On the New Year’s Eve just after, how do you New Year’s Eve? Go to the outdoor crowded people to participate in the bell down time? Open the TV at home to watch the New Year Party? I believe fewer and fewer people do this, because this year’s adults have more and more special New Year’s Eve.
For example, watch the New Year’s Eve speech of celebrities. Luo Zhenyu’s “Friends of Time” relieved his inner knowledge anxiety. For example, watching the “most beautiful night” New Year’s Eve party in station B has also become the New Year’s Eve ceremony of many “post -waves”. However, whether it is a traditional New Year’s Eve event or the New Year’s Eve show that has risen in the Internet era, it is created for adults.
Although the sense of ritual in the New Year is equally important to children. Although parents want to do something with the children at this special moment, they do not have a New Year’s Eve program for children or parent -child scenes.
On January 1, 2021, Uncle Kai’s first children’s New Year show “2021 Uncle Kai Magic Fairy Tale Night” launched by Uncle Kai’s story filled the gap in children’s New Year’s Eve shows.
Uncle Kai’s New Year’s Eve show, do not make a party to make a big show
“The Night of Uncle Kai Magic Fairy Tale” was broadcast simultaneously on Shenzhen Satellite TV and Tencent Video. Unlike the knowledge programs with speech as the main line, the content form of “2021 Uncle Kai Magic Fairy Tale Night” is more three -dimensional and richer, but it is not a traditional New Year’s Eve party: there is no program list, not invited celebrities or celebrities, but It is a unique design for children’s ability to accept ability and show preferences. It has a complete story line, more like a drama. Because of the different forms, this show is not called a party, but is called “Da Show”.
Uncle Kai’s New Year’s Eve showed magic, fairy tales, music, and dance. It has a main storyline like a stage play. The plot unfolds, conveying positive value concepts.
Uncle Kai, who accompanies the children through his voice, sang and danced, performed magic on the stage for the first time; many IP characters of the Uncle Kai family met the stage on the stage to interpret the story, such as Ai Xiaopo and Chicken in “Uncle Kai Pocket Detective”. Feifei, Wu Tiantian and Dong Xiaoyu of “Uncle Kai’s Wonder Library”, Tang monks and apprentices in “Uncle Kai West Journey”, and “Uncle Kai’s Poetry Comes”.
In the process of promoting the storyline, the show will have magic performances that run through, such as chandeliers, big people becoming bigger, bookcases, books in books, and so on. The interpretation method of Da Kai’s brain hole is educated. For example, the wild Chang’e and many ancient poets and many ancient poets will perform “rock poems”, singing the ancient poems such as “Chunxiao” and “Dengye Tower” “sing” out ” , “Li Bai”, played by Uncle Kai, constantly crossed and interacted with Chang’e and other characters …
All stories or dramas have conflicts and themes, and “2021 Uncle Magic Fairy Tale Night” is no exception. In 2020, the black swan is full of flying, everyone is fighting with difficulties. The show is closely linked to the current theme, and the core spirit of “can’t fight” is designed to design programs, conveying “I hope that every child will face any growth in the process of growth, facing any any of the growth process. Things do your best, but you can accept any results. “The value concept, which is exactly the spirit of the IP of the Uncle Kai family.
“The Night of Uncle Kai Magic Fairy Tale” is the most special New Year’s Eve show in the industry. As the only New Year’s Eve IP for parent -child scenes, it has jumped out of the party in the content. Through innovative storytelling design, it integrates magic, singing, dancing, poetry and stage dramas, which has high ornamental.
There are more than one industry person in my circle of friends who have highly affirmed this show. Some people even think that it is the new program of “the most beautiful night” phenomenon of “the most beautiful night” with station B. More importantly, the value concept of “unable to fall” transmitted by the show can easily resonate with children and adults. From the results, the first show of “Uncle Kai Magic Fairy Tale” was a great success.
Performing the agreement with the children, IP is the cornerstone of Uncle Kai
For the Chinese people, the New Year’s Eve is second only to New Year’s Eve. However, the attention of New Year’s Eve has been firmly occupied by the Spring Festival Gala. Therefore, digging the time value of the New Year’s Eve has become the consensus of more and more players.
The birth of Uncle Kai’s story “The Night of Uncle Kai Magic Fairy Tale” originated from an agreement between Uncle Kai and the children. Many parents feedback through different channels hoping that Uncle Kai would have a meeting ceremony, because many children who grew up listening to Uncle Kai’s voice have a wish, that is, he hopes to see Uncle Kai and touch Uncle Kai’s big bald head.
Last year, Uncle Kai tried the water in the Great Hall of the People in the Great Hall of the People. Later, many parents and children feedback, hoping to have such a growth ceremony each year. In 2020, Uncle Kai’s storytelling team decided to make a new year of the children’s new year to come to the New Year with children and parents across the country to meet the more than 40 million users. expect.
This show is for children and parent -child families, and there is no reference in the industry. From the idea to the establishment team to the planning and execution, Uncle Kai’s storytelling team spent nearly a year to create this new year show. Uncle Kai told the media: “In the past 6 years of entrepreneurship, I have always hoped to accompany users to grow through a ritual way.”
It now appears that “Uncle Kai’s Film Tale” will become an agreement on New Year’s Day and children every year.
Uncle Kai’s story is not the first player to eat “New Year’s IP” crabs, but those who are familiar with their development process will know that their New Year’s IP is not to follow the wind, but the water where IP strategies landed.
There is a saying in the entertainment industry: “
The core of the entertainment industry is IP. The essence of IP is a good story. Behind the good story is value recognition.
“Only a good story can become an IP, which around the different contents of the IP, such as literature, film, script, animation, games, characters, but they are closely linked to a good story. For example Robert McKee, the author of the classic “Story”, has a famous saying: “The essence of a movie is the story”; for example, the self -media with IP will have “human settings”. Behind it is the story of Oriental pastoral shepherd.
The story will have characters, plots, conflicts and values.
Uncle Kai’s content of storytelling is presented in the form of a story, and all focus on the creative principles of “happiness, growth, and crossing” to form an IP system.
IP operations are divided into two steps. The first step is IP creation. Uncle Kai’s story is based on Uncle Kai (Wang Kai), a well -known domestic voice actor’s voice interpretation of audio programs, and then systematically output the story with the top expert team in the fields of domestic science, poetry, screenwriter, music, painting, etc. In the process, IP constantly accumulates IP, including story IP, character IP and content IP. The second step is to operate IP. Uncle Kai has been developing the IP with stories, tapping the value of IP, and making the content more three -dimensional.
The audio story is only the starting point of Uncle Kai’s storytelling. Today, its IP development has covered different forms such as courses, books, hardware, animation, music, and live broadcasts.
“The Night of Uncle Kai Magic Fairy Tale” is another important settlement of its IP strategy, which has multiple significance:
1. Uncle Kai’s storytelling with the TV station for the first time to do New Year shows. The content carrier of “Da Show” has more in the content matrix;
2. Through Shenzhen Satellite TV and Tencent Video, output content on the New Year, further out of the circle, enlarge the brand, and pull new users;
3. Based on Uncle Kai’s already IP characters and stories, Da Show, which releases the IP value while expanding the IP influence;
4. Daxiu becomes the head of the head of the head, and the probability will continue to run, which has considerable commercial value;
5. Based on the IP assets of Uncle Kai’s story, more network linkage programs are expected to be launched.
At this point, we will find out,
Uncle Kai’s story is not a “knowledge paid platform” that everyone thinks, but an IP content company for children’s groups and parent -child scenes.
The accumulation and breaking of IP are the main line of its development. In essence, they are on the same track as Disney, but Uncle Kai starts from audio stories, and Disney cuts in from anime, but eventually returns to the same way.
Uncle Kai tells stories and become the “alternative” of content entrepreneurship
Up to now, “Uncle Kai’s story APP” has more than 40 million users, and has broadcast a total of 30,000+ children’s audio content, the number of playbacks exceeds 10 billion times, and the average daily listening time for users is 70 minutes. Uncle Kai’s storytelling has come out of the capital market. In 2019, he received Baidu’s led investment. New Oriental, Hero Future, Kunyan Capital followed the C -round C financing, and the financing scale exceeded 50 million US dollars; C+round of financing, Zhixin Capital Leading, Singapore Investment Corporation Temasek and Zhengxin Valley followed the investment.
There are two core “stories” of Uncle Kai’s story today: one is an IP -based content platform, and the other is an online education for children.
The systemic generation and development of IP is the core of its knowledge payment platforms such as obtaining knowledge. On the one hand, it provides high -quality content to Chinese children to help them grow and learn in their learning. On the other hand, it provides content to Chinese children, creates happiness, and allows them to have a happy childhood.