[I Have a Question] – Luo Xiaoxing

Aofei Entertainment Co., Ltd. is one of the most powerful and promising animation and entertainment culture industry group companies in China. After three transformations and upgrades, it has successfully created a pan-entertainment industry chain system that integrates animation, toys, baby, authorization, media, film and television, and games with IP as the core, realizing the operation from the boutique IP to the whole industry chain. mode.

Aofei includes a large number of IP clusters covering a whole age and having a wide range of popularity: “Pleasant Goat and Big Big Wolf, Armor Warrior, Ba Lala Little Magic Fair, Super Pan Man, Burst Speed, Firepower Junior for children and young people” “Wang” and other IP; for the entire age group of “100,000 cold jokes, telebrain, baby bee, Zhenshen Street, Beacon Bear” and other IP.

In addition to building and cultivating many well-known IPs, Aofei is also actively engaged in the development of pan-entertainment industry. In addition to the above IP, Aofei also owns the North American first-line baby brand “Baby Trend”, the domestic leading baby brand Aobei, and Germany’s new innovation brand Micolor, which integrates its content, media, consumer goods and other industries to create a platform for global users. Baby service platform.

A few days ago, we invited Mr. Luo Xiaoxing, the general manager of the Oufei Entertainment Licensing Department, to discuss the IP expansion path of Aofei.

CGGE: Can you briefly introduce the main business areas of the Oufei Entertainment Licensing Department that you are responsible for?

A: Aofei Entertainment is a company that develops its own business with IP as its core. In principle, in addition to our “self-produced and sold” products, we will cooperate through authorized methods. At present, our authorized partners are all in clothing. In addition to various consumer goods such as luggage, home, stationery, food, and daily chemicals, we also have many authorized partners in the fields of non-consumer products such as catering, amusement, and travel.

CGGE: Now that the IP concept is prevalent, most companies are launching so-called full-process services around IP. What is IP for you? What kind of IP can really attract consumers and form a real brand effect? What are the effective and effective measures in the operation of OFI IP commercialization?

A: I personally think that “content with fans” can be called IP. We think that a commercial value IP must be a good content plan first, followed by effective communication, and finally a suitable business realization method. . Aofei is a company that combines IP and industry better. Through past experience, we feel that if we want to incubate an excellent IP, “content”, “propagation” and “industry realization” are indispensable – with many pure The difference between content companies is that each project of Aofei is integrated into the “industry realization” in the planning stage. On the basis of ensuring the quality of the works, if there is no feasible commercial realization logic, it will not be established. .

CGGE: From the earliest toy company to the current leading animation company in China, Aofei has a certain influence in the world. What do you think is the achievement of Aofei today in this process?

A: I feel that continuous self-improvement and self-learning ability have made Ou Fei’s position in the industry today. From the beginning of the venture, we are a crisis-conscious enterprise. When the peers are comfortable with the foreign trade to do the toy business, we are the first to open up domestic brand toy pipelines; when ordinary toys (non-IP products) are easy to sell, we start to try Use culture (anime) to drive the industry; when the domestic original animation industry chain is still not mature, we will invest heavily to gather global resources to develop higher quality works – it is this constant self-denial and self-improvement Inspired us all the way, and finally achieved some industry-recognized achievements.

CGGE: The brands of Aofei, such as Pleasant Goat, Peter Pan, have a demon atmosphere; each brand has different characteristics; the audience is different. What is the focus of Ou Fei on brand investment and acquisition? What is the selection criteria for the company’s authorized partners?

A: IP of different age groups, different gender-oriented IP, different styles of IP – these three dimensions constitute the IP matrix of Aofei Entertainment. In theory, we do not have an IP with the same audience and style; therefore, We will invest in something different from the current type, but regardless of the content or IP of the investment, the possibility of realizing the industry is always the first concern. We mainly focus on the choice of authorized partners. The first point is the quality of the product itself. The high quality products in the same type of products are easier to obtain authorization. The second point is the sales pipeline of the products. Companies with broader sales channels are also often more likely to be authorized. Of course, some people will say that the key to selecting authorized partners is industry visibility, but according to my experience, customers with high product quality and excellent marketing channels are often the top 5 of their industry.

CGGE: Over the past few years, the industry layout of Aofei Pan Entertainment has gone further and further, involving animation, games, comics, film and television; in the process of integration of pipelines and content, has it successfully realized the quality and quantity of diversified IP realization?

A: Our content matrix is ​​indeed more and more perfect. In addition to the content forms mentioned in the question, we also have content industry layouts such as stage plays, holographic performances, and theme tours. At present, we can say that we have absolute voice and control in the field of children’s industry. Both quantity and quality are gradually in line with international standards. In the future, we will continue to focus on the children’s IP industry and become an international company with international reputation in this field.

Interview source: Sophia