Original title: When variety shows go camping, it’s not just this small screen
The hot wind of camping not only blows into cities big and small offline, but also becomes the new focus of the variety show market. Not only has “Flowers and Teens” returned to the camping season after a lapse of five years, previously “Camp Together” and “Chasing the Stars” The two shows in the second season of “The People” are also themed around camping, which makes three camping variety shows compete to appear in two months. Driven by variety shows, coupled with the influence of celebrity guests, not only small screens have attracted more and more attention, but also the popularity of camping in the tourism market has further increased. In addition to the filming location, camping is used as a new signboard to attract tourists. , The outdoor travel group also organized and launched camping routes to tap new opportunities in the large market of cultural tourism.
Three programs in two months
It is not uncommon to travel with variety shows, and now, the variety show market has turned its attention to camping, which is becoming more and more popular in travel.
On the evening of June 17, “Flowers and Teens”, which returned after five years, brought its fourth season and returned to the screen. The fourth season of “Flowers and Teens” aims at the theme of camping, and chooses different sites to show the camping life of the show guests in different areas.
Not only the fourth season of “Flowers and Boys”, but also the variety show “Let’s Camp Together”, which has planned a five-stop “two-day and one-night” camping program. In addition to the broadcast of the second season of the self-driving camping youth slow variety show “The Star Chaser”, in two months, three camping-themed variety shows have appeared one after another.
While choosing to camp, these three variety shows also gather entertainers from various fields and have a lot of traffic in the selection of guest stars. For example, Wu Qilong, Wang Yaoqing, Song Yi, Guo Junchen, and Dong Sicheng will act as the second season of “The Star Chaser”. The resident guests form a “star chasing group”, and “Camp Together” consists of William Chan, Huang Yali, Wang Ziyi, Yang Di, Zhong Chuxi, and Zhang Ruonan to form a “camping family”, and the fourth season of “Flowers and Teenagers” is Zhang Kaili, Liu Mintao , Yang Mi, Li Sidani, Zhao Jinmai, Han Dongjun, Ding Chengxin, these seven artists are regular members.
Based on the current high popularity of camping and the high-traffic guest groups, these three programs have also gained a certain amount of attention after they were broadcast. The Beacon Professional Edition shows that in the three days after the broadcast of the first episode of the fourth season of “Flowers and Boys”, the market share of full-length films on the entire network was the highest and ranked fifth in the variety show list. After the broadcast, it climbed to the top of the Japanese crown, and the market share of the whole network’s feature film broadcast reached 13.06%. On platforms such as Weibo, various topics of the above programs have also achieved cumulative readings of over 100 million times, and they have been on the hot search list from time to time, driving people’s hot discussions.
Audience Ms. Yan said that now is a good time to travel, but because of work, she has no way to travel, so she also relieved her mood of wanting to travel by watching variety shows on camping trips, and at the same time saving by watching programs experience.
The screen is on fire, and travel is on fire
Just as the three camping variety shows are being broadcast step by step, outside the screen, the tourism market has also set off a new boom with the show.
A reporter from Beijing Business Daily found that some escorts currently choose the campsites that appear in variety shows as their travel destinations to attract tourists, and outdoor travel groups have also begun to plan camping trips and plan related routes to recruit members.
Mr. Li, who served as a local escort in Yunnan, told a reporter from Beijing Business Daily, “Yunnan is a popular tourist destination. After seeing “Let’s Camp Together” filmed in Yunnan, I also used the campsite that appeared in the variety show to help me attract tourists. One way, in addition to taking tourists to visit the surrounding attractions, but also helping tourists to make an appointment to enjoy a camping night, tourists are actually very enthusiastic about this, I recommend ten camping experiences, two or three waves of tourists will accept it, and some tourists Showed interest, but then didn’t make the trip due to hotel and itinerary reasons.”
At this moment, some outdoor travel groups are also organizing and launching camping routes in areas other than the variety show shooting locations. “In the past, most of us took the outdoor route within one day, and a few of us had two days and one night or three days and two nights due to the long distance, but recently, the popularity of camping has been relatively high, and we can also see members in the group chatting about camping in variety shows. , and some people directly asked us if we could organize some camping projects like in variety shows. Therefore, after team discussion, we decided to try to organize camping routes, and also purchase some camping equipment.” said Mr. Xu, head of Tianya Outdoor Travel Group. .
The launch of related camping projects has also won the favor of many tourists and outdoor travel enthusiasts. According to Mr. Xu, because it is still in the exploratory stage, the launch time is only about a month, so currently only small groups of camping routes are launched in the group, 10 people form a group, only one group is launched a week, and the information of recruiting members is issued. After that, the registration is usually full soon, and the fastest message is sent out within two hours, and everyone will be full within two hours. “If the operation is smoother, everyone still has a high enthusiasm for camping, and we are also thinking about whether we can organize the launch. More Featured Camping Routes”.
Culture and tourism drive each other to excavate new opportunities
Variety shows have spawned new tourism opportunities, which is also expected in the eyes of industry insiders, and there are not a few cultural products that drive tourism, and there have been many cases before.
Taking theme parks derived from film, animation and other IPs as an example, Universal Studios and Disney theme parks, which continue to set off a boom in the world, are proofs. With the help of their cultural IPs, tourism products are designed to attract tourists to come and experience them. At the same time, it also sells IP derivatives and earns a lot of income. According to Disney’s 2022 first-quarter financial report released in February this year, Disney’s theme park-related revenue reached over $7.2 billion in that quarter alone.
In addition to theme parks, the combination of performing arts and tourism has also become one of the magic weapons for creating unique competitiveness in many places in China. According to the “2021 National Performance Market Annual Report” of the China Performance Industry Association, in 2021, there will be a total of 189,700 performances in the country’s main performance types (excluding rural performances and entertainment performances). From the perspective of performance types, the number of tourism performances will be 74,800. , accounting for 39.43%.
In the opinion of TV critic Sun Yu, since the tourism theme appeared in the variety show market, the two have shown a trend of driving each other. It rose rapidly, and at that time there was a tourism boom of “re-walking “Where Are We Going Dad?”. Not only travel variety shows, but other types of variety shows can also set off a wave of punch-in after shooting in a certain place. For example, the shooting location of the “Let’s Run” series will also attract the attention of the audience.
Industry insiders believe that the mode of mining new machines through cultural and tourism linkages has been recognized by all parties. Sun Yu said that in order to achieve the goal of maximizing the effect, the preparation of the program is very important, not only the design of the program content and the selection of guests, but also negotiate and reach an agreement with the local scenic spots on how to highlight the characteristics in the early stage, and the program will be broadcast. Linked activities can be launched from time to time to stimulate the audience’s desire to travel while increasing the audience’s interactivity. The later filming locations or scenic spots mentioned in the show also need to strengthen operations to maximize the popularity and traffic brought by the show.
Beijing Business Daily reporter Zheng RuiReturn to Sohu, see more
Editor:
Disclaimer: The opinions of this article only represent the author himself, Sohu is an information publishing platform, and Sohu only provides information storage space services.
