Is Shanda A digital publisher Unlike a traditional publishing house?

Summary: Shanda literature is just different from the traditional publishing of digital publishers? On the eve of the Spring Festival, Shanda Literature announced the formal acquisition of a novel reading network, which is following the Banyan tree under the holding literature website last December and next city within less than two months. At present, the establishment

Is Shanda literature just a digital publisher unlike a traditional publishing house? On the eve of the Spring Festival, Shanda Literature announced the official acquisition of the novel Reading Network, which is following the Banyan tree under the holding literature website last December, "next City" within less than two months. At present, the establishment of two years of grand literature through a series of acquisitions have been controlled 5 network literature web site, including the beginning of the Chinese network, Jinjiang original network, tea Tim Incense, is a single large network literature "oligarch" trend.

No one doubts that the grand literature, which started with online literature, is now a leading role in online literature, but it is not. At the end of last year, Shanda literature set up the Copyright Operations Center, and its chief copyright officer had been appointed several months earlier. Admittedly, whether it is the traditional or digital publishing, whether the Internet or creative culture industry, in the upstream of the industrial chain content, copyright is the core value, who owns the copyright who has the right of speech. Over the past year, Shanda literature has shown itself "a downright copyright company" on different occasions, CEO Hou said that the grand literature in the past few years to do is the copyright production, the second is the copyright distribution, such as a work from the network fee reading, book publishing, wireless reading to anime, games, film and television, etc., to achieve a production, Use it many times to maximize its commercial value. To be blunt, is to sit on the copyright "discriminating".

1 layout: Under the line to seize the copyright

From the beginning of the 2004 acquisition of the Chinese network based on the formation of the grand literature was founded in July 2008, its literary site is actually a copyright production base. Before the acquisition of the novel Reading Network has more than 43 billion words of original literature copyright and about 850,000 authors, daily upload nearly 60 million words, registered users more than 38 million. In a book of 200,000 words, Shanda literature can "produce" 300 books every day. These books now attract 10 million independent users a day.

Eric published The December 2009 vertical Literature website Industry data show, in addition to the Banyan tree, the beginning of the Chinese network ranked first, Jinjiang original Nets ranked third, the tea Tim Shannon ranked seventh, and just bought the novel Reading Network ranked fifth. Industry estimates, Shanda literature in the completion of the acquisition, it has more than 350,000 original novel copyright, and signed the most commercial value in China nearly million writers of all copyrights, won the Chinese network of original literature nearly 90% of the market share.

In addition to the original, Shanda literature will also purchase the electronic copyright of the entity book, the famous example is "struggle" and "currency war" and "The Great Qin Empire", "Ming those things 7" exclusive electronic copyright. Shanda Literature CEO Hou that even in the era of digital publishing and reading into the mainstream, the traditional publishing in the impact of the same time, in the reading of consumer areas, paper books will still have a huge market. Therefore, he said, traditional publishing is an important part of the industrial chain of Shanda literature. He will be looking for senior book editors, hiring them for the great literature to tap the potential of the popular writers, provided that the works of these writers in the beginning of the Chinese online starting. Han's "His kingdom" is the way to meet the readers. Shanda Literature's "Poly Shi Wenhua", "The Chinese World" and "Poly Xing Tian Hua" Three books planning publishing company, are called the book publishing industry star Brokerage company, they are better at the traditional publishing house unexpectedly expensive packaging potential of hot writers, after the traditional publishers can not imagine the book sales.

2 mode: Open multiple distribution channels

Reading fee is the most successful business model in Shanda literature. To start with the Chinese network for example, the contract author's work is published in the public reading area, once the number of clicks reached a certain amount, you can put the work in the VIP area, the VIP area readers in the reading needs to pay fees, 2 to 3 cents per thousand words. According to the author's popularity, the length of the payment is different, in general, a novel payment can reach at least one-third. A 1 million-word novel, there will be at least 330,000 words to pay, a reader to read this novel costs at least 6. 6 Yuan. According to the introduction, the cost of the reader to pay, by the site and the author share, which seems a small amount of money, but the vast number of readers on the internet to Mickle the effect of supporting the production of the content of the grand literature, and attracted and gathered a lot of grassroots authors.

In addition to content sales on the site, wireless terminals are also an important distribution platform. Shanda literature has been pushing the mobile phone to create another platform for literary creation and reading, such as last year launched the "first global Chinese mobile phone novel original contest", profusely rewarded mobile phone novel. Nowadays there is a big hot e-book market, Shanda literature is also not absent. The so-called ebook is a kind of electronic reader that can download digital book content. Shanda literature is not only a publisher and seller of content, but also a developer of a sales tool, Shanda has launched its own e-reader Ikan (love to see). For Shanda Literature, the ebook is not only a hardware terminal, but a mass of content of a digital distribution channel, this channel can allow others to meddle. In fact, in the diversified distribution channels created by Shanda literature, it is not just books.

From original original literature website to copyright operation, the transformation of positioning will inevitably bring about changes in the business model, Hou said, "Like Harry Potter, not through the sale of books to form a market, but must be infiltrated to the surrounding, is through the operation of copyright to develop a big-MAC-style industry." ”

3 Value: Multiple derivative of a production

"Star Change" is a model of Shanda literature business model. This starting point in the beginning of the Chinese network of works to achieve many successful sales, at that time on the online with super high man gas, 40 consecutive weeks in Baidu all keyword search rankings ranked in the forefront, many times to ascend the first position. Then from online works into the line of traditional books, 2008 its game copyright to 1 million yuan high price sold to the grand game, into the game after the "Stars change" was rated as the 2010 most anticipated game. The right to film adaptation was also sold to the flourishing movie in November 2009.

A work has virtually created several "derivative" values.

Network popularity of the novel "cohabitation with the stewardess Day", click-through cumulative more than 1 billion times, with its adaptation of the film "pre-Love Rules" recently listed on behalf of the grand Literature officially into the film Circle. June 2009, the grand literature announced to become the largest content provider of domestic film and television drama, accumulated sold Baiyu network novel film and television adaptation right, with thousands of popular, best-selling pop novel film adaptation rights of the works, including "Ghost Blows", "Yuan Levy Palace CI" and other network novel drama and film adaptation rights.

"A good literary copyright, I will put the novel sell, game copyright, film and television copyright must be sell, the operation to do deep." "At present, in addition to starting to provide content copyrights for games and movies, we even plan to graft music and literature together," Hou said. Hope this model can be born a new product, such as "ghost blows" that kind of blurred, magical, frightened things in music form to express. "At present, Hou Qiang plans to opera and the Beijing Film Academy Drama department, writing department students all signed, to their professional screenwriter training, through the channel from childhood to film, to build China's film and television script base."