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Wen | Xiao Gu Dong

The blessing of science and technology and the upgrading of world outlook are the first impressions of Reading Entertainment Jun on the variety market in the first half of the year. From Acceleration of All Staff, which focuses on the overlapping of the real world and the meta-universe, to Escape from the Chamber of Secrets 5, which focuses on infinite flow’s concept, and then to Beautiful Battle, which has a specific theme world and plot in each issue, variety shows not only have a full opening way of film and television, but also have a close integration with the popular elements of the entertainment industry, which meets the content needs of vertical audiences and continuously refreshes the public’s cognition of variety shows.

The contents of the variety show as a whole are basic, and the contents that are popular and normalized are still new. By the middle of the year, the variety market has made remarkable achievements. According to the data of Lighthouse Professional Edition, in the first half of the year, the king of variety shows all over the fields of music, reasoning, outdoor, love observation and rap, and each track has distinctive masterpieces to accurately meet the needs of all categories of enthusiasts.

Of course, in addition to these programs, there are two programs with distinct identities. The first is "Planting the Land", which is the first in the industry, whether it is the theme idea or the derivative of the production chain. The second is "Infinite Beyond Class", which can be said to be a ride on the social platform. According to the data of Lighthouse Professional Edition, in the list of public opinion popularity in the first half of the variety show, Infinite Beyond Class is located in TOP1 in January and March, and it is the only new variety show, which has great advantages in public opinion popularity.

Data is a great reference for insight into the trend of variety industry, and it is also closely related to the basic disc of the program. Looking back at the variety market in the first half of the year, the four categories of all-female variety, social variety, outdoor variety and music variety have become popular tracks, but their profiles and characteristics are different, and the signals released during them have sounded the outpost for the second half of the variety.

Variety shows from love women’s perspective have always been in the content market, from the life experience show "Here We Come" to the couples’ emotional healing program "The Romantic Journey of the Wife", from the innovative variety situation show "Sister Club" focusing on women’s topics to the martial arts school management experience reality show "Sister’s Martial Arts School", exploring the content boundaries with different themes.

Judging from this year’s variety shows, love women Variety is advancing to the dimension of all-female variety, bringing more fashionable female topics and new female values into public view, and promoting the awakening of female consciousness and the iteration of female values.

The first is the program elements that are integrated into the trend. Under the background of hot reasoning and great concern in the workplace, Mango TV launched the Women’s Reasoning Society, which integrates all-female elements, reasoning, workplace and other popular elements. Stephy, Yuqi Zhang, Li Yitong, Li Xueqin, Tian Xiwei and Zhang Yifan formed the "Good Reasoning Society", which jointly solved many cases, such as rescuing San Ban Island, three consecutive crimes, an amazing and fatal layoff, and showed women’s case reasoning in a panoramic way.

The second is to dismantle women’s issues with outdoor challenges. Iqiyi launched the outdoor game reality show "Beautiful Battle", which was composed of Guan Le, Zoey, Wang Meng, YCY and Yuqi Zhang, challenging the "troubled beast" transformed from the troubles of contemporary young people, releasing unlimited female strength in the multiple challenges of physical strength and intelligence, and breaking all kinds of prejudices and shackles against women in society.

The third is to export women’s values by talking. The talk show "Let’s Talk" with Fu Seoul, Yang Li, Yi Lijing and Yang Tianzhen as guests was inspired by the jokes of the guests during the live broadcast, and a series of topics were exported from the perspective of mature women, providing viewers with new perspectives and new thoughts. Therefore, the program is self-positioned as "electronic bird’s nest", which can not only fill the leisure time of users with fun, but also provide them with new ideas.

Not only is the domestic development in full swing, but the all-female variety show is also constantly refreshing its opening mode overseas. The all-female survival competitive variety "The Call of the Siren: The Battle of the Fire Island", which scored as high as 9.6 points on Douban, is a typical example. Compared with the domestic all-female variety show, the style of The Call of the Sea Demon: The Island of Fire is more hardcore. Twenty-four female contestants from six occupations, including firefighters, policemen, soldiers, guards, athletes and stuntmen, competed for a seven-day survival competition of "the law of the jungle" in an uninhabited island of 30,000 square meters, and collided with the most real human nature in the extreme competition system.

Social variety is a new concept that has emerged in recent years, either conducting social experiments around the assumed social ecology or presenting fun based on the real original relationship, all of which are related to the world view set by the program, providing rich scenes and fulcrums for the presentation of social behavior.

The experiment of social life continues. Following the Beijing story and the seaside story, the life social observation reality show "Fifty Kilometers of Peach Blossom House" launched by Tencent Video ushered in a Shan Ye story with the theme of "going to the mountains and going inward", which continued the previous program mode and created a new series of famous scenes-from Ren Min and Tang Jingmei’s disagreement due to poor communication, to Eric Wang and Dylan waiting for the sunrise in the exile cabin, or Zoey.

Friends’ relationship variety shows set off a craze. In addition to the annual variety Mao Xuewang, which revolves around the original friendship, Tencent Video, Youku and Mango TV have recently launched the urban food exploration variety "Friends invite you to dinner", the variety focusing on acquaintances’ socialization "Weekend is a good friend" and "Happy Adults" respectively. The commonness of these three programs is to create around friends, or to integrate food elements, or to take friends’ weekend life as the theme, or to find the secret of "happy life" for contemporary young people, so as to show the state of getting along with friends of different ages and intimate levels and inject richer connotations into friendship.

The combination of social activities and outdoor activities has become a new trend. Before that, Jiangsu Satellite TV started the social reality show "Wild Fun" following the "outing". The star guests accepted the entrustment and turned into an activity planning team to formulate a theme carnival full of wild fun every week, which not only enriched the youth’s life, but also innovated and upgraded ecological landmarks to help rural revitalization. Later, there was the "trend sports version of deformation" created by iQiyi, "Let’s go! Fun Wild Bar, with OG in the circle leading novice artists to participate in outdoor sports as the gameplay, shows the attitudes and cultures of life in different sports circles, at the same time, enhances the social concept, integrates nature, and experiences different lives by going out of the city and integrating into nature.

Focusing on the social relationship between people, the differences present the social reality in a specific theme field. Such programs continue to innovate the opening way of social variety, which not only brings new content experience to the audience, but also allows the audience to understand the social stories of stars, expand their personal cognition of socialization, and then feed back their inner growth.

Outdoor and music have always been the content chassis of the variety industry. But this year, it is obvious that these two kinds of programs are new, but they can’t feel the popularity and out of the circle of the programs, and it is difficult to return to the past highlights.

With the liberalization of the big environment, more and more variety shows are going outdoors. Although the series of outdoor comprehensive N-generation programs such as Run, Extreme Challenge and Travel Notes around Youth have a mediocre reputation, they are always in an advantageous position on the major lists. On the one hand, the "pre-explosive IP" headed by "All Staff Acceleration" has returned strongly, and on the other hand, the travel synthesis represented by "Travel Jumping into Geography Book" has continued the classic gameplay in the past, or integrated into the youth trend culture such as camping, traveling and socializing, which makes the track more and more voluminous in the vertical subdivision of the program.

On the other hand, on the music track, from the program innovation to the content mode, the sense of relaxation overflowed the screen. Looking back at the variety market in the first half of this year, in addition to "Sound Endless Treasure Island Season", "Time Concert 2", "I want to sing with you 4" and "God-given Voice 4", music variety is still looking for innovative ways.

Or subdivide from music category and source, such as "Our Folk Songs 2022" and "Beautiful Songs of Drama", or innovate music collection, "Go dazzle! Music school went to different cities to collect music and find creative inspiration; Or looking for a music stage, emphasizing the healing power of music, Decibel is on the run, and musician LiveHouse’s business reality show, Music Warehouse No.17, the commonality of this series of programs lies in the low proportion of homogeneity in genre, and weakening the sense of competition and suspense in mode, highlighting the purity of music with more relaxed rules, and awakening the public’s perception and love for music with more tentacles.

However, the summer file has arrived, with Tencent’s videos "Youth Travel", "Stage 2023" and iQiyi’s "Summer of the Band 3" and "Struggle! It remains to be seen whether the emergence of programs such as Freshman Class One and bilibili’s New Girl 2023 can break the development situation of the sound synthesis Buddhism system and bring more content explosion points.

From the upsurge of all-female variety shows to the rise of social variety shows, from the involution of outdoor variety shows to the relaxation of music variety shows, behind the speed change of variety shows, it is a macro adjustment that conforms to the laws of the content market, which not only brings users a differentiated sense of content, but also brings new content trends to the variety industry. Looking at the moment, it is at the beginning of the summer file, and major platforms are also adding strength to the variety plate, which will help the variety show in the second half of the year to start the game.

* Original article, please indicate the source when reprinting.

　　Reading tips

　　The variety show that never lacks topic attention makes people feel that this spring is like "the sun is waning." The law of industry development is superimposed on external factors, so that the era of "a phenomenal variety show can be produced with money" is gone forever, and the market is cold and chilly. The insiders believe that this is the inevitable pain of the industry during the transition period, and content innovation and model innovation are the inherent requirements for the healthy development of variety shows.

　　In the past, no one would have thought that variety shows that created topics attracted people’s attention because they had no topics.

　　Two days ago, this happened. Wang Hailin Fa Weibo, a screenwriter, said that the "fine variety" of the long video platform has been dying. He also disclosed that this year Tencent’s head variety "Half-cooked Lovers" did not get brand sponsorship until it was broadcast.

　　These days, Wang Hailin’s Weibo, together with several variety shows broadcast by Loneliness this spring, has triggered discussions in the industry.

　　The market is cold

　　Why can Weibo in Wang Hailin resonate so widely in the industry? The answer is the coldness of the variety market in the first quarter of this year.

　　According to Yunhe data, in the first quarter, only the second season of Hahahaha, the half-baked lover, the detective and the annual comedy contest had an effective broadcast volume of over 100 million, which was 5 fewer than the same period in 2021, and the overall broadcast volume decreased by 33% year-on-year.

　　As far as a single program is concerned, Half-cooked Lover has gained more than 1 billion broadcasts on the whole network. As a contrast, in 2020, Sister who braved the wind and waves had more than 5.1 billion broadcasts that year.

　　Compared with this data, what makes the industry feel the chill more intuitively is the difficulty of attracting investment and the difficulty of finding "golden owners". As the head love variety of Tencent’s video, Half-cooked Lovers has its own theme and production, and it is the most discussed variety in the first quarter with the longest popularity. However, it is such a variety show that has been in a state of "naked broadcasting" and has not received brand sponsorship. The second season of another billion-dollar variety "Hahahahaha" did not have a title, but only received sporadic sponsorship.

　　This is in stark contrast to when the market is booming. 2017 is considered to be a year of "super network synthesis" era, and the number of network synthesis programs with more than 100 million hits began to catch up with TV copyright variety shows. At that time, iQiyi created Hip-hop in China, which quickly became the "toon" of advertisers. By the second quarter, the investment amount exceeded 1 billion yuan. The data shows that from 2017 to 2019, the scale of China’s network variety market has always maintained a growth rate of more than 20%, and more than 90% of the income of the network comprehensive comes from advertising investment.

　　Turning point Since 2019, the data released by the third-party advertising data platform Digi Insight shows that from 2019 to 2021, the number of variety shows with implants in the domestic variety market has declined year after year, from 635 to 513. Since the beginning of this year, the number of variety cooperation projects in various industries has decreased across the board.

　　"Gone are the days when money was spent on a phenomenal network synthesis." Wang Hailin said.

　　Wind direction change

　　The market chill felt by professionals is an intuitive feeling that "variety shows are getting worse and worse" for the general audience. "Compared with the scores of more than 8 points in the past, it is not bad to find a variety show with a passing score." Li Ran, who has experienced the crazy era of network integration, said with emotion, "I don’t know if it’s the audience ‘ Well-informed ’ However, the quality of variety content has declined. "

　　Compared with the improvement of the audience’s aesthetic needs, the low quality of program production has been discussed for many years. However, factors such as the "wind direction change" of the industry development law, the impact of epidemic situation and policy changes have attracted more and more attention.

　　Last year, "National Variety" and "Happy Camp" stopped broadcasting after 24 years. This triggered a discussion on the life cycle of variety shows. Generally, domestic variety shows will be exhausted in four or five years. Even in foreign markets with highly developed entertainment industries, it is difficult to maintain the novelty of variety shows for more than 10 years.

　　At the same time, the long-standing tendency of excessive entertainment and commercialization of variety shows has not only been criticized by the audience, but also further strengthened supervision. Last September, the "Clear Action" launched by the State Administration of Radio, Film and Television was a continuation of a series of regulatory measures, demanding that idol-cultivating programs should not be broadcast, resolutely resisting the "rice circle" culture and opposing the flow-only theory. This also made the "draft" variety show of big traffic households disappear this year.

　　On the one hand, the variety carrier naturally changes from TV to network. On the other hand, the audience’s age has changed from long to young, and the aesthetic cycle of the screen has changed round after round, and the traditional variety show mode is being brutally eliminated. With the development of the Internet, the "micro-variety" backed by short videos seems to be gradually accepted by more viewers than the "long variety" that takes several hours: on the short video platform, topics related to micro-variety can easily gain tens of billions of hits.

　　How to innovate

　　How does variety develop healthily? Pessimists believe that "confusion is long-term", while optimists see that domestic variety shows are undergoing various intense and subtle changes, which may cultivate a healthier future.

　　The consensus of the industry is that the variety show now tries to meet the diverse and changeable needs of users with the rational allocation of limited resources, and the way to achieve it is innovation.

　　In the second half of last year, a survey that accounted for more than 80% of the post-80s and post-90s showed that more than 90% of the respondents expected more quality products in domestic variety shows. As for the characteristics of a fine variety show, 65.5% of the respondents think that it is continuous innovation, high program quality and distinctive features, and 64.2% of the respondents think that it is to stick to the bottom line and promote positive values.

　　"Innovation" is not only content innovation, but also model innovation. Based on the concept of Internet community, at present, the community model of variety shows has attracted a lot of attention. In bilibili, where young people gather, variety shows such as Rap New Generation and Dance Millennium are considered as the embodiment of this model. Some people also summarize this model as: through the community to understand users’ aesthetic taste, effectively guide content creation, through the advantages of platform content fermentation, and with the help of stable user habits such as spontaneous communication and second-generation play, promote the spread of works and achieve continuous communication. In Tik Tok, Aauto Quicker and bilibili, the development of this model is worthy of attention.

　　Wang Hailin believes: "Creating high-quality content, including high-end demand and layered creation of popular tastes, may be the next direction. How to make entertainment and commercialization play a role under the current management mechanism is also an unavoidable problem in front of the platform."

　　Zhao Hao, a variety director, believes that the crisis facing the whole variety industry also means opportunities. "The era of mud and sand and mixed content is slowly passing, and the audience is verifying the sustainable development of good content. Good money will eventually expel bad money, eliminate inferior variety and retain high-quality content. This is an inevitable process." He believes that the dilemma faced by the current network variety show is precisely the pain that the industry must go through during the transition period.

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On November 20, Xiaomi handed over the first performance answer sheet after announcing the strategy of "people, cars and homes are all ecological".

In the third quarter of 2023, Xiaomi Group’s revenue was 70.9 billion yuan, achieving the first year-on-year growth in six quarters. The adjusted net profit was 6 billion yuan, up 182.9% year-on-year, setting a new high in the past two years.

The business strategy of "paying equal attention to scale and profit" has continued to land, and the high-end has made steady progress, making Xiaomi the first to pick up in the consumer electronics industry. With the announcement of the new strategy of "people, cars and homes are all ecological", Xiaomi is entering a new stage of development.

After six quarters, it returned to growth and the gross profit margin reached a new high.

The operating performance of Xiaomi in the third quarter continued the momentum of continuous recovery since 2023.

In terms of revenue, Xiaomi’s revenue in the third quarter was 70.9 billion yuan, a slight increase of 0.6% year-on-year and 5.3% quarter-on-quarter, and it resumed growth for the first time in six quarters. In terms of profitability, the adjusted net profit in the third quarter reached 6 billion yuan, up 182.9% year-on-year, and the gross profit margin reached 22.7%, which increased for four consecutive quarters and reached a new high.

The business strategy of "paying equal attention to scale and profit" put forward by Xiaomi at the beginning of the year has been further implemented. In addition to the Group’s record high gross profit margin, the gross profit margin of all business segments has also maintained growth. Among them, the gross profit margin of smartphone business reached 16.6%, up 7.7 percentage points year-on-year, the gross profit margin of IoT and consumer products business reached 17.8%, up 4.3 percentage points year-on-year, and the gross profit margin of Internet business reached 74.4%, up 2.3 percentage points year-on-year.

While improving profitability, Xiaomi’s shipments and user scale have also grown steadily.

On the mobile phone side, with the slowdown in the global smartphone market, Xiaomi took the lead in picking up. According to market research firm Canalys, the shipment of millet in the third quarter of 2023 increased by 2% year-on-year, and its market share was the same as that of the same period last year. In Chinese mainland, Europe, Latin America, Africa, the Middle East and other major markets, the market share of Xiaomi smartphones has increased.

In terms of household appliances and IoT products, the market size of Xiaomi has also steadily increased. According to data from Aowei Cloud, Xiaomi TV ranked first in Chinese mainland in the third quarter, and refrigerator shipments also increased by 95%. Canalys data shows that in the third quarter, the shipment of millet flat products increased by 120% year-on-year, and entered the top five in the world for the first time.

The extensive layout of the global market has enabled the scale of Xiaomi’s Internet business to continue to grow. In the third quarter, the number of monthly active users of MIUI worldwide reached 623 million, up 10.5% year-on-year, and the income from Internet business reached 7.8 billion yuan, a record high, up 9.7% year-on-year. In particular, Xiaomi’s overseas Internet business income reached 2.3 billion yuan, a year-on-year increase of 35.8%, and its share in Internet business income increased to 30%.

The high-end capability has stabilized, and the sales volume of Xiaomi 14 series has reached a record.

The recovery of performance and the improvement of profitability are closely related to the progress made in Xiaomi’s high-end strategy.

One week before the financial report was released, Xiaomi announced in the official Weibo that the omni-channel payment amount of "double 11" Xiaomi reached a new high of 22.4 billion in 2023. Goldman Sachs pointed out in a research report that Xiaomi Double 11GMV increased by 32% year-on-year, thanks to the strong performance of Xiaomi 14 series, comprehensive product portfolio and rising average selling price.

As the latest high-end model of Xiaomi, the performance of Xiaomi 14 series is really surprising. During the period of double 11, Xiaomi 14 ranked first among domestic mobile phone brands in the price range of 4,000-6,000 yuan in JD.COM and Pinduoduo, and also took the lead in domestic mobile phone sales in Tmall and Tik Tok. Information from the supply chain shows that since the first sale, the sales volume of Xiaomi 14 series has reached 1,447,400 units within 10 days, setting a sales record for Xiaomi’s high-end flagship.

Since the launch of Xiaomi 12S series in July 2022, Xiaomi’s performance in the high-end market has become more and more stable.

In terms of word-of-mouth, six series of high-end models, such as Xiaomi 12S Ultra, Xiaomi MIX Fold2, Xiaomi 13 Series, Xiaomi 13Ultra, Xiaomi MIX Fold3 and Xiaomi 14 Series, all achieved a favorable rating of over 99% on the JD.COM platform in the first month of release. In terms of sales volume, third-party data show that in the second quarter of 2023, the proportion of Xiaomi’s shipments in the smart phone market of 3,000 yuan and above in Chinese mainland increased to 20.1%, which increased year-on-year for four consecutive quarters. The market share in the price segment of 4,000-6,000 yuan increased by 6.2 percentage points year-on-year to 12.7%, and the smartphone ASP in Chinese mainland increased by over 24% year-on-year.

While the high-end market continues to break through, Xiaomi’s R&D and innovation capabilities continue to improve. Taking Xiaomi 14 series as an example, the core components such as image sensors and screens are all equipped with products independently developed by Xiaomi and jointly developed with domestic supply chains, and the parameters and experience have reached or even exceeded the iPhone15Pro.

For example, the "Light Hunter 900" image sensor, which debuted for the first time, has a specification of 1/1.3 inch. From the actual performance, the light input of Xiaomi 14 is 20% higher than that of iPhone 15 Pro, and Xiaomi 14 Pro is 52% higher. On the screen side, the C8 material jointly developed by Xiaomi and Huaxing Optoelectronics has achieved the highest peak brightness of 3000nit in the industry. On Xiaomi 14Pro, Xiaomi also adopted the first full-depth micro-curved screen, which realized the continuous same bending radius at four sides and four corners, making the curved screen visually close to the straight screen.

R&D and innovation have created a better user experience for high-end products. With the help of Xiaomi 14 series, the share of Xiaomi in China smart phone market reached 21.9% in 2023W44(10.30-11.5), ranking the highest among domestic mobile phones.

The strong market performance of high-end machines has provided more ammunition for research and development. Such a virtuous circle has continuously consolidated the base of Xiaomi’s high-end strategy. In 2022, Xiaomi invested 16.2 billion yuan in R&D, equivalent to 0.53% of the total investment in R&D in China. According to the data disclosed in the financial report, in the third quarter of 2023, Xiaomi’s R&D expenditure was 5 billion yuan, a year-on-year increase of 22%. By September 30, 2023, Xiaomi had 17,563 R&D personnel, accounting for over 53%.

With the development of ecology, the territory of "people, cars and homes are all ecological" is formed.

While the high-end capability has stabilized, the ecological map of Xiaomi has also been expanding. According to the financial report data, as of September 2023, the number of IoT devices (excluding smartphones, tablets and laptops) connected to Xiaomi AIoT platform reached 699 million, up 25.2% year-on-year, and the number of monthly users of Mijia APP increased by 16% year-on-year, reaching 84 million.

With the release of Xiaomi 澎湃 OS in October, Xiaomi’s group strategy was officially upgraded to "the whole ecology of people and cars". Thanks to the long-term deep cultivation in the field of mobile phones and IoT, Xiaomi 澎湃 OS has integrated more than 200 categories, covered more than 95% of life scenes and connected 820 million devices since its birth, becoming the first operating system covering "the whole ecology of people, cars and homes".

Subsequently, Xiaomi announced the comprehensive opening-up plan of IoT eco-partners, and helped smart eco-partners, whole-house industry practitioners and individual developers to quickly join Xiaomi’s IoT ecosystem through Vela open source and the release of Xiaomi’s surging technology brands. At present, there are more than 9,000 Xiaomi IoT partners.

On October 15th, two products of Xiaomi Automobile appeared in the Announcement of Road Motor Vehicle Manufacturers and Products (the 377th batch) issued by the Ministry of Industry and Information Technology. According to the plan, Xiaomi Automobile will be mass-produced in the first half of 2024. This also means that Xiaomi’s "all-ecological" map is infinitely close to the closed loop.

The upgrade from "mobile phone X AIoT" to "the whole ecology of people, cars and homes" means that Xiaomi’s coverage of users’ life scenes is further improved. In Xiaomi’s ecological map, the mobile phone is still the central device and computing center of the whole scene in series, and Xiaomi 澎湃 OS ensures the cross-end connectivity and experience consistency. As Lei Jun, founder, chairman and CEO of Xiaomi Group, said, it will be "the public base of the Internet of Everything".

The capital market responded positively to the new blueprint described by Xiaomi. Since October, Xiaomi’s share price has rebounded strongly, up about 50% from the beginning of the year.

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