短剧精品化时代：运营策略三大变化

Group 1: Industry Trends - The short drama industry is entering a period of refinement, with micro-short dramas becoming a mainstream entertainment choice by the end of 2025, leading to intensified competition and a shift in focus towards scale, quality, and copyright competition [1] - Popular short dramas such as "Good Girl" and "Eighteen-Year-Old Grandma" have broken viewership records, with "Good Girl" being the first short drama on the Hongguo platform to exceed 10 million collections [1][3] - The phenomenon of top-tier resources concentrating among leading players is evident, creating a closed loop of "high traffic - high revenue sharing - top works," which exacerbates the Matthew effect in the industry [4] Group 2: Operational Strategy Changes - In response to the concentration of resources, mid-tier production companies are adopting differentiated strategies to survive, as exemplified by the Heima Theater under Dianzhong, which saw a 99.4% year-on-year increase in monthly active users, exceeding 50 million by September 2025 [5] - Heima Theater's new partner plan 3.0 emphasizes differentiation through three major upgrades: a quantifiable revenue-sharing model, an incentive category upgrade, and a guaranteed minimum revenue for completed dramas [7][9] Group 3: Differentiation Strategy Implications - The differentiation strategy allows mid-tier players to focus on content quality rather than chasing popular genres, thus meeting diverse user needs and avoiding the pitfalls of homogenization [11] - By implementing a quantifiable revenue-sharing model and a tiered minimum revenue guarantee, mid-tier production companies can reduce trial and error costs and focus on niche topics, creating opportunities for high-quality works [13] - The differentiation strategy contributes to industry upgrades by promoting diverse themes and addressing the issues of content homogenization, leading to a virtuous cycle of "differentiated competition - quality content - revenue reinvestment in creation" [14]