Preface
Since its establishment in 2014, Entertainment Capital is about to go through a decade. In the past ten years, we have accompanied the entertainment industry all the way to sing and share prosperity;has also been in the cold winter of the epidemic, but he still insists on Qingshan and forges ahead. In 2023, the entertainment industry will fully recover, and Entertainment Capital will also join the new ** matrix of the interface of Shanghai Media Group at the beginning of the year, ushering in a new journey. Ten years is both tempering and rebirth, we hereby launch this special issue of the 10th anniversary of Entertainment Capital, inviting industry leaders to talk with us about the ups and downs of the entertainment industry and the future rebirth.
Author |Fu Mengzhen
Sanrio Family, Pokémon, Louvre, Minions, Kung Fu Panda, Kakao Friends, Saint Seiya, This is Hip-hop,We have many high-quality IPs in the worldAliyu has also come up with many popular cases in IP operation this year.
In recent years, Aliyu and Universal Pictures have created Tmall IP*** to introduce the French Louvre into the Chinese IP licensing market, and have contributed to the cooperation of brands such as L'Oreal Paris, Häagen-Dazs, Yili, and Peak. During the Spring Festival in 2023, Aliyu will be the exclusive crowdfunding cooperation platform for "The Wandering Earth 2", with cumulative salesSuper 1500 million yuan
At the Brand Licensing Golden Star Award Ceremony in October this year, Aliyu won the blockbuster award in itself"Outstanding Copyright Owner Service Award".At the same time, it also helps cooperative IP copyright owners and merchants to win awards in various fields and successfully achieve itSales and brand value "fame and fortune".
In the IP industry, Aliyu relies on the Alibaba systemEntertainmentwithE-commerceThe two major industries are committed to building the infrastructure of the licensing industry and serving IP parties, brand users and consumersReproducible hit party**
Jiang Xuheng, vice president of Aliyu and head of IP licensing business, has joined the IP industry for more than ten years, and has been moving forward with the development of the industry.
Create a complete commercial link model of "IP2B2C".
Entertainment Capital: Can you introduce Aliyu?
Jiang Xuheng:Aliyu is owned by Alibaba PicturesIP trading and innovation platform, committed to using Alibaba's ecological resources and digital capabilities to open upUnique "IP2B2C"Full service linkto promote the development of China's licensing industry. The team has nearly 100 people.
We help global high-quality IP to develop and establish business in ChinaCommercialization link, providing a full range of licensing cooperation solutions for brand merchants, including:IP selection, authorized product design, ** chain support, marketing strategy, communication channelsWait.
Aliyu has established a licensing cooperation matrix of the world's top high-quality IPs such as Sanrio Family, Pokémon, Louvre, Kakao Friends, Saint Seiya, and Initial DAnimation and games, art and cultural creativity, film and television drama series, science, education, culture and sportsComprehensive coverage in many other fields.
Our original intention and goal is to build infrastructure for the content and copyright industry, help commercialization and monetization, and serve all aspects of the IP industry chain.
Entertainment Capital: What is Aliyu's core competitiveness in the IP industry?
Jiang Xuheng:AsThe largest IP licensing platform in ChinaAliyu has a solid and comprehensive ecological ability and a unique oneIP2B2C service model for the whole industry chain
On the IP side, Aliyu relies on the diversified content of the film and drama variety show of Alida's entertainment system, and cooperates with many world-renowned copyright owners to ensure high-quality and diversified IP.
In the TOB link, Aliyu combines brands and industrial resources in various industries to provide a broad choice for copyright commercialization.
On the consumer side, the company has established a platform and channel capabilities to connect consumers and help partners convert consumption.
Aliyu's professionals have formed their own party system.
Entertainment Capital: How do you evaluate and screen IP?
Jiang Xuheng:We mainly evaluate, judge and formulate IP cooperation plans with copyright owners, rather than "screening". The company aims to assist partners as much as possible, and provides a variety of cooperation methods, including IP content development, brand operation, e-commerce operation, commodity crowdfunding and pre-sale, multiple sales channels, self-operated product development and digital asset development.
In the cooperation, Aliyu and the copyright owner jointly consider the following key factors:
Understand and coordinate the expectations of the copyright owner, combine the commercialization expectations and market analysis, and formulate the cooperation goals agreed by both parties;
Reasonable positioning of IP, determination of target audience and differentiated operation strategy;
Develop a practical overall plan to ensure revenue, while promoting the dissemination and influence of IP and content, and extending the IP life cycle.
Entertainment Capital: Can you talk about your collaboration with Sanrio?
Jiang Xuheng:Since January 1, 2023, Aliyu has obtained exclusive authorization from Sanrio (Shanghai) International*** to manufacture and sell goods in Chinese mainland for 26 modeling characters, including Hello Kitty, Melody, Gemini, Big Eared Dog, Pudding Dog, Egg Yolk Brother, and Kulomi.
As Wu Qian, Vice President of Ali Entertainment and President of Aliyu, introduced at the Aliyu Sanrio Cooperation Conference, "In addition to IP licensing and product development, Aliyu will base itself on its own advantages and carry out comprehensive cooperation with Sanrio in multiple dimensions such as IP content introduction and development, integration of e-commerce resource marketing, innovative immersive consumption scenarios, and refined operation of IP consumer groups." "Now, it's all moving forward steadily.
Through its e-commerce IP cross-category marketing brand "IP New Power", Aliyu collaborated with **Tmall Group to organize a number of themed marketing activities for characters such as Melody, Kuromi, Big-eared Dog, and Brother Egg Yolk, and opened an IP-themed venue during the e-commerce promotion to achieve effective sales conversion.
InAssistance of Ali FishNext, the "Sanrio Family" won the "Outstanding Business Value IP Award" in the 2023 Brand Licensing Golden Star Awards.
Entertainment Capital: How is your IP performing in the overseas business of goods and services?
Jiang Xuheng:In recent years,Chinese copyright products have performed well in the international marketIn particular, some toy companies and lifestyle brands with independent design and production capabilities, such as MINISO. China's trendy toy merchants have caught up with the international level in product design creativity, and are competitive in terms of quality and quality after going overseas.
Many of the products launched by the merchants cooperated with Aliyu have won international awards and have been affirmed. Many international brands first cooperate with IP in the Chinese market, and then promote it to other markets after success. For example, the mobile game "Time Princess" was simultaneously launched in dozens of markets around the world with the theme of "Louvre", which achieved good results.
Entertainment Capital: Have you ever thought about creating your own IP?
Jiang Xuheng:This part of us is moreCollaborate and cooperate with the entire Alida Entertainment
The content is the beginning, long-term planning, and multi-party linkage, and Disney IP is not a day's work
Entertainment Capital: What do you think is the biggest feature of the IP industry this year?
Jiang Xuheng: This year's IP supply is more abundant, and there is healthy competition. In terms of type, the popularity of foreign cultural and museum IP has decreased, while the national sports IP has increased. The cross-border cooperation of corporate brands has become a highlight, such as Heytea co-branded Fendi, Luckin co-branded Moutai, etc.
The licensee has a clearer goal for cooperation, pays more attention to the ROI (return on investment) of IP cooperation, and generally attaches importance to "sales conversion" over "brand promotion".
Consumer interests are constantly changing, and enthusiasm for certain IP licensing comes and goes quickly. Therefore, it is important to do a good job in the overall commercial operation planning of the IP, analyze and match the development stage of the IP, and avoid prematurely depleting the commercial potential of the IP.
Entertainment Capital: Have you changed anything in your business?
Jiang Xuheng:Our general direction and original intention of building infrastructure and providing full-link service support for China's IP licensing industry remain unchanged.
We will continue to improve the IP matrix and cooperate with various types of IP;Increase investment in digital intelligence and develop management tools and platforms that can be used by industry partnersIntegrate and strengthen close cooperation with creative and design resources.
Now,The enthusiasm and demand for IP in the industrial belt are very high, all hope to be promoted through IP licensing or brand crossover. Aliyu hopes to create an IP ecosystem where both the upstream and downstream of the industrial chain can participate and benefit.
Entertainment Capital: Do you think the 28 effect in the IP industry will become more and more obvious?
Jiang Xuheng:The 28 effect is a natural law in many industries, and resources will become more and more concentrated. The 28 effect of content IP stems from the content itself.
However, different types of IP have their own market needs, and these needs change with socio-economic changes. The "role image" IP dominates the global market, but the "Guochao Cultural and Creative" IP is a local feature of the Chinese market, and it is expected that the market space of "corporate brand" IP will be further expanded in the future.
Cultural and creative IPs are not as sticky as content IPs, its crowd portraits are obvious, and user conversion is relatively fast. In many cases, cultural and creative IP is more of a representative of quality, and the audience is broader. We are very optimistic about the development prospects of tourism and overseas under the cultural and creative IP**.
Entertainment Capital: What do you think of Disney's IP development?Why is there no Disney in China?
Jiang Xuheng:Disney started early, has a large market share, many cooperative brands, and a very standardized licensing link, which has a great impact on the industry.
Disney started out as a children's market. After the earliest child users grew up, Disney's influence also iterated to the ** market, and Mickey grew from a child-oriented IP to an IP for a pan-age audience. This strategy is very correct.
InThere is a long-term content plan for product creation and channel iteration, acquired Pixar, Marvel, Lucasfilm, Fox, etc. to expand the IP layout. On the other hand, Disney's IPInternal connectionVery well done. Before the new content comes out, there is a very complete plan for how to shoot the movie, how to distribute it, and how to land the park, which also enables them to quickly increase the influence and commercial value of the IP after the launch of the new IP.
At present, combined with the state of China's industry, I personally think that "China Disney" will be built in a short period of timeThere is a certain degree of difficulty
Lack of long-term content creation and operational planning capabilities. It takes 20-30 years to operate in the long run, and the return cycle of copyright is often very long, so you need to have enough patience.
Chinese companies have put a lot of effort into creating serialized content, butThe industry is not fully equippedThere is also a lot of pressure on us now.
However, the Chinese version of "Disney" does not necessarily need to appear, and it may be a more efficient development model to use the power of the whole industry to first improve the professionalism in various subdivisions, and then converge into the common large industry to achieve integration and cooperation.
The core of finding scarcity, taking differentiation, and creating IP is the unity of knowledge and action
Entertainment Capital: How are you doing in terms of reducing costs and increasing efficiency, especially in AI?
Jiang Xuheng:For AI, Aliyu's attitude is:"Be active and cautious".
Within the system of Alida Entertainment, various AIGC experiments are underway, including product and gallery design, content creation and other fields. However, the standard issue of copyright ownership and protection of AI-generated content has not yet been clarified, and Aliyu attaches great importance to the responsible attitude of IP and partners, and will not rush to promote it when it is not yet clear.
Entertainment Capital: What do you think is the essence of IP?
Jiang Xuheng:The essence of IP is scarcity and differentiation. Especially for content IP, the people behind it are more interested in emotional value and emotional value.
It is difficult to combine the expression of the product form to convey the values and spiritual core of the IP through design and interpretation, so that consumers can have emotional resonance.
Entertainment Capital: What are the key factors for running a good IP?
Jiang Xuheng:IP operation success,The most important thing is "professionalism".——Including in-depth cognitive understanding and strong execution, able to analyze and find the most suitable commercialization link based on the characteristics and rules of different types of IP and content.
The commercial value of long-term IP, such as animation images and cultural and creative art IPs, is gradually accumulated. Operations should not over-deplete their potential, but should be continuously nurtured and incubated for long-term content, marketing, and commercialization planning.
*IP, such as film and television drama content IP, often ushers in an explosion during the release of content. It is necessary to make full use of the explosive period to carry out commercial development quickly and on a large scale, with the goal of maximizing the conversion effect when user sentiment is high.
Entertainment Capital: What are the benefits of crowdfunding?
Jiang Xuheng:In 2019, Aliyu launched the sub-brand of "Make Some New Goods", which adopts the C2M model of direct connection manufacturing by users to synchronize derivatives with the promotion and release of film and television content. This strategy is designed to:Fast conversions, convert IP traffic into derivative sales, and help maximize the value of film and television IP.
During the Spring Festival last year, "Make Some New Goods", as the official crowdfunding cooperation platform for "The Wandering Earth 2", created a total of 100 million yuan in 8 daysA domestic record of 300 million in sales. In addition, the cooperation with content IPs such as "Long Moon Embers", "Three-Body Problem", "Thirty Thousand Miles of Chang'an" and "Lotus Tower" has also launched a number of crowdfunding projects that are loved by consumers.
In addition, crowdfunding can also connect the cooperation of niche types of IP and "unpopular" product categories, such as the documentary "Is a Hundred Years Long" and handmade rice wine, the TV series "Romance of the Gods" and intangible cultural heritage Longquan Sword and other IP products.
Entertainment Capital: What are the more representative IP operation cases of Aliyu?
Jiang Xuheng:Typical cases in the past eight years, broken down by IP type:
**Image class:Aliyu introduced Pokémon to the Chinese licensing market for the first time in 2017, and has established cooperation with hundreds of well-known brands at home and abroad. The influence and commercial value of Pokémon, the product power and brand power of downstream merchants have been improved. Other high-quality IPs include Traveling Frog, Mobile Suit Gundam, Initial D, Ugly Doll, Kakao Friends, Saint Seiya, Sanrio Family, etc.
Movie drama variety show:With the help of Alibaba Pictures' resources, he has led the commercial cooperation of well-known film projects at home and abroad, such as "Big Fish and Begonia", "Three Lives and Three Worlds Ten Miles of Peach Blossoms" and "Star Trek 3: Beyond the Stars". Last year, he participated in film crowdfunding projects such as "The Wandering Earth 2" and "Thirty Thousand Miles of Chang'an".
As a strategic partner of Universal Pictures, Aliyu and Universal have carried out comprehensive cooperation in sub-licensing, IP operation, product development, integrated marketing, etc., helping the commercial value of IPs such as Minions, Kung Fu Panda, and Jurassic World continue to increase in China.
Do you know if it should be green, fat, red and thin", "The Twelve Hours of Chang'an", "This!".is the hip-hop series, etc., which are typical representatives, and "making some new goods" has become the first choice for more and more industry content IP cooperation.
Cultural and creative arts:Since Aliyu introduced the Louvre to the Chinese IP licensing market in 2019, it has facilitated cross-border co-branding cooperation with many brands such as L'Oreal Paris, Häagen-Dazs, and Yili. In particular, Häagen-Dazs's mooncake ice cream co-branded with the Louvre won the "Global Licensing Industry Excellence Award". In addition, Aliyu helped the Louvre open *** on Tmall and developed more than 100 derivative products.
Aliyu and Tmall created the "Louvre Super Brand Day" and cooperated with Youku, "Marie Jiaren" and other reports, forming an IP integrated marketing matrix for the Louvre. At the 4th CIIE, the Suzhou embroidery version of "Mona Lisa's Smile" showed the integration of international IP and Chinese intangible cultural heritage.
Entertainment Capital: You have been engaged in IP for many years, can you talk about the big changes in the 10-year cycle?
Jiang Xuheng: 2015-2016 is known as the "first year of IP", which is an important turning point in China's IP industry.
In 2015, a large number of online IP were adapted, such as "Why Sheng Xiaomo", "Hua Qiangu", "Langya Bang", "Notes on Tomb Robbery", "Promotion of the Crown Princess", etc., to attract capital into the film and television industry. This has led to the "IP reserve" becoming a key factor in the valuation of film and television companies, and IP adaptation rights** have soared.
In 2016, Shanghai Disneyland opened, the Forbidden City and other museums became popular, the first generation of Internet celebrities emerged, and Bubble Mart rose. At the same time, Alibaba established a large entertainment sector, and Aliyu was also established in the same year.
Since then, more and more people have begun to actively seek IP licensing cooperation, and the exploration of IP commercialization has also increased. The IP industry is growing rapidly, and the demand for skilled workers is growing dramatically.
Entertainment Capital: What are the significant changes in consumer demand and preference for copyrighted content in this decade?
Jiang Xuheng:In the past decade, the biggest change in consumers is:"Diversification of needs and preferences".This year has been particularly evident.
The emergence of new technologies, new products, and new channels has made consumers access to IP in a way far more than the traditional media of ten years ago. The popularity of the mobile Internet has brought about a variety of IP options such as games, emojis, and short **. Consumers' attention and interest preferences are also changing rapidly.
With the rise of young user groups, personalized expression and "self-pleasing" have become important factors in choosing IP. For example, in the Sanrio family, in addition to Hello Kitty, characters such as Melody, Kuromi, Big-Eared Dog, Cool Penguin, and Half-Fish Man have also attracted a large number of loyal fans.
Entertainment Capital: Can you talk about how Aliyu views the development of cultural tourism + IP?
Jiang Xuheng:We need to clarify one voice:The cold of the real estate industry does not mean that the cultural tourism market is cold
This year, the domestic film market, the performance market, and the tourism market have all appeared, and we believe that this kind of ** is not just a kind of "revenge". We believe in the development prospects of cultural tourism + IP, and we will continue to explore the layout.
Entertainment Capital: How does digital transformation affect operations and marketing strategies in the IP industry?
Jiang Xuheng:The impact of digitalization is manifested in:All industrial chain links in the IP industry
Front-end IP incubation and dissemination methods: like budding bears, milk dragons, loopy, and line puppies, they actually became popular with the help of social ** and "emojis".
Mid-end merchant docking, designer cooperation: digital assistance can speed up and increase efficiency.
Sales: The improvement of technologies such as online crowdfunding and dropshipping and the formation of user habits have helped "The Wandering Earth 2" achieve such excellent sales results.
Entertainment Capital: What changes have taken place in the competitive landscape of China's copyright industry in recent years?How should copyright companies respond?
Jiang Xuheng:The enrichment and diversification of IP types have expanded from traditional animation games to cultural and creative, sports, corporate brands, etc. Copyright companies need to understand the unique logic behind different types of IP.
Many local cultural tourism are trying to create local IP, which has high requirements in terms of design, product integration, promotion, and service provision, which is different from the traditional content-oriented model.
Since the beginning of this year, the consumption of online inspection services has increased significantly, and the domestic film, performance, and tourism markets have prospered. Even Disney is the most notable of this year with offline parks. It is expected that in the next ten years, the GDP of line inspection services will grow rapidly.
For copyright companies, this is also very professional, and we definitely need local companies to come up. However, we are very confident because local Chinese companies have a fast learning ability (for example, blind boxes are better developed than other places);Today, the intellectual property environment is getting better and better, and our innovation in many places has surpassed the traditional European, American and Japanese markets.
Entertainment Capital: Can you sum up the development of the IP industry in the past decade in one sentence?
Jiang Xuheng: In the ascendant, hundreds of boats are competing for the current.