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HomeK-Biz【深度报道】OH买买买!卖偶像周边有赚吗?业界证实:只有这些团体才有赚头
K-Biz

【深度报道】OH买买买!卖偶像周边有赚吗?业界证实:只有这些团体才有赚头

Admin7/21/2023 1 min read

This article isn't available in English yet, so it's shown in its original language (简体中文).

相信追星的大家,多少都有过买周边、买专辑的经验。以偶像回归为例,从基本的买专辑提升销量开始,专辑还分版本、随机小卡、不同通路特典、签售专辑特典到智能专辑甚至是后续专辑,买都买不完。

Image Source l JYP SHOP
Image Source l JYP SHOP

然而,这还不是结束,如果偶像开演唱会或见面会就会需要购买手灯、官方MD(商品),即使不办活动,也会有各种联名代言或是从偶像延伸出的虚拟角色等相关商品。虽然购不购买是个人选择,但在这些商品和营销手段的背后,究竟隐藏了多少商机和收益,都是我们下面将要一起讨论的内容。

Image Source l BIG OCEAN IG
Image Source l BIG OCEAN IG

从偶像的周边商品开始,自K-POP开始流行后市场逐渐扩大,除了专辑本身外,艺人明星的周边商品也成为粉丝主要消费的项目之一,而销售途径也从单一的实体店面(例如:唱片行)转向在线购物,甚至开始推出限定的“快闪店”等实体销售据点,来刺激消费。

Image Source l SMTOWN
Image Source l SMTOWN

尽管在线购买周边商品现在并不稀奇,但在韩国娱乐产业中,最早转战在线销售的可以说是SM以及YG。他们不仅独立开设在线途径(例如:SMTOWN),而且准确的看中了海外市场的潜力,让非本地的粉丝能更方便地进行购买。

Image Source l WEVERS SHOP
Image Source l WEVERS SHOP

除了销售渠道的改变,许多公司还会另外推出地区性周边,例如日本限定周边、欧美国家限定商品等。但是一味的推出周边商品就一定能卖出去吗?如何刺激粉丝购买以及计算收益也是公司必须去策划及考量的事。

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[In-depth Report] Making a documentary only a few years after debut? The real reason why the industry is rushing to produce idol documentaries on OTT.K-Pop

[In-depth Report] Making a documentary only a few years after debut? The real reason why the industry is rushing to produce idol documentaries on OTT.

Whether it's dramas or films, everyone has their own different preferences. However, to invoke the resonance and attention of the majority, besides being entertaining, it's equally important to possess mass appeal. However, when it comes to the entertainment industry, the speed of Kpop's global spread is quite fast, not only sweeping across Asia, but also gradually expanding to the European and American markets. However, compared to the global music market, it still cannot be called popular or mainstream. In other words, Kpop relies more on a solid fan base than casual listeners to maintain a large volume of listens in a short period of time. Given the certain limitations of Kpop and idol-themed content, why have OTT platforms continued to produce idol-themed documentaries over the past two or three years? And besides fans, do people actually watch these documentaries? Unlike typical TV and film productions that have clear scripts and character settings, documentaries express events and experiences from a narrative perspective. Therefore, they mostly attract an audience interested in the event, field, or specific subject matter. Even though the audience for documentaries is quite limited, it's not hard to notice that many OTT platforms have been rushing to produce idol documentaries in recent years.According to the report by Korean media 'Spotvnews', the continuous production of idol documentaries is not only to showcase the glamorous side of idols on stage, but also to reveal the reality behind the scenes. A producer from a certain planning company in the industry said, "From the standpoint of a content creator or from the public's perspective, idol group members are very interesting characters." To elaborate further, "As an artist, one needs to present a world view or performance that aligns with a specific group's direction set by the company. However, they also need to demonstrate perfection and casual charm on stage, indirectly showcasing the dual burdens that idols carry, unable to fully express themselves". How to select shooting groups and talents? Industry insiders revealed that due to the competition of more diverse content, from the perspective of the industry, the number of groups that have recently received strong attention has increased. Under the circumstance where the public's preferences are increasingly subdivided, even if only focusing on one team or one member, it can fully arouse meaningful attention. However, it's not to say that only top idols are eligible for documentary films. As mentioned earlier, due to the certain limitations of the documentary audience, if groups with more topicality or popularity start first, it would be easier to attract the audience. In 2020, Netflix produced "BLACKPINK: Light Up the Sky" with the girl group Blackpink, and Disney+ actively planned documentaries centered around Korean idols.Like the BTS documentary 'BTS Monuments: Beyond the Star', and the individual documentary of member J-Hope, 'j-hope IN THE BOX'. In addition, there are the behind-the-scenes stories of Super Junior, who have been in the industry for 18 years, in "Super Junior: The Last Man Standing". The younger group, NCT 127, has produced "NCT 127: The Lost Boys" based on their world tour process. Also, "TOMORROW X TOGETHER: OUR LOST SUMMER" is set to be released this month. In fact, promoting or marketing idol artists through documentaries is an alternative way to reach new audiences. Although most of the content in the film is likely to resonate with fans, it is also through a narrative mode that allows idol artists to show a different side than what the public usually sees, compared to on stage or in a dynamic mode.

Image Source l SMTOWN
Image Source l SMTOWN

"偶像明星周边商品"顾名思义就是与偶像明星相关的产品,但现在仅仅以与偶像明星的关联来包装商品是不够的,而是开始强调专属感以及如何与粉丝互动和连接。例如,许多公司会推出成员限定生日周边,不仅创造出专属感,也让购买生日周边商品成为庆祝偶像明星生日的一种方式。

Image Source l SMTOWN
Image Source l SMTOWN

此外,在音乐会上挥舞的应援棒是艺人和粉丝建立联系和互动的实物之一。粉丝可以通过应援棒为艺人加油,甚至可以使用中控系统使应援棒随着台上的演出变换颜色,当台上的艺人在热歌热舞的同时,台下的粉丝们可以通过不同的应援棒颜色,参与在表演中,仿佛和艺人融为一体一起完成演出。

Image Source l WEVERS SHOP
Image Source l WEVERS SHOP

然而,难道艺人非得发专辑回归、有活动或是特定节日才能卖周边产品吗?许多公司也开始寻找品牌合作推出联名商品,或是设计虚拟角色等原创商品进行销售,再通过之前提到的快闪店、短期概念店来吸引粉丝,并采取"限时、限量"的营销方式来刺激购买。

Image Source l 온라인 커뮤니티
Image Source l 온라인 커뮤니티

但究竟通过销售周边商品能赚取多少收益呢?某家发行明星周边商品的代理公司就曾表示:“现今相比通过音乐获得的收益,销售周边的收益更大。”

Image Source l WEVERS SHOP
Image Source l WEVERS SHOP

从去年的韩国四大经纪公司来看,JYP娱乐第一季度的MD销售额比前一年上升了168%,而HYBE仅在销售MD上,第一季度的销售额就达到682亿韩币。

Image Source l WEVERS SHOP
Image Source l WEVERS SHOP

此外,YG拥有负责MD的上市子公司YG PLUS在去年度的第一季度报告中表现亮眼,销售额也持续增加。而SM娱乐的周边商品销售,销售额也占了20%,收益相当可观。

Image Source l WEVERS SHOP
Image Source l WEVERS SHOP

然而,依靠艺人销售周边商品来获利容易吗?业界人士表示,“除非是SM娱乐或HYBE娱乐等大型策划公司,否则MD商品无法持续销售。”这是因为,粉丝规模越大,MD产品的种类也随之增多,但商品数量以及是否会成为大量库存问题,也是经纪公司必须考虑和承担的事情。

Image Source l Everline 
Image Source l Everline 

根据韩国媒体《The Fact》的报道,以手电筒为例,最少的生产数量是5000个到1万个不等,再加上手电筒本身的单价稍高,因此大部分的基本订购数量是从1万个开始,订购越多,单价就能被压低。

Image Source l Everline 
Image Source l Everline 

而最令人感到意外的是,最受粉丝欢迎也是最畅销的MD则是写真集。虽然特殊纸张本身就不便宜,加上装订修改等费用都偏高,但因为深受粉丝喜爱,所以销量上依旧不减。

Image Source l Everline 
Image Source l Everline 

尽管销售艺人周边商品的收益相当可观,但专家坦言,“销售周边商品的收益确实很多,但除非是有名的大势团体或艺人明星,基本上能获利的规模也相当有限”。

Image Source l BT21 IG
Image Source l BT21 IG

也许,现今有不少的经纪公司仍在激烈的市场竞争中,推出寻求新颖和变化的设计和产品来吸引粉丝,但消费始终是个人选择,无论购买的多还是购买的少,粉丝或消费者是否有能力购买,不造成浪费都是接下来需要面对的问题。(待续)

Image Source l WEVERS SHOP
Image Source l WEVERS SHOP
Admin3 years ago
【深度报道】害怕得罪又不能放弃中国市场?男女团「中输」竟有如此差距!K-Biz

【深度报道】害怕得罪又不能放弃中国市场?男女团「中输」竟有如此差距!

最近,由HYBE打造并在电视台JTBC播出的新选秀节目《R U NEXT?》,因参赛的22名选手中没有任何一位中国籍成员而引起关注。此外,先前BTS的成员SUGA在直播中提到当前韩国艺人无法在中国活动的实情,使得"中国"与KPOP的关系再度引发一阵讨论。 尽管许多人在政治上对中国有着不同的看法,但无法否认的是,无论是哪个国家,都无法轻易舍弃及忽视中国庞大的市场效应。 就像SM当初推出Super Junior时,加入了韩语乐坛中的第一位中国籍成员韩庚,到为了进入中国市场而挑选更多中国成员加入的EXO,以至于许多经纪公司也纷纷开始推出中国小分队等手法,KPOP早已对广大的中国市场抱持着相当大的野心。 但是无论如何也没想到,一切却因2016年的萨德反导弹系统事件,让中韩之间的关系越发紧张,中国更是直接开启了对韩国的各种限制,并将范围扩大至演艺圈等艺人活动,因此韩国艺人想要在中国发展可以说是难上加难。 尽管失去了庞大的中国市场,但很多经纪公司仍未放弃中国商机。除了选择加入中国籍成员到团体中,间接刺激所谓的“中输”销量,他们还一直在使用“微博”、“抖音”等社交软件与中国粉丝互动。 由于中输的影响力不仅体现在专辑销量上,也带动了其余的周边等代言商品的销售。但说穿了,想要赚中国的钱也并非想象中的容易,由于中国市场一直是K-POP产业的敏感争论点之一,因此时常可能会一些政治或是国际赛事等议题引发争议,也让艺人陷入被中韩网友攻击的目标。 尽管目前KPOP试图减少对中国市场的依赖,转向欧美等国际路线,并持续加强艺人在日本的发展,但从每次的专辑商品等销售数字来看,中国仍然是一个无法忽视的存在,而这样的情况从现今的男女团来看,情形又有些许的不同。 由于"中输"是个少则10-20万张,多则70-80万张的存在,也许对前几年只有几十万张的专辑销量来说,影响力还没那么大,但如今逐渐迈入百万专辑销量的时代,"中输"的多寡,也掌握着多半团体的销量成绩。 根据韩国媒体《Media us》的报道,无论是在国内还是海外,由于女团的核心粉丝群体并没有男团的多,因此在成本上,女团的依赖程度和占比相较男团来的高一些。 当时BTS以专辑《MAP OF THE SOUL:7》创下337万张的销售记录来看,中输占比就占了约77万张左右,乍看之下好像「中输」程度颇高,但以女团aespa在首周创下142万张的销售记录中,中输约为80万张;女团IVE在专辑《After Like》首周创下90万张的销售记录,经过三次的总加后,最终中输含量高达65万张等数字来看,比起男团,女团依旧是相较依赖于中输的。 或许有些人会说,相比中国,欧美和日本市场也不可小觑,但这种说法并不适用于新人或是人气中等的团体。换句话说,要在相对闭关锁国的日本市场站稳脚跟,并非易事。据韩媒调查显示,以BTS和SEVENTEEN在日本的人气,直接进口销售量是20万到40万张左右,而以女团TWICE的个人专辑销量也停留在10万张左右。 尤其在新人团体中,差距更为明显,比如女团aespa在日本的销量最高约为8万张,但与其在中国的销量高达近80万张相比,简直无法相提并论。 此外,韩国媒体认为,相比以男偶像为主的市场,中国女团的粉丝基数正在积极成长,甚至足以支撑团体大部分的总销量并与男团抗衡。由于与日本偏爱可爱青春又清纯的女偶像类型相比,中国偏爱的概念则是强烈的Girl Crush风格。有评论家认为,由于中国当地的女性社经地位逐渐提高,因此以女性为主流消费族群逐渐扩大,特别的是,在娱乐产业中展现的“女性经济”更为明显。 以HYBE为例,虽然早有不选拔中国练习生等传言,部分公司的粉丝们经常会以HYBE不受中国市场的限制而感到自豪,但从HYBE旗下的女团来看,唱片的销售仍然需要中国市场。像是新人女团NewJeans在出道的几次回归中,保守估计,中国市场的销售量最高仍然占了30万张以上,占了初期销售量的一半左右。甚至比中国市场销售份额较弱的LE SSERAFIM也至少有20万张的销售量,占初期销售的30%以上。 尽管这并不是说,女团就绝对的依赖于中国输,而是在男女团无论是在市场还是粉丝的组成结构上本就不太相同且持续在变动当中,就有如早期常说的,女团卖的是音源,男团卖的是专辑,但如今男团的音源成绩也明显有了起色,女团专辑要卖破百万也非难事,都能感受到KPOP市场的转变,也让经纪公司在市场策略上有了更多需要改变及调整的挑战,因为无论是否依赖于中国,“过度依赖”于单一市场都会是艺人在未来发展上的潜在风险。

Admin3 years ago
简体中文
[In-depth Report] More Overworked than Artists! KPOP Managers Work Overtime Without Complaining! 'Extreme Jobs' Content Revealed!K-Pop

[In-depth Report] More Overworked than Artists! KPOP Managers Work Overtime Without Complaining! 'Extreme Jobs' Content Revealed!

If we say that artists play the role of showcasing in the entertainment industry, then the agents and staff behind the scenes can be considered the unsung heroes who drive things behind the scenes. Although people often joke, "Being an agent is an extreme job, you have to know everything," being an actual agent is not easy at all. From the MBC observational reality show "Omniscient Interfering View ", you can probably get a sense of the range of duties a talent manager has. However, since the show is broadcasted, not all of the specifics are necessarily revealed. So, what exactly does the role of a celebrity manager encompass? Firstly, let's distinguish based on job position. Although the way of separation might slightly vary from company to company, one could say they are more or less the same. In general, the hierarchy includes positions like field manager, team leader, department head, representative, and so on. The term commonly referred to as a "road manager" generally means a "field manager," who is responsible for all the schedules of an artist, and even needs to act as a protective measure in crowded situations, protecting the artist like a bodyguard. Due to the hectic schedule of celebrities, they experience high levels of physical exhaustion. However, those who just entered this industry usually start from the basics and handle complex matters. Only after accumulating at least 5 years of experience, there is a possibility to become a group leader or a room leader. After becoming a team leader or a manager level, one will begin to manage multiple on-site brokers, responsible for the artist's schedule adjustment, contract negotiation and promotion etc. The representative of the entertainment management company is responsible for the management of the company, setting the direction of the artists' activities. They will also discover new artists and provide financial support. What are the requirements to become a manager? Strictly speaking, apart from a driver's license, there is no specific major required to do this job. In fact, whenever entertainment planning companies are short of managers, they would also post job advertisements on job hunting websites, just like any other job hunting. However, some people might get into the industry through introductions and recommendations from acquaintances. In addition, depending on the different companies, the demand and regulations for talent agents can greatly vary; some companies even require job seekers to submit documents like criminal records for review of their past. Although academic qualifications are not necessary, many universities or tutoring schools offer related courses for further study, such as Gyeonggi University, East Asia Broadcasting University, Seoul Art Specialist School, and entertainment companies like SM Entertainment and Fantagio also offer courses for talent agent training. Due to the nature of a manager's job, which essentially involves constant communication and coordination with people, they face all sorts of people, not just the artist, but also PDs, journalists, and concert planners. If they are too cautious or shy, it can cause a significant amount of stress. Therefore, in order to secure better opportunities for their artists, it's crucial to maintain good interpersonal relationships and possess quick thinking and adaptive reaction skills. Since it requires being by one's side all the time and expending a lot of effort, what is the average salary? Looking at the starting salary of a typical rookie on-site broker, it's usually around 2 million Korean Won. According to statistics from South Korean job websites, the monthly average income for entertainers and sports agents, including talent managers, is 2.75 million Korean Won. As the types of content and platforms diversify, the importance of agents is becoming increasingly significant. However, the period as a rookie agent can be extremely tough. Not only do they have to invest a lot of physical and mental energy, but their salary is also quite low. As a result, the turnover rate in the industry can be quite high. In fact, while everyone's focusing on the issue of celebrities overworking, agents are stuck in this working state every day. They must work according to the celebrity's schedule, from early in the morning till late at night, even till the wee hours, but they can only explain this due to the "nature of the job". Therefore, Korea's Ministry of Employment and Labor and Ministry of Culture, Sports and Tourism have previously proposed a consensus on improving the working environment for the protection of labor rights of those engaged in the fields of performing arts management and broadcasting production. In fact, in July last year, the Ministry of Employment and Labor conducted labor supervision on two large-scale performing arts planning companies, revealing 12 violations of labor relations law, including the non-payment of overtime allowances, violations of working hours, and failure to implement sexual harassment prevention education. Although the government is willing to start cleaning up the film and television brokerage industry, many practitioners are quite optimistic. However, some people believe that "it's natural to actively seek overtime pay for overtime work, but they also fear being marginalized and possibly retaliated against in the future. After all, the circle is so small, so they hope that the government can implement relevant regulations for protection."

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