On the evening of June 3rd, the 6th Reading Original IP Festival was held in Shanghai. As the "wind vane of IP development", Shengdian announced the annual heavy original IP list, including annual theme works, annual overseas works, annual top ten male/female popular works, annual adaptation expectation works and many other projects.

According to Cheng Wu, CEO of Reading Group, vice president of Tencent Group and CEO of Tencent Pictures, the value of IP development lies in "making good stories endless". "While good stories are constantly emerging, they also enrich the connotation and extension through various forms such as video games".

The newly released "Xinhua Cultural Industry IP Index Report" shows that at present, China’s Internet native IP is rising, potential writers and high-quality works are constantly emerging, and at the same time, the concentration effect of online literature IP incubation is strengthened, injecting new vitality into industrial development. The data shows that the online literature writers are constantly injecting fresh blood, showing the characteristics of being younger and more diverse. The "Z generation" writers and readers have become the mainstay of the industry.

Nearly 80% of the new writers in the reading platform in 2020 are "post-95 s", and the "post-90 s" writers have contributed more than half of the online reading income. Among them, the post-90s writers, Eagles Eat Chickens and Little Langjun Selling Newspapers, respectively, set a new monthly ticket and subscription record for online literature in the past 20 years with their two works, The Robbery of All Ethnic Groups and Da Feng Da Geng Ren.

That night, "Da Feng Da Geng Ren" included the four titles of "Best Works of the Year", "Top Ten Men’s Frequencies of the Year", "Oriental Fantasy Works of the Year" and "Expected Works of Film and Television Adaptation of the Year" in one fell swoop, making it one of the most eye-catching works on the list. "The author integrates common routines and uses excellent characterization and plot structure skills to create tension between characters and story clues, which brings readers a relaxed and pleasant reading experience." Zheng Zhang, an associate professor at Tsinghua University School of Journalism and Communication, commented.

Ye Feiye, a platinum writer of Reading Group, won the title of "Best Writer of the Year" and "Talking Elbow" won the title of "Honorable Writer of the Year". Ye Feiye won the first place in the monthly ticket list for girls in the original literature billboard for four years in a row, and her works have more than 10 billion hits on the Internet, which has set a new record for the electronic daily sales of single works for many times. Her representative works include I like tomorrow, I share half of my room with you, I like you, I decide, and my husband takes it home. Last year, "Talking Elbow" once again refreshed the popularity of works with the same theme with "The First Sequence", which was collected by the National Library together with his book "The King forgives his life". The new book "Naming of the Night" has also set a record for refreshing the first payment according to the number of hours since it was put on the shelves.

At the same time, the younger readers have also brought a new atmosphere in the field of online writing. The 2021 annual conference of reading articles held on the same day revealed that 70% of the active users of reading articles’ apps are under the age of 30, and the secondary theme loved by young people has risen, and the proportion of light novels has increased by 370% in three years. Young readers are keen on interaction and comments. In 2020, the number of "This Chapter" readings was nearly 100 million, which contributed more than 32% to the improvement of users’ per capita reading time and 10% to the improvement of users’ payment rate.

"To build an influential and vital IP, the key lies in long-term development planning." Zou Zhengyu, head of the copyright business of Yuewen Group, said that Yuewen platform has launched a series of plans in terms of audio content, physical book publishing, animation adaptation and game development. "For example, the audio work of" Da Feng Da Geng Ren "was launched for two months, and the broadcast volume of the whole network broke 40 million; The broadcast volume of "Men Out of Xianmen" reached 3.5 billion, and the audio works of "Waifu" also formed a very strong IP linkage effect during the TV series. "

In addition, in terms of comics, it is expected that more than 100 works, such as "The Dragon Shepherd" and "Above the Dome", will be developed simultaneously this year, and the first batch of more than 30 web IP’s that cooperate with Quick Watch Comics are also being changed. In terms of animation, IP content covers six series: legendary story, future fantasy, urban superpower, youth adventure, super-burning competition and heart-pounding. Recently, more than 50 films are being developed, including Da Feng Da Geng Ren, The First Sequence, Starting from the Red Moon, Ghost Blowing Lights and Global Martial Arts. In terms of games, IP-authorized games such as Douluo Mainland, Ghost Blowing Lights, Master of Secrets and Biography of Immortals will also be launched one after another.

"Reading will also take measures such as creative encouragement, work support, adaptation recommendation, etc., and within three years, the number of newly signed writers under the age of 30 will double, the remuneration will double, and the new gods will double. By supporting new writers and young writers, the creative ecology will be further activated." Yang Chen, vice president and editor-in-chief of Reading Group, said.