The whole industry layout of network literature is changing quietly

Absrtact: The major personnel changes in the starting point stirred the whole network literature industry, not only kicked the internal of the grand literature, but also let Shanda see the real aggression: the grand literature is hard to be alone, and the whole industry map of network literature is changing quietly. Tencent Science and technology learned that low

Starting point of the major personnel changes stirred the entire network literature industry, not only kicked the grand literary "internal", but also let the grand see the real "aggression": Shanda literature difficult to a single big, network literature the entire industry map is quietly changing. Tencent Science and technology learned that the low-key accumulation of the long time Tencent is on its literary business to do a new integration, and with the original starting point of the entrepreneurial team to achieve cooperation, "Tencent literature" began to surface, so that the network literature industry for the first time to produce a real shock.

It is understood that "Tencent literature" currently covers the Tencent Network reading channel, based on the QQ space of the social reading platform "QQ reading", WAP reading platform "QQ bookstore" and mobile phone reading application "QQ reading" and other platform resources, Tencent Pan Entertainment strategy to become the next one of the focus of exerting force, Overall business layout Unified by Tencent Interactive Entertainment Group led the responsibility.

Original starting team in the "Tencent Literature" system responsible for male-frequency operations, has signed a group of outstanding Network Writers, its new website will soon be launched, follow-up will be with "Tencent literature" resources to get through. It is understood that with the "Tencent literature" personnel in place, Tencent original literature will be divided into male-frequency, female-frequency and other categories (note: Male-frequency for male user content, such as Xuan-change, game-type theme, female frequency for female users, such as the romance of the Urban class. The original starting point team's important mission is to help expand the "Tencent literature" male-frequency authors, by virtue of their influence in the field of male frequency, to foster high-quality IP (intellectual property, intellectual properties) produced. "Tencent Literature" in the original strength of Tencent is responsible for the female frequency and other content operations, but also responsible for promoting technology platform to get through.

"Tencent literature" in charge of Zhang Yong, Tencent Technology said, "Tencent literature" hope to ensure the integrity of internal resources, and based on Pan Entertainment strategic value extension, resources will be available for games, film and television, Shuwang, radio play, and so on, and even into the stage, the Future "Tencent literature" is not limited to its own development, will also be launched mergers and acquisitions, penetrate into different fields.

Many analysts believe that with the introduction of "Tencent literature" and exerting force, Baidu, Ali also tried to make a difference in this field, Shanda in the field of network literature monopoly will be impacted. With the rapid detonation of the mobile reading market, the network literature market will also face the reorganization of the pattern under the new opportunity.

Tencent literature: The "latent person" in the field of network literature

Beginning the beginning of this year, after the founding of the team, Ali, Baidu, Tencent has extended the olive branch to the team, the final team chose Tencent. It is understood that the team values Tencent in the field of online literature for a long time layout, a strong network platform and a steady stream of new users, this is the new business sustainable development of the guarantee, while both sides of the pan-entertainment strategy also has a high degree of consensus.

In fact, in recent years, Tencent actively layout Pan entertainment strategy, with IP authorization as the core, the game operation and network platform as the basis for continuous cross-border, multi-platform business expansion. Tencent Mutual Entertainment is gradually from the simple online business platform, to cover games, animation, literature, film and other related business interactive entertainment entities.

In recent years, Tencent Mutual Entertainment in various areas of the pan-amusement trial and cooperation is rapidly forming influence. For example, Tencent's game "Luo Kingdom" launched two films to create a Super 100 million box office, 52 sets of animation in preparation, the introduction of Tencent animation platform, the creation of original animation competition system and the introduction of original talent and cultivation mechanism, batch introduction of 11 classic day diffuse works of electronic copyright, and with Disney, Set the British society and other global partners to achieve important cooperation; release of animation and game platform products "The blade of the Wind", the classic comic "Naruto" adapted for the game; invited Chan, Yuen and other film masters to participate in the development of online games products "Tianya Moon Knife", build a literature reading platform, on the PC and mobile end of the full terminal layout.

Tencent realized that the interactive entertainment industry layout is the core of IP, while the original high-quality IP more concentrated in the animation, literature and other upstream industries. Therefore, Tencent first from the animation, literature and other fields, from the source of mining and accumulation of high-quality IP, "build platform" and "support original" as the focus of Pan entertainment strategy.

Prior to that, Tencent in the literature field does not have too much sound, although in the PC and mobile end of the layout of multiple markets ranked before the diversified platform, but are focused on the content of the provision of the market to promote extremely low-key. Until March this year, the Tencent Interactive Entertainment Group formally set up content and copyright department, especially in the near future with the original Chinese network entrepreneurial team to reach the exposure of information, Tencent's literary layout has aroused outside attention.

"Tencent literature," the head of Zhang Yong revealed that Tencent has long been the network of literature in the field after the Royal literature service providers. At present, "Tencent literature" has nearly billion reading users, and with the mobile reading base to provide its own high-quality good book content. Next, "Tencent literature" will strengthen the integration of mobile platform and resource input, new business model exploration.

The founding team run away Grand literature faces severe challenges

The starting point of the founding team is the beginning of the most serious internal changes since the inception. Earlier, the starting point also experienced turbulence, 2006 two-thirds of the beginning of the editor resigned, leading the majority of first-line authors run away, defected to the Chinese online set up a new station 17K. Class-Like Story 2010 again: The Perfect world to kill into the field of online literature, High-profile start, Big big from the beginning of

However, in view of the founding team's adherence, the starting point has not lost its own advantages, the fundamental harm, the challenger due to lack of user numbers and rich content, did not create a strong challenge to the starting point. But the author lacks enough reader support, the creation is also lacking the fervor, cannot arouse the enough attention on the Internet.

But the beginning of the encounter with the challenges of the essential difference, because the departure is the original starting team, is the starting point of the most valuable and core of "assets." The original starting point of the entrepreneurial team for more than 10 years, is the Chinese network literature from the core business model, industry standards to the specific general functions of the Creator. They created a multitude of "great gods" and maintained a close relationship with the top online literary writers like "brokers".

In fact, for such a runaway team, the real lack of platform and users, and Tencent is the most lack of platform resources and users. The original starting group relies on Tencent platform advantages, further magnifying the team's experience, influence and the vast number of well-known network writer's potential and value, the Chinese network literature map or will change.

With the "Tencent literature" officially exerting its force, a war on the Internet writer began. "Tencent literature", said Zhang Yong, "Tencent literature" has provided welfare programs to network writers, so that these online writers can ease in the "Tencent literature" platform to write books. "Tencent Literature" aims to produce some influential works on the platform before the end of the year.

It is understood that the original beginning of the literature network editor-in-chief Jody will lead the entire editorial team, is responsible for Tencent literature male-frequency content operation. Jody recently said that the entire industry author resources are scarce, need a larger platform to accommodate, mining more potential authors, to give the author a better space for development.

This space naturally comes from the pan-entertainment strategy of Tencent's vigorous layout. Industry analysts point out that the starting point is the first contributor to the development of network literature, solve the author "Do not write, have food to eat" topic, now Tencent to solve the second, is also a higher level of problems-through the development of pan-entertainment, to promote the influence of the vast number of network writers, so that these authors become a true cultural mainstream or even superstar.

In the face of new challengers, the recent focus of Shanda's literature is on stabilizing its basic plate. Shanda Literature CEO Hou (Micro Bo) to Tencent Technology, said the starting point suffered several turbulence, basically a few months to recover, the starting point has an effective mechanism, the business will not be affected by staff turnover, it is difficult to be breached by the outside. "The most important thing in Shanda literature is not to be nervous, but to develop it step by step." "Hou points out.

However, in order to reduce the original starting point of the team out of the negative impact, Shanda literature also through a series of measures to stabilize the network writer. After two months of turmoil, the new management has made a public debut to unscramble the new welfare plan, emphasizing that there will be no cuts to the starting point, the welfare system will only get better and more comprehensive.

Mobile reading: The next battlefield of network literature

The beginning of the Internet literature, the rampant piracy, literature site difficult to survive the age. Mobile Internet To change this situation, the former users need to go with the novel, and constantly brush the site, now not the same, Android and iOS phones to provide push capabilities, as long as users subscribe to content, the latest content can be pushed to the user the first time, this change led to more users willing to use the phone to

One industry personage to Tencent Technology discloses, mobile reading base last year revenue reached 2.4 billion yuan, according to 6:4 of the pattern, move take away 60%, means that content provider last year can get nearly 1 billion yuan of income. Hou also to Tencent Technology frankly, mobile reading market exploration has just begun, but rapid growth, can use rapid to describe.

People familiar with the matter said Tencent technology by providing content to the mobile reading base, content providers can generate on-demand information fees and monthly information fees, and then divide according to established proportions; As a channel, channel resources can be used to replace the recommended content resources to generate revenue by providing channels to the mobile reading base. Or channels directly from revenue, .

Because of the large number of players in the mobile reading field, Shanda literature will undoubtedly encounter challenges in the wireless field. In addition to the numerous brands of Shanda literature, the three major telecommunications companies mobile reading base, Amazon, Jingdong Lebook, when more to see, 91 Panda reading and so joined the War Regiment, watercress Reading, billion bookstore, fruit reading applications are also in the delineation of their readership.

In fact, in the mobile reading market, Tencent's micro-letter-the industry recognized the first mobile internet "tickets", was addressed to the high expectations, "Tencent literature" so that the outside world full of imagination space. As the original starting team core members, Jody before also Frank, Tencent is pushing the "pan-entertainment" strategy and its advantages on the mobile Internet, is undoubtedly the original starting point of the team most valued. He said that mobile is the future of reading, in cooperation with Tencent, both sides will focus on mobile reading.

"We do not want to do narrow competition, but to change and development, hope to jointly make the industry bigger." Jody stressed.