Best Media completed 20 million Series A financing mainly for the expansion of its film and television marketing team

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Although the entertainment integrated marketing company Besti was established in 2011, and in a few years, Besti Yiteng, which focuses on the marketing of film and television projects, and China's first film and television entertainment new media matrix, Besti continues to innovate on the road to entrepreneurship. However, Yue Yunfei still feels a sense of crisis and believes that in the midst of industrial transformation and media environment upgrading, Besti's innovative power still cannot keep up with this era. "So, I think that also in the vertical segment of entertainment marketing,...

it is reported that this is the first financing in the six years since Best Media was founded, led by Rongzheng Capital, followed by noon Sunshine, Boyo Capital, Renren Games, and the company of well-known screenwriter Wang Liping.

original title: best Media completed 20 million financing, Rongzheng Capital led Investment, noon Sunshine and other institutions followed, and Entertainment Capital served as exclusive financial adviser

recently, entertainment integrated marketing organization Best Media officially completed the 20 million A round of financing, this round of financing by Entertainment Capital as the exclusive financial adviser.

Best Media brings together the first batch of entertainment integrated marketing talents in the industry who are focused and perpendicular to the film and television industry. at present, the company has nearly 220 people. its business covers TV series marketing, film marketing, variety marketing, NetTV content marketing, film and television implantation and other major marketing matrix business.

this round of financing is not only used to supplement the company's liquidity, but also to expand the TV series and film marketing team, as well as the film and television business implantation team.

since its establishment in 2011, it has developed into a team of more than 200 people, with four wholly-owned subsidiaries, focused and vertical, allowing this team to take advantage of the explosive growth of the film and television industry in recent years. Become one of the leading integrated marketing teams in the marketing chain of the film and television entertainment industry.

speaking, Best Media may be a little low-key, but its services are familiar, such as Nirvana in Fire, Legend of Miyue, camouflage, Red Sorghum, and two families in Wenzhou. Among them, five TV dramas have been shortlisted for the White Magnolia Award, the highest award for Chinese TV series in 2016.

Mi Lei, director of investment and investment of Fang Rongzheng, the leader of this round of financing, said that competition in entertainment content is becoming more and more fierce, which is bound to lead to more and more important back-end marketing.

"Best already has an important position on this port, occupies the commanding heights, forms its own brand and scale advantage, and maintains a good cooperative relationship with the leading film and television companies in the industry. We also appreciate his management team, which is run by people with many years of experience. "

it is worth mentioning that, compared with other film and television marketing companies, Best Media also has a powerful new media marketing matrix.

this is the "occasional" acquisition of Best in the process of exploring and studying the characteristics of new media. The new media incubated by internal entrepreneurship has made the unique company of cooking Xiaoxian. Now its official accounts such as cooking Xiaoxian, Xiaoxian movies, director gang, Entertainment New Watch, Star pickers and other official accounts of Wechat have become important self-media in the industry.

Cooking Xiaoxian is the exclusive new media partner of the 2016 Shanghai Television Festival. At the same time, it also has media strategic cooperation with Hunan Satellite TV, Jiangsu Satellite TV, Zhejiang Satellite TV and many other platforms and programs. In addition to operating its own media, it also uses the strategic cooperation model to sign a number of new media accounts with well-known film and television commentators and media people.

in addition, cooking Xiaoxian also dabbles in the short video content on the tuyere.

the two short video programs "speak first" and "Star pickpockets", developed in 2016, have a cumulative total flow of nearly 190 million times. It is understood that after this round of financing, Cooking Xiaoxian will focus on self-media, short videos and live entertainment to produce more content in the mode of self-operation and signing cooperation, and Best will achieve the re-upgrade of content marketing.

Best Media employees and partners are willing to turn Yue Yunfei, the founder of the company, into an "otaku". Yue Yunfei said that the marketing industry is changing. In the past, marketing planning, advertising and public relations companies felt very big with 400 to 500 people, but later, there was a blue cursor in the field of marketing advertising and public relations companies, which has become a listed marketing group with thousands of people. Only such a team can have the combat effectiveness and market competitiveness of a large marketing campaign.

"therefore, I think that in the vertical subdivision of entertainment marketing, entertainment marketing groups with more integrated marketing power will also be needed. now the requirements of entertainment project marketing are getting higher and higher. it is no longer a company with a few or a dozen people to do the whole case, but requires project management, strategic planning, creative copywriting, all-media management, video vision and even accurate fan interaction team collaboration. It is a trend that nearly 30 to 40 people will be involved in a project. "

Entertainment value Marketing first Brand: cooking fresh + short Video Matrix

now it is in the period of user iteration, and the marketing environment of entertainment content is changing rapidly.

in Best, there is a 9000-year-old name in a research group called value Marketing, which refers to the post-90s and post-00s two groups of heavy users of entertainment content. Best is working with the Union University School of Management in a research lab to analyze and study the interest habits, catalyst habits and entertainment consumption behaviors of 9000-year-olds. They are huge consumers of entertainment content, and their preferences and habits of accepting content are still different from those of the post-70s and post-80s generation.

"Marketing is also a technical job. In the current period of user and audience changes and iterations, the latest marketing channels still have to do some analysis and research. Because the current media environment, including the audience's behavior habits, including consumption habits, are changing. " Yue Yunfei said.

in the interview, we can see that in order to cope with the changes in the new marketing environment, bring more traffic to customer projects and have a better conversion rate, Best on the glass of a conference room The intensively planned short video and live broadcast will be the key business direction of Best Media marketing in 2017.

now, Best Media has added a video team on the basis of last year, mainly doing entertainment short video programs and programs around entertainment content and information. of course, it also includes some self-made entertainment content in the form of column dramas and sitcoms. Best's short video team, which had only about 10 people in 2016, is expected to expand to about 30 in June, based on the volume of project business. The input and output of video marketing is higher than that of other marketing communication channels, which is the trend we adjust, "Yue Yunfei said."

Marketing is a technical skill: providing marketing services for Nirvana in Fire, Legend of Miyue and other movies and TV dramas

at the beginning of its establishment in 2011, the company's earliest film and television entertainment business was TV series marketing.

although he has served many TV dramas such as Nirvana in Fire, Red Sorghum, camouflage, Legend of Miyue, and so on, what impressed Yue Yunfei most was the TV series Old Peasant.

this TV series was produced by Hou Hongliang, who was still in Shandong Film and Television Group at that time. It was directed by Zhang Xin, written by Gao Mantang, and starred by Chen Baoguo, Feng Yuanzheng, Niu Li, Jiang Xin and others. The play tells the story of more than half a century triggered by a land reform in the rural areas of the north.

there are not many works with rural themes, which have a sense of age, but they are more difficult in marketing. The marketing point that Best found is to review such an era, so that people can look back on the places that were related to them in the past, that kind of feelings, that kind of memories, that kind of change from rural civilization to the industrial age. "when the ratings go up, word of mouth will also rise." I feel that your work is worth it, otherwise you will feel sorry for such a work. Marketing and publicity is the icing on the cake, but it is also a technical job. If you want to do the best, you must have a sense of responsibility and a sense of crisis.

this is not the first cooperation between Best Media and Hou Hongliang's team. when Hou Hongliang's team was still in the mountain film, Best Media also cooperated in "parental love" and gradually established trust with each other.

in 2013, by chance, Yue Yunfei was entrusted by Niu Zhaojie, a fellow villager from Shanxi, to do the marketing of a small-budget thriller, "A face by the pillow". The biggest challenge of this film is that the marketing budget at that time is very small, and it needs careful calculation. Even the project team said helplessly at that time: if there is no money, you have to dial four or two thousands of dollars. The key is where to buy it with thousands of pounds of leverage.

when there was no money for a high-end press conference, Best planned the smallest premiere in the world, which was attended by only four main characters, who were also the four warriors recruited on Weibo. The four men had to sign an exemption agreement to enter Fengmen Village, the number one "ghost" village in China, where the film was filmed in Jiaozuo, Henan Province, to see the film premiere in an uninhabited village. At that time, after the recruitment was issued on Weibo, the number of applicants reached 4000 within a day. Finally, the four warriors who did not want to take part in Fengmen Village unexpectedly attracted the attention of Jiangsu Satellite TV's "very good" program and were invited to participate in the recording of the program, which made this low-budget film receive more attention.

in the end, this low-budget film grossed more than 30 million at the box office, making it the best thriller at the box office except "the Pen Fairy."

after the first film, Best has successively participated in the marketing of projects such as "Macau Wind and Cloud", "eavesdropping", "Naruto" and "one step away" that the team would like to participate in. Best Media, which was not in the film industry, began to gain some popularity.

after different business exploration and expansion, the company naturally formed different business departments, which, in Yue Yunfei's words, was not forced, because before the team did marketing, it had nothing to do with the entertainment and film industry. Do which projects to do with your heart, professional strength, water into the canal. By 2015, the company will operate according to the business department, and the business groups of film marketing, TV series marketing, variety marketing and online content marketing will all operate in a corporate way.

so far, in addition to phenomenal TV series, Best has provided marketing services for more than 50 films, grossing nearly 10 billion yuan; in addition, more than 20 large-scale annual variety shows provide marketing services. For example, the second season of "The Smiling、Proud Wanderer", "Dreammaker", "Happy Comedian" and "where is Dad going?"

Don't be a warm Water Frog: embrace Innovation in Industrial change

although Best, an entertainment integrated marketing company, was established in 2011, and then, in a few years, Best Yiteng, which focuses on film and television project marketing, and China's first film and television entertainment new media matrix are cooked fresh, and Best continues to innovate on the way to start a business, but Yue Yunfei still feels that he has a sense of crisis. It is considered that in the industrial change and the upgrading of the media environment, the innovation of Best still can not catch up with this era.

he believes that the greater challenge for Best Media comes from continuous innovation within the team than the iteration of the entertainment marketing environment.

in Yue Yunfei's view, the bigger the team, the weaker the driving force for innovation. Because innovation has the cost of trial and error, to bear failure, a team should have the courage to pay the cost of trial and error and encourage more young partners to try and make mistakes. Compared with the hardship at the initial stage of starting a business, Best Media's environment is much better than before, but Best Media is most afraid of being a frog in warm water and lacks keen insight and entrepreneurial innovation.

the core competitiveness that Best Media wants to build is innovation. This is Yue Yunfei's "answer" when asked about the advantages of Best. In his eyes, if marketing is not innovative, there will be no vitality, and there will be no audience willing to accept the message you want to convey. Best start-up, has been constantly doing innovative twists and turns, this has become a genetic part of Best, but still has not reached the most ideal state of innovation.

"in the past, the marketer was regarded as the service party of pure Party B, and even the process done by himself had a feeling of being in the lower reaches of the industrial chain, but now it is much calmer. Best is focused on this area and can produce value. Can give partners better solutions, help customers achieve more effective communication, more valuable marketing, this is the value and sense of achievement of a team. Best has been confused and swayed to adhere to marketing, but in the exploration of innovation, it seems that there is still a long way to go. On the contrary, this state of mind has calmed us down a lot, and it is not enough to be extreme. Don't be greedy too much. "

now, entertainment marketing has been very detailed and will be divided into many subdivided areas. 2B, 2C, 2m (media), 2K (opinion leader). Publicity in these segments is becoming more and more important.

in Yue Yunfei's view, many TV series producers are also innovating, not for platform collection and marketing, but really hope that the work will communicate with the ordinary or predetermined core audience. Film, variety marketing is even more so, in marketing will boldly require the team to do a variety of innovation, or even trial-and-error innovation, which makes marketers have a stage to show their talents, marketing is becoming more and more fun, in his words.

"in the process of this transformation, 2C-end marketing is becoming more and more important, focusing on publicity paying more attention to actual effect communication and traffic capture, and marketing paying more attention to value creation and transformation. To meet the publicity needs of customers and do more effective marketing communication is what we have done before, but in order to create more value for customers in the future, we need to do marketing with more conversion rates. it is even commercial implantation services that help customers enhance the value of film and television products outside of marketing. One of the new business groups that Best has set up now includes film and TV series implantation services. This is a value-added service to help customers tap the value of the project, we also understand the needs of corporate brands, there are many win-win meeting points between the two. Find 1.0 business cooperation opportunities for both sides, continue to dig deeper into deeper chemical reactions between entertainment products and corporate brands, and upgrade 2.0 and 3.0 cooperation models, which is also the direction of Best Innovation, Yue Yunfei said.

Edit: nancy