枫叶互动南亚鹏：内容创新始终是文化出海的核心竞争力| 2025中国—东盟博览会品牌文化出海交流会

Core Insights - The globalization narrative of Chinese enterprises has evolved from merely exporting products to offering culturally rich experiences and identities, encompassing both abstract and concrete elements [1] - The "Cultural Going Global" theme event organized by 36Kr focused on the new paths, challenges, and opportunities for Chinese culture in the global market, highlighting various sectors including gaming, new consumption, and short dramas [1] Industry Overview - The micro-short drama market in China has rapidly developed, surpassing the box office revenue of Chinese films last year, and continues to grow in both paid and free models [3] - The overseas short drama market began in August 2022, with the first company launching a micro-short drama app targeting North American users, initially using local actors for better reception [4] - In Q1 of this year, the app ranked first in download charts in the US, indicating strong user preference for the micro-short drama format, which features tight pacing and engaging plots [5] Market Growth and Potential - The overseas short drama market is projected to maintain rapid growth, with some quarters expected to exceed 70% growth in 2024, and an overall growth rate of 20%-30% anticipated from late 2024 to 2025 [5] - The US market accounts for over half of the revenue, benefiting from a large user base and strong willingness to pay, while Latin America and Southeast Asia show rapid growth in downloads [5] - The user penetration rate for paid content in the overseas short drama market has significant room for improvement, with only a small percentage of Netflix users engaging with micro-short dramas [6] Strategic Insights - The success of micro-short dramas abroad is attributed to China's economic strength and the foundational work laid by e-commerce and product exports [6] - The app model adopted for overseas distribution enhances user engagement and consumption, contrasting with the lack of a mini-program ecosystem in overseas markets [6] - The company aims to localize content to better serve overseas audiences, recognizing that local stories resonate more effectively with viewers [7] Content Development and Trends - The company has successfully tested various themes in overseas markets, with genres like werewolf dramas and campus stories gaining popularity [8] - Collaborations with domestic partners have resulted in significant revenue sharing, with over 20 million RMB distributed in the first half of this year to support the global reach of quality Chinese content [8] Future Directions - The company is exploring deeper integration of short dramas with gaming and e-commerce, leveraging the wide reach of short dramas to enhance product visibility [9] - There is a call for collaboration to expand user bases and promote Chinese micro-short dramas globally, emphasizing the potential for localized content production [10]