Fast-learning Shooter Performs Twice-Fold in 2014 Video Industry

In the video site in 2014, we had to mention a swift broadcast. The already-disguised Wealth Welfare Concentration Camp eventually left the altar and was eventually lost to copyright. Although it had previously tried hard to whiten, it also returned. Heaven is weak.

If the server seizure at the end of 2013 was a foreplay, then as Wang Xin's arrest, it was completely announced that the fast broadcast really left us, leaving the competitors with more content awe .

In addition to the fast broadcast, Yu Wei’s copyright has also affected domestic subtitles. The earliest and most influential subtitles group in China, and the Chinese subtitles exchange platform, Shooter, have also staged the drama of QuQuan.

After the checkpoint, the “sell” may be more decent, and it may be possible to regain the turnaround, but this is only possible. Four years ago, Renren's $80 million acquisition of 56 networks, and 4 years later, 56 network was sold to Sohu video for $ 12.90 million, this is the industry mergers and acquisitions after Youku M & A potatoes, iQIYI mergers and acquisitions PPS Another milestone. Renren's performance on the single can be seen, for supporting 56 network, Renren network of social dividend or strength is not enough.

I still remember that at the beginning of the year, Sohu video chief Zhang Chaoyang once told the media that “Sohu Video has no M&A plans and will focus on the development of media entertainment.” Faced with the needs of the reality and the development of the enterprise, hitting the face is sometimes necessary.

Even Shanda, a self-proclaimed "Dreamwalker," sold 641% of its cool shares, and Xu Xudong, founder of iSpeak, a voice and video chat tool, took over. About 30% of the stock was held after the transaction. For the East Side changes, Cool 6 will usher in a new round of personnel changes. After the news of being sold, the fate of Cool 6 added even more.

All along, the video industry is an area that allows companies to love and hate each other. There have been few profit makers, and even if it is known as the industry leader, Yu Tu said that this year will achieve profitability this year, but it has also been faced with reality. Despite this, the development momentum of video sites has continued unabated, and giant capital is still favored in this field.

Here, there is no shortage of competitors, as long as you can endure loneliness and keep users, you can get a world.

During the May 1st, Alibaba’s share of shares in Ultima triggered the battle for the Big Three Internet BAT in the video industry. Although in recent years, Ali’s investment in the entertainment industry has never stopped, the investment is far-reaching and I believe many people in the industry A real "Labor Day" has passed.

One is the representative of the domestic Internet industry giants, the other is the video industry's boss, the topic of marriage between the two is enough to prop up the video industry in the first half of the talks. In terms of transaction details, Ali and Yunfeng Funds acquired 18.5% of Youku Tudou for 1.22 billion US dollars, Ali holds 16.5%, and will appoint its CEO Lu Zhaoyi to join the Youtu Board of Directors. The valuation of nearly 6.6 billion for U.S. stocks with a market value of only 4 billion U.S. soil is self-satisfaction, and this also shows the eagerness of Ali looking for a video breakthrough.

Backed by Ali's Yutu, Baidu backed by iQiyi and Tencent's Tencent video, all three parties are strong in the background, and video copyright is precisely the most tested capital operation.

The recent acquisition of the latest financing has become unfavorable for the company to become the second only to BAT in the valuation. Digging Sina's chief editor Chen Yu, together with the investment of $1 billion in content investment, has also caused a lot of buzz in the industry. . At present, investment has gradually landed, and it has won US$10 million for gifted land and it’s $300 million for iQiyi. We don’t know how the remaining capital will play its biggest role, but we can still guess that Xiaomi’s investment in Thunder has continued since March. After that, the content will be taken at a faster pace.

Looking at the current video industry is also a three "giant" strong attack, the remaining several Baotuan each, vertical to their own branding is also considered to fight a place, the competition is still inherited, but the pattern is dust settled, the future can have new The dark horse, from the industry's competition barriers, the result is self-evident.

One fold: Content competition is deeper and overseas markets are more popular

Last year’s copyright price war still loomed in sight, and various websites that failed to obtain excellent resources in the fight for copyright began to slog in the “Year of the First Year of Automation” and vigorously developed self-control dramas.

According to the data in the White Paper of China's Internet Audiovisual Industry, the amount of investment in online self-control dramas in 2012 was approximately 65 million yuan, and is expected to reach 100 million yuan in 2014. As a matter of fact, Utugu Yongyong said that in 2014, it will invest 300 million in holding self-controlled programs, collaborating programs (PGC) and user originals (UGC), and will increase production costs to 600 million in 2015. Iqiyi and Tencent videos have also mentioned self-control input and newly-initiated self-control content.

Although the cost of self-control drama is low and the advertising revenue is controllable, it is difficult to conceal the low brand value and low advertising value. The property of low profitability is after all, not all self-control dramas can bring fame and wealth to the website. The more end of self-control drama is the carnival of niche.

On the one hand, it is difficult to establish a brand with self-control and on the other hand, the cost of TV station copyright tightening solo broadcasting is high. This year's video site experience content resources competition for the exam, facing such a status quo, they collectively chose the "curve to save the country" new path.

Hunan Satellite TV, which has a large amount of output for entertainment programs, has tightened its copyright. It is undoubtedly a bad news for video sites. In order to get rid of the dependence on traditional TV stations' copyrights, video websites have turned their attention to the copyright upstream—film companies and foreign resources.

Ultimo establishes Heyi Film Studios; iQiyi and Huace Film and Television jointly fund the establishment of Huazeiqiyi Film and Television; LeTV has established two subsidiaries in the United States; LeTV Films spent US$200 million to establish its subsidiary LeVisionPicturesUSA in Los Angeles, etc. And so on, a number of film and television companies that have injected Internet genes have mushroomed.

In addition to obtaining content copyright through another “self-control” approach, the production risks of co-investment appear to be even smaller, and the quality of the program is more secure, but the cost has increased accordingly.

Ultim CEO Ke Yongyong hand in hands with Busan International Film Festival Chairman Li Yong's "Asian Cooperation Project" to force film production; Baidu and Dong Bang Shin Ki's Korea SM Entertainment Co., Ltd. will be authorized to broadcast SM Entertainment Audio and Video in mainland China. , Iqiyi will also tailor-make an integrated entertainment program; Sohu 8.61 million yuan to acquire the 6.4% stake in Korean entertainment company KeyEast as the second largest shareholder, and announced that it will launch a customized Korean drama exclusive in the future, and KeyEast is the hottest at the beginning of the year. Korean drama star you are teaching the brokerage company, previously reported that Tencent also participated in the cooperation negotiations, but in the end Sohu was selected.

Whether it is a self-reliance portal or a large-scale cooperative investment, or the contents of a self-control drama, a big movie, or a custom drama, this requires strong capital and decision-making support behind it. Otherwise, it is only a clever woman who can't help without a meter.

Two fold: The hardware market is in the ascendant and twists and turns

Just as the LeSports model took the lead in gaining a good momentum of profit, a wave of smart hardware was spurred in the industry. Sohu Shadowstick, Youtu brought Haierhua to launch Internet TV, and iQiyi launched a video phone and a video in addition to new television products. The outbreak of the sector is approaching and box television storms are on schedule, cooling the feverish market enthusiasm.

Looking at the regulatory policies of the entire radio and television sector, the “most stringent supervision in history” of Internet TV, which began in June 2014, has the greatest impact on Internet companies.

On the eve of the storm, the Sohu video stick has been formed, built-in Sohu video and game games, iQiyi and TCL released 9 TVs, and then the 100+ mobile video phone was put forward to propose the “Friendship Partner Program”; LeTV released the world’s first The overall sense of the smart TV UI system, etc.; everything is in full swing, and no one would have thought that the storm soon after so fierce.

On June 23rd, the SARFT issued a document requesting that the number of Internet TV licenses and China BesTV be rectified, and the download channels for all kinds of video APP and video aggregation software and Internet browser software in all Internet TV terminal products should be closed.

On July 9, SARFT demanded that "a cable TV network company should launch a TVOS 1.0 scale application trial." At the same time, the cable network company must not install any other operating systems other than TVOS.

On July 14, SARFT demanded that all Internet TV boxes must stop providing TV programs for time migration and viewing.

On July 15th, the SARFT issued a box with the most stringent order: not only overseas TV dramas and micro-movies were required to be brought offline, but also that unapproved end-products were not allowed on the market.

On August 20, SARFT pointed out that CNTV (China Internet TV)'s future television rectification was not effective, and pointed out that the millet and LeTV's set-top box UI violations were in violation.

The State Administration of Press, Publication, Radio, Film and Television stated that as long as the radio and television organizations approved by the State Press and Publication Bureau of Radio, Film and Television are eligible to embark on the Internet TV content platform, only seven institutions are required to have such qualifications. The 7 parties are CCTV CNV, Central People's Broadcasting Station, China International Radio, Shanghai BesTV, Hangzhou Huashu, South Media, Hunan Broadcasting and Television.

Under the new rules, if a video site wants to gain permission on Internet TV broadcasts, it must access the content platform instead of using its own TV-based App. Afterwards, Youku, Tudou, iQIYI, LeTV and other internet video companies have their app on the TV.

There are many microblogging netizens saying that LeTV’s online TV application has completely died. When the click enters, some will prompt “stop service” announcements, and some will be unable to respond directly to a long black screen. QQ and some music software But still able to use normally.

In addition to the deep responsibility for the love of boxes and Internet TV, SARFT has issued relevant notices for overseas dramas overseas, saying that overseas movie and TV dramas that have not obtained permission for the release of a movie or permit for TV drama release must not be played on the Internet. . The overseas dramas broadcast on the website must be reported to the press, broadcasting, and broadcasting administrative departments before March 31, 2015 as required. From April 1, 2015, unregistered overseas film and TV dramas may not be played on the Internet.

The industry has also revealed that SARFT has imposed restrictions on the number of overseas dramas and domestically produced TV dramas and made new restrictions:

1. The number of film and television dramas to be introduced in the next year will be 30% of the number of home-made dramas on the line in the previous year (2014), and the types of country and subject matter will be diversified;

2. In the next year, the overseas dramas that are newly on-line must receive the full-scale film of the 1st quarter and be handed over to the Beijing Bureau for verification and approval before they are approved by the Beijing Bureau.

The overseas dramas on-line that are on-line in March and September must be completed before April 1st of next year. The online broadcast content agreement cannot be renewed after the expiry of the agreement. For example, the new policy will continue to be used for renewal, accounting for quotas and audit content. Whether or not the overseas dramas on-line that took off in September-December took up the quota for the 2015 import plan still needs to be studied by the government departments.

Content is limited, channels are blocked, and the hardware path of video websites encounters an unprecedented bottleneck in development. Whether or not smart devices that have recently appeared or are about to emerge will survive, not only depends on how video sites seize the licensee’s heart. , Also see if we can avoid the intersection with the interests of broadcasting and TV. From this point of view, the possibilities for the development of other smart terminals besides the TV box will be more promising.

Tri-fold: Eco-scattered development, innovation without limits

The hottest word in 2014 is “ecology”. Almost all internet companies are mentioning the concept of ecology. It is no exception in the video industry. Since LeTV was founded, it has used ecology as its synonym for development, despite the fact that box TV is in the broadcasting industry. The impact of the ban has been hit hard, but the eco-efficiency of Super TV has gradually emerged and many competitors are looking at it.

However, based on the multi-terminal extension of video content, the recreation living room ecology is no longer the ultimate goal of the video site. With the addition of more new elements, the extension of this ecology is infinitely extended and innovation is visible everywhere.

New Element One: E-commerce

Alibaba.com has not made any progress since joining Alicom, and the first wave is to unify the promotion of the DT process in China's marketing sector in November, first testing the water video e-commerce business. The specific form is: Ali's marketing platform Ali mother will use data and technology to support Youku's new video marketing models such as “buying while watching” and “playing goods” with potatoes, while assisting merchants to conduct data operations, reduce video delivery costs, and attract more. Many small and medium enterprise marketing customers join.

You Yongtuo Group Chairman and CEO Gu Yongsheng said: "The cooperation between Youku Tudou and Ali will closely integrate the civilized entertainment consumption action with the product service consumption action. Both parties will work hard to achieve the vision of the 'screen as channels, contents as stores' in the civilization. With the development of synergies in entertainment, business, and payments, we will work together to create the O+O era."

In contrast to the “Looking at Side” Buying by Uniland and Ali, it is more entertaining. At present, payment applications are integrated in millet TVs and Tmall boxes. Users can bind a bank card and pick up a remote control. Shopping, the future will also be able to achieve the payment of water and coal electricity charges, the atmosphere has become increasingly strong.

New element two: mobile

The development of Internet-connected networking is undoubtedly the trend of the times in 2014. A series of popular social applications such as WeChat, Line, and Instagram occupy the people's mobile life. Video as an entertainment representative also has a tendency to shift to mobile.

Credentials According to data from AiRui.com, in August 2014, the number of online video mobile end users was close to 300 million, reaching 290 million, an increase of 89.2% compared to the same period of last year in August 2013, and the share of mobile terminals used was close to 40%. In August 2014, the monthly number of online video PC-side monthly coverage was 1.8 times that of online video mobile monthly, compared with 3.1 times in August 2013 and 4.3 times in January 2013.

The keen sense of smell for advanced trends is an indispensable skill for intense competition. The extension of the mobile terminal is no longer news. As a major role of eco-terminals, smart phones can also become one end.

Following the joint launch of iQiyi’s one-plus-one video mobile phone, Tudou also jointly launched a smart phone brand “Transcendence” with the mobile phone manufacturer duowei; and the news that leTV will also be tested shortly afterwards. Previously Meizu executives joined LeTV. It also indicates that LeTV’s mobile phone plan is on schedule.

In addition to the outstanding innovations mentioned above, the entertainment ecology has also emerged with more new directions in the market. One of the online reality shows has gradually shown business opportunities. With the listing of 9158, its representative video product "Show Field" broke into public view. On territory occupied by 9158 and YY, Uniland, iQIYI, and LeTV entered the arena. The site of the online reality show field was divided up. The war is about to kick off.

In addition, new elements such as barrage technology, toll platform, video-based media, and car networking continue to enrich the blueprint for the future development of video sites. The scattering-developed entertainment ecosystem is closer to the construction of living platforms and provides viewers with an all-round full screen. Smart future life brings endless possibilities.

In 2014, after experiencing a series of twists and turns such as fast-playing stations, copyright wars, box television disturbances, and restrictions on the broadcast of film and TV dramas, video websites still received the favor of companies such as Ali and Xiaomi. After the game of capital competition experienced a new round of old and new alternations, a multi-party separatist situation emerged. BAT took love or its allies at the corner, and the rest inherited and divided up the remaining markets.

In the few days before 2014 was over, the news that the traditional film and television company Light Media and 360 announced the establishment of an Internet video company would add a newcomer to the video industry this year. The new model of paid on-demand exploration could create a new one in the future. Xintiandi will wait until next year.

The content competition still dominates the industry development. Different from the past, this content not only serves the construction of websites and brands, but also serves the construction of the entire entertainment ecosystem, providing inexhaustible motivation for the extension of diversified intelligent terminals.