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Text: Lu Yue

Source: Deep Sound (ID: Deep-Echo)

When the movie “Nana” surpassed 5 billion dollars at the box office and Ye Xiu, the protagonist of “Full Time Master,” won dozens of endorsements... The two-dimensional characters who have created impressive results have already torn off the “niche” label, and the two-dimensional circle breaking campaign has already begun.

Currently, a two-dimensional “breaking circle” is not only a “breaking circle” at the level of public perception, but also refers to the improvement of the two-dimensional content ecosystem and the extension of the two-dimensional industry chain. The two-dimensional industry, which is close to 400 million people, not only includes ACGN (animation, comics, games, light novels), but has also expanded into various fields such as virtual idols, some filmed content, fandom creation, and derivatives.

From the expansion of upstream content to the development of downstream commercial value, the two-dimensional market, which has the main force of young consumers, has shown remarkable commercial potential. At this time, brands that need to maintain “youth” and popularity have also increased their demand for two-dimensional marketing day by day.

Differentiated layout of the head platform

Before entering the public eye in the second dimension, the Internet platform played a key role in helping it “break the circle.” Nowadays, by connecting content creators upward and linking various industries such as film, television, games, offline entertainment, and retail downward, the platform connects the entire industry chain as a “link”, and has also formed its own two-dimensional content ecosystem.

Due to differences in entry time and layout strategies, there are obvious differences between platforms in terms of two-dimensional content reserves and user size.

Looking at the two-dimensional field alone, Station B first used PGC content such as dramas and games to form a content and IP reserve advantage; secondly, it used UGC content to form links with PGC content to allow UP owners to interact with users, thus building a two-dimensional community with a cultural atmosphere and entry threshold. Based on the advantages of a vertical two-dimensional content ecosystem, Station B is currently moving out of two dimensions and continuing to expand its content ecosystem layout.

Tencent was the first leading platform to carry out IP derivative development and complete the comprehensive layout of a two-dimensional content ecosystem.

In 2015, after Tencent Video launched the “Youth National Comic Theater” strategy, the first step was to link online content with animation to launch a number of top IP productions such as “Breaking the Sky” and “Full Time Master”. Since then, Tencent has also collaborated with more external producers through foreign investment and cooperation to launch a number of national comics such as “Qin Shi Mingyue” and “Under One Man.”

After owning a certain amount of leading titles, Tencent began developing the entire industry chain in 2018. Many works were derived from online articles, comics, and animations to film and television productions and games. At the same time, leading IPs were also authorized externally to obtain more development space. The layout of the entire industry chain has penetrated a huge number of pan-two-dimensional users in all directions.

In contrast, the layout of iQiyi and Alibaba is quite special — the two do not compete at the level of content and IP reserves, but are based more on their core strengths.

On the one hand, iQiyi has carried out a routine exploration layout to form a complete model for opening up content such as comics, movies and TV dramas, online movies, games, and live streaming. On the other hand, it focuses more on trendy culture, such as creating an original virtual idol brand, creating a derivative IP image for homemade content, designing peripheral products, etc. From an overall perspective, it has broken out of the traditional two-dimensional field and developed in the direction of “pan-two-dimensional entertainment.”

Alibaba, on the other hand, has made full use of the advantages of e-commerce to directly build a two-dimensional consumption scenario with e-commerce as the core. Youku, which is upstream in its ecosystem, provides Alibaba with essential animation content resources.

The key points of two-dimensional marketing

Facing a two-dimensional trend of intense development, platforms have already been laid out, but how can these platform resources be transformed into valuable marketing resources for brands? As Tencent, which has accumulated deep experience in the two-dimensional field, is also injecting sustainable development impetus into today's market with an attitude of “racing at speed.”

Among many platforms,Tencent's advantage lies in its two-dimensional content ecosystem built on strong content and IP reserves.

Currently, Reading, Tencent Animation, and Tencent Gaming have jointly formed Tencent's three major IP incubation bases. The leading creators of the Jinjiang City of Literature are its strong foreign aid. At the same time, Tencent has obtained nearly 2,000 domestic and international partners through investment and cooperation, such as AXIS STUDIO, a British company that produces “Love, Death, and Robots,” and the television and beauty studios that produce “Full Time Master” and “Master of Magic,” etc.

With strong IP incubation capabilities, Tencent Comic's IP reserves currently account for 90% of the industry. As of July last year, Tencent Video's animation IP reserves reached 124; by the end of 2017, Tencent Animation had over 50,000 authors serialized online; as of November last year, Tencent Games had launched 480 products for China and overseas markets; and has dozens of online reading platforms, and currently has 11.7 million titles in reserve.

The rich and diverse collection of high-quality content has attracted more young users who love the second dimension. Currently, the monthly activity of the Tencent Video Animation Channel, Tencent Animation, and Reading Text has reached 150 million, 120 million, and 220 million, respectively, and the number of users of Tencent games worldwide has exceeded 800 million.

Looking at the platform ecosystem, Tencent has already focused on two-dimensional IP to jointly incubate content on multiple platforms, reaching users in multiple scenarios with diverse presentation forms such as novels, animation, games, and music, while also creating opportunities for commercial monetization of content.

From the perspective of the other end of business—the brand, a perfect two-dimensional content ecosystem has also brought more opportunities and value to brands.

First, the platform has leading content and IP reserves, which is a prerequisite for brands to carry out marketing with mature two-dimensional IP.

Similar to the logic of brands seeking endorsements from top celebrities, two-dimensional marketing also places high demands on the influence of IP. For example, the domestic brand Li Ning will choose to cooperate across borders with “QQ Dazzle”, which has a history of more than 10 years, and the new tea brand Meco collaborates with “Wang Zhe Rongyao,” which has a history of more than 10 years.

Second, compared to direct placement and implantation in three-dimensional scenarios, two-dimensional marketing often has a more long-term effect.

What two-dimensional users chase is content, is more important is whether the IP image has a complete story and worldview structure, and whether it has vivid vitality. As can be seen from examples such as the diversified collaboration between Lovellido and “Master Mage,”Because there is a complete story, brand marketing can achieve more forms of cooperation, and two-dimensional protagonists can have vitality, and in turn become virtual idols with no difference in commercial value from entertainers and celebrities.

Furthermore, the formation of a two-dimensional content ecosystem means that IP has greater scalability and can achieve joint development across dimensions and scenarios, while brands can connect with young users through various forms of gameplay to achieve brand perception and consumption transformation.

The collaboration between “Master Mage” and Loadot is a typical example. In the marketing process, Cuiduo has achieved four layers of co-building with IP: one is to achieve content co-construction through full-film implantation, customized content, and creative insertion; two is to achieve product co-construction through IP customized product sales; three is to launch microblogging topics, allow the protagonist to enter the Tencent video fan community, Doki, and WeChat to achieve communication co-building; and fourth, it uses offline comic shows, pop-up stores, etc., to achieve co-building of an entertainment experience with IP.

Similarly, the collaboration between Unification Laotan and “Master of Magic” has also adopted a variety of creative marketing methods, such as creative insertion, product customization, fan activities, offline subway marketing, etc. Among them, the interesting one is that Unification is oldAltarAfter the launch of the co-branded version of the anime version of “Master Mage,” an interstitial advertisement with a joint collaboration also appeared in the screenplay “Master of Mages,” or “Chen Qingling,” which directly enabled the protagonists in the two dimensions to have a dialogue across the dimensions of the comic, which is quite creative.

Both Loaduo and Unify the World are in two-dimensional content marketingIt has opened up various scenarios such as entertainment, social networking, and consumption, and has not only increased brand awareness and effectively conveyed brand value, but also achieved real transformation results.At the same time, whether it's from online marketing to offline pop-up stores, or brand marketing from anime to live-action content, this kind of cross-dimensional, cross-scenario gameplay is helping brands expand their circle in a shorter path and faster, and achieve more efficient brand transformation.

From cross-scenarios to cross-dimensions, Tencent has formed a complete set of two-dimensional content marketing practices and accumulated many successful cases. It has shown impressive performance in both brand image building and direct purchase conversion.

The layout of the platform in the field of two-dimensional content is not an overnight success. For brand owners, a more comprehensive and complete ecosystem means more marketing resources that can be mobilized, as well as a way of playing that can better show the personalized characteristics of the brand. However, being able to break out of the two-dimensional, full-link reach that is not limited to vertical platforms is the key for brands and two-dimensional IP to co-create, jointly break through vertical audiences, and expand their influence.

As far as brands are concerned, the key now is to find and form a two-dimensional content marketing style suitable for themselves as soon as possible, and to occupy a two-dimensional label that matches themselves through IP and platform cooperation that suits them as soon as possible, so that they can take advantage of the rapid growth of the two-dimensional content ecosystem to achieve mutual benefit and win-win situation.

Please refer to the “2020 Tencent Two-Dimensional Marketing Plan” for part of the content of this article

(Disclaimer: This article only represents the author's opinion and does not represent Sina's position.)