Thank you for your reward to the leader of the alliance, and the time for the change is tomorrow

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this time, chuyuanxi of China joy doesn't plan to appear on the stage by himself, and let Zhao Jie take the lead in everything that is in the limelight, so that he can do something that the president should do with ease. For example, answering reporters' questions, looking for valuable resources, and watching the ladies and sisters.

As a result, the ladies didn't see many who could surpass Yu Meiren. They saw a Chen bingye.

As soon as Binjiang farewell, I haven't seen you for a long time. Of course, Chu Yuanxi has to talk with President Chen. Especially recently, Pingtou brother has done a lot of work. There are many good IP, and the topic of IP adaptation is naturally chatting. It's a pity that Pingtou doesn't adopt the mode of full copyright operation. The author reserves some rights in his own hands. In the case of not mastering the full copyright, uncle Sheng can't initiate procurement from the other party, so there is not much opportunity for business cooperation.

But from another angle, we can also think that there is still a lot of room for the copyright development of Pingtou brother's family. As a result, after chatting for a while, the reporter came over and found that not only Chuyuan was there, but also the webmaster of Pingtou brother, a novel website.

This interview actually started with Ba people's semi annual report. Although both sides know that the reporter has obtained the income data of Ba people, the only data that is publicly available is the half year flow of "out of chaos" in East Asia represented by Knight mabao, which was actively publicized by Knight mabao. In the three months of the second quarter, "out of chaos" recorded a total of 130 million dollars in the island countries, almost catching up with "Zhilong Micheng" in the top three, Slightly ahead of operation wilderness.

In other words, the fourth and fifth in the island region are all Chinese hand tours to the sea.

Therefore, the reporter first focused on the island countries. Moreover, when it comes to Zayi, people have to think of "Yinyang Liao". Coincidentally, it's the island region. So the first question is: "Mr. Chu, I want to know why Zayi's island style big IP" Yinyang Liao "didn't succeed in the island. On the contrary," wilderness action "and" out of the mountains in troubled times "which have no IP effect succeeded. The contents of these three games have been verified to be relatively successful in China . By chance? Or are there any internal factors? "

Chuyuanxi and Chen bingye look at each other and see that Chen bingye has something bad to spit up, so they say, "Mr. Chen, what do you want to say?"

"I want to explain what Island IP is." As a more professional practitioner in the IP industry, Chen bingye suddenly felt that the opportunity of zhangbility had come!

Chu Yuanxi and Chen bingye are both practitioners in the IP industry, but their emphasis is very different.

Chuyuanxi focuses on the operation, how to create an IP, from what angle to create it, what label fans will be attracted when it is formed, which operation mode to correspond to, how to separate and wash it, and which mode of cash flow to adopt, which can give consideration to efficiency and fans stickiness, or simply harvest it directly.

Chen bingye focuses on content, considering how content can attract fans, especially reading fans. Therefore, he is extremely sensitive to content classification and has more say. In particular, pingtouge is a novel website that mainly exports the second-order house culture.

Just listen to him talk: "the so-called Island IP, I found that many people have misunderstandings. I'm sorry, it's not island IP, at least it's not typical island IP, let alone big IP. It's probably equivalent to the IP effect of "three heroes and five righteousness" on our side. You mean popularity? I also know the Mahan and Zhanzhao of the dynasty, but in fact, they are just so so. Our typical IP is romance of the Three Kingdoms, journey to the West and Jin Yong. Especially when adapting the game, the gap can't be calculated by reason. "

"Oh? "Yin Yang Liao" is not a typical island IP This reporter, who specializes in TMT, is not very professional in games, especially IP, but is very professional in interviews. He immediately feels that this is dry goods. News likes dry goods best, and dry goods attract readers most. "What kind of IP is a typical island IP? "Dragon Ball", "fire shadow" and "Pirates"

"Take a look at the top three games of the island's running water. How are they classified as" monster marbles "," destiny crown "and" Zhilong fan city "

Chen bingye hesitated and directly announced the answer: "Western Fantasy, the brave fight against the dragon, the fairy treasure can dream, the legend of Zelda, and the final fantasy are typical island countries. Don't blame the island people for their worship of the West. They grew up looking at it. Therefore, there is no difference between "Yin Yang Liao" and "action in the wilderness" and "out of the mountains in troubled times" in island countries What awesome is the

, "Chu Yuan Xi added:" that is to say, why does Yin Yang Laos not fire? Just analyze the way the game player is suitable for the island country, and suck the operation to the force.

Reporter: "when it comes to operation and localization, it seems that pesticide for the dead has also gone to the island, and its name has been changed to legend hero. It seems that it is not on fire?"

"Needless to say, it can't be hot. It has nothing to do with operation and localization, and it has nothing to do with IP. Islanders don't play video games, especially team based ones. " Chu Yuan Xi is very determined to say, also not afraid to offend people, "but also can't blame big penguin, so iron head don't hit, the idea is not accessible.""Isn't eating chicken an electronic competition? You can form a team, too. " Obviously, the reporter has done a lot of homework in the field of games, but his understanding is very superficial.

This question Chu Yuanxi can answer: "eating chicken is not the same. What's the most annoying thing about playing with pesticides? Let's not talk about the hang up and other anti-human, the most annoying thing is the primary school students, who throw with the wind and against the wind, and fight for the wild monster, right? But when eating chicken, it doesn't matter. Teammates are idiots. It doesn't matter much. So chicken eating team electronic competition is not the same thing as pesticide. It's just a shooting game for island people to play chicken. "

Chen bingye wants to say something again, but this time Chu Yuanxi doesn't ask him to say it. Chuyuan Xi guess he would like to say cultural atmosphere, team responsibility and so on, this view is not convenient for the news.

After the downfall, chuyuanxi himself added: "why can eating chicken rise at a time when the dead in China are in the ascendant? Because the frustration is low, it's a good game to start over at any time when you die. This is more suitable for island players. The e-game that is really friendly to island players is jet fighter, which is called "localization" when the disabled players can't hit the enemy but can assist their teammates. If you just change the name of the game, it's not localization. Even if you change the heroes inside, it's useless. Localization of the game needs to understand the characteristics of the target users. "

Reporter: "so the localization of gone with the wind must be very good? Does Chu always have any advice? "

"Ah, it's all thanks to Knight Mabel. We don't understand it at all. It's totally due to the professionalism of our partners that we can make a pure national style mobile game to this point, which costs more than $40 million a month and is still slowly improving. If you want to tell me what I have, it's very important to choose the right partner. Professional affairs should be handed over to professional people. Don't always think that I'm good at it. There are 50 million players in the island country, and the annual game flow is 20 billion dollars. You have to fully respect this market. "

Originally, in the interview draft, the island part was foreplay, which should have been almost there, but Chen bingye was present, so the reporter's topic turned to IP adaptation.

Although the business model and business scope of Ba Ren group and pingtouge are totally different, they are both IP related industries, so his additional question is: "Mr. Chen is also here. I want to know what the two big men think about the adaptation value of Pan entertainment IP, such as novels, comics and so on."

Looking at chuyuanxi's puzzled look, the reporter quickly added: "although Ba people group has not adapted other people's IP, it makes me feel like..."

"Changed, I thought the outside already knew, ha ha." Chuyuanxi disguised himself as a smirk boy, "in fact, we have been purchasing IP for a period of time before. Now there are five IP to be developed. We should buy five. I don't know what we are talking about. However, the next two key development of new IP or our own internal group to create

"For IP adaptation, I think the main thing is to ask President Chu. We are actually upstream and downstream. I'm just a producer of IP. Basically, I don't spread to downstream." Chen bingye said, rubbing his forehead, feeling very headache. The main reason is that some time ago, Ba people purchased IP at a price of 1 million to 2 million. Not only did he not say anything, but Marlow often asked him for help and asked him to recommend some suitable IP in the market.

What is this called! Sometimes I feel that if I don't make money, I will lose money. Sometimes I feel that Ba people are robbing. It's a good thing not to sell their rights.

During this period of time, with the ebb of the IP fever, the trading market has become increasingly cold, and the big IP transactions have almost disappeared. Therefore, the Ba people's bids show the nature of unscrupulous merchants. But it's very rare for Ba people to have a good time. Even if the bid is low, there are still people flocking to it.

In a word, I don't know whether Ba people have copied the bottom of the market or bought in the middle of the mountain. Anyway, Chen bingye said that it will not spread to the downstream, but there is too much IP hoarding on the platform, and it must also take some action. This is one of the reasons why he went to Mordor. It's a grand gathering for players. Is it not a grand gathering for Pan entertainment?

Chuyuanxi said, "I'll say so about the adaptation value of novels and comics. If your purpose is clear, your logic of playing is right, and ROI can be calculated as a positive cycle, then just like the advertising volume of game companies, you can boldly buy when the return of each download is greater than the cost of each download.

This is the worst time and the best time. Say bad, IP buyers lose a large proportion of money, making money or even making a lot of money is a small number; say good, IP prices are low ah. Take novels as an example. Many novels with three or four million words have been written for two or three years. They are well-known and have remarkable contents. They are suitable for several development directions. One million full copyright can be won. That's great for risk control.

Do you know the biggest problem of IP adaptation? As the adaptation party, we don't want to give IP creators and operators money, but we can't give it at the beginning. At the beginning, we must control the risk and have a stop loss line. The IP procurement cost should not account for too much of the project R & D expenditure.

I'm not afraid that Mr. Chen jokes that I'm stingy. I've contacted some copyright owners before, and I can't talk about that way of asking price at all. The project hasn't been completed yet. The annual guaranteed share will be $18 million, and all risks will be borne by the buyer. Making money is luck, and losing money is the rule. That is to say, when the capital enters the market crazily, some people are willing to do it. If it happens, isn't it? If the tide of capital ebbs, it will die immediately. Now they are basically honest, either reluctant to sell, or return to rationality. "Reporter: "that is to say, under the condition of controlling the risk well, the key is how to play?"

"Yes, once the methodology is in place, you can come up with internet thinking."

Why? Internet thinking? There should be dry goods here! The reporter is excited again. This word is worn out from his ears. It is usually seen in various ppts and is usually associated with various capital operations. However, it is obviously different from chuyuanxi's words.

Thinking of this, he listens to Chu Yuanxi and says, "the so-called Internet thinking first divides the harvest into two categories, cash flow and users. At first glance, the cash flow of a game may be a loss, but the number of users has gained and increased. This is also a game that can burn money. Logically, it works. The second is subversion. The so-called subversion is to use the innovative mode to reconstruct the price attribute and redistribute the user's time. "

Chen bingye and the reporter both wrote a big line in their faces: "I don't understand --"

but chuyuanxi didn't care whether they understood or not. It was going to be on the news. How could it be understood casually? Isn't that Yang Jiangang?

"You can simply understand it as a combination of IP traffic operation and cash flow. In the past, the realization of traffic can't be called realization. It should be called "traffic marketing". When it comes to realization, it's all about advertising. The difference is nothing more than advertising for diversion, goods, small loans or Jackie Chan. Oh, yes, now we have jet li. "

Chen bingye interrupted: "Hey, wait a minute. When it comes to Jet Li's advertisement, it seems to be very innovative. I can see it in front of my eyes. It's very different from Jackie Chan's big brother."

"Yes, Jet Li's advertisement has raised a threshold for the game's hard broadside. He actually has interactive plots, emphasizes the differences in user experience and content, and makes the advertising materials feel like a series."

"Why? Why do you two care so much about an advertisement? " Reporters don't understand.

Chen bingye muttered: "because Because now free reading is flying. It's all advertising. I'm a practitioner. I'm sure I'll pay attention to it. High quality advertising resources are always very scarce. "

Chuyuanxi said more bluntly: "because we also want to buy volume, now the cost of buying volume is soaring, and the market competition is becoming white hot. Improving the quality of buying volume advertising is the best solution to increase competitiveness. The Palestinian people's market department is also studying the miracle of mobile games advertising to win the essence.

Cough, cough Is Chen Bingye's heart saying that the essence is not a copycat? Why so elegant. However, this miracle advertisement is really invincible. Others make situational advertisements by showing the core and selling points of the game. Jet Li promotes the players' sense of identity to the game through different ways and aspects. They even use shooting gags as advertising materials to prove that they are sincere in advertising the game. No one points a gun to his head, and there is no need to show that he has been kidnapped. That's tantamount to allin's personal reputation. I don't know how much it costs to advertise the game

Chuyuanxi said: "in a word, this kind of cash flow is very harmful to the traffic. If the immoral advertisements do too much, the traffic will definitely fall, especially the compulsory advertisements, and even damage the foundation of the platform. So, why do many platforms with traffic want to advertise like this? Because the outlet is narrow, this is a huge pain point. A lot of traffic are faced with no advertising revenue, an advertising traffic plummeted. The birth of Internet thinking is to solve the pain point.

In order to solve this pain point, I have figured out a set of operation and realization methods relying on IP, and re created the realization export. The main goal is to reduce the harm of realization to traffic. At present, it seems to be OK. I don't like to use 2.0, 3.0 and so on for self promotion. In a word, that's all. It's just that Ba people are always restless. There are always middle-level managers who are ready to use the 1.0 model to make income after seeing the traffic. My energy is spent on suppressing them. Ha ha ha. "

Chen bingye suddenly remembers the boast that Chu Yuanxi once boasted to him. The main idea seems to be that a fan is worth two yuan in other people's home and twenty yuan in his hand? It seems to be such a logic. Is this the so-called fan operation mode combined with IP?

Why don't you take out something at this time? He immediately asked, "how to solve the pain point?"

"Well Do you have pain, too? " Chuyuan Xi thought, it seems that Pingtou brother really has a chance, because his family has not started to shop advertising, so it might as well briefly explain the basic link.

This basic link itself is not a secret, and the reason is also very simple. In fact, even if people who do traffic business don't understand it originally, they will understand it after a little study. The difficulty lies in how to innovate, how to break through, how to analyze and how to design the whole set of operation process, and how to make it a closed loop. The latter is what Chu Yuanxi would not say.

He thought about it and said, "I'll give you a keyword, station B. You must be familiar with station B? "

Chen bingye heart said B station I can not familiar with it? Are you talking about He can't help but think that station B always insists on not doing patch ads. although the advertiser will invest money to make the whole video ad for grandma, after all, he doesn't need to watch 120 second front patches first, and there is not a large number of middle inserts, so the financial data of station B is not so good-looking.As for Ba people, he has paid close attention to several Ba people's works, and he has swept all his early works in retrospect. He always insists on not taking the advertisement. Even a lot of times, even he thinks it's time to take the ad? Why is there no advertisement?