The self-made drama is about to end 2015 video site big shuffle?

Near the end of the year, according to past practice, the 2015 video conferences have been staged.
Judging from the planning of major video sites, “homemade dramas” have once again become the key words, and they have all devoted themselves to working on exclusive content.

But this year is different again. Not long ago, 56 network was acquired by Sohu, Xiaomi successively invested in Youku potatoes, iQiyi, plus the introduction of radio and television regulatory turmoil and government support for cultural industry policies this year. In fact, the video website will once again be broken.

Online video has always been one of the most fiercely competitive areas in the Internet industry. In a multi-sided collision and wrestle between capital, supervision, and old and new forces, the market structure has changed and the industry has been reinstalled and upgraded again and again.

When the online video industry shuffles, who will win?

Spelling homemade, fight exclusive

First of all, we will follow the 2015 strategy of major video sites. One core keyword is self-control and the other is exclusive.

On November 6, at the Youku Potato Group's Quality Resource Promotion Conference, Youku President Wei Ming introduced Youku's content strategy in 2015, stating that he should continue to use the keyword “big movie, big screen drama, and big variety show” as a key word. Dig homemade IP to expand brand influence. It is reported that in 2015, Youku potatoes will invest more than 600 million yuan in self-made dramas.

Sohu Video said that next year, network customization and customization will catch up with traditional TV in terms of investment, lineup, quality, broadcast, revenue, and impact. In 2015, it will continue to create a number of self-made works. The TV drama will create a custom Zhouzhou theater. , to reach the scale of 200 episodes.

At the 2015 Ichiyi Marketing Sharing Conference held in Guangzhou, IGI Artist CEO Gong Yu revealed that iQiyi plans to do original work on a large scale in 2015. The first one to get involved with the original is a self-made TV drama, and the investment in unit cost is already higher than The investment of traditional TV dramas. Imagi’s chief content officer Ma Dong revealed that iQiyi will produce more than 30 copyright dramas in 2015, a total of 500 episodes.

At the first stop “Unstoppable Tencent Video V Vision Conference” held in Beijing on November 25th, Tencent Video announced that it has launched 10 self-made dramas this year, with a total broadcast volume of over 1 billion yuan. In 2015, this scale will continue to expand.

In the first year of a self-made drama called a video website this year, from the perspective of next year's planning, the self-control input of major video websites will further increase. In the "exclusive" aspect, even more efforts have been spared.

Tencent Video has placed the exclusive highlight on the variety show, continued to win the fourth quarter of “China Good Voice”, and will enter into strategic cooperation with Hollywood’s HBO and Warner Bros. – Tencent Video will become HBO’s Internet in Mainland China. The exclusive official authorized broadcast platform on the video introduced classic dramas including "Brothers" and "Newsroom".

The popular content such as variety entertainment, Korean drama, American drama, and animation has always been an important source of gold for major video websites, and it is also the focus of layout in 2015. Iqiyi won eight exclusive special copyrights such as "The Dreamer" and "Celebrity to My Family", and also included Taiwanese and Korean variety shows such as "The Kangxi Comes" and "RunningMan".

It is reported that Sohu Video will launch an exclusive custom Korean drama, which will be created by a Korean production agency, and the Korean idol star will star in an exclusive customized video for Sohu. Youku Tudou Group, together with two world-class production facilities, Endemol and TALPAMedia, will launch "BIGBROTHER" and "China Sounds Youth Edition" and other self-made programs.

It can be seen that the content competition of major video sites is fierce as ever, but it is undeniable that with the intensification of competition, the cost of obtaining exclusive copyright will inevitably rise. Both are mainly in the “self-made”, then the production of self-made dramas. The level of sophistication must also increase.

Behind the self-made, exclusive, and fierce competition, there are actually two hidden key words: resources and capital.

Great shuffling eve resources

Content is the core of a video website. The early focus of online video competition focuses on content.

This kind of content competition is initially disorderly and chaotic, with the obvious nature of "bad money drives out good money." With the increase of supervision and the effective containment of illegal content, the content and quality of video websites depends to a large extent on their respective resources and financial strength.

In the eve of this industry fusion, video sites are also trying to find the direction of rebirth, Youku Tuilalai Ali shares, is expected to rely on Ma Yun's gold and empire to gain more competitive advantage. Unfortunately, judging from the current situation, the strategic cooperation between Youku Tudou and Ali has not changed much except for emergency financial support. This situation also seems to confirm that Sohu video CEO Zhang Chaoyang disapproved of the matter: "I do not quite believe that this strategy combination can be achieved."

After the e-commerce giants Alibaba and Youku Tudou suddenly announced their “marriage” was relatively silent, until October 30, Ali and Youku Tudou made their first voice and jointly made video shopping. This move was dubbed by the industry as a copy of Sina Weibo’s shopping. Ali's "video billboards" are also worried by users that "too many advertisements."

In addition, the first thing after the original Sina editor-in-chief Chen Wei joined Xiaomi was to cooperate with Youku, and the content of Youku was expanded together with Xiaomi's box. However, Chen Yu did not expect to cooperate with Iqiyi. Billion U.S. dollar shares, joined Iqiyi Board of Directors. This makes Youku Potato Group quite awkward.

At the end of November, Duo Wei, a secretly operating one-year-old smart phone brand, was listed on the "off-campus." "Potato is not slow to enter this area, but it is too fast." In the view of Yang Weidong, president of Tudou.com, Off-Far is the "first smart video phone" - a high-resolution rotatable camera, a key share to Tudou.

However, for this cooperation, Wang Liang, an analyst of Walker Consulting, believes that the potato’s main competitor, iQIYI, has joined hands with 100+, Huawei, etc. to launch custom smart phone products. However, Duowei previously focused on women and the fashion market, unable to communicate with Xiaomi and Huawei. How do you attract such "pop-ups" as these young male-dominated user groups? Even the cooperation has not attracted much attention at the industry level. Wang Liang also pointed out: "What cooperation between Ali and Youku potatoes has brought to the latter has not yet been revealed."

It is undeniable that for video sites that require resources and capital investment, it is an indisputable fact that "search for cognac" is urgently needed. Youku potatoes previously took advantage of the industry's first, and have Baiyi backing iqiyi, Tencent video and Sohu to compete. However, intensified competition, and in April this year, Youku potatoes had to find Ali, also considered a giant. But for now, Ali needs to increase his investment in Youku Tudou, whether it is resources or funds.

In the top four video sites, Youku Tudou, iQiyi, and Tencent are behind the three BAT giants. In contrast, although the individual Sohu has the personal command of Zhang Chaoyang, Sohu also faces a homemade drama. With another breakthrough in content, Pan Yujun’s fantasies and “Ms. Need for Perfection” are thriving. When content competition is so fierce, Sohu needs to create competitive advantages with more unique content.

In addition, Baidu backed the iQIYI, but the weakness of the entrance and the channel is still difficult to overcome. Although Xiaomi recently entered the share of iQIYI, but "produce results" will take time. Previously Iqiyi high-profile announced that this year will be listed. However, by the end of the year, the iQIYI listing plan has not yet taken place.

The reason is still that the leading edge of iQiyi is not obvious. Earlier this year, iQiyi had a good momentum of development. In addition to releasing hardware products such as boxes, TVs, and mobile phones, its solo broadcasts of “You From the Stars” and “Love Apartment 4” also had high popularity, and they even won high prices for Hunan Satellite TV. ” Such as the right to broadcast five-figure programs, the establishment of studios and film companies and a series of measures to make competitors feel the pressure.

However, after April of this year, with Alibaba’s shareholding in Youku Tudou and Tencent’s continued heavy investment in the video business, the iQiyi’s runoff did not continue. The iQiyi did not choose to go public, so the future will face the increasingly chaotic and unpredictable competition in the video industry.

Let's look at another giant. “Video sites are positioned as simply outdated content playback,” said Sun Zhonghuai, vice president of Tencent. Tencent’s video will be fully upgraded to create a full industry chain ecosystem for the video industry, trying to explore how the video industry is moving toward greater confusion. Benign development path.

Let's look at Tencent's video strategy. Next year's Tencent video is to create a full industrial chain ecosystem in three directions: First, deepen upstream content investment and production, and occupy market-leading content supply. Tencent Video will rely on the source of investment, financing, alliances, strategic cooperation, and In-house production methods to ensure its own competitive advantages in content; followed by the establishment of a leading content distribution platform to stabilize Tencent video in video, portal, and news customers. , QQ, WeChat and other media + social full play platforms, as well as PC, mobile, smart TV and boxes, and other advantages of multi-terminal reach; Third, establish an ecological win-win system for the industry chain, with the market and commercial team, The exploration and innovation of various profit models such as advertising, payment, and fan economics form a rational distribution mechanism for upstream and downstream interests.

Judging from the overall ecological strategy of Tencent, Tencent 2015 is really going to make efforts in the field of video.

Competition focus: fight capital

Indeed, Tencent's video entered the field late in the game and it was a bit late in the game compared to its rivals. There were people in the industry who laughed at Tencent's video two years ago: “Don’t know what drama to buy, but people have money, see The drama will be bought.” Previously, Tencent’s video insiders said that Ma Huateng was not satisfied with the development of Tencent's video. “There is a lot of investment, but the development is still a bit slow.”

At present, Tencent's video has clearly passed its initial stage of growth. No matter if it is a payment model or overseas cooperation, many competitors have started and tried. Therefore, in light of the series of actions of Tencent video next year, Tencent Video's 2015 overall strategy is not “fresh”, but wins. Comprehensive, but also have the advantage of late, especially in conjunction with Tencent all resources, heavy gold to build the entire industry chain ecosystem, which is the biggest advantage of Tencent video.

Wang Liang believes that through the Tencent Video V Vision Conference, the biggest signal sent is that Tencent wants to make all-out efforts in the video field. This is what all other video sites need to be vigilant. Essentially, in all video sites, it seems that Tencent has the best of both worlds. The capital, content, channels, and entrances are almost without a short board. The only thing that is lacking at the moment is perhaps just a critical break-up point. .

“The video industry is difficult to form an oligopoly. In the next three to five years, the video industry will have two or three companies competing for a market of 40 billion yuan, and will differentiate itself in terms of original content and platforms in constant competition.” Gong Yu had previously Publicly stated that the competition of Iqiyi with video sites such as Youku Tudou and Tencent will be in a stalemate period, and this stalemate will last 1-2 years.

The increasingly genuine and standardized Internet video industry has begun to mature from the barbaric growth to the capital. From the perspective of capital and resources, Ali’s investment in Youku Tudou and Baidu’s support for iQiyi still require greater efforts. On the eve of the big shuffle, Tencent, the giant chariot, started. The rumbling sound was louder in the dark and worthy of the attention of all video site's colleagues.

At present, BAT gathers in the field of network video, showing not only the capital strength behind the content, but also the industry’s intriguing prospects, and is a precursor to the industry’s reshuffle. The introduction of mobile 4G and the government's support for cultural industry policies have become the driving force behind the reshuffling of the online video industry.