随着两档脱口秀节目同期打擂接近尾声，暑期档综艺市场迎来了两档旅行综艺的隔空PK——《地球超新鲜》与《花儿与少年同心季》轮流"坐庄"云合综 艺霸屏榜，再次说明旅综在娱乐市场炙手可热的程度。 不仅在"综N代"阵容中，旅行综艺正在取代户外综艺的生态位，新一代的旅行综艺也跃跃然有登顶之势。爱优腾芒等平台都将旅行综艺作为开发的重点， 不仅在相似题材上正面较量，彼此争夺热门的综艺大咖和流量艺人，甚至同时开出多档旅综同台"赛马"。 今年的旅行综艺有哪些新的趋势？新节目又该如何跳出同质化内卷的怪圈？ 01 旅综风潮今年继续吹 "旅行+"正在成为万能杠杆 如果说2024年是旅行综艺的大年，那么今年这股风潮还在延续。云合《2024年综艺网播年度观察》报告显示，2024在更季播综艺题材中，旅游综艺部数占 比为15.2%，位列首位。 今年上半年的网综霸屏榜中，旅行综艺就占据了四席。不仅《哈哈哈哈哈》这样的老牌旅综依然"能打"，《现在就出发》这样的新一代旅综势头凶猛，新 开发的《一路繁花》《老有意思旅行社》等也都表现抢眼。 对于陷入创新困境的综艺产业而言，"旅行+"正在成为撬动一切题材、赛道、明星阵容的万能杠杆。 | 排名 | 节目名 ...

Core Insights - The article highlights significant changes in the Chinese variety show industry during the first half of 2025, indicating a shift in trends and opportunities for growth [1][3]. Group 1: New Variety Show Developments - The emergence of new variety shows, referred to as "Zong Yi Dai," has successfully broken the previous stagnation in the industry, boosting overall confidence [3][4]. - Notable new shows include iQIYI's "Yilu Fan Hua" with 10 brand sponsors, Mango TV's "Lao You Yi Si Lv Xing She," and Tencent Video's "You Ni De Lian Ge," all receiving positive feedback [4][6]. - The success of "Zong Er Dai" and "Zong San Dai" shows, such as "Zhong Di Ba 3" and "Ma Hua Te Kai Xin 2," indicates a strong market performance compared to older shows [6][10]. Group 2: Competitive Landscape - Increased competition among platforms has led to higher quality content, as seen in the music variety shows "Ge Shou 2025," "Ya Zhou Xin Sheng," and "Rang Wo Lai Chang" [7][9]. - The ongoing competition in traditional variety show formats emphasizes the need for platforms to enhance their project development capabilities [9][12]. Group 3: Innovation in Established Shows - Established shows, referred to as "Zong N Dai," are undergoing significant transformations to remain relevant, with examples like "Cheng Feng 2025" and "Qi Zi De Lang Man Lv Xing" gaining popularity through innovative content [10][12]. - The industry recognizes that without innovation, even long-standing shows risk losing their audience [12][16]. Group 4: Short-Form Content Integration - The trend of integrating short-form content into long-form variety shows is becoming prevalent, with platforms experimenting with formats that blend both [13][14]. - This shift aims to cater to changing viewer habits, with a focus on shortening episode lengths and overall seasons [16][19]. Group 5: Emergence of Trendy Shows for Gen Z - The rise of "Chao Zong," targeting Gen Z culture, has led to the introduction of several new shows that resonate with niche audiences [17][19]. - While these shows have garnered positive reception within specific communities, breaking into mainstream popularity remains a challenge [19][20]. Group 6: Innovative Sponsorship Models - The variety show marketing landscape is evolving, with new sponsorship models such as joint branding becoming more common [21][23]. - Innovative marketing strategies, including immersive brand placements, are expected to become standard practice in the industry [23][24]. Group 7: Capturing Contemporary Sentiments - Successful shows are increasingly those that resonate with current societal emotions, as demonstrated by the second season of "Shi Nu Er Shi Ma Ma 2," which tapped into themes of family dynamics [24][26]. - The industry is learning that relevance to contemporary issues is crucial for sustaining audience engagement and success [26].

Core Insights - The variety show market in the first half of 2025 has shown stability in content supply and popularity, with major platforms like iQIYI, Tencent Video, Youku, and Mango TV maintaining a consistent release schedule, leading to a competitive environment where multiple platforms have shows airing almost every day [1][3][4] - iQIYI has emerged as a leader in the new variety show segment, holding a significant market share with four out of the top five shows and six out of the top ten shows, indicating a strong performance in content creation and audience engagement [1][5][10] - The trend of sponsorship in variety shows has stabilized, with many successful shows securing multiple brand sponsors, although the ability to attract sponsorship has become more evenly distributed among top shows [1][20][31] Content Changes - The variety show market is undergoing a transformation, focusing on creativity and quality, with a notable shift towards "pure" content that meets audience demands [4][15] - The "N-generation" variety shows are being revitalized, with innovative formats and themes that resonate with viewers, such as "Planting Season 3," which emphasizes agricultural responsibility and community engagement [5][7][10] - New IPs are being introduced to invigorate the market, with shows like "A Journey of Flowers" leading the charge in providing fresh content and engaging narratives that appeal to diverse audiences [10][12][14] Commercialization Trends - The commercialization of variety shows is evolving, with a focus on emotional marketing that resonates with younger audiences, as seen in shows like "A Journey of Flowers" and "New Rap 2025" [20][21][25] - Brands are increasingly leveraging variety shows for scene-based marketing, creating immersive experiences that extend their reach and engagement with consumers [26][29] - The market is witnessing a blend of new and established brands utilizing variety shows for exposure, with data indicating that beverage and internet brands dominate sponsorship visibility [31][33]

Core Viewpoint - The recent tax evasion allegations against Liu Xiaoqing, a prominent figure in the entertainment industry, have reignited discussions about the social responsibilities of celebrities and the legal boundaries they must adhere to, especially given her past conviction for tax evasion in 2002 [1][7][22]. Group 1: Allegations and Background - Liu Xiaoqing is accused of tax evasion through her wholly-owned company, Shanghai Yixi Cultural Media Center, by issuing VAT invoices to evade personal income tax [2][22]. - The allegations include a loan of 3.3 million yuan from Liu Xiaoqing Jewelry (Ningbo) Co., Ltd. to a related enterprise, which was later funneled into her media company via a personal endorsement contract [2][22]. - The media company, registered in 2017 with a capital of only 30,000 yuan, is described as a "shell company" with no actual operations or employee records, yet it issued 42 VAT invoices totaling over 3 million yuan [2][22]. Group 2: Historical Context - Liu Xiaoqing previously served 422 days in prison for tax evasion amounting to 14.58 million yuan in 2002, which significantly damaged her public image and career [7][9]. - The past incident has created a heightened scrutiny of her current situation, as she has been previously penalized for tax-related issues [22]. Group 3: Industry Implications - The entertainment industry has been identified as a high-risk area for tax evasion, with numerous celebrities facing similar allegations in recent years, including high-profile cases like Fan Bingbing and Zheng Shuang [16][19][21]. - The ongoing issues reflect a broader problem within the industry regarding compliance with tax regulations, as many stars reportedly utilize various methods to evade taxes, undermining public trust and social equity [21][24]. Group 4: Public and Legal Reactions - Liu Xiaoqing has publicly denied the allegations, claiming no prior relationship with the accuser and labeling the claims as malicious [5][22]. - The Shanghai tax authority has accepted the case for investigation, which could lead to significant legal consequences if the allegations are substantiated [5][22].