Enlight Media Chen Shaofeng: There is no animation industry in the world, only animation bases

"There is no animation industry in the world, only film and television animation bases or publishing animation bases."

Original title Chen Shaofeng: Film Enterprise Strategy and Business Model Innovation On

August 2, the first "China Film" was sponsored by the China Film and Television Talent Training Center and hosted by the Chinese Star Variety Development Agency and Beijing Sanchuanhui Cultural Media Co., Ltd.(Cultural Industry Review). The first phase of the "Advanced Training Course on Film and Television Capital Operation and Investment and Financing" was successfully concluded. Starting from July 30, the four-day trip was filled with dry goods. The courses with thoughts, feelings and cases gave us surprises, surprises and gains. Today, we present to you Professor Chen Shaofeng's special theater on "Film Enterprise Strategy and Business Model Innovation".

Act 1-How to attract investment

and how to impress investors, in other words, how to attract investment? Many people want a business model, and this is the basis for valuation. Investment must be valued first, and there are two bases for valuation: one is whether there is a good business model, and the other is whether there is growth potential. In fact, there is no need to consider whether you can make money at all, just to prove that the business model is good and growth-oriented. As long as these two points can be proved, investors will generally be interested in the project. In the past, movies were an independent industry, but now movies have been monopolized by Internet companies. Basically, the largest film companies are all on the Internet. We need to look at movies from the perspective of the Internet. Professor Feng provided everyone with some ideas for thinking about problems from the business model of the film itself and its Internet-related business model.

Act 2-There is no animation industry in the world

. Professor Feng told us: "There is no animation industry in the world, only film and television animation bases or publishing animation bases."

Japanese comics are mainly comics, and are the only country in the world where the total magazine sales far exceed books, because Japanese comics are all series and have a good mass base. As long as a magazine has a good serial story, it can sell for hundreds of thousands to millions, so Japanese magazines are very popular. Japanese comics serials penetrate into all classes. Adults and children read them together, especially office workers. They go to the station in the morning to buy a copy, read it while riding the tram, read it during work and rest, and then read it again when they go home. In this way, I finished reading a magazine and read another magazine the next day. Around 1990, Japan had many animated TV series, and its animated TV series had a particularly high success rate because it had many comic series, and 13 of the 15 animated TV series were animated adaptations. This is like our IP today, especially online literature.

Why did China's animation base fail? Because the people in the animation base have no resources. There is no animation industry in the world. Comics belong to the publishing industry, anime films belong to the film industry, and animated TV dramas belong to the TV industry. If you want to make anime films, you have to enter the film industry rather than the animation base. If you want to make animated TV dramas, you have to find a TV station. If you want to make comics, you have to find a publishing house.

Act 3-Not only must we do the film industry, but also the cultural industry

Professor Feng reminded everyone: "Not only must we do the film industry, but also the cultural industry."

Disney has undergone a huge transformation around 2006. Thanks to the acquisition of Pixar, Marvel, and Lucas, Disney is now not only a family entertainment-based consumption, but also carries many very fashionable genes. Disney is the best cultural industry in the world. It has built an industrial chain, including sports, television, theme parks, and movies. It is a comprehensive development of cultural industries.

Films will become a department and an integral part of the cultural industry group. This is the general trend. There is no limit to the growth of the cultural industry. When movies are not growing, you can build theme parks, games, or live online broadcasts. Movies may be a very popular product at a certain stage. So everyone can make some preparations in advance, not only making movies well but also planning the future well. Although China films have achieved tremendous growth in the past two or three years, the profit margins of production companies have not increased, indicating that competition in the film market is fierce. Nowadays, if you want to do a cultural industry, you must have a relationship with the Internet. All offline film companies have to cooperate with online companies, and the risks of making films are getting greater and greater.

Act 4-All enterprises must be Internet.

Professor Feng warned us: "Don't be a purely technical company. Use Internet marketing. All enterprises must be Internet."

A very important aspect of a business model is the ability to control risk. In 2015, Ali had a profit of 68.844 billion yuan, advertising revenue of 54.1 billion yuan, and a market value of US$191.88 billion; Tencent had a profit of 29.1 billion yuan, advertising revenue of 17.4 billion yuan, and a market value of US$191.04 billion; Baidu had a profit of 33.664 billion yuan, advertising of 64 billion yuan, and a market value of US$65.73 billion. Baidu is an advertiser, and the effect of making a Baidu takeout is not very good, but why does Baidu make takeout? Because the development direction of the Internet is to penetrate into all aspects of our lives, which means that Baidu alone cannot do advertising. Tencent has been very successful. Tencent has built a WeChat platform and a QQ platform. Tencent's original intention of communicating has completely changed. Now it has become a pure cultural industry. More than 50% of its revenue comes from games, game platforms, game distribution, and game derivatives. It is basically a game company. Whether it is QQ, WeChat, games, or now pan-entertainment, Tencent has a strong match with current mainstream consumers in China, so it is now the cultural enterprise with the highest market value in China, and a lot of its income comes from the cultural industry.

We can see a trend that China's major Internet companies are basically diversified. It should be noted that technologies like VR must be combined with life, art, and cross-border, and must not provide purely technical services. 15 years ago, the profitability of the Internet was one-tenth of that of IT, but now all companies with pure IT technology are going downhill. Really good companies do both the Internet and IT. For example, Alibaba does both the Internet and shopping, and does technology services also do big data and cloud computing. Amazon is the best provider of cloud computing in the world. It has its own computer platform. Everyone knows that Amazon is a shopping company. In fact, Amazon is an Internet technology service company. Wherever technology and services can be provided, it can enter, so Amazon and Google are the same, they are both technology-backed Internet companies. Internet companies are life application-oriented service companies covering IT, providing entertainment and technology.

Editor: Nancy