Chapter 866 Intellectual Property Balance

Facing the debate on the Internet, Ying Haiwei’s Yu Gan had to hold a temporary press conference to respond to those who scolded his ancestors on the Internet, “Many netizens said that we should understand their income levels, and we understand, so we are here Pricing has been adjusted again and again.

A 19-yuan member can read the world's largest online bookstore. There are tens of thousands of books in it that you can't find elsewhere in China. Ask yourself, is it really expensive?

Is it really too much for a professional academician to spend a year sorting out and summarizing the content, and it costs you a dollar or two?

A set of professional live broadcast system courses, all first-line teaching, with follow-up follow-up, 199 yuan a year, is it really not worth it?

You say we need to understand you, we understand, so we push the price to the extreme, but who will understand these people who pay for paid knowledge?

Who will pay for all the costs they have paid for it? "

However, after Yu Gan's press conference, many people still scolded him. It's really hard for people to listen to such things.

Two days later, Meng Qian suddenly appeared as a guest on Dafeng Entertainment's live broadcast.

Dafeng Entertainment has its own live broadcast platform, among which are several official accounts of Dafeng Group. Usually, people in the company will communicate with netizens about technology, the development of Dafeng Group, recruitment information, talent training plans, etc. It is a big wind. The link between the group and the netizens.

And the live broadcast of the official account on this day attracted many people, because everyone knew that Meng Qian was coming.

However, before Meng Qian came, Gu Junhui first appeared in front of everyone, "Recently, the problem of payment and piracy has been aroused. Many people are also concerned about the payment of our novels and asked if we will develop free novels. Let me make a statement here, we will not consider free novels for the time being, we will continue to insist on paying, unless one day we find a suitable free model.

Some people may say, isn't the popular model of watching advertisements a suitable free model?

From what we know, that may not be the case.

The pure advertising free model is more suitable for video websites, because the TV series on the website directly buy the copyright, but the novel platform does not directly give the author a sum of money to let him write the book, of course, except for the buyout, but the problem is , everyone should also know that almost none of those good works have signed a buyout contract.

So what would happen if the novel went pure advertising?

We must first understand the current pure advertising mechanism. The current advertising is based on traffic, and traffic is an observable but unpredictable data.

What does that mean? In other words, if the author wants to make money from advertising fees, the best way to make money is not to create good works, but to chase traffic and create works with traffic.

Some people may ask again, isn’t it because good works are viewed by many people because of high traffic?

There is a subtle difference in cause and effect here. One is that I created a good work and attracted a lot of traffic, and the other is that I wrote a traffic novel according to the demand template of a large amount of traffic.

This is similar to the traffic star issue that everyone has been hotly discussing in the past two years. To be honest, the traffic stars who can make you scold for five or six years and still appear in front of the camera are likely to become evergreen trees in the future, because A traffic star in the true sense is a star that disappears after being popular for a while.

These people are built according to market flow demand, simply put, it is assembly line production.

In the same way, once the novel follows the flow, it will quickly breed pipeline creation.

And there is one of the most direct criteria for judging in the payment field, that is, I am willing to pay.

To put it simply, a book may attract many people to read because of the title, subject matter, introduction, topicality, golden chapters, etc., but not many people pay in the end.

Another book does not have much traffic, but people who read it are willing to pay for it. The subscription ratio may reach 5 to 1, but it can make a lot of money.

In the field of payment, most consumers pay for the work itself. They will spend money on good works, and they will not spend money on bad works. I don’t care how much you read. If I don’t like it, I won’t spend money. .

But in the field of traffic, it doesn’t matter whether you spend money or not, as long as you read it, you are traffic, and traffic is money, so it would be a bit scary if novels really develop into the current pure advertising model in the future.

I can make a prediction. In such a big environment, more than 90% of the works will follow the traffic. After all, even in the advertising age, there will be authors who write books seriously, but the problem is how many authors can’t make money? How long can one stick to it?

And more than 50% of the works are likely to come from the production line of the studio, just like those real traffic stars now.

Of course, there are no absolutes in everything. We were also discussing whether there is a possible relatively complete advertising model. It is not impossible. The premise is to control the relationship between the advertising mechanism and traffic, as well as the data of readers Do a detailed dissection instead of simply taking the amount of reading as traffic.

But we can't do it yet, so we will still stick to the road of paying, especially in this era when all people are chasing traffic, we will stick to it even more. "

Gu Junhui responded to the recent online question about whether Dafeng Entertainment's novels will be free, and then it was Meng Qian's turn to play.

As soon as Meng Qian appeared in front of the camera, the number of people in the live broadcast room exceeded 30 million.

Meng Qian greeted everyone first and chatted a few words casually, and then started to get down to business, "I want to show you a very interesting statistic first, the piracy rate of Neon Country is the second lowest in the world, so it can be seen that this is a highly respected Genuine country.

But last year, in the statistics of 100,000 neon people in Shanghai, it was found that the usage rate of piracy was as high as 67%.

This is like the Southeast Asian media previously exposing that the quality of neon people in Southeast Asia is extremely low.

So whether it is quality or piracy, it is not a simple problem, especially when it comes to the inferiority of some nation, it is completely nonsense. People who say such things are afraid that they have some problems with their nature, thinking that the whole world is like him.

There are many factors that promote the protection of intellectual property rights, such as our income, our education, the perfection of our laws and so on.

The first question I want to discuss is that we cannot deny that intellectual property is a major achievement of human civilization since the Industrial Revolution. The rapid development of science, technology and culture in various countries after the 19th century cannot do without the establishment and continuation of the intellectual property protection system.

But is intellectual property only good? I don't think so, because intellectual property also breeds another thing, that is, intellectual property barriers.

The emergence of intellectual property barriers has actually been affecting the fairness and universality of knowledge dissemination, and has even become a hindrance to development.

I saw someone on the public screen say what I'm going to say next, the Dafeng Group is known as a patent madman, so does the Dafeng Group have intellectual property barriers?

From an objective point of view, Dafeng Group actually has intellectual property barriers, but we have achieved a balance in the most commercial way, which is to sell our intellectual property at an appropriate price.

Everyone should know that Qualcomm is known as a patent troll. In fact, we have more patents than Qualcomm in communication patents, but no one says we are patent trolls. The key problem is that Qualcomm’s patent fees are too expensive, and we The patent fee is relatively reasonable.

This is actually what I think is the most direct way to deal with intellectual property rights. The intellectual property rights that I have worked hard for should be protected, and at the same time, I ensure that my intellectual property rights can be widely disseminated at a suitable price.

A good intellectual property system, in my opinion, is the free trade of intellectual property and the guarantee of the return of intellectual property.

We cannot let intellectual property rights become a tool of monopoly, and at the same time, we cannot let intellectual property rights become selfless contributors who wantonly steal and prostitute.

Let's magnify this issue a little and say that the core of the intellectual property system may be a balance between individual interests and collective interests.

Looking at the novel Mr. Gu just mentioned, for example, if an author writes a book, if the law extremely protects the author, that is, protects his personal interests, then when he finds that his book is popular, he will directly ask for a price to read it. The book costs 1,000 yuan, and the law still has to protect him, but this is obviously a bit of nonsense to the public, and the intellectual property system must also protect the interests of the collective, that is, the public readers.

So I think that piracy must be cracked down, but consumers' price protection must also be done well.

Specifically, how to do this pricing well, for example, the patents of our Dafeng Group have always had an industry consultation process. Simply put, our patent pricing will learn from the opinions of the industry to the greatest extent to ensure wide acceptance of prices. Anyway, comprehensive Acceptance is impossible.

It is precisely because we have paid more attention to pricing that we will encounter fewer piracy problems in the future.

Most people can accept this price, so they are naturally willing to spend this money.

So for companies that pay for knowledge, what I would like to suggest today is to negotiate a reasonable price.

The platform can negotiate prices with users and set a price that most people can accept. Combating piracy and rationalizing prices must go on two legs at the same time. Otherwise, we will transition from condoning piracy to overprotecting intellectual property rights. wrong. "

Meng Qian chatted with netizens about intellectual property rights for a while. These words are for netizens. In fact, they are also for all competitors in the world. As for whether they understand or not, that is their business. .

But whether they understand it or not may affect some of their decisions in the next few years.