From the authentic farmer's family to the rich man who is worth 16.6 billion, the ability to foresee the future and the ability to execute agile make Cai Dongqing, the first member of the animation industry, to build a pan-entertainment empire. Interpretation of the 48-year-old Cai Dongqing needs to put him in the big history of the Chinese toy industry from development to change, and the question of how traditional manufacturing can continue to cross-border fission in the new world. From the Chenghai Audi Toys Factory more than 20 years ago, to today's Oriental Disney, this company that has been working on the workshops has fought against the waves of the future, and the wind and waves have turned and gone, and it has been completed many times. A striking jump from one step to another.
Looking at the entire toy forest, why did Ou Fei and Cai Dongqing laugh at the end?
Industrial upgrading from toy manufacturing to content production
In December 1993, the establishment of Chenghai Audi Toys Factory marked the move of Aofei from hand workshop to enterprise operation. In the following 20 years, the rise of the Chinese toy manufacturing industry has been turbulent, and Olympus has stood up. The layout of Oriental Disney's map is not an empty concept, but is won through several cross-border adventures and firm execution. For example, it is the first time in the industry to host a nationwide four-wheel drive competition, to become the first in the animation industry, and even to have the first animation broadcast channel, etc., which are all landmark events.
The business logic of "Anime + Toys" can be seen as the key battle for Aofei to go up the stairs. As early as 2004 when Cai Dongqing moved his headquarters from Chenghai to Guangzhou, Aofei began the industrial upgrade from toy manufacturing to content production.
Toys belong to the manufacturing industry, and animation belongs to the cultural industry. The gap between the two is too great, and because of the long animation production cycle, it poses a huge test for cash flow. This kind of cross-border nature is not optimistic. However, Cai Dongqing firmly believes that "the toy industry must have a future in order to have a future." Over the years, Aofei has not insisted on price wars. "An industry that deals with dreams needs to rely on value and emotion to win dignity. No price."
In 1995, the "four-wheel drive" was popular all over the country. This is the classic work of Aofei. It just grew bigger with Ou Fei. There are tens of thousands of "four-wheel drive" companies that follow the trend. It is also uneven. Cai Dongqing worked hard to think about how to open the situation. One night, the French F1 car contest was being broadcast on TV. He had a chance to play a four-wheel drive contest.
After that, he found the State Sports General Administration, and soon the "1995 Austrian National Junior Four-wheel Drive Competition" kicked off. The multi-million-dollar competition organized nearly 600,000 people in 28 cities across the country. After CCTV's full broadcast and newspaper reports, the event was unprecedented. In this context, Cai Dongqing had the idea of ​​establishing a proxy model in the country. He quickly set up a dealer network, and at the peak of the time, the sales terminal of the Oufei line reached more than 20,000.
It is a marketing innovation of Aofei to the local toy industry by creating an offline participation environment to make toys “playâ€. However, in order to continue to build this atmosphere, it is obviously not possible to rely solely on ground warfare. Online content production and dissemination have become another breakthrough. Aofei listed as the first share of the animation industry
In 2007, Aofei's animation works covered 145 TV channels in 29 provinces across the country, with a total broadcast time of 218,000 minutes.
In 2008, Aofei submitted a listing request to the Shenzhen Stock Exchange. Unexpectedly, after the meeting, the financial turmoil roared around the world, and for a time sorrowful. According to Guangzhou Customs statistics, in the first three quarters of 2008, the number of toy export enterprises dropped from 4,820 to 1,554.
At the end of June 2009, the IPO reopened. On September 10th, three months later, “Aofei Animation†was listed on the Shenzhen Stock Exchange and became the first share of the Chinese animation industry. In the evening, Cai Dongqing returned to Guangzhou to hold a small celebration, and went home to sleep after a few drinks. He said that at the moment of ringing the clock, there was not much excitement, just that Ou Fei went to the node of the old and new world. High-speed acquisition of all ages IP layout to commercialization
After the listing of Aofei, Cai Dongqing quickly attacked and bought 60% of Jiajia Cartoon TV for 90 million yuan. He enjoys 30 years of operation rights of Jiajia Cartoon and became the first company in China to have an animation channel. With its own broadcast platform, Ou Fei's continuous content production has been found to be exported, and its toy + animation layout has only formed a closed loop.
In 2013, Aofei once again attacked and won the “Pleasant Goat and Big Big Wolf†in the domestic animation industry. Subsequently, Aofei produced a large number of related toy products, and authorized the layout of clothing, shoes and hats and other industries through brand authorization. In 2015, only the Pleasant goat authorized goods contributed 1 billion yuan to Aofei, with a compound annual growth rate of 52%.
During the New Year's Day in 2016, "Pleasant Goat and Big Big Wolf, Hip Hop World" landed on the domestic cartoon Wei video channel. According to CCTV Sophomore statistics, the drama has been ranked first in the national children's column, setting up Hunan Golden Eagle Cartoon TV and Beijing Card Cool Children's TV 2016. The highest rating since the audience.
The operation of Pleasant Goat fully demonstrates that the content is the body, and the IP wrapped in the content is the soul. Built around the IP matrix of Aofei, Cai Dongqing has successively possessed big IPs such as “Unlucky Bearâ€, “Super Flying Manâ€, “Army Warrior†and “Ba La La Xiao Dexian†in the eyes of the children.
In 2014, "100,000 cool jokes" became popular in the network, with a click volume of up to 3 billion times. Its big movie used only 10 million yuan for production costs and exchanged 120 million yuan for box office revenue. Its platform has more than 17,000 "devil" The cartoonist and 40,000 comics are a huge gold mine in the entire animation IP industry.
In August 2015, Aofei won the "devil" at a price of 904 million yuan.
On November 16, 2015, Aofei completed the layout of Novo Eton at a price of tens of millions of dollars. At the peak, Cai Dongqing finalized five investments of more than one size in a week, such as palm reading technology, Ze Li Shi, Le Xiang Technology (Da Peng VR) and so on.
In January 2016, Aofei launched the “IP+Intelligence†strategy and reached a strategic cooperation agreement with Turing. Three months later, Aofei used the Turing Tur-ing OS system to create a super robot based on its animation brand “Super Heroâ€. Not only that, but also plans to invest 2 billion yuan to develop smart products such as smart robots and wearable watches.
On February 18th, Aofei announced that A-round led the investment into TVR (Time Machine); a few days later, Aofei invested in the panoramic visual service provider “Interactive Vision Panoramic Vision†by increasing capital and expanding shares. The interactive horizon is the earliest panoramic view in China. The visual application organization, with the "China Good Voice" bird's nest peak panoramic night shooting, "Nine-layer demon tower" VR promo, 9.3 large military parade panoramic recording and so on; and on the evening of February 15, Ou Fei also with Sichuan Da Zhisheng both issued an announcement, indicating that they will jointly develop virtual reality... Entering the pan-Entertainment Aofei to build a pan-entertainment empire
On February 3, 2016, Aofei Animation announced that the company name was changed from Guangdong Aofei Animation Culture Co., Ltd. to Aofei Entertainment Co., Ltd., and announced that it would fully enter the “pan-entertainmentâ€.
According to the 2015 annual performance report issued by Aofei, the revenue in 2015 was 2.59 billion yuan, a year-on-year increase of 6.65%; the net profit attributable to listed companies was 488 million yuan, an increase of 14.10% over the same period. Compared with the 48% compounded growth rate of profit in 2014, Aofei's profit pool has shrunk significantly. The official explanation is that in 2015, a series of large-scale investments occupied a large amount of Oufei's own funds, and the projects invested were also in the long-term layout.
Cai Dongqing is not worried about a big battle in the future. "The music technology has already used the TVR game. Their cooperation with the panoramic photography of the interactive vision has also begun. After the introduction of the technology to launch the e-book, there are also demon comic works. Moved to the palm screen."
The outside world looks at Ou Fei, and the stalls are getting bigger and bigger, but the insiders can see the underlying logic at a glance: the projects they have invested in in recent years are basically centered around anime IP and toys. Cai Dongqing said, "The products and services provided by Aofei to users are the spiritual world. The spiritual world can affect a lot of things. This is the original intention of our company. If there is no mission, we will be defeated. Ou Fei's mission It is to provide users with happiness and dreams, to broaden the industrial boundaries around this mission, and let Ou Fei have more time to influence the future of more people. I feel that my life value is satisfied."
Source: Network
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