Digital Culture Era，One sentence“Whoever gets the IP wins the world”Being regarded as a model。

2014，Tencent Interactive Entertainment (including Tencent Games、Tencent Literature、Interactive entertainment business platform including Tencent Animation, etc.) officially opened in the first year；2015 is considered the first year of the domestic IP industry；2016 is also known as the first year of IP in the cultural tourism industry。

This is the period when IP is rapidly penetrating into various industries，It is also a competitive period in the domestic IP market。This period moves forward、Extend 5 years backward each time，It is Tencent’s layout and improvement“IP Empire”'s important decade。

Since 2018，Experience from“Pan Entertainment”xiang“New Cultural Creation”’s strategic upgrade，“930Change”Significant changes in organizational structure brought about by 13256_13267，Strategic transformation from consumer Internet to industrial Internet，Tencent’s new cultural and creative strategy has developed into a powerful content output terminal，Acts as the link C end、Important role in B-side and G-side markets。

In the field of culture and tourism，The tentacles of Tencent’s IP spread from online to offline，Enter the city complex、Museum、More and more scenes such as scenic spots，And use this to extend to urban destinations and leverage deeper cooperation。

2011 to 2021，How Tencent built a huge IP business empire in ten years？

We tried to outline this“Empire”Full view of the territory，And its expanding cultural and tourism industry extension in the era of industrial Internet。

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Mentions“IP Empire”，No one knows Disney。Almost every company involved in the entertainment industry，They all nurture the ambition to become the second Disney。

Content producers who are active in the upper reaches of the industry chain and hold well-known IPs are the most vocal:

The former richest man Chen Tianqiao was at Shanda’s most glorious time，Zeng put all his efforts into building“Internet Disney”’s dream；

Huayi Brothers Wang Zhongjun spoke out when talking about live entertainment，“We may be richer than Disney in the future”；

Wang Changtian of Guangguang Media once mentioned，The development template for the entire industry chain layout is Disney Company；

Huace Film and Television experienced a round of executive changes，Promote new business impact“China Disney”；

A-share animation companies Aofei Entertainment and Great Wall Animation，They all also called out "create";Oriental Disney”’s slogan。

Video websites that have long played a platform role also have this intention:

LeTV Video, which has long been depressed，mentioned&ldquo in an internal letter 5 years ago;Driving LeTV’s content ecosystem to become a cultural and entertainment kingdom like Disney”；

IQIYI founder Gong Yu said 3 years ago，Will focus on creating a business ecosystem similar to Disney。

Different voices come from Tencent.

“Disney is Disney。”2017，The then Vice President of Tencent Group、Cheng Wu, CEO of Tencent Pictures, has publicly stated: “What Tencent needs to do is to make itself more distinctive”。

Disney initially opened the market through a series of popular animated films；Tencent started in instant messaging，Cross-border games based on this，Extend your tentacles to various fields。Disney’s intention to embrace online is becoming increasingly obvious，See streaming business as the next growth engine；Tencent holds the “New Cultural Creation”This key，Open one of the important channels towards the industrial 188bet app download Internet。The starting points of the two do not seem to overlap，The content production process and the development focus of online and offline derivatives are also different。

But if we only look at the digital content field，No matter in IP resource reserve、Expansion speed，It is also the in-depth development capability of the entire industry chain，Tencent indeed“Looking more and more like Disney”。

Since it was first proposed in 2011 with IP as the core“Pan Entertainment”Concept，Tencent has successively laid out games、anime、Website、Film and TV、Esports、Six major music business sectors，Patched together into today’s“New Cultural Creation”territory。

In ten years，Tencent built a huge “IP Empire”，Take a similar but different path to Disney。

The game genes of the IP empire

Different from Disney, which started with animated movies，Before the establishment of Tencent Pictures in 2015，What the upstream of the IP industry chain is interested in“Content DNA”，Relatively missing in Tencent。

Opposite，In the early days, IP replaced film and television literature to support itself“Pan Entertainment”Big flag，It is Tencent’s long-standing game business。

Tencent Games established in 2003，Plays a pivotal role in Tencent’s new cultural and creative landscape。No matter the previous“Pan Entertainment”、The current“New Cultural Creation”Strategy，It’s still the UP New Cultural and Creative Ecological Conference、TGC Digital Cultural and Creative Festival and other annual digital content events，Initially almost all were incubated by the game business。

2008，A series of self-developed and cooperative agent games such as "QQ Speed", "QQ Dance", "Cross Fire", and "Dungeon Fighter" have been released to public beta，Constitutes Tencent’s first strong IP。

But only relying on independent research and development and agent operations，Can’t seem to keep up with its expected rate of expansion。Just like Disney based on its own IP，Swallowed Pixar Animation Studio one after another、Marvel Entertainment、Lucasfilm and 21st Century Fox，Complete its super IP territory。

2011，Tencent, trapped in the 3Q war, enters a period of strategic transformation，“Capital”and“Traffic”Becomes the two core competencies of Tencent finalized by Ma Huateng and 16 other executives。After establishing the capital opening strategy，Tencent’s game kingdom is also full of the shadow of capital。

According to incomplete statistics，2010 to present，Tencent has invested in more than 150 domestic and foreign game companies。This action is further accelerated this year，First half of 2021，Tencent invests in at least 39 game companies，Has exceeded the combined number of its investments in 2019 and 2020。Investment and mergers and acquisitions drive Tencent to expand its game IP reserves at an alarming rate，Continuously expand its advantages in IP aggregation and derivative development。

Today，Tencent Games has more than 140 self-developed and agent games，In terms of market share, it has also occupied half of the domestic mobile game market。

TOP-level products such as "Honor of Kings" and "Peace Elite" launched since 2015，A top IP，It is also a tool for attracting money，Literary animation、Fashion FMCG、Industry co-creation、Countless IP licensing and derivative developments such as shopping mall areas。“Honor of Kings” even released an IP co-creation plan，Looking forward to co-creation through professionalism、Industry co-creation、User co-creation continues to enrich and improve its content matrix and IP core，Improve the sustainability of game content ecology。

Glory of the King x M·A·C limited edition lipstick/picture source“Glory of the King”Public account

In addition to the direct growth of game business revenue and IP derivative licensing，Tencent’s game genes also indirectly promote another sector of the new cultural and creative strategy——The birth of Tencent E-sports。

End of 2016，Tencent E-sports 188bet app download was officially established，And with Tencent Games、Tencent Animation、Tencent Pictures and Tencent Literature at that time jointly formed ";Pan Entertainment”Five business matrices。

Today，Tencent Esports holds LPL (League of Legends Professional League)、KPL ("Honor of Kings" Professional League) two top event IPs，And form including MOBA、FPS、CCG、Seven major competition systems including SPG。With the strong development trend of the e-sports industry，In the future, e-sports IP will have the same potential for derivative development and licensing as game IP。

Tencent e-sports event system/Image source Tencent e-sports official website

Complete the shortcomings“Troika”

When "Honor of Kings" enabled Pan Entertainment to achieve a breakthrough in gaming products，Tencent’s other leg has also begun to enter the golden age of film and television IP development。

Regarded as the &ldquo of the film and television industry in 2015;The first year of IP”。

This year，A number of adapted film and television works such as "Flower Thousand Bones", "Langya Bang", "Tomb Robbers Notes", "Ghost Blowing the Lamp: The Secret of the Dragon" have dominated the screen one after another，During the broadcast of many film and television dramas，The mobile game of the same name is also launched simultaneously。Adapted from online article、Shadow game linkage，Almost became a fixed action during this period。

Content production, operation and dissemination of film and television IP，Still in the middle of the entire industry chain。The upstream is the online article、Cultivation and incubation of animation and other IP，And related copyright authorization。Previously，Tencent’s strong IPs are mostly gaming products，But the content production and creation capabilities are“Shortcomings”，The most recognized Internet IP in China at that time“Production Base”It’s Shanda Literature。

September 2015，Tencent Pictures 188bet app download was officially established，And included in the pan-entertainment landscape at that time。Six months before Tencent Pictures was established，Tencent spent 5 billion yuan to integrate Shanda Literature and establish China Literature Group。

Tencent Literature and Shanda Literature——The two largest online literature companies in China merged，Meaning that Tencent has won the high ground of content production and copyright operation。Data display，As of the first half of 2021，China Literature Group already has a reserve of 14.5 million works，Accumulated 9.4 million creators，Nearly 2 monthly active users of online business.3.3 billion。

A bigger change will occur in 2020, which is full of variables.

April last year，Yuewen Group management earthquake——Reading articles including Wu Wenhui“Five Emperors”(original founding team of Qidian Chinese website) left collectively，Tencent, led by Cheng Wu, took over“Direct lineage”Team。After this high-level exchange，The film and television development business relationship between China Literature Group and Tencent New Cultural Creation is closer。

Half a year later，Tencent announces China Literature Film and Television、Xinli Media、Tencent Pictures establishes joint team，The&ldquo that forms the content of Tencent Film and Television;Troika”，Coordinate the film and television creation and IP adaptation of the three companies:

Among them，Yuewen Film and Television relies on the IP source of Yuewen Group，Will be more consciously involved in the film and television business，Promote the film and television development of high-quality IP；Xinli Media focuses on the production of leading film and television projects；Tencent Pictures continues to play a pivotal role in the new cultural and creative system。

After seizing the top of the food chain，China Literature Group IP development further accelerated。Zhihui inquired and found the annual report of China Literature Group，2015 to 2020，The number of IP adaptations and authorizations of China Literature Group has doubled from 97 to 200，For Tencent Pictures、Even the entire new cultural and creative strategy has built a moat for IP copyright。

Side A and B of Tencent’s new cultural creation

2011 to present，Tencent 188bet app download has experienced thousands of investments and mergers and acquisitions，Also experienced from“Pan Entertainment”To“New Cultural Creation”’s strategic changes。On the huge traffic platform aggregated by its core social business，A business empire with IP as its core has risen from the ground。

Tencent’s six major business sectors of new cultural creation——Tencent Games、Tencent Animation、Yuewen Group、Tencent Pictures、Tencent Esports、Tencent Music Entertainment，Completed one by one in the past ten years，Gradually outline this“IP Empire”Full picture。

Picture/Tencent’s new cultural and creative business layout and partial head IP display

In the territory，There are multiple levels of development and utilization of classic IPs such as "Glory of the King", "Ghost Blowing the Lamp", "Fox Fairy Little Matchmaker"，There is also continued absorption of super international IPs such as "League of Legends" and "PUBG"，Also includes the&ldquo it has cultivated in various niche segments.;Long tail IP echelon”。

Tencent Holdings 2020 report shows，As of December 31, 2020，With video and music content、The amortization expense of intangible assets related to media content such as game franchises and literary copyrights is approximately RMB 266.200 million yuan。This number is approximately equal to half of NetEase Games’ 2020 full-year revenue，It also allows the outside world to get a glimpse of its huge investment in digital content。

On stage，Tencent New Cultural Innovation is sparing no effort to“Harvest”Various IPs，Create batches of "ldquo" with both commercial and social value;Chinese cultural symbols”。

Under the water，The crisis of Internet traffic competition in the new decade。

The growth rate of China’s Internet users is slowing down year by year，It has also caused the traffic dividend of Tencent’s core social business to peak。It is not easy to break through the incremental user scale，The existing competitive market is also surrounded by wolves——Toutiao Series、A strong rookie represented by Kuaishou，It is accelerating the erosion of user activity and stickiness in Tencent products。“Block external links”It may have been one of Tencent’s methods to alleviate competition anxiety，But under the pressure of tightening domestic antitrust supervision，It may only be a matter of time before WeChat fully opens external links。

Image source "QuestMobile China Mobile Internet 2020 Half-Year Report"

Stock competition stage，The focus of competition among Internet giants is not only user traffic，ARPU value (average revenue per user) and user payment rate are the keys to product monetization。User stickiness、Content Preferences、Indicators such as willingness to pay，Therefore and quality content、The creation and operation of brand IP are closely related。

Tencent is still running full steam on the new cultural and creative content track.

It is“New Cultural Creation”Proposer of the concept，But not the exclusive owner of industrial dividends。The competitive landscape of the digital culture industry is changing with each passing day，Various areas of Tencent’s new cultural and creative landscape，Is being eaten by more and more competitors。

Game field，When NetEase’s popularity at Universal Studios continues to rise，Take advantage of the trend to launch "Harry Potter: Magic Awakening"，Continuously occupy the topic center。Bytedance is also eyeing it，Official website of its games“Morning and Evening Light Years”Online only more than half a year ago，11 products have been launched，Created and acquired more than 30 game companies。

Long video field，Aiyou Tengmang in copyright、Investment、Homemade“The light of the sword”Still going on。At the same time，Yibilibili、Xigua Video and other platform content represented by“中视频”The concept quietly appears，Chinese video content has become users’ new “Time Black Hole”，Further impact on the long video industry。

The online literature field in the upstream of film and television，The giants are also fighting fiercely。Among the three major online writing companies，188bet online sports betting Tencent was the first to take over China Literature，Zhangyue Technology has welcomed Byte as a shareholder in the past year、Bilibili Investment，Chinese Online won Tencent、Reading、Baidu’s simultaneous investment in shares。In addition，Youku and Alibaba Pictures、Shuqi novels and other launches“Aladdin”Content Partnership Program，iQiyi literature upgrade launched“Yunteng Plan+”……The giants have all set their sights on the source market of film and television IP，Website“Involution”More intense。

“Foreign invasion”At the same time，The growth of Tencent’s new cultural creation“Internal worries”Cannot be ignored。

During National Day，iQiyi、Tencent、Youku’s three major platforms were canceled on the same day“Advanced on-demand”，This controversial model came to an end two years after its birth。The popular "Chen Qing Ling" in 2019 has launched an advanced on-demand mode，There was news，The on-demand finale of its finale brings 1 to Tencent Video.Revenue of 5.6 billion yuan，This model has also become a new path for video platform revenue growth。

Nevertheless，Content costs are rising year by year、Loss for consecutive years but no profit yet，It is still the common&ldquo of the domestic leading online video platform;Heart disease”。

Yuewen Group’s revenue in 2020 85.2.6 billion yuan，And operating loss 44.7.5 billion yuan，Xinli Media becomes a film and television IP“Troika”The big baggage。The advance on-demand turmoil is not over yet，But new challenges are still emerging: the S-class project "Green Hairpin" with a total investment of 300-400 million has been stranded，Talent programs are facing comprehensive rectification……

Multiple small questions connected into a line，The value-added service model of the film and television business is still unclear——Subscription fee income brought by incremental membership，It will become a growth bottleneck as the traffic dividend peaks；The two modes of draft betting and advance on-demand, which have the fastest profit, are no longer feasible。Head video platforms including Tencent，Everyone needs to redefine the diversified paid membership model。

Since this summer，Tencent Music loses exclusive copyright、Tencent Games“Persuade to quit”A series of supervision incidents involving primary school students，It also adds many uncertain factors to the future of Tencent’s C-side business。

How to alleviate concerns about the growth of new cultural and creative businesses？How more and more digital cultural IPs can be extended to more scenes？Can the consumer Internet still give new answers?？

Cultural and tourism testing ground for industrial Internet

Mid-September，“Dunhuang Special Exhibition at the Forbidden City”Appearance at the Palace Museum。This is 70 years later，Thousand-year-old Dunhuang culture and the six-hundred-year-old Forbidden City join hands again。For Tencent，It is the strong interaction between the two top museum IPs that it has bundled。

If you want to continue“Deeply cultivate local IP，Tell Chinese stories well”，The museum is Tencent“IP Empire”An important part of expanding territory。

November 2017，“Forbidden City+Tencent”Innovation laboratory established；September 2019，Both parties reached a new strategic cooperation，Work together“Digital Forbidden City”Construction。

December 2017，Tencent and Dunhuang Academy Strategic Cooperation “Digital Silk Road”Planned press conference；March 2021，Tencent and Dunhuang Academy signed a new three-year strategic cooperation agreement。

April 2017，Tencent and Qin Shihuang’s Mausoleum Museum jointly created “Internet+”Dunhuang Academy；September 2019，Both parties start new cooperation in building digital Qinling Mausoleum。

May 2021，Tencent and Sanxingdui Museum reached a new cultural and creative strategic cooperation。

With the Palace Museum、Dunhuang Academy、Represented by Sanxingdui Museum and 188bet app download other“Top stream”Cultural Museum Venues，Masters rich top-level cultural relic resources，Every historical and cultural symbol that lasts for thousands of years，All may have the potential to become popular，Become the core element linking supply and demand。Tencent“Harvest”Museum after museum at the same time，Also means access to multiple huge IP resource collection platforms。With the deepening of cooperation between the two parties，Tencent also started from“IP Harvester”Towards“Digital Assistant”'s role，Accelerate the construction of digital cultural blog platform。

The museum is a microcosm of Tencent’s layout of smart cultural tourism，Smart cultural tourism is one of the important areas where Tencent is focusing on the industrial Internet，The bigger chess game is hidden in many city destinations。

November 2017，“Forbidden City+Tencent”Innovation laboratory established；May 2019，Jointly released by Yunnan Province and Tencent“Yunnan New Cultural Tourism IP Strategic Cooperation Plan”，This is proposed by Tencent“New Cultural Creation”Since strategy，First implementation based on one province。at“Visit Yunnan with a mobile phone”Based on the smart tourism project，Tencent further participates in the construction of Yunnan provincial cultural tourism IP。

December 2019，Hainan x Tencent new cultural and creative strategic cooperation reached；Same month，Tencent signed a strategic cooperation agreement with the Propaganda Department of the Shaanxi Provincial Party Committee，Both parties will upgrade digitally in the cultural tourism industry、New cultural innovation promotes cooperation in cultural and tourism integration。

June 2020，Hainan x Tencent new cultural and creative cooperation continues to deepen，Tencent with “Technology + Culture”Promoting Hainan International E-Sports Port、Construction of International Tourism Consumption Center and Free Trade Port，Explore Hainan“Culture and Creativity + Tourism”New integration model。

According to other public information，Tencent has signed a contract with Sichuan、Shanghai、Hangzhou、Luoyang、Cooperation with governments or enterprises from Zhangjiakou and other provinces and cities，Involving smart tourism、County cultural tourism industry operations and other fields。

With the advancement of cultural and tourism integration、Requirements for upgrading and development of cultural tourism industry，Destination competition will become increasingly fierce，Digital innovative supply of cultural tourism products、The construction of new models and industry reshaping also put forward more demands。

New cultural creativity has therefore become an important path for Tencent to link destinations。

No matter "Glory of the King" enters the commercial complex、Scenic Area、Exhibition、Build a museum，Or "Fox Fairy Little Matchmaker" and "Tianya Mingyue Dao" to build a national comic game theme scenic spot、Travel routes，They are all extensions of the development of new cultural and creative IP in offline scenarios，Also Tencent’s new cultural creation、Tencent Culture and Tourism、Tencent Cloud goes deep into the destination、One of the tentacles to build a smart cultural tourism platform。

Industrial Internet Era，Digital technology has reshaped the resource allocation and innovation efficiency of the cultural tourism industry，Also gives new vitality to traditional cultural resources、New connotation。The two jointly promote Tencent under the Internet gene“IP Empire”，Towards a cultural tourism testing ground different from Disney’s live entertainment model。