Author|Fang Fang, deputy editor of Forbes Chinese Network

"Our team members are all senior book lovers, their reading volume is unimaginable to ordinary people, their love for this industry is also unimaginable to others, friends who are familiar with us outside the circle know that eating with us is probably the most boring thing, because everyone at a table is reading books......"

"Our books, some are suitable for turning pages quickly on the subway, some need to be read and note-taking, and both are suitable – that's the complete read. ”

It's the best of times for book lovers.

At the beginning of this year, Premier ****** said that books and reading are the main carriers of the inheritance of human civilization, and that reading as a way of life and combining it with the way of work will not only increase the innovative power of development, but also enhance the moral strength of society.

Jointly established by Tencent Literature and Shanda Literature, Reading Group was born in March 2015, and the group manages and operates QQ Reading, Chuangshi Chinese Network, Yunqi Academy, Xiaoxiang Academy and other brands that originally belonged to Tencent Literature and Shanda Literature. As one of the initiators of the commercialization of online literature in China, Lin Tingfeng, the former co-founder and the current senior vice president of China Literature, is responsible for original content work and team management.

Lin Tingfeng has his own opinions on online literature, discovering and absorbing outstanding original writers, releasing the "2015 Forbes China Original Literature Billboard", and discussing the current commercialization of Chinese online literature.

The essence of online literature and the reading appeal in the era of "fragmentation" of the Internet

Lin Tingfeng believes that online literature is essentially the online evolution of traditional literature, especially traditional Chinese novels, but online literature has the unique characteristics of "faster, wider, more timely, more open, and more interactive" in the Internet era, which makes the threshold of literature unprecedentedly smoothed, and any netizen can try online literature writing as long as he has a dream. Moreover, because online literature has changed the relationship between readers and writers from one-way communication to two-way interaction, online literature is also subversive for the relationship between writers and readers.

At the same time, it is precisely because online literature has the characteristics of immediate, interactive and open, closer to readers, and has dynamic data measurement standards and user portrait systems, that compared with traditional literature, the target audience of online literature is clearer and more targeted, and it can achieve more accurate delivery, and copyright expansion can achieve clear style shaping. As a result, the operating costs and risk control of online literature will be more powerful.

Many people think that reading in the Internet era is a kind of "fragmented" reading, but Lin Tingfeng believes that even if "fragmented" reading is particularly obvious and prominent in the Internet age, no matter what era, the depth and form of reading ultimately depend on the reading needs and the differences of the reading population.

If the purpose of reading is to browse information and pass the time, then fragmented reading is enough – the technological innovation of the Internet provides a very good solution. But if you want to learn deeply, analyze or pursue a reading experience, then people still need to read deeply. Compared with shallow users, the presentation of reading is also different.

In this regard, Lin Tingfeng said that in the era of "reading for all", what China Literature Group has been doing is to meet the different reading needs of different groups of people. "Our books, some are suitable for turning pages quickly on the subway, some need to be read and note-taking, and both are suitable – that's the complete read. ”

In the future, China Literature will explore more diverse online original works to meet the needs of the "Reading for All" strategy, and at the same time encourage writers to create diversified creations through the upgrading of systems and activities, continue to build more writers' brands and celebrity IPs, attract more partners, and further explore the operation mechanism suitable for the Internet.

Create an original online literature business model to solve the return mechanism of the entire original literature

Lin Tingfeng believes that in order for original online literary works to be popular with readers, they must first be able to arouse readers' emotional resonance, which is the most important factor in winning readers, even if it is a fantasy theme; second, it needs to have distinctive characters and unique personalities of the work, which is the key to determining the height of the work, and it is also the fundamental place for readers to remember you; third, it is necessary to have abundant imagination and plot ability, that is, the ability to tell the story; fourth, the sense of reading should be good, for popular cultural products, if the threshold is too high and the reading difficulty is too great, it will inevitably affect the dissemination。

When selecting and discovering authors, we should have a forward-looking vision and pay more attention to the "people" themselves, rather than just looking at the level of previous works. Discovering a writer's ability, potential, and development direction from existing works is more important than judging a writer's current works. At present, there are many geniuses who have become famous in the field of original literature, but there are also many famous artists who have risen through the discovery of editors and the ability to inspire them that they have not even noticed.

In addition to discovering these outstanding original writers, if a platform can absorb and maintain these writers, it must start from three aspects: mechanism, profession and platform.

The first is the mechanism, which is crucial to provide writers with a mechanism with good returns, a clear upward path, and targeted support. In 2003, China Literature launched the VIP system, creating a business model for online literature and solving the return mechanism of the entire original literature, in 2005, it launched the Writer's Welfare and has continuously upgraded it to the present, giving writers clear support and incentive policies, in 2006, it launched Platinum Writers, which opened the way for writers' brand operation, in 2008, it designed a fan system to open the window of fan economy for writers, and in 2013, it launched the Writer's Grade, providing a clear upward channel for writers...... These innovations based on the needs of writers and the industry have also won China Literature a large number of writers.

The second is professionalism, which not only provides writers with plot corrections for their works, but also helps them manage business operations. The fundamental and ultimate embodiment of professionalism is people. What attracts writers is not only the reward, but also the ability of the team. A good editor can bring writers not only a plot correction of a work, but also a guide for their promotion and the main operator of their operation. The editors of China Literature have discovered and cultivated the vast majority of the original and well-known writers, which is also a key to attracting authors to choose them.

The third is persistence, a platform must have its own persistence. Writers pay great attention to the credibility of the platform, the way of thinking, and the formation of these intangible assets depends on the will of the team and the corporate culture. Lin Tingfeng said, "As mentioned earlier, through the professional team to discover, cultivate, through the mechanism to support and guide, through effective operation to promote and improve, through the persistence of long-term cooperation, to ensure the rise of writers...... Only in this way can we maximize the value of writers and the long-term development of the brand. ”

The "2015 Forbes China Original Literature Billboard" was released to better disseminate original literature

"There is no doubt that with the increasing influence of original literature, the value of IP, and the gradual recognition of industrial models, original literature needs a more authoritative, more concerned, and more valuable list to speak. Lin Tingfeng said that as a leader in original literature, China Literature brings together most of the well-known writers and popular works on the Chinese Internet, and they have the obligation to promote the construction of the "2015 Forbes China Original Literature Billboard".

The list is based on the merger and upgrade of a number of authoritative lists that have given birth to the vast majority of original literary masters and classic works, and is the first list released by China's original literature platform and authoritative media, which directly comes from and is oriented to works, writers, and readers, so it can best reflect the value of Chinese original literature and will play a great role in promoting the development of Chinese original literature.

The birth of the Forbes China Original Literature Billboard will be an important symbol and vane of the construction of the original literary value system, which can effectively solve the problem of ambiguous value of works, make most popular works have a unified and authoritative value standard and reference system, and enable readers, writers, the public, media and IP partners to grasp the value and popularity of a work through the list.