Baidu finance entered the "big data theory" Behind Movie crowdfunding

Internet companies have finally entered the film market from the perspective of Internet finance, and many giants have made long-term preparations for this goal. Alibaba's "entertainment treasure" ran away with an insurance product, but the price of insufficient preparation was that even the official was unwilling to admit that it was a movie crowdfunding, and there was a lack of follow-up services after paying the money. It was hard to say that it affected the production of the movie, and it was temporarily impossible to see that users got practical benefits from the name of "producer". In fact, baidu finance proposed that the film crowdfunding business was earlier than the "entertainment treasure", and the longer preparation period did indeed come up with a more perfect plan to restructure the film and even TV series industries, and reorganize the film production process with the localized crowdfunding mode, which brought higher certainty to the film industry and a better sense of participation to the film audience

why are certainty and sense of participation two important links that can leverage the film? Obviously, it is because the whole production process of current Chinese films is unsatisfactory, and the Internet can improve this process. For example, the great director Zhang Yimou once said, "the interaction between the Internet and movies in the future is very interesting. I don't know what its development will be, but I think it will greatly change the future production, viewing and market sharing of movies". Now is the time for change

is there a lack of investment in the film industry? Search the news of rich people who are willing to invest in movies, and you will know that countless capitals are eager to enter the film market for gold. However, the Chinese film market has not found a stable production mode, and investing in films is more like a big hit. The creative team and investors are groping in the dark to make a movie, and then bet on whether they can make money after it is released - the whole production process is in the state of manual workshop, and there are very few risks that can be controlled, as well as few talents and boutiques that can make a difference

for movie audiences, is there a lack of marketing? Search for the various marketing methods used to build the momentum of the film. It can be said that the audience has become more and more insensitive to the publicity methods of the film. Even if they win high exposure, if they can't figure out what kind of films the audience is willing to buy tickets for, even blockbusters with a gathering of stars may also suffer a disastrous box office defeat. Moreover, when making a movie, you don't care what the audience wants to see. How can you successfully persuade everyone to pay after it is made? When marketing becomes marketing, the effect is naturally limited

from the above two points, we can see that what the Internet should do is to give full play to the advantages of its own platform and big data, and integrate the film industry and the film audience in various ways from the beginning, not just to pay some money from the audience to the industry, nor to take some marketing activities from the industry to the audience. From this point of view, "entertainment treasure" is obviously in a hurry. It does not give full play to the Internet advantages of Alibaba group at all, but uses the investment linked insurance of the insurance company to name a movie, and the money invested by the audience borrows the channel of the trust company to invest in the movie project. Therefore, in the "entertainment treasure", there is no deep and lasting connection between the film industry and the film audience. The financial participation of the audience has not really affected the production of the film. In addition to promising exclusive marketing activities, the film industry can not really involve the audience. Therefore, from the feedback after the launch of "entertainment treasure", such financial channel film products are not successful, and Alibaba's follow-up products will also be significantly adjusted according to their own advantages

Baidu's movie crowdfunding was put forward earlier than "entertainment treasure", and it also came up with a more perfect plan in a longer preparation period, basically giving play to the advantages accumulated in big data, cloud platform and search. Compared with the practice of "entertainment treasure" giving money to the insurance company to wait for 7% of the income, baidu finance not only deeply involved in the whole process of film crowdfunding, but also introduced Baidu's Internet advantage into every link of the film production process, so that film viewers can really participate in their own film projects

first of all, baidu finance plays a core platform role in the whole process. Unlike "entertainment treasure", which sells insurance linked by insurance companies, baidu finance is the core platform in the process of movie crowdfunding, giving full play to the functions of financing, marketing, the realization of customers' consumption rights and interests, the issuance of customers' investment income and information disclosure. Of course, the fund is still the same as the financial management project carried out by Baidu finance before. It is completely entrusted to the bank for custody and will not step on the regulatory red line. From the subsequent elements, we will find that crowdfunding is still a financial product in the final analysis, and there must be a financial platform to realize the core functions. Otherwise, without the financial link, other resources will be completely scattered. For example, the 7% yield of "entertainment treasure" is only the result of the financial product of linked insurance, and the insurance company simply has no way to play the role of central coordination of resource allocation

second, the new platform forms a joint force with mature products. According to the current information, Baidu's mature Internet products will play a role after the movie crowdfunding platform. Baidu crowdfunding platform started with movie crowdfunding, but the whole architecture is not limited to movies at all. The whole crowdfunding platform will connect with iqiyi, tieba, encyclopedia and other products, and choose appropriate ways to continue to follow up and promote according to the characteristics of crowdfunding products, such as film promos, tieba real-time discussion area, message from the main creative team, project progress milestones and project information disclosure, participation in crowdfunding entry, list of consumer rights and interests, lottery activities, auction and transfer platform, etc. Most importantly, the above measures are not isolated. Baidu's search traffic can accurately import users, and Baidu wallet at the bottom can complete payment, forming a complete closed loop

third, let the competent film creative team go to the front. Why do you always think of hidden rules when you mention producers? Obviously, it is not because the hidden rules are conducive to improving the quality of the film, but because there is no balance between the team responsible for the film content and the investors who pay. The form of crowdfunding can greatly reduce the possibility of hidden rules, because only after the source of funds and the number of investors are greatly increased, it is possible to truly realize that the content is king, rather than the investors who pay for it. It can be predicted that when Baidu crowdfunding platform can solve the problems of startup funds and follow-up publicity, new teams will emerge that start from film content and form a virtuous circle through word-of-mouth. This is also the significance of crowdfunding, which can constantly generate fresh blood, rather than tilt resources to a few obvious projects and directors like traditional large institutions

fourth, big data monitors the whole process of film creation. On the basis of the third point, will the main creative team continue to follow the old path of making profits for themselves after the rules of crowdfunding make the people who pay cannot follow the hidden rules? If there is no follow-up supervision, of course, it is very possible. At this time, the advantages of Baidu platform are revealed again. According to Baidu search's accumulation in big data, it has been possible to form a more scientific judgment mechanism for the whole process of the film. As a platform party, baidu finance has the obligation to monitor the creation process of the film from the beginning. If it judges the ideas or contents that do not work according to the existing data, it is obvious that the main creative team needs to find more supporters on the crowdfunding platform to prove that its practice is feasible, Instead of forcing it down in a way that others don't understand

fifth, rely on multi-directional interaction to promote continuous attention of the audience. It's not difficult to attract movie audiences to invest money in the crowdfunding platform. What's difficult is to rely on what makes the audience continue to invest in the film creation process. Traditional marketing methods are very important. On the one hand, it is also easier to achieve on many high-volume products on Baidu platform. But as a financial product, exchangeability is still a very important element. According to the design of Baidu crowdfunding platform, users can enjoy the rights of lottery, auction and transfer on the basis of low threshold investment. These platform mechanisms allow filmmakers to transform the process of providing benefits to audiences in one direction into a multi-directional interactive relationship. Not only can users exchange crowdfunding rights and interests, users can also sell their own resources to filmmakers from the standpoint of C2B. Only under such efficient mobility can it be possible for film audiences to continue to invest, not only to provide more effective help for film production, but also to obtain a higher sense of participation and satisfaction

in a word, the Internet has gradually changed from building an online world to affecting the real economy. Baidu's film crowdfunding platform re integrates social resources through the Internet, bringing greater certainty to the film industry and a better sense of participation for film audiences. The significance of such an Internet Finance crowdfunding platform has gone far beyond the previous crowdfunding platform, which has made products pre-sale, and can really have a positive impact on the real economy. Not only movies, TV series and other cultural products or more practical innovative products, it is possible to find a new industrial model through Baidu's crowdfunding platform