Text: Fan Chuxue

introduction

In 2021, the property acquisition and merger market continued the lively and extraordinary scene in the past, and it became more and more intense, with the transaction scale and transaction amount hitting record highs. Since the beginning of 2021:

Country Garden Service has successively acquired Blu-ray Garbo Service for 5.432 billion yuan and Fuliang Global for 10 billion yuan to set a new record for industry mergers and acquisitions, and then acquired Color Life Neighborhood Music for 3.3 billion yuan;

Longhu Smart Service is uncharacteristically acquired this year, and has been included in four property enterprises: Yida Service, Kailin Commercial Service, Wharf Property and Happiness.

In addition, a number of material enterprises frequently acquire information, and regional enterprises and growth enterprises also actively join the queue of mergers and acquisitions.

Based on this, we believe that the property industry is experiencing the moment when "growth period" changes to "maturity period" in the "industry development cycle". At this stage, the integration of enterprises is accelerating, the concentration of industries is rising rapidly, and at the same time, the market’s requirements for quality service, brand building and service efficiency are constantly improving.

On the whole, the driving force behind the accelerated integration of the property industry mainly comes from three aspects:

Policy promotion: On January 5, 2021, the Ministry of Housing and Urban-Rural Development and other departments jointly issued the Notice on Strengthening and Improving Residential Property Management, which mentioned: improving the quality of property services, supporting the merger and reorganization of property service enterprises, promoting the scale and brand management of property services, and improving the overall service level;

Capital assistance: a large amount of funds flow to the market, which pushes up the enthusiasm for mergers and acquisitions between enterprises;

Real estate liquidity pressure: In order to alleviate the financial pressure, affiliated real estate sells assets to save itself, and promotes the climax of mergers and acquisitions from the supply side.

From the perspective of industry development, the integration and merger between enterprises is the only way to achieve high quality, and will also accelerate the transformation and upgrading of the industry to a great extent.

It can be predicted that in the current development environment of the property market, whether based on the consideration of pursuing scale expansion and business expansion, or out of the demand of withdrawing funds from related real estate, "acquisition and merger" will be the main tone of the property industry in the next 2-3 years.

However, it is undeniable that at present, there are still great deficiencies in post-investment management of property enterprises. These enterprises either follow the trend, or try to "eat fat in one bite", blindly pursuing scale growth and ignoring the integration and operation management after the merger, which ultimately not only makes the merger effect unsatisfactory, but also fails to meet the original development expectations of the enterprise, and instead becomes the resistance to the development of the industry.

Color life is a typical example of "throwing and not caring". As the "first share of property", Color Life enjoys the dividend of capitalization development of the industry, and is naturally the "originator" of property acquisition. Since 2013, Color Life has initiated 102 acquisitions and merged into 35 companies in one year at the peak of the acquisition. However, in this process, the color life gradually lost its original intention, regardless of the quality of the target, and the post-investment management was ineffective, which led to the deterioration of the business situation.

In September 2019, Color Life completed the last acquisition;

In 2020, after the acquisition of Color Life was stopped, the revenue regressed for the first time, which was 6.5% lower than that in 2019.

It can be seen that the previous mergers and acquisitions only brought a simple "digital accumulation"; After the "addition" calculation is stopped, the "multiplication" within the color life is completely invalid.

At this time, the color life seems to wake up from a big dream, and it is determined to pick up the goal of building quality again and carry the banner of "second venture". However, the management problem of years of siltation cannot be solved overnight, and the performance of color life in the first half of 2021 shows a retrogression trend again.

Source: Jiahe Jiaye Property Cloud

In September 2021, Color Life disclosed the sale of its Neighbourhood Music Holdings, which included core assets such as Vientiane Beauty Property, Vientiane Beauty Residence and Kaiyuan International, all of which came from the early acquisition of Color Life. It can be seen that Color Life failed to achieve the expected results in these acquisitions, and this swallowing and spitting not only wasted the pre-emptive time advantage of Color Life, but also dampened the vitality of the enterprise and cast a shadow over its development prospects: after nearly one month of suspension, the stock price of Color Life fell sharply by 35.57% on the first day of the resumption on October 27, and the road to "returning blood" as the first share of the property was long.

Therefore, this paper will discuss the following three issues around the post-investment management of property enterprises after merger and acquisition:

Why is post-investment management so important?

What are the problems in the post-investment management of current enterprises?

How to do a good job in post-investment management?

It is hoped that through the analysis of the above problems, property enterprises can pay more attention to post-investment management and help enterprises achieve the expected goals and effects to the greatest extent in mergers and acquisitions.

one

Why do you need post-investment management?

The normal investment process is divided into four parts: "raising, investing, managing and withdrawing", in which "managing" is the longest step, and it belongs to the post-investment management period after the investment is implemented until the project is withdrawn. Usually, the work of post-investment management mainly includes project execution, project tracking, project management, value-added services and so on.

The special feature of property enterprises’ merger and acquisition is that in more than 90% of the transactions, the acquirer will acquire 51% or more of the shares to obtain the controlling stake, and the ultimate goal is to integrate the business and technology of the acquired party into the group system. Few enterprises will choose to withdraw from the project after making profits. Therefore, compared with ordinary investment, material enterprises should pay more attention to the importance of post-investment management in order to better absorb each other’s high-quality resources to empower themselves, improve the efficiency of mergers and acquisitions, and achieve a win-win goal. Specifically, the necessity of post-investment management includes the following three points:

Control project risks and reduce development uncertainty: track enterprise operation and reduce trial and error costs;

Fully integrate the advantages of resources and enhance the long-term value of enterprises: to maximize the strengthening or complementarity of advantages;

Forced to improve pre-investment management and optimize investment logic: provide more targeted suggestions and references to help M&A transactions.

1. Control project risks and reduce development uncertainty.

For the newly merged enterprise, its daily operation, financial management, personnel composition and other aspects have a process of adjustment, so it is necessary for the acquirer to implement risk control after the investment is completed, track the changes in the internal and external environment of the enterprise, and provide timely guidance to reduce the potential trial and error costs.

Operational risk: there are differences in work processes between the two parties, which are not adjusted in time or lead to low efficiency in daily operation; The business of the acquired party can not be quickly integrated into the original business system, so that it can not produce synergistic effect; Or the acquired enterprise is easy to face the risk of selling after undergoing great changes.

Financial risk: whether the acquirer can effectively control the financial affairs of the acquired party; In order to increase the consideration of M&A, the acquired party does not disclose the hidden debt, which may have a serious negative impact on the subsequent development of the enterprise, and even create a great risk of goodwill impairment in future operations. Therefore, the acquirer needs to focus on the liabilities of the other party.

Risk of organizational structure change: streamlining or adjusting the core personnel of the acquired party may affect the stability of the team, and the loss of core personnel will greatly weaken the competitiveness of the enterprise; After the change of senior staff, there will inevitably be problems of inconsistency between the old and new management concepts, management rights and objectives, which will lead to management confusion and low decision-making efficiency.

2. Fully integrate resource advantages to enhance the long-term value of enterprises.

As mentioned above, property companies want to empower their own development more when acquiring and merging, and whether the long-term value of enterprises is improved is an important criterion for the success of mergers and acquisitions. Only by efficiently integrating the superior resources of both parties and maximizing the reinforcement or complementarity of advantages can it be called effective merger and acquisition; This can also be seen in some acquisition cases of listed companies:

Country Garden Service: In July, 2020, Country Garden Service acquired the elevator advertising operator City Zongheng. After fully integrating resources and stimulating the synergy effect by the team, the operational efficiency of the enterprise in the field of community media was greatly improved, and a community integrated marketing plan was created for several brands. In 2020, Country Garden’s revenue from community media services increased by more than 200%; In the first half of 2021, the revenue of this business rose by over 500% year-on-year, making it one of the most bright businesses in the community value-added service sector.

Sunac Service: In May 2020, Sunac Service completed the acquisition of Kaiyuan Property. At that time, the average PE of listed property companies comparable to Sunac Service was in the range of 30x~40x; On November 19, 2020, Sunac Services officially landed on the Hong Kong Stock Exchange, and closed at 85 times P/E ratio on the day of listing, ranking first in the property sector that day. From this aspect, it can be seen that Sunac Service has achieved the common promotion of enterprise value through good integration and coordinated development with the acquired party.

3. Forced to improve pre-investment management and optimize investment logic.

Pre-investment management and post-investment management complement each other, and the pre-investment department needs continuous tracking and analysis by the post-investment team to complete the investment work; In the process of management, the post-investment team can find the flaws in the pre-plan more intuitively, and feedback from the cause. In this way, through feedback and adjustment, the investment logic and investment calculation model of enterprises are continuously optimized, which is convenient for enterprises to provide more targeted suggestions and references for the next investment layout, and is also helpful for the development of future mergers and acquisitions.

As can be seen from the acquisition announcements of some enterprises, in addition to setting requirements on fundamentals such as finance and performance, enterprises will also attach a number of provisions on personnel appointment, asset disposal, equity incentive plan and so on. To some extent, enterprises constantly optimize the setting of investment agreements according to the post-investment feedback of early transactions, so as to protect the long-term interests of both parties to the greatest extent.

Table: Conditions for Announcement of Acquisition of Some Enterprises

Source: Jiahe family business arrangement

two

What are the problems in the post-investment management of enterprises at present?

The importance of post-investment management has been expounded in the previous article. However, looking at the enterprises that are active in the M&A market at present, there are very few enterprises that can really implement post-investment management. More importantly, their own funds are wasted or development opportunities are missed due to their inability to properly digest the M&A targets, and even the original progress of enterprises is dragged down.

Especially in 2021, the M&A market showed many "big fish eat big fish" or even "small fish eat big fish" transactions, such as purchasing more than 80 million square meters of Cedar Zhilian in Hejing Youhuo with a management area of only over 20 million square meters, and using over 50% IPO to raise funds; Country Garden Services acquired the Blu-ray Garbo service, involving an area of 130 million square meters, and the transaction amount of acquiring Fuliang Global reached 10 billion.

It is these increasingly large-scale mergers and acquisitions that put forward more demands for post-investment management. On the whole, the weak points of current post-investment management of enterprises focus on strategic positioning, brand building, organizational structure adjustment and cultural differences.

1. For the sake of expansion, the strategic goal is not clear.

At present, the industry is still in the development stage of "the bigger the scale, the higher the status", and expanding the scale is a necessary means for enterprises to enhance their influence. However, due to the unclear strategy and unclear objectives, some enterprises have fallen into the "scale-only theory" under the influence of industry trends, and only pay attention to the superficial digital growth after the merger, ignoring the long-term positioning of the merged party and the overall development of the enterprise.

Taking Color Life as an example, among the 102 M&A transactions initiated by it, the target enterprises are distributed in 23 provinces and cities, and the project density is extremely low. Property enterprises all hope to achieve economies of scale, and enhancing the project density is a necessary condition. Therefore, the unplanned "scattered" acquisition of Color Life will not only fail to form a scale, but will increase management costs.

Source: Jiahe Jiaye Property Cloud

2. The management of the acquired party is in a dilemma.

According to the statistics of Jiahe family business, at present, more than 80% property companies will choose to streamline or adjust the senior staff of the acquired party when implementing mergers and acquisitions. "Dramatic" management innovation may lead to team instability, but also easily lead to brain drain; Reflected in the business, it may cause the goal and strategy of the enterprise to be discontinuous and affect the operation of the enterprise.

Some enterprises choose to keep the core staff of the original management after considering the factors such as operational stability and team mood after the merger of the target, but there may be differences in business philosophy or management methods between the personnel stationed by the acquirer and the original management of the acquired party, resulting in low decision-making efficiency; Even being jointly overhead by the other party is not conducive to the long-term development of enterprises.

3. Corporate culture differences are hard to eliminate, lacking deep driving force.

Property is a labor-intensive industry with a large number of employees, and the importance and differences of corporate culture are more prominent. For two enterprises with different development history and cultural atmosphere, the understanding of things and the ways and methods to deal with problems are different, so it is difficult for enterprises to form a unified internal driving force, and the sense of identity and belonging of employees will be significantly reduced.

Take regional physical enterprises as an example. The scale and team of these enterprises are usually relatively small, so the structure is more flat, and the communication and implementation of processes rely more on years of tacit understanding and habits. Therefore, when they have to abandon the original working mode and integrate into the perfect organizational structure of large enterprises, they may show very strong inadaptability or even rejection, and their work enthusiasm and self-motivation may be greatly reduced.

4. Neglect of brand building, brand synergy is weak.

In the era of high homogeneity in the property industry, brand has risen to the core competitiveness of enterprises. Brand not only represents the strategic direction of enterprise’s future development, but also is the comprehensive expression of enterprise image and enterprise spirit. Therefore, a good brand building can build a clear strategic pillar for the enterprise, and can establish a unique value outside the enterprise, so as to enhance the visibility of the enterprise and drive the business with the brand.

However, in the 40-year development process of the property industry, it was not until 2019 that enterprises began to pay attention to their own brand building. Up to now, the overall brand building is still in the primary stage, and only some head enterprises are in the transitional stage, not to mention incorporating the business and positioning of newly merged enterprises into the brand connotation during the acquisition and merger stage to form brand synergy. For listed property enterprises, the goodwill has surged after the merger, and it is easy to face the risk of goodwill impairment and even the risk of performance storm in the later stage of poor management.

three

How to do a good job in post-investment management?

In view of the problems existing in the post-investment management of material enterprises at present, through combing the post-investment management methods of many enterprises, Jiahe Jiaye puts forward the following four suggestions:

Clear strategic objectives, precise positioning and precise force.

Create service quality and focus on the long-term development of enterprises

Attach importance to the management of core personnel and ensure the continuity of enterprise operation

Promote team communication, empower business vitality.

1. Clear strategic objectives, accurate positioning force.

For some enterprises, there are some problems in post-merger management, such as lack of planning for future business blueprint and clarity of team goals. Enterprises should make clear their own strategic direction, formulate clear development paths before merger and acquisition transactions, and provide clear goals and guidance for post-investment consolidation. At present, the head enterprises are more mature in this respect, such as Country Garden Services focusing on the acquisition of commercial operation-related enterprises, and Ya Life acquiring a number of urban service-related enterprises.

Shimao Service: In April 2020, Shimao Service officially entered the university property by acquiring Zhejiang University Xinyu. In May, Zhejiang University’s Xinyu Huanxin brand image was released, and at the same time, the industry’s first "Yulin Campus Service Ecology" developed for campus logistics services was released. Since then, Shimao Service and Zhejiang University’s Xinyu have opened a new era of campus service. In the first half of 2021, Shimao’s campus value-added service revenue was 222 million yuan, making it one of the enterprises in the industry to provide college property services.

Ya Life: In February 2020, Ya Life acquired Zhongmin Property, which has a leading position in public construction, and thus entered the role of "city service provider". In 2021, Ya Life successively acquired five sanitation enterprises, and won the bid for the first maritime sanitation project and several municipal sanitation projects with an annualized contract amount exceeding 10 million, extending the city service industry chain to professional market segments.

2. Create service quality and focus on the long-term development of enterprises.

Post-investment management methods cannot be generalized, and material enterprises should "apply laws according to their materials" according to the actual situation of both parties. According to different target enterprises, different integration or management methods should be adopted in the post-investment stage; At the same time, it uses its own operating system to track and guide the acquired party in detail.

However, fundamentally speaking, the essence of property is an enterprise that provides services, and its development will ultimately fall on the quality of service. Furthermore, the current market has gradually changed from simply focusing on performance to comprehensively considering the service content, service quality and market reputation of enterprises. Therefore, enterprises should put an end to "regardless of collection", strictly control the service quality of each project, build a service team in a refined way, and ensure the consistency of service quality and professionalism, for example, by building benchmark projects and then copying and promoting them to promote the long-term sustainable development of enterprises.

3. Pay attention to the management of core personnel and ensure the continuity of business operations.

Top management is the central figure of a company’s decision-making, and it is also one of the core competitiveness of the company. Therefore, enterprises should avoid large-scale changes in core personnel and organizational structure reform in a short period of time to ensure the continuity of their daily operations and decision-making.

In addition, the enterprise can regularly organize the core personnel of the team to exchange and train; At the same time, the incentive mechanism is introduced in the acquired party, and the business responsibility and performance reward are clearly defined, so as to bind common interests and enhance employee motivation.

Country Garden Service: Country Garden Service disclosed in the announcement that if the compound annual growth rate of non-net profit deducted by Manguo Kangjie reaches the set conditions, its core management team can get corresponding cash or share rewards.

Photo: The core employee incentive plan announced by Country Garden Service’s acquisition of Manguo Kangjie

Image source: Country Garden Service Announcement

Hejing Youhuo: After the acquisition, Hejing Youhuo combed and empowered talents in time, conducted a good two-way communication mechanism with the other party, regularly participated in its management meetings, set up a profit sharing mechanism, and encouraged employees and management to work together to achieve the goal of deeply binding the interests of management and team.

4. Promote team communication and enhance business vitality.

M&A pursues 1+1>2, but it is not a simple 1+1. Property companies need to realize that the most important thing in the reorganization of different teams is cultural exchange and integration, so as to unify ideas with culture and promote integration with culture. Enterprises can help new members to deeply understand the strategy and culture of enterprises by preaching the strategy and corporate values; Or organize activities to promote members’ exchanges, promote mutual trust and integration, and finally realize the improvement of business vitality.

Taking Hejing Youhuo as an example, after the acquisition, we actively promoted the integration of new members and the group through the rooting of corporate culture. Hejing Youhuo guides employees with "six-dimensional values", and strengthens personnel training through at least monthly communication and business mining linkage and cooperation to ensure the stability of the team and the vitality of the business.

For example, Hejing Youhuo acquired Guangzhou Runtong Property, enhanced the sense of belonging and identity through empowerment and training, and realized the deep integration of the employees of the invested enterprises within the Hejing system. At the same time, it controlled and stimulated the member enterprises based on the large platform. In the first half of 2021, there were more than 20 new expansion projects of Runtong Property.

tag

Is 1+1>2 or 1+1 finally achieved by M&A?<1，投后管理是关键。由于忽视或缺乏良好的投后管理，行业中曾出现过许多并购失败的典型案例，这些企业往往出现并购后管理混乱、丢盘、业绩增长乏力的情况，最终以再出售项目草草收场。

However, the upsurge of M&A will never stop because of this. At this critical period when the concentration of the industry jumps, enterprises need to think more about how to do a good job in post-investment management, so as to fully enjoy the efficient and accelerated scale economic development of enterprises brought about by M&A.

This article was first published on WeChat WeChat official account: Jiahe Family Property Service Research Institute. The content of the article belongs to the author’s personal opinion and does not represent Hexun.com’s position. Investors should operate accordingly, at their own risk.

There are always some rising new forces in the film and television industry. They are at the forefront of innovation and adventure, bringing great changes to the whole industry.

Author: coconut tree

After a year’s pause, the cinema film Spring Festival came back in 2021.

This year’s Spring Festival stalls, in addition to Detective Chinatown 3, who has been dormant for a year, there are several works that are either big cass or big productions squeezed into this runway. From the current performance, Hi, Mom directed by Jia Ling is the best one in word-of-mouth fermentation.

Unlike "Tang Tan 3", which was pre-sold first before the release, and the word-of-mouth spilled out after the release, Hi, Mom’s performance from before the release to after the release was more like a stable strength faction. And this is all due to the latter story itself.

Hi, Mom is a comedy film about affection, and the prototype of the story is Jia Ling and her mother. This is Jia Ling’s first film from a comedian to a film director. Undoubtedly, there are some audio-visual language problems, but this time, in the eyes of most audiences, these seem to be unimportant.

"Laughing with tears" is the most feedback given by the audience. From the market point of view, this may be the only magic weapon to make a commercial film successful, but Hi, Mom didn’t make his mark by this skill, it relied on sincerity, the sincerity of director Jia Ling and the sincerity of these actors.

This sincerity is particularly eye-catching among the films in the Spring Festival. It is a funny and crying movie that people around you recommend you to see, and there is a prototype story. In fact, it is difficult for you to find out the reason not to buy a ticket.

Highly empathetic: Jia Ling has sincerity you can’t ignore.

The film tells the story of Jia Xiaoling, played by Jia Ling, who travels to her mother’s youth after her accident, hoping to help her change her fate.

The predecessor of this story is a sketch directed by Jia Ling in 2016, also called Hi, Mom, and the film is an upgrade based on the continuation of the relationship between the characters in the sketch and the big framework of the story. The volume has been upgraded from a sketch to a movie, and it must be filled more finely and richly in terms of people’s design, character relationship and plot. On the basis of retaining the main characters, the film version of Hi, Mom has indeed made richer designs, but objectively speaking, if there is no emotional boost, the whole film is actually a bit empty. After the crossing, Jia Xiaoling helped her mother play volleyball and set up her love. In fact, these two simple things were told. These two things occupy a relatively large space, which seems to be rich, but they are actually wordy. The former is especially so, while the latter is probably much better because of the appearance of Shen Teng.

So far, if we go on, some people may say that a few small entertainments are cold-blooded and heartless. After all, this is a movie that has wet many people’s masks. Then let’s talk about why this movie is good.

I have to admit that the emotional core of this film can cover all the technical defects. From the first time Jia Xiaoling began to cry for her mother, even if it was only less than 20 minutes after the opening, the audience didn’t start to enter a state of strong empathy (at least for a few small entertainments), but you wouldn’t blame her, because you knew she meant it this time.

　Sincerity is a point that cannot be ignored in Hi, Mom. When Jia Ling promoted the film on the variety show, she also cried: "This time I took out my heart and showed it to you.". I feel it in a few small entertainments. Jia Ling made a dream in the movie, in which she went back to her mother’s youth, hoping to help her change her fate and make her have a happier life. But as everyone knows, this dream is actually a dream made by my mother to fulfill her dream. Just like reality, "Mom will always love you more than you think." No one can fail to feel this sincerity.

Jia Ling’s long crying scene at the end of the film is a very powerful fragment. Some people criticized this scene as Jia Ling’s "overexertion" and "ignorance of leaving blank space". However, for a person who wants to "show you her heart", it is her commemoration and even mourning for an important past and an important person in her life.

This kind of Jia Ling is not common outside the play, but you can still understand her, because she is a real person outside the play, and the audience has always been good. The existing star image has brought her a lot of help, which is Jia Ling’s greatest advantage in Hi, Mom.

Appropriate actors, announcements and schedules create momentum for word-of-mouth fermentation.

Except Jia Ling, almost all the other main roles in the film are played by Jia Ling’s good friends.

　From Zhang Xiaofei, Shen Teng, Michael Chen, to the actors of Bowl Entertainment, Jia Ling is a good friend outside the play. The marketing of the film also borrowed this point, emphasizing the years-long friendship between Zhang Xiaofei and Jia Ling, creating momentum for the film. It’s like, familiar friends all know your story, and then come together to help you realize your dream. Everyone is very sincere. Thanks to the natural affinity of these comedians, especially the participation of national comedians like Shen Teng, the whole film is natural.

A funny movie is bound to have a good impression in the Spring Festival. And Hi, Mom, a movie with both smiles and tears, is particularly special in this year’s Spring Festival. Affected by the epidemic, this schedule of the Spring Festival in 2021 does not necessarily mean "family happiness", but it must mean "family". Mom is one of the most important family members. This is also one of the most important publicity points before the film is released.

This year’s Spring Festival file is called by many people as a "super-strong" situation. After watching the "super" of "Tang Detective 3", many people will have the consumption demand of the second film under the condition of a seven-day long holiday. At this time, Hi, Mom’s good reputation just matched the audience’s psychology, so there is now the second wave of box office leader. The film’s release at such a schedule is like adding an amplifier to Hi, Mom’s influence, and word of mouth is fermenting. Anyone may be the potential audience of this film.

In addition, as a female director’s debut, the story is about "mother-daughter relationship", which undoubtedly put down a magnet in the film market dominated by female audiences and attracted most female audiences. This is also a big advantage of Hi, Mom.

Of course, it is the content itself that attracts the audience into the cinema the most. And Hi, Mom’s moving and sincere, fully worth the fare.

-END-

Operation | Winter Snow

1905 movie network news On March 11th, Lou Ye’s latest movie role poster was officially released. Captured by Lou Ye’s lens, Jing Bo Ran, the leading actor, appeared in the camera with a plain face full of stubble, conveyed complex emotions through close-ups, and revealed helplessness and perseverance in his eyes, playing Yang Jiadong, a criminal policeman full of piqueness.

For Jing Bo Ran, "the quality of an actor" is a crucial thing. Jing Bo Ran, who dares to constantly break through himself, plays a young criminal policeman who competes with the society in the works directed by Lou Ye. In order to be close to the real state of the character, Jing Bo Ran made full preparations, went to the Interpol Brigade in Chaoyang District to experience life in person, and even followed the Interpol to the little black room to watch the process of interrogation of the prisoner by the Interpol, and to observe their respective expressions and ways of speaking during the period. Through the communication and consultation with friends of Interpol, Jing Bo Ran constantly explored the root of the role of "police" and gradually deduced and restored the role of Yang Jiadong.

In addition, in order to better fit the real shape of the characters, Jing Bo Ran changed the elegant and clean image of a teenager in the past, and even sprayed 98% pure alcohol on his face every day. When there was no chance, Jing Bo Ran put on the white vest that was common in the construction site and lay on the side of the road. The whole person looked dark and gloomy, only to enter the dark state of the role, and became a "Yang Jiadong" from the outside to the inside.

　

　 　 　 　This is the first cooperation between Jing Bo Ran and Lou Ye. In Jing Bo Ran’s eyes, director Lou Ye is a romantic, and he often uses some unexpected means to stimulate the potential of the actors. Therefore, as his actor, Jing Bo Ran is very happy. Talking about the feeling of the first cooperation, Jing Bo Ran said frankly that the understanding of the role was gradual, and he was grateful to the director for giving the actors enough free space and slowly inspiring the possessiveness of the role. It is also the increasing investment in the role in the later period, and the director and the director are like playing Tai Chi all the time, interpreting the most authentic Yang Jiadong in the running-in back and forth.

Earlier, director Lou Ye also revealed the reason for choosing Jing Bo Ran as the male host at the press conference: he was particularly handsome, and he chatted for more than four hours when he first met, so he started to cooperate. No matter from the heart or the shape, it has reached a fit.

"A Cloud Made of a Rain in the Wind" is scheduled for April 4th.

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Willanda is equipped with an L4 engine with a displacement of 2.0L, with a maximum power of 126kW and a strong torque of 206Nm. With CVT continuously variable transmission (simulating 10-speed), this power configuration makes Willanda have excellent fuel economy and driving comfort while meeting daily driving needs.

Summarizing the evaluation of car home car owners on Willanda, the design is undoubtedly the focus of his appreciation. Hard and sharp lines make it unique on the road, and the front face and tail modeling have won his praise of "eye-catching" and "young". The owner thinks that Willanda, as an SUV, not only has a regular appearance, but also shows satisfactory durability from all angles. Therefore, the design of Willanda undoubtedly brought an extraordinary driving experience to the owner and won the deep love of the owner.

1905 movie network news The fantasy love movie starring Liu Yifei and Yang Yang is being shown. Following the "full dance" at the Beijing premiere on August 3rd, and after communicating with the first audience, the founders Liu Yifei and Yang Yang appeared at the Shanghai premiere on August 4th to communicate with the media and audience. At the post-screening meeting, filmmaker Sa Zhilei made a speech on the spot, earnestly talked about the 100% sincerity of the film production team and the actors, frankly understood the concerns and disputes, and said that "we are all on the road for the exploration and innovation of China films." On the same day, film director Zhao Xiaoding and styling director Lawrence Xu also responded to questions about a series of discussions on plot adaptation and costume styling through the voice of film officials.

　

Shanghai premiere creative talk about the creative process, Liu Yifei is not limited to anyone, Yang Yang is dedicated.

The movie "to the sky kingdom" tells the story of Bai Qian, the female emperor of Qingqiu, and YeHua, the prince of skyclan, who crossed the life and death love of three generations from the celestial world to the earthly world. The two people in the story experienced the joys and sorrows of love, from the silent admiration of Si Yin and Mo Yuan to the regret and regret of Mr. Su and YeHua. After all kinds of emotional robberies and tests, Bai Qian and YeHua finally reunited in the third world, and wrote a touching and unforgettable love legend. Following the sweet crit brought by the dancing in unison at the Beijing premiere, the film creators Liu Yifei and Yang Yang appeared at the Shanghai premiere on August 4th, exchanging stories about the film characters and sharing their shooting experiences with the live media and audience, and hoping that everyone could walk into the cinema and experience the love between Bai Qian and YeHua.

From Zhao Linger, who plays the Legend of the Sword and the Chivalrous Man, and the little dragon girl in The Condor Heroes, the audience gradually got used to addressing Liu Yifei as "fairy elder sister". She explained that her personality was more straightforward and casual, but she was not so "fairy". Regarding the labels and settings such as "immortal spirit", she admits that although she is very grateful for everyone’s love, she wants to be a good actor more than a fixed label. Liu Yifei said that no one is immutable. Over the years, he has been exploring more possibilities, regardless of his role shaping or personal growth, and his requirement for himself is "no limits". When talking about the modeling in the film, Liu Yifei responded generously. No matter whether she is playing a college student, an assassin or a village girl, she has never cared about the modeling part. She frankly doesn’t want to be restricted by herself. "My part is to play my own play, and modeling should not be the most important thing for an actor."

Talking about shaping roles, "YeHua Jun" Yang Yang also said that no matter Mao Shiba, who is very grounded, or YeHua, the prince of skyclan, every role is fate to him, and a character of any state and style has its meaning of existence, and what he does is to take every shot seriously and play every role well. Talking about the biggest challenge of playing YeHua, Yang Yang said that the most abusive thing is mental fatigue, because YeHua experienced tempering and doom across life and death in the story, and the role itself has been constantly changing and growing, and it is very challenging for him to complete this transformation of characters spanning millions of years in a few months. Talking about the voices of all parties after the film was released, Yang Yang admitted that although he was under pressure, he would turn it into motivation, and he was very satisfied to have the opportunity to play the role that everyone liked. He said that during the creation of a work, many people devoted their efforts, and what they can do is to go all out and pay for it, constantly challenge themselves, expand the connotation and extension of the role, and enrich the level of performance, but ask for a clear conscience.

　

Producers speak out after the screening, and talk about film exploration. On the way, the director’s modeling guidance directly questions the ultimate love.

At the post-screening meeting of the Shanghai premiere, filmmaker Sa Zhilei took the stage to make a voice, earnestly talking about the difficulty of film exploration, and frankly "completed the greatest degree of innovation within an effective budget. In the case that 90% of the film needs special effects processing, there are 2,345 special effects shots that have gathered first-class production teams at home and abroad."Finally, he voiced "China movies are on the road, and we are all on the road", and admitted that the progress of China movies needs time and patience, and every kind of innovation and exploration deserves to be encouraged and respected. Talking about this, Yang Yang was also moved by the enthusiastic cry and support of the audience present, and choked on the spot, saying, "I can see each of you, but I am particularly moved. Thank you. " In the face of the voices of all parties in the film plot and costume modeling, Lawrence Xu, the film director and modeling director, also directly questioned and responded to the controversial topics one by one through Guan Wei.

In the story of Sansheng Sanshi, the world outlook framework and time span are very large, so it is not easy to condense it into a 109-minute shot. Director Zhao Xiaoding said that for such a huge story system, the most touching and core part is the love story of Bai Qian and YeHua spanning three generations. In order to show the love between the two people more thoroughly and purely, in the creative stage, after repeated consideration, the team finally decided to reluctantly weaken or even delete other subplots and characters, including Bai Qian’s revenge brocade and the bridge that the audience thought was the most pleasant. As for the way that Mo Yuan and YeHua are treated as the same person, the director said that YeHua made an innocent sacrifice and Mo Yuan was awakened. Such a similar setting of rebirth and reincarnation is more in line with the setting of "three lives and three lives, only one person from beginning to end", and it is also a bold adaptation made by the screenwriter team to make their feelings pure and extreme.

How to show such an imaginative fantasy world through art special effects and costume modeling is no small challenge for the production team. Talking about the unique clothing style in the film, Lawrence Xu, the film’s modeling director, responded that the film’s clothing design was inspired by the classic elements in the traditional costumes of each dynasty, such as lapels, tassels, wide sleeves, etc., plus the elements that show the characteristics of the characters, such as Bai Qian in Qingqiu using natural elements such as flowers, branches and leaves, and YeHua’s red shirt, with gold to show luxury and red to hide injuries. As for the exaggerated headdress of Bai Qian’s wedding, Lawrence explained that this style has both the sense of regularity and magnificence of the Heavenly Palace, and it is even more oppressive. The symmetrical appearance is a satire on the bondage and oppression of the heavenly rules. Previously, Lawrence Xu had caused a lot of controversy because of the dragon robe shape on the red carpet in Cannes. He admitted that it was very easy to make a shape without any innovation, but it was not easy to innovate. At the beginning of the birth of new things, it would definitely lead to controversy and discussion. The aesthetic quality is different, and he accepted all the voices frankly.

　

The film "to the sky kingdom" was directed by Zhao Xiaoding and co-directed by anthony lamolinara, supervised by Zhang Yibai, starring Liu Yifei and Yang Yang, and joined by powerful actors such as Luo Jin, Kevin Yan, Li Chun, Gu Xuan and Peng Zisu.

Wednesday, March 28, 2018

　

CCTV6- movie channel

Jin Yuxuan, a teacher at China Communication University.

one past ten p.m.

　

After 17 years, the tomb girl finally came back.

　

However, the news that everyone was in a trance and overturned the table was that this time Laura turned out to be "the weakest Laura in history".

　

Otakus hide their faces and cry: give me Julie back, uninstall the game! (After crying, the steel straight men still remember to slam the gamepad artificially.)

　

The new grave-robbing elder sister became Alicia Wicander, affectionately called "Kanmei" by China fans, who once won an Oscar statuette for best supporting actress.

　

In the movie, I also proved my acting skills as a popular flower in Hollywood.

　

Eva, the intelligent robot, is played in Mechanical Ji.

　

In Bourne ultimatum 5, he plays the role of network expert Heather Lee.

　

Since there seems to be nothing wrong with the actress’s acting skills, let’s first illustrate+watch+spit out other bugs in the movie.

　

How "weak" is Laura of Kanmei?

　

How weak is the new Laura?

　

Unfortunately, except for the setting of a Krypton player who was born in a rich second generation’s family, lara croft’s other skills are all low in bronze rank.

　

Let’s put it this way, it’s like your most humble relative signed up for The Voice of China &hellip; &hellip;

　

All the flashlights were given to her, and she started her performance under the bgm of "A Cut of Plums".

　

Laura told the judges about her tragic life &hellip; &hellip;

　

"Hello, judges and teachers, my mother died when I was very young, and my father was unexpectedly missing for seven years. The last sentence before his disappearance was to let me avenge him &hellip; &hellip; But I am thin and have no breasts, and no one can beat me. "

　

　"Dear judges and teachers, since I was a child, I have lived by moving bricks and delivering takeout food to support myself. I wander the streets every day and eat baked wheat cakes. Now I am still wearing my junior high school clothes &hellip; &hellip; From beginning to end, I haven’t changed it no matter how dirty and broken it is. "

　

　"Dear judges and teachers, I am financially strapped every month, as poor as San Mao. I came to this stage for the key my father left me, for love and dreams &hellip; &hellip;”

　

"Dear judges and teachers, I love to laugh, but why am I not a lucky donkey child? Why is life always full of malice to me &hellip; &hellip; I am a weak woman who has no strength to tie a chicken. In order to survive, I am always beaten. "

　

Not only that, Laura also took part in a street bike race for a $600 prize, but she was distracted and ran into a police car &hellip; &hellip;

　

According to Xiaobian’s appraisal, Laura is not only poor, but also goes against the water every day.

　

However, Laura’s words after singing "Cool" made the four judges and the audience drop all the popcorn &hellip; &hellip;

　

"My father Richard Crawford actually left me a huge legacy and a rich business empire &hellip; &hellip;”

　

At this moment of witnessing the miracle, the important thing was said three times, and the first huge bug appeared!

　

Scream crack lung to sing "cool", Laura cried and said:

"But I don’t need the money. What is money? A house is nothing! I just want to make a day with my own hands! "

　

Yes, Laura could have lived a life as rich as Panther, King of Kanda.

　

However, when the style of painting changed, the girl who was short of tendons in her life refused to be a Bai Fumei, and refused! ?

　

The audience was silent &hellip; &hellip;

　

oh Please give me ten such dads.

　

Poverty has limited my imagination. Maybe the rich Crawford aristocrat’s brain circuit is just different from our normal people.

　

How big is the difference between the old and new Laura?

　

The most controversial bug about the movie Tomb Raider: The Battle of the Origins is the casting of Laura, the heroine.

　

It doesn’t look like "I will be you when I grow up" &hellip; &hellip;

　

In the original movie, Julie’s version of Laura came standard with two guns, and she was omnipotent as soon as she appeared, and her fighting skills were full.

　

The new version of Laura Claudford carries the original bow and arrow and mountaineering pick on her back. At the end of the film, she told the owner of the pawn shop that she was interested in guns, and she never touched them from beginning to end.

　

Jin Yuxuan @ "Today’s Film Review": The use of cold weapons can largely eliminate the symbolic settings we give to women’s images, but weaken her gender characteristics and let them paste in more realistic characters.

　

Julie’s version of Laura, sexy and hot, is simply a coser to restore the game character god, and a pair of hot pants is necessary to get through.

　

Laura, the Kanmei version, didn’t wear the special shorts for parkour and chicken eating, instead, she had thin arms and legs, permeated with a youthful and thin sister-in-law style next door.

　

On the other hand, if it weren’t for a silly black sweet Daniel Wu wouldn’t be ambiguous with her.

　

Of course, these characters are set according to the real game.

　

Comparison between the Chopped Girl Laura and the Original Game Painting

　

The movie Tomb Raider: The Battle of the Origins is adapted from Tomb Raider 9, a stand-alone game that is popular all over the world, and it has been enduring for 22 years.

　

It is difficult to adapt the game into a movie, not to mention Tomb Raider 9 is a subversive stroke in the whole Tomb Raider series.

　

　Evolution of Laura’s Image in Tomb Raider Series Games

　

In the 9th generation, not only the time setting was restarted, but also Laura’s character setting was formatted, refreshed and reset.

　

Before that, Laura has always been an invincible goddess image, but now Laura will cry and laugh, and she will have rebellious adolescence. She is lively, bright, ice-smart and fearless.

　

Jin Yuxuan @ Today’s Film Review: Tomb Raider, as a symbol, has become a milestone. If it is effective, it may not be worth the candle.

　

The rise of the female superhero universe?

　

As a small editor who can’t help but vomit, some plot settings of the film must also be named.

　

After learning her father’s secret, Laura got on the boat of Captain Daniel Wu in order to find her father. Although Daniel Wu is handsome, she can’t just leave. In order to solve the mystery of Queen himiko’s tomb on the island, she followed him to the uninhabited island for a few days without shopping for free, and of course, she fought to the death with an evil organization villain named "Holy Trinity" &hellip; &hellip;

　

Oh, by the way, the screenwriter also named Daniel Wu, a bearded man, "Lu Ren".

　

Although I played a captain NPC who is not a soy sauce, compared with his previous performance, I am sorry, but this name may still be my joke for a year &hellip; &hellip;

　

After all, the movie is an adaptation of the game, and some classic scenes in the game are indispensable.

　

For example, the scene of Lee’s plane wreck in Great Falls,

　

Even the bandage on Kanmei’s arm is the same as a dime in the game!

　

I have to say that the powerful visual effect of the film is also very 666.

　

Speaking of tomb raiding, China’s film and television once blew a "tomb raiding wind" to enjoy a wave of tomb raiders in China &hellip; &hellip;

　

Tomb raiding notes

　

Searching for dragons

　

Nine-story demon tower

　

From jennifer lawrence,

　

To Scarlett Johansson,

　

And then to Gal Gadot,

　

There are more and more such female heroes occupying the big screen in Hollywood now.

　

Jin Yuxuan @ Today’s Film Review: Female images, like male images, can undertake the movie dream and movie universe together. In the future film market, how to make the female audience get the greatest satisfaction is a problem that many films need to solve very much.

　

Comparing the old and new editions, we find that the meaning of catering to the male audience has been greatly reduced, which shows that more and more filmmakers are beginning to realize the changes in the aesthetics of modern audiences. Without the scale of "driving without a word" and the omnipotent super heroine, the image of such a healthy girl who is grounded and full of strength seems to be cool.

　

Of course, it may also be that there are more and more girls playing games and e-sports.

　

　　At 8 o’clock, witness the news every day. CCTV will sort out the big and small things that happened around us within 24 hours for you.

　　[concern]

　　The world’s first cultural relic hospital is here!

　　On the afternoon of March 3rd, in the first interview activity of the second session of the 13th Chinese People’s Political Consultative Conference Committee, Song Jirong, a member of Chinese People’s Political Consultative Conference, introduced that talents for cultural relics protection and restoration are scarce. Next, the Palace Museum will unite with some universities to build the first medical college of cultural relics in China, and train more practical talents who meet the needs of cultural relics protection and restoration, that is, cultural relics doctors. She believes that through the efforts of several generations, China’s cultural heritage can be better protected.

　　Director of National Health Insurance Bureau: Incorporate more life-saving drugs into medical insurance.　

　　On the afternoon of March 3, 2019, the first ministerial channel of the National People’s Congress and the National People’s Congress opened in the North Hall of the Great Hall of the People. Many ministers met with Chinese and foreign media reporters and responded to hot issues. Hu Jinglin, director of the National Medical Insurance Bureau, said: "According to the decision-making arrangements of the CPC Central Committee and the State Council, the National Medical Insurance Bureau launched the negotiation of anticancer drugs last year. As we all know, the price of 17 kinds of anticancer drugs was reduced into medical insurance, with an average decrease of 56.7%. Through our work, we should optimize the catalogue structure and let more life-saving and emergency medicines enter the medical insurance, so as to further alleviate and alleviate the problems of people’s drug use difficulties and expensive drugs. "

　　Zhang Yunyong, Dean of China Unicom Research Institute: Next year, 5G mobile phones will be listed on a large scale. 　　

　　"In the second half of this year, 5G mobile phones will be listed sporadically, and large-scale ones will have to wait until next year. At that time, everyone can really enjoy high-bandwidth, high-quality, high-experience and high-intelligence 5G services." Zhang Yunyong, member of Chinese People’s Political Consultative Conference and president of China Unicom Research Institute, said at the first "member channel" of the second session of the 13th Chinese People’s Political Consultative Conference Conference held on the afternoon of 3rd. "Don’t look at the difference between 5G mobile phones and 4G, but the speed is several times that of 4 G. It only takes 3 seconds to download a high-definition blockbuster of about 1 G." Zhang Yunyong said.

　　[domestic]

　　The Guidance Manual for Promoting Gender Equality in the Workplace was officially released.

　　With the approach of Women’s Day on March 8th, the reporter learned from the first session of the Seventh Women Workers’ Committee of the All-China Federation of Trade Unions that the Guidance Manual for Promoting Gender Equality in the Workplace (hereinafter referred to as the Guidance Manual) was officially released. According to reports, the "Guidance Manual" is based on the investigation conducted by the All-China Federation of Trade Unions on the construction of gender equality mechanism in enterprises in 2018, and is formulated according to relevant laws and regulations of China and relevant ratified international conventions. It explains the relevant laws and regulations in detail, makes clear the institutional mechanism that employers should establish, the role that trade union organizations should play, analyzes and comments on practical cases, and provides a checklist to facilitate employers’ self-examination and trade union supervision, so as to establish and improve the gender equality mechanism in the workplace. The Guidance Manual clearly states that employers should establish these systems and mechanisms.

　　The compensation for the victims of the "2.23" accident in Inner Mongolia ended and the remains were cremated.

　　On the 3rd, the reporter learned from the "2.23" accident disposal headquarters of Xiwuqi Yinman Mining Company in Inner Mongolia Autonomous Region that as of March 2nd, 22 victims in the "2.23" major production safety accident of Xiwuqi Yinman Mining Company had been compensated, and all their bodies were cremated.

　　[international]

　　The American manned version of the "Dragon" spacecraft successfully docked with the International Space Station.

　　The manned version of the "Dragon" spacecraft of American Space Exploration Technology Company made its first test flight on the 2nd. After more than 20 hours of flight, it successfully docked with the International Space Station in the early morning of the 3rd. According to the plan, the manned version of the "Dragon" spacecraft will stay in the International Space Station for 5 days, leave the space station on the 8 th, and bring some important scientific samples back to Earth.

　　Chairman of the Russian Federation Council talks about the situation in Venezuela. Russia will do its utmost to prevent US military intervention in Venezuela.

　　On the 3rd local time, matviyenko, Chairman of the Russian Federation Council, and Rodriguez, visiting Venezuelan Vice President, met in Moscow. Matviyenko said that Russia will "do its best" to prevent the US military intervention in the Venezuelan situation. Recently, Venezuela has fallen into a political dilemma. The opposition, which controls the parliament, called for a new presidential election, but the government refused. Guaido, President of Parliament, declared himself as "interim president" on January 23, and won the support of the United States and some Latin American countries. Russia has repeatedly expressed its support for the legitimate government of Venezuela.　

　　British Trade Secretary: It is necessary to postpone Brexit.

　　The date of Britain’s formal departure from the EU on March 29th is getting closer and closer, and whether Britain can "leave the EU" as scheduled is still uncertain. On the 3rd, British Trade Secretary Liam Fox said that it is "entirely possible" for Britain to leave the European Union as scheduled on March 29th, but it is necessary to postpone the date of leaving the European Union appropriately in order to ensure that Britain can leave the European Union smoothly. He also said that considering that the European Parliament election will be held at the end of May, the EU may not agree that the date of Britain’s "postponement of Brexit" has been pushed back too much.

　　Society

　　"Laiyuan anti-killing case": The procuratorate decided that Wang Xinyuan and Zhao Yinzhi belonged to legitimate defense and decided not to prosecute.

　　On the night of July 11th, 2018, in Laiyuan County, Baoding City, Hebei Province, Chloe Wang broke into the home of villager Wang Xinyuan with a murder weapon and was killed, which aroused widespread concern in the society. After strict examination in accordance with the law, the procuratorial organ determined that Wang Xinyuan and Zhao Yinzhi’s actions belonged to self-defense, and decided not to prosecute Wang Xinyuan and Zhao Yinzhi on March 3, 2019.

　　纪念新中国成立70周年 首都博物馆“望郡吉安”展免费开放

　　“望郡吉安”展近日在首都博物馆拉开帷幕。一系列富有代表性的吉安著名文化符号悉数亮相，为观众讲述“吉安往事”。据了解，280件文物展品中，一级品数量过半。展览将持续到6月23日，对观众免费开放。

　　男子穿“义薄云天”鞋子被警察盯上 一查是潜逃多年的逃犯

　　3日记者获悉，日前一男子刘某穿着一双印有“义薄云天”字样的鞋子到浙江金华火车站广场送朋友乘车，吸引了不少人的眼光，其中就包括民警。令人意外的是，经民警盘查，该男子居然是涉嫌聚众斗殴的网上逃犯。

　　四具“鸿翔部队”参战人员遗骸被发现 志愿者为其寻亲

　　在湖南衡阳县洪市镇的一个小山坡上，埋葬着四具无名的抗战空降兵遗骸。近日，根据健在的老兵口述及相关DNA鉴定结果，确定这四具遗骸系抗日战争中空降兵“鸿翔部队”的参战人员，其中三具遗骸的身份得以确认。目前，当地正在进行遗骸的寻亲工作，希望找到他们的家属，把遗骸有尊严地安葬，把这段不为人知的历史传承下去。

　　[face]

　　Shi Yigong: Running West Lake University must face the pressure of fundraising.

　　Seeking the change of education in China is what Shi Yigong should do. Because West Lake University is a new non-profit institution of higher learning sponsored by social forces and supported by the state, finding funds has become the top priority for Shi Yigong.

　　During the Spring Festival this year, Chengdu. An old man with white hair and beard appeared in Kuanzhai Lane with his guitar in his arms, and soon attracted tourists to stop and watch. His name is Chen Bide, a musician from Taiwan, China. Invited to participate in CCTV news channel flash series activities &mdash; &mdash; In the Spring Festival, "My Motherland and I" was sung, and Chen Bide had the opportunity to sing a My People，My Country with his hometown people in Chengdu, his ancestral home.

　　[Sports]

　　Winter universiade Li Zhonglin won the first medal for the China delegation.　

　　The 29th winter universiade Competition started in full swing on the 3rd. In the men’s individual event of freestyle skiing aerial skill competition, two players of China team, Li Zhonglin and Guo Ziming, reached the final round. In the final, Li Zhonglin used a set of moves with a difficulty coefficient of 3.525 and got 87.77 points, winning the silver medal in this project. This is also the first medal won by the China delegation at this Universiade. Another China player, Guo Ziming, won the fifth place.　

　　See you at 8 o’clock tomorrow!

　　Editor: Zhao Jin Dai Mengmeng

How much money does the short play make? A few days ago, an entry of "making a short play with a monthly income of 400 million yuan" was posted on the hot search, and the short play market once again stood at the forefront. Is the short play that focuses on the sinking market really a good business today?

With such curiosity, I had an exclusive interview with Chen Ruiqing, the chairman of Dianzhong Technology, the protagonist of the hot search. However, in his eyes, short plays are far from being "profitable" at all, but a small-profit and meager-profit business that has been fully market-oriented in rapid growth, and the possibilities are still in the future.

After a short period of rapid growth, the profit ratio of the short drama business in mainland China has been relatively stable. According to Chen Ruiqing, the average gross profit margin of the whole short drama industry is basically stable at around 17%, which is about one tenth of the amount of "top-up running water" which is the favorite in online communication. This only 17% gross profit needs to be shared by producers, copyright owners, producers and investors, and only about 4% can be shared in each link. Of the 10 short plays, only two can run out in the market and make money. When the production cost is shared again, there will be little profit left.

The so-called 400 million is the total flow of Dianzhong Technology’s entire company, including online literature business, and the total recharge amount of dozens and hundreds of short plays issued by the company in that month. Specific to the company’s net profit in the field of short plays, Chen Ruiqing said that it was less than 1% in 2023 and even lost money in January 2024. Rather than making big money with short plays, it is better to use the online business to "raise" short plays.

From "monthly income of 400 million" to "annual net profit of 1%", why is there such a huge difference between the online transmission benefit and the real income of the short play business? And where will the short play business go in the future?

Doing short plays is to bet on the future.

Although Dianzhong Technology is currently the "head company" in the field of short plays in China, Chen Ruiqing did not think that short plays were a good business at the beginning. "Our philosophy is win-win cooperation. When hundreds of partners all transformed to do short plays, I began to ponder this matter."

In July, 2022, he decided to enter the field of short plays after visiting a large number of partners such as Tik Tok and Today Headlines. "I figured out two things, one is the trend of text video and film, and the other is that we know how to tell stories. Looking back now, we did it late. "

What the audience caught up with was the rapid development period of the short drama industry, and the cost increased to 200,000 to 300,000. It is also in this iterative period that short plays have entered the era of full competition, and there is no longer the situation of making a fortune in the past, but many "routines" and "scraping" contents have been eliminated, and they have gradually embarked on the market competition that pays more attention to content.

Chen Ruiqing is very optimistic about the market space of the short drama industry in the future. "Excluding the audience of movies and TV dramas, the entertainment needs of 500 million people in the Mainland may not be well met. I think that the market size of the short drama industry will definitely exceed 100 billion yuan in the future, and overseas will definitely exceed 10 billion US dollars. "

From the perspective of the supply side, Dianzhong technology has a unique advantage. Just as in the past, many adaptations of online dramas came from online novel IP, so did the contents of many short dramas. Dianzhong Technology has an extremely rich network literature reserve, and more importantly, there is a huge reserve of writers behind it.

Compared with the production cycle of three or four years for large-scale production of long dramas and movies, the production cycle of short dramas is extremely short, and it may take one or two months to shoot and broadcast online. On the one hand, it can better grasp the pulse of the audience in the current era, on the other hand, it can also make creative creation get feedback at the fastest speed.

As a result, short plays can turn a large number of online literature into movies, especially some types that were not welcomed by traditional long plays and movies in the past. To some extent, short plays and long plays have a complementary role in the demand for online literature IP, and there is not a clear direct competition.

From the forefront of creation, there are already many online writers themselves. Because they see the good benefits of short plays, they have transformed into screenwriters of short plays, and many of the massive author resources accumulated by Dianzhong Technology have the possibility of transforming screenwriters. Chen Ruiqing predicted that "the number of short plays adapted from online texts will drop below 50% next year, because there are not many adaptations and homogenization is becoming more and more serious, and new talents must bring creativity to different groups of people."

However, these are just a vision of the short play in the future. Today’s short play market is still in the process of hard exploration.

How to upgrade the iteration of 02 boutique short plays

How to make full use of the characteristics of short plays, create appropriate video content and embark on the road of high-quality short plays 2.0?

Talent iteration is one of the key links. Nowadays, overseas, many graduates from "Ivy League" famous schools have entered the creation of short plays, while at home, many graduates from "985" famous schools have become short play writers.

What is more worth mentioning is that in the production process of short plays, screenwriters are placed in an unprecedented important position. In the traditional creation of long dramas and movies, screenwriters usually serve producers and directors, and they can change their scripts on demand. Even many big-name actors have the right to change their scripts. However, in today’s short drama production ecology, screenwriters have become the creative core and production core. Chen Ruiqing told me that maybe the short drama company really doesn’t make much money now, but now the short drama writers have really made money, and good screenwriters are very scarce.

From the point of view of production and production, the era of casting a large number of rough short plays at the same time and deciding which one can run out will gradually become a thing of the past. To create fine works, it is also necessary to increase the cost. Previously, it cost 100,000 yuan, but now many short plays cost 300,000-500,000, and most of them can reach nearly one million. What stands out behind it is that creators and investors have begun to have a full understanding of the short play market and know what types, stories and roles can be welcomed by the audience.

Compared with the "water-flooding" story-telling mode of 60 episodes and 45 minutes per episode in the long drama era, the short drama is a kind of "squeezing water" in creation, that is, purifying the story and extracting the most important turning points and contradictions to enlarge it. Perhaps in the past, 200,000 words were changed to 2 million words, but now 200,000 words are changed to 20,000 words. For the audience who are used to the fast-paced life now, this "dry-goods-oriented" way is no less exquisite in narrative and character construction than ordinary long dramas and movies, and it brings more refreshing feeling. Moreover, relying on the rhythm of short plays, many wonderful unitized stories can also be presented to the audience with a good rhythm, and many excellent stories limited by the rhythm of past film and television dramas can also be filmed. After all, the so-called high-quality products not only lie in the production level of serving the Tao and lighting photography soundtrack, but also in the wonderful degree of story logic itself.

It may be one of the ways to break through the market model of recharge on demand, which is completely to C. At the end of 2023, Dianzhong Technology launched "Linping, Set out for Happiness", which is a short play with the theme of the Asian Games customized by Linping, Hangzhou, mainly to show the local customs and intangible cultural heritage of Linping in the form of short plays. Chen Ruiqing said, "Now we are also cooperating with Kaifeng, and we are also negotiating with CCTV, Xinhuanet and World Wide Web. We will work together to develop the’ short drama+’cultural market. We hope to help all walks of life realize the spread of Internet brands, and set up a department to do it. Even if we may not make money at first, we are optimistic about its future. "

This kind of to B business, in the planning of Dianzhong technology, itself carries the function of social responsibility. Chen Ruiqing said, "We think we can find a balance between social value and commercial value. Short videos bring short-term interest, but short plays are different. After a story, the audience can often recall it after watching it. We believe that miniseries are one of the best platforms for storytelling. I hope that dozens of such works can be launched this year to serve the society, explore the road to breaking the circle, and let miniseries bear more social responsibilities and economic benefits. "

In addition, Dianzhong Technology also saw the limitations of the small program mode. In August, 2023, it launched the free short drama APP Hippo Theater, and users could unlock the series by watching advertisements or recharging their members. At one time, the download volume of Hippo Theater in the APP Store exceeded national-level apps such as Tik Tok and Taobao. Chen Ruiqing said, "In order to give users a good feeling, Hippo Theater now has nearly 2,000 works, of which less than 50% are our homemade works, and users can also see works that are popular on other platforms, such as provoke and Donglan Snow. In the content, we will choose works that conform to mainstream values, have positive ideological values, and are loved by users. I hope that we can have more categories and more choices. "

03 Short Play Helps Culture "Go Out"

The market of short plays is by no means limited to Internet users in mainland China. "Short plays going out" has become one of the largest market-oriented foreign cultural communication among the people in China after "going out online".

Dianzhong Technology is one of the best players in "short play going out". Chen Ruiqing said that it is even better than the estimated results. "I completed the goal that I expected to complete in one year in four or five months." His goal is to be close to the number one short drama broadcasting platform in North America. From October 2023 to now, the short drama platform DramaBox under Dianzhong Technology has been very close, especially during the Spring Festival, DramaBox topped the list of domestic overseas enterprises for seven consecutive days in Apple stores and Google stores in North America by revenue.

It is not normal for all short drama practitioners to go so smoothly overseas. The particularity of Dianzhong Technology lies in that this is a company that lets online literature go abroad, and has rich experience in overseas markets. Basically, all the places that were easy to "step on the pit" in the past have been stepped on once, so I will encounter relatively few difficulties when I walk again with a short play.

Another somewhat unexpected thing is that Dianzhong Technology is overseas, and the first place to go is developed countries such as English-speaking areas such as North America. In Chen Ruiqing’s view, first of all, audiences in developed countries such as North America have a relatively high awareness of paying for content, and are relatively less sensitive to price. In addition, the content of English is relatively wider. "It will be relatively easy for developed countries to do other countries after they succeed. I always do the hard work first, and I succeed in all the hard work, so it is easier to do the others. Moreover, the thickness of talents in North America is different. Many people around the world go to Hollywood to study movies, and these local talents are easy to find. English covers a wide range, and many people in many countries speak English. You can study local ethnic customs after all the English contents are covered. "

In Chen Ruiqing’s view, there are three processes to gain a better foothold in overseas markets. Firstly, the local works are translated and presented directly to foreign audiences; secondly, China’s plays are taken out for "localization" in overseas markets; thirdly, the original stories are created and produced locally in overseas markets. "At present, we are still in the first step and the second step. The third step is already being done, but the results have not been verified. "

Compared with the domestic market, the cost of producing and distributing short plays in North America is relatively high, and the cost of losing a little mistake is 1.5 million and 2 million dollars, but Chen Ruiqing is not worried about losing money for a while. "We have to look at the long-term market, and we are firmly optimistic about overseas markets, so let overseas teams do it without fear of losing money."

There are indeed many difficulties in opening up the North American market. At present, the biggest problem is that the creator’s understanding of users is still not enough. "There are still very few people who can understand both Chinese and Western cultures and tell good stories," said Chen Ruiqing. "We have copied the domestic stories mechanically, and people will not eat that set in the past, but according to their model, the background color in our stories is gone. There are very few people who can understand these two pieces. We have formed several teams and are still screening and iterating. Perhaps in the process, some people have mastered the rules and traffic passwords. "

When overseas markets begin to recognize and accept short plays, especially those from China’s team, our culture will have a better chance to spread in a subtle way, such as the beautiful family in Confucian culture and the happy lifestyle in Chinese, which will naturally form folk cultural exchanges through the market.

summary

Although in the past, during the development of short plays, many projects were "mixed with mud and sand" and "mixed with dragons and dragons", after experiencing rapid development, the whole short play market has entered a platform period that has to be upgraded. When the dividend period is fleeting and speculators leave, we can see where the remaining long-term activists will have the opportunity to lead the industry. As Chen Ruiqing said, when he and Dianzhong Technology have already prepared for the worst, they will always find a glimmer of survival in the market in the future. "Our support for screenwriters, directors and producers leaves no room. We need talents very much. The profit of short plays is very low, but our investment has not decreased and we have never laid off employees. Although it is difficult now, I think the future will be better. "
　Author: Stanley