Entertainment PO Three release: Film and television to raise "The meaning of drunk Weng" in the user

September 15, Alibaba's "entertainment treasure" again on the sale of the third issue. Ali side announced that the third phase of entertainment Bao will bind Oriental TV's "Voice of Chinese Dream" in the second quarter, entertainment treasure will be the latter 100 million yuan to finance the amount. This is the first time since March this year, Alibaba "entertainment treasure" platform on the line, and television programs, is also the first Chinese television history of the national investment, universal participation in television variety shows.

The 21st century economic reporter noted that in the three issue of the sale of entertainment treasure, investors can buy a different proportion. Although the total investment of the entertainment treasure three period amounted to 100 million yuan, more than a period of 73 million yuan and two period of 92 million yuan, but the per capita investment quota compared with two period has declined.

It is reported that the entertainment treasure a film project per person limited to buy two, for each of the 100-dollar specifications, each investor can only purchase a maximum of $200, and then two will increase the proportion to 20, that is, the maximum investment of 2000 yuan per person, and in the three period, the reduction to 10 per person limit, That is, the ceiling of 1000 yuan per investor.

"Because the original intention of the entertainment treasure is to make a national participation, entertainment products, rather than a simple financial products, although it also has a good profit." "A related person from Alibaba said to the 21st century economic reporter.

If the share is high, it's not entertaining, according to an insider at the casino. China has a lot of hot money, if not subject to the limit, I believe it may not need three or four days, there may be one or two people will be the entertainment treasure all bought, then in fact, and entertainment treasure original intention of the contrary.

For the amusement treasure, limits each person invests the limit, thus increases the investor quantity is its important operation idea. Because the latter can bring a huge amount of user data, and this is the entertainment and the film side of the most value of the "wealth."

Plot user data

Entertainment treasure Three and Oriental TV's binding is not too many accidents. In an interview 3 months ago, Li Yong, general manager of Oriental TV Center, said to the 21st century economic reporter that Oriental TV will have the intention to cooperate with the entertainment treasure, which will set up a brand-new product for Oriental satellite TV alone.

In fact, on the production cost of the sound of Chinese Dream, Oriental TV station is "not bad money" at all. Li Yong said: "At present, we are still in the state of cash flow, Oriental TV every October to open business, many customers in the end will advance the second year of money, so Oriental TV will have a lot of cash first to account." and entertainment bao cooperation, will produce some costs, in fact, than we take the cash in Taiwan, the cost is much higher. If only from the financial point of view, Oriental TV has no need to cooperate with the entertainment treasure. ”

So why does Oriental TV cooperate with Alibaba? Li Yong's answer is: In order to obtain user data. The traditional TV viewers into TV program investors, and through the participation in the production of various related links, television content and tens of millions of users to achieve joint interaction, in-depth development of "fan economy."

To this end, the entertainment treasure third period open to investment users of the rights include: You can get an insight into the second season's voice of the Chinese dream, gain a "live spectator" seat, vote for the contestants on the show, get free tickets to the top five city tours, and enjoy the 3-month exclusive privileges of the shrimp music.

In the view of Ali, compared to traditional institutional investment, user investment more significance is a kind of program promotion, future entertainment treasure Investment program or film release, these users for their own benefit, will pull their friends, family tickets to see, In this way, the entertainment treasure is equal to the first time to lock the investors at the same time also locked a large consumer groups. Therefore, the entertainment treasure is not so much a financing platform, it is better to say that entertainment is more like a film marketing platform.

The Wall Street Journal, in its analysis of the casino model, said Alibaba provided a "safe" way of investing for its entertainment users. The 231 million active buyers on Alibaba's E-commerce platform not only provide Alibaba with a platform to study the interests of a large number of Chinese consumers, but also provide a strong distribution channel. It can also use the 8 million active sellers on the platform as advertisers for movies and TV dramas. Alibaba in the March sales war, the day to sell 2 million film tickets, in fact, has revealed its own distribution of the strong potential.

At present, the entertainment treasure aspect of one of the most proud case is the first stage of investment, "small age 3." There are entertainment treasure insiders to the 21st century economic reporter said that the small age 3 and 4 is the highest sales volume, the most popular project, a total of 100,000 users to participate in investment. In the subsequent pre-sale of Taobao movie sales activities, the platform to sell more than 500 pieces per minute "Small time 3" movie ticket speed, in just 3 hours, will be 100,000 movie ticket sold. And this number and entertainment treasure users of the "Small Time" series of investment in a highly consistent.

In return for investors, after the premiere of "Little Age 3" on July 17, entertainment treasure in Shanghai, Guangzhou, Shenzhen, Hangzhou, Qingdao, Xiamen and other cities held "entertainment treasure special", inviting entertainment treasure users free viewing, "Small time 3" star Guo, Amber, Chen Xudong and other people also appeared in theaters and entertainment treasure user interaction.

Taobao film says they will have access to all the city's user data, to know which city people are most interested in a movie, and in addition to that, the collection and feedback of the fans ' public opinion, and the analysis of the big data, which people love most, will have a good reference for the traditional film industry.

The challenge of the latter

Think of the public chip mode to knock open the door of film and television industry, not Ali family.

In late August, Baidu announced that Baidu, Citic Trust, the Chinese film Group has reached the film and television industry financial platform for strategic cooperation, the first batch of products have been targeted Tang, Feng Shao starring movie "Golden Age", as well as Zhao Wei starred in the film "To our sudden love" and other films.

Baidu insiders to the 21st century economic reporter said that the three giants subversive cross-border cooperation may become the 2014 Internet Finance 2.0 version and Cultural industry transformation and upgrading of the landmark event. The platform will be led by Baidu Finance, is currently in the internal Baidu named "Hundred". Baidu internally expected the return on the product will be set at more than 8%, slightly higher than Alibaba Entertainment treasure 7% of the yield.

One American film official told reporters that at present, the scale and pattern of domestic films have even surpassed that of Hollywood, which is closely related to China's fast-growing film market.

"Google is not in this area because it is not a growth industry in the US, but in China the film industry is still waiting to be developed," said David Li Hu, president of Leeding Media film Entertainment. ”

At present, in China's Internet giant bat, only Tencent has not started the film and television programs, after the interaction between Tencent and the film industry more through the Huayi Brothers launched. However, some film industry people believe that the general trend of public-chip model, Tencent is expected to be just the right time to launch.

Baidu hundred pay general manager Zhang said, the movie as the popular product, the user participation threshold is low, and is easy to form the sympathetic chord, at the same time most key is, the movie user group covers very wide, and and Baidu's user group height coincide.

It is reported that to seize the "domestic first internet platform" has become the goal of Baidu, Baidu insiders said that the flow of Baidu is the largest "moat." At the same time, plus Baidu Bar, user UGC content, as well as the accumulation of entertainment star resources, Baidu can be supported by Internet technology, the use of large data, cloud platform, large flow and the needs of netizens to achieve accurate platform for the public.

Baidu has said it will be "hundred-fat" in September to open the sale, which also allows the outside world will be willing to Baidu and Ali of the public products together to compare the pros and cons.

For the moment, in the capacity to pay, Ali's Alipay far more than Baidu, the user through Alipay, poly-cost platform to buy without any threshold, the use of habits and no need to cultivate. And for Baidu, although the promise of a more promising yield than the entertainment treasure, but users must buy to open Baidu Wallet, and the latter in terms of popularity far behind Ali's Alipay. But in view of the film and television audience is the core of the user "big Data", and in this respect, because Baidu search engine on the user data mastery, Baidu is far stronger than Ali.

And with the future of Tencent to join, film and television to raise the "Three Kingdoms Kill" competition will be more intense.