Kuaishou Girls is the first girl group launched by Kuaishou, and it is also the first time the platform exports idols to the market.

Although, this is a bit like stealing the job of an entertainment agency, and it is also a bit like the style of long video production talent shows like iQiyi and Tencent. But what is different from the two is that Kuaishou has no hype or assessment, and has no intention of occupying public resources. There is no public review and selection, and it is officially announced as a group.

According to the Shiqu Insight Engine, it can be seen that the entire communication path of Kuaishou Girls is relatively single. There was no warning in the early stage, and it was only officially announced on July 5th, which attracted public attention and discussion.

Data source: Shiqu Insight Engine (data period: 20200701-20200713)

On Weibo, netizens talked about Kuaishou Girl Group with more keywords besides "brave" , "Kuaishou" and "girl group", you will find that the public discusses the members of girl groups relatively more frequently.

The main reason is that unlike other girl groups’ debut formats, Kuaishou Girls may have their own fan base on the Kuaishou platform, but when the group is promoted to larger traffic markets, such as Weibo, Kuaishou Girls It is still relatively small, and at the same time there is no platform or professional agency to carry out pre-packaging and creation, and the lack of idol development process leads to low public awareness of girl group members.

Data source: Shiqu Insight Engine (data period: 20200701-20200713)

In the Kuaishou girl group, each girl has her own position, dancing as Cai Bing, playing and singing Talent Chen Doudou, the two-dimensional girl on the line, the rapper Liu Anran, the childlike girl He Yating, the spirited girl Zeng Peixin, the top student in the dance department Chen Chunyu, 7 different types of girls were selected by Kuaishou, and the site was redefined by Kuaishou girl group stage.

This may be the original intention of Kuaishou to launch the Kuaishou girl group. As written in the official announcement, “Not all girls can stand in the center of the stage, not all girls are born with backgrounds, and All girls are willing to follow the world's definition of "girl". From the launch of Kuaishou Girls, whether it is the girl group members, official announcement form, communication rhythm, official announcement copywriting, MV shooting, etc., you can see Kuaishou again. Breaking people's conventional understanding of "girl groups", the idol dream that was beyond the reach of ordinary girls in the past seems to be so simple.

Nowadays, girl groups are "perfect, good at singing and dancing, good-looking, and good-looking." "High Fans" and other labels. On the one hand, Kuaishou launched a girl group to cater to mainstream trends, but on the other hand, it went to extremes.

However, compared with the same aesthetic proposition, it is more important to define girl groups. In terms of rules, Kuaishou at least re-expresses the thoughts and ideas of some ordinary girls.

Kuaishou girls have an appetite for modern independent, individual and ordinary women, and can arouse the excitement of this group of people. , but Kuaishou is not bold enough, or is too "ordinary and ordinary" in the selection of people, resulting in a low continuity of topics and attention for the girl group.

But it must be said that Kuaishou dares to try. This wave of operations has brought a lot of favorability to Kuaishou itself, and has also won the favor of minority groups.