When visiting relatives and friends during the Mid-Autumn Festival, have you noticed that the elderly at home have adopted new ways of doing things? Chasing the elderly version of "sweet pet dramas" and watching live broadcasts of "has-been male stars", the entertainment market f

2024-09-18 11:24:05 entertainment 6933℃

While visiting relatives and friends during the Mid-Autumn Festival, have you noticed that the elderly at home have adopted new ways of doing things? Chasing the elderly version of "sweet pet dramas" and watching live broadcasts of "has-been male stars", the entertainment market for the elderly has been particularly lively recently, which fully proves that "sunset industries are sunrise industries."

The elderly fall into the "Sweet Pet Skit"

Do you still remember the "Black Lotus Advancement Manual" which was removed from the market last year and caused an industry earthquake? Do you still remember "I Was a Stepmother in the 1980s" that hit the screen during the Spring Festival this year? After completing the harvest of the audience base of micro-short dramas, Mimeng's short drama label Tinghuadao has launched a number of popular dramas one after another. The most popular drama at the moment is the sweet pet drama "Flash Marriage My Wife Is a Rich Family" which has swept the elderly market. . In the last week of August, the middle-aged and elderly short drama "Flash Marriage My Wife Is a Rich Family" produced by Tinghua Island was launched and ranked first on the short drama hot list. As of the afternoon of September 17, the topic # flash marriage my wife is a rich family # was on the air. The total number of views on Douyin has exceeded 2.6 billion.

"Flash Marriage My Wife Is a Rich Family" tells a warm and inspiring "twilight love". The story revolves around the middle-aged heroine Shi Xiaoxiu and the middle-aged hero Lei Zhiyuan. Shi Xiaoxiu is a middle-aged woman who sells box lunches at a street stall. She experienced various misfortunes in the first half of her life but always faced them optimistically. By chance, she rescued Lei Zhiyuan's adopted daughter Lei Mengjie, and thus became acquainted with Lei Zhiyuan. With Lei Mengjie's help, the two went from strangers to acquaintances, to knowing each other, falling in love, and entering into marriage. Unexpectedly, Lei Zhiyuan is the chairman of Lei's Group, a middle-aged divorced domineering president. In the process of getting along, Lei Zhiyuan was moved by Shi Xiaoxiu's kindness, hard work and tenacity, and Shi Xiaoxiu also gradually accepted He meets Lei Zhiyuan and bravely faces the challenges of wealthy life.

has a total of 69 episodes. Each episode is from 1 and a half to 3 minutes. The plot is compact and the rhythm is fast. What is special about it is that it combines the traditional theme of the boss's sweet pet with twilight love, presenting the audience with a leap A love story across age and class. For older audiences, the realistic issues shown in the play, such as marriage choices, the complexity of wealthy families, and the elderly’s pursuit of self-worth, are not only close to their reality in life, but also touch their inner emotions.

After half a life, you can change your life against the odds. "Flash Marriage: My Wife Is a Rich Family" creates a dream for the elderly in the form of a "refreshing drama", and similar "sweet pets" exclusively for middle-aged and elderly people are available on the short drama platform. There are many short dramas, such as "The 50-year-old domineering president spoils me wildly after a flash marriage", "A 50-year-old flash marriage", "President Daddy's character is broken", etc. The trend of "senior sweet pet dramas" has quietly spread.

If we say that sweet pet short dramas have attracted the attention of many "aunt fans" by showing the love, family, friendship and other life segments of middle-aged and elderly people, "The Return of Daddy at the Peak", "Father and Tiger Son", "Old Paoer" From the perspective of a male video, "Father and Son Soldiers" and other short dramas used the comradeship, father-son relationship, etc. as selling points to successfully enter the "uncle circle". Compared with the types of short plays that young people like, these short plays for middle-aged and elderly people emphasize positive energy. The characters’ perseverance and mutual support spirit when facing difficulties in life inspire middle-aged and elderly audiences to face life positively and satisfy diverse needs. cultural entertainment needs.

"Out-of-date celebrities" become popular in the elderly friend circle

Changes in the entertainment methods of the elderly are also changing the ecology of live broadcast platforms. Celebrities who once frequently featured in popular movies and TV series have faded out of the public eye for various reasons and have been labeled as "has-beens." Nowadays, there is an interesting phenomenon. A group of "passed" male celebrities have moved to the live broadcast room of video accounts. They have not only found a second spring in their careers, but also set off a new online shopping craze among elderly friends.

Among the many stars who have joined the video account, there are many names that were once very popular but are now a little quiet: "Fourth Brother" in "The Palace Suo Pearl Curtain" He Shengming , "Xiao Jian" in the new version of "Huan Zhu Ge Ge" Gao Ziqi, "Liu Chunjiang" Chi Shuai in " The Golden Family ", "Ruthless" Zhu Yongteng in " Four Famous Catchers", and the owner of " Marriage Defense " "Beijing Youth" and many other masterpieces have a heavy responsibility ... They have had popular film and television works before, and have a broad fan base. Now they put on suits or new Chinese clothes, talk about women's awakening in the live broadcast room, share life insights, and use sincerity His attitude and professional skills have attracted the attention of middle-aged and elderly female fans, and he has become the main force of the "Silver Economy".

screenshot of Ren Zhong’s video account

The middle-aged male star’s cross-border live broadcast is not so much the transformation of the middle-aged male star as a “self-rescue” operation at the right time and place. Competition in the film and television market is becoming increasingly fierce, and many middle-aged male stars have narrowed their acting options and are faced with the embarrassing situation of having no movies to film. In order to find new ways out, they have turned to the live broadcast industry. On the video account, they are no longer the unreachable characters on the screen, but have become friends who interact closely with the audience. The topics they talk about are no longer limited to film and television works, but focus more on life, emotions and family. This down-to-earth communication method quickly won them the love and trust of middle-aged and elderly audiences.

"How scary is it for a woman to wake up?" "Never underestimate a young-looking woman"... On the homepage of He Shengming's video account, each video in the "Emotional Quotes Series" and "Female Wisdom" series has as many as Thousands of likes, including 100,000+ hits. After a period of exploration and consolidation, He Shengming created a short video character of a "high-quality middle-aged man", which is highly favored by middle-aged and elderly netizens.

Screenshot of Zhu Yongteng’s video account

For middle-aged and elderly audiences, the return of these "passed stars" brings a long-lost sense of intimacy. The male celebrities in the live broadcast room show a side other than their roles. The topics they talk about and the experiences they share are closely related to the lives of middle-aged and elderly audiences, making middle-aged and elderly friends feel the warmth of being understood and cared for. During the live broadcast process, they not only focus on the quality of goods and services, but also attach great importance to interaction and communication with the audience. Patiently answering the audience's questions, listening to the audience's opinions and suggestions, and sharing their experience and experience with the audience. This sincere attitude and professional skills have allowed them to win the trust and recognition of the audience. The sense of participation in real-time interaction makes everyone feel more comfortable. To an unprecedented level of happiness and satisfaction. In addition to "buying", middle-aged and elderly consumers also left messages, likes, and sent gifts in the comment area to express their love and support for the celebrities.

returns to reality after becoming popular

"Silver economy is a sunrise industry". The aging society has arrived, and the entertainment needs of middle-aged and elderly people have become increasingly prominent. They are eager to find emotional sustenance and spiritual comfort through film and television works, which has attracted entertainment capital to continue to invest in middle-aged and elderly people. As a result, new social phenomena such as chasing old sweet pets and watching live broadcasts of "has-been male stars" have emerged.

The rise of sweet pet dramas for the elderly is not accidental, but a true reflection of market demand. The "China Micro-Short Drama Market Development Research Report" reveals that among the user groups who pay for micro-short dramas, the paying behavior of middle-aged and elderly users aged 45 to 64 is more active, exceeding the overall average level. With its light-hearted and sweet plot, good-looking actors and well-made pictures, the sweet pet short drama satisfies the yearning and sustenance of middle-aged and elderly people for beautiful emotions. These dramas often revolve around themes such as family and love, which are highly consistent with the life experiences and emotional needs of middle-aged and elderly people, and can easily resonate with them. The "passed stars" are more like "emotional killings". They may have been the idols of middle-aged and elderly women when they were young. Watching their live broadcasts is not only a reminiscence of the past, but also brings emotional satisfaction.After many years of habit-forming on smartphones, major short video platforms have launched a series of latest content and products focusing on the "silver economy", which just satisfies middle-aged and elderly people's curiosity and desire to explore new things. However, after

became popular for a short time, problems gradually became apparent. The large number of new "senior sweet pet dramas" has exposed the serious problem of homogeneity in film and television dramas. Audiences have found that the themes of many dramas revolve around love at dusk, family recognition, family relationships, etc. There are similarities in plot settings, character creation and even line expressions. After watching several dramas, it is easy to cause aesthetic fatigue. Nowadays, short dramas are becoming more and more high-quality. The first challenge faced by short dramas for middle-aged and elderly people is how to break out of the stereotype of "the bossy president fell in love with me".

is like the once popular Internet celebrity "Xiucai", "middle-aged male star" has opened up a high-end track in the field of live broadcast to harvest middle-aged and elderly female fans. Once the freshness is over, if you want to gain fans for a long time, you have to eventually Back to the products and services themselves. The recent "Three Sheep" incident has made a lot of noise, which shows that the competition in the live broadcast market is fierce, and middle-aged male celebrities need to continuously improve their professionalism and comprehensive capabilities to adapt to market changes. At the same time, we must pay attention to the special needs and consumption habits of elderly audiences and provide more considerate and personalized services to help ourselves remain invincible in this segment.