"Life I yearn for 6" will be broadcast soon. Can we continue to travel with goods this time?

In 2020, it was revealed that Huang Lei, a permanent member of "The Life I yearn for", revealed in his communication with fans on FM that he would leave "The Life I yearn for" after recording on 20021,or "The Life I yearn for" would stop broadcasting. However, the recent news that "Sex and Life 6" was finalized on April 29 overturned this news. As one of the originators of China's "slow variety show", Life of Desire 6, which shows a beautiful rural life, has brought fire to one country after another in the past five seasons, including Miyun in Beijing, Tonglu in Zhejiang, Wengcao in Xiangxi, Yuan Man in Yunnan and Taohuayuan in Hunan. Will the "cargo capacity" of Desire Life 6 be the same as before this time?

"The Life I yearn for 6" was officially released and finalized.

On April 1 1 day, Weibo, the official of yearning life, made a topic # The yearning life finally went to the seaside #. The official announced the news that the filming of "Life of Desire 6" was about to start, and then the poster of "Dream of the Sea Edition" was released at the seaside. Last season, five long-term guests, Huang Lei, He Jiong, LAY, Peng Yuchang and Zifeng Zhang, also announced their return.

The reason why I want to talk about Weibo is because in the first five seasons, Huang Lei, one of the permanent guests, has repeatedly proposed to go to a seaside destination like Maldives. Therefore, there will be a "dream".

A group of friends, a country house, three meals a day, drinking and having fun are all the contents of the slow variety "Life I yearn for". Such a loose program theme and structure, coupled with selected destinations, hit the psychology of urbanites eager to return to "rural life" in one fell swoop, creating imagination space for them to "return to the fields", and there are countless circles.

Although the specific location of the sixth season has not been announced, judging from the location style of previous programs, it is very likely that it is in the surrounding villages of some popular coastal cities.

In the first season, I chose garden village, Beijing Miyun New Town. This ancient town shows the quaint and elegant features of the northern part of the Republic of China. Because the Chaobai River runs through it, even in the north, Miyun is quite a bit like a water town in the south of the Yangtze River. Coupled with the "eight scenes of Miyun" that have been passed down to this day, stoves, cool beds, stone mills, barns and white snow all make people instantly fall into the life of small towns in the north.

In the second season, Heling Village, Tonglu County, Hangzhou, Zhejiang Province was selected. Since ancient times, it has been famous for its "green mountains and green waters, carefree feelings and secluded scenery", and it is also the prototype of Huang's Fuchun Daling Map. Shrimp catching in fish ponds, Tujia mud stoves, rice planting in fields, white walls and tiles, smoke curling, boating across the lake, just like a slowly unfolding picture of a water town in the south of the Yangtze River.

In the third season, Wengcao Village, Murong Town, Guzhang County, Xiangxi, which has the reputation of "hometown of forestry, hometown of famous tea, hometown of weightlifting and hometown of singing and dancing", was chosen. Typical Miao architecture with black tiles and wooden walls, quiet and beautiful, strewn at random on the hillside. With the help of chopped pepper, bacon, pickles, Ciba, blood-soaked duck and other ingredients, the hot beauty of Xiangxi landscape spread from the tip of the tongue to the whole body.

In the fourth season, Yuanman Village, Han Meng Town, Jinghong, Xishuangbanna, Yunnan, was chosen as a quiet Dai village in the embrace of tropical forests. The mushroom house here is a typical Dai folk house, decorated with Dai elements such as leaves and peacocks, which is extremely exquisite. Dai people wear national costumes, splash water to pray for blessings, grab rice and other customs of the Dai calendar for the New Year, which is nothing more than a tropical pastoral life.

The fifth season was selected in Zhoubailin Village, Taohuayuan, Changde, Hunan Province, which is the only prototype of The Peach Blossom Garden with the annotation and etymology of Ci Hai. Against the backdrop of peach blossoms everywhere, it seems easy for us to return to Tao Yuanming's paradise of "flat land, unchanged houses, fertile fields, beautiful ponds and mulberry trees".

At the end of the slow variety show, do you want to bring goods?

In addition to the silent years, commercial value is also an unavoidable topic for all variety shows. In this regard, the industry has reached a point where outdoor programs are better than indoor programs, and slow variety of life is better than fast variety of competition. Because outdoor and life program scenes are more abundant, they can be more naturally combined in implantation, so they are favored by major advertisers. As a mature slow variety, the life I yearn for is naturally a variety master.

The first is the ability to bring goods to the location of the program. According to the big data of Ma Honeycomb Tourism, after the launch of Life 4, the tourism fever in Xishuangbanna in the past week increased by 7 1.2% compared with the same period of last month. A large number of viewers came to the hornet's nest platform to search for program-related keywords, and the keyword search popularity of "Yearning for Life Shooting Place" increased by 183% week on week. Similarly, "Life I yearn for 2" was also a month after its launch, and the tourism heat index of Tonglu, Zhejiang Province increased by 1 19%.

Secondly, it is the ability to bring goods to the implanted program brands. Although Life 1 only released three brands, namely Jiang Zhong Monkey Gu Mi Xi, OPPO and Linnai Forest Water Heater, with the popularity of the program, Ford Motor Company and Kellogg's Grains successively joined the first season. Since then, the overall brand number of the program has also continued to grow since the second quarter, reaching a new high of 14 in the fourth quarter.

The third is the ability to link e-commerce live broadcasts. The live broadcast of "Mushroom House" by Viya, the head anchor of e-commerce, was launched before the broadcast of "Life I yearn for 4". On the day of the live broadcast, permanent members He Jiong, Huang Lei and Peng Yuchang, together with current members Song and Silent King, appeared in the live broadcast room. The live broadcast lasted more than an hour, with more than19.5 million viewers and more than 5.2 million sales.

20 17 is called "the first year of slow variety in China". On the occasion of the launch of My Life 1, two programs, Dear Inn and Chinese Restaurant, were also released. The carrying capacity of these two slow variety shows should not be underestimated. Lugu Lake, the location of the first season of Dear Inn, is hard to find a room because the number of tourists in the scenic spot driven by the program has repeatedly exceeded the 10,000 mark.

This is the case in China, and the ability of overseas slow variety shows to bring goods is not generally strong.

Korean variety director Luo Yingxi, often called Luo PD (Program Director), has made many variety shows with the theme of slow life, such as Three Seasons and Three Meals, Grandpa Flower, Yin Dining Hall and new journey to the west.

After the broadcast of "Three Hours and Three Meals", in which the leading actors stayed away from city life and went to rural areas and fishing villages to solve the problem of three meals by themselves, more Koreans chose to spend weekends in rural areas, and the demand for homestays was in short supply. Simply around those three meals, most of the pictures are "three-hour meals", which has successfully brought a lot of rural tourism.

In order to open the China market, the film new journey to the west was filmed in China. The actors actually experienced Xi, Chengdu, Lijiang and other places in China, and played games during their travels. Among them, the ratings of Lijiang in the second quarter were as high as 3.5%, which proved its high popularity. Live performances such as Impression Lijiang, ethnic minority cuisines such as Naxi nationality, Tiger Leaping Gorge and other representative scenic spots in Lijiang have made Lijiang a hit in Korea.

Middle-aged slow variety artist, can you still move?

Year after year, these slow variety shows were in full swing yesterday and could not control today's situation. Superimposing the tourism industry affected by the epidemic from time to time, can these "middle-aged" slow variety artists bring cultural tourism destinations and their derivatives?

From a macro perspective, the first is the continuous contraction of the travel radius of consumers affected by the epidemic. Relevant data show that the travel radius of residents in New Year's Day holiday in 2022 has shrunk from 202 1 136.3km to 10.3km, and it has shrunk to 80.9% in the same period last year, and the recreation radius of the destination is basically the same as last year. The same is true of 202 1 National Day. The average travel radius of urban and rural residents decreased by 33.66% year-on-year, and local tourism and Zhou Bianyou became the basic markets of tourism.

But generally speaking, the audience of slow variety shows are mostly people who live in cities and yearn for rural life. They are willing to travel, willing and able to pay for some cultural tourism consumer goods with added value. Once the tourist radius is reduced, the natural scale of this part of the main consumer groups will be reduced, thus affecting the "realization" of the ability of slow variety artists to bring goods to tourist destinations.

Second, with the increase of media in tourist destinations, variety is no longer the only choice. In the early days, variety shows were far more attractive than traditional text and pictures because of their relaxed and interesting audio-visual content. And with the passage of time and the progress of the story, the characters, animals, plants and implanted brands in the program are easy to have closer emotional ties and realize more natural integration. But now, taking the Songkran Festival as an example, whether it is the flying pig or the Songkran Festival broadcast live on the Aauto Quicker platform, the festival scenes can be presented instantly and completely, which plays a promotional role.

In addition to live broadcast, short videos and online celebrities are two new media in tourist destinations in recent years. In "Summer of the Band 2", five members of the band ignited themselves with a Haifeng dialect, which made many people begin to understand Haifeng, the county seat in eastern Guangdong. In the chanting of five people, Haifeng, as the original image of rural areas in China, gradually spread out. Needless to say, Ding Zhen and Sichuan Litang became popular. There is Laojun Mountain in Luoyang, which attracts netizens from all over the country to go to the "amazing feast on earth". As information dissemination tends to be short and fast, it is conceivable how attractive these new media will be.

Personally, middle-aged variety artists are slightly weak in content innovation. In the industry, the variety show that normally broadcasts four seasons or more is called comprehensive N generation, and the same set of content templates is applied in many seasons, so "changing the soup without changing the medicine" has become a "common problem" for most comprehensive N generations.

Some Douban netizens published their own summary of the content template of each program of "Life I yearn for", accompanied Huang Lei to cook, work in the fields, eat at night, recall the past, output a wave of life philosophy, sing and dance, play games, sleep until midnight, and sleep until the next day to eat and leave. Fixed content will naturally damage the evaluation of variety shows. The score of "Longing for Life" in Douban was 8.0 in the second quarter, all the way down, 7.3 in the third quarter, 6.9 in the fourth quarter and 6.6 in the fifth quarter, which has fallen below the 7.5 in the first quarter. The same is true of Dear Inn, which scored 6.3 points in the first quarter, 6. 1 point in the second quarter, nearly halved to 3.7 points in the third quarter, and will not be updated thereafter.

The change of cast members will also have a certain impact. Members who bring their own topics can naturally bring a lot of traffic and heat to the program, but the rollover of members will naturally affect the ratings of the program, and not all stars are suitable for slow variety. There are 15 members in "Fifty Kilometers in Peach Blossom House", but everyone continues to use their familiar faces in the variety show. Obviously, this kind of variety show with a strong sense of industry is not what the audience who are full of "heads back" want to watch.

In addition, too much cargo will also bite the cargo capacity of the program. The life I yearned for was once ridiculed as the life of advertising, and He Jiong has been "JD. COM posters "fall from the sky from time to time ... so that some people send a series of regrets" so tired, how many advertisements can't be finished " At the same time, after some products with unsatisfactory quality are sold, they will even bite the reputation of the program. The fruit sold live on Life 4 received many bad reviews.

How to continue the road of slow variety?

According to the Annual Observation of Urban Image Communication issued by Southern Weekend Urban (Regional) Research Center, innovation and obsolescence are the key points of urban image communication. Outside the circle refers to some "invisible" and "niche cities", which present unique urban elements through the participatory communication of network platforms and break through the original small circle and enter the public's field of vision; Innovation is aimed at "famous" cities, presenting a new image of the city through the adjustment of communication content and creativity.

Therefore, a city, big or small, needs all kinds of content that can create circles and new opportunities for it, especially the cultural tourism industry. As one of them, slow variety, how to continue the road of bringing goods in the tourist destination plate?

0 1 Find a new symbol element

In American scholar Jonah Berger's Crazy Story, valuable information and controversial topics become an intermediary symbol, and people are willing to share and participate in discussions to gain a sense of honor in interpersonal relationships. As far as tourist destinations are concerned, it is difficult for traditional symbolic elements to cause new hot topics, but new symbolic elements that can trigger discussions on social platforms can.

The smile of "sweet wild boy" makes Li Tang's "distant poems" more attractive; The four seasons in Li's hands make some rural children living in the city miss the past infinitely. Interestingly, in the documentary "Guarding the Liberation West" featuring grassroots police workers, some tourist scenes, such as the fireworks in Orange Island and the Jiefang West business district where the police station is located, have aroused many audiences to express their strong willingness to travel in the barrage. Therefore, in the stage of symbol element screening, the program planning group might as well escape from imprisonment and gain unexpected surprises.

Tourism marketing skillfully borrows money.

The producers of variety shows mainly include TV stations and video platforms. Compared with the traditional tourism promotion department, the advantage of the former lies in its strong marketing ability. In the official Weibo of Life I yearn for 6, in addition to the starring members, there are three resident animals, namely @ Xiao H Hao Hong, @ Xiao O's growth diary and @ Nicholas Deng, corresponding to two puppies and a muscovy duck respectively.

On Weibo, the accounts of these three small animals were personified, which brought the virtual stalks in the program to the real world and effectively realized the transformation of commercial value. For example, the advertisement of dog food appeared from the beginning of Life I yearn for 2, and Xiao H and Xiao O realized their own profits. Of course, Weibo marketing is just one of them. With the help of interesting and ingenious marketing methods, it is the key link to further strengthen the variety content and the iconic elements of tourist destinations.

03 Offline Representation of Spiritual Utopia

Some people describe slow variety as a spiritual utopia tailored by busy audiences, and it is indeed the case. To this end, the program group has also made a lot of efforts. In the half year before the recording of the program, the program group of "Life I yearn for" will carry out large-scale farmland planting design before and after the mushroom house, and integrate into the four seasons order of the tourist destination in advance. Luo PD is best at capturing the charm of things that people are used to, reminding everyone not to underestimate trivial details.

Korea Broadcasting Magazine once published an in-depth interview with MBC producers. Respondents mentioned that professionalism based on affinity and humanistic care is what producers need most. Someone once commented, "If the first two seasons of Sex and Life are good-looking, it lies in the tranquility of friends and rural life brought by Huang Lei and He Jiong". In the final analysis, the key task of slow variety is to present the appearance of members who seriously live in a selected place. On this basis, we can discuss and circle new tourist destinations. On the contrary, it is difficult to stand up and just break the original tranquility in the countryside in vain.

For slow variety, Southern Weekend defines it as "no longer just a product of the entertainment industry system, but a cross-section of the times and regions, bearing the anxiety and trauma, beliefs and yearning of a certain period, and transforming this emotion into narrative." From this perspective, commodities with too strong commercial flavor should not appear in this ideal life picture. But in the atmosphere of serious life, there will naturally be people who are willing to go, feel, or even stay in the life they yearn for, which is naturally a good choice sometimes.