Exclusive Entertainment treasure: In the end make money?

The intermediary transaction SEO diagnoses Taobao guest stationmaster buys the Cloud host technology Hall

"Pro, are you going to vote" little times "?" I'm going to vote "Wolf Totem". "Is there a cast Wuxiubo?" ...... This kind of dialogue, not "big guy", is the side of you and me he. Alibaba launched the "Entertainment Treasure", the film Circle this year the most lively topic. "Spending hundred dollars on investing in movies" once again proves that the internet is subversive everywhere.

Why is "entertainment treasure" so attractive? Can you make money by investing in "entertainment treasure"? Entertainment treasure "How to influence the film industry?" With the same curiosity, the "Chief Entertainment officer" recently exclusive interview Entertainment Treasure backstage trader, for your deep secret entertainment treasure of past life. Ask the interviewer to name the person

You, dry goods and unexpected insider a lot, and look and cherish!

Chief Entertainment Officer: I would like to ask about the product, the first stage of the entertainment Bao cast four or five films, why this design? Not the same movie?

Entertainment bao: First of all, we have to consider the volume problem, such as a movie, users have no choice. Second, why would we make 100 dollars, not 50 dollars, or 10 dollars, or not a piece of money, but also based on the user level, he would think that this is not only a wealth management products, itself a year of 7% of the income; He might buy a ticket to see your own movie, or some video product.

In addition, we want to allow users to choose, including our first period of choice, there are idols, such as small age 3; There is a wolf totem that is very classic things; there is a game, because the amusement treasure it is actually a entertainment, it is a pan entertainment.

Chief Entertainment Officer: just now you said 100 dollars, then there are 200, there are 1000 of the limit, this is how to consider?

Amusement Treasure: This is still based on the user. We found the user in the first batch of buy it for this product, it thinks your product is good, but I throw 100 yuan I am not satisfied. Our first phase is actually 100 yuan to accept 10, is 1000 dollars. Some users will think that 1000 dollars as a wealth management products may wait a year to receive 70 yuan, he will strongly request to be able to expand, then we on the basis of analysis, we may think that the second phase of the 2000 dollars will be more appropriate.

Chief Entertainment Officer: why not 20,000?

Amusement Treasure: If the share is very high, then it is not with the entertainment quality. Why not? for example, if we were to receive 92 million of this issue, China now in fact, there are a lot of hot money, especially investors, if not subject to the quota, I believe that it may not need to wait three days to four days, there may be one or two people, or hundreds of people can buy up, then in fact, with the original intention of entertainment, The idea of national entertainment is at odds.

Chief Entertainment Officer: Will that damage the quality of the film?

Entertainment bao: No, in itself, we are to promote the entire Internet film this piece, we as a pan entertainment of the idea of something to do this thing, not to say that in order to do this thing, if the matter is actually the same as the public, the public raised in fact 200 people, the matter is done. That 200 people within, for me the whole film, we do some things behind the worthless, we really hope that this person first is like. Our intention is also not to hope that customers look at it as a wealth management products, we hope that users do not have so much pressure to see the film, they feel that your film will be compensated. Why we choose the movie, is because we go out to screen the movie is particularly laborious, some good movie actually does not need the money, but the bad movie words, we fear the introduction, the user will undertake the very big risk.

Throughout the project, we'd rather spend a lot of time talking about it in the beginning, many projects to talk about, we focus on is not the project investment, but talk about what you can give me the right to entertainment to the user, and even we will take part of their own money to do the operation of funds to do activities, to allow users to interact, This is actually the operation of the Internet.

As you know, taxi drivers benefit from a drop in taxi, and the passengers benefit, right? But this thing also brings us to the idea that you find it convenient to recruit cars. Entertainment treasure is the same, in fact, we want to pay attention to the film, and finally even everyone together, joint participation, such as the director of the election, the script everyone selected, the cast everyone selected, and finally what kind of way to release, is also selected.

Chief Entertainment Officer: In general, there is a certain limit to the public.

Entertainment Bao: The public is that I will not promise you what things, then it has nothing to do with the whole people. Because you know, the film is really risky, if you are to create some gimmicks, so that your users to assume such responsibility, then there is a big problem. So why would we say that we expect to be 10% years old? The first is to let users feel that you will not lose the money, the second is on the basis of no loss, there are so many rights you can try. Of course you may be trying to pay a portion of the amount you are trying to equal, but this thing is your choice. We will not impose on the user. Not that I make a movie, this movie is worth 10 million, we all come to make, make do, do not I give money back to you, such words to the user is very hurt.

Chief Entertainment Officer: Then I would like to ask, the benefit of the entertainment treasure is 7+x, respectively?

Amusement Bao: This is because the CIRC requires you to gain no more than 7%. So this 7% is fixed income that must be given to the user. This x is the imaginary space. Because some movies, we think this movie will be very big sell, we will participate in the box office, that will make the user's profit will be slightly higher, but this thing can not be written into the proceeds. In addition, we hope that in the future it is in the film some derivative products, let users more involved in, cultivate user habits.

For example, a movie at the box office to sell 100 million or 200 million may not have anything, but you sold in derivatives 600 million or 700 million, I think it is very remarkable. In fact, this can be docking Taobao, I can help you solve these problems, but the ultimate result is actually the influence of the film itself.

Chief Entertainment Officer: Can it really bring growth to the film derivatives market?

Amusement Bao: This we are willing to try, why? To support derivatives is actually quality users, willing to pay. For example, so many users who buy "little times", we try to produce some derivatives of the small era. Then through the large data for behavioral analysis, collection, you will certainly find out the user it is the most critical points. For example, the user is willing to buy 30 yuan of one thing, or 50 dollars, or even 100 dollars.

This has to be done through our analysis, not the head. Not that we produce things, produce 10,000 things you want, do not do not, such words do not make sense. We are in fact from the downstream to the upstream, the real downstream of the people he has that kind of appeal, there is that kind of driving force, upstream of the talent can do very well. If the upstream said I only push, I this thing is a literary, or artistic, but the following people do not pay, then the good film, it does not have the dissemination of.

Chief Entertainment officer: just now said derivative, this part of you intend to do Ali this side of their own, or to do some derivative cooperation?

Entertainment Bao: cooperation. The Internet must not be its own monopoly. Because derivatives it involves licensing with the producers, with the film parties. As far as I know some film companies in Taobao is a shop, then in fact, based on his authorized scope, and then based on his Taobao internal resources, we can help him to do these things. So we've been positioning to help or helping them do these things. Instead of saying we're going to subvert and replace.

Chief Entertainment Officer: "Small time 3" will soon be released, that for the original entertainment treasure on the "small Times 3" users, entertainment treasure will have some what kind of action?

Entertainment Bao: This is actually we are also helping them to do some, specifically for them to match some of the electronic magazine, this thing because our product personnel are still in the design, there are some other rights and interests are doing. In addition, the upcoming "Old boy" although the second stage of the sale of entertainment products, but its release date is July 10, the old boy's rights and interests have now begun to do the point of the field, now began 10 cities, for the kind of point of the field, entertainment treasure has begun to do this thing. A colleague of ours, he talked to the movie, he went from head to tail, including confirmation of the final rights, and then how to release, this thing is actually doing. Including the day before yesterday we have to do with Wolf Totem rights.

Chief Entertainment Officer: What you said earlier is for users, so if for a movie company, how do you work together, including what kind of benefits can you bring to them?

Entertainment bao: In the beginning, in fact, we can choose the face is relatively narrow, why? The film industry is relatively self-protection is very strong, that it will not easily let you in, because I think the internet is demonized, I think you will be subversive. In that case, I'll have a lot of time to tell him how I can help you. In the beginning, frankly speaking, the film companies ask the most is that you can help me, can protect the box office? Can you help me increase the box office?

Therefore, we can give the film company promise that we will help you increase the box office, but the box office is the user's behavior, we can not do, we just said we may, for example, we come up with a part of marketing funds, will buy a part of the ticket, we will ensure that the box office. But in the early days, for this kind of cooperation, in fact, is quite laborious.

To be honest with you, some movies it may not lack of money, such as the film itself is finished, it may be in the publicity it thinks that take your part of the money, it can enhance the intensity of propaganda. But we still hope that the film is in the stage of raising, because in the stage of raising it there are a lot of links, are able to participate in it, so that the interests of fans, or to fan interaction can help. I think this is what the entertainment treasure really want to do in the future.

Chief Entertainment Officer: How do you choose the film or what movie you choose?

Entertainment bao: For the selection of films, we have a number of film consultants. As you know, the director actually has his condition. Maybe it's a good shot, but it doesn't mean he's doing well in the lower part of the film, so we'll introduce him to the box office, including some analysis of it, and a movie schedule. In addition, we want to analyze how the entertainment treasure often buy movie ticket users what kind of things he likes; Then there are regional analyses, such as what are the different characteristics of the first-tier and three or four-tier city users. This actually has a lot of colleagues to do this thing, will eventually generate a special professional scoring index, for example, the user's index of how many points, and finally there is the risk of how many, then the combination of it will have a score. This is an important standard.

Chief Entertainment Officer: What are your products for the first and second phases?

Entertainment bao: In the beginning, we really are not professional, a lot of friends through the industry, including such as the occasion to know some friends, and then to understand the situation of their films, so that many projects in fact not regularly. Including you see the first issue is March 26, in fact, we have been planning since last December, March 26 after the end of the preparation of the second phase, the second is in the June, in fact, this span is a long time, why? In fact, there will be many projects aborted. Some projects talk about, very good, is ready to cooperate, but in the interests of users, the film companies often on the star's control is very limited, is the star he is unwilling to give users. In this way, we will have a lot of projects can not be carried out.

Chief Entertainment Officer: There is such a thing.

Entertainment bao: can be very responsible to say, "After the period" I have been with nearly one months, I was with the Han group talked for a long time, really to the last minute that what. Not that we are not reliable, as long as can for all of us to entertain the treasure user to do things, we will do. We are new and we have very limited influence. When you go to talk, others will think that Alibaba is a power company, and film does not matter. We actually do two period in total only 9 films, and a small share, and frankly speaking we are new, I am a large age, most of us are about 85 years. People still have the feeling of distrust us.

Chief Entertainment Officer: Is it possible to have a situation where the entertainment treasure throws a film, but it is not finished?

Amusement Treasure: Lose money the amusement treasure oneself undertakes. Users still take 7% of the proceeds.

Chief Entertainment Officer: I think this is still a big risk.

Entertainment Bao: So we choose the film is very cautious.

Chief Entertainment Officer: How much of your movies do you invest in?

Entertainment treasure: The initial share is 15% to 20%, in fact, we still in the entire film and television circle in the study. We did not do a large percentage of the main users it will not feel the pressure, and we are not let the film companies feel that we are to subvert them, we are actually help them. 10% on this tipping point, tell them that we're just involved. Now it's basically 10%.

Chief Entertainment Officer: Do you want to make your own way through the entertainment treasure Choupai? From independent production to film, is that you have to control the completion of a project?

Entertainment bao: If according to our previous investment layout, I personally think it is necessary to do something customized, but the future I personally feel that the upper house is not necessarily the line. Since it is the Internet, that is, for example, in Smart TV, you can look at Youku video site. The real you are from the user needs, and then users choose actors and directors to shoot, and finally on the Internet Platform broadcast, this may be better. But this only represents my own opinion, not the company.

Chief Entertainment Officer: What else do you vote for in addition to the movie?

Entertainment treasure: We are pan-entertainment, games and all the arts will be cast, we will have some participation in the arts. Because the user to the television participation degree is higher, for instance the Chinese Dream voice, the vote, the entertainment treasure's some user also goes to participate, even is the amusement treasure oneself to open a channel to sing. The Internet in fact its domain is very wide, the Internet it will not define its own boundaries, will think that users need is what we need to do.

Chief Entertainment Officer: What is the age of the user of the entertainment treasure now?

Entertainment bao: Still relatively young, should be at about 20-25 years old. Girls make up a little over 50%. It's a lot like the people in the movie.

Chief Entertainment Officer: There is a very important question, for example, after I bought the entertainment treasure, my personal information Ali know? will be leaked?

Entertainment treasure: Not as scary as you say. Get through the words just say you exempt from the right, is not to login a few times, not to say that I through this thing to take all your information over. It just passes through some of you, like what you've bought, like the contents of a movie ticket. But the core data in any Internet company are not going to be taken out because once it is taken out it is devastating stuff.

Chief Entertainment Officer: Ask, is the entertainment treasure to do "old boy" is not with Ali to invest in cool potatoes have relations?

Amusement Treasure: It doesn't matter.

Chief Entertainment Officer: When did you contact?

Amusement Treasure: Is a colleague, just he knew friend is doing "old boy", and then evaluated to feel some point, for example before the micro-film or quite fire, and the whole feeling grounding gas, think this movie also become.

Chief Entertainment Officer: I heard that entertainment treasure to the money to the film, the annual interest rate is 15%?

Amusement Treasure: It should be. Because it will have 7% of the annual income, and then it will have some insurance company channel fees, but also a part of the user to do some activities. For now, basically there is no want to make money, we just say together want to run the film well. Let the user feel very good. That's probably it.

Chief Entertainment Officer: You don't make money?

Entertainment treasure: basically. Initial Internet product strategy is to accumulate users, do a good user experience, such as the user base to a certain proportion of the time, then you can get large data some things, you really found this is based on your entertainment treasure users. Because now we entertain the treasure user, the first and second phase add up, is more than 300,000, if more than 300,000 people we want to run it well, people feel very cool, very comfortable, very successful.

Chief Entertainment Officer: Have you ever measured the size of a user and you can make money?

Entertainment treasure: Money is not related to the size of the user, it is related to measures. We want to make the entertainment treasure like a membership card, so that users have a lot of privileges. For example, you have the privilege of buying derivatives, others can buy 100 yuan, but you can buy 50 dollars, but 50 dollars is not to buy you choose. Of these 50 dollars, there are five dollars or even two or three dollars belong to our entertainment treasure operation, is probably such a situation.