[MBA Chinese Reuters content is the way we experience the world, there is a temperature and scenes of emotion and emotional attributes, is a medium to connect with consumers and consumption. Consumption upgrading is not only the quality and brand of market behavior and economic behavior, but also the taste and character of people's inner needs.
——Jiao Dong Chief Strategy Officer Liao Jianwen
With the diversification of the social and cultural entertainment environment, the content entrepreneurship field has increasingly become the new darling of investors. In the era of mobile Internet, the popularity of the media has caused many entrepreneurs to devote themselves to the content field, Luo Zhenyu’s “Luo Ji Thinkingâ€, Zhang Wei’s “New Worldâ€, and “papitube†short video of papi sauce, which make people familiar with the products. It is the leader in content entrepreneurship.
However, the content entrepreneurship field is not able to make great progress. After a few years of brutal growth, the content market is bidding farewell to the era of negligence. On the other hand, the traditional advertising model relied on in the content entrepreneurship field also showed a downward trend, the market dividend showed signs of low tide, and commercial resources began to concentrate on the head content. Today's UGC platform, such as headlines, knowing, and fast-handed, with the advantages of its content production and distribution channels, puts more pressure on the bottom self-media content entrepreneurs.
At the end of 2015, Miqi Media, the former chief content officer of iQiyi, and the famous producer and host Ma Dong, came to the surface and produced the “Qi Yu saidâ€, “The Temptation of the Dinnerâ€, “The Werewolf of the Dinnerâ€, etc. in the content industry. A series of well-known variety shows. Recently, Ma Dong shared the business experience of "Qi Yu Shuo" around the content and content industry. Perhaps it can provide some inspiration and inspiration for the search for content in the field of entrepreneurship.
First come a wave of golden sentences:
â–ª The content industry is only classic and has no authority. Don't be superstitious about authority. Only when you are doing your ass, you can do it.
â–ª Content is a product of the heart, so the time is not what you did at what time, but whether you grasp the anxiety that people are currently concerned about.
â–ª The content product should be a mirror that can see the absurdity and shine on itself.
â–ª The content producer plays the role of connection, which generalizes his personal anxiety into a common anxiety.
â–ª How to create a continuous freshness to satisfy the user is what we should care about, because the user doesn't know what he doesn't know, but if you don't know, it's over.
â–ª Li Shangyin of the Tang Dynasty is today's Gao Xiaosong.
â–ª According to the cultural history, our next era is the Song Dynasty, an era of stress.
â–ª The content is pigs running in the mountains, and the content economy is the pork on the shelves in the supermarket.
â–ª The barriers to the content industry are people.
â–ª Business is change, just like playing mahjong, playing cards according to the cards, and giving the wins and losses to fate.
â–ª I try to make myself a net red to bring my company a better publicity.
â–ª The tuyere can be perceived, at least during the wind. If you are really a content creator, be sure that you have to do the right thing. If it proves to be wrong, do something else.
1. The essence of content is to solve anxiety
The essence of content is to solve people's anxiety, which is the essence that existed 5,000 years ago. At the same time, the content is also the path to explore the depths of the heart. I like to make comedy content, because comedy is a mirror, good comedy will let you see yourself inside, such as "Big Bang", such as Zhao Benshan's works, and then "Qi Yu said."
We can open the material world through technical means, but we need to open the inner world with content. From the perspective of individual creators, writers have the inner impulse of creation. The process of content creation is to dispel the writer's own inner anxiety, and at the same time look at how many people can reach the heart. In the content industry we are talking about today, the head content is the inner anxiety that can reach more people.
"Speaking of the motivation for doing the "Singularity", when I was drinking with Gao Xiaosong, I had an argument. In this debate, we said that we should make a debate program. The content industry is only classic, not authoritative. The probability that this industry is good may be bigger than others, but the probability of folding is not worse than others. The content is produced one by one. Don't be superstitious about authority. Only when you are doing your ass, you can do it. Today, it is made step by step. Every content producer wants to produce the head content. This is the result, not necessarily, can it be, it is life, it is luck."
2, how to distinguish the initial state of the person
The content of the head that can be produced in the content industry is the result of the harmony between the heaven and the earth. The weather is the environment of the times, the location is the platform where people are located, and the people and the people who create the content. We always have a way to tell which people can produce good content or what kind of content is suitable for production. The initial state of a person is attitude, intelligence, whether people are in front of things or things are in front of people. This is an important factor in examining the initial state.
But what is more important is the process of human accumulation. Thinking about how to distinguish the initial state of a person is better to create a mechanism for him to accumulate. Content is about people's products, so the time is not what you did at what time, but whether you grasp the anxiety that people are currently concerned about. Throughout the time period, the group you are primarily impressed with, what are their potential common anxieties, and what problems your product solves.
“Our Migo team did “Speak well,†first because these people in the team have long-term accumulation of speech. Their methodology is to divide people’s expression into five-dimensional speech, exchange, negotiation, debate, persuasion, etc. Wait, then let's see if there is a need in society. Today's society has become a society that everyone values, and expression has become a common need."
3. Does the content industry cater to demand or lead demand?
Some people ask, is a good product supposed to lead the customer's needs or cater to the customer's needs? It seems to me that it is one thing. If it is catered, it will cater to the surface demand or the potential demand. The potential demand cannot be said. Not necessarily a real need. There is a saying that users and customers don't know what he doesn't know, and your product needs to be able to differentiate the customer's needs. The content products cater to the trend of the times or the trend culture. In fact, it is a common anxiety of the contemporary people. This is the undercurrent of the surface wave. This darkness is the most important force.
The core of "Where is Dad?" is the anxiety of education. "You Are the One" explores the conflicts between the values ​​of young men and women. "The Wonderful Story" is to tell us that the world has different angles, and the opposite is also true. The content product should be a mirror that can see the absurdity and shine on itself. Content products find the trend of the times, find common pain points, can talk about the problems of catering and leading, but when you find this pain point, catering to and lead is the same. The content producer plays the role of connection, which is to generalize his personal anxiety into a common anxiety.
4, create a sense of freshness to maintain the continuity of the content
A very important issue in the content industry is the issue of continuity and discontinuity. Simple understanding, discontinuity is that there is no tomorrow, the biggest trouble in the content industry is discontinuity. "Qi Yu said" every season is like an abyss, there are different problems, the director group will stay up all night. "Because our starting point is that "Qi Yu said" is a new program every season, not the second season due to the success of the first season."
The user does not need you to change the form of the program, he needs to maintain the feeling, this feeling is actually fresh. How to create a continuous freshness to satisfy the user is something we should care about because the user doesn't know what he doesn't know, but if you don't know, it's over.
5, the advancement of technology makes entertainment face a better era
Entertainment is the basic needs of people. Whether it is the need for self-entertainment or the need for mutual entertainment, entertainment makes people feel happy. All the cultural things we discuss are essentially entertainment. If culture is not entertainment, it is impossible to pass through time and settle down. We don’t have culture to have entertainment, but after entertainment, it has precipitated culture. For example, in the Tang poetry and Song dynasty, "Where there is a well water, you can sing a song." Liu Yong's words were an entertainment at the time.
The life scenes faced by the people of the Tang Dynasty and the people of today have no essential changes. The content has not changed since the previous year. Li Shangyin of the Tang Dynasty is today's Gao Xiaosong. The change in the content economy is due to the development of technology, due to the improvement of communication means and efficiency, and every technological advancement will bring new opportunities.
According to the view of cultural history, the era in which China is today corresponds to history, and I think it is equivalent to the Tang Dynasty. The Tang Dynasty was an era of pursuing official work, and today's commercial expansion is also a resource. Our next era is the Song Dynasty, an era of empathy, like Japan today. Why do we like to travel to Japan and like Japanese-made products, because this is our tomorrow. After the success and dedication, the society will eventually be flat, and we will have higher quality and taste for the material, which is the consumption upgrade.
Consumption upgrading is not only about market behavior and economic behavior, but more about the changes in people's inner needs. "I was born in 1968. My childhood memories are still hungry and poor. We are the luckiest group in history. From the time we were born to today, we have experienced three to four changes. We The next generation, do not know what is the worry of hunger, if you want to explore what is the concept of consumption after the 1990s, it is necessary to calculate and think from the age of his birth."
Why the content industry is worthy of attention, because the next demand of the social people is built here, and the need to solve the anxiety of the contemporary people is a solid market. In the next 30-50 years, the road to this industry is determined, and the future will go even better.
6, the content is pig, the content economy is pork
The way of communication is more abundant, so the content economy is generated and a large-scale industry is formed. But this is also the ancient one. Before the rich people invited the troupe to come to the village to sing a big drama, the whole village people are clamoring to listen to the drama. Is this not the content economy? Take "Dream of Red Mansions" as an example. After Cao Xueqin wrote it, the literate literati class Passed out various versions, and later had a red school. But this time, "Dream of Red Mansions" is still not a content economy, and it has become a content economy starting from the large-scale printing of the People's Literature Publishing House.
If the content is a pig running in the mountains, the content economy is the pork on the shelves in the supermarket. Everyone sees the pigs in the mountains running, they want to eat, but the content economy is selling meat, not necessarily from the mountains. The reason why entertainment faces a better era is because today we have more technical means to solve users' anxiety and their anxiety. To sum up, the first principle of content is entertainment.
7, the content industry needs business logic
"Qi Yu said" a group of people, "Qi Qi" gradually have their own fans. Jiang Sida himself made a project “transparent personâ€. Jiang Sida is the creator of the content. In fact, he and his team have become the content production platform. Nowadays, the cost of a channel is decreasing. As long as the content is good enough, it will not spread. But how does Jiang Sida's "transparent person" go better, that is, to make "transparent people" a business.
The world's cutting-edge technology takes place in the laboratories of large companies, who use high-cost and low-cost possibilities to research new technologies. So the content has to be a good business to produce better content. Mi Wei Media did “talking about it†“the meal of the werewolf to kill the APP†and “the rice is not a small departmentâ€. The logic of this content matrix is ​​business. The logical input and output of business is cost and benefit, maximization of return and cost minimization, and the joint point of cost is synergy.
The content is sea water, which coast is still sea water, standing on different coasts, this piece is called the Sea of ​​Japan, the piece is called China, this is the perspective of the coast. Therefore, the different forms are defined by the market in order to improve the attribution efficiency, and the content itself has no boundaries. As water, which coast we reach, that is our coast. We cook the Werewolf app for the dinner, and through the live broadcast of the 12-week Werewolf, not only reduced the cost of the customer, but also sold the live broadcast. This is the synergy effect, which is also a business logic.
8. The barriers to the content industry are people.
Intellectual property is a very important thing in the content industry. Some people think that the barrier to content economy is intellectual property. “Many investors have asked me what your barriers are. I think the barriers in the content industry are people, and people's maintenance costs are high. The first problem is that people will age, internal metabolism and forced renewal are needed every day. The second thing is that the development process of the content industry has always been a process of learning. Culture is the product of integration and exchange, but no one is successful because of pure plagiarism. I oppose plagiarism, but I don’t object to it. If you make New content increments and information increments have become new content."
9, the head content company to become a content production platform
The head content is the content result, and the head content company is a company form, which are mutually premised. Companies that don't produce head content can't be called head content companies. In turn, head content companies don't necessarily have head content, but the probability of producing head content is higher. Content production platform. The thickness of the content production platform determines what kind of company you are. The content production platform is a platform that does not depend on content creators. It emphasizes methodology, structure, efficiency, does not depend on a single creator, and allows more creators. Play synergies and produce capacity more efficiently.
The focus of the content company is on content production rather than on that company. Through the development of the past two years, Mi Wei has evolved from a content production team to a content company, and now it has built a content production platform. “We let content creators take advantage of our potential to achieve their maximum benefit.â€
10. How does the content production team control the scale?
No particular difficulty is the most difficult. The most troublesome thing recently is the scale control. In my opinion, a good content company should not be a big company, and the efficiency of a large company will be reduced, but it is very difficult to complete the task and control the scale and improve the efficiency. Mi Wei Media will do it down, and the scale will be smaller. If you want to get things done, you must be able to withstand loneliness, succumb to temptation, and be determined to be a small company, not a big company.
I think the content industry is an industry that is inherently different in competition. If you make a program like this, I will do the same kind of program. The model is the same, but it is not the same. There is no real homogenization competition. The scale is too large, and the management cost is an increase in the geometric progression. "A Brief History of Humanity" 150 people is the upper limit of effective communication. Is the 150 people a company, especially the upper limit of the effective size of a small company like us? Mi is not more than 250 people now, including many interns, I believe that Mi Wei will Being smaller than now is our very important pursuit direction. The increase in management costs leads to lower efficiency is our greatest danger.
11. Maintain team innovation
Business is change. When you are doing it, there is an opportunity. When you are doing it, there is a possibility of synergy. The most important thing is to keep sensitive to the market changes brought about by the advancement of the front-end technology and maintain the market structure. A look at the impact of change on oneself. Just like playing mahjong, follow the cards and hand over the cards to the fate.
What mechanism is used to maintain the innovation of the team? Reward, punishment, learning, and stimulation are all necessary, but more important is the sensitivity of the team itself. The excitement of the team itself to one thing is often a prerequisite for determining a content. Our team's thoughts and thoughts are liked, and we optimize and adjust it during the process of contentization. The real barrier is people. The great condition for innovation is tolerance. It is to allow failure. Even if it fails, it must be praised like a flower.
"There is no boss in Miwei Media. We are standing office. Someone asked, I am an artist and the biggest worker of the grade. How does the employee transform his identity? My only job is the CEO of Mi Wei, the artist. It is the side effect of my work to complete this work. I am forced to be an artist in order to complete the project of Mi Wei. I try to make myself a net red to bring my company a better publicity benefit."
All employees are chosen. When employees do certain behaviors, encourage tolerance to make him choose to become A. When the boss frowns, he chooses to become B. Attention to your choices at all times is the accumulation of corporate culture.
12, the content industry must seize the undercurrent
The tuyere can be perceived, at least during the wind. The core of the content industry is to seize the undercurrent. The undercurrent is the trend culture and the pulse of the times. She is not dominant. More importantly, it is to cover the undercurrent. The specific form is not important. Content is a business of time. Find a good content production platform. Don't think about how long it must be done. Such a requirement will in turn restrict all your actions and will make your movements distorted. Even if you get that result, it is not the result you want.
A little more resilience and patience. If you are really a content creator, be sure that you have to be right. If it proves to be wrong, do something else.
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