内容、通路、生态协同发力，《家里家外2》折射短剧迈入下半场

Core Insights - The article highlights the success of the short drama "Home and Away 2," produced by Douyin Group's Short Drama Copyright Center and the leading short drama brand Tinghua Island, which achieved over 1 billion views and broke the 100 million heat mark on the Hongguo Short Drama platform, indicating a shift in the short drama industry from "traffic competition" to "quality cultivation" [1][4]. Content Quality - The "Home and Away" series utilizes "regional aesthetics" to convey universal emotions, integrating family feelings with local dialects, daily food, and nostalgic objects, creating a relatable "home" space that resonates with audiences [4]. Distribution Innovation - The collaboration between "Home and Away 2" and Douyin's Short Drama Copyright Center employs a "one cooperation, multi-channel distribution" model, addressing the inefficiencies of traditional distribution methods and significantly enhancing content reach by integrating resources from platforms like Douyin and Hongguo [5]. Ecosystem Support - The Hongguo Short Drama platform plays a crucial role in the series' success by providing industrialized operational support throughout the content lifecycle, from pre-launch marketing to post-broadcast engagement, thereby extending the series' reach and impact [6][7]. - The platform fosters a community ecosystem where viewers share personal stories and interact with the cast, transforming viewing into a collective dialogue about "home," which deepens emotional connections and enhances the series' long-term reputation [7]. Conclusion - The success of "Home and Away 2" is attributed to its emotional depth and cultural resonance, the efficient multi-channel distribution provided by Douyin Group, and the operational and community-building efforts of Hongguo Short Drama, demonstrating that the premium transformation of short dramas requires a synergy of content, distribution, and ecosystem [7].