"Mars Intelligence Agency" 3.0 upgraded the king back, can the "Mars World" continue the myth of the explosion network?

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"A long time ago, there was something big happening on Mars. A group of dark forces from unknown sources attacked Mars. Mars agents were desperately rebellious but outnumbered. The darkness enveloped the whole Mars, and the agents annihilated..." With the sound of the priest, the Mars Intelligence Bureau Director Wang Han The face appeared on the big screen of the conference. After the group of high-level agents familiar with the earth were resurrected on the screen, the scene lights up and the drop-shaped door rotates for a week. "Martian" Wang Han, Guo Xuefu, Xue Zhiqian Under the light, smiled and shouted: "We are back."


"A long time ago, there was something big happening on Mars. A group of dark forces from unknown sources attacked Mars. Mars agents were desperately rebellious but outnumbered. The darkness enveloped the whole Mars, and the agents annihilated..." With the sound of the priest, the Mars Intelligence Bureau Director Wang Han The face appeared on the big screen of the conference. After the group of high-level agents familiar with the earth were resurrected on the screen, the scene lights up and the drop-shaped door rotates for a week. "Martian" Wang Han, Guo Xuefu, Xue Zhiqian Under the light, smiled and shouted: "We are back."

Yes, "Mars Intelligence Agency 3" officially returned. On June 27th, the online comprehensive "Mars Intelligence Bureau 3" broadcast conference was held in Changsha. The venue of the conference was specially arranged to show the reality of the show, and the process operation was also like a major meeting in the Mars Intelligence Bureau. Followed by the light and dancing, the color of the venue, the media and fans in the venue, such as Mars agents generally filled the two rows of seats, the Secretary Wang Han said: "Thanks to the media friends on both sides, and fans and friends are not far from the earth to come to our Mars." Instantly push the immersive experience of the Mars Intelligence Agency to the highest level.


Yes, "Mars Intelligence Agency 3" officially returned. On June 27th, the online comprehensive "Mars Intelligence Bureau 3" broadcast conference was held in Changsha. The venue of the conference was specially arranged to show the reality of the show, and the process operation was also like a major meeting in the Mars Intelligence Bureau. Followed by the light and dancing, the color of the venue, the media and fans in the venue, such as Mars agents generally filled the two rows of seats, the Secretary Wang Han said: "Thanks to the media friends on both sides, and fans and friends are not far from the earth to come to our Mars." Instantly push the immersive experience of the Mars Intelligence Agency to the highest level.

At the press conference this evening, whether it was Yang Weidong, president of Alibaba Culture and Entertainment Group, Youhe, CEO of Galaxy Cool Entertainment, Hu Ming, the director of Mars Intelligence Bureau, or the market of Shanghai Master Cosmetics Co., Ltd. Feng Chen, the director of the department, has become a senior agent of the Mars Intelligence Agency.

I have to say that this conference is very "Mars."

"We hope that the Mars Intelligence Bureau will be able to do ten years and do 20 seasons, becoming the collective memory of a generation." Li Wei said in an interview with the media. On July 1st, "Mars Intelligence Agency 3" returned to Youku. The "Mars Intelligence Bureau" program has harvested billions of broadcasts and won 18 awards. It has become a network regardless of program mode or influence. A textbook-level model for variety.

"The Mars Intelligence Bureau's investment in the first and second quarters is close to 400 million. In the third quarter, it has already broken 300 million. In the fourth quarter, it will break through 400 million. This year's three and four seasons can add up to 700 million. Now the third season is still Without broadcasting, the investment in the fourth quarter was only one or two shares." Li Wei said earlier.

This is inevitably expected, "Mars Intelligence Agency 3" can continue the "Martian ecology" to create a myth of explosion.

"Mars Intelligence Agency" 3.0 upgrade returns,

Youku + Galaxy Cool Entertainment to create a "great ecology" cloth a big chess?

The media "Entertainment Capital" has summed up the achievements of Yang Weidong, the president of Alibaba Culture and Entertainment Group's Big Youku Group, in Youku's achievements: except for the launch of the explosions of "Sansheng Sanshi Shili Peach Blossom" and "Mars Intelligence Bureau", the most important It has completed three pioneering activities - the first to launch the "big content era" view; the "civilistic ecology" theory; the promotion of Youku's monetization channels and user payment growth.

These three achievements seem to be based on Yang Weidong's forward-looking layout for Youku. “The safest and easiest way to do content is to follow. I will do what is hot right now. But people who do content can't have a mentality of pursuing a sense of security. Once they pursue safety, they can't do good content.” Yang Weidong is accepting “Vista” The world has said. In his view, the content must be keen insight, accurate pre-judgment of the market, commonly known as the "explosion" intuition. The "Mars Intelligence Bureau" became the pre-judgment of this "explosive" intuition.


These three achievements seem to be based on Yang Weidong's forward-looking layout for Youku. “The safest and easiest way to do content is to follow. I will do what is hot right now. But people who do content can't have a mentality of pursuing a sense of security. Once they pursue safety, they can't do good content.” Yang Weidong is accepting “Vista” The world has said. In his view, the content must be keen insight, accurate pre-judgment of the market, commonly known as the "explosion" intuition. The "Mars Intelligence Bureau" became the pre-judgment of this "explosive" intuition.

Li Wei has repeatedly told the media that Yang Weidong and Youku team have helped in the production process of the Mars Intelligence Bureau. The cooperation with Youku has been called "the right place and the right place." Song Binghua, senior director of Youku Entertainment Program, said, "I remember very clearly that Weidong, Wang Han, President of Galaxy Cool Entertainment, Director Hu Ming, and I have another director to discuss together. I will almost change Mars into a dialect class. The program was at the time, Weidong Lizhu let us continue on the original road and continue to give the general director strong support. He is very intuitive, in that case, Weidong did not say how much research I passed, he believed You are right, a talk show with discovery, reasoning, and brainstorming is what the market really needs."

The atmosphere of this content production and the strong promotion of the big propaganda behind the Alibaba entertainment community, the "Mars Intelligence Bureau" blockbuster, became the head content of the "Qi Yu Shuo" top cylinder with the network, and created the phenomenon level in the first and second quarters. Explosive content.

In the third quarter of cooperation, Youku and Galaxy are not conducive to a program, they are trying to create an ecology. This seems to be a combination of Yang Weidong's “cultural and ecological” theory and the goal of creating a content brand for Galaxy Cool Entertainment.

Hu Ming, the general director of the Mars Intelligence Agency, said that the Mars Intelligence Agency 1 created the concept of "Mars" and tried to make the audience accept and recognize this setting. The second season consolidates the concept and makes the image of "Mars" deeply rooted in the hearts of the people; The season is to create a real "Mars world." It is reported that the Mars team directly presents the Mars scene and the Mars world view through the inside and outside of the studio, showing the whole process of daily life and work of Mars agents.

Galaxy Cool Entertainment is gradually establishing the territory of Mars World. Li Wei is planned. This plan relies on the Ali entertainment ecology behind Youku. "First of all, there are intelligence bureaus under Mars, laboratories, and Mars colleges. We have also made a Mars Creation Bureau with Taobao. We are doing e-commerce, and we hope to get through the depth of Ali's entire e-commerce and entertainment. We had a lot of internal discussions at the time. Is it just a variety show, do you want to do film and television dramas, movies, or do short videos? Later, I think these can be presented under the Martian world view. We hope to make Mars a Derived strong IP, this IP has long video, medium video, short video." Li Wei said in an interview. "Mars Intelligence Bureau" has become a cultural brand and has become the spiritual sustenance of "Martians". In "Mars Intelligence Agency 3", the participation of different circles will also become a highlight of the program, Hobbit Star, Tianxian attacking stars and anti-cheating alliance groups will also become expansion elements.

At the press conference, these imaginative ideas were realized. At the venue, Li Wei announced the latest company development plan with the theme of "Galaxy of Galaxy Cool Entertainment" and announced two new network products "Mars Lab" and "Mars". College, this is the two heavyweight IPs following the Mars Intelligence Agency after the Mars Worldview. Mars Internet drama, big movie, and Mars video are also in full preparation. The original large-scale live variety show "Mars Creation Bureau", which cooperates with Taobao strategy, will be a new attempt of Galaxy Cool Entertainment in content and e-commerce.


At the press conference, these imaginative ideas were realized. At the venue, Li Wei announced the latest company development plan with the theme of "Galaxy of Galaxy Cool Entertainment" and announced two new network products "Mars Lab" and "Mars". College, this is the two heavyweight IPs following the Mars Intelligence Agency after the Mars Worldview. Mars Internet drama, big movie, and Mars video are also in full preparation. The original large-scale live variety show "Mars Creation Bureau", which cooperates with Taobao strategy, will be a new attempt of Galaxy Cool Entertainment in content and e-commerce.

"Let the head be more head" Youku's "super network comprehensive" way, "Mars Intelligence Bureau" big Xuanfa to create real entertainment?

At the beginning of the year, Youku put forward the concept of “super net comprehensive”. This concept includes three directions: the head copyright to create a custom fan, the plan to upgrade the mixed variety, the self-organizing bureau to create a self-made explosion, and make the head more head. At the same time, for the content layout problem, Youku adhered to the variety 6+V content matrix, “6” refers to the 6 favorite programs of mainstream audiences, including talk shows, comedy, reality shows, parent-child, music and idol development. "V" refers to the explosion of vertical minority groups, such as the pan-cultural program "Xiao said 2017", "great craftsman" and so on.

The first and second seasons of the "Mars Intelligence Agency" is a representative of Youku's "open plan" upgrade and joint variety. In the third quarter, the Mars Intelligence Agency will adopt a "make the head more head-to-head" approach, and use the Alivin Entertainment Ecology to develop more areas around the IP of the Mars Intelligence Agency.

Li Wei revealed on the "China Mode Day" of the Shanghai TV Festival that all of Youku's data will be shared with Galaxy Entertainment, and the data will be analyzed to meet the user's concept and habits. In the "Mars Intelligence Agency" investment and promotion, the Ali Entertainment Entertainment Group has given a lot of resources and support. The Mars Intelligence Agency’s spurt is the biggest on the Internet.

Especially in "Mars Intelligence Agency 3", all the market resources of the entire Ali entertainment system are open to "Mars", including Taobao, Tmall, and Alipay, all of which will be drained to "Mars". The impact of platform ecology on content can be imagined. . Li Wei said that as the Internet program, the initial program does not have the audience base as large as the TV program. The program is robbing the user of all the apps on the mobile phone. The size of the first round of the audience determines the overall traffic of the program. Therefore, the promotion is particularly important.

And Youku is undoubtedly the first to launch the "big publicity" strategy. According to media reports, from the "Mars Intelligence Agency 1", Youku has launched a special promotion program called "Mars Pack" for this network. From the airing on Friday to the end of Sunday, every day the "Mars Intelligence Agency" "occupies" the first screen of Youku. On the mobile side, Youku is almost equivalent to opening a special "Mars Channel". Under the online, the subways, buses and other places where the traffic flow is concentrated in major cities across the country, there are billboards all over the "Wang Han first file network comprehensive". In the second quarter, Youku upgraded this support five times, and only offline advertising covers 145 cities nationwide. "Youku's support is really not given by the general platform. From the project project to the launch, the first season, the second season to the end, basically Youku has given the resources that can be given, including the station and the station." Li Wei said.

In the "Mars Intelligence Agency 3", Youku and Galaxy Entertainment have created a real street with Mars elements. At the press conference, Liu Wei’s proposal was taken as an opportunity to publicize a Mars “real scene street”. On this Mars street, it’s as big as “Galaxy Cinema”, and it’s as early as “special special food”. Nearly 100 stores, covering all aspects of clothing, food and shelter, and wearing a strong "Mars" atmosphere from the name to the decorative style. On the day of the press conference, the media was given a thousand pieces of "Mars Star" to experience the snacks on "Mars Street". Like the old streets of Hong Kong's Kowloon City, which are full of colorful colors, it sells Mars featured products, such as " The crayfish of Mars Devil's Shrimp.


In the "Mars Intelligence Agency 3", Youku and Galaxy Entertainment have created a real street with Mars elements. At the press conference, Liu Wei’s proposal was taken as an opportunity to publicize a Mars “real scene street”. On this Mars street, it’s as big as “Galaxy Cinema”, and it’s as early as “special special food”. Nearly 100 stores, covering all aspects of clothing, food and shelter, and wearing a strong "Mars" atmosphere from the name to the decorative style. On the day of the press conference, the media was given a thousand pieces of "Mars Star" to experience the snacks on "Mars Street". Like the old streets of Hong Kong's Kowloon City, which are full of colorful colors, it sells Mars featured products, such as " The crayfish of Mars Devil's Shrimp.

This street undoubtedly created a completely immersive reality experience. At this moment, everyone crossed the "Mars" and looked at the bulletin board of the poster and the agent's poster, feeling like a retired old agent.


This street undoubtedly created a completely immersive reality experience. At this moment, everyone crossed the "Mars" and looked at the bulletin board of the poster and the agent's poster, feeling like a retired old agent.

In addition, "Mars Intelligence Agency 3" has deepened the interactivity of the program, creatively joined the "national mission" link, and made new explorations in concentrating the audience of young programs and exerting the power of "Martians". . According to reports, in each episode, "Mars Intelligence Agency 3" will release a task for all program audiences, and will complete the task completion in the next issue.

In the situation of the net market entering the cold period, the return of "Mars Intelligence Bureau 3" seems to give the market a strong shot, whether it is the increasingly strict review standards of the regulatory layer or the aesthetics of the market changes, Youku and Galaxy Cool Entertainment is trying to create the best content, they know that good content is good IP, and good IP can create the best ecology. With ecology, it is the world.

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