中国微短剧出海的挑战与对策——以ReelShort平台为例

Challenges and Countermeasures of Chinese Micro-Dramas’ Overseas Expansion—A Case Study of the ReelShort Platform

摘要: 中国微短剧已覆盖200多个国家和地区，首次实现以“造船出海”模式主导全球市场。其中，ReelShort平台以显著优势领跑微短剧海外市场。微短剧作为数字时代文化出海的新兴载体，凭借工业化生产优势与轻量化传播特征，在海外市场实现商业突破，成为增强国家文化软实力的重要力量。但与此同时，受文化折扣、内容同质化、文化表达浅层化及跨国政策与版权风险等因素影响，其文化传播效果与可持续发展面临挑战。因此需要平台、行业与相关部门协同发力，助力中国微短剧从“流量出海”向“价值出海”跨越。

Abstract: Chinese micro-short dramas have covered more than 200 countries and regions, marking the first time that the “ship-building overseas expansion model” has dominated the global market. Among them, the ReelShort platform leads the overseas micro-short drama market with distinct advantages. As an emerging carrier for cultural overseas expansion in the digital era, micro-short dramas have achieved commercial breakthroughs in overseas markets by virtue of their advantages in industrialized production and characteristics of lightweight communication, becoming an important force for enhancing national cultural soft power. However, affected by factors such as cultural discount, content homogenization, superficial cultural expression, and cross-border policy and copyright risks, their cultural communication effects and sustainable development are facing challenges. Therefore, it is necessary for platforms, the industry, and relevant departments to work collaboratively to help Chinese micro-short dramas make the leap from “traffic-driven globalization” to “value-oriented internationalization”.