2017 China IP Industry Summit Forum: Promoting the transformation of the IP industry into a full industry chain model

on the afternoon of August 15th, the 2017 China IP Industry Summit Forum was successfully held in Shenzhen, and China's IP industry leaders gathered happily to share the event.

original title: 2017 China IP Industry Summit Forum: brand Cross-border shared value

on the afternoon of August 15th, it was jointly sponsored by Shenzhen Qianyu Animation Culture Co., Ltd., the China Industry-University-Research Investment and financing Alliance and Shenzhen Industry-University-Research Cooperation Promotion Association, and the 2017 China IP Industry Summit Forum co-sponsored by Le Biao was successfully held in Shenzhen. Leading figures of China's IP industry gathered together to share the event.

2017 China IP Industry Summit Forum is still held by Xie Kunze, co-founder and CEO of Guangdong Animation Industry Association. He has participated in and served as the host of China IP Industry Summit Forum for four consecutive years. He opened the prelude to this summit forum with an ebullient speech. It is also the prelude to the 2017 China IP Industry Annual meeting (CIIC).

Mr. Xie Kunze used the" three living principles "to describe Wang Bin, one of the directors of Guangdong Animation Industry Association and chairman of Shenzhen Qianyu Animation Culture Co., Ltd., one of the organizers of this China IP Industry Annual meeting. The attendees responded with warm applause because, like many of his guests here, they persisted in working hard in all aspects of the IP industrial chain.

Mr. Wang Bin put forward" the future is coming, and IP is the king ". With the advantage of Guangdong-Hong Kong-Macau Greater Bay Area, the goal of one of the organizers is to build the first integrated service platform for China's IP industry, and summarizes its main business segments with the words" Convention and Exhibition Network ". 22 IP industry professional conferences, Shenzhen IP Licensing Exhibition, Shanghai IP Derivatives Exhibition, Cartoon Fair, Secondary fans Festival, online and offline licensing network, etc., bringing together a number of high-quality IP partners, emerging IP partners, manufacturer partners, derivatives channel partners and so on.

< strong >-= keynote speech sharing < / strong >

keynote speakers of this year's Summit Forum include Song Lei, Director of Development Research Department of China Animation Group, Meng Wei, Executive General Manager of China International Capital Corporation, Li Fei, General Manager of iqiyi Animation Center, Hou Tao, partner of Yien, and Wu Yinghao, CEO of Le Biao Culture.

< strong > the latest policy trend: what kind of IP is being developed? < / strong >

Song Lei, director of the Development Research Department of China Animation Group, pointed out that according to the statistics of the Department of Cultural Industry, the potential scale of China's cultural consumption is 4.7026 trillion yuan, but there is still a gap of 3.6638 trillion yuan; the film market has doubled from 2014 to 2016, and the animation industry has increased from 47.1 billion yuan in 2010 to more than 130 billion yuan in 2016. The latest policy points out that China's animation industry will reach 200 billion yuan in 2020, and there is still a lot of room for growth.

Song Lei, director of the Development Research Department of China Animation Group, emphasized in his analysis of the creative sources of IP that the Chinese elements in the policy context include inherent elements (territory, race, products, climate, etc.), traditional cultural elements (poetry, kung fu, traditional Chinese medicine, etc.), and modern cultural elements (women's volleyball spirit, aerospace, etc.). We should make a clear negative list of the 66 prohibitions in the current "General rules for content Review of Network Audio-visual programs", and sort out the positive list to grasp three points-Chinese Dream, socialist core values, and excellent Chinese traditional culture.

with the current more stringent broadcast management, the Internet and traditional media standards will be gradually unified, and the future policy will focus on the Internet. Song Lei pointed out that although the current policy has not yet been rolled out, attempts have been made in the private media to inject the control of state-owned cultural enterprises through a special management stock system. the motivation is to combine the control power of state-owned enterprises with the market operation power of private enterprises. Therefore, the coordination of social and economic benefits in the future will greatly strengthen the cooperation between the state and the private sector.

< strong > three elements of film IP selection < / strong >

although Mr. Hou Tao, a partner of Arne, did not directly answer the host Mr. Xie Kunze's sharp question about the box office forecast of "Wolf Warriors 2", he shared the three elements of film and television IP selection for everyone through a wonderful speech. The three characteristics of high flow, high attention and short period of film and television works need to be discussed in terms of interactive experience with film and television derivatives (product design), cinema e-commerce (sales channel) and joint marketing (marketing). The three elements of film and television IP selection proposed by Mr. Hou Tao are personality charm, world outlook and product power.

1, Personality charm: we need to pay attention to the vitality of characters after they are separated from the story. Now most works are existing stories before characterization. Hollywood has characters first and then weaves stories.

2. World outlook: a person's general attitude and view towards the world-matter, consciousness, idealism, materialism, etc., in the choice of film and television works IP, we hope that there is an elevated world outlook, the existence of a multiverse, which requires a lot of innovative elements.

3, product power: take the authentic craftsman's handmade umbrella launched by "Xiuchun Dao" as an example, film derivatives consider more of the perceptual consumption demands of cinema audiences on the basis of satisfying the practical value, and turn users' love for content products into product consumption. In addition, the consumption path and channel design after watching the movie, and the active creation of movie scenes all help to improve the purchase rate.

< strong >-= Round table discussion and sharing = < / strong >

this round table forum consists of two parts: capital round table forum and authorized round table forum. Tong Weiliang, partner of Wutong Tree Capital, Duan Bin, partner of Leyou Capital, Wang Dong, founding partner of Storm Wutong Capital, Zeng Longwen, CEO of Happy Workshop, he Shixiang, head of Dachen Venture Capital TMT, and Wang Xiaojin, head of early project of Fengrui Capital, were invited at the Capital Round Table Forum. Authorized Round Table Forum invited Luo Xiaoxing, General Manager of Alpha Animation & Culture's authorized Business Department, he Ziyi, Senior Director of Tencent Animation and Comic, Guo Yang, Director of iqiyi Children's Center, Yu Renguo, CEO of Mengcheng Culture, and Li Xiaohong, Deputy General Manager of Fangte Animation

< strong > suggestions to IP enterprises from the capital sector: pay attention to original content, bring new experience through science and technology, and pay attention to 95. Post-00 demand < / strong >

guests from the capital sector said that the policy is relatively tight now. When investors meet, they are talking about which official accounts have been blocked and which works have been taken off the shelves, so everyone has new thoughts and opinions on what to vote for, and also puts forward suggestions for different dimensions for IP enterprises.

Tong Weiliang, a partner of Wutongshu Capital, who mainly invests in mid-and late-stage projects, said that there is a strong willingness to pay for genuine content and derivatives after 950s and 2000s, and the market for content payment is very large in the future. The standardization and marketization of China's pan-entertainment industry will learn from Hollywood.

Wang Dong, founding partner of Storm Wutong Capital, and Duan Bin, partner of Leyou Capital, both proposed that they would pay attention to high-tech carrying high-quality content. He Shixiang, head of Dachen Venture Capital TMT, expressed concern about sports movies, the upgrading of FMCG consumption, and the combination of entertainment and FMCG.

Happy works CEO Zeng Longwen judges that the next three to five years will be the peak period of post-950s consumption, and will focus on the companies that can transform the animation and novel content that these people like in childhood into animation, film and television. At present, good derivatives design is scarce, and we need to turn good content into good products.

Wang Xiaojin, head of the early project of Fengrui Capital, said that he will continue to pay attention to the original high-quality content. They pay great attention to the content team, and the creators are very important. She advised the IP side that they would focus on dreams and stories in the early days, but still focus on income and profit after PreA.

< strong > authorized round table guests: experience! Cross the border! innovate! < / strong >

< / strong >

< But in the future, we should make a good combination of IP and consumption.

Tencent Animation and Comic Senior Director he Ziyi pays attention to those above K12. What is popular in IP now depends on what has happened and what is popular among college students in the past four years. It will determine the direction of their consumption in the future, and many of them can be used for future content. In the future, Tencent Animation and Comic will focus on crossing the border and breaking through the dimensional wall.

Guo Yang, director of iqiyi Children's Center, stands in the vertical field of children, and needs to deal with post-80s and post-90s parents who pay for it. Most of them are highly knowledgeable people. I suggest you develop high-quality content. Parents are more willing to pay for overseas high-quality original content, and suggest that everyone focus on overseas and globalization, including the Internet of things, the Internet of things, and content. They hope to localize and transform high-quality overseas content and export high-quality content overseas.

Dream City Culture CEO Yu Renguo introduced the animation brand of Dream City, which focuses on image, and slowly becomes a popular brand. The most direct opportunity is the experience economy, the combination of food and beverage, the future shopping mall indoor park, theme town cooperation, Continental Hotel as parent-child room, and so on.

Li Xiaohong, deputy general manager of Fangte Animation, said that Fangte Animation will pay more attention to IP refurbishment and will expand the audience. In addition to occupying the age group of primary-age, it will also realize the upward expansion of the age group of the audience by combining with fashion and letting IP play hip-hop across the border. For example, he introduced a month-long partnership with zoo Coffee, which will not only show IP derivatives, but also impress white-collar workers who walk into the coffee shop through a lot of copywriting.

Edit: mary