Chapter 682： The opponent is the whole era

The light of the morning reflected through the curtains into the bedroom. Ryan woke up from sleep on time and habitually touched his side, only touching the concealed goose down quilt. The graceful body lying underneath disappeared last night. From the cold temperature, Charlize seems to have been away for a while.

Shaking his head vigorously, Ryan was completely awake. When he sat up, he couldn't help feeling a little backache. The two were crazy for too long last night. Charlize seemed to have entered the most demanding age group, he was already wild. Love and pie has become more unrestrained in the past year.

After putting on the neatly sized clothes on the bedside table, Ryan walked into the bathroom and picked up the toothbrush, only to find a bright red lip print on his forehead through the mirror. No need to distinguish carefully, he also knew that it was South African beauty. The prank when drilling away.

Charlize took his Boeing plane to Switzerland early in the morning, preparing to participate in a FIFA World Cup event held in recent days. She is an important representative and image spokesperson for South Africa.

Although she became a citizen of the United States a few years ago, she defaulted to dual citizenship. Charlize still has great enthusiasm for the cause of the motherland. The South African World Cup Organizing Committee invited her to participate in the event, as long as time permits, she will never refuse .

Besides, this is also a good way to promote yourself and its brands.

Football fans can be said to be one of the largest groups in the world.

Originally, the South African side once tried to invite him to participate in several publicity activities through Charlize, but Ryan refused. He didn't even bother to mix things with his club, let alone other people's affairs.

Speaking of football, Manchester United lost the Premier League title last season. After Wenger, Ferguson finally met a strong competitor. The magic bird's utilitarian football ideas and bus tactics really troubled countless people.

This is not without benefits. Only when there is competition, there will be development. Last year, Alex Ferguson once considered retirement, and now he has a strong competitor. Presumably, this competitive old Scottish man will definitely look like his previous life. Keep going like that.

When the old man is about to retire, do he change hands and sell Manchester United?

While eating breakfast, Ryan was still thinking about football, Quandang relaxed.

According to the development trend of the past life, it is not difficult for Manchester United to sell more than one billion pounds, but he does not lack this money. Maybe he retires in the future and can he focus on playing football?

Football or something, that's all for the future. Ryan rushed to the Disney headquarters in Burbank after breakfast, and had to attend a meeting in the morning.

This is a meeting jointly convened by Ryan and Robert Iger. The main purpose is to drive the Disney management, especially the thinking of the marketing department, to gradually move closer to the Internet.

Of course, this kind of transition requires time and a process. Numerous historical experiences have proved that turning too fast will only overturn the car.

Moreover, the previous Walt Disney Group's transformation from marketing methods to product distribution after Robert Iger came to power was considered a success. What Ryan did was just to advance this process slightly. After all, it really belongs to Internet marketing. The era has not fully arrived yet, and Disney has enough time to prepare.

In fact, since Ryan entered Disney, Disney’s films and peripheral products have increased investment in Internet marketing, withdrew 95% of the previously used public relations film critics, and switched to other increased investments. Put into the Internet together.

The subsequent big sales of a series of films also proved that this is an effective way of publicity. Several other major film companies are also increasing their spending on Internet marketing, and a lot of this part of the cost comes from the past payments to traditional film critics. Bonus.

In other words, Ryan has played an active role in taking the lead in this transition between the old and the new. It is no wonder that the old film critics have become less and less eager to see works related to him in the past few years. After all, he has moved their cake.

Unfortunately, they are just some people who are destined to be abandoned by the times. There is no good way to deal with Ryan or the current situation.

The meeting was hosted by Robert Iger, with a typical western corporate style, concise, incisive, and straight to the theme.

Robert Iger's words are not too many. In addition to emphasizing the huge role of the Internet in Disney's overall marketing in the past year, he also focused on the performance of Walt Disney in the last fiscal year.

The entire Walt Disney Group’s turnover last year reached 45 billion U.S. dollars, its pre-tax profit was 9.62 billion U.S. dollars, and its net profit reached a record high of 6.2 billion U.S. dollars.

These figures have made considerable progress over the previous fiscal year. As the running-in period with Marvel Comics, Jenkins Pictures and Pixar Studios has completely ended, the entire Disney Group has entered the fast lane.

You know, in the last fiscal year that Michael Eisner was in, Disney's net profit changed from just $900 million in the previous year to a loss! .

After the heads of several important departments briefly introduced their respective business development and planning, Ryan used a concise and powerful speech to remind everyone of the importance of the Internet to the development of the group company.

"The Internet is not only a tool of the industrial age or a technological advancement, it should be regarded as an independent era, and the biggest disruption at the moment is also the subversion of the industrial age in the Internet era!"

Perhaps the current Internet has only formed a certain impact on traditional industries, but Ryan, who has had previous life experience, knows what kind of era the future will be. He knuckles and knocks off the table, attracting everyone’s attention. Lihou continued, "Looking back at history, at all times when the old and the new are changing, the old times are all defeated."

"In fact, our real competitor is not Time Warner, not Viacom, nor News Corporation and Conscat."

These Disney executives all laughed and seemed to have guessed what Ryan said, and what Ryan said was not much different from what they thought, "Our real opponent is the entire era! It belongs to the era of the Internet."

"In the past three years or so, we have increased our spending on Internet marketing." Ryan's voice was not loud, but it clearly reached everyone's ears, "The Hunger Games, Pirates of the Caribbean 2, etc. released this year. Film projects and Internet marketing expenses have exceeded one-third of the full amount, and the huge sales of films and related derivatives have also proved that our investment is completely worthwhile."

"So!" Ryan strengthened his tone a little, "The film industry will become the first batch of traditional industries to be subverted by the Internet. In the future, it will follow some rules of the Internet. For traditional film and television companies, in fact, the opponent is not only Other large companies and small teams are not video sites, online ticketing sites, or advanced management and industrialization systems. In fact, the opponent is the entire era!"

In recent years, there has been more and more cooperation with Internet companies, and the Disney management, who also has a huge network layout, obviously has more personal experience.

The failure of several films that mainly rely on traditional marketing methods has actually sounded a wake-up call to Hollywood producers and distributors. Although the Internet is gaining more and more attention, there are still quite a few Hollywood company managements. The thinking is still arguing about the past "feelings", without realizing that this is actually the quiet arrival of an affair.

In a few years, those traditional blockbusters that do not have Internet genes have only one way to go, leaving traditional film and television companies that do not know how to keep up with the changes of the times in a mess.

There are three levels of destructive innovation in the Internet era. The lowest level is the subversion of products by products; the next level is the subversion of categories to categories, or the subversion of industries to industries; the highest level of subversion is the subversion of the times to the times.

In terms of products, the traditional films produced by Hollywood have bid farewell to the era of extensive money-grabbing growth, and losses are increasing; in terms of industry competition, they will also face cross-industry competition in the Internet industry of BAT, video sites, and online ticketing sites. ; In fact, these are not the most terrible, the most terrible subversion comes from the traditional era in which I am in, starting to turn around The new Internet era has arrived.

In the future, let alone the entire traditional industry being subverted one by one, even within the Internet industry, traditional Internet companies are gradually being subverted.

This can be said to be a destructive innovation. It will always make people think that it is a breakthrough new technology. On the contrary, destructive innovation is not a breakthrough technology at all. Its characteristic at the beginning is to reduce the original performance. Indicators are usually more convenient, simpler, and cheaper.

The most typical example is that with the online pre-sale mechanism, "The Hunger Games" created a miraculous pre-sale record in the history of North American movies. More than half of the crazy pre-sale of more than 110 million US dollars came from the Internet. Book a ticket!

The Internet not only subverts the film industry from the channel, but also gradually subverts the backward traditional content production in terms of content. The market share of traditional blockbusters that do not adapt to the Internet age will inevitably shrink sharply.

For Disney, which was founded nearly 80 years ago, there have been too many storms and waves. The entire group has survived crises again and again with wisdom and experience, but this era is really different now.

Because Walt Disney’s most important competitor is not an individual or a group, but the entire era.

In this era, past experience, wisdom and resource advantages are suddenly no longer useful, because many times the rules of disruptive innovation are exactly the opposite of the original market rules.

This is also the reason why Ryan has emphasized the importance of the Internet at Disney's high-level meetings several times. The entire group must make steady and appropriate changes, otherwise it will inevitably be eliminated in the future.

He still remembers the famous words of Nokia-we did nothing wrong, but for some reason, we lost! R1152