Source: Meteorite Business Review (ID: libusiness), Wall Street Journalist
Introduction to the meteorite
"Shrink products must be fine," how is the founder of the dramatic myth practicing? Word of mouth Waterloo, capital was thrown by China's 600 million, IPO stranded what happened to a happy twist?
Welcome cool | Art
The comedy always has a natural market affinity, no matter how the times change, the desire for laughter is deeply rooted in our genes. From the recent Zhou Xingchi, Kung Fu by Jackie Chan, to the Ning Hao "Crazy" series, "囧" Xu Wei, has become another important brand of Chinese comedies in recent years.
Beijing Happy Twist Entertainment Culture Media Co., Ltd. ("Happy Twist") has been working on comedy for fifteen years. Now it has become the biggest comic IP production machine in the Chinese entertainment industry, from Charlotte Trouble, Chad Water, Shameful Iron Fist "K" to the wealthiest man of Xihong City, "some people even said to be the king of the Chinese new generation of comedy.
In the vertical comedy industry, Happy Twist has created his own unique style and creative process. "Twisted products must be fine products." How is a twist quality control system implemented? The new reputation of the Waterloo film office, capital was thrown by Chinese 600 million, IPO knit, happy twist recently a bit happy what happened to a "happy toll" that was improved in 15 years?
Can laughter be produced in bulk?
For joyous interventions, the dramatic enterprise of the "old bank" is the main source of cash, and many people know the origin of happy twists. Currently, he has been engaged in 35 years of dramaturgy, planning, production and performance, from selling only 7 tickets in Beijing to more than 4,000 games in more than 60 central cities across the country, it is difficult to find a ticket. Good reputation rises against the trend when the theater does not perform.
Cultural products are different from industrial production. Due to the different characteristics of times, regions and audiences, it is difficult to have precise production lines and precise control of effects such as industrial products. Ways to ensure that each of their works is a boutique.
China has no good-quality directors, but no permanent quality production organization such as Hollywood and Marvel can implement an industrialized and simplified content production system that can be quantified. Therefore, the stock price of the film and television company is highly volatile and the investor is not favored. Happy Twist's success, though not a major business success, has provided the domestic content market with a strong footprint that allows people to see team production and content quality control. How is a happy twist?
In the early days when no one was interested, Twisted Troupe used the bus to draw people to watch the drama for free, then used the word of mouth to dramatically improve the drama. "Want to eat curls and curls for you" was attracted to Xie Nahe as a hauled runway to fully exploit the company's high quality resources to increase traffic. These marketing methods can give you a moment of excitement, but let yourself be lucky enough to excel with your excellent "product quality control system" and its extensive operation.
The original approach was the user's questionnaire and the establishment of a theater quality supervisor. At each place of performance, he is the manager responsible for completing the quality control report and recording the response of the audience for each pre-designed package. If the baggage item is not responding, the team will have to discuss the changes after the show, change the route on the next show and test it repeatedly to find the most appropriate performance plan.
The drama is in direct contact with the audience, so the joyful intervention recognizes the laughter of the audience, controls the rhythm and naturally throws an effective track at the right time. For example, when Liu Hongtao replied to the question "How to rate the film" Wu De Shui "", he used the example of "178 laughs in the media university" as an example. This constantly updated program ensures that actors can start fast and achieve performance above the passageway, allowing for generous reproduction.
In the second half of 2012, Creative Director, Happy Twist, was created by Zhang Chen's "Art Decision-Making Committee", consisting of executives, directors, actors, etc. A total of 9 people, composed of company executives and several directors. These are basically all 80s. All content products must be approved by the Art Committee to enter the preparatory phase. At the same time, the project launched under the "Happy Twist" brand must also be a comic work selected by the Arts Committee and controlled by Happy Twist. Individual preferences that exclude age-level decision-making lead to discrepancies in decision-making.
This set of content quality control systems can only be tracked after the project has been set up and the implementation phase so that Happy Twist not only guarantees the quality of the individual repertoire but also greatly improves the success of horizontal replication products. Several typical examples that are active in today's laughter have the characteristics of creating and polishing matter. Cross talks with Deyun and the Tucao Conference were all polished and polished in Mass. Therefore laughter and luggage are easier, and laughter is thicker. Chief Executive Officer Liu Hongtao said: "Many writers in the literary circle are popular with the word" natural gas ", which means you have to be with the ground, you have to be with the public."
Happy Twist is becoming more and more stable in Beijing. In order to further develop the performance market, Happy Twist has subsidiaries and affiliates in Shanghai, Shenzhen, Guangzhou, Harbin, Tianjin, Nanjing, Shenyang and Chengdu. When creating a new branch, this system of internal training managers was widely implemented. The Happy Twist series has won more than 4,000 games in Beijing and the central cities of the country and has brought endless joy to over a million viewers. After the dramas' quality management system is clear, the next step is the extensive operation that allows the team to overcome the geographical division and cultural division to the maximum, avoiding a "coffee" audience who does not like Zhao Benshan's garlic bulletin board. Hey. Happy Twist has become the most privately recognized institution in the field of home scenic drama. Even countless young people like happy treatments and become a social phenomenon.
The earlier design of the quality and quality control system has enabled the team to take advantage of the opportunity offered by the Spring Festival Evening and to quickly expand the production capacity. Synchronization was accompanied by a rapid increase in the market share of Happy Twist in drama.
Happy Twist has become the creator of a dramatic myth, and it's not a happy old-fashioned track, but an adaptation of film and television. The biggest obstacle to restricting the listing of film and television companies is the instability of the project. A good movie can bring exhausting revenue, a bad movie can also drag a business. Can this happy procedure be disposed of in the quality control system?
In 2010, Liu Hongtao, the founder of the University of Lucky Twisted Founder Yu Kai, joined a happy twist and became CEO. In 2012, the comedy film "Thai" came to the top of the Chinese Boxing Champion, which made Liu Hongta the power of a commercially-proven comedy film. Happy Twist explores an integrated multi-screen development model and spreads to the new media and film industry to increase its reputation and influence.
From the times of the small theater, there are fun shows and games known as laughter. In 2011, Happy Twist attempted to combine their own comedy style with the essay and essays they produced, "The Fallen Leaves", quickly entered audience visions through the 2011 CCTV essay platform and won many voices. Twisted products are constantly on CCTV Spring Evening Festival, Hunan Satellite TV Spring Festival Evening, "Today's Happiness 1", "Today's Lucky 2", "Fu Bufu" and another layout making Shen Teng, Ma Li and other twist actors famous. Twist has become a frequent visitor to the Spring Festival Evening and has even become the most anticipated work of the evening audience of the Spring Festival.
Under such a mass base, the introduction of films, this part of people who love drama plays easily the role of KOL, which is favorable to the word word oral fermentation, helps marketing. Through the pursuit of art + business, Happy Twist gradually creates a complex entertainment industry system rooted in the stage of comedy. Happy Twist wants to become a serious vertical comedy specializing in comedy in the entertainment industry.
The film production group with a peak without a platform is not an advanced production group, just like a 100-point casual test can not be considered as a top student. It is unreliable to speak only with the data in the cashier. The market with a truly mature film is characterized by industrialization, standardization and standardization. Of course, this may be in line with Hollywood. You like to make the film every year and the word is good because of its unique film quality control system.
The quality control system of happy twist films has, in the first place, a unique advantage in adapting drama to film. First, the drama has been polished for many years, and the screenplay is very mature, coinciding with the short and rough writing period of the screenplay. Secondly, the actor was solved by hundreds of performances and is almost integrated into the character. After editing, it can be seamlessly associated with the movie. Thirdly, the drama has a base for the audience, and this part of the people who love drama is easy to play the role of KOL, which contributes to the fermentation of films and helps them to marketing. The popularity of the film is also back to drama. The second guarantee of quality is to establish the original "original" team. The screenwriters and directors of the three films producing Happy Twist are all written and directed according to the original dramatic version.
In the past, the word of mouth is the weapon for the happy twisting of films, and the use of the fermented oral word to acquire a long-term treasury is also a common marketing tool. After the initial announcement of "Charlotte Trouble" launched by a dramaturgical company without a star report, it did not splash. Liu Hongtao has decided to earmark 1 million marketing costs and has organized a group of 1.5 million fans who have been satisfied for more than a decade. The control activity lasted for 30 days and the yeast was fermented.
In 2015, Charlotte's inconvenience amounted to $ 1.4 billion, costing only between 30 and 40 million. Relying on bludgeon, Happy Twist earnings amounted to 126 million yuan, up 243.12% year-on-year. In 2016, Happy Twist's second "Chunde Water" movie was less than 200 million in the box office, resulting in a net profit of 74.799 million yuan, a year-on-year increase of 43.43%, but the film gained a good reputation. In 2017, Happy Twist "Iron Fist Shame" became the first box on the national day last year, costing 70 million and cashing more than 2.2 billion yuan. With this film, Net Profit reached 390 million, a year-on-year increase of 422.64%.
In 2018, the summer movie "The Richest Man from Xihong City" was sold, with a cash box of more than 2.5 billion yuan. Happy Twist also earned a profit of 40 million, but this movie is a bit special for a happy treatment. This is the first "non-speech adaptation film" by Happy Twist. The idea of "the richest person in Xihong City" does not come from any reversal of drama, but Universal Pictures is allowed to be modified from the 1985 "Brewster & Million Money" film. Because it's director Yan Fei, Peng Damo and star Yan Teng from the system of happy twist to independent film operation, so it is not officially defined as the fourth film of a happy twist.
On the one hand, the success of this film has spread the "hiking path" for joyful interventions and has found many possibilities for success. However, it was really recognized as the fourth movie "Aunt Li Tea" met with Waterloo on the National Day. The story, the plot, the design of the people, the theme and so almost failed, and the box office and reputation were very gloomy. The singer of happy twists for a moment rages.
Happy bumps that can not be happy
Happy Twist struggled with the big screen battle: the main control capacity is limited and the risk of participation is too much. In 2017, Happy Twist, Wu Junru "Demon Bell" was reaped 360 million boxes, "Zhou Xingchi pupil" Lu Zhengyu "Peace Master" also won 101 million boxes. However, from an oral point of view, in addition to its quality control system, the works involved are far from the three works he had previously checked. This blocked the path of happy twisting to a certain extent. In addition to "theater play" and "film," there was no research on sound content such as "Happy Twist Theater" and "Jianghu College" in online drama.
To increase production capacity, Happy Twist decided to enter the IPO route and hoped to get more funding. According to the 2017 Happy Twist IPO Prospectus, Happy Twist IPO plans to increase 700 million yuan, in addition to 150 million yuan to replenish liquidity, the rest will be used to invest in 6 dramas and 6 films. Among them are four films adapted from Happy Twist Classic Stage Play, "Teta Li Tea", "Earl of Wulong Mountain", "Prison Friends" and "Romantic French Meal". When the classic "bottom of the pressure box" has finished? For the audience and the market that have already experienced aesthetic fatigue, how should the road of happy twisting in the future?
"Aunt Li Tea" has not been scattered in national day stalls and the climax of shareholders within the basic stones has come to the fore. Replacement of word of mouth and public transfer of the capital of the investment fund of the Chinese cultural industry with official background led everyone to think about it. Human eyes returned to March this year, they liked to prepare for the first episode of the drama, but after preparing for nearly ten months, they withdrew their IPO registration and prepared to change their ownership structure. The turn, which seems smooth and smooth, seems difficult to walk.
Some people say it's a college student who will score a high score every day. Is it all nerves too sensitive and too demanding? Due to the drop in the score of "Happy Twist" films, the story and the people gradually become clear, line innovation is less innovative, the main artists are independent, new and old actors are apparently broken and content creation is weak. It is clear that what everybody does is not a loss of work, but a panic caused by the failure of a quality control system due to a lack of innovation.
In the public mind and happy twist can basically draw the same number of Shenteng, Marie's happy twisted signature artist, but in lucky twist she has no shares, and the way of working with a happy twist is to participate in their company in a lucky twist. The risk of a major artist's loss is still very large, but the subsequent power of artists trained by the companies is inadequate, so the transport of the third "arts broker" outside of drama and film and television will not run. From the financial statement of the company, this part contributes very little to the performance of the company, does not earn and does not earn the seeds, the happy procedure is really a small problem.
Closing the IPO is not good for Twist, but it's good to lose the horse in the face of frustration. Though twisted film and drama are inseparable from different people, film and drama are inseparable, the closed loop formed by these two is the basis of this twist. The maturity and perfection of its quality management system is the basis for the long-term success of the sector with curved lines.
If the film is to be exempt from the perfection and training of the quality management system, on the one hand it may be like a "aunt", and now it can shrink. On the other hand, in the heads of Shen Teng and Ma Li, the head of the actors left, and after the remake of the classical repertoire, they can shake the embarrassing situation of Jiang Lang.
Keep up with the boutique strategy, adhere to the quality and rhythm of the on-screen scene, perform more standardized attempts and innovations in the quality control system, and improve the production capacity of the film based on a shortened repertoire, scriptwriter, director and actors rebuild cycle. To expand the impact, rather than blindly shooting work by looking for exposure, it is not powerful but dampens the quality control system on which they rely.
Brand communication Business interview Supporting cooperation
The original name "Happy Twisting Ups and Downs | Rocks"
If you have a good, intimate and original article, do not hesitate to join the famous column on Wall Street.
Method of administration : Send your personal profile and a representative to [email protected] and join the phone call and WeChat for further communication. In the subject, specify: Ask to accept the column + Contributor name