When it comes to film and television companies such as Huace/Ketun, Noon Sunshine, Xinli, Ciwen, etc., the first reaction in the industry is basically big-name companies with coffee positions, but from the perspective of ordinary audiences, many film and television companies The popularity of coffee may need to be remeasured.
There are many big-name companies in the industry and fewer C-end companies with high brand value.
From the Baidu Index rankings of film and television companies in 2019, it can be seen that the numbers of most companies are relatively low (Baidu index stops at about 1000). In contrast, Thanks to the strong performance of "Everything is Good" and the accumulation of works over the years, Sunshine at Noon has been gaining popularity among the public and has become one of the most well-known film and television companies at the moment. Its data performance is even higher than that of Guangguang Media, which has been active in the market for many years. , Huayi Brothers.
On the whole, the awareness of TV drama companies is low among the public. "Production at noon must be a boutique" means that TV drama companies have begun to go out of the circle and gradually establish the brand image of TV drama companies in front of the audience, which also represents the future A major trend in the development of TV drama companies.
Why does ToB's business need to establish C-end brand value?
The TV drama industry is different from the film industry that directly faces consumers. TV drama companies are essentially a ToB business, which is to find ways to get video websites/TV stations to buy TV drama copyrights at high prices. Therefore, in the past, most TV drama companies cared more about customers. The sense of existence in front of Dad did not create his own brand image in front of the public.
However, the entertainment market is rapidly changing beyond imagination. Driven by the Internet, the past advertising-based (ToB) business model has gradually transformed into an advertising (ToB) + paid membership (ToC) mashup business model. Look, the growth of paid membership (ToC) may increase further. In the new market environment, the thinking of TV drama companies also needs to change. The high price of
drama series is determined by the high valuation of drama products by the video website. The valuation of drama series can be divided into two parts: advertising value + member value . If the drama company has high brand value, both There are bonus items:
1. Advertising investment relies on "big coffee", elements that are easier to convince include: big stars, big IP, serial production, production company brand (not the last good project will have good advertising revenue This is also the main reason why many dark horse explosives failed to obtain corresponding high advertising revenue). After the establishment of the brand of , a TV drama company with high consumer awareness, itself has a "star effect", and its products are relatively easier to obtain B-end Customer recognition and smooth sales. Especially for those B-end customers who are not familiar with the drama market, they have an innate persuasive advantage.
2. As for members, the well-known label comes with its own fan traffic, which is equivalent to bringing its own big IP. These fans are a good base of potential paying users, , and the biggest publicity tap. In addition to advertising and membership income, ’s production link has a strong appeal to the core resources of the production side such as actors and directors, and the cost of core elements may be lower than the industry average. In the current market environment where copyright prices are declining, has a brand premium It can directly increase project profitability.
On the other hand, the video website’s assessment of the estimated source of drama traffic includes the professional assessment of project planning, script, cast (popularity + matching), production team, etc., and this part of the assessment is often based on Historical performance shows that the necessary innovation of drama series is difficult to reflect through historical data evaluation, and the brand effect of the production team is particularly important at this time.
Having brand awareness is the first step.
A good brand needs good product support.
A good TV drama company brand is not built in a day. In addition to consumer awareness of brand building, mature skills are also needed to build a good one. The brand of the drama company needs to meet the following three conditions:
clear brand positioning. takes the Noon Sunshine as an example. It occupies the brand positioning of the "boutique national drama". It is precise and clear: In the past, audiences kept complaining about domestic dramas that were shoddy and shoddy, full of negative disappointment towards the domestic dramas. "Ingenuity works" with domestic characteristics are significantly separated from other domestic dramas, which enhances the compelling style and face of domestic dramas, and satisfies domestic audiences to a certain extent.The pride is similar to "It’s not TV, It’s HBO" of HBO in the United States. While other drama companies want to establish their own brands, they need to find more differentiated brand positioning based on their own characteristics.
continues to provide a supply of products in line with the brand positioning , through the product itself to bring high visibility, high reputation. Good products are the foundation of a high-quality brand, and a drama alone is not enough. It is necessary to continuously produce products that meet the brand positioning and continuously solidify the brand impression. The products of cover all aspects of the product, including the attitude towards the product (values), the process of manufacturing the product, the final presentation of the product, and the interaction in the later stage of the product. still takes the midday sunshine as an example. "Langya Bang" has a wave of hot spots that attract much attention, "many directors personally come on stage to film". While creating topics and satisfying curiosity, it also fits the ingenuity of the brand's flagship.
nurture a high loyal fan base. This group of is not only a loyal consumer of the series, but also a supporter and ambassador, especially in the form of the drama market tending to film, this group of fans is particularly precious. As a drama brand, it needs to continue to interact with highly loyal fan groups, maintain popularity, and cultivate fans to expand their influence.
Under the cold winter, market rules are also undergoing tremendous changes. Apart from recuperation, they are also faced with many choices. Whether to be an obscure drama supplier or to build a drama brand with many fans around the product features, the results are self-evident. I look forward to more excellent drama companies in the future to create more good drama brands .
