The name of the Central Digital Culture (Shanghai) Co., Ltd. created by Xiong Jianming is very low-key, but many people have remembered their products.

If you can see the popularity of this product from the degree of a product being "cottaged", then the "Pocket Zoo", "Pocket Traffic" and other AR early education cards of the Central Digital Culture, AR picture book "Dragon Painting", and AR The globe is probably the earliest AR early education product in the WeChat circle of friends in China. It is also one of the most mad preschool products.

Under the circumstance of “sweet troubles” of “cottage”, the “Lizhao” shape of the “Lizhao” circular screen computer was launched in 2016, because the self-built molds raised the competition barrier to a certain extent. In parallel with the AR products, there is also the "Little Bear Neo" IP, which is personally responsible by Xiong Jianming. The IP strategy has opened up another commercialized imagination space, but it has also opened up a fierce competition with domestic and international animation IP.

The Central Digital Culture, which was established at the end of 2009, was the first to engage in K12 education technology services, and then it was a coincidence that it entered the AR (Augmented Reality) industry. From the preschool education, its AR early education card products have harvested more than 1 billion in the first quarter of 2015. Xiong Jianming called 2013 to 2015 the company's product verification phase.

In September 2015, the company won the 120 million yuan A round of financing from Jiyuan Capital GGV, Qualcomm Ventures and ZTE ZTE. One year later, in October 2016, the 230 million yuan B round of financing from Shangyu Capital, Jiyuan Capital GGV, Qualcomm, Huaxi Group, Ledao and Yuanzhidao was received. In Xiong Jianming's view, from 2015 to 2016, this is a stage in which products are accepted and sold by the market. At this stage, the creation of "Little Bear Neo" IP became the company's strategy. To a certain extent, the "Little Bear Neo" brand has become synonymous with the company.

Since the launch of the "AR Computer" - MAGNEO Magnolia (renamed "MAGNEO Photo" this year), the company has entered the stage of continuing to build its brand and sustainable development.

Unlike other domestic children's IPs, "Little Bear Neo" has been tagged with AR since its birth. What are the stories behind the impressive products? Xiong Jianming said this when he accepted an interview with the whale media.

AR globe that has been developed over 17,000 hours

The AR globe is currently the best-selling product of the Central Digital Culture and one of the two most important products of the 2016 "Little Bear Neo" brand.

Unlike the traditional globes that are full of densely populated country names, the "Little Bear Neo" globe is used to "take" a child with an iPad. In the presentation of AR technology, the scene that children see on the globe "does have a hole in the sky."

In the architectural mode of the theme of "human civilization", when children turn the globe to different angles, correspondingly on the iPad, a famous building of various countries can be seen from the surface of the earth. Under the dinosaur empire model of the "Ancient Earth" theme, the dinosaurs flying above the ground and growing in different geographical environments 160 million years ago are one of the favorite patterns of children. The geocentric expedition model under the theme of "mysterious universe" seems to put a mirror on the children, and you can see the mysterious structure inside the earth.

Through the shooting of the Earth, in the AR Globe APP, you can view the six themes of National Encyclopedia, Physical Geography, Human Civilization, Mysterious Universe, Ancient Earth and Fun Earth. There are 17 knowledge models. The earliest AR globe has only 6 APP embedded modes, and as the product continues to upgrade, the content is becoming more and more abundant. Xiong Jianming compares each model to a miniature museum, such as the Humanities Museum, the Architecture Museum, the Zoo, the Natural Museum, and so on.

The AR globe was originally priced at 238 yuan and is now 298 yuan. Xiong Jianming concluded that the factors that contributed to this explosion of products mainly include reasonable pricing, diversified sales channels and the ingenuity of AR technology applications. “In fact, this kind of AR early education products are not just needed in the market, but the AR globe shows the form of knowledge to impress the parents, in line with the trend of the epidemic, parents think it can improve the child's imagination, the child can pass the visual, auditory and Touch to understand the world."

(Little Bear Neo AR Earth)

This AR globe has been in development for more than 4 years, more than 17,000 hours and more than 10,000 tests. Compared with the previous early education card, this AR globe, which was launched in August 2016, raised the threshold of “the cottage”.

What I have to say is that the idea of ​​letting the stereoscopic 3D animal image stand on the electronic screen earlier, together with the help of the WeChat friend circle in early 2015, in the first quarter of 2015, the "Pocket Zoo" series of early education cards The sales volume reached 1.5 million sets and the sales exceeded 100 million. As the earliest AR early education product in China, at the time, this "new thing" caused a plagiarism frenzy, but the product also attracted the attention of investors.

"Cubs of the Bears" in the A round of financing in 2015, the emergence of international chip giant Qualcomm and hardware manufacturer ZTE, these companies later also sent technical power to the central number culture. At that time, Xiong Jianming judged that AR technology is likely to encounter great development in this year, because from the second half of 2014, this part of the mobile phone function has been strengthened, because AR has high requirements for real-time capture and calculation, and more A long time ago, the technical development of the overall speed and hardware association of the mobile terminal could not keep up.

Xiong Jianming, who started his career in the AR field, is a serial entrepreneur. In his early years, he introduced the World Cyber ​​Games (WCG) online TV broadcast to China, and was the earliest operator of the e-sports live platform. Since the establishment of the central number culture in 2009, the company has also accumulated nearly 10 education R & D personnel and external education expert consultants, but in the company's positioning, it is more like a technology and culture company.

As one of the earliest entrepreneurs to do AR early education products in China, he believes that his personality is something that he likes to look for the blue ocean and has to do what others have not done. This venture was started by his self-sufficient bag. He said with emotion: "Now the entrepreneur has to give up the idea that there is an idea to get a piece of paper to find investors and have money to take it, especially when others don't believe it, but you If you believe it, then you should first invest in the product prototype so that others can believe it."

When the hour hand is dialed into 2017, in an interview with the whale media, he admits that it may take another year or two for AR technology to have greater development. "In the fourth quarter of this year, Apple will also release the AR SDK. Next, Apple will push a large number of AR applications. The products and application scenarios using AR technology will be more and more in the future. It is still relatively early. The spread of this concept in 2017. Better than before, but in fact, the experience of this thing, and its application in education, still has a long way to go."

Self-built mold "AR magnifying glass" photo

In October 2016, two months after the AR globe was launched, the central number culture also announced the completion of the 230 million B round of financing. At the same time, they launched an AR hardware product to refresh the industry's recognition of AR entrepreneurship. know.

In fact, the plan to build this hardware was already in the early 2016, and the product is named Magnifier NEO. Their initial intention is to build a platform for content developers with smart hardware, designed for 3-16 year old school children. Development. In October 2016, this hardware was released, and the name was “MAGNEO Neo Magnifier” – this is the other most important product of “Little Bear Neo” in 2016, and the price is around 2,000 yuan.

In April 2017, the Chinese name of this hardware product is more "lighting".

"Licence" is a magnifying glass-shaped AR-carrying round-screen mobile computer weighing 200g, which can be picked up by one child. The direct relationship between “Licence Music” and the company's series of AR products is that the early education content can be vividly presented through the action of “photo one photo”. The circular screen can provide a full-angle visual angle without a rectangular screen.

(MAGNEO photo)

In order to cooperate with the use of the circular screen, there is also a QOS operating system based on Android developed by the Central Digital Culture. "The closed system is conducive to ensuring the health and safety of the content on the platform. I hope that the future will be more More and more AR content developers are coming in, and the proportion of applications we develop ourselves in QOS applications will become smaller and smaller."

There is a “Everything Recognition” app on “Licence Music”. Open the app. Children can use the camera to identify various objects and explore and discover the world. This app uses overseas core technology. Teams such as Baidu and Keda Xunfei are also involved in the development of exclusive content of QOS. At present, there are dozens of cooperative teams and even overseas teams.

There are many interesting stories about "Like". Xiong Jianming, a friend's baby, participated in a small interview for a well-known elementary school in Shanghai. This elementary school used “photographing music” as a “prop”. Because the baby did not adapt during the interview, the friend complained why Xiong Jianming did not disclose the information to him earlier. Xiong Jianming has some grievances: "I don't know what is going on now. At that time, a development company purchased 70 or 80 "photos" for a school activity. The confidential work was done very strictly. I only know so much." Later, he saw a description of the parents on the Internet. During the interview, the children were asked to take a "photograph" to talk to a person on the screen. In this process, they examined the child's perception of new things and quickly. Learning ability. This application for dialogue with children was developed by a third-party team.

In fact, when the Central Digital Culture set up AR in 2012, it launched a 3D interactive early learning machine - Dream Box. It is not difficult to see that Xiong Jianming’s team has “obsession” on intelligent hardware.

"Our consideration of 'sports music' is that AR will become more and more popular in the future. The existing intelligent hardware, like mobile phones and tablets, has many defects in holding. In the adventure and exploration activities, it is necessary to take it away. When you come and go, you may get unstable or the camera will shoot your fingers. Smart glasses are a completely free-handed direction, but we think there is still a long way to go to fully apply to the consumer side, and it may be OK in some professional fields. However, it is not realistic to go completely into daily consumption. There should be a smart hardware that is not much different from our existing smart hardware, and it is still based on mobile platforms, so it is only necessary to take existing smart hardware from form and shape. I made some improvements in various aspects." Although I was doing this because of an "improvement" idea, when I did it, the Xiong Jianming team found that this was an unprecedented practice.

There is no mold for the round screen at all. Xiong Jianming also went to foreign countries for a trip. Nothing to do. He had to bite his teeth to build a mold line. A mold cost 5 million yuan. The prototype was made and 15 million was put in. They are even mentally prepared and expect to invest about 50 million before mass production.

Someone joked that they were crazy. Xiong Jianming replied: "I have invested so much in the cost of innovation. What do I mean by doing what others have done? I have a big investment. Most people can’t just learn it. Of course, we are under pressure. It will be great, but when you come out, you will find that if there are many application scenarios for this product, then there are still some barriers in the short term."

For the competition, Xiong Jianming thinks this way. The product of “Licence” is still very early. The direct impact of the early investment is to raise the threshold of competitors, at least not before the business model is completely verified. There are a lot of disturbers, so I get a first-mover advantage for myself. "Because many of these imitators are doing things in the same way, they are disrupting the market. For example, 'a nest of bees' are AR cards. Many of them have thousands of sets of hands in the warehouse and they can’t sell them. They all think This thing is very good to sell, but it is not so good to sell. They are just a messy effect on the market and have not made this market bigger."

So, how can the business model of "Let's Play" be run? Xiong Jianming revealed that in addition to the traditional C-line online and offline sales, "Licence Music" also opened the B-end sales route of the company's AR products. "Literature" has become a teaching aid for some early education institutions. In addition to the early education, the Xiong Jianming team found that AR smart hardware can be applied not only in the children's field, but also in exhibitions, consumer goods retail terminals and advertisements. It can even be used for medical purposes, as well as for tourism activities and treasure hunt activities. Therefore, the company may split the business segments in different fields into different companies for independent development in the future. The company has upgraded from the original early education technology and culture company to a comprehensive emerging technology and culture enterprise.

"Little Bear Neo" IP built by billions of yuan

Recalling the process of this entrepreneurship, Xiong Jianming believes that he has paid a lot of tuition fees, such as product pricing, product design, marketing system conflicts, etc. In fact, when the outside world sees results, it has been groping for a long time. "But I think what we are doing right is to judge the development of this technology and the traffic it brings, and to quickly establish its own brand and core IP and content in the process of traffic establishment. We think AR technology It doesn't produce much economic benefit by itself, because it is not the same product itself, I think of it as a new flow. When every new technology comes out, it must be a new kind of traffic, you are getting this traffic. In the future, you can only usher in the next wave of growth if you build your brand base and build the value of your core content. "

The core IP and content mentioned by Xiong Jianming are the large-scale investment of the central number culture since 2015. In 2015, the Central Digital Culture and the Yidong Media jointly created the cartoon "Little Bear's Dreamland Town" (52 episodes in the first quarter). In September 2016, the cartoon was launched nationwide. This animation invites the scriptwriter script of Sesame Street to cover 12 series of contents such as transportation, nature, humanities and geography. The cartoon copyright is also sold to dozens of TV stations at home and abroad, and has been launched on overseas platforms such as Amazon and Netflix. . It is understood that the "Little Bear Neo" cartoon has three seasons, plus a big movie, with a total investment of more than 100 million yuan.

Like the strategic planning of many animation IPs on the market, in addition to early education products and animations and movies, IP futures can also penetrate children's products such as toys and gifts, animation dramas, stage plays, various online games, and kindergarten textbooks. Teaching aids, three-dimensional albums of film and television works, etc., to achieve the three-way linkage of products, content and IP.

However, unlike the most common way to use the Internet to create a free app to promote its own IP, every time a bear company sells a product, the user must download a corresponding APP to achieve AR rendering. According to reports, at present, the number of APP downloads of various products of "Little Bear Neo" has exceeded 5 million. In a sense, the download amount of each APP represents money. Now, "Licence Music" brings together the functions of all these apps. "It can be said that the foundation of the IP of the bear Xiong is that the company itself has already realized, rather than relying on IP to cash in." Xiong Jianming said.

"Doing IP is to be a boutique, not anxious." The IP of Xiao Xiong, by Xiong Jianming personally. He admits that the current animation IP is still in the stage of investment, and there must be income, and it will be until next year. "In fact, the domestic animation IP is still overcapacity in some sense, so I have always believed that the content is not a boutique. Wrong. If the content itself is not good, then it will soon be eliminated and there will be nothing left."

Under the IP strategy, in June 2015, the central number culture also reached strategic cooperation with many famous domestic cartoon brands such as Xiong Bian, Ba La La Xiao Xian Xian, Datou Son Xiaotou Dad, etc. In October, he reached a strategy with Disney. Cooperate to become Disney's first AR content licensee, showing licensed Disney content in AR technology. These cartoon characters have been used in AR early education cards, AR coloring picture books, AR building blocks, AR puzzles, AR props and other products.

It is worth mentioning that with the launch of a series of products, Cubs will quickly adjust its sales channels and combine online and offline, covering both toy stores, direct mail channels, supermarket chains, retail counters and even airports. Under the consumption scenario, we also tried to reach a cooperation with Spring Airlines to open the aerial sales model; online, including Tmall, Jingdong and other major e-commerce platforms and micro-business sales channels. Currently, more than half of the total sales are still online. In January of this year, the first flagship store of the bear Nyeo nation was unveiled in Shanghai, and it is proposed to rely on the flagship store to fully present the AR children's ecology built by the bear.

The whale media interview learned that although the central number culture has several business lines, the company has less than 200 employees, and about half of the technology and sales staff. Xiong Jianming believes that, in general, the company is not heavy, the company mainly focuses on core intellectual property rights, that is, upstream of the industrial chain. For example, the animation IP, the company mainly grasps the core script creation, although the international masters play the script, but also need to grasp the localization part. "For IP, the company must have 100% ownership, but will not recruit a lot of animation people, animation rendering and other parts are all outsourced." Similarly, in terms of AR products, the company mainly focuses on technology and design, while 3D modeling and image processing The underlying production of the class is in the form of an outsourcing.

When asked about the company's core competitiveness at this stage, Xiong Jianming thought for a moment, "If you want to talk about our current barriers, I think it should be the comprehensive strength of brand advantage, technical team, management background, product design." He then confided: " To tell the truth, now the probability of AR startups completely relying on single product explosions is not great. Everyone has to compete for comprehensive strength now. " He is fortunate that he has entered the AR field early enough to talk to investors about AR. At that time, eight out of ten people did not know what AR was. Now it seems that this is still unbelievable.

(Xiong Jian, the founder of Cubs)

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