Testing the video in the water, the challenge that Aauto Quicker had to meet.

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There are "stars", why "wings"?

Recently, Aauto Quicker launched a 5-minute cooperation for the collection of Chinese dramas for outstanding creators, and launched the "Winging Plan" which focuses on supporting the creators of plot content.

Prior to this, Aauto Quicker has successively launched a series of plans to support the creators of drama series, such as "Drama Star Plan", "Photosynthesis Plan" and "Star Mang Plan". What are the differences between this plan and the previous one? Can it help Aauto Quicker to climb a higher level in the field of drama?

It is worth noting that before Aauto Quicker focused on the content of short plays, this time Aauto Quicker limited its positioning to a 5-minute drama series. Does this represent Aauto Quicker’s exploration and transformation of Chinese video?

From Xingmang to Wings, Aauto Quicker lowered the entry threshold.

In December 2020, Aauto Quicker officially launched the Star Mountain Project to attract and motivate semi-professional content creators to produce high-quality short plays covering a wider range of topics.

In October, 2021, at the Aauto Quicker Short Drama Industry Conference and the Aauto Quicker Xingmang Short Drama Upgrade Conference, Aauto Quicker officially announced that the "Aauto Quicker Xingmang Plan" would be upgraded to "Aauto Quicker Xingmang Short Drama", which would provide all-round rights and assistance to short drama creators and institutions through three major directions: content theme, creative support and business cooperation, and create a benign short drama ecological reservoir from the aspects of creation, promotion and income.

This time, Aauto Quicker once again increased the drama market, and launched a brand-new "Winging Plan", which is supported by billions of resources, based on good stories and good ideas, to build a bridge between high-quality content and users, and to support and encourage creators to grow.

From the Xingmang Plan to the Winging Plan, Aauto Quicker has further increased its efforts in talent recruitment. At the same time, it can be seen that the platform is eager for talents, and the entry threshold is constantly lowered, even the zero-powder account can enter the support plan.

In the previous rights and interests supported by Xingmang Plan, it was divided into three cooperation modes: customization by talents, co-creation by talents, and encouraging growth. However, customization by talents who can participate in cash sharing and co-creation by talents require creators to have at least one million fans. For creators with relatively few fans, it is only to provide traffic support to stimulate growth.

In the one-stop support incentive of this wing-flapping project, there is no threshold for S-level content, and the incentive type has become more than 150,000 production expenses and 20 million flow support.

Of course, this no-threshold setting is not mainly aimed at ordinary users. On the contrary, it is to attract more professional content production teams to settle in Aauto Quicker, and even if they start from scratch, they can also enjoy the highest level of incentives.

In addition, it is worth mentioning that in addition to lowering the threshold of the head content, the flow support of Grade A and Grade B has also dropped precipitously. The flow support of Grade A works has dropped from 50 million in Xingmang Project to 15 million in Winging Project, and the flow support of Grade B works has dropped from 35 million to a minimum of 5 million.

On the whole, compared with Xingmang Plan, the Rotary Wing Plan is hard to compare with the former in terms of incentives and resource guarantee.

From short plays to Chinese dramas, Aauto Quicker also wants to bet on Chinese videos.

Since August 2019, Aauto Quicker has officially opened the entrance of "Aauto Quicker Small Theater" in the platform, and Aauto Quicker has always locked the small theater in the short drama content. At that time, Aauto Quicker’s short drama flourished, and the number of short drama creators surged. Aauto Quicker also specially created a vertical screen short drama independent APP "Chasing Duck".

Later, at the first Photosynthetic Creator Conference in July 2019, Aauto Quicker added a "photosynthetic plan" to 100,000 high-quality creators with a flow of 10 billion yuan; In June 2020, Aauto Quicker launched the "Drama Star Plan" to collect high-quality paragraphs and continuous short plays for the whole platform; Then to the "Star Mountain Project", the Golden Drama Awards Ceremony, and the Aauto Quicker Short Drama Ecological Report. Without exception, these are all supporting short drama content creators from all dimensions, and collecting fine short dramas in the whole network.

This time, Aauto Quicker focused on the Chinese drama series, and turned the short drama with vertical screen within 3 minutes into a Chinese drama series with horizontal screen over 5 minutes. In terms of theme types, more focused, typed and differentiated works are encouraged.

The core of this change is not only to relax the duration and choose the horizontal screen at a glance, but more crucially, it is also Aauto Quicker’s strong March for Chinese video content.

Previously, on October 20, 2020, at the watermelon PLAY Curiosity Conference, Ren Lifeng first put forward the concept of "Chinese video". In his definition, he summarized the main characteristics of Chinese video as three points, with a duration of 1-30 minutes, in the form of horizontal screen, and produced videos mainly produced by PGC professional teams.

Subsequently, in the 2020 Tencent Video Content Ecology Conference, Tencent Video also proposed the category positioning and development planning for the Chinese video field for the first time, and released the Chinese video strategy; In the subsequent product upgrade, Betta also regards Chinese video as a new direction of strength.

In June last year, ByteDance’s Watermelon Video, Tik Tok and Today’s Headline jointly launched the "China Video Partner Program". The creators released Chinese video content on Tik Tok, and the three platforms jointly received traffic sharing, which not only drained the same platform, but also increased the income of high-quality content creators.

However, in the fierce competition among the major Internet platforms, the emergence of the concept of Chinese video seems to be both a different approach and a deliberate evasion. The medium video between long and short videos is like the horn of short video platform marching into long video, and it is also like the long video platform exploring short video into the sea.

From planning to change, what is the prospect of short video series?

In the field of short plays, the launch of the Star Mountain Project is undoubtedly a successful experiment of Aauto Quicker’s short plays. However, in the field of Chinese drama, the implementation of the rotary wing plan may not achieve the expected goal.

On the one hand, Aauto Quicker started early in the field of short plays, but in the field of Chinese dramas, he is still a new recruit who is not afraid of tigers.

In Aauto Quicker’s Xingmang plan, the brand continuity is relatively good. Even though it has been more than two years, the brand of Xingmang short plays is still deepening. Moreover, in terms of the number of short plays, Aauto Quicker has been able to continuously export and basically realize "continuous supply". Take the winter vacation stalls of short plays in Aauto Quicker as an example. According to incomplete statistics, during the winter vacation, about 50 short plays were presented to the audience in Aauto Quicker.

On the other hand, as a brand-new attempt, the flapping wing plan’s durability needs to be determined later. In addition, in terms of the type of cooperation, whether it is script co-creation or film cooperation, it is also uncertain about the quality of the works it can collect in a short time. If the quality and quantity of the output cannot be guaranteed, the drama in hand will become an empty talk.

On the other hand, Aauto Quicker, as a short video platform, is influenced by factors such as platform positioning and user habits. In fact, the audience’s acceptance of short videos on short video platforms is much higher than that of medium videos.

According to Aauto Quicker’s 2021Q4 financial report, the average daily active users (DAU) and average monthly active users (MAU) in Aauto Quicker have reached 323 million and 578 million respectively, with an annual increase of over 100 million. The reason why these short video users choose to watch short videos is that the content is short, flat and fast. In contrast, the middle video is a collision with the short video itself in terms of duration and horizontal screen mode.

But then again, if Aauto Quicker’s short plays can be used as the basis, it will undoubtedly stand on the shoulders of giants, and in fact, it will be more able to make a big impact.

First, in short plays, thousands of content production organizations cooperating with Aauto Quicker can directly become content producers of Chinese dramas, and further strengthen their cooperation.

Secondly, the IP resources gained by Aauto Quicker’s short plays on the online platform, if they can be used as the content support of the Chinese drama port, can also become the breakthrough and key point of the fast-moving drama.

Thirdly, and most importantly, in the development of Aauto Quicker, the Aauto Quicker commercialization team trained can directly empower Chinese dramas and realize the commercial value of content by linking brands.

Therefore, Wen Wenjun believes that the only way out for Aauto Quicker’s developing drama series is to walk with Aauto Quicker’s short plays and become one with two wings. In terms of production team, we should divert short dramas from Aauto Quicker, and in terms of user training, we should rely on short dramas from Aauto Quicker. If we want to truly become a unique platform for Chinese dramas, we should first become a platform for short dramas that can be relied on and is worth choosing.