©Shenxiang Original·Author｜Lu Yue
·Iqiyi uses the model of "feature film + member-derived programs + member marketing activities" for drama series marketing and content derivation;
·The establishment of the IP industry chain benefits from iqiyi's "Apple Orchard" ecology.
iQiyi once again started the period drama.
The past hits of "Old Nine Gates" and "River God" have highlighted iQiyi’s advantages in the period drama field. In the fourth quarter of this year, iQiyi launched a self-made period drama "The Hot Blood Boy". Through the story of "Youth group portraits rushing through the barriers", it jumped out of the traditional old-fashioned era + spy drama framework, and won the first day of the iQiyi Fengyun list soaring list, second place on the hot list, and first place on the Maoyan online drama list. Name and the first place on the Weibo drama hot list.
Judging from the plot, the play is still taking a youthful route that suits the tastes of young audiences, but the difference is that this time iqiyi has played a new trick-the model of a variety show derived from the big drama, and developed a derivative of "Blood Boy" Variety show "Help! I'm going to work", in addition, VIP mysterious pet fan online activities and charity activities will also start.
iQiyi is not the first to try a new gameplay derived from content. Whether it is making homemade dramas, variety shows or idol content, innovation has always been a major feature of iQiyi. Behind the continuous creativity, iQiyi is actually creating an original methodology and ecological model.
In the early days, popular TV variety shows such as "Run, Brother" will broadcast derivative content based on show highlights before and after the main film; in recent years, popular variety shows such as "Youth Have You" have used derivative programs to deepen fans' understanding of players. , To narrow the distance between fans and idols; and language variety shows such as "Qihua Shuo" will also develop vertical screen derivative programs to enhance program immersion in a way that is richer in content and more suitable for users' viewing habits. The development of derivative content by
has long been commonplace for users. However, it is not difficult to find that these derivative content seem to be variety shows, but dramas that have a strong effect on increasing traffic and membership value-added content do not have content derivative.
This time, iQiyi took the period drama "The Hot-Blooded Boy" to try to derive a variety show from the drama, and its derivative variety show "Help! "I'm going to work" will be broadcast on Saturday in line with the latest episode of the week, and will be finished synchronously according to the rhythm of the episode. The show uses a reality show to record the daily work of the protagonist Liu Yuning as a publicity officer, how to solve marketing, product, and operation problems, and how to interact with his fans while promoting the work.
During the same frequency broadcast of the feature film and the derivative variety show, iQiyi is also launching a series of member marketing methods and customized benefits. For example,
opens the VIP mysterious pet fan online event, which provides fans with idol to sign, voice connection, video and other opportunities for intimate interaction with the leading star in three stages. Linkage Burger King and other brands launched the "Hot-blooded Youth" theme package in November, and cooperated with Liu Yuning to cooperate with the China Youth Development Foundation to donate public welfare projects under the Hope Project.
From an overall point of view, iQiyi uses a combination model of "feature films + member-derived programs + member marketing activities" to promote and derive web dramas, in order to deeply tap the potential of web dramas. The
model seems nothing special at first glance, but iQiyi actually has a lot of ingenuity in its settings.
First of all, in terms of time, iQiyi launched derivative variety shows in the early days of online dramas. The significance is to expand the influence of "Hot-Blooded Boys" with multiple types of content at the same frequency and strengthen users' sense of immersion in online dramas. To attract users to spend more time watching related content on the platform, increase user viewing time and increase user stickiness, and at the same time, use VIP exclusive methods to promote member payment.
Secondly, from the perspective of the derivative content itself, the derivative content of iQiyi’s “initial attempt” is not “heavy”. The derivative variety show lasts only 20 minutes, and the content is also a reality show form completely out of the plot of the feature film. This not only forms a "length complementation" with the feature film, but also achieves the purpose of attracting audiences and fans with different types of content.
Of course, online content must also be assisted by offline activities. Through offline and brand linkage, participating in public welfare projects can increase the influence and popularity of the series on the one hand, and on the other hand through online + offline The model, a big drama can fully reach the target users, so that the full-scale development of this action can exert the greatest effect.
shallowly, iqiyi’s goalIt is nothing more than maximizing the value of a play, and using more content to inspire loyal audiences and loyal fans of the play to pay, deepen the potential of members and enhance commercial value. But from a deeper perspective, iQiyi's actions are not just to develop a drama, but to actually make the content into IP through repeated attempts.
In fact, for a long time, content with intellectual property rights, cross-industry cultural symbols, individual cartoon images, a certain star or Internet celebrity have been called "IP". The industry's understanding of the concept of "IP" is very confusing. Although it is difficult to define the concept, it is clear that content and IP are two concepts of completely different magnitudes. The two are not directly equivalent. If there is no plan and operation from creativity to content to the complete industrial chain, The content is only content.
Disney is a typical case. In Walt Disney's plan, the movie is at the center, the surrounding licenses, music, publications, TV programs, and theme parks are all surrounded by each other and complement each other. Through movies, Disney can earn several rounds of revenue, and movie box office accounts for only a very small portion.
Disney’s IP operation strategy
shows that the formation of IP depends on operations. To make high-quality content into IP, it is necessary to plan and integrate the content with operational thinking, and through the extension of the whole scene, the whole chain with content as the source is opened up. If IP is to have a longer life, the entire IP industry chain must have the ability to renew itself, forming a positive cycle.
Judging from the actions in recent years, iQiyi is obviously trying to develop multiple IPs in the Disney model.
In June of this year, the youth drama "Future Secret" starring in the top eight of the self-made variety show "Actor's Character" was launched. This is iQiyi's first test in the drama variety linkage. Prior to this, iQiyi had used phenomenon-level web dramas "Old Nine Doors", "Soul Ferry", "Exclusive Memory" and other extraterrestrial stories as the main content. Network movie" model. This model is also the first exploration in the industry. The innovative linkage content has also received extensive attention from loyal fans of the series. The cumulative broadcast volume of the four parts of "Old Nine Doors" has reached 10 million.
"Old Nine Doors Fanwai: Flowers Blooming in February"
In terms of movie game linkage, iQiyi developed a mobile game of the same name when the hit drama "A Thousand Bones" was broadcast in 2015. "The derived mobile game also won the first place in the free list on the day it was released on the Apple Store. In addition, although many key dramas such as "Sword Dynasty" and "Master" have not yet been broadcast, iQiyi's action to derive animation from online dramas has begun. Through the development of animation film and television, iQiyi's "drama and comic linkage" plan is about to land.
Behind iQiyi's multi-directional and multi-type IP generation action, there is a set of general methodology.
Looking forward, iQiyi is providing optimization guidance for content through data, and guiding creators to develop content that suits users' preferences; looking backward, iQiyi links online major movies, games, variety shows and other content from drama series, through effective The publicity method expands the ability to break the circle of content, establishes a monetization matrix composed of advertising, user payment, publishing, distribution, derivative business authorization, games and e-commerce, and finally forms a complete IP operation chain. Behind the
action is the methodology, and behind the single methodology, it is actually the support of the entire ecology-based on the content of the drama series, incubating at the IP source and multi-point development in the entire industry chain, the establishment of this set of processes is completely Benefit to iQiyi’s "Apple Orchard" ecology.
"Apple Orchard" ecology
In 2014, iQiyi proposed a "from platform to ecology" plan, and then transitioned from a single "Apple" video business to IT technology as the "trunk", film and television, variety shows, animation and other businesses The "apple tree" that is "apple" will then develop into an "apple orchard" ecology in which each business alone becomes a "tree" and aggregates into a "forest".
In order to create a synergy effect for each category and each business, and enable the cross-interaction of various businesses to form a value network, iQIYI chose to transform into a form that is more in line with the Apple Orchard ecological concept-from a super APP to a brand matrix, including PC terminal, mobile terminal, TV terminal, involving 21 application categories such as long video, short video, children, two-dimensional, sports, fan community, ticketing, shopping mall, and literature. At the same time, nine monetization methods including advertising, payment, brokerage, rewarding, publishing, distribution, authorization, games, and shopping malls are formed in the ecosystem. This is also the "One Fish Eat More"Business model.
iQIYI’s 21 application service product brand matrix
takes the Apple Orchard ecology as the core and the brand matrix as the form of expression. The reason behind iQIYI’s transformation is not difficult to understand:
puts content into the entire ecology System, explore the possibility of in-depth mining, thereby forming a complete IP industry chain, and truly realizing commercial realization;
frees the sub-business in the super app, gains incremental users, raises the ceiling, and enlarges the synergy effect to enhance various profitability .
's innovative consciousness and ability play a role to drive iQiyi’s "apple orchard" ecosystem to further improve and form a healthy positive cycle. Conversely, only under the drive of the core of the "apple orchard" ecology, iqiyi The consciousness and ability of continuous innovation of art can be obtained. Therefore, whether it is in the content of the drama, the marketing method or the derivative content, a healthy and complete ecology is always the core of iQiyi.
The drama "Hot-blooded Youth" is all-round. It embodies the innovation of iQiyi, and at the same time interprets the powerful core driving force of its "Apple Orchard Ecology".
