Selling short dramas

CHEN XIAOMIN / USING AI

As someone closely involved in the fashion tech industry, I've watched the growth of the Chinese short drama from its early days. Chinese short dramas – also known as "vertical shorts" or "mini TV series" – are becoming more popular in the global market. By the end of February 2024, the US emerged as a key market for these dramas. According to Sensor Tower, a mobile application data analysis company, Chinese platforms like ReelShort, DramaBox and GoodShort generated 69, 57 and 66 percent of their total earnings from the US market, respectively.

Despite their market potential, Chinese short dramas still face challenges in global expansion, including cultural differences and language barriers. Here are some strategies I believe could help them succeed in Western markets.

First, they need to localize their content more effectively. This means working with native speakers and professionals from the target country. I've encountered many translated scripts (剧本) that lack natural expressions and logical flow, often the result of machine translation. Additionally, since most Chinese short dramas are aimed at women, it's essential to involve more women writers, directors and producers. With a growing audience of women over 35, it's important to show women in leadership roles and tell stories that reflect their real-life experiences and ambitions, avoiding cliched (老套的) Cinderella-style rescue stories.

Short dramas can also attract more young audiences by partnering with fashion and lifestyle brands. Compared to traditional films that rely on ticket sales and product placement, Chinese short dramas use a pay-to-view model, allowing investors to see significant returns. I've noticed that overseas audiences are often willing to spend $40-100 (about 292-730 yuan) to watch high-quality series on their mobile devices. These platforms serve people who enjoy watching content during daily travel or in their free time. With younger generations using social media more for entertainment, this trend is likely to grow, making short dramas a smart and long-term investment.

I also believe AI will play a crucial role in expanding short drama story ideas. AI can assist with pre-production, planning and scheduling, which is especially valuable for low-budget projects. Generative AI can create backgrounds, impressive wide-angle scenes with crowds and special effects, starting a new era of digital content creation that crosses borders.
 
While challenges remain, they also present opportunities for investors seeking high returns. By strengthening international collaboration (合作), promoting cultural exchange and using AI technology to come up with new kinds of stories, I believe Chinese short dramas can succeed in overseas markets.

By Anina Net, the founder and CEO of 360Fashion Network from the US

* The views expressed in this article don't necessarily reflect those of Teens.