"In the context of the current era, what kind of good content do users need? How can quality content help businesses find growth drivers? At the 2nd Wuhan Innovators Conference 2024 held on August 1, these questions triggered the thinking and discussion of the guests.
The 2nd Wuhan Innovators Conference was hosted by Wuhan Branch of Chaos Academy and Wuhan Gengxin Education Technology Co., Ltd., and co-organized by 2.10 Animation and other units, and continued to focus on the theme of "New Quality Productivity - Innovation".
Mr. Wang Shiyong, the founder and CEO of 2.10 Animation and an alumnus of the 21st grade of Chaos Innovation Institute, participated in the roundtable discussion session of "Content and IP for Enterprise Growth" as a special guest. He combined the entrepreneurial experience and creative experience of Two Points Ten Animation to share the opening questions.
Wang Shiyong shared at the event. Photo courtesy of the correspondent
"Good content is to activate the underlying demand"
"What kind of content do people really want right now?" Before answering this question, Wang Shiyong first talked about his own observations.
"I've talked to a lot of entrepreneur friends and creators in our company, why are some good and artistic things not popular?" Wang Shiyong said, "Why do many people follow the trend to do hot spots, most of them have a lifespan of 2 to 3 years? ”
In the era of omnimedia, what else will not be replaced quickly? The answer given by Wang Shiyong is demand, and it is the underlying demand that has remained unchanged for thousands of years. "For example, love, for example, heroic stories, their forms are always changing, but to this day, people still love to watch these two narratives." Wang Shiyong said. Good content is to activate people's needs at the bottom.
For example, the recently popular Duolingo APP, this learning software uses the IP image of a little green bird, combined with the personified operation of various "crazy persuasions", so that young people can empathize with it and be fanatically sought after on social media software. It focuses on the emotion of "eager to learn and afraid of difficulties" and the need for "seeking knowledge and learning" in human nature.
"In this day and age, audiences are especially focused on emotional resonance, which is, 'I know you're hard right now, and so am I'. After activation and resonance, the audience also needs an IP as a source of emotion, and this IP also needs to continue to operate. Wang Shiyong said.
Wang Shiyong gave an example of a winery. When the wine is not profitable, the manufacturer cuts down the vines to reduce the cost and replants when the benefits are good. So these vines are always just 10 or 20 years old.
Wang Shiyong said that the brand is the grapevine of the enterprise, and it is what the enterprise needs to do all the time, and it cannot be stopped at will, and it is like cutting down a ten-year-old tree when it stops. "Without this awareness, you will be stuck in the cycle forever." Therefore, it is very important to find a brand IP that can focus on the product culture and concept, use it to tell a good story, and continue to spread it.
Roundtable discussion session. Photo courtesy of the correspondent
"With a hole, good content can be spread twice"
Talking about "how high-quality content can help companies find growth drivers", Wang Shiyong gave a fresh case.
In July, the first exposure animation of the game "Under the Clear Sky" (hereinafter referred to as "Under the Clear Sky") created by Two Points Ten Animation for Shanghai Yingche Network was launched on Station B, achieving more than 7.14 million plays, ranking third on the hot list of the station.
Why was "Under the Clear Sky" able to achieve such outstanding results? Wang Shiyong summarized two main reasons:
Many netizens commented that it was very refreshing to watch this animation. What it does is hardcore fighting, and it's done well enough. Wang Shiyong said, "Good content can be disseminated twice, just like our brand value." As of press time, "Under the Clear Sky" has been reposted more than 21,000 times on Station B.
Secondly, it is the powerful potential energy brought by the force of a hole. According to Wang Shiyong, whether it is the customer team or the two-point 10 animation, there is only one goal for "Under the Clear Sky", "that is, it is to explode, so all of us focus on creating this hit".
Do content focus, do brand focus, do segmentation positioning should also focus. Wang Shiyong mentioned another well-known liquor brand that Two Points Ten Animation cooperated with in the early years - Jiang Xiaobai Liquor. The liquor industry is a trillion-level market, and there is no one who can win against Moutai, but there are many brands that rely on deep digging into subdivision positioning and finally run out of their own unique track. Jiang Xiaobai Liquor Industry also uses differentiation to win the world.
"Before that, no one would position themselves in 'literature and art', and everyone thought it was a very narrow word." Wang Shiyong said, "But if we thoroughly understand everything in literature and art, such as literary animation, literary songs, literary and artistic packaging design, etc., if we make a hole, 'literature and art' may also bloom a wonderful flower." ”
In 2017, the animated series of the same name "I Am Jiang Xiaobai" tailored by Two Points Ten Animation for Jiang Xiaobai Liquor was launched. With its unique and delicate painting style and the rare urban youth love animation theme at that time, "I Am Jiang Xiaobai" quickly became popular among young audiences, with a total of more than 1.1 billion views on the whole network, and was awarded the "Top Ten Chinese Comics of the Year in 2017". Every time the name of the protagonist "Jiang Xiaobai" is mentioned, it is a brand communication.
Wang Shiyong concluded: "Use the theme that most stimulates the needs of human beings, closely follow the focused positioning, and precipitate stories and emotions into the image, and the image will firmly live in the minds of consumers." ”
Based on the crowd, the force is the premise of the birth of high-quality content. High-quality content has a natural communication power, which first causes a circle of explosions, and then further breaks the circle, spreading the impact more widely and bringing long-term benefits to the enterprise.
The first exposure animation of the game "Under the Clear Sky" won good results at station B. Photo courtesy of the correspondent
"Stories unite human beings, and the driving force of stories is infinitely powerful"
At the end of the event, Wang Shiyong briefly traced how two points and ten animation found more possibilities for extension through thinking about the essence of the industry in the context of an industry with a lack of profit model.
He talked about how he had been doing animation for many years, but he was still struggling to survive for a while. "The animation industry is really not profitable. So I'm thinking, where else can we replicate our capabilities? ”
Wang Shiyong splits the essence of animation into symbols and stories: "In A Brief History of Mankind, a human tribe could only accommodate a maximum of 150 people. So when did you break through this value? When people started making up stories. ”
Stories, so that human beings have a common imagination. The power of the story unites humanity to create a larger city-state. The driving force of the story is limitless.
"Since we have the ability to tell stories, can we also help people in need to tell stories?" Under this thinking, Two Points Ten Animation has expanded the second growth curve: using animation as a carrier to help more corporate brands and tell a good brand story with brand image.
Solved the problem of survival, when will it return to the original? The two-point ten-point anime is also waiting for a good time to go. It is reported that the new animated series "Guwei Nanting" of Two Points Ten Animation will be launched in 2025. There will be more animated series and animated films in the future, which are being planned.
"The goal of 2.10 Animation is to create China's own Disney. Now we are still far from this goal, but although the road is far, the action is coming, although it is difficult, it will be done. Wang Shiyong said.
(Correspondent Tang Xiongjing)
[Editor: Ji Jie]
[Source: Yangtze River Daily-Yangtze River Net]
Disclaimer: The copyright of this article belongs to the original author, if there is a source error or infringement of your legitimate rights and interests, you can contact us by email, we will deal with it in a timely manner. E-mail address: [email protected]