The official announcement of "The Life I yearn for 6" was finalized.
On April 1 1, Weibo, the official of the Yearning Life, made the topic # The Yearning Life has finally gone to the seaside #. The official announced the news that the Yearning Life 6 was about to start broadcasting, and then released the poster of "Dream in the Sea Edition" by the seaside. Last season, five long-term guests Huang Lei, He Jiong, LAY, Peng Yuchang and Zifeng Zhang also announced their return.
The reason why we want to talk about Weibo is because in the first five seasons, Huang Lei, one of the permanent guests, has repeatedly proposed that he wants to go to a seaside destination such as Maldives. Therefore, there will be a "dream".
A group of friends, country cottages, three meals a day, and drinking and having fun are all the contents of the slow variety "The Life I yearn for". Such a loose program theme and structure, coupled with the selected destinations, hit the psychology of urbanites eager to return to the "idyllic life" in one fell swoop, creating an imagination space for them to "return to the field", and there are countless circles.
Although the specific location of the sixth season has not yet been announced, judging from the location style of previous programs, it is highly probable that it is in the surrounding villages of some popular seaside cities.
In the first season, garden village, a new town in Miyun, Beijing, was chosen. The ancient town showed the quaint and elegant features of the northern Republic of China. Because the Chaobai River runs through it, even in the north, Miyun is quite a bit like a water town in the south of the Yangtze River. Coupled with the "Eight Scenes of Miyun" that have been passed down to this day, stoves, cool beds, stone mills, barns and white snow all make people instantly trapped in the life of small towns in the north.
In the second season, Heling Village, Tonglu County, Hangzhou, Zhejiang Province was chosen. It has been famous for its "green mountains, beautiful waters, leisurely history and secluded scenery" since ancient times, and it is also the prototype of Huang Gongwang's Fuchun Daling Map. Shrimp catching in fish ponds, local mud stoves, rice transplanting in fields, white walls and tiles, smoke curling, and canoeing across the lake are like a slowly unfolding picture of a water town in the south of the Yangtze River.
In the third season, Wengcao Village, Murong Town, Guzhang County, Xiangxi was chosen, which has the reputation of "hometown of forestry, hometown of famous tea, hometown of weightlifting and hometown of singing and dancing". The typical Miao architecture with black tiles and wooden walls is quiet and beautiful, which is scattered on the hillside layer by layer. With the help of chopped pepper, bacon, pickles, Ciba, blood-soaked duck and other ingredients, the hot beauty of Xiangxi landscape spread from the tip of the tongue to the whole body.
In the fourth season, Manyuan Village, Menghan Town, Jinghong, Xishuangbanna, Yunnan, is chosen as a quiet Dai village in the embrace of tropical forests. The mushroom house here is a typical Dai house, decorated with Dai elements such as leaves and peacocks, which is exquisite. The custom of celebrating the New Year in Dai calendar, such as wearing national costumes, splashing water on blessings and grabbing rice by Dai people, is nothing more than tropical pastoral life.
In the fifth season, Bailinzhou Village, Taohuayuan, Changde, Hunan Province was selected, which is the only prototype place of Taohuayuan Ji with annotations in Cihai and Etymology. Against the backdrop of peach blossoms blooming all over the mountains, it seems that we can easily return to Tao Yuanming's paradise of "the land is flat, the houses are just like it, and there are fertile fields, beautiful ponds and mulberry trees".
At the end of the slow variety show, is it to bring goods?
In addition to the quiet years, commercial value is also an unavoidable topic for all variety shows. In this regard, the industry has reached a point that outdoor programs are better than indoor programs, and life-style slow variety shows are better than competitive fast variety shows. Because outdoor and life programs have more abundant scenes, they can be combined more naturally in implantation, so they are favored by major advertisers. As a mature slow variety, The Life I yearn for is naturally a master of variety.
The first is the ability to bring goods to the location of the program. According to the big data of Ma Honeycomb Tourism, after the launch of "Yearning for Life 4", the tourism popularity of Xishuangbanna in the past week increased by 7 1.2% compared with the same period of last month, and a large number of viewers came to Ma Honeycomb Platform to search for keywords related to the program. The keyword search popularity of "Yearning for Life Shooting Location" increased by 183% week on week. Similarly, "Life I yearn for 2" was also in the month after the broadcast, and the tourism heat index of Tonglu, Zhejiang Province in Mahoneycomb increased by 1 19%.
Secondly, it is the ability to bring goods to the implanted program brands. Although "The Life I yearn for 1" was broadcasted by only three brands, namely, Jiangzhong Monkey Gu Mi Xi, OPPO and Rinnai Forest Water Heater, with the growth of the program's popularity, Ford Motor Company and Kellogg's Grain successively joined the first season. Since then, the overall brand number of the program has also continued to grow since the second quarter, and reached a new high of 14 in the fourth quarter.
The third is the ability to link the live broadcast of e-commerce. The live broadcast of "Mushroom House" by Viya, the head anchor of e-commerce, was launched before the launch of "Life I yearn for 4". On the day of live broadcast, permanent members He Jiong, Huang Lei, Peng Yuchang and Zifeng Zhang appeared in the live broadcast room together with current members Song Weilong and Silence Wang. This live broadcast lasted for more than an hour, with more than19.5 million viewers and sales exceeding 5.2 million.
The year of 20 17 is called "the first year of slow variety in China". On the occasion of the launch of "Life I yearn for 1", two programs, Dear Inn and Chinese Restaurant, were also launched one after another. Naturally, the carrying capacity of these two slow variety shows should not be underestimated. In the first season of "Dear Inn", the location of Lugu Lake, because the number of tourists in the scenic spot driven by the program has repeatedly exceeded the 10,000 mark, and it is hard to find a room.
This is the case in China, and the ability of overseas slow variety shows to bring goods is not ordinary.
Luo Yingxi, a variety show director who started the slow variety show in Korea, is often called Luo PD(Program Director), and has made many variety shows focusing on slow life, such as Three Seasons and Three Meals, Grandpa Flower, Yin Canteen and new journey to the west.
After the broadcast of "Three Hours and Three Meals", in which the starring members stayed away from city life, came to rural areas and fishing villages and solved the problem of three meals by themselves, more Koreans chose to spend the weekend in the countryside, and the demand for homestays was in short supply. Simply revolving around those three meals, most of the pictures are "Three Hours and Three Meals", which has successfully brought a lot of rural tourism.
In order to open up the China market, the film "new journey to the west" was filmed in China. The cast members actually experienced Xi 'an, Chengdu, Lijiang and other places in China, and played games while traveling. Among them, the audience rating in the second quarter with Lijiang as the main content is as high as 3.5%, which proves its high popularity. The live performance "Impression Lijiang", the special food of ethnic minorities such as Naxi nationality, and the scenic spots of Tiger Leaping Gorge, which are quite representative of Lijiang, have made Lijiang a fire in South Korea.
Middle-aged slow variety artists, can they still move?
Year after year, these slow variety shows were in full swing yesterday, and they can't control today's situation. Superimposed on the tourism industry that is affected by the epidemic from time to time, can these slow variety artists who "step into middle age" still bring cultural travel destinations and their derivatives?
From a macro perspective, the first is the continuous contraction of the travel radius of consumers affected by the epidemic. According to relevant data, the travel radius of residents in New Year's Day holiday in 2022 will be reduced from 202 1 36.3km to10.3km, which will be 80.9% of the same period last year, and the recreation radius of destinations will be basically the same as last year. The same is true for the National Day in 20021year. The average travel radius of urban and rural residents decreased by 33.66% year-on-year, and local tours and Zhou Bianyou became the basic markets of the tourism industry.
However, in general, the audience of slow variety shows are mostly people who live in the city and yearn for rural life. They are willing to travel and are willing and able to pay for some added-value cultural tourism consumer goods. Once the travel radius shrinks, the natural scale of this part of the main consumer groups will be reduced, which will affect the "realization" of the ability of slow variety artists to take goods to travel destinations.
Second, with the increase of tourism destination media, variety is no longer the only choice. In the early days, variety shows were far more attractive than the traditional forms of text and pictures with their light and interesting audio-visual content. And with the passage of time and the progression of stories, the characters, animals, plants and implanted brands in the program are easy to have closer emotional links and realize more natural integration. But now, taking the Songkran Festival as an example, whether it is Flying Pig or Songkran Festival broadcast live on Aauto Quicker platform, it can present the festival scene instantly and completely, and play a promotion role.
In addition to live broadcast, short video and online celebrity are two new media for tourism destinations in recent years. In "Summer of the Band 2", five members of the band ignited themselves with a mouthful of Haifeng dialect, which made many people begin to understand Haifeng, the county seat in eastern Guangdong. In the chanting of five people, Haifeng, as the original image of rural China, gradually spread out. It is needless to say that Ding Zhen and Sichuan Litang became popular. There is also Laojun Mountain in Luoyang, which attracts netizens from all over the country to go to the "amazing feast on earth". As information dissemination tends to be short and fast, it is conceivable how attractive these new media will be.
On the individual level, middle-aged variety artists are slightly weak in content innovation. In the industry, variety shows that have been broadcast normally for four or more seasons are called comprehensive N generation, and applying the same set of content templates for multiple seasons, "changing the soup without changing the medicine" has become a "common problem" for most comprehensive N generations.
Some Douban netizens have published their own summary of the content template of each program of "Life I yearn for", accompanying Huang Lei to cook, go to the fields to work, have dinner at night, recall the past, output a wave of life philosophy, sing and dance, play games, get up until midnight, and sleep until the next day to eat and leave. The fixed content will naturally damage the evaluation of variety shows. The score of "Desire for Life" in Douban was 8.0 in the second quarter, and it went down all the way, with 7.3 points in the third quarter, 6.9 points in the fourth quarter and 6.6 points in the fifth quarter, which had fallen below 7.5 points in the first quarter. The same is true of Dear Inn, which scored 6.3 points in the first quarter, 6. 1 point in the second quarter, and almost halved to 3.7 points in the third quarter, and will not be updated thereafter.
Changes in the cast members will also have a certain impact. Members who bring their own topics can naturally bring a lot of traffic and heat to the program, but the rollover of members will naturally affect the ratings of the program, and not all stars are suitable for slow variety. There are 15 members in "Fifty Kilometers of Peach Blossom House", but everyone continues to play life on the show with their usual "familiar faces". Obviously, this kind of variety show with a strong sense of industry is not what the audience who are full of "returning to the field" want to watch.
In addition, too much cargo will also bite the program's cargo capacity. The life I yearn for was once ridiculed as the life of advertising, and He Jiong was always in the "JD.COM posters" that fell from the sky from time to time ... so that some people sent a barrage of regrets, "I'm so tired, how many advertisements can't be read". At the same time, after some products with unsatisfactory quality are sold, they will even bite the reputation of the program. The fruit sold live in "Life 4" has received many bad reviews.
How to continue the road of slow variety show?
According to the "Annual Observation of City Image Communication" issued by Southern Weekend City (Regional) Research Center, out-of-the-box and out-of-date are the key points of city image communication. Out-of-circle refers to some "invisible" "niche cities", which present unique urban elements through the participatory communication of network platforms and break through the original small circle to enter the public's field of vision; Innovation is aimed at "famous" cities, and presents a new image of the city through the adjustment of communication content and creativity.
Therefore, no matter the size of a city, it needs all kinds of content that can create a circle and create new opportunities for it, especially in the cultural tourism industry. As one of them, slow variety shows, how to continue the road of carrying goods in the tourist destination plate?
0 1 Find a new symbol element
In American scholar Jonah Berger's The Story of Madness, valuable information and controversial topics have become an intermediary symbol, and people are willing to share and participate in discussions to gain a sense of honor in interpersonal relationships. As far as tourist destinations are concerned, traditional symbolic elements are difficult to cause new hot topics, but new symbolic elements that can trigger discussions on social platforms can.
The smile of "Sweet Wild Boy" makes Litang's "distant poetry" more attractive; The four seasons flavor of Shan Ye in Li Ziqi's hands makes some rural children living in the city feel the past infinitely. Interestingly, in the documentary program "Guarding the Liberation West" featuring grassroots police workers, some tourist scenes, such as Orange Island fireworks and the Jiefang West business district where the police station is located, provoked many bilibili audiences to express their strong willingness to travel in the barrage. Therefore, in the stage of symbol element screening, the program planning group may wish to escape the imprisonment and gain unexpected surprises.
02 tourism marketing skillfully borrows money.
The producers of variety shows mainly include TV stations and video platforms. Compared with the traditional tourism promotion departments, the advantages of the former lie in their strong marketing capabilities. In the official microblog of "Life I yearn for 6", in addition to the starring members, there are three resident animals, namely @ Little H is so red, @ Little O's growth diary and @ Nicholas Deng, which correspond to two puppies and a muscovy duck respectively.
On Weibo, the accounts of these three small animals are personified, which brings the virtual stalks in the program to the real world and effectively realizes the transformation of commercial value. For example, advertisements for dog food appeared from the beginning of "The Life I yearn for 2", and Xiao H and Xiao O realized their own earning. Of course, Weibo marketing is only one of them. With the help of interesting and ingenious marketing methods, it is a key link to further strengthen the variety content and the symbolic elements of tourist destinations.
03 Offline Reproduction of Spiritual Utopia
Some people describe slow variety as a spiritual utopia tailored by busy audiences, and it is indeed the case. To this end, the program group has also made a lot of efforts. The program group of "Yearning for Life" will plant and design a large area of farmland before and after the mushroom house for half a year before the recording of the program, and integrate into the four-season order of the tourist destination in advance. Luo PD is best at capturing the charm of what people are used to, reminding everyone not to underestimate the trivial details.
The Journal of Korean Broadcasting once published an in-depth interview for MBC producers. The interviewees mentioned that professional qualities based on affinity and human care are what producers need most. Someone once commented, "If the first two seasons of" The Desire of Life "are good-looking, it lies in the friends and the tranquillity of rural life brought by Huang Lei and He Jiong". In the final analysis, the key task of the slow variety show is to present the appearance of the members who are seriously living in a selected place. On this basis, we can discuss that the tourist destination is out of the circle and out of the new. On the contrary, it is difficult to stand up and just break the original peace of the countryside in vain.
For slow variety, Southern Weekend defines it as "no longer just a product of the entertainment industry system, but a cross-section of the times and geography, bearing the anxiety and trauma, beliefs and yearning of a certain period, and turning this emotion into narrative." From this perspective, the goods with too strong commercial flavor should not appear in this ideal life picture. However, under the atmosphere of serious life, there will naturally be people who are willing to go, feel, or even stay in the life they yearn for, which is naturally a good choice sometimes.