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At the beginning of the new year of 2020, Suning has a new pawn in the entertainment industry.

Industrial and commercial information shows that on January 6th, Suning Easy Buy invested 35 million and set up an artist brokerage company, Jiangsu Mengyang Culture, with two other natural person shareholders, Zong Shuai and Xu Tao. Among them, Zong Shuai is a well-known agent in the industry, including Jiang Shuying, Huang Jue, Huang Yi and other artists.

I was surprised to hear the news.

Maybe many people have the impression that Suning is still a traditional retail company. But in fact, in the past two or three years, Suning has basically realized the transformation from traditional retailers to online and offline smart retail through buying, buying, and investing, or Suning is increasingly having an “Internet gene.”

After a large-scale enterprise achieves a certain scale, it will often make an ecological layout around its main business. Internet companies such as BAT and Xiaomi are typical representatives. Culture and technology are two areas that are difficult to bypass in the Internet industry pattern.

As a giant Chinese private enterprise with annual revenue of more than 600 billion yuan, Suning is no exception. It even established Suning Cultural Investment Group in 2016, and set up a special Suning cultural and creative enterprise in 2018. Entertainment has become an important sector on an equal footing with logistics, technology, finance, and real estate businesses.

However, as a recruit in the field of entertainment investment, Suning has both gains and losses.

On the last day of 2019, news broke that multiple divisions of Suning’s Dragon Ball Live were disbanded, of which Beijing’s R & D department layoffs reached 70%. But Suning’s official response was that there were no layoffs and normal optimization.

In the future, Suning ’s layout in entertainment may include more companies, but how to digest it and how to produce it?Synergistic effects are also issues to consider.

Investment equity: from orange image to Mengyang culture

If you enter Mengyang Culture in Tianyancha, there are actually two companies. One is Shanghai Mengyang Culture, and the other is Jiangsu Mengyang Culture, which Suning Tesco and Zong Shuai just registered on January 6.

What is the relationship between the two companies?

The major shareholder of Shanghai Mengyang Culture is Shanghai Nengmeng Film, which holds 50% of the shares, and Zong Shuai is also one of the shareholders. He holds 30% of the shares through a company called Shanghai Lanyu Culture Media, which is exactly the same It is the artist agency section of Ningmeng Film Industry, and Zong Shuai is the CEO of the artist economy section.

According to reliable information, in the short term, Lemon Meng Film will focus on the main business of film and television production, and will no longer set up an artist agency.

Some sources also said that Suning’s stake in the company was mainly due to Jiang Shuying. In fact, in this year’s TV series “Mr. Love” starring Jin Dong and Jiang Shuying, there is no shortage of Suning. Tian Huan, a member manager of Suning Red’s children in Beijing, came out with a “V purchase commissioner”, A large number of scenes throughout the show were filmed in Suning; earlier, Jiang Shuying had become Suning’s new spokesperson.

This is not Suning Tesco’s first investment in an entertainment company.

In addition to the well-known Dragon Ball live broadcast and PPTV in the industry, in fact, as early as 2016, Suning also invested in the company’s orange image of Deng Chao and Yu Baimei. At that time, Suning had just set up an investment group. At that time, some people speculated that the injection of orange image More than 100 million.

Of course, the most mature layout is in sports.

Suning Sports was officially established in 2016, and in 2018, it completed financing of US $ 600 million from Yunfeng Fund, Agricultural Bank of China, CCB International, China Evergrande, and Shangtang Technology, with a valuation of more than 10 billion.

In terms of sports copyright, Suning is even more expensive.

After heavy investment over the past few years, Suning has obtained copyrights in more than 30 various leagues, including La Liga and the English Premier League. After winning the top domestic games in the Super League, Suning almost wiped out all the popular games except the NBA.

In August 2018, Suning invested in today ’s headline vertical fan community, understand the player. ThisThis means that Suning can hold the long-tail effect of copyright through the traffic of 29 million fans in the absence of matches.

In derivative services, Suning invested in sports big data company Chuangbing Technology to generate additional value through the broadcast of events through data to complete the premium. On the physical business side, Suning successively bought Jiangsu Shuntian Club and Jiangsu Women’s Football in 2015. In June 2016, it went abroad and obtained 70% equity of Serie A’s old club Inter Milan.

It can be said that Suning is already the most important pole in the Chinese sports landscape.

In terms of non-sports content, Suning also invested in Fanmi Grain, an IP derivative company that specializes in parent-child travel scenes; audio has invested in Tencent’s Penguin Fairy, and the layout of the theater is also quite large.

In 2015, Suning announced that in the next 5 years, it will build 200 Suning private brands in its own properties such as Suning Cloud Store. cinema. And in November 2015, Suning officially established a cinema investment company with a registered capital of 300 million. So far, the investment company’s registered commercial and industrial theaters include Fushun Suning Cinemas, Anshan Suning Cinemas, and Qingdao Suning Cinemas.
In addition to investment in equity level, brandsInto.

In the recent Chinese New Year Festival, Qiongdan from Pomegranate Garden lived on Suning Tesco for 2 hours and was watched by more than 1 million people. The live broadcast brought over 100,000 items and sold an average of 800 annual items, of which the most popular Welcome to Yifen Chaojiduo Nut Gift Box sold out in 59 seconds.

Suning said that in 2020, the company will continue to make efforts in the live-streaming cargo segment, establish a layered grading strategy for live broadcasts, and increase merchants’ live-streaming capabilities and Suning’s live-streaming features, and invest resources to support. Integrate the resource advantages of the whole scene, open up a larger traffic position, help merchants and anchors to penetrate the site, the key shopping links are highlighted, and enrich the anchors camp through signing and self-cultivation.

Cultivation and incubation of MCN is the biggest signal released by Suning in the field of e-commerce live broadcast this year.

The logic behind Suning’s layout of entertainment

As a leading private enterprise in China, Suning has several points to admire.

First, this year, Suning has two of the biggest capital moves. One is the formal acquisition of 37 stores under Wanda Department Store Co., Ltd .; the other is the acquisition of 80% of Carrefour China by investing 4.8 billion. Although there are different views on the two acquisitions in the industry, Suning has indeed won the reputation of “the light of nation” in the retail industry.

Second, Suning has two listed companies, one in China and the other in Japan. There are many domestic companies landing on US stocks, but there are only a handful of Chinese companies listed in Japan.

Third, as the top three private enterprises in China, Suning’s industry is huge and complex. However, it does not say that it loses flexibility and that it is able to respond quickly to the environment.

However, in recent years, in addition to the main retail business, Suning has also set up a large area of ​​finance, health, TMT, entertainment and other fields. Through these layouts, Suning’s new positioning has gradually become clear. It is a retail company that uses smart retail as its platform and online and offline integration as its core.

Or it can be understood that Suning is already a retail company with Internet genes, similar to Alibaba. In Suning’s strategy, the concepts of scenario Internet and smart retail have been clearly proposed before.

It seems that in recent years, Suning has scattered money everywhere, with layouts in various fields, but in fact, none of the main positions of retailing have been solid.

But from the perspective of the layout of entertainment, Suning’s main logic is actually around the brand and retail layout. Whether investing in film and television companies, distributing sports rights, or investing in MCNs, they are all for the brand.

Only, however, Suning is also facing “digestion” problems caused by a large number of mergers and acquisitions, such as Dragon Ball Live.

That year, after Suning acquired Dragon Ball Live for $ 320 million, it had high hopes to occupy a leading position in e-sports events.

After being acquired by Suning for one year, Dragon Ball Live has announced a total investment of 17 billion yuan in strategic layout in four major sectors: gaming, sports, e-commerce, and pan-entertainment. In addition, it also announced that the copyright holders of sports events, head anchors, professional e-sports teams, Tencent and Giant Network signed a strategic cooperation agreement.

In terms of games, Chen Qidong, CEO of Dragon Ball Live, once said that he would invest 1 billion yuan to continuously build a game live broadcast ecosystem. The 650 million yuan will be used to mine more than 10,000 new anchors, and will concentrate resources to create 10 bright star anchors. With the remaining 350 million yuan, Dragon Ball Live will be used to produce more than 10 high-quality live programs, combining entertainment stars and games to create a blockbuster game variety IP.

But in June 2019, a person with ID Huihui broke the news, saying that starting from June 2018, Dragon Ball Live began to optimize personnel. At present, there is no major anchor for Dragon Ball Live, like Baby Xu Xu De Yunse, a few famous anchors have left, and accompanied by a large number of guilds such as Zonghuang and Chuxin. “It is said that Suning will discuss at the end of 2019 whether to continue the business of Dragon Ball Live.”

Although Suning officially denied Dragon Ball The news of the dissolution of part of the live broadcast team claims to be an optimization team. In any case, the rhetoric before Dragon Ball Live was not realized, and the business synergy between it and the parent company is also worth Suning’s reflection.