wen | yulezibenlun jianjiao

“youlaozongshuo2023nianxiabannianrujupinpaiduanjudepinpaidoushijiucai，worenwei2024nianrujupinpaiduanjudejujifangyeshijiucai。”

zaiyigemanqiangtiezhe“kangdezhujiushengkang，kangbuzhujiusikang”dengjixuehengfudeduanjugongsi，yiweipinpaiduanjucaopanshouxianghetunjuntanyandao。

queshi，suizhe2024niandaliangdepinpaizhufaxianpinpaiduanjutoufanghoumeiyouxiaoguozhihou，pinpaizhuyekaishileyaobaoliang、yaoxiaoguo、yaoroideyigeguocheng。

dancongpinpaiduanjudezengzhangqingkuanglaikan，wulunshipinpaizhuhaishiduanjufang，tamenzuishangshuobuyao，shentiquehenchengshididoumeiyoutingxiarujudejiaobu。gouzhengkejifabu《duanjuyingxiaozhengdangshi》zhichu，jinnianshangbannianpinpaihezuoshangyeweiduanjushuliangtongbizengzhang68%。

zhishixianzaidewanfa，chulequnianhuoreguoyizhendedarendingzhiduanju，bianchenglegengyouneirongshuxingdepinpaizizhijuhefufeizhiruju。zaihoulianlushang，gengshichuxianledarenxiajuhouzhijieshangbo、bohouluodisousuodengwanfa。《wozaigudaicanjialianzong》duanjushangxianhou，dianbo+dabozonggmvchaoguo4700wan，luoseyijuchengweidouyincaizhuangbangqiansan。

fufeizhiruju，youxiejufanggengshitichurangpinpaizhuyizhirudaititouzi，zhijiechengweiduanjudechupinfangzhiyi，haiduoleyigecanyufenzhangdexiaxiangkongjian，“yejiushishuo，pinpaizhuzuihouhainengbazhirufeizhuanhuilai。”

pinpaiduanju，duiyushenxianchengbengaoda85%detouliunitandeduanjugongsilaishuo，gengshiyigemeihaode“duanju+”deyuqi。

danpinpaiduanjuduiyuhenduopinpaifangheduanjugongsilaishuorengranshiyige“heixiang”，shuangfangsuqiurengxuyao“duiqikelidu”。

“pinpaiconglaibushixiangyaopaiduanju，taxiangyaodezhiyouzengzhang，zhibuguoxianzaiqiahaoyongduanjulaijinxinghuokeeryi。”judianduanjufuzonglvshaolongxiangyulezibenlunzongjiedao，duanjugongsizaiduijiepinpaizhushixuyaogengduodefuwuyishi。

zheiqueshishiyigegequsuoxudegushi，danqinaide，neibingbushiaiqing。

01 达人定制剧头部化，品牌自制剧、付费植入剧兴起

muqianshimianshangdepinpaiduanjudazhikefenweisanzhongleixing：darendingzhiju、pinpaizizhijuhefufeizhiruju。

zuixianpaotongdeshipinpaiyudarenhezuodedingzhiju。darenbenshenyoupangdafensiqunti，pinpaiyudarenhezuodediyibujiushipipeimubiaorenqun，erdarenyouyoufuwupinpaidejiyinyuyishi，zhixuyaocongpaidanjiduanshipinzhuanbianweipai3-12jideduanjujike。

zheibufendarendingzhijuzaijinnianyijingquyutoubuhuahebaohehua，qiechengbenyuelaiyuegao，touruchanchubizhengzaixiajiang。gouzhengkejifenbude《2024nianq3weiduanjuxingyeguanchayuyingxiaozhinan》xianshi，pinpaihezuoweiduanjudechuangzuozhejiuchengyishangshitouyaobudaren。

来源：勾正科技

yijiangshiqiweili，2023nian，jiangshiqifabude7bupinpaidingzhiduanjuzhong，4bubofangliangguo10yi；erjinnianjiezhimuqianjiangshiqifabude19budingzhiduanjuzhong，zuigaoyibuweichunjiedangqijiande《xishiqianjin》bofangliang6.8yi，qitaduanjubofangliangdadouzai1-2yizhijianpaihuai。

姜十七今年（左）和去年（右）品牌短剧数据对比

polaiyagaocengcengzaijinnianyicineibujiaoliuzhongzhiyimoutoubudarenduanjudexingjiabi：“qianliangbuzhirujudeshihoudanjidedianzanshi200wan+，danshixianzaidianzanliangnengguo10wan+dejiuyijingfeichanghaole。”

womenlejiedao，muqianchaotoubudarendedingzhijugaoda70wanyiji，yimeibu5jijisuan，yibudingzhijudejiagegaoda350wan，biputongdeduanjuzhizuofeifanlejibei。

jinniankaishi，gengduopinpaikaishizaizijidepinpaihaoerfeidarenhaoshangxianduanju，qiangdiao“zizhi”degainian，xiangjiangyonghuzichanchendianzaizijidezhanghaozhong。birukendejide《zhongshengzhichihuohuanghourebuqi》《shanhunnanshenzhizhoumoqinghewotanlianai》jiushizaizijiapinpaihaokaisheleduanjulanmu，fenbiedadao1.4yihe1yibofang。

darendingzhiduanju、pinpaizizhiduanjudoushimianfeiguankanmoshi，jinnianxiabannian，fufeizhirusaidaomingxianjueqi。

judianduanjude《huozong，xinlaideshixishenghaoxiangshifuren》youkafuzhedujiaguanming，shangxian24xiaoshichongzhiguoqianwan、bofangliangpo3.8yi，《ainixiangxintiaonanchumo》youjifuweilaiguanming，chongzhijineyue1500wan，zheixiefufeizhirujujudouweipinpaidailaibucuode3arenqun（yupinpaishendujiaohudegaojiazhirenqun）zenglianghexiaoliangzhuanhua。

《huozong，xinlaideshixishenghaoxiangshifuren》zhengbujuyue3xiaoshi，danqizhongpinpailuchuzhiyou5fenzhongzuoyou，meiyoutebietuwudekoubohuanjie，ershijiangpinpaideluchuziranrongrujuqingzhizhong。birunvzhujiaozaimianshiqianshiyongpinpaichanpinhufu，zaijikehusonglishiluchudepinpaimingcheng，yijizaibigaoshishuochudepinpailinian。

lvshaolongrenwei，yimcngongsiweizhuzhizuodepinpaidingzhiduanjubenzhishanghaishiduanshipindeluoji，zhishijuqinggengjialianguan，yuduanjugongsizuodefufeizhiruduanjuyoubenzhiqubie。“shouxiancongchengbenshangkan，dingzhijudechengbenyuandayufufeizhiru，suoyizaichengbenyoushixia，fufeizhirukeyijinxingbaohegongji。lingwaifufeizhirushixianyoujuben，wulunshifouzhiru，zheigejuwomenbenlaijiuyaopai，pinpaiyekeyikandaozhuchuangtuanduideguowangchengji，quedingxinggengqiang。disan，fufeijubenlaijiuhuituiliu，duiyupinpaidepuguangyeyoujiachi。”

fenghuazhengmaochuangshirenchenqisuigaosuyulezibenlun，tamenzhizuode《chongwuqingren》yuanbenxiangkaifacheng6jidepinpaidingzhiju，“dangshiwomenxiangzuoqihuanaiqingxiliedejuchang，juedekeyizhirumeizhuangfushileidepinpai，houlaidanxinchunkaopinpaibianxiannan，youjiangjubengaibiancheng30jidefufeiduanju。”

zheishiganghaoganshangdouyinyou“huojujihua”，yushifenghuazhengmaotuohezuohuobanyaowangbaoming，tijiaodangtianjiupipeishanglepinpaizhunaiweike，tuiguangtamendegouliangchanpin。“xianzaizheizhongfangshiduiyuwomenlaishuojiaofuhenqingsong，yinweiwomenzhixuyaobaozhengneirongjiaofu，haodeneirongnengqiaodongliuliang，erbofangshujuhuiyoudouyindoudiwancheng，duipinpaipuguangxuqiuyoubaozhang。”

julejie，“huojujihua”shidouyintuichudepinpaihexiaochengxuduanjudeqianzhiruhezuo，pinpaikeyijiezhujumufabuhepianfangchangguitoufanghuodepinpaipuguang，pianfangkeyitongguopinpaizhiruhezuohuodeewaishouyi、tishenglirun。

“qishiyouhenduopinpaidouxiangzuoduanju，zhishizhaobudaochukou，zenmegenduanjujiehe。pinpaideluojishi，ruguohuatongyangdeqian，touduanjudepuguangbidanchunmaipuguangdexiaoguohao，haishiyuanyizuoduanju，yinweiduanjushisuizheneirongshentoudaorenqunlimian，dajiajieshouduhuigaohenduo。”chenqisuijieshao，duixiangfenghuazhengmaozheiyangyouguanggaojiyindeduanjugongsilaishuo，duipinpaiduanjuderenzhibingbunan，“zheizhongpinpaizhirujuduiwomenlaishuobizhiqianchunfuwupingtaizuoguanggaoyaojiandanhenduo。”

02 短剧+直播成标配，多级曝光保证流量

“pinpaiconglaibushixiangyaopaiduanju，taxiangyaodezhiyouzengzhang，zhibuguoxianzaiqiahaoyongduanjulaijinxinghuokeeryi。”zhengrujudianduanjufuzonglvshaolongsuoshuo，duiyupinpailaishuo，duanjuzhishihezhiqiandeduanshipin、zhiboyiyangyonglaihuokedexinjishu，neizaipinpaiduanjuzhizuowanchenghou，ruhebaozhengpuguangyuzhuanhua，manzupinpaikehudexuqiu？

xianzaipinpaiduanjudepuguangyuzhuanhuakeyifenweisangejieduan：boqian、bozhonghebohou。

shangxianqian，keyiyonghuaxu、xianchangnghuamianqiepiangualianjie，shangxianhou，yongduanju+zhibojiandaoliu。lvshaolongtoulu，zaihezuoshihuiyaoqiupinpaijuyouribuluozhibojiandenengli，zhishaozaiduanjubochudesantianneizhibobuting，youxiaochengjieliuliang，wanchengxiaoliangzhuanhua。tongshihuitongguoshezhixiaolancitiaozhuanzhibojian，shoutiaopingluntiaozhuanshangpinxiangqingyedengfangshi。bohoujixuyongdarenjuzhenshougeweibuliuliang，tongguoerchuang、qiepiansucaiguachezaizuozhuanhua。

“womenyouyige‘sanjihuojian’demoxing，zaixiaochengxutoufanghouzhuaqudaofufeiyonghuderenqunbao，fuzhedaoduanyuanshengshang，youliyua3renqundezengzhang，zuihouyiyingshijianjidengjuzhenhaoshougeweibuliuliang。”lvshaolongfenxiangdao。

zaipinpaiduanjudeyanyuanxuanzeshang，chuledarenzhiwai，haikeyizhijieqingtoubuzhubochengweizhujiao，xiangxinqibenshendedaihuonengli，lingyizhongshiqingduanjuyanyuanlaiyan，ranhourangyanyuanjinruzhibojiandaihuo，wanchengzhuanhua。

xintaoyingshilianhechuangshirenshuaizonggaosuyulezibenlun，pinpaiduanjushiqiaokaichaotoubuzhubodeyizhongfangfa，“duiyutongleipinpailaishuo，huakengweifeibuyidingnengbeidaihuo，danhuaqianqingtapaiyibuduanjukeyimanzuqingxujiazhi，rangzhuboshengjiweiyanyuan，rangdarenduipinpaiyoulehaogandu，houxudaihuoyehuigengshunli。”

biruluosecaizhuangdingzhiduanju《huhuanrensheng》zhuyanyuanshisanzhiyangqixiade@honglvdengdehuang，tongguocijuzhuanxingchengyanyuan。luosedingzhidelingyibuduanju《wozaigudaicanjialianzong》zhuyanshicaizhuangtoubuzhubonini，duanjushangxianhou，dianbo+dabozonggmvchaoguo4700wan，duiluosechengweidouyincaizhuangbangqiansanqidaolehendazuoyong。

jinnian9yue，xingbakeshoubuduanju《wozaigudaikaixingbake》shangxian，chuda1yimingguke，dailai135wanminggoumaizhe，zhanghaohaiyincixinzengchaoguo3000wanfensi。ouyoujituanzongcaisuchengyigaijuweili，fenxiangleqizhongdexinzhilianluyijibendishenghuobihuandelujingchuangxin。

“a1shishijue，jiguoudefuhuadao，nianqingrenchuanzheguzhuang，mendianzuochenggudaiyangzi，xingchengqiangliefancha，rangneigedajiahuanxinduixingbakedeguyourenzhi，chanshenghaoqixin。a2shihuati，yongyingshijianjihaozhenggaodefangshidazaohuati，wenshouzhongchuanyuedaogudaidexingbakeruheshengcun。a3shimaihuo，qiangdiaokafeidechanpintexing，a4shimaiquan，maiyisongyi，dierbeixingbakeqing，jiangquanfangdaoxiaolanci、luodisousuohekanhousouyinliu。”

lingwai，《wozaigudaikaixingbake》hailiyongwulilianludebendishenghuodeluoji，shezhikanhousoujinruzhibojianhuozhegenjuyonghudingweihejulijinrubendidiangoumaiyemian，dailaizhijiezhuanhua。

zaisuchengkanlai，pinpaiduanjuweilaijiangshizhenzhengjiejuepinpaitongdiandeqiangdagongju，tayerenweimingnianjianghuishipinpaidingzhiduanjudeyuannian。

03 品牌和短剧制作方之间需要一个“翻译”

zaijutihezuozhong，youyupinpaifangyuduanjugongsiduiyuduanjuderenzhibutaiyizhi，haixuyaogengduomohe。lvshaolongjiufaxian，dabufenpinpaihaizaitaoyongzhiqiandeduanshipinluoji，ermeiyoujieshouduanjuluoji，“birushuowomentichudeneixiepinpaizhirudekadian，pinpaifangshiburenkede”。

yinci，duanjugongsizaizuopinpaiduanjushi，bukehuoquedeyigejiaoseshi“fanyi”，zheigefanyixuyaojidongneirongyouyaodongpinpai，“tashouxianzhidaonaxieshipinpaifanghelidexuqiu，naxieshibuhelidexuqiu。tayezhidaozenmeyanggenpinpaifanggoutong，nenggougenghaodachengdexiaoguo。ruhebuzhichangjing，ruhejieshaochanpin，ruhejieheqingjiezhanshi，zheiyangdaoyanhezhipiannengtingdedong，yenenggenghaodizhanxianchanpindemaidian，zheishihelidesuqiu。mianduibuhelidesuqiu，tayoukeyihepinpaifangqubattle，birumougedianjiazailimianduijuqingtuijinwuyi。”

congtuanduizhengtijiansheshanglaishuo，ostchuanmeipinpaiduanjufuzerenfuzicengfenxiang，zuopinpaiduanjuzhuyaojianshelesigebumen。diyigeshiyingxiaocehuabu，shangwuqianduanjiedaoxuqiuguohouyoucehuabuquchaijiezhenggexiangmudexuqiu，duigaipinleijinxingxingyedongchafenxi，duipinpaishangxianshijiandianshifouqiheshichangyingxiaohuatizuoyupan，zuihoupanduanneirongxuantifangxianghepinpaiphshifouwanquanwenhe。

diergeshineirongchuangzuobu，ostchuanmeideneirongtuanduifenweiliangtiaoxian，diyitiaoshibianjuzhongtaihua，diertiaoshiyuandarentuanduidebianjuxiaozu。bianjuanzhaogezishanzhangdeticaihuoshengengmouyixingyejinxingchuangzuo，meizhoumeigebianjuxuyaotigonglianggewanzhengpiandanbuchongneirongku，baozhengzaijiedaoxuqiuzhihouyitianzhineinengjikehu5geyishangpiandanjinxingxuanze。jiexialaijiushipinpaifuwubufuzejutizhixingxiediao，yijiyunyingbuduishujujieguofuze，jiyonghuzuowanzhengdeshujujieanbaogao。

congneirongshanglaishuo，henduopinpaidingzhiduanjubunengxiangchuantongduanjuyiyangtaikanzhongjizhideshuanggan、daliandengyuansu，duipinpaieryan，zheizhongyuansuhegushiqingjiefanerhuijiangdipinpaigediao。pinpaiduanjugengqiangdiaotongguoshehuizhuliuqingxuqieru，yigengjiazhengxiang、posudejiazhiguanjifayonghugongming。

shangzhou，yulezibenluntuichudeduanjuheibang（dianjiyuedu）zhongjiuyouyijiduanpoximaodunweizhuxiandepinpaiduanju，poxizhiyinshifouniaoluganranjiunengdiweizhuanhuan，qiejiangniaoluganranyusishenghuobujiandianxianglianxi，qingjiebuheluoji，haianhanshengbingkechidejiazhiguan，zheizhongjuqingduimomengchujunyezheigepinpaixingxiangbenshenbingwuzhengxiangjiazhi。

zhiqian，yongyouzhongduodarendemcngongsishipinpaiduanjudezhuyaozhizuofang，erjinniankaishi，gengduoduanjugongsikaishirujupinpaiduanju，xiwangtongguopinpaizhiruhuodingzhihuodegengwendingdeshouru。danduanjugongsizuopinpaiduanjuhaixuyaogengduoshijianyupinpaijinxingxijiemoheherenzhironghe，zhenzhengrangpinpaiduanjuchengweishuangyingdexuanze。