On the afternoon of April 23, the 2024 iQIYI iJOY Spring Enjoyment Conference with the theme of "Mental Pilot, Win-win Growth" was held in Beijing. As an important part of the iQIYI World Conference, this Yuexiang will release more than 300 2024-2025 latest content lists. At the meeting, Wang Xiaohui, chief content officer of iQIYI, shared that the platform is guided by four major creative strategies, relying on a strong middle platform system, building an IP ecology of "one fish to eat more", and is committed to providing users with a rich and colorful high-quality content experience. Wu Gang, senior vice president of iQIYI, shared how the platform forms an IP-centric influence based on high-quality content, helps the construction of brand mental productivity, and helps brands achieve business growth through the cycle. Wu Gang pointed out in his speech: "The centralized influence of IP is the key to the success of long video marketing, which can build a real value identity for the brand, thereby boosting the construction of the brand's mental productivity." Wu Gang further explained that the reason why high-quality long video content has centralized influence is because of three factors, one is to gather hundreds of millions of high-quality user groups, which can achieve the widest reach, the second is to hit the core issues of society and attract a lot of attention, and the third is to trigger long-term fermentation and compound interest, and produce the deepest recognition. As the head online audio-visual platform, iQIYI continues to create excellent works that empathize with the times, laying a solid foundation for brand marketing.
Since the beginning of the year, iQIYI has dominated the Spring Festival file with "South to North", and "The Wind Chaser" has become iQIYI's first work with a popularity of more than 10,000 in 2024, and the hit drama series "City in the City", "Harbin 1944" and "Let's Farm 2" have also continued to attract attention and become a hot topic. As for how to stably output high-quality long video content, Wang Xiaohui said that in terms of creation, iQiyi encourages studios to stylize and create works that bloom with a hundred flowers; insist that the content should be more high-quality, the ideas should be deeper, and the narrative should be more novel, so as to meet the user's higher pursuit of artistic aesthetics and emotional experience. In addition, iQIYI realizes refined quality control of content production through a powerful middle platform system, continuously delivers high-quality content to the platform, and promotes the sustainable and steady development of the platform.
In the field of dramas, iQIYI will adhere to the layout of long dramas and short dramas, and create masterpieces that can touch the hearts of every ordinary person. At the meeting, iQIYI announced the content tracks such as "Fireworks in the World", "Oriental Legend", "Life" and "Jianghu Chapter", and at the same time, on the basis of the mature operation of genre labels such as Fog Theater and Xiaodu Theater, we will launch two new labels, Everyone's Theater and Dust Theater. Among them, the micro-dust theater will mainly focus on high-quality short plays, express new aesthetics and new audio-visual, and will launch works such as "My Altay" and "In the World", and the theater is not only the film and television of the works of great literary artists, but also presents the real situation of the people in the way of images, and will bring works such as "Chinese Taoli", "Father and Son", "One Day and Three Autumns", "Birth of All Things" and so on.
In addition, iQIYI also announced that it would cooperate with the Department of Culture and Tourism of Xinjiang Uygur Autonomous Region, the Bureau of Culture, Sports, Radio and Tourism of Altay Region, and Huacheng Publishing House to jointly launch "My Altay" "New Ecology of Cultural and Tourism Cooperation", advocating "Read a good book, watch a good drama, and go to a beautiful place", and the three parties will focus on co-creating cultural symbols, raising ecological funds, setting up tourism special lines, co-organizing offline activities, and co-building membership mechanisms to carry out cooperation and exploration.
Focusing on the development of high-quality IP ecology, iQIYI announced that it will launch quarterly works such as "Police Honor 2", "Fearless 2", "Tang Dynasty Legends 2", etc., through the linkage of drama variety and drama comics, the layout of offline Qibabu Park and VR full-sense theater, etc., to extend the value of IP with "one fish to eat more".
In the field of variety shows, iQIYI adheres to the creative concept of bringing empathy, companionship and happiness to users, emphasizes the emotional value of content, and strives to become the user's variety show "electronic mustard". At the meeting, iQIYI released a number of high-profile original programs, including "Burning Moon", "My Home Field", "The King of Comedy Stand-up Season", "Back to Reality in Ten Days", etc., at the same time, iQIYI will continue to tap the value of high-quality IP, and will bring the audience a new season of evergreen variety show IP such as "Hello Farming Boy 2", "New Rap 2024", "Cute Detective 2024" and so on. iQIYI also announced that it has reached a strategic cooperation with Jiangsu Satellite TV, and the two sides will deepen cooperation in joint investment, joint production, and innovative broadcast mode and marketing methods. At the same time, iQIYI will launch a 360-degree strategic cooperation with Stephen Chow's Bigao Group around IP, and the two sides will launch new works in the fields of movies, dramas, variety shows and animation.
In addition, iQIYI also has a comprehensive layout in the fields of documentaries, movies, animation, children's and sports events. In the field of documentaries, iQIYI announced that it will jointly launch the "Clearing the Fog" series of documentary melodramas based on real events with China Central Radio and Television. Among them, the "Serious Case Series" uses high-quality suspense reasoning to create high-quality high-quality products, the "Focus Series" focuses on social hot cases and explores the issues of emotion, reason, and law, and the "Spy War Series" calls on the whole people to enhance their awareness of national security. In the field of film, iQIYI continues to make breakthroughs, and 29 new films such as "The Wandering Blade" and "A Snow Shame" will meet the audience one after another. In the field of animation, the creation of high-quality products has accelerated, and new works such as "The King of Ten Thousand Phases" and "The Guest" will be brought to life. In the field of children, works such as "Little Strip Gang Season 1" and "Jet Heroes Season 1" continue to enrich iQIYI's children's IP library. In the field of sports events, many top international competitions such as Euro 2024, the Premier League, the Champions League, golf, and tennis Grand Slams gathered together to bring a wonderful content feast to the audience. Wu Gang said that with high-quality content as the cornerstone, the core value of iQIYI's marketing team is to continue to empower the brand with the centralized influence of these high-quality content and help the brand grow in the long run. With the layout of high-quality content and the scale of high-value people, iQIYI has opened up multi-field marketing such as content, social networking, and consumption, which can empower brands at different stages of development such as growth and maturity. At the meeting, iQIYI announced that it would upgrade its 2024 marketing layout, with IP as the core, and build a global brand growth ecology around the trinity of "product, marketing, and sales", so as to help the brand side improve its brand power, product power and business power in multiple dimensions.
In the future, iQIYI will continue to produce high-quality content, shape future trends with the influence of IP centralization, and work with brands to deepen the minds of users and go to a better future together.
- Innovation is the tide, how does iQIYI use content to lead the new track of the industry?
- 2023 Golden Investment Reward iQIYI Special: Decoding and Keeping Integrity Use the "Qi" Methodology to Help Brands Break the Situation
- Hurricane's micro-short drama: 4 years 40 times and practitioners who are halfway home