Pryson

Pryson

He is deputy editor in chief of new weekly. His works include "from occupying overseas to returning to China: Survival Report of overseas Chinese businessmen", "urban power of Chinese - Kuala Lumpur: Chinese to the fifth generation", "after relocation, it looks beautiful - Xiamen Zhangzhou: Post PX life", "Tourism is a better industry than super girl", etc.

From artist operation to activity operation

The ban of SARFT obviously cools down the TV station's talent show enthusiasm rapidly, and Wang Peng and his Tianyu company are also frustrated. He thinks that if we don't do "fast man" next year, our artists may have better market space. Wang Wei, deputy general manager, also agrees with Wang Peng. His new identity is general manager of Hainan Tianyu, which is an activity operation company quietly established on August 8. At present, Wang Wei's team has organized the inauguration ceremony and Kaiguang ceremony of Chongyuan temple in Suzhou Industrial Park on November 5, with two orders in hand, namely "2007 China Hainan Joy Festival" from November 16 to 18 and "2007 China Hainan Joy Festival" on November 23 The opening ceremony of "2007 Guangdong International Tourism Culture Festival". From the draft to the event, Wang Wei admitted that Tianyu was trying to make a strategic shift. He pointed to the plaque of "wide knot happy fate" and said: "super girls can't eat for a lifetime." "in China, you can never count on records to make money. It depends on how much you lose. Super girls and fast men are basically losing money. The good ones lose 20% or 30%, and the bad ones. We want to achieve a certain position at a certain stage. We spend more money on publicity. The biggest one we spend now is 2.6 million. " The profit and loss on the book is the direct factor for Wang Peng to decide the transformation. Wang Wei also believes that the entertainment industry is not as profitable as the outside world thinks, and it is difficult to immediately recover the investment in artists. If you calculate a series of investments such as publicity, training and make-up, you can make up for the Commission. Even when you lose more, "you lose hundreds of thousands at least, and you lose millions more.". records are the biggest investment of entertainer agents so far. Training, life assistant, agent, nanny car and other investment are small items. Besides performance, the way for artists to generate income is advertising endorsement. Wang Wei's worry is that "people like Li Yuchun can't always have them. We must transform the brand awareness of super girl into that of Tianyu." In 2003, the audience rating of Hunan Satellite TV's signature program "happy camp" declined, and Hunan Radio and television, which entered the downturn, began to plan a second round of system reform. Wang Wei recalled: "Zhang Huali, director of entertainment channel, proposed to set up two companies, one is Tianyu media, the other is an art player." Wang Peng and Wang Wei "obey the organizational arrangement" under the military order. In May 2004, Tianyu media was registered in Shanghai with a start-up capital of 3 million yuan. "The entertainment channel produced 1.5 million yuan, Tianbo Hongda Advertising Co., Ltd., a subsidiary of Hong Kong Tianzhong culture, produced 35%, and Wang Peng personally produced 5%, making up 3 million yuan." In the first two years, Tianyu quickly became popular with super girls. On the other hand, they spent $1 million to run the fifth "star sister election" in Yunding, Malaysia, and spent $900000 to run the Nanyue longevity Cultural Festival and Buddhist concert. The latter may be more significant. "This is the real first activity of Tianyu." Wang Wei said. In fact, the 3 million start-up fund is just a drop in the bucket. In March 2005, when super girl was not popular, Tianyu had only 20000 yuan left on its book, and it could not even pay its salary. On August 8, 2007, Hainan Tianyu, which is known as the "top activity operation organization in China", was quietly established. Unlike three years ago when Tianyu was founded, only two guns had to raise 3 million yuan to start up. The registered capital of Hainan Tianyu has become 10 million yuan. Wang Wei explained the reasons why he chose to register in Hainan: first, Hainan's preferential policies and good market environment; second, Hainan may become a big city After Beijing and Shanghai, Hainan, an international tourist destination, "may become famous overnight after a breakthrough in policy."

200 billion Festival cake

In the era of information revolution, the traditional media's two profit models of "increasing advertising price" and "expanding advertising space (time)" will face fatal challenges. Wang Wei said: "there is only a new way to integrate the resources of the cross industries such as entertainment, media and tourism, so as to create a market without competition." According to Wang Wei's analysis, China's festival market has at least more than 200 billion yuan, and "those who do event marketing will not be smaller than China's advertising market." In the upsurge of keen to rely on tourism and festivals to carry out local promotion, Tianyu first decided the local government's money. "Festivals are a good platform for promotion, with the government setting up the stage and local enterprises singing the opera.". Wang Wei said. The annual party of Nanning Folk Song Festival costs 30 million yuan, but it stimulates the tourism, catering, aviation and transportation industries, and promotes urban consumption and urban construction. "Many outsiders come to spend money, and the government benefits from tax, which also promotes the development of the whole city of Nanning." the rising Festival economy in China has brought more opportunities to Tianyu than to run artists. Li Wei, the chief producer of Hainan Tianyu, reported his achievements at the founding meeting happily: "by July this year, we have signed 12 projects with a contract amount of more than 60 million yuan and a revenue of more than 20 million yuan. Each project ensures that profits remain above 30% " in Wang Peng's mind, the income of the festival project in 2007 will be 70 million yuan, and the profit margin will remain at about 20%, which will be an ideal number equal to that of the artist brokerage project. "I hope to achieve about 200 million next year, which depends on whether we can get relevant support. In tourism, there are too many things to do upstream and downstream, and it's not very difficult to get a license. " Wang Wei, as the CEO of Hainan Tianyu, is optimistic about this: "in October 2004, the first large-scale Buddhist concert in Nanyue was 900000 yuan. From January to July 2007, the net income was more than 20.8 million yuan. The total income in 2008 was 150 million yuan, in 2009 250 million yuan and in 2010 400 million yuan. The goal of the three-year development plan is to ensure that the gross profit rate will be more than 30% and the net profit rate of the company will be 12%. " Wang Wei said that Tianyu's profit model includes Event Hosting fee, advertising sponsorship, derivative product development profit, self owned media operation and ticket revenue. At present, Tianyu is determined to make money from the government and enterprises in the festival and tourism market. Wang Peng said: "now the main profit is the festival, making some hard money. In one or two years, we should first do a good job in the festival, and then do a good job in the magazine of business incentive tourism and the tourism website, It's also possible to be a travel agency. Business tourism can earn more than mass tourism. Further down, we can't rule out doing some entities, including hotels, holiday centers and so on. "

Mix and match team

In the face of different customers, the identity of Tianyu will also change. in the marketing of artists, Tianyu will emphasize its market-oriented identity, while in the operation of activities, Tianyu will emphasize its 100% identity as a state-owned enterprise. Wang Liang, chief director of Hainan Tianyu, explained: "because the operation of activities will involve major operations in cooperation with the government." The identity of state-owned enterprises is undoubtedly the best talisman of "reputation" and "social responsibility". "I have artists and media resources, as well as the ability to integrate resources exercised by this team." Wang Peng said, "I don't agree that companies should support a large number of directors, 10 directors for 10 projects and 20 directors for 20 projects. I can't do that for sure. As long as there are projects and relevant resources are taken over, huge wealth savings can be achieved." "the average age of our team is 25 years old, Hunan TV dare to use new people, in order to achieve miracle and efficiency." Wang Liang said that when he was bidding with Lang Kun for the opening ceremony of Guangdong International Tourism Festival, he mentioned one of the advantages of Tianyu, "95% of our employees are unmarried, so we can stay here and work hard all day long." In the end, Tianyu won the bidding. "We have a relatively loose think tank, such as some planners in China and some writers in Hunan." Wang Liang said, "for example, at the Guangdong International Tourism Festival, from the beginning of bidding, we invited people like Wang Yuewen who knew Huxiang culture and Lingnan culture to give us advice." "We have directors who understand Buddhism and rich experience in operating religious and Buddhist activities. We basically have a monopoly advantage in China." Wang Wei believes that the overseas market is also one of its advantages. "We have signed cooperation agreements with tourism administrations of more than 10 countries, from Canada to the United States, Australia, New Zealand, Egypt and Russia." Wang Wei also said, "Tianyu has direct contact with frontline artists from Hong Kong, Macao and Taiwan, which can save 1 / 2 and 1 / 3 of the cost in transit." For Tianyu, November 2007 is a month of strategic significance. "Chongyuan temple in Suzhou faces the Yangtze River Delta, Guangdong Tourism Festival faces the Pearl River Delta, and Hainan is the old market. These are the three major battles in November. If they are defeated, the land will be handed over." Wang Wei believes that in the operation of festival activities, Hainan Tianyu has decided the south of the Yangtze River. although the current business situation is ideal, Wang Peng does not dare to set the goal too far. "It will be more realistic to decide what to do next year according to the current situation." Wang Wei's plan is to build a "Tianyu Department". There are policy risks for super girls and fast boys, but I have no problem doing sports. I use sports core and entertainment shell. If it goes well, we are likely to set up Beijing Tianyu to be an acting agent and Changsha Tianyu to be a planner.

Interview works

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Chinese PinYin : He Xiong Fei