In short, today, its IP effect has become increasingly obvious, not only can it feed a UGC game platform, but the same cinema movie has also entered the final stage, and it is not far from completion. On the other hand, other products that rely on buying volume have shown a declining trend, and they have to increase the cost and intensity of buying volume. That's enough to show the difference between IP and traffic.

In fact, Zhang Ming and Chu Yuanxi did communicate, but not as rumored by the outside world, but Zhang Ming made a self-summary. By now, the decision to withdraw from the 2 billion M&A deal can be regarded as a misjudgment, and if it were an ordinary person, it would be embarrassing that the other party was making such a huge noise because it was engaging in activities on its own platform. But Zhang Ming is naturally not an ordinary person, he is looking forward when he encounters things, and the review is to not make mistakes in the future, but also to find the reasons for making mistakes.

Zhang Ming's review was quite simple, and he found the crux of the problem by comparing his original thoughts with the actual situation. That is to say, the mini game-IP plan described by Chu Yuanxi at the beginning is mainly described from the perspective of hot and cold starts, relying on the viral fission of mini games to acquire users, which has high efficiency, low trial and error cost and very good cost performance for promoting IP.

In other words, to test an IP, you need to pay traffic first, of course, entrepreneurs can buy volume directly, but Chu Yuanxi chose to earn this traffic through mini games, and used the money to develop mini games, because small games can exist as a carrier and conduit for hull content.

Even Chu Yuanxi said that maybe the IP was not pushed, and it was indeed wrong according to trial and error, but the project made millions of dollars very painfully.

This statement seriously misled him, making him think that using the Mini Game to launch the IP was getting traffic. And master the headline system by yourself, the traffic is too much to use, there is no need for trial and error at all, just try the IP directly, easily pour the traffic into the content to give birth to the IP, and find that it doesn't work after filling the next one.

In other words, as long as Zhang Ming is willing, he can turn the IP of strong cultural and creative elements into assembly line products. So what's the use of a mini-game IP plan?

At that time, Chu Yuanxi agreed with his statement.

But now it seems that Manman's case is not like that!Because it may not be able to become a big IP just by instilling traffic into the content, because the "fan conversion rate" is too low, resulting in low cost performance. It's unbearable for businessmen.

In the process of discovering its own mistakes, Baren Group has demonstrated how using mini games can improve cost performance. The answer is super simple, that is, as long as the mini-game itself stands, those gamers will open the game at least ten times a day eight times, and they will have to be exposed to the plot eight times out of ten, operate the characters dozens or hundreds of times, and contact NPCs more times, in other words, passively instill a number of IP content every day.

This is the hidden benefit of using mini games to launch IP, and the fan conversion rate is extremely high!

Moreover, the threshold for players to enter the mini-game is low, which is lower than that of large-scale MMORPGs and cards, and the Ba people also artificially fill in the krypton gold points, making the life of the game extremely long, and compared with the effect of the fan circle pressing the head Amway star, it may be more still and deep, but it is also more moisturizing and silent.

Now Chu Yuanxi also agrees with his summary.

In fact, Zhang Ming is not the only one who understands this style of play, and all those who have game development capabilities and IP needs have begun to do similar things. Take "Yin Yang Liao" as an example, this mobile game has an extremely long life cycle, and has a strong driving force for IP development, and in mid-2020, it launched the IP-related idle mini-game "Monster House", where players take care of the life of the monsters.

This is the essence of the promotion of IP for mini games.

But by this time, the Pakistani people who were far ahead of them were no longer willing to sell "Gobi Network". According to Chu Yuanxi, we are driving a new trend in the industry, how can we stop exploring ourselves?

Therefore, Zhang Ming turned to communicate with Chu Yuanxi, how he designed this set of playing methods at that time, and why his perception of IP was ahead of the times.

Chu Yuanxi didn't dare to answer this question easily, because playing traffic headlines is the top in the world, and he has a specialization in the art industry, which is far beyond Chu Yuanxi's own reach; Being able to walk all the way behind is nothing more than crossing the river by feeling the stones, but outsiders think he understands it very well......

So if you answer easily and reveal that you don't really understand IP, wouldn't the character design be scattered?

In the end, he said: "In fact, the most worthy reflection in strategy is not the style of play, but the establishment of strategic goals." My two companies often set some very powerful goals from the company's point of view, but in the end, is it in line with the interests of users? Is there a way that is more in line with the interests of users? This is all necessary to return to the original intention to consider, think about what users really need, what they are willing to accept, and then achieve a win-win situation. ”

Zhang Ming couldn't help but fall into deep thought when he looked at this passage......

During this time, not only did there appear a large number of eyes outside, but the people of Ba were also in full swing to prepare for the listing, for example, Ye Ping had completed the training of the secretary of the board of directors, passed the qualification examination, and began to set up an IR department. The so-called IR is investor relations, which is responsible for information disclosure and communication with investors. The official website of every listed company must have an "investor relations" section, which is standard, but generally no one reads it.

However, this department is actually extremely important, even for unlisted companies, and it is so important that Chu Yuanxi has always been responsible for this matter himself. It's not that he likes to do everything himself, but there are few investors he needs to face before going public, and at most he will be on the order of 100 people. On the eve of listing, it is necessary to connect with exchanges and institutional investors, and after listing, hundreds of thousands of shareholders can only hire a professional team.

But in the recruitment of members of this department, Ye Ping and Chu Yuanxi had a disagreement, because usually this industry recruits highly educated turtles, preferably graduated from overseas famous schools and given high salaries, which is also Ye Ping's recruitment plan, but Chu Yuanxi feels that what is needed to be a Ba person's IR is not a high degree of education, but a professionalism to various new economic models, or a strong learning ability.

In a word, he himself is not highly educated, let alone a turtle, but the IR of the dry man must be rich.

The main job of this position is actually two points, the first is to manage investor expectations, pay attention to public opinion and stock prices.

If this is not done well, it may not be a big deal in my big A shares, but it is not the case outside. For example, the investment bank's expectations for the company's performance in this quarter are very low, and the company has not been well guided, and even a financial call is not held.

It is possible to rise sharply, but it is also possible to be suspected of fraud, not the investment bank Dasha X. To describe it in middle school English, it's called "to...... to", the performance is too good to be credible, in short, the stock price fluctuates sharply.

As for my big A-shares, isn't it the consensus of the investment bank Dasha X? There are also institutions that give buy ratings to the organizers of the scallop games, and the reports they issue are generally not read by leeks, so it is not a big deal.

The second is to be in charge of roadshows and company open days.

Whenever before and after the release of earnings is a very busy time for IR, it is necessary to arrange roadshows intensively to answer investors' questions, and usually organize activities for the company, and invite analysts and investor representatives to the company for on-site visits and exchanges. This is all to establish the trust relationship between investors and the company, trust is king in the stock market, confidence is always the first, and the reason why my big A shares have failed repeatedly for ten years is precisely because the confidence problem has not filled the historical gap.

In this sense, IR also has the responsibility to objectively convey investors' perception of the company to the management to ensure that the management does not make any misjudgments about investors.

So this matter should obviously find someone who understands the world, Chu Yuanxi's positioning of this team is to ensure that the company's lower limit is used, and people who are delicate can ensure that they will not do things that low cross the bottom line. Turtles from prestigious schools can only bring a relatively high qualification, and their learning ability may be an advantage, but unless they are the kind of real elites who have returned to China and worked hard for many years, it is a disadvantage to not adapt to the soil and water.

Not to mention anything else, the domestic short video format is at least a few generations ahead of the world, otherwise there will not be a situation where the short videos in all major regions of the world are almost monopolized by the short videos of the country and the DPRK. This tide of going to sea is not only tiktok, Likee and other products that are chasing tiktok are also conquering the city.

This new form of economy is not something that can be sustained by having a strong learning ability, and it may even backfire. If the turtle cheats, it is not necessarily ability, but it may also come from mentality.

"What's more, Ye Ping, you don't like to hear me say this, you hired a few turtles from famous schools to accept your leadership, are you shocked?"

Ye Ping pondered, Chu Yuanxi shouldn't oppose my plan in order to save that bit of IR salary, right? Although it is said that the excellent IR in China also has an annual salary of one million, but we are a company to be listed, and IR is a façade! It is equivalent to a sales lady of a real estate developer, or she drinks foreign ink, so isn't it normal for the salary to be high?

I only heard Chu Yuanxi then spit out: "If we are listed on the NASDAQ, I promise to agree with your plan, but is this not on the GEM? Listen to me, you may not be able to explain the business logic of our people to investors if you recruit turtles, let alone be accurate, clear and highlight the highlights." According to me, you might as well talk to Lu Yu, and transfer two people who are particularly skilled and mature in our business to be supervisors from Ba Ren Information are better than your recruitment plan. ”

Ye Ping rolled her eyes, and said in her heart, how low is that? Wouldn't it be a laugh to death if this let my peers know?

During this time, Chu Yuanxi was not without time to take care of others, external changes will always exist, as a daily homework, it may not be useful to do it every day, and once it falls, it may be punished.

For example, there is a new trend on the island side.

In fact, although Sun Dasheng and 724 have strong action and have done everything they should do, at least the part they think they should do, but they are not completely opponents in the island country, and the opponents are very strong in mobile payment.

For example, in the fiercest Penguin war against Toutiao in China, there seems to be no shadow of Jack at first glance, but Sun Dasheng himself is an important external investor in Toutiao, whether it is Toutiao Group or Douyin financing alone, Sun Dasheng has made a big deal, which is also the most significant project in his portfolio.

Similarly, in the island nation, Line has been at the mobile payment pole, and the penguin is the one standing behind Line. Last year, in April 2020, Sun Dasheng began to join forces with 724, and then launched mobile payment, and then was quickly noticed by Chu Yuanxi. In fact, Chu Yuanxi can not only detect it? The national dynasty also has a lot of projects and investments in the island country, and the big penguin has the most tentacles.

Therefore, in May, the QR code aggregation payment platform invested by Line began a new round of war investment, not only to consolidate the domestic position of the island country, but also to impact Southeast Asia, which can be said to be very aimed at 724, which also has a major layout in Southeast Asia.

Of course, this is what Chu Yuanxi is happy to see, and he shouted and cheered, it is a very good thing that the enemy's enemy is in action.

However, this good mood can only last until this year, and the enemy of the enemy is not necessarily a friend.

At the end of January 2021, Chu Yuanxi was stunned to receive a report from Elizabeth, saying that a local company funded by Penguin joined forces with an island Internet company to start promoting community socialization in Southeast Asia, and the first stop was Thailand. And she had just entered Thailand, and she happened to hit her head, and asked Chu Yuanxi when she would inject a full set of community social systems into Xiaokang Southeast Asia.

Chu Yuanxi was immediately shocked, and when he checked it, who else could the so-called Internet companies of the island country be besides Line? It was really rare for the two companies to work together under such a complicated relationship between the two countries.

Speaking of which, the Pakistani side has already begun to pay attention to international relations when pushing the overseas version of "Enemies of Rome". Originally, the island country area was also a key launch area, whether it was the soil that was plowed by "Out of the Mountains in Troubled Times" or the adaptability of virtual idols, as well as the island people's obsession with Western-style IP, all of which made the Ba people more willing to operate the island country area, otherwise I would be sorry for the island people to regard "Dragon Quest" and "Show Teasing Magician" as national IP.

In particular, analogous to Southeast Asia, because there is no powerful Internet, it has entered the era of mobile Internet in one step from the original state. So because the mobile Internet is not particularly popular, is it possible for the island country to directly enter the VR era from the PC in one step? Will it become the easiest area for headsets to be popularized in the 5G era? This kind of exploration is often particularly fascinating, and there is also a very attractive surplus value.

However, it turned out that overseas operations were indeed difficult, and places that were not difficult in the first place would become difficult due to various factors. The idea of making a fortune in silence is good, but it does not always come true, and the difficulties encountered cannot always be resolved by commercial means.

(The author-kun has done his best not to be harmonious)

Elizabeth's report also said that the so-called "local companies" of the other party came from Indonesia, so it was suspected that the Indonesian side had been occupied.

Of course, this news diluted a little bit of the joy of submitting an IPO application, but then Chu Yuanxi also thought about it, liberated himself from the mentality of sometimes being annoyed and angry, and sometimes suffering from gains and losses, and submitted the application with a normal heart and replied to the inquiries of the relevant departments.

The reason why I can think about it is nothing more than globalization, if it is not seriously carried out as a grand strategy, if it is not promoted with great executive power, and if it does not allocate huge funds, it will not be presented in a way that meets the high standards of business. Relatively speaking, the well-off Southeast Asia cannot be regarded as a commercial grand strategy in terms of capital, scale or determination, and according to Chu Yuanxi's own words, it can be regarded as an important strategic preparation.

In terms of the amount of funds, the well-off headquarters has spent more than 5 billion yuan, not 5 billion in financing, but 5 billion in expenditure, not counting the latest war investment of the Ba people, the total amount of this money is close to 10 billion.

In order to implement Chu Yuanxi's business plan, the well-off Southeast Asia is facing a more complex external market, a more unfamiliar social and cultural environment, and completely different regulations from the domestic market. Elizabeth needed to start from scratch and recruit people locally, and only R&D could get the support of the headquarters, and as a result, the function was artificially discounted by Chu Yuanxi. In this way, the total financing is less than 2.5 billion, most of which is still deposited in the account.

This is caused by the difference in positioning, and it has been almost a year since the official launch of Xiaokang Southeast Asia, if Chu Yuanxi personally sits in charge, the cost will not be much less than that of the headquarters.

Now since he didn't do it himself, and he didn't even invest much energy, there was no reason to have high standards and strict requirements, and the dissatisfaction was nothing more than that others learned from me faster than me. The problem is that other people have more money......

Penguin's money is too much, and the key is that there are many allies, which is the accumulation of twenty years, and it is not something that Xiaokang can catch up with overnight. Thinking about it this way, the frustration is not so heavy, anyway, if he is frustrated, Chu Yuanxi knows that he will not be annoyed and angry and make extraneous branches at this time. He especially knew where the limits of his abilities were, and he really had no time to care about it at this moment.

Moreover, who said that the well-off label social transplantation that is effective in China will definitely be effective in Southeast Asia? The competitive environment is different, the competitors are different, and betting on Elizabeth itself is a gambling risk, but her ability and resource advantages are too considerable.

Chu Yuanxi's gambling is not very big, but he can calculate mathematical expectations, if the mathematical expectation of throwing one dollar is two, he may not do it out of aversion to risk, but if it is ten or twenty yuan, as long as he makes sure that he does not make a mistake in arithmetic, he will definitely not hesitate. Now since Brother Pony is willing to step on the pit first, let him go.

It's just that he always has a feeling that he can't get enough, and sometimes he blames himself for being slow and too demanding. Seeking success = seeking stability, and the business is more skillful in handling it technically, but it has lost the momentum of the storm in the original world.

Even if outsiders exclaim every day that the well-off is developing rapidly.