Yu Yongfu positioned Alibaba Pictures as an industry service provider. How can the 3C-based new infrastructure empower the film industry? This made Wang Changtian questionable.
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At the Shanghai International Film Festival Film Industry Summit Forum held on June 18, Yu Yongfu, Chairman and CEO of Alibaba Pictures, who attended the film festival for the first time, regarded himself as an "industry transfer student" and expressed many views and opinions on the film industry from the perspective of Alibaba Pictures' strategic layout. He believes that the Chinese film industry is actually very similar to the venture capital industry he worked in in his early years. It is a typical three-high industry with high concentration of funds and talents and extremely high risks. Zhang Qiang, then CEO of Alibaba Pictures, also said: "The rapid growth of movie box office has also caused many problems such as difficulty in finding directors, actors, distribution, collection, and investment risks." This is almost the same as Yu Yongfu's feelings after he was appointed in a critical situation and came into contact with the film industry. At the end of last year, the first project "The Ferryman" invested and controlled by Alibaba Pictures, which was founded three years ago, was released, but the word-of-mouth controversy and unsatisfactory box office pushed Alibaba Pictures to the forefront. However, in Yu Yongfu's view, the results of this answer sheet are not as embarrassing as they seem. It's just that people think this obviously does not meet Alibaba's expectations and ambitions for itself. Compared with the announcement of 17 projects at the Shanghai Film Festival last year, but about 40% of them have not entered actual development, Yu Yongfu, who has taken over Alibaba Pictures, now seems more pragmatic. The unique insights of the "transfer student" empowering the film industry with Alibaba genes Since taking office as Chairman and CEO of Alibaba Pictures at the end of 2016, Yu Yongfu has repeatedly stated that "Alibaba Pictures' goal is not to become a traditional film and television company." When reviewing the past three years of Alibaba Pictures, he has repeatedly asked himself how to discover industry problems from content production and then turn problems into opportunities. Nowadays, many large companies in the domestic cross-industry film and television industry have adopted a "buy, buy, buy" money-burning strategy in order to overcome their shortcomings in content production, and even extend investment and mergers and acquisitions from domestic to overseas. Although Alibaba Pictures does not have the ability to become an international film company at present, as a channel for the Chinese and American film industries, Alibaba Pictures has also made many international attempts, such as investing in projects such as "Mission Impossible 5" and "Teenage Mutant Ninja Turtles 2", and cooperating with "Harry Potter" producer David Heyman and Spielberg's Amblin Pictures. In October last year, Alibaba Pictures and director Steven Spielberg's company Amblin Partners reached a strategic cooperation agreement in the fields of investment, co-production, derivative cooperation, and publicity and distribution. The producer behind "A Dog's Purpose", which recently achieved box office success, was Amblin Partners. Yu Yongfu revealed that it was such a film that did not have big stars in the film and cost only 20 million US dollars to produce. As the importer, Alibaba Pictures accurately divided the marketing and promotion targets through analysis from the perspective of audience data. In the end, the domestic box office of the film was nearly twice as high as its box office in North America. This is a good verification of the user reach effect of big data publicity and distribution. It shows that the proper use of data and technology in publicity and promotion can help high-quality content find more potential users more intuitively and efficiently, thus releasing market potential. It is precisely the achievements confirmed by this film that provide confidence for Alibaba Pictures to decide to adjust its strategic direction. As Yu Yongfu emphasized again at this film festival: "Ali Pictures will be positioned as a service provider for the film industry, not a competitor." To this end, he wants to be a builder of the "new infrastructure" of the film and television industry, empowering the film industry for the next decade. How do industry service providers highlight their advantages? The new infrastructure still needs the help of platforms and talents . As one of the matrix businesses of Alibaba Entertainment Group, the "new infrastructure empowering the film industry" emphasized by Alibaba Pictures is built on the basis of Alibaba Entertainment and Alibaba's big ecological system. But Yu Yongfu also admitted that he had joked with his colleagues: "Actually, Alibaba Pictures should be called Alibaba Pictures Infrastructure Company." He explained: "The infrastructure of the film industry has three links: one is users, the second is content, and the third is the service platform between content and users. The "new infrastructure" is inevitably related to technology and digital platforms. Anything that has nothing to do with these two things is our shortcoming." In Yu Yongfu's view, the film industry is a combination of sensibility and rationality. It requires creative stories with unique expressions, and more personalized filmmakers to perfectly interpret these sensual elements. In addition, it also requires efficient user reach, content production and rational construction of commercial realization to achieve success. As a non-traditional film and television company with Alibaba's strong genes, Alibaba Pictures hopes to build a new infrastructure for the film industry with scientific and technological productivity, data capabilities and ecological strength, so that film practitioners can devote more energy to the creation of film content itself. Yu Yongfu summarized the construction of Alibaba Pictures' "new infrastructure" as 3C. They are Consumer (user reach), which uses big data promotion and intelligent distribution to understand audience needs and better connect them with content; Commerce (commercialization), which brings more monetization channels to content creators based on model innovation in e-commerce, finance, and content ecology; and Content (content industrialization), which simplifies content production in a more process-oriented and standardized way, and discovers innovative IP and talent support. At this summit forum, Wang Changtian, president of Guangguang Media Co., Ltd., who was sitting on the same stage, expressed reservations about Alibaba Pictures' declaration that it would not participate in content competition. After all, Alibaba does not have the ability to monopolize everything in the film industry, such as content production, but it seems that there is a lot of room for improvement in making use of its own advantages. Next, how Alibaba Pictures can use the advantages of a powerful e-commerce platform to connect commercial content and win the trust of customers may become a good story in the film and television industry in a non-traditional sense. As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity. |
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