NEW YORK, December 8, 2014 /PRNewswire/ — On December 3, 2014, the Seventh Avenue of New York Times Square, a large-screen advertisement of a beautiful Chinese girl attracted people’s attention. Who was she on this 110 square meters advertisement? A Chinese actress in Hollywood? Well, no. She is a Chinese "Cinderella": a grassroots star elected by ordinary mobile internet users. It was the first time when Chinese "Cinderella" landed at the New York Times Square and showed herself to all Americans.
Chinese mobile star shows in U.S. for the first time, voted by 1,000,000+ mobile users from China on Mes Joy platform
Chinese "Cinderella": a star on the mobile Internet
Xiao Xiao, the Chinese grassroots star, was born in an ordinary family in China’s Heilongjiang Province in 1988. Like other young people, she also had a dream of becoming a star. However, the reality was not as beautiful as the dream. After graduation, she became a drama actress, which was seen as an ideal job by most of the people. However, this was still far from Xiao Xiao’s star dream in terms of both income and popularity. In her mind, a star should have high income of over 10,000 Yuan a month, and should be very popular. Comparing with income, Xiao Xiao valued popularity much more. She hated to see just a few people, which was "simply like a dream killer".
Then, her destiny changed greatly by accident. Introduced by a friend, Xiaoxiao got to know Mele, an APP through which all young people full of dreams could apply for access and interact with fans by sharing their details in life. Through interaction and communication, they would become more popular, and once the popularity reached a certain standard, they could have opportunities provided by the platform of being packaged, including poster and magazines shooting, APP building, film recommendation, and so forth — all for free.
"Why not have a try?" Therefore, in August 2014, Xiao Xiao tentatively joined Mele and began to show herself and share her life with others. Soon she gained support from many fans among whom some big fans were even willing to buy virtual goods for her. With a soaring popularity, she became an eight-level star on Mele with 90 thousands fans. Her great popularity also won her the opportunity of free package. Not only did Mele help her promote a customized game APP named Nerds in Love which was downloaded 30 thousands times a month, it also recommended her to the famous fashion magazines, many films and TV programs. At present, her revenue allocated by Mele was counted by ten thousand Yuan, many times of her previous income for performance. Landing at the New York Times Square this time brought her life to another new height.
Making star online: reverse, free, niche
Me*s Joy, the brand owner of Mele, states that for a long time, the way of making stars in traditional entertainment industry has followed the rule of "products first, fans second", and the power of making a decision has always been held by experts with a high threshold. However, with the emergence of Internet, Me*s Joy changes the way of making a star from the traditional model to an innovative model of "election by public" and "fans first, products second". As a result, stars are made by the collective power of Internet users and a "reverse economy" based on the Internet is achieved. On the Mele APP, stars can show themselves using pictures, videos and other kinds of methods; while Internet users can nurture their own stars through free and paid elections, and gain APP of their stars or participate in star meetings as return. Me*s Joy believes that stars elected by Internet users have great vitality, "because judgers are real individuals from the market rather than the minority of authorities."
"Only CDs and films are works? No, such a vision is too limited. We think that in the age of Internet, a smile, a voice message or a video may all become very good works, which we call ‘light entertainment’, for they are shorter, more realistic and more suitable for being consumed in fragmented time." Me*s Joy thinks that by taking advantages of the mobile Internet, all stars can show themselves through light entertainment works, and the cost of its pre-production is nearly zero. Therefore, the principle of creating stars on mobile Internet will greatly change based on zero cost. Me*s Joy will also rate the stars according to the number of their fans, and stars of different ratings will get corresponding rewards like APP building, magazine recommendation and films participation, and those are all free. Me*s Joy will help more Chinese young people realize their "free star dream" based on the Internet.
When talking about the difference compared with traditional star management companies, Me*s Joy thinks that its targets are not a few pop stars like Zhang Ziyi, but most of the ordinary people. "Entertainment industry should be a young industry, but frankly speaking, we think the present entertainment industry has too many invisible restraints. When an industry is curbed by different kinds of fetters, it is no longer young. Me*s Joy hopes to change the situation through innovation. We can not only elect stars through the mobile Internet, but also help everyone to become their own star. Every person has his or her own merits, like a pretty face, a nice figure, a good voice; or some special skills, such as piano playing or horseracing; or maybe your spirits can touch people, for example, you are dedicated to charity work for children for 5 years, or you spend a whole year to hike. All those things are good. Only do you need to show these good aspects, you will have your own fans. This is a show time. Me*s Joy builds up a visual Vanity Fair and through this platform it builds new ways of interaction among people.
When talking about the exposure of advertisements in New York Times, Me*s said, "This is an important milestone of our free star dream. Our slogan is "glorify Chinese girls". Although in the age of mobile Internet, the small screen of cellphones is the most important terminal, the stars we’ve elected can have excellent performance on the big screen as well, which has been proven by our advertisements landing at New York Times. Me*s Joy says that later the company will also promote a project of combining small screen with big screen, like the interaction of APP games and films, to show the glamour of Chinese girls.
China in the post-industrial era: subcultural economy nurtures tremendous business opportunities
In 2013, the haze affected 600 million Chinese, with its pollution scope extending to 17 provinces, municipalities and autonomous regions, covering a quarter of the whole nation. Peter Senge observed that this was another sign that showed the bubbles of the industrial era were about to bust. In the same year, The Economist stated opinions, thinking that China was going to meet its post-industrial era.
The post-industrial era refers to a stage of development when the industry has been well developed, goods have been relatively abundant and the production capacity has been relatively excess. Compared with industrial era, in the post-industrial era, demands of consumers shift from material satisfaction to spiritual fulfilment. Instead of solely going after functional products, people begin to pursue "cultural identity" and "self-expression". America stepped into the post-industrial era in 1950s and 60s when technology, services and entertainment replaced manufacturing to become the new engine of economy. Japan began its post-industrial era in 1980s and 90s, and so did China.
Jin Xin, the founder of Me*s Joy, is also one of the founders of Visual China Group, a China’s listed company (SZ: 000681), so Me*s Joy is his serial enterprise. Jin thinks that the creative economy of subculture nurtures business opportunities that are worth hundreds of billion Yuan in China, including electing stars by the public. Take Japan’s AKB48 as an example. It let fans to elect stars, which replaced the traditional way of electing by authoritative persons, and saved Japanese entertainment industry that had been in downturn for three years. Since 2007, although the music circle of Japan seemed to be prosperous, there was not a platinum single with a sale volume of more than one million. This deadlock was not broken until the October of 2010 when a single sold more than one million copies. In the next two years, another 10 singles, all from AKB48, reached the platinum sales volume, which brought Japan’s music industry back to life. Not only did AKB48 create a miracle of gaining a direct economic benefit of 40 billion Japanese yen in 2013, it also created an indirect economic benefit of almost 80 billion yen, including derivatives of 30 billion yen and derivative games of over 100 billion yen.
As China enters the post-industrial era, it is obvious that people are facing more pressure. According to the World Happiness Report 2012 published by the United Nations, among the 156 countries and regions in the whole world, China mainland was only listed as the 112th happiest country. In September 2014, the Gallup-Healthways Global Wellbeing Index showed that China only ranked 90th among 135 countries and regions, lower than India. Moreover, according to the latest findings released by Regus, a world-renowned corporation that provides serviced office accommodation, office workers of China mainland were the most stressful ones in the world in the past year.
"We think that Chinese young people need a way to relieve their stress and pursue their dreams. Since China has the largest population and the largest cellphone market in the world, we have every reason to do such a thing to let consumers know a new way of recreating, because at present, many consumers don’t know how to recreate, just like girls will never know what kind of lover they needs until that guy shows up. On the surface, Me*s Joy is developing an mobile APP, while in fact, it is changing the minds of Chinese young people so that they can show themselves boldly and be more open."
Jin xin states that nowadays although many people are still young in age, they have been old in spirit, because they are afraid of showing their true color, afraid of being laughed at and afraid of criticized. All these cowardice and fears are actually the biggest obstacles stopping them from making progress in life. Young people should not be free of any chains or shackles. Opportunities in this era come from youngness. This is a fast-changing era and it is dangerous that young people should give in to the reality.
About Me*s Joy:
Me*s Joy (www.mesjoy.com) is a China top mobile star works, making star by mobile internet approach. The "Mele" APP (www.mele.tv) helps young people to archive their "free star dreams" with step by step guidance and free hatching on mobile platform. The candidates will won free packaging rewards like APP building, magazine recommendation and films participation.
Media: Mr. Shine Hwong
Venture investor: Mr. Jin Xin
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