一超多强的“准女团时代” 谁能突破女团固有战局？

12月24日，拥有雄厚资本的1931女团宣布停止运营，给国内以“剧场模式”所养成的女团增添一丝凉意。“女团已死”的言论开始发酵，对她们来说，这个平安夜似乎并不平安。不过，在市场大环境的持续震荡及阵痛下，1931女团的出局似乎并够不上一次“意外事件”。

事实上，2015—2016年是中国女团的井喷期，200多个打着“偶像女团”名号的女团横空出道，在偶像市场的火热带动下，还出现了一堆主打女子偶像团体的综艺节目，如《天生是优我》、《夏日甜心》、《蜜蜂少女队》、《国民美少女》等……然而终究因为模式的水土不服，在经过短暂的“创业期”后就宣告退场，这是市场汰弱留强的正常规律，意料之外却是情理之中。

如今，1931女团的停运虽然只是女团行业资源重新分配组合的一个案例，但却也给中国女团的出路敲响了警钟——本身就与网红经济、传统偶像经济存在竞争的女团文化，如何在中国的土壤中根植出符合“国情”的女团？这或许才是资本市场和业内人士所需要思考的问题。

克服剧场养成系偶像模式的水土不服，音乐内容才是王道

跟日韩、欧美这样已经有几十年流行乐、偶像文化繁荣历史的地方相比，中国的偶像产业还处于起步阶段，整个行业相关产业链不成熟，造星机制不完善，即使2016年有200个女团前仆后继奔向这片市场，但真正能够搅动风云的屈指可数。

不难发现，中国的女团发展模式大抵离不开三种。

首先，是韩国练习生模式，成员经过长久的培训，才艺完美、有明确的市场定位。但韩国娱乐圈残酷激烈的竞争使得偶像的各方面素质都极高，而公司的包装能力也都处在世界前沿。中国的孵化时间与韩国将近二十年的运营相比还相差甚远，学习基础相对薄弱。

其次，是日本养成系模式。成员多为青春少女，多数围绕剧场公演、线上直播等圈粉，其中“养成”和“参与”是关键，强调粉丝与偶像的共同成长。但日本48系偶像女团主要依赖以“粉丝经济”为中心的小剧场、周边及唱片正版发行，这也是建立在日本浓厚的御宅文化和完善的唱片市场基础之上。对于“偶像女团”和“剧场文化”还停留在小众圈层自嗨的国内，女团与主流娱乐圈的天然屏障，加之唱片市场的低迷，导致传统的养成系变现模式受限。

最后，是日韩模式的结合体，也就是在综艺中通过不断的训练来养成，最后组合出道。这种类型的造星模式的弊端在于，过程往往比结果更令观众印象深刻，以至于节目结束后，市场反应也趋于冷静。

模式的水土不服，同质化的女团特色，让中国女团的未来蒙上一层阴影。但是大多数女团都忽视了，抛开模仿的外来运营模式，在音乐内核上树立自己的标签和特色，让高传唱度的歌曲走进主流视野，才是撕开国内女团市场的最佳方案。如今，携带5亿巨款的欢聚时代的离场表明资本绝对不能给足其玩转女团市场的勇气，更不能确保可以从“百团大战”中突围而出。是分割市场，还是被市场淘汰，唯有内容才是制胜关键，只有以音乐内容扎根，才能在瞬息万变的中国市场里站稳脚步。

摆脱剧场养成固化模式困境，他们给出了标准答案

对大众来说，诞生于互联网时代的偶像，卖的除了作品，更是偶像本身。那么，在中国遭遇难以复制境遇的剧场养成系偶像，有没有别的模式可以突破，找到真正适合自身的市场呢？答案是肯定的。

目前，国内最炙手可热的偶像团体莫过于TFBOYS， 在中国亟需有本土特色偶像组合的背景下， TFBOYS扎根互联网时代下的目标受众所喜爱的流行文化，以一首《青春修炼手册》一举打开市场，再通过网络翻唱、微博营销、自制综艺等手段，充分利用大众媒体推波助澜，开辟出TF的偶像养成模式。

有了TFBOYS的成功案例，国内女团试图改变思维，将互联网作为根植土壤，并将目标受众精准锁定与“网生一代”，建立针对国内粉丝的音乐体系，并从偶像人设、服装造型到舞台表现等区别化的经营细分女团市场，要找到能够落地中国的偶像发展模式，互联网平台的利用和特色的音乐内容是最佳选择。

而在此基础上，用“互联网造星”概念跳脱出“剧场养成模式”的SING女团，成功走出了一条属于自己的精品路线，这似乎让大家看到偶像女团市场的新希望。2017年，一首在B站上拥有近60万播放量，打败《极乐净土》占领b站年度神曲第二名的《寄明月》走入大众视野。在House等当代舞曲的结构下，《寄明月》用活泼、动感、带鲜明中国音乐元素的曲风，打造独有的C-Pop风格，除了受到业内外人士的认可，也迅引发众多粉丝的翻跳和翻唱，掀起唱跳传播的热潮。SING女团用特色的音乐内容与风格定位成功立起了“亚洲首个电子国风女团”的旗帜，从《青春修炼手册》到《寄明月》，以音乐本身为核心，这恰恰是“内容为王”的有力证明。

在运营欠缺、变现匮乏、认知不清、受众有限的大背景下，真正的适应市场规律、走出本土特点才是中国女团行业的出路。由圈层逐步走向大众、由外来走向本土、由TFBOYS到SING女团、重金出击的1931女团的遗憾收场，都在释出同一个讯号：运营只靠资本是走不通的，内容始终是抢滩女团市场高地的最佳利器，也是在市场长久屹立的深厚根源。或许涌现更多类似SING女团这样以内容为本、自我特色定义鲜明的女团不断出现并引领市场，中国女团的未来才会更加光明和可期。

来源：环球网综合

"Women's time" one superpower and many women who can break through the inherent situation?

In December 24th 1931, with strong capital group announced to stop operations, add a touch of coolness to the domestic "Theater Mode" by the form of group. "Women's dead" remarks began to ferment, for them, this Christmas Eve does not seem to be safe. However, in the throes of sustained concussion and the market environment, out of 1931 women seems not enough on the first "accident".

In fact, 2015 2016 is Chinese women's blowout, more than 200 under the banner of "female idol group" name of the women's team turned to debut in the idol market hot lead, also appeared in a bunch of main female idol group shows, such as "natural", "summer is my sweet heart", "bee girl the" national team "girl", etc....... However, after the short period of "entrepreneurial period", it is declared that the exit is due to the acclimatization of the mode, which is the normal rule of the market being weak and strong.

Today, women not only women's outage 1931 industry resource reallocation in a case combination, but also to the women's way Chinese sounded the alarm of itself and network economy, the traditional red idol competition exists in the women's economic culture, how to Chinese soil root planting to meet the conditions of the women's team? This is probably the question that the capital market and the industry needs to think about.

The music content is the king's way to overcome the idols of the theatre.

Compared with Japan and South Korea, Europe and the United States that has decades of pop idol culture, prosperity and history of the places China idol industry is still in the initial stage, the whole industry chain of related industries is not mature, market mechanism is not perfect, even in 2016 there are 200 women fought to this market, but the real situation can only stir.

It is not difficult to find, most women cannot do without the development of China mode three.

First, it is the model of Korean trainee. After long training, the members have a perfect talent and a clear market position. But the cruelty and fierce competition in the Korean entertainment circle makes the quality of all aspects of the idol very high, and the company's packaging ability is also in the forefront of the world. China's incubation time is far from that in South Korea for nearly twenty years, and the learning base is relatively weak.

Secondly, it is the model of Japanese formation. Members are young girls, mostly around the theater performances, live online, circle of powder, which "form" and "participation" is the key, that grow together with the idol of the fans. But the Japanese 48 female idol group mainly depends on "fans economy" as the center of the little theatre, surrounding and record genuine issue which is also built in Japan, a strong market base and otaku culture perfect on record. "The female idol group" and "theater culture" is still in the domestic small circle since Hi, natural barrier group and mainstream entertainment, coupled with the record market downturn, resulting in the traditional cultivation system realization mode is limited.

Finally, it is the combination of Japan and South Korea model, that is, in the variety of art through continuous training to develop, the final combination of the road. Is this type of star pattern defects, process often results more than impressed the audience, so that the end of the show, the market reaction is more calm.

The homogenization of the women's The climate does not suit one., let Chinese women's characteristics, the future cast a shadow. But most women are ignored, despite the foreign operation mode of imitation, establish their own labels and music features in the kernel, so that high degree of popular songs into the mainstream view, is the best option open domestic market group. Now, leave to carry 500 million large sums of money to the celebrations of the times show that capital can not give the market the women's foot play more courage, not sure you can from the "hundred regiments" breakthrough. Whether the market is segmented or the market is eliminated, only content is the key to winning. Only by taking root in music content, can we take a firm step in the rapidly changing Chinese market.

To get rid of the plight of the curing mode of the theatre, they gave the standard answers

For the public, the idols born in the Internet age, in addition to the works, are the idol itself. So, in China, which is difficult to replicate the situation in the theater to form an idol, is there any other mode to break through and find a market that is really suitable for itself? The answer is yes.

At present, the most popular idol groups than in TFBOYS, with local characteristics of idol background in China to TFBOYS, rooted in times of Internet audience favorite pop culture, with the song "youth training manual" opens market, through network covers, micro-blog marketing, homemade variety and other means, fully the use of mass media to open up waves, TF idol forming mode.

With the success of TFBOYS, the women's team tried to change the thinking, the Internet as rooted in soil, and the target audience and pinpoint the net generation ", to build domestic fans of the music system, and from the idol set, costumes to the stage performance difference of business women's market segmentation, to find to landing the development of Chinese idol model, music content and features using the Internet platform is the best choice.

Based on this, "the Internet star" jump out "concept to develop a model of Theatre" SING girl group, successfully opened a belongs to own the fine line, it seems to make everyone want to see new female idol group market. In 2017, a song on B station has nearly 600 thousand player, "beat" Paradise B station occupied second of the annual "Divine Comedy" sent to the moon into public view. At House