CATDOLL: "Content + Community" leverages the fan economy and Tencent creates a new ecosystem for animation and literature

On August 6, the first "China Internet Mobile Community Conference" with the theme of "having a group, having fun" was held at the Beijing International Convention Center, attracting more than 3,000 Internet opinion leaders and corporate representatives. At the conference, Tencent announced a new mobile community ecosystem strategy based on the trinity of QQ groups, interest tribes, and QQ public accounts, and jointly released the "China Mobile Community Ecosystem Report" with Penguin Intelligence, pointing out that the community has entered the 3.0 era of "connecting everything".

Opening house dance performance

In the "Anime Literature" session that afternoon, Tencent QQ further demonstrated how to create a new community ecology for anime literature through "content + community" and leverage the third wave of mobile Internet dividends as the fan economy explodes. Liu Xiankai, general manager of Tencent's value-added products department, and Cai Yige, director of Tencent's function privilege center and head of the anime literature project, conducted in-depth discussions with well-known guests and authors in the industry on how anime literature can leverage the fan economy in the mobile community era.

Tencent creates a new ecological platform for animation and literature

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 imminent.

Liu Xiankai, general manager of Tencent's value-added products department, pointed out in his keynote speech on "The Evolution of Fans" that in the era of social networking 3.0, users' market tastes, reading methods, and star-chasing methods have all changed. "Wonderful stories are always the foundation and the content; then what is beyond the content? It is social interaction."

Liu Xiankai believes that in the field of animation and literature, the most important thing to do is to build a platform. QQ Reading and Tencent Animation are not only content platforms, but also important social platforms for fans and like-minded people. Tencent QQ will use the "content + community" approach, combined with the upcoming public accounts, like-minded Q groups, interest tribes and other products, to create a new animation and literature platform with high loyalty and high stickiness, establish a two-way channel for interaction between "authors--works--fans", and transform the community effect into fan economy.

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

Cai Yige said that through the community, the content can be enriched, and in turn, the content can make the community more active. Take the QQ Hua Qiangu tribe as an example, through fun activities such as "original PK film and television", fans are encouraged to participate; fans discuss the plot in the tribe, write their own extra stories, YY funny jokes, etc. Through fun activities and fans' enthusiastic creation, the number of fans of Hua Qiangu tribe soared from 230,000 to 2.04 million in just one month, and the daily reading volume reached 170,000.

Cai Yige, Director of Operations of Tencent Mobile QQ Animation Literature

How the new “content + community” platform can leverage the dividends of community 3.0

With the advent of the community 3.0 era, the community is not only a gathering of people, but also a carrier that connects information, services, content and commodities. What new value can a new "content + community" mobile ecological platform bring to animation literature authors and fans? Liu Xiankai and well-known guests and authors in the industry conducted an in-depth discussion at the roundtable forum "The Closest Distance to the Great Gods - The Power of Mobile Communities".

Tencent Senior Executive Vice President Tang Daosheng said, "Mobile QQ plays the role of a connector in Tencent's mobile community strategy. We not only want to connect people, but also connect communities with services to create a broader business ecosystem. In the mobile community ecosystem of Mobile QQ, there are already many successful community operators. Combining QQ groups and tribes with offline business services is the most down-to-earth O2O model. Through the open platform, we hope to work with content providers and application developers to provide different communities with richer content and tools, and jointly explore the new blue ocean of community commercialization."

Zhang Rong, Vice President of China Literature Group, pointed out that the breakthrough point for traditional literature in the era of mobile Internet lies in the community, where the author's important information and news can reach fans quickly and accurately. Writer representative Tang Jia San Shao believes that community fans can in turn give direct support to authors and idols through mobile communities.

Zhang Rong, Vice President of China Literature Group

Chen Rui, chairman of Bilibili, said that as a well-known trendy cultural website for young people in China, Bilibili has grown with the Chinese animation industry. Existing Internet products have failed to meet the huge cultural and entertainment needs of young people. Subcultures such as the second dimension culture have evolved into mainstream culture. Bilibili has built its own brand influence by meeting the needs of the second dimension culture and leveraging the power of the second dimension community.

Chen Rui, Chairman of Bilibili

In the era of Community 3.0, Tencent Comics Literature's new "content + community" platform is expected to seize the initiative through product innovation and ecosystem building as the era of Community 3.0 approaches.

Popular online literature authors attended