Former CEO of Baidu Literature Liu Feng is in charge of Cat Film: User-operated products form a series

After Baidu Literature was acquired by Perfect Film and Television, Liu Feng, who was not satisfied with only doing capital operations, met Wang Yuren, the founder of Cat Film. After a long talk between the two people who had exchanges and cooperation as early as the Thunder era, Liu Feng discovered that the two had the same ideas for IP development. Therefore, among many "next home" pursuits, he parachuted "Cat Film" as CEO.

Original title: Former CEO of Baidu Literature Liu Feng is in charge of cat films: The core of IP operations is user

Liu Feng, an Internet enterprise manager who was born as a product manager. He has entered the public eye with the aura of "Thunder Watch Video First CEO" and "Baidu Literature Group First CEO". Now he has left the familiar industry and came to a relatively unfamiliar field such as cat films. What prompted him to make such a choice? The reporter began his interview with Liu Feng with a series of questions.

The birth of the industry comes from users 'preferences, industry development comes from the integration of resources

. As the earliest generation of Internet users in China, Liu Feng has always liked to read novels on the Internet since the birth of online literature. He has also written novels himself, and has a lot of knowledge about the development and evolution of the domestic online literature market. In the three years he led Xunlei to become a pioneer in the video industry, he noticed the role of online literature as a bridge connecting the cultural content market and the Internet market. In 2013, he discovered that derivative products expanded around literary IP (intellectual property rights, the same below) would be a major trend, so he resolutely left Xunlei and joined Baidu, serving as the first CEO of Baidu Literature, and led Baidu Literature to complete The key challenge of stopping losses, increasing efficiency, and stabilizing transformation. After Baidu Literature was acquired by Perfect Film and Television, Liu Feng, who was not satisfied with only doing capital operations, met Wang Yuren, the founder of Cat Film. After a long talk between the two people who had exchanges and cooperation as early as the Thunder era, Liu Feng discovered that the two had the same ideas for IP development. Therefore, among many "next home" pursuits, he parachuted "Cat Film" as CEO.

Regarding IP operations, a term that has been very active recently, Liu Feng has a different understanding from most people in the film and television industry. In this regard, the reporter specially selected several hot topics to discuss with Liu Feng.

"Flower Thousand Bones" and "Nirvana in Fire": The linkage between movies and games is very successful, but there is no direction in the follow-up

. The explanation for the IP operation routine is probably to use the current popularity of IP to purchase and invest in some excellent works, support authors, and explore screenwriters., directors, and joint game makers to create an industrial chain centered on IP.

But in fact, Liu Feng also admitted that this goal is not easy to achieve: "Difficult. The rise of smartphones and the popularity of the mobile phone novel reading model have indeed caused IP to become popular in recent years, especially in 15 years, causing game makers to intervene and turn novels into games and film and television dramas. However, most manufacturers are basically hyping up the concept of IP. IP has become a means of capital operation, and it is difficult to create a situation where novels, games, and films bloom in multiple places."

This is indeed the case. Previously, some popular novels on the market had mediocre results in adapted films and television dramas, or after the adapted films and television dramas sold well, no one cared about games. For example, last year's "Nirvana in Fire" was not good at games, and there was also the game "The Great Ruler". The games were booming, but the films and television were mediocre.

"With the popularity of literary IP, a large number of games, novels, and films have changed each other. There are always successes. For example," Hua Qian Gu "has made great achievements in film, television, novels and even games. How do you explain this?" The author defeated Liu Feng in a "timely manner".

Liu Feng smiled,"This is the second difficulty I want to talk about." For example,"Hua Qiangu" itself is a novel with an average readership. When the audience was tired of adapting a large number of magic dramas such as "Feng Shen Bang" and "Journey to the West", the fantasy theme of "Hua Qiangu" with women as the protagonist quickly attracted female fans; before the launch, the play's offline game promotion was also very good, driving traffic. But the problem is that after four months of popularity, there was no follow-up to "Hua Qiangu". After the TV broadcast, the game turned yellow. No one operated users anymore. The game company, TV series company and even the author himself had not paid attention to it. If you want to continue, you can only restart the stove and make another "Hua Qiangu 2". The video and game linkage of this IP looks good, but the follow-up is weak, making it the same as fast food.

Cat Film Purpose: User-Operated Products Form a Series

"So, as you become CEO of Cat Film, will you pay more attention to the user's subsequent experience in IP projects?"

"Yes. In fact, a big problem in the literature industry is that there is no user concept, and neither does the traditional film and television industry, because the traditional film and television industry does not have its own platform and cannot care about users. Games do have user concepts, but they are not integrated with film, television and literature. These three are isolated from each other and cannot combine their strength."

When talking about the planning for the Cat Film IP project, Liu Feng began to talk eloquently: "The planning of Cat Film is to operate customers, rather than using IP as a reselling tool like other manufacturers. How to do it specifically?"

Liu Feng obviously has his own answer to this question: "First of all, make a special app. Take" Infinite Horror "as an example. The number of users who have read this novel must be tens of millions, but they are all distributed in different applications, starting point, palm reading, post bar, etc. Based on the book content, we create an APP to organize these core users together, provide you with more content outside of books, select some topics to run activities for users to communicate with each other, and then wait for games or movies to go online. It is easy to guide them and gain popularity almost without advertising."

Secondly, when a movie drama or game is launched, other series of products will inevitably be launched based on the content. For example, fan comics, film and television reading, radio dramas and even more exclusive analysis and reviews, as well as surrounding products. Let users enthusiastically participate in it after watching movies and TV dramas and playing games.

The planning of Cat Films is different from all current literary websites, film, television, and game companies. Cat Films values users more. Only when it catches users can it cooperate with all platforms on the Internet. For example, the "Mysterious World" app that Cat Films is working on will have millions of activities a month. When negotiating with front-line media to develop a homemade drama, it will be easy to finalize it.

From this point of view, the IP project planning of cat films is indeed very different from that of traditional manufacturers. Whether it is a novel, a game or a film and television, cat films start based on users 'interests and end with users' continuous attention. The whole process is only operating users rather than operating IP hype capital. After this cycle, it may be an effective operation model for the entire IP industry.

IP's biggest enemy:

The entire communication process with Liu Feng was very easy. Liu Feng seemed confident when talking about his family's unique user operation concept. But when the author asked why the IP that capital poured in was not thriving but was still groping forward, Liu Feng began to become serious.

"In the final analysis, it is still because capital is growing crazily and the industry is impetuous." As we all know, the entire market economy is not very good at present, various indices are not satisfactory, and capital cannot exist in banks. Suddenly, when a counterattack case was encountered, capital began to be invested in IP without any serious planning. How should this industry operate step by step?

Finally, Liu Feng stood up and said meaningfully: "When a good IP is incubated, we must not only stir it up, but also use users to run the company with users, rather than reselling IP. Cat tablets are in this regard. It has been running for a long time. The team and I both feel that we need to settle down to make IP. Like Marvel, we need to make IP series and create a worldview. This is the original fundamental point, not to make a difference in IP."

Editor: yvette