Wang Zhongjun: How Can I Turn Advertising Companies Into Entertainment Empire?

When the hero of the story

In 1994, Wang Zhongjun returned to Beijing with $100 thousand of venture capital. Wang Zhongjun, the leader of the 3 brothers, invested about 1000000 yuan to create the name "

In the path of Huayi's development, many "magnate", Merrill Lynch Securities chairman Liu Erfei, China International Capital Co President Zhu Yunlai and other financial circles have opened up financial ideas for Wang Zhong Jun. Huayi's shareholders are more closely related. Alibaba's Ma Yun, Focus Media's Jiangnan Chun and Lu Weiding of Wanxiang group are all famous.

After the listing of Huayi, the drama began to enter a climax. "I think it's safer after the listing."

Wang Zhongjun said, "there is no money problem in my mind now. We only focus on products, and products are the most important.

A good product will be rewarded.

"We have good directors, good scripts, good concepts, and worry about no profits?" Wang Zhongjun, who left capital anxiety, began to paint his dream bigger. He began working with Shi Yuzhu to establish Huayi giant game company, and conceived of building a Huayi theme park similar to Disney park.

At the same time, the Huayi Brothers can not avoid the relationship between their stars and shareholders and their lips and teeth.

In this regard, Wang Zhongjun can see very clearly, "my mindset is who can go up high."

It is normal for shareholders to lift the ban and sell them.

I never thought that people selling stocks were disloyal to the company, or they were not optimistic about the company.

At the same time, Huayi is also developing his new creative power. Through the strong creative team of Huayi, training new directors and stars, Wang Zhongjun called it Huayi "laboratory".

He said, "Huayi has always stressed the importance of shooting small and medium-sized films to explore new people. For example, when we filmed" Hoh Xil "," Cara is a dog "and" Li Mi's conjecture ", the biggest demand is to explore new directors.

And Wang Zhongjun, a scout soldier and a pioneer of the Chinese entertainment industry led by him, will develop next. In this regard, Wang Zhongjun accepted an exclusive interview with our reporter.

Luck is important, but it is also related to personality.

My character is easily excited and excited when I meet new things.

When people tell me about new projects, I am particularly receptive.

My execution is relatively strong. One thing does not necessarily develop very well at the beginning, but from the beginning to the end, I can make it more and more perfect.

Twenty-first Century: can you recall the development of Huayi Brothers in these years?

Wang Zhongjun: we started out as an advertising agency, because I studied art and I was an artist, but at that time, when I was in the advertising industry, I felt that I was still very good at the development of creativity. Every advertisement had its own idea.

So when I was an advertising agency, I got better.

Then Huayi went to the development of television and film business because it seized an opportunity.

I had a friend in the TV circle suggested that I start investing in TV, and that's why I embarked on this road.

And the process of turning a company into a public company is an idea that comes from the influence of some friends around you. Just like a good actor needs a director to find him, like some friends who have talked with you, you feel good, and the company has its own ideas.

He may guide you, do some literacy education for you, or invest in you.

With this idea, we started the first joint-stock reform 5 years ago, from the beginning of a vague family company to the road of public companies.

And the growth of the company is also catching up with the general direction of China's cultural industry development.

Behind these experiences, luck is important and also related to character.

My character is easily excited and excited when I meet new things.

When people tell me about new projects, I am particularly receptive.

I think my advantage is listening to others' ideas, so that we can learn something from others.

I have another advantage: I am quite resilient.

My execution is relatively strong. One thing does not necessarily develop very well at the beginning, but from the beginning to the end, I can make it more and more perfect.

Twenty-first Century: Huayi Brothers have been listed for a year. Can you review the way of listing? What do you think are the key nodes?

Wang Zhongjun: I think Huayi has met better people in several aspects of capital operation. The first thing that inspired me is Zhu Yunlai of CICC and Liu Erfei of Merrill Lynch.

They are my enlightening teachers in capital operation.

I remember the public literacy course for me at that time, that is, Zhu Yunlai gave me a half day class at the international club.

For example, the company's structural construction, why companies want to finance, why they need to absorb strategic investors.

Ma Yun joined the investment in 2007, which is also a great help to me. In addition to bringing the superficial phenomenon of capital, Ma Yun actually brings a better thing -- encouraging us to develop the confidence of our enterprises.

Because Ma Yun was also a successful person at that time. He invested in a company to prove that the company still had great potential.

At the end of 2008, Jiang Nan Chun and Yu Feng became my shareholders and brought help to Huayi from social concerns.

The introduction of these shareholders in our company is a natural process.

When negotiating with these shareholders, they did not pay much attention to price problems.

Twenty-first Century: it is a very important point. Whether you are a capital operation consultant or a company shareholder, you are the elite of the business sector. What does this bring to your company?

Wang Zhongjun: Zhu Yunlai and Liu Erfei are very enthusiastic. Most of their help is subtle.

They instilled the concept of capital operation to me a little bit like "literacy". They put me on an international club, ordered tea and took a piece of paper, and analyzed the company structure, the future development route map, the listing of the company, and the changes brought to the company after listing.

Ma Yun is a more romantic person. He feels that although the world is hard to do, he should have a lofty goal. Before he achieves this goal, he must not care about all the food he eats. The company culture he brings is also subtle.

Later, when Yu Feng became a shareholder, they brought diversity to our team. I think a team should have a variety of people, and it will be more appropriate.

For example, Yu Feng has his own characteristics. He is from Shanghai. He is meticulous. He does things well, which makes our team more coordinated.

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Good movies are the foundation of Huayi's establishment.

The process of inculcate the concept of capital operation by Zhu Yunlai and Liu Erfei is a bit like "literacy".

Ma Yun is a more romantic person. He feels that although the world is hard to tackle, he should have a lofty goal. Before reaching this goal, he does not need to care about all the pain in the middle. Yu Feng has his own characteristics. He is a Shanghai person, meticulous, and he does things well, which makes our team more harmonious.

Twenty-first Century: How did the listing change the company's operation and your own work?

Wang Zhongjun: actually, before the listing of our company, the legal structure and the financial system are all done according to the requirements of the listed companies.

The biggest change is that the listed companies must disclose their performance quarterly. But now Huayi has been used to the quarterly disclosure system for a year.

Of course, I think the most fundamental change is the change of mentality. From the perspective of capital capability, brand competence and future goals, I think it is safer after the listing.

Second, Huayi's goal is far greater. First of all, our goal is to set our own broader goals, followed by social whipping.

Twenty-first Century: what changes has taken place in the financing of Huayi, especially the operation of film projects after the listing?

Wang Zhongjun: since we went public, we have raised funds, so the investment pressure is not big.

Before the listing, the fund for shooting is concentrated on my personal assets. Although I have never been worried about losing the assembly number, I think our company can take the risk.

But at that time, our finances were relatively stressful, and finance often said, "boss, how much do you spend next time?"

Now I have no financial problems in my mind. We only focus on products, and products are the most important.

A good product will be rewarded.

We have good directors, good scripts, good concepts, will we worry about no profit?

This year's "Di Renjie - the Empire of heaven" is very successful. We plan to continue shooting next year, but this is based on the financing provided after the listing. If there is no such a smooth chain of funds, I dare not daydream.

Listing makes me feel safer.

I think it's safer after going public.

Now I have no financial problems in my mind. We only focus on products, and products are the most important.

A good product will be rewarded.

We have good directors, good scripts, good concepts, will we worry about no profit?

Twenty-first Century: the outside world is still worried that the loss of famous directors and artists will trigger the risk of Huayi Brothers, and with the advent of the lifting of the ban, some shareholders will start selling their shares. This also brings some worries to the market. How do you view this?

Wang Zhongjun: some time ago, Xiaogang published the news in micro-blog. I think it is very correct. This problem should have been explained so long ago.

Xiaogang said, everyone said that Huayi was dependent on me, so it became a weakness.

Why do I have a soft rib to rely on me? No one who has no dependence has no soft rib. We have an atomic bomb in China, but it is said that there are soft spots. People who have no atomic bombs say that he is an advantage. This is unreasonable.

Huayi does depend on some people and teams, such as Feng Xiaogang and Chen Kuo-Fu.

If I didn't know Feng Xiaogang, I could say I might not be in the movie business now.

There are also artists. I think there are many Huayi entertainers. The departure of some of the first stars actually has little influence on Huayi. Their departure has no obvious effect on our business operation.

From another point of view, we have indeed left some of the first line stars, but they have been serving you for six years, and have reached the contract period. But this means that we can vacate our positions and cultivate new people. We can have more resources to lean towards new people.

In fact, the profits of newcomers are relatively higher. If a star is left behind, it can only be divided into 5% parts, while a second place star can be trained to get a 30% agent fee. Which one is more suitable? My mindset is that anyone who goes to high places can do so, otherwise, what is the last thing that others pursue with you?

Apart from entertainers, this year we came to understand the prohibition period, and some shareholders sold it, which attracted some comments in the market.

I want to open this.

Why is entrepreneurship? Is it not for wealth? Wealth is a very important link in people's pursuit of goals.

I never thought that people selling stocks were disloyal to the company, or they were not optimistic about the company.

Relying on Feng Xiaogang is not a weakness.

We have stars, such a good producer, and I can rely on so many talented people. Actually, it is my advantage. Instead, it makes some people think of me as a disadvantage. Why does it become a weakness?

It is normal for shareholders to lift the ban and sell them.

I never thought that people selling stocks were disloyal to the company, or they were not optimistic about the company.

"Twenty-first Century": we still think that the film industry is a high-risk industry. If we invest in the box office, we will get better returns.

Some researchers compared Huayi and the listed companies, such as the sea cucumber, they planted the sea cucumber and planted seedlings in the deep sea. After three years, they grew out of 5 yuan, and later they became 50 to 100 yuan.

Is Huayi also a form of low investment, high return, high risk and long payback period?

Wang Zhongjun: others say that movies are risky. Actually, the production process of our movies is a process of project argumentation.

We have expectations for the box office of a movie. In the decision-making stage, we estimate the movie investment by pushing back.

The movie industry is clear in my mind, so I am more confident in doing it.

Film and television production, in the words of experienced companies, from watching script, setting director, fixing Bureau, setting a budget, and then finally, the difference between expected return and actual income is not particularly large.

For example, in our TV production now, we expect less than 5% of the error between the actual return and the actual return. For example, you can only sell 1 million in a single set, and the actual return is only about 20 thousand at the end.

Twenty-first Century: since the beginning of this year, Huayi has also released many blockbusters. What kind of process is it going to establish in the movie business? What kind of content is it established, how much money is invested, and finally, what is the process in Huayi? Which link needs you to cling to?

Wang Zhongjun: our film creation cycle is relatively tight, rhythm is also well controlled, in general, it is more efficient.

For example, Feng Xiaogang's recent films were launched in parallel. When Feng Xiaogang made the Tangshan earthquake, in fact, if you are the one, it has already started in parallel.

Our idea for Xiaogang is to shoot a big one and then take a relaxed one. The next step is a little bigger and more exploratory.

Specifically to the film's decision-making process, in fact, each movie is a concept at the beginning, we will have a film decision team to read the script first.

Our decision-making team is very simple. For example, Feng Xiaogang, Chen Kuo-Fu and I, together with Lei Lei, make up a decision-making team. There are three scripts of A, B and C. We read at the same time. When everyone reached a consensus on one of the scripts, the film was set up.

In addition, we also have a team of advisers. After two teams have finished the script, the general direction of the film has been decided.

When we set our course, we talked about budgeting with finance.

Because our decision-making team is experienced people, each person's mind has a clear concept of movie scenes and actors' direction. For example, how many days and how much money do Feng Xiaogang give me, what kind of effect can I play on the play? How much can it last?

In addition, we have domestic and international distribution teams to participate in research decisions.

For the film industry, my mind is clear about the movie industry, my mind is clear, so it is also more confident to do it.

Film and television production is not as risky as some people in the industry think. Our production process is different from those just growing up. Huayi is actually a leader in the film industry.

Twenty-first Century: Huayi is an intelligent enterprise. Creativity of directors, producers and other creative teams is the important value of this enterprise.

If Feng Xiaogang's future creative power is overdrawn, how will you launch the new product next? In addition, the audience's appreciation level keeps improving. How do you deal with this?

Wang Zhongjun: new talent will come out.

I don't believe it. Is there no movie in China after Zhang Yimou, Feng Xiaogang and Kaige Chen? It's impossible.

New people will come out, just when to come out.

So Huayi has always emphasized the importance of filming small and medium-sized films to explore new people. For example, when we filmed "Hoh Xil", "Cara is a dog" and "Li Mi's conjecture", the biggest demand is to explore new directors.

In fact, making money in small and medium-sized movies is really not easy. Like crazy rock, the chance is eight hundred years.

As a company, you can't think like this because it's gambling.

But I think from the perspective of social responsibility, Huayi digging new people is a very important obligation, so we have been insisting on doing this.

In recent years, the new director came out, except Hao Ning, who was not made by Huayi. The remaining two young Lu Chuan and Gao Qun Shu were all trained by Huayi.

Twenty-first Century: but the cost of research and development of this new product is very high. Many production enterprises' new products are done in experiments. Their cost is controllable. How can Huayi control the cost in this field?

Wang Zhongjun: we are also a laboratory, but this laboratory is a practical laboratory with certain assurance.

First of all, our controllability is embodied in the controllability of our supervision system.

Huayi's supervisory power is very strong. Like the wind, Chen Kuo-Fu is the master of the company. The whole creation team of the wind is the company's excellent strength, and the script is also well handled by the company.

For example, the previous media said that we were going to take "Tai Chi". We would find Feng Xiaogang to guide Jet Li.

We will consider whether Jet Li will play the leading role, Feng Xiaogang supervised, Yuen Wo Ping's action guidance, to find a new director.

To cultivate a new director is not a simple matter. A potential director has filmed a film, but has not made a blockbuster. His narrative ability and cultural experience need to be tested.

In addition, this product has another appeal, that is, we hope to find a new generation of martial arts stars.

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Huayi Laboratory

New people will come out, just when to come out.

So Huayi has always emphasized the importance of filming small and medium-sized films to explore new people. For example, when we filmed "Hoh Xil", "Cara is a dog" and "Li Mi's conjecture", the biggest demand is to explore new directors.

We are also a laboratory, but this laboratory is a practical laboratory with certain assurance.

Twenty-first Century: Huayi announced that it will set up a joint venture with giant network, "Beijing Huayi giant Information Technology Co., Ltd.". What is the positioning of Huayi giant's future products?

Wang Zhongjun: this case was actually talked with Shi Yuzhu at the beginning of the year. At that time, everyone felt that no matter from any angle, this cooperation was win-win.

Our main goal is to build a team.

We pplanted a team of about 70 people from the giant company to the new company.

The team now has a small but relatively stable product, the king of Kings 3, which has already started operation and has been profitable.

This time Shi Yuzhu has brought about a more mature team that has been integrated for three years, the head of the team, the deputy general manager of Jinshan, who has been to the giant for two or three years.

It is more robust to enter the game industry in this way, because we are not buying a company that is still in the initial stage of research and development, but a small and medium company that has already come online. My goal in the game is to eventually build a better team of about 500 people.

"Twenty-first Century": 3G and other Vision Values networks are developing rapidly. From the experience of foreign countries, the development is from the equipment merchants, to the fiber optic cable, and to the content supplier. What is the future of the content supplier in this respect?

Wang Zhongjun: Huayi as a content provider, I think the core is to make good works.

But we also have mobile game companies that invest in palm technology. We will have other actions in the future.

I am optimistic about the new media. Taking the Internet as an example, can you know that the Internet can make enterprises like Baidu and Tencent 10 years ago? I think the three networks convergence will definitely make the content providers more and more advantageous in the future. We must have some ideas. Only when China's intellectual property rights are well protected, we will have a lot of space.

The mainstream income of our film and television works (Cinema box office and TV station broadcast copyright) accounts for about 95% of the total. This situation is upside down with the United States. The mainstream income of the United States is 30% and 70% is the income from other follow-up authorization (network authorization).

If our other authorized income can also grow, for example, the mainstream income of the Tangshan earthquake has been sold for one hundred million dollars, and the subsequent income will bring 10%, which means it will be sold for ten million dollars.

Twenty-first Century: will Huayi have plans to build a theme park in the future?

Wang Zhongjun: we have been exploring the concept of Huayi Brothers theme park.

In fact, it is cultural tourism.

But this is the first thing to be careful about. The second must have a certain scale of funds, not what you want to implement. Landing a main park has to invest billions of dollars.

Now the Chinese people's vision is wider and wider. We have to provide a super level theme park to meet everyone's needs.

For example, the movie "assembly" is so popular that in our Huayi Brothers theme park, we restore a scene of the castle battle at the assembly point, and lay a 180 meter field where young tourists will experience actual combat.

Another example is the church in the "if you are the one". We also build one in the park, so you can pour it in.

There is also ghost town in the "empire of heaven". If you put this scene in the playground, tourists can travel in a small boat, and the whole play process is horrible and fun. I think these are certainly interesting.

This is our future mode.

The concept of mass media

Games are the industry I want to enter most.

Because I think games and movies are too much alike. Their creation is like a big play.

From the first day of listing, I didn't emphasize the concept of film and television very much. I think Huayi Brothers are still a company with big entertainment and big culture concept.