Two days ago, the surging "back wave" has been at the cusp of the wind and waves.
On Youth Day on May 4, Station B, in conjunction with CCTV News, Guangming Daily, China Youth Daily, Global Times, Beijing News, Splash News, and Observer Network, released a youth manifesto "Houlang" dedicated to the new generation. He Bing, a national first-class actor, gave his voice with emotion, and his pictures were mixed with the youth images of young people, recognizing and praising the young generation. As of May 12, the broadcast volume of "Houlang" in station B has reached 23.51 million.
Such a high amount of play can be said to be out of the circle. I believe your circle of friends has also been screened by "Houlang", but the attitude of the new generation towards "Houlang" is mixed. They think that the colorful and cool life of young people in the video does not represent their own employment pressure and life pressure in reality. Some people even point out that this kind of condescension Persuasion without resonance is repugnant.
Why does a short propaganda film of three and a half minutes cause a strong debate about "Houlang"? What is the unique spirit of the real Houlang people? What exactly does Houlang want? In the May 4th Youth Day Search Big Data released by Baidu, by analyzing the search behavior of the post-90s, post-00s and other young generation since the outbreak of the epidemic, we may find different deconstructions about the young generation.
Search for new youth in big data
Why does "Houlang", which boasts of young people, attract young people's complaints instead? Not sincere. For example, the sentence in the speech: "weak talents are used to ridicule and deny". Houlang people think that the definition, mandatory lecturing and strong chicken soup flavor revealed in the whole short film are repugnant.
In addition, the Houlang people do not agree that the exquisite life owned by a few people, such as racing, skydiving, professional photography, diving and rafting, can represent the post-90s and post-00s. They even think that "Houlang" shows how prosperous this era is. Young people can freely choose their ideal life state. I hope that Houlang people will know how to be grateful and cherish, more like the self moving of Qianlang people.
The post-90s generation was once called the "Beat Generation" and "Non mainstream". Today's "Hou Lang" is also a definition of young people's life from the perspective of "envy". Behind this simple and crude labeling behavior, what is missing is to treat and understand the new generation of young people from an equal perspective.
Thanks to the continuous development of the Internet, online big data can objectively and accurately show users' search appeals, behavior habits, etc. Behind the big data based on the "active search" of the post-90s and post-00s, it can more accurately reflect what kind of new youth look like in the new era.
In addition to poetry and distance, Houlang people are also young people with ordinary lives, who will have trouble with the question of "what to eat today". Baidu search big data shows that young people often search for all kinds of recipes online during the epidemic, and the love of fried rice with eggs after 00 is more than Kung Pao chicken and braised pork in brown sauce.
An epidemic not only unlocked the life skills of the young generation, but also sounded an alarm for their financial awareness. In the search big data report, the post-00s and post-90s generation showed a higher search enthusiasm for entrepreneurship and financial freedom, "how about the partnership system", "how to apply for interest free loans" and "patent application process" Such content has become the popular content when searching entrepreneurship related content after 00.
Young people also pay close attention to such economic contents as "how to speculate in stocks", "what to invest to make money now", "the trend of housing prices in 2020", and especially after 00, the search enthusiasm for "entertainment" and "economy" has become unprecedented, which reflects the diversity of this generation of new youth.
In addition to living a good life at present, this group of young people also have their families and the world in mind. Baidu search big data shows that in the past 90 days, the post-90s have the highest search enthusiasm for "volunteer services", followed by the post-00s; Similarly, according to the age distribution of Baidu, which knows about issues related to "volunteer recruitment", the post-90s accounted for 47%, almost half of the country, and the post-90s accounted for 25%, ranking second.
In the past 90 days, 40% of the post-90s searched for "international epidemic relief", much higher than other age groups.
After 2000, the search rate for "ranking of medical universities" increased by 182% year on year. More and more young people are willing to practice medicine because of the selfless dedication of medical students in the epidemic, and financial hot spots have been left behind.
Such a group of warm blooded and brave young people really deserve the praise of "kind-hearted, brave, selfless and fearless" in Hou Lang.
"Houlang" with mixed praise and criticism is a successful ring breaking marketing
The essence of "Houlang" is an advertising film. Whether you agree with it or complain about it, it stirred up a thousand layers of waves, which triggered a debate among netizens about "Houlang", but made Station B successfully go global. From the perspective of brand marketing, "Houlang" can be called a successful phenomenal marketing.
1. Where there is controversy, there is topic. Success breaks the circle
After the launch of "Houlang" on station B, the number of people watching it exceeded 1 million in three hours, and the number of people reading microblog related topics exceeded 440 million. The Douban group opened hundreds of posts for discussion.
Three days later, "Houlang" still maintained its high popularity, and its related keywords, hot content, and reproduction content still ranked first in Zhihu.
The reason why the popularity of "Back Wave" has remained high is that the content of the short film is controversial, which only conforms to the actual life of some people and does not fully represent the younger generation, which has triggered a heated debate among netizens on "front wave" and "back wave". If there is controversy, there will be topics, which can bring widespread attention and popularity. Houlang has successfully achieved the goal of ring breaking marketing.
2. Display platform user characteristics
Although overseas travel, skydiving and professional photography in the short film "Houlang" are accused of being the life of a few affluent young people, Station B is originally a platform for a group of young users who like the secondary culture, travel, vlog, e-sports, Chinese clothing, intangible cultural heritage culture and so on.
The 2019 financial report shows that in the fourth quarter of 2019, the monthly average active number of station B was 130 million, up 40% year on year. Life, entertainment, science and technology, learning and other content categories are growing rapidly, and young users continue to pour into the B station to produce and consume content.
3. Communicate brand values
The reason why Station B can become the spiritual home of Chinese young people is that it has always adhered to the values of "openness", "diversity", "inclusiveness" and "harmony but difference". Last year's highly acclaimed New Year's Eve Party at Station B was able to go out of business because Station B knew more about young people and prepared a diversified and high-quality program feast.
Zhu Guangquan, a comedian from CCTV, was invited to host the New Year's Eve party. The programs included Nezha, Game of Power, Digital Baby, the theme song of Detective Conan, and the Chinese Military Soul of Bright Sword. Richard? Cleman played Harry Potter, while Master Fang Jinlong played the theme song of Huoying.
The value concept of "harmony but difference" in Station B also runs through "Houlang", "a gentleman is beautiful and common, harmony but difference", "and 130 million young people in Station B express themselves and embrace the world together". Through this advertisement, Station B conveys an open, diversified and positive cultural values to the mainstream public.
Regardless of whether the online public opinion is arguing or praising, the "Houlang" of Station B is a successful marketing.
