空置物业，在焦急中等待短剧“救赎”

Core Insights - The rise of short dramas has led various industries, including real estate, to explore cross-industry collaborations, with companies like Greenland and Vanke actively participating in this trend [2][3][22] - The short drama market is projected to grow significantly, with estimates suggesting a market size of 504.4 billion yuan in 2024 and 634.3 billion yuan in 2025, indicating a growth rate of 25.6% [4][21] - Despite the potential benefits, the effectiveness of short dramas in revitalizing struggling real estate companies remains uncertain, as many properties may not see substantial financial returns from this venture [5][26] Real Estate and Short Drama Collaboration - Greenland has opened a short drama base in Zhengzhou, covering nearly 604 acres, with plans to host over 1,000 short dramas annually [2] - Vanke is promoting its real estate projects on social media, highlighting their suitability for themes like "wealthy family emotions" and "substitute literature" [2] - The trend of repurposing vacant properties for short drama filming is not limited to Greenland and Vanke; other companies have also transformed unused spaces into filming locations [3][6] Market Dynamics and Growth - The short drama industry is experiencing rapid growth, with a significant increase in the number of projects being registered; for instance, 318 new short dramas were planned in just one month [6] - The demand for filming locations has surged, leading to a scarcity of modern scenes in traditional film bases, prompting production teams to seek alternative spaces [7][11] - The average cost of renting filming locations is relatively low, making it feasible for real estate companies to convert vacant properties into short drama bases [8][9] Challenges and Limitations - While short dramas can activate some idle properties, they cannot address the vast amount of vacant real estate across the country, which remains a significant challenge for the industry [11][26] - Many short drama bases are struggling financially, with a high percentage of them operating at a loss, indicating that the profitability of this venture is not guaranteed [25][26] - The current trend of real estate companies entering the short drama space is driven by the need to alleviate cash flow pressures and explore new revenue streams, reflecting a shift in strategy amid market challenges [19][23]