The celebrity animation IP "Fox Spirit Matchmaker" created by Tencent Animation and Comic is settled in Akihabara maid coffee shop.

For professional baristas, please follow the coffee workshop (Wechat official account cafe_style)

In July, a photo of a Chinese classical poster spread all over the entrance of Tokyo's Akihabara subway was printed with domestic animation "Fox Spirit Matchmaker", a publicity campaign broadcast by Tencent Animation and Comic on Tokyo MX television in Japan.

After the poster occupied the Akihabara subway station, the time-limited theme event held by Fox Spirit Matchmaker and Mailish, the Akihabara maid cafe, also ended recently.

Fox Spirit Matchmaker Cake in Akihabara maid Cafe Mailish

This series of publicity of "Fox Spirit Matchmaker" in Japan is essentially the same as Tencent Animation and Comic's strategy of operating for it at home, that is, to spread the content that the public likes in a way that the public likes. Tencent Animation and Comic's series of operations in Japan can not only open the popularity of "Fox Spirit Matchmaker" in Japan, but also influence China as a kind of "national comic to the country of animation".

Fox Spirit Matchmaker element in Mailish of Akihabara maid coffee shop

The Japanese "Adventure" of Fox Spirit Matchmaker

On July 1st, "Fox Spirit Matchmaker" landed in Japan and was officially broadcast on Tokyo MX TV in Tokyo, broadcasting the first three chapters of "Xiasha", "Royal Power" and "Yuehong" in the original work.

Fox Spirit Matchmaker Yuehong Article

In order to adapt to and develop the Japanese market, the Japanese version of "Fox Spirit Matchmaker" invited the popular voice headed by Hanoi Yuano and Acheng Kanai to re-dub. The Japanese version of animation not only refined the lens, but also produced a new OP "pupil dye" and a new ED "pupil dye".

In addition, Tencent Animation and Comic also drew lessons from Japanese animation promotion methods to create the "Fox Spirit Matchmaker" official formula website, on which she posted a suspense PV to attract Japanese audiences.

In fact, this is not Tencent Animation and Comic's first cartoon to go to Japan. As early as 2016, Tencent Animation and Comic partnered with Dream Animation and studio DEEN, a famous Japanese animation company, to produce the animation "once upon a time there was a Lingjian Mountain", which was broadcast on a number of Japanese television stations.

This year, Tencent Animation and Comic broadcast in Japan in addition to "Fox Spirit Matchmaker", there are "Lingqi", "Super Journey to the World" and "Silver Gravekeeper". Among them, except for "Super Journey to the World" is a Sino-Japanese joint venture animation, the other three animations are Guoman and are broadcast on Tokyo MX television.

Apart from the poster promotion in Akihabara, Fox Spirit Matchmaker held an 11-day theme event in conjunction with Mailish, the Akihabara maid cafe. During the event, the coffee shop launched the fox demon-themed menu and series of peripheral supplies, while the maids changed into the fox demon costume in the cartoon to serve the guests.

Animation IP Fox Spirit Matchmaker

Fox Spirit Matchmaker is an anime IP created by Tencent Animation and Comic, which Tencent calls its "star IP". It was originally a comic work serialized by author Kui Xiaoxin in the magazine Comic SHOW. It was suspended from publication and began to be serialized in Tencent Animation and Comic in 2013.

Fox demon Su Su

The work mainly tells a series of stories about Su Su, the fox demon who takes the matchmaker as her profession, in the process of pulling red strings for her lovers in previous lives. The story is integrated into the elements of ancient Chinese style, and it is a fantasy story with the theme of love.

So far, the "Fox Spirit Matchmaker" cartoon has accumulated 8.9 billion hits and 630000 topics on the Tencent Animation and Comic platform, still ranking second on Tencent Animation and Comic's best-selling list and monthly ticket list.

In 2015, Tencent Animation and Comic animated it. According to the interview, Tencent Animation and Comic will consider two aspects when choosing a project to animate, that is, the popularity of the cartoon itself and whether the content is suitable for adaptation.

It is understood that before animation, "Fox Spirit Matchmaker" cartoons on the Tencent Animation and Comic platform has considerable ranking and reading. In addition, love and fantasy are popular animation themes nowadays. As of press time, in Tencent Animation and Comic's popularity list TOP20, there were 12 works about love and 5 works on fantasy. In the popular list of NetEase's comics, TOP20, eight works are about love and six are about fantasy. Fox Spirit Matchmaker, with the theme of love and fantasy, has an advantage in the theme of the story.

In terms of content, Fox Spirit Matchmaker gathers elements such as love, friendship, dream and loyalty. The tone of the whole work is more positive and positive, and there is no lack of plots to stimulate readers' emotional identity. for example, the fox Su Su, who was ridiculed and foolish from an early age and wanted to be an excellent red line fairy, was beaten and bullied but did not hand over the reference books used to pull strings, such as in the love stories of Shahu Fanyunfei and Li Xueyang. Xiao Li, Yunfei's secretary, blocked the attack on Fan Yunfei at a critical moment for their happiness.

In terms of animation, Tencent Animation and Comic retains the essence and character setting of the original work. In terms of production, we invited the domestic animation team to paint Dream, the brilliant creator ediq of the ancient style music team, Ke Bei of Komura and Zhang Jie, who dubbed "Ancient Sword and Strange Tan", to participate in the production of the animation "Fox Spirit Matchmaker". The production of animated theme songs by the invited orchestra played a certain role in the PV display and early publicity.

Fox Spirit Matchmaker's linkage with various industries

In 2015, the animation of "Fox Spirit Matchmaker" was broadcast throughout the network. The number of hits on the whole network has exceeded 10 million in the first month, but now it has exceeded 1.5 billion. Among them, the total number of views of "Fox Spirit Matchmaker" on the two-dimensional community barrage website bilibili has reached 100 million, the number of followers has reached 2.59 million, and the total number of on-screen comments has reached 3.56 million.

In addition to animating "Fox Spirit Matchmaker", Tencent Animation and Comic also links various industries in the operation of Fox Spirit Matchmaker IP to cater to public preferences, expand different forms of products, and expand Fox Spirit Matchmaker's exposure. Among them, not only manufacturers took the initiative to invite Fox Spirit Matchmaker for cooperation, but also Tencent Animation and Comic took the initiative to attack.

In the pan-entertainment development, at the UP2017 Tencent Interactive Entertainment presentation meeting, Tencent Animation and Comic announced the launch of "Fox Spirit Matchmaker" live-action movies and TV series, with Uncle Nanpai and Fresh Guoguo as the script supervisor and Bai Yichang as the producer.

At the Guoman two-dimensional concert held by Tencent Animation and Comic, "Fox Spirit Matchmaker" was staged in the form of a musical at the Shanghai Meiqi Grand Theater. The musical was also broadcast on Xuan Mobile Cartoon TV, which was watched by more than 5 million people.

In the cooperation of different industries, Tencent Animation and Comic authorized the image of Fox Spirit Matchmaker to mobile games. Miracle Nikki, a cross-dressing mobile game popular among female players, launched the Tushan Susu suit in 2015, which is highly sought after by players.

National style martial arts game "Moonlight Blade" and Fox Spirit Matchmaker IP linkage, launched a new NPC Tushan Susu. Card game "Fengshen summoner" brings the fox demon Su Su into the game world as a SRR god.

In terms of marketing and communication, the July issue of Fashion cosmo, a mainstream fashion magazine around the world, published the special features of the animated characters Su Su, Ya Ya and Hong Hong. KFC also joined forces with Fox Spirit Matchmaker to bring KFC fried chicken into the fox demon world.

The way of Tencent Animation and Comic

In the CCG EXPO2017 animation film sub-forum, Tencent Animation and Comic brand director Liu Xinglun raised a question, in recent years, the market is not lack of animation IP, there is no lack of pan-entertainment IP side, but the real success of animation IP still accounts for a minority.

Liu Xinglun also said, "if pan-entertainment is properly developed, IP will attract more fans from different fields based on its own fans."

In cultivating Fox Spirit Matchmaker IP, Tencent Animation and Comic adopted the following path: first, excavate the cartoon IP suitable for animation, animate the cartoon IP to get more audiences, determine and stabilize the fan base, and then realize and expand IP through marketing, non-industry cooperation and pan-entertainment expansion on the basis of this audience. In the process of cashing out and expanding IP content, increase IP exposure and get more audiences. The process of cultivating IP is like a snowball, getting bigger and bigger.

Tencent Animation and Comic also takes the same path to the cultivation of animation IP "under one person". After making certain achievements in animating the cartoon, Tencent Animation and Comic announced his decision to turn it into a live-action film and a mobile game.

It is worth noting that there are two main points involved. First, the starting point of animation IP expansion should be animation. Fox Spirit Matchmaker IP, one person under IP follow a series of pan-entertainment expansion, non-industry cooperation and marketing are based on the results of animation can be carried out. Second, establish linkage with various industries, comprehensively develop different forms of IP products, and push IP to the audience through various channels to achieve sharing, co-creation and symbiosis.

In the development of pan-entertainment, Tencent Animation and Comic will also formulate corresponding hierarchical development and management according to different IP attributes. Tencent Animation and Comic's proper operation of animation IP is partly due to its own platform advantages and resources accumulated in the industry, but development is also an important factor. (end)