CATDOLL: The second dimension invasion storm is coming. Netease Comics will help you break through the dimension wall

When someone complains to you about his "black-bellied" boss who actually has a "middle school syndrome" and is a little too "shameful", when someone tells you with a "resenting" face that a "naive" colleague is actually a "brother", or when someone brags to you that he finally mustered up the courage to "wall-bang" his "sickly" partner... facing the communication methods of the two-dimensional people, will you feel deeply powerless? The two-dimensional culture that we once thought was just a flash in the pan and would not become a big climate has now become more and more mainstream, "invading" and starting to "brainwash" the "blue star people" across the country, and even forming a unique two-dimensional economy, and showing a blowout development under the birth of the mobile Internet. The "poison" of the two-dimensional world is so strong, don't "resent" yourself for not understanding this world, and accept this reality quickly.

According to the 2015 China ACG User Report released by iResearch, in 2015, the number of core ACG users and general ACG users in my country will reach 219 million. This means that nearly 20% of the Chinese population has fallen into the ACG pit. According to relevant reports, among these ACG users, those born in the 1990s account for 62.3% of the market share, and those born in the 2000s account for nearly 30%. It can be said that those born in the 1990s are the undisputed main force in ACG culture, promoting ACG from a niche subculture to today's trend.

Speaking of the post-90s, they can be said to be natives who grew up in the Internet environment and were deeply influenced by the second dimension. Compared with the post-80s, they have a more superior growth environment. Because they are less sensitive to pressure, they are more fearless and extremely like to pursue freshness and avant-garde. Therefore, when I learned that the NetEase News client launched a comic channel and the post-90s users were salivating and licking their phones, I was not surprised at all. After all, this old Internet company has accumulated a deep second dimension gene and a large number of post-90s user groups because of its signature game business. This time, the expansion of the NetEase comic business to the news client is nothing more than integrating its own content advantages and platform advantages.

Earlier this year, the Market and Media Research Center of Peking University and NetEase conducted a series of surveys on the daily lifestyle, ideology, study and work, and Internet use of the post-90s generation, and jointly released a "New Trend" trend report entitled "Post-90s Generation: Natives of the Internet Age", which conducted an in-depth analysis of the post-90s generation's lifestyle, consumption concepts, and brand concepts, and produced a series of behavioral portraits. The survey shows that the post-90s generation is the main force of smartphones; they have a strong willingness to consume, and are irrational and forward-looking; the top ten favorite art pioneers, except Ruan Yunting and Zhang Xiaobai, are all post-90s, and 6 of them are related to comics. Comic idols of the same age are popular among the post-90s generation...

Based on the in-depth research on post-90s users, NetEase is naturally well aware of their preferences and has launched a series of apps such as Cloud Music, Cloud Reading, and Daxiang. NetEase Comics (http://manhua.163.com), which is positioned as a high-quality original and genuine comic platform, has been attracting the attention of many comic fans since it held a series of brand promotion activities for the two-dimensional group during the 11th China International Comic and Game Expo (CCG EXPO 2015) in July 2015. Its independent NetEase Comics APP also landed on Android and iOS platforms in August. NetEase's full-platform products have increasingly penetrated into all aspects of the daily entertainment life of post-90s, and the launch of the comics channel is another important move by NetEase News Client to show its favor to post-90s users in the field of mobile reading after the barrage function.

However, by launching a comic channel, breaking the dimensional wall, and letting otakus invade Mars, NetEase News Client is not only concerned about the wallets of post-90s users. Although the ACG market has continued to be hot in recent years and has attracted the attention of the capital market, deep ACG users, especially those born in the 1990s and 2000s, still rely on pocket money from their parents to make ends meet. It is definitely unwise to unilaterally think that ACG users are just "stupid and rich".

However, for the works they truly love, ACG users show an incomprehensible persistence: Detective Conan was first created in 1994, has been released for nearly a thousand episodes, and is still being serialized; Naruto was released in 1999 and just finished serialization last year; deep ACG users who usually save money can lose their minds and spend money on various original figures, clay, models and fan exhibitions... Just imagine, if such a group "born for love" can also agree with the news concept of "having an attitude" and follow it with the same passion as chasing Japanese comics for more than ten years, the market value it brings is immeasurable. What NetEase News Client values ​​is the persistence of the post-90s generation represented by ACG users who dare to love and hate and the broad market potential in the future. As they become more mature in thought and economy, they are bound to become the dominant force in the future cultural and economic life and the mainstay of future purchasing power.

Internet tycoons once shouted that they would hand over their companies to the post-90s generation and give them important tasks. Now it seems that the potential of the post-90s generation is indeed immeasurable. The NetEase News Client broke the dimensional wall by integrating NetEase Comics, allowing otakus to invade Mars. It seems to be a small matter, but in fact it is a good card with far-reaching significance. Capturing the "hearts" of post-90s users will not only help the NetEase News Client gain stable future growth power and give it more initiative on the road to commercialization, but will also inject strong vitality into the NetEase Comics, which is still in its growth stage, and achieve complementarity and win-win results for NetEase's full platform products.