Tieyue. com has received a fixed increase in light, valued at more than 800 million yuan."Wolf Warrior 2" has received a guaranteed guarantee of more than 1 billion yuan

According to the latest news,"Wolf Warrior 2", which has not yet started filming, has received a box office guarantee of more than 1 billion yuan from many companies, which is almost twice the box office of the movie "Wolf Warrior" of 550 million yuan. This shows the popularity of military films.

Author: Guangying Zhongmei Chen Jinxin

Source: Entertainment Capital (WeChat: yulezibenlun)

On the evening of the 22nd, 39 million yuan of Light participated in the fourth round of fixed increase in Tieyue. This was the second increase in Tieyue Technology in a short period of time, and a month ago, Light jointly funded and established a film company.

The valuation of Tieyue. com has almost doubled from 470 million yuan to 800 million yuan. This happened in just half a year after the listing of the New Third Board. The originally unpopular "Wolf Warrior" grossed 550 million yuan at the box office. The second film received a guaranteed guarantee of more than 1 billion yuan before it even started filming. Obviously, military themes have become a big hit nowadays.

However, is "our journey" really so smooth that we can see the "sea of stars"? That's not necessarily true. Even a popular person like "The Rabbit Things That Year" will worry about monetization. Even Tiaoshi.com, which holds 6000 IPs, suffered a lot of losses in 2015.

Nowadays, the military is getting lighter and lighter, and the road is still being explored. Perhaps the primary goal of these companies that have taken the lead is not to realize cash, but to trap fans as their first goal.

Behind Light's additional investment: IP revitalizes this website.

In 2001, 17-year-old Jiang Lei founded Tieyue. com during his freshman year at Tsinghua University. He is still the largest shareholder and actual controller of Tieyue Technology.

In the military vertical field, Tieyue Technology has ranked first in the industry. It has four major sectors: Tieyue. com, Tieyue Reading, e-commerce "Tieyue Jun Character" and martial arts equipment brand "Longya", with annual revenue exceeding 100 million yuan, of which e-commerce accounts for 75%. In 2015, Tieyue Technology was listed on the New Third Board. Including this investment in Light, Tieyue Technology has increased four times in the six months since its listing, raising a total of nearly 100 million yuan. For a military literature website that has been established for 15 years, Tieyue Technology is "accelerating."

An important reason why we can continue to raise funds and increase valuations is IP.

At present, Tieyue Technology has announced that it has reserved 6000 novel IPs, and has successfully developed film and television works such as "Snow Leopard","Second Artillery","Code Name Sparrow" and "Wolf Warrior".

"In the past, we were quite stupid and didn't pay much attention to IP. A novel might be sold for hundreds of thousands, and the first adaptation rights to the original novel" Special Warfare Pioneer "of" Snow Leopard "only sold for hundreds of thousands. Now we will use IP for more in-depth development, operations and even investment. In the future, film and television dramas are the direction we need to focus on." In a previous interview, Jiang Lei, founder of Tieyue Technology, once expressed such emotion.

Prior to Enlight Media's investment, its subsidiary Enlight Pictures also co-funded a joint venture with Tiema Culture, a holding subsidiary of Tiema Technology, to adapt Tiema Technology's military online literature IP into film and television dramas.

"Wolf Warrior 2" has a guaranteed minimum of more than 1 billion yuan."Military and Military Subplane" and "The Rabbit of the Year" have harvested fans Since

last year, military-type movies, animations, and games have begun to attract capital attention and even triggered "fanatical pursuit." The military-themed movie "Wolf Warrior", the second-dimensional animation "The Rabbit of the Year" and the game-oriented PGC Military and Military Subplane are the best footnotes.

The movie "Wolf Warrior" can be called the dark horse of the movie in 2015. Its success is mainly due to its passionate military themes."Those who violate China will be punished even if they are far away" has become a "good recipe" to stimulate the audience. Lu Jianmin and the production company behind it also attracted the attention of the capital market before taking office during the Spring and Autumn Period.

On September 30, 2015, Spring and Autumn Times Films sold to Fuchun Communications for 864 million yuan, with a valuation of more than 1 billion yuan. At that time, the Spring and Autumn Times Film Company had only one masterpiece of "Wolf Warrior", and its net profit from January to August 2015 was 85% from box office revenue of "Wolf Warrior". Lu Jianmin, producer of "Wolf Warrior" and chairman of the Spring and Autumn Times Company, also said with a smile in an interview that he was "famous in the First World War" because of "Wolf Warrior".

In addition,"The Things About That Rabbit That Year" aimed at the secondary population has also attracted widespread attention, and "flower grower" and "I Rabbit" have become buzzwords for some time.

Frankly speaking,"Those Things about the Rabbit That Year" is not a completely military work. It is a cute animation that combines history, military affairs, and patriotism. It can not only hit the hearts of the second-generation people but also attract a large number of military fans., and its popularity is growing. In 2015,"Those Things about the Rabbit That Year" was the most popular domestic animation in Station A and B, where the second-generation people concentrated.

According to the reporter's understanding, from the beginning of 2015 to the present, the valuation of the production company has increased by more than 40 times in just about a year.

The same is true for "Military and Military Subplane". The production company Light Speed Time was born less than a year ago, and the Weixin Official Accounts have attracted more than one million fan attention in a short period of time. A few months ago, it received 10 million yuan led by Zhenge Fund.

Attractive cheese, but not yet!

Military themes have always been popular themes, especially the large number of themed movies and TV series every year. However, except for a few dazzling works such as "Bright Sword", most of them are drowned in the audience's complaints.

But now, the situation is changing. More and more young people are becoming military fans. According to statistics from Tieyue. com, their potential audience exceeds 100 million and is constantly spreading.

Today's military themes are not the rigid and boring military reports we often saw in the past, but they combine some new things to make the audience feel that military affairs can be very relaxed."The Rabbit Things That Year" uses very cute rabbits, bald eagles and other images to tell the story, and the lines are not serious at all. "Military and Military Subplane" is a military program for game fans and basically does not involve current affairs and politics.

"In fact, for the majority of gamers, they don't care what happens in this world. What they may be interested in is whether they turn on their computers to play World of Tanks or War Thunder. Whether they are driving a Tiger Tank or a T34 tank in World of Tanks." Zeng Hang, CEO of Light Speed Time, the producer of "Military and Military Subplane", said.

Nowadays, military themes are not only getting lighter and lighter, but are also seeking different ways to monetize them. This is an important reason why they are popular with capital. For example,"Military and Military Subplane", in addition to cooperating with game manufacturers to maintain daily expenses, it has also tried new directions such as e-commerce and tourism. "The Things About That Rabbit That Year" attempts to monetize it through authorization and a wide variety of derivatives.

However, the road to monetization may not be smooth. Even the extremely popular animation "The Things About That Rabbit That Year" is facing tremendous pressure to monetize like other animations. The production fee for the first season was barely recovered after a few months of airing. Tieyue Technology is facing the same problem. Its 2015 annual report still shows a loss of more than 7 million yuan.

Zeng Hang, CEO of the producer of "Military and Military Subplane", also said,"Investors ask us not to rush to cash in in the short term, and most of our energy is focused on expanding the scale of users."

Although it is increasingly being chased by capital, most military themes are still in a state of circling money to ensure subsequent development. Investors are also well aware of the principle of long-term fishing for big fish. Tieyue. com's huge IP library may use the magnifying glass of film and television to achieve sustained and excessive returns. Other IPs under the Wind and the movie version of "The Rabbit That Year" may also make progress in harvesting fans.

Editor: yvonne