Video double fight: Spell Capital and Big data test three old men

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

　　

Wen Shan Reporter

Edit _ Yang Yi

Every time the video market turmoil, how to homeopathy? Last year, "Chinese entrepreneur" has thrown this issue to Archie CEO Gong, Sohu video major shareholder Sohu (Nasdaq:sohu) board Chairman and CEO Charles Zhang and Youku Potato Group (nyse:yoku) CEO Koo.

Gong said: "Not afraid of fierce competition and rapid changes in the market." It is because of the large-scale migration of the market, there is the opportunity.

Zhang's first said he was still watching, doing it while watching. Later, he said, since the birth and extension of the development of a combination, and then he firmly developed his own.

"Faster than a competitor. Koo, laughing.

Video is heavy into the Internet application, burning money ruthless, hard to make money, mature income model only advertising. It was born from the PC era, is a knife saw blood battlefield, change quickly and brutal. A person enjoys compulsory education nine years, the video industry has gone through several cycles. After the dark period of more than 100 large and small warlords, until the twenty or thirty players left in 2009, entered the formal content scramble. 2010, after several rounds of financing companies, the money burned almost, the seating is still not scheduled, all the last breath, this let the film and television drama prices soar again. 2006, "Martial Arts" 80 set online broadcast rights only sold 100,000 yuan, this price, by 2010 not enough to buy a hit play 10 minutes.

Unstoppable of the terminal large migration came. In the 2012 mobile internet Invasion video industry, users began to shift between mobile terminals and PCs. 2013 the year of Internet television, and some users back to the TV end. Ultimately, the winners will have to win the PGC (professional production content) platform in the future, a large amount of users and content producers gathered at both ends of the platform to form a continuous production of high-quality content of the biosphere.

Gong has predicted that the 2014 video industry can form a stable pattern to achieve "winner take All", but now he said: "Change too fast, the most optimistic also get 2017 years." ”

Now, look at the three protagonists--Charles Zhang, Koo, Gong--who are veterans and have been in the Internet industry for decades. The three protagonists are familiar with each other. Somewhat embarrassing, Zhang was once the boss of Koo and gong. Gong early creation of the real estate vertical portal Focus Network was acquired by Sohu Group, Koo is the trader. Gong has evaluated, Zhang is too sentimental, Koo too rational. Zhang also said that I know Gong and clang, I know their play, not afraid of them.

Before the advent of 2014, three older men had assumed new formations.

Koo, who is more than a capital operative, has a high-profile expectation of Youku's 2013 fourth quarter earnings. This is the first time in 9 years that big players in the video industry have a profit statement. He tried to pull up the barriers to competition in the industry and sniper video companies not yet listed, allowing the capital market to give higher demands to rivals.

The opponents of the 2014 IPO are likely to be Archie. Gong had disappeared for two weeks before the Spring Festival, visiting investors in the United States to make a "road show" for the listing of Archie Arts. In the early 2013 gong to Hunan satellite TV recording "Up Every day," the host each time to mobilize a good atmosphere, a question he can put the answer involved in the content, terminal, the content of the professional like in the listing road, listening to the full head of black line. To this end, the program group had to fast-forward for some time, also subtitles "here omitted 71 minutes ..." a year later, see Gong, he is still, three words content, terminal, all follow this four words go, fighting mode open, at any time to rush past.

The bidding war of the comprehensive arts is gong provoked.

At the end of 2013, Archie announced the cost of 200 million yuan package to buy 2014 years Hunan satellite TV "where Dad go" the second quarter, "Happy Camp", "Day Up", "hundred Big Coffee Show", "We date Bar" 5 variety shows network unicast copyright. One of the most popular programs, "Where's Daddy?" the second quarter network exclusive title amount to 66 million yuan, set the Chinese season broadcast network exclusive title fee new record.

The viewer is speechless. Archie can burn money too much.

Gong has his logic: a high return, relatively low cost of content everyone loves, but every find a value of depressions, must soon someone to lift the copyright price. "Rather than passively waiting for others to lift the price, Archie art to follow up, as their first shot, high prices to buy the best content alone." "Because of the scarcity of quality content, the follow-up can not buy better, spend more money than Archie art."

Among them, the purchase of "where the father to" the second quarter is Gong "Pat Head" results, not calculate how much money. Gong said that during the first season, the show was so hot that it was so hot that it went to America. But the other four files from rigorous large data calculation, video users have 80% will see the five variety show, 40% full art audience only see this five stalls.

Sure enough, the follow-up follow up with a higher bid. Tencent Video announced a 100 million yuan purchase of "good voice of China," the third quarter of copyright, music video tv to 45 million yuan to become "where Daddy" the third largest partner, and to nearly 200 million prices will be 2014 "I am the singer" Exclusive network of copyright revenue bag, pplive to more than 200 million yuan price swept the "non-sincere don't disturb" Jiangsu Satellite TV and other variety show.

High-priced synthetic bidders don't see Youku potatoes. Youku's president, Liu Dele, responded to sky-high buying alone: "Youku will not be involved in more copyright bubbles." ”

Archie, vice president of Zhang Hongyu Analysis: "Youku potatoes, Sohu are listed companies, especially cool potatoes, announced the profit in order to continue to profit in 2014, will not spend too much money on the content of the purchase." ”

2014 Cool Potato content procurement pay more attention to "characteristics." After the adjustment of the architecture, Youku emphasizes "sunshine, the mainstream", and the potato emphasizes "youth" more. If the fans are not hard to find, actually Youku potato on the exclusive British and American play quietly more, such as the popular British drama "Downton Manor", "Sherlock Holmes" in the third quarter. Koo that the content of competition can no longer "a recruit to eat all day", but more emphasis on integrated communication. In the 2014, Youku potatoes will buy content from around the world, only to be more sedate in copyright purchases. "There is still a big bubble in the mainland drama and the arts, and both the British and American dramas will continue to exert themselves." ”

Sohu Video is trying to open up new categories. After the successful operation of the second quarter of the "good voice of China", it did not continue to buy exclusive rights in the third quarter. As a media, Sohu Portal can always find valuable new categories and fry hot, and have the right to speak. When the price of copyright soared, there is little follow-up, from the earliest "no indelible designation" and other major dramas to the United States, it is so.

Zhang said that after the film and television drama, the domestic comprehensive arts, the United States is the new value of comprehensive arts depression. In the first working day of 2014, he personally for Sohu video platform, talk about Sohu video new introduction of the United States "Saturday Night Scene" (SNL). The scene is more like a talk show, with Charles Zhang, Wong, Cha, and the four celebrities with talk-show origins talking about SNL's views. Zhang SNL was accidentally "dug up". Sohu Video introduced the United States the earliest, has always been a big American drama, played when Time almost as much as the United States native. Copyright Department to the United States procurement, the other side recommended SNL, the price is relatively low. Zhang happily will SNL as Sohu Video key content promotion. His logic is: "Sohu Video user tastes have been brought up by the American drama, the introduction of comprehensive arts in the right time." "And the United States and the audience high quality, car and other major brand advertisers like to throw the United States play, advertising is not worried about selling."

In fact, today's mainstream players have been the price of a hit show bidders, but also in the copyright content to profit from the competition. The solo play is considered Sohu video an "invention", has made it famous "My youth who Master" and "indelible" are early solo works. Since May 2011, Youku has bought exclusive copyrights before merging potatoes, and the price of content has risen overnight. Archie Art set up the first two years, gong all the resources in the film and television play copyright purchase, and put forward to do "the largest and most complete." With this, Archie art to 200% to 300% annual growth, quickly into the first camp.

This led to a TV drama price of tens of millions of yuan, hundreds of billion. Until April 24, 2012, Sohu Video, Tencent Video, Archie Arts tripartite set up a "video content Cooperation Organization (VCC)" in the Copyright and broadcast field cooperation. The VCC Alliance allowed the market to cool down quickly, and the hit price was "halved".

Sky-high content, buy or not? Koo at this time the "profit" banner, is to prevent others to burn money.

After the combination of PPS, Archie many key indicators rose rapidly, now it and Youku potatoes are said to be the industry's first. At the end of 2013, Youku, who had always been in a hurry to make a profit, declared that we were profitable in the quarter. Koo claimed, "see some of the irrational behavior of the industry really feel very pity, the money can be a profit?" We have not tried, this road is not go. ”

Three years ago, I have always said "the road to profitability", and during the period we have been continuously invested, we in the multi-screen user scale is the leading, content layout is also the most comprehensive, so that Youku potato as the industry's first all-round, profitable is the matter.

The significance of Youku's profit to the video industry is embodied in several dimensions: the first is the scale, and the scale of Youku potatoes is profitable. To achieve profitability to achieve our income scale, such a large flow scale, such a large scale of content. Video is a high investment industry, you do not have such a scale is difficult to profit.

The second is differentiation, and many people who don't know much about video say, gee, cool potatoes are a bit like their current peers. This is just superficially like, in fact, our content form, product form and peer are very different. To be blunt, we are very different from our peers who focus on local content. We now make a lot of homemade content, especially the fire, including micro-movies, online drama, the network reality show.

The video industry's patience with the pursuit of bubbles and large losses has certainly diminished after the profits of Youku potatoes. Everyone will recall, before Koo outside said there is a profit road, he is not indiscriminate. If we do not go to his model, can we do it without any money? We have not tried, the money is not a way to go. We also hope to help industry development, and sometimes see the industry some irrational behavior feel very regrettable, so I also put malicious words.

Video industry changes very quickly, for all companies, 2012, 2013 Mobile Internet is the Battle of life and death, the process of everyone said to "get the ticket", from the PC to the mobile internet this gap across the past, the top ten PC Internet companies may still have half of the past, we counted. This is a very clear strategy for us in 2012 and 2013, and we have used all our strength. It's simple to say, but it's a lot of experience and a measure of scale that involves thousands of details. This is the benefit of the Internet veterans, has made a lot of small mistakes, with experience every time make mistakes smaller, team execution strength.

　　

has not been profitable gong attitude and Koo clear-cut: "Archie Art temporarily do not consider profit, all to market share as the goal." At least from now until 2017, is the content of the investment period. ”

It is not wrong to say that video is a heavy investment industry, but capital is not a sufficient condition, but a necessary condition. Even if the capital threshold is so high, there are still too many players in the industry. So still have to fight, or rely on the full market competition to make the industry healthier. The market today is far from healthy.

How do you spell it? One of the most important is the mobile terminal. Mobile terminals grew in scale in 2013. Mobile terminals in 2012 have been growing, but the base is too low, to the 2013-year base is large, or to achieve the outbreak of growth. This year, mobile terminals will continue to grow this scale, which is hard to say next year. The corresponding high investment, including bandwidth, equipment, personnel, operations, this phase of investment is much greater than the return, the return may need to be a large scale next year.

In the purchase of professional content, prices experienced several rounds of inflation. 2009 Round, 2010 Cool 6 set off a round, the first half of the 2011 Youku began to buy TV dramas, TV drama soared, 2012-year price drop, the 2013 variety show prices provoked. Look back, other categories of price increases are not very big, the big class has been up all over. UGC also need input, we will be the PPS UGC business bigger, whether it is equipment, bandwidth, operation, publicity, a year of investment will be the original number of times. But it will take time, maybe a year or two, to realize monetization.

Mobile end, television, buy comprehensive arts, UGC, do homemade content is input, so said 2014 or a heavy investment of the year, Archie will insist. I'm not too concerned about when Archie can make a profit. Three years ago, I said Archie would make a profit in 2014, but now the market has changed. Archie is also to gain more market share in order to give priority to profit in the secondary position. When to make a profit I have no way to say it, but it must be dragged backwards.

I am not afraid of the fierce competition in the fast changing market. Because of the large-scale migration of the market, you have the opportunity. If the PC does not migrate to the mobile terminal, Archie can not surpass the superior soil, they market position is there. When the market moves, we have a chance. Every change in the entire industry market space is expanding, which is a good thing for the video industry. In the competition process, there must be players out or transition, the market concentration will increase. On the one hand, the market space is getting bigger, on the other hand brutal competition and let the participants reduce, then the rest of each family returns are bigger.

Gong dare say so, because he is not short of money.

Nine men were standing on the stage. The auditorium sits Zhaobaogang, Wang Yuelen, Haibo and other entertainment professionals, as well as a vote of corporate executives. It's not a show, it's not an actor on stage. 2014 a year, Archie Arts held a thank you party, the high-end party, eight of it men's heavy-breathing vice president is not very adaptable, but gong in the spotlight.

Cocktail party is the epitome of the living environment of Archie Art, the participants are complex, have entertainment circle, it circle, and Tcl such traditional TV manufacturers. The scene hot and cold uneven, some people can not wait to gather together to chat, more people curious and carefully looked around. Anyone in a cocktail party is somewhere in a big video storm, and maybe soon they will come together as a result of the industry crash.

No one doubts that the video company will appear in the giant, but this happens to be a dead-born industry. The content, the bandwidth, the cost increases year after year, if cannot stay in the Bureau, must lose the money to return.

If you want to stay, you should speak with indicators. In the face of "Chinese entrepreneur", Gong Hao: "Within a few years, I hope that any indicator, Archie Art can be absolutely leading, we do not dispute." Archie Art any one category, any one end market share is up to 50%. "Don't forget, there are dozens of kinds of video industry indicators, each competitor can become the boss of two or three indicators." After the merger with PPS, "Archie Yi +pps" also often have key indicators to achieve the first, but not stable.

In the deadly temptation of the video industry, nearly 50% market share is only a "safety line." Industry seating scheduling, vicious competition can stop, to achieve a stable income. It guarantees a company's survival in a rapidly changing industry without being subverted by a sudden local battlefield.

The content, the terminal, the big environment several instantaneous shifts can cause the seating change. "I thought that by the 2014, 2015 video industry will be able to set the pattern." But the industry is so competitive that it seems to be the most optimistic for 2017 years. "Gong said. The fastest way to expand the scale is to buy. As a "heavy investment" industry, it takes a lot of money to play video, and acquisitions need more money.

Archie Art is not short of money.

Pull the time back to the early 2010, Gong dared to break into the already wars of the video industry, emboldened by capital. He admits that if it wasn't for Baidu's investment, he wouldn't be in the video industry. At that time looks like the industry pattern has been set, Youku, potatoes have been established for four or five years, is ready to go public.

The intruder Archie the pattern. Youku, potatoes Two have carried out five rounds of financing, internet companies in the past to the third round of financing should be listed, four rounds of five rounds have been very few. Faced with the pressure of investors, they can no longer continue to "burn money", but Archie Art in the copyright of a lot of money, let people fear. Gong used "horror" to describe the early madness of Archie's money, "Youku spent 80 million dollars in three years, Archie art only a lot." ”

By pooling capital, Archie won a phased victory. At the end of 2010, relying on a single film and television content, online less than seven months of love, the user monthly viewing total time and the monthly average of two indicators is China's video industry first. According to comscore, a world-renowned Internet traffic monitoring and analysis agency, each user averaged 326.3 minutes a month in Archie, much higher than other video sites.

Youku realizes that by killing a player who has a "dad" in it, their play will change. The strength of those who want to rely on mergers and acquisitions to expand market share, the weak to quickly find "godfather."

Most familiar with the capital operation of the Koo, in May 2010 Archie one months after the line, for Youku to complete the sixth round of financing. Only after half a year, Youku listed, successfully sniper the founder of the Wang divorce dispute delayed the listing of potatoes, again the financing threshold to pull higher. In February 2011, PPLive received 250 million dollars in investment from SoftBank, raising capital almost equivalent to an IPO. April, another "rich second-generation" Tencent video also into the bureau. Because of the high cost of copyright, August 17, 2011, stretched the bleeding of the potato market, the listing of the money and quickly spent, potatoes became the first forced to find "Dad" Company.

Gong is very sensitive to this. After Youku's listing, he said to Chinese entrepreneur: "You will see mergers and acquisitions within six to 6-12 months." "In March 2012, Youku announced a merger with the potato stock swap. Koo and potatoes founder Wang early consensus: "Only large-scale, video industry can develop." "Industry boss and industry second merger is undoubtedly the fastest way to achieve large-scale."

This is tantamount to telling peers not to expand rapidly, and anyone can be swallowed up instantly. So, to find "Dad" situation more confusing, in the video site arbitrarily carry out two, have talked about mergers and acquisitions. Such as Archie Art is centered, sometimes talking about acquisitions, sometimes talking about being acquired.

PPS is a popular target. After the combination of cool potatoes, the second camp Archie Art, Sohu Video, Tencent video scale almost, swallowing each other difficult. They began to compete for PPLive, PPS, popular and other client video, such as Thunder, Storm Audio and video tools are also under consideration. In contrast, PPS has characteristics, the mobile end is good, the financial situation is also good. In the summer of 2012, the president of PPS (now Archie) Xu Wei The Chinese entrepreneur: PPS has been profitable. So PPS is not anxious to find "Dad".

At the beginning of 2013, Xu Wei suddenly received Baidu Enterprise Development Department general manager Tang Telephone, soup asked him how to judge the future trend of video industry, Xu Wei surprised, but still answered. During the Spring Festival he again received the phone soup and pine, soup directly proposed the acquisition of PPS. By the time they met, Xu Wei found that Baidu had communicated with PPS investors in the United States.

The video industry combines the same purpose to increase market share in order to collaborate. There are two determinants: first, whether the shareholder returns can be achieved and whether the business type can be complementary. On the basis of these, if both teams and cultures can match, it is an unexpected surprise.

May 2013, Baidu announced a 370 million-dollar price acquisition of PPS, merged into Archie art. Two quickly began to consolidate, administrative, legal, content procurement and bandwidth procurement Departments merged, the remaining departments are still operating on their respective platforms.

In order to make Archie more easy to spell capital, Baidu also smashed a sum of money. PPS and Archie are much earlier than Youku, and can manage a team of complex shareholder relationships. At the end of 2012, Baidu bought Archie Art another major shareholder Providence shares, wholly-owned holdings Archie art. Providence, a famous American investment organization, has been the "Godfather" of Archie Arts, and invested in Hulu. Relying on copyright content, Hulu in a year, the market share of the United States market only 1%, the advertising share reached 33%, Archie has wanted to do Chinese version of Hulu. But soon Hulu fell, because the shareholder structure was too complex and the decision was slow. Gong learned the lessons of Hulu, trying to make Baidu a single major shareholder.

Next, who buys almost no suspense, anecdotal rumors that Sohu video will buy pplive. However, son investment pplive 250 million dollars is heavily spent on web video and copyright purchase, Sohu is the copyright owners, but also to the Web page video started, two business lack of agreement, low synergy.

Charles Zhang attaches great importance to video, as a media group, when the information from the text to the image, video is an indispensable link. It was rumored that Charles Zhang wanted to sell Sogou to support Sohu Video acquisition. After consideration, he temporarily abandoned the acquisition, in person as Sohu Video CEO, to the whole group of power to promote Sohu video.

Finally pplive also found the appropriate "godfather". October 28, 2013, Suning announced 250 million U.S. dollars to invest in pptv,44% shares, become PPLive's largest shareholder, Tao think, pplive future space is video and electricity quotient of the combination, but at present the industry has not seen the operational space.

After this round of mergers and acquisitions, the major video companies have been hundreds of millions of users, copyright costs irrational inflation although no longer frequent, but the price is still high. Archie Art Co President Zhang Hongyu exclaimed: "Again rely on financing to burn money, already can't afford to play." Now let's see who can implement the closed loop first. "Closed-loop" refers to the cost of each play fixed, the more users, the larger the amount of advertising, the less cost pressure.

In the past, the cost of video site bandwidth ranked first, content ranked second, the staff ranked third. 2014 content becomes the biggest piece of cost, content war can not play as before.

How to play? Homemade content may be a way out. The cost is low, the return and copyright content is similar. If you do well, you can sell the copyright and make a profit.

Koo is willing to mention Youku's content on various occasions. "There's a big difference between Youku's homemade content and your peers," he says. "He alluding to the peer, is focused on the long video of the love of Qi Yi and Sohu video."

Youku, a potato to shoot a customer, a start in the podcast, but also the first television, film and television companies to cooperate with the two video companies. Therefore, Youku, potatoes began to self-control earlier, including micro-movies, online drama, the network reality show. China's micro-film as the "Old boy" is a cool platform on the long, now Xiao and Wang has been well-known director of the circle. This May, the big movie "Old boy" will be on the national courtyard line. At the same time, Koo push self-made "companion line", is the video homemade content of the first outdoor reality show.

The expansion of video sites on homemade content is changing the genetics of traditional content-making agencies. Potato and Shenzhen Satellite TV jointly invested a brand "youth choice", resources, benefits will be shared.

Gong also in the holding treasure, he plotted in the self-made content, known as 2014 Archie Art expected to invest 300 million yuan homemade content, and not capped. "If we do well, we will invest more."

2014 before the Spring Festival in Tuesday, two bus vehicles into the Beijing Daxing Starlight Film and television base. Here is the suburb of a bustling place, peacetime film and television base crowded, many columns are recorded here. But now people are planning to go home for the New year, here desolate. Open, make the weather colder.

　　

At this point, MA is the largest "wrist" in the base. The audience took off from the bus and entered one of the studios to sit down, he stepped onto the stage and began to explain the program recording considerations. In the eyes of the audience, he is still host MA. The fact is that his identity has changed. 2013 Spring Festival, he fully net, leaving CCTV literature channel, to Love Qi Yi as chief content officer.

The scene is recording "Heroes of Chinese characters" second quarter semi-final, during the Spring Festival broadcast. Familiar with the television production process, people know that the introduction of attention is the scene director, at this time the host should hide in the stage warm place waiting. But to the Internet company, everything has to be cost-effective. Ma body and several posts, identity conversion in the stage between the headlamps switch. The attentive audience found Ma thin. Studio also thin body, even can be said that simple, there is no large-scale comprehensive art of thousands of square meters luxury studio.

"Heroes of Chinese Characters" is the first video site and the mainstream television joint production of large-scale comprehensive arts programs. By Archie Art and Henan Satellite TV, joint investment and common benefit. and the television station at every turn hundreds of millions of yuan luxurious big production compares, its production cost is only a fraction, the scene has the detail cottage temperament side leakage, but knows the television Ma to know should spend the money where.

Previously by the video site-led variety show has never entered the Star TV's golden file, "Heroes of Chinese characters" opened a precedent. The first season, the ratings ranked third in the country, ranked in front of the "good voice of China," the second quarter and "Happy boys" are all investment hundreds of millions of yuan and brand continuity of the trump card. In recent years, Henan TV has also been a big investment show, but such a good result is indeed more than 10 years has not been.

Ma that "Heroes of Chinese characters" can succeed because they constantly strengthen the "value proposition." This word is rarely mentioned in the video circle. "Hero of the Chinese character" in the first season, the repeated word is, "can you write this word?" It comes from the observation of society, most people will start to look at the eyes of the mobile phone to find words, the screen has become an important medium for carrying Chinese characters. In the second quarter, he upgraded the "hero of the Chinese character" value proposition, from the emphasis on "writing" to emphasize "use." For example, a topic in the semi-finals is to let the contestants enumerate the words that can express the use of knives.

"When homemade markets are completely open, the most scarce resources are content creators, not platform brands." "Ma said. Self-made content big market will produce a batch of outstanding third party content creator.

"Heroes of Chinese characters," the second quarter of the program is no longer Archie art, but "Ma studio." The studio by the Archie Arts wholly-funded investment set up, specializing in the production of homemade content. According to the video site definition, the second quarter of "Heroes of Chinese characters" belong to the typical PGC.

This approach is similar to Baidu's investment in Archie, which guarantees the flexibility and independence of homemade content. Coo, a former TV man, who has just left the video from Sohu, Chun will set up the Chun studio in the same way.

Recently, MA planned to produce a series "life needs to debunk", by Wang Yuelen director. Like Internet products, MA set the user scene for the play: This play must not be a family to see, but the City men and women cheat a day later, lying in bed with mobile phone to see it, by the way reflect their own day. Therefore, in the plot setting, MA requires the "most ruthless" way to expose human nature. In order to fit the mobile watch, "life needs to debunk" episode is only 20 minutes long.

"Life needs to debunk" in the city crowd a small fire. Peer Kua ma eyesight unique. "said I know in advance that Wang Yuelen will be too sentimental, those smart advertisers did not think" where the father go "so fire, we have so clever ah!" Ma said.

This black Swan event, only God knows. But a show how many people look, Archie art and Baidu know. Archie has a large data system that shows how popular a screenwriter is, whether an actor is a real big coffee or a box-office poison. If you want to buy a TV show, the parameters of the input, a search, the amount of play, advertising revenue are calculated, you know the price is cheap or expensive.

Large data can also be used for "drama".

In addition to money, big data is also Baidu to give Archie art the biggest support. As China's largest search engine, Baidu data coverage of the entire network, the largest number of data, data capacity is the strongest. All this data Baidu to share to Archie art.

Will Archie art users of the gender, age, education and other parameters, input large data system can analyze what the user likes content, and then study this batch of users of the hot search words, you can dig out some points of interest, as a writer content reference.

Archie large data show that "life needs to debunk" the main "debunk" a group of people-Young and highly educated urban women, pay attention to personal development, keen personal consumption, keen on urban romance drama, "where the father to go" seriously affected, attention Wang Yuelen, Zhang and other people.

Ma mainly uses large data to verify his hypothesis. First is the writer Tintin Zhang, her original best-selling degree and Baidu index in the novel best-selling list in front. The next is Director Wang Yuelen, "Where's dad" to make him very angry. As for the cast, you can also use the data selection. The show has a lot of new Jin "Male God", in addition to Wang Yuelen, "where the Father go" in the Zhang, Guo also friendship out of the mirror.

Ma found Wang Yuelen, "Where is Dad" has not been broadcast. But he uses the data to analyze, Wang Yuelen director to do this kind of modulation of the thing is no problem, then he uses the audience analysis to compare with Tintin, found that the two are matched.

Full use of large data to "screenwriter" is still in the experimental stage, but large data can be automatically produced by the "refined version of the program."

Archie has "where Papa goes" for 30 minutes and 45 minutes in two fine editions, which come from large data products "green mirrors". Green Mirror was born in the Archie art two it otaku prank. At the beginning of 2013, Gong recorded "Day Up", they know that the boss does not adapt to entertainment, want to know which users can endure gong boring, from a large data system to extract a few modules to create a tool, cut out "Gong silence King version" as a joke in the company biography. I do not know who sent to the Archie Art CTO soup mailbox, Soup feel very interesting, the tool to improve, made into a green mirror.

Green Mirror can be based on the user's video viewing behavior data, will be a long video of the bright spots cut down, automatic generation of short video version. Long videos are not popular on mobile phones because of the flow restrictions. Editors make those short videos for two or three minutes to spread and use green mirrors.

Terminal transfer, large data "gold" again rose sharply.

4G is a significant positive move. Koo wants users to have the need to surround the video, the first to think of Youku potatoes. For Youku potatoes so scratch from the PC, no godfather of the "Poor Boy", the mobile phone is indeed less restrictive than the PC. A lot of traffic on the PC will go through the search engine, but the mobile end watch the video directly with the app.

From PCs to mobile phones to pad to TV, users on every screen are growing. Youku potatoes by data statistics found that more than 20% users per month to use multiple-screen login. Screen users, the average monthly will be 6-7 days to cool potatoes to see the video, and more than screen users, the average monthly will have 12-18 days to cool potatoes to see the video, basically every 1 days will come, is screen users 2-3 times, that is, more than screen user loyalty is higher.

Gong do not want to do "reverse attack", the new terminal he wants to completely solve the problem, directly to do the boss.

In the 2013, there was an explosive growth in Archie's mobile income. Under the premise of the overall income growth, the 2013 four quarter Archie art mobile income ratio is 3%, 6%, 10%, 20%, the quarterly growth is very astonishing. TV end, Archie Art started very early, Gong proudly said: "It is best to start in the living room ahead, others also forget." He pulled to the university classmate section has the bridge, is responsible for the Internet television Service. Duan has worked in traditional home appliance manufacturers and internet companies for nearly 10 years.

To cool potatoes, for example, users produce a huge amount of viewing, searching, commenting data every day, which can reach 50 billion per day, the amount of data in a week is equivalent to the size of the U.S. National Library.

It can be said that large data in the terminal battlefield plays a decisive role.

　　

Gong said: "If two Web site users equal, an advertising conversion rate of 80%, another 90%, the difference of 10% is revolutionary." "The 10% gap is determined by data mining capabilities.

Now Youku potatoes and Archie Art +pps the user volume No. "The content attracts the user to come over, the user is able to stay after the technology." "said Tom.

The user experience is divided into four levels: first, the content is not, second, whether fluent; third, clear or not; Of the four except the first, the latter three are related to large data.

The new terminal can provide more user parameters, such as location, age, natural information, advertising through large data, more convenient to achieve profitability; on the other hand, in the cross-screen era, users are more picky about the video service, and the barriers to competition between companies have been pulled higher.

Zhang Hongyu sometimes reminds of the 2006-year PPS first live World Cup scene. PPS had not yet been financed, and his days were very high. As soon as the hot spot, the server was squeezed, he had to repair. At that time the user is particularly tolerant, the comment area is all encourage him to refuel. But like the scene is gone, "now a little bit, the user left." "he said.

Archie defines itself as a technology company. As long as Archie art technicians are below a certain percentage of the total number of employees, the whole company will stop recruiting unskilled employees. Of course, this ratio is confidential. Archie Arts and PPS are well integrated because both are technology companies.

Two integration of bandwidth, server resources, the layout of the cdn+p2p HCDN network. Not only allows users to see the video smoother, but also save more than 30% cost, and the industry average, may save more than 50%.

In order to ensure smooth, while taking into account the user's high quality view, for PCs, Pad, mobile phones, televisions and other terminals, as well as Wi-Fi, 3G different network situation, Archie Art has more than 20 kinds of video transmission code flow. Users watch the video, the terminal, network situation screening and switching, the use of large data.

Youku potatoes through the collection of large data, analysis, research, creating a number of unique applications to optimize the product experience. such as the cloud recording function, no matter where the device used, can be viewed across the screen video, seamless video transfer. This feature is very high requirements for large data, the need for real-time synchronization technology, recording, computing and real-time processing of hundreds of millions of-level synchronous cloud record data to achieve a good user experience.

Large data can also solve the problem of "what to buy". Let time back to 3 years ago, Sohu video to 30 million of the price of the new "also Bead Princess" copyright, hit the sky-high prices. Sohu Video content Procurement team needs to explain to Zhang, the board of directors and Wall Street investors: 30 million yuan is enough to buy a company, why buy a TV show?

They give the answer is: "Also bead Princess" is a Chinese-made play for ten years of the king, as long as it is broadcast, is the ratings champion, now all the actor, the movie Queen is "also bead Princess" cast, influence not only in the domestic, but the whole Chinese language area, the impact is not only a generation; in business prospects, the new "pearl" no matter how quality, Is the video site "rigid demand", not worry about selling. Moreover, in individual projects, market returns are not only money, but also market influence.

The new "also bead" really let Sohu video make a bowl full of profit, was distributed to each home video site, only one of the big buyers paid 35 million yuan. This is the first successful operation of the Chinese video site.

At that time, the play mainly rely on intuitive judgment, Sohu Video is only the use of large data system to help judge. Sohu Video predecessor is Sohu Entertainment, there is a huge data accumulation, the earliest for content procurement set up a data analysis system, but at that time large data technology application is not widespread, data and mobile internet age than enough. But now, if there are any more sky-high content to explain to the capital market, big data to become the standard content purchase, sky-high purchase content must have data support.

　　

Youku launched the product "China Network Video Index" to guide the buy play. It records all the user's network behavior, comment behavior and outbound sharing data, and then creates a huge database in the background to extract some models of the same user behavior. The video index not only studies search and playback, but also makes multidimensional data analysis between users and video. For example, what time is the video hit, what is the play curve, and what is the average length of the content active interval? It is also possible to know by index who is watching the video, how different people are, and where to watch, what equipment to watch, which is more popular on the mobile side and on the PC side. Like TVB TV series, in the south is more popular, and the "Country Love Story", the North audience users more basic. Youku Each video next to have an index button, click this button will have a video related information analysis.

This button can also show the user's drag and drop behavior. The peak point of each curve is to watch, the place dragged past is called the urine point (can pee the point). With this data, Youku potatoes can tell if a play is right.

Similar to large data systems are available, the key is to predict the accuracy rate. 2014, the purchase of Hunan Satellite TV five, all ranked in front of the Baidu Index, and Baidu Index ranked the top 400 of the comprehensive arts content, in addition to being buyout copyright, Archie Arts almost have configuration.

Youku potatoes will analyze large data, user modeling, learning, feedback optimization, and finally the relationship between the data and clues. Using these data clues, the video network is depicted, which automatically recommends more content that users may be interested in according to their viewing preferences.

Accurately recommended in a multi-screen era like directional blasting. PC-side web pages can recommend more than 10 video, but on the phone, the recommended bit only three to five. On TV, because the remote control input is not convenient, the recommended bit can not be too much. Users watch a video, see the interesting recommendations will look down, no interest will be turned off. In other words, the amount of manual playback is a measure of the recommended accuracy.

Tang Hing interview staff, will deliberately ask each other the original platform of the per capita playback volume. This indicator, some companies do not attach importance to, but Archie art is particularly important. Tangxing that: Each terminal per day to increase the amount of one, a day to increase tens of millions of, which can only be achieved through technology.

Archie recommendation engine is based on two dimensions, one for content correlation analysis. A TV play, the user saw the first episode definitely want to see the second episode, this is the simplest. More complex, a user today to see the production of pork, tomorrow may want to see another menu, can not recommend the practice of braised pork every day. In real life, the user behavior is much more complicated than the above, in fact Archie Art is through the user each click for large data analysis, and then find the correlation between the video. The 2nd is based on human relevance analysis, the same group of people like to see the video is often similar.

Archie The combination of these two categories of data creates a different relationship between people and video-what kind of video people like. It can establish different matrices between the two kinds of data, give the weights to different parameters, and recommend the content to the users.

If you understand the search engine, you will find this approach is not unfamiliar. Yes, Archie Technology route is quite the mark of its big shareholder Baidu. Archie is also constantly optimizing its search engine, Tangxing said: "If users feel that a video search does not have a technical content, this is a fatal injury to the video company." ”

His search and recommendation for Archie is very confident, Baidu is the search giant. No company in China is more adept at this than Baidu. Archie says his big data system will predict the accuracy of a TV play in the next year, but Gong is not satisfied, he hopes to increase to 85% to 90%. At the end of 2013, they decided to buy a Korean drama "You from the Stars" based on the data model. February 8 This year, the data show that the hot play in Archie Art, PPS dual platform total has broken 500 million, become the first history of Baidu index broken 2 million Korean dramas, the earlier big hot "inheritors".

Shan yuanyin@iceo.com.cn