Potential Scene ｜ Xiaomi Reveals Two Strategies of Ecological Layout of Its Content

　

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The third issue of the "Potential Hero Conspiracy Meeting" sponsored by the titanium media "Potential Investment" was recently plotted again, with the theme of "Sino-US content eco-investment strategy". Investment hotspots in pan-content fields such as VR, IP, games, movies, online celebrity, and live broadcast are all discussed.

Thoughts on Xiaomi’s Content Layout

From the data point of view, the volume of the entire content market is constantly expanding. Last year, the box office of Chinese movies was 44 billion, and the market value of mobile games was nearly 50 billion. Focusing on Xiaomi, an Internet company with an early domestic content, Jiang Wen, the investment director of the Strategic Investment Department, summarized the idea of Xiaomi’s content layout into two parts: one is IP content production, and the other is IP content distribution.

IP content production is actually people’s content production ability. Xiaomi looks for the best people and teams in each vertical category and signs them. Whether it is investment or signing in Xiaomi Company. "We will also invest in joint companies or joint figures in the big industrial chain." Jiang Wen made an analogy. "The core is the content, the focus is on publicity, and success is on arrival. In the whole film and television industry chain, we attach importance to the discovery of marketing and publicity. Some film and television and new cultural marketing companies that have already invested can help us reach users with good content. "

Content distribution, like iQiyi, Youku, including Xiaomi’s own video traffic platform with daily activity of 30 million and monthly activity of 90 million. Seizing the traffic entrance is Xiaomi’s planned investment strategy.

The Era of IP Outbreak: Investment and Operation Strategies

In recent years when the concept of IP is hot, any discussion involving the commercialization of content is inseparable from the hub of IP. As a representative figure of listed companies participating in the layout of content investment, Liu Yanjing, general manager of Palm Technology Overseas Department, introduced their investment perspective. Palm is mainly engaged in the research and development and distribution of games, and at the same time, it has made many layouts in the entire entertainment ecosystem, including investment in Leke VR, secondary website bilibili, anchor platform Betta, and mainstream VR game engine Unitty3D.

In terms of IP layout, the IP "national miracle" of South Korea was invested at the beginning of the year. Liu Yanjing said that the research and development of this product is done by herself, with a monthly income of about 150 to 200 million RMB in Korea. Just because they saw the value of similar investment, they went on to acquire the developers such as Tianma Shikong, Dazhangmen and KOF, including the "miracle of the whole people".

"There are some such IP vendors that I personally think are indeed underestimated." She analyzed that Ledao just bought SNK for more than 80 million US dollars last year, including games such as "Metal Warhead" and "Boxing Champion". From the data she saw, she contributed tens of millions of net profits to SNK every month.

"So it is worthwhile to buy such a company for more than 80 million US dollars. There may still be some undervalued IP vendors in Japan and South Korea. This year, everyone seems to be rising. However, I still think there are some such IP vendors worth exploring. The promotion of IP cooperation to the game industry is very obvious."

Jiang Wenshen, investment director of Xiaomi Strategic Investment Department, was deeply touched by the sharp rise in IP purchase cost. Everyone has money and wants to find a good story to make a movie and make a game. Up to this year, some products have been successful, such as "Hua Qiangu". Few people knew this story before making TV series. Why? It’s a class B IP. Due to the success of IP operation, online dramas and TV dramas are on fire, and games are also driven.

For some B-level or lower-level IP, the results of different operation methods are completely different. With the best creative team, find the best online celebrity and first-line actors to present. As long as you confirm that this is a good IP, you can use the super lineup to fry IP to a new height. In fact, it is the process of IP secondary development, and the content is distributed through high-quality production ability, publicity ability and content publicity platform.

Operational countermeasures of IP three-stage

In the operation of IP, Jiang Wen divided it into three stages. In the era of IP1.0, it is only about the purchase of good novels and good content. He has seen a project before, and the founder is not an IP circle. Just because everyone read a novel and said it was good. He bought it for one million RMB and kept it in the company. In a few years, the novel became very successful. Chen Guofu, including Xú Zhēng, took a fancy to this IP, so it was valuable, and so was the company that owned it.

"The operation strategy of IP in the 1.0 era is very simple, and the IP is good. I will take it and I will put it."

In the 2.0 era, mobile games or film companies saw that IP was good, and they had a good production team and announced channels, so they made IP. This is a single product concept, and the launch of the product means the end of the entire IP operation strategy.

"We are now more inclined to the IP3.0 era, and regard IP as the beginning of copyright ownership and knowledge operation." Jiang Wen learned from chatting with Nanpai Uncle that Nanpai Uncle has three strategies when operating IP.

The first strategy is called IP splitting, such as "Ghost Blowing Lights" and "Tomb Raider Notes", and this story is not over. He took some characters out of it and began to make new works. It is to split a small IP from a big world view. There is a character named Wang Daohai in Tomb Robbery Notes. He wrote another book called Burying Flowers in the Sea through this character.

The second is IP convergence. What is IP convergence? Xiaomi and Nanpai’s uncle are making another work, which is actually to add a new character to the whole grave robbery system. If the work is on fire, the new characters make everyone immediately think of other stories and characters related to Nanpai’s uncle, make a new IP through the integration of IP, and detonate this IP at the same time.

The third is called IP resurrection. Before Di Renjie was made by Huayi, no one had any impression on Di Renjie. After Huayi made it, through the concept of historical figure IP resurrection, the IP was completely reshaped. From then on, this IP belongs only to this author. From the overall IP operation strategy, there are still many ways to create this piece.

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