?? ?? What are the potentials to be discover in China's trending TV series? ???? ??
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The Knockout, a chinese criminal drama directed by Xu Jizhou, remained popular after its?finale?as netizens continue to interpret the plot, discover easter eggs, have discussion on the actors’ backstory, all in a?blind enthusiasm?of wanting to reminisce on the thrills of watching?the drama. All the?extended discussions, topics, and even creation of?internet memes?are circulating over the whole China digital ecosystem with?Douyin?being the main platforms where the fans connect.
According to the drama critics,?The Knockout, lay out their story plot in an intricate timeline of 2000, 2006, 2015, 2021, not only adding depth to the development of the character but also creating an?involving viewing experience?for the audience as if they have known the character for a long time.
Using the actual reference of China’s?society era changes?of city development, restructuring of state-owned enterprises, and capitalisation, and how it has brought misery upon the working class as the main pillar of constructing the?antagonist’s villain story?has also captivated the audience’s?attention and immersion.
According to?QuestMobile’s data, the tv series gained a stable 80 million to the peak at?104,5 million views?during the first week of China Spring Festival. So the real question is what are the potentials for brand to explore in the massive popularity generated by the drama series?
From the all time popular historical fantasy drama,?Love Between Fairy and Devil, we not only saw the rise of a 24 years old actor?Dylan Wang, but also how brands can collaborate with the?drama IP?to benefit from the popularity generated.
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Wang was first known for winning?Super Idol?in 2017, a variety show broadcasted by Youku, but what led to his groundbreaking?rise to fame?was his leading role in the 36 episode drama,?Love Between Fairy and Devil, which was placed top one on Chinese streaming platform?iQiyi?in 2022.
The exclusive streaming platform, iQiyi gained close to?100 million new users?in the first month of release, and earned Wang?4.81 million?followers and?6.87 million?followers on Weibo and Douyin respectively. The drama has also landed Dylan Wang an ambassadorship deal with?Maybelline?and?Louis Vuitton.
In overview, the drama generated?8.33 billion views?on?Weibo?and topics related to the TV drama hit a total of?23 billion views?in all on?Douyin, with the show title topic garnering 18.38 billion views. With such achievement, brands like?Nayuki, China beverage brand, collaborated with the drama IP on special edition beverages, accomplishing?tens of thousands?of sale quantity within?8 minutes?of selling.
Conclusion:
Nevertheless, The Knockout was crowned the?best local tv series?ever since?Empresses in the Palace?from 2011 (a drama that is still circulating the internet with its timeless fame), there’s?endless potential?for brands to discover whether it is to find a?collaboration IP?or to appoint a?brand ambassador.
SOURCE:?DOMORE?,?QUESTMOBILE