56 Network Zhou Juan: "pps" How not to be marginalized

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At the same time, the major video giants announced the new holding company, the old video sharing website 56 Network held a 2013 strategic release, announced that will impact China's most entertainment characteristics of the video site, and increase the self-made variety show investment and other strategic objectives.

As early as October 2001, 56 nets were merged by everyone company. After the 56 network through the huge social circle of Renren, the first set foot on the video social exploration of the road.

But the mergers and acquisitions of enterprises often encounter two problems: first, how to maximize the acquisition of the enterprise good resources, without losing their original characteristics. The second is to eliminate the homogeneity of the resources of two enterprises to prevent their marginalization.

With 56 nets in the second group of PPS, PPLive obviously can learn from the 56 network in the growth model after the merger.

On the path to acquiring good resources for mergers and acquisitions, the 56 network began by choosing to graft its own video content into the social gene of Renren. Because of this, let 56 net founder, 56 network general manager Zhou Juan saw the video social potential.

Since the 56 online products are not limited to online video viewing experience, but also focus on providing millions of users with video upload and sharing, and Renren's social sharing system is exactly the same.

According to 56 Net founder, 56 network general manager Zhou Juan Introduction, there are three features of video socialization: One is that short videos are more popular; the second is that on social platforms, interesting and playful content is easier for users to focus on and share; third, through social platforms, users have a higher degree of participation in the video and higher comments.

Because Renren itself is China's largest real-name social platform, 56 network with real-name social platform generated by the user precision marketing, but also other video sites do not have the advantage.

In addition to relying on Renren's huge social system, the 56 network also cooperates with Sina Weibo.

"This is a way to increase brand reputation and user volume. Zhou Juan told the China Business newspaper. In fact, corporate brand and user volume can be said to be the UGC site "Life gate." Unlike the long video site, UGC Web site content from netizens, if they do not have a strong appeal to attract more users to upload video resources, UGC site can not "open the door."

In "not be merged enterprise marginalization", 56 chose "insist UGC" strategy.

"In about 2010 years, we found that the development of social networking sites, users of UGC's basic video will become very demanding and valuable, including the rise of intelligent terminals, is now the Golden age of original products." "Zhou Juan said.

Zhou Juan that if you follow the film copyright, it will not be enough to meet the full needs of users. and long video input cost is too high, homogeneity of the phenomenon is also more serious. But this needs to "withstand loneliness" in the mainstream environment, and because of this, in the video industry most active in 2011, 2012, 56 net but no sound.

In the promotion channel, 56 nets used two strategies, on the one hand, rely on their clients to spread the content, on the other hand, the 56 web content on other social platforms.

And, of course, be prepared for the future. It is understood that in the field of mobile Internet, 56 network very early introduction of wireless clients. And in the video industry recently hot "Taiwan network linkage" on the 56 network in 2007 and Hunan satellite TV "Super Girl", strategic cooperation. "2013 56 Network also and Hunan satellite TV" China's strongest tone "to cooperate. "Zhou Juan said.

However, and PPS, pplive situation is different, renren in the acquisition of 56 nets, its own and no video business competition, 56 of its significance is 1+1=2, rather than 1+1=1, which is clearly the PPS and PPLive today's biggest destabilizing factor.