Korean drama sparks derivatives sales  boom

A megahit South Korean drama is inspiring Chinese video-steaming website iQiyi.com to explore e-commerce as a new way to grow revenue.

一部韩剧的热播促使中国视频网站爱奇艺探索新的电商销售模式以提升收益。

The popularity of Descendants of the Sun, which has been viewed a combined 1.92 billion times online in China, shows how companies can benefit from consumers who want to mimic styles of celebrities.

《太阳的后裔》在中国迄今为止已经取得19.2亿的点击量，这部剧的热播让人们看到公司是怎样从那些想要模仿明星风格的粉丝身上获取利润的。

IQiyi, the official streaming site of the 16-episode drama in China, is seeing sky rocketing sales of items used by actress Song Hye-gyo, whose character is a doctor in the series.

作为这部十六集电视剧在中国的官方独家授权网站，爱奇艺销售的与剧中女主角宋慧乔（饰演一名医生）同款商品的销量剧增。

The Beijing-based company, backed by Internet giant Baidu Inc, said the daily sales on its e-commerce site jumped by 180 percent in March after it started streaming the drama on Feb 24.

这家由互联网巨头百度持股总部位于北京的公司称，自从2月24日此剧开播至进入3月份以来，其网上商城的每日交易额已经增加了180% 。

Sales of a Laneige cream from Amore Pacific Corp surged by 10 times and a Daniel Wellington watch by eightfold.

其中，乔妹同款兰芝气垫BB的销量剧增10倍，DW手表销量也升高了8倍。

"The whopping sales figures illustrate there is a huge demand for derivatives of quality content,such as clothing and cosmetics," iQiqi said in a statement.

爱奇艺在一份声明中称：“销量的巨大攀升证明消费者对于剧中相关衍生物如衣服、化妆品等的需求巨大。”

The company did not disclose detailed numbers but said Guangdong, Shanghai and Beijing are the top three regions where consumers spend most on buying items used by actors in the drama.

公司虽然没有透露具体的数据，但指出广东、上海和北京的消费者在购买剧中主角同款商品上花费最多。

To enable viewers to do shopping while watching, iQiyi has embedded shopping links into videos so that consumers can get what they want with a simple click of the mouse.

为了使观众可以“边看边买”，爱奇艺在视频中植入了购物链接，使观众只需轻轻一点就能买到他们想要的商品。

Wang Xiangjun, chief management officer at iQiyi, said: "E-commerce is an important part of our efforts to monetize intellectual properties. We will continue expanding our presence in e-tailing by selling products used in popular entertainment shows."

爱奇艺的首席营销官王向军说：“线上商城是我们知识产权变现的努力中重要的一部分，我们将继续扩大在明星同款商品零售上的投入力度。”

Chinese video sites are suffering from financial losses as they are paying big checks to purchase quality content.

由于在购买内容版权上的巨大投入，中国许多视频网站正遭受着亏损。

iQiyi’s arch rival Youku Tudou Inc is also teaming up with its parent company Alibaba Group Holding Ltd to experiment on video-based e-commerce, so as to find new revenue sources beyond advertising and membership fees.

爱奇艺的主要竞争对手优酷土豆公司也在与其控股公司阿里巴巴集团合作试水基于内容的电子商务领域，以开拓除了广告费和会员收费之外的其它收入来源。

Pang Yiming, a senior analyst at Beijing-based Internet consultancy Analysys International, said South Korean dramas are of great and unwavering appeal to Chinese female consumers.

来自北京易观国际公司的高级分析师庞一鸣称，韩剧对于中国的女性消费者有着稳定且巨大的吸引力。

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来源:China Daily爱语吧作者:鹏飞