Reading Entertainment | yiqiduyu

Text | Zero One

Summer has always been one of the core schedules of the Guoman market。 Since late June, Chinese and foreign animated films have been released one after another, and major online platforms have started "fairy fights", this "hot war" is another feast for Guoman fans.

Among them, the phenomenal IP "Cangyuan Map" has returned to become the focus of the market. In the 2024 summer file list recently announced by Youku Animation, the number of reservations for "Cangyuan Tu Dongning Mansion Extra Chapter" launched on July 13 has exceeded 1.62 million, including the second season of "Young White Horse Drunken Spring Breeze", the second season of "Tomb of the Gods" and other blockbuster IP sequels, as well as top IPs such as "Senior Brother, Senior Brother" and "Hundred Tempered Gods" special chapters. Under the theme of "New National Style", Youku Animation promotes the cosmic layout of Guoman's IP matrix, and further broadens the influence of the label.

Looking back at the present,From 2020121It has been less than four years since the concept of "new national style" was first proposed,Youku Animation proposed"Six-in-one"Publicity and distribution strategy in 2023,Invest 1 billion + single project exposure resources,Fully boost the project,Deeply convey"Watch the new national style,Go to Youku Animation"Brand mentality,And successfully created a number of phenomenal IP,Ranking firmly in the first echelon of the Guoman industry。

Of course, all this is inseparable from the full-line layout of Alida Entertainment Group. Ali Dawen Entertainment has given strong support to Youku Animation in multiple dimensions such as technology and decision-making, providing infinite possibilities for exploring new Guoman content forms and business models, and continuing to promote Youku Animation to the future.

1

Driven by technology, focusing on IP serial development

Youku Animation opens "Disney mode"

Throughout the development process of Youku Animation's "new national style", through continuous expansion of content layout, it has created a new national style IP "matrix", amplified the influence of IP, improved the layout of the whole industry chain for IP "ecological" development, and enhanced the value of IP content.

This development path coincides with the well-known "Disney model" in the industry - the Disney model is essentially to achieve "multiple rounds of income" through high-quality IP, and form an ecosystem of self-circular development through the development of the whole industry chain.

The premise of forming an IP "matrix" is to have a sufficiently diverse IP content. Youku Animation took the lead in creating an IP universe through China's first 3D martial arts animation "Qin Shi Mingyue"; And through the development of the "Youth Song Xing" animation trilogy series, the "Shaoge Universe" is constructed.

In the source stage of online text IP, Youku Animation has reached in-depth cooperation with many online literature gods, such as Chen Dong's "Tomb of the Gods", "Cangyuan Tu" where I eat tomatoes, "My Senior Brother is Too Steady", and Tang Sanshao's "Ice and Fire Magic Kitchen" have all been adapted into excellent new national style animation works.

Following the real-time adjustment of the content layout, Youku Animation has gradually refined the concept and content of the "new national style", so that the "new national style" IP matrix has always been at the same frequency as the current young audience.

It is reported that Youku Animation currently has more than 2,000 account-sharing works on the platform, more than 200 high-quality works, and more than 30 high-quality hits. In the summer of 2023 alone, the cumulative number of short videos of the projects on the air has reached 12.8 billion times, and the cumulative number of likes has reached more than 60 million. So far, it has attracted more than 1.01 million overseas subscribers on international video platforms such as YouTube, covering 193 countries and regions around the world.

Whether it is the network or the diversified derivative market, Youku Animation's "New National Style" label has become a cutting-edge force that cannot be ignored.

The live-action drama "Juvenile Song Xing" has become one of the benchmarks for domestic comic dramas with its popular effect, and as a successful case of Youku Animation in the field of "drama and comic linkage" IP ecology, it has great reference value. The Chinese style martial arts mobile game "Youth Song Xing: Wind Flower Snow Moon", which is being promoted, will also promote the development of more diversified IP in the way of "roaming linkage".

On the other hand, the improvement of 3D animation by high-tech tools is particularly obvious, and the continuous investment in technology has become an important driving force for the development of Youku Animation's "new national style" IP, improving the overall "facility" construction of the industry while improving productivity.

2

"New national style + cultural tourism" is getting better

Youku Animation creates a complete IP ecological link

Judging from the list of films in this summer, the content "matrix" constructed by diversified new national style works has been formed, which is the starting cornerstone of Youku Animation towards the "Disney" model.

In addition to the derivative development of IP such as live-action dramas and games, "New National Style" has also built a three-dimensional ecology of "online + offline".

According to the data, in 2023, the "New National Style" theme event will be exposed online more than 1.5 billion times, and the offline activities will reach about 13 million people. In the recently opened Qingdao Beer Festival, Youku animation IP also landed on the scene.

The integration of the "new national style" and the offline tourism market has shown a trend of multi-point flowering, and the elements of "new national style" complement the traditional cultural atmosphere of China's cultural tourism resources, and the brand effect has gradually taken shape. Youku Animation and local cultural tourism jointly promote the revival of national style aesthetics, and also inject new vitality into the long-term development of the industries of both sides.

3

Facing the future, Youku Animation will be a "wind maker"

In the unprecedented prosperity of China's animation industry, Youku Animation has achieved a strong breakthrough and completed self-optimization with its unique "new national style" strategy.

How to feed back the market results to talent cultivation is the "industry pain point" that Youku Animation has tried to solve at the beginning of its development. Since 2021, Youku Animation has launched the "One Thousand and One Nights" Young Animation Director Booster Program, and so far, some cutting-edge directors have joined Youku Animation's project development. The birth of the "Eight Immortals and Nine Cats Short Film Project" also reflects this, and this work will also provide a broader stage for outstanding animation talents.

It is not difficult to find,Youku animation has built a smooth circular development system:Create an IP matrix with new national style boutique content,Build a more valuable IP development ecology through the layout of the whole industry chain,Support the cultivation of talents in the industry,Feed back the long-term development of the Guoman industry。 Youku animation occupies the multi-IP development chain"Animation"This is a "key amplification node",Not only helps to establish a unique Guoman brand,It will also boost the development of the entire Youku content side for a long time。

▼

This article is from Xinzhi self-media and does not represent the views and positions of Business Xinzhi.If there is any suspicion of infringement, please contact the administrator of the Business News Platform.Contact: system@shangyexinzhi.com