QQJOY wants to monopolize the second yuan economic leader? Use Tencent resources to continue to work hard on the second dimension

As the development of secondary yuan enters an explosive period, what will QQ, which is optimistic about the secondary yuan economy, have specific future layouts and dreams in the secondary yuan field? In addition, in the field of e-sports, what new layout plans and ideas does QQ have next? In this regard, during the QQJOY ceremony, the reporter interviewed Liu Xiankai, general manager of the value-added products department of Tencent's Social networks business group, and Cui Jinyuan, director of the pan-entertainment business of the value-added products department of Tencent's Social networks business group.

Original title: QQJOY wants to monopolize the second yuan economic leader? Leveraging 500 million yuan in Tencent resources to support the e-sports ecosystem to continue to work hard

, QQJOY, which has just been held for two years, has become a popular brand among fans of the second yuan. QQ, which is optimistic about the secondary economy, has gathered many high-quality content and in-depth users from the secondary economy. If the first QQJOY held in Hainan was a successful exhibition, then the scale and influence of this move to Shanghai are obviously stronger. This time, QQ created this collection of games, animation, literature, film and television for the second world with full sincerity. A comprehensive exhibition of animation, literature, film and television and e-sports is definitely a grand ceremony.

As the development of secondary yuan enters an explosive period, what will QQ, which is optimistic about the secondary yuan economy, have specific future layouts and dreams in the secondary yuan field? In addition, in the field of e-sports, what new layout plans and ideas does QQ have next? In this regard, during the QQJOY ceremony, the reporter interviewed Liu Xiankai, general manager of the value-added products department of Tencent's Social networks business group, and Cui Jinyuan, director of the pan-entertainment business of the value-added products department of Tencent's Social networks business group.

500 million yuan was invested to create e-sports dream achievement plans to promote industrial development.

On January 6, the QQJOY Extraordinary Dimension Ceremony opened in Shanghai. This two-dimensional event lasted for three days. The event covered mobile e-sports competition QGC, COSER performance shows, and online literature A variety of pan-entertainment sections such as the Great God signing and New Year's Eve party can be said to be the entrance of the second dimension to the real world.

On the first day of the event, QQ threw out the highlight: it joined hands with China Construction Bank and Microfilm Times to jointly release the "E-Sports Dream Achievement Plan." The plan uses 100 million E-Sports Dream Fund, 500 million Tencent resources and 100 industry-level partners to help everyone who wants to join the e-sports industry achieve their dreams. At the same time, Penguin E-Sports and China Construction Bank jointly established the "E-Sports Dream Gold" to provide support for player training and competition incentives.

As an emerging industry, e-sports is inseparable from high-level events, high-quality communication content and the support of many players. In order to build a complete e-sports industry chain and form a stable and developing e-sports ecosystem, events, content, and players are indispensable. In this regard, Penguin E-sports provides "one-stop event solutions" from event preparation, launch, and selection to event live broadcasts, information reporting, and social promotion by positioning the e-sports community. Liu Xiankai said,"'The 'E-Sports Dream Achievement Plan' will take Penguin E-Sports as the carrier body, further open up the event system and cooperate with more industry partners. Our purpose is to serve events, people and content. This time, we launched the Dream Achievement Plan It is also to create a complete e-sports ecosystem of events, people and content."

With the development of the Internet and changes in social concepts, more and more young people are keen on e-sports. According to iResearch data, China's e-sports market was 26.9 billion yuan in 2015 and will exceed 30 billion yuan in 2016. In fact, since 2015, China has leapt to the world's largest e-sports market, with as many as 400 million mobile game users alone. The era of "national e-sports" has arrived.

In this regard, Liu Xiankai believes that when the e-sports industry is developing rapidly, there is an urgent need for industry regulations and resource assistance, as well as more platform support, so that everyone who loves e-sports can realize their dreams. It is against this background that the "E-Sports Dream Achievement Plan" came into being.

In terms of players, QQ has been supporting e-sports players with dreams. Penguin E-sports cultivates e-sports stars and taps the fan economy, bringing a rapid path to success for e-sports enthusiasts. For example, Chen Gui, the star player of the KPL Championship Team, won the QGC Masters after graduating from college, and then joined the club to become a professional player; Hui Hui appeared on the QGC commentary stage in his senior year, and then continued to improve his commentary level of King's Glory., embarking on the road of professional commentary.

In addition, in terms of content, Penguin E-Sports has a broad content dissemination system. There are more than 140,000 game anchors and more than 17 million minutes of broadcasting every day. The fan base and popularity of many anchors have skyrocketed, and some even have fans in just four months. Break through 500,000.

"Last month, Tencent released the 'Three Gathering' strategy in Chengdu, which means 'aggregation, gathering, and fusion'. On this basis, Tencent's Penguin E-sports is a basic platform for Tencent E-sports. It will provide comprehensive support in three aspects: social assistance, social ecology, and platform." Liu Xiankai gave an example and used a few numbers to tell everyone how to make his e-sports dream come true. For example, to bring the dream of e-sports closer, online, as long as you open QQ and Penguin e-sports, you can see that there are about hundreds of large-scale online events every year, from King's Glory, CF to Tiantian Cool Run and other mobile games. You can participate directly from the mobile APP. At the same time, we have more than 2000 games offline, including college games. Cooperation with the lithography era and theater competitions, including QGC offline competitions, etc., happen all around us, so it does not require a lot of professional preparation, professional equipment, and professional skills.

"QQ not only pays attention to the e-sports industry, but also cooperates with the government to promote the development of e-sports, launches the Penguin e-sports platform, holds hundreds of large-scale online events every year, and also strives to support the 'e-sports dreams'." According to Liu Xiankai, the resource matrix of the "E-Sports Dream Achievement Plan" is very strong. QQ will work with its partners to support outstanding e-sports players and accelerate the development of China's e-sports industry. Among them, Penguin E-sports not only jointly launched the industry's first e-sports credit card "Dragon Card Tencent Game Credit Card" with China Construction Bank. In addition, in order to attract more young customers, it also joined hands with the lithography era to create an e-sports pan-entertainment IP. As an important part of the "E-sports Dream Achievement Plan", it is jointly produced by domestic first-line film and television companies such as Microfilm Times, Maze Films, Rice Film, Guoxin South and Micro-Sports. The country's first e-sports theater movie "Bottom Alliance", which Penguin E-sports provides strategic support, is also about to hit major theaters.

"China's secondary development will enter an explosive period. I believe that in the next 5-8 years, secondary culture will become part of mainstream culture." When talking about his views on the entire secondary cultural market, Liu Xiankai said that as far as the entire industry is concerned, the secondary cultural market has not been stagnant, but has been developing forward. From the perspective of QQ, in 2017 or since 2016, we have invested more in the secondary industry than before.

"One is that it is closely related to the attributes of our own platform users. On Tencent's social platforms, there may be more mature people like WeChat, and more young people on QQ. What young people usually play and come into contact with, their circles are closely related to the second dimension. Therefore, for our own part, we have also increased our investment in this module. Overall, I still believe that the entire development of secondary culture in China, including the surrounding areas of culture, will accelerate. QQ is also based on its own characteristics and the needs of the entire environment and market. We are increasing investment." Liu Xiankai introduced: Currently, QQ has gathered many high-quality content and in-depth users of secondary yuan. Among them, QQ mobile games have more than 700 million users, QQ animation has more than 90 million users, and mobile Q-reading has more than 60 million users. The vast majority of these users are young people born in the 1990s.

Regarding the layout ideas for the future of the second element, Liu Xiankai revealed,"I think the entire environment, the entire industry, and needs are already relatively explicit. What is needed now is that we can truly make this thing to a high level, that is, in China and even in the global cultural and entertainment industry. We can do some more typical things. These are some of our ideas from the first stage to the second stage." He bluntly said that if QQ can do a better job in secondary affairs and can have a deeper reputation, which means that it will be more recognized by users, it can in turn enhance users 'stickiness to QQ. This should be said to be complementary and feedback opportunities.

Cultural symbols that transform e-sports from non-mainstream culture into mainstream values

For Tencent to do e-sports, it must give full play to Tencent's social advantages. For Penguin E-sports, whether it is an e-sports player, an e-sports anchor commentary, or any ecosystem participating in the entire e-sports, they can all provide assistance from social platforms and e-sports platforms. Liu Xiankai compared this to "Just like a fighter jet, you can add some thrust."

"Tencent has phenomenal end games and phenomenal mobile games. We have our own operating platforms, including QQ and WeChat. The relationship chains, social behaviors, and social circles on these platforms can explore whether you are more suitable for doing a job. A professional player, a professional commentator, or you have very good potential in e-commerce or competition, you can all participate in this e-sports dream." Liu Xiankai told reporters.

It is noteworthy that industry insiders pointed out to reporters that the development of e-sports is by no means a overnight effort, nor can it be accomplished independently by any platform organization. The release of the "E-Sports Dream Achievement Plan" also has great support for young people. In addition, it can also actively advocate and formulate industry rules for industry rules, which may indicate that the e-sports industry is moving towards standardization and health. The road to multi-party cooperation and joint creation and common prosperity will also become the future development ideas of e-sports.

In fact, QQ just wants to advocate industry norms. Cui Jinyuan said in an interview with reporters that for himself, whether it is an activity that combines the game system or the pan-entertainment system, how to get through with the game platform and the social platform? Seeing that there is a lot of practical work to do, It is our attitude to attract more people to do it in this way, rather than through impetuous methods.

"At the moment, e-sports is not yet a particularly mainstream or recognized consciousness. As serving the larger Internet entertainment community in China, Tencent has the will and responsibility to turn more voices from niche to public, and to turn e-sports from non-mainstream culture into a cultural symbol of mainstream values." Cui Jinyuan pointed out.

It is worth noting that in December 2016, Tencent Mutual Entertainment announced a series of plans for "Tencent E-Sports". In addition to traditional MOBA and FPS e-sports events, Tencent also proposed the concept of "light e-sports". So what is the difference between "light e-sports" and the traditional e-sports concept? In this regard, Cui Jinyuan said that whether it is light e-sports or e-sports, the core emphasis is on lower access barriers than traditional e-sports, participation of a wider audience, and a faster path to success. Nowadays, every young person uses the mobile Internet access method of mobile phones, which greatly improves the efficiency of participating in various Internet events. Everyone obtains a lot of news and information through Weibo or through public accounts and headlines. In the past, there may be trainees abroad. There are many interpretation companies in China. The faster way now is actually that there are many e-sports teams and groups, including some anchor's agency companies, which can make him famous faster. In fact, this is also a concept today.

"We hope to create a more efficient way for young people to succeed than traditional e-sports. We can use our own good skills to become anchors, make it easier to start the broadcast, and better access the entire e-sports system through social events. This will enable e-sports professions to grow in a faster layout and cultivate more young people to join this system." Cui Jinyuan told reporters.

In order to realize the grand strategy of "entertaining social", the reporter noticed that since 2015, QQ has made many "big moves" in the layout of carrying entertainment content: in-depth cooperation with multiple world-class IPs in the field of film and television; With the help of Tencent Literature Platform and QQ reading products, it also provides good services to readers and content creators; the Tencent Animation it connects to is the leading animation collection platform and original animation support platform in China; The QGC league it hosts has also developed into one of the more influential mobile game e-sports events in China.

So, what is SNG's positioning in Tencent's entire pan-entertainment system? Cui Jinyuan said that as a platform, QQ, Social networks and fan hosting, including the entire Tencent open platform business and mobile open platform business are all published through SNG (Tencent's Social networks Business Group). QQ has the gene of openness and the gene of this ecological connection. SNG's most important responsibility in Tencent's development process is to carry content, fans, and ecological architecture. This is why we are doing this (Penguin Esports) project.

"SNG is more of a content hosting platform, but compared with traditional media, we also host fan interactions. You can see that each one has its own fan circle on the platform and has its own fan system. Interact with yourself and live broadcast. They can recruit teams and new players and echelons on the platform, as well as downstream e-commerce systems, including advertisers, etc., which requires the platform to do." Cui Jinyuan told reporters.

Editor: yvette