Mango TV is unique and independent, and it is more than just a single broadcaster
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The fierce competition in the video website industry has been confirmed again by the recent rumors of Youku acquiring iQiyi. The money-burning model of the BAT giants cannot lead the online video industry into the fast lane of profitability. The pioneering case of the development of radio and television media integration - Mango TV's development model has achieved rapid development after one year of exclusive broadcasting. Avoid Disadvantages and Highlight Advantages As a unique video website, Mango TV is obviously not a typical "example" that can be infinitely replicated. First of all, in the Internet industry, there are very few state-owned enterprises, and Mango TV is the only state-owned enterprise new media force in the video website industry. The advantages and disadvantages given by the system and mechanism are inevitable. The current identity and background of a state-owned institution have enabled Mango TV to occupy certain advantages in the industry's access mechanism. In particular, the support of its parent company Hunan Radio and Television for Mango TV's content resources has enabled Mango TV to avoid many detours in the development of the industry, and has also directly contributed to the successful implementation of Mango TV's "exclusive broadcast" strategy; of course, on the other hand, compared with other private video website companies, Mango TV lacks a certain degree of corporate flexibility. For example, some large-scale actions in the development of the industry are things that Mango TV cannot do at will. But it is gratifying that the production and innovation of content resources have always been the core pursuit of Hunan Radio and Television, and Hunan Satellite TV is not lacking in the ability to innovate in content resources. It can even be said that Hunan Satellite TV attaches great importance to the investment in content production and innovation. Although the relationship between Hunan Satellite TV and Mango TV remains at the level of separation of production and broadcasting, this has also stimulated Mango TV's continuous exploration and excavation of innovative content. One year after the official implementation of the exclusive broadcast strategy, Mango TV has already sold over 10 million VIPs through online VIP sales and promotion alone. The growth trend of VIPs alone is amazing. This is because this figure was only 1%-2% at the end of 2014, but by the first quarter of 2015, the ratio of new VIP users to new users reached 10%. Obviously, if the ratio of a value-added service can reach 10%, it is already a very good number in the industry, and the current growth trend of Mango TV in VIP users is still showing an upward trend. How important is exclusive broadcasting? When talking about Mango TV, it can be said that the exclusive broadcast strategy is one of the unavoidable issues. Relying on the exclusive broadcast strategy, Mango TV has not only completed a perfect counterattack in the field of video websites, but also attracted various doubts from the industry about the sustainable development of this strategy, because from the current content resources of Mango TV, Hunan Satellite TV's exclusive program content is indeed its important supporting force. Hunan Satellite TV's high-quality content can be said to have cultivated extremely high user stickiness, but also caused difficulties for Mango TV in attracting new users. In response to this, after officially implementing the exclusive broadcast strategy, Mango TV has strengthened the introduction of more other high-quality content, including many excellent domestic and foreign movies and TV series, such as the eight major Hollywood film studios, as well as popular TV series and variety shows in Hong Kong, South Korea and other countries. In order to operate VIP users under high growth, Mango TV has launched a series of interactive activities accordingly. It has used the celebrity resources and fan resources behind Hunan TV's variety shows to hold handshake meetings for "I Am a Singer", meet-and-greet meetings for "Where Are We Going, Dad?", and previews for "Flowers and Youth". Taking advantage of the high overlap between Mango TV users and Hunan TV users, Mango TV has launched complex operations for VIP users. Cheng Hongrong said that after the video website industry has developed to the current stage, it will ultimately gain the trust and recognition of users through content and experience; and this is precisely the strength of radio and television companies represented by Hunan Satellite TV. The rise and development of Mango TV is a demonstration of this advantage. Expand channel power with content advantages Recently, the TV box "Mango Moonlight Treasure" jointly developed by Mango TV and Kaiboer was officially released. Talking about this new product of the Mango TV inside family, Cheng Hongrong said that in the cooperation between Mango TV and many TV box manufacturers, each product actually has its own focus, including music, education, video, and even karaoke functions, and this "Mango Moonlight Treasure" set-top box also provides a TV game solution. While Mango TV is vigorously developing OTT TV box products, it also takes into account the personalized needs of users. Currently, the number of activated users of Mango TV inside terminal devices has reached 7 million, and Mango TV has announced a target of 10 million for 2015, which is equivalent to the size of cable TV users in two Hunan provinces. Cheng Hongrong said that the benefits of the integration of software and hardware are what Mango TV pursues. Regarding financial planning, Cheng Hongrong said that the money must be spent on the "cutting edge", that is, where Mango TV currently needs it most; first, it is used to improve the quality of services, and secondly, to continue to acquire and produce content. Mango TV, which ostensibly advocates "content is king", seems to pay more attention to the truth that "users are king". In the video website industry, we cannot jump to conclusions as to whether content resources are important or user experience comes first. But we can at least assert that the rise of Mango TV is really not as simple as "exclusive broadcasting". 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. |
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