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Cover News Reporter Li Yuxin Xun Chao Trainee Reporter Liu Ye
When you light up your phone, will you choose to watch short videos or watch live broadcasts? According to the main findings of the "China Online Audiovisual Development Research Report (2024)", as of December 2023, the number of online audiovisual users in my country has reached 1.074 billion, among which short video applications have the highest user stickiness. In addition, short video live broadcast has a significant effect on driving consumption. The huge number of practitioners and considerable market size have promoted online audio-visual to become an important force in the new productivity of the digital economy. How does the popularity of
short videos and live broadcasts affect people’s lives and consumption patterns? On the afternoon of March 27, the "Building a New Ecosystem and Empowering New Development" short video and live streaming empowerment industry high-quality development forum was held in Chengdu as an important event of the 11th China Online Audiovisual Conference. At the scene, industry insiders from traditional media, new media, and audio-visual institutions gathered together to discuss short videos and live broadcasts to help the development of the industry.
The forum of the day was hosted by Wang Xiaohong, deputy director of the Academic Affairs Committee of Communication University of China, dean of the Undergraduate School, and director of the China Online Video Research Center. The guests shared their thoughts on micro-short plays and short films through keynote speeches, topic sharing, round-table dialogue and other links. Opinions on the development of video and live broadcast industries. How does the
short video help Harbin Ice and Snow "get out of the circle"? In the
forum, Zhu Yannan, director of the Development Research Center of the State Administration of Radio and Television, and Lu Benfu, vice president of the China National Innovation and Development Strategy Research Association and professor of the School of Economics and Management of the University of Chinese Academy of Sciences, respectively spoke about "Policy Unification of Pragmatism and Long-termism" and "Intelligent Era" He gave a keynote speech titled "Short Video Live Broadcast".
Zhu Yannan said: "The short video and live broadcast industry has shown three trends: First, the entire industry has experienced a development stage from content, traffic to capital, and fighting for capital is the highest stage of development; second, starting with Internet IP, starting from The middle and lower reaches of the industry chain are being deployed to the upstream of the industry chain; thirdly, from the account sharing model for the b-end to the live broadcast, advertising placement, and content payment for the c-end, the closed loop of the business model is completed."
Lu Benfu focused on "short video "Successful business model", "Economic analysis of short video success", "Sudden changes brought about by large models", "Whether it can catch up with sora" and other perspectives. In addition, Liu Boxian, member of the Party Leadership Group and Deputy Director of the Radio and Television Bureau of Guangxi Zhuang Autonomous Region, released the sixth "March 3" online short video competition on the spot.
In the theme sharing session, Lan Feng, member of the Standing Committee of the Harbin Municipal Party Committee and Minister of Propaganda, shared the theme of "The Internet connects the world, audiovisual and ice-snow - short videos help Harbin's ice and snow tourism go "out of the circle"" to unravel the secrets of Harbin's cultural tourism. "Splash the sky with wealth and honor". She said that this ice and snow season, Harbin has become the most popular tourist destination in the country, igniting the national ice and snow tourism market and winning a double harvest of reputation and benefits. At the same time, with the assistance of various media and online platforms at all levels across the country, the total number of readings and comments on relevant reports reached 135 billion and 1 billion respectively. "Sichuan's 'Red Panda', Guangxi's 'Xiaosandangju', Yunnan's 'Xiaojiezhu', and Guizhou's 'Xiao Zheergen' have come to Harbin in groups, forming a lively situation of north-south collaboration and regional interaction."
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Kuaishou Entertainment Business Yu Ke, the head of the plot business center of the Ministry, shared the current development situation of micro-short dramas with the title ""Short" and powerful, Kuaishou micro-short dramas create innovative and healthy development models". He said: "The number of short dramas has soared. In 2023, the total number of online dramas will exceed 1,400, with a year-on-year growth rate of 50%. As of December 2023, the number of short drama-related companies will reach 300,000. The market size of short dramas in 2023 will be nearly 40 billion , close to 70% of the film market, and the market size is expected to exceed 100 billion yuan within five years."
He also has "Please Grandma", "Nine Children", "When the Flowers Bloom", "The Reason I Returned to Seventeen" and " Taking short dramas such as "Left and Right" and "Donglan Snow" as examples, it is emphasized that the content of short dramas must adhere to high quality and value, explore new themes, and insist on being people-oriented, so as to gain a good reputation and generous returns.
How to create a healthy Internet celebrity economy in the era of traffic
?
"Internet celebrity" is a word that is frequently used in the Internet era. With the continuous development of digital means, the "Internet celebrity economy" has begun to flourish, and the huge economic benefits it has brought have also made the industry realize the powerful energy behind it. The Internet celebrity effect brings economic benefits, allowing the industry to chase traffic, but it also causes controversy and uneasiness. So how to create a healthy internet celebrity economy? At the forum, a roundtable discussion was held around this topic.
"Our understanding of healthy content is to deeply explore whether the content is healthy and whether it has the ability to spread knowledge." Zhang Jingya, executive editor of Zhihu, said at the forum. She said that the platform encourages high-quality content creators whose creations are In-depth and meaningful content, while promoting the sustainable dissemination and development of knowledge. "We believe that the quality of content directly affects traffic and commercialization. Content shows diversity and different forms, which can meet the needs of commercialization."
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As the creator of Kuaishou micro-short drama, Yizhi Lu once He gained extremely high traffic by starring in a hit micro-short drama, and then moved into the live broadcast industry, starting a career of "bringing goods". In her view, whether you are creating content as a creator or delivering goods through e-commerce, products should serve fans and bring positive guidance to fans. "I think the traffic code that can remain popular is to constantly 'renovate'. It tells fans that I am a person who is always moving forward and brings them positive content."
Nowadays, the short drama market is developing rapidly, and Chongqing is well-known mcn agency Malt Media is making efforts in this field. During the forum, Ran Xu, partner and brand marketing director of Malt Media, talked about his views on the healthy internet celebrity economy from an institutional perspective. "I think there are three points: first, long-term and sustainable development; second, bringing interesting and useful content to the audience; third, not being attracted by low-quality traffic and not selling the future for immediate benefits."
Feibo Co-creation Partnership Guo Qin, the vice president of the Xiamen Self-Media Association, also has ideas that coincide with Ran Xu to a certain extent. His organization is also an early mcn founded in China. He said that the expression of true feelings has a soothing effect on the audience, which is what content creators should stick to. "At the same time, as an organization, it is also important to find a business method that you are good at to rationally lay out and turn it into a sustainable path."
