Summit·People| Zhang Rong, a reading group: Seize the opportunity of pan-entertainment reading and be the Marvel of China

Focus on new developments in the pan-entertainment industry and explore new trends in industrial upgrading and iteration.

Focusing on new developments in the pan-entertainment industry and exploring new trends in industrial upgrading and iteration, the 2017 China Pan-Entertainment Innovation Summit hosted by Art was held as scheduled at the JW Marriott Hotel in Beijing on November 29. This year's summit has the theme of "New Entertainment" and contributed three major venues and pan-entertainment index ceremonies in one day, covering 5 roundtable forums and 12 keynote speeches. After seven years of development, the Arts and Entertainment Summit has become an important platform to focus on industry hotspots and explore future trends. ENAwards has also become the most authoritative pan-entertainment award in the industry.

At this summit, Zhang Rong, senior vice president of Reading Group, delivered a speech entitled "Incubating diversified markets, reading helps pan-entertainment operations bloom at multiple points." During the speech, Zhang Rong shared the layout and thinking of the Reading Group in the field of pan-entertainment. He said that in the past year, from movies, TV series, online dramas to animations, digital reading has become a source of expansion for the pan-entertainment landscape. With the promotion of universal reading, it has not only maintained continuous growth, but also effectively seized user time with its low acquisition cost. With other advantages, digital reading has huge imagination space in pan-entertainment. In this context, the Reading Group, which owns 95% of the market's online writers and works, is deepening its content advantages and upgrading its IP operation system."Our company has always wanted to be a Marvel in China. We hope that in China can produce IP that is continuously valuable and continuously derived."

The following is a transcript of the live speech:

Zhang Rong:

First of all, thank you for having this opportunity to communicate with you.

I have been paying attention to Yien's annual data, including its release, for many years, but I have always felt that it is far from reading articles, because we are still a relatively low-key company. We are mainly a company focusing on literature and text. We feel like we are far away from entertainment. This was a few years ago, but we have found that in the past two years, we will be pushed more and more by this industry to participate in the entire torrent of pan-entertainment. Today, I am not here to tell you about our experience. We are also new scholars in doing pan-entertainment. Today we may be more seeking cooperation. Everyone has the opportunity to have some cooperation with companies like Yuewen. Today's sources are all elites from various fields of film and television, including pan-entertainment. We also want to have this opportunity to have some exchanges with you. The content of my speech today is to incubate diverse markets and read texts to help pan-entertainment operations bloom at multiple points.

Why a company that does reading, writing and novels has performed very well in the capital market this year is a reflection of the recognition of the entire China's pan-entertainment market. To me, we may just be a focus, because our company for more than ten years has focused on words and on creating meaningful, valuable and good-looking novels for China consumers. Of course, the online literature industry itself was also initiated by our team, and the business model of the online literature industry was also explored by us. I am also fortunate to see that after so many years, this industry has been accepted by a large number of users and has performed well in the capital market.

In the past two years, everyone has been promoting the pan-entertainment industry. From the perspective of our company, what kind of value does reading have in the field of pan-entertainment? This is what we think. First, today, with the rapid popularization of the mobile Internet, reading itself is The most basic needs of a user. After the advent of smartphones, the convenience and convenience of reading have become more obvious. We count that there may be 380 million to 400 million users reading in China. After reading has accumulated in recent years, we have almost 190 million users reading every month. In fact, our focus on the field of literature has led us to gather a large number of loyal literature enthusiasts on our platform. This is also the reason why we feel that reading texts can make some contributions to pan-entertainment. Reading itself is a very simple thing. His psychological burden and pressure are very small. You can think of taking a bus, subway, or waiting for a bus, taking out your mobile phone and quickly browsing some novels, reading some content, and passing the time. When everyone talks about pan-entertainment, whether it is videos, movies, mini videos, online dramas, variety shows, including reading, in fact, what they ultimately snatch is the mobile phone screen in the hands of users. For reading, it is the way that makes users feel the least pressure and the most acceptable. For example, on a text-reading platform, it is easy for you to read on QQ or you read on WeChat. You can watch a lot of content for 20 yuan a month. There is no traffic pressure for users. There is not too much burden.

We think that the first thing is that the cost of digital reading is relatively low and can effectively occupy users 'time. According to our statistics, the vast majority of users spend more than 60 minutes reading, which means that our core active users can spend more than 2 hours reading every month on the reading platform. This is a very good or very valuable piece of data. We have the ability to attract users to our platform, and then by reading our content, users can realize or perceive that there is such good original literature in China, with different themes and different categories of content. Digital reading may be a relatively early point for pan-entertainment. We hope that in this industry, we can help the industry initially introduce some users and accumulate some fans. Through our digital content and our novels, we can help authors and works., precipitate some content. This was our original goal. With the development of pan-entertainment in the past two years, including online dramas, including the explosion of film and television dramas in China, we can see that we have accumulated reading in the entire online literature industry for almost a decade, with tens of millions of works and millions of authors. Over the past few years, I suddenly discovered that in the data of 2016, for example, 13 films on the Top 20 rankings were adapted from works produced by reading platforms. Among the top 20 's highest-rated TV series, 15 are novels from our platform, and the top 20 's highest-rated online series are 14 are novels from our platform, including the most downloaded online games and animations. This is from 2016, and you can see the results of the content provided by reading texts for the film, television, games, and animation industries.

There are also many companies asking us, including ourselves, why such an outbreak occurred. I think there are several points. The first point is that the pan-entertainment industry in China is developing very fast, including online dramas, which was difficult to imagine in the past. Homemade online dramas, whether Tencent, Baidu, and Sohu are all making their own homemade online dramas. The online drama model breaks many limitations of big movies in China, and is relatively close to the model of American dramas. I can quickly iterate, interact with users, and optimize the content based on user feedback. In fact, last year on our platform, everyone was also very familiar with the online drama "The Crown Princess". The content of the online drama is from the novel written by the author of our platform. There are many reasons for its popularity. This novel has accumulated many fans on the reading platform in the past. This novel has been written for a long time, three or four years ago. This novel has accumulated many fans, and many fans also recognize this author. Why did the drama "The Crown Princess" become popular last year? We think it really fully meets the entertainment needs of China users through this model of online drama. It is a very entertaining one that has a lot of interactions with users, and its online marketing is also very good. According to our data, fans on reading platforms will follow online dramas after reading these novels. At the same time, those who follow online dramas will come back and read the original works after watching the online dramas. This is what we want to talk about. We believe that digital reading may become a source of expansion of the pan-entertainment landscape. For reading, our advantage is that we have a large number of authors. 90% of online literature writers in China are on reading platforms, and more than 90% of online works in China are on reading platforms. We hope that reading can continue to focus on the content and areas we are good at, and help authors produce good content. For reading companies, we have a large number of editors. This may be different from other pan-entertainment companies. Our company has a large number of editors. What do these editors do? Help writers mentor writers and tell them how to write this book, how to cut into the theme, how to appease readers, and what kind of genre it should have. For reading, this is a great advantage for us. We have the ability to mentor writers, help writers with dreams in China, and realize their dream of writing through the reading platform. We also hope that through the operation of reading content, we will promote good works to more readers and help the works gather fans. We also hope that these works can be used in the entire industry or entire field of pan-entertainment in the future. Provide more good content to our partners here.

Just now I also talked about our own advantages or our own barriers in reading. We hope that we can deepen our source advantages and strengthen our core competitiveness. There are almost 10 million original works, 6 million original creators, and 200 content categories. The types of content that everyone can think of in China, whether it is science fiction, immortal cultivation or travel, you can find relevant content on the reading platform. This is our advantage and it is also a direction we will stick to in reading. As you can also see, we have some investments in the film and television field and in the pan-entertainment industry. These are all things we do based on our strong data content and strong author content.

We ourselves can produce content and create content, and we will not give up on the good content currently on the market. From 2016 to 2017, we have also launched five categories. For example, we have economic management and successful inspirational content for high-end users. In addition, we also have content such as film and television literature, suspense literature and pan-reading. We hope to bring more authors and more good external content are included in the content circulation system of reading. For reading, we hope to create an ecosystem that first gathers a large number of users, and secondly allows users to find the content they want to find in a very convenient and convenient manner. We have an internal saying that we hope that users can quickly find the novels and content they like to read within 1 minute, and make it available in any tool. For example, we launched QQ Reading for QQ users, and we targeted mid-end high-end users have launched WeChat reading, including our browser and Tencent's internal system and content-related products. By bringing good content in, we can distribute it to hundreds of millions of users. These users can use WeChat, QQ and other tools can quickly read, and our advantage lies in the content itself.

There are so many good content in reading. In addition to reading, there are also many original platforms on the market that produce good content. We are thinking about what kind of content is good, valuable, and can be measured. So since 2015, we have made a list of China original literature. Why do we want to make this list? We want to establish a value system for measuring China original literature through reading efforts. The reason why we do it is very simple. Many film and television companies or video companies have come to us to ask if you have good content, what content is good, and why this content is good. We measure this list through many dimensions, such as user preferences, your fan attention, the level of user interaction, and the level of payment. Whether it is the Nobel Prize for Literature or the Mao Dun Prize for Literature in China, there are measurement standards. We want to establish a set of measurement standards through reading efforts to help colleagues in the industry quickly have a list, which we think is valuable, and the content output from this list can be easily transformed.

On the other hand, we are gradually going deep into the industry, doing some long-term development, and hoping to create world-class IP. Our company has always wanted to be a Marvel in China. We hope to produce IP that is of continuous value and continuously derived in China. This is a very embarrassing situation in China. There is no good story and good IP that can be continuously updated and created on the big screen. Unlike "Spider-Man", which can be filmed for 10 films, and "Captain America" can be filmed for 10 films. This story alone can shoot content on various themes, add new gods, and add new content. This is what we want to do when reading articles. Since last year, we have gradually penetrated into some areas of the pan-entertainment industry, including the fields of film and television and TV dramas. For example, this year, we cooperated with Tencent Pictures on "Choice of Heaven", including the field of film. We have jointly established a film and television company with Wanda and Tencent., including animation, we have made several animations in the past two years, which have a great influence in the industry and have a high degree of user recognition.

Time is limited today, so I would like to briefly share with you what reading is for, what we have ideas, which I originally talked about. Today, I still hope to establish contact with more people, and we can cooperate if we have the opportunity. Thank you!

Editor: Mary