On May 22, @comm and groupm China hand in hand to be held in Shanghai, entitled "group of heart huizhi, and talk about the future" pan entertainment content of marketing and media strategy investment peak BBS, gathered the phenomenal IP production team behind the scenes, and domestic popular variety, film and television producer, the representative of the young aggregation platform from finance, automobile, IT, fast, and many other brands in the field of decision makers, to discuss content marketing current hot issues and future development trend, build up a extensive entertainment content marketing feast.
Li ruigang, founder and chairman of China culture industry investment fund and China culture holding group
The summit is also honored to have a special guest：Li ruigang, founder and chairman of China culture industry investment fund and China culture holding group. He had a high-level dialogue with Andrew xu, CEO of groupm China and CEO of WPP China.
In just half an hour, Mr. Li ruigang relied on his profound understanding and insight of the industry, with frequent golden sentences and frequent collisions of ideas and opinions in the dialogue. Mr. Li ruigang emphatically elaborated his own outlook for the future content development trend.
First of all, the brand to the upstream involvement in content creation and production will become a major trend.
Secondly, the development of content industry, advanced technology and deep brand involvement are two major driving forces.
In the end, Mr. Li ruigang also explained his three major standards for the selection of content investment, including the development trend, The operation process of production the content and the core team. Mr. Li ruigang 's powerful researched won bursts of applause from the present to guests.
In the era of big content, push forward the deep reshuffle of the industrial chain
"Content payment", "content entrepreneurship", "content e-commerce"... In recent years, the content burst out comprehensively, "head content", "hot style", "phenomenon level" in winning consumers at the same time, but also triggered the brand marketing reform, its latest requirements for content layout, put forward higher requirements for the whole content industry chain.
Groupm China and @comm join forces to create a pan-entertainment content marketing industry summit aimed at promoting more original links between brands and pan-entertainment resources and promoting the comprehensive upgrading of China's content marketing ecological chain.
@comm founder and President Shirley King
According to the trend of brand and content marketing, Shirley King, founder and President of @comm, said, "in the future, the brand should let our consumers become fans of the brand from the target audience, and what we should do is no longer to build the brand, but to build the IP. Every brand can make use of IP to produce content with strong connection and high viscosity with consumers, and some brands even have the opportunity to become a big IP with distinctive personality, a large number of fans and even super liquidity.
“In the future, maybe we will not only sell products, but also sell stories. No longer simply shape the brand, but shape IP. How to create the content matrix in addition to the head IP marketing, and through a new way of content experience, to integrate and spread, and even make the brand into IP, this is a common topic for everyone.”
Times have changed. In the era of "big content", in addition to creating high-quality content, we also need to get through the whole industrial chain to achieve win-win ecological chain of resources, platforms, agents and brands. "In content marketing, consumer insight, brand tone control, communication model innovation and media risk assessment are indispensable," said jun xu, CEO of groupm China and CEO of WPP China.
Super guest lineup, direct hit the content marketing center
How to deal with the challenges of the age of big content? Where is the future development direction of content marketing? How to determine good IP? The value judgment of variety shows? Opportunities and challenges for brands in sports marketing? The development trend of young culture vertical new content carrier?
@ comm and host of the summit of city of China, give full play to the resource advantage, invited the hot style IP TV dramas and variety shows the hottest producers, traders international top class competition, emerging ping island's content, such as star Chinese Tian Ming, President of international media, the golden state warriors, chief marketing officer ChipBowers, the National Football League in China general manager Richard Young, Whaley co-founder and chief executive, Mr Li, bestv's chief executive, new factions, President and founder of the media li-jun tang (Shanghai) culture, well-known director Lin Yufen, reading group marketing general manager Zhang Wei, Zhu chenhua, CEO of Oriental dreamworks, and other industry leaders share the content features and development trends of their respective vertical fields on content marketing in their respective fields.
Ren zhonglun, chairman and President of Shanghai film group
Ren zhonglun, chairman and President of Shanghai film group, attended and delivered the keynote speech, proposing that "the value of a film comes not only from the direct revenue of the box office, but from the value of its content extension, which may be far more than the box office value."
In addition, he also introduced Shanghai's efforts and achievements in building the whole industrial chain in recent years. Actively explore the market channels, layout of cinemas and film studios, and again, in its industrial chain is the most valuable content, or IP. In order to further develop the high-quality IP left by predecessors, Shanghai film factory will launch a series of valuable images this year, such as black cat sheriff, sun wukong and gourd baby, etc. These IP bearing a generation's childhood memory, let us especially look forward to.
In view of the current hot young culture, huang junjie, director of Chinese culture, media, entertainment and sports department, and li huaiyu, co-founder and CEO of micro whale technology, Shared their views from an emotional and technical perspective. They mentioned that the current minority hobby centered on the second dimension is actually a psychological portrayal of young people's desire for identity and self-pursuit. In the future, the development of young culture will be more closely combined with technology, take the new needs of the young generation as a breakthrough point, and cultivate more loyal users and more innovative content.
Famous director Lin yufen
If the phenomenon of film and television circle fans are numerous, then "how to predict hot style content, hot IP" this problem, then affected the heart of many brands, famous director Lin yufen, new faction (Shanghai) culture and media founder, President tang lijun respectively on this problem to them "exclusive secret". Ms. Tang lijun proposed to study hot spots, touch the pain points of the audience in the selection of materials, and play with the interests of the audience, especially the young people. From the perspective of content production, Ms. Lin yufen put forward that "the core of creation lies in defining the person of the work and using" story "to tell" picture ".
Integrated marketing, innovation leads development
In the era of big content, "content" is not only the text falling on the paper, but also the planning and innovation behind the text, and the penetration of the whole link. In this environment, the traditional service model can not meet the needs of brand building and the development of the whole industry.
To meet the needs of the era of big content, @comm entered the strategic alliance of Chinese culture holding group (hereinafter referred to as "Chinese culture" or CMC) at the beginning of this year, as the resource center and marketing expert of the group, integrating the development of the whole ecological chain of content. @comm, who has powerful head resources of CMC and innovative thinking in IMC industry, will continue to pay attention to the head content in the future, so as to bring idealism, professionalism and professional ethics back to the basic value marketing demands of the industry. Continue to pay attention to media iteration, so that the subversion of technology and the persistence of humanity can bring us the best products and services; In addition, we will continue to pay attention to the on-site experience, so as to create more marketing surprises through the interaction between the online and offline data value and the community Shared on site, so as to meet the multi-dimensional marketing and communication needs of brands. With an integrated thinking, to deal with the challenges of the era of big content.
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