After Xiaohongshu and B station, another possibility of the community is hidden quickly?

Next stop, the world's largest comic platform.

Wen | Jiaxuan

Editor | Shi Can

In the post -epidemic era, the society entered a new period of digital transformation, and the online economy became the hot topic of the present. Volkswagen sought a variety of content types for entertainment and consumption, and found a link to find a sense of belonging through the establishment of a link in the group, and relieved the pressure brought about by the uncertainty of reality.

In this context, the Internet content community with content, interests and social keywords has greeted massive users and became a "tide" in the Internet. In order to meet the user groups with different demand, the types and expansion directions of the community have gradually enriched, showing a situation of multi -bloom.

At the same time, the Internet economy has entered the era of stock competition. Early extensive growth strategies are gradually withdrawing from the historical stage. Each content community may continue to break through the original user circle, or deeply cultivate upstream and downstream industrial chains, or optimize business models to seek innovation. Breakthrough and sustainable development. In the process of exploration, the content community is facing a common problem: where to find the "new engine" of commercialization, and the "vital army" for future growth?

Commercial engine of the content community

Young people need to meet diverse needs in different communities. This characteristic also allows the community to be labeled with different labels to follow different content expansion directions.

For example, the main video content of station B, from the two -dimensional vertical class to a wider crowd breaking circle, Slogan changed to "the videos you are interested in are on Station B", and at the same time, different video forms and community evolution are gradually added. type. The newly introduced "Story Mode" vertical screen mode is expected to become a new growth entrance to station B.

Xiaohongshu mainly focuses on the "grass" economy, leading a series of young trendy lifestyles in the form of pictures, texts, videos, etc., and empowers new consumption and new brands. It is a new consumer experience, lifestyle sharing, and shopping. Time young people community. Knowing the content of the "dry goods" content with a large number of hardcore majors is the largest question and answer content community in China. With business content solutions and advertising business as the revenue basis, Zhihu is actively developing the vocational education sector and creating a new new one Growth curve.

It is not difficult to see that on the one hand, the content community is constantly improving the quality of the content and improving the content ecology, and on the other hand, it is pursuing a healthier and stable business model to tap and create greater market value. When the content community has a distance from the business of business, when the size of the community develops to a certain degree, it will face large or small commercial problems. It is necessary to continuously explore and try on the road of commercialization to establish a positive cycle of profitability.

To enlarge the market value of content, content IPization is an important path. Throughout the world, it is more than Disney that it has a large number of IPs and the most commercial value company, and IPs such as Pokémon and Marvel Universe are also famous all over the world. Fans are all over the world. One of these IPs' commonality is that they all have an impressive iconic image and key anime works in the process of breaking the circle. Anime is restructured by combining texts and sounds and vision to provide audiences with multiple senses. It is the IP maturity path that has been repeatedly verified by the market. Data show that the output value of my country's animation industry in 2020 has exceeded 200 billion yuan, and it has already supported the rapid development of the domestic animation industry and has great development potential.

Disney IP map source network

The comic is the source of the IP content of the recent anime, and the domestic comic industry has also developed in full swing in recent years. Explore the Guoman market can't get around. In recent years, China's two -dimensional Internet comic platform has formed a three -legged competitive pattern. The industry concentration has a high concentration. The head company occupies the main market share. It is expected that the market will continue to concentrate with the content of the work in the future. As the leading brand of Guoman Market, it is founded in 2014. It provides one -stop services in comics, drama, community, animation film, surrounding derivatives, games, offline experiences. Platform and sharing community.

"The White Paper in China's Two -dimensional Content Industry" shows that in 2021, the total user exceeded 340 million, and the monthly live was close to 50 million, which exceeded the sum of the second to sixth place in the industry, and is in the leading position of the domestic comic platform. During a few years of development, I have accumulated a lot of well -known Guoman IPs, including "Sudden Heart", "Hurrying My Brother away", "Sweet Bite", "Guwei South Pavilion", "Cheng Ye Xiaohe" and so on. With strong IP development potential. Comics may be the starting point of these copyrights. How to further develop the IP carrier into more derivative forms, and serving more users in different carriers will be the focus of the future. In this regard, you can quickly look at the influence of "Marvel" and "Disney" in China.

Picture source: Burning Consultation "China's Two -dimensional Content Industry White Paper"

IP is not only the commercial engine of content, but also the focus of topic discussions in the content community. Users gathered to see if they like these IPs, and because these IPs have a lot of communication with each other, they can quickly look at the evolution from the past comic platforms to today's fast -looking community. At present, there are more than 250,000 interest labels in the community, and about 400 labels have exceeded 100 million. And a large number of two -dimensional enthusiasts and pan -second -dimensional people are the creators of the prosperous community ecology.

"The biggest comic platform, it must be born in China in the future"

In the rapid development of society, the secondary culture has gradually separated from the niche culture and entered the public vision. According to data, in 2021, my country's pan -dimensional users have reached nearly 460 million people. At present, they are mainly based on students and corporate white -collar workers. The age distribution is mainly concentrated under 35 years old. Among the Pan-dimensional users, they are represented by generations Z, 13-27, accounting for more than 60%. In terms of two -dimensional theme preference, they especially prefer the types of themes such as adventure, fantasy country style, and girl love. The huge two -dimensional users have laid a solid user foundation for the development of the industry, entered the mature period of the two -dimensional content industry, and gradually ushered in the explosive period. The report shows that the two -dimensional content industry is expected to reach 100 billion in 2026.

From the perspective of the user portrait of the community, more than 85%of the users are after 00, and they are called "Super New Z Generation". They use creative interest and love. They are the most loyal supporters of these national works. It is also the "vital army" of the Internet content community.

Picture source: Look at Guoman Conference on Guoman

One of the most impressive scenes of the cartoonist Mo Fei was a little boy who met when he signed the sales site in Guangzhou. The little boy didn't speak, but just handed the signature book, signed, and a poster. After understanding, he knew that the little boy's sister liked himself very much, but because the classes could not come, so he asked his mother to take the younger brother to sign the signature and blessing.

Each content creator has the desire to see by the reader. The content of its creation enters the market to become a product. It is bound to undergo the test of a wider population, and in the process of feedback and iteration, it will be evolved and improved step by step. And the reality of real readers in the community is of great significance to Mo Fei's career growth.

A few years ago, Mo Fei, the author of "Guwei Nan Ting", had experienced a very painful creative period. On the one hand, the 100 % enthusiasm and efforts did not disappoint him. Mo Fei felt that he "finally stood at the door of creation", and has significantly improved from the characterization, emotional expression, and the logic of the story. On the other hand, he also From time to time, the platform's requesting content rectification and the unprepared situation of the work will gradually make him gradually struggle for comic creation. More importantly, Mo Fei's investment in the rental house from morning to the evening in the rental house is often just a few works.

"I can't draw anymore," Mo Fei said, "I was afraid at the time, and I felt my career came to an end."

Mo Fei signed the contract at this stage. At a time, they finalized the cooperation. Hurry to watch the comic agent told him: He can continue to draw according to his style, and his works have the potential to become the head of the platform. This means that the comments of their works have hopes to reach tens of thousands or even hundreds of thousands. In December 2018, a year after Mo Fei signed the contract, the first episode of "Guwei South Pavilion" was launched, and more than 50,000 comments were received. Mo Fei, who has been on the edge of the comics industry, began to look at the attention of mainstream readers. In 2019, "Guwei South Pavilion" came out. At the Golden Dragon Awards, which is known as the "Chinese Animation Oscar", he won the two prizes: "Best Plot Comic" and "Most Internet Popular Comics".

Mo Fei "Guwei South Pavilion"

At present, the Japanese version of Piccoma, a netman platform of the Korean Internet giant, is the world's best -selling comic platform. However, the founder Chen Anni believes that China will definitely have companies that surpass Piccoma. This kind of confidence originated from the huge pan -dimensional users in China, and the "super new Z generation" with continuous growth, content aesthetic and consumption power growing group.

Chen Anni said that Piccoma, as a South Korean comic platform, is mainly different from China ’s comic paid habits in Japan and South Korea. At the same time, the ecology of Japanese and Korean comic creators is very healthy. The continuous expansion of the commercial market is related to the number of practitioners and the production efficiency of content production. Look at it on the one hand, through establishing a sustainable development system for creators, enriching the source of revenue from Guoman authors, and continuously discovering newcomers cartoonists through the Wanman Contest; on the other hand Hua, etc., to improve the production efficiency of comic content. At present, there are more than 120,000 registered creators, more than 10,000 collaborators, and more than 11,000 comic works.

In a community full of intersection and connection, content production and users love to form a positive cycle. The snowballs in the Guoman industry will get bigger and bigger. "At that time, you will find that the platform that is very profitable in foreign countries is actually a MVP — The products you try to minimize, but it needs to iterate and evolve in a larger user environment. The largest comic platform in the future must be born in China. "Chen Anni said.

From online community to offline carnival

On July 16th, we quickly watched the "Comic, we are professional" 2022 to watch the Guoman conference. In the summer of this year, the 192 IP films were announced, the highest new work over the years. Among them, 136 high -quality comics, 52 boutique dramas, and 4 top production animations. This is not to look at the first release of the film, but in the trough of the pan -entertainment industry, you can still announce the development plan of 192 IPs at one time, which is inspiring to users and the industry.

Photo Source: Look at the founder Chen Anni at the press conference site

At the same time, look at the launch of the overseas version of the APP, and go to the new stage to go to sea. At present, nearly 400 Guoman works have landed on overseas platforms, covering 12 mainstream languages, covering nearly 200 countries and regions. In addition, watch the World and Xinhuanet to reach a strategic cooperation and set up Guoman Development Think Tank. The two sides will conduct in -depth cooperation in various aspects such as Guoman Industry and positive energy works. More importantly, this is the press conference to meet with online and offline audiences in "KK World Hurry to Watch the Dream World" for the first time. KK World is the first ultra -new Z -generation ACGN carnival event held by the fast look. It is also the first large -scale comprehensive experience exhibition this year. 10,000 Ping House Girl Man Dream World, 4 immersive theme areas, 3 super -stage, 29 super IP scenarios restore, 54 fantasy camera punch points, 80 interactive games, gathered comics, fellows, cosplay , Voice Actor, Sankeng, Gutong, Singing, Dance, etc.

Picture source: kk world scene

Although the monthly work is only tens of millions, it is roughly estimated that about 30,000 people were at the KK World site on the day of the press conference. This is still difficult to travel across provinces. The enthusiasm and loyalty of the second dimension enthusiasts for IP works, and their support and love for creators are reflected in the rich interaction and emotional tension on the scene. In the Internet online world, people's perception of individual users in the community is often covered with data traffic with commercial value. When these individuals gather online, they will be restored to live and lively people. In the bustling grand event, the vigorous and positive development potential of "Super New Z", the vigorous and great development potential, so truly showed the public.

KK World is a fast -looking offline utopian, which is the real projection of the online community.

As a rare content platform founded by women, at the beginning of its establishment, it became the largest comic platform in China through the differentiated competition of women's to -work. Now, as a female creator more than 70%of the communities, and the high penetration rate of female users, the KK World, which is created, is the largest offline activity in the domestic female audience.

Picture source: kk world scene

The important value of KK WORLD is to see the figuration of the offline environment that you want to pass to the user, so that the two -dimensional enthusiasts will look at it in the real world. These experiences are not only appreciated by comics, but also to enjoy interesting communities and surrounding consumption, which represents a younger way of life after the contemporary 00. Read the comics first, then visit the community to interact with other users, and then buy the surroundings -all this has become a dreamy reality in KK World.

Watch the depth of the value of Guoman's IP value, so that Guoman is going out, and also allows comics to move closer to more diversified content such as film and television, games, etc., so that more global users like Chinese comics. When Chen Anni stood at the scene of KK World, watching those Guoman IPs like Universal Studios entered the realistic event. Chen Anni saw the next stop of KK World: moving towards the world's largest comic platform. "In the future, users can not only experience the entertainment world in the app quickly, but also break the dimension wall through KK World, let the rich entertainment content enter everyone's real life."

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