"time obliterates space, our patience is only 3 seconds, alienation and retreat deepen among us. "

This is the anthropologist Xiang Biao's understanding of "nearby disappearance", which he uses to describe the current social picture. When the "nearby" is eliminated and people rely more and more on convenient technology to devote themselves to their own small world, the real world gradually becomes nothingness and far away. This anthropological perspective can also be understood as the alienation of technology to people's spiritual life. But what Xiang Biao ignores is that the virtual world constructed by media technology is not meaningless. With the rise of "ear economy", the online audio content platform has formed a vocal organism with the help of auditory production system, expanding the "virtual world" into a field of life within people's reach.

In fact, this real picture is happening in the Himalayas. Recently, the Himalayas, which tested the waters of Singles Day for the first time, completed a redefinition of "Singles Day" with the theme of "good life both inside and outside", linking "good books" and "good things". At the moment, opening up the Himalayas, from listening to the anchor's voice to recommending good things, the "neighborhood" is becoming real.

From this point of view, in this Singles' Day, Himalayas use "ears" as the medium to create a "sound community" that transcends time and space, occupation and culture, which creates and leads not only a new form of consumption, but also extends its own value and becomes a new connector between people and things.

It's double National Day holiday again.

Entering the 13th year, Singles' Day, a "shopping spree" created by Chinese people, is changing from a grand ceremony to an "ordinary festival", reflecting the ever-increasing consumption of hundreds of billions of dollars and busy delivery stations. In the thirteenth year, apart from the jokes of "chopping hands" and "the trailer", people will inevitably ask: can there be a new story for this Singles' Day?

The answer is yes, and the reason is not difficult to answer. On the one hand, under the wave of consumption upgrading, the consumption concept of the Chinese people is evolving. From materialism to spiritual consumption, sense of satisfaction and sense of value are becoming a new consumption concept embraced by the younger generation.

On the other hand, technology-based Internet platforms are releasing new signals of interconnection. With the breaking of the "platform fence", this Singles Day has linked more participants. Under the background of this unprecedented era of "Dalian connection", the diversification of consumers promotes the rationality of consumption decision-making, which will bring about the transformation and upgrading of the industry as a whole.

This may also explain why the Himalayas launched the "Singles Day". As a popular audio sharing platform, Himalayan knowledge goods have their own content consumption attributes, which is in line with the new consumption trend of Singles Day. At the same time, the fusion attribute of "ear economy" also happens to step on the tuyere of "interconnection".

With sound as the medium, the online audio platform represented by the Himalayas not only connects the commodity flow and information flow within the audio industry, but also realizes the interconnection between industries.

Therefore, the 13-year-old "Singles Day" needs the Himalayas, while the Himalayas also need "Singles Day". With the help of this Singles' Day, Himalaya brings its interpretation: connecting a wide range of users with differentiated content, allowing content creators to develop with more diverse cash channels, and helping more people move towards a better life with a more prosperous ecology.

Understanding the value of the Himalayas requires a unique historical perspective.

Ear media, which has sprung up from the broadcasting era, has broken the high threshold of print media and awakened the atomized audience by virtue of its audible symbol system. Peng Lan, a communication professor at Renmin University of China, once spoke highly of broadcast media from the perspective of information space consumption. She thought: "the meaning of broadcasting is wide-area coverage without difference." This means that the ear media has achieved equal and homogeneous mass communication through the form of "point-to-face" communication, which contains the far-reaching significance of "empowerment".

Now the rise of the "ear economy" confirms this view. In the Internet era when the traffic dividend peaked, the growth rate of the video platform gradually slowed down, while the user penetration of the online audio content platform increased year after year. According to the latest data from Ai Media Consulting, the number of online audio users in China has maintained a continuous growth trend, and the number of online audio users is expected to reach 690 million by 2022.

Despite the growth of the external environment, the sustained growth of online audio platforms is inseparable from the deep ploughing of industry forerunners, such as the Himalayas. Through this Singles Day holiday, we are seeing the breadth and depth of the leader's "audio business".

This is a deep ploughing of member ecology. At present, China's Internet business model is in the transition from traffic economy to member economy. After crossing the initial stage of "finding users", the new industry growth point is to cultivate users' loyalty. The Himalayan answer to the proposition of "how to retain users" is to explore deeper "waters" of membership services with better content services.

For example, in this Singles Day holiday. Himalayas upgrade the original member VIP membership rights and interests, through the introduction of high-quality content IP and optimized interactive form, with the "enhanced version" of 13 rights and interests to let members wander in the Himalayan construction of the "ear ecology". For example, members can not only listen to more than 51100 good books and lessons for free, enjoy the special offers of exclusive albums and premium paid albums, but also unlock new programs with priority to listen to, avoid sound advertisements, VIP premium logo, exclusive customer service, exclusive ultra-high sound quality, exclusive sleep-aiding decompression function, exclusive colorful on-screen comment function and other new rights to further meet the needs of users' spiritual world in "good listening and fun".

It is not just the deep ploughing of member ecology. Himalayas are also actively exploring new business models for the "audio business". Beyond the simple realization mode of member subscription and advertising revenue, Himalaya upgraded Himalayan Mall, the anchors in the joint station explored live streaming and online store opening, and realized the new shopping experience of listening while shopping on the audio platform with the help of the atmosphere of the community.

It is the innovation of the Himalayas to connect "good things" with "good Books" and connect anchors with users.

In Xima Mall, iPhone 13, Wuliangye, Sea Blue Mystery, Maotai, Dyson hair dryer, Kovos floor sweeping Robot and other popular physical goods on the shelves form a diversified and worthwhile "good world", giving users personalized shopping choices in the fragmented time of listening to books. During the Singles Day holiday, the Himalayas launched the double 11 super value membership package. A "double 11 Himalayan VIP annual card" enjoys double benefits, including "Tencent video membership card / WPS member / JD.com PLUS annual card" and "60 + items with free delivery of 0 yuan (choose 1)".

It's more than that. The Himalayas have also opened the VJ to bring goods. In the four venues of science and technology good things, home good things, parent-child good things, and fashion good things, users can get coupons on the anchors' page and participate in the purchase of good items at the anchors' merchandise venue.

For anchors, through the honey platform in the station, upload the audio with goods related to good things, and convert the traffic into business with the help of the new realization form of bringing goods.

The anchorman "good season" personally experienced the delivery of the "Singles Day". In terms of effect, she thought, "so far so good." "the anchor, who has millions of fans in the Himalayas, is an out-and-out northeastern man who has kept a cat for six years and is a cat slave. The goods she brought this time are also related to the label on her body. Northeast rice, chili sauce and pet hair cream. "I usually like to share the high-quality and cheap babies I bought among fans. I attended the opening of the Himalayan anchor with goods. On the one hand, I want to try a new way of cash, on the other hand, this event is really very preferential, and it is also another way to give back to fans. "

More anchors are just like the good times, bringing goods has become a new way for them to connect with their fans. It is reported that so far, there are more than 2460 anchors participating in double 11 with goods, and the number of registered anchors has exceeded 4000.

There is no doubt that this innovative initiative of linked multi-agent and multi-platform not only provides users with diversified value-added services, but also further enriches the commercial territory of the Himalayas themselves.

From listening companionship to listening while shopping, the Himalayas' deep cultivation of content and social scenes has brought about not only an "ear revolution" based on the online audio industry, but also a "sound revolution" that leads to the upgrading of consumption.

From a more far-reaching social significance, the Himalayas, with the help of sound media, are also bringing technology back to human-based "value rationality".

It has been half a century since the scholar Mike Luhan put forward the view that "the media is the extension of man", but under the guidance of instrumental rationality, the alienation of the virtual world constructed by media technology to the real world has been further deepened. the dividend brought by technological empowerment does not allow more people to be seen, and there are still too many "silent majority" in hidden corners corresponding to the huge Internet world.

It is not that there is no way to break the situation. To make the sound media a real "extension" of human beings, a more universal sound ecology is needed.

In the Himalayas, users listen next to each other, and the content is truly inclusive. In the era of the spread of the "lonely economy", the Himalayas by creating a "PGC+PUGC+UGC" diversified content ecological community. Here, a large number of high-quality sound contents, such as vocal dramas, audio books, celebrity courses, crosstalk, emotional life, and parent-child growth, have crossed the boundaries of different generations and careers, bridging the digital divide and building a spiritual home for generation after generation.

As of the first half of 2021, the total duration of audio content on the Himalayan platform has reached about 2.1 billion minutes, that is, under the rich content supply of the Himalayas, one person does not listen repeatedly for more than 4, 000 years.

In the Himalayas, anchors of different generations and identities are also rising at the same time, and more and more people are being discovered, seen and liked.

For example, the 65-year-old anchor Beijing Lao Fu. As an elderly anchor, he is a serial entrepreneur who once planted land, served as a soldier, and was an inspector at the general manager level of a well-known asset management company before retiring. In the Himalayas, he became an anchor for young people to find jobs. "you can't pull a rickshaw without watching the road, but you can't watch the distance without pulling a rickshaw all day." In the latest program of "Beijing Lao Fu chat Workplace", Lao Fu uses experience to tell his story, and one young man commented: "practical, it's really worth listening to."

Elderly anchors like Lao Fu are forming a new generation of "voices" in the Himalayas. At present, there are more than 50,000 anchors over the age of 60 in the Himalayas. The "silver-haired people" who pick up the microphone have moved from the corner to the Internet stage, finding a new channel to realize their self-worth.

The old anchorman is just the corner of the kingdom of such a loud voice. In the Himalayas, you can find many different people of different ages, different occupations or different cultural backgrounds, but all of them are using sound media to fight for their dreams. These shining people in the "sound world" include stay-at-home mothers, rural teachers and young students, as well as "workers" looking for new career possibilities.

For these ordinary people, the Himalayas not only extend the radius of their lives, but also deepen the thickness of their lives. From this "Singles Day", they can make use of the diversified commercial cash system of the Himalayas to realize bigger dreams and more benefits.

For example, "Shadow Zero" has been transformed from a drama actor to an anchor. With its interesting audio book content, Zero Shaoxia has built a wonderful sound world for more than 710000 fans. This time, he participated in Singles Day audio to bring goods, this new game for "Zero Shaoxia" brought unexpected benefits, "this time I also bought a lot of food !" "

The anchorman "Little Red Persimmon" brings the product this time is the membership card. Many fans placed orders through her link, and the storytelling northeast girl was surprised by the potential of "audio with goods": "I also bought coffee this time, and audio can also carry goods like video, which is the trend of the times." "

Behind all these commercial attempts, the Himalayas take people as the value basis and amplify the accompany attribute of audio.

Mu Xin said: "the good thing about life is that it is meaningless, so there is room for its own meaning." "in this' endless' media world, the Himalayas accommodate the lives of different people, who connect countless or insipid, strong, vibrant, or wonderful lifestyles with their voices. Obviously, this has become a new field for hundreds of millions of people to record the good life.

As described by the newly launched slogan in the Himalayas, "spiritual food every day". Amid the uproar, in the sound world of the Himalayas, the "nearby disappearance" that anthropologists Xiang Biao feared may not appear, because when you open the Himalayas, all kinds of rational and warm voices will be heard in your ears. their stories will accompany generations of people to find a new distance in the spiritual world.