Core Insights - The marketing strategies for the upcoming season are a focal point for brands, with advertisers facing challenges such as intensified competition for traffic, high reach costs, and fragmented user attention [3] - Short dramas are emerging as a cost-effective new traffic avenue, driving brands to explore deeper and more efficient integrations of short dramas with marketing [3] Group 1: Short Drama "Xiaomeiman" - The short drama "Xiaomeiman," a derivative of a popular national IP, has been launched, showcasing a narrative that combines urban family themes, gender relationships, and female growth [4][6] - The series consists of 20 episodes that depict the emotional struggles of a single mother and the challenges of family integration, resonating with contemporary societal issues [7][10] - The lead character, played by Ni Hongjie, navigates her life after three failed marriages, aiming to create a complete family for her daughter, which leads to humorous and poignant situations [8][10] Group 2: Brand Integration and Marketing Effectiveness - The short drama is uniquely sponsored by JD.com, aligning with the instant consumption model, and effectively meets user demands for immediate entertainment and emotional resonance [4][10] - The integration of JD.com’s services into the storyline enhances brand visibility and user engagement, allowing for a seamless connection between the narrative and the brand [12][14] - The use of relatable scenarios, such as ordering flowers or meals through JD.com, avoids overt advertising while embedding the brand naturally into the viewer's experience [14][15] Group 3: Industry Trends and Brand Partnerships - The short drama sector is witnessing significant growth, with Kuaishou's commercial partnerships increasing dramatically, indicating a strong market demand for brand short dramas [17][19] - Brands are increasingly satisfied with the marketing effectiveness of Kuaishou's short dramas, leading to a high repurchase rate and expanding collaborations across various sectors [19][20] - Kuaishou is recognized as a pioneer in short drama marketing, having established a comprehensive ecosystem that supports content creation and marketing monetization [19][20]

Core Viewpoint - The short drama format is rapidly becoming a significant trend in the entertainment industry, with its market size projected to exceed 50.4 billion by 2024, surpassing traditional film box office revenues. Predictions suggest it could reach a trillion-dollar market by 2027 [2][3]. Group 1: Market Dynamics - The number of short dramas has surged from 336 in 2022 to over 36,400 by 2024, indicating a massive increase in content supply [2]. - Brand-customized short dramas are becoming a popular marketing tool, with 153 new brand short dramas launched in just the first four months of 2025 [2]. - Brands are increasingly investing in short dramas across various sectors, including beauty, food, e-commerce, and finance, with nearly half of the brands entering the market for the first time [2][3]. Group 2: Case Study - Han Shu - Han Shu's turnaround story highlights the effectiveness of short dramas, with sales skyrocketing from 10 million to over 400 million after the release of a single short drama [4][7]. - The brand's total transaction amount reached 3.34 billion in 2023, making it the top beauty brand on Douyin, a significant leap from its previous ranking [7]. - The success of Han Shu's short dramas is attributed to their ability to reshape brand image and create emotional connections with viewers, leading to increased sales [8][9]. Group 3: Industry Trends and Challenges - The influx of brands into the short drama space has led to increased competition and rising production costs, with some reports indicating costs have risen from 700,000 to over 2 million by 2025 [21][22]. - The effectiveness of short dramas is declining due to content homogenization and poor storytelling, with many brands struggling to differentiate themselves [26][30]. - Brands are facing dual pressures of rising costs and decreasing conversion rates, leading to concerns about the sustainability of this marketing strategy [21][24]. Group 4: Future Directions - Industry experts suggest that the key to successful brand short dramas lies in high-quality content and natural product integration, rather than merely relying on star power [29][30]. - Brands should focus on storytelling to create a unique brand identity, as seen in successful cases like Starbucks and Jiuzhou Sanitary Ware, which effectively used short dramas to enhance brand perception [31][32]. - Not all brands are suited for short drama marketing; those without e-commerce attributes may struggle to see conversion benefits [33].