Wenwen Han: “Duanju are the digital heritage of Chinese folk literature”

Duanju

Read the article :  https://www.duanju.fr/en/post/wenwen-han-duanju-are-the-digital-heritage-of-chinese-folk-literature-video

Transcript

00:00Bonjour à tous, je m'appelle Wenwen, je suis plutôt triste chinois, c'est donc heureux pour moi de participer ce festival.

00:08Sorry, my French answer.

00:10But no worries, I'll switch to English now, and also I need to read the script.

00:15I'm a short drummer producer from China, and I'm the founder of ShortDrammer Alliance.

00:20And I've been deeply involved in this fast-growing industry for two years.

00:24So let me briefly introduce you of Chinese shortdramers.

00:28Shortdrammers didn't just come out of nowhere.

00:35They're actually the video version of online novels, a format that has been booming in China since the 1990s.

00:42As of last year, China had over 31 million online fiction writers and more than 41 million novels published online.

00:50These stories are released in one chapter at a time.

00:54And when the story gets really exciting, readers must pay to unlock the next chapter.

01:01Eventually, the model evolved into free readings supported by ads.

01:05So how did shortdrammers begin?

01:08At first, people made highlight videos of these novels and promoted them on Douyin, the Chinese version of TikTok.

01:15Viewers who got hooked would click through to read the full novel on the website.

01:22Some videos are performing so well.

01:25Why not just turn the whole story into video?

01:27That's when Douyin Mini Theatre was born.

01:30Like an extension feature within the Douyin app, viewers watch inside this drama theatre mini program.

01:37And when they reach a cliffhanger, they must pay inside the app to unlock more.

01:44It's very different from the West.

01:46In China, we don't need a separate app.

01:49The theatre runs inside Douyin or WeChat via mini programs.

01:54During the pandemic, many creators like wedding videographers, travel council makers and vloggers had no work.

02:01So they started making shortdrammers.

02:04At first, they weren't professionals.

02:07Early dramas cost around 30,000 to 50,000 RMB, around 3,800 to 6,300 euros to make, but could reach 5 to 6 times of ROI, return of investment.

02:23Today, with professional teams entering, costs have grown to 500k to 1.5 million RMB.

02:31Around 63,000 to 190,000 euros.

02:37And a 1.1 ROI is considered good.

02:41The market has changed dramatically in just 4 years.

02:45Second part, what is the essence of shortdrammers?

02:49I believe shortdrammers are dopamine-driven products.

02:52Their core purpose is to create addiction and trigger payment behavior, especially in overseas markets where users still pay per episode.

03:00The goal is to make you crave more.

03:03It's like this.

03:05Imagine you just finish a delicious French dinner and then light up a cigar.

03:10Two puffs in and I take a wait.

03:13You want to continue?

03:14Okay, pay for it.

03:15The structure of shortdrammers is made up entirely of highlight moments.

03:19This breaks the traditional mindset of film and TV passioners.

03:24These highlight clips are crucial for marketing.

03:27They are pushed out as ads to potential viewers.

03:30A lot of money is spent here.

03:33Even today, Chinese shortdrammers go global still follow this logic.

03:38You see a video ad on Facebook or somewhere else.

03:41You click and it takes you to the app.

03:44The more highlight cuts a drummer has, the more material it has for marketing.

03:50That's what makes a drummer competitive.

03:54So that's my sharing of Chinese shortdrammers.

03:57Also, in the pre-production of shortdrammers, I'm not sure I will be available to join your meeting that day.

04:06But if I have the honor to join you, it would be great to talk to you on set.

04:11Okay, so thank you very much.

04:14That's my sharing today.

04:15And thank you very much.

04:16And I hope you have a nice day.

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