Whoever gets rotten women gets the world?
Editor’s note: This article from the micro-channel public number “deep ring” (ID: deep-echo), of: Tingting.
There are always some wonderful business phenomena in life. They involve eating, drinking, playing, clothing, housing, and transportation. Friends and relatives are chatting, but the information about them seems to be only on the Internet. Behind the phenomenon-level enthusiasm, the business logic has yet to be resolved: Why are entrepreneurs doing it and VCs investing? Is the industry enthusiasm short-lived or the general trend?
“Shenxiang” tries to cut in from the perspective of industry, analyze the commercial charm of interesting phenomena, and make freshness become commonplace and ordinary into freshness. This is the 002th article of the “Wonderful Track” series: The Rotten Girl Economy.
Have you ever seen an actor personally “lick the cake”?
In order to be able to catch the “Dangai” express train to the top, the actors also put down their bodies. In December last year, after the news of the TV crew of the same name in Tanmei’s novel “Blessing of the Heavenly Officials” came to light, there were scenes where several male actors took the initiative to show good things to the show.
First, Ren Yankai, an actor who had appeared in the “Little Times” series of movies, actively responded “very suitable” under a certain Weibo with the topic #任言恺宜花城(“天官’s 福福” main role)#. Another fresh meat actor Li Hongyi, who has 13 million fans on Weibo, also took the initiative to post a screenshot of the animated version of “Blessings of Heavenly Officials” on Weibo, with the text “Almost Give Me a Break”. In addition, even Yu Zheng seemed to be tempted by this drama. When a fan asked “Can Xu Kai audition for Huacheng”, Yu Zheng replied that “good scripts can be performed”.
So far, the show has not officially announced the candidates for actors, but in the rumors of fixed angles, Hou Minghao, Cheng Yi, Yu Mengyu, Ding Chengxin and other popular actors appeared. The reason why so many actors are tempted by it is that to appear in “Blessing of Heavenly Officials” is equivalent to booking a “top-tier” seat.
Similar to “Chen Qing Ling”, “Blessing of the Heavenly Officials” is based on the original work of Tanmei. The original novels are all written by the same author and have a successful animation adaptation basis. The version will be directed by the same director Directed.
“Want to be the next Zhu Yilong and Wang Yibo?Let’s play and change. “This has become one of the unspoken rules of the entertainment industry. The so-called “Danchang” mentioned here is a TV series based on the IP of Danmei novels and deleting the male-male love line in the novel.
It’s not just actors who are beloved. Film and television companies, video platforms, and brokerage companies all want to take advantage of the “delayed reform” bonus. The IP, project establishment, and progress are making the number of delayed reforms blowout. According to some statistics, there are currently 59 dramas that have been registered in the case alone, which means that hundreds of actors may participate.
Small costs, high profits, and quick money. A money-grabbing war aimed at the purse of corrupt women is about to begin.
Capital enters the arena and delays the melee
“Dangai 101” was staged. It was the actors who were pushed to the front of the stage, and behind it was the capital of the melee.
Since “Chen Qingling”, Dangai drama has gone out of small workshop-style production. The names of producers, production teams, and actors have become more and more loud. The above-mentioned “Blessing of the Heavenly Officials” was jointly produced by iQiyi and the established film company Huace Film and Television and Syndicate Film and Television. Huace was established in 2005. In recent years, it has produced explosive dramas such as “Three Lives III, Ten Miles of Peach Blossom”, “Dear, Loved One”, etc., and is one of the leading film and television companies; Syndicate Film and Television was established in 2008, representing As the “Love Apartment” series.
Veteran film and television companies that have always been in the mainstream market have also filmed dramas that were once considered “small circles” and “influenced”. In addition to Huace and Syndicate, Ciwen Media produced the Dangai drama “Shanhe Ling” (adapted from Danmei’s novel “The End of the World”) and “Slaying the Wolf”. Zhonghui Film and Television has stocked projects such as “Death Kaleidoscope”, “Dinghai Floating Life Record”, “Meeting Joy” and “19 Days”. Yaoke Media grabbed “Feng Yu Jiu Tian”.
Among them, “Shanhe Order” was finalized in September last year, and it was launched on Youku Video just last night. “Slaying the Wolf” has been announced to be scheduled for August 2021 and will be broadcast on Tencent Video. Both works are from Priest, the author of Danmei, who previously made Zhu Yilong’s “Soul Soul”, and it was also from this author.
Priest is an IP treasure house. Its most popular suspense criminal investigation novel “Silent Reading”, the film and television project is also being promoted, and the broadcast platform is Youku. After the news of the filming of “Silent Reading”, it attracted many actors to take the initiative to throw an olive branch, and there were even rumors that well-known talented artists such as Zhu Yawen and Yin Zheng would play. According to the latest news, Zhang Xincheng, an actor who has been very popular since his debut in the drama “Hello, Old Times”, seems to be confirmed to appear.
The producer of “Silent Reading” is Xinpai Media, which has taken the “Chen Qing Ling”. Xinpai Media is a relatively young film and television company founded in 2015. The founder Wang Xin is a post-90s. Relying on the explosive model of “Chen Qing Ling”, Xin Pai successfully laid a foundation in the industry, and in May 2020 it also won the cross-border investment of Xiaomi. <00" data-img-size-val="580,382">
In addition, the drama “Haoyi Xing” was completed last year and is expected to be launched this year.
“Haoyi Xing” is adapted from Tanmei’s novel “Erha and His White Cat Shizun”, starring Chen Kaige’s sons Chen Feiyu and Luo Yunxi. One of the producers of “Haoyi Xing” is Otto Culture, and its actual controller is Xu Lei, who is the author of “Tomb Raiders Notes” Nanpai Sanshu. The third uncle of the Southern School who relied on the CP fan to make his home has not missed this melee.
Projects under filming include “Night Yanbai” and “Dream of Dreams”, which were launched in December last year and January this year, respectively.
Among them, “Capture the Dream” is produced by iQiyi, and one of the protagonists is Bi Wenjun, who was born in the variety show “Idol Trainee” in iQiyi’s talent show. “Night Yanbai” represents that Mango TV also wants to get a share of the market. However, the original work of “Night Yanbai”, “Bat”, is a relatively early work compared with many Tanmei IPs currently on the market, and its popularity is limited. The two protagonists Mao Zijun and Zhang Yao also have insufficient topicality, so “Yeyanbai” “The establishment and start-up of the project did not cause too much attention from the market.
As Dangai will become an increasingly large category in film and television works, actors, platforms, and capital are all bowing their heads to flattering rotten girls, and want to use the IP foundation of Danmei novels and the CP matching between male artists to suppress them. A hot style. But who can become the next Zhu Yilong and Wang Yibo? Which drama can reproduce the popularity of “Shenzhen” and “Chen Qing Ling”? Now everything is still unknown.
However, what is certain is that from the hidden carnival of the minority to the mass market under the influence of capital, the gameplay and rules of delay change have changed.
Aim at the purse of a rotten girl
In the past, the magic of the drama is that the “grass team” can also make explosives.
For example, “Addiction” and “Soul Soul” are both low-cost and fast-cycle projects. After they become popular, they can bring considerable profits to the producers. Among them, the huge profit margin makes the drama unique in the eyes of capital. charm. In addition, for the actors, before the flow artists enter the stage, what they offer is the opportunity to go from obscurity to overnight success.
The first to taste the sweetness is a web drama called “Addiction” and a writer of Tanmei novels who generate power for love.
In 2015, the first hit-and-pop drama “Counterattack” came out, produced by Chaiqiangzi Studio and Beijing Bright Baye Culture Media Co., Ltd., and adapted from Chaiqiangdan’s original Danmei novel of the same name. Looking back, this is entirely a cheap web drama filmed by the author Chai Dantang at his own expense in order to realize his dream of turning the story into a movie.
The cost of this drama is extremely low. The total cost is 1.4 million. Chaiqiang himself posted 400,000. The filming cycle of the whole drama is ten days. The two male protagonists in the play are both studying in the Department of Performance of Beijing Union UniversityStudents, filming is paid 30,000 yuan. Such a grass-roots team, the final film that was handed over is definitely not a good-looking drama, but this does not prevent the “counterattack” from becoming popular.
“Reverse Attack” stills
It can be said that the fire of “Counter Attack” has nothing to do with the final film. “Counter Attack” was already on fire during the filming process. Chai Dan, the author of Tanmei, is well versed in the psychology of rotten women. During the filming, she shared the interactive tidbits between several actors on station B and Weibo, directly making the two actors CP “Qingyu” the summer of that year. The most popular male CP. In the online voting for the “Most Popular Singer Award” at the 2016 V-List Ceremony hosted by Yinyue Channel, Qingyu CP’s popularity overwhelmed Lu Han and Li Yuchun with a chorus song, and its popularity is evident.
Although it has only become popular in the circle, the purchasing power of the rotten girl is amazing, and “Counter Attack” has achieved low-cost and high-monetization.
One of the monetization routines of “Counterattack” is to sell DVDs. The first batch of DVDs of “Counterattack” was sold on Taobao with 7,000 copies, each of which was 235 yuan. It was robbed within 3 minutes of being on the shelves. The income is 1.645 million. The second of its monetization routine is to hold a meet-and-greet. The meet-and-greet with the starring role of “Counterattack” was held from 2015 to 2016, and a VIP ticket was 880 yuan, but it would be sold out as soon as it was sold. .
“Counter Attack” meeting
Chaiqiang obtained the first pot of gold with this, and established Fengmang Culture in 2015, and subsequently won the investment of Guangming. After “Counterattack” went viral, Chai Dang copied the routine of “Counterattack” and put his other Tanmei novel “Addiction” on the screen. Chai Danang found two amateur actors, Huang Jingyu and Xu Weizhou, who also relied on the close interaction between the protagonists to create a trend. The difference is that on the basis of “Counter Attack”, whether it is the standard of shooting orThe input cost has been greatly improved, and the quality of the final product of Addiction has also improved.
After the launch of “Addiction” in 2016, it really broke the circle and became popular. Compared with the starring “Counterattack” that has been submerged and silent now, the subsequent development of Huang Jingyu and Xu Weizhou has been smoother. However, the “money collecting” process of selling DVDs and holding meetings remains unchanged.
“Addiction” stills
After “Addiction” became popular, due to multiple reasons such as the large scale and the sensitive vocabulary involved in the CP name in the play, the play was taken off the shelves before it was finished. Therefore, the subsequent changes and works that were put on the screen were deleted and modified, and the love line of the male and male CP in the play was treated as “brotherhood.”
In 2018, a “Soul of the Soul” once again proved the magic of delaying the change of small-cost explosions. With a total investment of about 100 million yuan, it is considered a big production compared to the previous drama series. Although the two actors were not popular at the time, they were both from professional classes. However, the story type of “Soul Soul” is the most money-burning magical theme, so its crude special effects and setting are still subject to many criticisms, but the acting skills of the two leading actors Zhu Yilong and Bai Yu have been well received, and once again set off a carnival of rotten girls , And made Zhu Yilong, who had been in the entertainment industry unknown for ten years, became the top performer.
“Soul of the Soul” stills
At this point, platforms and capital have flooded into the market, and the reform has ushered in an explosion.
After the influx of capital, the obvious change brought about is the increase in the production cost of the drama series. Amateur players such as Chaiqiang who love to generate electricity withdraw from the main stage. From self-entertainment in the small circle to competition among top players.
“Chen Qing Ling” is a turning point for the drama to be made by a big factory. Currently, many ongoing delays and changesAt the same time, the blessings of video platforms such as Tencent and iQiyi have also attracted established film and television companies to join the game.
Another obvious change is that Dangai began to use some famous actors or idols with their own traffic. Including Wang Yibo, who had accumulated a certain fan base through years of experience in the men’s group and host experience of “Tian Tian Shang” before “Chen Qing Ling” was launched. His appearance in the drama series made him even more popular.
In the case of traffic entering the game, the road to popularity for amateurs or non-traffic artists such as Huang Jingyu and Zhu Yilong is closed. The market at this stage has become a fierce battle for companies to make their own artists popular.
In addition, the mode of collecting money has also changed. In the early days, simple and rude “money trapping” routines such as selling DVDs and holding meet-ups were gradually abandoned. At present, in the operation of professional artist teams, it is not hoped that male artists will over-bundle male and male CPs. After gaining traffic by delaying dramas, the team still hopes that artists will enter the mainstream market. Therefore, it is now difficult to see the Danchang crew touring as many “CP meet-and-greets” like “Counterattack” and “Addiction”.
Compared with DVDs and meet-and-greets such as “cut a wave of leeks and run” routines, under the blessing of leading companies and traffic artists, the greater commercial value generated by the video platform is active. The commercial potential generated by the increase in the popularity of artists and the popularity of artists. The commercial value that the next Wang Yibo can generate is not the same as the profit return that can be generated by selling DVDs.
The prospects and Qian Jing are very attractive, but the market is still full of uncertainties.
The biggest threat comes from the possibility of “danmei” culture being suppressed at any time in today’s public opinion environment. For example, in January, it was reported that the drama of Danchang was completely suspended, and many dramas in production may face the risk of not being able to go online. In order to cope with the risks and break through the niche circles, some of the dramas try to “sex change” a male protagonist in the play to a female protagonist, but this approach often leads to resistance from the corrupt female group.
In addition, it is also a difficult problem for actors who rely on CP to de-CP in their future development. There is a proper term in the entertainment industry called “CP Purification”, which refers to the fans that artists will be attracted by CP and turn them into personal “fans only”. But it is not easy to achieve “CP purification”. Once an artist acts too “avoidance”, it is very easy for fans to feel that they have been “deceived” in the past, and thus disgust the artist.
Compared with the frequent interactions between domestic artists during the business period, and the routines that they never interact after the business period, Thailand Tanmei CP has a lot of conscience. The Thai drama industry chain is very mature, and it has a large audience in China and Southeast Asia. Because the society accepts gay men more highly, the male actors in Thai dramas have more direct love lines and can be broadcast on TV. The business period of CP can be as long as several years.
Thailand Tanmei dramas also have a strong market in China, and their monetization mode is still based on meet-and-greets. The crews of “One Year” and “Month by Month” have all come to mainland China for meetings, usually in the size of a thousand people, with a cost of less than 1 million yuan, and earn income through tickets and sponsors.
Thai drama “Annual” meeting
The third uncle of the Southern School once wrote this sentence: “A rotten woman who wins millions of soldiers will win the world.” Even when he first wrote “Tomb Raiders Notes”, he never imagined that his largest readership would be Loves the corrupt girl of CP, but over the years, he has become accustomed to arranging the “ambiguous” interaction between the two male protagonists in the article.
So, who doesn’t want to make money from a bad girl? Even the idols of the men’s group who avoid falling in love are vying to film the drama.