Quick Summary of the Key Points
The Renren Film and Television Subtitle Group, once considered a “pirate by many fans,” was disbanded in 2021 due to copyright infringement. In September 2025, a new app called “Renren Jingcai” suddenly became a hot topic on Weibo, capitalizing on the nostalgia for the original group’s work. However, it failed within a week: it turned out to be not operated by the original team, its 25 yuan membership fee was the same as that of leading platforms but without corresponding content, the promoted overseas dramas were mislabeled, and the app’s homepage was dominated by obscure domestic dramas. The app was eventually removed from all app stores, becoming one of the most prominent examples of failed nostalgia marketing this year, highlighting several critical issues in the long-video industry.
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Simplified Explanation of the Key Points:
1. The so-called “return of the old glory” was actually just a form of IP theft and marketing gimmick
Many people were moved by the “return of Renren,” but they didn’t realize the timeline: the original subtitle group that translated shows like “The Big Bang Theory” and “Game of Thrones” had already ceased operations in 2021, with its founder sentenced to 3 years and 6 months in prison and fined 1.5 million yuan. The company behind “Renren Jingcai” was registered in October 2024, with only two employees. It had nothing to do with the original group or the previously independent commercial Renren Video team. It’s like a handmade milk tea shop you used to frequent in school—its owner has long since moved back to their hometown, and a new shop with the same sign appears, claiming to offer the “old flavor,” but the owner doesn’t even know the ingredients used back then. Fans quickly realized they were being deceived.
2. Relying on a state-owned company for a legitimate license only weakened its core advantages
“Renren Jingcai” tried to use the legitimacy of the state-owned Huashu Media, a platform with comprehensive licenses. However, as a state-owned company, Huashu’s primary focus is on safe content distribution, and sensitive or adult-themed overseas dramas couldn’t pass their review. New shows from HBO had to go through a lengthy approval process before being released in China. To avoid violations, “Renren Jingcai” removed all overseas dramas and replaced them with obscure domestic ones, losing its main selling point. This move backfired, as users realized they were paying for a subservice that didn’t offer anything unique.
3. The long-video industry is highly competitive, and new platforms without distinctiveness can’t survive
The industry is facing tough times: major platforms like iQiyi, Youku, Tencent Video, and Mango TV are all reporting declining revenue. Users are less willing to pay for subscriptions as fees increase, and ads appear on videos. “Renren Jingcai” charged the same as iQiyi but offered no unique content, lacking the high-quality translations or a large library of overseas dramas. Free platforms like RedGuo Short Videos have much higher daily user counts, drawing users away from paid services.
4. Users don’t want the name “Renren” alone; they want the unique experience it once provided
The failure of “Renren Jingcai” shows that fans miss the experience of watching new dramas quickly, getting accurate subtitles, and discussing shows with like-minded people. Simply using the name “Renren” without replicating that experience is doomed to failure. If the app wanted to succeed, it could focus on niche overseas dramas or a dedicated community for drama fans, creating a unique niche in the competitive market. However, without any real features, it will struggle to survive.
In summary, “Renren Jingcai”’s failure highlights the challenges faced by the long-video industry, where new platforms lacking distinctiveness struggle to stand out in a crowded market.