With the support of two awards, Yipingfang breaks through the bottleneck and reshapes the large-screen brand effect methodology

On March 25, 2021, at the Asia-Pacific OTT/IPTV Conference, Han Zhaoyang, assistant to the general manager of Yipingfang, gave a speech entitled "Digging for Gold in Large-Screen Marketing, Douping's New Outlet for Product and Effect Synergy", which once again pointed out the direction for the value of large-screen TVs. Douping has become a guiding force for strengthening the value of large screens through its wide coverage of the population, rich product content and gameplay, and the conversion effect of product and effect synergy, and has promoted the transformation of the thinking and decision-making of the entire industry. Making TV no longer like a traditional "TV" but more playable and valuable has become the core appeal of Douping, a transformative force. Therefore, at this conference, Yipingfang won two awards. Yipingfang won the "Large Screen Leadership Award" and its product Douping won the "Annual Large Screen Product Brand and Effect Award".

Screen shaking makes the big screen no longer hesitant

The surge of the trend of the times has dragged countless electronic products into their twilight years. Although television still sits on the "Iron Throne" of the home entertainment center due to its own size and temporarily irreplaceable family attributes, its status has begun to become unstable.

In this context, change becomes the only way out.

Since 2018, Yipingfang has begun to explore how television can extend its boundaries into the future, taking the lead in carrying the banner of television change.

Three years ago, Yipingfang proposed the idea of ​​"integration of vision and boundless ecology", aiming to broaden the inherent vision of television through screen interconnection; last year, Yipingfang took "choosing high and far, forming alliances" as its appeal, explaining to the industry the necessity of cross-scene linkage of large-screen TVs and the pursuit of breadth and depth.

Among all these changes, Douping and the establishment of its ecosystem are undoubtedly the most proud and effective measures of Yipingfang. Douping makes the large-screen Internet more powerful and also makes the large-screen industry no longer wander in the sunset, because Douping has opened up a smooth path that embodies deep value.

In 2021, Yipingfang handed in its report card, a report card that made the TV "unique". Frankly speaking, Yipingfang's approach is not just a superficial reform, but a radical one in its bones. It implanted the gene of change from the underlying operating logic of the system interface, making the TV no longer like a TV, but more like a mobile phone, a large mobile phone placed in the living room to serve all family members.

On TVs, boxes, micro-projectors and other terminals covered by Douping, you can now see short video content that is almost exactly the same as on your mobile phone and is compatible with it. With the entry of more than 10,000 well-known Internet UP hosts, the rich content allows users to spend more time in the living room. At the same time, Douping has demonstrated its extraordinary customer acquisition capabilities in helping poverty alleviation through consumption, promoting e-commerce sales, and creating large-screen product-effect synergy.

Some comments pointed out that Douping is a push for the evolution of TV form by Yipingfang, and some media believe that Yipingfang is setting off a new wave of TV function iteration. In fact, this is only part of Yipingfang's work in building a large-screen ecosystem. From the beginning of the establishment of Douping and its ecosystem, Yipingfang's vision has gone beyond the boundaries of "TV".

Yipingfang, the leading player in large-screen product quality and effect synergy

In the movie Ready Player One, there are three keys that will lead the player to victory. Yipingfang also has three keys, which open three checkpoints on the road to breaking through the boundaries of large-screen TVs, and thus reshape the large-screen brand-effect synergy methodology.

1. Douping reconstructs television and creates a short, flat and fast content ecosystem

In the beginning, television was just a broadcast receiving device with one-way communication function. After entering the Internet era, the richness of television content has made great progress, but it has remained stagnant in terms of interactive social interaction and commercial value. At the same time, with its shorter, flatter and faster gameplay, short videos have become a powerful weapon to sweep the global Internet content. The large-screen televisions that focus on long videos are naturally unable to resist, and a large amount of user time has been taken away by the small screens of mobile phones.

How to solve the dilemma?

The mountain is there. If it doesn't come to me, I will go to it. Yipingfang took the lead in changing all this and decisively embraced the short video trend. In this layout, it created a brand new product "Douping".

On the surface, Yipingfang’s introduction of short videos to the big screen is just an adaptation of the content. However, there are also very different differences between the content. If long videos are big rivers, then short videos are the ocean formed by countless streams. “Why is the water so clear? Because it has a source of fresh water.” It is unexpected but reasonable. Yipingfang, which has the most radical attitude to change, has adopted the most reliable solution of “short videos” because Yipingfang has a deep insight into user needs. Like mobile phones, short videos will also become the core content of family entertainment.

2. Precision marketing and innovative digital distribution

Douping is a container that carries the vast sea of ​​​​Epingfang. In this process, how to connect users with the big screen? The precision marketing achieved by Epingfang's DMP data management platform has become a bridge connecting brands, platforms, and users.

When users use TVs, boxes, and AIOT devices operated by Yipingfang, the DMP system will automatically improve user tags and user portraits based on user behavior to achieve accurate identification and precise delivery. It can not only reach thousands of people with thousands of faces, allowing different users to see exclusive content; it also allows every user to watch their favorite videos and enjoy watching them more and more.

In addition, Douping has also developed a "short-for-long" function to create new value for digital distribution on the big screen. Douping has a large amount of film and television trailers, UP host commentary and other content. When users are interested in the content, they can jump to the main film with one click. Copyrighted movies can be watched for a fee.

From this perspective, the traditional precision marketing system only solves the rigid adaptation between people and products, and does not connect too much with the content that users are really interested in. Douping is keenly aware of the change of this era, using short content that users are interested in to drive long content and generate actual purchases. This technical attempt has quietly changed the operating methodology of the entire large-screen TV industry.

3. Digging for the big screen and creating a closed loop of product and effect collaboration

Around the brand-effect synergy chain of "interest-cognition-experience-purchase", Douping has created a variety of gameplays, and can be said to be a perfect candidate.

Unlike other large-screen ecosystems, Douping has added internet celebrities as a new force in content. Top UP hosts from various fields have settled on the platform. The brand exposure has skyrocketed because of the lively and down-to-earth content, which has aroused great interest and awareness among consumers in the brand.

It can be said that when traditional large-screen TVs occupied our past lives with traditional long videos, the UP hosts on Douping used a way that was most easily acceptable to bring those viewers who had once stayed away from TV back to the living room, and also brought about a subversive change in the operating trajectory of the entire industry.

At the same time, when users watch content they are interested in, they can place an order on TV with one click, which is very convenient and fast, and can easily achieve the experience and purchase of the back-end link. Take the brand "Guerlain" launched on Douping during the Women's Day on March 8 as an example. Through 3.8 million exposures, it brought 11,987 users to interact and experience, and directly brought more than 815 items, achieving high-efficiency and high-quality synergy between product and effect.

In addition, Douping and TV Taobao have established in-depth cooperation, and both parties can jointly provide brand effect tracking for brand owners, covering multi-dimensional data content such as user portraits, behavioral data, industry and price preferences, traffic and transaction data, etc. At the same time, through products such as Pingxiaobao and Business Advisor, the data can be closed-loop reflux to continuously improve the synergy between brand and effect.

How to reflect the value of the big screen, the distance between users and the big screen is the key. Douping attracts users through short video content that users like, which is not only an innovation, but also a breakthrough in concept. As for how to make money through the big screen and create more value for the upstream and downstream of the industrial chain, Douping has not only innovated in concepts, but also opened up many new tracks including digital distribution and large-screen e-commerce shopping.

Historian James Carse said that there are two kinds of games in the world: one can be called a finite game, and the other is an infinite game. The purpose of a finite game is to win, while the purpose of an infinite game is to continue the game. There is no doubt that facing the big screen of TV, Douping is creating that infinite game, and because of this game, Yifangfang will continue to explore new values ​​of the big screen and become the "number one player" in the field of big screen marketing.

As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity.