Source of this article: Times Weekly Author: Ye Manzhi
The first short drama of "Crazy Little Brother Yang" has officially started filming.
On April 16, the official Douyin account of "Three Sheep Theater" was officially launched, and the behind-the-scenes footage of the first short play "Master Fu, Your Substitute Bride is the Boss" was exposed. There are many artists from Three Sheep in the cast, among which "Three Sheep Xiaoqi (Seventh Boss)" is one of Brother Yang's apprentices.
That night, the anchor of "Three Sheep Theater" said during an online live broadcast that the short play was being filmed, and Brother Yang was busy with work in the company and did not participate in the show.
In the comment area of the account's filming start video, some netizens asked whether they would switch to the short play route. "Three Sheep Theater" replied: "It is an extended business segment." As of press time, the account has more than 30,000 followers.
In response to questions about Three Sheep’s future plans for short plays, whether Young Brother Yang will participate in subsequent short plays, etc., on April 18, a reporter from Time Weekly contacted relevant personnel from Three Sheep’s Corporate Propaganda Department, but received no response as of press time.
Picture source: Tuchong Creative
Brother Yang’s deployment of short plays did not happen overnight. As early as November last year, Three Sheeps established a joint venture with the well-known film and television company Forest Film and Television to establish a film and television company Hefei Jubaixing Media Technology Co., Ltd. (Hereinafter referred to as "Jubaixing").
Tianyancha app shows that Jubaixing is an enterprise mainly engaged in radio, television, film and recording production industries, with a registered capital of 10 million yuan. The company is held by Hefei Sanguang Commercial Operation Management Co., Ltd. and Beijing Qiguang Technology Co., Ltd. with 65% and 35% shares respectively. Among them, Hefei Sanyang Commercial Operation Management Co., Ltd. is indirectly wholly-owned by Sanyang (Hefei) Holding Group Co., Ltd., and the actual controller is Zhang Qingyang (ie Xiao Yang).
Three Sheep's short drama track is in a stage of rapid development. iiMedia Consulting data shows that the market size of China's online micro-short dramas is on an upward trend. In 2023, the market size of China's online micro-short dramas will reach 37.39 billion yuan, a year-on-year increase of 267.65%; it is expected that the market size of China's online micro-short dramas will exceed 100 billion yuan in 2027 .
iiMedia Consulting CEO and chief analyst Zhang Yi said in an interview with a reporter from Times Weekly that judging from the current Internet industry, the short drama track is the fastest growing category, with huge traffic dividends and even higher user payment activity than TV series, movies, and long videos.
"The short drama format started in China and is absolutely competitive overseas. From the perspective of the growth space of the entire industry, there is also huge room for growth in overseas short dramas. Nowadays, overseas markets are very interested in Chinese short dramas, and their desire to pay, The operating results are very strong. "According to his prediction, in the next three years, a large number of short plays will appear overseas. "This will be a huge opportunity for Three Sheep."
In fact, Three Sheep has already tried overseas. market. In April 2023, Xiao Yang announced that the company would enter tiktok to develop live broadcast e-commerce business. In January this year, Three Sheep conducted its first live broadcast in partnership with a local celebrity in Singapore, and most of the brands it carried were local Chinese brands.
In addition to working on short plays, Xiao Yang is also constantly expanding his business territory. After diversifying and crossing boundaries, Brother Yang seems to want to tear off the label of "Internet celebrity" and advance to become an "entrepreneur".
In November 2023, Xiao Yang spent 30 million yuan to invite a number of celebrities to hold offline concerts. Not only did they attract high traffic, they also successfully attracted traffic to his own brand "Xiao Yang Zhenxuan". According to Xin Dou data, the number of online viewers of the concert reached 65.724 million, and the number of likes reached 520 million. On the night of the concert, the "Xiao Yang Zhenxuan" Douyin account gained 4.023 million followers.
In addition, Xiao Yang is also expanding his anchor matrix lineup and plans to transfer traffic to the live broadcast rooms of contracted Internet celebrities to pave the way for "retreating behind the scenes". In 2023, Brother Yang signed many Internet celebrities such as Li Paoer, Zhuo Shilin and Chen Yili. In the live broadcast of
on March 5 this year, Xiao Yang publicly revealed the live broadcast plan for 2024 and made it clear that "this year will invest more in entertainment live broadcasts and accordingly reduce the number of live broadcasts with goods." If there is a special event, he may consider letting his apprentice manage it.
After Brother Yang faded out of the live broadcast room, there was a certain impact on the sales of his live broadcast room.
Douyin data shows that in February this year, Xiao Yang’s personal account fell out of the top 20 of the short video live broadcast master list. This was the first time that he did not enter the list. In September 2023, Sanyang Network and Crazy Little Yang Ge ranked 4th and 6th on the list respectively, with sales exceeding 520 million yuan.
“Brother Yang’s time investment in the live broadcast room is gradually decreasing, which also means that the live broadcast e-commerce business of (Three Sheep) relies more on Brother Yang’s apprentices and the company’s strength to run. Overall "Look, it will be difficult for its live broadcast traffic and sales to maintain the high growth in the past." However, Zhang Yi believes that judging from the current development, new tracks and opportunities may be the real focus of the Three Sheep team. Something to delve into.
