Migu Zhu Hong: The value of IP is increasing under the promotion of all fields

Zhu Hong, EVP of the business development business group of Migu Culture Technology Co., Ltd., shared at today's summit the topic of "increasing IP value promoted in all fields". He mentioned that as long as users are awake, they will consume digital entertainment at any time.

Focus on new trends in the pan-entertainment industry and explore new trends in pan-entertainment integration. The 2016 China Pan-Entertainment Innovation Summit hosted by Een was held as scheduled at the China World Hotel on November 29. This year's summit has the theme of "Touching the Future". Within two days, four major venues and a special event for the promotion of the Arts and Arts Fair will be dedicated. The venue will include a total of 13 roundtable discussions and 30 wonderful speeches. After six years of development, the Arts and Entertainment Summit has become an important platform to focus on industry hotspots and explore future trends. ENAwards has also become the most authoritative pan-entertainment award in the industry.

Zhu Hong, EVP of the business development business group of Migu Culture Technology Co., Ltd., delivered a keynote speech on "Increasing IP Value under the Promotion of All Fields" at today's summit. Zhu Hong divided IP into three layers in eight fields: music, video, games, reading, and comics, namely incubation layer, operation layer, and monetization layer. There are some intrinsic connections between these different IP forms. Zhu Hong believes that a basic connection is content and fans."The connection between content is fans, and fans realize realization." In addition, he also shared several aspects of IP's rich and diverse scenarios and forms, strengthening collaboration between various fields, and achieving the growth of social fans. He said that there are also connections between different IPs. Fans are the main line. Movies, directors, actors, screenwriters, etc. input culture and output new content through the content they create.

The following is a live record:

Zhu Hong:

Good morning, ladies and gentlemen! I am very grateful for this opportunity to communicate and learn from the industry. I come from Migu Culture Technology Co., Ltd., where China Mobile's five bases responsible for music, video, games, animation and reading have merged into a new digital company engaged in the new media field.

What I want to share with you today is the increasing value of IP. My definition of them is that they have group preferences and are a cultural form that is relatively broad and malleable. Migu has comprehensive involvement in these eight fields, reading, comics, music, animation, and has comprehensive involvement in the IP form. We have classified these eight forms in three levels. One category is the incubation layer, the second category is the operation layer, and the third category is the monetization layer. The three levels of IP have been extensively integrated. The first is the realization, improvement and value transformation of IP in various fields. In addition to advertising, the operation layer also continues to extend to the derivatives, e-commerce or offline activity monetization layer, and content payment has also become an important channel than IP.

Through research on users 'consumption behavior, it is found that reading and music form a triangular relationship. At the same time, animation, comics, and live video are naturally related, and there are further improvements in animation and other IP levels. Through IP labeling, that is, content labeling research, we find that video, games and music form the boundaries of the entire IP field, and video, games and music have also stretched the scope of pan-entertainment, making the cultural types covered more and more abundant, and the transformation between cultural types is becoming more and more interesting.

(PPT display) We conducted a more detailed study on it. These eight types of IP forms with yellow in the middle have become a common feature of various IP developments. In other words, music, sports, suspense, cartoons, history, economy, and travel can be fully developed in audio, video, image, and text derivatives. They have a wider range of IP realization value, and it is easy to form five IPs form a new form of IP value.

This picture is a 24-hour IP graph. We can find that in addition to the 6 hours of sleep at night, current users consume digital entertainment at other times. Whether it is music, animation, or video, they are all consistent, which also shows that this rule is very close when we are marketing or operating.

From the perspective of regional characteristics, different IP forms have different regional coverage rules. There is also another picture where we found an interesting phenomenon. The origins of the entire IP are mainly concentrated in Guangzhou and Beijing. The origin of a new IP form extends from Guangzhou and Beijing, the eastern coast of China to East China, and from East China to the central and western regions. This is a very interesting rule.

Because Migu Company is engaged in the all-IP field, each IP form has a very deep roots in relevant industries. After the establishment of Migu Culture Technology, we also attached great importance to the development of search Migu. Therefore, Migu's development paths are already very rich. There are not only more than a dozen derivatives, but also virtual idols. A derivative will be released in a few days. What is the intrinsic connection between this IP form?

Let's look at the two pictures below. A basic connection, the connection between content is fans, and fans realize realization of cash. Fans are not simply preferences, but are willing to pay. Although we call it fans, its scale should be much smaller than fans, but it will produce ultimate value. On the other hand, we see that the current IP presentation forms are rich and colorful, including electronic publishing, paper publishing, video and derivative publishing. For example, AR and VR, various forms are presented to different audiences and presented. All forms require us to operate. In operation, we found four characteristics. The first one is the need to continuously improve the breadth and depth of content. How to understand this sentence? My understanding is that our cultural industry also needs consumption upgrades. Our music must be beautiful, rather than making a general online song or even folk song. Therefore, we should emphasize the breadth and depth of the entire content.

Second, rich and diverse scenes and forms. Nowadays, IP consumption scenarios are very rich, such as the list linkage we are familiar with, which is a form. Another kind, such as an amusement park, we can see comics on our mobile phones or on paper, and see animated images on TV, but we can also enjoy them in the actual area. There are many such scenes, all of which are synchronized, and many IPs are synchronized during development.

The third is to strengthen collaboration between various fields. The design of different scenarios is to better meet customers 'consumption needs, and on the other hand, it is also to increase the opportunities for operators to contact customers. At the same time, we must seek the intrinsic connection between such contact opportunities, continuously gather fans, and enhance the impact of IP on the entire market.

The fourth is to achieve the growth of social fans. We want to allow customers with different preferences to communicate with each other, form a certain social relationship, and surround them more closely around IP.

This picture is the intrinsic value chain of IP, and one is the level of values and world outlook. What is a big IP? What is a small IP? In fact, it is easy to see it in our picture. Here can be an example,"Journey to the West". "Journey to the West" has many animated films produced. Its values are very simple, nothing more than the victory of justice over evil. The second is the world view and the yearning for beautiful things. Sun Wukong is omnipotent. They have 999 and 81 difficulties. They describe different social forms and stories respectively, which touched different people. The last is modification. Because of the first three pictures, they come in various forms.

When many industry friends look at some IPs, they can do a simple analysis and know whether it is an IP that can go far or a niche IP. This is easy to judge.

What is the relationship between different IPs? In our research, we found that it can basically be divided into three stages. Medium and high monetization areas, low monetization areas. During the entire division process, one of the main lines is fans. We analyze the relationship between IPs from three inputs and two outputs. One input is the original IP. The second input is cultural creation. For example, movies, directors, actors, screenwriters and these are all cultural creations. The third input is cultural output. Export what? Fans exporting new content.

Let's look at the overlap relationship between IPs through such a simple five types of factors. For example, we now start with several IPs, so the production cost is very low. Start from this part, accumulate fans, and then we can further amplify them through movies, TV series or games. There is a particularly key concept here. The word fan is different. Some people talk about fans calling them fans. Fans are divided into at least two categories, one is fans of people, and the other is fans of works. There is a big difference between the two.

Recently, we saw a movie where big-name stars had a huge number of fans, but why didn't these fans migrate to the work? He is not an audience for such a work, and this is indeed worth thinking about.

Second, some friends in the industry are saying that I made the first two seasons of movies, and whether the third season can borrow fans from the first two episodes can publish and input. This idea is wrong. Because every work requires investment in publicity to gather new content fans, you can be efficient. Some foreign partners can feel when communicating that some movies, one movie every year, have never reduced their publicity activities since arriving in China. Only by continuing to invest and further improve the content can the final realization be realized. We have just studied this part, and we also hope to communicate and learn more from friends in the industry. Thank you all!

Editor: Nancy