Perfect Superstar

Since the birth of movies, this entertainment industry has grown to a huge scale today.

In 2016, the global movie box office was 45 billion U.S. dollars, but this is only a part of the film industry. The overall industry scale exceeds 200 billion U.S. dollars, and it maintains a continuous growth trend.

The American film industry, represented by Hollywood, occupies more than half of it. In the past ten years, the domestic film industry has developed vigorously, and the market size has become larger and larger. The box office has not lost to the United States, and domestic films are no longer beaten by Hollywood films. The army was defeated and grabbed a fairly large piece of cake.

However, in many aspects, there is still a huge gap between domestic films and Hollywood blockbusters, and the most typical one is undoubtedly the peripheral products of films.

The box office of many Hollywood movies, especially comic-book adaptations, only accounts for 15-25% of the total revenue. In addition, most of the value is generated by peripheral products, brand licensing, and copyright transfers, and the profits are astonishing.

For example, the net profit of movie peripheral products can reach 50-60%, which is much more than the box office share. However, domestic movies have not made achievements in this area for a long time. The studios basically gave up on that one.

The reasons for this are complex.

And this phenomenon was broken by "A Chinese Ghost Story" last year. The sales of peripheral products of "A Chinese Ghost Story" exceeded 100 million. At that time, there was an earthquake in the industry, and many people cast their eyes on it.

"Youth Jianghu Journey", which was released in the summer, launched a lot of peripheral products. As a result, the movie failed at the box office and the audience's reputation was bad. Even these peripheral products were backlogged in the warehouse, and finally sold out at a loss.

What everyone didn't expect was that the first part of "Swordsman" produced by Chen Fei Media not only spent tens of millions of publicity expenses but also invested huge sums of money in peripheral products when the market situation was unfavorable. It appeared in stores in major theaters on the first day of its release.

Many people in the circle think that Lu Chen was overwhelmed by the success of "A Chinese Ghost Story", and when the market reputation of martial arts films has been ruined, he dared to spend money on peripheral products, which is simply throwing money into the water .

As a result, the facts slapped these people in the face. The sales of "Swordsman" peripherals continued to soar with the growth of the box office. It only took 8 days to break through 100 million. Breaking the record of "A Chinese Ghost Story" is not a problem at all.

Among the peripheral products of "Swordsman", the best-selling mobile phone case, a variety of martial arts-style mobile phone cases suitable for popular smartphones sold a total of 1.5 million units, calculated based on the average price of 28 yuan / piece, This alone achieved sales of 42 million.

And everyone knows that the manufacturing cost of a product like a mobile phone set is very low, even with the dividends for surrounding stores, Chen Fei Media can earn at least 30 million!

There are also things like hand-made, stationery, toys, simulation props, etc., where the huge profits are simply enviable.

Colleagues watched eagerly, and at the same time they were looking for answers.

Why is Lu Chen's movie so successful, and why is "Swordsman" such a big seller?

"First of all, you must have self-confidence..."

In a certain private club in the capital, when Li Mushi curiously asked Lu Chen this question, his answer was simple: "If you don't have confidence, how can you succeed."

In terms of peripheral products, domestic films have never been confident, because there are too many failure examples, which makes the producers dare not invest in it, and do not pay attention to it.

The habitual concept of domestic filmmakers is that Hollywood blockbusters are dominated by movie peripherals. It is enough to mix domestic peripherals with familiar faces and meanings. As time goes by, everyone gets used to it.

But Lu Chen's thinking is different. He attaches great importance to the peripherals of the movie and is willing to invest in it.

For example, the design of peripheral products is hired by the best domestic designer team, and the processing and manufacturing are also outsourced to related companies with first-class strength and technology.

Never shoddy scam money.

For hand-made dolls, there are a few dollars for a few dollars, tens of dollars for a few tens of dollars of craftsmanship, and hundreds of dollars are not uncommon, and the quantity of production is also critical.

Lu Chen is willing to spend money and dares to spend money, so whether it is "A Chinese Ghost Story" or "Swordsman", the quality of the peripheral products released can be comparable to those of Hollywood blockbusters, and the quantity for one order is enough Huge, the cost has been reduced, and it is more than a little bit stronger than domestic counterparts.

Like a mobile phone case priced at 28 yuan, the material is the best plastic, non-toxic and environmentally friendly, and it feels first-class. The printing adopts the most advanced technology, which can guarantee that the pattern will not fade for 5 years.

Although the cost is high, Chen Fei Media ordered 5 million units in one order, which was naturally diluted.

Most of the people who are willing to spend money on peripherals are real fans, but even real fans are not money bags that can be fooled casually. They can naturally tell whether a product is made with care or not.

Therefore, the big sales of "Swordsman" was not a fluke. First of all, it was based on Lu Chen's confidence in the movie's box office, and he got the corresponding rewards if he dared to invest and spend money.

Other film companies may not have such courage.

"The sales of peripherals have exceeded 100 million, and the box office is almost 1 billion..."

Even though Li Mushi came from a great family and holds a Nasdaq-listed company in her hands, she couldn't help but feel jealous: "Including brand licensing and so on, there will be 2 billion in the end, ten times the output!"

"This is just a movie, I want to start a movie company..."

Chen Fei'er smiled and said, "Sister Mu Shi, your crowdfunding network is no worse than any other movie company in China."

Li Mushi shook her head and said: "The market value may be comparable, but the profit is really not good, the competition is too great."

After Crowdfunding was successfully listed on NASDAQ, similar website companies sprung up like mushrooms after rain. Although the former accounted for more than half of the market share, the pressure of competition was also enormous.

The result of fierce competition is the decline in profits, and in order to ensure market share, investment must not be reduced at all, and the profit is really not as good as that of Chenfei Media.

After vomited bitterness, Li Mushi's beautiful eyes rolled and fell on Lu Chen's face, and said, "Mr. Lu, you are a shareholder of Crowdfunding. You can't just take dividends and do nothing, right? Hurry up and think of something new!"

Lu Chen spread his hands: "What new tricks can I have, I've already given up on it."

Li Mushi is unreasonable: "That won't work, don't you have a lot of ideas? If you come up with an idea for a new industry that can go public, I'll let you go today!"

Lu Chen was speechless—do you really think he is an omnipotent god?

However, he still has some ideas.

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