Chinanews client, Beijing, September 26 (Reporter Ren Siyu) Compared with the popularity of the first season, the overall performance of "Summer of the Band" this year is slightly flat. However, whoever contributed the most topics and traffic? Count the five bands.
In the show, the five people were repeatedly eliminated and reclaimed. The "three-in and three-out" promotion path made the audiences heartbroken, but several members were always calm and calm; outside the show, they ran performances and did live broadcasts. , I also opened an online shop, and the business is quite good. In just one month, the sales of the shop have exceeded one million.
Music variety shows successfully brought them to the public, and also added fire to their cargo business.
Five people band.
Source: Video screenshot.
October 1st Dongying Strawberry Music Party, 2nd Chengdu Strawberry Music Carnival, 3rd Nanjing Midou Music Festival, 4th Shijiazhuang Starlight Music Festival, 5th Nanning Commercial Performance, 7th Beijing Strawberry Music Festival, 8th Harbin Strawberry Music Festival ……This Mid-Autumn National Day holiday, the Wutiaoren band is a little busy.
In the second season of "Summer in the Band", they changed the song one second before they came on stage, and after being eliminated, they consoled the director "You can find a better job", calling themselves "Takuya in the countryside" and "Guo Fu County", speaking Chinese and English The mixed "talk show"...relied on various unexpected performances to hit the circle and became a source of happiness for many viewers.
The Wutiao people are from Haifeng County, Guangdong Province. They used to be the "go ghosts" who set up street stalls, sing the life of young people in small towns in dialects, and use plastic bags as the band logo. It looks like "soil is lost", but in the interview, They often reveal the breath and arrogance of intellectuals and literary and artistic youths. The band album and poster design are also quite creative. The combination of the market and the poetry makes them known as the "treasures" of the show.
Poster for the five-man band tour.
Source: "Five people with more shops" shop.
After becoming popular, the performances of the five people began to become denser, the names on the posters became more and more conspicuous, and their personal charm in the show unexpectedly broadened the band's road of "carrying goods".
When he was eliminated for the first time, the red herringbone on Amao’s feet was dragged away, and various slippers with the words "five people with the same paragraph" appeared on the e-commerce platform; for the second time, netizens began to ask about "PeopleSoft" Where did you buy your green shirt?"
Five people band.
Source: Video screenshot.
A "Rock Trend Symbol Ranking" from an e-commerce platform shows that the five people's "plastic taste" wear set off a new trend. In August, the sales of flower shirts and flip-flops increased by 196% and 176% from the previous month. The sales of accordions played by PeopleSoft rose by 276%.
After that, Wujoo really opened his own online shop.
On August 31, Wutiaoren announced the official opening of the "Wujoren Multi-Store" on Weibo. Products sold include red trash bags and black T-shirts, Crazy Horse green T-shirts, band logo metal badges, tour series posters and other band surroundings, PeopleSoft He Amao specially filmed a seller show for the products.
T-shirts sold by five people.
Source: "Five people with more shops" shop.
The results of this “bringing goods” are quite impressive. The Wutiaoren badges and T-shirts were out of stock shortly after the launch, and they were restocked. Within a month, nearly 5,000 badges, green T-shirts and black T-shirts were sold. More than 2,000 shirts were sold each, and more than 3,000 posters were sold for the touring series, "Back to Haifeng" series, and "Looking Back and Going Forward". Rough calculations, online store sales have exceeded 1 million yuan.
Source: Weibo screenshot.
Up to now, there are more than 40,000 fans in Wutiao’s multi-stores. Both T-shirts are displayed in pre-sale status. The delivery time has been extended to October 5th. The store’s official WeChat account also revealed that three flip-flops, Products such as "tiger bag" are being produced and will be available soon.
Just a few days after Wutiaoren opened an online store, Peng Lei, the lead singer of the new pants band, updated a blind box opening video.
The blind box of "Mimi and Gaga" designed by Peng Lei is priced from RMB 69 to RMB 6,624, and the monthly sales volume is nearly 2,000.
For musicians, offline live performances and copyright sales are still the main ways to monetize, but the business of "carrying goods" derived from music also has room for development.
In addition to albums and endorsements, the peripherals developed by the band themselves are also easily favored by young music fans.
Source: Weibo screenshot.
Last year’s "Summer of the Band" caused bands such as New Pants to quickly get out of the circle. Like the Wutiao people, their co-branded T-shirts, dolls, pendants and other products on the e-commerce platform were snapped up by fans, especially by Peng Lei. According to media reports, the best-selling T-shirt of the "Mimi and Gaga" series has sold nearly 4,000 pieces in online stores alone, and related emoticons have won more than 20,000 people. Reward.
"I first created Mimi and Gaga in 1998. They represent the secular, dark and boring side of ordinary people in my eyes. Mimi and Gaga have always appeared in my various literary and artistic works.” Peng Lei always Wearing a series of T-shirts designed by himself and speaking "Peng Yan Peng Yu", the band's image is even more impressive under the strong personality of the musicians.
"Mimi and Gaga" emoji package designed by Peng Lei.
Although many bands have produced derivative peripherals, at present, the strongest "carrying" ability is still some bands with personality and unique aesthetic system, such as new pants that have created animations, comics, and visual installations. The band, or the five people whose style is always full of fireworks.
Although the band "carrying goods" is quite lively, it should be noted that there are still a large number of pirated products on the market.
Searching for the keywords of the band on the e-commerce platform, you can find that all kinds of costumes in the name of musicians have sold very high sales, but it has not explained whether the use of these patterns is compliant.
In fact, many bands have not developed or authorized the development of peripheral products.
The business of "carrying goods" around the band is in urgent need of development and further regulation.
Will you pay for the band "carrying goods"?
(Finish)