"Rise of Derivative Industries" China Film Merchandising Industry Research Institute Workshop Successfully Held at Haituo Valley
As part of the "Everlasting Beijing International Film Festival (BJIFF)" series of activities, the workshop of the China Film Merchandising Industry Research Institute, titled "The Rise of Derivative Industries", was held in Haituo Valley on August 20, 2023. The conference was hosted by the China Film Merchandising Industry Research Institute, co-organized by Oriental New Horizon (Beijing) Culture Co., Ltd., and chaired by Dr. Zhang Jie, a professor at Beijing Film Academy and the Executive Director of the China Film Merchandising Industry Research Institute. Participants from relevant industries gathered to discuss the current state, challenges, and development of the film derivative industry in China.
Poster for the Workshop of the China Film Merchandising Industry Research Institute
The workshop was attended by distinguished guests, including Ni Yuehong, former Vice President of Beijing Film Academy and President of the China Film Merchandising Industry Research Institute; Jiang Defu, Executive President of Bona Film Group and Vice President of the China Film Merchandising Industry Research Institute; Zheng Yang, President of Popular Movies Magazine; Zhu Hairong, specially invited expert of the office of China Film Merchandising Industry Research Institute and Deputy General Manager of China Film Group Production Base; Wang Jidong, Chairman of RV World/Founder and CEO of 21rv.com; Meng Wei, General Manager of Oriental New Horizon Culture Co., Ltd.; Liu Yang, CEO of Hesong Entertainment/Secretary General of the Little Theater Drama Professional Committee of China Association of Performing Arts; Yan Dong, President of Beijing Micro Dimension Cultural Creative Co., Ltd.; Zhang Yue, Ph.D. candidate at Beijing Institute of Technology; Wu Tongxu, graduate student majoring in Film Derivative Product Design at Beijing Film Academy; Liu Xiangyang, Chairman of Haituo Valley (online), and other relevant attendees. Together, they explored the future development of the Chinese film derivative industry and sought industry exchanges and collaborations.
Group Photo at the conference
Professor Ni Yuehong attended the forum and delivered a speech. He warmly welcomed all the guests who participated in the workshop and expressed his hopes for academic and practical exchanges on the Chinese film derivative industry. He emphasized the importance of promoting the development of the film derivative industry through this workshop.
Ni Yuehong, former Vice President of Beijing Film Academy and President of the China Film Merchandising Industry Research Institute
Professor Zhang Jie provided a comprehensive introduction to the development of the China Film Merchandising Industry Research Institute. He reviewed the establishment of the discipline of "Film Derivatives" since 2015, the construction of the discipline, and milestones in the institute's history over the past eight years. He expressed his hope that this workshop would contribute to the development and work of the Chinese film derivative industry and the research institute.
Zhang Jie, professor at Beijing Film Academy and Executive Director of the China Film Merchandising Industry Research Institute
Jiang Defu conducted a comprehensive analysis of the current international film derivative industry at the workshop. After three years of the COVID-19 pandemic, how should our film derivative industry proceed in the face of ever-changing market conditions? Jiang analyzed the situation from three aspects: content innovation, development direction, and exploration methods. He proposed that the future lies in the "Four Major Themes": major revolutions, major history, major realities, and major futures. Among them, the "major futures" theme is the key driving force for the development of the Chinese film and derivative industry.
Jiang Defu, Executive President of Bona Film Group and Vice President of the China Film Merchandising Industry Research Institute
Zheng Yang discussed how media organizations can empower the development of the film derivative industry. He pointed out that the first step is to establish a specialized committee for the Chinese Film Derivative Industry, allowing more enterprises to participate and contribute to the development of the industry. Additionally, the film derivative industry can leverage the power of media organizations and fans to support the growth of the film derivative market.
Zheng Yang, President of Popular Movies Magazine
Zhu Hairong pointed out that China's film derivatives should adopt an industrial mindset. The research institute should focus more on two aspects: cultivating professionals and guiding industry standards. The transition from a product mindset to an industrial mindset should be gradually achieved, moving from derivative products to the development of the derivative industry.
Zhu Hairong, specially invited expert of the office of China Film Merchandising Industry Research Institute and Deputy General Manager of China Film Group Production Base
Liu Yang discussed how to promote the orderly and sustainable development of the derivative industry. He proposed strengthening the cultivation and reserves of comprehensive talents in the industry. This can be achieved by establishing industry standards and professional qualifications certification for practitioners in the derivative industry. Additionally, he emphasized the importance of promoting exchanges and integrated development with related industries, and that we should collectively explore new development models and growth poles for the film derivative industry.
Liu Yang, CEO of Hesong Entertainment and Secretary General of the Little Theater Drama Professional Committee of China Association of Performing Arts
Yan Dong discussed the issue of how to effectively manage film IP licensing from a product perspective. He emphasized the importance of establishing and improving the management and development of the film derivative industry product chain. He expressed the need to learn from mature foreign derivative industry systems and leverage the advantages of our own product development and management to support the establishment of the management system for the derivative industry at the research institute.
Yan Dong, President of Beijing Micro Dimension Cultural Creative Co., Ltd.
Wang Jidong and Meng Wei, General Manager of RV World Culture Business Unit and Oriental New Horizon Culture Co., Ltd., offered their perspective on the film derivative industry from the perspective of cross-domain integration. They proposed a development model of "RV + Film", integrating films deeply into the world of recreational vehicles. They aim to create film-themed RV journeys, realizing the great ideal of taking Chinese films to the world.
Wang Jidong, Chairman of RV World, Founder and CEO of 21rv.com and Chairman of Oriental New Horizon Culture Co., Ltd.
Liu Xiangyang, who virtually participated in the conference, discussed how RV travel would become a lifestyle for many people in the future. He emphasized the creation of a new industry model that relies on films as a spiritual foundation, utilizes RVs as carriers, and showcases cultural tourism as a form of expression. This new model will evolve into a new lifestyle. The conference also included the evaluation of external expert applications for this year and the signing of a strategic cooperation agreement between the research institute and Oriental New Horizon Culture Co., Ltd.
The China Film Merchandising Industry Research Institute signed a strategic cooperation agreement with Oriental New Horizon Culture Co., Ltd.
Prof. Ni Yuehong summarized the conference and made arrangements for collaboration with the Popular Movies derivative section, the derivative industry forum during the 2024 BJIFF, the derivative industry expo, and the preparation of the Derivative Industry Special Committee of the China Film Association.