Core Insights - The long drama market is expected to face a "bleak" end in 2025, with significant changes in industry dynamics anticipated due to a challenging environment [1] Group 1: Industry Trends - The traditional "Big Six" production companies are experiencing a decline in both output and market share, with Huace Film and TV significantly reducing its new releases from seven to three this year [2] - New releases from New Classics Media have also decreased, with only one major drama expected in 2025 compared to multiple successful titles last year [3] - The overall production capacity of companies like Noon Sunshine and Ningmeng Media has remained stable, but their new releases have not matched the success of previous years [5] Group 2: Emerging Players - New players in the industry are fiercely competing, with companies like Changxin Media and Jiaxing Media gaining attention through successful new releases [14][16] - Quantum Pan Entertainment and Chunyu Media's collaboration on "Cang Hai Chuan" has emerged as a leading title in the male-oriented drama category, showcasing the potential of new entrants [21] - Other emerging companies like Xixi Film and Xinglian Film have also produced new works, indicating a slight recovery in their performance compared to last year [23] Group 3: Performance Metrics - The performance of dramas has varied significantly, with some productions achieving high ratings while others struggle to gain traction, reflecting the competitive nature of the market [9][11] - The drama "Xu Wo Yao Yan" from Jinhe Media has achieved notable success, marking a significant comeback for the company after a period of fewer hits [18] - The overall sentiment in the industry suggests that even successful productions are facing challenges in achieving blockbuster status, indicating a tough market environment [30]

Core Insights - The autumn drama market has successfully continued the momentum from the summer season, with historical dramas showing particularly strong performance [1] - The newly launched series "Tang Dynasty Strange Cases: Chang'an" has achieved significant popularity, breaking a content heat value of 10,000 and receiving a Douban score of 8.1, indicating a nationwide trend of binge-watching [1] - Recent historical dramas are innovating beyond traditional storytelling, providing fresh creative pathways while maintaining audience engagement [1] Summary by Sections Series Performance - "Tang Dynasty Strange Cases: Chang'an" has quickly gained traction, with its opening episode showcasing a tight narrative and engaging action sequences [3] - Other series like "Heavenly Sword and Dragon Slaying Sabre," "Dark River," and "Water Dragon Chant" have also contributed to a seamless continuation of viewer interest in historical dramas [1][3] Narrative Techniques - The series employs a mix of short and long drama advantages, maintaining a fast-paced and emotionally charged narrative that captivates viewers from the start [6] - The second case in the series utilizes a multi-threaded narrative style, intertwining seemingly unrelated storylines to create a complex web of suspense [6][9] Character Development - "Tang Dynasty Strange Cases: Chang'an" excels in character development, revealing intricate relationships and hidden motives that enhance the storytelling experience [9] - The series balances the excitement of short dramas with deeper explorations of character and plot, enriching the viewing experience [9] Thematic Exploration - Recent historical dramas are moving away from reliance on fantastical elements and simplistic narratives, instead focusing on the psychological distance between ancient and modern themes [12] - The series explores human nature and emotional depth, presenting characters with complex motivations rather than clear-cut heroes and villains [15][20] Genre Fusion - New historical dramas are breaking out of traditional genre confines, incorporating elements from various genres to create layered narratives [21] - "Heavenly Sword and Dragon Slaying Sabre" merges fantasy and traditional heroism, while "Dark River" combines martial arts with suspense, showcasing innovative storytelling approaches [23] Market Trends - The recent evolution in historical dramas reflects a shift towards character-driven narratives that resonate with audiences on a deeper emotional level [25] - The success of diverse genres within the historical drama category suggests a promising future for the market, as it seeks to explore new potentials and possibilities [25]

Group 1 - The October drama market saw a surge of costume dramas and male-oriented series, but none emerged as a breakout hit, with only "Into the Clouds" performing notably well on the Youku platform [1] - Several adaptations, including "Water Dragon Chant" and "Dark River Legend," attracted market attention, but their viewership ratings were closely matched, indicating a lack of standout success [1] - "Dark River Legend" had the most significant advertising impact among the four costume dramas, but its ad placements were still lower compared to earlier hits from the year [2][5] Group 2 - "Dark River Legend" achieved a total of 126 ads with an average ad duration of 32 seconds, making it one of the most heavily advertised dramas in October [3] - "Water Dragon Chant" also showed strong advertising performance with 130 ads and an average duration of 25 seconds, indicating effective brand partnerships [5][19] - "Heavenly Sword and Dragon Slaying Sabre" had a total of 71 ads, with a notable contribution from its lead actor's brand partnerships, showcasing the commercial potential of star power [12][19] Group 3 - The pharmaceutical and food and beverage sectors dominated advertising placements in October, with brands like "Sanjiu" and "Bai Sui Shan" being prominent across multiple dramas [21][22] - The increase in pharmaceutical brand placements reflects a strategic shift towards integrating products into relatable life scenarios, enhancing brand trust among target audiences [23] - The food and beverage sector also saw significant activity, with "Bai Sui Shan" appearing in five dramas, highlighting the growing importance of these brands in the drama advertising landscape [22][25] Group 4 - The advertising performance of modern dramas was relatively weak, with low brand placements and limited market appeal compared to costume dramas [20] - "Life Suspended" had only 16 ads, while "The Rest of My Life" and "Shadow" also struggled to attract significant advertising interest, indicating a trend of cautious investment in these genres [20][21] - The decline in advertising from food delivery platforms suggests a strategic shift towards more sustainable marketing approaches as competition stabilizes [25]

Core Viewpoint - The recent batch of male protagonists in female-oriented dramas is considered a "failed experiment" as they have not gained significant market share, with the leading show "Tian Di Jian Xin" only achieving a market share of 11.4% [1][29]. Group 1: Market Performance - The three male protagonist dramas, "Tian Di Jian Xin," "An He Chuan," and "Shui Long Yin," have market shares of 11.4%, 11%, and 8.3% respectively, indicating a lack of growth in audience engagement [1][29]. - The genre of female-oriented male protagonists has not penetrated the larger historical romance audience, leading to their classification as ineffective innovations [4]. Group 2: Character and Narrative Structure - The male protagonists are designed to appeal to female audiences, featuring traits such as "beauty, strength, and tragedy," which align with female preferences [5][14]. - The narrative structure borrows from male-oriented storytelling, focusing on adventure and career rather than romance, creating a hybrid genre that straddles both male and female narratives [3][14]. Group 3: Production and Aesthetic Choices - The current batch of male protagonists exhibits an overemphasis on visual aesthetics, with elaborate makeup and costumes that detract from the narrative [5][8]. - The character relationships often follow a template where emotional tension is primarily assigned to supporting characters, resulting in a diluted romantic subplot [10][19]. Group 4: Industry Trends and Economic Viability - The rise of female-oriented male protagonists is seen as a market-driven choice due to the high costs and risks associated with producing dual-strong narratives [20][23]. - The success of "Lian Hua Lou" in 2023 has prompted a surge in similar productions, although the market has not yet fully capitalized on this trend [22][29]. Group 5: Audience Reception and Future Outlook - The current male protagonist dramas have primarily resonated with their fan bases, but broader audience engagement remains limited, as evidenced by their modest market shares [28][29]. - The gendered categorization of dramas continues to shape production and marketing strategies, but the recent attempts at female-oriented male protagonists may be facing challenges in gaining wider acceptance [29].

Investment Rating - The report maintains an "Outperform the Market" rating for the media sector [4][36][40] Core Views - The media sector has shown a slight increase of 0.48% this week, underperforming both the CSI 300 index (0.75%) and the ChiNext index (4.09%) [11][12] - The game "Escape from Duckkov" has surpassed 2 million sales as of October 28, 2025, indicating strong market interest [15][36] - OpenAI is preparing for an IPO expected in the second half of 2026, with a potential valuation reaching 12 digits [16][36] Summary by Sections Industry Performance - The media sector's performance this week ranked 18th among all sectors, with notable gainers including BlueFocus, Yue Media, and Fushi Holdings, while losers included Giant Network and ST Huatuo [11][12][13] Key Data Tracking - The box office for the week (October 27 - November 2) reached 213 million yuan, with the top three films being "Life of Langlang" (37 million yuan, 17.5% share), "Improv Murder" (35 million yuan, 16.1% share), and "Eagle Warrior: Last Strike" (29 million yuan, 13.6% share) [17][19] - In the gaming sector, the top three mobile games in September 2025 were "Whiteout Survival" and "Kingshot" by Didi Interactive, and "Gossip Harbor: Merge & Story" by Lemon Microfun [24][26] Investment Recommendations - The report suggests a continued positive outlook on the gaming sector, particularly focusing on new product cycles and IP trends, recommending stocks such as Giant Network, Kaiying Network, and Jibite [3][36] - It also highlights the potential for growth in AI applications across various sectors, including animation, advertising, and education [3][36] Company Earnings Forecasts - Key companies such as Kaiying Network, Fenjun Media, and Mango Super Media are rated as "Outperform the Market," with projected earnings per share (EPS) for 2025E being 1.01, 0.39, and 0.76 respectively [4][38]

Core Viewpoint - The resurgence of action scenes in Chinese entertainment is becoming a focal point, with significant developments expected by 2025, as evidenced by the success of films and series that emphasize high-quality action sequences [1][3]. Film Industry - The film "Capturing the Wind" has grossed over ten billion, showcasing a shift in action films that no longer rely solely on traditional tropes [1]. - The film features a younger cast from the post-95 and post-00 generations, indicating a new direction for action films in China [1]. Television Industry - Recent series have focused on enhancing action scenes with improved special effects, costume design, and original soundtracks, leading to a notable increase in audience engagement [3][5]. - Series such as "Dark River" and "Water Dragon Chant" have adopted a more anime-like aesthetic in their action sequences, which has become a key point of discussion among viewers [6][7]. - The current trend in action scenes is driven by the demands of short video promotions and fan expectations, leading to a collaborative effort to elevate the quality of action in long-form dramas [5][8]. Audience Engagement - The audience's preferences for action scenes have become clearer, with a demand for more dynamic and visually engaging sequences rather than the traditional slow-motion effects [9][14]. - The rise of social media has made it easier for audiences to critique and share their opinions on action scenes, influencing the production standards [8][9]. Historical Context - The evolution of action scenes in Chinese dramas has been influenced by the film industry, with earlier styles being replaced by more dynamic and visually appealing techniques [11][12]. - The decline of traditional action films in the 2010s has led to a stagnation in the quality of action scenes in dramas, which are now beginning to draw inspiration from anime and gaming [14][19]. Future Directions - The industry is exploring new ways to innovate action scenes, with a focus on integrating elements from anime and gaming to enhance viewer experience [14][21]. - The effectiveness of action scenes in dramas will depend on their ability to complement the overall narrative and engage the audience emotionally [19][21].

Core Viewpoint - The article discusses the evolving aesthetic trend in the entertainment industry, particularly the "嬷化" phenomenon, where male actors are increasingly portrayed with delicate and fragile characteristics, challenging traditional masculinity [1][10]. Summary by Sections Stage 1: Economic Suitable Men - The early 2010s saw the dominance of the "economic suitable man" archetype, represented by actors like Tong Dawei, who portrayed stable, warm, and reliable characters [3][4]. - These characters reflected a societal shift towards valuing stability and emotional support in relationships, resonating with female audiences seeking reliable partners [5]. Stage 2: The "Wimp" Archetype - As societal pressures increased and women's self-awareness grew, the "economic suitable man" image became less relatable, leading to the emergence of the "wimp" archetype, exemplified by actors like Lei Jiayin and Guo Jingfei [6][7]. - These characters, often flawed and vulnerable, allowed female viewers to empathize with their struggles, reflecting a more complex understanding of masculinity [7]. Stage 3: The "Good Husband" Trend - The "wimp" archetype evolved into the "good husband" trend, represented by actors like Bai Ke, who embody a service-oriented, emotionally supportive male figure [8][9]. - This character type provides a sense of security and emotional stability, appealing to audiences in uncertain times [9]. Stage 4: The "嬷化" Trend - The "嬷化" trend marks a significant shift where male actors and their teams actively design and market a more delicate and feminine image, moving from passive acceptance to proactive engagement with audience expectations [10][16]. - This trend is characterized by a collaborative effort to redefine male aesthetics, allowing actors to gain empathy and increase their appeal in a competitive market [16]. Notable Examples - Actors like Cheng Yi and Luo Yunxi exemplify the "嬷化" aesthetic through their roles and public personas, emphasizing fragility and beauty in their portrayals [2][12]. - The trend is not limited to television but extends to idol groups and other entertainment forms, showcasing a broader cultural shift towards embracing softer male images [15].