Ali Literature Week: High-quality IP emphasizes a positive world view

Zhou Yun believes that high-quality content often cannot match the president's and ambiguous texts at the beginning. Because it places more emphasis on the world view, the author will spend a lot of effort to build a complete world view and finely polish the storyline.

On October 24, Alibaba Literature, an Internet cultural and entertainment brand owned by Alibaba Culture and Entertainment Group, held a "Internet Literature Super IP Special Conference" at "Youku Autumn Collection".

At the meeting, Li Zhiqian, CEO of Alibaba Literature, proposed a 3+X IP incubation methodology. He believed that good IP needs to have positive energy, a good world view and popularity. On this basis, systematic operations should be carried out through technological innovation to ensure the continuous output of high-quality IP. Alibaba Literature also announced that its 60 high-quality IPs will be fully open to partners.

Zhou Yun, editor-in-chief of Ali Literature, was interviewed by the media before the press conference."You will find that the IP we are pushing this time is not the type with very high subscription revenue. We have made a balance." He said,"Ali Literature is very young. We have no regulations on what to do or not to do. We are very liberal in selecting types, and at the same time we also provide support for some weaker types."

Online literature was born in 1998. Zhou Yun believes that the period from 1998 to 2004 was the embryonic stage of online literature, when it had not yet formed an industry; from 2004 to 2010, the industry generally believed that it was the Internet 1.0 era, which was based on the PC Internet. At this stage, many high-quality online literature websites emerged; from 2010 to 2016, mobile terminals developed rapidly, and the online literature industry officially announced its commercialization.

2016 is a big year for online literature and has landmark significance in its development process. This year, the concept of IP has become rapidly popular, and more and more people have discovered that in addition to mobile reading and monetization, online text IP can also be adapted into comics, film and television dramas, and games, bringing more benefits to copyright owners and platforms. In 2016, there were many online adaptations of film and television works released, with mixed reputation.

Zhou Yun said: "Everyone is now discussing the top big IP of online literature. Let me ask a question. If a film and television company or game company spends a lot of money to buy the so-called top-level IP, how much cost will it have to invest to ensure that it can protect capital and make money? Film and television operations have their own rules. When the cost of a thing reaches a certain height, no link can afford it."

At present, top-level IP faces two very important practical problems. First, top-level online text IPs are getting more and more expensive, but the value they can bring in the end may not be as high as expected; second, there are very few top-level online text IPs, some are eager to buy, and many IPs have not been well cultivated. They rush to the line and become failure cases. The realization rate of truly successful online text IPs is not high.

"After rushing to consume the top-level IP, where are the new top-level IP? This is a question worth considering in the industry. The existing top-level Internet IP is the result of long-term cultivation. Some have accumulated a stable audience after more than ten years of development. As a result, they are all realized in a short period of time by eager investors. If the development is not good, this IP is a rotten street, and the value of subsequent development will be lost. We can only use a new IP, and the new IP is destroyed using a similar path. This is like growing wheat in a field. The good wheat is cut off but the new wheat does not grow. We now fully consider this, so we are willing to spend more financial resources and resources to find high-quality authors and give him other paths to cultivate them." Zhou Yun said.

What makes Zhou Yun feel gratified is that this year's emergence of a wave of IP with realistic themes has gained good reputation and high ratings after being adapted into TV series, and has also laid a good foundation for the subsequent linkage of films and films.

Zhou used "In the Name of the People" as an example. Before it was made into a TV series, it was a physical book, but what surprised all online platforms was that "In the Name of the People" had very high sales and subscriptions on multiple online platforms. This also shows the truth that readers 'willingness and ability to consume have been cultivated. As long as it is high-quality content, many people will be willing to pay for it.

In the past few years, online text IP has been adapted into film and television dramas. The real success has been that it has grasped the core of the spirit of online text well, and the content expressed is inspiring and endowed with positive energy. The film and television dramas produced by this IP have a general reputation. Very good. However, some other adaptations were shoddy, deviating from some positive content in the original IP, mixed with more so-called market-oriented things that cater to the audience, and did not have a good response.

Zhou Yun revealed that the future of Ali Literature is not only about making Internet IP, but also includes other IPs. Instead of waiting until a certain IP has been fully verified in a certain field before doing it, it is better to lay out in advance. As long as it meets the standards of positive energy, good worldview, and enjoyment.

Editor: Xiongwei