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发表于2024-03-02 08:42:02 | 只看该作者 回帖奖励 |倒序浏览 |阅读模式
    

    From the national explosion "Cyclonus",一线资讯 which triggered a drama on the road to the beginning of the year, to the summer stalls frequently refresh the domestic type of film box office ceiling, "Disappearing her" and "Lone Note";Bean "Phoenix legend, to the micro -short drama" Escape from the British Museum ", which has harvested the popularity of the whole people ... This year, the entertainment content has a significant popularity.

    From the perspective of content ecology: strong competitiveness in the new species in the industry.Micro -short drama traffic has increased, and content creation shows vigorous vitality; variety show exploration tends to diversify, star VLOG micro -comprehensive, live variety shows, and year -old variety shows are initially met; offline performing arts are soaring, music festivals have caused young people to participate in enthusiasm.Viewing the performance.

    From the perspective of industry structure: The core position of entertainment content is migrating."Cyclonus", "Disappearing him", "The first part of the gods" and other projects in the topic of Douyin allowed the industry to further recognize the ability of the short video platform to announce, and the rise of micro -short dramas also allowed more audiences to seeThe platform creates the potential of content.

    From the perspective of business ecology, the brand's side has a more positive attitude towards entertainment marketing.Entertainment capital theory visits found that Wei Long started the drama sponsorship business for the first time this year and continued to try.Marketing method compete for users' attention.The huge engine "2023 CMO Investigation Report" shows: "88%of CMOs will actively seek high -quality content IP cooperation, 84%of CMOs will use content marketing as a plate with the most budget when the annual budget distribution."

    A few days ago, Douyin released the "2024 Douyin Entertainment Music Investment Case", which released high -quality project lists around the six major vertical projects of stars, performances, variety shows, short dramas, music, and film and television, which has aroused widespread attention in the industry.Obviously, the "live water" in the industry has ushered in a new opportunity in the entertainment industry in the "winter period".

     

    Behind the change, Xiaoyu found that the consumption habits of Volkswagen on the content side also showed a very significant three major trends:

    1. Fast and short -pace, short and refined drama.

    2. Strong interaction and promote the work of the work.

    3. More on -the -spot, acting in acting consumption needs upgrade.ꀩ xa0;##xa0;

    To some extent, this also represents the new exploration direction of the entertainment industry in the next year, and it is worthy of the attention of practitioners.

    Passionate and refined content: short comparative, short drama shine

    In the past two years, the entertainment industry once fell into the logic of "volume duration": The content team tried to use more long -lasting information output to improve the user's online duration, raising consumer viscosity to create commercial transformation.

    But this is exactly contrary to the popular viewing habits of Volkswagen in the new media era.After all, time does not mean information density, and too high viewing thresholds will scare away many pan -entertainment audiences.Taking the "2023 Short Video User Value Research Report" released by CSM as an example, even in the preset scenario of a lot of free time on weekends, 35.9%of netizens still regard short videos as "the only form of entertainment."

    As a result, under the background of media integration, on the one hand, the short video platform represented by Douyin entered the content industry, trying to create more entertainment products to meet the needs of short video users;Narrative, further closer to market consumption trends.Under the two -way combination, in the past year, more "short content" has appeared in the industry.

    The short drama "Twenty -nine" in 3 minutes, the long drama "The Legend of the Sword Gate" in the 30 -minute episode, and the variety show "The Action Full Action School" within 60 minutes.These contents that can be seen on the road of commuting, working rooms, and tea after meals are lighter and more focused on narrative logic.

    Taking micro -short dramas as an example, fineization has become the trend of the entire industry.The intensification of competition has spawned the creative upgrade of the script side, and high -quality content such as "Escape from the British Museum" has reached a phenomenon -level breaking circle.At the same time, the batch entry of traditional film and television companies has also led to a significant improvement in micro -short drama production.

     

    Looking at the variety industry, a large number of content opens the lightweight path.Different from the variety content of 2-3 hours in the past, "Mao Xuewang", "I am glad to meet you", and "Action Full Action School" are controlled in about one hour, focusing on normalized updates, relying on the series, with the series, with the series.Content creation companion.

    To some extent, these short and medium content also test the narrative level of the production team.In order to achieve the "pioneer" under the limited time, the content focusing ability of the drama comprehensive has been significantly improved.A large number of short drama teams enhance the emotional concentration by combining popular social issues and create a sense of substitution for the audience.Many micro -comprehensives have reducing the running -in period, creating explosive points through the acquaintance bureau, or relying on the clear family visit scenes and outdoor travel scenes, etc., to facilitate user understanding.

    It is worth noting that the brand also shows a higher favorability for short content.This year, brands such as Han Shu, KONO, Perrya, and Xiaodu have continued to customize the micro -short drama in Douyin.The 40th anniversary of Liang Chaowei's debut show "Life Half of Life" and Wang Hezheng's Sichuan travel diary reality show "One Travel" also gained the sponsorship of Volvo and SAIC Volkswagen respectively.

     

    "The core is shorter operation cycle, and the cost is appropriate. Generally, a micro -short drama can be completed from the project within three months, and it costs only one million levels."Tell Xiaoyu.

    At the same time, the advantages of the short video platform represented by Douyin on the data side are also strongly attractive to the brand."From content exposure data to the growth of the brand's high potential consumer population, and to the official shaking user precipitation and the transformation of the live broadcast room, there are very clear data feedback, which effectively solves the problem that the effect of sponsoring entertainment content is difficult to measure." CC said.

    More importantly, the short content also has deep customized space, which helps cooperate with the brand to talk about "concepts".Typical, for example, a micro -variety show that anchor star travel scenes, naturally has labels in the wild and travel. According to the characteristics of different main coffees such as quality artists and traffic stars, it is highly consistent with the "storytelling" demands of car products at different stages.

    In the next year, with the further upgrade of creation, the "radiation force" of these short content is expected to further improve.Xiaoyu observed that the trend of classic IP derivatives in the field of micro -short drama became more and more obvious."Life", "Twenty -nine", etc., also proves that the "light content"+"deep connotation" is accelerating.

    In the field of variety shows, taking variety shows such as "I am glad to meet you 3" and "Action Full Action School 3" as an example, these comprehensive N generations running out of short video platforms are in the period of thriving growth and are expected to be among the industry's head variety IPCamp; small volume but accurately snip the audience's mountaineering love fullness "Fate and Mountain", light narrative and anchor "Unique You", which is anchored and anchoring the reality draft track, etc.While more audiences in the short -term rhythm circle, it is easier to create a topic of the circle.

     

    Increased participation: strong interaction enthusiastic incarnation project announcement officer

    This year, there is a changeable change in the industry: the audience's participation in entertainment projects has increased significantly.Either the "Eight Poor Mirror Watching" incarnation of the details of the interpretation master, or the transformation of the excitement of the exciting content.Volkswagen is no longer satisfied with one -way viewing, but uses more entertaining gameplay to actively participate in and interacts with the project and make stalks. Each individual has carried the flag of promotion.

    "Many thermal stalks in" Cyclonus "are created by Douyin netizens." Xu Tai, vice president of Liubai Film and "Cyclonus" producer Xu Tai, said in an interview.These strong interaction content not only achieved cross -circle fermentation, but also truly precipitated into the project itself, bringing intuitive heat blessings.

    Similarly, the trend is not good when the first release, and the questioning of the subject matter of the subject matter is an example.The Douyin hot stalks gradually came out of the topic. A large number of young audience walked into the theater to watch the movie, and finally realized the schedule under the leadership of word of mouth, winning 2.6 billion+ long -term box office.

     

    It is the case of these topic marketing and emotional marketing field that made Douyin step by step to become a prolonged town of the current entertainment content.Through the positive interaction with the favorite content, the audience enjoyed the fun of making stalks, feeling the enthusiasm of the production team's response, and gaining a collective social resonance.Compared with simple chasing content, this method of participation enhances the emotional viscosity of both parties, and it is also easier to stimulate the birth of new topics and achieve a virtuous circle.

    This also provides more brands with deepening cooperation ideas.At present, many entertainment marketing brands no longer simply sponsor the content itself, but also further binded with the plot and artist, and subsequent marketing spreads on the short video platform.

    Typical, such as Jiaolan. During the hot release of "Cyclonus", Guailan and Chen Shuting played Gao Ye achieved business cooperation. Through a "Cyclonus Makeup" VLOG content planting red and liquid foundation products, it was exposed on the entire network.In an interview, the relevant person in charge of Jailan stated that in the Douyin station, this cooperation video directly brought huge traffic to the brand live broadcast room. Several waves of buying peaks were born that night, and it became a very successful draft case in Jiaolan.

     

    Similarly, Wang Xiaowou also told Xiaoyou. In March of this year, while sponsoring the drama "Star Cordinum Gancan", the brand also invited the screen CP in the play to the brand's official Douyin live room.More than 10,000 fans have been harvested.With the CP effect of the popular episodes, the brand successfully leveraged natural traffic, and also enriched the content label of the live broadcast room. In addition to selling goods, it also has a strong product propaganda effect.

    This also shows that on the basis of good works, whether it can mobilize users' interaction enthusiasm for artists and content, make good topics to build, and become the key to entertainment projects and cooperative brands.

    Next year, a new product "Popular Come", which has a new product overflowing traffic during the preparation period of the project preparation period, is a bold attempt.It is reported that this program is positioned as "film and television announcement variety shows". The strong combination of traffic artists and hit works not only helps announcement, but also meets the normal consumer needs of the entertainment audience.Moving to a short video position is expected to erupt new vitality.

    Pursuing a sense of presence: upgrade of acting consumption demand

    This year, the experience of more immersive and more sense of presence has been favored by users. The concert, music festival, and various star ceremony activities are "difficult to find".According to data from the China Performance Industry Association, in the first half of this year, a total of 193,300 operating performances were held nationwide. The box office revenue reached 16.793 billion yuan, an increase of 131%from 2021. The ARUP value of the acting activity increased significantly.

    Under the background of the continued higher fare, consumers' willingness to perform at the performance scene has not been reduced.Jay Chou, Cai Yilin, Eason Chan and other singers concert tickets were "secondary", and Midi and Strawberry Music Festival were also difficult to find.Viewing tickets with a price of more than 2,000 yuan and music festivals above 800 yuan are still snatched by users.In order to enhance the on -site experience, many consumers rushed to the scene from a long distance.Taking the Chongqing Galaxy Ark Music Festival as an example, it opened for 8 days during the 11th period, attracting up to 62,000 viewers to watch on the spot.The expansion of the offline radius further drives the expansion of the acting consumer market.

     

    The gathering of large -scale users has also attracted head labels and platforms to depart the acting activities.Taking the Douyin's Galaxy Ark Music Festival as an example, the cumulative number of offline coverage of 80,000+ and online live viewers over the past three years, 500 million online viewers.Urban cooperation and industry ecological chain construction is also relatively complete.With the further fermentation of the music industry's popularity next year, the Milky Way will achieve more accurate and deeper users to reach, and it is expected to enter a new stage of development.

    The more active performing arts consumer market has also stimulated the upgrade of innovative performance models, and it has spawned the derivative consumer demand.ꀩ xa0;##xa0; ꀩ#xa0;

    Take the Vietnamese drama version of "New Dragon Gate Inn" as an example. The audience at the performance scene is not only "watching the player", but also the "enlistencer" anytime, anywhere.The role interacts on the spot.Since the start of more than a dozen games in March, the seat rate has reached 100%, and it has also been sold out quickly one month in advance.Through context and immersive innovative performance models, IP word of mouth is quickly fermented, and it attracts 9.25 million people to watch at Douyin live broadcast for the first time.At the same time, the derivative peripherals and cultural and creative fans are purchased by the derivative peripherals and cultural and creative fans of Blind Postcard, Acrylics, metal badges.

     

    Another example is the "2024 Douyin Spring Festival Concert" that will be launched during the Spring Festival. It will gather well -known artists such as Cai Guoqing and Chen Jiahua to adopt the "double performance" mode on the offline joint and offline, so that users can choose to come to the scene and come together in the New Year.At the time of the New Year with family and friends, this model not only enriches the user's viewing experience, but also can deeply reach the core group of the festive atmosphere of the reunion, and at the same time open it to the brand owner's more deep implantation space.

    Behind this wave of investment growth: It is the growth of a large number of young users' "consumption of self -consumption". They are more willing to invest more money and time in pursuing the sense of "presence" and actual participation.Driven by the trend and interest, the show scene is rejuvenating the "money scene", providing the brand with new opportunities to reach high net worth individuals and multi -scenario channel output brand value.

    Taken together, this year's entertainment ecology shows the three major trends of typical short -term lengths, more active interaction, and pursuing a sense of presence. Users prefer new scenes, new gameplay, and new forms.The short video platform also broke out of stronger influence, promoting richer content in the entertainment industry and more mature business models.

    In the next year, with the emergence of more new species and the exploration of new products, the popularity of the entire entertainment industry is expected to further improve. More users, platforms, and brands participate in it, ushered in the dawn of spring.


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