Shulou(Shulou.com)11/24 Report--

On August 10, the fast-hand secondary IP sharing meeting was held in Shanghai. Independent animators, Short Video organizations, animation enterprises and other partners gathered together to discuss new trends in industry development. With the theme of "enabling IP, future in hand," the conference comprehensively interprets the IP of fast-hand secondary element to create new ideas, and provides solutions for partners from the dimensions of development system, strategic service, resource support, accelerated realization, etc., fully activating the influence and commercial value of native IP and derivative IP.

At the meeting, industry in-depth partners brought exciting excellent cases. Liu Zhou, head of fast-hand secondary business, also delivered a keynote speech entitled "Fast Hand Condenses Creativity and Co-creates Animation IP Vitality," introducing the latest achievements of Fast Hand in creating animation IP development field, publicity field and business field, providing a weather vane for all kinds of creators in the development of fast-hand secondary.

Short and straight combination of play, providing a new IP development field

As one of the youngest vertical classes on the platform, fast-hand quadratic has unique advantages in user size and stickiness. The data shows that the daily active users of fast-hand secondary elements exceed 200 million, the daily consumption scale ranks among TOP 5 of the whole station, and the proportion of Z generation users exceeds 85%. The fast-growing user scale and prosperous and stable ecosystem provide great convenience for the incubation of new IP, and the complete support system combining "short and straight" truly realizes the closed-loop development of animation IP in the fast-hand platform.

Liu Zhou introduced, Fast hand secondary element for animation IP"From 0 to 1" provides two paths, One is from live broadcast cut in, To directly raise short, Through virtual live broadcast fast realization, Feedback content; The second is from Short Video cut in, To short belt straight, Through short animation high-speed powder, Create mind. Based on such a characteristic animation IP development system, IP operation is no longer a game for a few people, and the IP of individuals and institutions can realize the penetration of target groups with the help of the platform and gain more influence.

As the fourth live broadcast form starting from the animation industry, virtual live broadcasting has formed the advantages of mature business model, interactive immersion reality, flexible iteration of human design, etc. This not only provides a natural "revenue field + interactive field + experimental field" for animation IP, but also becomes the shortest and fastest consumption and realization mode of animation IP. "Our vision is to help the animation industry complete industrial upgrading through virtual live scenes, so that animation IP development is faster, more profitable and more diversified. "Liu Zhou said in his speech.

On the fast-hand platform, the crowd advantage brought by the Z generation base camp, the synergy advantage brought by short-term direct linkage and Y-tech cutting-edge technology empowerment, the professional advantage brought by the operation of core and pan-secondary crowd for many years, and the resource advantage brought by huge flow and cash investment make virtual live broadcasting create a series of explosive funds for the animation industry. Among them,"Fox Glass," which is deeply rooted in the image of Princess Tsundere, has risen by more than 2 million through virtual live broadcasting in two months, successfully finding the first growth curve of IP development.

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In addition, the movie animation character "Salted Fish Strong," which debuted as a virtual anchor, also became the representative of ACGN linkage and stock IP derivative value with the total viewing score of 100 million + for the Spring Festival live broadcast; from 2D to 3D,"The Summer Solstice of the Boss Lady," it was deeply rooted in the hearts of the people with soft and beautiful design, and gained more than 1 million fans within 3 months of broadcasting; And with beautiful appearance and interesting soul "Anyu Cygnus," won the championship of this year's July team competition in one fell swoop, becoming a boutique virtual IP with more than 200,000 fans in the first month...

In the process of creating virtual IP such as "Fox Glass" and "Salted Fish Strong," the fast-hand secondary element also constantly helps the content company analyze the user portrait, arrange the attribute-related anchor and its connection wheat by means of intuitive data analysis, etc., to explore the user's cool point and promote the IP to adapt to the live broadcast form and platform ecology. It can be said that the success of "Fox Glass" verifies the ability of fast hand secondary element to create native virtual IP; while the success of "salted fish strong" verifies that fast hand secondary element has the ability to add value to stock IP.

One can see that there have been many industry benchmarks emerging in the past year. Among them,"Li Haoya," who settled in fast hand this year, realized more than 200,000 in the first month through 3D virtual live broadcasting, and the fan scale in two months has exceeded 2 million; From the transformation of 2D virtual live broadcast "ah head," the first month quickly recovered the cost with extremely high ROI, generating considerable income; From audio anchor transformation virtual anchor "Ruge," also after the model upgrade to achieve a single live broadcast flow of more than 210,000...

In order to support the growth of more virtual IP, Fast Hand Secondary also launched V-Star virtual person support plan for virtual anchor, providing cold start and accelerated growth guarantee with low threshold, high profit and strong service, and investing more than 10 billion traffic to support high-quality IP.

In terms of low threshold, fully link industry resources, provide model zero-yuan purchase, hardware equipment rental, Short Video generation and one-stop solutions; in terms of high profit, share platform resources to the greatest extent, and provide ultra-high rebate and continuous guarantee; in terms of strong service, provide hosting service, training service, theme activity and same-day response service to help virtual anchor quickly adapt to fast-hand ecology.

The connection between virtual ecology and animation is getting deeper and deeper, and more and more animation IP and institutions have started new business models through virtual live broadcasting. For example, the virtual entertainment industry chain service provider "Aurora Society" has reached a deep cooperation relationship with fast hands, and the popular IP Erharazi under "Pingtou Brother" has also officially turned to fast hands, and enabled content in the new form of virtual live broadcasting. In the future, the fast-hand secondary element will create a more diversified, inclusive and high-quality operation strategy, and continue to assist more animation IP development through virtual live broadcasting.

Short Video of animation, which are short and sharp, have strong appeal to users. In view of this insight, the fast-hand secondary element has created "Dawn Animation Plan" and "Dawn Animation Theater," and launched creator rights and interests such as high-value account sharing, exclusive copyright, cold start support, content assistance, etc., to help the new animation IP cut from Short Video scenes to complete the growth of "from 0 to 1" with strong resources. Among them, 1 year divided account 1.2 million +"not two is monster ah," 9 months rose powder 2.3 million +"king spare life," one after another handed over bright report card.

Xie Haofan, an independent animator, created "The Snake Fairy," which achieved the record of TOP 1 in a single episode in July this year. He said in his speech that he chose to join the "Dawn Animation Plan." First, he valued the plan and focused on the secondary domain, so it was more vertical and professional; Second, he felt the sincere invitation of the platform. Instead of being ignored on multiple platforms, it was better to shine and heat on one platform; Third, the fast-hand secondary element provides rich platform resources, giving creators enough sense of security and stability, and maximizing their own value in cooperation.

At the meeting, the fast-hand secondary element also announced the comprehensive upgrade of the 2023 morning short animation sub-accounting policy, from which you can also see the sincerity and determination of the fast-hand secondary energy animation IP. Among them, exclusive animation cooperation effective cpm up to 12 yuan, exclusive animation + exclusive virtual live broadcast cooperation effective cpm up to 15 yuan, high-quality content can get up to 500,000 yuan of guaranteed incentive and up to 3 million yuan of sub-account amount. The policy will be open to multiple partners such as independent animators, comic companies, Short Video companies and long-term animation companies.

Professional strategic services to build a mature IP publicity field

Rich traffic, diversified scenes and innovative play methods make the fast-hand secondary ecology more prosperous. The fast-hand professional strategy service also provides the coveted publicity field for mature animation IP, constantly creating incremental value for the stock IP. Throughout the big events in the industry,#Bear never out of date topic play volume of 1.8 billion +, Ultraman settled in 72 hours rose more than 500,000 powder,#GGBond was captured by me innovative play method 2 days linkage 80 bits + million big V... In recent years, fast-hand secondary IP publicity explosive cases continue to emerge.

At the meeting, Li Taohong, brand marketing director of Guangdong Yongsheng Animation Co., Ltd., shared the growth path of animation IP"Pig Xia" in fast hand: "Pig Xia" settled in fast hand in 2019, and the number of fans exceeded 1 million in December of the same year;"In June 2020," Pig Xia "was broadcast live for the first time and carried goods, and the number of fans exceeded 3 million in November of the same year;" In 2021, the broadcast volume of "Pig Xia Super Star Five Spirit Xia" exceeded 100 million;"From July to August 2023,#GGBond was taken out of the circle by me, and the number of fans of "Pig Man" increased to 5.9 million, quickly becoming the top stream of the whole network.

The increasingly rich social voice makes it possible to cross-border linkage between animation IP and official number. Based on this idea, I grabbed the topic of #GGBond, so that all government officials ended up "kidnapping" pig man, users need to learn positive energy information to rescue "childhood male god." At the same time, Fast Hand actively gives full play to its advantages in social interaction, technology, resources, etc., and adds interest to the interaction between IP and users by tailor-made exclusive magic expressions, quick shadow template special effects and comment area interactive eggs.

Finally, the wonderful combination of official propaganda and secondary culture created the topic of national-level explosion. The data shows that 80 + head authors are linked in 2 days after the announcement of "Pig Xia" event, which causes warm attention of netizens; related topics dominate the list for 7 days and have been on the hot list of fast hands for many times; the exclusive planning of play methods forms a broken circle situation, detonating the hot spots of the whole network, showing the powerful power of the second element of fast hands.

At a time when the new IP continues to attract users 'attention, it is equally significant for the fast-hand quadratic element and IP side to find the "second growth curve" for its growth and realization by continuously creating sound volume and prolonging the life cycle of the stock IP and derivative IP. Based on the rich experience accumulated in Short Video and live broadcasting, Fast Hand Secondary can provide tailor-made operation methodology to IP party, and provide publicity field for it through full set of strategies and one-stop service, further opening up the growth realization path of stock IP and derivative IP"from 1 to 100."

Among them, the full set of strategies includes all-round support such as auxiliary IP positioning, planning explosive play method, strong flow boost, etc. One-stop service mainly involves two aspects: on the one hand, it provides 1V1 docking and quick response guarantee. For high-quality animation IP and virtual IP, there are not only customized exclusive services from 0 to 1, but also service guarantee for reply by special personnel within 24 hours. On the other hand, it continuously guarantees content security through original account protection, copyright authentication management, etc. to protect IP development and growth.

Diversified income-generating mechanism, explore IP realization business field

The traffic exposure and fan growth brought by content play and platform activities also enable the IP side of deep cultivation of the second yuan to obtain more realization opportunities and longer-term commercialization prospects. For example, the native virtual IP"Fox Glass" not only wins a large number of fans with sweet and lovely image, but also gains opportunities for multiple brand cooperation with its strong influence in the live broadcast operation and content incubation customized by fast hand.

It can be seen that the rich commercial tools of fast hand platform provide rich scenes for animation IP realization_advertiser list, content payment, fast hand shop under Short Video scene, talent reward under live broadcast scene, people with goods, etc. The diversified income-generating mechanism and huge monetization space enable IP of different types and different fan levels to find corresponding monetization methods and obtain sustainable long-term development.

In the process of exploring IP business field, on the one hand, fast-hand secondary element actively maintains long-term cooperation with more brands, such as Tencent games, Miha games, Netease games and other head brands. On the other hand, it pays attention to the deep combination of commercial power and content power. Take the virtual character short drama "Reverse Water Cold" as an example, the content value of the play has helped 488 animation IP creators to realize continuously, among which the total monthly income of people is nearly 2.6 million yuan. In addition, virtual interactive live broadcasting also provides a new path for IP revenue generation. The total flow of virtual anchor in recent March is + 185%, ranking TOP 3 in revenue efficiency of live broadcast category.

In the future, with the further prosperity of the fast-hand secondary ecology, the platform will continue to attract all kinds of animation IP, providing relevant creators with a full-link enabling path from powder rise to realization. The positive cycle of "traffic support-content exposure-creator entry-user increase-liquidity enhancement" will provide more good opportunities and future development potential for IP parties, thus leading the consumption habits of secondary content of a new generation of young people.

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