Gu Yongqiang of Heyi Group: Youku Tudou is the Taobao Tmall of culture and entertainment

Gu Yongqiang said that the entertainment ecosystem + e-commerce ecosystem will surely create a more ambitious ecological blueprint including content investment, home entertainment, big data, systematic sales, video e-commerce and even Internet finance and online payment.

On October 27, Heyi Group (Youku Tudou) held an annual ecological marketing cooperation conference with the theme of "State, Harmony and Vision" in Shanghai to showcase Heyi Group's 2016 new ecological marketing layout around "New Ecology, New IP and New Play Methods". Super IP resources from big dramas, big variety shows to big movies, new gameplay methods for implanted marketing of "content + brand", and new methods including "joint production","joint +","clothing +" and "movie and game linkage" were released on the spot. New models demonstrate the infinite potential of the cultural and entertainment ecosystem.

"Youku and Tudou are the Taobao and Tmall of culture and entertainment." Gu Yongqiang, chairman and CEO of Heyi Group, said that the entertainment ecosystem + e-commerce ecosystem will surely create a more ambitious ecosystem including content investment, home entertainment, big data, systematic sales, video e-commerce and even Internet finance and online payment. A grand ecological blueprint.

Gather top-notch dramas and upgrade homemade online dramas

According to Wei Ming, senior vice president and president of Youku Group, in 2016, Youku Tudou won the online copyright of many super IP dramas such as "Qin Shi Mingyue","Fairy Sword Five·Cloud Zhifan","Sansheng III Ten Miles Peach Blossom","Smiling and Beautiful","Let's Fall in Love","Jinxiu Yuan·Bright Chinese Year" and "Beijing Meets Seattle". In addition, it will also cooperate with Tang Lijun, the producer of "Flower Thousand Bones", and jointly produce "Shiver!" with the new faction. ET》。

In addition to covering the well-known domestic IP sites, Youku and Tudou also collected exciting dramas from around the world. Not only will the exclusive online copyright of the American TV series "Boundless Space" be settled in Youku Tudou, but long-term exclusive strategic cooperation will also be reached with the BBC. BBC Greater China General Manager You Darren announced on the spot that the fourth season of "Sherlock" will continue to be exclusively available on Youku Tudou.

At the press conference, Wei Ming also announced that Youku Tudou and Alibaba Pictures have reached a strategic cooperation to jointly launch the "8090 Comedy Factory" project to launch comedy works with young people as the main audience for the long term. The two sides will also rely on the resources and channel advantages of their respective platforms to carry out more cooperation in the film and television field in the future.

In addition to IP dramas, Heyi Group will also comprehensively upgrade to create a super online drama. The super online dramas that will be produced and broadcast in 2016 include "The Story of Seeking Qin", adapted from Huang Yi's novel of the same name and known as the originator of travel themes;"Tiger Crane" based on the comic book of the same name; and "My Fox Fairy Wife", which ranks second in the comprehensive index of the entire Chinese online network.

In addition,"Ten Deadly Sins", which is adapted from the spider novel of the same name, written by Pan Haitian, the leading Chinese science fiction fantasy writer "Seven Gods of Jiuzhou", and "Six Families of Dark Moon", which is called "China's Song of Ice and Fire" by netizens, will also be met with the audience.

Zhu Xiangyang, chief content officer of Heyi Group and CEO of Heyi Culture, said: "Super online dramas are not only story consumption, but also life consumption in all fields. They will bring a fan feast and brand carnival that will sweep the entire network and the whole society. The content creativity and creation that integrates China people will be fully detonated with the super online dramas and elevated to unprecedented heights. Super online dramas will be the last mile of driving force for the cultural and entertainment industry to release its huge influence and commercial value."

In

addition to the much-awaited "Never Thought of Journey to the West", the Lunar New Year magazine also launched "Urgent Comedy" and "Detective Chinatown". As a co-producer, Heyi Pictures will leverage Youku Tudou's strong platform advantages to deepen market operations and build the network operation of this series of brands into a new benchmark for IP development. Zhu Huilong, senior vice president of Heyi Group and CEO of Heyi Pictures, also announced that the online drama super IP "Report Boss" and "Genius J" incubated from Youku Tudou platform will start major movie production in 2016. In addition, movies such as Jackie Chan, Du Qifeng, and Zhang Zhen, including stars gathered by Jackie Chan, Du Qifeng, and Zhang Zhen, will also be launched in 2016. These large-scale productions will, together with homemade programs represented by "Xing Ying Hua", fully cover mainstream consumers aged 19-39.

At the scene,"Guanying Bao", an innovative masterpiece of integrated marketing, made its debut. "Guanying Bao" will focus on the trump card program "Xing Ying Hua", break the tradition of single film marketing, integrate dozens of film and program resources, fully penetrate into the pre-release, post-release and post-release stages of the film, and leverage the influence of the film brand, peripheral products and stars to comprehensively expand brand awareness and fan base.

Zhu Huilong emphasized: "Heyi Pictures looks forward to working with more partners to jointly create and manage more high-quality content brands. At the same time, taking movies as an opportunity to open up the upstream and downstream industries of the entertainment industry, perfectly achieve a balance between art and business, and promote the maximization of IP value."

Joining six ace teams to create a big variety show

In addition to purchasing copyright programs, in the coming year, Youku and Tudou will join forces with six ace teams to create a big variety show and launch ten homemade programs to open the "screen hegemony" model. The China version of "Big Brother" and "Living Together with Roommates" will be broadcast globally on November 21;"Little Liangliang @ Funny Headline Jun" hosted by Jia Nailiang is a new online variety show with multiple popular hilarious forms such as talk shows, celebrity comedy shows, and online original dramas. It is planned to appear in a weekly broadcast at the end of October; the first online self-made female idol group to develop a reality show "National Beautiful Girl" is scheduled to debut at the end of November.

The variety show layout in the first quarter of 2016 can be regarded as a heavyweight. Wang Han's first online variety reasoning talk show "Mars Intelligence Agency", which is based on interstellar intelligence work, will be launched on Youku Tudou; Heyi Group will also join hands with Joy Media to produce the first online comedy program "Comedians Alliance", which will be completed by a crazy comedy party by a celebrity and 15 comedians.

In the second quarter of 2016, the two brand programs "Who is the Singer" and "Look at the Ideal" series will usher in a more interesting second season; and the newly launched "Rampage Law Jun" will select a "judge", together with the "Star Head of Lawyers","presiding over the situation". In addition, the online dating reality show "Beauty and Geek" produced by Vision Film and Television will reveal its true appearance in the third quarter of 2016.

At the event, Yang Hui, founder of Weizhong Media, Meng Fei, well-known host, Wang Peijie, chief producer of "If You Are the One", Lei Ying, CEO of Caviar Culture Company, Li Wei, CEO of Galaxy Cool Entertainment, and Lin Zhiqiang, executive general manager of SMG Internet Program Center, all attended the event. The debut of six top domestic variety teams demonstrated Youku Tudou's determination and strength to fully open up cooperation and promote online variety shows.

Yang Weidong, senior vice president and president of Tudou Group, said that under the joint production model, Youku and Tudou Online Student Variety Show will adopt a "plan" strategy, that is, use "open platform, open cooperation, and open marketing" to create online students. Self-made variety shows.

New Vision for Content Marketing

At the promotion meeting, Su Li, chief operating officer of Heyi Group, gave a keynote speech with the theme of "New Vision for Content Marketing". Su Li mentioned that in an era when content is king, people's consumption demand for cultural and entertainment content has increased. Big IP content is a hot topic in society. Heyi Group has recruited top big dramas and joined forces with six ace teams to create big variety shows and big movies, providing brand owners with the hottest content positions.

At the same time, for the personalized marketing needs of brand owners, from the "Take You to Travel" series to themed integrated products such as "Theme Season" and "Carnival", Heyi Group will tailor content marketing solutions for brand owners; In addition, Heyi Group has the most comprehensive self-channel resources on the entire network. Brand owners can reach vertical interest groups through content to achieve more precise and interactive brand communication.

"Under the cultural and entertainment ecosystem created by Heyi Group, the accumulation of diversified content, supplemented by industry-leading technological innovation, has opened up a new horizon for video marketing. The cooperation between Heyi Group and advertisers is really suitable." Su Li believes that in today's ecology, online students, post-90s/00s, and interaction are key words. Correspondingly, advertisers should create momentum, encircle space and gather fans. For Heyi Group, it is aimed at the needs of advertisers. Create a large IP to complete the momentum, produce customized content to achieve enclosure, and build a vertical platform to tap the fan economy.

Editor: yvonne