BEIJING, May 17, 2018 /PRNewswire/ -- iQIYI,
an innovative market-leading online entertainment service
in China, shared the company's frontier values and content
resource allocation strategies for the entertainment marketing
industry on their annual iJOY Entertainment Marketing Conference.
Joining the conference are iQIYI's Chief Marketing Officer WANG
Xiangjun and Chief Content Officer WANG Xiaohui, Mewe Media's
Founder and Chief Executive Officer MA Dong, superstar ZHANG Yixing
and members of men group Nine
Percent among other guests.
The conference draws huge attention from China's entertainment and marketing
industries. Hundreds of advertisers, marketing agencies,
celebrities and idol groups featured in iQIYI's productions were
present on the scene. The releases of trailers of forthcoming
dramas and variety shows also attracted hundreds of thousands of
iQIYI users to watch the live stream online.
WANG Xiangjun, iQIYI's Chief Marketing Office, introduced the
concept of "Shared Entertainment Values" as the company's latest
marketing strategy and "Contagious IP-based Values" as their
marketing methodology.
"It is easy to reach consumers, but much harder to make them to
take the action to buy." Said iQIYI CMO WANG Xiangjun, "But we have
found that consumers' attitude and actions are highly associated
with IP-based values, which has also become a driving force for
leading cultures."
iQIYI has already tasted the success in these approaches. Taking
the mega-hit variety show Idol Producer as an instance, its
Season 1 totaled a 3 billion viewership over the past few months.
The vast number of young audience had deeply resonated with the
show's core spirit "making dream come true through hard work",
which is also shared by its sponsors, advertisers and IP-licensing
partner brands. The rising superstar group has already signed
several advertising contracts
in less than a month since its
debut, featuring top global and local brands, such as Innisfree,
Tencent Games, and Pizza Hut. These
deals also marked talent agency as another innovative marketing
approach for iQIYI.
Also highlighted was iQIYI's upgraded collaboration with Baidu
Inc. Succeeding the "Baidu x iQIYI Plan" in 2017, the two Chinese
innovative technology giants co-founded "Baidu x iQIYI Innovation
Lab" this year, to further integrate the user-based resource and
data from both sides, for the R&D of innovative marketing
solutions tailored to advertisers' needs. This undertaking is to be
powered by "the rationality of AI" combined with " the sensibility
of entertainment IPs".
"iQIYI will embrace more solution-based, innovative marketing
collaborations with an open-platform attitude," Said WANG
Xiangjun.
With the constant outpouring and broad distribution of content
production, iQIYI has proved its leading position to create
full-scale IP industry chain marketing in China. "It is so much more important that
people can interact with our content on a deeper emotional level
than the sheer numbers of viewership." Said WANG Xiaohui, iQIYI's
Chief Content Officer.
iQIYI's variety shows continue to hit mega-successes. Ten
hit variety shows, including rap,
idol creation, sports, MAG, music, debate and talk show, are
actively explored to win the not only the attention but the
emotional involvement of young audience. Meanwhile, iQIYI's drama,
another main battlefield of iQIYI's content production, will
continue to generate cinematic-level productions, after their
productions Tientsin Mystic
and Burning Ice winning
New York Festivals World's Best TV & Films medals last month in
Las Vegas. Also announced on the
conference was The Rap of China, the variety show which is about to
set off its mass-audition on a global scale soon.
According to data from third-party agency iResearch released
in April 2018, iQIYI mobile app has covered over 600 million
devices, where users spend 6.388 billion hours monthly, making it a
leader in China's online video
market.
About iQIYI, Inc.
iQIYI, Inc. (NASDAQ: IQ) ("iQIYI" or the "Company") is
an innovative market-leading online entertainment service
in China. Its corporate DNA combines creative talent with
technology, fostering an environment for continuous innovation and
the production of blockbuster content. iQIYI's platform features
highly popular original content, as well as a comprehensive library
of other professionally-produced content, partner-generated content
and user-generated content. The Company distinguishes itself in the
online entertainment industry by its leading technology platform
powered by advanced AI, big data analytics and other core
proprietary technologies. iQIYI attracts a massive user base with
tremendous user engagement, and has developed a diversified
monetization model including membership services, online
advertising services, content distribution, live broadcasting,
online games, IP licensing, online literature and e-commerce etc.
For more information on iQIYI, please
visit http://ir.iqiyi.com.
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SOURCE iQIYI, Inc.