The old people stayed in the winery, the climate over there, this is a good time, the daily sunshine is also sufficient, the environment is also beautiful, the old people are on vacation there for a while, it is a good choice.

The others took a plane back to China, and at the Beijing airport, Zhou Fangyuan got off the plane alone. The plane quickly took off and flew towards Beitong, while Zhou Fangyuan saw Sun Jing, who had been waiting for a long time, outside the airport.

"All the shows are arranged?"

Sitting in the back seat of the car, Zhou Fangyuan said while flipping through the documents.

"It's been arranged, and all parties have said hello, you just go directly. As the opening guest of the first episode and a special guest, it depends on you whether our show can succeed or not. ”

Sun Jing said with a smile.

Zhou Fangyuan smiled and did not speak.

Whether the show is successful or not depends on the level and focus of the entire show, and the guests can only be said to play an embellishment role, but Sun Jing is right about one thing, as the opening guest, she is indeed quite special.

Zhou Fangyuan returned to China this time, and the program he wanted to participate in was planned by Yuanfang Media, an outdoor leisure variety show called "Longing for Days". There is a "Longing for Life" in the original time and space, which has been a great success, and once became a popular national variety show, with countless fans. It's just that the original variety show was only premiered in 2017 in the previous life, when domestic variety shows had already entered the stage of chaotic wars, and various variety shows emerged in an endless stream, which laid a solid world of variety shows in China, and cultivated a group of so-called variety show stars.

It's the kind of star who can't sing, can't act, can't do anything, and can amuse. It may not be interesting for them to participate in other programs, but only variety shows that focus on amusement are suitable for such stars to participate, and they also leave them with sufficient soil for survival, just like Niu Di and Zhang Xiaoxiao, who were once smash hits, are the representatives of this time.

This kind of outdoor variety show, originally based on Nanxian, such as two days and one night, running man, are all masterpieces. After it was introduced to Japan, it was initially produced and distributed mainly by TV stations. However, in the later stage, TV stations began to gradually retreat to the second line, and those who came back to the top became those online travel companies.

Since around 2015 in the previous life, there has been a "screen war" between online travel companies, from "Where Are You Going, Dad" to "The Voice of China", and they have sponsored various popular programs. In 2016, online travel companies are no longer satisfied with title or sponsorship, and have produced their own travel reality shows, online dramas, etc., and expanded their broadcast channels from the Internet to TV. Behind the emergence of new ways to play the "battle of the screen", it is not only the competition in the field of brand marketing, but also the "battle for customers" at the front end of the tourism industry chain by offline travel operators.

There is an abbreviated noun called T2O, the full name is "TV to Online", emphasizing the product from TV marketing to online sales, as a new business model, it has attracted great attention from traditional TV and emerging e-commerce. In fact, the T2O model has many successful cases in Europe, America, Japan and South Korea. For example, in the United States, the TV series "Son of Chaos", as a model of the T2O model, is widely respected by the industry and has become an excellent representative of the "multi-screen in one" terminal. Compared with the success of the foreign T2O model, in China, this model only began to show signs in 2013. "A Bite of China 2" was the first TV program to test the T2O model at that time, which greatly drove food tourism, and its great success made online travel companies reach cross-border cooperation with variety shows, kicking off the prelude to "tourism + TV" marketing.

Tuniu Travel is an early adopter to shoot videos: as early as November 2014, Tuniu launched "Old Yu Recommendation" to seize the new market of experiential travel. The original video creation team of "playing tickets", after more than a year of operation, finally grew into Tuniu Film and Television Company. Later, Tu Niu's post-90s global travel reality show "Let's Go Us" has also landed on Yunnan Satellite TV and received good ratings.

The 6-person travel network is not outdated, and three couples were selected to go to Dubai to shoot the first season of "Companion Travel", and the famous domestic director Gao Xixi was hired to be the producer of the first issue. There is no doubt that testing the waters of film and television IP has become a new way to play the "screen war". Compared with naming or sponsoring TV programs, self-made IP allows online travel companies to have the absolute initiative and have more room to play.

In the first two episodes of "Let's Go" broadcast on Yunnan Satellite TV, the first episode was played more than 10 million times on 8 online platforms such as Tencent, LeTV, and iQiyi. At the beginning of the new year, Huang Chunxiang, the former vice president of the group and general manager of Jingyu Marketing, was appointed as the vice president of the group and the CMO of Donkey Mother, indicating that Donkey Mother will continue to make efforts in brand promotion. At the same time, Donkey Mother said that it hopes to reach more in-depth cooperation with more content producers and platforms in the future, make more beneficial attempts in brand marketing, and build the Donkey Mother brand into a strong independent IP with distinctive character.

Judging from the content of the broadcast, "Let's Go Us" is very similar to "Where Are You Going, Dad", the first two episodes of the protagonist's travel destination is the Maldives, and during the trip, you need to accept various tasks set by the program team, and through the journey of the 5 protagonists, the beauty of the Maldives is also fully displayed. The choice of the Maldives as the first stop of the show is quite meaningful. Tuniu's monitoring data shows that 1 in 4 Chinese tourists visiting the Maldives book through Tuniu. At the same time, as a travel destination in which Tuniu has absolute advantages, most of the tourism products in the Maldives are currently directly sourced, and direct procurement is an effective way to reduce costs and increase gross profits. Tongcheng Investment's "The World's Spicy Big" chose Fuso for the first stop, and there is the same logic behind it.

In addition to the choice of destination, there are many interesting details that can be seen in the show. For example, in the first episode, the logo of the airline to which the protagonist took the round-trip flight and the hotel brand were revealed, and when the program team was interviewed, the question about the impression of the Maldives and the continuous exposure of the "Tuniu" logo in the program were specially designed. From the above, it is not difficult to know that after grasping the initiative of program production, online travel companies can fully mobilize various resources in the tourism industry chain. Hotels, airlines, scenic spots...... Even the destination tourism bureau will be able to become a potential partner, making "tourism + film and television" promising.

When talking about the cost, the CEO of Tuniu once said that compared with the huge annual marketing expenses, the cost required by film and television companies is very small. And the great success of "Where Are You Going, Dad" in "Tourism + Film and Television" proves that if an influential program or web series is made, not to mention investment, it will even produce high returns. However, this is not the main purpose of online travel companies to test the waters of film and television IP.

T2O emphasizes the close cooperation between TV media and e-commerce, so that consumers can immediately place an online order to book the same travel product after being attracted by the tourist destination in the program, so as to achieve the experience effect of "see and buy". At the same time, through the cooperation with variety shows, online travel companies have further enhanced the popularity of their own brands, making consumers feel that the products they sell are more authentic and credible, thereby enhancing user trust and favorability, and achieving a win-win situation between brand and marketing.

"Before the trip happens, there is a willingness to travel and a travel destination is chosen. ”

Tourism consumption behavior is divided into before, during and after travel, and at the front end before traveling, users need to do a lot of homework, determine the travel destination and book air tickets, hotels, or choose to join a group. At the front end of travel, finding guides composed of text and pictures is still the main way for users to obtain information. In this era of more and more popular videos, videos have achieved better communication effects, especially with the experiential "tourism" of the protagonists of the show, it is easier to stimulate tourists' desire to travel.

This advantage is fully utilized. Combined with the characteristics of the routes filmed in the program, Tuniu has also launched a variety of youth travel itineraries, allowing viewers to simultaneously purchase various travel products experienced by the protagonists of the program through multiple channels such as mobile phone shakes and thematic pages. In addition, film and television programs can not only establish the brand image of online travel companies themselves, but also promote destinations and achieve brand marketing.

The general manager of Tongcheng Tourism Brand Media Center also said that doing copyright IP is the trend of the future market, and it is also the trend of brand owners to spread brand culture. However, the vast majority of content is not tailored for enterprises, and enterprises can only convey relatively shallow brand interests through content, so enterprises need to make their own copyright IP.

The ultimate goal of marketing is still to make a profit. Using self-made movies and TV shows to create hot topics, gain more clicks, influence users' travel decisions, and then convert viewership into more orders, which has become a beautiful vision for online travel companies. In the past, online travel agents have achieved considerable conversion rates by naming or sponsoring variety shows produced by TV stations, which proves that this approach is indeed effective. However, having lost the "aura" of high ratings of popular variety shows, it is still difficult to answer how much the conversion rate of self-made IP is at this stage. In fact, these online travel agents don't expect a product or product line to see immediate results, they want to generate revenue in the future in two to three years through continuous investment.

The "Two Days and One Night" variety show under Yuanfang Media is a simple application of T2O. It's just that this variety show doesn't have a specific tourism company to sponsor it, and the program is only implemented by the more interesting scenery under various regions or cities, of course, it is good for the promoted city itself, so in the second and third seasons, it has been supported by some local governments, such as safety, fire protection, traffic and other issues that are more common in the filming process, and local governments can often give some help, but that's all.

In fact, if he could, Zhou Fangyuan didn't think about getting a travel company out and using his own programs to help his own company. But later, after thinking about it carefully, he gave up on the idea. After all, the group has been involved in a lot of industries now, and it has invisibly robbed many people's jobs, even if it is the largest consortium in the world, it is impossible to bring all the 360 lines into its control. The group needs to have a certain focus, and outside of the focus, you can try to make some investments, but it must not affect the main branches of the group.

So this time for the "Longing for Life" program, Zhou Fangyuan finally decided to contact Ctrip for cooperation, of course, not only Ctrip, such as the car used in the show, all kinds of props used in the show, all kinds of seasonings and tableware, all kinds of clothing, you can find sponsors to sponsor. Even in terms of TV stations, such as Mango Channel and Dragon TV, which have better cooperation, they are willing to spend part of their funds to sponsor this program.

Nowadays, I dare not say that distant media has occupied half of the country in China, which is a bit too much. But in the field of variety shows, Yuanfang Media definitely occupies half of the country, and it is even more exaggerated, for example, outdoor variety shows, now only Yuanfang Media is doing it, and other companies or TV stations don't want to do it, but they are not professional, or in other words, people recognize the programs of Yuanfang Media.

When the program is broadcast, the first thing that appears must be the logo of the TV station, then the logo of Yuanfang Media, and then the names of various sponsors.

Over time, in a few years, all domestic outdoor variety shows have basically been won by distant media. Other people make it, the competitiveness is not good, the ratings are not good, and in the end it is the result of a silent death.

Indoor variety shows, a wide variety, a happy base camp, it has been brilliant for 20 years, in this regard, although Yuanfang Media can come up with the same excellent variety shows, but it is too difficult to compete with old variety shows like Kuaiben for the market. So simply, except for a very few variety shows that will indeed be very popular and are left by Zhou Fangyuan, a huge part of the experience of the variety show department of Yuanfang Media is placed on outdoor variety shows. Now, it is also quite effective, at least there are no competitors in China, and abroad, Nanxian, who is relatively strong in outdoor variety shows, has also purchased the copyright from distant media many times and adapted it in their country.

This time, Zhou Fangyuan wants to participate in the first issue of "Longing for Days", the two hosts, like in their previous lives, use Teacher He and Huang Xiaolei, and there are two guest hosts, a man and a woman, Zhou Fangyuan, as the head of Yuanfang Group, is also the initiator of this show, and he became a special guest in the first issue. There is no doubt that the program team wants to rub off on his popularity, although he is not a star, the exposure rate on the Internet is not high, and since the last exposure, there has been no news for a few months now. But because of his particularity, especially because he built such a group at a young age, so that all along, the discussion of him among the people has not really subsided.

As for the program team, in fact, they just want to take this opportunity to rub off on the popularity, and by the way, let Zhou Fangyuan talk about the secrets that have not been said before, so that the show can have a better start.