中国微短剧成功"出海"的秘诀与市场前景分析
中国微短剧正在全球市场掀起热潮。近期，日本经济新闻报道称，日本初创企业GOKKO与中国企业合作推出微短剧内容，预计在中国平台TopShort上的总播放量将达到1亿次。更引人注目的是，中国短剧平台首次进入日本苹果应用商店下载总榜，甚至在畅销榜排名超过流媒体巨头奈飞。
Chinese mini-dramas are making waves in the global market. Recently, Nikkei reported that Japanese startup GOKKO has partnered with Chinese companies to produce mini-drama content, expected to reach 100 million total views on the Chinese platform TopShort. More remarkably, Chinese short drama platforms have entered Japan's Apple App Store download charts for the first time, even surpassing streaming giant Netflix in popularity rankings.
市场爆发式增长
Explosive Market Growth
微短剧（单集时长几十秒至15分钟）凭借其短小精悍、内容丰富、形式多样的特点，在中国和海外市场都取得了显著成功。《2023短剧行业研究报告》显示，2023年中国网络微短剧市场规模达373.9亿元，同比增长267.65%。预计到2027年，市场规模将超过1000亿元。
Mini-dramas (episodes ranging from tens of seconds to 15 minutes) have achieved remarkable success in both Chinese and overseas markets due to their concise format, rich content, and diverse forms. The "2023 Short Drama Industry Research Report" shows that China's online mini-drama market reached 37.39 billion yuan in 2023, a year-on-year increase of 267.65%. The market size is expected to exceed 100 billion yuan by 2027.
在海外市场，截至2024年2月底，已有40多款中国短剧应用试水海外，累计下载量近5500万次，内购收入达1.7亿美元。ReelShort等中国微短剧App甚至一度取代TikTok成为多国苹果应用商店下载榜前三名。
In overseas markets, as of February 2024, more than 40 Chinese short drama apps have ventured abroad, with cumulative downloads reaching nearly 55 million and in-app purchase revenue reaching $170 million. Chinese mini-drama apps like ReelShort have even temporarily replaced TikTok in the top three of Apple App Store download charts in multiple countries.
全球受欢迎的原因
Reasons for Global Popularity
分析认为，微短剧的成功主要得益于：
Analysis suggests the success of mini-dramas stems from:
- 符合碎片化时代的消费习惯
- Aligned with fragmented consumption habits of the digital age
- "霸总""甜宠"等普世题材的吸引力
- Universal appeal of themes like "domineering CEO" and "sweet romance"
- 中国短视频产业成熟和制作能力提升
- Maturity of China's short video industry and improved production capabilities
- 中国社交媒体平台的全球影响力扩大
- Expanding global influence of Chinese social media platforms
AI技术助力行业发展
AI Technology Boosting Industry Development
面对高制作成本和流量获取成本的挑战，行业正积极采用AI技术提高效率。西安云想科技的自研AIGC产品已应用于剧本创作和视频素材生成，其视频团队人均月产能峰值达430多条。
Facing challenges of high production and customer acquisition costs, the industry is actively adopting AI technology to improve efficiency. Xi'an Yunxiang Technology's self-developed AIGC products have been applied to script writing and video material generation, with its video team achieving a peak monthly output of over 430 videos per person.
业界预测，2027年海外微短剧市场规模可能突破100亿美元。中国企业需要把握当前领先优势，推动题材多样化和盈利模式创新，为讲好中国故事开拓新路径。
The industry predicts that the overseas mini-drama market may exceed $10 billion by 2027. Chinese companies need to leverage their current leading advantage to promote content diversification and business model innovation, opening new pathways for telling Chinese stories globally.
撰文：李飞 马境远 | 编辑/排版：李汶键 | 统筹：李政葳
Written by: Li Fei, Ma Jingyuan | Edited by: Li Wenjian | Coordinated by: Li Zhengwei
