Liu Fei of iQiyi Pictures: Be the 4A company with the most Internet characteristics in the film industry

As a film company born with Internet genes, iQiyi Pictures 'outstanding performance in marketing makes people very curious about the team behind it. To this end, Yi En interviewed Liu Fei, general manager of the marketing center of iQiyi Pictures, and analyzed in detail their unique approach to film marketing.

Liu Fei, general manager of iQiyi Pictures Marketing Center

, recently, the 6th China Entertainment Innovation Summit hosted by Art En came to a successful conclusion in Beijing. All the ENAwards awards that commended the entertainment industry were also honored. Among the winners of the "Best Entertainment Marketing Case", one of the most popular awards, iQiyi Pictures '"100+" brand alliance action planned for the movie "Gorgeous Office Worker" is very eye-catching.

With the development of mobile Internet and new media, film marketing is showing a rapid change trend. The audience's subjective initiative in the entire marketing process continues to increase, especially the rise of fan power, which has made the Internet's convenience in film marketing., openness, and diversity have become increasingly significant. As a film company born with Internet genes, iQiyi Pictures 'outstanding performance in marketing makes people very curious about the team behind it. To this end, Yi En interviewed Liu Fei, general manager of the marketing center of iQiyi Pictures, and analyzed in detail their unique approach to film marketing.

The award ceremony of the "Best Entertainment Marketing Cases" at the 2015 China Entertainment Index Ceremony

broke through the profit bottleneck to publicize and establish an industry brand.

As of September 17, Tencent Pictures was officially established, and several Internet companies have basically completed their layout in the film field. Each film industry has formulated key development strategies based on its own advantages. For example, LeTV Pictures 'advantages lie in the entire LeTV ecosystem behind it, including TV hardware LeTV; Tencent Pictures will leverage the channel advantages of video platforms and entertainment channels; and Heyi Pictures will build three platforms: IP incubation, new filmmakers and fans, covering content creation, talent training and fan economy. On the other hand, iQiyi Pictures leverages the resources and platform advantages of iQiyi Video Platform, Baidu, Xiaomi and PPS to simultaneously advance several major businesses such as investment, copyright, marketing promotion, and distribution.

As an important department of iQiyi Pictures, the responsibilities of the marketing center include four businesses: content marketing, integrated marketing, online theater marketing and media promotion. Content marketing focuses on the marketing of the film itself. Most of the personnel come from within the film industry. They focus on the overall positioning of the publicity direction, content system planning, and event marketing promotion. They also use the investment, copyright, and distribution sections of iQiyi Pictures to intervene in the overall project at the initial stage, upgrading film marketing from the traditional "post-entry" to a behavior that runs through the entire film project; Integrated marketing is responsible for integrating and connecting movies with all available internal and external resources, and innovating marketing models through the combined application of media, brand, IP derivative and other modules. Most of the business members have a 4A company background; online theater marketing focuses on the marketing of big movies and genre films into online theaters, focusing on exploring a practical marketing channel for the future of iQiyi Pictures 'cinema and online co-distribution models; Media promotion provides media channel services for the above three businesses, effectively utilizes new media and traditional media resources, combines different film types, and establishes relevant media data systems to effectively reach target groups and achieve box office conversion.

Unlike traditional film marketing companies, profit is not the direct purpose of iQiyi Pictures 'marketing center. iQiyi Pictures is placed under the entire iQiyi ecosystem to serve movies. Liu Fei revealed: "When we talk about a project, we don't just talk about publicity, but the seven business lines of IP development, investment, production, copyright, publicity, games, and derivatives are advancing simultaneously. You don't have to cooperate in every aspect, but you must pursue maximum cooperation." This gives the marketing team more room to be creative. When it comes to creativity, she confidently said: "More than 90% of our team are born in the 1980s, and more than 50% are born in the 1990s. There is no need to worry about creativity.

Gathering hundreds of millions of fans "Gorgeous Office Workers" to create a win-win ecosystem

This time, the "100+" brand alliance action of "Gorgeous Office Workers", which won the best entertainment marketing case of the 6th China Entertainment Innovation Summit of Art En, was planned and implemented by the integrated marketing department of iQiyi Pictures. Wang Xiaoli, director of integrated marketing, explained what she did: "Online generation film marketing requires multi-dimensional integration and innovation, and needs to be more three-dimensional and full. Every interaction is a process of accumulating strength and connecting with users. The openness of the film industry and the powerful resources that the iQiyi platform can link to give integrated marketing more innovative possibilities: We have effectively promoted innovation in connection and transformation of movie users by integrating resources from the four major platforms: Baidu, Xiaomi, iQiyi, and PPS; achieved innovation in cross-border integration models of film marketing through media alliances, brand alliances, and channel alliances; and carried models such as lifestyle, scene orientation, and derivative development have effectively promoted the innovation of user operations and value-added services based on IP operations."

In addition to the integrated and innovative application of platform resources, iQiyi Pictures Marketing also draws on the essence of international 4A and international brand communication, combines the professional, systematic, and standardized operating model of brand communication with film marketing, and uses "ingenuity" to treat every movie. It is regarded as a brand to create, and effectively combines the characteristics of the film entertainment industry to produce the required "burst" effect in a short period of time.

In the "Gorgeous Office Worker" project, the integrated marketing section not only effectively integrates platform resources such as Baidu, iQiyi, and Mobile device, but also creates a derivative game of the same name through the PPS platform, taking advantage of resource advantages, platform advantages, and innovative content product design and accurate user positioning, integrating 100+ brands, and each brand combines its own characteristics and movies to jointly promote it, realizing "fissile" marketing with the "Four in One" as the core. Achieve bundled marketing of big brands and big movies, creating an efficient fan sharing model. This form is used in the marketing of the movie "Gorgeous Office Workers", which focuses on workplace life. It is not only the most accurate and just right, but also achieves interaction and deep communication between the movie and the brand, creating a shareable mechanism for fan management, and further opens up a win-win ecosystem of "platform-brand-movie". This not only tests iQiyi Pictures 'understanding and control of resources and brands, but also requires the team to have very strong execution and collaboration capabilities.

In

addition to the award-winning "100+" brand alliance action, some members of Liu Fei's elite team, the iQiyi Pictures Marketing Center also created three event marketing events for "Gorgeous Office Workers":"Office Workers brainwashing song" and "spoof Office Workers": poster "and" What are Young People Afraid of ", which had a very good communication effect. "Gorgeous Office Workers" is not the first case done by the iQiyi Pictures Marketing Center. Since its establishment in 2014, the marketing center has done "Penguin of Madagascar","One Step Away", and "Woman of the Dynasty." Yang Guifei "," Breaking the Wind "and other films. From event marketing and new media marketing at the beginning to joint marketing and full-case marketing, the role and role of the marketing center in film marketing has become increasingly critical.

Through continuous practice of new cases, the iQiyi Pictures Marketing Center has fully opened up internal and external resources, media resources and channel resources, ensuring the information dissemination rate and achieving deep interactive communication between the film and external resources. Even if we encounter a word-of-mouth crisis, we can effectively guide word-of-mouth through solid film ontology analysis and external breakthroughs.

A new field of precise pulse cutting opens a precedent for online theater marketing

. In 2014, with the popularity of the "Erlong Lake Hao Ge" series and "Taoist Out of the Mountain", big online movies quickly attracted attention with their low costs, high returns and good development momentum. More and more capital has entered this field. As the most important platform for launching big online movies, iQiyi also regards the development of big online movies as an important strategy for its film business. However, regular publicity can no longer satisfy the production and distribution of large online movies. Demand from both the producers and the iQiyi platform made the marketing center decide to establish an online theater film marketing department. The iQiyi platform's rich background data and distribution experience in online big movies also makes the marketing center more advantageous than other companies in marketing online big movies.

In addition to marketing big online movies, the new department will also try full-case marketing of high-concept films that "have Internet characteristics and are suitable for dissemination on the Internet" online offline and simultaneously released online and Internet. In early 2015, iQiyi signed a strategic agreement with Hong Kong director Wang Jing. The two parties stated that they would cooperate to launch six heavyweight films, which are expected to be released simultaneously in theaters and online. Recently, iQiyi has reached an in-depth strategic cooperation with China3D and plans to co-produce 12 films. "These films may be released in theaters and on the Internet. Although the characteristics of the two channels are different, they both have their own market segments. We hope to focus on this segment and provide better services for these films." These behaviors all coincide with iQiyi's strategy of "hoping to provide feedback to Internet users with content that conforms to Internet viewing habits." "I hope that in the future, I can do full-case marketing for no less than 20 key online theater movies and regular marketing for some excellent non-theater movies every year. "Liu Fei put forward such a goal.

A marketing center that occupies an important position in iQiyi Pictures and even the entire iQiyi territory, effectively uses platforms and resources such as iQiyi, Baidu, Xiaomi and PPS to open up different external media, channels and brand resources to achieve integrated marketing communication and The effective integration of film content communication is injecting a strong force into the film marketing industry in mainland China, with the tendency of latecomers to take the lead. The simultaneous development strategy of iQiyi Pictures 'several business lines has also helped it embark on an unusual path in the highly competitive Internet film industry.

Editor: yvonne