In recent days, Mimon has become popular again, with two short dramas and a rumored income of hundreds of millions of yuan.
It hasn't been long since she last disappeared from public view. Since November last year, four short dramas produced by Mimeng's team have been removed from the entire network or banned from streaming. Also that month, the State Administration of Radio, Film and Television announced that it would strengthen the supervision and management of the micro-short drama market from seven aspects, and launch a one-month special rectification.
Now, with the familiar techniques and familiar tastes, the repeated trials and tried-and-true Mimeng hits are back, and they are a lot smarter. Netizens and industry insiders who have seen these two dramas pointed out that compared with the previous works that were taken off the shelves, the new work of the Mimeng team is more light and humorous, and the values are refreshing and correct, obviously learning the lesson of being banned.
has repeatedly bet on the hit model, adding an enviable color to Mimon's return. In the larger industrial context, short dramas are no longer the full bowl of Mimeng's team.
The ** wealth creation is undoubtedly huge, and iiMedia Consulting data shows that from 2021 to 2023, the domestic micro-short drama market size will be 36800 million yuan, 101700 million yuan, 373900 million yuan, with a compound annual growth rate of 91603%。It is estimated that the market size of micro-short dramas will exceed 100 billion yuan in 2027.
The short drama was originally just to attract traffic to online literature, but it inadvertently inserted willows and became a more explosive and huge market opportunity than online literature. In 2022, the revenue of the online text market will only be 317800 million yuan. Compared with other entertainment industries, the productivity of short dramas is not far behind, such as the domestic movie box office of 549 in 20231.5 billion yuan.
The refreshing feeling is straightforward, but the quality is low......has almost become synonymous with short dramas, no one cares about the low-threshold aesthetics of the plot that is unreasonable, and behind it is the flock of various teams that no one cares about the quality of creation.
A marketing company with a slight awareness of Internet traffic, a good at capturing social emotions, and a small film and television company ...... that has been in the film and television city all year roundMimon's teasing may be out of place in the mainstream ** field, but it can form a dimensionality reduction blow in the micro-short drama market.
However, the upgrading of the short drama industry and the market expectation of 100 billion yuan cannot just stare at the glamour of flowing income, or the luck of Mimeng passing by with policy supervision.
On the one hand, curing diseases and saving people to drive out bad money is still an important task in the micro-short drama market. From 2022 to 2023, the domestic micro-short drama market will make great strides with an average of 300 filings per month. According to the latest public information from the State Administration of Radio, Film and Television, a total of 297 short dramas will be filed in January 2024. According to a set of data released by the China Network Audiovisual Program Service Association, from November 2022 to November 2023, the regulatory authorities have cleaned up more than 25,000 vulgar and harmful micro-short dramas and more than 1.7 million episodes, and removed more than 5,800 illegal mini programs and accounts.
On the other hand, the short drama market urgently needs a strong and high-quality platform and production team to enter. At the beginning of 2024, mainstream short drama platforms such as Tencent Microvision, Douyin, and Kuaishou have disclosed plans for high-quality short dramas, and there are also mature filmmakers such as Stephen Chow and Wang Jing who are willing to enter this market.
Only with the emergence of high-quality plans and mature producers can we achieve the emergence of new benchmarks for micro-short dramas and the universal improvement of quality. Could this day have come sooner? It is not only a test of the determination of market participants, but also a test of regulatory wisdom, as well as the vote of the audience with their feet.
Otherwise, the first to be killed by Wensheng's ** large model sora must also be the ones who make quick money in the micro-short drama industry.
Beijing Business Daily commentator Zhang Xuwang.