The basic logic of Youpengpule's entry into the children's content market

Upengpule, the interactive TV cloud service provider that just launched Upeng Cloud on May 25, launched its first content product “Upeng Cloud Kids” within a week.

U-Pen is not the only manufacturer that intends to promote children's early childhood education content on TV. Yesterday, Changhong also released a children's TV system. Before that, Hisense, Coocaa, LeTV and other TV terminal manufacturers have also launched products targeting the early childhood education market. After videos and games, early childhood education has become the most popular product on Internet TV.

Someone once joked, "Nowadays, television can only make money from the elderly and children, it is difficult to make money from young people." Is this really the case?

There are many children watching TV, but where is the high-quality content?

Relevant data shows that among Internet TV users, 58.7% of families have children under the age of 15, of which 57% are under the age of 7. For children, they have relatively few channels to obtain content, and the relatively open and safe Internet TV is very attractive to them.

Although there is a great demand, the children's content on Internet TV is of varying quality. Parents have a headache choosing, fearing that low-quality content will affect their children's growth. At this time, the responsibility of selecting content falls on TV manufacturers and operators.

Shao Yiding, CEO of Youpengpule, believes that the quality of children's TV programs is more important than the quantity. "Whoever mentions too much will appear unprofessional when it comes to the introduction of children's content." He believes that the current domestic market's investment in children's products is still very small. "If Internet companies pay as much attention to children's programs as they rush to buy TV drama copyrights, China's children's content will have earth-shaking changes today."

It is understood that "Youpengyun·Children" integrates the content resources of well-known domestic and foreign children's brands such as BabyFirst, CBBC, and Qiaohu. These brand companies have recognized the concept of "using technology to help Chinese children grow" proposed by Youpengpule. According to data, the above brands are all international first-line children's brands, which are popular among parents and children in various countries. Take BabyFirst as an example. It is the only TV channel in the United States specially established for infants and young children. The programs are developed by top child development experts, pediatricians, child psychologists and advisory committees based on the needs of the comprehensive development of infants and young children, and enjoy a very high reputation. However, this program has not been introduced to China before.

Interactive TV has become the best platform for children's content products and services because it directly reaches tens of millions of households, breaks the limitations of geography, time, economic conditions and other factors, and provides a high-definition large-screen visual experience. "We hope that every Chinese family with children can enjoy the most international level of localized children's content products and services at a civilian price, so that every Chinese child can start happily." Gan Xin, Chief Content Operation Officer of Youpengpule, said.

In 2016, Youpengpule's operating services covered 36 provincial telecom operators, 12 radio and television operators, and five major TV manufacturers across the country. Gan Xin revealed that "Youpeng's platform has reached places like Tibet and Xinjiang. Particularly poor places lack this opportunity, but as long as there is a TV and an Internet connection, they can still watch high-quality children's programs."

Is it easy to produce children’s content on TV?

With the booming development of the Internet TV industry, the rapid growth of online education and the promulgation of the two-child policy, a good foundation has been laid for the development of children's programs on interactive TV. Relevant data shows that under the influence of relevant policies, a market of hundreds of billions of yuan is brewing for domestic children's products. However, judging from the global smart TV power-on rate, young people are gradually losing interest in this big screen, which is a huge impact on terminal manufacturers that rely on content for profit.

Children and the elderly are growing into the main consumer groups of TV content. Internet TV manufacturers are focusing on children's products at this time, hoping to earn money from the pockets of parents behind the children. But is this money really that easy to make?

Shao Yiding believes that "business itself is to make money, and children's business is a very good business. But unfortunately, China has not had a truly systematic and high-quality children's program content. As the scale of interactive television expands, once the wind of this industry arrives, more and more companies will come in to cultivate and explore children's products. In fact, we have already felt it, but Youpeng wants to be at the forefront and do it at the forefront."

As more and more TV manufacturers enter the children's content production market, homogenization is inevitable, such as the functions and content of the TV children's desktop.

"Compared with hardware manufacturers, their products are more functional, while we are a content cloud platform, focusing more on content and operational ideas." Gan Xin explained. It is understood that Youpengyun·Children has launched an O2O2O product service model, breaking through the limitations of traditional TV one-way communication and realizing the integration of online and offline. Youpengyun·Children will hold online and offline theme activities from time to time. Parents can sign up through interactive TV platforms and other channels. Youpengpule will record the wonderful moments of the baby throughout the process, and upload the baby's videos and photos after editing to make a wonderful TV program.

When talking about children's products, we have to talk about the issue of responsibility. After all, it is different from other TV content and is related to the growth and future of children. "The introduction of good resources represents the best educational methods and theories. I think this is something that cannot be wrong. Youpeng must seize the best resources and use the greatest efforts. There is a big difference between being professional and unprofessional in the early childhood market." Shao Yiding said.

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.