Girl Entrepreneurship: Rookies in the Capital Market

Girl Entrepreneurship: A Rookie in the Capital Market

As the first person in popular entertainment programs, Long Danni was pushed to the forefront of capital operations in 2009. The cooperation between Shanda Company and Hunan Satellite TV provides a perfect platform for this thin-looking woman. The business philosophy of the idol industry she adheres to may be regarded as a new direction for China's entertainment industry.

Long Danni is not a star, but she is the founder of China’s grassroots star-making movement.

Thanks to the 2005 Hunan Satellite TV Super Girl draft, this woman with a weak appearance but a sharp personality and a fiery personality is known as the "mother of TV drafts". However, due to institutional reasons, Long Danni did not He got the reward he deserved as he wished, so that he was once forgotten by the outside world.

Four years later, in a seemingly well-planned job-hopping incident, Long Danni stepped onto the stage like a colorful cloud. This time she was lucky enough to get on the new giant wheel created by entertainment and capital.

On November 12, 2009, Shanghai Shanda Network and Hunan Radio and Television announced in Shanghai that the two parties had reached a strategic cooperation. The two parties jointly invested 600 million yuan to establish Shengshi Film Co., Ltd. to engage in film and television production, distribution and Cooperation in related derivative business areas. The new company is controlled by Shanda Network. Long Danni’s new identity is the president of the new company, but at the same time, she temporarily retains her institutional identity as the deputy director of Hunan Satellite TV’s Entrepreneurship Network editor.

In the same year, Huayi Brothers, a private giant in the domestic entertainment industry, had just listed on the GEM for financing, setting off a wave of capitalization in the entertainment industry. Therefore, behind the appointment of Long Danni as the new CEO, people are more concerned about the beginning of the third round of restructuring of Hunan Radio and Television. ?Our restructuring plan has been approved. The joint venture with Shanda is the first step. Next, there will be cooperation with Qinghai Satellite TV, Taobao and other aspects. ?

Driven by capital, the integration of traditional media and new media is obviously the general trend. The key is how to truly integrate various content sections. Long Danni, who spans the two major platforms of Shanda and Hunan Satellite TV, is considered to be the best candidate to perfectly link capital and entertainment.

A Cinderella Story

Just as Long Danni described in an interview, to put it bluntly, we are going to make a Cinderella story, or a frog prince story, like this The story can be read by people at any time, so we have been doing something to realize the dreams of ordinary people. ?From a business perspective, what people read about her is also a legendary story of Cinderella turning into a princess.

Long Danni graduated from Zhejiang Radio and Television College majoring in broadcasting and hosting. After graduation, she went to Guangdong Yangjiang TV Station. In 1995, Hunan Economic Television was preparing to be founded. After Long Danni resigned, she applied to the Economic Television Program Department and became the first batch of employees of Economic Television.

In 1996, when the first episode of "Lucky 3721" was launched on Hunan Economic Television, Long Danni served as the host. She was just 22 years old. But starting from the second episode of the show, Long Danni disappeared from the scene and was promoted to producer. It is said that Ouyang Changlin, the director of Economic and Television Station at the time, took a fancy to Long Danni's talent, and Long Danni became the youngest producer.

In the 1990s, Long Danni obtained videotapes of foreign reality shows through various channels and led the team to watch and study them, thus producing "True Love", "Story Bar", "Perfect" "Holiday", "Qiu Xiao's Close Friend", "The More Careful the Happier", "Absolute Man", "Star Academy" and other columns not only allowed Economic TV to win high ratings, but also made Long Danni the most valuable in Taiwan 's producer.

At that time, there was a popular saying within Hunan Radio and Television, "Economic TV thinks of ideas, and satellite TV picks up the mistakes." Because Hunan Satellite TV and Hunan Economic TV are relatively independent? Although Satellite TV has the best platform, its innovation ability has always been poor. For example, Hunan Satellite TV's "Happy Camp" was born out of "Lucky 3721" planned by Long Danni. After the success of "Absolute Man" and "Star Academy", Hunan Satellite TV borrowed the creativity to hold the talent show "Super Girl" and Achievements? Wang Ping, the mother of Super Girl. -

Unwilling to make wedding dresses for others, in 2006, Long Danni, who had already served as the deputy editor of Hunan Economic TV Entrepreneurship Network, led the team to jump to Dragon TV to produce the popular talent show "Come on!" Good Man". But Long Danni didn't stay at Dragon TV for too long. She was recruited by Ouyang Changlin, her old superior and director of Hunan Television Station, and Long Danni returned to Changsha again.

Long Danni’s transformation from a TV producer to a businessman once again benefited from the original Bole Ouyang Changlin.

In April 2008, Ouyang Changlin officially replaced Wei Wenbin, who had been in charge for 15 years, as director of the Hunan Radio, Film and Television Bureau. A series of personnel changes occurred within Hunan Radio and Television. Ding Hui, deputy general manager of Hunan Radio, Film and Television Group, left for Hainan, and Wang Ping, the mother of Super Girl, followed and became the director of Tourism Satellite TV. Four months later, as one of Ouyang Changlin's closest confidants, Long Danni took over Tianyu and became the general manager of Tianyu.

Before Long Danni took over Tianyu, Hunan Radio and Television had planned to make adjustments to Tianyu.

Tianyu was originally wholly owned by Hunan Entertainment Channel. From 2005 to 2007, Hunan Radio and Television planned to attract foreign investment to promote the development of Tianyu. However, the group's development strategy was adjusted, and Tianyu was changed to be wholly owned by Hunan Satellite TV, which will continue to retain Within the system, this obviously restricted Long Danni’s initial development, and also prompted Shanda’s later intervention.

Rookie in the capital market

Long Danni has been in charge of Tianyu Company for less than a year. The high-profile joining of Chen Tianqiao and Shanda Company has also marked the beginning of Long Danni’s career. Throw in a handful of catalysts.

In September 2009, Hunan Satellite TV and Shanda Company began preliminary contact. According to insiders, it only took 10 days to formulate, negotiate, approve and announce the plan, and all the content that needed to be negotiated had been clarified. A collaborative team has been established and the board of directors is operational. ?

Compared with Tianyu’s tens of millions of assets, the new company built with an investment of 600 million yuan has more strength in industrial integration, and also provides Long Danni with a more ambitious business operation platform.

In fact, Shanda has been making plans to realize the Disney model. Its core plan is to separate and list the three major businesses of Shanda Games, Shanda Online, and Shanda Literature. Among them, Shanda Games is the pillar business, accounting for 95% of total revenue. However, with the addition of more competitors, Shanda's game business is close to saturation.

In July 2009, Shanda acquired Huayou Music, forming three major interactive entertainment industries including online games, literature, and music. What Shanda needs is to string these long strings together to form Disney. Such a set of business models in the vertical industrial chain and find people to implement them. In October 2009, Long Danni was rumored to be the CEO of Hurray Music, a subsidiary of Shanda, which also shows that Chen Tianqiao attaches great importance to Long Danni.

At that time, Chen Tianqiao found Long Danni and wanted to persuade her to change jobs. Because Long Danni, who straddles the fields of film, television, music, and media companies, is exactly the popular candidate for Shanda. However, as the outside world paid more and more attention, Hunan Radio and Television's executives also became anxious and mobilized all parties to retain Long Danni. In the end, Hunan Radio and Television's executives went to Jiangsu to secretly meet with Chen Tianqiao. After discussions, they came up with the final plan for cooperation, and all three parties were happy.

After the establishment of Shengshi Pictures, the first two projects were the new version of the TV series "My Fair Princess" and the movie "The Star Changes". The former is a popular classic drama on Hunan TV, and the latter is a popular novel on Qidian Chinese website owned by Shanda, which has been adapted into an online game.

But the key question is, as a newcomer to the capital market, can Long Danni find her own balance between Shanda and Hunan Satellite TV? Can Shengshi Pictures be established as China's local entertainment giant as people hope? ?For Long Danni, this is definitely a challenge. The key depends on whether she can open up the strategic resources of both shareholders and integrate the content of Shanda Literature with the broadcast platform resources of Hunan Satellite TV. ?The financial consultant for this new company cooperation, Wang Ran of Yikai Capital, commented: ?Long Danni is the most enterprising entertainment person in China. She learned a lot of experience when Chen Tianqiao and Ouyang Changlin discussed development. Her learning His ability and communication skills are relatively strong, so taking up the role of CEO of Shengshi is an opportunity for Long Danni. ?

In fact, after more than ten years of experience, Long Danni has a profound understanding of China’s entertainment industry. When she was in charge of Tianyu Company, she once said in an interview, "Music is very important to our company (Tianyu), but it is not our core and leader." The core is to develop 360-degree products based on the idol's personal brand charm, including music, TV series, movies, or comics. Tianyu has an overall understanding of the development of idol value and considers the idol industry as a three-dimensional industrial chain. ?

Can the idol industry that Long Danni insists on really be the new direction of China’s entertainment industry? This time, Long Danni, who has planned and created countless grassroots superstars, was truly pushed to a new stage in the business world.

Before Long Danni took over Tianyu, Hunan Radio and Television had planned to make adjustments to Tianyu. Tianyu was originally wholly owned by Hunan Entertainment Channel. From 2005 to 2007, Hunan Radio and Television planned to attract foreign investment to promote the development of Tianyu. However, the group's development strategy was adjusted. Tianyu was changed to be wholly owned by Hunan Satellite TV and continued to remain Within the system, this obviously restricted Long Danni’s initial development, and also prompted Shanda’s later intervention.

Rookie in the capital market

Long Danni has been in charge of Tianyu Company for less than a year. The high-profile joining of Chen Tianqiao and Shanda Company has also marked the beginning of Long Danni’s career. Throw in a handful of catalysts.

In September 2009, Hunan Satellite TV and Shanda Company began preliminary contact. According to insiders, it only took 10 days to formulate, negotiate, approve and announce the plan, and all the content that needed to be negotiated had been clarified. A collaborative team has been established and the board of directors is operational. ?

Compared with Tianyu’s tens of millions of assets, the new company built with an investment of 600 million yuan has more strength in industrial integration, and also provides Long Danni with a more ambitious business operation platform.

In fact, Shanda has been making plans to realize the Disney model. Its core plan is to separate and list the three major businesses of Shanda Games, Shanda Online, and Shanda Literature.

Among them, Shanda Games is the pillar business, accounting for 95% of total revenue. However, with the addition of more competitors, Shanda's game business is close to saturation.

In July 2009, Shanda acquired Huayou Music, forming three major interactive entertainment industries including online games, literature, and music. What Shanda needs is to be able to string these long strings together to form Disney. Such a set of business models in the vertical industrial chain and find people to implement them. In October 2009, Long Danni was rumored to be the CEO of Hurray Music, a subsidiary of Shanda, which also shows that Chen Tianqiao attaches great importance to Long Danni.

At that time, Chen Tianqiao found Long Danni and wanted to persuade her to change jobs. Because Long Danni, who straddles the fields of film, television, music, and media companies, is exactly the popular candidate for Shanda. But as the outside world paid more and more attention, Hunan Radio and Television's senior executives also became anxious and mobilized all parties to retain Long Danni. In the end, Hunan Radio and Television's senior executives went to Jiangsu to secretly meet with Chen Tianqiao. After discussions, they came up with a final plan for cooperation, and all three parties were happy.

After the establishment of Shengshi Pictures, the first two projects were the new version of the TV series "My Fair Princess" and the movie "The Star Changes". The former is a popular classic drama on Hunan TV, and the latter is a popular novel on Qidian Chinese website owned by Shanda, which has been adapted into an online game.

But the key question is, as a newcomer to the capital market, can Long Danni find her own balance between Shanda and Hunan Satellite TV? Can Shengshi Pictures be established as China's local entertainment giant as people hope? ?For Long Danni, this is definitely a challenge. The key depends on whether she can open up the strategic resources of both shareholders and integrate the content of Shanda Literature with the broadcast platform resources of Hunan Satellite TV. ?The financial consultant for this new company cooperation, Wang Ran of Yikai Capital, commented: ?Long Danni is the most enterprising entertainment person in China. She learned a lot of experience when Chen Tianqiao and Ouyang Changlin discussed development. Her learning His ability and communication skills are relatively strong, so taking up the role of CEO of Shengshi is an opportunity for Long Danni. ?

In fact, after more than ten years of experience, Long Danni has a profound understanding of China’s entertainment industry. When she was in charge of Tianyu Company, she once said in an interview, "Music is very important to our company (Tianyu), but it is not our core and leader." The core is to develop 360-degree products based on the idol's personal brand charm, including music, TV series, movies, or comics. Tianyu has an overall understanding of the development of idol value and considers the idol industry as a three-dimensional industrial chain.

?

Can the idol industry that Long Danni insists on really be the new direction of China’s entertainment industry? This time, Long Danni, who has planned and created countless grassroots superstars, is truly pushed to a new stage in the business world

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