"Unscrupulous College" has won 10 million investment in PGC content to start a business.
not long ago, Koni Technology got the Pre-A round financing of tens of millions of yuan of clear capital, becoming another PGC content team to obtain financing. Keni Technology's "unscrupulous Academy" is an original program with no integrity and connotation, and PGC content entrepreneurship has also come to a tuyere.
the original title "Unabasement College" got tens of millions of investment: how do fresh girls do the non-integrity collegenot long ago, Koni Technology won the Pre-A round financing of Mingli Capital, becoming another PGC content team to obtain financing.
Koni Technology's "Unscrupulous Academy" is an original program with no integrity and connotation. It combines all kinds of interesting and popular elements: beautiful girls' daily life, unscrupulous street interviews, hilarious female anchorwoman and school beauty selection from fans, which meet the various needs of the audience. Since its launch in April 2015, the show has been broadcast more than 100 million times online and has 1 million followers on the platform. In addition, another film review show "Oh, I go" by Kenny Technology has been viewed 50 million times.
PGC content startup is also a wind. Last year, the caring gossip growth Association completed financing at a valuation of 100m yuan, while Luoji's round B financing was valued at 1.32 billion; more vertical PGC content, such as "understanding School", "military military subprime" and "solar eclipse", also received financing in 2015.
strong > although it is also in the tuyere of PGC, Keni Technology hopes to play down the label of PGC and make a different attempt in the field of Internet pan-entertainment based on content after getting this round of investment. / strong > No moral integrity is a kind of connected little creepy, when you see Yao Jieying, there will be such a question, why did such a young and fresh-looking girl do a content called "non-moral integrity college"? How will you continue to do it?
"We want everyone to take off some camouflage, this unscrupulous is not Low, not porn, in fact, it is just a little lewdness hidden in the heart." Yao Jieying feels that this kind of lack of integrity is a little ambiguous that many young people will have, just as it will be a little difficult for everyone to face the cold black fungus dish.
the understanding and understanding of young people's lack of integrity is the "core" of the "non-exercise College". In the future, all content and projects will operate under the brand "non-exercise College". Yao Jieying said that the core word of the brand is: real, interesting, brainstorming, relaxed and interesting but not Low, and this positioning will cover all the content under the brand in the future.
Keni Technology was founded in March 2015. its founder Yao Jieying graduated from the Academy of Chinese Opera majoring in Drama, Film and Television Literature. After graduation, she entered the game industry and worked for Renren, Gree, Touch Technology and other large Internet companies.
in addition to game planning, she has also been responsible for the advertising placement business of the entire Social Game department of Renren, as well as the operation of APP for a period of time. She believes that video content can bring huge traffic and brand value, which can be extended to other areas of the Internet and realized through other ways other than advertising, such as games, live streaming, e-commerce, IP authorization, etc. In 2015, when a large number of content entrepreneurs emerged, combined with her Internet experience and her major, she also confirmed the feasibility of content entrepreneurship. PGC content faces more fierce competition than traditional film and television content. Starting a business and doing "unscrupulous College" is a natural thing. Before that, Yao Jieying and her team had been doing an online show of the same name for App "miss Sister" for more than half a year to promote the App.
half a year later, Yao Jieying and her team encountered a big bottleneck. She found that everything they did had to serve the product, and they became a highly dependent department with no right to create content independently, and all the content and expansion of everything had to be done around App.
after the evaluation, she found that starting a business was the best way out for her and her team. "at that time, there were very few PGC, and even less good PGC. For us, because we had been running-in in that company for half a year, the team, including us, ran-in very well, and we didn't feel sorry for ourselves if we didn't start a business."
strong > Yao Jieying quickly got the first financing and decided to continue to do PGC content, because "PGC is the most like Internet product form, it is long-term, continuous, can repeatedly collect feedback, according to some needs to adjust, and PGC is cheap, the cost is also relatively low." / strong >
different from Wanhe Tianyi's well-known sub-brands, such as "never thought of", "report the boss", "famous Detective Di Renjie" and other well-known sub-brands, Kenny Technology hopes that all the content is constantly trying under the big brand of "unscrupulous Academy", but the final extraction of each project is the same, just like Disney. Disney itself is a brand that represents happiness and joy. Under this brand, no matter making movies, animations, or amusement parks, all the contents are different, but these contents give people the feeling of happiness and joy.
the first season of "Unscrupulous Academy" continues the loser style of "thinking too hard." for newcomers who have just entered the circle, this is a safer way to use the way the program settled down before. the platform will be the most recognized, fans in the past will also be acceptable, and all aspects will not be too wrong. By the second season, they had made a lot of adjustments. First, from Youku funny channel to the original channel, the tone of the whole brand has also undergone great changes, more in line with Yao Jieying's future development direction. "We smoke, we have tattoos, what do we say fuck you, but we are still good girls" has become a feeling they want to pursue, to help people really release this state.
strong > PGC content faces more fierce competition than traditional film and television content. Popular style PGC content is very common, but few PGC content can continue to appear popular style. How to retain the influence of popular style content is an urgent problem for all teams. The demand for "ten thousand unexpected" seasons 1 to 3 has been declining, and audiences of works such as "report the Boss" and "famous Detective Di Renjie" which Wanhe Tianyi has launched one after another are becoming less and less popular. / strong >
on the other hand, content such as "Unscrupulous College" is also easy to be copied and imitated by others, and faces more pressure to survive.
on this issue, Yao Jieying's view is that the content covers the target audience, and the audience will build feelings for the brand because of the content. Under this brand, we can continue to launch new and different directions of content, fan operation and project extension. You have to be a brand, and after the brand is established, the re-established projects will also enjoy the fan base and benefits established by other projects before the brand.
what Connie Technology needs to do is to keep trying under the big brand of "Unscrupulous College". "in fact, one of the most important ideas of the Internet is the idea of operation. it doesn't matter if this project is not successful. This thing has passed. We don't have to do this. I'll do it all over again." Yao Jieying believes that as long as she has mastered how to produce popular style content, or how to produce current popular content, everything can be copied. As long as the materials and methods of a project follow what is popular now, or what users like right now, then it can't go wrong. Content cooperation and extension under the brand "Unabasement College" Yao Jieying has a very clear brand roadmap, and she describes to us the future plan of Coney Technology. In her plan, Koni Technology will be the producer of pan-entertainment content in the future, cooperating and extending the content under the brand "Unscrupulous College".
she also said that before this round of financing, all the businesses of Keni Technology were PGC, but not only that next year, but also with more expansion and extension, such as cooperation with Hero Entertainment and Panda Live.
for this financing, Yao Jieying also summed up her experience: "early investors invested in you, but they still voted for your whole person and background, because it is based on your personal way of doing things." and your background to infer the results that you may achieve in the future. " She feels that her team has a dual background in film and television and the Internet, and there are plenty of industry resources in both areas.
strong > the brand of "Unscrupulous College" has signed a strategic cooperation agreement with Tangyuan Creative, a wholly-owned Chinese online subsidiary, to jointly develop online movies, online dramas and future cinema films. The Super IP "Blood Burning Goddess of the Unscrupulous Academy" has been launched first and is expected to start in April. / strong >
Miss Liu, part of the Unscrupulous College, will also work with heroes to entertain each other, giving rise to customized programs and teacher Liu as the host of his game e-sports. In the cooperation agreement signed with Panda Live, the Academy will provide three customized live programs, covering entertainment, variety shows, games and so on.
the H5 card game "the Campus Battle of the unscrupulous College" jointly launched with Biyatt Technology and the Egret Age will also be launched in the near future. The animation project jointly developed with the well-known domestic animation team is also under preparation. The expressions and peripheral goods of cartoon characters such as dean, teacher Liu, ball coach, Xiaohua, silly white and other cartoon characters on display from the brand of "non-moral College" are also being developed.
in the future, Unscrupulous College projects will also combine game companies and literary websites to try to play games back to novel customization, online film and television incubation, and open up more ways of playing movies and games. With the gradual development of various online businesses, Yao Jieying believes that there will be a lot of imaginable space for offline entertainment in the future. Line friends coffee, the King of the Thief theme park, the Ghibli Museum and Disney can all be tried in the future. Many people in the Internet industry have begun to engage in content creation like Yao Jieying, bringing a different way of thinking from traditional content creators. "A person who makes a film and television will be more loyal to his content, starting from himself, thinking more about how well the content is done. And people from the Internet industry will think more leapfrog or have operational ideas, from the perspective of the market, users to consider the problem, more concerned about how to extend this thing horizontally, and then long-term operation.
strong > Film and TV projects, game sharing, e-commerce, brand licensing, and artist brokerage are all ways of realization that Coney Technology is considering. Similarly, this is the common choice of entrepreneurs in the pan-entertainment industry, who need to find a viable business model. Although the emergence of the Internet has brought people more room for imagination, and the channels for the realization of content are constantly expanding, advertising is still the most important way to realize content, and it has not been able to get rid of the influence of the law of 2max and 8. / strong >
the statistical results of the new list questionnaire show that the proportion of entrepreneurs who achieve revenue through the platform is the highest, followed by native advertising. But in terms of revenue, advertising revenue is the highest. The proportion of revenue achieved through paid content and e-commerce is the same, but the paid revenue is far less than that of e-commerce. It is worth noting that although the proportion of revenue achieved through IP development is low, the average income is quite a lot, even higher than e-commerce.
it has been proved that producers of high-quality content have a large number of cash opportunities and can be realized easily. Luo Zhenyu's logical thinking blatantly sells membership, with membership fees of 200 yuan for ordinary members and 5000 places for hardcore members, which can be sold out in five hours, and some people regret that they did not buy members. Wu Xiaobo has also begun to sell his "Wu Jiu". 5000 sets of "Wu Jiu" with a unit price of 199have been sold out within 33 hours, and Wu Xiaobo has earned nearly one million yuan.
the reality is that everyone knows that developing a pan-entertainment industry chain can make money, but few people can make money as successfully as the above two. And the basic model to make money smoothly is to produce high-quality content-- have a great impact, attract more people to look at it-- gather a group of loyal users and become the target group for business realization-- explore cash channels-- and build your own business model.
so, strong > regardless of the form, category, operation model, and development model chosen by future PGC entrepreneurs, most PGC producers at this stage are still in the stage of competing for content, and the final survivors can get brands and users. / strong > the early extension of the industrial chain is actually a double-edged sword, which can obtain more resources and nutrients to make content production grow, or it is possible to distract energy and lose the quality of content. How to keep a balance may be a challenge for the industry.
strong > article | Li Wei / strong >
this article is reproduced from Wechat official account: Sansheng Wechat ID:tosansheng
Editor: kong