On January 29, Stephen Chow released a short video to promote the 9527 Theater. He will serve as the initiator and cooperate with the short video platform to produce online micro-short dramas. Stephen Chow will be the first successful director and famous actor to enter the industry. People who create online micro-short dramas.
Why would Stephen Chow enter the Internet micro-series at this time? Personally, I think Stephen Chow may have the following two considerations.
1
Internet celebrity traffic exceeds that of traditional entertainers
Stephen Chow has focused his energy on cultivating stars under the company in recent years, but now that short video live broadcasts have become popular, in the past, artists relied on movies and TV series to cultivate big stars. It is outdated. Now the Internet celebrities incubated by short video live broadcast platforms are more famous than the artists owned by most film and television companies, and they also have more traffic on short video live broadcast platforms.
What’s more important is that the short video live broadcast platform’s method of incubating Internet celebrity artists is shorter and faster, and the business risk of cultivating artists is much lower than that of traditional artist management companies. Sometimes celebrities are very popular on short video live broadcast platforms because of their sense of status and superiority. It is difficult to win the favor of netizens, and the influence of network traffic is not as good as that of celebrities or anchors who are Internet celebrities.
Some time ago, Crazy Little Yang, the number one Internet celebrity in short video live streaming, made a special trip to Hong Kong to visit Stephen Chow, who is their idol and role model for the two brothers. Crazy Little Yang became popular on the short video platform because of the funny short videos launched in 2021. Many of their shooting techniques and script styles were learned from Stephen Chow's movies.
I think when Stephen Chow received Crazy Young Brother in Hong Kong, he must have been very surprised that the two brothers had created a miracle of personal IP through short funny plot videos in just four or five years. Internet celebrity Xiao Yangge’s Sanguangyang Network Company was established in 2021. It mainly engages in entertainment live broadcasts, short video content commercialization, e-commerce and store operations, integrated marketing and other businesses.
According to information released by the Yaohai District Government of Hefei City, Hefei Sanguiyang Network Technology Co., Ltd.'s live broadcast sales exceeded 10 billion yuan in 2022, the company's operating service revenue was 860 million yuan, and taxes were 250 million yuan. In 2023, the output value of live streaming products will exceed 30 billion yuan, operating service revenue will reach 1.5 billion yuan, and tax payments are expected to exceed 450 million yuan.
Stephen Chow has been participating in movies since 1988. He has participated in or directed about 60 movies in total till now. Stephen Chow is so famous that it took him 30 to 40 years of hard work to achieve a total box office of over 10 billion. Crazy Young Brother took advantage of the dividends of short video live broadcasts to reach Stephen Chow's goal of 30 to 40 years in only four to five years.
Maybe Stephen Chow has also been inspired by Crazy Little Yang’s current training model for Internet celebrity anchors. With Stephen Chow’s identity and rank, it is definitely not easy to enter the market to promote live broadcasts, but if he chooses to join the Internet micro-short drama, he can also incubate and cultivate a large number of Internet celebrities. Popular artist.
Because they became famous from the short video platform, they will naturally have a fan base of short video viewers. If they have fans, they will have traffic. Once they have traffic, whether they want to monetize through live broadcasts or commercial advertising This method of monetization is shorter and faster than the traditional artist company's business model. This will undoubtedly give Stephen Chow's artist company new development opportunities.
2
The online micro-short drama market has entered an explosive period
Our online micro-short dramas have been developing for many years, but they really broke out and became a social hot spot and came into public view in 2023. At that time, some media reported that China’s online micro-short dramas were earthy and The dog-blooded drama became popular on overseas short video platforms. For a while, domestic netizens discovered that our online mini-series could actually be used as cultural exports. Netizens even shouted the slogan "Hengdian" to "Vertical Store", which means that in the past, movies and TV series were shot horizontally. , now we shoot micro-short dramas in vertical screen mode.
The industry data of online micro-short dramas also confirms this. According to a report by iiMedia Consulting, the market size of China’s online micro-short dramas will reach 37.39 billion yuan in 2023, a year-on-year increase of 267.65%. In one year, the market size of micro-short dramas will reach 37.39 billion yuan. Double or triple. The report also predicts that China’s online micro-short drama market is expected to reach 100.68 billion yuan in 2027.
According to data released by the National Film Administration, the total national movie box office in 2022 will be 30.067 billion yuan, and the total movie box office in 2023 will be 54.915 billion yuan. The market size of online micro-series in 2023 will be 2022 and 2023 respectively. 124% and 68% of the box office. Considering that there is no room for growth in movie theater screens now, which means that the movie box office has reached the ceiling, it is impossible for future movie box office to surpass the market size of online mini-series.
Stephen Chow, as a veteran filmmaker, must be familiar with these data. Facing such a huge online micro-short drama market, how could he miss this once-in-a-lifetime opportunity. Entering the online micro-short drama is also a new challenge for himself, but it is also a super dimensionality-reducing blow to the existing participants of the original online micro-short drama.
According to iiMedia Consulting’s research and analysis, currently our online micro-short dramas are mainly developed based on online Shuangwen novels, so the themes of most micro-short dramas revolve around "slapping in the face" and "counterattack" Shuang The main themes are plots, including adaptations of God of War novels, ancient time travel, rebirth and counterattack, etc. Some videos contain a large amount of "earthy" and "dog-blooded" content, and the overall market content homogeneity problem is obvious.
At the same time, because most of the teams that shoot micro-short dramas are grassroots, their early production investment costs are limited, and they do not have good supporting facilities such as script creation, costumes and props, professional photography, etc., so the quality of the micro-short dramas they produce is generally very poor. It is difficult to compare with the quality of traditional and excellent TV series.
At present, the online micro-short drama market is developing rapidly, market competition is intensifying, and it is going through a period of brutal development. In the third quarter of 2023, the official channel circulation of China's online micro-series reached 150, nearly twice the total in 2022. Starting in 2023, the State Administration of Radio, Film and Television has launched a comprehensive clean-up and rectification of online micro-shorts. It has cleaned up more than 350,000 episodes of vulgar and harmful online micro-shorts on major online video platforms, and dealt with 429 small programs that spread vulgar and harmful online micro-shorts. , 2,988 accounts.
On November 15, 2023, the State Administration of Radio, Film and Television announced that it would take multiple measures to continue the management of micro-short dramas, accelerate the formulation of the "Detailed Rules for the Creation, Production and Content Review of Online Micro-Shorts", and study and promote the inclusion of online micro-short drama apps and mini-programs into daily management. and other key measures, once again launched a one-month special rectification work, focusing on the orientation, title, content, aesthetics, personnel, publicity, broadcast, etc. of online micro-shorts, and increased the handling and exposure of illegal online micro-shorts. , further optimize algorithm recommendations and improve the ad push review mechanism.
The development history of many industries in our country generally begins with hasty development. When this new industry reaches a certain scale and exposes a series of problems, our competent authorities begin to issue relevant policies to strictly regulate the industry and make this new industry Moving in the direction of high-quality development, the online micro-short drama industry has also followed the same path, so now is the best time for big directors like Stephen Chow to enter the industry. Under the guidance of the framework of industry standards, follow the market The explosion took off and entered the game.
iiMedia Consulting survey data shows that 54% of netizens will be attracted by the excellent production quality of online micro-short dramas; 43.90% of netizens are attracted by plot themes. This data shows that if there are good production quality and plot themes, online micro-short dramas entering the market at this time are very competitive. Therefore, when a successful director and actor like Stephen Chow enters the scene, there is no doubt that he can crush all parties with dimension reduction attacks. In the future, he will definitely be able to get a good proportion of the 100 billion yuan market pie.
Based on the above two aspects of analysis, the summary is that online micro-series have a large flow and a large market. Do you think Stephen Chow can still stay in the game? Let’s look forward to Stephen Chow’s upcoming online micro-series in May. By then, 9527 will probably take us back to Stephen Chow’s peak.
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