Onslaught of new content industry: undertow and yardstick VC investments (on) Cultural Content Industry billion market is facing such a problem: when the 600 million Internet users in their use from smart mobile devices, platform infrastructure will improve, and 90 users time and heavy volume after rising demographic dividend, what kind of content will wind sail? Is the value of the pattern to the content of the Internet will irreversibly tilt? 2013, industry Anchaoyongdong promote innovative workshop where our small team began a comprehensive layout of the new content industries. This year we are not alone \u0026 hellip; \u0026 hellip; Tencent are looking for \u0026 ldquo; large content \u0026 rdquo ;, Ma wants to \u0026 ldquo; Fans economy \u0026 rdquo ;, Enlight Alpha are everywhere search IP to find capacity, Lei Jun hired Shang-Jin and Chen Tong, Jia Yueting hired Jianhong, Amazon scored twitch, Ali successive shares ChinaVision, the number of China, Youku, Huayi Brothers, Vmovier, guava \u0026 hellip; \u0026 hellip; even recently caused a huge controversy in \u0026 ldquo; 90 after the entrepreneur \u0026 rdquo ;, breakdown they do business, in addition to selling Hamburger and rice, which is behind the new content almost every shadow, many products in terms of name, icon, or the contents of the soul, all contain strong subcultural language and symbols.
Young people are most keen sense of smell of the content itself, the victory is perhaps the essence of the 90 new contents victory. Exist in the present, but the uneven distribution of the future. Onslaught of new content content class IP massive liquidity in China, took place in two years. Hand tour mobile Internet and content industry first intersection. Hand travel traffic structure is very dependent on the Pan-Mass chart, so Naruto pirates, Warcraft miracle etc. These primary IP became an integral pipette hand tour artifact. 'My name is MT', 'turret Legend' two phenomenal work, past and present is a full flowing with youthful feelings of secondary IP; Tang three little through the 'Tang Men World' and the capital, in just a few cash within a month he has not earned the money in a few years the grand literary; to 2014 Q4, 'National miracle' on the list, 'Dragon', 'journey', 'Saint Seiya' and other works, almost completely engraved the year that young people cherished cartoon or end tour, details of loyal fans to see wet. This realization is not only fast, but also durable. Naruto fans pirates after being washed several times, pipette and pay rate is still wonderful, so Tencent simply unable to bear these two migrant workers diffuse copyright shy hides into the pocket: top video game anchor, a person We can continue to link Taobao huge year by nearly ten million cash. In mobile advertising, more advertising and integrated marketing must be based on a short video content on the Internet to achieve, Mike Sui street street video ad clicks over ten million, Wanhe Days to a single set of rolls up to more than 200 million, or rage cosplay costumes for sale comic divided by integrated marketing and licensing to become both users and revenue soaring industry leader; the rise of a new generation of high-speed internet in the process have begun an unprecedented reliance content.
Bilibili amount of explosive, not only because of advanced product form, 'Attack on Titan' and other first-line second element content also plays a key role; 'thousands of joke' and many other popular Man's popularity with copyright inspired Yaoqi the potential of the platform, now hand travel authorization price up to several million individual comics plus 10% of the water into; one of 2014's phenomenal products \u0026 ldquo; The Outsiders \u0026 rdquo; in the last line of the first quarter, put all After the Innovation Works dreams and start confirm the trend; web promotion budgets are hit at the signing of gaming content, Quick, Accurate signed six teams, five clubs and 30 anchor and easily reach millions Nikkatsu \u0026 hellip; \u0026 hellip , our small team carries the investment platform or a few well-known Chinese company's dream of quality content in the industry one by one to find. We see this current situation: stage new content industry is a savage era intertwined with the rise of practitioners from: 1. Traditional culture media company VP or middle, they unwittingly inherited the bulk of the content from the old industry in habits, thoughts, trying to use the old contents of rubble to build building of new content; 2. Internet companies in the rich smell of young entrepreneurs who know they understand traffic operations, but sometimes hesitations on the starting point; 3 from interest Starting young blood without qualifications aura, a sense of lack of structure and corporate experience sometimes leads them could not handle sudden arrival of success. Common business direction is roughly six kinds: 1. Tools / community one start generating IP or UGC culture, such as Bilibili, betta; 2 content class elite and UGC common form of aggregation, such as rage comic, there 5 core fan base aggregation high ARPU and high viscosity; Yaoqi; 3. more realizable way of platform-based content, such as SNH48, Imba TV;. 4 high quality core IP, as Wanhe day should, 卢恒宇 and Li Shu Jie studio operations, such as yo fans; 6. Fans economy based on high-end professional services. Projects most investors are currently experiencing is actually a type 2,3,4 infancy, especially in 4 more.
Existing story outline of such companies, generally producing content or operation of copyright, to create a cultural image and even the phenomenon of fans formed massive user contact through multiple channels, preferably more realizable way. After the exploration and iteration, we have established to explore the direction of the team \u0026 mdash; \u0026 mdash; search with the following potential new content team (note the potential): 1 has the ability to make explosion models of new content, and effective long-term to maintain the system or ecology;. 2. The product can use a new generation of population and time dividend of Internet users, not simply a pile of content, but with distinctive features targeted; 3. exact amount spread; 4. depth fan "costume inazuma eleven " operation, giving a sense of belonging, a sense of honor and sense of mission; 5. The contents of the horizontal expansion of the commercial value of the good itself, or facilitate multi-storey commercial development, or the formation of a small platform. In our efforts to try to learn how from a start-up team of 10 people who read these qualities. Because these traits are so important, like a gap, the new content and shape the company has great potential but different fathers; like a key, trying to crack the new content at the time of investment companies often face problems. I try to summarize an immature \u0026 ldquo; five wins and five defeat on the \u0026 rdquo; to expand our thinking elaborate. View is not necessarily correct, but he is our heart and soul in this time node, welcome entrepreneurs to explore together. \u0026 Ldquo; five wins and five defeat on the \u0026 rdquo; (a) \u0026 mdash; \u0026 mdash; two wins Liangbai a, \u0026 ldquo; system \u0026 rdquo; victory elite \u0026 ldquo; ecological \u0026 rdquo; poly popularity scarcity premium content will have bargaining power, it must rely on the \u0026 ldquo ; contents elite \u0026 rdquo; to produce. But elites not only state fluctuated widely, and emotional sensibility, and boss fight, the last can also be poached. This means that the company made the first explosion models with great uncertainty.
Therefore, only by the elite as CP outbreak not like the game, support a go-round or more C's. Content products realized a long road of CP than the game. For example, a business can expand with the best of the second element of IP, not only the fullness of the image and personality, so that small partners whom fans screaming, bizarre grand view of the world, the climax of the story continues, and requires at least 1 years of training can be transformed into commercial value. More importantly, the creative management is new company's core problems. \u0026 Ldquo; stalk \u0026 rdquo; should be fresh, to continue to add value. The creative content to be composed of continuous season quarter, allowing users to get as high frequency fresh joy in every episode of every season, including the manipulation of the user emotional spurt and big climax. These rely only elite flash is not enough, but the company needs to build a system to complete. More valuable than systems ecology: the core quarterly produced by the system, regular play, UGC do popular and atmosphere, emphasizing the interaction, the polymerization colleagues. Ecological help content companies make thicker, deeper moat. As 4399, the field of mobile games Chengdu tap4fun, the peak period of development, traffic, operations, investment and so do a very impressive tour page fields, which can guarantee the stability of other far more than CP, to achieve sustained growth and sucker punched. Second, the transfer of 95 wins with the breadth of the value of new content for the new generation of Internet users, and therefore must be considered in particular the 95 values of 90 after the aesthetic and sense of belonging. These people in the pure Internet age, grew up in a large number of access to information, they are smarter, more mature and full of playful spirit, and even flavors. On the other hand, this does not mean unbridled banter and deconstruction is (many Youku topics and shoot a good product I think at this point done a). Each young love, friendship, dreams, fantasies are the same, they would still unforgettable love a person, because a book crying eyes red and swollen, they remain curious, unsettled and Visions of the future (like ' small time '). They are self-deprecating as \u0026 ldquo; online female rogue, heart Meng sister \u0026 rdquo; generation. For them, joking but full of positive energy will make them richer tonal sense of involvement " and action. The sense of involvement and action, and is a fan of the current Internet economy, propagation effects drive. In a small theater and a large SNH48 live performances, fans shouted unified Like religion has unique culture recognizable slogan, they participate in the growth of the goddess of youth, joy and feel her joy. This space like a church, became the new content of the best carrier. Therefore, a good start when new content company, product notes of culture is more important than user breadth.
From the tone of the elite consistent content (such as editing, UP main) started quickly expanded to 5% of the best and most funny forcing users. Future, BAT and other similar large power companies Attack on Titan, this 5% is your \u0026 ldquo; \u0026 rdquo ;, Prather Wall tone is the most powerful cement wall. For example: betta live with the situation, the former because of the unique culture of outstanding customer base, and therefore distinct tonality, fun; the latter has done over the pan, so that users do not have a sense of ownership and participation, it is difficult to produce secondary content processing and communities. In the high-growth market culture media, for a unique new people do unique content, using a new type of cut tone, seamless product and all types of mobile Internet culture, the very imagination and business value. This is why we invest rage comic, Yaoqi, one of the reasons SNH48, Imba TV, 卢恒宇 and Li Shu Jie Studios project.