How did Youku《Mo Yuyunjian》become a national anti-stress drama?

《Mo Yuyunjian》, the play has been aired, and it has been loved and sought after by the audience as soon as it was aired, whether it is from the storyline, the persuasion, or the appearance and acting skills of the actors.They are all considered to be high-quality works.

Facts have once again eloquently proved that people love dramas.《Mo Yuyunjian》Not only did it completely exceed the market's expectations, Hard Candy even suspected that the current situation also exceeded Youku's own expectations.

In a situation where the cast, IP popularity and pre-broadcast publicity can only be regarded as average in ancient costumes, - Mo Yuyunjian - after being launched on Youku on June 2, the popularity exceeded 10,000 in two days, becoming Youku's 2024The fastest to break through 10,000 dramas.Lighthouse data shows that its real-time broadcast market share is as high as 23.18%. Yunhe Data's market share soared from 8.6% on the first day to 17.7% the next day. The broadcast data is the best among dramas in the same period.

What is even more noteworthy is its amazing topical potential, which may mean that the potential of the show has not yet been fully unleashed.On the first day of broadcast, "Mo Yu Yunjian" topped the Douyin drama list. After the broadcast, the Baidu index continued to rise, reaching 420,000 on the third day, close to the peak of "Flowers" of 490,000.

“Wu Jinyan: The heroine who must retaliate when she sees anything is on the top 5 of Xiaohongshu’s hot list... Its popularity has even begun to drive direct revenue for the platform.Qimai data shows that with the broadcast of "Mo Yuyunjian", Youku Video's IOS downloads increased significantly and its revenue nearly doubled.

People inside and outside the industry can’t wait to summarize the successful experience of Mo Yuyunjian. The excellent schedule and scheduling strategy are unavoidable topics.As the hit drama - Qing Yu Nian 2 - comes to an end, the market traffic is gradually released, which is an excellent opportunity for new dramas to debut; and the summer season has always been the home of female-oriented costume dramas, and the audience's attention is locked in advance.The difference is that - Mo Yuyunjian - chooses to update at 12 noon, which is somewhat similar to the film industry - large-scale screening -, which is easier to accumulate traffic and word-of-mouth potential; from the current new dramas of various companiesJudging from the current broadcast schedule, Mo Yuyunjian will continue to be locked in this week's schedule.

Of course, scheduling can only be considered as a small trick. In the final analysis, it depends on the content.If it is a really good drama, we, the audience, can afford to watch a few at the same time.Just as Mr. Hard Candy made it clear at the outset, Shuangju won again this time.There is no need to rush to value it. As a kind of mass entertainment, the viewing experience of dramas - enjoyment - is the first priority, and then we will talk about other things.

《Mo Yuyunjian》exactly does this to the extreme.Smooth rhythm, clear goals, timely feedback, upgrade to defeat monsters, decisive killing, clear love and hate.Just like an ice-cold soda in summer, it can soothe away all the heat and make you instantly refreshed and bright.

The protagonist group upgrades to fight monsters

Audiences always love to watch counterattack scenes.People can't wait to share the same hatred and want to become the protagonist's cloud allies.And - Mo Yuyunjian - gives a clear main story line from the beginning, so that the protagonist has both long-term goals and short-term tasks.The former gives people a spiritual backbone, and the latter gives people a goal in action. They are both the key to maintaining the audience's enthusiasm for watching dramas and the sense of satisfaction in watching dramas.

《Mo Yuyunjian》the feeling of pleasure is doubled because this is still《dual-line breakthrough》.The first few episodes can be said to be interconnected, and there is no plot point at all.

”The golden first episode“The madman has already appeared on the scene in the first five minutes. The heroine Xue Li was betrayed by her husband, and she quickly stepped into the role without any delay.Before I and the rest of the crowd could even appreciate the handsomeness of the madman, we were already so angry with this ex-husband who was so arrogant and arrogant at the same time.

In the two-line story, the female cooperation between Mo Yuyun and Mo Yuyun does not remain superficial, but depicts the shared weal and woe of Xue Li and Jiang Li under the twists and turns of fate.One of them is a talented girl from Huaixiang who was framed by her mother-in-law and buried alive by her husband; the other is a daughter of the Prime Minister who was tricked by her stepmother and left home under house arrest.A twist of fate allowed two completely different women to meet and get to know each other. They saw themselves in each other and the courage to fight against the darkness.

Since Xue Li took over Jiang Li's identity, Xue Li not only wanted to avenge herself, but also wanted to get back everything that belonged to Jiang Li.When Xue Li appeared domineeringly at her sister's wedding ceremony, Jiang Li, who was smiling and dancing under the pear tree, appeared in front of her.Yang Chaoyue, dressed in white, is so beautiful. I don’t know how many people were disappointed when the character was suddenly taken offline.

In terms of narrative structure, Mo Yuyunjian also uses dense turns and relaxed jokes to firmly grasp the audience.Mr. Hard Candy must say that this is the kind of counterattack drama that people love to watch!With his IQ online and his emotions full, he raised his sword and slashed at the enemy with a twenty-meter-long sword.To sum up from the aspect of drama - technique -, it is timely feedback + character growth.

Every operation of Xue Li will bring personal growth or advance the plot.Although the heroine is insulted and harmed, the audience will not feel aggrieved at all, but will always be in a sense of satisfaction and suspense when small tasks are accomplished and new tasks appear.​

And the difficulty of each dungeon is constantly increasing, which also allows the audience to grow with the characters.The heroine knows how to leverage her strengths, and how to use her strengths and avoid weaknesses to give full play to her own advantages.Let me ask you, who doesn’t like to see using your brain to fight back?

When he was in the Virgin Hall, Xue Li cleverly observed the height of the lantern to create an opportunity for him to return to the capital; when he was threatened by Mr. Qin, he pretended to be the other party's accomplice and escaped; when he returned to Jiang's house, Xue Li accepted the situation and took advantage of the maid's relationship.The conflict successfully aroused his father's guilt, and he was qualified to attend the Hairpin Ceremony.

《Mo Yuyunjian》's reversal is often unexpected and reasonable.Forced by his stepmother to go on a blind date, Xue Li attacked the other party's pain point of having an extramarital affair, making him retreat; he helped his cousin out, but was falsely accused of getting into trouble, and Xue Li explained forcefully and politely; moreFurthermore, through a bet with Mr. Li, Xue Li established an image in front of his father as a tiger father with no dog son, and won recognition and respect.

In this way, as the heroine fights monsters and upgrades and continues to grow, the audience who follows the drama will also develop a kind of psychological satisfaction and become a deeper kind of - cool -.

From topic breaking to popular drama

A cruel husband, a crazy love rival, a vicious stepmother, and a boss who constantly teases me - Mo Yuyunjian - knows exactly what the audience likes to see.Not only does it capture the emotional point of the moment, the characters are by no means tools, they are all flesh and blood.

Costume dramas give modern people an opportunity to dream more free from constraints, and - Mo Yuyunjian - makes the audience deeply empathize with the characters and the story indiscriminately.The dilemma of each character allows the audience to see themselves under a certain social identity.

Xue Li was a talented woman who married a good man and lived a decent and comfortable life.But because the eldest princess coveted her husband, she was stigmatized and almost died.In her family, there is a husband who is driven by desire and ambition, a mother-in-law who wants to be the best, and a sister-in-law who becomes an accomplice.In a sense, Xue Li has a scumbag husband and excellent relatives. This in itself is a topic that people often pay attention to online.

The group portraits of women in "Mo Yu Yun Jian" are only separated from the audience's real predicament.The prime minister's daughter has been living in the Virgin Hall for ten years without anyone caring about her. She suffers from both family problems and bullying.The death of Jiang Li makes people feel sad. It is tearing beautiful things into pieces for people to see.A father's love always needs to be awakened and reminded over and over again, otherwise he can leave his biological daughter behind for his own pure life. How abominable and sad this is.

And the scheming stepmother Ji Shuran was like a poisonous snake peeping at Jiang Li who came home.Although she has a ruthless side, she is also a victim of the feudal system and political marriage.Although she has become the wife of the Prime Minister, she still has to be robbed by her father for not being able to help the family.

The male image in this drama is also worth pondering.Shen Yurong has a fascination with power, but he also has conscience torture and regret. He is a round character with multiple dimensions.He originally didn't plan to help his ex-wife enter Mingyi Hall, but in the end he remembered the scene where the two of them were studying and discussing their ideals.When leaving Jiang's house, he changed his tune and praised the other party's thirst for knowledge, which invisibly helped Xue Li.

This is not to whitewash the bad guys, but these are the real people, and this is also the key to the show's rapid popularity on Douyin and Xiaohongshu.

What especially attracted the attention of Hard Candy Jun is that although it is a female-oriented drama that accurately pokes at the pleasure of women, judging from the comments on social networking sites, - Mo Yuyunjian - is broken with - Qing Yu Nian -Just as it attracts female viewers, it begins to break out of the circle to attract male viewers, and it has a tendency to become a popular drama for all.

What do male viewers like to watch?Upgrade to defeat monsters, counterattack and slap in the face, kill decisively and retaliate with teeth, beauties, beauties, beauties...guess what, Mo Yuyunjian just has them all.

Starting from a desperate situation and then counterattacking all the way is a national sentiment, and the protagonist who is decisive and decisive in killing is not a virgin at all, and it is rare in both male and female channels.

In particular, - Mo Yuyunjian - also places the growth of the heroine into a broader social background.The debate between Jiang and Li's opinions on talent selection and Duke Su's investigation of corruption cases gave the entire series a richer viewing dimension.Taking counterattack as the main line, it also adds court struggles, family life, and social group portraits. It can be said to be bright and light without losing the weight of traditional costume dramas.

As for beauties, in addition to Wu Jinyan, Chen Qiaoen, Yang Chaoyue, Liu Xiening, Li Meng, Zhang Yuqi, Amy, Zhao Jiamin, Dong Xuan, Zhao Qing, Wu Jiayi, Kong Xueer, He Hongshan... the flowers are gradually charming, hard candyYou would also like to name the performance director Lu Hao Jiji. The blower's sword is still young, and the beauties can finally have their names corrected!

How do costume dramas capture the coolness of the moment?

It's as exciting as a game, as fast as a skit, as beautiful as an MV, and as topical as an Internet post, - Mo Yuyunjian - has become a summer drama that relieves people's stress.

Just like the hot search topic on the first day of the series - her father took the blame for his affair and her husband broke up - it can be said that it combines the explosive elements in women's family life.The audience follows the drama with a melon-eating mentality and is more likely to find an outlet for their emotions.Complain about Xue Li's cruel husband, annoy Jiang Li's father who doesn't do anything, laugh at the third sister who has a lofty ideal, and laugh at the two carefree maids of the Jiang family. While the audience relieves their stress, the series alsoThe circle is broken.

The romance between the male and female protagonists broke the stereotype of double cleanliness and also received enthusiastic praise from the audience.Su Guogong's crazy character has attracted countless fans, and Xue Li's charming sister who crushes her with intelligence is even more popular among the people.Wang Xing further consolidated his absolute advantage on the male junior track.Wu Jinyan's broken beauty adds to the sexual tension of this couple.When trying the spider, Xue Li said - If anything happens to you, I will definitely pay for it with my life!“Xiao Heng asked back: ”Suicide for love?”The top-notch mutual fishing between the two is no less exciting than the love drama between masters. It is a truly evenly matched love.

I have to say that Youku has something good in costume dramas, and you can’t even think of these breakthrough points.From the widower of Huajian Ling to the madman of Mo Yuyunjian; from the refreshing grass heroine to the upgraded counterattack goddess; from Xi XiA group portrait of female farmers from Huazhi《 to Mo Yuyunjian》 whose values ​​are finally fully updated.

It can be said that - Xi Huazhi - Huajian Ling - Mo Yuyunjian -, Youku's three ancient puppets in the first half of the year all had market performance that exceeded expectations.And if the first two are still small but beautiful - dark horse dramas -, then - Mo Yuyunjian - has been scheduled to be a blockbuster drama -, but it is still unknown to what level it will be.

There are no heavy traffic actors to star, and there is no super IP blessing, but it can still create a world of its own. It can be said that the current period of costume dramas is clean.In the final analysis, what the audience wants to see is novelty and plot.

And the explosion of Mo Yuyunjian has also paved the way for Youku's next lucrative market in the second half of the year.On the one hand, the strong attraction of popular dramas means that even if the dramas are finished, users will still stay on the platform for a period of time due to inertia and recharge, as long as new dramas can be accepted; on the other hand, the topic of costume dramas on Youku has gone out of the circle.Moreover, with its distinctive brand characteristics, audiences who like costume dramas may further gather.

In fact, after "Mo Yu Yun Jian", Youku does have a number of key costume dramas that are expected to take over this overwhelming wealth.For example, "Pearl Curtain and Jade Curtain" starring Zhao Lusi and Liu Yuning will compose an ancient business legend; "Life of Time", starring Zhao Jinmai and Zhang Linghe, will show the transformation of two generations of enemies into best friends.Best Friends - A Love Legend Who Turns into Lovers; and even more blockbuster - Legend of the Hidden Sea - directed by Zheng Xiaolong and starring Xiao Zhan and Zhang Jingyi, recently released the first solo poster of the male protagonist, sparking heated discussions.

Nowadays, when talking about dramas, value is always indispensable. So, is Shuangju a relatively low aesthetic taste?At least Hard Candy doesn’t think so.Strong goal orientation and timely feedback are all making up for the shortcomings in our modern life.In a huge and complex social machine, we can't see the progress bar, and we don't necessarily get rewarded for our efforts. The compensation mechanism of entertainment is exactly what allows us to return to the original state of spring planting and autumn harvest, and good and evil are rewarded. Return to thatWonderful and bright inner world.What is positive energy? This is positive energy.

This is all the information related to how Youku - Mo Yuyunjian - became a national anti-stress drama. I believe that the plot will have more exciting trends in the future. If you like it, remember to pay attention.