The author | Ear East Chen
Editor| Wu Yiyi
Gu Man's new film and television, Di Li Reba, Yang Yang starred in well-known IP dramas, any of these two news released, there are many people looking forward to.
When Yang Yang Guman cooperated for the second time, and the collaborators also had Di Lieba, this expectation value was even more full.
Not only domestic audiences, but also their overseas fans will also be looking forward to it.
Since the broadcast of "Full-time Master" and "Three Lives and Three Pillow Books", Yang Yang Di Li Reba carried Chinese stories to the sea and was loved by many overseas audiences.
Recently, "You Are My Glory" was broadcast simultaneously at home and abroad, and at the same time, WeTV (Tencent Video Overseas Edition) officially announced Di Li Reba, Xiao Zhan, Yang Mi, and Yang Yang (in alphabetical order of artists' names) as global spokespersons for the platform.
The combination of artists + IP + overseas platforms is still releasing new energy.
From the perspective of the platform, the endorsement is well chosen, which can catalyze the emotional link between the user and the artist into the emotional link between the user and the platform.
The existing overseas popularity and appeal of artists can drive the influence of the platform, and then expand a greater space for the international dissemination of Chinese content. The continuous growth of user scale and rich international cooperation resources can help Chinese artists open up a broader overseas market.
Since its launch in June 2019, the development of WeTV is the epitome of the long video platform going overseas, weTV's achievements have provided a new imagination for Chinese cultural output, WeTV with the "content + marketing + artist" layout, so that domestic high-quality content to the sea to see more abundant commercial opportunities.
01
Production and broadcasting are integrated, and the story of going to sea becomes more diverse
"Chen Qingling" has repeatedly dominated the Thai Twitter hot search, Indonesian girls have chased "Alien Girl Chai Xiaoqi", global netizens have "supported" the "Creation Camp" players on WeTV, and Japanese heavyweight voice actor kazuhiko inoue has narrated for "Flavor of the World"...
The momentum of overseas friends rushing the Chinese wave is not worse than that of the Chinese people.
On the day of the finale of "Chen Qingling", it ranked first in the global hot search on Twitter.
Indonesia, which rarely touches Chinese TV dramas, "Alien Girl Chai Xiaoqi" is really fragrant after it was broadcast. When "Three Lives and Three Pillow Books" was launched, tribunNews, a well-known local media, opened a special topic to explain the story behind the exquisite costumes and props, and the Chinese snacks in the TV series were also purchased abroad through the popular broadcast of major dramas.
It can be seen that the Chinese story of going to sea has become more diverse.
Pushing forward three or five years, the Chinese stories seen by Crooked Guoren are mostly the ancient imagination of Zhen Huan Ruyi with big braids, and she never thought that she would participate in The variety shows conducted in real time in China and have a channel for voting.
In recent years, domestic video platforms have gone to sea, breaking the old tradition of the past when the ancient costumes of overseas dramas accounted for most of them, enriching the types of stories, and allowing overseas friends to have an entry point for more understanding of Chinese cultural entertainment.
Carrying these entry points is the video platform for going out to sea.
In the past, domestic dramas that were stereotyped were "costume dramas", and one of the most important reasons was that there were too few other types of works that went abroad.
Relying on Tencent Video's existing content advantages, WeTV has selected more than 10,000 hours of domestic youth idol dramas, urban emotional dramas, suspense dramas, xianxia dramas, martial arts dramas, well-received variety shows, national comics, documentaries, children's animations, etc., all of which are output at the same time.
In addition to Tencent Video's own content, WeTV has also systematically concentrated Chinese content that was previously distributed to different regional TELEVISION stations and new media on its own platform.
The large number of categories means that the audience that can be played has become wider, and then the influence of the platform has become larger, and the output of Chinese stories has become more extensive.
Most of the content is the first step in communication, which can win the recognition of locals and achieve effective dissemination, relying on the integrated mode of production and broadcasting of the platform.
In the past, domestic content went overseas, either selling copyright to overseas platforms, or relying on local netizens to spontaneously upload to the Internet. The former is a hammer deal, and what is sold along with the copyright is the right to speak about the work. Although the latter remains more original to a greater extent, non-professional dubbing + subtitles may cause some distortion of the meaning of the story.
The advantage of the integration of production and broadcasting is that it has a full voice in the content.
The platform has established in-depth cooperation with local TV stations and production companies, and dubbing subtitles and local marketing promotion issues have been controlled by multiple parties to ensure the promotion of localization of original content production.
At the same time, the integration of production and broadcasting can also ensure the simultaneous broadcast of China and foreign countries, there is no time difference, chasing dramas is not afraid of spoilers, and the audience experience will be better.
Of course, WeTV goes to sea not only for overseas Chinese, but for the whole world. The linkage with local TV stations and production companies provides conditions for the production of works suitable for overseas cultures, and overseas dramas on WeTV are not only conducive to Chinese platforms adapting to foreign environments, but also can further promote the platform with the help of locally produced content.
According to the "2020 Tencent Video Annual Index Report", the number of WeTV users increased by 175% + compared with last year, the total viewing time increased by 300%+, the user coverage of more than 110 countries and regions, and the cumulative length of overseas dubbing dramas that have been launched on the platform has exceeded 1,000 hours, and the cumulative length of online translation dramas has exceeded 10,000 hours.
The practice of independently setting up a stage to sing opera has changed the situation of Chinese stories going to sea without a door or "cabbage price" going to sea in the past, broadening the types of going to sea, but also allowing more content and seeing new opportunities.
02
Targeted marketing, artist platform win-win
Good content is afraid of not being able to go out, and I am afraid that after going out, the water and soil will not be satisfied, which will affect the results of dissemination.
WeTV went to sea and made targeted changes.
A typical example is that on the basis of the platform's self-made variety show "Creation Camp" broadcast simultaneously at home and abroad, WeTV has opened a global "support" channel, and overseas users can "support" their favorite students through WeTV, so that domestic and foreign users can synchronously and deeply participate in the program, and a strong sense of interaction can bring more overseas users' attention, and then break through the circle.
In addition, the "Creation Camp" was also broadcast live on WeTV overseas on a group night, and a second studio was set up in Thailand to carry out real-time commentary in Thai, and the live broadcast reached a record of hundreds of thousands of people booking that night, and the number of online viewers exceeded 2 million.
This series of linkage effects not only helped "Creation Camp" rush out of the country, but also increased WeTV's overseas activity and successfully pulled new ones.
While the variety show gives enough interactivity, the overseas roadshow and fan meeting held not only let overseas users feel the full benefits of chasing Chinese stars, but also better publicity for the series.
For example, before the domestic platform went to sea, Yang Yang had a large number of fans overseas with "A Slight Smile is Falling City", and after weTV was launched in 2019, the platform held a Yang Yang fan meeting in Thailand.
Yang Yang promoted his new work "Full-time Master" in Thailand, and the artist's own popularity also brought more attention to the platform.
And after the hit "Alien Girl Chai Xiaoqi", "the first time in 16 years that a Chinese artist held a fan meeting in Indonesia" is a very ritualistic thing, and the users of the drama are satisfied at the same time, moving their eyes to the background, WeTV has narrowed the distance between the actors and the audience, and also confirmed the temperature of the platform.
Hot drama fan meeting, hot comprehensive masses have the right to vote, in the long run, overseas users will have such an impression in their hearts: WeTV chasing stars, can get what they want.
In this way, the new work publicity is in place, the overseas popularity of the artist is higher, the overseas audience and the artist are closer, the platform that promotes various good things is active, the favorability will rise, and the user stickiness will be stronger.
The same is true for the selection of spokespersons, and with the blessing of artist fame, the overseas attention of the platform will be higher.
The platform is organized and targeted according to the feedback of the episodes that have been mastered, to help artists maintain their foreign careers, and artists whose careers in foreign countries have developed well can feed back to the platform through their works.
This is not only a good way to help artists open up markets outside of China, but also a good way for video platforms to maintain stability and pull new ones.
03
Inherit and innovate, and lay out a new blueprint for The Chinese story
Long video going to sea, for the platform, is a new incremental path under the circumstance that the video industry has entered the era of stock competition and the number of members is approaching the ceiling.
For the audience, the Chinese content exported by the Chinese platform has more say and more quality when it lands.
For the big topic of cultural export, the platform to go to sea also has some significance.
"Four Masterpieces", Jin Yong Wuxia, Qiong Yao's Romance, New Century Network Literature, works that are popular in the Chinese Cultural Area, the surrounding countries have never been absent from any carnival.
The hub of material civilization is naturally a transfer site for spiritual civilization, and the existing audience soil will make the cultural output smoother.
Tencent's reading has already affected overseas in the upstream online text market, and the degree of freedom in the production of its own IP is high, and the integration of production and broadcasting ensures the control of the content port.
With the progression of "content + marketing + artists", WeTV ensures the dissemination of Chinese stories abroad, so that domestic high-quality content can see richer commercialization opportunities.
With content as the center, diversified business models such as copyright trading, advertising and marketing, on-demand sharing, extended development, equity investment, and capital operation are no longer limited to China.
Customized and systematic marketing interaction is accompanied by the expansion of artists' activity scenes and international influence, and they continue to break through the circle layer in the emotional connection with overseas audiences, further releasing the multi-dimensional value of Chinese stories.
With a longer-term perspective, with reference to the Korean brands that were originally popular in Korean dramas, it is foreseeable that many of the goods involved in this link will be exported overseas along with the works.
When the platform is in line with international standards, expanding the entire industrial chain, creating new economic growth points, and maximizing benefits, the vision threshold of Chinese stories and the development prospects of Chinese artists is becoming more and more imaginative.
As a result, "domestic products going to sea" also has a new opportunity.
At night when the film and television go to sea, you can already glimpse the dawn.
A new blueprint for telling The Story of China is slowly unfolding.