1998In October, Rejouge was first aired in October, failing to catch the summer season, when, of course, the coloring was just universal and the concept was not yet in place, including by the people who did the drama themselves. But for many years thereafter, every summer, the music of The Hour will ring as promised and become the collective memory of the Student Party.
In the summer of 2025, a series called “The Eighteen-Year-Old Grandmother has arrived to restore the family’s glory” (hereinafter “The Milky Way”) was set on fire, and the medium of transmission was retweeted, and this time it was a mobile phone, so the content was also up to date, and it was a short-screened play, but, as you can see, you felt a little familiar.
The story of the Rejoon is that of three girls, 17 and 8, who broke through the subjugation, went to the palace to find their father and made order in the palace. In Tai Chi, the chief academic officer of the Academy of Sciences, who died in 1955, broke the time gap and went through 70 years of high schoolgirls with the same name and became another “return to Jüger”. This time, instead of looking for her father, she found her son, who had been a long time ago, and helped to turn the sex over to the unsophisticated, useless grandchildren.
Twenty-seven years have passed, and the core of summer stories has remained the same, youth, affection and ease. Because the summer watchers, from walking into the cinema to sitting in front of the TV, still have a cell phone to this day, but the girls and boys are still growing up on time.
Thus, in the past summer, a series of short dramas that catered to the needs of young people in view of the drama created an explosive broadcast. In the case of the red fruit, for example, hundreds of free plays were launched during the period, covering issues such as urban emotions, the twilight brain hole, the Wu Luxuan, ancient history, urban phantoms, etc.
The data show that the total number of viewers in the summer slots was 31.1 billion and the total number of viewers was 920 million, and six of the short shows with a view to over 1 billion.
In the content industry, the availability of year-to-year content planning is a sign of its maturity. For example, both the film and the television show have now created a clear annual rundown, spring holidays, summer holidays and 11 summer holidays.
The fact that short dramas are broadcast on a summer scale and are viewed by groups of students indicates that the short-cast industry has developed a similar rhythm. Since these plays did not appear in vain, from the design of the content to the completion of the clips, it took at least two to three months for a fine short play to be produced and the summer drama to be broadcast, which had been set up a few months earlier.
Apparently, the short show is ripe, and the red fruit has taken over the summer.
Young people “vote with their hands”
In the context of the formal entry of the short play into the summer slot, the age structure of the audience is rapidly widening.
At the beginning of 2023, the use of red fruit was still dominated by men of middle and old age. By 2024, the share of female users had increased by 14 per cent and that of young users by 40 per cent.
According to the Erie Advisory Report, the share of female users is 66.97 per cent, 46 per cent for those aged 25 to 34 and over 30 per cent for those aged under 24 years.
The 30-year-old Xiaomei (alias) became a user of the fruit last year. She spent almost all her time with the short play. A few months ago, Xiaomei completed her short play “A Grandmother at the age of 18, to restore family glory ” , finally at the summer stage of the red fruit short show, and she waited for Tai Milk 2.
This type of “feminine” drama is the favorite of the young, rather than the “sweet” type of drama, and the women’s stories of growing up with their own efforts to confront the problems they encounter in their lives and at work can always give her strength, for example, in the case of “Too Milk” , in order to repair the family’s decline through wisdom and ability.
Moreover, Xiaomei found that the short play is now mostly adapted by popular novels, but the writer will add some heat to it, making it more interesting and closer to the audience. For example, in Too Milk 2, the King’s great-grandsons danced in a shivering song to cheer her grandma up.
This is one of the advantages of the short play, which, despite short production cycles, is undeniable and makes the short play content more immediate.
Traditional video has at least a one- or two-year production cycle, so even modern play is a “historic play” in the strict sense, but the first words of the summer play in 2025 were written in 2025, when the script was turned on and the leg-sweeping dance started.
The more important reason for the short dramas to heat up the summer is to cater to the current vision of young users. For example, in The Milk II, which brings together elements such as high school studies, examinations and even bullying; in The Path of Science, Farmer’s Children, the leading actor travels all the way to high school as a 6-year-old child and bravely confronts unfair treatment, such as pressure from the examiner, and becomes the backbone of his parents.
While the story is light, the kernel is no less serious, and a society has its fixed power structure, but who does not aspire to challenge it in the past as they grow up?
Since 2024, the chromosome of red fruit has been defined. From the summer season’s hot spots, short dramas now not only update interesting story backgrounds and more logical narratives, but also integrate positive energy, positive values, into content, which are often astonished as a combination.
The young people, driven by fine content, “vote” for the short show during the summer. Over 3 billion taels were broadcast, the fastest 3 billion recorded in the short opera industry, and 2 billion in the summer slots, also played by Li Koei and Wang Bae, the leading players in The Milk.
In addition, four short plays such as ” The Way of Power for Farmers and Children ” , ” Dad doesn’t cry, I carry a life and death book to my whole family ” , have been successful in breaking a billion.
When the audience comes, the brand comes.
In addition to the audience, the summer slot is the most expected of the brand because of the enormous commercial potential behind the huge traffic.
In the wake of the fire of ” What 2, ” , not only hit the global box office rolls, but also triggered a rush to buy from the derivatives market. Among them, the blind boxes, which were linked to Bubble Matt, were looted as soon as they went online, and many viewers had to buy pre-sale blind boxes, which were scheduled until the end of June. With data available, it took only half a month to generate more than 400 million yuan for the derivatives of ” 吒2 ” .
So where the audience is, where the brand wants to be, the short play became an important branding position in both years.
On the one hand, the short play has already taken on considerable leisure time for users. According to the China Network Audiovisual Development Study (2025), by December 2024, the number of users of micro-short dramas had reached 662 million, with an average of 101 minutes of one-day per capita use, and instant communications had been tuned.
On the other hand, short play users have developed a habit of advertising and acceptance of advertising is higher. Following the mainstreaming of the free model, the viewing of the commercial de-column has become the most common model in the short-time industry, which has also resulted in a very high rate of completion of the advertisement and in the creation of a user ‘ s mind in the underlying silence.
But if it’s just an ad, the imagination of short play commercialization is still narrow. In this year’s hot summer season, many brands, such as the sour yogurt, Master Kang and sheep, have been able to work across borders with the short play.
The red fruit and masturbated milk campaign, the first of its kind in the fall, provides a joint card spot and a ticket free of charge in 320 shops across the country, and a sheep-cooperative front-line “Roma Floating Race” in which players are rewarded with “Red fruit” based on their rankings, which can be exchanged by players. During the summer season, the red fruit was exposed to 2.15 billion outside the end, with 131 hot searches.
More importantly, in traditional video productions, branding can only be done by means of stickers or implants, and short plays have developed customized tracks to make branding truly contentable.
It used to be just a guarantee that brands would be out of reach, but now brands are starting to create “super anchors” through short play. For example, the short show ” I was in an all-time relationship in the ancient era ” , featuring Nini, the main producer of the make-up, has seen a significant increase in the number of colour shops and heat levels since the short play was online.
The King’s Glory is also on line in the summer of the red fruit, the short film ” The King’s Power to Glory Run the Mountain ” , which is written against the background of a world view of the King’s continent, and tells stories of the four families in the country with different hearts since the death of Sun Kin.
In the past, when the new heroes came on the line, the king’s glory was promoted through animated CG, and this year’s summer season of the red fruit, The King’s Glory found new ideas to set the king’s universe up with a play that combines the RPG game with a full experience of watching and playing.
Objectively, the time-bound progress of the film industry has contributed to the upgrading of such experiences. You know, the video “The Sword” came on the air after the game “The Sword of the Sword” went down. Unfortunately, it was a generation of nostalgia.
It’s always a cow’s nose.
From payment to free, the short play market is becoming more mature. Through the period of the purchase of traffic for the full value, the short play also entered the era of the King of Content.
The rise of the short play is also changing the user’s viewing habits, and you are beginning to like the content structure of “fast-paced, retroverted” and the short play is only a few minutes away, with only a few hours of clean-up and no urine.
Such changes have also led to changes in the long drama industry, with some on-line short play channels and others having a “duration, speed” trend in their own content.
Interestingly, as the content of the short play deepened, it began to be distributed in several series, while preserving the character of the short play and increasing its depth and length. For example, the red fruit’s hot shorts, Cloudy, have begun to prepare for the fifth.
The series also leads to short play appointments. According to the data, the total number of appointments for red fruit in the summer slot was 36.4 million, of which 4 million had been broken in Dairy 3, 1 million had been broken in the case of ” Maestro ” and 2 million in the case of ” Cloudy Five ” .
It has been suggested by people in the short play industry that the production cycle of a short play, from script creation to online, is usually only about two and a half months, and that it will also be reduced to one and a half months, in some cases, by some of the issues at stake. Despite the short production cycle, the red fruit has been able to launch hundreds of short operas in the summer season. The preparatory cycle is not short, and it has increased support for high-quality short operas since the beginning of the year.
In January, for example, the fruit upgrading “Flammation Plan”, with a maximum of 100 per cent of high-quality projects in investment support, and a “feasure + split” model of cooperation for short play projects that have been created.
Under the Jell-Flammation Programme, the red fruit short play has developed the good elements of the time pulses, such as The River Resonance, The Motion with Nii, The Wild Radio, The Cloud-Eye Catcher, The Dancing Sun.
On the other hand, the red fruit has continued to work on home-made shortshows, for example, with the launch of the Actors’ Partnership Program in the near future, which introduced professional operators to serve the actors, allowing them to share the benefits directly through the splitting mechanism.
Plants also added bricks and bricks to the summer seasons of the fruit, and 33 productions published 1,078 trailers in the summer season, with a total of more than 250 million copies.
Through the abundant summer flow, the plant has also built its own “water reservoir” in the fruit.
At present, major companies have opened official accounts in mangroves and have built up a considerable number of fans, such as Magakawa, who have accumulated 250,000 fans and received 250 million praises; Hanaya Island, who has accumulated 315,000 fans and received 240 million praises; and the capacity drama, which has accumulated 65,000 fans and has received 140 million praises.
Twenty-seven years after the first Rejoug, the red fruit finally had its own “Rejouger”. The kernel of this business story remains the same, and there will still be a platform on the short play track to use the fine content as a cow’s nose, and then a full chain from production to commercialization.