Observation of Zhejiang Cultural Industry: How to use "small" to promote "big" in micro dramas?
2024-11-22
This year, we have received more than 370 film crews. "Recently, Zhang Congcong, deputy director of Linying Factory in Linping District, Hangzhou City, Zhejiang Province, said in an interview that since its opening in November 2023, many micro dramas and short drama products have entered the domestic and international markets after leaving the factory. In the recently released "Top 10 Influential Events in the Micro Drama Industry", "Linping Gathers to Build a 'National Micro Drama City'" was successfully selected as one of the top 10 influential events. In recent years, micro dramas have rapidly emerged as an important trend in the online audiovisual industry, with phrases such as' horizontal stores turning into vertical stores' and 'domineering CEOs falling in love with me'. The production process of micro dramas is short and the investment volume is small, which may not seem impressive, but even with "small", one can still achieve "big" success. In Zhejiang, a new cultural industry represented by micro dramas is rapidly developing and growing. There are both platform bases like Hengdian and Xiangshan that continue to make efforts here, as well as regional new forces like Linping and Yuhang accelerating their rise. Focusing on Hengdian, which has gathered more than 2000 film and television companies, under the trend of micro dramas and short dramas, Hengdian has undergone tremendous changes and is jokingly referred to as the "vertical store". The White Paper on the Development of China's Micro Drama Industry (2024) states that according to industry institutions' estimates, the market size of China's micro drama industry will reach 50.44 billion yuan by 2024. How to seize the development opportunities of micro dramas? In October 2024, the Hengdian International Short Drama Alliance was officially established with the aim of building an international "production platform" that integrates production value, competitiveness, and uniqueness, and promoting the overseas distribution and promotion of short drama works. As one of the initiators of the alliance, Yang Zhiwei, Chairman of Hengdian Film and Television City, stated that in recent years, the global film and television industry has undergone rapid changes, and audience demands have become fragmented and diversified. As a flexible, rapid, and life oriented art form, short dramas are facing unprecedented development opportunities. Whether it is emotional resonance or cultural inheritance, micro dramas and short dramas have become important carriers for connecting global audiences across cultural barriers. We have two short dramas with overseas revenues exceeding ten million US dollars Tang Amber, the producer of the intangible cultural heritage short drama "Glazed Beauty" and the founder of Spring Reel, Xili Quanming, stated in an interview that through cooperation with Chinese female writers, the company translated and polished the localized script, and then filmed and produced it in New York, USA. "This innovative collaboration model not only makes the work more relevant to overseas markets, but also successfully attracts the participation of many overseas actors. Tang Amber frankly stated that the company's overseas works cover two categories: entertainment and cultural. In terms of entertainment, their micro dramas quickly won the love of overseas audiences through light hearted and humorous plots and vivid performances; In terms of cultural significance, by participating in the "Intangible Cultural Heritage Going Global" program, the company has launched intangible cultural heritage short dramas with themes of blue and white porcelain and lacquer embroidery, successfully bringing traditional Chinese culture to the world. How can small production stimulate large industries in Zhejiang? In recent years, falling in love with a city through a drama has become a popular trend among young people for cultural and tourism check-in. Since 2024, Zhejiang Province has fully leveraged the advantages of cultural, radio, television, and tourism integration, actively responded to the National Radio and Television Administration's "Travel with Micro Dramas" creative plan, and launched the "Travel with Micro Dramas" excellent works selection competition. Taking Wuyi County in Jinhua City as an example, the micro drama "Take You to a Good Place" that it participated in the production not only successfully selected for the first batch of recommended catalogs under the "Travel with Micro Drama" program of the State Administration of Radio, Film and Television, but also amplified the IP value of Wuyi's tourist attractions after its popularity. Especially during this year's National Day holiday, the tourist reception volume of the filming locations such as Yuyuan Ancient Village and Huatian Meidi in the drama has significantly increased, and the tourism revenue has also significantly increased. Huatian Meidi received 300000 tourists, with a tourism revenue of 25 million yuan, fully reflecting the huge potential of micro dramas in promoting cultural tourism integration and enhancing the popularity of tourist destinations. Mini dramas can add unlimited materials In the opinion of film critic Li Xingwen, micro dramas have unlimited potential and are suitable for exploring and expressing various themes and emotions, with high inclusiveness and plasticity. For example, while actively exploring the "micro drama+cultural tourism" model, Linping has also created the "micro drama+advanced manufacturing" model, guiding audio-visual enterprises in the area to work together with "temporary product manufacturing" enterprises such as Boss Electric and Xio Elevator to create micro dramas around corporate culture, brand concepts, product functions, etc. Through numerous vivid cases of micro dramas that promote "small" over "big", it can be found that micro dramas are deeply integrated with various industries. Looking ahead to the future, Chen Guangsheng, Secretary of the Party Group and Director of the Zhejiang Provincial Department of Culture, Radio, Television and Tourism, suggested that the role of "effective market+proactive government" should be well played, and market mechanisms should be used to solve market problems. The government should strengthen macro guidance and content supervision. "As for Zhejiang, it is necessary to further supplement and strengthen the chain with industrial thinking, pay attention to planning guidance, avoid rushing forward and scattering, and create a more fair and dynamic environment for industrial development. (New Society)
Edit：Momo Responsible editor：Chen Zhaozhao
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