Du Lala phenomenon reaches boiling point, driving cultural industry chain with a market value of 300 million yuan

After the sales of the series of books exceeded 3.5 million copies, the box office of the movie version exceeded 100 million yuan in two weeks, and the drama version was full, the 32-episode TV series adapted from "Du Lala's Promotion" will also be broadcast on Dragon TV on the 22nd of this month. At this point, the Du Lala phenomenon, which has continued to ferment for two years, has reached its boiling point. Recently, the book's publisher, Beijing Boji Tianjuan Book Distribution Co., Ltd., announced that it will launch the third book in the Du Lala series of books,"Du Lala 3: In the Year I Fight", with a starting print run of 500,000 copies. According to industry insiders, no book has ever formed a cultural industry chain of such a scale in China. ldquo; The value created by Du Lala has reached 300 million yuan and is still growing. The extension effect of a book has achieved the ultimate in Du Lala's brand. As a result,Du Lala has become the number one book brand in China with the largest output value to date.

The Du Lala phenomenon originally originated from an ordinary workplace inspirational novel. Because the workplace rules and topics involved in the book have aroused widespread resonance among white-collar workers, and in the past two years, Du Lala in the Chinese circle has become a fictional character comparable to Harry Potter in the English-speaking world. Young people in the workplace began to be keen on discussing Du Lala's behavior and even matching the people around them with the characters in the novel. This word-of-mouth heated discussion has made the Du Lala phenomenon a prominent subject and formed the central topic of social relations. This lively activity that has lasted for more than two years far exceeds the imagination of the traditional publishing industry.

Du Lala fans are called Duras”

On January 10 this year, Du Lala appeared in the British newspaper The Independent, which commented on this hot cultural phenomenon: Du Lala, an impetuous young China woman, successfully broke the glass ceiling of the male-centered business world. rdquo;

Last year,"Du Lala's Promotion" was reprinted for the 21st time; in April this year, the film of the same name directed by Xu Jinglei was released; in the same month, the drama "Du Lala" premiered in Shanghai, starring Yao Chen, who became popular because of "My Own Swordsman"; In July and August this year, the TV series "Du Lala's Promotion" starring Wang Luodan will be fully broadcast on various satellite TV stations. The popular Du Lala has the largest number of fans, and this huge group has its own name Duras.

Data shows that the media attention and public expectations caused by the movie's release have indeed greatly boosted the sales of Du Lala's books: in February this year, the sales volume of "Du Lala's Promotion" was 12892 copies. In April, when the movie was released, this number increased to 29869 copies, a 1.3-fold increase from February. According to Huang Junqing, chairman of Boji Tianjuan, Electronic Arts Co., Ltd., the interactive entertainment software producer and publisher that has recently been called the world's dominant game player, has come to negotiate the development of Du Lala's white-collar puzzle game.

With the launch of the first 500,000 copies of "Du Lala 3: My Year of Fighting", it is conservatively estimated that sales will reach 30 million yuan a year. The launch of Du Lala 3 will further drive a new round of hot sales for Du Lala 1 and 2. It is foreseeable that with the progress of a series of in-depth cooperation in clothing, electronic fee-based reading, online games, wireless value-added and famous brands, it is not impossible for Du Lala to create an output value of 1 billion yuan in the next three years.

In this regard, Zhang Xiaozheng, author of "Media Industry Chain" and chief researcher of the Beijing Research Institute of Light Communication, said: A charming cultural industry chain closely links creativity, technology, marketing and other links, which will form a driving effect and make the original cultural value gradually transformed into commercial value with a broad market. rdquo;

Du Lala's cultural product chain is not upside down

From "Gone with the Wind" to "Twilight", from "007" to "Harry Potter", from "Sophie's Choice" to "Iron Man 2", there are so many European and American films adapted from books. If movies, television, music soundtracks, toys and other products with a wide audience are compared to trees with luxuriant branches, then the book industry is the foundation of this big tree and provides indispensable nourishment for this lucrative industrial chain. On the other hand, in China, movies and TV series are often popular, and publishing houses publish books. Compared with film and television works derived from books in developed countries, this is really an upside down of the cultural product chain. This time, Du Lala fought a beautiful Jedi counterattack.

This novel tells the story of university graduate Du Lala's experience in private and foreign enterprises after entering the workplace, and eventually grew into a professional and capable HR manager. Well-educated Du Lala has no background and relies on personal efforts to achieve success. ldquo; Her story is more worthy of reference than Bill Gates's." rdquo; The cover copy of the book meets the needs of readers. Since its launch, Du Lala has not only created a sales miracle, but has also become synonymous with successful white-collar workers in the workplace in China.

“Alternative marketing is not just about writing books”

Du Lala's marketing strategy is worth studying.& ldquo; Du Lala's promotion is not just a book discussion. It successfully guides people to think about their growth experiences and survival rules in the workplace. When the workplace wisdom of ordinary people becomes a topic, Du Lala is more than just a novel.

As long as you look at Dangdang readers 'enthusiastic comments on Du Lala, it is not difficult to feel the market's enthusiasm for Du Lala. There are no celebrity recommendations, and compared to other hyped books, the public hears less of Du Lala's propaganda voice, but it is passed on by word of mouth from readers.

He Mingxing, bureau chief of Higher Education Press, analyzed Du Lala's readers 'messages on Dangdang, Zhuoyue and Douban, and classified the book purchase factors revealed in these messages. Among the 1600 valid data that entered his statistical factors, the highest proportion was recommended by friends, reaching 43.8%, followed by Internet influence, 29.4%, incidental purchases, 11.76%, and 5.9% of new media such as mobile phones. The largest proportion of information on "Du Lala's Promotion" was exchanged through e-mail, MSN, QQ and other online media, reaching 50%. The above data shows that modern online media has occupied absolute space for the readers of "Du Lala's Promotion". Such a consumption habit illustrates the transformation of traditional word-of-mouth marketing communication methods: from word of mouth to online communication among acquaintances. The word-of-mouth effect greatly exerts its communication effectiveness and scope with the help of modern online means. This is exactly the original design of Boji Tianjuan: to make Du Lala a public topic in the white-collar workplace, word-of-mouth communication will continue to drive sales.& rdquo;