Xiaomi culture and entertainment Co., Ltd., a shareholder of the petition order production company, reaps houlang in a low-key way

category:Finance
 Xiaomi culture and entertainment Co., Ltd., a shareholder of the petition order production company, reaps houlang in a low-key way


On May 11, Guizhou Xinpai Media Co., Ltd. underwent industrial and commercial changes, and the investor added Tianjin Jinmi investment partnership (limited partnership), one of the investment entities of Xiaomi group. It is reported that Xinpai media is an internet entertainment company developed in the whole IP industry chain, and the petition is one of its IP projects.

Multi field layout of video games

As a mobile terminal company, hardware has always been the focus of millet industry layout. In fact, before the establishment of the mobile + aiot two wheel drive strategy, the enclosure action of the entertainment industry has been carried out in a low-key way, and the main executive department of this business is Xiaomi mutual entertainment.

According to the public information, in 2014, meter chat business was acquired by Beijing Wali Network Technology Co., Ltd. and two teams formed Xiaomi mutual entertainment. The former CEO of Kirin was still acting as the general manager of Xiaomi mutual entertainment. Xiaomi mutual entertainment business includes meter chat, games, videos and other sectors.

After Xiaomi entertainment was established, the first shot was Tianma time and space. According to relevant public reports, when Xiaomi interactive invested in Tianma space-time, the company had only 14 employees. As a start-up company, it took a huge risk to purchase the authorization of miracle Mu from the Korean game company netzen at an extremely expensive price, and transformed it into a mobile game miracle of the whole people. Miracle of the whole people became a hit within one month of its launch. The next year, the company was acquired by zhangqu technology, and Xiaomi also indirectly invested in zhangqu. It is worth mentioning that another game company that zhangqu acquired at the same time is Jinghe smart, which is 18% owned by Tencent Industrial Fund.

Later, Xiaomi mutual entertainment successively invested in the IP addresses of Nanpai Sanshu, tomb robbing notes, laojiumen and so on. These works later gained good market reputation.

Time finance and Economics

In a public interview, Jiang Wen, managing director of Xiaomis strategic investment department, said Xiaomi has its own ecological methodology for its investment in the entertainment industry. Xiaomis investment in entertainment is mainly divided into two lines. The first line is from the perspective of the layout of large cultural and entertainment. In addition to games, it began to make more layout in film and television, animation, IP, short video and other fields, with investment in each field. The second line is that in each field of investment, it is more inclined to head companies, and each field will invest in companies in different chains according to the division of labor in the industrial chain. Jiang Wen said.

After the rise and fall of capital in the entertainment industry, the dynamic of Xiaomis entertainment industry is almost silent. However, the market opportunities brought by IP adaptation are emerging.

According to tianyancha data, Guizhou Xinpai Media Co., Ltd. was founded in April 2015 with a registered capital of about 75.83 million yuan. Its legal representative is Wang Xin, its founder. Since its establishment, Xinpai media has completed five rounds of financing, including Thai fund, liberal arts investment and prosperity investment. In 2017, the company completed round a financing of tens of millions of yuan.

According to public information, Xinpai media was founded by the post-90s generation, with a very young team, and about 10% of its members graduated from graduate students or famous schools. The company started as an agent of Korean artists brokerage business in China, entered the film and television industry, accumulated rich resources in the field of entertainment industry, and was the behind the scenes driver of many blockbuster works.

It is understood that Xinpai has its own game team in order to enlarge IP for the linkage of movie and game. In the performance business, Xinpai media acquired ys entertainment brokerage company and invested in astory, a content production company (representative work signal / signal).

In addition, in addition to Xinpai media, in recent two years, Xiaomi investment entity Tianjin Jinmi investment partnership (limited partnership) has also invested in Zhejiang Dongyang no World Film Co., Ltd., Beijing platinum Fashion Entertainment Co., Ltd. and Shanghai shake culture Communication Co., Ltd.

According to the public information, Dongyang Boshi Film Co., Ltd. is a cultural and entertainment company whose business scope covers comprehensive business such as film and television production and distribution. It once produced the super online drama Cambrian, and Tianjin Jinmi investment partnership (limited partnership) holds 30% of the shares.

The legal representative of platinum Fashion Entertainment Co., Ltd. is Shang Wenjie, the founder of Qilin game and the former general manager of Xiaomi game center is one of the directors, and Tianjin Jinmi investment partnership (limited partnership) holds 40% of the companys shares.

Founded in 2015, Shanghai jiggle Culture Communication Co., Ltd. is a new animation studio dedicated to creating and developing original animation IP. It incubates original animation IP in the form of dynamic comics. At present, it has produced works such as breaking the world, eating mystery girl, please, eat me, hunting dream man, etc., with Tianjin Jinmi investment partnership (limited partnership) holding 16.67%.

Unfortunately, from the perspective of IP adaptation and production in the past two years, Xiaomi did not let the early water trial go into ecology, no matter the investment in games, films and animation.

In contrast, hardware manufacturers have tried to set an example in the entertainment content industry. In the past five years, Apples various Internet services have gradually formed an ecosystem, including apple news, apple music, apple payment, apple magazine reading, game content members, online video, etc.

It is understood that Apples strategy in many ways has followed the video site Netflix. At the beginning of 2020, it was reported that the business model based on Netflixs original film and television + paid members has been a great success. Apple is discussing the production of original audio content and integrating it into Apples online video service.

From entry, wait-and-see to silence to intermittent investment, there seems to be more confusion in the construction of content ecology for Xiaomi, which is frequently sold in the entertainment industry but only a little bit.

Long term cultivation from hardware to content

It seems that Xiaomi is trying to further expand the territory of the content industry chain by taking a stake in Xinpai media. It is worth mentioning that, no matter from the current industry predicament of IP industry chain development or the competition pattern of Xiaomis main business, Xiaomis content ecological chain seems to be unable to form a closed loop.

Even so, the major Internet giants investment in IP industry, stock acquisition and other market actions have never stopped.

In addition, the IP industry chain is a long line industry, which can open up independent businesses within the enterprise and promote the coordination and integration of related businesses. Ding Daoshi, an Internet observer, makes financial analysis to the times.

With millet mutual entertainment as the platform, millet seems to have extended its tentacles to all walks of life of entertainment through incubation and investment. At present, diversified layout of the entertainment industry seems to be unable to become Xiaomis supporting business plate.

From the perspective of the main business of mobile phones, Xiaomi has not become the leader of the industry. The self built content ecology tests the coordination and cooperation ability of all departments of the enterprise. In addition, Internet giants such as bat have invested heavily in the film and television entertainment industry, and traditional real estate enterprises have expanded in the early stage of Pan entertainment. The growth space of Xiaomi content ecological chain is limited. Ding Daoshi said.

According to the financial report, in terms of aiot business, Xiaomi intelligent TV has an annual shipment of more than 10 million sets in China. As of December 31, 2019, the number of IOT devices connected to the IOT platform (excluding mobile phones and laptops) reached 235 million, an increase of 55.6% year on year. The number of monthly active users of smart voice assistant xiaoaiclassmate exceeded 60 million in December 2019, an increase of 55.7% year on year.

Nevertheless, the competitive pressure from friends and businessmen is still a huge test for Xiaomi. Chinas mobile phone shipments and market share in 2019 were released by market research firm Canalys1 30, 2019 of which accounted for 38 million 800 thousand of mobile phone shipments. 10.5% Its market share is the fourth among domestic smart phone brands, with a difference of more than 7% compared with oppo and vivo.

Under anxiety, since the beginning of 2019, Xiaomis senior personnel changes have become more and more frequent. Following Lu Weibing, Miao Lei, Chang Cheng and Wang Xiaoyan, Xiaomi recently welcomed another foreign executive, Liu Yaoping, the former CEO of storm TV and a veteran with more than 20 years of experience in the TV industry, to join Xiaomi as the general manager of the TV Department. With the continuous joining of senior managers from friends, Xiaomi will also usher in the period of business adjustment.

Xiaomis business has been relatively diversified. In addition to the hardware industry, it seems that it is not enough to only do well in the end products of its IOT ecological chain. Last year, Xiaomi TV sold the first in the Chinese market, and investing in film and television companies can enrich Xiaomis own resources in Internet TV content, which helps Xiaomi to increase the strength of its TV business. Liang Zhenpeng, a technology industry observer, told time finance that Xiaomis unremitting efforts to build content ecology downstream of the terminal will be beneficial to extending the IOT ecological chain. Industry insiders believe that millet with internet genes has new possibilities. Under the influence of the global epidemic, the shipments of mobile terminals such as mobile phones have been cut back, but under the general downward trend, Xiaomis online marketing channel advantages will be able to buffer the impact of the crisis compared with the plight of the blocked offline channels of friends. Sun Yanbiao, the first mobile phone Research Institute, previously told time finance that in 2020, millet terminal product market will have the possibility to go against the trend. From the perspective of Xiaomis core strategy, the investment in Xiaomis cultural and entertainment industry seems to be gradually penetrated. Its not very relevant to its main business, but it also shows the possibility of embracing young people and building a content ecosystem around hardware. Ding Daoshi said. Source: Time Financial Editor: Yang Bin_ NF4368

Xiaomis business has been relatively diversified. In addition to the hardware industry, it seems that it is not enough to only do well in the end products of its IOT ecological chain. Last year, Xiaomi TV sold the first in the Chinese market, and investing in film and television companies can enrich Xiaomis own resources in Internet TV content, which helps Xiaomi to increase the strength of its TV business. Liang Zhenpeng, a technology industry observer, told time finance that Xiaomis unremitting efforts to build content ecology downstream of the terminal will be beneficial to extending the IOT ecological chain.

Industry insiders believe that millet with internet genes has new possibilities. Under the influence of the global epidemic, the shipments of mobile terminals such as mobile phones have been cut back, but under the general downward trend, Xiaomis online marketing channel advantages will be able to buffer the impact of the crisis compared with the plight of the blocked offline channels of friends. Sun Yanbiao, the first mobile phone Research Institute, previously told time finance that in 2020, millet terminal product market will have the possibility to go against the trend.

From the perspective of Xiaomis core strategy, the investment in Xiaomis cultural and entertainment industry seems to be gradually penetrated. Its not very relevant to its main business, but it also shows the possibility of embracing young people and building a content ecosystem around hardware. Ding Daoshi said.