Multiple rounds of ammunition, ambition and anxiety behind Aauto Quicker’s variety show.

Wen | Entertainment Business Observation, Author | Wealth

Aauto Quicker Variety Show has started a new story.

Following "It’s almost a joke" and "The Board of Directors of Xinzhi", Aauto Quicker held hands with Laughter Culture to produce "Super Nice Conference" and "Long Birthday Wishes" from the end of 2021 to the beginning of 2022.

Almost at the same time, Aauto Quicker also launched Time and Space Shop, Sleep at 11 o’clock, and cooperated with the Winter Olympics to launch Ice Team Encounter and Ice Hero.

But unfortunately, the content market has never won by quantity. Take "Super Nice Conference", which was advertised by Aauto Quicker as "hot out of the circle", as an example.

Before the deadline for publication, the Douban score and Zhihu score of the program have not been published, and the reading volume of Weibo topic # Super Nice Conference # is only 470 million. The favor of the seven major brands, such as Zhaopin, stems from their belief in Aauto Quicker variety, or their preference for the brand of Laughter Fruit and the guest lineup that can rival the Talk Show Conference. We can clearly see the answer through the investment promotion of the remaining programs.

Large-scale display has delivered a lot of "low-level diligence" to users and the market. Aauto Quicker Variety once again stopped in Aauto Quicker, and fell into a "broken watch" after the closing of Time and Space Shop and Sleep at 11 o’clock. Aauto Quicker’s promotion of self-made variety on the platform has also been put to a halt.

But Aauto Quicker obviously didn’t want to give up.

After nearly four months’ precipitation, Aauto Quicker Variety Show continued its high-profile "renewal" in August, and successively announced the middle-aged and elderly blind date program "Old Tie Love" and the intergenerational reality show "Let’s go! "Mom" and the music anchor growth reality show "Sounds like Summer Flowers".

Only this time, Aauto Quicker wants to embrace not only the variety market.

An indisputable fact is that the "silver-haired economy" has become a new value depression.

QuestMobile’s "Insight Report on Sinking Market in 2022" shows that by April 2022, the sinking market had 692 million monthly active users, which has become the core force to promote the market and the core source of new traffic in various industries. Among them, the middle-aged and elderly people over 51 years old accounted for 26.4%, and the online middle and high consumption power of middle-aged and elderly users increased slightly compared with the same period of last year.

On the other hand, at the beginning of the year, the State Council issued the "14th Five-Year Plan for the Development of the National Aging Cause and the Plan for the Service System for the Aged", which set up a special chapter for the first time and put forward "vigorously developing the silver-haired economy".

Based on this, Aauto Quicker must win the elderly group in terms of users and commercialization.

According to Fortune’s China Top 500 list this year, 49 listed companies failed to make profits, with a total loss of about 436.3 billion yuan. Aauto Quicker alone contributed 18% of the total, or 78 billion yuan+,ranking first in the loss list.

Although after adjusting the net loss, the real loss of Aauto Quicker in 2021 should be 18.852 billion yuan, but this figure is still staggering. More crucially, Aauto Quicker’s annual losses have increased rapidly with the naked eye.

From 2019 to 2020, the losses of Aauto Quicker were 1 billion yuan and 7.86 billion yuan respectively.

Behind the high loss of 18.852 billion yuan is the rapidly expanding sales and marketing expenditure in Aauto Quicker. According to the financial report, in 2021, this part of Aauto Quicker’s expenditure increased by 66% year-on-year to 44.17 billion yuan.

It’s nothing new to spend money on incremental market, but the problem in Aauto Quicker is that it’s always difficult to spend money on the cutting edge. The most intuitive evidence is the daily users who keep stepping around 300 million.

Let’s go from "Old Iron Love"! Mom, Aauto Quicker has grown a lot in how to spend money effectively.

According to relevant media reports, among the elderly over 60 in China, 35% have no spouse and 37.6% have the intention to remarry. Like love, the handling of parent-child relationship is also very important for the elderly.

From these two most topical and universal issues, "Old Tie Love" "Let’s go! Mom’s traffic card will be available. On this basis, Aauto Quicker contributed to the gathering of program traffic and the output of variety effects in terms of communication channels and guest selection.

Specifically, in the production of "Old Tie Love", Aauto Quicker chose to hold hands with Heilongjiang Satellite TV and broadcast it simultaneously with the cultural and sports channel of Heilongjiang Radio and Television Station, and the middle-aged and elderly guests who participated in the program were all local in Heilongjiang; "Let’s go! Yang Di, Zhang Wei and Li Xueqin invited by Mom not only have national recognition, but also have a strong sense of variety.

If "Old Tie Love" and "Let’s go! Mom is a trick for Aauto Quicker to incite the incremental market, and Sound Like Summer Flowers is a trick created by Aauto Quicker around the "Star-making Crisis".

Looking back at 2022, from Zhang, who recorded his daily life in rural areas, to Liu Genghong, who tried to promote the national fitness wave, and then to "Oriental Selection", which was called "the clean stream in the live broadcast room", every star-making climax of short videos could not be separated from Tik Tok’s figure, and during this period, Aauto Quicker’s highlight always stayed at "Teacher Guo".

It should be emphasized that "Miss Guo" started in Aauto Quicker, but became popular in bilibili and was active in Tik Tok.

The national star iteration is slow, and the fan growth of the platform anchor is also weak.

According to the new broadcast data, in the latest week (August 1-August 7), the horizontal comparison shows that the overall growth of Tik Tok fans is much higher than that of Aauto Quicker; Vertically, the growth curve of Tik Tok TOP20 account is relatively smoother, and Aauto Quicker has a strong sense of fault.

This is closely related to the "familyization" problem that is still obvious in Aauto Quicker.

During the week from July 25th to July 31st, the "Dan Zi" and "Zhao Mengche" who were separated from TOP1 and TOP3 in Aauto Quicker’s pink list were both Simba disciples, and so were the "Sister Cat" who won TOP15 and TOP17 in the latest week.

The existence of this problem will not only bring some resistance to Aauto Quicker’s absorption and cultivation of fresh blood, but also aggravate the difficulty of building a diversified and sustainable content ecology, and also impact the platform’s reputation.

The "Bird’s Nest in Sugar Water" incident has not yet settled. In April this year, Xinxuan was once again caught in the "selling fake goods" because of the trademark authorization dispute with sports brand YPL. Not long ago, another disciple of Simba, Xu Jie, who has nearly 20 million fans in Aauto Quicker, was also exposed to "selling fake goods".

Aauto Quicker has publicly emphasized more than once — — Trust is the cornerstone of e-commerce in Aauto Quicker, and "trust-driven" is regarded as a major theme in the development of platform e-commerce.

On the contrary, not only the Simba family, but also the Donkey Family Army led by Donkey Sister-in-law Ping Rong, Erchen, Sanda Brother Family with 39 million+fans, and actors Gazi Xie Mengwei and Pan Changjiang, who earned enough attention because of the turn of Panga, have all been exposed as "selling fakes" or "false propaganda".

Aauto Quicker wants to have the confidence to "break the wrist of a strong man" on the issues of "de-familyization" and "selling fake goods", and must cultivate more kols with broken heads. Similarly, Aauto Quicker e-commerce wants to effectively solve the problem of currency conversion rate, which is also the only way.

It’s not hard to understand why Aauto Quicker attaches so much importance to Sounds Like Summer Flowers. On the one hand, he invited the caviar culture, which used to work on Idol Trainee and Youth with You, to protect it at the production level, and on the other hand, he invited Jessica, Silence Wang and Rainie Yang to escort it at the communication level as "anchor agents".

More crucially, "Sounds like Summer Flowers" is directed at female music anchors in Aauto Quicker Station, and Aauto Quicker is also extremely diverse in the choice of female anchors, including musicians who have made their debut overseas, game anchors, mothers, and students living in the mountains … …

Aauto Quicker wants to create a "springboard", but the market is never short of careerists.

QuestMobile’s Cross-platform KOL Ecological Report 2022 shows that by April 2022, the proportion of users over 51 years old in Aauto Quicker and WeChat exceeded 20%, and that in Tik Tok was 18%.

Aauto Quicker has a certain leading edge, but a fact that can’t be ignored is that almost all Internet giants regard the "silver-haired economy" as a necessary option for their own development. With wolves around, Aauto Quicker must pay more if it wants to keep this advantage in the complicated market.

But unfortunately, "Old Tie Love" and "Let’s go! Mom’s current performance is not worthy of Aauto Quicker’s ambition. Before the deadline for publication, Weibo’s topic # Let’s go, Mom # was only read more than 3 million, which is a long way to go.

Happiness never comes in pairs, but it never rains alone. "Sounds like Summer Flowers", which was originally scheduled to go online on August 5, was cancelled due to "technical reasons". So far, no new broadcast date has been announced.

On the other hand, although Aauto Quicker rushed into battle at the beginning of the popularity of "Territorial Alimu" and absorbed it into the "2022 Happy Village Leaders Plan" to provide all-round support such as platform traffic resources, brand resources and training resources, "Territorial Alimu" did not reproduce the growth story of "Zhang".

On October 4th, 2020, "Zhang Classmate" released the first video "jiaozi with Wine" in Tik Tok. In late November, "Zhang Classmate" became popular, and on November 22nd & mdash; The number of fans rose by more than 6 million in the week of November 28, and the total number of fans reached 17.632 million by the end of December.

On the other hand, from July 25 to July 31, the total amount of powder in the whole network of "Territorial Alimu" was only 3.6 million. What is even more embarrassing is that this week, "Territorial Alimu" has the highest amount of powder increase in Tik Tok, which is 290,000 higher than that in Aauto Quicker. However, in the latest week, "Territorial Alimu" was not found in the TOP20 list of powder increase anchors in Tik Tok and Aauto Quicker.

On the one hand, it is because there are too many gold diggers crowded at the village entrance after "classmate Zhang". On the other hand, compared with "Zhang’s classmate", the content of "Territorial Alimu" lacks emotional resonance, and the shooting lacks technicality. His popularity is more about hitting the breakdown point of the Internet public.

A joke is hard to make people laugh all their lives, but in the current short video market, it is often only a few months or even more than ten days from "top flow" to "out of breath".

Before the press release, "Zhang Classmate" had 18.854 million fans in Tik Tok, which means that in the past eight months, "Zhang Classmate" only attracted 1.222 million new fans.

Perhaps "Sounds like Summer Flowers" and "Territorial Alimu" are not the turning point for Aauto Quicker to break the "Star-making Crisis", but there is no denying that Aauto Quicker still has the possibility of creating changes.

At the recently concluded 2022 Aauto Quicker Photosynthetic Creators’ Conference, Aauto Quicker announced that it would invest 2 billion yuan in the second half of this year to support the four top-quality talents, and create a number of incentive plans, such as "Pan-Entertainment Talent Training Plan", "Making Stars by Wind Plan", "Full of Stars Plan" and "Searching for Treasure Musicians Plan".

However, after Tik Tok and hand in hand, the market left Aauto Quicker less time to stand still.