Ciwen Media Ma Zhongjun: The key to industry development lies in truly "awakening" IP

"Enterprises develop IP. In the past, you bought single items, but now you have the opportunity to buy sets." Ma Zhongjun said that owning IP is actually only the first step. How to derive it and whether there is enough business line support is very critical; although IP has fans accumulated, how to wake up is also very critical, and this will also become a common issue facing the industry.

As a major IP reserve, the "Flower Thousand Bones" created by Ciwen Media last year has long become an industry model for in-depth IP development in the industry. On July 16, Ma Zhongjun, Chairman of Ciwen Media Group, appeared at the 4th International Cultural Industry Management Annual Conference to share the new situation of the development of the cultural and creative industries on the spot, and proposed how to "wake up" IP in the context of the industry boom. Become a new topic facing the development of China's cultural and creative industries.

Ma Zhongjun, Chairman of Ciwen Media, overtaking in

corners under the changes in the Internet

"Currently, the development of China's cultural and creative industries is undergoing major changes. The core force driving the change is the Internet, especially the rapid development of the mobile Internet, which will almost completely change the pace of development of this industry, making everything unfamiliar, fresh, and more full of suspense and expectation." Ma Zhongjun admitted on the spot that the current development of the cultural and creative industry is like overtaking in corners under the changes in the Internet.

According to the latest data released by the Ministry of Industry and Information Technology of China, in January 2016, the number of mobile phone users in China reached 1.28 billion. Among them, mobile broadband users, namely 3G and 4G users, saw a cumulative net increase of 53.164 million, bringing the total to 759 million, accounting for 59.3%. In January this year alone, mobile Internet access traffic totaled 540 million gigabytes, a year-on-year increase of 120.9%. At the same time, China's online audio-visual service industry market continued to maintain rapid growth in 2015, and the revenue of the online audio-visual industry reached 53.15 billion yuan. This figure increased by 36.8% from 38.86 billion yuan in 2014. Among them, online video, as the core business of the online audio-visual industry, accounts for almost half of the country, and the market size has increased by 50% year-on-year, exceeding the 35 billion yuan mark for the first time. "The changes that such a set of numbers will bring to the film, television and entertainment industry are huge. Obviously, there will be even greater breakthroughs this year!" Ma Zhongjun excitedly said that the online audio-visual industry is accelerating the development of China's film, television and entertainment industry, giving China's film and television cultural industry a new opportunity to "overtake in corners" with developed countries and regions such as Europe, America, Japan and South Korea.

IP, IP, still IP!!

Today, the IP craze has penetrated into all aspects of the development of China's cultural and creative industries. "I believe that IP has become a hot word, which first represents that the development of China's cultural and creative industries has entered a new stage, that is, the emphasis on intellectual property rights has shifted from the cognitive level to research and development at the industrial level. Only by entering the level of industrial research and development and allowing intellectual property rights to exert their wealth-creating effect is the basic respect and true protection of intellectual property rights. Regarding the value of IP, professionally speaking, it can form a pan-entertainment ecological layout; more broadly speaking, it means using what was originally popular in other channels, quickly forming a snowball effect-not only reusing the original fans, but also gathering new fans in other channels."As the helm of a major IP player, Ma Zhongjun has unique and profound insights on IP development.

Regarding how to maximize the snowball effect, Ma Zhongjun told reporters,"The prerequisite for the development of a complete IP industry chain must first have a large overall arrangement. First, we must refine the outlines and figure out what the core values of this story are. By mining the core values and then redistributing them. On the basis of finding matching user groups, we must have an in-depth understanding of movies, TV, Internet, theme parks, games, etc., and then arrange the priority of IP development according to the rhythm."

Looking at the domestic IP development model, it is not difficult to see that most of the development trends are based on IP and multiple linkages between games, literature, music, video and other services. "However, all this requires the support of the company's ecology. Innovation is more like a gamble. Companies cannot afford to lose under huge competitive pressure, so everyone will choose a proven way to do something. In my opinion, this is like a re-extension of the fan economy, or a re-excavation. While deriving popular IPs into various content, it is also a way to re-explore the value of previous fans. Enterprises develop IP. In the past, you bought single items, but now you have the opportunity to buy sets."Ma Zhongjun said that owning IP is actually only the first step. How to derive it and whether there is enough business line support is very critical; although IP has fans Accumulate, how to wake up is also very critical, and this will also become a common issue facing the industry.

In addition, regarding the adaptation problems that IP development needs to face, Ma Zhongjun reminded developers that before adapting, they must fully study users, understand clearly the extent to which the user group can allow you to adapt, clarify boundaries, and reasonably grasp the issue of "degree" of IP adaptation.

Any film and television genre is likely to become

a hit in the 1990s and even the 2000s generation in China, laying the foundation for the development of the Internet-based cultural and creative industries. The content of hot money will also appear on more open platforms and ecosystems with increasing probability."Hua Qiangu" created by Ciwen Media in 2015 can be called a phenomenal "hot money".

Regarding

how to create a hit movie, Ma Zhongjun said in an interview with reporters that any type of film and television drama may become a hit movie, and the current hit "Lao Jiumen" may also become a hit movie this year. This is not only because it is a male-oriented adventure movie and television work, but also because in addition to Zhao Liying, there are many young fresh meats, and the production is excellent, so both men and women will like it. For a film to become a hit, it not only needs to have content themes that young people like and stars (fresh meat) that are generally popular among the public, but also needs to reach a fairly sophisticated production level in terms of quality.

Editor: Nancy