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As an emerging form of film and television, short dramas have shown explosive growth in industry scale and popularity since last year. They are a popular form of entertainment and a battleground for traffic among the industry's top players.

According to the "China Internet Audiovisual Development Research Report (2024)", the proportion of users who frequently watch micro-short dramas has exceeded that of variety shows, reaching 39.9%, second only to long video series and movies.

This craze has further influenced the e-commerce industry. During the 618 promotion this year, Qianxun's Bee Surprise Club's "Bee Craze 618" live broadcast took advantage of the short drama format that is most popular among young people at the moment, combining the sales mechanism of the live broadcast with the plot, bringing a new experience to consumers in the live broadcast room and bringing traffic and sales to a large number of domestic brands.

In addition, Qianxun continues to explore the boundaries and possibilities of the "e-commerce + short drama" format. In June, Qianxun's Qianmeng Culture released official posters for three short dramas, which attracted widespread media attention, but also attracted doubts from netizens about "chasing the money-making track."

Qian Meng short play poster

In this regard, the relevant person in charge of Qianxun said, "Unlike the paid short dramas that the public is familiar with that use 'cool points' as a selling point, Qianxun short dramas adopt a free viewing model, putting users' demand for watching high-quality content first."

On the one hand, the live broadcast e-commerce industry has experienced a period of rapid development, and the traffic dividend has gradually disappeared. In order to survive the industry cycle, practitioners must explore and enrich new content formats to obtain more new, high-quality, and healthy traffic. The rapid rise of short dramas and the form of content presentation have made it possible for live broadcast rooms to establish new links with more users;

On the other hand, the reason behind the popularity of short dramas is actually people's increasingly diverse and growing spiritual and emotional needs. Short dramas provide the public with a place to temporarily escape reality and seek pleasure, satisfying their fragmented and fast-paced viewing needs, and the public also draws certain emotional value from them.

The person in charge also emphasized that the combination of e-commerce and short dramas is ultimately to better serve users and brands, which is conducive to creating new consumption scenarios, cultivating new consumption growth points, and promoting high-quality development of service consumption.

At present, the live e-commerce industry is gradually entering a refined operation stage in the wave of continuous development and change, and exploring a more efficient growth path has become a top priority. In the future, with the continuous integration and innovation of e-commerce and short drama industries, whether the huge traffic effect brought by short dramas will become a new growth point for the live e-commerce industry is still worth looking forward to.