Contemporary Oriental wants to create a "film and television + wedding" characteristic town and open up new areas of common sense

on September 12th, Contemporary Oriental announced that the company and a company in Shanghai jointly funded the establishment of a new company, and the joint venture "Love Industry" will be based on love, extended by affection, and with the theme town as the core carrier to promote the integration and realization of high-quality IP.

original title: love is also Productivity Contemporary Oriental wants to create a special town of "film and television + wedding"

recently, Su Xiangmao, founder and developer of WePhone, committed suicide and said in his suicide note that he was "forced to death" by his ex-wife's 10 million break-up fee, which also pushed Jiayuan website, which provides him with dating services, to public opinion. Today, the contemporary East of the film and television circle is also targeting the "love industry".

for this investment, a contemporary Oriental insider told reporters that there are unlimited opportunities to try in the unoccupied market, and the industrial extension with characteristic towns as the carrier will also bring new increments to their own business.

strong > the love culture industry is still in the conceptual stage / strong >

on September 12th, Contemporary Oriental announced that it and Shanghai Mozhima Qi Meng Culture Communication Co., Ltd. (hereinafter referred to as Mozhima Qi Meng Culture Co., Ltd.) jointly invested 10 million yuan on Sept. 11, 2017 to establish Contemporary Mama Co., Ltd. (hereinafter referred to as Contemporary Mama).

according to the description in the announcement, the contemporary Mama's "love industry" is based on love, extended by affection, and with the theme town as the core carrier. combined with love photography base, wedding clubhouse, wedding commercial street, film workshop, parent-child experience hall, leisure suburban travel, etc., covering couples, husband and wife, parent-child and other people.

however, the reporter combed the announcements of a number of listed companies and found that the current cases of film and television companies in the layout of the love culture industry are very rare. And a contemporary Oriental insider told reporters that this is a small amount of investment "attempt".

it is understood that Maqimeng Culture, a new company established in Shanghai in March this year, has only been in operation for about half a year, and has not disclosed the relevant projects and cases of operation. In this regard, the above insiders said that although the establishment is not long, but its operation team has rich experience in the field of love industry.

Huang Guofeng believes that choosing a company with a wedding background may actually be a more advanced wedding service, but with a layer of cultural brilliance. Industries related to culture and entertainment may hatch new industries, but more may not have formed a scale, and the love culture industry is still in an early "concept" stage.

however, even though the contemporary East has great confidence in the love culture industry, according to Jia Mingle, a securities media analyst, the current formulation of love culture industry is relatively "fresh" and is not supported by mature cases and related data. The above investment has a certain degree of coordination with the main business of the contemporary East, but due to the long investment cycle of the characteristic town, it may not contribute much to the performance of the contemporary East in recent years. The market pays more attention to the love and marriage industry, and the contemporary oriental investment projects in the future may come more from tourism income.

Huang Guofeng further said that the contemporary Oriental partner is a company with a wedding background, and its purpose may be more to "cash out" and upgrade the marriage industry.

while contemporary oriental insiders say that the reason why the love culture industry is proposed is that this investment is not only limited to love and marriage, but along the company's strategy to bring increments in the film and television foundation.

strong > New areas remain to be explored / strong >

in fact, it is not uncommon for film and television companies to extend their industrial chain relying on characteristic towns. Before the contemporary East, Huayi Brothers also built a movie town.

Yang Yanfeng, a special researcher at the Tourism Center of the Chinese Academy of Social Sciences, told reporters that the film and television company's choice of the layout industry of characteristic towns is the current situation of the industry in which the cultural tourism industry is constantly upgrading, and the characteristic towns are just at the "tuyere".

with regard to this investment in contemporary Oriental, Yang Yanfeng said that cultural travel projects with the theme of love are also subject to regional choices. For example, at present, in the domestic market, wedding tours in coastal cities such as Qingdao, Xiamen and Sanya have greater geographical advantages. And the north, Guangzhou and Shenzhen have a strong market attribute in weddings and wedding banquets. Therefore, whether the characteristic town chosen by the contemporary East has a better location advantage is also one of the key factors affecting the future progress of the project.

talking about the specific construction mode, address selection, and operation mode of the characteristic town, the contemporary oriental insider said that it is still under exploration, and it is hoped that in the future, based on the characteristic town, the content production, movie IP, and love elements will be built into a perfect industrial chain.

Yang Yanfeng said that literature and travel projects with the theme of love and family affection need to go through many stages from planning to landing, and as the contemporary Orient, which is testing the waters in the love culture industry, is also in the early stages of the industry. from planning, implementation, landing all need to constantly explore.

Jia Mingle suggested that the contemporary East can inject some formed projects and film and television elements into characteristic towns to enhance the interaction with consumers. If the cooperation project is launched, most of the income may come from tourism revenue.

however, Jia Mingle also mentioned that as the construction of characteristic towns is also faced with the problems of large investment in the early stage and long cost recovery in the later stage, this model is likely to make little contribution to the company's performance in recent years.

Edit: mary