In order to help the opera industry and inherit and promote the traditional opera culture, on April 14, 2022, Douyin Live announced the launch of the "DOU has good drama" plan.
Han Shangyou, vice president of Douyin, said that Douyin Live hopes to help at least 10 theater groups and 1,000 professional opera actors build an online second theater in the next year.
In fact, TikTok has been in action before.
It is understood that the live broadcast of opera on Douyin is probably in 2019, after three years, there are now more and more opera anchors on the platform
The data shows that in 2021, the live broadcast of traditional culture on Douyin increased by 1 million compared with the previous year. Taking the most popular traditional opera as an example, in the past year, the number of live opera broadcasts has exceeded 800,000, with an average of more than 3,200 views per session. Every live opera is equivalent to a medium-sized performance.
The platform party's active participation in the guidance may trigger an exponential fission between opera and live broadcasting.
In this regard, Chen Qiu, a reporter from The Times Weekly, had an exchange with Shule, and poor Dao thought:
Differentiation is not only technical, but also in terms of content to form a unique moat.
At present, the "bosses" (the elegant names of the famous opera characters) who have been paid less and less attention are ushering in the second spring, although it may be more divine.
After all, the Douyin Divine Comedy has played a record on the Lower Riba people, and now that Douyin needs Yangchun White Snow, some routines will be very close.
The root cause is strategy.
That is, the precipitation of the background, so that the vertical segmentation of the long tail users can also find their own hearts, in order to stick to all kinds of users for a long time, opera is no longer popular, under the long tail effect of the Internet, there are also considerable and objective loyal fans, especially at the moment of the national tide, the field of opera is also changing, embracing the Z generation.
This kind of cross-border cultural integration, if you grasp the direction under the leadership of the platform, can completely achieve a vertical category, although small but deep enough moat.
Obviously, Douyin is ready to invest a lot of resources.
According to media reports, for the future layout of Douyin live broadcasting, Song Ying, head of the "DOU has good drama" plan, introduced that Douyin live broadcasting will optimize product capabilities, open paid performances for actors and theaters with professional performance capabilities, and provide exclusive gifts for ticket friends in live broadcast rooms to create an online and offline integrated performance experience.
Song Ying continued to say that secondly, in order to solve the problem of insufficient exposure of opera anchors, the first phase of Douyin Live invested more than 100 million traffic resources, and launched a variety of operational activities such as "DOU to sing good dramas". At the same time, the platform will also cooperate with famous opera artists to create a "famous actor DOU to sing" column, and jointly create online programs such as ace opera IP "Pear Garden Spring" to jointly promote the art of opera.
In fact, in addition to Douyin, Internet giants are also focusing on traditional culture, and their strategic ideas are highly similar.
In recent years, Internet giants such as Ali, Tencent, etc. have used various ways (crowdfunding, games, live broadcasting or other) to establish contacts with intangible cultural heritage and traditional opera, whether it is a show or a practical work, which is essentially a way to expand customers and a means to establish a brand.
Author Zhang Shule, columnist of People's Daily and People's Post and Telegraph, senior commentator of The Internet and game industry