The pain of deconstruction and reconstruction: "Ecosystem" will become the battleground of the video industry

Recently, I accidentally read a blog post written by a senior 5 years ago. In the article, he criticized the Internet companies at that time for not being open and integrated enough. The companies criticized included Baidu and Tencent in BAT. At that time, he proposed that the Internet industry would turn to "building a collaborative ecological innovation system." Now it seems that it was really a brilliant plan.

In 2014, "ecosystem" seems to have become the most sophisticated and popular word in the Internet industry, especially in the video industry. Since LeTV first proposed the concept of "LeTV Ecosystem", more and more Internet companies have begun to realize the power of collaborative operations. In fact, in the future Internet era, competition between individuals will decrease, and competition between ecosystems will gradually become the mainstream. This will be a journey of deconstruction and reconstruction, and the starting gun has already been fired.

Deconstruction: In the era of mobile Internet, who moved whose cheese?

Ten years ago, who could have imagined that you could read reviews on your phone before eating, watch TV shows on demand, and compare prices from three stores before receiving the goods three hours later? The Internet is gradually penetrating into every aspect of people's lives, and at the same time, some traditional business models have to change under its penetration.

When the news broadcast had to end with ads for Weibo and WeChat, the TV stations in the system had already felt the pain brought to them by video websites. During the Shanghai TV Festival, LeTV, Youku Tudou, Tencent Video and other video websites all set up booths at the Shanghai Exhibition Center, and their dominance was no less than that of the broadcasting giants. Even the director of Dragon TV joked to reporters that it was "a declining industry" and that if it wanted to continue to prosper, it had to "deeply embrace the Internet."

During this year's World Cup, CCTV5 stopped cooperating with video websites to distribute copyrights, and for the first time introduced the concepts of cloud computing and big data, packaging programs in the form of distribution, production and social communication of video websites. CCTV learned from the Internet because video websites are disintegrating the traditional model of the television industry. Some scholars even raised the question of "Will TV stations disappear in seven years?"

What is it that worries the TV industry, which has relied on the system and accumulated years of advantageous resources and experience? As more and more senior TV media professionals join the Internet, what makes them so determined?

Reconstruction: Say goodbye to fighting alone, ecological synergy is the general trend

What really worries the traditional broadcasting and television industry is the "ecology" of the Internet at a deeper level - the coordinated development brought about by integration.

The concept of "ecosystem" was first proposed by LeEco. At that time, LeEco.com was making movies and TV programs, like a rebellious teenager who was not recognized by his parents. LeEco, which has always been known for its subversive personality, named its extraordinary behavior "LeEco Ecosystem" after confusing the industry several times. It was then that people in the industry suddenly realized that LeEco's vertical industry chain integration model of "platform + content + terminal + application" truly achieved "what you have, I have, and what you don't have, I also have" compared with traditional TV.

In terms of traditional column formats, LeTV has fully covered movies, TV series, variety shows, sports events, music, etc. In addition to self-produced popular dramas such as "After the Halo", "My Name is Hao Congming", "Super Teacher", and "Sister Knows", it has also launched variety shows and sports programs such as "Just This One" and "Yellow Duanzi". At the same time, LeTV, which has always been on the road of innovation, has also created more possibilities in content models. The multi-format column styles and column content that keeps up with the cutting-edge trends have been well received by netizens. Take LeTV Music as an example. Last year, it planned a series of themed live life, and then did the live broadcast itself, and it was the most cutting-edge 4K high-definition picture. In addition, the LeTV Music platform also focuses on the live broadcast of music festivals, from the Strawberry Music Festival in Beijing to Øya in Norway. The audience can experience the heat of music festivals across the country and even around the world without leaving home. On the Chinese Valentine's Day just passed, LeTV Music also cooperated with Wang Feng for the first time to try online paid viewing of live broadcasts and on-demand, and 75,000 users paid for it.

In the traditional model, audiences watch what film and television producers produce, while Internet companies make what audiences like to watch, with Netflix being the most typical success story. The user data accumulated over the years and the in-depth communication with users have enabled LeTV to continuously understand user needs on the content side and continue to lead the trend of the times.

In terms of broadcasting channels, LeTV has occupied all terminals. With the support of superior technology and LeTV's vertical industry chain integration layout, it has organically integrated PC, Phone, Pad, LeTV TV Super TV, and LeTV Pictures' giant movie screen, making it the first company in the industry to provide users with a wonderful five-screen life.

While LeEco's vertical industry chain integration has achieved initial success and phased success, the three Internet giants BAT have also realized that only by building an "ecosystem" can video websites that burn money have a future. Recently, there are rumors that Baidu's iQiyi has invested in Huace Film and Television and established iQiyi Pictures; Tencent has become a shareholder of Huayi Brothers as early as three years ago, and announced in July this year that it will participate in the investment of 6 films; Alibaba has invested in Wasu and Youku, and changed China Culture to Alibaba Pictures. But at present, it seems that the local tyrants BAT seem to be too dependent on capital, and the cost of investment and integration in all aspects is relatively high. Initially, they have only achieved the purpose of occupying a position, and they do not have absolute voice in various sectors. Compared with LeEco's integrated vertically integrated ecosystem, their combat effectiveness is slightly inferior.

LeEco is unique in that it has always been independent of BAT and has continued to grow on its own foundation. In 2014, LeEco's achievements were obvious to all - in just four years since its listing, LeTV.com has already ranked first in the GEM market value; the total box office of LeEco Pictures' "Tiny Times" series reached 1.3 billion; LeEco TV Super TV ranked first in online smart TV sales in the first quarter, and in the overall color TV market in June, its market share reached 7.61%, leading the three major foreign brands Samsung, Sharp, and Sony... It has the spirit of "I don't marry a wealthy family, I am a wealthy family." LeEco has begun to provide users with a high-quality lifestyle with obvious Internet genes. LeEco users "return home, lie on the sofa, drink LeEco red wine, and watch the movie "Tiny Times" produced by LeEco Pictures played on the Super TV." This scene has become a reality.

The deconstruction and reconstruction of the video industry will never end. We can see that the pattern of fighting alone is disintegrating, and "ecosystem" is the future battle formation of video websites. In the future, vertical industry chain integration similar to LeEco's ecosystem will be the general trend of the development of the global information industry. The deconstructed traditional business model and the innovative Internet will collide with infinite possibilities. As Kevin Kelly said, "The Internet is still in the beginning of its beginning" and "Now is the best time for mankind to create a new history."

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.