Decoding He Jiong's business landscape: Investing in multiple companies and maximizing the value of IP

Ali Music's chief content officer, singer bar star investor, coffee wing shareholder, owner of multiple personal studios, etc. Behind his identity as a host of well-known programs such as "Happy Camp", He Jiong also holds multiple positions. Either as a star shareholder, as a partner with a friend, or as a sole proprietor, He Jiong has drawn his own business map.

Original title: Decoding He Jiong's business landscape: Multiple company shareholders and multiple personal studio

star IPs are becoming favored by capital. More and more stars and artists are gradually beginning to conduct cross-border operations, management and investment projects in order to maximize the commercial value of their own IP.

He Jiong is also one of them. Ali Music's chief content officer, singer bar star investor, coffee wing shareholder, owner of multiple personal studios, etc. Behind his identity as a host of well-known programs such as "Happy Camp", He Jiong also holds multiple positions. Either as a star shareholder, as a partner with a friend, or as a sole proprietor, He Jiong has drawn his own business map.

"People shouldn't always stay in the position you feel is right. Accept the opportunity when it comes." He Jiong once said.

Sing Bar and Ali Music

's news that He Jiong invested in Sing Bar in January this year was disclosed by Sing Bar CEO Chen Hua at the company's year-end meeting. Sing Bar is a social karaoke mobile application where users can karaoke, record songs and share them, etc. As He Jiong's co-hosts on Hunan Satellite TV, Xie Na and Wang Han are also star investors in Sing Bar.

It is reported that He Jiong's ID in the singing bar is justjustj. He has been singing in the singing bar since April 2013. So far, he has uploaded about 30 songs one after another to interact with users and gain popularity for the singing bar.

It is worth noting that this time, He Jiong and other Hunan TV hosts 'investment in singing bars may be different from Star VC's investment. Industry analysts believe that the investment of He Jiong and others is not a celebrity's personal capital investment, but more an alliance with Sing Bar as a representative of Hunan Satellite TV.

Data shows that in 2015, Mango Yingtong invested 416 million yuan in singing bar, and one of Mango Yingtong's major shareholders is Mango Media, which invested 163 million yuan in singing bar, of which Happy Buy invested 60 million yuan. Mango Media is the market entity controlled by Hunan Radio and Television. Happy Shopping and Hunan Satellite TV are both high-quality assets of Mango Media.

In the music industry, in addition to singing bar star investors, He Jiong is also the chief content officer of Alibaba Music. In December 2015, Gao Xiaosong announced that He Jiong would join Alibaba Music as chief content officer. At this point, He Jiong's career landscape has spanned from hosting, music, and movies to the Internet.

However, Ali Music CEO Song Ke said to the outside world that He Jiong did not participate in the shares, only received salary, and at the same time, he received options like Ali employees.

What

is not well known about the directors of Coffee Wing is that He Jiong is a director of Coffee Wing, one of the domestic coffee chain brands. Industrial and commercial information shows that He Jiong participated in the investment of Changsha Coffee Wing Catering Co., Ltd., Changsha Shengyi Jiayin Culture Communication Co., Ltd. and Beijing Zhiyi Catering Co., Ltd. as a natural person shareholder (the former two are one of the shareholders of the latter company, and the legal representatives are Yin Feng, Chairman of Coffee Wing). Investors in Coffee Wing include Zhenge Fund, Yao Jinbo, Chen Ou, etc.

The wings of coffee start in Changsha. Before opening stores in the north, Coffee Wing operated in Changsha for more than 10 years. At that time, founder Yin Feng's core circle of friends was media people, and they were all well-known figures in Changsha and even Hunan. From the leaders of major TV stations in Hunan to He Jiong and Wei Jia, the hosts of star programs, they are all Yin Feng's "best friends" for many years.

This is also the opportunity for the two to become business partners.

He Jiong once appeared as a director of Coffee Wing on a return visit program of "You Are Only". He introduced to new employees,"Coffee Wing, I can be considered the initiator, together with Yin Feng."

However, in Coffee Wing, He Jiong plays more of a platform, hosting and participating in Coffee Wing's public welfare, brand promotion and other activities, and gathering star and artist resources to shout hard for Coffee Wing.

He knew he was not good at business operations. As the owner of a coffee shop, He Jiong once stated to the public that he was "very good at managing and operating" when the new VIP club of Coffee Wing opened in November 2012.

He said that he would not participate in the management of the store: "It is mainly managed by Yin Feng, the hostess of Coffee Wing. I just give my own suggestions and do something to my best."

Establishing multiple studios to maximize the value of IP

In addition to catering, He Jiong has devoted more energy to the entertainment industry. As his legal representative, he has three studios.

They are Shanghai Hemian He Yue Film and Television Culture Studio, Shanghai Renke Rihuo Film and Television Culture Studio, and Shanghai Darling Culture Media Co., Ltd.

Among them, Shanghai Herian Heyue Film and Television Culture Studio and Shanghai Renke Rihuo Film and Television Culture Studio are both funded by He Jiong's personal property, and their business scope is the same. They are planning and consulting for film and television dramas and stage dramas, exchange and planning of cultural and artistic activities, corporate image planning, literary creation, animation design, design and production of various advertisements, using own media to publish advertisements, photography and video services, technological development and technical services in the film and television field, exhibition services, etiquette services, Business information consultation (except brokers).

The former was established on March 25, 2016, and the latter was established on June 23, 2014.

Shanghai Darling Culture Media Co., Ltd. has two investors, both of whom are natural person shareholders. One is He Jiong and the other is He Ting. The company was established in July 2012.

Nowadays, celebrity IP is being wildly sought after by the film, television and entertainment industry. Many celebrities have been established for a very short period of time and have no substantial role in companies that have been acquired by film and television companies at high prices.

For example, in April this year, Tangde Film and Television planned to acquire a 51% stake in Wuxi Aimeshen Film and Television Culture Co., Ltd., a company owned by Fan Bingbing, and the amount spent is reportedly about 400 million yuan. The company has been established less than a year ago and has no works.

Previously, the companies under Feng Xiaogang and Zhang Guoli were also acquired at high prices. Nowadays, basically, more A-list stars no longer cooperate in the form of signing contracts, but set up their own companies and studios to seek higher returns. He Jiong has established multiple studios, and there is speculation that it should and intended to bring greater commercial value to his IP.

In addition, He Jiong also joined Handing Yuyou Media Group Co., Ltd. as star shareholders with friends in the circle such as Zhou Xun and Huang Lei. Zhou Xun's first reality show,"Adventures to the West", was invested and produced by Yuyou Media. As a star shareholder, He Jiong is not idle either. The food talk show "One Chef and Two Servants", his duo's partner with Huang Lei, will also be released.

He Jiong and Huang Lei don't just record programs together. In addition to jointly serving as star shareholders of Yuyou Media, they also serve as senior executives of Shihezi Fenghuoshi Investment Co., Ltd., whose main business is equity investment.

In addition, He Jiong also joined Ren Quan's Beijing Hot Investment Co., Ltd., known as the largest investor in the entertainment industry, in October 2015, and became a new shareholder. The company shines brightly, including He Jiong, Huang Bo, Jing Boran, Li Bingbing, Huang Xiaoming and Ren Zhenquan (Ren Quan's original name), with a registered capital of 35.0879 million yuan.

It can be seen from the about 10 companies in which He Jiong participated. In the early days, He Jiong invested in catering in Changsha based on his hosting career in Hunan Satellite TV. After gaining fame, he began to establish personal studios in Beijing, Shanghai, or partner with celebrity friends to seek investment targets, or serve as a platform for film and television entertainment companies as a celebrity shareholder.

The commercial territory of He Jiong's investment is mainly divided into catering and entertainment. Currently, he and Huang Lei's Shihezi Fenghuoshi Investment Co., Ltd. have no relatively successful equity investment projects. The company has a registered capital of 50 million yuan. There is no public information on how much He Jiong actually invested.

In fact, among the many companies in which He Jiong appeared as a star shareholder, none of them reflected their capital contribution. The same is true for Handing Yuyou Media Group Co., Ltd., with a registered capital of 100 million. In addition, there are Sing Bar, Changsha Coffee Wings Catering Co., Ltd. and Beijing Hot Investment Co., Ltd. However, in Changsha Shengyi Jiayin Cultural Communication Co., Ltd., industrial and commercial information shows that of the 1.8 million yuan paid-in funds, He Jiong invested 360,000 yuan in December 2009, accounting for 20% of the shares.

Editor: yvette