Youpengpule: To do TV e-commerce well, we must start with "babies"

As a new medium in the digital age, Internet TV is gradually bringing more and more users back to the living room. Facing a huge consumer group, businesses are beginning to seek new profit growth points in this vast territory. Bringing the e-commerce model to TV and allowing users to "buy while watching" has become the wish of many e-commerce companies. Whether in terms of target audience or thinking mode, there is a huge difference between TV screens and PCs and mobile terminals, which makes it difficult for traditional e-commerce companies such as Taobao, JD.com, and Dangdang to start.

The Internet TV service provider Youpengpule is determined to make a name for itself in the TV e-commerce field. So how does Youpengpule use the Internet TV mindset to operate e-commerce?

On August 13, Youpengpule announced that it would fully deploy a video-based TV e-commerce platform. As the first Internet TV company to propose the concept of video-based e-commerce, on August 22, it announced again that it would use self-made programs for children as a strategic entry point to officially launch its first Internet TV e-commerce.

Judging from the current situation of domestic TV stations, children's channels in various places have a certain degree of "shortage" problem, and the output of excellent self-made children's programs is very scarce. According to interviews, most parents call on manufacturers to introduce more mature and high-quality children's programs in TV content to meet the viewing needs of children.

Seeing the gap in the domestic children's program market and the urgent needs of a large number of users, Youpengpule, after multiple investigations, finally decided to cooperate with the top "Taiwan MOMO Parent-Child Channel" in Asia to jointly create the "Tomo Tomorrow Plan", and fully implement the e-commerce business on the premise of ensuring the provision of high-quality children's programs for domestic Internet TV.

Shao Yiding, chairman of Youpengpule, said that Youpengpule chose children's self-made programs as the entry point for e-commerce layout based on the industry trends revealed in the "White Paper on the Development of China's Internet TV". After detailed market research and demonstration, the strategic deployment was made. On the one hand, there are nearly 400 million young viewers in China, and children's media is favored by more and more advertisers because of its precise and differentiated reach to the family consumption decision-making group. The "Tomorrow Plan" covers a multi-level development direction and profit model from children's program content to educational games, health, education, children's learning toys and supplies, etc.

On the other hand, the children's market is in line with the development characteristics of the Internet TV industry and the user characteristics of Youpeng OTV. The fundamental attribute of Internet TV users is family-oriented. According to research, 96% of mothers will watch programs with their children. Mothers' "independent viewing" will be diverted to "parent-child viewing", which will account for more than half of mothers' total viewing time. The vast majority of parents are willing to consume high-quality, healthy and safe products and services for the better growth and life of their children. They are the target group of enterprises with both consumption capacity and vitality. This is a market with huge potential.

The fact that TV parent-child programs can bring higher returns to enterprises through e-commerce is best demonstrated in the recently popular "Where Are We Going, Dad 2". It is observed that when watching "Where Are We Going, Dad", the audience showed a high degree of attention to the outfits of the celebrity father and son. In response to this phenomenon, Taobao launched five columns on the same clothing of trendy dads and cute kids on its Tmall platform, and aggregated major brands such as Puma and Nike for joint promotions. In addition, Taobao Travel also cooperated with Tmall's event and launched travel reservations for the recording locations of "Where Are We Going, Dad", and started selling travel reservations at the same time every week according to the locations visited by the program. It successfully converted TV viewers into commodity consumers.

The above situation is completely consistent with Shao Yiding's previous view that "the essence of TV programs is e-commerce". The biggest rigid demand of TV users is to watch video programs, and movies and TV series are also commodities. In other words, video is the most basic commodity in TV e-commerce. It can even be said that there are only two kinds of commodities on TV: video and non-video.

It took Youpengpule years of exploration to reach this conclusion.

In this regard, Shao Yiding told Upeng's three-step strategy. First, as China's first company to provide services for Internet TV, Upeng Pule took the lead in obtaining a cooperation opportunity with the same license holder, Southern Media. It took several years to accumulate a large number of users and a good reputation.

On the premise of ensuring good content, in January this year, it launched China's first self-developed Internet TV-exclusive advertising system, which not only provides a variety of advertising formats such as startup ads and buffer ads, and establishes advertising communication plans, but also realizes precise advertising delivery plans such as regional targeting and content targeting, meeting advertisers' various customized and precise targeted delivery needs, which is actually a guarantee for TV e-commerce.

After doing its job well and accumulating a large number of users and data, Youpengpule finally launched the TV e-commerce business. Shao Yiding said that according to Youpeng's plan, users can experience shopping on the Youpeng platform within the year, and the entire TV e-commerce platform will mature within two years.

Whether users are willing to pay for the video-based TV e-commerce that has developed from "baby", I believe Youpengpule will give us the answer soon.

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.