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在4月28日举办的GMIC(全球移动互联网大会)全球未来娱乐峰会上,中文在线数字出版集团股份有限公司(以下简称“中文在线”)执行总裁戴和忠一场题为“泛娱乐时代的超级IP2.0战略”的演讲,吸引了诸多关注的目光。
中文在线2000年创立于清华大学,2006年旗下17K小说网成立,是中国最早的网文平台之一。 2015年1月,中文在线成功登陆深交所创业板,被称为国内“数字出版第一股”,之后不断开疆拓土,全力推进IP驱动的泛娱乐发展。中文在线拥有超过100万IP作品,驻站网络作者超过200万名,积累了大量的优质IP,如红遍海外的《后宫甄嬛传》以及被外媒称为中国的《纸牌屋》的《人民的名义》等。2016年中文在线定增20亿落地,战略投资新浪阅读、A站、晨之科,成立中文互娱、中文光之影,完善泛娱乐布局,全面开启超级IP2.0战略。
超级IP自带粉丝力量,驱动高额产业利润
戴和忠表示,2016年以来整个互联网文学行业进入下半场,即开启“互联网文学+IP”的模式。文学IP是泛娱乐产业的战略源头,它通过低成本的结构、高创意的内容,可以更好地检验市场汇集粉丝的力量。而超级IP或者说头部IP自带粉丝力量和粉丝流量,相对普通的IP而言,它的整个市场收益高,投入产出好。国外已经有很多成功案例,比如说漫威,累计全球票房已经超过215亿美元;还有哈利?波特,收入总计约250亿美元,其中图书销售、票房收入和玩具衍生各占30%左右。
那么到底什么是超级IP?第一就是超级设定,它的人物可以构建一个世界观。第二是超级故事,能够感动人、吸引人。第三是超级粉丝,尤其是铁粉,付钱的粉丝。最后是超级衍生。现象级IP并不等于就是超级IP,而像美国的《星球大战》、中国的《西游记》这样的作品,满足了以上四个要素,可以被称之为超级IP。
中文在线四大核心能力,平台化打造超级IP2.0
中文在线一直致力于通过平台化的方式去打造超级IP。为什么是平台化的方式?因为我们做IP的开发和IP的制造不是项目化的,我们是构建一个IP开发的体系,这包含四个能力。一个是基于互联网文学平台的内容生态能力;第二是专业化运营策划能力;第三是数字阅读的“打包”能力,例如中文在线拥有独家数字版权的《人民的名义》,电子书点击量破5 亿,有声书播放量超过2000 万;第四是泛娱乐产业的合作共赢能力。通过这样的体系和能力,确保我们的IP制造不是偶然和离散的,而是连续可复制、可沉淀的平台化模式。
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