Focus on reality, entertainment, dream-building culture, flash theme park won Pre-A round financing
Dream Building Culture in the choice of IP, animation, fantasy and science fiction are still their three major directions, but in order to attract female consumers, they add more labels such as oriental mythology, romance and friendship.
what attracts you most about Naruto?
teamwork. The two biggest words of "Fire Shadow" are fetters. "
this cartoon Xue Linghao chased all the way to college from high school. In July last year, he did a real-life entertainment exhibition of "Naruto", which was also a small dream come true.
so far, Zhu Meng Culture has launched two products, "Naruto" and "Sea King", both of which are on display in Shanghai. The "Naruto" version has attracted 50, 000 people to experience, with an income of about 10 million yuan, while the "Navigation King" version has 250000 visitors.
recently, Dream Building Culture is preparing the theme park of "three generations, three generations and Ten Mile Peach Blossom".
strong > it took two years to win the right to develop Huoying / strong >
" it turned out to be a boy. " Xue Linghao heard the candidate whisper as he pushed the door out. It was not the first time that he could not laugh or cry. "maybe he was too gentle to communicate before?"
but he also admitted that "I am actually very feminine." As a romantic and affectionate Cancer, Xue Linghao is good at switching from rational male thinking to dreamy female perspective.
and this started 10 years ago. After graduating from college, Xue Linghao worked in database marketing for a 4A advertising company for a year, and then set up an advertising company to continue his career.
most of Xue's jobs come from retail and fast consumer goods companies in the world's top 500 enterprises, and he is widely regarded as a group of women. At that time, he was able to understand the psychology of female consumers and added a lot of romantic and sweet elements to the planning.
this has been done for 6 years. "money is being made, and people are going to be hollowed out." moreover, "since our ideas can make money, why not keep them for our own use?" at the end of 2015, Xue Linghao shut down the company.
but it is not "naked customs". By this time, he has already talked about the copyright of Riman's "Naruto" and intends to concentrate on building a "flash" theme park for dream-building culture.
Dream Building Culture was founded by Xue Linghao in August 2014. At the beginning of the year, he came into contact with cultural copyright resources when he was working on a project. Seeing the heat rising all the way, another friend happened to introduce himself to the copyright side of Niman. He had seen the exhibition of Riman's original painting before and liked it very much, so he went to Japan with friends to try to talk about the introduction.
however, it is not going well. The Niman copyright owner contacted by Xue Linghao has not authorized the exhibition of the original painting outside Japan before, and is cautious about the export of the original painting, and the activity itself pays more attention to cultural communication such as world outlook, which does not seem to be in line with the direction of domestic interest.
there are difficulties in the introduction of simple activities. Xue Linghao changed his way of thinking, "first win the Riman copyright, and then develop new activities according to the preferences of the domestic public." In April 2016, Xue Linghao finally won the copyright of Naruto after reaching an agreement with the Japanese copyright owners on the world outlook of the content, the fit of the brand image and the revenue sharing.
strong > focusing on the real-life entertainment of "Girl's Heart" / strong >
considering that the domestic public likes new and interesting things and the pursuit of entertainment, the Dream Culture team thinks of "reality entertainment" that combines IP's own worldview and simple tasks: first, to make the two-dimensional image three-dimensional, so that consumers can take pictures with the three-dimensional image; second, with the help of augmented reality devices, to promote the interaction between consumers and the three-dimensional image. Third, through virtual reality devices, consumers are sent into the virtual and real world of comics.
Naruto" Dream Park site
after three months of intensive preparations, "Naruto" Dream Park landed in the Shanghai World Expo Park, including display, scene restoration, mission experience, derivatives sales, voice meeting, and so on. The two-month event attracted 50, 000 people and earned about 10 million yuan.
"Naruto" to build a dream park has received a good response. Domestic copyright agents took the initiative to come to the door, "do you want to develop some other IP?" Soon, Zhi Meng Culture won the IP development rights for the theatrical version of "Sea King Gold".
however, different from the self-development and self-operation of "Naruto", the construction of "Hai Wang" Dream Park is standardized delivery, that is, Dream Building Culture designs exhibition links and prepares materials, and then hand it over to shopping malls and other third-party companies for specific operation. The income of Dream Building Culture comes from the authorization fee and the share of the park exhibition.
this operation is the result of Xue Linghao's consideration of considerable development. If you want to open more IP exhibitions in more areas in the future, it is unrealistic to rely on Dream Building Culture alone, and it is easier to achieve through standardized delivery programs.
for 77 days, the "Sea King" Dream Park was attended by a total of 250000 people. After the two exhibitions, women accounted for 70%. As a result, the target user group of dream-building culture was further subdivided, and the selection of IP and the optimal design of experience were carried out in turn.
IP choice, animation, fantasy and science fiction are still the three major directions, but in order to attract female consumers, more labels such as oriental mythology, romance and friendship are added. Different IP will land in different spaces. Commercial complex and other large shopping malls, mainly promote diffuse content; high flow of people scenic spots, mainly promote fantasy content; Science and Technology Museum, mainly promote science fiction content.
in order to capture female consumers, the addition of romantic elements such as "girl's heart" is indispensable. Dream-building culture makes the display module more lovely, combines the design of the task line with the needs of women's emotional expression, and affectionately adds photo spots in the exhibition area.
recently, Xue Linghao is not only leading the team to develop the theme park of "three generations and Ten Mile Peach Blossom", but also further developing the standardization scheme of the product.
Zhu Meng Culture completed the Pre-A round financing led by Huayao Capital in August this year.
Edit: xiongwei