Aiqiyi 200 million vote "hip-hop", there is a big chess behind it | Kung Fu is expected

This article was first published on WeChat public account: Kung Fu Finance. The content of the article belongs to the author's personal opinion and does not represent the position of Hexun.com. Investors should act accordingly, at their own risk.

Text | Little teacher

Several recent data have exploded our circle of friends:

1. The TV series "The Name of the People" broke the record of China's ratings for the past 10 years.

2, "War Wolf 2" is about to break through 5 billion, reaching the top of the domestic box office in China.

3, Tencent's mobile game "Glory of the King" earned 100 million a day.

4, "China has hip-hop" set the highest sales record in the first quarter of the network, freestyle red network.

5. Transferring Wanda Hotel and leaving Wanda City, Sun Hongbin left 13 cultural and travel projects.

6, China's real estate tycoon 200 million pounds to buy Premier League Southampton team.

If you have seen reports of the above data before, then you will find that they have one thing in common, that is, they belong to cultural and entertainment projects. When you are still working on China's property market and the stock market is exhausting every day, "smart people" have already turned their money into other projects.

In the difficult market environment of China's real economy, many people say that money is getting harder and harder to earn because the channels and varieties of investment are limited and solidified by our thinking. For many people 603,883, the stock, as if the investment is only one way is to buy a house. As a result, countless real estate policies have sprung up like mushrooms. From "restricted purchase" to "restricted sale", from "rental and sales" to "shared property rights", the swarming policy did not pull down the high housing prices. On the contrary, many localities enjoyed the "last carnival". . We have been unable to tell which policies are good and those policies are bad. Although the crackdown on housing prices has already experienced subtle fluctuations in some cities, this is a false prosperity, and the crises that are quiet are not recognized.

If you have better investment channels and models, would you still be willing to put your money on high-risk housing prices?

For example, "China has hip-hop" is also a category of variety shows. Starting from "Super Girl", there are always a variety of phenomena-level variety shows produced every year. The music drafts are from "Super Girl" and "Good Voice of China" to " There are hip hops in China, as well as sports and talk show variety shows such as "Running Brothers" and "Qi Yu Shuo".

From the perspective of the cost of variety shows, iQiyi's 200 million yuan is more than four to five times the average cost of the current pure network comprehensive program. It looks like a "gamble", but in fact, iQiyi hopes to explore a business model with "China has hip-hop." Chen Wei, president of Aiqiyi, wants to make "China has hip-hop" an IP to establish a hip-hop culture industry. "We are not investing two billion yuan to hold a three-month draft. We will be the best in the industry. Together, the partners set up brands, established street fashion brands, established music festival brands, established large-scale event brands, and integrated people, labels, music and drafts. “This is a big game.

Before the program was broadcast, Nongfu Spring won an exclusive title with 120 million yuan. In our opinion, Nongfu Spring is a discerning eye. People who often watch music variety show that China’s niche music is already taking off, and hip-hop music can be accepted. The favor of capital lies in the potential of "fire". Zhang Lei’s "Nanshan South" and Zhao Lei’s "Chengdu" are popular in popular songs. The direction of the niche has come out, and "China has hip-hop" is coming. As the program's broadcast economic benefits began to expand.

According to the current data, "China has hip-hop" is the only S+-level self-made variety show in the year of iQiyi. "China has hip hop" on-line 4 hours of broadcast capacity exceeded 100 million, the first episode of 220 million, two sets of 420 million broadcasts, the third phase of the cumulative broadcast of more than 600 million.

Advertising value: The first quarter title is 150 million, and it is expected to break through the ceiling of TV variety in the future. "China has hip hop" in the first quarter of the title fee has reached 150 million, close to or exceed the top TV variety "Running Brothers", "Extreme Challenge", "I am a singer" and other phenomena-level variety of the first season title fee. According to iQiyi's investment promotion plan, "China has hip-hop" 16-week cooperation period exclusive title 150 million, co-sponsored 100 million, chief special 80 million, industry sponsor 50 million, designated products 30 million.

Derived value: Open the derivative market through IP development and network comprehensive authorization. iQiyi is integrating the VIP member department, the bubble circle operated by the fan community, the music channel, the entertainment channel, the live broadcast platform, the e-commerce platform, and the derivative authorization platform to create a follow-up IP development and derivative license business. space. Among them, there are many large platforms such as Jingdong, Alipay and Xiaomi. Currently the tide brand R! CH has been registered by iQiyi, and the concert of “Screaming Night” has also been prepared.

It is said that your eyes are big, how wide is the investment road, and Sun Hongbin’s purpose of leaving the cultural tourism project is self-evident. After the People’s Network’s nine comments, the momentum is still not reduced. "The 5 billion box office is unprecedented but not in the end. The transformation of the economic situation itself is a revolution, and some industries have begun to dominate the economy as a wind vane.

Effectively learn from the economic model brought about by market changes, give play to your own advantages and enhance the investment pattern. Don't complain about the price fluctuation of a few cents of gasoline. The rich people have long drove the luxury car to listen to the hip-hop.