Analysis of the refined operation routines of VVIP users on video websites

When it comes to the VIP dispute, people initially listed VIP consumption scenarios in various occasions, such as the difference between first-class and second-class seats on high-speed trains, the different charges for VIP lounges in high-speed train waiting halls, and the differences between different membership levels.

This morning, some friends who usually rely on online videos to watch TV series were complaining that they were not VIP members of video websites and did not want to spend extra money. For their favorite hit dramas, they could only exchange time for space and "wait"!

It took me a few minutes to climb up the stairs and I basically figured it out. Everyone was discussing topics related to the hit TV series "Joy of Life".

These topics originated from the People's Daily official Weibo account, which published a People's Sharp Comment criticizing the tactics of video websites, pointing out that the VIP advance on-demand services launched by some video websites were ugly. In addition to the VIP's advance viewing of 6 episodes, members can pay an additional 50 yuan to watch 6 more episodes when updates are released. Setting up VVIP in addition to VIP creates anxiety and induces users to consume...

One of the biggest features of Internet services is that they have a large number of innovative ideas and their business models are innovative and diverse. While we emotionally understand and sympathize with the anger of drama fans, how should we view this practice from a business perspective? This is actually a very good topic and should be worth discussing for business operations personnel. Uncle Snake provides some discussion points on this topic.

1. The People's Daily's comments, from the user's perspective, hold a negative attitude towards the VVIP practices of video websites. This criticism from the People's Daily still needs to be discussed from the perspective of commercial operations, and it is also mentioned that it should be viewed from a legal and compliant perspective.

2. As business operators, especially listed companies, they pursue commercial profits. Therefore, we are also trying more charging methods through various means.

Overall, the so-called traditional free Internet model has become less and less popular. The video industry has been going through a long period of burning money since its inception. With the rapid increase in operating team costs, network bandwidth costs and content copyright costs, seeking charging models other than advertising has become the key for video websites to survive and gain returns. In particular, in terms of content copyright, more business models are needed to form more benign interactions.

3. From the perspective of market segmentation, from ordinary members to VIP members and then to VVIP members, this itself is also a process of segmenting a large user base. This process may cause dissatisfaction in specific practices. This dissatisfaction is also related to the users’ understanding of the differences between their own demands and reality.

In other words, dissatisfied users are not currently the target group under this business model, but of course, they are also the potential user group under this new model. After all, users are fickle when faced with consumption temptations.

4. The user’s own mental adjustment or reaction is also critical.

Every time Apple releases a new product, there are always some fans who are willing to pay a higher price to get the new iPhone first, which creates business opportunities for scalpers. Some fans, although they love the show in their hearts, are limited in their purchasing power and can only wait silently. Recently, a mobile phone manufacturer launched a folding screen mobile phone, priced at about 17,000 yuan, and the market price has been hyped up to nearly 100,000 yuan. In this case, if users want the phone but don’t want to pay extra, should they criticize the phone manufacturers for not expanding production capacity and stocking insufficient inventory? It needs to be the first time, without advertisements, and free or low-cost. If such a service exists, it will be difficult to sustain in the current business model. It will only make some services that should be rich and diverse disappear. There is a matching problem between user needs and what service providers provide.

5. As long as it is within the scope of the terms of service, it should be respected.

The VVIP service launched by this video website can be clearly understood by just checking the membership service terms. The legal department of the operator of the criticized video website is also very professional. I hope you can respond in a timely manner in accordance with the terms of service.

6. The criticism of this video service is also very typical and worth learning from. Other business operation teams can study it carefully when innovating their business models. At least they can respond to or resolve the public opinion pressure brought by some authoritative media in a timely manner. One of the key points here is the so-called routine problem. Routines are actually everywhere. The most important thing is whether the routines can withstand the scrutiny of laws and regulations. If it can stand up to scrutiny, from a marketing or business model innovation perspective, it is likely to become a classic case and may be promoted more widely.

In short, different perspectives will lead to very different conclusions. Ultimately, we must seek a balance between the interests of all parties.

Author: Clumsy Snake

Source: Clumsy Snake