On April 11th, the official microblogging of "yearning life" hit the topic of "yearning life finally go to the beach", the official announcement of the "yearning life 6" is about to start broadcasting the news, and then released the "dream of the sea version". "Seaside five posters, last season's five longtime guests Huang Lei, He Gui, Zhang Yixing, Peng Yusheng, Zhang Zifeng also announced the return of one after another.

The reason for this microblogging topic is that in the first 5 seasons, one of the resident guests, Huang Lei, has repeatedly proposed that he wants to go to a seaside destination such as the Maldives. The first time I saw this was when I was a student at the University of California, Berkeley, and I was a student at the University of California, Berkeley.

A group of friends, three meals a day in a countryside village, and a drink are all that is needed for the slow variety show "The Wayward Life". This loose program theme and structure, coupled with a selection of destinations, hit the urban people eager to return to the "poetry, wine and countryside" life of the psychological, creating a "return to the field" of the imagination, and countless fans.

Although the specific location of the sixth season has not yet been announced, from the previous program's style of selection, it is likely to be in the countryside around some of the popular seaside cities.

The first season's choice was Garden Village in the town of Miyun, an ancient town in Beijing, which is characterized by the simple and elegant style of the Republican era in the north. Because the Chaobai River runs through the town, Miyun has the flavor of a southern water town, even though it is in the north. In addition to the "Miyun Eight Scenes" that have been passed down to this day, the stove, the cool bed, the stone mill, the barn, and the snow-covered snow all make people instantly fall into the small town life in the northern part of the country.

The second season of the choice of Tonglu County, Hangzhou, Zhejiang Province, Hualing Village, since ancient times to the "mountain green, water show, history of a long time, the realm of the world," known as the world, but also Huang Gongwang, "Fuchun Daling Figure" prototype place. Fishpond shrimp, clay stove, rice planting in the field, pink walls and tiles, smoke curls, light boat lake, like a slowly unfolding Jiangnan water town scroll.

The third season of the selection is the village of Wengqiao, Merong Town, Guzhang County, Xiangxi, with the "hometown of forestry, tea, weightlifting, singing and dancing". Typical Miao family buildings with black tiles and wooden walls are scattered in layers on the hillside, quiet and beautiful. With the help of ingredients such as chopped peppers, bacon, pickles, patties and duck in blood, the fiery beauty of western Hunan landscape spreads from the tip of the tongue to the whole body.

The fourth season is set in Man Yuan Village, Jinghong Menghuang Town, Xishuangbanna, Yunnan, a quiet Dai village in the bosom of a tropical forest. The mushroom house here, a typical Dai house, is decorated with leaves, peacocks and other Dai elements in a subtle way. Dai New Year celebration customs, wearing national costumes, splashing water blessing and Dai hand-scrubbed rice, tropical idyllic life is just like this.

The fifth season was chosen by Hunan Changde Peach Blossom Village, which is the only place where the prototype of "The Story of Peach Blossom Garden" is annotated in the "Dictionary" and "Etymology". With the peach blossoms in full bloom, it seems easy to go back to the paradise of Tao Yuanming's writing, where "the land is flat and open, the houses are just like houses, and there are good fields, beautiful pools, mulberry and bamboo belonging to them.

The end of the slow variety show, is to bring goods?

The commercial value of all variety shows is a topic that is difficult to avoid, in addition to the quiet years. In this regard, the industry reached a point of **** knowledge is, outdoor programs than the shed program investment is better, life class slow variety show than competitive fast variety show investment is better. Because outdoor and life programs have richer scenes, in the implantation can be more natural combination, so favored by major advertisers.

First of all, it is the ability to bring goods to the place where the program is located. According to the hornet's nest travel data, in the "yearning for life 4" after the start of the broadcast, Xishuangbanna nearly a week of tourism heat compared to the same period last month increased by 71.2%, a large number of viewers came to the hornet's nest platform to search for keywords related to the program, the "yearning for life filming location" keyword search heat weekly chained up by 183%. Similarly, the "yearning for life 2" is also in the month after the start of the broadcast, the location of Zhejiang Tonglu in the hornet's nest travel heat index increased by 119%.

The second is the ability to carry the brand of the implanted program. Although the "yearning life 1" broadcast only three brand placement, respectively, Jiangzhong monkey nun rice thin, OPPO and Rinnai Rinnai water heater, but with the growth of the program heat, Ford automobile, Carrot's cereal successively joined the first season. Since then, the overall number of brands placed on the program has also continued to grow from the second season to a record high of 14 in the fourth season.

The third is the ability of the live broadcast to carry goods by linking to e-commerce. In the "yearning for life 4" before the start of broadcasting, the head of the head of e-commerce anchor Viya's "mushroom house" live on the line. On the day of the live broadcast, resident members He Gui, Huang Lei, Peng Yusheng, Zhang Zifeng, and the current members Song Weilong, Wang Sutu at the same time appeared in the live broadcast room. The live broadcast, which lasted more than an hour, had more than 19.5 million viewers and more than 5.2 million sales.

2017 is known as the "first year of China's slow synthesized art", in the "yearning for life 1" launched, "Dear Inn" and "Chinese restaurant" two programs have also launched. Naturally, the ability of these two slow variety arts to bring goods cannot be underestimated.

Domestic so, overseas slow synthesis of the ability to bring goods is not ordinary.

Luo Yingxi, a variety show director who pioneered the slow variety show format in South Korea, is often referred to as Luo PD (Program Director), and has made a number of variety shows that focus on slow life, such as Three Times Three Meals, Flower Grandpa, Yoon Food Hall, and New Journey to the West.

After the airing of Three Times Three Meals, which filmed its starring members traveling away from city life to rural villages and fishing villages and solving the problem of three meals on their own, more Koreans chose to go to the countryside for a weekend, and the demand for bed and breakfasts outstripped supply. Simply revolving around those three meals, most of the images are labor "three times three meals", successfully brought a group of rural tourism.

The New Journey to the West, which was launched to tap into the Chinese market, was filmed in China, with its cast members actually experiencing Xi'an, Chengdu, and Lijiang, and playing games along the way. The second season, which featured a trip to Lijiang, had a 3.5% viewership rating, a testament to its popularity. The live-action show "Impression Lijiang", the Naxi and other ethnic minorities' special food, the Tiger Leaping Gorge scenic spot and other representative Lijiang scenes and scenery have made Lijiang another fire in South Korea.

Middle-aged slow variety shows, still bring it?

Year after year, these slow synthesizers yesterday's as good as it gets, does not sway today's situation. In addition to the travel industry, which has been affected by the epidemic from time to time, can these "middle-aged" slow variety shows still move the cultural and tourism destinations and their derivatives?

From the macro level, the first is the continuous contraction of the radius of travel of consumers affected by the epidemic. According to relevant data, 2022 New Year's Day holiday residents travel radius contracted from 136.3 kilometers in 2021 to 110.3 kilometers, contracted to 80.9% of the same period last year, destination recreation radius and last year basically flat. 2021 National Day is also the same, the average travel radius of urban and rural residents fell by 33.66% year-on-year, the local tour, the peripheral tour of the tourism industry has become the basis of the market.

But in general, the audience of slow variety shows is mostly people who live in the city and want to live in the countryside, they have the will to travel and are willing and able to pay for some of the added-value consumer goods of culture and tourism. Once the travel radius shrinks, this part of the main consumer group will naturally shrink in size, affecting the slow variety show the ability to bring goods to the tourist destination "cash".

Secondly, the increase in the medium of travel destinations, the variety show is no longer the only option. In the early days, the attraction of the variety show with its easy and interesting audio-visual content far exceeded the traditional text and picture publicity form, and with the passage of time and the progression of the story, the characters in the program, animals, plants and implantation of the brand is prone to produce a closer emotional link, to achieve a more natural integration. But now, take the Water Festival as an example, whether it is Flying Pig or Racer platform live streaming the Water Festival, it can instantly and completely present the festival scene and play a role in promoting it.

In addition to live broadcasts, short videos and Netflix are also two new mediums for tourist destinations to get out of the ring in recent years. In the band's summer 2, the band five stripes with a mouthful of SITC dialect fire themselves, more let many people began to understand the Guangdong East County SITC. In the chanting of the Five Stripes, the image of SITC as the original rural China gradually stretches out. The popularity of Ding Zhen and Litang in Sichuan needs no further elaboration. There is also the snowy Laojun Mountain in Luoyang, attracting netizens from all over the country to go to the "earthly feast". The information dissemination tends to be more and more short and fast at the moment, you can imagine these new communication medium will be more powerful attraction.

On an individual level, the middle-aged variety shows are a little weak in terms of content innovation. The industry has been normal broadcast four seasons and more variety shows called variety N generation, and the same set of content templates used for many seasons, "change the soup but not change the medicine" into most of the variety of the N generation of the "common problem".

A Douban netizen has released his own summary of the "yearning for life" each program content template, accompanied by Huang Lei cooking, go to work in the field, evening dinner, memories of the past, the output of a wave of philosophy of life, singing, dancing and playing games, hi to the middle of the night, sleep to the next day to get up and eat to go. Solid content will naturally damage the evaluation of the variety show. "Looking forward to life" in Douban rating, from the second season of 8.0 points, after a decline, the third season 7.3 points, the fourth season 6.9 points, the fifth season 6.6 points, has fallen below the first season of 7.5 points. The same is true for "Dear Inn," which scored 6.3 in the first season, 6.1 in the second, and a near-decapitation of its rating to 3.7 in the third season, and has not been updated since.

Changes in cast members can also have an impact. Self-talking members can naturally bring a lot of traffic and heat added to the program, but member turnover will naturally affect the ratings of the program, and not all stars are suitable for slow variety show. Fifty Kilometers of Peach Blossom Dock*** has 15 members starring, but everyone with their usual variety show that "familiar face", continue to play life in the program. Obviously, this kind of industrial feel strong variety show, is not full of "unarmored" viewers want to see.

In addition to this, too much of the bandwagon will also eat into the program's bandwagon ability. "So tired ah, in the end, how many advertising implants read can not finish reading". At the same time, some of the less-than-satisfactory quality of the product sales, and will even reverse the program's reputation.

Slow variety show with goods road, how to continue?

According to the Annual Observations on City Image Communication released by the Southern Weekend Urban (Regional) Research Center, out of the circle and out of the new is the focus of city image communication. The "out of circle" refers to some "invisible" "niche cities", through the network platform of participatory communication, presenting unique urban elements, breaking through the original small circle to enter the public's field of vision; the "out of new" is aimed at the "famous" city, through the communication of the "famous" city, through the communication of the "new" city, through the communication of the "new" city.

Therefore, no matter how big or small the city is, it needs a variety of content that can create a circle and a new opportunity for it, and this is especially true for the cultural tourism industry. As one of them, how can slow variety show continue its road of bringing goods in the tourism destination segment?

01 Looking for new symbolic elements

In American scholar Jonah Berger's "Madness", valuable information and controversial topics have become a kind of intermediary symbols, which people are happy to share and participate in the discussion in order to get a sense of honor in interpersonal relationships. In the case of tourist destinations, traditional symbolic elements, it is difficult to cause new hot topics, but new symbolic elements that can trigger discussions on social platforms can.

The smile of the "sweet wild boy" makes the "faraway poetry" of Litang more attractive; the flavor of the mountains and fields in the hands of Li Ziqi makes some of the countryside children living in the city infinitely nostalgic for the past. Interestingly, in the documentary program "Guardian of Liberation West", which features grass-roots police workers as the protagonists, some of the travel footage, such as the fireworks in Orange Island and the Liberation West business district where the police station is located, caused many B-station viewers to express their strong will to travel in the pop-up screen. So in the symbolic element of the screening stage, the program planning team may wish to jump out of the confines, harvest unexpected surprises.

02 Tourism marketing clever borrowing power

Variety show producers are mainly TV stations and video platforms, compared with the traditional tourism promotion department, the former's advantage lies in the strong marketing ability. In the official announcement microblogging of the opening of the "yearning life 6", in addition to the members of the starring @, there are also three resident critters, respectively @ small H is so red, @ small O's growth diary and @ Nicholas lamp, corresponding to two puppies and a duck.

On Weibo, the accounts of these three critters have adopted anthropomorphic operations to bring the virtual terriers of the show to the real world, and they have also been effective in realizing the transformation of commercial value. For example, from the beginning of the "yearning life 2" appeared dog food ads, small H and small O realized their own earn food. Of course, microblogging marketing is only one of the many ways to further strengthen the content of the variety show and the symbolic elements of the tourist destination with the help of interesting and clever marketing methods, which is a key part of the slow variety show to continue to carry the goods.

03 Replicating the utopia offline

Some people have described the slow-moving variety show as a utopia for busy viewers, and that's exactly what it is. To this end, the program team has also put in a lot of effort, "yearning life" program team will be in the program recording before the first half of the year before the mushroom house before and after the planting and design of a large area of farmland, in advance to integrate into the four seasons of the order of the tourist destination. What PD Luo does best is to bring out the charm of the commonplace, reminding everyone not to underestimate the trivial details of the commonplace.

In an in-depth interview with MBC producers published in the Korea Broadcasting Journal, the respondents mentioned that professional traits based on affinity and human concern are the most important traits needed as a producer. Someone once commented, "If the first two seasons of 'Longing for Life' were good to watch, it was because of the old friendships and the quietness of country life brought by Huang Lei He Gui's presence." In the final analysis, the key task of the slow variety show is to present the appearance of the starring members in a selected place to live seriously. On this basis, in order to discuss the tourism destination out of the circle, out of the new, and vice versa, it is difficult to stand, just in vain to break the original tranquility of the countryside.

For the slow variety show, the South Weekend defined it as "no longer just a product of the entertainment industrial system, but a cross-section of the times and geography, carrying the anxiety and trauma of a certain period of time, beliefs and yearnings, and turning this emotion into a narrative." On this level, the overly commercialized bandwagon should not have appeared in this idealistic picture of life. But under the atmosphere of serious life, naturally people will be willing to go forward, feel, and even live long in the aspiring life, naturally sometimes is a good choice.