Ana of Huaxu's Cultural Palace: Mobile Internet is the background for the start of China's film derivatives

全文约0字，阅读需要0分钟

As a representative of the domestic emerging IP derivatives development team, Gong Ana, founder of Beijing Huaxu Cultural Investment Management Co., Ltd., shared her views on the development of China's film derivatives industry with reporters. As a representative of the domestic emerging IP derivatives development team, Gong Ana, founder of Beijing Huaxu Cultural Investment Management Co., Ltd., shared her views on the development of China's film derivatives industry with reporters.

As a representative of the domestic emerging IP derivatives development team, Gong Ana, founder of Beijing Huaxu Cultural Investment Management Co., Ltd., shared her views on the development of China's film derivatives industry with reporters.

On April 18, the "6th Beijing International Film Festival-China Film Derivative Industry Summit Forum" was grandly held at the Beijing International Hotel. This forum is the first summit forum in China focusing on the field of China's film derivatives industry. It attracted experts, scholars and industry representatives from the global film derivatives industry, as well as nearly 400 people from well-known domestic theaters, manufacturers, major suppliers, and senior executives of product R & D and design companies attended the meeting to discuss the development path of China's film derivatives market.

As the box office of China films is about to dominate the global film market, the development of the entire industry chain of China films has turned China film industry into a larger blue ocean market. Drawing on data from the development of the Hollywood film industry, one of the most important links is the development and operation of the film derivative industry.

Not every movie is suitable for developing film derivatives. This is a classic sentence in this forum. Warner Bros. releases 20 films globally every year, of which only 2-3 develop related derivatives. Strong IP resources are the foundation of the development of movie derivatives, which means that IP must not only have a high reputation, but also have a deep emotional resonance with consumers. This is the core of the development of movie derivatives, such as the "Force" of "Star Wars", the "Justice" of "Transformers", and the "warmth" of "Super Marines". Emotional resonance is the derivative source of all themed derivatives.

China's film derivatives industry has encountered the mobile Internet era since its inception. Gong Ana believes that this is the most industrial background that cannot be ignored. The mobile Internet is disrupting all inherent business operating models, including the film industry. The most direct manifestation: The mobile Internet has sharply reduced the time and space costs of film promotion, distribution, ticket purchase, movie viewing, review, and sharing. This allows movie derivatives to be no longer just movie aftermarket products, but to undertake the task of promoting and monetizing movie releases through the Internet and mobile Internet before the movie is released. 2015 's "Star Wars 7" was launched in China's film derivatives market three years before its release. Before the film was released, not only did online and offline film derivatives attract attention, but also through the theme mall in cooperation with Ali, it also achieved a win-win situation for the film company and other officially authorized derivatives.

The changes brought by the mobile Internet to the film derivatives industry are not limited to sales and operations, but also include product development and sales channels. With the maturity of AR and VR technologies, the product form of movie derivatives will also extend from consumer goods to virtual derivatives; and the one-click purchase brought by the mobile Internet has also undergone qualitative changes in the channel of movie derivatives. The largest sales channel for movie derivatives in the future should be online media.

Based on the above industrial background of the mobile Internet, movie derivatives are no longer a product transformation of simple IP images. We should consider "burying obstacles" for movie derivatives from the script stage. That is to say, we need to give consumers a "reason to buy" from the plot, which still needs to go back to what kind of emotional resonance the movie itself needs to achieve with consumers. At the same time, the development and operation of derivatives will also be closely linked to the product cycle and brand cycle of the entire film, which requires the film company to have detailed development strategies and execution plans from the beginning. Today, when the industrialization of my country's films is not yet developed, how to integrate the superior resources of each link will be the key to the development of film derivatives.

Gong said Huaxu, as a new force in China's IP derivatives industry, is trying to integrate IP derivatives design and development with online and offline sales operations from a new perspective. The company currently has reached strategic cooperation with China Film Marketing, a subsidiary of China Film Co., Ltd., which specializes in developing film derivatives. The brand derivatives tailor-made for China Film Co., Ltd. were also unveiled at this Beijing Film Festival. In the future, they will be under the China Film Co., Ltd. Comprehensive cooperation will be carried out in the development and channel integration of new and old film derivatives.