Are there any new tricks for video websites in 2015, such as relying on parents, exclusive broadcasting and self-production?

After summarizing and sorting out the video website industry in 2014, the conclusions that can be drawn are just these keywords: relying on one's father, spending money, exclusive broadcasting, copyright, self-production, and content. Before the winner is decided, the several giant websites in the video website industry may continue to fight with swords and swords in 2015.

However, as viewers, users only care about: what new tricks can you come up with? !

How can disruptors break through in the post-monopoly era?

At the beginning of 2015, Mango TV, which became famous for the "breast reduction" drama "The Empress of China", the music program "I Am a Singer 3", as well as the live broadcast of Hunan Satellite TV's New Year's Eve concert and the 72nd Academy Awards, successfully became one of the most talked-about video websites in 2015.

As an online broadcasting platform under the wings of Hunan Satellite TV, the rise of Mango TV can be said to be the new video website that makes the most and most appropriate use of its own resources. It attracts attention with entertainment variety shows, grabs users with old classic programs, and consolidates its position with high-quality film and television resources. In less than half a month since the beginning of the year, Mango TV has successfully jumped to the forefront of the video website industry. For the video website industry, which is particularly competitive, there are too many issues worth digging into.

Throughout 2014, due to the rising copyright prices, major video websites have been looking for sponsors and backers, and the saying of "fighting for fathers" has also begun to spread to the video website industry. This has also led to the question of who will own the video website industry in the future, and industry insiders all believe that the future of the video website industry will still not escape the "clutches" of acquisition by the three major Internet giants.

However, at the second China Internet Audiovisual Conference held at the end of last year, Zhang Ruobo, CEO of Hunan Happy Sunshine Interactive Entertainment Media Co., Ltd., said, "In the era of "daddy competition" in the video website industry, Mango TV, which grew out of Hunan Radio and Television, chose a different approach from the pure Internet industry. Even if it absorbs more capital to join the money-burning game, it cannot make the new Mango TV beat the major video websites with more than 100 million independent users per day. Therefore, Mango TV can only choose to rely on its own production content as the core to develop the video website, not massive traffic, but strong IP traffic, and produce high-quality content, which is the "exclusive broadcast" strategy."

Amid fierce industry competition, the explosive rise of Mango TV has indeed proved the success of this approach. Of course, whether all video websites can break through with this strategy in 2015 remains to be seen.

Homemade dramas are no longer as simple as “homemade”

As the exclusive broadcast strategy becomes more and more popular, there are fewer recognized high-quality content providers. After video websites have gone through the old path of purchasing content copyrights, they can only turn to self-made content and third-party producers to gain a competitive advantage. This has further accelerated the pace of video websites establishing film and television production teams.

In 2014, iQiyi and Huace Film & TV jointly invested to establish Huace iQiyi Film & TV Company, Youku Tudou Group announced the establishment of Youku Tudou Pictures, LeTV Pictures surpassed the five major private film companies with a total box office of 29.6 billion yuan, and even Alibaba, which has nothing to do with the video website industry, established "Ali Pictures".

From investing in small trial online short dramas to establishing their own film and television production companies, video websites have gone further and further on the road of self-made content. In fact, the idea of ​​self-made content is still inseparable from the "exclusive broadcast" strategy of video websites. Whether it is mergers and acquisitions, investments or joint ventures, major video websites cannot escape the constraints of the "content is king" era.

The establishment of a film and television company is nothing more than expanding the chess game of self-made content, thereby transforming the single broadcasting platform of video websites into a "production + broadcasting" double-profit enterprise. At the same time, through unique self-made content, the company can establish its own brand recognition in the video website industry, thereby gradually changing the existing multi-platform chaos in the video website industry.

As Gao Fei said, although exclusive broadcasting or non-exclusive broadcasting will be a phased choice, now all video websites are emphasizing the "exclusive broadcasting" strategy, precisely because the concentration of the industry is further strengthened; there are only a few video websites that can be active in the first line, and the differentiation of the content of the joint broadcast is not obvious. Although the cost of exclusive broadcasting is very expensive, the profitability of video websites is also constantly increasing.

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.