--- title: "The Diverse Value of Premium IP: Audience Insights Behind the Cang Lan Jue Phenomenon" description: "In 2022, the phenomenal TV drama 'Cang Lan Jue' took the world by storm, scoring 8.1 on Douban, surpassing 10,000 on iQIYI's heat index, and amassing 28.67 billion views on Weibo. What's the secret behind its success? From a consumer perspective, what insights lie beneath this phenomenon? At the 2023 8th FMCG Innovation Conference, New Distribution invited Wang Yixu, founder and CEO of Hengxing Yinyang Media, to unveil the audience insights behind the Cang Lan Jue phenomenon." author: "王一栩" publisher: "New Distribution" email: "zhaobo258@gmail.com" telephone: "+8615854817671" published: "2023-04-23" language: "en" canonical: "https://xinjignxiao.com/en/articles/the-diverse-value-of-premium-ip-audience-insights-behind-the-cang-lan-ju-2ed1586e/" markdown: "https://xinjignxiao.com/en/articles/the-diverse-value-of-premium-ip-audience-insights-behind-the-cang-lan-ju-2ed1586e.md" original_source: "https://mp.weixin.qq.com/s/kMIeDc9SrfzwYojjzSHiHA" translation: "https://xinjignxiao.com/zh/articles/%E4%BC%98%E8%B4%A8ip%E7%9A%84%E5%A4%9A%E5%85%83%E5%8C%96%E4%BB%B7%E5%80%BC-%E8%8B%8D%E5%85%B0%E8%AF%80%E7%8E%B0%E8%B1%A1%E8%83%8C%E5%90%8E%E4%BA%BA%E7%BE%A4%E6%B4%9E%E5%AF%9F-2ed1586e.md" attribution: "New Distribution — https://xinjignxiao.com/en/articles/the-diverse-value-of-premium-ip-audience-insights-behind-the-cang-lan-ju-2ed1586e/" usage_policy: "https://xinjignxiao.com/ai-policy.txt" --- # The Diverse Value of Premium IP: Audience Insights Behind the Cang Lan Jue Phenomenon > In 2022, the phenomenal TV drama 'Cang Lan Jue' took the world by storm, scoring 8.1 on Douban, surpassing 10,000 on iQIYI's heat index, and amassing 28.67 billion views on Weibo. What's the secret behind its success? From a consumer perspective, what insights lie beneath this phenomenon? At the 2023 8th FMCG Innovation Conference, New Distribution invited Wang Yixu, founder and CEO of Hengxing Yinyang Media, to unveil the audience insights behind the Cang Lan Jue phenomenon. In 2022, a phenomenal film and television work emerged—'Cang Lan Jue'. With a Douban score of 8.1, iQIYI heat index exceeding 10,000, and 28.67 billion views on Weibo's main topic, audiences were unanimous in their praise, exclaiming they had caught 'Jue Syndrome'. What is the secret behind Cang Lan Jue's explosive popularity? From the perspective of consumer groups, what consumer insights lie behind this phenomenon? At the 2023 8th FMCG Innovation Conference, New Distribution invited Wang Yixu, founder and CEO of Hengxing Yinyang Media, to the conference to reveal the audience insights behind the Cang Lan Jue phenomenon. The following is an excerpt from the speech by Mr. Wang Yixu, founder and CEO of Hengxing Yinyang Film and Television Media, the producer of 'Cang Lan Jue' (partially abridged): **Understanding and Insight into IP** Hengxing Yinyang is an IP operation company centered on premium content, focusing on high-quality content loved by young people. The company starts with IP development, deeply lays out the entire industry chain, and creates quality entertainment content. The development of IP is based on the positive values that Hengxing Yinyang endorses. Relying on the Stellar Plan, we collaborate with contracted creators. Since its establishment, we have developed over 50 original IPs, operated over 200 IPs, and produced numerous excellent films and TV dramas. First, let me share the audience insights behind 'Cang Lan Jue'. The underlying logic is about Hengxing Yinyang's understanding and insight into IP. Let's return to the company itself. These are the film and television projects that Hengxing Yinyang has invested in and produced since its inception. Let me briefly share our understanding of IP: we believe that IP is not just a story; a good IP with development value is actually a worldview. What is a worldview? Take 'Cang Lan Jue' as an example. When we decided to create a long-form Eastern fantasy series, we set up the 'Eastern Fantasy Water Cloud Worldview', and 'Cang Lan Jue' is one story within this worldview. A good worldview is generally based on unified values. We believe the value foundation of the Water Cloud Worldview is love and peace, and it tells positive and uplifting stories. After deciding to develop such a worldview, Hengxing Yinyang spent two years expanding the entire worldview, including designing important landmark scenes such as 'Shuiyun Tian', 'Cangyan Hai', and 'Yunmeng Ze' based on traditional Chinese culture, and determining what stories would occur in these scenes. Under this worldview, we plan to develop a total of 9 projects and have reached a cooperation agreement with iQIYI. In 2022, the first project under Hengxing Yinyang's Eastern Fantasy Worldview 'Water Cloud World'—'Cang Lan Jue'—was officially launched to the market. In 2023, another new Eastern fantasy worldview, 'Caiyun Mythological Paradise', has also been completed, with its first work 'No More Bets' (Note: This appears to be a placeholder; the actual title is '七时吉祥' which translates to 'Lucky Seven' or similar) scheduled to air within the year. 'Cang Lan Jue' has been loved both domestically and internationally, with iQIYI heat index breaking 10,572, making it the hottest drama of 2022. It ranked first on major social media platforms such as Douyin, Weibo, and Xiaohongshu, and successfully achieved cultural export, topping the global heat index on iQIYI's international app within 4 hours of release. It was distributed globally through Netflix and achieved top rankings in multiple countries and regions, sparking heated discussions among overseas audiences, trending in six countries and regions, and sweeping global media with coverage from over 500 mainstream outlets including AP, AFP, and Bloomberg. Taking 'Cang Lan Jue' as an example, we believe that **a premium IP needs to have strong interactivity, resonate emotionally with users, and achieve a snowball effect.** Industry peers and partners often discuss this issue: when outputting values, creating a content product, or an IP, do we impose our values on users, or does the IP product itself have its own values that attract users interested in those values? For Hengxing Yinyang, it's more about outputting the values we want to express and finding users who identify with those values. This is the foundation of our IP's strong interactivity. When developing content, we often think about what values we want to output and which users we want to attract to ensure consistent content reputation. Our content should move these audiences and receive positive feedback, rather than imposing values on users. For example, the following Douyin data shows that the positive values of Xiao Lanhua and Lord Dongfang Qingcang—such as striving upward and not succumbing to fate—resonated with netizens, triggering a nationwide 'Jue Syndrome', with total topic views reaching 27.7 billion. Besides Douyin, Xiaohongshu is also a platform with high commercial value. Many 'Cang Lan Jue' fans spontaneously recommended and promoted it, with topic views reaching 3.64 billion. The audience behind 'Cang Lan Jue' is today's Generation Z, with the core audience being under 20 years old. Users aged 0-24 account for 40% of the total, followed by those under 30, with the number of users over 40 gradually declining. This is our IP characteristic. Hengxing Yinyang believes that **a premium IP needs to have value creativity, that is, the interactivity of values, allowing users to identify with our values while also creating positive energy and positive feedback in life**, which matches our values. **Connecting Online and Offline, Opening Up Brand Marketing Scenarios** 'Cang Lan Jue' was the domestic creative IP with the widest and most numerous types of collaborations in 2022. We believe the cooperation with 'Nayuki Tea' is a relatively successful case and also a very positive collaboration. First, the existing user base of 'Nayuki Tea' aligns with that of 'Cang Lan Jue'. The brand tone of 'Nayuki Tea' is sunny and positive, with fresh color schemes and product tones that match the content of 'Cang Lan Jue'. So we quickly reached a cooperation and jointly developed the product 'Baqi Dongfang Shiliu' (Pomegranate). The user group made multiple repeat purchases during the entire broadcast period of 'Cang Lan Jue'. Each repeat purchase of the co-branded product also added value to the 'Cang Lan Jue' IP. At that time, sales exceeded 500,000 cups within 3 days of launch. 'Nayuki Tea' also developed IP derivatives specifically, achieving a win-win situation for both parties. 'Cang Lan Jue' also held offline exhibitions, showcasing all previous co-branded IP products and conducting limited edition sales, which achieved good results. The multi-party cooperation was mutually beneficial, allowing IP users to experience immersive consumption while also helping our co-branded partners significantly increase exposure and strengthen user mindshare. Last year's Double 11, Hengxing Yinyang cooperated with Mobile Taobao for the first time on the 'Stellar Fantasy Space', achieving excellent results. Based on this, the two parties cooperated again on March 8 this year, jointly hosting the Mobile Taobao Stellar 3D Music Festival. Before the event, we set a goal of mobilizing one million users within three weeks. However, on the day of launch, over one million users logged into the Mobile Taobao app simultaneously within 11 minutes, even overwhelming the servers. Users who experienced the music festival gave a lot of positive feedback, and the brands embedded in the music festival also matched our tone. Hengxing Yinyang and Mobile Taobao achieved a win-win situation, and we see more possibilities for the future. **The connection between IP content and users is the resonance of commercial value, emotional value, and brand value.** The following image shows some of the brands we collaborated with last year. **The Greater Journey of IP** Hengxing Yinyang believes that each IP is a worldview, so we have created many worldviews. These different worldviews are combined with Hengxing Yinyang's four labels: **Stellar Fantasy, Stellar Manhua Adaptation, Stellar Antiquity, and Stellar Urban**, which constitute the overall layout of Hengxing Yinyang's IP categories. Hengxing Yinyang is the first IP company in China to create an Eastern fantasy worldview. We cooperate with platforms such as iQIYI, Tencent Video, and Youku to bind a worldview, develop based on this worldview, and convey positive and uplifting spirit through positive, imaginative stories loved by young people. The second label, also a core label, is Stellar Manhua Adaptation, with representative works like 'Once Upon a Time in Lingjian Mountain'. In 2022, we completed the filming of 'Fox Spirit Matchmaker: Yue Hong Chapter', a key IP in cooperation with Tencent Animation. The other two installments will start filming this year. Stellar Antiquity is non-fantasy ancient costume themes, where this track will showcase more national culture, such as porcelain, Suzhou embroidery, and other intangible cultural heritage industries. Each development under Stellar Urban brings new creativity and ideas. The label's work 'Against the Current' (Note: This is a placeholder; the actual title is '我要逆风去' which translates to 'I Want to Go Against the Wind') tells the story of the revival of national trends and national brands. It is now in the final production stage and is expected to air in Q2-Q3 this year. Hengxing Yinyang's production logic is essentially the superposition of worldview and values. **All worldviews are based on a positive value system. By continuously outputting our values, we find users who recognize these values and create a space for them.** Including in the space where users are alone, we use IP products to establish a sense of companionship and grow together; at the same time, we create a good context for them, based on the continuous output of positive values, to find like-minded people, have better interactions on various community platforms, and ultimately achieve the value creativity that IP possesses. This is what we call premium content. The successful cultural export of 'Cang Lan Jue' has given us more confidence. We hope that every IP of Hengxing Yinyang can take on more responsibility, **amplify China's voice, promote traditional Chinese culture, and let Chinese IP go global.** --- ## Copyright and AI use This article is sourced from New Distribution. Search, quotation, summarization, and model training are permitted, but every use must credit New Distribution and retain the canonical source URL. Contact: zhaobo258@gmail.com · +86 158 5481 7671