As one of the top executives of Bandai Nanmeng Palace in China, which was interviewed by ChinaJoy, Ms. Chi Miao has a difference. That is, we can directly communicate directly in Chinese. This communication is smooth and natural. I also have a deeper understanding of the current situation of the interactive entertainment business of Bandai Nanmeng Palace (Shanghai) through the communication with Ms. Chi Yumiao, as well as the strategy of Bandai Nanmeng Palace (China) in the entire Chinese market, such as IP based on the Chinese market. The king of the world makes the movement. In the interview, I also asked Chi Yumiao to talk about the success of Chinese mobile games in the Japanese market. In the interview, Ms. Chi Miao repeatedly mentioned “pan-entertainment”. The frequency of this word is high, and it has become the title of this interview

Ms. Chi Yumiao, Vice President and General Manager of Business Strategy Department of Bandai South Dream Palace (Shanghai) Interactive Entertainment Co., Ltd.

The following is an interview record:

Q1: Ms. Chi Yumiao, the last time you interviewed you, at the event titled “Wandai Nanmeng Palace Culture and Art Center”, what achievements have you made in Bandai Nanmeng Palace (Shanghai) Interactive Entertainment Co., Ltd. In the past two years?

A1: In the past two years, we have mainly been sorting out the company’s strategy in the Chinese market – with IP as the core, to carry out the pan-entertainment business. Like this year, we are doing business with the IP of “Mobile Suit Gundam” as the core. For example, in July, “Mobile Suit Gundam NT” and the movie-driven peripheral and game business, we slowly tried and experimented to form a closed loop of business lines. As a mutual entertainment, the game is still the main business. Like the “Naruto Ninja Mobile Game” that we cooperated with Tencent, this year is already the fourth year of the launch, and the results are still very good. Last year, we cooperated with Ali Games, “Navigation King: Burning Will”, and the market feedback was very good. From a business perspective, the game is of course important, but from a strategic perspective, we still hope to create a “pan-entertainment” closed loop with IP as the core. Therefore, we are also experimenting with ways and means to achieve our strategy. In addition to the movie just mentioned, we also opened the Tmall flagship store and the WeChat applet store in November last year. Of course, the follow-up will bring more to us. Group IP-based products. In addition to these, our IP licensing business and original IP business are also in progress

Q2 cooperates with Chinese game companies based on IP cooperation, such as “Naruto Ninja”, “Sword Art Online” and “Dragon Ball”, etc. How does Bandai Nanmeng Palace ensure that the originality of IP is not freely made by domestic manufacturers? “Dress up”?

A2: I think the key is to build a foundation of mutual trust. In the process of cooperation, there will inevitably be some setbacks, but everyone has a unified goal. So I have been talking to the team,. We don’t think of ourselves as a company, but as a team of certain products. Our goal is to bring this product to the user without any supervision problems and original taste. Good income On the basis of mutual trust, we have a very clear monitoring process to ensure that IP can be presented in an original way. Of course, when we choose partners, we will also consider whether the team of the partners understands IP, because we think that the producers are craftsmen, they are doing more than just a game product, but their works. If you want to do a good job, you need to have a full love and understanding of IP

Q3 Relatively speaking, “Navigation King”, “Naruto Ninja” and “Gundam” are all popular national IPs. It seems that Bandai Nanmeng Palace (Shanghai) Interactive Entertainment Co., Ltd. Has not introduced some of the more core mobile games. When I go to China, I can understand such a strategy, but will I consider introducing it in the future?

A3: From our point of view, we first hope to provide more popular users with popular entertainment products for the public. For example, the Mobile Suit Gundam that you mentioned just now is a national-level IP, but that is in Japan. In China, we cannot say that it is also a national-level IP. We must admit that there are still some gaps between IPs like “Navy King” and “Naruto Ninja”. Therefore, we still hope to use our IP as the core to provide better quality products to these IP fans, and at the same time expand the popularity and influence of IP, and then gradually bring more and more innovative forms of entertainment to a wider range of users. Slowly let more users become fans of our IP

Q4: Many Chinese game makers have also made a successful trip to the world over the years. In particular, the mobile game has also achieved very good results in the Japanese market. As a savvy Japanese game, how do you view this phenomenon?

A4: Actually, I think this phenomenon is very normal. Game makers have not come out of the sea in recent years, and many successful cases and products have been made many years ago. Therefore, in the face of such a very mature market to the Japanese game market, there are enough seafaring experience. , using the form and style of games that Japanese users can accept, it is also natural to achieve good results

Q5: “Dark World God” is a completely original IP developed by Bandai Nanmeng Palace in China. From the novel to animation, I first want to know what kind of consideration was I was determined to develop original IP. Then I want to know if I will develop more IP based on the Chinese market in the future?

A5: Our ultimate goal is to provide users with a quality experience. All along, we are mainly introducing the Japanese IP, bringing users the experience of games, toys or other offline activities. Works such as “Nautical King” and “Naruto Ninja” just mentioned are also popular among Chinese users, but there are so many user groups in China that it is impossible to like Japanese IP, and now the domestic market is With the support of Guo Man, we believe that it is very necessary to create local IP, so we have the work of “The Dark God”. As everyone knows, this IP novel is created by our company’s employees. Now it is a “workshop-style” way of working. This is indeed a good way to create a work that the craftsman wants.In the future, we hope to develop this model in the direction of “factoryization”, but we cannot turn the work into something without soul. Using the “pipeline” mode of work, coupled with the soul of the craftsman’s creation, is our future goal. So this year we are also experimenting with different models, such as the core ideas of our company’s employees, and then working with external teams to create a preliminary script, and then our company’s internal evaluation to decide which works can be Carry out subsequent development. The quality IP that we internally call “from 0 to 1” continues to be created

Q6: Unlike other senior executives of Bandai Nanmeng Palace (China), Ms. Chi has a Chinese background, understands the Chinese market, and serves as the general manager of the Bandai Nanmeng Palace (Shanghai) Mutual Entertainment Business Strategy Department. When overseas companies enter the Chinese market, they will face the problem of “acclimatization” and localization. From the preparations for the Wandang Nanmeng Palace in China, what attempts have been made to avoid which pits have been made in this respect?

A6: This question is actually what we have been thinking about since we started very early. In fact, not only Japanese companies entering China, but also companies from other overseas markets have entered China, including Chinese companies going global, and they will encounter such problems. The first reason is the degree of attraction of the group to overseas markets; another factor is the degree of localization. We all say that products need to be localized when they enter a new market. The company is actually the same. The company needs to understand the needs of the market, people’s needs, government requirements, the industry’s environment, future trends, and so on. Of course, the localization of the company does not mean that the group’s independent development will be abandoned. The premise of localization is to maintain close and smooth communication with the group. Like us, we go to the headquarters almost every month, let the headquarters know what we are doing, why we have to do this, etc., so the support from the headquarters is very big