Wind, can a good story useful?

The solid content of the ore, the industrialization capabilities of the system, and the IP development of the matrix will allow the reading text to continue to embrace the young mentality and live vitality.

业 Pan Entertainment Industry has always been a track that is favored by the market. After all, no matter whether people are proud or frustrated, toil and easy, entertainment works have always been an indispensable part of life, and the audience's demand for it continues to exist.

But another indisputable fact is that under the influence of macroeconomic pressure and market environment fluctuations, the entertainment industry is not good. In the "2022 Entertainment White Paper" released by Kuyun Interactive, when the post -epidemic era was upgraded and transformed, it was de -flowing, rectifying chaos, and eliminating fraud into a hot word in the entertainment industry. The entire entertainment industry was undergoing changes. Under such circumstances, players need time to adjust their pace.

From the latest financial report released by the Reading Group, it can be seen that the improvement of quality and efficiency has become the main development goal pursued by the current entertainment enterprises. Its financial report shows that in the first half of the year, the readings achieved operating income of 4.09 billion yuan, a slight decrease year -on -year.

Although the performance of the readings has not exceeded expectations, it can be clearly seen that the overall operating efficiency and sustainability of the reading of the text are further improved. According to the financial report, "In order to conform to the changes in the macro environment, we have adopted a series of measures to control costs and improve operating efficiency, and focus on key businesses and long -term goals."

The reaction was at the profit level. In the first half of the year, Non-IFRS operated profitability of 694 million, an increase of 8.2%year-on-year, a month-on-month increase of 5.4%, the operating profit margin rose to 17.0%, an increase of 2.2 percentage points year-on-year, and 1.8 percentage points from the previous month; NON-NON- IFRS's net profit attributable to mothers was 670 million, a year -on -year increase of 0.2%, a month -on -month increase of 17.9%, and the profit margin rose to 16.3%, an increase of 1.0 percentage points year -on -year, an increase of 3.2 percentage points from the previous month.

More important than financial data is that the IP content pool in the first half of the year has been further expanded. On the basis of this, the visualization of the extended IP has also been born such as "The World", "Heart Live", "The Wind Relieve Longxi", "Stars Change" Xinfan and other film and television burst models and word -of -mouth masterpieces, the systemic ability of reading in the vision of IP is verified

Content enterprise's cockpit stone: continuously produced good content, good stories

Two years ago, in the eyes of many people, the reading was just a web company authorized by IP authorization. Until the mid -2020, the reading was first proposed to be based on online reading, so that I P cultivation and development became a new driving force for business development.

Last year, this concept clearly upgraded to the "big reading" strategy, that is, we must use network literature as the cornerstone, IP development as the driving force, and openly build an IP ecological business matrix with the entire industry.

To achieve this strategy, the healthy and sustainable development of the content ecology is essential.

According to the financial report, as of the first half of 2022, a total of 300,000 writers and 600,000 novels were added, with a number of new words 16 billion. A large number of writers choose to enter the reading platform to write their first work. In addition to confirming that the Reading Group has a strong appeal and brand value, it also means that the reading text provides creators with a better creative environment.

In order to stimulate the ecological vitality of the content, the readings have made many efforts in the comprehensive and anti -piracy of the writer's benefits.

In terms of protecting the rights and interests of creators, the reading uses a variety of technical means such as artificial intelligence, encryption watermark, piracy monitoring, and risk control ban to improve anti -theft capabilities, and continue to litter to combat various types of pirated sites and infringement and piracy. Reading the increasing investment in anti -piracy has gained the trust and recognition of the writer, and further improved its content ecology, and the platform content showed a diversified trend.

Take science fiction theme as an example. In the first half of the year, the Reading Group launched a series of activities such as the "Qiming Star Award" and "Starlight Award", which incubated about 20,000 science fiction works, and nearly 70 % of the science fiction newcomers were first created. The latest data shows that more than 22%of the reading headwriters have created science fiction works.

In addition, well -known writers in other areas such as Xiaolangjun, old ghosts in Heishan, and I eat tomatoes have also begun to "turn to war" science fiction. High -quality science fiction works have been emerging. On the first day of the science fiction novel "Spiritual Walker" with modern urban life as the background, the first day of the top of the top of the top is the first, and the 24 -hour collection exceeded 200,000, breaking the starting point of the starting point. "Dead on Mars" and "We Live in Nanjing" written by the emerging science fiction creators won the Chinese Science Fiction Galaxy Award twice.

On the basis of the continuous birth of high -quality content, thanks to the improvement efficiency and optimization of the community operation, the reading MAU reaches 265 million, the monthly paid users reached 8.1 million, and the average monthly contribution income of paid users reached 38.8 yuan, a steady increase of 6.6 year -on -year, 6.66.6. %.

Eat the IP, play to the IP

According to Zhu Yijing, a researcher at the Internet cultural industry of Zhejiang Media College, if the development and value extension of IP is an effective means to bring greater benefits to the company, then online literature is the source of this IP industry chain to trace deep into the depths. Essence

"First, because the excellent web articles have undergone the verification of the reader, have accumulated a large number of fans and have a certain mass foundation; the second is because the network article provides a ready -made 'good story', and the adaptation of the work is high." It is also the first advantage of the IP development and operation of the Reading Group.

On the basis of the rich IP content ecosystem, the reading article continues to advance along the road to create an IP ecological chain. The linkage of industry partners adapts text IP into various forms such as sound, animation, film and television, games, and derivatives. Influence. Especially in the IP influential amplifier IP vision, the reading diploma has stabilized multiple explosive models for the establishment of its own IP visualization capacity building. In terms of TV dramas, the "World", which has a good reputation, has not only set a high ratings of CCTV1 golden TV drama with a ratings of 15.47%. It has also achieved breaking out of the sea and reaching the authorization of overseas broadcasting with Disney. The "Wind Relucting Longxi" and "Please call me director", one is an innovative exploration of the theme of the costume of costumes, scored 8.1 in Douban; During the broadcast period, the ratings were ranked first in the golden TV series across the country's local satellite TV.

In terms of movies, the box office of the 2022 Spring Festival movie "This killer is not too calm" produced by Xinli Media, Reading Film and Television reached 2.6 billion yuan, ranking second in the same period. Anime is the strength of the reading. The "Broken Sky Year" launched in July created the highest heat value of the Tencent video animation project. The series of animation has so far exceeded 12 billion.

From the perspective of vertical dimensions, from "Qingyu Year" and "Resessive" to "The World", the Reading Group maintains the stable rhythm of at least one explosion drama each year; The comic, covering multiple subdivided themes such as reality, emotions, and costumes, and its IP visualization ability has been strongly verified.

In the next link of IP visualization, IP commodity is a area that has more imaginative space. Reading financial report said that in the first half of the year, the reading continued to build and consolidate basic capabilities at the level of IP commercialization, and strived to achieve breakthroughs in many aspects such as subject matter, style, design and other aspects. For example, the "Broken Sky" "Merbsha" single statue launched in the first half of the year, the pre -sale was sold out for 40 minutes, and the GMV reached 5 million yuan. It is worth noting that this is just one of the characters in the IP of "Breaking the Sky". Reading also has many IPs with long life cycles such as "Qingyu Years", "The Master of the Secret" and "Full -time Master".

The senior management of the Reading Group also stated at the phone that IPs such as "Broken Sky", such as sound, anime, film and television, etc. are not the ultimate presentation of the IP value. In the future, the company will further shorten the conversion time of IP to goods, and broaden the number of IP and the form of product. Playing IP seems to be a matter of time for reading.

With ambitions, even more patient

The pan -entertainment industry, which has extremely high requirements for creativity and operations, has always been fierce in competition. Like Disney, developing each IP value to the extreme, achieving the integration symbiosis between IP is the common dream of all players.

Despite the difficulty, referring to the development path of Disney, the entertainment track is indeed a good track with a wide prospect and long snow.

In China, this conclusion is still applicable. According to data provided by third -party research institutions, Fhstrilin shows that the size of the Chinese pan -entertainment market has increased from 299.2 billion yuan in 2017 to 700.3 billion yuan in 2021, with a compound annual growth rate of 23.7%in the past five years. Generally speaking, the size of the pan -entertainment market will maintain the existing growth rate, and it is expected to exceed 840 billion yuan at the end of this year.

In other words, the development of the domestic cultural industry is still expected. However, the market needs good stories, and it is more needed to calm down and do long -term planning for IP to do long -term planning.

At the "Big Reading" Strategic Conference last year, reading executives stated that we must adhere to long -termism, take IP operation capabilities as the basic skills of "big reading", and adhere to "planning firstly, re -development", and to each IP for each IP Tailor -made and choose a partner. At the same time, continue to deepen the organization upgrade, and strengthen the long -term operating capabilities of IP through the construction, joint decision -making, and committee methods.

One year later, the output of "The World", "Heart", "The Swords in the Snow", "The Wind Raise Longxi" and other excellent reputation of word of mouth verified the effective practice and experience of reading in the visualization of IP operations. But doing content has never been done overnight. How to copy this success on a large scale requires reading more high -quality and explosive content to answer.

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