Jimu News reporter Fu Kan
On the afternoon of August 28, some netizens discovered that products that need to be purchased online, such as new songs and albums on the QQ Music platform, have been "restricted to purchase".
After logging in to QQ Music, JiMu News reporter confirmed that he has purchased albums and singles under the "Purchased" column of his account. When clicking the "Continue Purchase" button, the "You have already purchased this album" pop-up window will pop up and cannot continue. operate. One day ago, when the reporter tried to "continue to buy", the platform's prompt was: "You already own this album, are you sure to buy it?" This change of QQ Music is the same as Sina Weibo’s removal of the Chaohua star list, which is a reflection of the industry under the background of the country’s "rice circle" chaotic governance.
This change once surprised many ordinary passers-by: It's just a song, as for "restricted purchases"? They may not be able to imagine how absurd results will be produced when the platform's induced consumption meets irrational fans.
"Drink a cup of milk tea" and buy a song for my brother
Start with 5 copies and no top-up to promote astronomical sales
April 13, 2021, through the idol talent show "Idol Trainee" "C-bit" singer Cai Xukun released the album "Fans". Records from QQ Music’s “Top Selling List” show that after the launch of “Fan”, the sales level certification record of the QQ Music platform “Epic Records of the Palace” was refreshed in 1 hour, 56 minutes and 25 seconds. What level is "Epic of the Palace"? After inquiries by Jimu News reporters, they found that record sales must reach 50 million!
Less than two hours, sales of 50 million. Three days after it went online, 2.5 million copies of "Mystery" priced at RMB 26 were sold. As of August 29, "Mi" has sold 3.238 million copies on QQ Music, with a total sales of approximately 84.19 million yuan! It is particularly worth mentioning that the Jimu News reporter also found that there are 11 works in the album released in April.But until now, "Fan" has only released 5 songs, and out of the 6 songs that will not be released until when, 5 of them have not even taken their names.
An album with half of the songs yet to be released has sold 3.238 million copies, which means 3.23 million people are listening or waiting for Cai Xukun's songs? of course not. In Douban, the number of "fans" scored was only 6,416. Behind such a huge difference in numbers, it is just a microcosm of "fans selling".
Most people don't understand that the commercial sale of music works has long become a representative field for fan fundraising, support, investment, and comparison. In an interview with Jimu News reporters, many star-chasing girls said that before the idol releases singles and new albums, "Drink a cup of milk tea and eat less hot pot" has become the most popular slogan among the fans. Single song 3 yuan, drink a cup of milk tea can buy 5 songs for my brother, eat less hot pot can buy 30 songs for my brother."
"Loose fans" buy 5 songs to start, has many fans and masters on Weibo The "big fans" with a certain right to speak have to buy more, "usually a few hundred starters", and those who shoot stars in public and then organize the pictures into PB (rice circle term: photo album, abbreviation for picture book) The “Sisters” who are selling need to continue to “add the size”, “Maybe the number of birthdays of the brothers is multiplied by 10. In short, the more the better.” A star-chaser interviewed revealed that at this time, some fans still It will automatically form a patrol team to see which fans and sisters don’t buy enough, and whether there is a "return (purchase link) map". At this time, the celebrity clubs will often raise funds from fans to purchase albums or singles. Almost all purchases at this level start with 100,000 copies.
sells a lot, which is my brother’s "face"-music software including QQ Music will give sales charts every week, month, and year, as well as "Epic Records", "Platinum Epic Records", and "Hall" Certification such as "Epic Records" is waiting for fans to "break". Buy more and buy less, the treatment given by the platform is still different. In the album event of "Fans", purchase two or more albums to enjoy "nameplate benefits", purchase more than 3 albums to unlock special pendants. Previously, the top ten fans of single purchases will also appear on the page for people to worship ".
"Digital Guild" gameplay is also a good way to stimulate album sales.This kind of "guild" allows fans to form different groups under the same album of the same star, and the "guild" list is also ranked according to sales. "If the two guilds don't deal with it, they will continue to compare sales. After all, No one wants to be suppressed by anyone.” The Jimu News reporter found that at present, except for each account can only purchase one album, QQ Music has closed its sales charts and guild functions.
video site has a lot of casting tricks
Have you ever seen a 400-year VIP member?
Repeated consumption does not only exist on the music platform. During the interview, the star-chaser girl Sasha told JiMu News that the means of video websites to induce fans and netizens to consume is endless.
In February of this year, " Mountain River Order " (currently removed due to Zhang Zhehan's incident) was launched on Youku Video. The original broadcast plan was to update one episode every night from Monday to Friday. Four days after the show started broadcasting, the show had a topic, and Youku Video launched the "Catch Up! Mountain Man" event. Fans can vote for "Liu Li Jia" on a special event page, with 60 million Liu Li Jia, "Shanhe Ling" "Can be updated on Saturday; "Shanhe Order" can be updated on Sunday for 100 million Liulijia.
How did the prop "Glass Armor" come from? The rules are also very clear: 10 yuan for every 10 minutes of watching a feature film, 130 yuan for buying a Youku video season card, 260 yuan for buying a half-year card, and 520 yuan for buying an annual card. Anyone with a discerning eye can see that it is impossible to achieve the goal of 100 million pieces of glass armor by watching TV dramas alone. Many fans and netizens have changed to buy Youku members. When the event was really cleared, some netizens discovered that the netizens in the front row of the event had contributed more than 100,000 Liulijia-this one alone bought a 200-year Youku membership!
At that time, there were many fans who had bought Youku members for ten or decades. On August 20, "Shanhe Ling" was removed from Youku. Some netizens said on Weibo, "I love those leeks who have been members of Liulijia for decades."
Actually,Ten years, decades, 200 years are not too many. In the fan session, the idol Li Xikan was born in 1998. His support club created a "miracle". Last year, in order to help Li Xikan who participated in the Youku talent show " Youth Name", he made a successful debut, "Li Xikan Fan Support Club" The account renewed the membership of Youku Video to 2429-exactly 409 years later! At that time, some netizens were particularly unable to understand, “Youku still exists after 400 years? Is this account, Li Xikan’s fan club is going to be reserved for generations to enjoy?”
What is wasted is the time of fans and even minors. Behind the sales charts such as music, what is wasted is the money of fans and even minors.
On August 27, the “Notice on Further Strengthening the Management of Chaos in the “Rice Circle”” issued by the Central Cyberspace Administration Office of the People’s Republic of China stated in Article 7 that fan consumption should not be induced, and it specifically mentioned that albums or other works of star artists , Products, etc., in the sales link, it is not allowed to display the fans' personal purchases, contribution value and other data, and it is not allowed to rank the number or amount of the products purchased by the fans, and it is not allowed to set up task unlocking, customized benefits, limited-time PK and other marketing activities that stimulate fans' consumption.
And the "restricted purchase" of QQ Music on the 28th was obviously a response to this notice. JiMu News noticed that in addition to "album", the notice also specifically emphasized "other works" and "products". Therefore, this provision also applies to film and television works and even products endorsed by celebrities. At present, netizens are also generally concerned: Will other platforms change the practice of massively induced consumption? Unfortunately, in addition to QQ Music, JiMu News found that another music platform giant NetEase Cloud Music can still purchase multiple albums with the same account.
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