Huayi, Huanrui, Ningmeng... The "Puxin" film and television companies in the live broadcast industry

Rhino Entertainment Original

Text|Fat Department Editor|Park Fang

In 2023, film and television companies will do live broadcasting, I don't know whether to say it's late or early.

The pioneers have already ended as early as 2020, such as Wanda Film, Hengdian Film and Television and other film investment companies, at that time began to bring movie ticket packages; Or such as Huace Film and Television, and the head MCN agency Internet celebrity cat of Douyin beauty pendant set up a joint venture company to make red culture, and there are also single products that have rushed to the first place on the platform.

Of course, it's not the early birds that eat the worms. Live streaming will be carried out until 2023, and there are not a few who are left behind, and there are different tricks to rise to the top.

In March this year, after Huayi released its financial report, it was asked whether there was a layout for live streaming goods, which further exposed the cause of Douyin's "Yiren Star Selection" account, because Oriental Selection opened the market and was considered a new outlet for content delivery; The success of TVB has stimulated industry companies.

When Taobao shouted out new content e-commerce, crazy little brother Yang took the top spot in Douyin, and the distance between live streaming and the film and television industry seemed to have reached an unprecedented level. But in this case, why are many film and television companies almost 10,000 horses in the field of live broadcasting?

And a little research, maybe I want to ask, is this is how you live broadcast e-commerce?

Ming Meng, who entered the game, looked back

These are all lessons left by peers

Huayi live broadcast a single GMV of 1,000 yuan, it is indeed difficult for people to understand.

In the recent internal letter issued by Wang Zhonglei, live streaming was listed as the focus of the company's pursuit of innovation and change and empowerment of new ecology, emphasizing that it would "work with leading enterprise partners in the live broadcast industry to empower live broadcast formats with film and television IP innovation", and refined several IP value points such as "scene empowerment, main creator empowerment, topic empowerment, etc.".

The strategy is full, the performance is skinny, and these lofty concepts cannot be seen at the executive level. Its Douyin-operated account @Yirenxuan has 64,000 followers; the newly opened account @Yirenxuan Aimei has just exceeded 1,000 fans.

Judging from the results of the goods, the "total sales in 30 days has just exceeded 10,000 yuan" that broke out in March this year, and the doubling of the number of fans has not brought much improvement so far. During the recent "618" period on June 13, @谊人星选 single field view 6330, with sales of less than 2500 yuan; The cumulative GMV in the past 30 days is about 10,000-25,000 yuan.

Conversely, Huayi's investment in this field does not seem to be large, even during the "618" period, the live broadcast room did not come up with discount benefits; And @Yiren Xingxuan was still called "rag friendly thing" before March (the screen name of Zhao Lei, the founder of the operator Huayi Fashion, is "fashion rag"), so there should not be much official color before, and even the name was changed after being frantically complained.

In contrast, Huanrui entered the market earlier, the data seems to be much better, after cutting into the field of goods in 2021, according to the financial report, the revenue of e-commerce and live broadcast business in 2022 increased from 13.3 million yuan in the previous year to 52.77 million yuan in 2022, a year-on-year increase of 296.67%, and the proportion of total revenue increased from 3.43% in the previous year to 8.85%.

The picture is taken from Huanrui Century's 2022 financial report

But this data can not be looked at in detail, because while the revenue increased, this part of the operating cost increased by 342.58%, as high as 49.04 million yuan. Moreover, behind this, there is also a service contract dispute with a brand, which was pronounced in October last year requiring Huanrui Century to refund the brand party about 3.75 million yuan, and the reason was that the agreement requiring Huanrui to sell 15 million yuan within 6 months was only completed more than 2 million.

Huace Film and Television has not moved much now. Compared with the two fast-moving consumer goods that cooperated with the head MCN and Cehong Culture in 2020 and became platform-level hits, the financial report of Huace Film and Television in 2022 did not mention the words "live broadcast" and "bringing goods", and only retained "e-commerce" as a keyword in multiple formats.

Only film investment companies can still maintain certain performance.

Wanda Film and Hengdian Film and Television still maintain good sales data, and also continue the gameplay of "live broadcast with tickets" in 2020, compared with the ticket purchase platform, the live broadcast room ticket sales to the brand's private domain bonus is greater, and the preferential package can also have a good conversion, Wanda Film's two accounts with a monthly amount of 70-1.2 million respectively, Hengdian Film and Television's GMV in 90 days exceeded one million.

It is not difficult to find that compared with film and television content and artist management companies, the advantages of film investment companies are also more obvious, of course, it is not easy for such accounts to continue to increase data.

And Ningmeng chose to enter the MCN field at the moment, and it really takes courage to make efforts to bring short videos and live broadcasts, after all, the lessons of peers are bloodier than the other.

In the job description of the recently released (now closed) Internet celebrity agent position, Rhino Jun can see some of Ningmeng's playing ideas.

The picture is taken from the official website of BOSS Zhipin

First of all, the direction of Ningmeng MCN is not only to live broadcast delivery matrix, but to "focus on the creation of high-quality content accounts", mainly operating incubation B station and Xiaohongshu platform of life/fashion bloggers, with a clear audience; The mention of short video micro-comprehensive IP means that it will try to open up the market in the main content field and output short content other than micro-short dramas (which are responsible for good companies).

At the same time, Ningmeng MCN also put forward the direct advantage of "being able to directly push potential high-quality signatories to participate in phenomenal TV series/movies/variety shows". If this whole path goes through, Ningmeng may really be able to step on the content path to a new boundary.

But the threshold of cultivating the red person itself, Ning Meng still needs time to pass well.

It's live streaming

But it's mainly the film and television companies that are impressed

Since March this year, TVB's success has given film and television companies a shot of stimulants. After GMV exceeded 73.2 million yuan in March, on May 31, TVB's ninth Taobao live broadcast "Hong Kong Sister Session" exceeded 100 million yuan in sales, with a cumulative number of views of nearly 10 million, driving the stock price to soar by 50% on June 2.

There are many peers who think "the eldest husband should be like this" and "he can take his place". But if you compare with the above-mentioned Chinese film and television companies, it is not difficult to find that TVB has exclusive advantages.

On the one hand, the hardware, the emotional value of TVB and the uniqueness of Cantonese content have formed a differentiation from the main carriers in the market; In particular, the number of high-value IPs under its umbrella is also considerable after decades of accumulation, bringing huge room for conversion.

Looking at the software on this basis, TVB has taken out considerable resources and attitudes, not only frequently inviting the recognizable Emperor TV queens to "go down", but also according to the selection of goods brought by each scene, combined with the classic drama IP scene and even invite the corresponding actors to appear, the first scene is to buy abalone under the "Heart Storm" set, and the second scene is to sell cross-border goods in the "rush to the sky" aircraft cabin, which really converts the IP.

Previously, the imagination of the live broadcast prospects of film and television companies mainly includes several aspects, the first is its star resources, which can drive traffic; Secondly, IP linkage brings goods, which meets the needs of content e-commerce; The third is to make possible improvements to the existing live broadcast content.

People, celebrities explore the way; goods, artists + content empowerment; Farm, IP packaging.

This logic, TVB did go through, but other companies could not keep up with the rhythm. Taking Huayi Brothers as an example, neither the "Rag Friendly Things" live broadcast room nor the current @Yiren Star Selection has come up with much actual resources.

Huayi Fashion once revealed in the live broadcast room that it will invite big coffee to sit in town from time to time, and the live broadcast time will also be adjusted, but so far only one founder of Huayi Fashion Zhao Lei, in addition to the blogger early, star Lin Jiayi, its signed singer Yanan and an assistant named Xiaoya, this lineup is difficult to imagine that it was taken out of Huayi's official live broadcast room.

In addition, although the main "star same" products, the unit price of the products in the @Yiren Star Selection live broadcast room is generally low, and the highest is only 148 yuan for Changshawen and You crayfish. To make the current audience believe that 699 can't afford a pair of socks stars, it is somewhat difficult to consume these products, not to mention that the live broadcast room is full of shareholders who urge the two Wang to bring goods.

For most film and television companies, the TVB model does not work. On the one hand, the relationship between celebrities and companies is not so bound and long-term, and there are still many considerations to bring goods to the end; On the other hand, most of the content of each company does not reach the emotional level, and it is more difficult to convert. The IP core of "artist + content" is not hard enough, and the logic of "people and goods" is not smooth.

Like AIGC, most companies live stream goods, not believing that it can really make much difference to the company's performance, but aiming to tell a good story.

But it is undeniable that IP does have many possibilities in the era of content e-commerce, and if you are willing to show an attitude to do a good job in this part of the business, film and television companies actually have the opportunity to diversify their businesses. The premise is that whether it is IP development or the development of new industries, we must show a little attitude of moving forward.