Li Huaiyu tells the story of the "integration" of micro whale and kung fu panda, leading the content strategy with top IP

Li Huaiyu predicted that in the future, content will definitely become a battleground for Internet TV. For TV, the hardware itself is not much difficult, so we must strive for services, and content will become the focus of everyone's competition.

Among the many derivative developments of the Sino-US co-production blockbuster "Kung Fu Panda 3", one is the most special. Microwhale Technology has recently launched a customized version of the Kung Fu Panda TV, which contains built-in movies, TV series, wallpaper and other gift packages of "Kung Fu Panda 3". In the future, it will also focus on developing games and VR technology on TV.

With such cooperation, someone smiled and said that the Oriental DreamWorks and Micro Whale, which produced "Kung Fu Panda 3", were both invested by Uncle Li's Chinese Cultural Industry Fund (CMC). Of course, things are not that simple. According to Li Huaiyu, CEO of Micro Whale Technology, the combination of large screens and content has become the trend of integrating Internet TV, and the combination of home entertainment content and platforms is the key to the success of this cooperation.

In an exclusive interview with reporters today, Li Huaiyu told the story behind the cooperation. As early as 2011, Li Huaiyu participated in the negotiation between CMC and DreamWorks and experienced the birth process of Oriental DreamWorks. Today, as a manipulator of micro-whale technology, Li Huaiyu has witnessed the "integration" of "Kung Fu Panda 3" and micro-whale.

Perhaps we should have foreseen such cooperation long ago. The micro-whale TV, created by media and Internet people led by the iron triangle of "Li Ruigang, Li Huaiyu, and Feng Xincheng", has its own content gene since its inception. At the launch conference of Micro Whale TV in August last year, Hollywood celebrities such as DreamWorks founder Katzenberg and "24 Hours" director sent video speeches to it. The cooperation with "Kung Fu Panda 3" once again proves the ability of micro-whales to continuously introduce and create high-quality content.

Based on his understanding of the content of family entertainment, Micro Whale meets "Kung Fu Panda 3"

In Li Huaiyu's view, the post-85s generation is gradually entering a family state and needs Internet-style family life after getting married and having children. It is impossible for everyone to keep going after returning home. Looking at mobile phones,"How can parents and children born in the 1985s have better family entertainment? I think we should provide such products and services to respond to such families. We think that one of the most important things about the family's Internet is that the TV becomes a big screen in the home, which carries a lot of family entertainment."

Li Huaiyu said that the concept of family entertainment is relatively mature overseas, such as watching Disney movies and watching some related cartoons such as "Kung Fu Panda". But in the China market, this was not popular before, and previous games and Internet content were more personalized.

In Li Huaiyu's view,"Kung Fu Panda" is a very representative work of family entertainment. The family can gain a lot of enlightenment from it, and many derivatives such as education and video games will be derived later. "On the one hand, micro whales are a home entertainment brand in the Internet era. On the other hand, people like us have been introducing the concept of home entertainment for a long time. The cooperation between micro whales and Kung Fu Panda is very natural."

The concept introduction mentioned by Li Huaiyu refers to the establishment of Dongfang DreamWorks, the producer of "Kung Fu Panda 3". As an important milestone in the history of Sino-US film cooperation, in early 2012, Xi Jinping announced a series of new Sino-US film policies during his visit to the United States, including the establishment of Oriental DreamWorks, and Li Huaiyu is the main negotiator for cooperation between Chinese and DreamWorks.

During the negotiations that began in the autumn of 2011, CMC has already seen two trends: "First, the China film market will further expand and have very great growth potential; in addition, the demand for localized content will also increase, and when it sees China home entertainment, it will also rise. China's middle class will have great needs in the future. Things like Kung Fu Panda have a lot of growth potential beyond movies."

Based on these judgments about the "future", CMC began negotiations with DreamWorks in the fall of 2011. "This is also very consistent with the temperament of the micro whale. One of the slogans of the micro whale is 'Addicted to the future'. In fact, I have been thinking about what will happen tomorrow and what will happen in the future."

So it is very natural for the two sides to reach cooperation. "As early as when the microwhale was established, we felt that the two sides should have a good synergy and cooperation." Li Huaiyu said.

After its release in August, Oriental DreamWorks 'first major movie in China was "Kung Fu Panda 3", so cooperation has been reached in the past few months. "Micro Whale has a lot of high-quality content, the best user experience and international style, which is consistent with DreamWorks positioning as the best home entertainment film and television company."

VR is a hot spot in the future. In 2016, micro-whale will also launch

helmets. The cooperation also includes that the two parties will invest and develop in the fields of OTT-end games and VR technology to jointly incubate video games and VR technology.

Li Huaiyu said that the micro-whale itself is very innovative, so it has invested a lot in the development of VR and video games. Moreover, cooperating with DreamWorks 'VR has many advantages. All the models of "Kung Fu Panda 3" have been built in computers, so the derivative of VR can be promoted immediately. We are also exploring and preparing for games on TV, and there will be results in the follow-up.

Looking forward to 2016, VR is a place where micro whales need to invest a lot. Based on CMC's grasp of future trends, VR is definitely a hot spot in the future. At present, the Chinese Cultural Industry Fund (CMC) has participated in the US$66 million financing of Jaunt Company led by Disney.

Li Huaiyu said that offline experience stores are one of the logics to be considered, but for Micro Whales, they prefer to make VR equipment and content that many young people can use at home. In 2016, the micro-whale will make some layout around the VR and games that the Internet generation likes, and a series of technical products will be released later.

Content has become a battleground for Internet TV. In 2016

, Li Huaiyu predicted that content will definitely become a battleground for Internet TV in the future. For TV, the hardware itself is not much difficult, so we must strive for services, and content will become the focus of everyone's competition.

Coincidentally, LeTV previously launched a Miyue version of TV based on the popularity of Miyue. Some people exclaimed that the IP war has also entered the television field. In this regard, Li Huaiyu said that LeTV is currently closest to our model. This model also represents the future development trend and ultimately compares the ability to create long-term content. We still have many advantages in this regard. After all, our industry heritage, our own partners, and the works we have done now.

The comparative advantage Li Huaiyu talked about is the strong endorsement of CMC family. In order to create a movie-watching method that is in line with China's family entertainment, Micro Whale TV not only has strong content camps such as Warner Bros., DreamWorks, Star Media, IMAX, Caixin Media, and Sports Olympic Power, but also teamed up with VICE and video media "One" and other avant-garde cultures. This cooperation with "Kung Fu Panda 3" is just one example of them.

"The Chinese team has a good foundation in the industry, and the investments we make are based on industry logic and judgment on future trends. This is valuable to micro whales, and we will consider a closed loop of ecology ourselves. From the perspective of cooperation, the advantages are obvious when everyone discusses together every day." Li Huaiyu said when talking about the advantages of cooperation between Chinese departments.

According to industry sources, after some time, news of the cooperation between Micro Whale TV and Super League copyright will be released. Previously, Chinese people won the copyright of the Super League for five years, and how to realize it is still a hot topic in the industry.

Li Huaiyu revealed that in 2016, the Micro Whale Club will focus on promoting a service called "Micro Whale Products". There are many external collaborations, and there will be many collaborations with CMC family promoted by the micro-whale as the initiator.

"What we do is definitely in line with our user positioning and understanding of users. On the one hand, it also represents the exploration of lifestyles. For example, for youthful content with Internet genes, the program must constantly interact with users, and many of the people in it are Internet celebrities." Li Huaiyu revealed.

Editor: kong