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What is the "new literary creation" mentioned in Ma Huateng's open letter?
Ma Huateng: Tencent will continue to adhere to the IP strategy, "through the new way to create more users and young people, access to high-quality digital content consumption experience." Before the opening of the annual Tencent Global Partnership Conference, Ma Huateng used an open letter to explain Tencent's strategy and direction after "the third major strategic upgrading and structural adjustment". Under the background of "seven changes and six changes" of business groups, Ma Huateng's speech focuses on the first is the industrial Internet, and the second is the content strategy. Compared with the industrial Internet strategy used to deal with the "second half of the Internet", the content area of social integration is the cornerstone of Tencent Building. UGC, PGC, IP... In addition to these industry trends, Ma Huateng mentioned how to deliver high-quality IP to users: "Through the way of new creation, more users and young people can get high-quality digital content consumption experience."
This is the first time that Ma Huateng talked about "Xinwenchuang" in public.
What is New Literature Creation?
From "Pan-Entertainment" to "New Literature Creation"
In April 2018, as one of Tencent's most important activities, its UP annual release changed its name from the theme of "pan-entertainment" which lasted for many years to "New Creative Ecology Conference".
At this conference, Cheng Wu, vice president of Tencent Group and chief executive of Tencent Film Industry, first put forward "New Literature Creation" - a more systematic development thinking: through a broader main body connection, promote the mutual empowerment of cultural value and industrial value, so as to achieve more efficient digital culture production and IP construction. Since 2012, Tencent first put forward the "pan-entertainment" strategy in the industry. In the past six years, Tencent has initially built a "pan-entertainment" ecosystem with IP as the core, covering games, literature, animation, movies, electronic competitions and other businesses. This is also China's largest cultural network, precipitating hundreds of millions of users from around the world. According to the interpretation at the conference, "New Literature Creation" is a further upgrading on the basis of "pan-entertainment", and also a brand-new strategic thinking on Tencent's cultural dimension. There are three reasons for this change: first, the development of the Internet has entered a new stage, and the Internet has really become the "water" and "electricity" of the whole nation; secondly, in China, the new creation ecology based on the Internet has begun to take shape. Finally, the driving force of new technologies has increased. "The changes and symptoms of the above three dimensions remind us that digital culture is not simply a way of digitalizing and networking culture, but a new way of cultural production and dissemination." Cheng Wu said, "Here, I want to call it Xinwenchuang."
Unlike the general concept of culture, "New Literature Creation" emphasizes cultural value. Cheng Wu further elaborated the cultural value of "New Literary Creation" in his speech entitled "Constructing New Literary Creation Ecology and Creating Chinese Cultural Symbols" at the China International Conference on Digital Entertainment Industry in August. In his view, although the entire digital literary industry in China has developed rapidly, but "the rapid expansion of cultural output can only be regarded as just setting up a strong"chassis", but in order to really strengthen the cultural industry and gain cultural initiative in the global scope, we must have a breakthrough in"height"and create a truly influential cultural symbol." He said that this was the internal motivation for Tencent to upgrade "pan-entertainment" to "new literary creation". As a way of cultural production in the new era, "the core purpose of new literary creation is to create more Chinese cultural symbols with wide influence."
The cooperation between Tencent and Dunhuang Research Institute can explain what "new literary creation" is: deep cooperation in many dimensions, such as games, music, literary design, and various digital innovations to attract young people to become "providers" of Dunhuang culture in the digital era. For example, in the game product "The Glory of the King", Dunhuang murals as the theme of the heroic skin - "Meet the flying sky". Skin, a game term, refers to the user in the game behavior of a systematic image packaging. In order to restore the image of flying sky in Dunhuang murals as much as possible. Under the guidance of three experts from Dunhuang Research Institute, 22 designers have consulted a large number of documents and materials, which lasted for half a year and underwent repeated revisions of dozens of editions. Finally, an example of color was formed: the color of lead, red iron, blue stone and blue rutile commonly used in Dunhuang murals in the flourishing Tang Dynasty was selected as the main tone of this skin. Pan-entertainment mainly connects business partners. In addition to business partners, "New Literature Creation" also connects such diverse cultural subjects as Dunhuang Research Institute, and gains stronger support from the space with more cultural value.
Upgrading core assets In the previous "IP Evaluation Report 2017-2018" issued by Beijing Cultural Expo, Tencent has become the most important IP builder in China by holding or participating in the development of 110 IP. Alibaba ranked next with 24 and 19 perfect worlds. As the aggregation of all the values of cultural industry, IP is actually the core index to measure the competitiveness of enterprises in the cultural field. Tencent's leading position comes from its comprehensive and cross-disciplinary layout of "pan-entertainment". Ma Huateng has mentioned the importance of IP many times. In 2016, when attending the NPC and CPPCC sessions, Ma Huateng repeatedly emphasized that the value of "high quality IP" is the core of "pan-entertainment" strategy. When he attended the National Two Sessions in 2018, he put forward "Cultural IP with Chinese Characteristics". With the development of technology and the emergence and symbiosis of animation, literature, film and television, music and so on, we should promote the integration and innovation of "science and technology + culture", create cultural IP with Chinese characteristics, promote the coordinated development of ecology within the cultural industry, between industry and social fields, and build industrial development, cultural prosperity and value. Broad digital culture in China.
At that time, he also talked about the in-depth cooperation between Tencent and classical cultural IP such as the Forbidden City, the Great Wall and Dunhuang. "This validates the feasibility of promoting the activation of traditional culture by the application of science and technology and enabling classical IP to gain new vitality in the digital age." However, China's IP construction is also the epitome of the development of cultural industry. Over the past seven years, the total output value of China's cultural industry has risen from less than 4 trillion yuan to 10 trillion yuan. Promoted by the Internet and mobile Internet technology, culture has really changed from the white snow in Yangchun to the essential consumption of ordinary people. However, there is a situation of "industry is big but not strong, works are many but not refined", and there is no IP of contemporary culture with world-class influence. As one of the most important core assets in the field of content and culture, Tencent obviously also needs to make IP more viable, more influential, more cross-domain products and a wider user base. The task is to strengthen cultural values. For example, let "The Glory of the King" draw more nutrition from traditional culture.
In fact, "New Literature Creation" still takes building IP as its core. In this latest open letter to global partners, Ma Huateng stressed that he would continue to adhere to the IP strategy in the content field, "Let UGC and PGC nourish each other and form the most dynamic IP-generating soil." The short-term goal of IP construction is "we also hope to work with partners to help more excellent IP get cross-platform, multi-modal development opportunities." "Xinwenchuang" will obviously become Tencent's methodology in content and culture, in order to "let more users and young people get high-quality digital content consumption experience."
How to support IP is actually a common challenge faced by the Internet culture industry. In the years of rapid expansion of industrial scale, especially under the pressure of capital return, the hidden concern of high growth of cultural industry has gradually become obvious: a large number of works, especially the products of small and medium-sized enterprises, blindly pursue fans'economy and the realization of IP traffic, rough quality, causing audience dissatisfaction and regulatory concerns. The extensive mode of industrial growth needs to be reversed, and the value of culture itself needs to be emphasized.
Internet entered the second half, so did Internet culture. How to make better use of "Xinwenchuang" to increase IP assets is Tencent's attempt to start. Source: Wen/Yang Meng, Reporter of National Weekly of Finance and Economics