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On May 1, the topic # Chairman Jieliya talked about his son making a short drama out of the circle # on the hot search.
In an interview with the media, Chairman Jie Liya talked about his son Shi Zhan's unexpected popularity on the Internet through the filming of the short drama "Towel Empire", saying, "I didn't expect to be on the hot search TOP1 at all, I didn't perceive the traffic heat of TOP1 at the beginning, and professionals said that if you convert it with value, you may not be able to achieve this effect if you invest tens of millions in the past." It's a bit unexpected for me to say this, so far, I've only been able to pass a million-level account. Tell him that when he slowly has a lot of followers, you have to pay more attention to your words and deeds.
The short drama "Towel Empire" is based on the background of Jie Liya's family and the personal experience of "Towel Master" Shi Zhan, which tells the story of "Towel Master" Shi Zhan who failed to start a business twice, was forced to take over the family business, and gradually grew up in the struggle with the second uncle. The plot has ups and downs and constant reversals, which has attracted the attention and discussion of a large number of netizens. Many netizens said that this kind of compact and exciting plot made them watch it with relish.
Shi Zhan, who majored in film and television performance from Communication University of China, found that netizens were interested in the story of the Jieliya family when he was shooting a self-introduction video, so he began to project his own experience into video creation. He admitted frankly that the idea of making a short drama came from his father, who was a heavy user of the short drama and gave him a lot of suggestions on content conception and other aspects.
According to the data of Qichamao, Jieliya is a towel brand registered by Jieliya Home Furnishing Co., Ltd., with a brand value of 17.551 billion yuan in 2019, and the brand value has ranked first in the industry for six consecutive years.
For Jieliya, the success of the short drama "Towel Empire" not only enhanced the brand awareness and reputation, but also demonstrated the inheritance and innovative spirit of the business family.
With the rise of online mini-dramas, more and more creators and investors are starting to pay attention to this field. Short video platforms such as Kuaishou and Douyin, as well as Internet giants such as Alibaba and Tencent, are accelerating their efforts on the short drama track. The Prospective Industry Research Institute predicts that by 2027, the size of China's micro-short drama market will exceed 100 billion yuan.
The penetration rate of short video users reaches 98%
Short video users dominate the mainland network audiovisual users, and their scale is constantly expanding. According to the "Research Report on the Development of Online Audiovisual in China (2023)", by the end of 2022, the number of online audiovisual users in mainland China has expanded to 1.040 billion, of which 1.012 billion are short video users. Compared with 2021, the use of short videos by various user groups has increased.
It is worth noting that more than half of the short video users (i.e., 50.4%) have been exposed to short dramas such as micro-short dramas, micro-variety shows and instant noodles within 3 minutes within half a year, which shows that short video users are the main audience group of online short dramas. In addition, in the first half of 2023, the penetration rate of short videos will be as high as 98%.
Platform fees are the most significant cost
As an emerging form of film and television, the production cost of short drama is relatively low, mainly composed of production cost and purchase cost. In terms of production costs, short dramas are different from traditional film and television dramas, and the requirements for actors' acting skills, popularity, and service are significantly reduced, which directly leads to the decline in production costs. First of all, short dramas often do not need to use popular stars, but tend to choose actors with lower salaries. Secondly, the short drama also has low requirements for the fineness and diversity of the scene layout. Some skits can even be filmed entirely in a single scene, which greatly reduces the cost of the scene.
According to the data provided by the short drama study room, the production cost distribution of the short play is roughly as follows: the script cost accounts for 1-2%, the actor cost accounts for 2-8%, and the production cost (including scenes, shooting, etc.) accounts for 5-10%. It is worth noting that platform fees account for the largest proportion, reaching 80-85%, mainly because short dramas need to be broadcast on major video platforms, and platform fees include copyright fees, promotion fees, etc. In addition, there may be other additional service fees or technical fees.
IP & copyright is the key to online short drama works
The difference between online short dramas and short videos is that they require copyright, that is, the authorization of the content creator, and they need to be filed with the State Administration of Radio, Film and Television, and they can only be filmed after the filing is passed. If the ICP filing is not approved, subsequent issuance cannot be carried out. Although the online skit may seem short, if there is no legal process, it may infringe intellectual property rights and cause unnecessary disputes. In addition, copyright owners and creators, as well as the quantity and quality of content, are particularly important to determine the tone of the subject matter of the work.
Wang Xiaoshu, the founder of Jiashu Technology (Bingtian Short Drama), said that the short drama market has undergone great changes in the past few years. He said that in the early years, the national daily consumption of the short drama industry was only a few thousand yuan. However, since 2021, the market has achieved phenomenal growth, jumping from a few thousand yuan to tens of millions of dollars a day now. This explosion is as high as 10,000 times, which fully illustrates the vigorous vitality and huge potential of the short drama market. From this point of view, he believes that domestic short drama companies have a deeper and more thorough understanding of the short drama model.
Zhang Yiwu, professor of the Department of Chinese at Peking University, believes that micro-short dramas are not only the wind outlet of the industry, but also have an important impact on the public, and the rapid development of micro-short dramas meets the needs of the current audience, which is an important trend in the future development of film and television and the Internet
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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