"On Ye Cheng's TV Series Marketing Strategy" is a long and micked title written by an unknown insider, and was reposted by fans of "Love Apartment" in a short time. △￠,
The full text is as follows:
"Some people say that Ye Cheng is a fool and sells a table of Manhan banquets at a bargain price. People who say such words are either an outsider or have prejudice against Ye Cheng. In my opinion, Ye Cheng sells "Love Apartment" at a low price to copyright distribution companies, which is an extremely smart and confident approach. The popularity of "Love Apartment" can be regarded as a classic case for TV series promotion.
Why do I say that?
Let’s first talk about online copyright distribution and exclusive online broadcast rights. A few years ago, when the online broadcast market had not yet grown, all TV series were copyright distribution because no website dared to buy big dramas separately, so it would be difficult to recover the cost. The big eruption of online dramas two years ago changed the pattern of the online broadcast market. Now, TV series with slightly famous and ratings have chosen to sell exclusive online broadcast rights without exception, because this can maximize the profits in the short term.
But "Love Apartment" is different. No one is optimistic about this drama. It does not have a big IP, a big director, or a popular actor. Such a TV series is difficult to make a debut if it follows conventional methods. Even if the drama is well-produced and has excellent content, it lacks the support of channels and platforms, and even if it is popular, it will be very slow.
Ye Cheng's cleverness lies in the fact that he rejected the high price given by USSI.com, and picked up the copyright distribution model that is considered outdated, and would rather lose money than spread the online playback channel.
Ye Cheng seems to be stupid enough to make money when he does this, but he makes "Love Apartment" a big ip at the speed of lightning. I dare to predict that Ye Zi Film and Television will definitely shoot "Love Apartment 2", and the online broadcasting rights price for the second season starts at least 1.2 million yuan per episode, and it is very likely to sell it to 2 million yuan.
Ye Cheng is different from most people in the circle. He has a long-term vision and is very confident in the TV series he has produced. Before the first season was sold, he had already made plans for the sales of the second season. Understand this and look back at Ye Cheng's actions, will you still think he is stupid?"
As soon as this point was released, netizens finally realized that Ye Cheng was not a fool, he was smart.
This long Weibo post is almost all the reply after the blog, except for some questions, which are full of surprises and feelings.
"No wonder others can start from scratch, but the brain structure is different."
"Leaf 66666666, put a long line to catch big fish."
"I said why he didn't sell an episode of 500,000 yuan, and he insisted on selling it to a website that offered 200,000 yuan at a low price."
"Lawyer Liu Yanglong, didn't you say Ye Cheng was stupid? Come and have a look."
"I finally understand why Ye Cheng went to a key high school at the age of 13. A creature like a top student cannot be judged by common sense."
"You all forgot that Ye Cheng is the little fox in "Extreme Men's Gang"? He doesn't do a loss deal."
"This wave is indeed not a loss, it's time to win the second season."
“…”
Not only ordinary netizens, but many industry insiders have also come back to the topic. After analyzing the marketing strategy of "Love Apartment", they could only shake their heads helplessly. This model cannot be copied.
First, TV series must have the potential to become popular, otherwise even if it is copyright distribution, no one will care about it if it is not good-looking;
Second. TV series with high click-through rates on the Internet are almost popular as soon as they come out. Of course, such TV series must be sold for exclusive broadcast rights at high prices. Only the money you can earn is considered money. Who cares about its influence and dissemination?
Third, you must have a complete sequel plan, otherwise after your copyright distribution becomes popular, you will only help the video website make money. But who can guarantee that sequels can be sold? No one dares to take that risk.
The online copyright distribution model is gradually eliminated. This is determined by the market, and Ye Cheng is just a helpless move. Anyone who wants to copy his approach will be a fool!
The media's tone became very fast, and they no longer mentioned the most valuable TV series of the year. They focused on Ye Cheng.
oo Entertainment News gave an exclusive interview to Ye Cheng. He also wrote:
"As one of the most popular young idols in recent years, every step Ye Cheng has taken is amazing. Since his debut as a talent show singer, his record has sold more than 70,000 copies and has deservedly become the newcomer in the Chinese music scene. At this time, what we see is his musical talent, and the quiet popularity of "The Legend of Wukong" makes people see his talent.
If it were only this, Ye Cheng could be called an excellent singer-songwriter and novelist. But an advertising film made countless netizens re-recognize him, and "I endorse myself" has also become a catchphrase for young people. It turns out that he is still an excellent businessman, and Ye Zi guitar has maintained a monthly sales of tens of millions of yuan.
Just this year, Ye Cheng performed well in a reality show, but he unexpectedly turned down the second season of "Extreme Men's Gang" and invested in and started filming TV series. From the start of filming to the start of broadcast, "Love Apartment" was almost a sarcastic voice. However, Ye Cheng took a unique approach and chose to sell TV series at a low price to adopt copyright distribution strategy, which eventually made "Love Apartment" a hit, with a total online broadcast volume of more than 2 billion.
What he did often makes us unable to understand, and it is not until we achieve success that people suddenly realize that this is an eclectic young man.
Today, we have the honor to invite Mr. Ye Cheng to oo Entertainment to talk about his entrepreneurial path..."
In this exclusive interview with oo Entertainment News, Ye Cheng admitted his copyright distribution strategy for the first time. He sold "Love Apartment" for 200,000 yuan per episode, which was indeed intentional. This statement attracted the attention of countless young people, praised Ye Cheng for being smart, and made those young entrepreneurs admire him.
With a huge population of more than one billion, there are countless talented young people, but few can really succeed. The hot sale of Yezi guitar is nothing, because it is the money earned by opening an online store. It has not even had its own physical factory so far. Maybe one day the brand will be dumped.
But Ye Zi Film and Television is different. It is a real film and television production company, and it has also created a drama "Love Apartment" that has become popular on the Internet. If nothing unexpected happens, "Love Apartment 2" will definitely be a big hit, and Ye Cheng has become an excellent film and television producer and company boss.
There are many large domestic film and television companies, and the bosses of those companies are also powerful, but they are not as popular as Ye Cheng. The reason is very simple, because Ye Cheng is young and handsome, and his topicality is enough for media reports, and netizens have discussed it.
Just when Ye Cheng was in the limelight, Oriental Satellite TV and Capital Satellite TV, together with three terrestrial TV stations, announced that they had purchased the second round broadcast rights of "Love Apartment". This time, the price was 250,000 yuan per episode, except for the exclusive drama, the TV station basically bought the TV series jointly, with the first broadcast rights price ranging from 600,000 to 1 million yuan, and the maximum second round broadcast rights were only 300,000 yuan.
As soon as the second round of broadcast rights of "Love Apartment" was sold, Ye Zi Film and Television Company earned 5 million yuan, and after removing the cost, it made 4.4 million yuan. Ye Cheng posted a micro-title. Bo joked, saying: "The cost of "Love Apartment" has been recovered, and his wife has finally not lost it."
Gao Yuanyuan replied immediately: "It's okay if you lose it, I'll support you."
Ye Cheng immediately replied with a smile: "o(n_n)o I'm so shy."
The majority of netizens hated these two guys who showed their love and fought back righteously:
"Show your love and die quickly!"
"Are you going to force single dogs to death?"
"I'm losing money in business, where can I find a wife to support me?"
"Boycott the loving dog, Ye Zi, write the sequel script!"
“…”
Is Ye Cheng going to film the sequel to "Love Apartment"?
Of course, I have to shoot it, otherwise why did he do so many things?
Ye Zi Film and Television's official Weibo account and Ye Cheng's personal Weibo account announced at the same time: "The filming plan of "Love Apartment 2" has been launched and the script is currently being created. There are still only seven starring actors in the second season, but three starring actors will temporarily leave, and the other three newcomers will live in the love apartment. But please rest assured that the three starring actors who left the second season will return in the third season."
As soon as this Weibo blog was released, it immediately caused a lot of trouble, and major online media reported it:
"Yezi Film and Television is full of ambition and releases the sequel plan for "Love Apartment"."
"The welfare of drama fans, Ye Chengxuancheng's "Love Apartment" will be filmed for three seasons."
"Netizens are looking forward to whether "Love Apartment" can continue the myth."
Compared with media reports, the fans of drama are different, and the bar friends of "Love Apartment Bar" are discussing heatedly.
"Ye Zi said that there are three starring actors in "Love Apartment 2" who will leave temporarily. Guess who will leave?"
"I'm looking forward to the second season, but what should I do if I like everyone? Yifei, Xiaoxian, Ziqiao, Meijia, Zhan Bo, Wanyu, Guan Gu, I can't bear to leave any of them."
"Yes, Ye Zi is so cruel, why do someone leave?"
"I think it will be Zhanbo and Wanyu who are leaving. Wanyu is a rich daughter and it is impossible for him to live in the Love Apartment all the time. After she leaves, Zhanbo will definitely chase her."
"It makes sense to analyze it well, but it is useless. Whoever leaves and whoever leaves has the final say."
“…”
"Love Apartment 2" in different time and space was added to a new role because of the actor problem. Of course, Ye Cheng has no actor problem, but he doesn't want the plot to change too much, otherwise the scripts of the second, third and fourth seasons will all be pushed to rewrite.
This is a big project, and it is completely thankless.
However, since you have to change actors, the old actors still need to comfort them.
Chapter completed!