Showroom as a set, real estate companies shoot short plays "out of the circle", with a cost of less than 200,000 yuan. Experts: the industry will not replicate on a large scale at present.

Recently, a 17-episode short drama called "Please Don't Love Me, the Program Will Malfunction" quickly became an industry topic with plotlines such as stealing property certificates and deleting facial recognition records, and also broke the circle for the established Zhejiang-based real estate company Xingyao Real Estate. During the interview, it was revealed that the majority of the production team for this short drama were company employees, and it took about a month to complete from casting, planning, shooting to post-production. Regarding the industry's most concerned issue of cost, Wang Menghan, head of the strategy and channel department of Xingyao Real Estate, explained: "We didn't hire a short drama company, and we controlled costs very well, spending less than 200,000 yuan." Regarding a regional real estate company like Xingyao venturing into producing short dramas, Gao Yuansheng, Executive Vice President of the Zhongshi Research Institute in the East China region, pointed out in an interview with the reporter via WeChat: "First of all, Xingyao is not purely a real estate company, it also has commercial real estate, hotels, office buildings, technology industrial parks, and other multiple businesses. Xingyao has developed rapidly in residential development in recent years, but this is not the 'Hangzhou top real estate company crossing over to produce short dramas' as outsiders may think." "However, looking at the overall situation of the industry, it will not be widely replicated at the moment." Gao Yuansheng emphasized, "The top real estate companies in the industry and region, such as Binjiang and Greentown, have different customer profiles. Xingyao Real Estate mainly targets young people, so reaching out to young people through short dramas is more precise."