QQ音乐上线“泡泡”，TME这次瞄准了“饭圈粉丝”

Core Viewpoint - QQ Music has launched a new paid feature called "Bubble," allowing users to chat with celebrity artists for a monthly subscription fee of 28 yuan, aiming to tap into the potential of fan economy and diversify revenue streams [1][3][11]. Group 1: Product Launch and Market Strategy - "Bubble" is a localized version of the Korean LYSN platform's "Bubble," reflecting Tencent Music Entertainment Group's (TME) strategic expansion into the Korean market [3]. - The launch follows a strategic partnership between SM Entertainment and TME, focusing on collaborative projects, IP business, and local performances, thereby establishing a comprehensive cooperation system [3]. - TME aims to provide a variety of paid services to K-POP fans, including online music content, physical album sales, and fan meeting events, leveraging the growing fan economy [3][7]. Group 2: Historical Context and Fan Engagement - The concept of "Bubble" draws inspiration from Japan's fan clubs, which have historically provided exclusive content and benefits to members, proving effective in engaging fans [5]. - The model of paying for additional information and closer access to idols has been validated by successful examples from both Japanese and Korean idol groups [5][11]. - K-POP fans are accustomed to expressing their support through financial means, making the subscription model appealing despite its higher cost compared to traditional music subscriptions [11][13]. Group 3: Revenue Diversification and Consumer Behavior - TME's exploration of fan economy is a response to the need for new revenue channels beyond music subscriptions, especially after previous controversies regarding repeated purchases by fans [7][9]. - The introduction of "Bubble" is seen as a more sustainable approach compared to encouraging repeated purchases for chart rankings, aligning better with fan expectations [11]. - The high willingness to pay among K-POP fans, driven by a culture of support and engagement, positions TME favorably to capitalize on this demographic [13].