When the outside world's impression label of wow haw wow was still stuck in "music, variety show handicap", the name of wow haw wow appeared in the producer column of many popular film and television dramas in the market.
From "Can't Hide Secretly" in 2023 years, to last year's "Minglong Boy", and then to this year's "Hard to Coax", the success of the three popular youth dramas not only shows the influence of the entire industry in the direction of film and television content, but also repeatedly proves to the market that this is a content company that has always taken young people as its core audience. In the highly competitive environment of the drama industry, Wow Haw Haw Wow has quietly completed the identity transition from a top idol label to a new force in film and television content.
From focusing on empowering artists with works in the early days, to facing the market independently with the works themselves, the film and television sector has become a key engine for Wow Haw Haw Wow to break through the growth boundary. However, the whole transformation process is not a cluster, but has gone through a long period of learning and polishing.
在4月2日哇唧唧哇八周年的內容創享會上，毒眸看懂了這一過程。創始人、總裁龍丹妮闡釋了公司的進化邏輯，所有營業單位的誕生不是憑空構想，而是圍繞核心DNA層層外拓，“每一層的製作人、導演和幕後團隊都是從上一層里脫穎而出，疊加到下一層。可以說哇唧唧哇的內容生產是一個互相借力，互相搭台，又彼此獨立成長的一個過程，到今天為止我們是一個四駕車輪運營的公司。”
From "one-time riding in the dust" to "four-wheel drive", the diversified expansion of Wow Haw Haw Wow means the steady improvement of business capabilities.
"Everyone in a content company should be technocratic." This is a point that Long Danni repeatedly emphasized in her internal letters. Good content is inseparable from good skills, driven by the concept of "technology", Wow Haw Haw Wow is deeply exploring the innovation potential of film and television content through "skills" and "art".
Excellent transcripts are often the key to establishing the cutting-edge status of film and television, and the "triple explosion" achieved by Wow Haw Haw Wow in two years is the most convincing empirical evidence.
"Influencing the younger generation with beautiful content is our main purpose." Wow Haw Wow Wow Film and Television Producer Representative Zeng Yun said at the content creation meeting. From beginning to end, Wow Haw Haw Wow has not deviated from the "younger" positioning rooted in the company's genes, and finally accurately developed the two content tracks of "pure love" and "hot blood" that can most resonate with contemporary young people.
Market feedback also confirms the forward-looking nature of this strategy, with "Can't Hide Secretly", "Singing Dragon Boy" and "Hard to Coax" all broke the genre with innovative narratives, and a number of data set new industry records. The achievements of these two tracks have also further strengthened the content development strategy of Wow Haw Haw Wow.
《偷偷藏不住》《難哄》兩部現偶一改市場傳統印象，前者以熱播期集均4233萬播放量成為2022—2024年全平台獨播現偶冠軍，創下優酷該題材歷史新高；後者更以10736的站內熱度值刷新成績，不僅成為優酷改版後熱度最快破萬的劇集，更一舉打破了優酷現代劇預約量紀錄。值得注意的是，這兩部劇在商業層面同樣表現搶眼，包攬了現偶招商和客戶數量的雙料冠軍。
and "Minglong Boy", which uses the college entrance examination as the narrative incision, realizes the circle-breaking spread of youth themes through the real and delicate portrayal of juvenile group portraits. "Minglong Boy" swept the platform list when it was launched, and the scores of Douban and Weibo both exceeded 0.0, ranking first in the broadcast volume of youth dramas in the past three years, achieving a double harvest of broadcast volume and popularity.
The outstanding overseas achievements have given the "explosive style" more room for extension and achieved a certain sense of cultural influence. In Youku's overseas version of the APP, "Secretly Can't Hide" ranked first in the cumulative total number of broadcasts, and "Hard to Coax" ranked first in history in all types of broadcasts on the day of its launch. On Netflix, the former ranked among the top 2025 of the global daily list in 0 years, and the latter climbed to sixth place. On Tik Tok, "Hard to Coax" has become the No. 1 in 0 plays, and is catching up with the position of "Can't Hide Secretly".
Whether it is a pure love track that directly hits emotional needs, or a passionate track that focuses on realistic growth, Wow Haw Haw Wow continues to break through the ceiling of the industry, not only because of the persistent pursuit of content innovation, but also because of the increasingly mature creative methodology system.
The birth of high-quality content requires the right time and place, and the full commitment of the professional team is the most important part of it. By continuously attracting top directors, screenwriters and other behind-the-scenes talents, Wow Haw Haw Wow has built a strong creative middle platform, making it a cornerstone to ensure the quality of content. "Minglong Boy" has screenwriter Chen Shudao, who has created "Embroidered Spring Knife" and "Assassination of a Novelist", and "Hard to Coax" has director Qu Youning, who has created "I May Not Love You" and "Mischievous Kiss". This emphasis on professionalism is actually an awe of the value of content.
At the same time, in the process of project development, Wow Haw Haw Wow has always taken the overall situation with IP thinking, giving full play to the advantages of the content company, and realizing the three-end linkage of music, variety shows, and film and television. For example, the OST of "Hard to Coax" invited Mayday to sing the theme song "Capricious", and through music warm-up, the series became popular before it was broadcast.
Of course, in the fiercely competitive drama environment, if you want to stand out, it is obviously not enough to rely on the existing creative ideas, but also to find a breakthrough point in the changing aesthetic environment. For Wow Haw Haw Wow, the youthful narrative that constantly renews itself is the "battering hammer".
After all, youth-oriented content creation can stimulate high-intensity emotional resonance while ensuring light weight, and achieve the effect of "lifting light as heavy". This method not only deepens the aesthetics of the new era, but also fills the gap in the market through diversified content to achieve the continuous growth of incremental users. Walk out of the road of differentiation, so that Wow Haw Haw Wow can have sufficient living space in the fierce battle of traditional film and television companies, and even establish a unique content competitive advantage.
In the ever-changing film and television content market, the vitality of a work depends on whether it accurately reaches the audience. At the 8th anniversary content creation and sharing meeting, Bo Li, general manager of Weibo's Taiwan network business, pointed out from the perspective of social media that nowadays, unless it is a matter of principle, there are more diversified views on the Internet, which poses a higher challenge to content creators, "In the past, we could make a drama that could be a national hit, but now it is very difficult." Now I may think more about whether my audience is a professional group or an elite group, so that the initial users can recognize it and then look for the possibility of breaking the circle outward. ”
With its "innate" young genes, Wow Haw Wow has shown a unique advantage in grasping young audiences. Years of experience in the field of music and variety shows have enabled him to deeply dismantle the emotional needs and value orientations of young audiences. "It's always around young people aged 30 to 0 years old to create their work, that's what we don't do. Whether it is music, artists, film and television series, we always create works for them around this age group, and I also hope to continue to output the works they like. Danni emphasized that this creative concept has become the core strategy of the company.
But no one can rest easy in front of the new generation of young people. At present, the aesthetic standards and content needs of young people are iterating at an astonishing speed, and how to capture the trend of iteration in time has become a new topic faced by content creators.
For creators, there is no shortcut, we must always think from the perspective of young people, dig deep into the emotional demands and overall emotions of young people, and when necessary, give a space for relief and comparative imagination. For example, "Minglong Boy" accurately presents the confusion and anxiety of contemporary young people facing the future through the social issue of "college entrance examination", so that audiences of different backgrounds can find their own moments in the play.
When a work can resonate widely, it means that the authenticity and realism of the work are relied upon. Director and screenwriter Qu Youning talked about the ultimate realism in the creation of "Hard to Coax", from scene selection to light and shadow design, "We have now gotten rid of traditional techniques and pursued absolute realism and reality. ”
And only on the basis of truth can there be a foundation for innovation and change, which is also the essence of the creative thinking of young dramas. But innovation is not the same as overturning, otherwise it will also be sacrificed. Screenwriter Zhizhu compares his creation of the old and the new to the art of "kite flying", "If the story design is very new, the emotion must be very grounded." If the relationships between the characters and the emotional relationship are relatively new, the story should be placed in a common social environment. ”
As a result, creators gradually came to a consensus in the face of challenges: the core of content creation is to grasp the change and the unchanging—the spirit of innovation is eternal, and the specific methodology needs to keep pace with the times.
At the creation and sharing meeting, the creators gave some practical experience talks. Qu Youning and Zhizhu mentioned that the creation of a sense of atmosphere is an important advantage that distinguishes long dramas from short dramas, whether it is the delicate and delicate puppets or the long charm of costume dramas, they can provide an irreplaceable immersive experience. Screenwriter Chen Shu suggested that young audiences prefer colorful group portraits, and three-dimensional and plump group portraits can allow different audiences to find emotional projection points.
Behind the specific and detailed methodology is the sincerity of the creators to take the initiative to get close to the audience, and they always maintain the awe of content creation. Screenwriter and writer Kui Sicun mentioned that she crossed over from a writer to a screenwriter and felt the lag of script creation, but in order to ensure the close connection between the content and the audience, she specially set up a "sample library" and always listened to the most direct feedback to calibrate the creative direction.
When Wow Haw Haw Wow adheres to the strategy of rejuvenation, links more creators, always thinks, constantly polishes, and works together to create value for the drama market, the living water of content is naturally like a trickle, clear and continuous.
For film and television companies, blockbusters are a direct proof of creative ability, while project reserves reflect systematic content productivity. Wow Haw Wow's projects to be broadcast continue to attract market attention, marking that it has advanced to a content brand with both industry reputation and audience love.
In addition to the original two advantageous tracks of "pure love" and "blood", it is further subdivided into three major sections: literary adaptation, comic adaptation, and original projects, showing a more diversified content territory.
First of all, youth dramas are still a key development area of Wow Haw Haw Wow. In addition to retaining the core characteristics of "pure love", the Jinjiang high-score IP announced this time also incorporates rich genre elements. For example, "The Unsolved Mysteries of the Hot Flashes and Rainy Season" cleverly combines disaster elements with fantasy storytelling, while "Malicious Dusula" shows the fate of women from the perspective of evil women's revenge.
其次，洞悉到年輕受眾對動漫內容的熱情，哇唧唧哇開始挖掘國民級動漫。根據騰訊動漫總人氣高達463.1億的《通靈妃》改編而成的《攬星長明》，將由《贅婿》《卿卿日常》的編劇紀桑柔和丁璐操刀；獲得第十三屆動漫金龍獎最佳劇情漫畫獎提名的《刀劍異聞錄》也交到了《雄獅少年》《風犬少年的天空》的編劇里則林手中。
In addition, in the exploration of the breadth of innovation, Wow Haw Haw Wow has shown the courage to break through the convention. explores the post-00 life attitude drama "Passing Family", which explores the involution frenzy and collides with the "lying flat generation", and the cyber puppet of the "BE diva" who thinks about it and recreates the peak of tragic aesthetics.
Not only that, Wow Haw Haw Wow is also expanding the boundaries of content, starting from the most familiar youth dynamics, the development of youth films, the film version of "Secretly Can't Hide" and "Hard to Coax" is about to start, among which "Secretly Can't Hide" launched a global casting plan, striving to bring a new experience to the audience.
Wow haw wow can have such confidence to release a number of new projects, which is inseparable from the escort of the industry's leading creators. In addition to Qu Youning and Chen Shu, the perennial partners of Wow Haw Haw Wow, Zhang Wei, Bandit I Sicun, Zhizhu, Xiaoxiang Donger, Teng Yang, Wen Yufang and other senior creators in the industry have also joined.
To be able to attract such a luxurious lineup, the creators all admit that it is the avant-garde creative concept and respect for creative freedom that attract them. "Wow Haw Haw Wow itself is a company with a young and adventurous spirit, and by cooperating with Wow Haw, you will always make yourself more present, younger, more vibrant, and more creative." Chen Shu said with emotion.
From the audience's love to the recognition of the industry, Wow Haw Haw Wow has been carefully cultivating and taking every step of the way in the past eight years, and it is precisely because of this that it can achieve a gorgeous transformation from a "content crosser" to an "important player in the industry".
The growth of Wow Haw Haw Wow also has a certain enlightenment significance for small and medium-sized film and television companies, not only to deepen the vertical field, but also to ensure the feasibility of ecological synergy, and most importantly, to maintain the persistent pursuit of high-quality content.
As Long Danni emphasized in her internal letter, "We are increasingly discovering that good works and good reputation are not accidental metaphysics, but are the products of multiple superpositions of painstakingly cultivated good technologies; On the other hand, the innovation of art history has always been based on the continuous iteration of techniques, and we have unlimited expectations for the future, first of all, we must have the courage to boldly break through technology in order to continue to make good works. ”