"What is Page" became popular overnight, and even Wang Sicong Han han praised it! Absorbing 7 billion gold a year, Paige's popular routine exposure What is Paige? Weibo detonated the circle of friends pre-sale Ali system marketing cooperation war "What is Page" behind the fire China Mobile is not just advertising implantation so simple Producers have lost 50 million yuan a year to absorb 7 billion yuan a year! There is this routine behind the popularity of Peppa Pig

Source / 21 Financial News Andrology Combined

A night when "What's Page" swept the screen.

When "Peppa Pig tattooed, applause to the people of society", after becoming an outdated old terrier,

This British red piglet, because of a "What is Page" movie advertising film, successfully killed the Chinese's sight, last night and today brushed the WeChat circle of friends.

△ Not only the circle of friends, but also the film on Weibo has also attracted Wang Sicong's forwarding and Han Han's likes.

If not unexpectedly, this is the first phenomenon-level brush screen in 2019 that crosses industries, circles, and does not sell negative emotions.

<h1 class="ql-align-center" > What is Page? </h1>

"What is Page" is actually a movie trailer promo for "Peppa Pig over the Year", director Zhang Dapeng, is a very good advertising director, and the Huawei moon "sand sculpture" advertisement that once caused the discussion of the screen was from his hand.

If you haven't seen this screen, you can click on the short video below to feel the magic of a night of screen brushing.

This is a promotional film for "Peppa Pig's New Year", and it is also an implanted advertising film for China Mobile.

The video mainly tells the story of Li Yubao, a left-behind old man living in the mountains, in order to prepare New Year's gifts for his grandson in the city, asked the whole village what is page, a short 6-minute video makes people both sad and moved.

Gone with the heart!

There are also many netizens who have issued soul torture questions:

Whose ad is this?

There are also many netizens who have turned on the funny mode:

However, this ad brings us more

Be moved and in tears:

<h1 class="ql-align-center" > Weibo detonated the circle of friends pre-sale Ali marketing cooperation war</h1>

On January 10, the official micro of "Peppa Pig's New Year" announced the opening of pre-sales, and currently has only 46 retweets and 62 comments. At about 16:00 on the afternoon of January 17, the official micro-released the movie promotional film "What is Page", and on the night of the 17th, Wang Sicong, Huang Zhangjin, and other big Vs were forwarded successively.

So far, the weibo has received 117,400 retweets, 25,300 comments and 82,000 likes. "Walking the heart" has become the most mainstream evaluation.

In fact, at about 17:00 on the 17th, almost at the same time as the Weibo official micro-release, the issuer Tao Drift also released it through the circle of friends and communities of the relevant KOL crowd on the WeChat end. After the Weibo end triggered a burst of communication that night, the WeChat circle of friends began to appear in a large area of related videos.

It is worth noting that the videos on the WeChat terminal are almost all the interfaces for ticket sales, and are marked with download and other prompts in prominent places. As the distributor of the film "Peppa Pig's New Year", Taobao tickets have not yet announced the pre-sale situation.

Taobao is a member of the Alibaba Pictures family, and Ant Financial and Sina Weibo Fund participated in Taobao's Series A financing in May 2016. In July 2017, Alibaba Pictures acquired a 9.12% stake in Taobao for RMB1.333 billion.

Zhang Dapeng, a well-known advertising director, is the director of the trailer and one of the screenwriters of the main film. Previously, Zhang Dapeng won the Golden Lion Award for Best Director of that year for directing a promotional film of the chain family in 2017. Zhang Dapeng was born in 1984, and on his personal homepage of his new studio (a large MCN organization), there are many advertising films for large enterprises such as Ping An Bank and Huawei.

Judging from the promotional posters and other channel information, Alibaba Pictures and Peppa Pig China copyright agent E.One is the producer of the film, and Youku is the chief marketing platform. Previously, Alibaba Pictures released the "Golden Orange Co-production Plan" on November 9, launching 20 movies in the next 5 years. A person close to Ali Pictures told "Frontline" that this year is the Year of the Pig, Peppa Pig is very fitting, and this film is regarded as the first shot.

<h1 class="ql-align-center" > "What is Page" behind the fire China Mobile is not just a simple advertising implant The producer has lost 50 million yuan in 6 years</h1>

Tencent Prism found that Migu Culture Technology Co., Ltd. is its co-distributor.

Speaking of Migu culture, its main product Migu video is not unfamiliar, and it broadcast a large number of matches during the World Cup last summer, and it is also a partner of CCTV.

The major shareholder of Migu Culture is China Mobile, with a 100% shareholding ratio. In addition to video, it also includes music, video, digital media, interactive entertainment and animation. Migu culture is also a position for China Mobile in the digital and entertainment fields.

It is not difficult to see that China Mobile's strong intervention in "What is Page" is not just as simple as hard and wide.

Alibaba Pictures told Tencent 'Prism' that "What is Page" is a micro-film and promotional film created after the director and producer of "Peppa Pig's New Year" collided together, and China Mobile will use its own channels to undertake some publicity work for the film in addition to content implantation.

China Mobile in "What is Page" is not "chaotic".

In "What is Page", China Mobile's many appearances at first glance are no less concerned than the promo film itself, and in fact, this is not just a hard and wide implant of China Mobile.

The domestic producer of the positive film behind "What is Page" is Ali Pictures, and the main distributor is Ali Pictures and Taobao Tickets, both of which are "Ali series" companies.

Although it is a fixed action of the film's publicity, "What is Page" wins in creativity and shows the power of short video marketing. According to the data, the producer of this short film is the new studio, a well-known MCN short video agency in the domestic new media film and television industry.

Behind the new set stands a large group of well-known institutional investors, including Ali, Sequoia and other venture capital giants, but also listed companies Such as Perfect World, as of the data released in the semi-annual report of 2018, Ali holds 15.18% of the new set; Sequoia holds 14.67%, and Perfect World holds 7.31% through Junyi Yunyang Equity Investment Fund.

Behind the luxurious shareholder group and excellent ideas, it is difficult to realize, and it has just been difficult to achieve profitability in the first half of the year. According to the data of the semi-annual report of the new studio, in the first half of 2018, the new studio achieved operating income of 145 million yuan and a net profit of 1.4168 million yuan, turning a loss into a profit for the first time.

Previously, in 2015, 2016 and 2017, the new studios lost 14.2559 million yuan, 6.4132 million yuan and 32.0233 million yuan respectively, with a cumulative loss of more than 50 million yuan since its inception.

The situation on the new set highlights the current situation of MCN institutions: loud but difficult to monetize.

At present, the monetization method of MCN institutions is nothing more than a few channels such as platform subsidies, brand advertising and content e-commerce, for head institutions such as the new studio that have been established for a long time and have a regular staffing, because of financing support, the survival state is slightly better, and a large number of mid-waist and tail institutions are more difficult.

<h1 class= "ql-align-center" > sucks up 7 billion a year</h1>!

The WeChat public account "Advertising Gate" concluded that the media coverage of "Peppa Pig" can be roughly extracted into four sets of data:

Douban score 9.2 points: good user experience, high praise rate;

10 billion annual broadcasts (domestic): large user scale, short outbreak period;

2016 revenue of 7 billion yuan (global): mature realization model, good gold absorption capacity;

Estimated revenue of RMB 12 billion (global) in 2020: The IP continues to have strong vitality and good prospects.

So what is the origin of such a hot Peppa Pig? What kind of business is behind it?

Peppa Pig is a British preschool television cartoon written, directed and produced by Astley Baker Davis, an Englishman. The story revolves around her pleasant experience with her family, humorous and funny, so as to promote traditional family concepts and friendships, and encourage children to experience life.

After its premiere on May 31, 2004 by Enterprise One (hereinafter referred to as eOne) in the United Kingdom, its cartoons have been broadcast in 180 regions around the world; China Central Television Children's Channel is currently a hit.

▲Image source: Screenshot of Peppa Pig's official Weibo

According to the Daily Economic News, in the financial report for the first half of 2017 as of September 30, Peppa Pig's Enterprise One company had revenues of up to 396 million pounds (about 3.49 billion yuan).

According to investment reports, in September 2015, eOne Group acquired a 70% stake in British animation studio Astley Baker Davies, and Peppa Pig's image licensor, EnterpriseOne Ltd. Chen Wanling, head of the Asia region (hereinafter referred to as eOne Group), said in an interview with the media,

She had never seen an animated film achieve 10 billion plays a year. In 2016 alone, Peppa Pig generated $1.1 billion in retail sales worldwide, just one year after eOne Group acquired Peppa Pig.

The strength of the eOne Group has never been doubted by the market. As an established distribution company established in 1973, it contains five main businesses: eOne Film, Television, Home Entertainment, Music, and eOne Distribution. This provides services such as film distribution, television and music production, home programming, sales and licensing, and digital content. In recent years, the popular "Philharmonic City", Spielberg's "Dream Giant", "Eye of the Sky" and "Captain Marvel" have all been distributed in global regions through eOne.

According to the official Weibo of Peppa Pig, the main business entity behind it is Xiamen Minion Technology Co., Ltd. According to the industrial and commercial information provided by Tianyancha, Xiamen Minion Technology Co., Ltd. is one of the three companies wholly owned by Xiamen Adiwo Brand Management Co., Ltd., and the other two are Xiamen Ellis Brand Management Co., Ltd. and Xiamen One Play Technology Co., Ltd.

Through memes and various derivative products, Page's image was turned wildly on social networks and became a phenomenon-level "internet celebrity" for a time. According to Beijing Morning News, eOne's licensing and merchandise sales revenue in China in the first half of 2017 increased by more than 700% year-on-year!

According to the 21st Century Business Herald, since its launch in 2015, the Baidu index of "Peppa Pig" has continued to rise, and has remained high since 2017.

▲Image source: Baidu Index

Social media and secondary productions have played an important role in the spread of Peppa Pig's topic. In 2016, eOne launched the Peppa Pig emoji on WeChat, and then netizens used their imagination to produce a large number of emojis that meet the hot spots.

On the Bilibili website, netizens spontaneously dubbed "Peppa Pig" in dialects, and combined animation with other music, film and television works to produce various funny videos, which played a strong communication effect.

Among them, according to PingWest pin play news, the "Chongqing version of Peppa Pig is coming" submitted by the "Guozi Brother Studio" that specializes in making dialect network videos has now exceeded 3 million plays, and after that, netizens have made Cantonese, Sichuan dialect, Northeast dialect, Cantonese, Xinjiang dialect, Shanghai dialect, Shandong dialect, Chaozhou dialect, Changsha dialect, Fuzhou dialect, Hainan dialect, Henan dialect, Hebei dialect and other versions.

Not only that, at the end of last year, a short video that painted Peppa Pig on his back also triggered the popularity of Peppa Pig on short video platforms such as Kuaishou and Douyin.

In simple terms, the process of Peppa Pig's fire in China can be summarized as follows:

The animation is first broadcast on the TV station and then the network platform, laying a good foundation for children; then hyping the topic on the social platform to attract the attention of adults; and finally relying on the children's hype to the family Amway and the short video platform topic to complete the final detonation; after the fire, the rapid cooperation authorization is realized.

Of course, this is not all self-conscious and spontaneous communication, and the intentional marketing behavior of the copyright owner plays a big role.

In fact, the fast merchants have launched a variety of cooperation products between Peppa Pig and major luxury brands on the e-commerce platform, although it is a variety of cottage models, many people actually said after reading: "There is no sense of violation." "Watches, dolls, plush dolls... It is also warmly sought after by netizens.

According to the Modern Express, some netizens even spent 10,000 yuan to tattoo the pattern of Peppa Pig on the body.

In addition, according to the data of the National Bureau of Statistics and consulting companies, the scale of China's children's indoor paradise market is showing a growing trend, with an average annual increase of 30%. In 2020, the scale of China's children's consumer market will exceed 5 trillion yuan, of which the children's entertainment consumer market will reach 1.5 trillion yuan, and the children's market has broad prospects for development.

In any case, the brush screen of "What is Page" is reminding us that we really haven't been so moved together for a long time, so whether it is a smile or a tear, it is indeed quite rare.

So, whether you're smiling or crying, maybe you should call your parents back home.

Some people are worried about it, and everyone is suddenly happy about it, because no matter how the times change, there are always some things that are eternal, such as home, such as love.

May everyone, held in the palm of their hands, get your "Page".