解析SM李秀满文化走出去战略[Weekly BIZ]
东京=朝鲜日报记者 李志勋 (2011.10.19 17:34 /更正 2011.10.19 18:40)
5.5万名观众挥舞着荧光棒，形成一波波的人浪。在持续5小时30分的演出中，几乎所有观众都站着观看。每当少女时代、东方神起、Super Junior登台时，观众们就发出巨大的欢呼声，并跟着他们唱，流下激动的泪水。
看到此情此景，深刻体会到SM娱乐总裁李秀满所说的假想国家(virtual nation)这一词汇。在日本东京巨蛋体育场听着几乎全部用韩语演唱的歌曲流泪的粉丝，既是日本人，又是SM娱乐这一假想国家的民众。
当天的演出门票价格为1.28万日元。但无论是最前排，还是3层最后排座位，票价都一样。按李秀满的话说，座位根据忠诚度分配。网上预订门票时比别人快1秒就能得到最前排的座位，晚5分钟就只能得到最后面的座位。
这场演出原计划在4月举行，但因为311日本大地震被无限期延后。SM娱乐方面原想把门票钱退给歌迷，但遭到粉丝们的坚决反对。他们说：好不容易才买到票，为什么要退掉。SM娱乐只能取消退票计划，并在5个月后举行了演出。法国经济学家克劳德拉里齐曾说：不要向顾客推销产品，要让顾客自行上门，水到渠成后尽用其势。这无疑就是最典型的例子。
记者听着李秀满演唱的歌，看着他主持的电视节目长大。但记者首次与他见面时，他已是59岁，明年就到了花甲之年。虽然看起来依然年轻、充满活力，但岁月的痕迹怎么也掩饰不了。记者最先问起去年他在哈佛商学院进行的演讲。以下是采访摘要：
问：演讲题目是《不要去割自己的耳朵（Dont try to cut your ears）》，主要是什么内容？
打造一个让天才们不用学梵高割耳朵的世界。也就是说，进行针对天才的教育，建立天才受到认可的社会基础。梵高的与众不同来自别人所不具有的五感。他即使听音乐也能看到画，吃饭也能看到画。而李秀满反过来看画也能听到音乐。有一天，梵高听到风声。他看到墙在融化。这样的场景在电影中偶尔可见，梵高听声音就能看到。
问：你的意思是说，各种感觉综合起来的经验吗？
是的，凡是天才都有这样的经验。起初梵高也是用绘画来表达这种感觉，但终有一天自己也挡不住感觉，于是割掉了自己的耳朵。这是因为没有天才教育而发生的悲剧。
李秀满向韩国娱坛首次引入了体系而科学的管理系统。他选拔像梵高一样具有才华的练习生，经过长达13年的培训，将他们培养为偶像明星。他可以说是拥有演艺才华学生的校长。
◇要建立完整系统，摆脱偶然和一次性
但长达13年的长期合同引发了奴隶合同的争议。李秀满说，经过与公平交易委员会的协商，把合同期限缩短至在韩国发展时7年，在海外发展时10年。无论是对练习生，还是对经营者，13年都是一段很长的时间。这是一份承诺，即，在这段时间里负责提供培训。
▲图为，曾是歌手兼主持人的李秀满。他成立用自己的英文名字命名的SM娱乐公司，培养了无数偶像组合。照片=SM娱乐提供李秀满把签订长期合同的管理系统视为K-POP风靡全球的决定性原因。
这种管理系统连美国也没尝试过。选拔练习生签订长期合同并进行培训，在美国被禁止。美国实行代理制度，歌手和艺人成长后，委托代理公司处理业务。所以，代理公司沦落为承包企业，对有才华的人也不能进行长期投资。但作为文化产业的后起之秀，韩国和日本允许自由签订合同，所以进行长期投资。
问：您创造了CT（Culture Technology，文化技术）一词，在CT产业取胜的秘诀是什么？
IT产业被视为高风险、高收益产业。但CT产业可以说是超高风险、超高收益产业。在该产业最关键的是摆脱偶然和一次性。
他举了一个陶工的例子。假设一名优秀的陶工拥有独创的陶器制造技术。他的技术在于感觉和指尖上。如果要学习他的技术，就只能拜其为师。如果他把技术编制成文教导弟子，并通过传授技术收取版权费，就能形成一个产业。SM所要做的就是这个。把我拥有的或公司职员所拥有的技术编制成文，并通过教育传授下去。这样才能持续发展。如果缺乏完整的系统，一切都会停留在一次性的。
他主张，要创建把文化产业特有的隐性知识转换为显性知识的序列化。他的忠告不仅仅是针对娱乐产业，对面临超不确定环境的所有企业家都意义深远。通过与他的交流，深刻感受到他是一个逻辑思维严谨的人。娱乐企业的经营者容易让人以为是感性的人，但从他的言语中发现他其实是一个非常理性的人。
他说：有人担心没有李秀满，SM可能会走到尽头。于是打造了取代李秀满的复制品。他的意思是说，公司内部有由舞蹈、歌曲、Mixing等各领域6名专家组成的团队。他说：人的想法永无止境，不会仅仅停留在复制李秀满想法的程度，会出现更好的想法，SM将继续发展壮大。
◇李秀满的经营核心是忍耐
长期关注李秀满的庆北大学经营学教授李章雨将他的成功秘诀概括为追求最好的忍耐性经营。
娱乐产业是选择的延续。挑选好歌手、好的工作人员、好的音乐。李秀满就在选择的过程中始终保持耐心。为了一次选择，对无数选择对象进行严格筛选，但如果没有好苗子，就从头再来。在此过程中必然会产生不能回收的沉没成本(sunken cost)，但他并不在意。与其承受推出不满意的产品所带来的风险，他宁愿花费更多的时间和成本，直到做到最好为止进行投资和耐心等待。
▲李秀满培养的当红偶像组合少女时代。照片=韩联社SM娱乐近期将推出两个新组合。这两个组合都以同样的概念组建，将分别在韩国和中国演唱同一首歌。我们暂且将这两个组合分别称为M1和M2。SM娱乐8月在丹麦和挪威举行了音乐夏令营活动，目的在于为两个组合寻找主打歌。全世界50多名作曲家齐聚一堂，利用3至6天的时间为SM娱乐写歌。SM方面向他们展示了M1和M2组合，提出概念要求，并演示了节奏，让作曲家们自由创作。据悉，虽然举行了两次活动，但都没有找到适合M1和M2的主打歌。
这可以说是在白白浪费，但我们已经习以为常。SM娱乐的力量来自三个方面，一是培训，二是体系运作，三是重视歌曲。推出一个新组合大约需要4年。为了给东方神起写一首歌，50名作曲家耗费了心血。东方神起刚出道时花了40亿韩元，宣传唱片又花了40亿韩元。
宝儿成功进军日本后，他放眼于亚洲乃至全世界着手组建最佳组合。但因为资源有限，必须要做出选择和选定侧重点。他从多个组合中挑选最优秀的歌手，组建了豪华组合，那就是东方神起。没有入选的组合面临解散危机。但既然与他们签了合同，就要对他们负责到底。所以从多个组合中挑选舞蹈和唱功俱佳的歌手组成了一个组合，这就是Super Junior。他们为了生存付出了艰苦努力，我们也对他们感到愧疚，所以决定帮他们一把。
但Super Junior取得了意想不到的成功。目前，Super Junior在欧洲、泰国和南美成为最受欢迎的歌手。
◇韩国欲打造亚洲好莱坞
问：继美国洛杉矶后，SM旗下歌手将在麦迪逊花园广场举行演唱会，这是不是正式进军美国市场的信号？
不是。不能说是进军美国，因为美国也有SM TOWN这一假想国家的同胞，所以去那里是慰问演出。今后中国和亚洲市场将发展得比美国更大。因此没有理由一定要去美国发展。不久亚洲版好莱坞诞生后，文化中心将转移到亚洲。美国对东方音乐不了解？没关系，因为亚洲将成为文化中心。
他还说：如果亚洲出现第二个好莱坞，韩国要与日本和中国加强合作。例如，我们负责制作，日本负责宣传，导演由中国人担任。这有什么关系。韩国总人口只有4500万，如果通过合作能占领庞大的音乐市场的三分之一，按人均算还是我们受益最大。
他不断给自己制定新的目标。现在他的目标是制作像《舞动人生》一样世界著名的音乐剧，在全世界挑选不同组合进行演出。其内容是，妈妈和孩子围绕古典乐和POP发生分歧，最终两人和解并创作出更好的音乐。他说，将把SM娱乐至今创作的歌曲和新歌混合起来。
记者在写这篇报道时，看到了曾担任迈克尔杰克逊制作人的泰迪莱利为少女时代创作新专辑主打歌的新闻。李秀满说：我的梦想是通过SM娱乐培养出世界上最赚钱的作曲家。
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http://chinese.chosun.com/site/data/html_d...1019000036.html Resolution SM Lee Soo Man culture, "going out" strategy[Weekly BIZ]
Tokyo = Korean Daily News reporter Li Zhixun (2011.10.19 17:34 / corrections 2011.10.19 18:40)
55,000 spectators waving light sticks, wave after wave of people to form waves. In the last 5 hours and 30 minutes of the show, almost all of the audience stood watch. Whenever SNSD, TVXQ, Super Junior on stage, the audience cheers on loud and sing along with them, shed tears of emotion. See a scene, realized that the SM Entertainment president Lee Soo Man said, "imaginary country (virtual nation)" the word. Tokyo Dome in Japan, listening to almost all the tears with the Korean fans sang songs, both Japanese, is "SM Entertainment," the imaginary people in the country. Tickets the day the price was 1.28 million yen. But whether it is in the front row, last row of seats, or three layers, fares are the same. By Lee Soo Man's words, seat according to "loyalty" distribution. Book tickets online at one second faster than others can get the front seat, five minutes later only to get the final surface of the seat. The show originally planned to be held in April, but because of 3 11 earthquake in Japan has been postponed indefinitely. SM entertainment tickets want the money back to the original fans, but fans were firmly opposed. They said: "managed to get a ticket, why drained away." SM Entertainment can only cancel the refund plan, and held at 5 months after the performance. French economist Claude Larry Sarkozy said: "Do not sell products to customers, make customers their own home, after a matter of course to do with its potential." This is undoubtedly the most typical example. Reporters listening to Lee Soo Man singing songs, watching the TV show he hosted grow up. But he met with reporters for the first time, he is 59 years old, next year to his sixtieth year. While still looks young, vibrant, but also how to cover up the traces can not. Reporters asked about the first year at Harvard Business School for his speech. The following are excerpts: Q: The speech title is "not to cut his own ear (Don't try to cut your ears)", is mainly what? "They do not build a school for gifted Van Gogh cut off his ear in the world. In other words, for the education for the gifted, talented sanctioned the establishment of social infrastructure. Van Gogh's different from the others do not have the five senses, he even listening to music can be seen in painting, painting can be seen eating while Lee Soo Man look at the paintings in turn, can hear music one day, Van Gogh hear the wind, he saw the wall in the melt, so that the scene in the film occasionally visible, to listen to the sound you can see Van Gogh. " Q: Do you mean that combine a variety of sensory experience? "Yes, all genius have had experience at first van Gogh painting is used to express this feeling, but can not stop feeling himself one day, then cut off his ear. This is because there is no gifted education The tragedy occurred. " Lee Soo Man was first introduced to the Korean entertainment scene a system and scientific management system. His selection as talented as Van Gogh trainee, after 13 years of training, training them as idol. He can be said to have talented students performing principals. ◇ To establish a complete system, and one-time chance to get rid of 13 years, but long-term contracts lead to a "slave contract" controversy. Lee Soo Man said that after consultation with the Fair Trade Commission, the contract period be shortened to seven years of development in South Korea in overseas development for 10 years. Both for the trainee, or the operator, 13 years is a long time. This is a commitment, at this time is responsible for providing training. photo, singer and former host Lee Soo Man. He set up his own English name of SM entertainment company, has trained numerous boy bands. Photo = SM Entertainment to provideLee Soo Man to enter into long-term contract management system as a K-POP rage, the decisive reason. "This management system is the United States did not even tried. Selection of trainees and training of long-term contracts in the United States banned the U.S. implementation of agent systems, singers and artists grow, the agency's processing business, so, the agency reduced to contracting business, the talented people who can not make long-term investment, but as a cultural industry, a rising star, South Korea and Japan allow free contract, so a long-term investment. " Q: You created a CT (Culture Technology, cultural and technical) term in the CT industry, what is the secret to win? "IT industry is considered high risk, high-yield industries, but the CT industry can be said that high risk, high return industry in the industry's most critical is to get rid of occasional and one-time." He cited the example of a potter. "Assuming a good potter has a unique pottery manufacturing technology and he is feeling and technical fingertips. If you want to learn his techniques, it is only thanks to their teacher if he taught his disciples the technical preparation of written and through teach technology to collect royalties, will be able to form an industry. SM have to do is this. or my own technology company owned by employees documenting, and continue to teach through education, so that development can be sustained if the lack of complete systems, everything will stay in the one-off. " He argues that the cultural industries to create unique "tacit knowledge" to "explicit knowledge" of the serialization. His advice is not just for the entertainment industry facing "super uncertain environment" for all entrepreneurs are far-reaching. Communication with him, he is a deeply felt rigorous logical thinking person. Entertainment business operators thought it was easy to emotional person, but from his words that he is actually in a very rational person. He said: "Some people worry about not Lee Soo Man, SM may come to an end. So instead of Lee Soo Man has created the 'copy'." What he means is that, within the company by the dance, song, Mixing, etc. composed of six experts in various fields team. He said: "The idea of endless people, not merely the idea of the extent of copying Lee Soo Man, there will be a better idea, SM will continue to grow." ◇ Lee Soo Man's core business is the "patient" long-term focus Xiu Qing full North University business professor Li Zhang Yu of his secrets of success summarized as "the pursuit of the best endurance management." Entertainment industry is a continuation of choice. Selection of good singers, good staff, good music. Lee Soo Man in the selection process remain patient. For a selection, select the object of numerous rigorous screening, but without good seed, you start all over again. During this process would have not recovered the "sunk cost (sunken cost)", but he did not care. Not satisfied with the product launch to bear the risks, he would rather spend more time and cost, to invest up to be the best so far and be patient.
▲ Lee Soo Man's popular idol groups to develop their youth. Photo = YonhapSM Entertainment will soon launch two new combinations. These two combinations are the same concept formation, will be held in South Korea and China, singing the same song. Let us mix the two are known as M1 and M2. SM Entertainment in Denmark and Norway in August at the music camp activities aimed at looking for the title song for the two portfolios. More than 50 composers around the world gathered, the use of 3-6 days time for writing songs SM Entertainment. SM area to show them a combination of M1 and M2, proposed the concept of requirements and demonstrate rhythm, so that composers have creative freedom. It is reported that, although the two events were held, but did not find the title song of M1 and M2. "It can be said is wasted, but we have become accustomed. SM Entertainment's strength comes from three aspects, namely training, and second operating system, third, attention to the song. To launch a new combination of about four years. In order to TVXQ write a song, the composer spent 50 efforts. TVXQ business for the time spent 40 billion won, promotional labels, it takes four billion won. " Boa success in Japan, he started looking in Asia and the world's most established good combination. However, because of limited resources, we must make a choice and selected focus. He selected from more than one combination of the best singer, formed a combination of luxury, that is, TVXQ. "There is no dissolution of the crisis facing the selected combination, but since they signed the contract and, should they be responsible in the end, so choose from multiple combinations of dance and singing sexy singer formed a combination, this is Super Junior. They are to survival painstaking efforts, we also feel guilty about them, so I decided to help them. " But Super Junior made an unexpected success. Currently, Super Junior in Europe, Thailand and South America to become the most popular singer. ◇ Korea want to build Asia Hollywood Q: Following the United States after Los Angeles, SM singers will be held at Madison Square Garden concert, which is not officially enter the U.S. market signals? "Is not. Can not be said to enter the United States because there are SM TOWN compatriots in this hypothetical state, so there is sympathy to perform. The future development of China and Asia than the U.S. market will be bigger, so there is no reason to go to the United States must develop. Soon 'Asia Hollywood' was born, the cultural center will be transferred to Asia, the United States do not understand the music of the East? does not matter, because Asia will become the cultural center. " He added: "If a second Hollywood in Asia, with Japan, South Korea and China to strengthen cooperation, for example, we are responsible for production, Japan is responsible for publicity, as directed by the Chinese, which has anything to do with South Korea's total population is only 45 million, if cooperation can be occupied by a huge one-third of the music market, per capita count or do we benefit the most. " He kept himself a new target. Now his goal is to produce as "Billy Elliot" as the world-famous musical in the world to select different combinations of performance. Its content is, the mother and child around classical music and POP disagreement in the end they create a better settlement and music. He said that SM Entertainment will present songs and new songs mixed together. Reporters at the time of writing this report, see Michael Jackson has served as producer Teddy Riley creation of a new era for the girls album title song of the news. Lee Soo Man said: "My dream is to train by SM Entertainment, the world's most profitable composer."
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