Source: Photo.com
On April 17, according to Nikkei, a Japanese start-up GOKKO is about to launch a micro-short series with Chinese companies, and it is expected to launch nearly 60 episodes by the middle of this month.
Each episode is only 60-90 seconds long, and through 58 episodes that unfold the plot in a row to form a story of about 90 minutes, China's "Jiashu Technology" provided the original micro-short drama for GOKKO.
The filming and editing of the short drama is handled by GOKKO, which will be launched on the local app "TopShort", using a fixed fee system of 4,500 yen (about 212 yuan) per month or 30,000 yen (about 1,413 yuan) per year, and a metered fee system such as the number of times, and the total number of views is expected to reach 100 million.
According to Qichamao data, Shanghai Jiashu Technology Co., Ltd. was established on December 13, 2019, with a registered capital of about 1.57 million yuan, and its business scope includes publication wholesale, network technical services, etc. Invested by well-known funds such as Sequoia Capital, it has completed the A+ round of financing.
At present, the overseas destinations of Chinese short drama enterprises are mainly North America and Southeast Asia, followed by South America and Europe. For example, Chinese Online's overseas short drama product ReelShort and Dianzhong Technology's overseas short drama product DramaBox are mainly aimed at the North American market.
However, Jiashu Technology has become a pioneer of Japanese short dramas. Wang Xiaoshu pointed out that the Japanese market is highly closed, users are picky, and there are self-contained aesthetics and rules, and it is not easy for outsiders to enter. Previously, Wang Xiaoshu had accumulated resources in Japan, and this time the opening of a short drama company was a continuation of the previous business.
Before Jiashu Technology came to Japan, there were few vertical screen original short dramas in the Japanese market, and now, a group of Japanese users have recharged for Jiashu Technology's overseas short drama platform TopShort. In February, TopShort surpassed Netflix in the best-selling chart of iOS (Apple App Store) in Japan.
According to the statistics of the Prospective Industry Research Institute, at present, many domestic companies have successively launched short drama apps in overseas markets: (the following rankings are in no particular order)
Prospects and trend predictions for the development of the online short drama industry in mainland China
In the online short drama industry, it is estimated that the market size of China's micro short drama will exceed 100 billion yuan in 2027. At present, the online short drama market has entered an explosive stage, the content and commercial operation model have been continuously improved, and the policy focuses on more standardized management of the short drama market.
However, due to the low threshold, low cost and short time consumption of online short dramas, it means that the content and mode of online short dramas are highly reproducible, and the product homogeneity is serious. In the future, under the orderly development of the industry, enterprises should maintain the innovation of content in order to stand out in the fiercely competitive market and create popular products with traffic quality.
Skit companies are vying to be the first to go to sea
In China, it mainly provides roles for IP, but overseas, it has become a platform side. The layout of short dramas by online text enterprises has inherent advantages: on the one hand, the rich online texts and IPs on the platform provide a foundation for the adaptation of short dramas, and a good creator ecology has been established; On the other hand, the traffic and experience accumulated in online articles can also be applied to short dramas, taking the lead in accumulating a group of original fans. In August 2022, Chinese Online launched Reel Short for the European and American markets, in October 2022, Anyue Network launched Flex TV for the Thai market, and from June to July 2023, short drama platforms such as Good Short, Mobo Reels, Mini Expisode, and 99TV were launched overseas. At present, most of the overseas short drama entrants have already had experience in going overseas with online articles in the early stage.
At present, according to the data of "TikTok Short Drama Overseas Marketing Strategy", from April to August 2023, 80% of the overseas market will go overseas to the US market, which is the primary market, and some English-speaking regions are also the second choice, such as the United Kingdom, Canada, Australia, etc. Although the domestic market in Europe and the United States has strong film and television production capabilities and a mature market system, the short drama market is relatively vacant, so it has attracted many short drama production companies.
Fang Yong, Secretary of the Party Committee of the Institute of Journalism and Communication of the Chinese Academy of Social Sciences, said that online short dramas can effectively promote the construction of an all-media communication system and make important contributions to enhancing the influence of Chinese civilization communication.
Yang Mingpin, deputy director and researcher of the Development Research Center of the State Administration of Radio, Film and Television, believes that the development of micro-short dramas and their dissemination overseas should be viewed with a rational attitude. Yang Mingpin pointed out that the major responsibility of the international dissemination of micro-short dramas is to spread China's excellent traditional culture, and compared with this goal, micro-short dramas still have a long way to go.
Prospective Economist APP Information Group
For more research and analysis of this industry, please refer to the "Analysis Report on the Development Prospects and Investment Strategic Planning of China's Network Video Industry" by Qianzhan Industry Research Institute.
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