爱奇艺亲自盖章"2025品牌主们最爱投的剧"，播至18集，双平台剧集品牌露出各达25家，与《赴山海》热播效应同步炸裂的，是它的招商能力。 大剧市场吸金能力依旧？这似乎毋庸质疑。甚至在刚过去的暑期档，它还打破了一些类型题材的限制：严肃文学改编的农村群像剧《生万物》合作品牌数 37家，古装权谋大剧《藏海传》合作品牌数达48个再攀新高。更细化的维度，《锦绣芳华》刷新了集均广数、单集广数等纪录。 但这又不是全部。相比去年同期，超过40家品牌合作的剧集数量大幅下滑，即使面对最头部的内容，客户入局也愈发谨慎；对于大部分剧集，"全集有 广"更是跨不过的硬指标，尤其是到了8月只有一部《生万物》实现了全集有广，其余皆"沦陷"。 与剧集市场"整体降温、两极分化"的走势不同，综艺市场的招商表现在整体上更为"平稳"。这是个喜忧参半的词：一方面，头部综艺动辄10+品牌合作的 时代确实已经过去，综艺招商高点基本落在了8个品牌合作上；另一方面，新综艺在声势和吸金能力上，相比往年更加亮眼。 我们常说"春江水暖鸭先知"，长视频招商能力的分化背后，是娱乐营销品牌池的加速洗牌，以及内容市场最真实的发展趋势。前者是消费市场的风向变化 也在真切作用于 ...

在美食综艺匮乏的综艺市场，《一饭封神》是一档豪掷重金的节目。不但邀请到谢霆锋、张勇、郑永麒担任专业 评审，陈晓卿任总顾问，还邀来李诞、谭国锋参与美食点评，在话题的新意和制作精良上赢得口碑，成为一档话 题度颇高的"下饭综艺"。 中国作为拥有八大菜系的美食之国，无论历史还是地理维度，都有诸多可挖掘的内涵，因此，美食一直在综艺领 域占据一席之地。 来自中国各地的100位厨师同台竞技，其中有米其林大厨，也有来自街边、热爱烹饪的小厨。这样一档名为《一饭 封神》的美食综艺，不仅成为内地综艺市场热点话题，也带动了参赛主厨餐厅的线下消费热潮。 自7月17日在腾讯视频和东方卫视同步播出以来，《一饭封神》就成了暑期档综艺中的热点。据猫眼专业版数据， 《一饭封神》单集首播日热度，开播时飙升至9619.23，五度登上综艺热度榜榜首。 《一饭封神》，厨师界"饥饿游戏" 《齐民要术》曾写："美食之道，不在金盘玉脍，而在水土人心。"《一饭封神》总顾问陈晓卿说，过去的烹饪比 赛，比的是规矩和反复训练，但这档节目比的是头脑，是厨师的棱角与美食智慧。 作为总顾问，陈晓卿期待在节目中看到更多元的厨师样貌。这档节目的百名厨师中，不仅有米其林、黑珍珠 ...

Group 1: Industry Overview - The overall performance of the drama and variety show advertising market in H1 2025 shows a significant decline, with drama advertising down 26% year-on-year and variety show advertising down 10% [10][12][19] - The total number of drama series launched in H1 2025 was 123, a decrease of 8.9% compared to 135 in the same period last year [10] - The total number of variety shows decreased to 282 from 317 year-on-year, indicating a contraction in the market [19] Group 2: Key Performers - Despite the overall decline, top projects like Youku's "Cang Hai Chuan" secured over 60 brand partnerships, leading the drama advertising market [6] - The crime/suspense genre saw a remarkable increase, with the number of such shows rising by 89% and advertising partnerships increasing by 29% [15] - The new variety show "CCTV's Central Good Goods Shopping Party" achieved an impressive 108 brand partnerships, showcasing the strong sponsorship capability of new variety shows [16][17] Group 3: Market Dynamics - The market is increasingly characterized by a "winner-takes-all" effect, where only top-tier projects are able to secure significant advertising deals, leaving mid-tier projects struggling [6][21] - The overall sentiment among brand clients towards investing in drama series is waning, reflecting a broader trend of reduced enthusiasm for advertising in this sector [12][21] - The industry is advised to adopt more innovative marketing strategies to enhance brand engagement and drive commercial growth, particularly in the crime/suspense genre [15][21]

Core Viewpoint - The summer variety show trend is shifting towards "food," with major video platforms competing in the cooking show genre, highlighted by Tencent's "One Meal to Fame" which introduces a high-stakes elimination format [1][4][18] Group 1: Show Format and Structure - "One Meal to Fame" features a "survival" style competition with a high elimination rate, where only 16 out of 100 chefs advance after the first round, creating a sense of urgency and excitement [1][4] - The show emphasizes a documentary-style presentation, lacking typical reality show elements like sound effects, focusing instead on the chefs' narratives and the judges' tasting moments [4][8] - The competition's structure aligns with current trends in variety shows that prioritize fast-paced formats to capture audience attention [4][18] Group 2: Industry Context and Competition - Other platforms like iQIYI and Youku are also launching cooking shows, with iQIYI's "Delicious Victory" and Youku's "Fiery Game: Battle of Chefs" set to air in August and late August respectively, indicating a crowded market for culinary competitions [10][11][12] - The simultaneous release of multiple cooking shows suggests a strong market interest in culinary content, with potential for a "cooking show showdown" during the summer [11][12] Group 3: Audience Engagement and Cultural Impact - The show aims to connect chefs' personal stories with the audience, enhancing the chefs' brand influence and promoting a deeper cultural understanding of Chinese cuisine [8][15][16] - The format allows for a more intimate portrayal of chefs, transforming them into storytellers of their culinary journeys, which resonates with viewers [13][15] - The rise of cooking shows is seen as a reflection of changing consumer preferences, where culinary arts are not just about sustenance but also cultural identity and lifestyle [18]

Group 1: Cultural Events and Economic Impact - Chengdu International Intangible Cultural Heritage Expo Park has hosted over 40 outdoor music festivals, contributing to a new paradigm of cultural tourism consumption in Qingyang District, with over 3,000 performances and ticket revenue of approximately 200 million yuan in 2024 [1][4] - The "Strawberry Music Festival" has been a significant event in Chengdu for 12 years, with 50% of attendees coming from outside the city, indicating a strong cross-city audience attraction [4][5] - The "ticket economy" has emerged as a trend where consumers extend their stay and engage in local tourism activities, enhancing the overall economic impact of cultural events [5][6] Group 2: Performance and Audience Engagement - The "Flower Heavy on Brocade City" performance has become one of Chengdu's top ten cultural brands, attracting thousands of visitors since its debut in 2022 [6][9] - The upcoming summer season will see a variety of performances at the Sichuan Grand Theatre, including traditional and contemporary dance dramas, showcasing the diversity of cultural offerings [7][8] - The integration of film and television productions in Qingyang is expected to further boost tourism, as more visitors are drawn to locations featured in popular media [9] Group 3: Future Trends in Cultural Tourism - The industry anticipates a shift towards more boutique and diversified cultural tourism experiences, driven by ongoing policies promoting cultural and tourism integration [5][6] - The rise of short dramas and variety shows filmed in Qingyang is expected to enhance the district's appeal, creating a synergy between media exposure and tourism [9]

Core Insights - The core message emphasizes the importance of innovation and breakthrough strategies for success in the media industry, as highlighted by the remarks of the general manager of Hunan Broadcasting and Television Group at the 2025 Mango Leading Fresh Conference [1]. Group 1: Innovation and Content Strategy - Mango has established 127 teams across 7 major tracks to transform creative ideas into unique intellectual properties (IPs), converting content popularity into long-term brand assets [1]. - The company is implementing an intelligent commercial system that creates a closed loop for product effectiveness, tracking the entire content performance evaluation process from advertising exposure to product conversion [1]. - Mango's ecosystem is expanding into various areas, including micro-short dramas, educational research, new offline concert formats, animation games, and immersive cultural tourism, aiming for comprehensive brand value resonance [1]. Group 2: Content Development and IP Utilization - The company showcased a variety of content types, including classic IPs like "Riding the Wind" and "Singer," which are being revitalized with new formats such as outdoor episodes and ultra-high-definition live broadcasts [1]. - Mango has initiated a "sample plan" strategy for its variety shows, unveiling 13 new sample episodes during the event [1]. - The company is adapting popular national IPs like the "Return of the Pearl" series into short dramas, with over 20 derivative dramas in development, including workplace themes and cultural heritage topics [1]. Group 3: Collaborations and Partnerships - Mango has formed a long-term partnership with Wuyou Media to enhance talent cultivation and content post-link exploration, focusing on creating efficient conversion pathways with new product forms [2]. - The company also launched a collaborative interview IP titled "Behind" with technology brands Ningde Times and Avita during the event [2].

Core Viewpoint - The performance announcement of Xingkong Huawen for 2024 reflects the company's challenging transformation under multiple pressures, with significant revenue decline and ongoing losses [1] Financial Performance - In 2024, Xingkong Huawen achieved revenue of 163 million yuan, a year-on-year drop of 61.8%, marking a historical low [1] - Net loss narrowed from 1.605 billion yuan in 2023 to 233 million yuan in 2024, primarily due to a substantial reduction in goodwill impairment losses (from 1.192 billion yuan to 48.5 million yuan) rather than a substantial recovery in core business [1] - Operating profit margin plummeted to -52.36%, and return on total assets was -1.80%, indicating a severe deterioration in profitability [1] - The first half of 2024 showed a revenue decline of 50.7% year-on-year and an expanded loss of 225.6% [1] Key Business Challenges - The core revenue source, the "Sing! China" IP, faced a critical blow due to the public relations crisis stemming from the 2023 Li Wen incident, leading to program suspension and a loss of 1.634 billion yuan in 2023 [1] - The company's market value collapsed from 49 billion HKD to 1.132 billion HKD due to the incident [1] - Despite attempts to restart program production in 2024, the lingering effects of the crisis resulted in nearly zero revenue contribution from the variety business [1] - The situation highlights the company's over-reliance on a single IP and significant deficiencies in content regulation and public relations management [1] Market Reaction and Strategic Response - Xingkong Huawen's stock price fell by 68.84% in 2024, reaching a low of 2.27 HKD, a 98.36% decrease from its historical peak, resulting in a market value loss exceeding 48 billion HKD [2] - A brief stock price surge of 18% occurred in March 2025 following the announcement of a collaboration with iQIYI on a "100 Hong Kong Films Micro-Short Drama Project," but the stock price subsequently fell back to low levels [2] - The capital market exhibits a polarized attitude, recognizing the potential value of the classic IP library (e.g., 757 Hong Kong films) while expressing concerns over ongoing losses, tight cash flow, and the risk of losing Hong Kong Stock Connect eligibility [2] - The company is attempting to reverse its decline through a "long to short" strategy, collaborating with iQIYI to adapt classic Hong Kong films into micro-short dramas and reviving the 4K restoration of "A Chinese Ghost Story," which achieved a box office of 11.86 million yuan [2] - However, the transformation faces dual challenges: intense competition in the micro-short drama space and creative risks associated with adapting classic IP for younger audiences [2] Current Status and Future Outlook - Xingkong Huawen is experiencing a painful transition period between the collapse of traditional business and the instability of emerging business [2] - Although the 2024 performance showed a reduction in losses through financial maneuvers, the core issues remain unresolved [2]