Century Kunpeng promotes the "Cloud Map Plan","Entertainment Mall" and "Implanted Treasure". What are they planning?

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On June 22, Century Kunpeng, which had been founded for 11 years, held a press conference on "Seriously Entertainment". They had actually been preparing for this battle for a long time. The content layout of Century Kun Peng began two years ago, and the concept of Cloud Map Project was only formed this year. Now that the work is coming out soon, Yang Zongling thinks it is time to talk to everyone.

On June 22, Century Kunpeng, which had been founded for 11 years, held a press conference on "Seriously Entertainment". They had actually been preparing for this battle for a long time. The content layout of Century Kun Peng began two years ago, and the concept of Cloud Map Project was only formed this year. Now that the work is coming out soon, Yang Zongling thinks it is time to talk to everyone.

At the press conference, CEO Zhao Nan also said on the stage that "all the people under the stage are relatives," and most of the people who came that day were brands and content parties that had cooperated for many years.

It may be that many people's impression of Century Kunpeng at the beginning is still mainly to do film and television implantation. After all, Kunpeng has been doing it in this field for many years and accumulated a lot of experience. However, in the layout of the last century, Kunpeng has accelerated to expand its territory, including the Kunpeng Cloud Ecosystem composed of entertainment plate and marketing plate.

Before the official start of the conference on the same day, the scene played a number of film and television implant case propaganda films that Century Kunpeng had done,"Tiger Mother Cat Dad" in Libai,"Mermaid" Cadillac... Reporters only realized that these implants were all done by Century Kunpeng.

The launch of upstream and downstream film and television implants in the Yuntu ecosystem layout is still the first time in the next

eleven years. Yang Zongling said that it was a passive and proactive decision, the result of customer requests and his own ideas. After the press conference, Yang Zongling became even busier. She did not stop completely during interviews with reporters. She sometimes replied to WeChat messages from customers and film companies while being interviewed.

Yang Zongling admitted to reporters that she was a person who felt very uncomfortable not to do anything when she saw opportunities. Moreover, she came from the content industry and liked content himself. In addition, she also wanted to use this as a platform to derive it. Combining the company's needs and personal needs, it can be said that there is just an intersection. Not only is it fun to make content yourself, but it is also a good thing for the company to make content. As a result, the layout of the content also became part of the map.

The layout of the Yuntu ecosystem is upstream and downstream, and what it does is related diversification. It opens up content resources upstream, opens up marketing channels downstream, and almost opens up the entire industry chain of entertainment marketing. The three major sectors of Century Kunpeng Entertainment Marketing include film and television dramas, variety shows, and artists. At the press conference, the subsidiaries were also introduced one by one. The inspiration Jungle is screenwriting and production, the Kunpeng New Family mainly engages in new media, cross-border is about strategy and creativity, Kunpeng Pictures is about film and television investment, and Kunpeng Bright is about content production. Kunpeng Fengqi is mainly a business agent for artists, and the exclusive business agent has signed up with Sun Honglei.

Although the content has begun to be laid out, Yang Zongling said that the implantation is still a large part, and may be a sixty-four or thirty-seven split compared to other business parts. Making film and television implants is like digging a well, digging deeper bit by bit, and trying to do the best you can. Using it as a platform to continuously generate various possibilities. Content production is a segment of Che's market. For example, across the country, Century Kunpeng has obvious advantages and is the team that entered this market earlier.

What Yang Zongling prefers to do is the blue ocean market that no one has done before, doing what is needed in the market and no one has done well,"I will do it if there is value and no one does it." Regarding content creation, Yang Zongling said that he would give creators full trust and freedom. After Chen Peng came to the Century Kunpeng, he once told Chen Peng that you can shoot whatever you want. After Chen Peng came, he made two costume dramas and period dramas. Although implantation could not help, Yang Zongling expressed his support for Chen Peng with practical actions. On the day of the press conference, Chen Peng also made an appearance with the main creative team of "Know You but Don't Know You". It is reported that the play will be released in July.

Content requires funds. Century Kunpeng chose to cooperate with Leo Co., Ltd. Yang Zongling revealed that the financing of 135 million yuan was mainly used for two major areas: one was to support the original marketing business, and the other was to provide new version of the fast (investment, advertising, marketing, etc.) layout. In addition to its cooperation with Leo Capital, Leo also provides Kunpeng with all-round supply in brand customer output, Internet platform content, and marketing industry service chain in terms of the layout of one-stop integrated marketing services on the Internet. He revealed that Century Kunpeng and Leo are currently designing Internet products together and are expected to launch new products within the year.

Finished insurance implant treasure in the implant industry: If there is a problem with the project, a refund will be made within 10 days of the contract expiration.

Two products were released at the press conference, Entertainment Mall and Implant Treasure. Entertainment Mall is an entertainment resource and information sharing platform open to Kunpeng's annual strategic service customers. Century Kunpeng has established strategic partnerships with Fruit Pictures, Yuanli Pictures, and Hot Blood Youzu Pictures, providing services including exclusive agency operations for embedded advertising, joint marketing, equity investment, project investment, etc.

Implant treasure is a bit similar to completion insurance in the implant world, providing safety for the unexpected situations that brands may encounter during implant implantation and controlling risks to a large extent. As we all know, due to various reasons, sometimes TV dramas and movies may not be broadcast or may not be broadcast on schedule, and implant advertisements will naturally be implicated. However, if the TV series cannot be broadcast or is not broadcast on the original date, the timeliness of the advertisement is likely to expire, and refunds are difficult. In many cases, lawsuits are rarely filed if the TV series is not given, and it is difficult to protect its rights and interests. There is an advantage to implanting treasure in this regard. Once there is a problem with the project, a refund will be realized within 10 days of the contract expiration. Century Kunpeng will bear the risk, which protects the rights and interests of the brand to a large extent.

The concept of "entertainment fund manager" was mentioned at the press conference, using investment concepts to do entertainment. Century Kunpeng will conduct a scientific risk assessment of the project in advance, customize suitable fund products according to the different needs of fund brand customers, so as to achieve a ROI input-output ratio with high investment return, transform advertising expenses into investment funds, and transform film and television IP into Brand assets.

Investment naturally has returns and risks, and entertainment fund managers are responsible for adding value premiums and paying for existing risks. Yang Zongling gave an example to reporters. For example, investment funds invested in 100 projects, 10 of which lost money, 60 earned 30 to 50%, 20 earned twice or triple, and 10 earned Ten times, and when the total is reached, the losses are equalized. Although there is no guarantee that every sum will be profitable, it can still guarantee a large profit after comprehensive operation. Century Kunpeng had previously successfully operated three funds: Cadillac, Rui 'ao and Ping An.

The entertainment mall was launched in September. Yang Zongling showed reporters a form, divided into several large pieces, which were some projects under cooperation, including "Ode to Joy 2" and so on. What customers buy from the entertainment mall are the resources implanted in film and television dramas, and these resources are open to their agent customers and strategic partners. If you try it, you can see some of it, and if a certain strategic cooperation relationship is reached, you will start sending project services. Implant insurance is available for anyone who signs up.

As implants become more and more common in film and television dramas, more and more people understand it, and the operation is becoming more and more convenient, but the requirements are becoming higher and higher. Nowadays, content parties, directors, and screenwriters all understand what film and television implantation is all about, but the difficulty is that it is becoming increasingly difficult to satisfy. In the past, only simple and crude implants might be required, but the result was that the audience experience was not good, and the advertisers did not receive the expected results. It was basically a lose-lose situation. Nowadays, the requirements for implantation are both obvious and natural, so the implantation technology is becoming more and more sophisticated.

After eleven years of doing it, Century Kunpeng has accumulated a lot and has its own set of processes and methods for making film and television implants. Make the process very detailed, with about 30 processes and more than 80 types of work communicating and cooperating throughout the chain. Summarizing experience from successes and failures, a set of condensed standards has also been formulated, and the corresponding evaluation system and price system are constantly being upgraded.

Kunpeng of the Evolution Century, where film and television were implanted from 1.0 to 3.0

, has changed from an agent to a service provider. It is not only a change in identity, but what it really needs to do is also very different from before. At the beginning, we bought one and sold one, but now we provide one-stop services that all customers need, including new media marketing.

1.0 is equivalent to an intermediary, which is relatively simple. If you are optimistic, you will provide something to customers.

2.0 has added two. One is a commercial screenwriter. The plot was originally designed by the film company and is now also designed by the commercial screenwriter. The other is to send people to follow the team and execute it, written by the company responsible for the implantation, and then confirmed by both parties.

3.0 adds integrated marketing.

Speaking of the next five-year plan, he said that he would continue to do implant advertising, do implant placement in depth and better, and make it stronger and stronger, so that customers have more protection and implant placement easier and more secure. We must also do a good job in content, including strengthening the content team and producing IP products. Feed back through good content, and also deliver good content to implant customers. Marketing is doing better and there are more and more content ends.

Yang Zongling said,"Kunpeng is a platform that can do many things. The platform is already well established. We are still looking for people, continue to find suitable people, and have new plans to release."

Editor: vian