The homogeneity ceiling has already appeared. How can the mobile "show field" improve its competitiveness?

The competition in the PC-based "show" market is very fierce. YY, 9158, Sina Show, Liujianfang, Ku6, Popcorn and others are all vying for the market. However, with the rise of mobile Internet and the penetration of tablets and smart phones, the mobile-based "show" market has become a blue ocean to be developed.   The rise of mobile shows   With the increasing popularity of smart phones, various mobile-based services are flooding the market. Education, finance, medical care, transportation, games, etc. have become the current hot spots. Among them, "shows" have also begun to spread to mobile phones, and various beauty live broadcast apps have been launched one after another. Even 9158, the pioneer of domestic PC-side "shows", is expanding to mobile terminals, competing with various "shows" on mobile phones.

  Even some companies that have been deeply involved in the mobile end for many years have begun to get involved in the "show field". Recently, NetQin, which started out as a mobile security company, adjusted its strategy and launched an independent sub-brand "Xiuse Entertainment". It also made the Xiuuse Show Field, which has been established for more than three years, the focus of its platform transformation. In addition, some other newcomers have also launched apps such as Dudu Beauty Video, Changba Live Room, Beauty Live Room, and Momo Live, hoping to make money in this field.   Why are these companies so keen on "shows"? This is related to the great success of Tiange Interactive and Huanju Times on the PC side. The former was listed in Hong Kong last year, and the latter was listed on the Nasdaq in the United States in 2012. This fully proves that the "show" market is huge. And this is only the result of specific users on the PC side. Tiange Group CEO Fu Zhengjun previously revealed that 9158 is mainly young users in the south, while Sina SHOW is biased towards people in their 40s in the north.   Obviously, the mobile user group is larger and more diversified. The report "2015 Mobile Internet Outlook" by KT Economic Management Research Institute pointed out that the penetration rate of smartphones is 24.5%, exceeding the 20% of PCs. This means that the mobile "show" will cover a wider range of people and have a broader market prospect.   Mobile show apps are highly homogenized   Unlike PC users who use a whole block of time for entertainment, mobile phone users pay more attention to fragmented entertainment. Therefore, some settings of PC-side shows may not be suitable for mobile phones.   Although human nature is the same, privilege and comparison are common means of show, but now the mobile show almost all copy the practices of the PC, set up public chat, private chat, gift sending, etc., add game windows, and do not add mobile-specific attributes. If you can add a dedicated area for celebrity live broadcasts, set up show-off sharing, and even add a VR area for more realistic interactive communication, the effect of the mobile show may be more obvious. For example, the Xiuse Show has added a lottery function, which allows users to find relevant topics and approach the anchor, and in order to enhance sociality, the Xiuse Show has opened the function of asynchronous private chat. But now the practices for mobile shows are mostly single, and the homogenization phenomenon is very serious, which needs to be continuously explored.

  In addition, in order to expand the user base as much as possible, show apps must be suitable for all types of mobile phones, even low-configuration phones. Fu Zhengjun once said that the 9158 page has not been upgraded and kept simple, just to ensure that low-configuration computer users in third- and fourth-tier cities can play smoothly. At present, some mobile show companies have noticed this and started to solve the problem of low-configuration mobile phones from a technical perspective. Shi Wenyong, chairman of NetQin, said that NetQin has a lot of accumulation in desktop technology, especially 3D technology, and NetQin's 3D desktop effect can be used on mobile phones below 500 yuan.   Among them, the biggest difference between the mobile show and the PC is the network environment. If in a WIFI environment, mobile users do not need to worry about traffic issues. Otherwise, it may restrict the time for users to log in to the show APP, making it difficult to retain users. However, the Show Color Show has adopted technical methods to help users save traffic and increase the fluency of live broadcasts. Currently, there are traffic package services for the three major mobile Internet operators, and the Show Color Show is also actively planning to discuss cooperation on traffic packages. Of course, if you can send traffic when downloading show APPs, log in once or recommend friends to download and send a certain amount of traffic, etc., this can alleviate the pressure on users' traffic usage. After all, live video broadcasts consume a lot of traffic.   Now, we are in the early stage of the development of mobile show venues, and all companies are exploring. Shi Wenyong, chairman of NetQin, said that the show venues are carrying out regular activities such as fan meetings and game guides, and are also actively thinking about how to improve the competitiveness of the industry.  

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.