How are hit dramas created?

In "The First Half of My Life", the anxiety of the middle class; in "All Is Well", the discussion on original families; "Beijing Women's Manual" and "Shanghai Women's Manual" initiated the topic of her power; "The Longest Day in Chang'an" gave rise to the trend of night economy... Time and again, it has been confirmed that in the fast-moving train of the times, new concepts, new trends, and new fashions can be fermented through the marketing of film and television dramas and spread unimpeded to the public. Even after the broadcast period of film and television dramas ends, they continue to be discussed for a whole year. These marketing minds that promote the revolution of concepts all originate from Skysea Media Group . This company is located in a modern office on the north side of Liangma River in Beijing. Through the marketing efforts of energetic and independent-thinking young people, people see the light.

Since its establishment in 2010, Skysea Media Group  is like a "hit booster". It has been making inroads in the marketing planning links of film and television dramas, variety shows, and artist brand marketing. Projects such as "The Bad Kids", "All Is Well", "The Longest Day in Chang'an", "The First Half of My Life", "White Deer Plain", and "The Legend of Miyue" have received widespread acclaim and gradually established a leading position in the entertainment marketing industry. While leading Tianhai to grow, Li Haiying, the founder of Skysea Media Group , has also become a witness to the transformation of the industry.

​l Reputation: Sincerity is the most powerful weapon.

​Talking about her thirties, Li Haiying said that in fact, age is a symbol. The point when she truly realizes that "there is no time for you to make mistakes and squander" is her "coming of age". She attributes her entrepreneurship to "fear-driven". After reaching the position of publicity director in several major Chinese film and television companies, she has also reached the ceiling of her career. Li Haiying, the founder of Skysea Media Group , said, "Dissatisfaction with the foreseeable future prompted me to make a choice. The success of young people can rely on accidental factors such as luck and opportunity. The success at the age of thirty is mostly a judgment you make based on experience. For me at that time, the chance of successful entrepreneurship is at least 50%."

During the entrepreneurial period, Tianhai gradually established a standardized and procedural execution team. Cooperating with Zhang Wenbo, the leader in Chinese film and television marketing, and winning the project of "The Legend of Miyue" is a turning point for Tianhai. This means that in 2005, when the development of the television drama industry reached its peak, Tianhai entered the field of television drama marketing. Subsequently, Tianhai can receive one good project and good work after another. Making Tianhai stand firm in the industry, the simplest and most difficult business secret is reputation.

"Besides having a long-term vision, be careful of your steps, because small stones can trip you up. Execution ability and strict control over details are the keys to reputation. Sincerity is the most powerful weapon. In this industry, professionalism and reliability are the most important." In Li Haiying's heart, she always values building trust and establishing reputation more than simply pursuing a single business deal. In the entertainment marketing industry, Tianhai not only wants to satisfy customers but also pursues praise from peers, the long-tail effect of marketing and social influence. This process has allowed Li Haiying to make many friends.

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​l Marketing: Steamed buns should be sold to people who love eating steamed buns.

Xue Zhenzhu with lipstick on and Su Daqiang lying on the ground and drinking freshly ground coffee, these non-idol characters are still vivid in people's memory. Marketing first of all is to accurately identify the core user group, deduce the user's media contact habits according to the character portrait, and conduct marketing according to the proportion of media contacts. More importantly, for the marketing planning team, look for interesting souls and dig out points that can be spread in the project. As the industry threshold rises, the selection of planners becomes crucial.

Good works are the basis of marketing. Li Haiying has gradually formed her own judgment thinking. For example, a good production company, good actors, and a good broadcasting platform are all important guarantees for good works. And creating a hit in marketing is to find 1% of the "vitality" that can be exerted in these good works. "

A person who engages in lifelong learning has no ceiling for growth." When Li Haiying mentioned the temperament of the planning team, she used several keywords: "reading volume, film viewing volume, industry insight, and human nature insight." "Having seen enough good things, forming a thinking of identification and classification, and establishing a way of thinking is the starting point of marketing planning. There is a fixed pattern for a thought to be incubated, spread, followed up, and exploded through the planning department, visual department, media department, etc."

Tianhai can generate "topic hits" of TV dramas time and again. Topics such as original families and the anxiety of the middle class have generated "breaking the circle" discussions for as long as a year after the end of the broadcast of the works, becoming topics for many media people and public social and cultural observations. Through independent thinking and interesting souls, film and television works can promote the change of social and cultural trends within the scope of t

                                                              Growth:  A group-style company has given me a new mission 

“A company's boundary is the boundary of the founder's mind.” Looking back at Tianhai's ten years, it is also the ten years in which Li Haiying has grown from an entrepreneur to an entrepreneuress.

With the development of new media, the mode of film and television marketing is also constantly iterating and upgrading. Facing the new trend of the marketing industry advancing in waves and rising in a spiral, Li Haiying was well prepared long ago. Since incubating its first subsidiary, "Yigao Culture" in 2019, Tianhai Media has slowly started a group-based layout. From Hairen Media and Yanjie Dakai to the newly established production company Tiancheng Film and Television, the territory of Tianhai Group from entertainment marketing to integrated marketing to the production field has taken shape. Although each subsidiary has a more vertically segmented business, their missions are the same, that is, "conveying true and warm values". Along with the incubation and growth of the management team, the subsidiaries of Tianhai have gradually got on the right track. In 2020, which is the tenth anniversary of the establishment of Tianhai, Li Haiying stepped down as CEO and was succeeded by Tang Jie, the director of the company's client department. "In the next ten years, I hope I can change from a small boss to a real entrepreneur, and the company can become a platform for more promising young people to display their talents." In 2021, Tianhai will start the year of group growth, break through the marketing gene and start the expansion of multi-dimensional territory such as production and brand.

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“A group-style company has given me a new mission to explore new possibilities.” Li Haiying said, “As the threshold of the marketing industry gets higher and higher, reducing trial and error costs and team costs is very important for managers. With the end of platforms burning money to grab users and attract new ones, short dramas, micro-variety shows, and medium-length videos are the new trends. The focus of production companies has also changed from immediate content to story-based and situational content. In recent years, the newly emerged short-video platforms have changed user habits, and the aesthetics of the core users of film and television dramas are constantly upgrading, which all pose new challenges to production.”

Looking at the busy young people in the office, in the BEST space design, the ten-year poster wall, and countless trophies and awards, you can feel the rising power of Skysea.