商业价值大爆发，「短剧F4」成了带货顶流

Core Insights - The short drama industry is experiencing rapid growth, with annual viewership surpassing 50 billion and a user base exceeding 800 million, creating a unique content ecosystem and audience demographic [1][2] - The cost of promoting a star in traditional media is significantly higher compared to the short drama sector, where costs have been reduced to the million-level [1][2] - Brands are increasingly recognizing the commercial value of short drama actors, leading to a surge in collaborations and endorsements [3][4] Industry Growth - The short drama actors are becoming focal points for brand collaborations, with the "Short Drama F4" (including actors like Ke Chun and He Jianqi) being particularly sought after [4][5] - Ke Chun's popularity soared with the drama "Good Girl," achieving a total viewership of 2 billion, and he gained 3.2 million followers on Douyin within 30 days [4][5] - He Jianqi has also gained significant traction, with his role in "When I Was a Stand-in, My Salary Was a Million" leading to multiple brand collaborations and high sales figures during live streams [6][7] Brand Collaborations - Brands are shifting their focus from merely building brand image to achieving sales conversion, making short drama actors attractive due to their cost-effectiveness [15][16] - The endorsement fees for top short drama actors range from 600,000 to 1 million, significantly lower than those for A-list celebrities [15] - The core audience of short dramas aligns closely with the target demographic of many beauty brands, particularly women aged 31-40 living in lower-tier cities [15] Market Dynamics - The short drama industry is transitioning from a "drama promotes people" model to a "people promote drama" model, indicating the rising influence of short drama actors [17][18] - The involvement of traditional film and television companies is enhancing the professional training of short drama actors, contributing to their marketability [17][21] - Short drama actors are also expanding their business boundaries, engaging in live streaming and other media formats, which increases their commercial opportunities [18][23] Future Outlook - The short drama platform Hongguo has seen significant user growth, with 212 million monthly active users, and is exploring new monetization strategies through integrated shopping features [23] - Despite the industry's promising growth, the fast-paced nature of short dramas poses a risk of market saturation, requiring actors to continuously adapt and enhance their value [23]