Music as "super teacher" 200 million closing product manager thinking is trump card

Produced by the music as the hot campus drama "super teacher" with the summer file hit, as the first half of this year, the entire Internet home-made a big dark horse, not only the total number of broadcast exceeded 200 million, occupy the major network continuous play list The top, but also defeated many first-line TV dramas over the same period, reached the TOP10 Baidu TV Billboard list. In terms of Baidu Index, the first half of 2014, "Reeling Men 3", "Soul Ferry", "Explorer file", "Reporter" and other plays, well-deserved to be crowned King of the first half of 2014.

Many people can not help wondering why the "super teacher" stands out as the champion of the first half compared to other home-grown dramas that cost so much money and stars. LeTV operator of LeTV website operations group, said: "Internet product manager thinking is the" super teacher "can become the killer of the drama king. Whether it is the choice of pre-theme, or for the summer file broadcast strategy, as well as the main student The whole process of interactive marketing of the crowd is based on the needs of users, turning the traditional work drive into a product driven in the Internet age, making it a benchmark for the rise of the Internet home-made drama. "

(Figure 2 network home-made drama first half list 1-5)

(Figure 3 network home-made drama 6-10 first half list)

Cause of a drama king: to do the user's favorite "content product"

Look at the "super teacher" netizen evaluation, the content of the subject has never appeared in the country, the hottest plot and dialogue, the performer of the show is the most intuitive user experience. However, "super teacher" alone is enough to get the title of drama king in the first half? If you peel the surface of the reason, in addition to the music platform + crafting team crafted, behind the "Internet product manager thinking" is the content itself from the quantitative change to the core of qualitative change.

Hao Fang, general producer of music as a comprehensive analysis of this interpretation. Hao Fang believes that the original development of the "super teacher" project, abandoned the conventional production chain of work-driven practices, but entirely from the product point of view, the data research to replace the manager's subjective judgments, so that users like Of "content products." On the one hand, Japan's "GTO spicy teachers" have been circulating in the domestic student community for many years with numerous crowds. However, the film and television works of the same genre in China are still blank. At the same time, the novel "Super Teachers "in the beginning of Shanda Literature Chinese network sought after by numerous users, the novel language style easy, interesting, read hearty, long-term top position in the same type of novel. It is these two reasons that led to the music after a full investigation, decided to buy the "super teacher" to adapt the copyright and make full use of the advantages of Internet manufacturing, the first time completed the adaptation of the dramas.

Wang cause drama II: to meet the audience's summer file broadcast strategy

Summer has always been a variety of "eyeball industry" military strategist. Hollywood giant system "Transformers 4" broke a series of records after the domestic release, unstoppable went straight to 2 billion box office. For video sites, a large number of summer vacation after the students is also one of the peak annual broadcast volume, so LeTV decided to broadcast the play scheduled for the summer file. The "super teacher" started online in June. Even with the four-year World Cup, the daily average volume and the Baidu Index climbed steadily. The broadcast of the half-time Baidu Index surpassed that of the first half of the year Other drama, netizens enthusiasm also will rise, every day at 12 noon through the music video mobile side "chase drama" become "student party" in the hottest trendy topic.

Three causes of drama king: accurate O2O full interactive cross-border marketing

At the beginning of the "Super Teacher" project, LeTV coordinated the establishment of project team based on inter-departmental resources and gave full play to the role of LeTV eco-organization to make project operation and efficient decision-making, quick response and more rapid response to user needs and market changes. In terms of operations and marketing strategies, a series of combos are played out for the core audience of student groups. For example, the two influential educational institutions cross-border cooperation, hit the "summer vacation to see" a super teacher, "happy to learn a summer" O2O marketing activities. At the same time, a series of bundled marketing was conducted for college entrance exams, senior high school entrance exams, graduation seasons, the World Cup, the same period dramas, entertainment and social hot spots, creating a new marketing model for Internet home-made dramas "Everyday Materials, Weeks and Weeks" .

In the user interaction with the whole process, the "Super Teacher" broadcast a while ago as an example, the second man accidentally assassinated M, death unknown, resulting in tens of thousands of users have a petition petition hope that as soon as possible to understand the white life and death. According to the user's voting results, the relevant team promptly reacted and decided to break the routine and temporarily broadcast a set of episodes on the PC side and the mobile side that night, which became a typical example of the user's will to decide on the content operation.

(Figure 4 IVT-core self-made video play coverage number of people ranked)

Music as a self-made "product manager thinking" occupy the industry high

In the future, with the influx of more capital and traditional production talent, it is foreseeable that the competition for home-made content on the Internet will be further aggravated. Has always been in the leading position of the industry as never stopped self-paced innovation pace, the recent big moves frequently: the first signing of Wu Zongxian, Tian Pu Jun, and other four major studios and announced that "Internet product manager thinking" to create a new subdivision of the three major new Homemade programs. With the integration of music platform "platform + content + terminal + application", home entertainment content can present the ultimate experience for users across five screens on 4K terminals. Le TV Mall and music as eco-shop and other e-commerce platform, but also to make content based on the music produced derivatives have output channels; Le TV TV, Super TV thousands of APP applications covering games and animation categories, can be made for music Products for cross-border development tailored.

It seems that the most advanced model, apparently based on the thinking of the Internet product manager as the starting point, the use of "big data, user participation, topic marketing" and other ideas, according to the Internet behavior custom reverse video content, which is video-made "Music mode." Competition in the Internet industry has moved from point-to-point competition to ecological layout competition. Under the strategy of product segmentation, LeTV Home Producer will naturally produce high-quality home-made content using Internet product managers' thinking and play a beautiful content brand. In 2014, China's Internet video industry occupies an important position.