The founder of the Iron Mill: the traditional booksellers ' way of industrial reverse, "dominate" the film and television industry with good content

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I black Horse Note: Traditional booksellers in the electric business and the internet reading the erosion of a cry, but the founder of the Shen is the traditional booksellers to upgrade a good opportunity, their content is very likely to dominate more than 5 billion of the box office.

He created the grinding of iron books red over the year when the moon, the south sent three uncles and many best-selling writers, there are "harem Huan biography" Such a popular work in the film and television market income is quite abundant. Now Shen is going to be another alternative in the publisher, he is planning to make a film, the first shot will be the current hot short story set "Passing by Your world" of the same movie, is expected next year--and this is just the beginning, the grinding iron into a diversified content industry platform, is Shen Vision.

The following is the "entrepreneur" &i Dark Horse interview Shen Oral finishing:

Good content, be patient, etc

The publishing industry in the golden decade many people think that the publishing market is shrinking, I think the traditional publishing is far from shrinking the time-good companies are living well, are still growing.

An industry has always done well, there are always bad, slow development, do bad will complain. But I did not see the particularly big change, the grinding iron is also growing, unhappy, this year is expected to increase by about 10% than last year, but also in the book number of books to reduce the variety of growth, so I do not think the publishing market has any shrinkage.

While some factors may affect the industry, there are other factors that offset the impact. For example, the development of the Internet, while eating away at everyone's reading time, but the internet to the publishing industry to provide a lot of content-countless network writers began to be discovered, no internet there is no "Ming those Things", "The Harem Huan Biography", "Tomb-robbing Notes", "the fairy" these works, there is no moon, Yuan Take-off, Three uncles of the South sent these writers.

The internet takes away some readers and brings some readers. Mobile Internet is the same, such as micro-letter, eating away our reading time, but it gives us new reading possibilities, and even formed a lot of people's reading habits. In the past there are certainly not so many people reading habits, that is to say, maybe everyone's average reading time is less, but the overall reading more people. These two factors interact, and it's hard to find out which side has the upper hand.

But in recent years, the publishing industry has been slow to develop. In recent years, why are there so few such tens bestsellers as "Ming Dynasty"? I think that a batch of best-selling books, the network of the Great God, is concentrated in the past decade-mainly from 2001 to 2010, this is the rapid development of the Internet decade, so with a certain age. The creativity and imagination of countless young people have erupted in the past decade and are now entering a period of relative fatigue. The past ten years have been a brilliant golden decade in popular literature, with very important writers appearing in every field. But after the glory must be calm, there is no next crop of brilliant arrival, in fact, is not known.

Now the reader is actually tired, plus also shunt, some network literature is suitable to look on the Internet, may not be suitable for physical books, the publishing industry is now the creation of the great God is accumulated over the past ten years, are not new.

It is also important that, from a certain subject matter, the person in front has written this, behind the people want to challenge is difficult. Now the hills are full, empty are filled, the new people need more creativity to get their heads up. There is a word called "The Anxiety of influence", that is the truth.

But we have to accept that a period of fatigue, to do more stable things in the fatigue period-can find some level of stability in a certain degree of the author, their sales volume is stable state, not the eruption state. Each industry has its own laws, publishing industry has its public welfare side, we can not like the game, almost no bottom line to make money. Some books we know do not make money, but will do, we think their content is good, should be published, even if we sell less than we would like to do.

A book company, or to the good, advanced culture, retain enough blood. Many writers are not easy, the written works are very good, but no one read, highbrow, it is normal-he is writing for himself, for art writing, not for the public reader writing, the public readers do not pay is normal. But I think there has to be a way to get that book to the reader who needs it. may only sell 5000 copies, but these 5,000 readers may be in great need of this work.

I think this is the real foundation of the publishing industry. Publication must take into account the commercial value, social value and cultural value of the three major value attributes, the balance of the three is the health of the publishing values. If all is only profit, the publishing industry will have no meaning. As I have said before, 30% of the books should never be published, and 30% of the books are not to be published. If you make these 30% better from an increasing efficiency perspective, you will obviously be more imaginative. But I think there will always be 30% of books that should not be published, no matter how well you manage, there is always some room for improvement.

The iron mill must be transformed

I think the grind is going too fast-it's going too fast from 2010 to 2011. When we publish 600 kinds of books every year, I don't think they can be enlarged. If you expand, there will be problems in both management and other areas.

At that time Zhang Kai brought a set of management system, including Product Manager system, as well as the margin assessment system, are very advanced in the industry system. But this system has advantages and disadvantages: The positive side is that the publishing industry is relatively less commercialized, management system, management experience is relatively scarce, need to be injected.

I think he still left us some complete management system and management logic, but the drawback is that, for a long time, management thinking easily tied business thinking and creative thinking. Now one of my basic experience is that management must not be greater than the business, management is for business services. And our business is actually content, so management must not be bound to understand the content of the talent. This is a new problem, I do not think that the problem has been resolved-we are the Enterprise attribute, on the other hand, cultural undertakings.

Cultural undertakings are very sensitive, how to balance between rationality and sensibility? For an enterprise, must have good management, but for the inside of the working culture practitioners, very annoying management. This is a difficult problem. A too tight performance, will generally dampen the enthusiasm of everyone, a too wide performance, and will generally condone everyone's audacity, the risk of the enterprise will rise. How can we find the right ropes to protect and see good performance?

This is very difficult, and I do not think to find this road, just say as far as possible, every year in the adjustment. In addition, publishing is a fine industry, with a little handicraft nature, the attributes of each book are different. For example, we publish 600 books a year, 600 products to manage how difficult, the management ability of grinding iron may be limited to 600. The size of the publication expanded to a certain extent, should not be magnified, and then amplified will be sorry for the readers, because you can not manage so many products.

The issue of publishing is too many products, enterprises to grow, it must not be from 600 to 800, from 800 to 1000, otherwise I think will make the efficiency lower. The decline in quality caused by excessive expansion is not a special issue in the development of the publishing industry, which I think is a rule. Publishing is not a big business, unless you are a group of companies that are big enough. If the brand of grinding iron is single, the scope of management is limited. So the grinding of iron from 2011 onwards, to consider the cost and profit balance, to consider the healthy development of enterprises, to make the system healthier. I've been thinking about this for years: when it comes to a certain size, there are two roads: one way is to continue to expand the scale, optimize management; the other way is to change my thinking, become a hub of cultural industry resources integration, I do not position myself as a publishing enterprise, perhaps in a few years grinding iron is not a publishing enterprise, But we also have to publish such a business section.

There is also a third way, that is to retain a certain size, to live a good, so it will do. However, I would like to choose the second path-transformation.

Content Platform two times entrepreneurship

I'm doing two things: first, optimizing the internal efficiency, reducing the publication variety, streamlining the internal staff, this is the first step, on the publishing content itself; The second step is cross-industry development and industrialization development. Cross-industry is a trend, the era of all people across the border, you see the internet industry has become what kind of? What has become of mergers and acquisitions? Full of Imagination-Ma Yun is doing sports, Ma Yun is also making movies.

We set up a film and television company before 1.5 and I hope it will be highly integrated with the entire grinding system in the future. Now that I'm consolidating the relationship between physical publishing and digital publishing, the next step will be to merge the fictional department of Physical paper Publishing and the Digital Mill Chinese network into a unified content system, no longer divided into traditional publishing and digital publishing. Are all content, just in different places.

I think the imagination of the publishing industry is so limited that it has been thinking about it for years: how much space will the publishing industry grow in the future? Where is its ductility? I think one of the most obvious changes in the mobile internet age is that the boundaries of many industries are broken, and no industry can stand in the same field. To some extent, the original advantages of more and more does not constitute an advantage, the original accumulation of the industry threshold may also be more and more do not constitute the industry threshold; more laymen will enter your industry, and you will enter into other industries more.

We should learn from the people in the Internet industry, based on which I am determined to act. This idea is actually seven or eight years ago, but people are always lazy, people always feel in this industry to stay quite comfortable, why go to toss? There is a saying that the barefoot is not afraid of shoes, I have worn a pair of shoes on the foot, you let me go to business, I do not have this passion. But one day I realized that if I did, I would really lose my imagination.

I am 38 years old, I think I am still very young, I can start another business. This venture will be more difficult than the previous one, before publishing, thinking relatively single: the completion of the topic, the formation of manuscripts, to the reader, relative or relatively simple. But now I want to form a platform, I do not want to create a publishing company and film and television company model, this is nothing more than pulling a car. I do not want to go and pull a car, I hope to form a content platform, this content platform to grow their own film and television, long out of the game, grow out of animation, a variety of possibilities.

Now I am ready to enter the film and television industry, is to this future platform to test the water first. In the end, the cultural industry is a whole. The integration of resources into a chain, or a chain of capital, will become an obvious trend. I find that perhaps we understand the publishing industry too narrowly-we are engaged in more than just publishing, but culture, and the content industry. Now we just do a small part of the cultural content industry, and the cultural content industry itself is large enough, such as animation, such as games, such as film and television.

In the past, many books of film and television copyright are released from our hands, such as the "Harem Huan Biography", "The Fairy", "tomb grave note", probably every year there are more than 10 TV dramas and film copyright from the mill authorized to go out, because we have large enough to publish the scale. In fact, this gives us a new possibility, we can jump into the water and swim directly. Such a change in fact has been happening in the past few years, we see Guo, Han all himself as director. The possibility of the cultural industry I think it has come out, we start from 1.5 before the preparation of this matter, may grind the future direction of grinding is a cultural content of the media company. We have our own literature website "Grinding Iron Chinese Network", has its own magazine "Super Good-looking", has its own physical publishing system, has its own film and television system-we are still in the layout stage, eventually to become a whole platform. To complete this matter, first of all, it takes time.

Now indeed come to a good time point, called the right and wrong: The weather is the country's cultural industry policy escort, the promotion of the role of industry, this is everyone can see. The geographical location is that we are relatively rich, and the new consumer groups have also grown up, this is the geographical location.

People and all industries are more and more want to do entrepreneurial things, young director, screenwriter more and more, Talent's reserve began to an eruption period. Above has the policy, below has the audience, the middle has the talented person, in the past suppressed for many years, now the cultural industry eruption period arrived. Second, the need for quality content, as well as the content of the judgment, but also want to share with others good content. Our confidence comes from the copyright of the novel, which is produced by the Iron Mill, which has gained a lot of benefits to the purchaser.

Whether it is the "Harem Huan biography" or "tomb-robbing notes" or "the Sin" or "the fairy" game even help perfect time and space company listed in the United States. What I want to say is that first we have to have the ability to attract enough resources and to magnify the value of those resources. The so-called amplification value is in the publishing, film and television, animation, game in all areas of full bloom. In the course of my test, I found that the logic of publishing and film is very similar: books, especially the audience of best-selling books, and the audience is completely a group.

I have been published for ten years, in my hands have experienced at least 6000 kinds of books, I have for the audience reading psychology, there is a lot of data and experience, that is, I understand the psychological audience. The logic of the movie is the same, if you tell me now the name of a movie, the general style, the director and the actors are who, I can roughly guess how much the box office. Before the movie, I bet a lot of people at the box office, and finally I win, I actually in the book industry to judge the logic of the selection of the movie box office. However, the competition in the film and television industry will become more and more fierce, I guess from this summer, the beginning of this year is a blood spell, youth piece big blood spell.

I've got 5 billion box-office in my hand. I'm doing Zhang Jiajia's "Passing Through Your World" film project. "Passing Through your World"

I think the paper book will always have its value--the paper books can satisfy people's need for systematic and in-depth reading. Grinding of the book product line is very neat, but may not have the ability to do every product line. The main product is too much, from the source of these products-book selection is too broad, resulting in the quality of some books is not high. There is also the ability to do the editing of these products is also uneven. In addition, management is also problematic. Some management from the surface, it can make the division of labor clearer, more efficient; But book publishing is a cultural and creative industry, there are some things are relatively free, too scrupulous management will destroy its ecology. Secondly, there are some problems in the relationship between personnel and people.

It was the best-selling book in the entire book industry last year and has now sold more than 2 million copies. And early in this short story collection has not been listed, the book a few stories of film and television copyright was crazy Rob-Wong Kar-Wai bought a copyright, Kuo bought a copyright, there is happiness blue ocean bought a copyright, is to do "daytime fireworks" that company.

I was in Zhang Jiajia's book after I signed a contract with another company, began to contact him-essentially this is an industrial chain of logic, regardless of whether the book is not my out, but the book and games, movies, anime and other cultural industrial form from the same content, and from different degrees to grow up to become a whole.

This is the benefit of consolidating resources. I was going to find Zhang Jiajia talk about book publishing, since no chat, then talk about movies, this is the same logic system AH. When I talked to Zhang Jiajia about the movie, his book was not on the market, just signed the contract, he was not famous. The price I offered him was very high at the time, because I was from the publishing industry and I knew the value of good original content. I bought a total of two works of Zhang Jiajia Copyright, I think the best of the two, one is "from your World Pass" the same name novel.

I'm a content practitioner and I want to make it a classic case of a book and film development. Now that Zhang Jiajia has just returned from Hong Kong, he has completed a screenplay with Wong Kar-wai and now works on my script, which we should have done in June. We plan to do a movie first, the future development of sequels, the trilogy of the city Love comedy. The project has now been identified with light to work together to invest and develop together. Zhang Jiajia This film project is very good, the selling point is very simple: first, he has a very strong reputation, over fans, and this is the money to buy books for the fans. He has an average of 10,000 people on each sale, and in a two-tier city, the fans ' bonding is evident. The second I bought is his original book, "Passing Through your World" itself has been built; third, this is a city light comedy, Pure Love theme, this subject and the relationship between the reader is eternal. Why his books sell well and why his films sell well because audiences are the same. As long as I have a solid basic film, the script is written by Zhang Jiajia, the back as long as the director is to force, the actor is to force, I think the box office will not be bad.

From the works, Zhang Jiajia is a genius, his writing ability is very powerful. In the process of cooperation, I can judge that he can make miracles in the book industry, as well as in the film industry to create miracles. Now the director of the project, the actors are not sure, the script will be completed immediately, for this year to boot, next year release it. In addition at the same time in the film project is now where the "Wukong biography." This is an entire generation of people in the minds of the Internet First Classic God, beautiful, magnificent, blood, youth, well-known very high, basically said everyone knows. Now where the book began to transfer to our company here to publish, I Will "Wukong" film copyright signed down. I hope that the "Goku" into a youthful blood version of the Hero Idol movie, really shape a hero. "Wukong" of the script will be completed in June, the director has identified, is one of the most outstanding young Hong Kong director Guo Zijian, Guo Zijian particularly like the "Goku" this novel, he himself or a writer, this is too important.

Now he and he are united writers, I am very optimistic about this project. My greater confidence lies in the fact that we have ACE projects in hand, content in my hands, we are the largest companies in novel publishing, and I have my own literature website, which produces 20,000 of novels every year. Based on the number of copyrights we currently have, there are four of other works that are likely to go into the next stage of development, plus the two trilogy we have just said, and now there are 10 projects that we have assessed as having enough value in my hands.

Such accumulation of resources for large-scale film and television companies is also scarce, many well-known film and television companies do not have so much of my content resources accumulation. And I can develop at the same time, because for me, only need to build projects, and then follow the investment can be, I can work with all the film companies, the following things to do together. For example Zhang Jiajia this project, we and light together development, "Wukong" This project, we and new Li cooperation.

I will stare at the whole script creation stage--------------------------------sure. Everyone has good, light, shinih such well-known enterprises in the film industry is clearly more professional, more matching the ability of resources. I hope that through this cooperation to let myself know more about film and television industry, first become an expert person. I want to find the most advantage of the company to work together to create quality things, so the heart is steadfast. The big problem of doing film and television is that the upfront investment is very big and the risk is very high. When you are particularly confident about the project, you are willing to play with your money, because playing with your own money means you can get more dividends, which is the first.

Second, if the capital pressure is relatively large, may not be able to take out so much cash, you can use other people's funds to vote, we have to do a return of the distribution of good, it is always possible to gain benefits. If the final loss, the project does not do well, then you deserve, the market risk should be borne.

No one can say that he must make money, there is no such thing in the world. Publishing also has a risk, a book sold hit the risk is also some, do the enterprise itself there is a risk. One day, I calculated my own 10 projects already in development or preparation, and suddenly thought, maybe I was holding a 5 billion box office. And there will be an endless stream of updated content being developed.

Should say I just took the first step of industrialization, leading to film and television, there may be more layout, such as the layout of the game, to the layout of the animation, these need time and money to accumulate. Doing business is just one of my jobs, and it's a professional attitude to do this job well. and poetry to me is the life faith.

Industry Reviews:

Publishing is the source of cultural industry

Guest Book Chairman Huanan

In the 90 's, the domestic book industry had a very good period, basically a seller's market, there are books can be sold. 2006 we read a guest set up, this seller's market has been finished. But a large number of private publishers are still weak, the market there is a rapid rise of the new company space. At that time, the development of a relatively good private publishing company with the current pattern, grinding iron, the new Classic, Phoenix linkage these.

But after 2007, it was hard to see a bestseller because the positions of public opinion had shifted from paper to screens. A book hundreds of thousands of words into the market, the response may not be as good as a hundred word Weibo. The public's focus is no longer on the books, but I don't think I'm serious about the plight of the publishing industry. Books have a function that will not disappear, is the source of cultural and creative industries.

No matter the movie, the television, the game and so on, the story source still is in the novel, also in the book industry. There is still a lot of room for publishing, which is to create story sources and then extend it to other creative industries. We have also been in the business of film and television investment, and the publishing industry involved in the early film and television companies. We focus on the development of products with a full industry chain value, with special emphasis on the film development potential of the novel. We also sold a lot of film copyrights, and some novels developed into games. This work has been done, and this year there will be a batch of new products out. Readers of the novel, such as the "Tibetan Code", "the Underworld" these series, are facing a huge audience of products. A best-selling book is the carrier of social and cultural activities, there are laws to follow, there are very strong luck component. So a benign development of the publishing company, product structure is very important.

To have a bestseller, there must be a long selling book. For example, "Galactic Empire" may not be like the "Tibetan code" to sell millions of of a sudden, but it will sell tens of thousands of copies each year, sold annually. The future of the cultural and creative industry chain will be more and more good, and the publishing industry on the source of the control of the content will become increasingly prominent. Now make a movie not to cast tens of millions of, the possibility of skipping is very big. If you want to improve the success rate of movies, the most realistic way is to buy the copyright of best-selling novels, the success of the novel based on the adaptation of the film. This means that the copyright price of the novel will gradually increase, publishing industry in the cultural industries, the right to speak will also improve.

Do not book extensive management

Book Marketing expert Li Yu

There are two kinds of books in our country, one is state-owned publishing house and the other is private book company. The state-run press is theoretically dead, and only private companies will die.

Many private companies do not survive a very important reason is extensive management, the publishing sector management is very confusing, backward. A boss has no idea when a book is going out or what the editor is doing. Editors do not know where their books are going, and they don't know where the next book is. This is a very common condition in the publishing industry. If you go to see IT industry, project management is very rigorous, a product development to what extent is very clear, absolutely can not be delayed. But it is common for a few months to drag a thing in the publishing industry, much of it being dragged indefinitely. Private companies in the small scale, management of the extensive not to die, small workshop mode, a few people communicate to solve.

But the company to a certain scale, and then extensive will die. Many private publishing companies blindly expand, on the scale seems to become a Big Mac, but the management can't keep up, this is very dangerous. What is the profit of a book, in addition to the basic printing, warehousing, logistics and human costs, and a piece of management costs. This management is a comprehensive management, you should know a book to which step, how many goods can sell, and between editing and marketing should have docking. I've always said that editors should provide a reason for publishing, why do you want to make a book? The reason must be convincing enough. Marketing is not just promotion, including when you do the product itself, the product is an important factor in marketing. Take 20 books in the bookstore, and I think 10 books are "wrong".

The problem with grinding iron is that it expands too fast to keep up with the management. Another problem is that the brand of grinding itself is not started, and its brand cannot be sold. For example, the book is to sell brand, read the guest all the books are shouting "read guest production." The mill has done many best-selling books, but the reader remembers only the title, not the iron.

Publishing transition films have advantages

Publisher Jinmalo

I think the paper book will always have its value--the paper books can satisfy people's need for systematic and in-depth reading. Grinding of the book product line is very neat, but may not have the ability to do every product line. The main product is too much, from the source of these products-book selection is too broad, resulting in the quality of some books is not high. There is also the ability to do the editing of these products is also uneven. In addition, management is also problematic. Some management from the surface, it can make the division of labor clearer, more efficient; But book publishing is a cultural and creative industry, there are some things are relatively free, too scrupulous management will destroy its ecology. Secondly, there are some problems in the relationship between personnel and people. Iron Gourd, a subsidiary of the grinding iron, is positioned in the publication of intellectual books.

Since its establishment in 2010, the book has won countless awards, praise constantly, but has not been profitable. Shen has always been a person who likes to watch movies, see all the movies, have a free look. So he is not unprepared for this, and he knows the market well and has his own judgment.

Playing the movie is actually an adult's game. Shen is always a poet. Whether it's a movie or a publication, it's just a job--more than 20-year-olds publish because they're too poor to make money. Now the basic life is solved, do something else, still can make money, that is not better? I think his idea is very simple, probably different from the bosses of other book companies. Do you want to make a movie in a new classic or a collection of days? But they all need a chance. The publisher transformation makes the movie to have the advantage, the two audiences group is more interlinked. So the grinding of the film, in the content will occupy the initiative, read a few years of novel people, how many have a say in the film. But it is also difficult, there are so many films in China every year, some people succeed, some people fail.

I'm still looking forward to the grinding of the film, wait and see.