In the planning case of Tang Qingyou and Zou Jianfeng, from the very beginning, they analyzed a cruel fact to Jiang Rui: the positioning of Qiao Drama Center is drama, and at present, it is the easiest category at home and abroad to survive or even make a loss, which is children's drama. But Qiao can't position children's dramas as the primary content.

The cultural and creative park to which Qiao belongs, with tens of thousands of employees in thousands of enterprises, mainly college students who have just graduated or even not graduated, are young as a whole, and the unmarried rate may reach more than 80%.

The location of the cultural and creative park is the junction of the old area and the high-tech zone, and there are not many surrounding real estate, and it is not enough to expect residents to take their babies to "cross the border".

In this way, the positioning of the Cultural and Creative Park should be youth drama, avant-garde drama, and experimental drama...... This problem arises again, the most prosperous and mature cities in the drama market, especially the drama market, are Beijing and Shanghai, and even Guangzhou is only in the exploration stage. How easy is it to build a professional drama center or even incubate a cluster of theatrical performance institutions in cities other than the north?

At this point, it seems that the "happy twist mode" has become the best reference model.

However, Tang Qingyou believes: "The model of any institution should not be copied. If it is not combined with the actual local situation, the implementation must be unsuitable in the end. This is the same as tailor-made clothing, customized clothing is worn by another person, no matter how similar the figure is, the temperament may not be able to set off the clothes. ”

Jiang Rui very much agrees with Tang Qingyou's opinion: "That's right, like the value of a human being, you must be a living natural person, not a clone." ”

It's one thing to agree on an idea, it's another to come up with a strategy.

Tang Qingyou and Zou Jianfeng first got the traffic data of several gates from the Management Committee of the Cultural and Creative Park, asked Zhanpeng to help send interns to do a market survey of the park, and at the same time personally observed the ecological situation of the park for a week, before making data support for the planning plan.

In the first stage, the introduction of a lighthearted and hilarious youth drama will be placed in the evening from Monday to Friday, so that the young people in the cultural and creative park can have dinner nearby after work, and then go home after watching the performance.

Most people are reluctant to return to the workplace on weekends unless they work overtime. Therefore, on weekends at Qiao Drama Center, parent-child interactive micro-theaters can be launched during the day, and word-of-mouth dramas can be introduced at night or reserved for renting venues for the annual meetings of enterprises in the park.

The second stage is self-made content. After the introduction of repertoire is stable, invest in self-made performance programs, 1-2 formal dramas or avant-garde and experimental works a year; In the daily content operation section, self-made urban stress reduction drama courses are offered on weekends, art appreciation courses for customized employee benefits for enterprises in the park, and art professional training courses related to cultural and creative industries; In addition, it can also be a youth drama incubation base, which can be directly linked to the drama incubation projects of colleges and universities, and do market-oriented content selection, secondary packaging, and channel operation.

In the third stage, internally, the Qiao brand will be launched in the local port, and the operation right of the small theater in the local port will be won through continuous and horizontal means, forming a small theater cluster in the city; Externally, the self-made content will be delivered to the tour and three-dimensional operation of its own IP, and at the same time, the self-operated management model and self-made content will be systematized and copied to other urban parks in China to achieve brand output.

As for the "three-legged" strategy, Tang Qingyou said: "From the perspective of scientific principles, three points can determine a plane, which is the most stable state. Moreover, people don't all say that three-legged toads are hard to find, and two-legged people are everywhere. Then let's make that hard-to-find three-legged toad! ”

The three legs that Tang Qingyou refers to are: one is "bringing in, going out, and spreading out": the so-called introduction is the introduction of high-quality performance content and talents; Going out, one refers to the incubation of self-made works to the whole country and even around the world, and the other refers to the output of the management model; As for the "opening of the shop", it mainly refers to the incubation and self-control ability of combining local resources, as well as the ability to pave the brand of local small theater resources.

In another sense, Tang Qingyou's "three legs" can also directly refer to the overlap of the "three stages".

In short, Jiang Rui was extremely satisfied after reading the plan book and listening to Tang Qingyou and Zou Jianfeng's supplementary explanations, which can be said to be shocked by Tang Qingyou again.

Therefore, Jiang Rui rushed over from Beijing to host the opening press conference of Qiao Drama Center, and in front of hundreds of Chinese and foreign media and guests from all walks of life, he directly threw out "The soul of Qiao is none other than Mr. Tang Qingyou." In the future, Mr. Tang will take the lead, and please support my colleagues. A deep bow.

Tang Qingyou, who was standing in the middle of the rostrum, faced the cameras and magnesium lights one after another, holding a little face that was almost stiff with laughter, and he was full of emotion in his heart.

The old sign of the drama queen has become the golden resume of the artistic director of Qiao Qiao, and more than half of the media colleagues and guests in the literary and artistic circles are familiar faces, especially the reporters in the media circle, who have dedicated the most colorful words in their careers to Tang Qingyou.

Two years ago, Tang Qingyou was treated as a newcomer who had just debuted, and everyone was stunned to see such a gorgeous turn, and everyone felt like a dream. Who would have thought that there was a "big man" "lurking" around him? No wonder we had such a pleasant time together!

As a result, a report titled "Brand promotion takes content first, personal brand speaks with ability - the drama queen has been undercover in the north and south cinemas for two years, and Dapeng spreads her wings and wants to fly high after learning from the experience" swept up the literary circle, and the author is Xia Lin, the editor-in-chief of "Brand World".

In fact, the preparations for the opening of Qiao are not easier than those of the Nanshan Grand Theater.

After all, when the Nanshan Grand Theater opened, Tang Qingyou was only the brand and publicity director of the operation center, and he was responsible for nothing more than market channels and media publicity. Now, she needs to stand at the highest point and do the overall coordination, the content has increased innumerably, the pattern has expanded many times, and there are more aspects that need to be taken into account and considered.

For Tang Qingyou, the first thing is the problem of content introduction. She pulled Zou Jianfeng to calculate the annual operating funds, if the average of five performances introduced every two weeks and the box office was zero, their annual funds would be exhausted in the summer. Of course, the box office certainly can't be zero. If the organic box office in the first year is calculated at 50%, they can only barely break even, and don't want to do any more business.

As a result, brand investment and commercial sponsorship of the project have become important sectors that need to be considered at the beginning of the layout.

Brand planning and operation is Tang Qingyou's strength, Zou Jianfeng basically didn't want to think about it, and looked at Tang Qingyou with both hands: "Sister You, you must give a strategy for this, and I will implement it!" ”

Tang Qingyou is naturally the one who takes it. After turning her mind for 180 circles, she tried a plan, and what she didn't expect was that this plan directly followed the growth of Qiao Drama Center, and finally formed a win-win situation, driving the literary and artistic prosperity of the whole city.

Tang Qingyou's idea is actually very simple, Qiao is still in its infancy, the team has not yet been formed at this time, even if the operation team is quickly formed, it will take a period of time to run in, and Rome is not built in a day, how can a complete channel system be in place in one step? The brand operation and promotion of Qiao requires the cooperation and support of a third party.

Once the strategic direction is determined, it is necessary to look for strategic goals. Tang Qingyou filtered all the cultural and media institutions in the port, and even the old partners such as Chuxin Network Technology and Yuhui Media, she made careful considerations, and finally she locked the Radio and Television Group and found Li Chaoran.

In the previous round of contact between her and Li Chaoran, they knew each other well, they were both young women in the new era who loved literature and art and insisted on their hearts, and they had common interests and similar values. From Tang Qingyou's point of view, Li Chaoran has a vigorous career ambition and expansion energy, and she is instinctively optimistic about this future media star. Judging from Li Chaoran's background as a returnee and her overseas practical experience, she is also very different from the traditional people who are paid "steadily and steadily" in the general system, and she is a pacesetter who is full of chicken blood and ready to fight at any time, and it is the time when she urgently needs a pioneering project to prove herself. After careful consideration, Tang Qingyou pressed the chips on Li Chaoran.

The two are also familiar with each other, and they directly entered the cooperation negotiations without too much introduction. After several rounds of ideological collisions, the final situation was not only out of Tang Qingyou's original expectations, but also a perfect "industrial upgrading" and mixed ownership attempt - the final result of the negotiation was that Qiao and Radio and Television Group jointly funded the establishment of Aoguang Culture Brokerage Co., Ltd., the main business is to contract Qiao including the promotion of theater performance projects, the development of derivatives and brand promotion, channel construction, distribution, etc., and the derivative business is professional children's art training that is different from the training program of Qiao Theater. ——For a long time in the initial stage, children's training became the largest and most stable source of business income.

In order to ensure the implementation of the operation, Tang Qingyou insisted that Li Chaoran personally serve as the general manager of Aoguang Company, and insisted that the media channel guarantee support plan of radio and television be included in the annex to the joint venture contract. ——Professor Ming Lan, who has retired to the media world and has a place in the academic world, heard about it, and scolded Tang Qingyou for being a "little fox", Li Chaoran quite agreed: "Sister Lan, you are really good to introduce!" Knowing Yoyo, abuse and abuse, can save me several years of detours! ”

In addition to ensuring business promotion channels, she actually has another consideration in her heart: after outsourcing the marketing work, the core team of Qiao can be positioned as the content editing team, so that it is easier to settle down and incubate the works. Of course, team building is a top priority here.

The personnel power is in Tang Qingyou's hands, but she didn't say who she wanted to use, and only let Zou Jianfeng "watch it".

Zou Jianfeng really "looked at it". First of all, he has to recruit an assistant for the number one Ms. Tang Qingyou, right? So, he recruited the first candidate assistant for Tang Qingyou, and gave Tang Qingyou a big surprise first.