the broadcast of "Sisters of Waves 3", Wang Xinling's fans have started speculating on Mango Super Media . Its stock price has risen for two consecutive trading days, once rising nearly 10% and closing up 5.46%.
shows that as long as the market can successfully explore the market's demand for "nostalgic content", the powerful traffic and marketing value monetization ability it brings cannot be underestimated. This marketing logic and consumption sentiment can actually extend to other areas outside the entertainment industry.
03 "Nostalgia" is a good business
From Sister Lang" to The Legend of Zhen Huan, we can see the nostalgic marketing logic and consumption sentiment, which actually has a wide audience and considerable marketing value. It extends to other fields, especially brand marketing, and is also a good business.
KFC Recently launched a June 1st package jointly with the Japanese anime IP "Pokemon" in his childhood. The toys it gave Kataya swept the Internet world and became the most popular doll this year after Bingdundun. Someone once increased the price by two or three thousand. Purchase.
In fact, as long as it is a joint brand of the Pokémon series, sales are quite guaranteed. In March this year, the keyboard and mouse series jointly launched by e-sports peripheral brands Razer and Pokémon, was launched in the first round in seconds and quickly started the second round of pre-sales; and the series of game IPs that Pokémon itself continues to launch is also quite remarkable. The sales of "Legend of Pokémon Arceus" launched this year exceeded 6.5 million in the first week.
"nostalgia marketing" can not only be used in co-branding and product production, but also in brand building. Previously, the rise of a group of old domestic brands focusing on "nostalgia" also confirmed this point.
The "childhood" soda and Arctic Ocean are resurrected; Hongxingerke , Fenghua , and even new tea shops such as Heytea will use retro elements to create IPs like "Xi Xiao Tea Beverage Factory".
This is actually a generation of people's nostalgia for childhood memories, and the memories of the "good quality of goods and real materials" of products in the state-owned era to win more favorable feelings for their own brands.
16
has an old brand that uses a specific "nostalgia style" to deeply imprint its own image in the minds of consumers, forming a unique and stable brand awareness to improve consumer stickiness. , such as "coconut tree coconut juice" adopts a design style similar to the ancient billboards 30 years ago. Although consumers often complain about "the packaging is rustic and ugly", it also deepens consumers' awareness of it.
, but it is worth noting that the core of nostalgic marketing is still to "quality assurance and accurate reproduction", and not to let too weird designs or too bad quality "destroy childhood."
For example, a brand that was previously ridiculed by netizens and Hello Kitty's high-heeled shoes were criticized for their weird styles like "paper shoes burned on Qingming Festival"; a car advertisement published by "China Automobile Meitu" was complained by netizens for the plot of the magical modification of "Culuwa".
In short, the traffic commercial value that the "nostalgia trend" can bring is quite objective. As long as it is used properly and quality is guaranteed, it can bring considerable help to products and brands in various tracks.
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