**: Company ID: lianhuacaijing
In the second half of this year, the smash hit short drama concept tide still has aftermath, and recently some listed companies have announced investment in the construction of new marketing channels, including short dramas.
It is worth noting that the short drama ** is generating new market effects. The most topical aspect of this year's "Double 11" is not the volume of transactions, but the brand short dramas that are in full swing, and many consumer brands have integrated with the short dramas and obtained good market responses.
Build a new marketing channel.
On December 20, Hals (002615) issued an announcement on the construction of new marketing channels, stating that the company and its subsidiaries plan to carry out the construction of new marketing channels with their own funds, including short dramas, AI digital people, film and television animation and their IP cooperation, etc., to help the integrated development of product efficiency and marketing. The first phase plans to invest RMB 5 million to 10 million, and the follow-up work will be carried out according to the implementation effect of the first phase of the project, and the total investment is expected to not exceed RMB 50 million.
In the secondary market, today's Hals one-word limit.
According to the announcement, the systematic construction of new marketing channels by Hals and its subsidiaries will help enhance brand influence, accelerate product transformation and sales growth, enhance the company's comprehensive competitiveness, and promote the company's sustainable development and growth. The project will not have a significant impact on the financial condition and operating results of the Company and its subsidiaries in the short term, but may have a positive impact on the Company's future domestic and international business and financial condition.
Hals pointed out in the announcement that the emergence of brand short dramas fully integrates brand + content, can quickly reach users, and better convey brand temperature and memory, which not only retains the independence of the new ** content, but also has a traffic mechanism and publicity value, which brings an expansion effect to brand promotion, and effectively verifies that the new ** marketing has become one of the powerful scene marketing models.
At the same time, Hals also said that in recent years, the company has continued to increase the construction of online channels, gradually completed the construction of C-oriented organizational capacity, and moved from the traditional channel department to the construction of content e-commerce. After the official announcement of the spokesperson in July this year, the event marketing of many spokespersons was completed, and good results were achieved. With the increasing breadth and depth of the influence of the new ** on people's consumption outlook and consumption behavior, in order to accelerate the expansion of the company's domestic and international markets, the company will actively use the new ** content to form interactive communication with consumers in a richer form.
Hals once pointed out in the 2023 semi-annual report that after the release of the brand spokesperson in July this year, the company's core products around Tmall stars were sold out on the same day, and the premium of star peripherals showed a beneficial effect on the increase in the unit price of products, driving the increase in comprehensive gross profit margin.
It is understood that Hals was founded in 1996 and is a Chinese cup and pot manufacturing and brand operator, and successfully landed on the small and medium-sized board of the Shenzhen Stock Exchange in September 2011, becoming the first listed stock in China's stainless steel insulation industry. Hals is mainly engaged in the R&D, design, production and sales of a variety of daily-use stainless steel vacuum insulation utensils of different materials, including stainless steel, titanium and other vacuum insulation utensils and smart water cups.
On the same day, Hals also issued an announcement that the company's 2020 restrictive ** incentive plan granted part of the second release period for the first time and reserved for the grant of part of the first release of the sale restriction period will be completed, and a total of 86 incentive objects that meet the conditions for lifting the restriction will be released, and the number of restricted ** that can be lifted is 219120,000 shares, accounting for 04697%。
Brand + short drama has become a new marketing method.
It is worth noting that short dramas are generating new market effects, and during this year's "Double Eleven" promotion, various brand short drama marketing based on consumer industry companies emerged in an endless stream, in addition to live streaming and KOL planting, more and more brands began to use short dramas for product marketing.
Short dramas usually refer to short web dramas with a single episode of one to two minutes in length, a continuous plot, and a total of 80-120 episodes.
Xinda** pointed out that short dramas, as one of the main forms of expression in the field of film and television works, are closer to the current "short, flat and fast" mobile Internet transmission mode, that is, "the length of a single episode is short, the production cost is flat, and the production cycle is short".
At present, short dramas mainly rely on account sharing and advertising to monetize, including five monetization methods: user ** ads to unlock follow-up content, recharge and consume platform points to pay for a single episode, micro short drama advertising implantation, micro short drama platform membership subscription, popular micro short drama IP monetization (including starring live broadcast with goods, etc.).
During this year's "Double 11" warm-up period and promotion, e-commerce platforms and brands have all come out to bring goods with short dramas. In terms of platform, ** joined hands with the team of "Mao Liar", the originator of domestic web dramas, to launch "Amazing Story", which uses items as clues to tell various brain-opening stories, and in ** and Tmall APP**;During the "Double Eleven" period, the Douyin platform broadcast a number of short dramas, such as "Full-time Househusband Training Program", "What is Love" and "Double A Couple Are Beautiful and Sassy", etc., which were supported by sponsors such as Proya, Five Female Doctors, and Marubeni Four Antibodies brandThe short drama "Ten Thousand Scum: The Bright Star Journey" on the Kuaishou platform was the title sponsor of Feihe Milk Powder.
In terms of brands, the most representative is Proya's brand-owned IP micro-short drama "Full-time Househusband Training Plan" launched in October, with Liu Yun as the heroine, each episode is three to four minutes long, and the total amount of the show exceeds 2300 million, a total of 16 episodes, and ranked first on the hottest list of Douyin short dramas in the first week of its launch.
It is reported that the main product of this drama is the ruby suit that focuses on anti-wrinkle and firming, and basically every episode has Proya's brand exposed, as well as the protagonist's oral broadcast. In this year's "Double 11", Proya Ruby series products topped the multi-platform beauty category.
In addition, the Chinese beauty brand "Han Shu", which is positioned in scientific anti-aging skin care, opened the short drama marketing model as early as the end of February this year, and it is understood that Han Shu cooperated with Douyin's head short drama master "Jiang Seventeen" in 5 short dramas, "Dress up with growth", "Heartbeat for more than one moment", "A beam of sunshine and a beam of love", "All love and you", "You will be popular in the end", each has 16 episodes, and the implanted product is "Han Shu Red Waist Gift Box".
Undertaking the popularity and traffic brought by short dramas, Han Shu can be said to have monopolized half of the domestic beauty market on Douyin this year. According to the statistics of Solution Consulting, from January to April this year, Han Shu's GMV on Douyin has exceeded 600 million, and the overall GMV in the first half of this year exceeded 1 billion, a year-on-year increase of 228%, mainly contributing to self-broadcasting.
The research report of Cinda ** pointed out that in addition to the original increase of a new track, short dramas and live-action film and television games will effectively make up for the problems of long production cycle, limited production capacity and insufficient ways to realize film and television IP copyrights in the film and television industry, and are expected to open up a new space for advertising traffic models and IP copyright monetization in the film and television industry.