Author|Jianjiao
On the afternoon of May 9, on the Huangpu River, the terrace on the tenth floor of China Literature Group was crowded.
Blogger "Dinosaur Chuanchuan" set up his crochet doll at the token exchange, took a photo with Fan Xian's huge poster, and posted dozens of Weibo posts to express his excitement. The boy with the "spiritual shareholder card" around his neck participates in the "Spring Clearance Examination" on the side, spelling out the relationship network of the characters in the play. Not far away, a few people sat around the stove to make tea and make homemade sachets, and the girl opened a fan, on which was written a whole poem "Ascending" - Fan Xian became famous with this poem in the first season of "Celebrating More Than Years".
This is the scene of Tencent Video OpenDay, and nearly 200 "spiritual shareholders" came from all over the country to participate in this grand ceremony with the theme of "Celebrating More Than Years" IP. Also on this day, the official announcement of "Celebrating More Than Years Season 2" was on May 16, and the number of reservations on the station soon exceeded 15 million, becoming the first TV series with tens of millions of reservations on the whole network.
Since its debut in May last year, OpenDay has become a regular celebration between Tencent Video and users on the 9th of every month.
The operation of the long video platform has entered a mature period, focusing on how to make members have a long-term trust and sense of belonging to the platform through ecological construction and personalized operation, with high-quality IP as the core, cultivating users' brand loyalty and emotional connection in addition to content supply, and seeking to increase the income of a single member.
Tencent Video OpenDay has become a pioneer in the IP operation of domestic long video platform brands, and now, OpenDay has become a recognizable and mature IP brand. The platform reached a consensus with users, and users look forward to getting more drama variety materials on the 9th of each month, learning about the latest developments of Tencent Video, or rushing to the offline market to have a face-to-face conversation with the editor-in-chief of Tencent Video and the main creator of the drama series.
This year, the open day has become more diverse and inclusive, with "going out" and "being on the spot" as the guide, approaching the scene associated with the big drama, entering young universities, and going to more brands and partners, the platform, the main creator, the brand, and the user form a special field at the event site, and the relationship between the platform and the user has been upgraded from a short chain to a deep and long-term link with more communication and stronger trust, and has entered a new cycle.
This early summer, I went to the "spiritual shareholder" for more than a year
In the evening, against the backdrop of the red sunset, the OpenDay event ushered in the highlight: the screenwriter of "Celebrating More Than Years Season 2", Wang Ti, director Sun Hao, actors Zhang Ruoyun, Wu Gang, Tian Yu, and Li Xiaoran, the six main creators, gathered together to exchange stories in front of and behind the scenes with the "spiritual shareholders" on the scene.
"The goose is really alive, and the interactive exchange of tokens for the main creator is so interesting." #腾讯视频9号开放日#的话题下, a viewer commented on the event and felt the platform's intentions.
Wang Ti received a chicken leg doll from fans who had been waiting for five years, and responded to the expectation of "I hope the third season will not wait for another five years". Wu Gang received a pennant from fans of the drama and wrote "King of the Night, the Strongest Dad", pulling the audience back to the first season of "Daddy Dispute". Zhang Ruoyun's return gift to the fans of the drama was to record a reminder video of the start of the broadcast together, so that fans called "very worthwhile".
It turns out that he has been struggling to get a name, and often requisitions the screen name of the book fan, and the book fan who came to the scene is the prototype of the name "Wang Qinian".
These "flower jobs" that are closely connected to the plot and full of fun connect the platform, the main creator and the on-site users, everyone is not only eagerly looking forward to the broadcast of "Celebrating More Than Years Season 2", but also realizing the emotional continuation in the process of recalling the first season of "Celebrating More Than Years", OpenDay activities subtly "empathize" users' emotions for specific content and characters to the platform itself.
"Celebrating More Than Years", which was broadcast in 2019, is still regarded as the "ceiling" of male frequency dramas, and has been repeatedly read by "Qing scholars" in the past five years, and still retains its continuous attraction and vitality.
Blogger "Dinosaur Chuanchuan" is a parenting blogger who was brought into the pit of "Celebrating More Than Years" by her husband five years ago, attracted by the compact plot and clever reversal, and has since fallen in love with the youthful Fan Xian and its actor Zhang Ruoyun. In the days of waiting for the second season, she brushed the first season no less than five times, made more than 70 crochet dolls for Zhang Ruoyun, and made dolls with different costumes, hairstyles, and postures according to Fan Xian's different "famous scenes".
In the past, whenever there were big dramas and explosive dramas, the platform usually stayed behind the scenes, and users did not have a deep understanding of the strong binding relationship between IP and the platform. In the past year's Tencent Video OpenDay, the platform and creators faced users directly, and users could truly feel the important role of platform values and creative environment in the production of high-quality content.
These activities not only belonged to the nearly 200 spiritual shareholders present, but also radiated to more users who watched the live broadcast of the exhibition, as well as the core people who discussed #Tencent Video No. 9 Open Day# on social platforms. Everyone ran for the official announcement of "Celebrating More Than Years", "peeled off the cocoon" of the latest trailer, guessed the plot of the second season, collected the materials released in a centralized manner, and began to revisit the first season within a week of waiting for the broadcast.
In addition to China Literature, in the afternoon of the same day, "Celebrating More Than Years" entered the branch venue of Fudan University, and screenwriter Wang Ti attended the exchange session as the main creative representative.
Taking OpenDay as a starting point, this early summer, a carnival "storm" belonging to the second season of "Celebrating More Than Years" is approaching.
Behind China Literature on the Open Day: The Strategic Layout of Boutique Big IP
Walk into the lobby on the first floor of China Literature, receive a gourd-shaped "spiritual shareholder card", go to the starting point bookstore to read the "gossip" newspaper, browse the official character card, check in the costume and wheelchair of Master Xiao Fan, and enter the China Literature IP exhibition hall to learn about the IP richness of China Literature...... A series of self-contained activities immerses users in it, creating a "dream" of escaping the world and entering the world of the show, just like Disneyland.
And this dream is based on China Literature Group, which is the origin of the IP of "Celebrating More Than Years".
China Literature Group is an important partner of Tencent Video, and has formed a good synergy with Tencent Video in the development of high-quality IP. This year's OpenDay is guided by "going out" and "being on the spot", and for the first time, it is the first time to enter China Literature Group, with a more open and inclusive attitude, so that users can understand Tencent Video's continuous investment and sufficient reserves of high-quality content IP.
Sun Zhonghuai mentioned in his speech at the China Network Audiovisual Conference in March that the three pillars that support good content are: first, the continuous development of large IP with a broad mass base; the second is the joint model of the great artist; The third is a rare treasure in the field of content. "There is no point in big ups and downs, long slopes and thick snow can accumulate rich returns." The abundant and stable supply of IP is naturally a key part of adhering to long-termism.
Relying on Tencent Group, Tencent Video has sufficient IP resources and a wide range of sources, which can form a good interactive relationship with the most well-known online literature platform in Tencent Ecology China and the popular game IP under Tencent Games, and can also introduce high-quality IP externally.
In addition to the much-anticipated head drama "Celebrating More Than Years Season 2", the urban dramas "Ordinary Road", "The Sun Accompanies Me", "The Wind Rises" and the spy war drama "Stalker", etc., which have been broadcast intensively in the past year, are all jointly developed by Tencent Video and Xinli Media, a subsidiary of China Literature Group.
is not only high-quality dramas, Yunhe data shows that in 2023, among the top 10 effective animation feature films on the whole network, Tencent will occupy 8 seats. In Tencent Video Animation Channel, "Douluo Continent", "Breaking the Sky", "Star Change" and "Martial Arts" are all popular animation IPs that the whole network pays attention to.
Tencent Video, which adheres to the long-term IP strategic layout, has the confidence and strength to go through the cycle, and its close connection with China Literature Film and Television and Xinli will help the IP development to be carried out in advance, and the linkage development of film and drama roaming with super IP as the core will be realized.
Tencent Video, which has the advantage of IP development resources, is constantly innovating and frequently exploding every year.
Taking last year as an example, the sci-fi IP "Three-Body Problem" at the beginning of the year achieved a new breakthrough in the track, the summer file "Sauvignon Blanc Season 1" sparked heated discussions among the whole people, and the "Flowers" at the end of the year combined serious literary adaptation with artist co-creation to improve the quality of Chinese dramas to a new height.
From the previous "cost reduction and efficiency increase" to the "high-quality strategy", Tencent Video no longer bets on the probability of popular dramas, but takes IP as the core, approaches users as the direction, anchors the certainty of content creation, serves a diverse and large user group, and continues to provide diversified high-quality content.
In the coming year, Tencent Video still has a lot of IP adaptations to look forward to.
"Tencent Video adheres to the content production method with IP construction as the core, and its vision and goal is to create more IP with wide influence and establish a three-dimensional content ecosystem." As Sun Zhonghuai said, Tencent Video is reshaping the content ecology, from point to point, so that the output of high-quality content is more stable, the long-tail effect is stronger, and the healthy and sustainable development of the platform is realized.
The first anniversary of OpenDay, the temperature and sincerity of Tencent Video
"Find your super users, master permanent transactions, and build recurring income", in the book "Membership Economy", the author Baxter emphasized that the focus of the membership economy is not to expand the number of new users horizontally, but to dig deep into the value of existing users, enhance the stickiness and loyalty of existing users, the more active and loyal members, the more commercial value.
It has been 12 years since the establishment of the membership system of the domestic long video platform,The competition has entered the second half,On top of the simple viewing relationship in the past,How to turn users into loyal to the platform"Spiritual shareholders",Tencent Video was the first to make an attempt,Set a new benchmark for the industry。
In May last year, starting from the mission of "user-oriented", the first open day event was unveiled with the theme of colorful debut, linking more than 30 treasure IPs, and conducting an uninterrupted "marathon" live broadcast throughout the day.
Entertainment Capital noted that in addition to the important content opening section, the OpenDay event also has the rights and interests of all users, the high-quality VIP film list is free to watch, and the limited V8 privilege trial experience provides users with more benefits and experiences the value of high-level users. And with the help of the open day platform, recruit "product experience officers" to listen to users' real feedback on new features in the internal test.
In addition to Tencent Video's own content IP, OpenDay has also developed a variety of business formats, such as the Shanghai Film Festival's member viewing quota, the donation of points in conjunction with the 99 Giving Day, and innovative activities such as watching games with NBA stars.
It is worth noting that in the activities that are constantly updated according to the nodes every month, the face-to-face face-to-face of the editor-in-chief has always been a fixed link, and the editor-in-chief of TV dramas, variety shows, documentaries and other fields have made a clear response to the platform's future content layout and strategy, and responded to users' feedback and expectations with sincerity and openness.
#开放日fans真心局#话题下, users ask questions to the creator and leave exclusive memories of participating in OpenDay, forming a "secret base" exclusive to Tencent Video and users.
Paying attention to the feelings of users and attaching importance to the real feedback of core user groups, this is Tencent Video's respect for individual users, warmth and sincerity in addition to data-based user portraits.
Last year, OpenDay carried out special projects in combination with popular nodes every month, such as Mother's Day in May, 99 Giving Day, 11.11 limited event and the special event of the year-end Starlight Bazaar, where 5000+ spiritual shareholders entered Beijing, Shenzhen, Chengdu, Wuhan and other office spaces to gain an in-depth understanding of the platform culture and values.
This year, the Open Day places more emphasis on "going global", starting from the "Blooming Flowers" theme field at Shanghai Sinan Mansion in January, leaving the familiar field in the past and bringing more freshness to users, brands and partners. To a certain extent, this is also a reflection of Tencent Video's confidence in OpenDay's own brand IP recognition after half a year of hard work.
Entertainment Capital found that young users have always been the focus of Tencent Video. Since May last year, the monthly OpenDay activities have actually opened animation campus special sessions, and they have successively entered many universities such as China Transmission, South China University of Technology, Huazhong Science and Technology, and Beijing Industry.
This year, "Entering the Campus" has moved from a sub-section to the main front, becoming the main goal of OpenDay, and now the Open Day has entered the campuses of China Media and Tsinghua University, and Fudan University in May was elected by users with 17,000 votes in April, and users' wishes have real and immediate feedback.
Young users are not only consumers, but also the most active communicators on social platforms, with strong ability to create memes and play memes, which can help the platform break the content circle.
In addition, users of the Z generation are also the main consumers of IP derivative products, under the spiritual consumption trend of "spending money to buy happiness", more and more young people tend to buy goods from buying goods to buying experience, OpenDay takes IP as the core to carry out companionship and customized services, co-create and grow together with young people, help the platform establish a deep emotional connection with them, become an indispensable spiritual "partner" in their lives, and create a solid barrier for the stock of platform users.
On campus, the theme of OpenDay activities is set up to be closer to young people. In the special session of China Communication in March, most of the main creators of "Ice Hunting" and "My Food Guide" were alumni of China Transmission, which narrowed the psychological distance between them and China Communication students. Tsinghua University added a roundtable column for campus creators, and the main creative group of "Cheng Huan Ji" shared topics such as women and mother-daughter relationships in the new era, and the discussion topics tended to be in-depth content, which was called "Cheng Huan Ji" Tsinghua Seminar.
Another obvious example is that on the night of May 9th, at Peking University, Peking University Night Run and Tencent Video OpenDay teamed up to create the "Forward Four" three-body sci-fi theme Night Run, witnessing the Chinese sci-fi romance of "the whole universe flashing" together.
One year after the broadcast of "The Three-Body Problem", it can still gather young users, the influence of film and television adaptations is far-reaching and long-lasting, and the youthfulness of OpenDay itself is also deeply rooted in the hearts of the people.
From the self-iteration and upgrading of the OpenDay event in the past year, we can find that the platform and the spiritual shareholders can be empowered in both directions, and the user's sense of belonging and expectation of the platform can reversely spur the creators, and also let the creators understand the real user preferences and expectations, and create works that users love. The emotion and identity obtained by users in the event have upgraded the platform-user relationship that was originally only based on viewing behavior to a "spiritual shareholder" and have a deeper emotional connection.
Let the high-quality content be more deeply bound to the tone of the platform, so that users can form the value identity of "watching Tencent with the best content", and the first anniversary of OpenDay has entered the critical window period for the upgrading of the relationship between the platform and users.