An industry dark war about the "Great God"

Abstract: The beginning of the Chinese network core team turnover, but the resulting industry shock is still continuing. With the beginning of the Chinese network gradually restored and the creation of the Chinese network, the two sides in the network literature industry, the core resources of the Great God (that is, the industry's most

"Beginning of the Chinese network core team turnover incident" to pause, but the resulting industry shock is still continuing. With the beginning of the Chinese network gradually restored and the creation of the Chinese network, the two sides in the network literature industry's core resources-"Great God" (that is, the industry's most economic value and reputation of the author) is increasingly fierce competition, which also led to a competition for the "Great God" of the industry in the dark War, the Industry "swords", dark struggle constantly, The popularity of the great God has soared to 30 million yuan, online literature sites at large "Digging up the Great God" phenomenon is also everywhere. How to protect their site's great God not be dug away, and how to other sites have the potential of the great God under the income under the network literature industry should establish a new order is a hot topic in the industry.

Cause new company set up to dig old club

"Original Platinum author ' fishy ' to 3000 yuan per thousand words to join the creation of the Chinese web!" If the ' catch ' a year to write 10 million words, annual income will be more than 30 million yuan, become the network of literature a handful of super high salary, a raspberry! "

"The trick of millions of people to join the creation of the World" news, is undoubtedly the original beginning of the Chinese network core team set up the creation of the Chinese network, to the old club a punch. And before that, another beginning Platinum author Heaven White Crane also announced earlier in the creation of the Chinese network, the beginning of the Chinese network in just a few months lost two platinum authors, suffered a heavy blow.

Not only that, the public data show that the creation of the Chinese network from the beginning of a total of 37 top-ranked authors, plus from the starting point and other sites to dig more than hundreds of outstanding authors, currently has 151 industry-leading authors and the creation of the Chinese network signed. In the creation of the Chinese network official online, this batch of authors also became the first batch of burden.

Although as the industry leader, the beginning of the Chinese network has more than 80% of the industry's top authors, but the bottom of the author can make money of 1300 people, middle-level author 460 People, senior author has 280 people, platinum-class great God author is only about 30. Creation of the Chinese network of the surprise of the beginning of the Chinese network of the owner of the Grand literature wrath, and quickly began to counterattack. First, nearly 30 platinum authors and more than 200 top-ranking authors started their 11 anniversary, come forward to the Chinese network and send a blessing; then, the beginning of the Chinese network announced that will spend billions of dollars to upgrade the overall welfare of the author, including basic income security, medical security, incentive system, income sharing has been improved, In order to stabilize the morale.

Liu Junhua, Executive vice editor of the Chinese network, also stressed the superiority of the Chinese web in the interview with Beijing Commercial News Reporter: "We have the best quality, the largest group of users of the reading, the author wants to become famous, want to make the work to attract as many readers as possible to enhance their derivative copyright value, the beginning of the Chinese network is still an irreplaceable choice. ”

Creation of the Chinese network is not to be outdone, backed by the rich and rich of the new boss Tencent, and then put forward a new author signing and protection plan. One of the more targeted hints "will break a Web site on the author's unequal rules," to solve the network if the author signed a permanent transfer of copyright works, the work of other copyright revenue can not be all the problems, the establishment of a transparent and open mode of operation.

For a time, the Battle of God was full of gunpowder.

Great fortune to "dig the Great God" website operation pressure

The great God is the first productive force

Beginning Chinese network and creation of the Chinese network of High-profile Fire, the great God pushed on the cusp of public opinion, many people can not help but began to ask: the value of the great God in the end how big?

"Great God is the first productive force of online literature!" 17K novel editor Liu Ying told Beijing Commercial newspaper reporter, in the network literature author's pyramid structure, the Great God is the pyramid, the number is very small. "There are now more than 500 online literature sites, and the real can be called the Great God of the author, not more than 100, the great god output probability of only one out of 10,000, about every 10 new authors can produce a contract author, 10 contract author can produce a better author, and so on, and so on, A great God is produced by 100,000 of authors. ”

The great God in this part of the spire has a very lucrative income. The starting point of the Chinese net 30 great gods (i.e. platinum author) 's remuneration accounted for 30% of the total annual remuneration. In the rich list of internet authors last year, the first place in the Chinese network of the Great God Tanggu Three 5-year income of 33 million yuan.

The high value of the great God has also created a great economic price for the site, to the beginning of the great God "I eat tomatoes" for example, famous works include "Devour the Stars", "Jiuding kee", "Panlong", "Star Change", and so on, each has a very high number of clicks, of which the highest click rate for the "Panlong" Tatsu 8800多万次. These works in addition to the beginning of the Chinese network can bring a lot of traffic and the author's divided into income, the work of the game adaptation rights, film adaptation rights and other copyright sales can also bring a lot of revenue to the site.

Public data show that, relying on this group of great Gods, Shanda Literature 2011 Annual revenue of 701 million yuan, an increase of 78.4%; Shanda Literature 2011 revenue, online pay reading income of 183 million yuan, an increase of 76.4%.

"Shang School", the great God of urban genre novels, told Beijing Commercial newspaper that most of the great gods and websites were divided into income mode, that is, the more books were ordered by the readers, the more the works copyright was adapted, the more the author and the website's income.

"My source of income is in the film and television drama adaptation, wireless reading income and the income of the entity publishing royalties, in general, a work of film and television adaptation contract value is worth a book on the network all order reading income." Said Shang school.

Liu Ying said that the 17K novel network now and the great God of cooperation is mainly by copyright income, last year only the site K-Money revenue that is more than tens of millions of dollars, great martial magic can not.

For the great God to write thousand words 4800 yuan remuneration

Liu Ying's contention for the Great God has long been commonplace, and in fact the first large-scale "War of God" in the online literature circle was initiated by him. As early as in 2006, Liu Ying founded the 17K novel Net from the beginning of the Chinese network, he took his breath away. Chinese network at that time 80% of the platinum author and first-class author nearly 200 people, then the network of four Kings "red", "Misty Rain Jiangnan", "Cloud Sky" and "drinkers" to join.

In Liu Ying's view, in the War of the Gods, the Web site's double or even more compensation is the most direct and effective way to dig up the great God. For example, the newly established Baidu Cool literature network even gave 8:2 percentage (author streams), full Copyright (film, video, games, etc.) to the author of the very attractive conditions; the creation of the Chinese network also rumors, for a great God gave a thousand words 4800 yuan of the super high pay.

In this kind of environment, many great gods are keen to change jobs frequently to "make quick money". Some insiders said that once in the beginning of a Chinese network of a great God, want to get ultra-high pay in the short term, and then quit the network literature Circle, the industry will become a "make quick money", when the great God in a year will be able to earn nearly tens of millions of dollars.

But more of the great gods are writing their own careers, and they are more concerned about having a good creative environment and developing opportunities. "Shang School" as the Master of the 17K novel network, from time to time there will be other Web site editors come to dig him. "I usually ask them a few questions: what is the main purpose of your digging, will you give me a full range of promotional and packaging plans, you can guarantee me to continue to be a great God on your website." A lot of people who dug me up and stopped looking for me as soon as they heard these questions. ”

In order to provide great God with good environment and opportunities for development, several major websites have been wiped out. The beginning of the Chinese network recently released its own new welfare plan, including the establishment of new content production model, to protect the author's derivative form of income and strengthen the basic protection of the three major aspects. The core policy is to improve the copyright division of Authors and websites, and to establish the author broker system to provide butler service for authors.

The core terms of the author's welfare plan include the time limit for copyright signing of Web authors, after the age of the network author may have to return to their own copyright for a new contract or other operations, the network author all the dues should be written in the contract, to protect the legal form, for the network author ratings to establish specific quantitative standards.

17K novel network also not to be outdone, this year took out 40 million yuan set up four funds respectively named as "Innovation Fund, Shun Shuang Fund, Mentor Fund and Home Fund" respectively from the literary creation, professional training and life care for the author of all aspects of the service. In addition, the Web site and the great God to cultivate a deep feeling, but also to attract the great God's main reason. The Great God "drinker" admits that the year from the beginning of the Chinese network to jump to 17K novel network more out of emotional factors. "I have a very good relationship with Liu Ying, and at that time I write in the beginning of the book is not to be edited, have been neglected and left out of the feeling, which makes me very depressed, I prefer to go to a place of human touch, and then I spent 7 years in the 17K novel network did not think of job-hopping, emotional factors accounted for most. ”

The great God is competing for side effects.

As the war of the gods intensified, the negative effects of competition began to fade. Liu Ying pointed out to Beijing, the first is that the site is facing great financial pressure and operating pressure. He told the Beijing Business newspaper reporter, the network literature industry is now in the primary stage, the real can earn money on the site is a minority, now in addition to the 17K novel network, such as a few can be slightly profitable, most of the loss.

Some people in the industry said that, in several major websites, the Chinese network to the author of high welfare is known, but has not been able to profit, the beginning of the Chinese network volume has not entered the profit stage. Many sites are relying on the parent company behind the investment support, such as Shanda literature backed by the royal network, vertical and horizontal Chinese network back to perfect time and space; just set up Baidu how cool backed Baidu, the creation of the Chinese network backed Tencent.

"Now the site can rely on large enterprises to invest money to rob Resources, accounting for the market, but if long-term not profitable, will also face the risk of follow-up deficiencies." Liu Ying's memory in this respect, relying on the excavation of the great God to build up the 17K novel network from the beginning of 2007 difficult, unable to profit, coupled with the huge cost of the author maintenance, finally let the 17K novel net in 2009 hit the bottom.

"Dug up the great God almost all lost, four kings are left ' drinkers ' and ' misty rain Jiangnan ', or rely on personal relations." From that time on, I realized that it was unreliable to dig up the great God. "Liu Ying Analysis, the law of online literature is written well, you have to give the great God to increase, writing is not good, can not reduce the great God, because the price of the great God went away." Any platform, as long as it is by digging people up, there will be this problem. Liu Junhua said that the site is either a good excavation of market segments, or to find a subversive business model, otherwise, only by external blood transfusion, can not live healthily.

In addition, the rising price of the great God, also in the emergence of irrational price bubbles. Liu Ying believes that the current price of 3000 yuan per thousand words for example, if the great God wrote several works a year, tens of millions of words, the site will have to pay tens of thousands of dollars for a person's fee, the site pressure is not said, because the work is a one-time buyout, so will cause great God to ignore the reader, and for the web site editing services, written works may be out of the market.

That's why the great God is falling fast. Some of the great gods who were so prosperous and rich in the past are now living beyond their means. The impetuous wind is devastating to the health of the great God, most of the authors are typical "otaku curtilage female", long-term home in desperately writing, frequent accidents, in the recent beginning of well-known authors, "Ten Years of snow" because of the writer's death, the body two days later was found. Because of the creation of "tomb-robbing Notes" series of novels and the Great God of the South sent three uncle also was exposed "brain excessive, emotional easily out of control, insomnia serious." To this end he even issued a "letter of declaration": "I decided to no longer do any literary activities, I still have three Uncle South school this pseudonym ..." Sorry, I can't carry it. ”

Liu Ying said that this will lead to a vicious circle, many great gods are insecure about career, only through constant pursuit of money to find security, which accelerates the great God job-hopping, but many people do not necessarily earn more money after job-hopping, and write good works, the spirit and material have unprecedented pressure, more insecure, This will be the future development of the industry must face the problem.

Liu Junhua stressed that the emergence of bubbles will inevitably disrupt market prices, the huge scale of Shanda literature and good platform effect can effectively digest these shocks. and the market on other income and content of weak hematopoietic capacity of the site, will be almost fatal blow.

The industry constructs the great God to develop the talent transfer system independently

Website own hematopoietic side can long

Although the excavation of the great God in a short period of time to improve the visibility and flow of the site, but the number of great God is limited, according to incomplete statistics, with the development of various websites, digging the great God will become more and more difficult.

"Take the 17K fiction network for example, our great God is not more than 10, each year to produce one or two new great God, plus the annual fall of the Great God, the number of the remaining in 10 is good, in order to be able to maintain the number of great God, the most reliable way is to cultivate more of their own web site of the great God. Liu Ying said that now 17K of the Master God in a few is about 2007 years around the site to cultivate their own, their loyalty to the site is high, can become a stable force.

Liu Ying believes that the site to cultivate the great God has two main ways, the first way is "type of God." The so-called type of God, refers to each site to find their own clear positioning, and then according to their own positioning, in the market segment to cultivate a network of literary type of the great God.

"Careful analysis can be found, several mainstream network literature sites have their own focus on the network literature type, the beginning of the Chinese network is the core type of fantasy class, good at the beginning of the author of the fantasy novel Chinese Network is easy to be valued, and the reader is also based on fantasy enthusiasts, it is easy to cultivate a fantasy type of great God For example, the day silkworm potatoes is a fantasy type of great God representative. "Liu Ying said that the 17K novel network of Urban network literature works strong, and already has a deep reader base; The history novels of the Chinese network are very strong. Therefore, each Web site only to find their own strengths, in order to form a differentiated competition, in different types of network literature to cultivate great God.

Another way is to dig up the little God, the young author with potential. Liu Ying believes that there are two principles of digging a small God: can bring value-added to the industry, can add value to their website. "For example, if this author in the beginning of the Chinese web can create a value of 100,000 yuan, to the 17K novel net also create 100,000 yuan value, that I will never dig; If the author created a value of 100,000 yuan in the beginning, I would like to create a value of 1 million yuan, I will dig him. ”

Liu Ying also stressed that most of the initial stage of the site is to rely on digging God, but the manager must be clear, the first set of authors tend to walk away, only the second dial their own site to cultivate the author is the most important, this part of the author is mostly converted from the reader, this will form a positive

Establishing a common and recognized mechanism for the flow of human resources

Liu Ying predicts that the war will continue, so the industry can try to establish a common recognized talent flow mechanism.

"I previously advocated the establishment of network literature transfer system of talent." For example, a website wants to introduce one of our authors, and is willing to pay the cost, we calculate the relevant costs, if it feels feasible, the author will be willing to flow the author to the site. can also establish a mechanism, the author in the past after the transfer is not good, can also return to the original site. Liu Ying explained that this idea only obtains the circle to be possible to attempt, otherwise like the beginning Chinese net and the creation Chinese net so competes, two from the localization and the development mentality all very similar, unless one closes out, otherwise fights forever.

In addition, Beijing newspaper reporter interviewed a number of industry insiders learned that the great God's contention also brought about a good change, that is the bottom of the author's treatment and protection has been greatly improved, objectively for more outstanding authors to stand out to provide possible. Network Author "Door Nine" said that he is a full-time author, this year from the Chinese network job-hopping to the creation of the Chinese network, one reason is that this can give the bottom author better protection. "I now have a monthly income of about 20,000 yuan, in my opinion, only for the most grassroots authors to provide a good environment, so that they concentrate on creating good works." ”

Network author Guekemin also said that as the underlying author, the site inadvertently hundreds of yuan subsidy can help many authors through the moment, so that the author is grateful for a long time, but also to enhance the author's loyalty to the site. Through the word of mouth effect, will attract more people to this platform to write, the bottom of the pyramid to consolidate, the top of the great God can continue to emerge.

Liu Ying said that online literature is also like Angel investment, the bottom author is like many entrepreneurs who need money, the website as far as possible to invest in good projects, even if the investment of 100 projects failed, but as long as a project stand out, can recover all the investment costs. "Therefore, it is the only way to give better protection to the lowest-tier authors. ”