Zhang Lei, co-founder of FBEC202 1@ Xingjing Wei Wu: Talking about the thinking on e-sports, culture and creation by combining the national style, national tide and emerging forms.

202 1 Future Business Eco-chain Conference and the 6th Golden Gyro Awards Ceremony (FBEC202 1 for short) was held in sheraton shenzhen futian hotel on February 1 20265438. The conference was hosted by Guangdong Game Industry Association, Guangdong Virtual Reality Industry Technology Innovation Alliance and Shenzhen Science and Technology Innovation Alliance. With the theme of "innovation", we will focus on the frontier areas of the Internet such as games, e-sports, XR and Metauniverse, and discuss hot topics in the industry. At the end of the year, we are in the same boat with countless Internet practitioners to discuss the innovation and change of future business ecological links!

FBEC202 1 "The next decade? 20021Global Game and Digital Creativity Summit invited Zhang Lei, the co-founder of Star Crystal Wei Wu, to bring a wonderful sharing with the theme of "Thinking about E-sports Creativity Combining National Style with Emerging Forms". Zhang Lei believes that a better combination of national customs and regional culture can bring more positive value to e-sports, and the improvement of technology will also drive the development of e-sports content expression forms.

The following is a record of the speech:

As an entrepreneur, I am very grateful to Gyro for its continuous support. Because today's theme is "Breaking the Wind and Keeping Innovating", I am here today to share with industry leaders my thoughts on the combination of e-sports and cultural innovation with national trends and emerging forms.

First, let's introduce our club. We are a combination of V5 esports club, eStar esports club and MAG red carp culture. We mainly have three business departments and five sub-brands. We are also the only club in China that has dual home courts in two cities, namely Shenzhen LPL home court and Wuhan KPL home court. In addition, this year, we also acquired an MCN organization-Royal Seal Club, and NIP e-sports club in Europe and America, with operations in China, Europe and South America, and offices, facilities and home courts in Shenzhen, Wuhan, Stockholm and Sao Paulo.

Xingjing Wei Wu has also won many championships in the world's top e-sports competitions. It also has five league seats in the top league of related games in the global strong field, and also has a world champion e-sports team. Won the first mobile e-sports world champion (the glory of the king World Champions Cup 20 19), the first mobile e-sports gold medal (Jakarta Asian Games 20 18), the championship ring (LPL the glory of the king Spring Competition 20 19) and so on. Among them, the golden phoenix Cup is the birth of the world champion witnessed by tens of thousands of people, and many awards and honors are the testimony of our company's strength and value.

Our team has four co-founders, Mr. He Youjun, Mr. Sun Liwei and Ms. Zhou Rui. The first three people may know a little more, but I am a stranger to you, because I don't often appear. I'm Zhang Lei, co-founder of Star Race and co-CEO of Red Carp, and I'm also the deputy director of Digital Sports and Tourism Committee of China Enterprise Evaluation Association.

Let's talk about national customs and tides first. Everyone has a different understanding. Guangming Daily has given some definitions. First of all, it should be synonymous with the trend, style, creativity, logo, behavior and products with China traditional cultural characteristics, national elements and classical style. With the improvement of national strength and national happiness, the concepts of national style and national tide have made China youth have a clearer understanding and love for them. I believe that when you mention this, you will think of brands-China Li Ning and China Li Ning. They have done a particularly good job in the combination of China elements and clothing, and passed on China elements to the youth groups in China.

The other is our Forbidden City. As a scenic spot with historical background, how to make a novel combination with young people in the Forbidden City answers this question well. When we did research at that time, we found that it included Cat in the Forbidden City and a series of derivative works of the Forbidden City, which well presented the national tide. In 20 16, their sales exceeded 100 million, which shows how much young people like the national wind and tide.

So what contribution has e-sports made in the national wind and tide? First of all, the glory of the king invited Mao, a famous Yue Opera artist, to participate in the dynamic capture of Shangguan Waner's Yue Opera skin, to show the gestures of Yue Opera actors in the game, and to present several classic scenes of Yue Opera butterfly lovers. Through this combination, it sets a good example for the young people at this node. E-sports, as a contemporary trendy culture, has not been fully recognized by the society. However, e-sports is a new industry with huge traffic. How to correctly guide this part of the flow and how to empower the national wind and tide is a problem that we need to think deeply. Through correct guidance, I believe it will play an important role in the education of young people.

In addition, e-sports also helps to promote regional culture. In the 3rd the glory of the king National Competition held in Wuhan, Hubei, the e-sports competition combined with the characteristic culture at that time, and promoted the Chu culture in Hubei with digital culture. As a famous symbol of Hubei, the world's first sword "Goujian Sword" was presented to the competition by Mr. Qin Fang, the curator of Hubei Provincial Museum, as a symbol of the champion, and a gift was also designed for the contestants.

Including the folk custom of "Chu people worship phoenix" in Hubei, we have realized different ways of communication through digital technologies such as XR in our home in Wuhan. The glory of the king also cooperated with Dunhuang Research Institute to launch the skin with strong Dunhuang characteristics "Yang Yuhuan meets Tian Fei". These cooperations are all propaganda of regional culture. At the same time, there are some other hardware manufacturers in the e-sports industry, and they have also done a lot, such as exquisite laptops.

Together with the Propaganda Department of Hubei Provincial Party Committee and Wuhan Propaganda Department, we made Wuhan Tourism E-sports Tourism Carnival and Allard Digital Culture Week, and achieved very good response. At that time, in Hankou, Wuhan, the organizers were also worried that the traffic might be less. As a result, the traffic was bursting and a lot of security control was needed every day. We put a lot of exhibitions and carnivals with e-sports in various tourist destinations, which also blended ethnic customs and folk culture well.

We have been thinking about how to take the route of e-sports and Gavin travel and create the experience of online+offline travel carnival.

Moreover, we also made the virtual reality technology for the finals of the 3rd the glory of the king Competition, and the design combined Wuhan culture and Jingchu culture. The Yangtze River flows through Wuhan, so there are many bridges in Wu Hanyou. The final of the 3rd the glory of the king Competition is the top non-professional competition in China, and it is a bridge between professional and non-professional. So at that time, we took the core word bridge and used the XR technology of Fire Phoenix to express it.

We also signed an e-sports three-piece suit with Hubei Provincial Museum, including a mobile phone holder with a tiger and bird frame, a keychain of Jian Peijun, a dog named Wang Yue, and an earphone box of Gu Feng, which sold well. Notebook, key chain, card package, etc. , including derivatives, have added Wuhan elements. They took these gifts to the first China (Wuhan) Cultural Tourism Expo and took charge of the booth of the glory of the king. The scene was very hot at that time.

The whole event was exposed 25.28 million times, and the content was displayed 1 1.75 million times. This is a cultural tourism exposition sponsored by the Central Propaganda Department, the Ministry of Culture and Tourism and the Hubei Provincial People's Government. Through the concept of e-sports and the tide of the country, we convey our positive values to some people who don't know much about this industry.

In fact, the vigorous development of national style and tide is inseparable from the iteration of a new technical form, such as the meta-universe mentioned by the leaders before, digital man-machine virtual idols, including Ready Player One, digital man Simon and virtual man Hatsune Miku. League of Legends made a virtual reality dragon on 20 17, which was particularly shocking. Now the rise of VR and AR interactive projection video games has also given e-sports a lot of thinking.

As the originator of Hubei lighting, we also made the first red and blue Yellow Crane Tower on 20 17. Including the red and blue lighting of famous buildings such as Liede Bridge in Guangzhou and the red and blue lighting related to e-sports such as Xi 'an Drum Tower and Bell Tower, all evolved with the improvement of technology.

One of the highlights of our red carp now is the China Digital Ice and Snow Games, which cooperates with the State Sports General Administration.

20 19 We put forward the concept of "digital sports" to the Winter Sports Management Center of the State Sports General Administration. Next year's Winter Olympic Games will be held in Beijing. In response to the slogan of "Let 300 million people get on the ice and snow" and the strategy of "spread the ice and snow movement from the south to the east", the country will hold an ice and snow e-sports competition nationwide for the first time, which is also the largest in China. Through the concept of digital sports, it can help popularize ice and snow sports to 300 million people and spread it to other fans. To get on the ice and snow, we must first understand the ice and snow. If you don't know about ice and snow, you won't go to see it. This is one of our core points, the digitalization of sports.

The core of next year is to do VR e-sports competition. We invested in the VR team ourselves and made the Red Carp E-sports VR Lab at the Wuhan base. The core of VR esports is esports+sports, which breaks the barrier of physical space and is more suitable for traditional sports events. In the two scenes, whether it is basketball, shooting or badminton, you only need to wear a helmet and equipment, and you can choose a matching venue nearby. Because our VR technology still depends on point tracking technology, the core confrontation still needs to go to the venue, but the basic core will do.

My share is here today, thank you.