Xiaomi founder Lei Jun said that the Internet thinking is the seven-character Sutra: focus, extreme, word-of-mouth, fast.
How can these seven words be applied to the film and television industry? Internet-thinking film and television companies will focus on only making a series of movies; extreme, stories and visual effects are extreme; word-of-mouth does not have to rely on tens of millions of publicity fees, and every time a new film is released, fans and audiences will follow; fast, the film is produced to release quickly, respond quickly to social hot spots, and commercial movies are actually quickly consumed.
the film and television industry should learn from Xiaomi. Xiaomi quickly took several years to achieve a market capitalization of more than $10 billion, making it a giant at the same level as JD.com and BAT in China's Internet industry. Throughout the success of Xiaomi, we summed up the three major models are worth learning from the film and television industry.
I. thinking articles, Internet thinking and pigs on Taifeng mouth. II. Products, making explosives and imitations. III. Marketing: free mode and user (fan) mode. Let's first talk about "thinking like millet". The film and television industry should first clear its mind, reinstall a set of Internet thinking system, first learn Xiaomi's thinking, the right way of thinking, the right direction. There are two most important points for thinking to learn from Xiaomi, that is, Internet thinking and pigs in Taifeng mouth. < strong > I. the concept of Internet thinking < / strong > Internet thinking is very popular recently. So what is Internet thinking? Xiaomi founder Lei Jun said that Internet thinking is the seven-character True Sutra: focus, extreme, word-of-mouth, and fast. how can these seven words be applied to the film and television industry? Internet-thinking film and television companies will focus on only making a series of movies; extreme, stories and visual effects are extreme; word-of-mouth does not have to rely on tens of millions of publicity fees, and every time a new film is released, fans and audiences will follow; fast, the film is produced to release quickly, respond quickly to social hot spots, and commercial movies are actually quickly consumed. 1. The Internet is not only a tool, but a kind of thinking for film and television companies, it is more to regard the Internet as a concept, a tool. Feel that the Internet is at best a supplement to the film and television industry, but in fact, the Internet is running towards subversion. For example, video sites in subverter TV, online ticketing sites accounted for 50% of the market share of the movie box office in the blink of an eye. Film and television companies all lack Internet thinking, so the film and television industry is a slow industry, an industry with high risk, high input and low output. Established film and television companies such as Light and Huayi have been working silently for more than ten years, and they are all slow companies. but must a successful film and television company be a slow company? Letv Pictures is a film company with an out-and-out Internet model. It took only two years to catch up with the light and step into the ranks of first-tier companies. Huayi has a total box office of 3 billion yuan a year, isn't it? But Meituan Cat's Eye movie will sell more than 5 billion tickets online in 2014, so it is the largest film and television company! if film and television companies learn to arm themselves with Internet thinking, then you will use the wings of the Internet to become what Lei Jun called "the pig in the mouth of the typhoon"! With the help of the typhoon on the Internet. 2, & nbsp; Internet thinking is to do multiplication, the traditional thinking is to do addition. Internet thinking applied in the film industry is to take a product to the extreme, then multiply it and copy it in batches. the traditional thinking of film and television companies is to add. Make 5 films this year, 10 next year, and make 10 different films. Because traditional films are not a standardized production model, they are not economical in scale. Internet thinking is to do multiplication, only do one series (for example, 007), a series out of 10. Just like opening a restaurant, do you open 10 different restaurants to make money, or do you open 10 chain restaurants like McDonald's? Don't worry. while the practice of traditional film and television companies is to find all kinds of directors, good books, and good project investment. Doing projects depends on experience and intuition, so it is difficult to standardize production. how to standardize movies and TV dramas? American TV series are a good example of fully standardized production. The big director directs the first two episodes, and after determining the style, the rest will be handed over to different directors, each episode may be a director, but because the style has been standardized, the audience sees a story with a unified style. if the film and television industry wants to expand tenfold, it must be replicable. To copy is to do multiplication, to create an image, and then to reuse it, including sequels that can be used in derivatives. Multiplication can only be done through standardization. To put it more popularly, only making James Bond, Spider-Man, Pirates of the Caribbean and Shrek can continue to make money with closed eyes. Hollywood has become the world of sequels in recent years, and this trend is even more obvious in the future. Disney is such a model that not only the image of the series can be made in sequels, but it can also be copied on derivative products such as clothing, toys, theme parks and other derivative products, making many times more profit than at the box office. So the series of movies is the general trend in the world, to put it simply, it is to do multiplication mode. < strong > 2. To be a pig at the mouth of a typhoon, no one can beat the trend < / strong > Lei Jun sums up Xiaomi's success, the most important thing is not the team, products, marketing, service. The most important thing is to encounter a "typhoon mouth". When a typhoon blows, even a pig can fly. To put it bluntly, it is to conform to the trend. If your business wants to be successful, you must find your "typhoon mouth" within the scope of your ability. if you can understand the meaning of "Pig on Typhoon mouth", it will make you successful ten years earlier! I believe that every filmmaker has ever wanted to change the industry, or even China! But it turns out you can't even change your situation. And those successful people and successful companies are because of the two words: "conform to the trend"! Many people tragically and heroically pawned Don Quixote all their lives but did not understand this truth. so, where is the "Taiwan wind mouth" of the film and television industry? in the field of the combination of traditional film and television and the Internet, the Internet subverts the film industry, which is the general trend! although many traditional filmmakers reject the Internet, they think that Internet film and television is grassroots, unprofessional, and even vexatious. Although the Internet will be more virtual at the beginning and there will be more bubbles, "once the trend breaks out, it will not be a linear development." It will accumulate power in the invisible, and finally suddenly burst into an avalanche effect. Any force that is unwilling to change will be destroyed in the face of an avalanche and marginalized by the market. " so for film companies, not embracing the Internet is tantamount to waiting to die. Defeat like a mountain, in the face of the general trend of the Internet, no one, any company, any monopoly, can not resist. Let me talk about the specific trends in the film and television industry. 1, TV. TV stations are in decline, ratings are declining year after year, and young people are staying away from TV sets. In less than two years, the television industry, like the newspaper industry in the past two years, closed down one after another and employees fled one after another. Although the TV station is still a behemoth, although Uncle Li SMG wants to deal with "hundreds of billions of scale" media groups, although radio and television is desperately banning it. But the failure of the TV station has been revealed, and it is only a matter of time before those invincible monopolies will collapse in an instant like the Qing empire. 2, movies. the Internet has subverted the traditional distribution mode, and the Internet of film distribution and the e-commerce of film marketing have become the mainstream. First of all, the market share of online ticketing sites is likely to reach 50% this year and 80% in the next three years, occupying an absolute monopoly position. in the longer term, cinemas may disappear, as iqiyi's Gong Yu said recently. The number of moviegoers in North America has declined year after year, and so will China in the future. Although in the short term everyone thinks that China's film industry will grow year after year and the film screen will increase year after year, in the longer term, maybe in three or five years' time, the number of viewers in the Chinese film industry will be the same as that in the mature market in North America. Because young audiences have games and other more exciting and fun forms of entertainment can replace movies. This is not to say that the content of the movie is gone, but that the form of the movie that goes to the cinema may have to be changed. People may not have to go to the cinema to watch a blockbuster movie on the online cinema line of the video website at home for 5 yuan, and they can watch it on their mobile phones, PC, and home theaters. The future will be like science fiction movies, wearing a high-tech blindfold can fully experience the movie 360 degrees, like the protagonist immersive, but also can choose the plot development, much more real than the current 3D effect. 3, Internet with the rise of Internet film and television, the multi-screen era is coming. in fact, there is no need to be afraid of the ban of the SARFT. Yes, not only you and I can't beat the trend, but also the SARFT. In the face of the general trend of the Internet, any hindrance force will fail miserably. Restrict set-top boxes, APP, and smart TVs, and the end result is that viewers don't watch TV at all and get into the embrace of the Internet more quickly. Now that Apple is launching a 12-inch tablet, people are more and more used to watching videos anytime, anywhere, and people spend less and less time at home. Cinema may decline in the future, but audiences will get used to watching movies on the Internet, mobile phones and home theaters, and a film will earn more in online cinemas than in brick-and-mortar theaters. It is not uncommon for entertainment content to earn more on the Internet than offline, which has long been achieved in the music industry. The song "Mouse loves Rice" earns more than 100 million yuan in CRBT, far more than a traditional record. 4, audience. Movie audiences are being replaced by young audiences, and directors will all be replaced by young directors. The success of indicates that Chinese directors and audiences are changing the main force of the film audience from post-60s and post-70s to young audiences of post-80s and post-90s. The upgrading of the audience leads to the demand for new forms of films in the market, which leads to this round of upgrading of Chinese film directors. Let the mainstream directors also change from the original post-50s and post-60s to the post-80s (late 70s), or even the future post-90s. In the future, there will be a large number of amateurs and new directors to create box office miracles, until the replacement of new and old directors is over. Therefore, it is not the success of the "layman" director, but the success of the "young" director. It is not the actor-to-director or the writer-to-director, but the new director to take over the old director as a whole. It is not the renewal of the industrialization model from the traditional workshop to Hollywood, but the renewal of the age of the director. The reason for the backwardness of Chinese films is not the outdated technology, but the outdated thinking. & nbsp;
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