Article | Mou Entertainment's "Farming" caused a lot of noise after losing fans. Many Hehuo people hope that Mango will poach "Ten Qintian". After all, Mango is really good at making variety show group portraits, and the "house people" are the best example of. After the topic #开地

text | Muyu

"Farming Bar" caused a lot of noise when it lost fans. Many Hehuo people hope that Mango will poach "Ten Qintian". After all, Mango is really good at making variety show group portraits, and the "hospital person" is Best example.

After the topic #地吧fanLetMangoPoachTenQintian# became a hot search topic, the "credits" (fans from the hospital) persuaded Hehuo to quit with one sentence: Stop making trouble, Mango's "Cut" that you can't stand.

didn't quite understand this sentence at the time, but recently with the launch of "Escape Room 6 Master Edition" and the "year-round plan for hospital staff" has gradually been implemented, I finally have a real sense of how "cutting" Mango is.

Take "Escape Room 6 Master Edition" which premiered on July 25 as an example. Pu Yixing, Wen Tao, He Yunchen and other "amateur" player versions of "Escape" with good looks and high IQs were updated for the first time. There are two programs, a party and a feature film, both of which require payment to watch. The payment here at

does not only refer to the VIP membership of 30 yuan a month, but on the basis of the Mango membership of , you need to pay an additional of 12 yuan per episode to watch the program. And 12 yuan is actually a special price for members. The purchase price for non-members is 24 yuan per episode, which is almost as much as the price of a movie ticket.

In addition, it is worth noting that even if you pay extra to purchase a program, it is only valid for one year, which means that unless the program is transferred to exemption after one year, viewers will need to pay again if they want to review the program.

The "cutting of leeks" was done blatantly. Although the fans were unwilling to do so, they still obeyed. As of press time, the single episode of the "Escape 6 Master Edition" advance party has been viewed more than 50 million times, and the number of views of the first feature film has also exceeded 10 million.

And "Escape 6 Master Edition" is not a special case. The "Great Detective Experience Edition" in the "Yuan Ren Plan 2" also costs 12 yuan for a single episode for members and 24 yuan for non-members. The other one is slightly cheaper. The option is all six episodes for $48. Although the cut is blatant, the broadcast volume of each program can exceed 10 million, and the audience and purchasing power have stabilized.

In fact, whether it is "Escape 6 Master Edition" or "Detective Experience Edition", the "Year-round Plan" is essentially a member-customized variety show, which is not affected by the investment situation, but is based on member users. Developing content based on the preferences and needs is more "to c" (directly facing the user) in terms of communication scope and profit model.

For viewers, the "VIP + pay per episode" profit model of variety shows is indeed very "cut", but at a time when it is difficult to attract investment in the entire variety show market, the success of Mango member-customized variety shows provides more possibilities for the transformation of domestic variety shows .

Take money directly from users’ pockets

Why does the platform create member-customized variety shows? It is difficult for the "cut" audience to understand.

In fact, in the final analysis, it is a question of making money. The profit model of long video platforms is mainly b-side commercial advertising and c-side membership subscriptions, while the profit source of traditional domestic variety shows mainly relies on the former, which is advertising investment.

But the current situation is that the variety show market continues to be cold, and there are fewer and fewer brands investing in variety shows. The only budget the sponsor dad has is given to more reliable "old-name" variety n-generation or platform S-level projects. Some middle-waist non-S-level variety shows are facing the dilemma of "naked broadcast" or suspension. For example, Youku's "Chaoyang Dage Center" was temporarily "cancelled" because it could not attract business, and "Escape Room" 》The overall title sponsor of previous seasons, Mirinda, has also disappeared in the latest sixth season.

Under the difficult situation of attracting investment, the traditional variety show profit model is definitely becoming more and more unworkable, so it is not S-level. What to do with the project? How can a small-scale variety show still make money?

For Mango, which has always been at the top of the variety show market, it is undoubtedly the most affected by the difficulty of attracting investment. The to B model cannot work in non-S-level projects. , so mango chose to transform to to c and directly pay for from users' pockets.

In fact, to c variety shows are not uncommon in the market. The long video platform launches member value-added services such as member previews and member-derived content, which are used to attract new members and stabilize members by increasing member rights. They are also a type of variety show to c. Manifestations.

However, relatively speaking, the content creation space and profit space brought by membership value-added services are limited, and it cannot form an independent variety show. In essence, it still relies on the traditional variety show profit model, while Mango seeks independent member-customized variety shows. , represented by the successful creation of the Academy series. The

Academy Series is a program created around many "amateur" idols such as Wen Tao, Pu Yixing, Qi Sijun, , etc. It is derived from two ace variety shows of Mango TV. It was originally intended to provide escape room reviews for "Escape Room" and for "Escape Room". "Star Detective" selected detective assistants, and launched "Escape Room Master Edition" and "Star Detective: Detective Academy" in 2019, achieving unexpected success.

On the one hand, the people in the academy have their own unique charm. High IQ, high education, and good looks are the tools to attract fans. On the other hand, thanks to Mango’s content operation, they speculate on CP and group souls, and “the academy” The concept of "boy group" gradually formed, and the group of "credits" (the name of fans of the academy members) also began to grow, forming an influential fan circle.

As the IPs of "Yuanren" gradually mature, the audience group tends to be stable, the fan circle is highly active and sticky, and has released a very high commercial value. This is the premise for Mango to create member-customized variety shows around the "Yuanren". The special thing about

's member-customized variety shows that are directly facing the user is that since it is not affected by investment, there is no need to pursue topicality and popularity in content production. It only needs to serve a specific VIP audience group and produce content according to the user's preferences and needs. . On the other hand, customized variety shows that are only visible to members also mean that the program has a limited dissemination scope. It basically bids farewell to sponsors and can only rely on member income to cover costs. Therefore, the stable audience and purchasing power of are the success of member-customized variety shows and the Academy series. The key to .

At present, the "Nanbowan's Gathering" and "Forest Evolution" series created by Mango around the Academy members are all independent member-customized variety shows, while "Escape 6 Master Edition" and "Academy People's Year-round Plan" to be released in 2024 are On the basis of membership customization, a single-episode payment model has been launched, which also means that the to c variety show model of the Academy series has been passed through.

With the success of the "Yuan Ren" series, Mango TV wants more than that.

officially transformed into TO C