Mass demand determines market development

　　Although it has become the second largest stock market in the world that Hollywood wants to curry favor with, the yield of good Chinese movies is a bit embarrassing, not to mention the United States, even if it is compared with South Korea and India. Looking at the bad movies released in the cinema, we not only have to ask why?

　　Some time ago, Xiaogangpao Feng Xiaogang said: China has so many garbage movies because of so many garbage audiences.

　　I just heard it and thought it was quite fucked. The movie was shot by the producer. How could it be pushed to the audience if it is bad? But after thinking about it carefully, it seems that the truth is a little bit.

　　The producer is a commercial institution , and the purpose is to make money. They don’t care whether the movie is bad or not. If you make money from bad movies, you can make bad movies. If you make money from good movies, you can make good movies. The reason is very simple.

　　Decades ago, classics like "Sunny Days", "Farewell My Concubine" and "Red Sorghum" could be filmed. Now, capital, technology, talents, and markets are dozens of times better than in the past. The most profitable one has become "Tiny Times", "Macau Storm" and "Soon of the Year". Where can I find the reasons besides looking for them in the audience?

　　The audience's needs are the reasons for everything

　　Unlike the American film market that has been cultivated step by step, since the reform and opening up, China's economy has shown explosive growth, and a large number of new audiences screaming with money suddenly appeared in Chinese cinemas. This group of viewers is huge, and it easily crushes the viewing market that originally cultivated "Sunny Days", "Farewell My Concubine" and "Red Sorghum", but their growth environment, educational experience, and movie viewing fun determine that they prefer fun, interesting and lively movies.

　　The film market is very simple and utilitarian. If you use money to vote, you can place whatever audiences like . He doesn't care about film ideals and artistic feelings.

　　For example, the young and handsome guys we hate deeply are actually created by ourselves.

　　The young and handsome guys bring traffic, and the traffic brings movie box office. It is a very simple formula. Why don’t the movie producers use the young and handsome guys?

　　People who scold young and handsome guys are just because young and handsome guys have seized too much market share and are abandoned by the market. The market does not produce or rarely produce what they like. So they were angry, they shouted, and they put all kinds of unpleasant labels on the young meat. Although they admire the works of Japanese teachers, they also criticized the young and handsome guys as vulgar and relaxed. Moral attacks have never been meaningful, they are just a game of competition in the market.

　　No one is more noble than anyone else and contributed the same money to the market. Douban and Zhihu have no reason to despise Weibo and Tianya Forum. The difference in aesthetics is just the differences in the growth environment, the educational environment, etc., but the market does not pay attention to this difference. If you have money to enter the cinema, you have the right to vote for the movie you like.

　　Is bad movies justice?

　　Is "The Grave Robbers' Chronicles" a bad movie? Yes, and I knew it before the filming, the director knew, investors knew, and the audience knew it. But such young and fresh meat + IP movies really make money. Why not make money comfortably?

　　This is reality, naked reality. This is a reality that you can't change even if you rush to a movie on Douban. This is a reality that you can't even change even if you scold the movie on Zhihu.

　　If there are young and handsome guys, who will still have to worry about telling good stories? Traffic is equated with making money, and good stories and making money have little to do with making money.

　　What's more, we may have a misunderstanding, thinking that what is being said on the Internet is public opinion, but the reality of bad reputation and high box office time and time again tells us that the real main actors of movie watching are not interested in fighting online. The "bad movie" we thought might not be that bad.

　　The main reason for the emergence of "bad movies" is that people who don't like him call him "bad movies". After all, this group of people has a strong voice and a strong desire to express themselves.

　　The criteria for judging good movies exist to protect the aesthetic taste of old audiences, and all their moral judgments are for this goal. The so-called contempt chain of British dramas - American dramas - Japanese dramas - Korean dramas - domestic dramas - is not because it is the truth, but to protect its own cultural product privileges. Although their privilege is a huge joke in the eyes of capitalists.

　　Everyone is born equal, why can only produce movies for old audiences? Newcomers’ money is also money.

　　There is no question of who is more noble, and old audiences are also coming from newcomers step by step. However, due to the explosive growth of China's economy, most of the main players in China's consumer market are newcomers.

　　From the perspective of Adam Smith, it is true that young actors are good at looking at the problem, everything is market demand. More than ten years ago, the post-70s generation who liked Ba Jin and Haizi were angry with the rebellious Wang Shuo and Cui Jian occupied most of the cultural consumption market. Now, what reason does the post-80s and 90s despise the post-95s and 00s generations who like young and handsome men?

　　Who will save the out-of-control market environment

　　The core idea of ​​the free market economy is that the seemingly messy free market is actually a self-adjustment mechanism that automatically tends to produce the quantity of goods that society most urgently needs.

　　But the final result of the market is often that capital's pursuit of profit and self-protection makes it difficult for the market to recover, and products that are no longer needed are being continuously produced.

　　Market demand based on data analysis is often not what most people really like, because most people often don’t even know what they like. What data analysis is often the correct nonsense that the market draws based on its superficial instinct.

　　Data analysis can easily lead to inspirational sports films without a market, but "Dad, Fall" proves that it doesn't seem to be the case.

　　New audiences will grow into old audiences, and "bad movies" will no longer be the mainstream demand in the movie market, but because of inertia, interests, or wrong market research, the movie market will continue to launch "bad movies".

　　The consequence of this is that the film market, which originally existed to meet the needs of the audience, was unable to find the movie they like.

　　At this time, the audience who was originally God became slaves to the market.

　　Not God, but an opponent

　　With a healthy market ecosystem, the commodity supplier should never just cater to the preferences of users.

　　It cannot be done because user demand tends to grow wildly;

　　It's not cost-effective because users don't know what they really want;

　　It is not necessary, because the user's needs are generated in the collision and interaction with the market and will not appear out of thin air.

　　Giving up market mainstream and capital judgment may be the necessary condition for the birth of excellent movies. Only filmmakers who can think independently may make good movies that the audience doesn’t know what it is.

　　The same is true for making products . You have your own persistence and your own judgment. Don’t follow the crowd or follow the crowd. You will always wait for your own spring.

　　Text/Yun Feiyang Source/@Laogao E-commerce Circle

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