Can "eat more fish" save long videos?｜ No. 1 platform side writing ②

Long video self -rescue

Author ｜ Xiangxuelan

According to reports, the streaming giants Netflix privately revealed to investors and advertisers that recently intended to launch a paid advertising business, each advertisement gets 1,000 views, and advertisers need to pay $ 80. NETFLIX, a long video platform known for its membership paid business, couldn't carry the pressure and opened the advertising business.

Iqiyi Gong Yu once said, "It is difficult for us to support the entire industry in a monetary method. It is not enough to rely on movie tickets, and it is not possible to rely on advertisements.

The diversified business business model of long video platform has become an industry consensus.

In 2018, iQiyi proposed to establish a pan -entertainment IP ecosystem to carry out multi -link development and refined operations around IP to achieve a win -win cooperation in the business model of "one fish and more".

"One fish eat more" refers to the transformation of IP through literature, comics, games, film and television, etc., to form an IP brand value empowerment and a certain user scale, and then through advertising, user payment, publishing, distribution, games and derivatives Wait for the monetization matrix to form a set of business monetization models of the entertainment industry.

Recently, iQiyi's "Cang Lan Jue" comics, animation and episodes have been launched, becoming another classic case of the "one fish eat more" business model. After four years of running, iQiyi's "one fish eat more" seems to be familiar with it. The uniqueness, long -term and correctness of this strategic choice are emerging.

Picture source: Weibo screenshot

How to buy "fish" and raising "fish"?

In May 2021, the data published at the iQiyi World · Conference showed that more than 30 projects were undergoing "one fish".

In the "one fish" mode, "fish" is very important and is the basis of "eating". If there is no suitable, enough "fish", everything cannot be talked about, so where does "fish" come from?

Buy "fish"

There are many Internet IPs with high development value in the market. Long video platforms can develop the "one fish and eat more" model by buying copyright. The "2019-2020 Annual Internet Literature IP Film and Television Drama Adapted Potential Evaluation Report" shows that in the 100 most popular film and television dramas, online literature adaptation accounts for 42%.

For example: iQiyi claims to create the original book "Luoyang", the original writer Ma Boyong's novel "Luoyang", which is the novel "Luoyang", which is the famous writer. The masterpiece "Demon Zun".

However, not all web IPs are suitable for the development of "one fish" model. In addition to data standards such as traffic, it is more important to be adaptability and worldwide outlook.

At this stage, many network authors have planned early planning for IP development. The Tang family three youngsters have stated that during the creative stage, the architecture must be taken into account to cope with multiple copyright development. "When creating, you may consider what kind of work is the best release and better derived. Through different forms, readers and audiences experience this story."

fish culture"

The way to buy "fish" faces many uncertainty. For long video platforms, if you can raise "fish" yourself for IP development, it is more favorable in terms of cost or operating perspective. The construction of iQiyi literature is committed to raising "fish" for the "one fish" model, bringing more diverse content and smoother development links to IP development.

Picture source: iQiyi WeChat public account

In August 2017, iQiyi's "Yunteng Plan" was officially launched, emphasizing that it was based on literature to drive the film and television as the core principle, and adopted a model of free and later formulation in the early stage to jointly develop online works provided by platforms such as iQiyi Literature. As of October 2021, the "Yunteng Plan" has been targeted for 12 periods, and the key film and television works account for 70%, which has produced explosive content such as "Waiting for the warmth of the smoke".

In August 2020, iQiyi launched the "Yunteng Project+" project, combined with the authors of the head of the industry to create a more diversified and high -quality IP content. The birth of fine film and television content.

In November 2021, iQiyi novels and iQiyi animation launched the "Wind Thunder Program" to provide original novels for animation and comic adaptations. expand.

In July this year, the new forces conference of iQiyi Literature was held. Iqiyi Literature has reached in -depth strategic cooperation with northern literature, announcing the establishment of the "iQiyi Academy" to create a new writer and work ecosystem with the "Internet Platform Joint Professional Literature Institution" model. At the same time, the release of a new plan for the label, "Northeast New Literature", provides a good creative environment and comprehensive support for high -quality contracting authors through the construction of independent websites, organizing literary competitions, and investing in operating funds.

Iqiyi raised "fish" frequently, creating a solid source of IP for the next higher and smoother development for the "one fish" mode.

After buying "fish" and raising "fish", it depends on how to eat "fish".

Picture source: Weibo screenshot

How to eat "fish"?

There are many kinds of fish "eating", and the role and effect of the entire development process are different.

As the first series IP in iQiyi created the IP development plan of the ancient city of Huaxia, Luoyang IP is the most diverse classic case in development in the "one fish" model. The episode "The Wind Relucting Luoyang" is the core of Luoyang IP, as well as the variety show "The appearance! Luoyang", the comic "The Rotten Grass of the Wind to Luoyang", the documentary "The Capital of Luoyang", the animation "The God of the Wind Raise Luoyang God Machine The movie "The Wind Raise the Yin and Yang Realm of Luoyang", the rock music stage drama "The Wind Raise Luoyang", theme hotel, VR game, script killing and other diverse entertainment forms.

In January of this year, iQiyi joined hands with the "Box Mints" to launch the theme digital collection of "The Wind Raise Luoyang". After 7 hours of launch, more than 6,000 collections were sold out. This is the first national style collection of iQiyi, and it is also the first time the episode IP has opened the curtain of the universe.

Between different IP development forms, they are based on Luoyang IP. The style is similar but the content focuses on the main character setting.

For example: The drama "The Wind Raise Luoyang" is based on Gao Bingzhu, Baili Hongyi, and Wusi Yue of different strata as the main strata. Both the actor and the production level are the "top match" of the online drama. The story of the cartoon "The God of the Wind Raise Luoyang" occurred 14 years ago in the live -action drama "The Wind Raise Luoyang". It tells that the male lead Pei Kun was in the process of "Fox Demon Breaking Sum" in Luoyang, which was revealed by the secret god of Luoyang. The story of the mysterious organization hidden in the dark, and cracked the story of its shocking conspiracy.

Picture source: iQiyi official Weibo

The form of film and television dramas is generally the core of "one fish eat more". It is responsible for building and reorganizing IP story lines and extension space, and enhances the important role of the character and fans in the drama. Compared with other development models, the storyline of the live film and television series is more complete, and the emotional interaction with the user is stronger. The legendary story and personality charm shown on the protagonist are more attractive and empathy. With enough exciting story interpretation and deep emotional fetters, the probability of successful IP development will increase greatly.

Animation, comics and games are becoming the standard of the IP "one fish", which is of great significance to expand the IP two -dimensional user circle. For example: Before the episode of "Cang Lan Jue" was launched, the comics and animation versions have been launched, attracting a lot of attention of two -dimensional users. After the drama is launched, it will help transfer the two -dimensional fan group into a episode user.

The theme restaurant, theme hotel and other physical development models are "in the ascendant." For example: The domestic original animation "Ling Cage" landed on the first theme restaurant in Wuhan Optics Valley. The TV series "Chen Qingling" landed in the first theme restaurant in Shanghai Tianzifang. However, these theme restaurants and hotels are also trapped in IP. After all, relying on existing fans to support high -frequency high -end consumption. How to continue to develop in the future requires careful thinking.

Digital collections are also more and more options for IP development. As a kind of IP development model that is connected with the Yuan universe, it is a very necessary attempt. However, this model is still in the exploration stage. It may be more important than commercial returns to avoid various traps that may harm IP value.

Regardless of the practice, follow the industry's creative laws, make high requirements and high -level production, and inherit and innovate on the basis of the source IP, in order to truly "eat" "fish" and truly achieve this to this one. The ideal effect of business model.

Picture source: iQiyi official Weibo screenshot

The future of "one fish eat more"

When a group of IP forms obtain a group of stable fan groups, the fans' love can be converted into a diversified commercial return through diversified development.

For a long video platform with the development tone of the recent period of increasing its own efficiency, the significance of "eating more fish" in addition to providing a lot of content for users to consume users, it is more important to enrich The realization of the content IP, changing a single advertising or a diversified revenue creation model. This is of great significance to the current long video platform.

The return method of film and television variety works is mainly based on advertising, membership paid and watching; rewards such as digital collections and toy derivatives are mainly authorized or sales profits; theme restaurants and hotels are mainly authorized income; novels and novels and The main publishing income is mainly published.

A variety of business return models are essential for improving the profitability of long video platforms.

Iqiyi released the 2022Q1 financial report interpretation that the IP development strategy of "one fish eat more" is the opportunity for high -quality content mining. The IP of "The Wind" IP has signed a total of more than 20 customers to develop a variety of derivatives such as players, jewelry jewelry, clothing, food and beverages.

However, it should be noted that not all the "eating methods" in "one fish" have the potential to develop. After several years of exploration, iQiyi's laws and profitability of various sample development of IP should already be very accurate. Under the trend of cost reduction and efficiency, I believe that the next IP development will be more targeted and production efficiency will be higher.

Picture source: iQiyi WeChat public account

No. 1 conclusion

The success of the "one fish" business model requires platforms and capabilities that operate a variety of entertainment forms. The reason why iQiyi was able to make great progress in the exploration of several years, thanks to its empowerment of its production capacity, platform, and technology.

IQiyi has a rich and mature product model, which is the basis for IP multi -chain development and resource allocation; huge user scale and mature operating experience are the basis for IP marketing and creation; The "intelligent entertainment system" composed of intelligent distribution, intelligent playback, intelligent monetization, and intelligent customer service is the basis for accurate IP form development based on user needs. Judging from the current development status of long video platforms, despite the limited scale, "one fish eat more" is still the most developed business model, and it is also the hope of further expanding the profit situation of long video platforms.

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Reference materials:

1. Iqiyi "One Fish Eat more" IP business model Innovation Forum held "Luoyang" IP linkage officially launched

https://mp.weixin.qq.com/s/revl9rbyByroj0gqrhp93lxg

2. Mistake competition, resource aggregation, iQiyi literature IP film and television ecology gradually become

https://mp.weixin.qq.com/s/_ajkqanutpjdoxxzsrmxba

3. Get the "Business Reference" column

Topic No. 1: Which IP do you think the most classic "one fish eat more" case?

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