On January 27, iQiyi's premier New Year drama "Life Tree" officially announced its schedule, set to premiere on CCTV-8 at 19:30 on January 30, with iQiyi holding exclusive online streaming rights. As the Spring Festival marketing campaigns enter the final sprint phase, "Life Tree," with its unique subject matter and powerhouse creative team, has become a core asset for brands aiming to capture the golden traffic of the holiday season and achieve a differentiated breakthrough. Leading brands across various industries, including Ant Afu, Yili, Xiaohongshu, 999, Kangmei, Master Kong, and Xueersi, have already secured early partnerships.
"Life Tree" is jointly produced by China Central Television, Daylight Entertainment (Beijing) Co., Ltd., Beijing iQiyi Technology Co., Ltd., and China Television Production Center Co., Ltd. With Hou Hongliang and Yang Bei serving as executive producers, Li Xue as director, the series stars Yang Zi in the lead role, features Hu Ge in a special appearance, and stars Li Guangjie and Zhang Zhehua, with Mei Ting, Yuan Hong, Yang Shuo, and Zhou You making guest appearances. This top-tier creative team has ignited widespread anticipation; by 18:00 on January 27, pre-saves for the series had surpassed 1 million across both iQiyi and Weibo platforms, generating significant heat even before its broadcast.
As a life epic set in an uninhabited frontier, "Life Tree" begins in 1996 in Maji County on the Qinghai-Tibet Plateau, telling the realistic story of police officer Bai Ju (played by Yang Zi) and Deputy County Chief Duo Jie (played by Hu Ge) joining forces to combat illegal hunting and mining, protecting the ecology of the Sanjiangyuan region. Based on true events, the series uses the thirty-year fateful journeys of ordinary people to explore the profound question of balanced coexistence between humanity and nature. This narrative, combining high-stakes suspense with a warm, healing core, effectively penetrates the audience's psyche, building an emotional bridge for brands to deepen trust and connection with users.
The production crew undertook 188 days of on-location filming, authentically recreating the majestic landscape of the Hoh Xil Plateau. The极致纯净的 visual aesthetics and emotionally gripping plot tension create a natural, high-quality marketing environment for brands in categories such as green products, health, and lifestyle. This helps brands craft distinctive memory points amidst the flood of Spring Festival information, achieving deep resonance with their brand image.
iQiyi's Spring Festival slot has consistently produced hits in recent years, with phenomenon-level works like "My Heroic Husband," "A Lifelong Journey," "The Knockout," "From North to South," and "The Cleaning Lady" dominating screens year after year. The industry consensus that "iQiyi's New Year drama is bound to be a hit" provides brands with a highly certain guarantee for their Spring Festival marketing investments. The current period is a critical window where the Spring Festival atmosphere intensifies and consumer decision-making becomes concentrated.
Leveraging the strong appeal of its "nationwide hit dramas," iQiyi effectively locks in users' "must-watch list" for the holiday in advance. For brands, this is not only the optimal moment to capture the peak Spring Festival traffic but also a precise opportunity to leverage the consumption potential of iQiyi's high-value members. By capturing consumer mindshare during the shopping spree for "New Year goods" and "festival gifts," brands can achieve efficient conversion from "brand exposure" to "purchase decision."
With "Life Tree" leading the charge, iQiyi's Spring Festival lineup also includes a diverse content matrix such as "How Ridiculous," "Tonight with Friends," "Sun Hanging in the Sky," and "Ze Tian Ji," covering series, variety shows, movies, and animation. This strategy continuously secures core holiday traffic, creating long-term advertising scenarios for brands and enabling them to share in the benefits of the new year's start.
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