중국 왕홍3.0의 영향력 확대요인 연구

Abstract

As a country with the largest number of Internet users, China has experienced an era of high-speed Internet development. China's cyber society has developed very rapidly with a growing network environment. In the process, "Wanghong (internet celebrity, 网红)," abbreviation for the popular figure on the internet, started to stand out. Wanghong of China went through three stages: first generation (Wanghong 1.0), second generation (Wanghong 2.0), and third generation (Wanghong 3.0). It was given the official name of "Wanghong" by the public in the third generation. Her first short video with the IP name of "I'm Papi Jiang (online moniker: Papi酱, Chinese Pin yin is 'Jiang Yilei'), a woman of both beauty and talent," began to catch the eyes of internet users in the late 2015. Her popularity soared in a very quick period of time when Papi Jiang uploaded her own short video to her personal social media account - Sina Weibo (微博). Papi Jiang, called as "the No. 1 Internet Celebrity" in 2016, continued to grow its influence and became increasingly popular as a short video maker. Wanghong's influence led by Papi Jiang grew rapidly and the economic effect caused by Wanghong began to occur rapidly. Massive economic growth effects are created by the major Wanghong (头部网红) since 2015, which led to the formation and development of the Wanghong economy. The Wanghong industry has gradually been equipped with a better functional system. Now, Wanghong has developed into a known professional spot recognized by the public. Papi Jiang created a miracle in the field of short videos as the No.1 Wanghong amid bright prospect of the Wanghong economy. Papi Jiang as a leader in the field of short video content creation is recognized as the undisputed 'best Wanghong' and her story is regarded as the representative success story in the development of the Wanghong economy. How did Papi Jiang's short video win the love and recognition of so many people and achieve such an amazing result in a short of time? How has she consistently kept lots of followers for a long time? And what are the factors that sustain her influence? This study focused and conducted research on these questions. Analysis on over 300 short videos of Papi jiang was conducted based on "'Lasswell's 5W Model': Who says what contents, in which channel to whom with what effect." First of all, the subject who makes and disseminates a short video and spreads it widely during the disseminating process is Papi Jiang. Unlike other Wanghongs, Papi Jiang who obtained a bachelor's and master's degree from "The Central Academy of Drama(中央戏剧学院)", made her an expert in this field. Taking self-videos with bare-face is her characteristic, and it is completely different from most Wanghongs who wear heavy makeup. In particular, the unique characteristics of Papi Jiang, such as excellent verbal expressions, acting skills, and her fashion that fits the situation and roles without showing off, are one of the reasons for the popularity of her videos. Second, the content of dissemination is the most important factor. It is also the biggest foundation and soul for maintaining the influence of short videos. Papi Jiang puts high-quality content in an original short video. Her short video uses combinations of language signs (语言符号) and non-language signs (非语言符号) to deliver humorous, witty, and sharp content. Among language signs, spoken language occupies a major position and expresses humor, clarity, conciseness, and power. Written words other than oral language are mainly descriptive titles (题目), various suggestive words (提示语) and subtitles (字幕) appearing in short videos to stimulate audio-visual effects, supplement and emphasize oral messages, and provide rich expression and entertainment effects. Among the dissemination contents, non-language signs include visually exaggerated facial expressions, large actions, use of props, and background music. Non-language signs complemented linguistic signs and made linguistic expressions livelier. Third, various dissemination routes are another important factor for expanding the influence of Papi Jiang. Her short videos mainly spread through multi-platform upload and secondary sharing by followers. In addition to distributing short videos, Papi Jiang was widely active as a multi-entertainer, including live broadcasting, entertainment appearances, and advertising model activities. Communicating with fans in various ways, she quickly secured a large number of viewers and followers and expanded influence in a short period of time. Fourth, constantly focusing on the audience and satisfying their needs was another reason why Papi Jiang`s short videos maintain their great popularity and influence. Huo Nifang (霍泥芳), COO of Papitube, a company founded by Papi Jiang, revealed Papi Jiang`s attitude and thoughts when making short videos in public, and explained that she always tries to make short videos for audience to empathize with. In fact, Papi Jiang's short videos have already completed their market positioning from the very beginning of production. Her videos have dealt with a variety of topics such as reproduction of work life, interpersonal relationships, generational conflict issues, social issues, internet trends, etc. These topics suit the sensibility and taste of the highly educated, white collar, younger generation, and female office workers. Besides, she evoked sympathy by deeply reflecting on the needs of the audience. She has also been loved by billions of followers by effectively spreading positive energy through continuous updates of original contents. Fifth, the dissemination effect is a verification method of the influence. Starting with the title of 'The Best Wanghong of 2016', Papi Jiang has already captivated viewers through high-quality short video contents. Then, for the first time among Wanghongs, she completed a large amount of video insertion advertisement bid in 6 minutes, and successfully hosted a live show on eight platforms simultaneously, which recorded more than 20 million views and achieved high commercial performance. She has succeeded in generating steady revenue, such as various high-priced entertainment program appearance fees, short video insertion advertising fees, and brand collaboration advertising fees. In addition, she has maintained her influence while expanding business scale by establishing the MCN company "Papitube", and maintaining hundreds of millions of followers. As described above, the increasing influence of Papi Jiang was confirmed through five factors of the dissemination process consisting of dissemination subject, content of the dissemination, dissemination routes, audience and dissemination effect. In the process of expanding and maintaining influence, she brought challenges to various formats and constant economic effects. Papi Jiang case is the most typical example of continuously growing Wanghong Economy we have certified. China's Wanghong, represented by the best short video maker Papi Jiang, exerted a powerful influence and led the formation and development of China's Wanghong economy. In general, a product's life cycle goes through stages of development, maturation and then enter the stage of decline. The content created and produced by Wanghong also cannot avoid the limitation of the life cycle, and Papi Jiang is no exception. The key to maintaining and extending the life cycle of short video by Papi Jiang is to constantly identify changes in the needs and tastes of Internet users, create videos that the users can empathize with. It is also very important to update new short video works to maintain or grow the influence and popularity. Wanghong's influence in China has enlarged in recent years. Chinese major popular Wanghong led by Papi Jiang has made a considerable influence and created dazzling economic benefits. The head Wanghong is contributing to the formation and development of China's Wanghong Economy. China's internet market has expanded rapidly and has already reached a significant level. With an expectation on constant development of internet technology, internet services are also expected to develop and diversify. In particular, there is a high possibility of the spread of mobile internet in China. Accordingly, more diverse mobile internet applications will be launched in the near future. Under these conditions, Wanghong's influence will continue to grow further in the future, and China's Wanghong economy will continue to expand. It is highly predicted that various Wanghong business items will develop and make high profits in the coming years. Therefore, through this study, the following prospects were made: First, as a country with the largest population of the world, China also has the largest internet consumption market. So, the market provides Wanghong more development opportunities. According to the 47th report, the latest statistics from the China Internet Network Information Center (CNNIC,中国互联网络信息中心), as of the end of 2020, the internet penetration rate reached to 70.4%. This means that China's internet access still has a big potential, which will give Wanghongs more opportunities to develop, secure more audiences, create better economic opportunities, and contribute to the development of Wanghong economy. Second, the size of the short video market will continue to grow. Due to the COVID-19 pandemic, it has become more natural to enjoy leisure activities through the internet at home. As a result, more consumers are paying for charged online content, and the number of short video paid users has also increased. In the post-corona era, the already formed consumption habits will further expand the size of the internet short video consumption market, and therefore the future growth prospect of the short video market looks very bright. Third, with the introduction of 5G technology, Wanghong will develop to a new level. The excellent network technology environment of 5G will make 5G+AI+VR/AR a reality. Combination with the commercialization of 5G, high transmission speed, and the unique Wanghong economy system will provide more opportunities and possibilities for the development of the Wanghong economy. Finally, Wanghong will upgrad and develop to a new level. Fourth, one-person media will also have more development opportunities. One-person media which has grown amid the development and progress of internet and mobile technology must understand market trends well in a timely manner, to satisfy the needs of the public, and to maintain vitality and influence through constant innovation. In recent years, when Wanghong has developed dazzlingly, the companies are vigorously using Wanghong marketing. The continuous expansion of Wanghong's influence will be a driving force for Wanghong's economic development and a great force for corporate development. Wanghong's steady development will give the following implications to companies that use Wanghong marketing. First, the company has to select either the best Wanghong of the field or the most popular Wanghong. Through the Papi Jiang case study, we learned that popular Wanghong has many followers and a strong influence. If the company choose the best Wanghong of the field, it will experience fewer mistakes and a clear sales effect. Second, choose the Wanghong that fits your brand image characteristics. When a company selects Wanghong as its promotional model, it must consider whether the brand and Wanghong's image are suitable. In particular, many Korean companies actively employ China's Wanghong for live commerce, generating profits and promoting products through the purchasing power of Wanghong followers. In this case, the company should provide sufficient education to Wanghong on the product in advance so that the Wanghong can respond to viewers' questions skillfully during the live commerce and enhance the image of the product through effective marketing activities. Third, how to promote the product is also crucial. It is very important to select a suitable marketing method after selecting the right Wanghong for brand marketing. Of course, companies may have already decided on their marketing strategy before choosing the right Wanghong. Marketing methods such as live broadcasting, interstitial advertisements, brand models and the characteristics of the product itself are very important. But when considering only the selection of Wanghong, it is better to choose customized marketing that fits the Wanghong's personality. According to the research, size and growth potential of the short video market after the outbreak of COVID-19 exceeds the growth effect of live broadcasting. From the point of view of Korean and Chinese companies that value Wanghong marketing for a long time, it is important to understand market trends and consumer demand in the post-corona era, and choose the right Wanghong. This is the focus of strategy formulation.