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62 BAB III Strategi Bisnis SME Terhadap Kesuksesan Hallyu 3.1

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62 BAB III Strategi Bisnis SME Terhadap Kesuksesan Hallyu 3.1 BAB III Strategi Bisnis SME Terhadap Kesuksesan Hallyu 3.1 Bisnis Global SME Menggunakan Marketing Mix Strategy Untuk menjadi yang terdepan dalam bisnis hiburan berskala global, SME menerapkan marketing mix strategy yang terdiri dari segmenting, targeting, dan positioning (STP) pada proses pembuat konten lalu mendistribusikannya. Industri hiburan di Korea Selatan kian menjamur sehingga persaingan semakin ketat. Meningkatkan kualitas dan kreatifitas konten merupakan cara untuk tetap bisa bersaing. SME senantiasa melakukan inovasi terhadap produksi dan distribusi konten menggunakan strategi yang telah dijelaskan pada bab sebelumnya yaitu Culture Technology dan New Culture Technology yang sebenarnya saling berkaitan. Semakin beratnya persaingan menuntut SME memiliki ciri khas konten dan strategi pemasaran melalui model segmenting, targeting, dan positioning. Untuk meningkatkan kualitas dan kreatifitas konten merupakan cara untuk tetap bisa bersaing. 3.1.1 Segmenting Segmentasi merupakan elemen pertama dan penting karena memungkinkan SME fokus dalam mengelola sumber daya yang dimilikinya. Pembagian pasar menjadi segmen-segmen memberikan bayangan bagi SME untuk menentukan segmen mana yang akan menjadi fokus utama. Pembagian segmen ini dilakukan SME berdasarkan lokasi geografis, membagi pasar berdasar negara dan regional 62 karena secara umum setiap lokasi memiliki selera musik yang berbeda sehingga pendistribusian konten dapat di fokuskan di negara atau kawasan tertentu sesuai dengan keinginan pasar.64 Segmentasi dapat melalui audisi global adalah salah satu cara dalam melakukannya. Jepang, Tiongkok, Vietnam, Thailand, Indonesia, Taiwan, Amerika Serikat, Kanada, dan Argentina merupakan negara-negara yang memiliki pandangan baik mengenai Hallyu dilihat dari antusiasme konsumen dan penggemar (peserta audisi, penjualan album, viewers YouTube, dan penonton konser). Oleh karena itu, dewasa ini SME mengadakan audisi global dan fokus untuk menciptakan konten untuk di distribusikan ke negara-negara tersebut sebagai implementasi Hallyu localization. Cara tersebut efektif bila dilakukan dalam jangka waktu tertentu. Selama proses pembentukan tahap awal, SME membutuhkan waktu lama untuk membentuk Hallyu. Perencanaan untuk segmentasi diawali dengan cara menetukan nama merek. Dalam hal ini SME menciptakan istilah Kpop untuk pertama kalinya. Kemudian, program selanjutnya dilakukan mulai dari audisi global yang diadakan di negara hasil segmentasi. Fase ini sekaligus mengimplementasikan SM’s 4 Core System tahap awal yaitu casting untuk menentukan bakat baru sesuai standar SME. Kawasan Amerika Utara, Asia Timur, dan beberapa negara di Asia Tenggara seperti Thailand, Vietnam dan Indonesia adalah hasil pembagian SME berdasar letak geografis. Kemudian kota-kota besar di kawasan tersebut dijadikan sebagai tempat diselenggarakannya audisi global. 64 Colin Giligan & Richard M.S. Wilson, 2009, Strategic Marketing Planning, Burlington, UK, hal.341. 63 Setelah segmentasi pasar telah ditentukan, program training dilakukan dengan durasi bervariasi mulai dari 2-10 tahun di untuk menciptakan konten mulai dari menentukan identitas dan konsep kelompok yang akan membawakan konten tersebut. Dalam tahap pelatihan, ada banyak hal yang dipelajari mulai dari bernyanyi, menari, acting, modeling, keterampilan bahasa, dan pengembangan diri. Memasuki fase producing, terutama dalam memproduksi konten berupa lagu, SME bekerja sama dengan lebih dari 500 komposer dan penulis lagu dari seluruh dunia sehingga mampu menghasilkan lebih dari 100 sampel lagu dalam kurun waktu seminggu. Lagu-lagu tersebut diseleksi untuk ditentukan siapa yang akan membawakannya. Sebagai pionir Hallyu, SME sangat memperhatikan detail proses produksi ini. Mulai dari genre lagu, warna musik, teknik vokal, hingga visualisasi lirik lagu melalui MV. Sehingga kualitas dari produk SME tidak dipandang sebelah mata dan selalu menjadi label musik dengan produksi konten terbaik. Branding SME sukses dikarenakan memiliki perencanaan dan strategi bisnis yang matang bernama CT lalu kemudian berkembang menjadi NCT. Kesuksesan dari implementasi CT dan NCT membuat SME berani untuk berpikir kedepan perihal penciptaan konten untuk melakukan ekspansi pasar global. 1.1.2 Targeting Elemen kedua adalah targeting. Dari hasil segmenting, SME melihat adanya perbedaan selera di beberapa tempat berbeda. Membidik target itu penting karena dengan cara ini perusahaan dapat mengetahui keadaan pasar, agar distribusi konten tidak salah sasaran. Elemen ini didasarkan pada keunggulan kompetitif sebagai 64 tolak ukur keahlian perusahaan untuk menguasai segmen pasar yang telah ditentukan.65 Dalam melakukan ekspansi pasar, terdapat sebuah konsep yang digunakan SME yaitu full market coverage. Full market coverage berusaha menciptakan konten yang diterima oleh konsumen dari berbagai kalangan tanpa memandang gender, umur, maupun ras untuk menguasai pasar global. Konsep ini adalah ketika perusahaan menciptakan produk berupa konten spesial yang hanya dirilis pada waktu tertentu dan bertujuan untuk membangun reputasi baik di semua tempat. Konten tersebut seperti merilis album dan single dalam bahasa lain (Jepang, Mandarin, dan Inggris) sebagai cara untuk menarik hati penggemar lokal di negara target. Seperti yang telah dijelaskan sebelumnya, secara umum SME melakukan pembagian segmen berdasar lokasi geografis. Hingga tahun 2019, SME membidik beberapa negara sebagai target utama. 1. Jepang, Tiongkok (Asia Timur) 2. Amerika Serikat, dan Kanada (Amerika Utara) 3. Chile, dan Argentina (Amerika Selatan) 4. Jerman (Eropa) 5. Thailand, Vietnam, Malaysia, dan Indonesia Setelah mendapatkan calon bintang, kemudian melalui masa pelatihan dengan sistem in-house, persiapan untuk debut dilakukan. Umumnya, satu bintang solo atau grup tidak membidik semua semua kawasan sebagai target. SME menetapkan suatu negara atau kawasan sebagai target dengan cara mendebutkan 65 Colin Giligan & Richard M.S. Wilson, Ibid., hal.367. 65 talent dari tempat tersebut, merilis single dan album dalam bahasa selain Korea (Jepang, Mandarin, Inggris) atau melakukan debut di negara target. Ketiga cara ini telah dilakukan SME kepada para artisnya untuk melakukan ekspansi pasar. Langkah-langkah dilakukan berdasar hasil pemindaian dari kantor cabang SME. Berikut proses targeting yang delakukan SME berdasar negara yang dijadikan fokus utama tiap grup berbeda: 1. Ekspansi Karir Selebriti Ledakan popularitas budaya populer Korea terjadi di Tiongkok dan menyematkan istilah Hallyu untuk pertama kalinya. Negara ini juga memiliki populasi penduduk terbesar di dunia sehingga dipandang sebagai pasar yang menjanjikan. Hallyu pun memiliki reputasi yang baik disana sehingga SME tidak ragu untuk melakukan ekspansi pasar ke negara ini dengan cara merilis lagu dan album dalam bahasa mandarin, melakukan tur konser, membentuk sub-unit grup idola yang berbasis di Tiongkok, dan menggunakan sumber daya manusianya untuk berkarir atau berpartisipasi dalam film dan serial drama produksi Tiongkok. SME hanya mengerahkan beberapa grup saja untuk memasuki pasar Tiongkok. Beberapa diantaranya adalah Super Junior (mendebutkan Super Junior – M, dengan tambahan dua anggota yaitu Zhou Mi dan Henry Lau), solois wanita Zhang Liyin, Exo-M (sub-grup Exo yang berbasis di Tiongkok), debut solo Lay, debut WayV (sub-grup NCT yang berbasisi di Tiongkok) keterlibatan Jang Dong Gun, Siwon, Yoona, dan Victoria dalam film/serial produksi Tiongkok. 2. Ikut Serta Dalam Acara Penghargaan Di Luar Korea 66 Asia Tenggara menunjukkan respon positif terhadap perkembangan Hallyu. Hal ini dapat dilihat dari frekuensi konser musisi Korea Selatan yang meningkat dari tahun ke tahun. Grup idola SME yang memiliki fokus di Asia Tenggara adalah Super Junior. Bangkok, Manila, Jakarta, Singapura, dan Kuala Lumpur adalah target utama di kawasan Asia Tenggara dan menjadi kota langganan untuk mengadakan konser tunggal. Grup ini pun beberapa kali masuk nominasi dan memenangkan penghargaan lokal, seperti Thailand Asia SEED Award, Southeast Explosive Music Chart Awards, Philipines ASAP Viewers Choice Awards, Singapore’s e-Awards, dan Thailand Bang Awards.66 3. Tur Konser Dan Debut Luar Negeri Di kawasan Amerika Utara bukanlah target baru bagi SME. Dewasa ini, SME mulai gencar untuk melakukan promosi di Amerika. Bermula dari debut Amerika solois BoA tahun 2009, debut Amerika SNSD di tahun 2011, memasuki tangga lagu Amerika, menggelar tur konser Amerika Utara dan Kanada untuk Red Velvet dan NCT. Tur dunia SMTown III berjalan dengan sukses diadakakan di New York dan Los Angeles pada tahun 2011.67 Konser solo “SuperShow7” juga diadakan di beberapa kota di kawan ini, diantaranya Buenos Aires, Lima, Santiago, dan Mexico City. Kesuksesan album dan konser tunggal Super Junior dilanjutkan dengan SMTown Special Stage in Santiago.68 April 2019, SME mengadakan SMTown Concert di Dubai sebagai upaya 66 Billboard, Super Junior, diakses dari https://www.billboard.com/music/super-junior, pada 13/8/2019, pukul 22:36 WIB. 67 SM Entertainment, World Tour Concert, diakses dari https://www.smentertainment.com/Entertainment/Concert, pada 12/8/2019, pukul 10:42 WIB. 68 SMTown Concert Debut In South America Draws Enthusiasm From Kpop Fans, diakses dari https://en.yna.co.kr/view/AEN20190121003900315, pada 13/8/2019, pukul 9:04 WIB. 67 berikutnya memasuki pasar musik Timur Tengah.69 Bulan Juli 2019, Super Junior menggelar konser di Jeddah disambut antusiasme fans. Ini merupakan respon yang bagus sebagai awal untuk melakukan ekspansi pasar di kawasan ini.70 Tahun 2019 ini, SME
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