Jia Nailiang's company's Xingtui website is officially launched or will lead a new wave of entertainment marketing

On the evening of July 19, Xingtu.com, a resource-based B2B entertainment resource trading platform owned by entertainment marketing company Twitter Culture, announced its official launch. Some industry sources said that Twitter Culture is already at full capacity in the entertainment marketing arena and will soon lead a new wave of entertainment marketing.

Original title interview Jia Nailiang, founder of Twitter Culture, Zhang Li: In the era of entertainment marketing, we don't want to be absent

from today's fast-paced era. If you want to say which word will most touch people's hearts, attract attention, and have the most national-level influence, it is "entertainment".

This is an era of entertainment economy. According to statistics, the scale of the advertising market for TV variety entertainment programs in my country alone has reached 50 to 60 billion yuan, making it an important place for advertising, 17.5% of which is used for entertainment marketing. The entertainment marketing market of brand enterprises is about 10 billion.

Entertainment marketing is becoming an increasingly mainstream trend. In 2016, if marketing is not related to entertainment, it will be difficult to attract audience attention. Of course, the real large-scale development of entertainment marketing is still short, and the prosperity of the industry must require the continuous development and efforts of practitioners.

On the evening of July 19, Twitter Culture's resource-based B2B entertainment resource trading platform, an entertainment marketing company that attracted the attention of the Trillion Fund and is committed to integrating traditional brokerage services into the Internet, customizing artist products, facilitating media channels, and platform-based entertainment resources. Platform-Xingtui.com announced its official launch. Some industry sources said that Twitter culture has reached full capacity in the entertainment marketing arena and is about to lead a new wave of entertainment marketing.

Star shareholder Jia Nailiang is in charge. What kind of company is the Twitter culture promoted by all stars?

At the launch conference of Xingtu.com, a subsidiary of "Shared Star Force" Twitter Culture, founder and well-known actor Jia Nailiang, senior media planner Zhang Li, famous social marketing expert Lai Gang, and gold medal agent Guo Hongbo appeared together.

At the press conference, not only Shen Teng, Huang Zheng, Qiao Zhenyu, Huo Zun and other stars sent video blessings to Xingtui Online, Chen Dianlong, chairman of Shengguang, the largest local communication group in China, Luo Yanji, chairman of Gravity Media, Geng Xiaohua, vice president of iQiyi, Du Fang, vice president of Huace, Wang Kaifei, vice president of Fashion Group, Zhao Zhi, chairman of Hebao Entertainment, famous producer Yu Yi, and other industry celebrities from 4A companies also attended this top entertainment ceremony to jointly help Xingtui.

In recent years, stars at the forefront of entertainment have become more and more successful in investing.

Jia Nailiang said in an interview that he is very optimistic about the future development of the entertainment marketing industry and believes that this industry has huge development potential. Entertainment and celebrity power are changing our lives in visible ways. With the advent of the mobile Internet era, the domestic consumer market is developing in the direction of entertainment content production. At this time, celebrity and artist brokerage resources and social media resources become particularly important.

Since 2010, Weibo marketing has risen rapidly, and now tens of billions of capital in the market has flowed to self-media and self-media platforms, and the benefits of entertainment stars have become prominent. The arrival of the mobile Internet era has allowed all industries to inject entertainment elements, and there is no entertainment without marketing.

Zhang Li, one of the founders, said: "Twitter culture is based on the current development status of the entertainment marketing industry and mainly carries out the layout of two major market sectors. The first is to create China's first entertainment resource trading platform, namely our Xingtui Network; the second is to devote itself to Internet artist brokerage and economy, namely our Twitter Entertainment. Through the Internet of traditional brokerage, customization of artist products, convenience of media channels, and platform-based entertainment resources, the traditional artist brokerage and entertainment resource operation model and the docking method of social media resources have been subverted and a new benchmark in the industry has been set. Achieve win-win results for brands, artists, media and platforms."

Entertainment marketing is gradually booming, and there are not a few people who want to squeeze into the industry and share the pie. In this regard, Zhang Li elaborated on the advantages and characteristics of Twitter culture,"Obviously, star shareholders + gold brokers + EPR marketing experts + social media marketing experts The four founders combination of experts is our most solid guarantee. And our massive first-hand star resources, professional creative planning team, and the way we subvert the traditional artist brokerage operation model and social media resource docking are our greatest advantages."

Effectively solving industry pain points, what kind of entertainment marketing environment has Xingtui created?

As we all know, the entertainment marketing industry in the past faced such problems:

1. Lack of access, lack of popularity of customer products, and expectation to increase the brand's voice and influence in a short period of time. There is a strong demand for celebrity micro-endorsements, but there is no way to ask or the price is high;

2. It is difficult to choose. Companies hope to transform celebrity fans into brand fans and quickly increase product sales. However, in the face of huge market data, there is no choice.

3. There is a risk. Customers make one-line contact with self-media, pay in advance, and the capital investment and execution effect are not guaranteed.

It is understood that the successful launch of Xingtui. com will integrate a large number of first-hand entertainment resources:

Currently, more than 230 stars have entered the platform from media, and will expand to 500 in the future, covering 100 million fans;

More than 40,000 Weibo WeChat has entered the platform and has fully entered more than 20 industry circles such as film critics, entertainment, tourism, finance, and technology circles, and designated more than 500 million fans. In the future, it will expand to more than 80,000 Weibo WeChat self-media, and be closer to consumer groups;

More than 260 news media have entered the platform, comprehensively covering the news and vertical portal industry circles, helping companies quickly form influence within the circle and society. In the future, it will expand to more than 500 media, achieving the distribution of 20 important vertical portal areas.

As the country's first resource-based B2B entertainment resource trading platform, Xingtui will be committed to providing both brand and traffic services for small and medium-sized enterprises, and providing faster monetization capabilities for entertainment resources and self-media. In this era of constant disputes in all-media marketing, Xingtui uses forward-looking vision and strategic layout to break the deadlock with innovative cooperation model of entertainment marketing, and creates a new environment of "entertainment + marketing" for customers, stars, and the public.

In an interview after the meeting, as a gold medal winner of the China Advertising Great Wall Award and an expert in entertainment marketing and new media marketing, Zhang Li, who has rich experience in content creativity, said:

"After the successful establishment of Xingtui's 'platform-based' service, there are still two main directions for the expansion of Twitter's cultural business.

First, from advertising creative planning to advertising shooting (finding directors, finding actors, finding shooting teams, renting equipment, etc.) to advertising platforms, forms and channels. The second is that pre-scripted advertisements for movies, TV series, variety shows, various live activities before the release, and various advertisements in broadcast channels can all be purchased with one-click reservations on the platform."

Xingtui is the dark horse of Twitter cultural innovation. With its precise positioning, innovative cooperation model and strong industry resources, it will realize entertainment value and marketing innovation. The launch of this platform is destined to bring a lot of shock to the industry. The reporter is curious how the team that has changed the entertainment marketing environment in this way cultivates the "entertainment spirit"?

Zhang Li's answer impressed the reporter deeply,"The spirit of entertainment should be a living state for the public to adapt to the great pressure of the current society. It should be a way of life to relieve the pressure of survival and express their attitude towards life." Fun 'and' curiosity 'are the primary factors in cultivating the spirit of entertainment. On this basis, we will continue to learn and practice innovation. As the saying goes,'no entertainment, no marketing'. In this era of entertainment marketing, we don't want to be absent."

Editor: Nancy