Wen Li River. The Spring Festival has always been an important window to observe the development and transformation of China's entertainment market. As the grandest traditional festival in China, the Spring Festival is the first time for family reunions and national cultural consumption. It not only carries strong cultural feelings, but also highlights the collective tendency of national sentiment.
In recent years, cinema films represented by "Man Jianghong", "The Wandering Earth 2" and "Hot and Hot" have continued to dominate the hot spots of the Spring Festival, proving the cluster effect and market appeal of the offline entertainment industry in festival cultural consumption. At the same time, online content is not far behind, and the "online Spring Festival file" represented by the long ** platform has become another hot spot in the entertainment market in addition to traditional cinema movies.
From "The World" in the 2022 Spring Festival file to "Hurricane" in the 2023 Spring Festival file, it can be said that in the trend of "online Spring Festival files", iQiyi's film and television content has always been a strong hegemon. This year is no exception, and its production of "South to North" has once again become the choice of more users in the fierce online Spring Festival competition. The show was launched before the holiday, and the ratings exploded during the Spring Festival, and the user** time during the Spring Festival soared by 400% compared with before the Spring Festival, and the content popularity after the festival exceeded 9500. In the entire drama market during the Spring Festival, "South to North" is also a winner, and the effective ** list of Yunhe feature films shows that the show has dominated the list for many days, and its market share has risen all the way to 239% occupies the first place, and the ratings of the show's premiere on CCTV broke 3, which also significantly surpassed other programs in the same period.
Why can iQIYI's content always win attention during the Spring Festival and contribute phenomenal entertainment content and talking points? This is closely related to its focus on content quality. From the artistic attainments of the main creative team, the depth of script creation, the sincere touching of the actors' performances to the high standard of production, its content has reached the high quality standards expected by the audience.
More importantly, iQIYI is good at having a keen insight into social trends, and is good at empathizing with the audience, that is, grasping the pulse of the evolution of the times and individual emotional resonance, focusing on reflecting the feelings of the family and the country and the accurate content positioning in line with the special atmosphere of the schedule. In other words, iQIYI has a deep pursuit of content creation, and they are using high-quality entertainment products to promote and practice mainstream values that resonate with the whole society, and this mainstream value is more suitable and even amplified in the festive atmosphere of the Spring Festival. This is also the meaning of schedule and scheduling for content.
Taking "South to North" as an example, the play tells the life of a train, the warmth and coldness of a group of neighbors, witnessing the innovation and development of Chinese society in the past 50 years, and the inheritance of the spirit of the new and old generations of railway police officers. The values of family and country feelings advocated by it, the nostalgic emotional scenes of the era it creates, and the atmosphere of light comedy echo each other with the emotional needs of the audience during the Spring Festival.
It can be seen that high-quality, emotionally resonant content can firmly capture the hearts of the audience. In addition to "South to North", iQiyi's self-made "Dog Leftover Run", "Amai in the Army", "Fairy Sword Four" 3 new dramas, "Hurricane", "Lotus Building", "The World" and other old dramas are also sought after, clearly outlining the overall appearance of the "popular" dramas of the online Spring Festival file. iQIYI Cloud Cinema's "Action Master Season" The three main films "Blocking the Horse and Grabbing the Knife", "No One in the Eyes 2" and "Hunting Evil" also hit the emotions of the majority of action movie users, so that action movies, the business card of Chinese films, were verified by the market during the Spring Festival. These contents not only provide a common entertainment program for family reunion moments, but also subtly strengthen cultural heritage and practical significance. We can also see that what is conveyed through the screen is not only the attraction of the storyline, but also an important way to unite the national spirit and express emotional resonance.
Whether it is a drama, variety show or movie, by embedding the stories of small people into the social changes in the background, most of iQIYI's content not only shows the bitterness and happiness of individuals, but also shows the collective dreams and struggles, forming a deep resonance in the hearts of the people. This kind of value-oriented creation not only enriches the content, but also effectively leads the thinking and aesthetics of society, thus highlighting its unique advantages in the highly competitive content market. As Wang Xiaohui, chief content officer of iQIYI, believes, "The role of ordinary people is closely echoed by the times, and content creators should have the responsibility to create works that stand with every ordinary person forever, so that the aesthetics can be raised by an inch and the thinking can be taken forward."
Under the guidance of such a concept, iQIYI's content creation and platform tonality resonate with the needs of the Spring Festival stalls, which is not only an important strategy for it to lead again and again, but also the cornerstone of its long-term development. To sum up, iQIYI dismantles the logic behind "Family Carnival" one by one, and understands that entertainment content is a cultural product, not only to provide entertainment, but also to assume the responsibility of transmitting positive energy and leading social trends. Through such a content strategy, the platform continues to promote its own development, and it is also providing a higher level of spiritual food for the audience, which is the reason why it can continue to dominate the online Spring Festival stalls, and continue to practice the important background of "long-termism".