Freshly obtained pork rib rice cakes, 15 yuan a piece, queue for half an hour; The British suite of the Peace Hotel rose to 16,888 yuan a night, and the hotel** was blown up; There are also butterfly cakes in international restaurants and Dingsheng cakes in Xinghualou, these time-honored snacks are being robbed by young people.
With the popularity of "Flowers", the same style in the play went out of the circle overnight. The iconic scene of Huanghe Road has changed from an outdated old street to an Internet celebrity check-in place, and some netizens even ridiculed that "Flowers" has boosted the GDP of Huanghe Road, which is crowded with people who come to take pictures every day, and the road is full of "people from the crowd".
The same style of film and television dramas has always been a traffic password, especially to catch up with the broadcast of popular dramas, while the drama party has gained word-of-mouth and ratings, it has also fed many businesses, and even made unfamous goods, shops, streets, and cities become popular overnight.
For example, the hit "Hurricane" in early 2023 brought fire to the pig's foot noodles and filming location Jiangmen, which were not well known to the public before; "Going to a Windy Place", which will also be released in early 2023, directly makes Fengyangyi Village, Dali, where the Windy Courtyard is located, a popular tourist attraction; and today's "Flowers", not only has a time-honored brand like Xiandelai become an Internet celebrity, but all kinds of **"Flowers" launched by the Peace Hotel have also been quickly sold out.
The power of the show has even spread to **, and a wave of "flower concept stocks" has appeared on the hot search, attracting experts to come out in time to remind that "some ** heat has a certain short-term and speculative nature, calling on investors to remain rational." ”
Merchants also quickly took advantage of the marketing to catch this wave of wealth, everyone or marked the same style in the play, or launched a customized **, the effect is also immediate, but if it is stained with the label of a popular drama, not only can the amount of ** be doubled, but the product ** can also be doubled immediately.
How much business can a popular film and television drama leverage?
A variety of the same business
For many people, unlocking the same style of film and television dramas is a novel and fun thing, from the iconic attractions in the play, to a piece of food and an accessory, netizens will chase the drama with the "eight-fold mirror" and pick out the same style one by one, which also makes the same type of film and television drama over the years varied.
We have classified the same paragraphs of these film and television dramas according to elements such as **, production difficulty, and affected people.
The first category is the most common affordable snacks and clothing styles.
The characteristic of this kind of same style is that they are recurring content in the play, such as the male and female protagonists will show it every time they meet, and the real thing itself is not expensive, it belongs to the type that the public can afford, so the popularity of this kind of same style is also the highest.
For example, when "Flowers" was on the air, Miss Wang, one of the heroines, liked to eat pork rib rice cakes, her uncle's favorite Dingsheng cake, and the actor Bao Zong (played by Hu Ge) always ate a bowl of soaking rice at night, and other Shanghai snacks were all on the hot search, as well as the pig's foot noodles that Gao Qiqiang often eats in "Hurricane", and the crispy duck with taro paste that Zhao Lusi loves to eat in "Secretly Can't Hide".
Although this kind of same paragraph is not high, that is, the lunch money of the workers, it has a strong appeal. It is often the same style, and the store is full of people, and the same snacks on the takeaway platform are also sold out in an instant.
After staying in Shanghai for 5 years, Mengmeng never dared to try Shanghai snacks because she didn't like sweets, but after the release of "Flowers", she gave up her time to sleep lazily on weekends after just watching a few episodes, took the subway for 40 minutes, ran to the Xian Lai main store, and checked in Miss Wang's rice cake with the same ribs.
Image source Official stills of Douban's "Flowers".
Mengmeng told us that pork rib rice cakes belong to Shanghai characteristics, and they are sold in many stores, and Xian Delai also belongs to the chain, but she is trying it for the play, so she must go to the same place in the play to check in.
After waiting in line for half an hour, it was Mengmeng's turn to order, and she quickly ordered a **, including two rice cakes and a soup, a total of 33 yuan. "Although this dish is sweet, it is not too greasy, and it is delicious when dipped in the soy sauce in the store. Mengmeng said.
How popular is Fresh now? Due to the inability to queue online, the door of this house is almost full of people standing in line every day from the opening to the closing. Mengmeng said that there were not many people who came to this store before, and most of them were local elderly and children, and now there are people of all ages. After she finished eating, there was a street of people lined up outside, and it even became a sight.
The second category is the same paragraph, which is the filming location. Similar to the first category, they are also markers in the play, but they are circled in a specific venue, which also makes it impossible for many businesses to copy at will, and netizens also need to spend some time and money if they want to punch in the same paragraph.
For example, the Peace Hotel, Huanghe Road in "Flowers", Jiangmen in "Hurricane", Shaxi Ancient Town, Fengyangyi Village in "To a Windy Place", etc.
Among them, Huanghe Road is a typical representative of the dividends of film and television dramas, and through "Flowers", it has transformed from a depressed old street in Shanghai to an Internet celebrity street.
Ms. Zhao, 50, who lives in Shanghai, told us that the Yellow River Road is very lively now, and not only locals come to relive the old Shanghai in their memories, but also many Internet celebrities come to take pictures. Ms. Zhao thinks that no matter who visits, it will be a good thing for the Yellow River Road. When she walked this path last month, she couldn't see a few people at all.
The third type of the same paragraph is very different from the first two categories, it is not a single item or a certain place, but an attitude or way of life conveyed in the play, thus driving an industry.
For example, "Going to a Windy Place" has made more young people understand sojourn, so they stay away from the first-tier cities and stay in Dali for a few months to experience the slow life.
Sojourner Liu Li told us that she and the heroine Xu Hongdou in the play had a similar experience, "Xu Hongdou lost her best friend, I am out of love, after seeing "To a Windy Place", I immediately bought a ticket to Dali and lived in Dali for almost a year. She found that there were many young people who came to live in Dali, and many of them wanted to heal here like her.
According to local ** reports, from July 1, 2023 to August 20, 2023 alone, Dali Station sent a total of 212 passengers40,000 person-times, a year-on-year increase of 491%, Dali Station broke the record of sending passengers in a single day for 7 times, setting the "hottest" in history. Some netizens even ridiculed that each seagull in Dali has to receive 30 tourists.
The last category is the same paragraph as some "evil doors". The characteristic of this kind of same paragraph is that it is so popular that there is no discipline and logic, and the number of times it appears in the drama is not much, and some even require the audience to hold a magnifying glass to watch, but because it involves an important turning point of the protagonist, it was picked up by netizens.
For example, in "Hurricane", Gao Qiqiang mentioned that he understood a lot of truths after reading "The Art of War" recommended by An Xin, and many viewers felt that this was the key to his transformation from a fish seller to a behind-the-scenes boss, so "The Art of War" topped the **hot search, and was also selected as the top ten commodities in 2023.
There is also tangerine peel given by Gao Qiqiang to his godfather, which is called **luxury. According to data, during the broadcast of "Hurricane", Xinhui Chen Pi on the e-commerce platform was on the hot search list, and the purchase volume also increased by 71% in a week.
However, to the surprise of many netizens, it was the "flower concept stock" this time.
In the play, the Baoying War, the 601** mentioned by Mr. Bao, and the first fashion stock that Mr. Bao wanted to build, all of which were picked up by netizens and found a realistic counterpart, resulting in a limit for Founder Technology and Xinhua Media. Some netizens even said, "Follow Mr. Bao, don't worry about eating and drinking, just stud." There are also experts who call for the hit of "Flowers" to bring some vitality to the A** field, but everyone also needs to stay calm.
The same trademark of the drama series is also the same business that cannot be ignored. Every time a hit drama is broadcast, the name of the play, the name of the protagonist in the play, important props and other content will be frantically registered by everyone, and it is a hand speed.
This time, the drama party of "Flowers" has a strong sense of action, and trademarks such as "Shanghai Flowers", "Flowers", "Bu Ring" and "Miss Wang" have been registered by Wong Kar Wai Company, but it is a little regrettable that it has not been able to win the trademark "Mr. Bao". According to reports, the trademark has been registered by a company in 2018.
It is not difficult to find that there are various categories of film and television dramas with the same style, which not only cover clothing, food, housing and transportation, but also sometimes affect the stock price.
How profitable is it to make the same style in the play? For many merchants, the wealth brought by the hit drama has to be accepted, so everyone is thinking about how to do the same business.
We found that the threshold for doing the same business in film and television dramas is not high, and the current operation methods of merchants can be divided into two typesOne is a straightforward rub, such as directly labeling your own products with the "xxx same style" label, and the other is more advanced and takes the customized route.
The hit of "Flowers" not only made the freshly obtained pork rib rice cakes popular, but also made "Miss Wang's same style" appear one after another.
Open the takeaway software, many merchants who marked Shanghai's local dishes put the pork ribs rice cake on the recommended position, and deliberately marked the "flower version of the pork rib rice cake", the price is about 50 yuan, and some merchants even directly changed their avatars to the stills of "Flowers". Some netizens said that some schools and company canteens also posted special dish recommendations, writing Miss Wang's brand of the same pork rib rice cake.
Many customers are already surprised by this kind of operation, although they know that the taste is likely to be inauthentic, but they also want to join in the fun. "Anyway, it costs more than 50 yuan, Miss Wang takes a bite, I follow a bite, and there is a sense of substitution. Lan Lan, who likes to check in the same food, said.
Lan Lan told us that when "Hurricane" was on the air, in Jiangmen, Guangdong, almost every shop with pork knuckle noodles would write "Hurricane with the same style", although the taste is not the same, but many tourists are here to join in the fun, and do not care too much, most people will come to a bowl out of curiosity.
According to relevant data, during the popular broadcast of "Hurricane", Guangdong pork foot noodle takeaway orders increased by 1 year-on-year2 times, of which the growth rate of Guangzhou pork knuckle noodle takeaway exceeded 7 times.
In 2023, "Going to a Windy Place" will be broadcast, so that Fengyangyi Village, where the windy courtyard is located in the play, will also usher in a wave of tourists. Tang Weiqun, who opened a folk art experience store in Fengyangyi Village, Dali, introduced that before the broadcast of the series, there were only four stores on the entire road, namely tie-dye, coffee, handmade clothing, and commissary. After the episode aired, the number of tourists skyrocketed by several thousand a day, and now there are about 30 merchants in the entire village, and there are still 30 or 40 stalls on the road.
Everyone also knows that this is the heat brought by "Going to a Windy Place", Tang Weiqun told Dingjiao that many newly opened stores will hang out the same products or stills in the play, and every intersection in the village is marked with a street sign of the wind courtyard.
And that's not all,The entire homestay industry in Dali is rubbing the popularity of this drama. ”Dada, the owner of a homestay in Dali for 5 years, said.
Dada now rents out the homestay, and the slogan it gives to the homestay is to meet interesting people in a windy place, "and will also tell tenants that if they rent here, they can meet Xu Hongdou and become Xu Hongdou." ”
The benefits are obvious, there are many customers who have attracted and many long-term rentals, many customers who only stayed for a day or two in the past, and now there are a lot of people who live for a month or two. Dada did not disclose the specific turnover, but he said that at the hottest time, the revenue can be twice as high as before.
Dada told us that the short-term rental houses in the ancient city and Erhai Lake, the ** of single rooms ranged from 2,000 yuan to 5,000 yuan per month, and the homestays in the village were relatively low, about 1,500 yuan per month. Although ** is not low, but because of the wind of this drama, there are many young people who come to Dali to live, and in the peak tourist season, customers need to book a few months in advance.
Another way for merchants to do the same business is customization, which is relatively high, and requires merchants to design according to the content of film and television dramas, but the benefits are immediate.
For example, the Peace Hotel has launched Flowers**, as well as Flowers, Suites.
Among them, Fanhua** includes classic dishes in the play such as dry fried beef river, pork ribs and rice cakes, and this meal for two is priced at 1460 yuan, and customers also need to pay 166% service charge, a meal totals about 1,700 yuan.
With the popularity of the show, the British suite was booked separately, and the same style of flowers was marked on the third-party platform, as high as 16,888 yuan a night, which was more than 5,000 yuan more expensive than the characteristic river-view suite of the nine countries. During the Spring Festival, the suite is as high as 22,888 yuan a night.
During the Spring Festival, the British Flower Suite**This** immediately sparked heated discussions among netizens, and many people said that a month's salary for workers was not enough to stay for one night.
Leonardo, who likes to check in various hotels, told usThe hit of "Flowers" directly more than doubled the ** of British suites. During the epidemic, the British suite of the Peace Hotel was about 5,000-6,000 yuan a night, and it will rise to 7,000-8,000 yuan in 2023.
Even if the ** rises, it still can't stop the people who come to check in.
The staff said that the rooms are currently fully booked on Fridays and Saturdays in January, so think about the time to hit **, they are very busy now. The customer Sisi said that she wanted to book the British suite of the Peace Hotel, and when she dialed the hotel ** to ask about the availability time in January, she just asked two words, and the staff hung up in a hurry**.
Leonardo told us that before the broadcast of "Flowers", he booked a British suite, and the staff also took the initiative to add WeChat in **, and slowly chatted about the time and details of the reservation. He thinks that it should be that the British suite has been too hot recently, and there are too many people to ask, and they are too busy.
Originally, it was difficult to book the Nine Country Suite because of the lack of rooms, but customers could still book their desired date a month in advance. For example, Leonardo's British suite in May last year chose a weekend date, about 8,000 yuan a night, but now it is difficult to grab a suitable date.
On the day of the finale of "Flowers", we consulted about the room situation of the Peace Hotel, and the staff said that from early January to mid-February, the British Flowers Suite is basically weekly.
The May and Saturday days are all full. According to Ctrip's data, its most recent appointment schedule is next Wednesday, January 17, and it is also fully booked from Thursday to Saturday.
The recent availability of reservations for the British Flowers Suite is scheduled for January 17** and is still full, and many netizens said that after the broadcast of "Flowers", the Peace Hotel has become the biggest winner.
In fact, the means of merchants to rub the popularity of dramas are not very advanced, and with the same model, the customer flow and ** can basically be doubled.
How long can the same film and television drama last?
There are a lot of businesses with the same style of film and television dramas, and many people want to try it with the mentality of joining in the fun, but many people say that there are many pits. More than one customer said that those "The Art of War" and the same style of the drama concept stock are often gimmicks, and most people watch it for fun and will not participateSome of the same models with high premiums launched by merchants have made them lose the joy of punching in, and they feel more that they are not worth it after the experience. During her stay in Dali, Liu Li walked into the windy courtyard in "To a Windy Place", although the courtyard retains a similar pattern as in the play, with two floors, but unlike in the play, tourists are not allowed to live here, and it is more like a place to drink coffee. Visitors don't need to spend a ticket to visit, but they do need to order coffee**, which starts at 188 yuan.
Image source She felt very disappointed in the official stills of Douban's "Going to a Windy Place", "I was looking forward to it before I went, even if I couldn't meet the same interesting people in the play, I also hoped to feel the atmosphere in the play, but now the small courtyard has become a place of consumption in disguise." Liu Li thinks that this coffee dessert priced at 188 yuan is about the same level as the ** in the ancient city of Dali within 100, in her opinion, the consumption in the ancient city is not low, and the geographical location of the windy courtyard is more remote. For the recent popularity of the Flower Suite, more than one customer told usThe ** of 16888 yuan is too outrageous, and the experience is average. Ke Ke's evaluation of the flower suite is that it is not worth 20,000 nights, it is an ordinary ** luxury and exquisite model, except for the view of the Bund scenery is very good, there is no very amazing feeling, and there is no special point in the hotel service. Her experience is not to fall into the trap of consumption, and to look at all kinds of things that have been stirred up rationally. Leonardo is glad that he went to the Peace Hotel before the start of "Flowers", and he feels that the price of British suites is very high now. "8,000 yuan is very expensive, but the nine suites and ** suites are more special, the Peace Hotel used to have these rooms, and now the layout retains the previous style. Many viewers feel that maybe next month will pass, and the popularity of the flower suite will be about the same. A major proof is that on the first day after the VIP end of "Flowers", Meituan launched the theme of Flowers Peace Hotel**, mainly including afternoon tea and couples**, ranging from 570-1700 yuan, and at the end of the day, the sales volume displayed was only in single digits. According to past experience, with the end of the series, the popularity of the same filming locations of some film and television dramas has decreased significantly, and there are even only sporadic tourists every day. Tang Weiqun told us that after the TV series was broadcast before the Chinese New Year last year, the popularity of Fengyangyi Village was hot, from 50 people to thousands of people a day, and the May Day passenger flow was also good, which could reach 70% of the hottest time, and the summer was the tourist season, which was also very popular, but during the November holiday last year, the passenger flow was far less than during the May Day period, and now it is the off-season for Dali tourism, and there are fewer tourists. She doesn't know if the situation will get better with the Spring Festival holiday approaching. According to the index, Jiangmen, where "Hurricane" became popular, had its search index declining all the way after the hit of the drama reached a peak of 4,400 in February last year, and it was only about 1,000 recently. Based on the statements of many tourists and merchants, everyone thinks that the same film and television drama can be a small fire for a while, andOn the first holiday after the end of the series, the same check-in place will usher in a peak of passenger flow, and the heat after that will be difficult to control. It is necessary to see whether the local supporting facilities are complete, but also to see if there are some new Internet celebrity cities and Internet celebrities with the same model in the near future. Dada even thinks that Internet celebrity cities like Zibo and Harbin, which rely on service and hot stalks to get out of the circle, have a higher degree of discussion among the people around them and stronger communication, "Everyone learned about hot stalks in an instant through short **, unlike cities that rely on dramas to bring fire, they need to be slowly fermented with the broadcast of dramas." However, a veteran in the cultural and tourism industry told us that film and television dramas drive urban cultural tourism and urban active marketing are two different ways, the difference is that film and television dramas can be carefully implanted through early planning, and the demands of urban cultural tourism can be expressed more deeply. There is no clear answer to how long the same film and television drama can be popular, and whether the long-tail effect of its dramas can make this business last longer.