Image source @Visual China
Text｜Entertainment Business Observation, Author｜Fugui
Kuaishou Variety Show started a new story.
Following “It’s About to Be Funny” and “Xinzhi Board of Directors”, Kuaishou and Xiaoguo Culture have indirectly produced “Super Nice Conference” and “The Birthday Wishes” from the end of 2021 to the beginning of 2022.
Almost at the same time, Kuaishou also launched “Time and Space Shop” and “Sleep at 11:00”, and launched “Ice and Snow Team Touch” and “Ice and Snow Heroes” in conjunction with the Winter Olympics.
But unfortunately, the content market has never been won by volume. Simply take “Super Nice Conference”, which was advertised as “popular out of the circle” by Kuaishou as an example.
As of the time of publication, the Douban score and Zhihu score of the show have not yet been released, and the Weibo topic #SuperNiceConference# has only been read by 470 million. The favor of the 7 major brands such as Zhaopin Recruitment stems from the belief in the Kuaishou variety show, or the preference for the Xiaoguo label and the guest lineup that is comparable to the “Talk Show Conference”, which can be clearly seen through the investment promotion of the rest of the programs. Answer.
The large-scale bloom is more of a “low-level diligence” for users and the market. Kuaishou variety show once again stopped Kuaishou , and fell into “broken update” after the conclusion of “Time Shop” and “Sleep at 11:00”. ”, Kuaishou ’s promotion of the platform’s self-produced variety shows has also died down at the same time.
But Kuaishou obviously didn’t want to give up.
After nearly 4 months of precipitation, Kuaishou Variety Show entered a high-profile “continuation” in August, and successively announced the middle-aged and elderly blind date show “Old Iron Love” and the intergenerational reality show “Let’s Go!” Mom” and the music female anchor growth reality show “Sounds Like Summer Flowers”.
Only this time, it is not only the variety show market that Kuaishou wants to embrace.
Emotional needs superimpose parent-child relationship, and Kuaishou incarnates “friends of the elderly”
An indisputable fact is that the “silver economy” has become a new value depression.
According to QuestMobile’s “2022 Sinking Market Insight Report”, as of April 2022, the monthly active users of the sinking market were 692 million, which has become the core force driving the market improvement and the core source of new traffic in various industries. Among them, middle-aged and elderly people over the age of 51 accounted for 26.4%, and the online middle-to-high consumption power of middle-aged and elderly users increased slightly compared with the same period last year.
On the other hand, in the “14th Five-Year Plan” National Aging Development and Elderly Service System Plan issued by the State Council at the beginning of the year, a special chapter was set up for the first time to propose “vigorously develop the silver-haired economy”.
Based on this, Kuaishou must win the elderly group both at the user and commercial level.
According to the Fortune 500 list this year, 49 listed companies failed to make a profit, with a total loss of about 436.3 billion yuan. The Kuaishou family contributed 18% of the share, or 78 billion yuan +, topping the list of losses.
Although after adjusting the net loss, Kuaishou ‘s real loss in 2021 should be 18.852 billion yuan, but this figure is still staggering. More importantly, Kuaishou ‘s annual loss has seen a rapid increase in the naked eye.
From 2019 to 2020, the losses of Kuaishou were 1 billion yuan and 7.86 billion yuan respectively.
Behind the high loss of 18.852 billion yuan is the rapidly expanding sales and marketing expenses of Kuaishou. According to the financial report, in 2021, Kuaishou ’s expenditure in this part will increase by 66% year-on-year to 44.17 billion yuan.
In the incremental market, spending money to build momentum is not new, but the problem with Kuaishou is that it is always difficult to spend money on the edge. The most intuitive proof is the continuous pace of around 300 million daily active users.
From “Old Iron Love” and “Let’s Go! Mom”, Kuaishou has grown a lot in how to effectively spend money.
According to relevant media reports, 35% of the elderly over 60 in China have no spouse, and 37.6% are willing to remarry. As with love, the handling of parent-child relationships is also crucial for older adults.
From these two most topical and popular issues, “Old Iron Love” and “Let’s Go!” The traffic trump card of “Mom” has it. On this basis, Kuaishou has contributed to the flow of the program and the output of variety show effects in terms of communication channels and guest selection.
Specifically, in the production of “Old Iron Love”, Kuaishou chose to join hands with Heilongjiang Satellite TV, and broadcast it synchronously with the Heilongjiang Radio and Television Culture and Sports Channel, and the middle-aged and elderly guests participating in the program were all local Heilongjiang; “Let’s Go! The mother and son of Yang Di, the mother and son of Da Zhangwei, and the mother and daughter of Li Xueqin invited by “Mom” not only have national recognition, but also have a strong sense of variety show.
Carrying out a music talent show for “star building” and “trust”
If you say “Old Iron Love” and “Let’s Go!” “Mom” is Kuaishou ‘s game of leveraging the incremental market, and “Sound Like Summer Flowers” is Kuaishou ‘s breakthrough around the “star-making crisis”.
Looking back at 2022, from “Classmate Zhang” who recorded his daily life in the countryside, to Liu Genghong, who promoted the nationwide fitness wave, to the “Oriental Selection” called “the clear stream in the live broadcast room”, every short video made Star climax is inseparable from the figure of Douyin, and during this period, the highlight of Kuaishou has always stayed at “Mr. Guo”.
It should be emphasized that although “Mr. Guo” started in Kuaishou , he became popular at Station B and is active in Douyin.
The national new star iteration is slow, and the growth of fans of platform anchors is also weak.
According to the new broadcast data, in the latest week (August 1-August 7), in terms of horizontal comparison, the overall growth of Douyin’s TOP20 fans is much higher than that of Kuaishou ; vertically, the growth curve of Douyin TOP20 accounts is relatively smoother, and Kuaishou has A strong sense of disconnection.
This is closely related to the still significant “familialization” problem of Kuaishou .
During the week from July 25th to July 31st, “Dandan” and “Zhao Mengche” in TOP1 of the Kuaishou Fan List and TOP3 are both “Simba disciples”, and “Sister Cat”, who won TOP15 in the latest week, The same is true for the “Five Five” of TOP17.
The existence of this problem will not only bring some resistance to Kuaishou absorbing and cultivating new blood, but also exacerbate the difficulty of building a diversified and sustainable content ecology, but also have an impact on the reputation of the platform.
The “sugar water bird’s nest incident” has not yet been settled. In April this year, “Xin Xuan” was again “suspected of selling fakes” due to the trademark licensing dispute with sports brand YPL. Not long ago, another one with nearly 20 million fans in Kuaishou “Simba disciple” Xu Jie was also accused of “selling fakes”.
Kuaishou has publicly emphasized more than once that trust is the cornerstone of Kuaishou e-commerce, and regards “trust-driven” as a major theme of the development of platform e-commerce.
But in contrast to it, not only the “Simba family”, but also the “Donkey Family Army” helmed by “Donkey Sister-in-law Pingrong”, “Erchen” with 39 million + fans, “Sanda Brother Family”, “The Donkey Family” Actors Gazi, Xie Mengwei and Pan Changjiang, who have earned a lot of attention, have been exposed to “selling fakes” or “false propaganda”.
If Kuaishou wants to have the confidence to “break the wrist” in the issues of “de-familialization” and governance of “counterfeiting”, it must cultivate more top KOLs who break the circle. Similarly, Kuaishou e -commerce is also the only way to effectively solve the problem of currency conversion rate.
In this way, it is not difficult to understand why Kuaishou attaches so much importance to “Sound Like Summer Flowers”. On the one hand, he invited the caviar culture who had worked on “Idol Trainee” and “Youth Has You” to protect the production level. On the other hand, he invited Zheng Xiuyan, Wang Sulong, Rainie Yang escorted her at the communication level as an “anchor agent”.
More importantly, “Sound Like Summer Flowers” is directed to female music anchors in Kuaishou , and Kuaishou is also extremely diverse in the selection of female anchors, including musicians who have debuted overseas, game anchors, mothers , students living in the mountains…
Dreaming is easy, dreaming is difficult
Kuaishou wants to create a “springboard”, but the market is never short of careerists.
QuestMobile’s “2022 Cross-Platform KOL Ecological Report” shows that as of April 2022, users over the age of 51 account for more than 20% of Kuaishou and WeChat, and 18% of Douyin.
Kuaishou has a certain leading advantage, but a fact that cannot be ignored is that almost all Internet giants regard the “silver economy” as a must-have option for their own development . To maintain this advantage will have to pay more.
But it’s a pity, “Old Iron Love” and “Let’s Go!” Mom”‘s current performance is not worthy of Kuaishou ‘s ambitions. As of the time of publication, the Weibo topic #GobaMama# has only been read more than 3 million, and there is a long way to go before going out of the circle.
Blessings are unparalleled, and misfortunes do not come singly. “Sounds Like Summer Flowers”, which was originally scheduled to be launched on August 5, was withdrawn from the temporary broadcast due to “technical reasons”, and no new broadcast date has been announced so far.
On the other hand, although Kuaishou quickly entered the battle at the beginning of the popularity of “Frontier Alimu”, it was absorbed into the “2022 Happy Village Leader Program”, providing all-round support such as platform traffic resources, brand resources and training resources, but “Frontier Alimu” Wood” does not reproduce the growth story of “Classmate Zhang”.
On October 4, 2020, “Classmate Zhang” released the first video “Dumplings with Wine” on Douyin. In late November, “Classmate Zhang” became popular and gained more than 6 million followers in the week from November 22 to November 28. , by the end of December, the total number of fans reached 17.632 million.
On the other hand, from July 25th to July 31st, the total number of followers of “Zhongjia Limu” on the entire network was only 3.6 million. What’s even more embarrassing is that this week, “Frontier Alimu” has the highest number of fans on Douyin, 290,000 more than Kuaishou , and in the latest week, “Frontier Alimu” is the anchor of Douyin and Kuaishou ‘s fans. This person is not found in the TOP20 list.
This is because there are too many gold diggers crowding the “village entrance” after being “Student Zhang”. On the other hand, compared with “Classmate Zhang”, the content of “Alimu in the Frontier” lacks emotional resonance and lacks technicality in filming. His popularity is more of a hit with the Internet public.
It is difficult for a joke to make people laugh for a lifetime, and in the current short video market, it often only takes a few months or even a dozen days to go from “top stream” to “outdated”.
As of the time of publication, “Classmate Zhang” has 18.854 million Douyin fans, which means that “Classmate Zhang” has only attracted 1.222 million new fans in the past 8 months.
Perhaps neither “Sounds Like Summer Flowers” nor “Frontier Alimu” are the turning points for Kuaishou to break the “star-making crisis”, but it cannot be denied that Kuaishou still has the possibility to create changes.
At the 2022 Kuaishou Photosynthesis Creators Conference, which ended shortly after, Kuaishou announced that it would invest 2 billion traffic support for 4 major vertical high-quality talents in the second half of this year to create a “Pan-Entertainment Talents Training Program” and “Ride the Wind to Create Stars” , “Gypsophila Program”, “Finding Treasure Musicians Program” and other incentive programs.
However, after Douyin and iQIYI joined hands, the market has less time for Kuaishou to stay put.
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