Heaven pigeons interactive Hong Kong market, video social concept hot

I would like to mention the interaction between the days of pigeons, everyone may be unfamiliar with the name, but if you mention the 9158 video community and Sina show, then I think many netizens should be familiar with them. On July 9, 2014, Skygo Interactive Holdings Ltd., which owns 9158 video community and Sina show, was officially listed on the Hong Kong Stock Exchange (the stock code is "1980, HK"). Heavenly Pigeon Interactive is not the first independent social video independent listed company in China. As early as November 2012, the YY (social networking age) social video industry of the same place had already landed in the NASDAQ market in the United States . YY listed a year and a half, the stock price performance is very dazzling. The nicknamed "the second YY" pigeon interactive, Hong Kong staged a wonderful Hong Kong debut? Which of the long-term development prospects of heaven pigeons? "Daily Economic News" reporter conducted a survey interview.

The Daily Economic News reporter learned through personal experience that the 9158 video community (hereinafter referred to as 9158), often dubbed the "ambiguous economics" of the outside world, is indeed sought after by a large number of young people.

Many netizens, while recognizing "brother sister" and "godfather and daughter" in the virtual world, contributed real money to the 9158.

Hot virtual "private jet"

Into the 9158 home page, the Daily Economic News reporter in the eye-catching location to see the current online players a total of more than 130,000 people, all kinds of "handsome pretty" anchor photos constantly rolling, the site is divided into "good sound zone", " Performing arts world "," beauty chat "," only dance only respect "," I want K song "and other areas.

Reporter click on a beautiful anchor photos, into the room. Accompanied by a strong sense of rhythm music, beautiful anchorwoman enthusiastically with the "fans" to greet interactive, passionate "fans" are constantly giving virtual anchor to the host gifts, such as flowers, toys, applause and so on.

Reporter found that a wide range of these virtual goods, ranging from simple red roses or lollipops to private jets, yachts, etc., the price from a few virtual currency to hundreds of thousands. The 100 yuan can buy 109,158 virtual currency, the ratio is about 1: 1000, such as aircraft, luxury cruise ship "value" 300,000 virtual currency, converted into RMB 300 yuan. And such "private jet", there will be a female anchor received each week. The 9158 leaderboard shows that one user sent eight "only" flights last week, and one user sent 20 Rose Gardens (worth $ 250) a week.

Subsequently, the reporter entered the days of pigeon interactive Sina video site another show. The site is divided into entertainment, friends, finance, education, four plates. And the 9158 is different, Sina show a lot of middle-aged older people as the room anchor, but also a lot of folk songs, folk dance performances.

The reporter observed that the chat room of the interactive interactive social video platform of Pigeon is rich in content. In the chat room, the anchor, the Mai users and the audience each donate a virtual gift, and the audience is the main giver. The sale of these virtual goods and virtual currency is the most important source of income for the interaction between the pigeons. There are two ways to interact with Pigeon. One is to adopt a third-party distribution model to deliver virtual goods or virtual currency to users via third-party distributors and sales agents, and the other is to sell directly to websites and community software users.

Third-party distribution model refers to: Pigeon Interactive virtual currency sales to the distributor, and then assigned by distributors to sales agents, sales agents and then sell them to users. Days of pigeon interaction and distributors share sales revenue, pigeon interaction can be divided 30% ~ 40%, distributors can be divided 60% ~ 70%, while distributors to sales agents commission is generally 10% to 20%.

"Tycoon" and beautiful anchor

IResearch Consulting said that China's social video industry profit model is mainly user fees and online advertising, mainly to pay users, of which virtual goods is the most important form of fee payment. This is exactly what most platforms do.

Many people may not be able to imagine how some people spend money on these virtual goods. According to the Heavenly Pigeon Interactive prospectus, the company's real-time social video community is a unique and mature "social ecosystem," with its primary target audience of "from second-tier to fourth-tier cities," accounting for about 89%. Tier-1 cities also have users who choose to use the company platform to interact with their friends and family members in their hometowns.

However, if you think it is a pure house male community, then you think wrong. "What people have rich people, lonely people, lustful people, people who love singing ... ... a lot of online singers are known before, all play these." A person in the interactive video industry, told reporters.

Heavenly Pigeon Interactive prospectus shows that in 2013, the contribution to the company contributed more than 6,000 yuan, accounting for 3.1% of users, contribution to income between 1200 ~ 6000 yuan accounted for 8.4% of users, contributing revenue of less than 1,200 yuan, accounting for 88.5% of users %. It is noteworthy that, for the benefits of interactive pigeons more than 6,000 yuan revenue users, the average contribution of 26,199 yuan per user revenue. You know, pigeon interactive user spending only 30% to 40% included in the proceeds, as projections, these users in an average annual expenditure of up to 65,500 ~ 87,300 yuan! In a virtual platform to spend tens of thousands of yuan, it is more like "tycoons" approach.

This "tycoon" is the platform of the most popular users. Because, in each "room" anchor performance of the show, its income depends on the amount and quality of gifts presented by the user, the anchor points from the distributor to the amount of bonuses for their community users spending 25% to 35%.

The high-quality female anchor is naturally the focus of the major platform competition. An insider told reporters that the female anchor now turns around between platforms, "where to give more money."

"Sexy industry" policy risks

Social Video This "beauty" is closely related to the industry, often considered playing the ball in the policy, known as the "sexy industry." However, this industry is no doubt that earning power. The interactive prospectus shows that the Company's revenue from 2011 to 2013 reached 384 million, 455 million and 548 million respectively, while the adjusted net profits for the same period were 140 million, 158 million and 206 million respectively.

Money-making business will naturally attract attention. In this industry, there are other competitors, such as YY, six rooms, quack and so on. In addition, many integrated websites have listed social video modes as one of their important businesses. For example, "I show" under 56, "Cool Show" by Cool I, "Star Network" under Cool Dog, "Micro-show" and so on.

It is noteworthy that the social video industry risks can not be ignored. In the prospectus, Heavenly Dove Interactive also said that the content of social video websites is under the supervision and intervention of the state policies. If punished or negatively evaluated by public opinion, the reputation and performance of the companies in the industry will be adversely affected.

As a result, YY, pigeon interaction has begun the transformation of the road. YY has begun to force the field of education, pigeon interaction is intended to cooperate with offline KTV.

For this transformation, the insiders believe that financial, educational profitability is not good, and offline KTV cooperation "is a very good model, but I do not know can not do it."

Analysys think tank analyst Roland believes that the transparency of the future 9158 will increase accordingly the intensity of content regulation will increase, which will bring the cost increase, while the original user experience will also be affected to some extent. Therefore, after the listing of the original "gray business" model how to standardize, and how to reduce business users through the transformation of the decline in viscosity loss business losses is its main challenge in revenue growth.