Pan-culture is the trend of the times in the future.

In the cultural industry academic circles before Zhou Fangyuan's rebirth, generalized concepts such as "pan-entertainment", "pan-life" and "pan-art" have been frequently mentioned, which have expanded the scope of the traditional ideographic system to a certain extent, and extended the breadth and depth of the old framework of meaning. However, the comprehensive application of the concept of generalization in the review of the cultural industry has impacted the rigor of academic research, and there is a suspicion of playing word games and committing academic fraud. Therefore, clarifying the basic connotation of the concept of generalization is a necessary prerequisite for understanding the definition of "panculture" and even other related terms.

From the perspective of semantics, the word "pan" has the following meanings: floating (rafting), revealing (red), diffuse, diffusing (flooding), impractical, superficial (empty, general), and generally (general, general). From these basic interpretations, it is not difficult to see that "pan" mainly describes the process of extending, expanding and diffusing from a certain object as the center to the relevant dimensions related to it, which is easy to fall into the general generalization and ambiguity of related events, and has the disadvantages of detachment from reality and lack of vertical segmentation.

On the one hand, the concept of generalization gets rid of the metaphysics of meaning isolation, and analyzes the cutting-edge trends of the cultural industry from a broader perspective and more comprehensive thinking, and on the other hand, it has a relativist tendency to deny the objectivity and conditionality of the relationship between various cultural elements.

"Pan-culture" is a new concept put forward in the context of the symbiosis of contemporary society and culture, which takes a certain cultural focus or traffic source as the axis, and horizontally develops culture within the limit of the cultural threshold acceptable to the public, so as to gather high-quality attention and achieve a double harvest of social and economic benefits.

Taking TV programs or online programs as an example, the so-called pan-culture is the "vernacular" of traditional cultural programs, that is, "the content is more close to the people, the distribution is more effective, the tone is younger, the expression is more diverse, the techniques are more fashionable, and the marketing is more personal". The type of programs with culture as the basic attribute and knowledge sharing, wisdom output, and spiritual pleasure as the basic mission are all pan-cultural programs. In short, "pan-culture" is the expression of innovative cultural content, so that the once lofty culture is more down-to-earth, more in line with the appetite of the people, especially young people, so as to obtain the innovative thinking of cultural marketing market dividends.

What is the commercial value of "pan-cultural" products?

For example, their "pan-cultural" strategy is to spread culture in the vernacular, so that the cultural symbols hidden in the pile of ancient paper can be presented to the audience with a new look through creative transformation. In the cultural market where the trend of user segmentation is becoming more and more obvious in the future, the criteria for evaluating the marketing value of programs no longer rely only on platforms and traffic, and the target audience for precise positioning will be the next "blue ocean" to control the direction of cultural production. Taking the "pan-cultural" vertical focus program "Round Table Pie" as an example, its main users are young elites aged 20-35, and most of them are Kochi people, firmly locking the "three high" users, and at the same time forming a brand premium, creating a multi-dimensional, far-reaching and three-dimensional program brand influence.

Customized brand placement is one of the effective means for "pan-entertainment" products to realize attention monetization and distinguish attention attributes. Through the in-depth excavation of product placement advertising and the brand value and image of sponsors, the "pan-culture" product has successfully completed the seamless connection between program content and corporate publicity, thereby alleviating the contradiction between commercial operation and content consumption. In the previous life, in the "pan-culture" program "Artificial Intelligence is Really Coming", Youku cleverly used customized content implantation and exclusive customization to create brand marketing methods for Changhong, and deeply analyzed the research results of brand intelligence between the dialogue between the host and senior leaders, and further consolidated the brand image of Changhong in the hearts of consumers.

In addition, the scene is the sum of the relationship between people and the surrounding scenery, and its core is the hard elements such as place and scenery, as well as the soft elements such as space and atmosphere, which are closely related to it. "Pan-culture" programs can give full play to the role of scenes and inject new attention into content marketing.

The cooperation between "Xiaoshuo 2017" and Dongfeng is a successful case of scenario-based content marketing.

In addition to the sponsorship rights and interests such as the release of the program catalogue and the customization of the title, Dajian students also made a special trip to Dongfeng headquarters to record a program with the theme of "car", and conveyed the concept of "unity of knowledge and action" of the brand by telling the history of the transformation of the car. In addition, the program cooperated with Dongfeng to carry out offline car-themed cultural salons in six key cities across the country, creating a cultural scene of interactive communication for the audience.

Building a healthy business ecosystem is a feasible way for "pan-cultural" products to create more business value.

The emergence of new models such as "culture + e-commerce" and "culture + entertainment" not only meets the diverse spiritual needs of users through rich pan-cultural content, but also realizes the cross-border integration of the cultural industry and maximizes the spillover effect of cultural value. The layout of Ali's pan-cultural ecosystem is to explore a new way of cultural production by building a complete closed loop of cultural commerce. The program "Fruit Biography" creates a visible and accessible interactive experience for users through the cross-border integration model of "culture + e-commerce", and fulfills the commitment of the development and diversified expression of the whole industrial chain of "pan-culture".

Therefore, "pan-culture" is an innovative exploration of the process of cultural content production and decoding, a mockery of cultural elitism and a worship of popular culture. The diverse expression of multiculturalism is the core connotation of "pan-culture", and the use of modern scientific and technological means and creative thinking to create pan-cultural content with a certain breadth and depth, so that culture can meet the audience in a more interesting, easy-to-understand, more secular and life-like way, so as to fill the gap between the expectation vision and personalized consumption needs, and complete the counterpart service of the whole industry chain from content production, distribution channels to audience consumption.

In a certain sense, "pan-culture" is a good way to promote the quality and efficiency of the cultural industry and promote the transformation and upgrading of the cultural industry.

The integration of culture and technology has given birth to a variety of cultural content expressions, changing the traditional paradigm of cultural communication, especially creating a new cultural format and content narrative mode with the support of the Internet. The way content is presented is closely related to the marketing concept of the product, and "pan-cultural" products try to meet the cultural needs of emerging audiences. The pluralistic interpretation of cultural content depends on the transformation of cultural communication media, which not only stays at the technical level, but also focuses on the reshaping of cultural values.

The circulation platform of "pan-cultural" content should be a comprehensive and intelligent network system that integrates the characteristics of shared production, flat production, diversified narrative and reasonable diversion. With the concept of sharing economy, we will cultivate a shared "pan-culture" and realize the creative combination of UGC, PGC and EGC production models. Win collective recognition guided by eliminating weak links in the value chain and eliminating backward cultural production capacity, so as to reduce the cost of realization and complete the extension of content derivative value. The pluralistic narrative under the leadership of UGC is the integration and correction of community creativity, and the diversion and diversion of various cultural information flows are completed under the decentralized trust mechanism of the blockchain, and a collaborative cultural content sharing platform is built.

From a certain point of view, "pan-culture" is not only the in-depth development of cultural IP, but also the extension of the cultural content industry chain and value chain.

The construction of the "pan-cultural" business ecosystem is based on the basic premise of the operation of the whole industrial chain of cultural content, and the application of reasonable means to increase the creative efficiency of cultural added value, stimulate the vitality of cultural content innovation, and accept the test of the cultural market and the challenge of the globalization of cultural competition with a new attitude and appearance. The establishment of the "pan-cultural" theoretical framework reflects the sensitivity of China's cultural industry research to capture the new dynamics of the cultural market, and also provides a new development direction for the practice of the cultural industry.

And in this "pan-cultural" circle, the core is undoubtedly IP.

Good IP, big IP, super IP, are all crucial.

So some people may wonder, how much is IP worth?

The measurement of the value of IP has always been a topic full of mystery, and if it is simply the price of IP licensing transactions, then the price of IP is not particularly high.

For example, for example, a year before Zhou Fangyuan's rebirth, the film and television adaptation rights of the head IP drama "Chosen Heaven" were sold for 16 million, and the total production cost of the show's public publicity was about 400 million soft girl coins, which means that the cost of obtaining film and television adaptation rights accounted for about 4% of the total cost.

The cost of an online drama with a production cost of about 20 million to 40 million yuan on IP is basically between 1 million and 2 million yuan (5%-10% of the total cost), and more online text IPs like "The Legend of Chu Qiao" were transferred at a price of 300,000 yuan in the early years. Even if a game buys a literary/anime IP, it is still difficult to pay tens of millions of dollars at one time. And transactions that can reach tens of millions are rare in the entire market.

Therefore, from the perspective of copyright trading, IP is not much of a business. So IP is certainly not measured by direct transactions. So in addition to direct transactions, are there other methods for calculating the value of IP, such as account sharing? If the account sharing of IP is also calculated, then the output value may be relatively high. So how much can you earn if you count the share of IP?

Before the rebirth, the total box office of the domestic film market probably did not exceed 55 billion, according to the model of all IP adaptations, and then the general account-sharing model (the film investment producer gets about 30%), it is difficult to imagine that the account sharing of the entire IP can exceed 10%, that is, the ceiling of the account sharing scale of the entire IP is 5.5 billion. Since most of the TV dramas and online dramas are toB (platforms and channels purchase broadcast rights) business model, it is generally difficult to divide the accounts of IP. This piece is almost negligible.

Another piece is the game, the output value of the entire game industry in 2016 is 165.5 billion, according to the idea of cinema movies, it is difficult for an IP licensor to imagine that it can share more than 10% of the revenue, so the ceiling is about 16.5 billion. In other words, the annual output value of the entire IP industry, obtained through account sharing, is about 20 billion, which is still the theoretical limit ceiling. Nowadays, there is a question mark over whether this output value of 1 billion is there.

There is also a market for derivatives licensing and sharing.

This market is theoretically very large, in fact, just look at the income gap between the box office and derivatives of the theater movies in the United States

The box office of The Lion King is 780 million, and the peripheral sales have reached 2 billion, while the box office of Star Wars is 1.8 billion, but the derivatives have achieved 4.5 billion.

In contrast, the proportion of revenue from derivatives and box office revenue of China's IP is a different story. In the case of theatrical movies, basically 95% still depends on box office revenue. The entire industry probably does not rely on derivatives for more than 10%. Therefore, according to this calculation, the limit of the domestic IP derivatives market is about 10 billion.

The missing part is actually the potential potential.

And with the rapid rise of the post-95 and post-00 generations in the future, the market is getting younger and younger, if a brand wants to survive for a long time and have super vitality, it must incubate IP.

The range that IP can cover is too wide.

, animation, comics, games, film and television, music, peripherals, toys...... As long as it is an entertainment project related to life, as long as you can think of it, the IP can be covered.

And on top of IP, there is also a super IP saying.

So what is a super IP?

It's very simple, when you can build a big IP, then the attribute of its own traffic can play a real role, just like when we mention Alipay, Taofeng and even Ali, the first thing that comes to mind is Brother Da Ma, which can be understood as "Brother Da Ma" has become a super IP.

In the past, an excellent logo, an excellent advertising slogan, and a beautiful story could be deeply rooted in the hearts of the people through the crazy bombardment of TV commercials.

However, in the era of the full popularization of the Internet and the inseparability of people and machines, the fragmentation of communication and the flattening of channels have made more and more ways for enterprises to publicize, although the single cost has become lower, but due to the variety of methods and dazzling, people can not grasp consumer preferences more accurately, which also prompts many enterprises to spend a lot of financial resources and energy. However, there are also many excellent companies that have begun to adapt to the market and found that the circle of the crowd is gradually formed, so it is particularly important to establish their own fandom.

The strong identification of IP allows consumers to quickly produce product associations, and the content is concentrated and the tonality is unified, making it easier to gather and solidify powder, and its malleability can also produce more and wider derivatives and derivative industries.

In today's era, in fact, there are many people who realize the importance of IP, especially those large enterprises, they even recognized the importance of IP a long time ago, but in terms of the use of IP and the development of its value, no one can compare to Zhou Fangyuan, in this era, no one understands IP better than him.