Baidu glutinous rice Zeng Liang: Injecting Internet genes into China's film industry

On May 15, the 12th China International Cultural Industry Expo and Fair "2016 Cultural Venture Capital Summit" was held in Shenzhen. Zeng Liang, Vice President of Baidu and General Manager of Baidu Nuomi, attended and delivered a speech.

On May 15, the 12th China International Cultural Industry Expo and Fair "2016 Cultural Venture Capital Summit" was held in Shenzhen. Mr. Zeng Liang, Vice President of Baidu and General Manager of Baidu Nuomi, attended the event and shared with many guests in the investment and cultural fields. He shared a wonderful speech titled "Injecting Internet DNA into the Chinese Film Industry" to discuss how the Chinese film industry, which is under the wind, can collide and integrate with the Internet. It also introduced the future strategic layout of Baidu Nuomi Pictures, the leader in the Internet film industry.

Currently, the Internet + film and television field is growing into a new blue ocean. Data shows that in 2015, the domestic box office market of China films exceeded the 40 billion yuan mark for the first time, and the year-on-year box office growth and online conversion rate far exceeded those in North America. A series of favorable policies are also being injected into the film industry. In June 2014, seven ministries and commissions launched support policies to promote the development of the film industry. In September 2015, the State Council executive meeting passed the "Film Industry Promotion Law of the People's Republic of China (Draft)." Policy support continues to deepen and promotes the great development of the domestic film industry. At the same time, the widespread popularization of Internet movie platforms has cultivated users 'movie-watching habits, and the Internet movie platform represented by BAT has promoted the optimization of the film industry. Industry insiders predict that the box office of China films is expected to surpass North America in 2018 and rank first in the world. There is great room for development in the China film market.

Internet DNAoptimizes the structure of China's film industry

Today, the embrace and integration of the Internet and film industries is a general trend. The Internet platform represented by BAT has penetrated into all aspects of the film industry.

Zeng Liang used Baidu Nuomi as an example to introduce that in the downstream of the film industry, Baidu Nuomi has cooperated in depth with theaters to launch the Super Theater Plan to help theaters build sales and derivatives platforms, effectively solving the problem that theaters have long relied on a single box office revenue structure. The "GoldenEye Project" launched by Baidu Nuomi using big data technology in conjunction with theaters can not only reflect the theater's attendance in real time, but also help theaters scientifically adjust film layout and reduce the vacancy rate. In addition, Baidu Nuomi has cooperated with cinemas to launch joint membership cards and invest in cinemas and other actions have also tied itself closer to the downstream of the film industry.

At the Beijing International Film Festival held in April this year, Zeng Liang once proposed that big data technology could allow film publicity to bid farewell to the black box of experience. In the past, the traditional movie publicity model invested heavily and was inefficient, but the big movie viewing data on Baidu platform can accurately depict crowd portraits, target movie audiences, and help movie publicity and release targeted. In addition, relying on the strong user traffic of Baidu platform can also help excellent films achieve box office success. Among the top ten films at the box office last year, 7 were domestic films, and Baidu Nuomi has in-depth cooperation with 6 of them.

Behind the IP craze is closely related to the layout of Internet movie platforms and the favor of capital. Zeng Liang introduced that in terms of IP investment, Baidu Nuomi can analyze user needs through big data mining, predict the box office of the IP market, help control investment risks, and achieve reasonable allocation of funds. After IP becomes popular, it can further create a derivatives economy and fan economy and activate the entire film industry chain. Baidu Nuomi's recent original online drama "Glutinous Rice Box Box Show" has made a small attempt in laying out the Internet celebrity economy and fan economy, and has also created a new model of "pushing movies through movies".

The trinity of technology product marketing seizes the movie outlet

How to seize opportunities to seize favorable terrain under the wind of the film industry, each participant needs to exert its differentiated advantages to the extreme. Zeng Liang introduced that Baidu Nuomi has its unique advantages in entering the film industry and has formed a trinity ecosystem of technical product marketing, that is, with big data as the core driving force, product platforms exerting matrix effects, and fan economy building a marketing ecosystem.

Big data technology is an important support for Baidu Nuomi. Zeng Liang said that by mining and analyzing the massive data accumulated over the years by multiple billion-level user platforms, it can provide extremely valuable information for IP layout selection, investment risk assessment, and film publicity. reference.

The multi-platform matrix is a new strategic layout released by Baidu Nuomi at the Beijing International Film Festival held in April this year. According to Zeng Liang, the multi-platform matrix takes the Baidu Nuomi Film Platform as the core, and has derived a platform matrix such as advertising, finance, fans, and performances. "Through the matrix effect, film platforms can enhance the popularity, credibility and influence of other derivative platforms; in turn, the platform matrix can also provide supplies to film platforms, provide themes, funds, fans, and users, and use the unique methods of the Internet to grow the film industry."

In recent years, the strong consumption power of fans has long been widely recognized by the market. At the 2016 Cultural Venture Capital Summit, Zeng Liang also focused on the introduction of Baidu Nuomi's construction of a marketing ecosystem through the fan economy. Baidu Nuomi's creation of fan economy is not limited to movie ticketing. Movie derivatives, celebrity surroundings and interactive benefits among celebrity fans will all be the focus of the fan platform. Baidu Nuomi has also joined hands with platforms such as Baidu Post Bar, Baidu Search, and iQiyi where celebrity fans are active to create a complete ecological closed loop for fans to obtain information, track information dynamics, participate in interactions, and chase stars. With this closed loop of fan economic ecology, once fans 'interest is stimulated, they will receive a geometric explosion.

After more than a year of development, the market share of Baidu glutinous rice films has increased month by month. According to the "2016Q1 China Online Movie Ticket Booking Special Research Report" released by Ai Media Consulting, Baidu glutinous rice ranked second in the first quarter of 2016 with a share of 20.1%. According to the "Top Ten Phenomenal Chinese Films Report of 2015" released by Yi En, Baidu Nuomi has in-depth cooperation with 8 of the top ten phenomenal films in 2015. In addition, Baidu Nuomi has also set firsts in many industries, including the first "Super Saturday" movie-watching brand day, the first "Member +" model, the first investment in a theater management company, the launch of the first super theater mall, and the first assistance in theater crowdfunding and creating big data "user portraits" to guide film publicity. "The outstanding results come from the continuous innovation of Baidu glutinous rice and the driving force of these three core competencies," Zeng Liang concluded.

Editor: queenie