《长安的荔枝》花式变现，数钱的是腾讯视频

Core Viewpoint - Tencent Video has successfully leveraged the drama "The Lychee of Chang'an" for extensive monetization, attracting over 30 brands for advertising partnerships, indicating strong market enthusiasm for the show [1][2]. Group 1: Advertising and Brand Partnerships - Major brands such as Tmall, Vipshop, and Budweiser have invested in advertising within "The Lychee of Chang'an," showcasing the show's appeal to top advertisers [2]. - The dairy industry has seen significant advertising activity, with brands like Yili and Mengniu heavily promoting their products in conjunction with the show [2]. - Collaborative products have also performed well, with sales of special flavors like lychee-flavored fermented milk exceeding 100,000 bottles on launch day [4]. Group 2: Market Trends and Challenges - The sales of Guangdong lychee have surged, with a reported 560% year-on-year increase in transaction value on JD.com, and a 143% increase in search volume on Meituan since June [6]. - The video industry is facing challenges, with companies like iQIYI and Mango Media reporting significant revenue declines, leading to reduced content costs [9][10]. - Many film and television companies are increasingly dependent on video platforms, often compromising on project terms due to the platforms' dominant position [11][17]. Group 3: Tencent's Strategic Position - Tencent Video, as the producer of "The Lychee of Chang'an," holds significant rights and monetization opportunities, contrasting with the more vulnerable position of production companies [7][8]. - Tencent's revenue in Q1 reached 180 billion yuan, far surpassing iQIYI's 7.19 billion yuan, highlighting its strong market position [13]. - Tencent is increasing its investment in video content, establishing a dedicated online video business unit to enhance its competitive edge [15].