Noile strategii ale antreprenorilor chinezi!

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Noile strategii ale antreprenorilor chinezi!


Noile Strategii Ale Antreprenorilor Chinezi

De cand a aparut internetul intreaga lume a fost schimbata. Dintr-o data toata lumea avea acces la continutul de pe cealalta parte a planetei; toata lumea putea sa produca ceva si sa isi distribuie creatia oamenilor care fara internet nu ar fi putut sa vada acest continut niciodata. Da, intreaga lume s-a schimbat instant odata cu crearea internetului, insa nu toata lumea a suferit aceleasi schimbari. Se pare ca fiecare tara a trecut prin schimbari diferite, iar in articolul acesta noi vom discuta exact ce anume s-a schimbat in China si ce s-a intamplat cu noii creatori de mass-media a tarii.

Datorita faptului ca China are o populatie imensa, normal ca trebuia sa ia in considerare un numar imens de persoane, asa ca creatorii de continut mass-media au fost nevoiti sa-si aleaga strategia. Fie puteau sa se bazeze pe continutul cu care erau deja obisnuiti oamenii fie puteau sa se concentreze pe un nou tip de continut, unul care fie va fi apreciat de intreaga tara fie va fi aruncat la cosul de gunoi instant. Dupa ani si ani de zile intreaga tara a fost impartita in doua categorii. Jumatate din oameni preferau muzica traditionala pe cand cealalta jumatate parea a fi foarte multumita de noile stiluri.

Totul parea a fi impartit in doua, insa in decursul ultimilor 2 ani lucrurile s-au schimbat imens de mult, iar din ce in ce mai multa lume prefera noile stiluri. Aceasta schimbare abrupta a luat loc odata cu aparitia noilor platforme mobile precum platforma de micro-blogging asemanatoare Twitter-ului numita Sina Weibo, platforma pentru distribuit videoclipuri asemanatoare Youtube-ului numita Youku si pagina foarte populara de podcast numita Ximalaya FM.

Multumita acestor noi platforme un nou fenomen a avut loc, acesta fiind numit fenomenul WeMedia. WeMedia este cuvantul bazat pe cuvantul chinezesc zi meiti, care inseamna „mass media individuala”. Acest termen nu este cunoscut de majoritatea strainilor, ci doar de asiatici. Termenul este foarte usor de inteles, se refera la continutul produs de cei care lucreaza in afara cadrului traditional de mass media.

In China majoritatea continutului este produs in comunitatile online si este distribuit prin Moments, o noua trasatura a aplicatiei mobile pentru mesaje numita WeChat. Aceasta aplicatie este folosita de mai mult de 700 de milioane de utilizatori in China. Prin Moments acestia isi pot impartasi imaginile, videoclipurile sau orice vor ei cu „cercul lor de prieteni” – acesta este termenul chinezesc pe care il foloseste WeChat pentru a descrie aceasta noua trasatura.

Antreprenorii se folosesc de aceasta trasatura ca sa isi distribuie continutul direct catre abonati. In acest mod ei isi pot face publicitate foarte usor; asa functioneaza WeMedia.

Ca sa poti sa castigi bani ca si antreprenor pe WeChat trebuie sa atragi mai mult de 100,000 de vizualizari la fiecare postare. Daca nu faci asta atunci nu vei fi considerat „profitabil” de catre firme. In zilele noastre toti antreprenorii se folosesc de publicitate pentru a se face cunoscuti. De obicei, acestia fac mai mult de 100,000 de yuan (in jur de 15,000 de dolari) sau mai mult pe o singura reclama. 

Autor: Radu Ivanovici
Traducator: Radu Ivanovici
Sursa photo: www.chinadaily.com


China’s New Strategies

Ever since the Internet was created the whole media world was changed. Suddenly everybody could get access to content from the other side of the planet; everybody could produce something and share it with people that would have never been able to see his or her content. Yes, everything seemed to change, yet not every place changed in the same way. It seems like every single country had taken another approach at using media and in this article we will be explaining the changes that happened to China and its new media content makers.

China, being the immensely populated country that it is obviously had a lot of people to take into consideration, so media content makers had a bit of a dilemma on their hands. Should they go for what the masses were used to and what they liked already, or should they find the most unusual and unheard of means to change the audience’s preferences abruptly? This has been a very controversial thing in China’s history, since everybody seemed to be split about it. Half of the people preferred traditional music while the other seemed to be very happy with the new genres.

Although everybody seemed to be split, in the past 2 years things seemed to change a lot, and the balance seems to be almost hitting the floor on the new genres side. This happened mostly because of the appearance of the newest mobile platforms such as the Twitter-like micro-blogging platform Sina Weibo, the YouTube-like video-sharing platform Youku and the ever popular podcast website Ximalaya FM.

Thanks to these platforms a new media phenomenon has risen, this being the WeMedia phenomenon. WeMedia is a buzzword based on the Chinese zi meiti, or “self media”, and it basically is a term which most in the English-speaking world have probably never heard of before. The term is pretty much self-explanatory; it refers to concent produced by those who operate outside of the traditional media framework, akin to “citizen journalism”.

In China most of the content is produced in online communities and is shared through Moments, a news feed-like feature on China’s mobile messaging app called WeChat. This app is used by more than 700 million people so far. Through Moments the users share their updates with their “circle of friends” – this is the Chinese term that WeChat uses to describe this special feature.

This is where content entrepreneurs come in. They go beyond their own friends by applying for the so-called public accounts that allow them to send their content directly to subscribers. This is how they get to advertise everything they do; this is basically the core of WeMedia.

In order to make it as an entrepreneur on WeChat the content producer must attract 100,000 views at a time; otherwise he or she will never get attention from businesses. Today the most common business model deployed by the content entrepreneurs is advertising. Usually, for top WeChat public accounts, they charge 100,000 yuan (around $15,000) or even more for a single ad. 

Author: Radu Ivanovici

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Tags: china, strategii, antreprenori, divertisment, mass-media

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