wen | 《zhongguoqiyejia》 taotao

编辑 | 张昊

pinpaiyingxiaozhihuo，kaishishaoxiangduanju，youqishibeishouqinglaide“dingzhiju”。congyezhejitizichao：bushizaijuzhongchaboguanggao，ershi“zaiguanggaozhongchaboyigeju”。

yiqiannianqian，gudaihuanghou“zhoumo”xiangtouchijitui，beiyizhijibandao，jiuchuanyuedaoledangdaipianchang。kandaopianchangdehuoshiliyoukendejijitui，tashanglaijiuken，likechenzuiqizhong，juedemeiweichengdukanbiyushanchufang……

zheishikendejichupin、qidouyinguanfangzhanghaofabudeduanju——《zhongshengzhichihuohuanghourebuqi》（yixiajiancheng《zhongshenghuanghou》）diyijizhongdeqingjie。pinpaifangzaiduanjuzhongdeyingxiaofangshi，yijingcong“zhezheyanyan”，zouxiang“guangmingzhengdazhijieshuchu”。

zheizhishi2024nianduanjuyingxiaodeyigeqiepian。dingzhiduanjudecanyuzhechule2022nianzuizaoruchangdemeizhuang、hufupinpinleizhiwai，jinnianyouxinzenglebushao3c、shuma、canyindengduoyuanpinlei。maidanglao、xingbake、mixuebingcheng、meituan、huaweidengzhimingpinpaifenfenjiaru。

xianeryijian，zheixiepinpaidoushichongzheduanjujinyiniandepotianliuliangerlai。

riqian，aimeizixunfabude《2023～2024nianzhongguoweiduanjushichangyanjiubaogao》shujuxianshi，2023nianguoneiweiduanjushichangguimowei373.9yiyuan，tongbizengzhang267.65%，yuji2024nianshichangguimojiangchaoguo500yiyuan。

yixiepinpaiyequeshichidaoletiantou，congduanjuzhonghuodelegaopuguang，shenzhizaiduanshijianneizhijiehuodelejiaogaozhuanhua。

shangxianyu9yue5ride《zhongshenghuanghou》，jinzaidouyindebofangliangjiugaoda1.4yici，qian4jidedianzanliangdoudadaole3wanciyishang。9yue19rishangxiande《wozaigudaikaixingbake》，muqianzaidouyindeduanjuredubanggaodadi10wei，bofangliangyijin8000wanci。

来源：抖音短剧热度榜单截图

danyufaneijuandeshichang，ranggengduopinpaikaishidanyouweilaidezhuanhuaxiaoguo。

gouzhengkejifabude《duanjuyingxiaozhengdangshi：2024nianh1weiduanjuxingyeguanchayuyingxiaozhinan》shujuxianshi，2024nianshangbannian，pinpaihezuoshangyeweiduanjushuliangtongbizengzhang68%。

“liuliangjiuxiangdangaoyiyang，jiuzheimeda，fenderenduole，gezidedaodejiushaole。weilechidaogengduo，jiuzhinengxiaoxinyiyididuanzhefanwan，jipotouchidaozijixiangyaodeneiyibufen。”zhitaoyingyedechuangshirenhuangmingxiaogankai。

hanshuchuangshirenlvyixiongzaipengyouquandeyiduanfayanyetoululedangxiaduanjuyingxiaodekunjing：“duanjuzengjiale20beidegongyingliang，jiagefanleyibei，erguanzhongshihengliangde，jiduanjuxiaoguoxiahuale40bei”。2022niandaguimopuliangduanjudehanshu，rujinjibenbuzuoduanju。

buguo，zhengruliuliangheyingxiaozaichuantongyingshiju、zongyi、zhibodengchangyucengjingliguodeneiyang，yizhiyoupinpaifangruchang、lichang，duoshucongyezhedougengyuanyixiangxin，duanjuyingxiaozaiweilaihuoxukenengtansuochushuyuzijidexinluzi。

01 蜂拥而入

guoqingshuaizuimingxiandeganzhishijinnianerjiduyilai，pinpaidingzhisaidaobianjuanle。tashiduanjutoubuchangpaiyinsedadifuzeshangyehuadefuzongjingli，gongsicong2022nianjiukaishibujuduanjushengtai，bingzuoleduanjuxingyeshoubupinpaidingzhiju。

duanjudeshangyemoshidayueyouyixiajizhong：cduanyonghufufei、yonghuhuiyuanzhi；bduanpinpaiguanming、pinpaidingzhi、zhuchuangshenduhezuodeng。muqian，yibudingzhiduanjudejiagezai50wan~100wanyuan。

zaiguoqingshuaideyinxiangzhong，liangnianqian，tamengongsizhenduibduandechanpinzhong，pinpaidingzhiduanjuyuchangguiduanshipinguanggaobilishi3:7，errujin，erzhedebiliyijingshangshengdaowuwukai。dingzhijudechengshu，jigengduo“xinshili”dakailedamen。congyinsedadijinniandehezuohuobanlaikan，jiyouckazheiyangdeguohuoxinxingpinpai，yeyouyashilandai、oulaiyadengguojidapai。

pingtaifangmian，kuaishouduanjufuzerendeganjueyeshixiangtongde。2020~2022nian，zaikuaishouzuoduanjudezhuyaoshidianshangpingtai，yixiaoguoleiguanggaoweizhu。cong2023niankaishi，shipin、shenghuofuwu、meizhuang、rihua、qichedengduogexingyedeguanggaozhu，yejiaruleduanjuyingxiaosaidao。

canyinpinpaijinbannianzuihuoyue：7yue10ri，maidanglaoshoubuduanju《zhongshengzhiwozaimaidanglaoxiulianmeiweimofa》（yixiajiancheng《maidanglaoxiulianmofa》）zhengshishangxian；lianggeyuehou，kendejide《zhongshenghuanghou》jiujingenzhefabu；qunian8yue，mixuebingchengtuichuledonghua《xuewangjiadao》hou，jinniantongyishijianyoutuichulezhenrenbanduanju《xuewangdechuanyueriji》；7yuedi，taiersuancaiyuyetuichulezijideduanju《shixibazongkuangchongmaiyumei》……

yixiechangguigainianzhongliduanshipintingyuande“feizhuliu”guanggaozhuyeluluxuxujiarulegaisaidao：zaozai2023nian10yue，shangqidazhongjiudazaolepinpaidingzhiduanju《yixiangbudaoderensheng》；chunqiuhangkongjinnian7yuezetuichuleshoubuzizhiduanju《mengxiangkpizhiwodexitongshi“jiniang”》。

zheidoushideweirujudezhipianfangchunchunyudong。dongyangqingyingwenhuachuanmeidechuangshirenhuangshanggaosu《zhongguoqiyejia》，tamenzhengzaiyupinpaifangqiatandiyibidingzhijuhezuo。zaicizhiqian，zheijiagongsizhuyaodeshangyemoshishicduanfufeiheguanggaozhiru。

duanjuyingxiaodehuobao，zaiyixieyeneirenshikanlai，hendayibufenyuanyinshi“youguilvkexun”。

huangshangshuo：“biqiyingshijuyingxiao，duanjudeyingxiaoyoushishifeichangxianzhude：duanpingkuai，yinweizijinbudaowei、tianzaidengbukekanglierwufabochudefengxianxingdi，duiyupinpaifangbijiaoyouhao。”

erqie，pinpaifangzaiqitayingxiaofangshishangyudaolepingjing，youqishizaizhibodianshangshangde“piruan”。

chanmamashujuxianshi，jinnian618，quanwangzhibodianshangjixubaochizengzhang，leijixiaoshoueda2068yiyuan，tongbizengzhang12.1%。buguozengsuyimingxianfanghuan，budi2023niande27.6%，yu2022niande124.1%zengzhanglvgengshixiangqushenyuan。

toubuzhubodaihuonengliyezaixiahua。tongyangshijinnian618，wanghongzhubo“guangdongfufu”diyitianzhuanchangdexiaoshouezai3500wan～7500wanyuan，erquniandezhanjishi4.5yiyuan。daliangtoubuzhubodejielian“tafang”，yerangguanggaozhuzaitoufangshangxiaoxinyiyi。

pinpaifangjixuxindexiangxiangkongjian。

02 花式玩法

pinpaifangdeyongru，rangduanjuwanfaxunsuneijuanqilai。

maidanglaoshoubuduanjudechuangxindianzaiyujiangchufang“ban”daoqiantai，zhanshilegongsi“xiandianxianzuo”dechufangmoshi；taiersuancaiyuweimeitiaoyuzuowuxingjispaanmo，rangtamen“daizheaiyichuguo”，zhudawangeng，xiangyaochuandi“nianqing、haowan、youqu”depinpailinian。

pinpailuchu，quebuyingxiangjibenguangan，shidingzhijudejibenyaoqiu。

jingdongyukuaishouhezuodeduanju《zhongshengzhiwozaiaishijiedangtegong》beirenweishiyigedianxinganli。zheibujuzhong，jingdongaichanpingongnengyuyingyongchangjingjiehe，bangzhuzhujiaojiejuerenwunanti。zijinnian6yue1riqibochu，bofangliangdadao4.2yici，shenduguankanyonghuzhanbi41.5%，liuzhuanzhijingdongappdebiliwei50.3%。

kaolvdaoduanjushouzhonghuaxiangbumingque，yijikenengcunzaidechayihua，xuduopinpaifangdoutongguokunbangduanshipindarenzuoweizhuyan，duanjuzaidarenzhanghaoshoubo，laiqianghuaduanjuyuyonghuzhijiandeguanlian。

piru，yinsedadiyuhanshuhezuoshicaiyongdezhuyan，jiushizijiqixiadedouyindarenjiangshiqi。zaidingzhiju《xindongbuzhiyike》zhong，qianjijizaixinhunjiqinpenghaoyoubeilishi，jiuchuxianlehanshupinpai、chanpinzhiru，xiafanghenkuaigenjin“shiqitongkuan”。

定制剧《心动不止一刻》中姜十七同款。来源：抖音截图

jiangshiqizaidouyindefensichaoguo3700wanren。jupangjingtongji，jiezhi2024nian7yue，hanshuyujiangshiqihezuode6budingzhiduanjubofangliangzongjichaoguo52yi。

yingshimingxinghezongyikayeshiduanjuzhongdechangke。

shangqidazhongde《yixiangbudaoderensheng》jiuyaoqinglezhimingyanyuanwangyaoqing；《maidanglaoxiulianmofa》dezhuyanzeshituokouxiumingxing、daihuodarentongmonan。yuanbendegaoshushiduyubiaoyancaineng，doushizheixiemingrenxiachangduanjudeyoushi。

youqiduiyuyingshimingxinglaishuo，biqizhibodaihuo，zaiduanjuzhong“yingye”，kuajiedugengdi、pinxuanxiaoguoxingxuhaigenghao。

03 入局容易挣钱难

bukefourendeshi，gengduopinpaihaishiganshoudaojinliangnianlaidanbuduanjutoufangxiaoguodexiahua。

judumoubaodao，polaiyagaocengzaicaifangzhongtidao，jiangshiqiqianliangbuzhirujudedanjidianzanchao200wan，danrujin，“dianzanliangchaoguo10wanjiusuanshujubiaoxianfeichanghaole。”

zai《zhongshenghuanghou》deduanjupinglunzhong，dangyouyonghu“faxian”zheibujushikendejidedingzhijushi，xuanze“zhijiehuazou”。

guoqingshuaiyebiaoshi：“meiyourenguanzhu，huozhezuoderenbijiaoshaoshi，yonghuduiyudingzhijubijiaoxinxian。dangyetaibiandebijiaochengshushi，yonghujiuhuiduineirongxiangduitiaotiyixie。”

dingzhiduanjuzaibenshenshangyemoshideduanbanyebaoluchulai——xiangduiyuzhibodaihuo，roi（touzihuibaolv）jiaodi，danchundeliuliangxiaoguoyoujiaonanhengliang。

huangmingxiaojiutidao，“duanjudingzhipubianzhuanhualvbugao，zhishibangzhupinpaijianlizhimingduhepinpaixiaoying，gengduopinpaixiwangnengtixianzaixiaoliangshang。danyucitongshi，qiangyingdeguanggaozhiruzhihuirangguanzhongfangan，kenenghuiduichanpinchanshengfanzuoyongli，suoyiwomenyizhishituzaiziranxingweizhongdaichuchanpin，hejiyonghuliuxiashenkeyinxiangzhijianxunqiupingheng。”

huangshangyebiaoshi，“duiyuyixieguanggaozhulaishuo，jibianzhiboyongjinhengui，danshiyidanduiyingyidan，haishijuedezhibojiantoufangxiaoguogengzhiguan。”

buguo，yeyouyixiepingtaihepinpaishituchongchudangxiadekunjing。

kuaishouzaiyouhuaduanjupinpaixuanchuandehengliangweidu。tongguozhirujideguanjuliucundu，fanyingzhiruneirongdeguanzhongjiyihehaogandu；pinpaizhangfenlianghexiaodianxinzenghuiyuanshu，laipinggupinpaizaipingtaishangdeyonghuzengzhanghezhongchengdu；yongzhanwaiappdaodalvdeng，hengliangduanjuduizhanwailiuliangyindaodenengli。

2023niancaijinruduanjudetaobaocelvegengzhijie——pinpaidingzhixiangmuyoupingtaihepinpaifanggechuyibanqian，jiangdipinpaifangdetouzifengxian，wanquanqubieyudouyin、kuaishouquanyoupinpai、zhipianfanglaitoufang。

dianshangpingtaizijixiachangzuoduanju，jiangweipinpaifangkuodaliuliangchidetongshi，tishengpinpairoi。danyuanbenmeiyouneirongjiyindedianshangpingtai，huiyouduoshaoyonghubeiqizhongdeduanjuneirongsuoxiyin，xiaoguohaiyoudaiguancha。

yeyoupinpaifangkaishitansuogengxifendedongmanduanjuyingxiao，laibimiantongzhihuajingzheng。

dongmanmcnjigou“xiaoyuhudong”suoshudezhanghao“xindongtoudiyuannana”，qidouyinfensimuqianchaoguo300wanren，hezuopinpaijiubaokuocongzhenrenduanjuzhuanlaidehanshu，oulaiyadeng。lingyigeshuyu“renshengwuxiangongsi”mcnjigoudezhanghao“luomandichoco”，shanzhangliyongdongmanyuanbenjuyoudeerciyuanshuxingdaihuoyouxiapp，biru“renyuhuange”。

“罗曼蒂Choco”动漫短剧带货游戏。来源：抖音截图

zheixiedongmanduanjuzhanghaozhongderemenduanju，qidianzanshuliangyekaishidongzhegaodajishiwan、shangbaiwan。

yilangjiezheyilang，dangxingyehaizaitaolunduanjudeshangyehuanengfouzouxiangyigexingaodushi，xiayigeliuliangkoukenengjiuchuxianle。duanjugoubugouyongheng，yiqiehaixushijianjichudaan。