PS :: Volume #9

#850: First wants confident

LNMTL needs user funding to survive Read More

Since the movie was born, this type to today has the huge scale for the industry that the entertainment lives. 自电影诞生以来,这种为娱乐而生的产业到今天已经拥有了庞大的规模。 In 2016, global Movie box office 45 billion US dollars, but this merely is only part of movie industry, the entire industry scale will exceed 200 billion US dollars, moreover is maintaining the unabated growth situation. 2016年,全球电影票房450亿美元,但这仅仅只是电影产业的一部分,整体产业规模超过2000亿美元,而且保持着持续的增长态势。 The US movie industry represented by Hollywood, grabbed most share, recently ten years of domestic movie industry vigorously developed, the market size is getting bigger and bigger, the box office does not lose to the US, the domestic movie was also no longer hit to be utterly routed by the Hollywood movie, fights for a considerably large cake. 以好莱坞为代表的美国电影产业,占据了其中的大半份额,最近十年国内的电影产业蓬勃发展,市场规模越来越大,票房已经不输给美国,国产影片也不再被好莱坞电影打得溃不成军,拼抢到了相当大的一块蛋糕。 However in many aspects, the domestic-made movie still has the vast gap with Hollywood blockbuster, most typical without doubt is the movie peripheral product. 但是在很多方面,国产电影跟好莱坞大片还存在着巨大的差距,最典型的无疑就是电影周边产品。 Many Hollywood movies, inundate to change the large-scale work particularly, its box office only accounts for the gross income merely 15-25%, moreover most values by the peripheral product and brand authorization and copyright transfer production, the profit are astonishing. 很多好莱坞电影,尤其是漫改巨制,其票房仅仅只占到总收入的15-25%,另外大部分的价值都是由周边产品、品牌授权、版权转让产生的,利润惊人。 For example the movie peripheral product, the net profit can achieve 50-60%, is divided to earn many compared with the box office, but the domestic-made movie does not have the achievements in this aspect for a long time, although also many movies promoted some peripheral, often sells drearily, gradually domestic movie Company basically gave up this. 比如电影周边产品,纯利润能达到50-60%,比票房分成赚得多很多,但是国产电影长久以来在这方面没有建树,虽然也有不少影片推出了一些周边,往往销售惨淡,久而久之国内的电影公司基本上就放弃了这一块。 In which reason said that was very complex. 其中的原因说起来就很复杂了。 But such phenomenon broke by «A Chinese Ghost Story» last year, " A Chinese Ghost Story » peripheral sales hundred million, had produced an earthquake in the industry at that time, making many people project above the vision. 而这样的现象在去年被《倩女幽魂》打破,《倩女幽魂》周边产品销售过亿,当时在业界都产生了一场地震,让不少人将目光投射到了上面。 «Youngster Rivers and lakes Line of» that summer the files screen unveiled many peripheral products, finally the movie box office disastrous defeat and audience reputation are greatly bad, these peripheral products were being piled up in the warehouse, finally lost money clearance processing. 暑期档上映的《少年江湖行》就推出了不少的周边产品,结果电影票房惨败、观众口碑大坏,连带着这些周边产品都被积压在仓库里,最后亏本清仓处理了。 Those who let everyone not think, Chen Fei Media product «The Smiling, Proud Wanderer» first tune, in market aspect disadvantageous situation, not only pounded down several million propaganda expenses, but also makes huge investment similarly on the peripheral product, screened the first day to appear in the stores in major theaters. 让所有人没有想到的是,晨菲传媒出品的《笑傲江湖》首部曲,在市场局面不利的情况下,不但砸下了几千万的宣传费用,而且在周边产品上同样投入巨资,上映首日就出现在了各大影院的商店里。 Many show business community people thought Lu Chen by " A Chinese Ghost Story » success becoming confused, in Wuxia piece market reputation in ruined situation, but also dares to put up the cash to do peripheral, threw money Wangshui in simply. 不少圈内人认为陆晨是被《倩女幽魂》的成功给冲昏了头脑,在武侠片的市场口碑已经被败坏的情况下,还敢砸钱做周边,简直是把钱往水里面丢。 Finally the fact actually hit the faces of these people ruthlessly, " The Smiling, Proud Wanderer » peripheral sale rises dramatically with the growth of box office unceasingly, only uses 8 days of time merely broken hundred million, breaks " A Chinese Ghost Story » record at all is not the issue. 结果事实却狠狠地打了这些人的脸,《笑傲江湖》的周边销售随着票房的增长不断飙升,仅仅只用八天时间就破亿,打破《倩女幽魂》的纪录根本不是问题。 In «The Smiling, Proud Wanderer» peripheral product, what sells well is the hand cabinet, adaptive many Wuxia wind cabinet of popular intelligence machine altogether sold 1.5 million immediately, according to 28 Yuan average price calculates, solely this realized 42 million sales volumes. 《笑傲江湖》的周边产品里,卖得最好的是手机壳,适配当下热门智能机的多款武侠风手机壳总共卖出了150万个,按照28元/个平均价格来计算,单单这块就实现了4200万的销售额。 But who knows, the product cost like cell phone smalltalk is very low, even if share to peripheral store, Chen Fei Media can still gain in addition at least 30 million! 而谁都知道,像手机客套这样的产品制造成本是很低的,就算加上给周边商店的分成,晨菲传媒也能赚走至少3000万！ It looks like the hand office, stationery, toy, the simulation item wait/etc., in which big of profit makes one be jealous simply. 还有像手办、文具、玩具、仿真道具等等,其中的利润之大简直让人眼红。 The peers look to covet the heartbeat, is also looking for the answer. 同行们看着眼热心跳,同时也在寻找答案。 The movie why Lu Chen makes can be so successful, why «The Smiling, Proud Wanderer» can peripheral sell greatly? 为什么陆晨拍的电影就能如此成功,为什么《笑傲江湖》就能周边大卖？ „First must have self-confidently...” “首先是要有自信吧…” In some private club in Capital City, when Li Mushi to Lu Chen proposed curiously this issue, his reply is very simple: „Without confidence, where can succeed.” 在京城的某家私人会所里,当李慕诗好奇地向陆晨提出这个问题,他的回答很简单:“没有信心,又哪里能成功。” In peripheral product, the domestic-made movie is not always self-confident, because has too many failure examples, this causes the product side not to dare in this above to invest, does not attach great importance. 在周边产品方面,国产电影从来都是不自信的,因为有着太多的失败例子,这就导致出品方不敢在这上面投入,也不加以重视。 The custom concept of domestic film-maker is, movie peripheral what/anything, that is Hollywood blockbuster world, domestic-made peripheral mixed the face ripe meaning meaning enough, gradually everyone became accustomed. 国内电影人的习惯观念是,电影周边什么的,那是好莱坞大片的天下,国产周边混个脸熟意思意思就够了,久而久之大家都习以为常了。 But the idea of Lu Chen is different, he takes seriously movie peripheral this, is willing to invest very much. 但陆晨的想法却是不同的,他非常重视电影周边这一块,也很舍得投入。 For example the design of peripheral product, invited was the home best designer team, the fabrication also outsources to the strength technical standards first-class related enterprise, 比如周边产品的设计,请的都是国内最好的设计师团队,加工制造上也外包给实力技术水平一流的相关企业, Cheating out of money that does not manufacture in a rough way. Like the person hand office, several dollars have the approaches of several dollars occasionally, dozens have dozens crafts, over a hundred costs are not unusual . Moreover the quantity of manufacturing is also very essential. 绝不粗制滥造的骗钱。像人偶手办,几块钱有几块钱的做法,几十块有几十块的工艺,上百块的成本也不稀奇,而且制作的数量也很关键。 Lu Chen is willing to put up the cash, dares to put up the cash, therefore the peripheral product that «A Chinese Ghost Story» nevertheless «The Smiling, Proud Wanderer» , to promote in the quality can peripheral comparing favorably with Hollywood blockbuster, the quantity that in addition orders one time be huge enough, the cost reduced, compared with the goods of domestic counterpart incessantly tiny bit. 陆晨舍得砸钱,也敢于砸钱,所以无论是《倩女幽魂》还是《笑傲江湖》,所推出的周边产品在品质上都能够同好莱坞大片的周边媲美,加上一次订制的数量足够庞大,成本又减了下来,比起国内同行的货色强了不止一星半点。 Like model of selling price 28 Yuan hand cabinets, the material is the best plastic, non-toxic environmental protection feel first-class, printing uses the most advanced craft, can guarantee that the design 5 years do not fade. 像一款售价28元的手机壳,材料是最好的塑胶,无毒环保手感一流,印刷采用最先进的工艺,能保证图案五年不褪色。 Although said that the cost is very high, but Chen Fei Media ordered one time ordered 5 million, nature by dilution. 虽然说成本很高,但是晨菲传媒一次下单就订购了500万个,自然被摊薄了。 But is willing in the most in the periphery taking out money to be the real powder, purse that but the real powder, cannot deceive even casually, a product intention is not attentive, they naturally can distinguish. Therefore «The Smiling, Proud Wanderer» peripheral sells greatly is not to come by luck, first establishes in Lu Chen to the confidence of movie box office above, dares to invest is bold in putting up the cash, received the corresponding return. 而愿意在周边上掏钱的多半是真粉,但就算是真粉,也不是随便能糊弄的钱袋,一件产品用心不用心,他们自然能分辨出来。所以《笑傲江湖》周边大卖并不是侥幸得来的,首先建立在陆晨对电影票房的信心之上,敢于投入勇于砸钱,就获得了相应的回报。 Other movie Company, not necessarily had such courage. 其它的电影公司,未必就有这样的勇气了。 „Peripheral sale broken hundred million, in addition box office quick 1 billion...” “周边销售破亿,加上票房快10亿了…” Although Li Mushi family background everyone, in the hand grasps Company that a NASDAQ is going on the market , feels eyes red: „In addition brand authorization what/anything, can have 2 billion finally, ten times of outputs!” 尽管李慕诗出身大家,手里面又握着一家纳斯达克上市的公司,也不禁感到眼红:“加上品牌授权什么的,最终能有20亿吧,十倍的产出啊！” „This also merely is only a movie, I want to open movie Company...” “这还仅仅只是一部电影,我都想开一家电影公司了…” Chen Fei'er said with a smile: „The Mushi elder sister, your Zhong chou(crowdfunding) net does not compare domestic any movie Company difference.” 陈菲儿笑道:“慕诗姐,你的众筹网不比国内任何一家电影公司差啊。” Li Mushi shakes the head saying: „Perhaps market value can also compare, but profit real out of the question, the competition was too big.” 李慕诗摇摇头说道:“市值或许还能比,但利润真的不行,竞争太大了。” The Zhong chou(crowdfunding) net after NASDAQ successful listing, similar website Company braved like mushrooms after a spring rainfall, although said that the former grabbed more than half market shares, but the pressure of competition is also enormous. 众筹网在纳斯达克成功上市之后,同类型的网站公司如雨后春笋般冒了出来,虽然说前者占据了过半的市场份额,但竞争压力也是极大的。 Result that the steep competition brings, that is the drop of profit, to guarantee market share, investing cannot be few, the profit also is really inferior to Chen Fei Media. 激烈竞争所带来的结果,那就是利润的下降,而且为了保证市场占有率,投入一点都不能少,盈利还真不如晨菲传媒。 Spits the suffering, the Li Mushi beautiful pupil glances the circulation, fell on the face of Lu Chen, said: „land, you are the shareholder of Zhong chou(crowdfunding) net, not competent with drawing bonus doesn't work? Hurrying to select the new move!” 吐了吐苦水,李慕诗美眸眼波流转,落在了陆晨的脸上,说道:“陆总,你可是众筹网的股东,不能干拿分红不做事吧？赶紧想点新招出来！” Lu Chen lets go: „I can have what new move, I have given up.” 陆晨摊手:“我能有什么新招,我早就撒手不管了啊。” Li Mushi is mindless: „That out of the question, aren't you idea are many? Gives me to think the new industrial creativity that again can go on the market comes out, that I let off you today!” 李慕诗不讲理:“那不行,你不是点子多吗？再给我想个能上市的新产业创意出来,那今天我就放过你！” Lu Chen is very speechless- when really he is the omnipotent big god? 陆晨很是无语-真当他是无所不能的大神啊？ However, his also somewhat idea. 不过,他还真有点想法。 ---------------------- ----------------------
To display comments and comment, click at the button