CATDOLL: Mobile Community Conference: Five Informative Views on the Anime Literature Ecosystem

On August 6, the first "China Internet Mobile Community Conference" with the theme of "Group, Fun" was held at the Beijing International Convention Center. In the animation and literature session that afternoon, Tencent demonstrated how to create a new animation and literature community ecosystem through "content + community".

Tencent integrates fan economy and reading content

With the rise of mobile Internet, mobile communities and fan economy are becoming a new wave of hot spots and outlets in the industry. The concentrated outbreak of community power means that the original model of separating content and community in domestic animation and literature can no longer satisfy users, and a new "content + community" animation and literature new ecological platform is about to emerge.

At the animation and game sub-venue, Liu Xiankai, general manager of Tencent's value-added products department, said that Tencent QQ will use the "content + community" approach, combining multiple products such as official accounts, QQ groups for like-minded people, and interest tribes to be released soon, to create a new animation and literature platform with high loyalty and stickiness, and establish a two-way channel for interaction between "authors - works - fans".

Liu Xiankai, General Manager of Tencent Value-added Products Department

Cai Yige also said that since the launch of Tencent Interest Tribe, the platform has attracted many QQ users. Interest Tribe and instant messaging are complementary, and this product is very popular with users. Today, Tencent QQ products include QQ groups, interest tribes, and subscription accounts that will be launched soon. Tencent will integrate these different products to help practitioners in the field of animation and literature to better reach fans, operate fans, and provide value to users.

Cai Yige, Director of Tencent Function Privilege Center and Head of Animation Literature Project

Tencent promotes the integration of fan economy and reading content, ferments fan economy, establishes community interaction with reading content as the core, and hopes that the content industry can become more exciting and provide a better environment for practitioners of animation literature.

High-quality IP is the core of youth animation

Luo Hao, copyright operations director of Tencent Animation, shared that more and more animation products have become the focus of everyone's attention. As an important channel for Tencent IP, animation has great value in the whole process. With the development of the pan-entertainment industry, the value of the animation industry is increasingly recognized by everyone. At the same time, animation is gradually getting rid of the label of being young.

Luo Hao, Copyright Operation Director of Tencent Animation

Since its establishment, Tencent Animation has been committed to youth animation, covering a large number of core user groups. However, compared with games and literature, the pure core animation population is still relatively small. Through cooperation with the QQ platform, it has broken through the relatively niche so-called "secondary subculture" to cover more mainstream people and become a mainstream trend culture. This year, Tencent Animation and mobile QQ cooperated to launch QQ Animation. Through the cooperation of QQ's powerful mobile community, it can cover more mainstream people in the animation group and meet the reading needs of the entire user group. Tencent Animation is committed to building China's largest platform for original works, ensuring intellectual property rights, and subsequent operations, to better help the construction and development of the animation ecosystem.

The core of Tencent Animation is the high-quality IP for young people. Through the operation of the Internet and the cooperation platform within Tencent, we can better promote and cultivate high-quality IP. The "Dream Chaser Plan" and "Star Comic Award" previously released by Tencent Animation are support plans for young people who aspire to become cartoonists. Tencent Animation will develop more high-quality content, combined with the powerful mobile Internet community system of mobile QQ, to provide users with better and more reading experience, so that more users can share the joy brought by animation, and strive to establish a healthy ecosystem in the animation industry.

Fans + Community: New Trends in the Development of Anime Literature

At this animation literature sub-venue, Tang Jia San Shao (Zhang Wei), a famous online literature writer in the field of domestic online literature, also came to the scene to share with the participants the future development direction and model of animation literature.

Representative writer: Tang Jia San Shao

Tang Jia San Shao gave a keynote speech on "The Best Book Fans in the World" at the conference. He believes that the emergence of QQ tribes and QQ mobile communities can help us push content better and more conveniently. For example, if an author has a new work online and hopes that all readers can see it, pushing it well with the help of Tencent QQ tribe's platform will make the cooperation between readers and authors more tacit. The biggest charm of mobile communities is social interaction, which is very important whether it is one-to-one or one-to-many.

Fans are the support point in the field of literature. Through social platforms, community fans can in turn give direct support to authors and idols. This is the direct significance of the animation and literature community platform. In addition to direct support for animation and literary authors, secondary creations, games, music, wallpapers and other peripheral products can also be included. Through the integration of these platforms, the community effect can be used to tap into the fan economy.

Second dimension culture leverages community dividends

Chen Rui, chairman of Bilibili, shared on the spot that the emergence of the Internet has broadened the horizons of young people, and they can see a variety of interests and hobbies, allowing them to get in touch with people who have the same interests as themselves. They will retain their own personalized interests and hobbies, which we often call subculture attributes. The only difference between subculture and mainstream culture at present is whether the audience of the culture has social discourse power.

Bilibili is an entertainment community for young people, and it has also developed along with the Chinese animation industry. Subcultures such as the ACG culture have evolved into mainstream culture. The current Internet can no longer meet the needs of young people. Bilibili has increasingly rich animation content, and the conversion rate of young users is getting higher and higher, bringing the ACG community to the trend of trendy culture communities. Bilibili meets the needs of the ACG culture and leverages the power of the ACG community to spread the influence of the bilibili brand.

QQ reading socialization breaks through traditional reading habits

In her speech, Zhang Rong, Vice President of China Literature Group, mentioned that Tencent has many excellent Internet products. China Literature chose to cooperate with QQ because QQ has a huge user base. The latest data shows that the monthly active users of mobile QQ exceed 600 million. After China Literature joined hands with mobile QQ, the bottleneck of communication between authors and readers was broken, making reading more interesting.

Zhang Rong, Vice President of China Literature Group

The addition of QQ to Yuewen has produced two direct chemical reactions. First, Chinese writers now have a platform that pushes their works to hundreds of millions of users in the first place. Users can get the content they want in the first place. Yuewen has gathered all readable content on the QQ platform, establishing a connection between writers and readers, and truly implementing the concept of universal reading.

The second chemical reaction has changed the habit of reading. In the early days, the public used reading sharing sessions, which was the most rudimentary social way of reading, but it was not possible to share reading. QQ is the most mature and largest social software in China. When reading is combined with QQ, the concept of social reading is generated. Now the QQ reading experience makes reading more interesting and social. Readers can communicate with each other, and readers can communicate and interact with authors. More and more authors will directly feel the opinions of readers. This method will stimulate Chinese readers to increase their reading volume.