制作投入媲美大型音综，「长鲸传媒」想用精品内容破局团播同质化

Core Insights - Cultural consumption is becoming a significant lifestyle trend, expected to peak in 2025, with group broadcasting emerging as a new cultural consumption hotspot alongside the "grain economy" [1] - The group broadcasting market is projected to reach 15 billion RMB by 2025, driven by increased support from platforms like Douyin [1] Group Broadcasting Development - Group broadcasting originated from early show live streaming, gaining traction in 2021, initially focusing on simple dance performances [1] - In 2023, group broadcasting gained mainstream attention, with related topics on Douyin surpassing 100 million views [1] - Douyin launched a "Quality Group Broadcasting Plan" to cultivate over 100 high-quality group broadcasts by the end of 2025 [1] Company Case Study: Changjing Media - Changjing Media was founded in 2023 by Li Shuai, who identified a need for differentiation in the group broadcasting space due to high levels of content homogeneity [2] - The company initially struggled with team configurations, discovering that a team size of 7-9 members was optimal for balancing individual and collective performance [2] Talent Selection and Training - Changjing Media employs a "precise screening" approach for selecting hosts, collaborating with professional art schools to source talent with strong foundational skills [3] - A rigorous three-tier assessment process is in place for potential hosts, ensuring they meet performance and teamwork standards before being considered for broadcasting [3] Operational Structure - Unlike many companies that prioritize front-end talent, Changjing Media emphasizes a strong backend support system, employing 1.5 backend staff for every front-end host [5] - The company focuses on the technical aspects of broadcasting, including camera work, lighting, and makeup, to enhance viewer experience [6] Content Creation and Branding - In 2024, Changjing Media initiated a branding strategy with the launch of "Whale·Yu," aiming to create distinctive content with cultural significance [7] - The company invested heavily in equipment upgrades to meet professional stage standards, ensuring high-quality visual presentation [7] Live Streaming Process - Each live broadcast undergoes a two-week planning phase, followed by a week of rehearsals, culminating in a full team rehearsal the day before the event [8] - Post-broadcast, the company conducts comprehensive reviews involving all team members to assess performance and improve future broadcasts [8] Commercialization Strategy - Changjing Media is expanding its business model to include offline events, connecting group broadcasting hosts with opportunities in live performances and competitions [8]