Talented Woman Xu Jinglei'S Pioneering Life Story &Nbsp; &Nbsp; "Toss" The Success.

from Xu Jinglei Director's first commercial film Du Lala's promotion Officially released in April 15th, the production cost of the film was less than 20 million yuan, but it has already recovered over 2/3 production cost through various business cooperation, and has created the biggest commercial success for Xu since he picked up the guide tube. Over the past few years, the experience of business has changed Xu Jinglei, the advertising resources and contacts accumulated by magazines, helped to find a lot of business partners in "Du Lala's promotion", and she also introduced the business model of the most popular foreign investors to participate in box office dividends, so Lao Xu confidently said, "this is a movie that is not afraid of business."

As an actress who once described Zhang Ziyi, Xun Zhou and Zhao Wei as "four little flowers", Xu Jinglei is not like the other 3 flower stars. Looking at Xu Jinglei's experience in the past 10 years, she can say that she is somewhat "not doing her job". When the other 3 little Hua Dan were competing with each other in the tide of commercial movie, Xu Jinglei was making an effort to deal with Han Han in his own "independent movie", on his blog, and even how many "finished things" in the population. Even her father, who had always supported her, could not read Xu Jinglei and said, "why not make a good play?"

In fact, since 2007, Xu Jinglei has only played a film every year, and she spent most of her time in her own electronic magazine "Kai La". But getting away from the big screen has not reduced Xu Jinglei's influence on his followers. On the contrary, Xu Jinglei has a large number of fans in the business world, especially in the Internet industry. The commercial success of Du Lala's promotion has made great contributions to Xu Jinglei in the business world. As the "talented woman" in the performing arts circle and the founder of "blog Queen" and "Kai La" in the Internet 2 era, Xu Jinglei is never afraid of entering any new field, and she firmly believes that it is her every time. adventure Only then did we achieve today's Xu Jinglei. "Du Lala" tries to recover the cost of the new production mode.

When Zhang Yibai found Xu Jinglei in the script of Du Lala's promotion, he was ready to be kicked out of the door by Lao Xu. From the earliest collaboration with Xu Jinglei in "going to love in the end", Zhang Yibai knew that Xu Jinglei had an inexplicable bias towards literary films. This preference is not only reflected in Xu Jinglei's taste and taste, but since she directed "me and Dad", it has been permeated in 3 films directed by Xu Jinglei. Now, Zhang Yibai wants to invite Xu Jinglei to be the director of Du Lala's promotion. This is the first film in the workplace in China, and it is a pure commercial film.

But Xu Jinglei's reaction surprised Zhang Yibai. After reading the script of Du Lala's promotion, Xu Jinglei complained to Zhang Yibai that this is a movie she wants to see and want to make. After knowing Xu Jinglei for so many years, Zhang Yibai felt that Xu Jinglei had changed. "Lao Xu has worked very hard in recent years, and now she wants to see some relaxed and happy movies." Zhang Yibai understood Xu Jinglei like this. Entrepreneurial experience let Xu Jinglei discover that in addition to being "art", films actually have the function of entertainment. But in the completely unfamiliar business world, the experience of rolling and rolling is not just Xu Jinglei's view of film. She even tried to change the domestic movie industry with the rules of the commercial world.

The first investors of Du Lala's promotion were Xu Jinglei and Zhang Yibai, although Xu Jinglei's 3 films were all invested by himself, but they were all small budget movies. Now Xu Jinglei wants to make Du Lala's promotion a fashion blockbuster. "This is not a few million investment." In order to "finance", Xu Jinglei and Zhang Yibai, like startups, began looking for investors for Du Lala's promotion. {page_break}

In order to add value to Du Lala's promotion, Xu Jinglei and Zhang Yibai did a lot of marketing. First of all, Xu Jinglei and Zhang Yibai invited the 13 human resources directors and executives of the world's top 500 enterprises as the honorary editors of Du Lala's promotion. After that, Xu Jinglei invited Patricia, the stylist of sex and the city. Field (PatriciaField) joined Du Lala's promotion career and launched another round of marketing in the fashion industry.

After two rounds of marketing, Xu Jinglei and Zhang Yibai found that some investors had begun to look for them. What's more, they had brought a heavyweight partner, China Film Group, as one of the investors of Du Lala's promotion. "The marketing process of Du Lala's promotion is like an entrepreneurial enterprise, which constantly dilute the stock of the original investors and continuously introduces more investment." As a film producer, Zhang Yibai summed up this. In the production mode, "Du Lala promotion" has such an innovation, its production cost is not high, only less than 20 million yuan, as a director, Xu Jinglei did not get the proceeds from the way of raising the production fee, but through a reasonable production cost, with a certain proportion of the production cost, and ultimately through the box office income and investors to be divided into similar, similar to "bottom dividend."

The business model of the investor and producer through the box office income has been very mature in the foreign film industry. But in the domestic movie market, the box office income of the movie still belongs to the investor, most of the directors can only get the production fee. The director is responsible for the film only in the filming stage, more like the manager in the company. "From the perspective of the company's operation, the operation of the film is unreasonable. If a company wants to make a person continue to do well and give him an option, the movie will not do that, and nobody will be particularly responsible. " Xu Jinglei is now looking at the movie industry from a commercial perspective.

Xu Jinglei wants to try out a brand new movie production mode through "promotion of Du Lala": the director can take a certain "copyright" in his own film as an investment, occupy a certain proportion of "equity" in the film, "the movie also has intellectual property rights, and protect the intellectual property rights of the creator". But Xu Jinglei also knows that it is very difficult to break the traditional mode of movie operation, including most investors do not agree with this model. Du Lala's promotion is just a test of Xu Jinglei's domestic film market.

But it is undeniable that the success of Du Lala's promotion in business cooperation is the first time that Xu Jinglei has been director. At present, Du Lala's promotion has recovered the production cost of 2/3 through various commercial cooperation. "Let's not talk about box office in the future, but it is no problem to recover the cost now." Xu Jinglei said with pride. In her view, Du Lala's promotion is a commercial movie. "Some movies are too far fetched to do business, but Du Lala's promotion is more like a fashion magazine. Business is content." Xu Jinglei understood that.

Although it was the first commercial film to be directed, though it was a movie that was not initially favored by investors, but when Du Lala's promotion came to Xu Jinglei, a wonderful chemical reaction came into being. When looking back over the past few years, whether he was blogging or starting an electronic magazine, Xu Jinglei felt that his time was not wasted.

Xu Jinglei founded such an electronic magazine when he founded "Kai La" e-magazine. He hoped that he could get through the magazines and get access to the enterprise through the magazine. Today, the advertising resources and connections accumulated by "Kai La" really helped Du Lala find a lot of business partners. "Because in the past, no matter how to be an actor or a director, there is no such channel, and making magazines can reach a large number of advertisers." And the experience of business really changed Xu Jinglei.