The micro whale logo has been deleted, and the hidden capital battle behind "New Songs" has surfaced

On the path of microwhale layout content IP, holding hands with "new songs" is an important step. However, this time, the brand exposure authority in "New Song" was suddenly reduced, and what action the micro whale would take next became particularly important.

The second issue of the newly renamed "New Songs of China" was broadcast yesterday, and its performance was still strong, continuing the quality and level of the players in the first issue. The four instructors also contributed very interesting and valuable comments, with a lot to watch.

However, some careful netizens found that compared with the first program, there was a very big change in "New Songs of China" broadcast last night. That is, the eye-catching micro-whale logo light box that was originally in the diary room of the first issue actually "disappeared". A very obvious difference can be found through the comparison chart.

It seems that with the popularity of the program and its gradual improvement, the capital battle behind the phenomenal IP "New Songs of China" is also in full swing.

The new song has a hot start, and the "face-faced king" microwhale has been suppressed?

According to public information, the ratings of the first episode of Xinsong's CSM nationwide network reached 2.24%, and the peak real-time ratings of Kuyun reached 1.923%. Both of them broke the highest ratings record for national satellite TV's quarterly programs this year, and their market share exceeded 30. After the second episode was broadcast yesterday, the cumulative number of views on the Weibo topic of Xinsong in China reached 760 million.

It is worth mentioning that when "New Songs" started again, Microwhale did not hesitate to win the position of "designated Internet TV brand" and created a new cooperation model. "New Songs of China" authorizes Micro Whale TV to produce and broadcast a VR version of "New Songs of China." This is a bold attempt for the TV industry: VR+ top-level content has collided with Micro Whale's "media + technology" gene.

The cooperation effect is very significant. After the launch of "China's New Songs", Micro Whale TV, as the only officially designated TV, has not only occupied the top spot in hot searches for a long time, but has also been widely exposed in advertisements for new programs. Micro Whale will soon release a 78-inch ultra-large screen curved split TV., also frequently exposed at the recording scene of "China's New Songs". The number of readings on Weibo's topic titled "New Songs of China" has exceeded 20 million.

It now seems that such a massive exposure made Micro Whale's bold bet on "New Songs of China" a wise move, and it can be called the well-deserved "face king" on the show. More importantly, not only exposure, the micro whale has also taken a critical step in cross-border cooperation with "phenomenal IP".

However, such efficient exposure only lasted for one episode. In the second episode, the identity of the micro whale as the "face king" was not preserved, and the logos of some pictures were erased later. The overly deliberate changes made netizens shout that they were not adapted to it, and some even played a game of finding fault in their circle of friends to complain.

The position of the "King of Showface" was easily changed before it even became hot. What happened behind this?

Rumors that the naming company "Franinka" rebounded violently and threatened to withdraw funds?

This year's "New Songs", accompanied by the departure of old sponsors such as Wang Laoji and Han Hou, cosmetics brand Franlinka has become the exclusive title sponsor of Zhejiang Satellite TV's "New Songs of China." It has been rumored that Franlinka's naming fee exceeds 400 million yuan, but Huanya Group has not responded positively to this. However, if the news is true, Franinka will become "the most expensive title seller in history." This shows how much Franinka has invested in "New Songs of China" this time.

Huanya Technology has four major brands: Meifubao, Franlinka, Ziyuan and Youya. Chen Haichao, a daily chemical expert, analyzed: "Meifubao has been deeply involved in the market for many years and is currently facing brand aging. Now Huanya Technology has shifted its focus to Ziyuan and Franinka." It seems that the title of "The Good Voice of China" after Franinka is of strategic significance to Huanya Technology.

Franinka once said that this time, joining hands with "New Songs", she plans to use this national music program to speak out and combine resources from all parties to launch continuous online and offline exposure to maximize the communication effect., play entertainment marketing. At the press conference of "New Songs of China", Hu Xingguo, chairman of Huanya Group and founder of the Franlinka brand, made it clear that naming the 2016 new original "New Songs of China" is an important step in holding high the communication strategy.

However, the broadcast of the first issue of "New Songs of China" seems to have set a considerable obstacle to Franinka's brand strategy. Whether in terms of exposure or discussion among netizens, the performance of the microwhale has greatly stolen the limelight of the main naming company.

This is bound to cause high dissatisfaction from Franinka. It is rumored that Franinka complained to Zhejiang Satellite TV on the grounds of divestment.

If the rumors are confirmed, it is not difficult to understand why the lightbox logo and some TV pictures of Microwhale TV were erased in the second episode. After all, Franinka's 400 million naming fee for "New Songs" bears an important mission of improving brand value, and the expected effect cannot be compromised by the high exposure of the microwhale.

The brand's authority has been cut off, and the micro-whale IP layout has been blocked?

Micro Whale and "New Songs" encountered this suppression before their honeymoon period, which had a significant impact on Micro Whale's brand strategy.

In the field of Internet TV, micro-whales can be regarded as born with the "golden key" in their mouths. Led by TV industry legend Li Ruigang, relying on high-quality resources such as Chinese culture, Alibaba, and Tencent, coupled with the strong joining of former executive editor of New Weekly Feng Xincheng and music poet Li Jian, it has attracted widespread attention from people inside and outside the industry during its "embryonic stage".

This sponsorship of "New Songs of China" is a big move by Micro Whale to establish a brand for its own company. At that time, Jiaduobao won the turnaround in the brand market through "The Voice". In addition, sponsors such as the Korean Empress, Baichaolin, Chang 'an Suzuki, Suning Tesco, Tuniu, and oppo Mobile were all willing to burn money. Old brands. As a young brand, Micro Whale's bold bet on the phenomenal IP "New Songs of China" will undoubtedly add more leverage to Micro Whale's brand communication.

Brands and original content are Li Ruigang's two moves in the layout of Internet TV. At present, the traditional TV industry is declining, and Internet TV represents a new direction of industrial innovation. The Internet TV industry is fiercely competitive. Facing the competitiveness of Internet companies such as Xiaomi, LeTV, PPTV, and Storm, Microwhale not only leverages its content advantages as a product highlight, but also integrates channels and resources. It is said that Weijing adheres to the concept of "socialization of e-commerce channels" in terms of channels and has established strategic partnerships with e-commerce platforms such as Tmall, Siku, and Jingdong.

This time, the micro whale holds hands with the "New Song" to achieve a win-win effect. Micro Whale TV provides a dedicated panoramic channel for "New Songs of China." It is a powerful measure to improve the user experience for Micro Whale users and the cumulative audience of the previous "Good Voice" brand. For the micro whale, it not only gained huge exposure on the program, but also took a critical step in cross-border cooperation in "phenomenal IP." In addition, the VR equipment of "New Sound" is only provided by Microwhale, which will also drive product sales of Microwhale VR equipment.

On the path of microwhale layout content IP, holding hands with "new songs" is an important step. However, this time, the brand exposure authority in "New Song" was suddenly reduced, and what action the micro whale would take next became particularly important.

Editor: yvonne