Thanks to the boss who changed the old talisman for rewarding the leader, and the time for the update is tomorrow

—————

This time, Chu Yuanxi didn't plan to appear on stage by himself. Zhao Jie was the one who showed off the limelight so that he could do something that the president should do with peace of mind. For example, answering reporters' questions, looking for some valuable resources, and watching the ladies.

As a result, the young ladies didn't see many who could surpass Meili Yu, and saw a Chen Bingye.

It took a long time since Binjiang left, so Chu Yuanxi of course had to talk to Mr. Chen, especially recently, the popular ones of the ip-tout brother have been doing very well. There are many good IPs, so there are naturally some topics about ip-adaptation. Unfortunately, the ip-tout brother does not adopt the full copyright operation model, and the author retains some rights in his own hands. Without the full copyright, Uncle Sheng could not initiate procurement from the other party, so there was no big opportunity for cooperation in business.

But from another perspective, it can also be considered that there is still a lot of room for copyright development in Pingtou Ge's family. After a while of chatting, the reporter came over and found that not only Chu Yuanxi was there, but also caught the website manager of Pingtou Ge.

This interview actually started with the semi-annual report of Baren. Although both sides knew that the reporter had obtained the income data of Baren, the only data that was disclosed on the surface was Knight Codebag's agent "From the Mountains in Trouble" in East Asia. This was actively promoted by Knight Codebag. In the three months of the second quarter, "From the Mountains in Trouble" recorded a total of $130 million in the island country, almost catching up with "The Dragon Mystery of Wild City" and ranked in the top three, slightly ahead of Zhayi's "Operation in Wilderness".

In other words, the fourth and fifth places in the island country are all the Celestial Arts mobile games going overseas.

So the reporter first aims at the island country. And when it comes to Zhayi, people have to think of "Yinyangliao", which coincidentally is the island country area. So the first question is: "Mr. Chu, I want to know why Zhayi's island-style IP "Yinyangliao" was not successful in the island country, but "Operation in the Wilderness" and "Out of the Troubled Times" with no ip effect were successful. The contents of these three games have been verified in China for more success. Is it accidental? Or is there any internal factors?"

Chu Yuanxi and Chen Bingye looked at each other and saw that Chen Bingye was about to vomit, so he said, "Mr. Chen, what do you want to say?"

"I want to explain what is an island-style IP." As a more professional practitioner in the IP industry, Chen Bingye suddenly felt that the opportunity for zhuangability has come!

Chu Yuanxi and Chen Bingye are both practitioners in the IP industry, but the focus is very different.

Chu Yuanxi focuses on operation, how to create an IP, from what angle to create, what label fans will be attracted during molding, which operation method corresponds to, how to divert and how to wash, and which model to adopt in monetization can take into account efficiency and fan stickiness, or simply harvest directly.

Chen Bingye focuses on content, considering how the content can attract fans, especially read fans, so he is extremely sensitive to content classification and has a greater say. In particular, Pingtou Ge is also a website that mainly exports the second-dimensional home culture.

I just heard him talk: "I found that many people have misunderstandings about the so-called island-style IP. "Yinyangliao", I'm sorry, it's not an island-style IP, at least it's not a typical island-style IP, let alone a big IP, which is probably equivalent to the IP effect of "Three Heroes and Five Righteousness" on our side. Do you think it's famous? You also know about the dynasty Ma Han and Zhan Zhao, but in fact it's average. The typical IPs we have here are "Romance of the Three Kingdoms", "Journey to the West" and Jin Yong. Especially when adapting games, the gap is not reasonable."

"Oh? Isn't "Onmyolia" a typical island country IP?" This reporter did a tmt special project, not particularly professional for games, especially IP, but is very professional for interviews. He suddenly felt that this is a practical thing. News likes real things the most, and real things attract readers the most. "Why would Mr. Chen ask what kind of IP is a typical island country IP? "Dragon Ball", "Naughter" and "Pirate"?"

"Look at what games are among the top three island countries, "Monster Marble", "Fate Crown", and "Mystery City of Wisdom", how do they classify them?"

Chen Bingye paused and directly announced the answer: "Western fantasy, "Dragon Quest", "Pokemon", "The Legend of Zelda", and "Final Fantasy", these are typical island nation IPs. Don't blame the island people for worshiping the West, people have watched these people grow up since childhood. So "Onmyoji" and "Operation in the Wilderness" and "Come in the Troubled Times" are actually no different in island countries."

Chu Yuanxi added: "In other words, why "Onmyoji" is not popular, just analyze whether the gameplay is suitable for players in the island country, and whether the operation is strong or not, is the localization done well."

Reporter: "When it comes to operations and localization, it seems that "The Dead Pesticide" has also gone to the island country, and it has been renamed "Legend Hero", and it seems that it has not become popular either?"

"It goes without saying that, it's impossible to become popular. It has nothing to do with operation and localization, and it has nothing to do with IP. The islanders don't play e-sports, especially team-based e-sports." Chu Yuanxi said with great confidence, not afraid of offending people, "But we can't blame the big penguin, as if we don't have such a strong head and don't have any idea."

"Isn't eating chicken also an e-sports? You can also form a team." The reporter obviously did a lot of homework in the field of games, but unfortunately it was very superficial to understand it.

Chu Yuanxi can answer this question: "Eating chicken is different. What is the most annoying thing about playing pesticides? Let's not talk about anti-human things like hanging up, but the ones that hate most are teammates and elementary school students who go along with the wind and waves and fight against the wind and waves, and try their best to give people heads and steal wild monsters, right? But it doesn't matter when eating chicken, teammates are idiots and idiots, and they don't have much impact. So the e-sports and pesticides that eat chicken are not the same thing. The island people play chicken eating is just a shooting game."

Chen Bingye had something to say, but this time Chu Yuanxi made a pressing gesture and didn't ask him to say it. Chu Yuanxi guessed that he wanted to say something about the cultural atmosphere and team's sense of responsibility, and this view is not convenient to be on the news.

After the downward pressure, Chu Yuanxi added himself: "Why can chicken eaters rise when the dead in China are at their peak? Because the frustration is low, it is a good game to die at any time and start again. This is more suitable for island players. E-sports are truly friendly to island players. The e-sports are like "Sprayer". Players with hand-hard hands cannot hit the enemy but can assist teammates. This is called "localization". If you just change the game name, it is not localization. Even if you change all the heroes in it, it is useless. Localization of the game requires understanding the characteristics of the target user."

Reporter: "So the localization of "Comes in Troubled Times" must be very good? Does Mr. Chu have any advice?"

"Ah, this is entirely due to Knight CodePart. We don't understand it at all. Being able to achieve this level of pure Chinese-style mobile game, with a monthly turnover of more than $40 million and is slowly increasing, is entirely due to the professionalism of partners. If you want to say that if I have any advice, it is very important to choose the right partner. Professional matters are handed over to professional people. Don't always think that I can go to me. There are 50 million players in the island country, and the turnover of the game is 20 billion. You have to fully respect this market."

Originally, the island country part in the interview was considered foreplay, so it should be almost done, but Chen Bingye was present, so the reporter turned to IP adaptation as soon as he changed the topic.

Although the operating model and business scope of Baren Group and Pingtou Ge are completely different, they are both IP-related industries, so the question he added is: "Mr. Chen is here too. I want to know what the two big guys think about the adaptation value of current comics and other pan-entertainment IPs."

Seeing Chu Yuanxi showing a puzzled expression, the reporter hurriedly added: "Although Baren Group has not adapted other people's IP, it makes me feel similar..."

"I changed it, and I thought the outside world already knew it, haha." Chu Yuanxi turned into a smirk boy, "In fact, we have also been purchasing IPs for a while before. Currently, we have stockpiled up five IPs to be developed. We should buy them five, and we don't know what to do. However, the next two new IPs to be developed independently were created by our group."

"For IP adaptation, I think it's mainly about Mr. Chu. We are actually upstream and downstream relationships. I am just an IP producer and basically does not spread downstream." Chen Bingye said and rubbed his forehead, feeling a lot of headaches. The main reason was that Baren purchased IPs at a price of one to two million some time ago. Not only did he not say anything, but Mario also often asked him for help and asked him to recommend some suitable IPs on the market.

What's this? After a while, sometimes I feel like I'm losing money if I don't make a profit, and sometimes I feel like Ba Ren is robbing. Instead of selling his own rights, it's a good thing.

During this period, as the IP craze faded, the trading market became increasingly deserted, and the transactions of large IPs were almost extinct. Therefore, the bids of Baren showed their true nature as profiteers. However, those who are more comfortable in buying money are already rare today. Even if the bids are relatively low, people still flock to it.

In short, I don’t know if Baren’s purchases were made at the bottom of the market or on the hillside. Anyway, Chen Bingye said that it would not spread downstream, but too much IP stockpiling on the platform must also require some action. This is one of the reasons why he went to the Magic City. This is a grand event for players, and isn’t it a grand event for pan-entertainment companies?

I heard Chu Yuanxi say: "I will say so about the adaptation value of comics. If your purpose is clear, your playing method is correct, and the return on investment roi can be calculated clearly is a positive cycle, then it is the same as the amount of advertising investment for game companies. The return for each download is greater than the cost of each download, you can buy boldly.

Now is the worst and the best time. To be bad, the IP buyer loses a lot, and a few people make money or even make big money; to be good, the IP price is low. Take for example, many of them have three or four million words, created for two or three years, have a certain popularity, and the content is remarkable. At the same time, it is suitable for several development directions. The full copyright can be obtained with one million. This is simply great for risk control.

Do you know what the biggest crux of IP adaptation is? As the adapter, we don’t want to give money to IP creators and operators. We will give money after making a lot of money, but we cannot give it from the beginning. We must control risks at the beginning and have a stop loss line. IP procurement costs should not account for too high in project R&D expenditures.

I am not afraid that Mr. Chen will laugh at me for being stingy. I have contacted some copyright holders before, and the asking price method cannot be negotiated. The project has not been completed yet. The guaranteed contribution is 18 million yuan a year, and the risks are all borne by the buyer. Then making money is luck and losing money is the rule. That is, when capital enters the market crazily, some people are willing to do this. What if it is done? The capital ebb will definitely die immediately. Now we are basically honest, either we are reluctant to sell or we return to rationality."

Reporter: "That means that when you control risks, is the key to playing?"

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

Huh? Internet thinking? There should be real information here! The reporter was excited again. This word is called out of calluses. It is usually seen in various PPTs and is usually associated with various capital operations. However, it is obviously different from Chu Yuanxi's mouth.

Thinking of this, he made a slant-hearted statement, and only heard Chu Yuanxi say: "The so-called Internet thinking first divides the harvest into two categories, cash flow and users. It may be a way to play at first, but when the number of users makes money, it increases. This is also a way to burn money, which is logically understandable. The second is subversiveness. The so-called subversion means to reconstruct the price attributes using an innovative model and redistribute user time."

Chen Bingye and the reporter all had a big line in their expressions: "I don't understand--"

But Chu Yuanxi didn't care whether they understood it or not. He wanted to be on the news. How could people understand it casually? Then wouldn't it become Yang Jiangang?

"You can simply understand it as combining IP traffic operation and monetization methods. In the past, traffic monetization could not be called monetization, but should be called 'traffic marketing'. At first glance, it was all about publishing advertisements. The difference was nothing more than sending traffic-driven advertisements, selling goods, micro-loan advertisements or Jackie Chan's big brother attacking sand. Oh, by the way, now Jet Li is added."

Chen Bingye interrupted: "Wait, when it comes to Jet Li's advertisement, it seems to be very innovative. I saw it and it was very different from Jackie Chan's one."

"Yes, yes, Jet Li's advertisement has raised a threshold for hard game advertising. He actually has plots and interactions, emphasizing the differences in user experience and content, and making the creatives into a TV series."

"Huh? Why are you two so concerned about an advertisement?" The reporter didn't understand.

Chen Bingye snorted: "Because... because now you can read for free now, it's all ads. I must pay attention to it. High-quality advertising resources are always very scarce."

Chu Yuanxi said more bluntly: "Because we also need to buy volume, the cost of buying volume is soaring, and market competition is becoming increasingly fierce. Improving the quality of buying volume advertising is the best solution to increase competitiveness. The market department of Baren is also studying the advertising of this miracle mobile game and striving to get its essence."

Cough cough cough... Chen Bingye thought that taking the essence is a copycat? Why do you have to say it so elegant? But this miracle advertisement is indeed invincible. Others use the game core and selling points to make scene advertisements. Jet Li uses different methods and different aspects to enhance players' sense of identity with the game. He even uses shooting behind-the-scenes footage as advertising material, and uses behind-the-scenes to prove that he is sincerely advertising the game. No one pointed a gun at his head, and there is no need to show that he was kidnapped. It is equivalent to allining his personal reputation. I don't know how many millions of advertising costs...

I heard Chu Yuanxi say: "In short, monetization is a lot of damage to traffic anyway. If you do too much of your moral advertising, the traffic will definitely fall, especially mandatory advertising, which may even damage the fundamentals of the platform. So, why do many platforms with traffic still need to advertise like this? Because monetization exports are narrow, this is a huge pain point. Many traffic face the problem of not advertising without revenue, and the traffic plummets as soon as you do advertising. The birth of Internet thinking is to solve the pain points.

In order to solve this pain point, I have figured out a set of operating and monetization methods based on IP to rebuild monetization exports. The main goal is to reduce the damage to monetization to traffic. It seems OK at the moment. I don’t like to use 2.0, 3.0 and other things to show off. In short, that’s it. The people in Ba people are always uneasy. There are always middle-level managers who want to use the 1.0 model to make income after seeing the traffic. My energy is spent on suppressing them. Hahaha.”

Chen Bingye suddenly recalled the great thing that Chu Yuanxi had bragged to him before. The general idea seemed to be that a fan was worth two yuan at someone else's house and twenty yuan in his hands? It seemed like this logic. Is this the so-called way of operating fans with IP?

It would be a thank you if you didn't take out some things at this time? He immediately asked, "How do you solve the pain points?"

"Uh...you're also in pain?" Chu Yuanxi thought for a while. It seemed that Brother Flat Head really had a chance, because his family had not started advertising yet. So, I might as well explain the basic links briefly.

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

He thought for a while and said, "I'll give you a keyword. B. You must be familiar with B., right?"

Chen Bingye thought to himself, can I not be familiar with B station? Are you talking about it? He couldn't help but think that B station always insists on not making patch advertisements. Although advertisers will invest money to make a whole video advertisement for the grandma master, after all, there is no need to watch the 120-second front-end patch first, and there is no large number of mid-slots, so the financial data of B station is never so good-looking.

As for Baren, he has followed several Baren accounts, and has also looked back and scanned all the early works, and has always insisted on not accepting advertisements. Many times, even he thinks it's time to accept advertisements, right? Why don't there be advertisements yet?
Chapter completed!