How the slow-hot mainstream media subverts the perception of music

19th morning, the 2013 ten "annual entrepreneur" Grand announcement: Jia Yue Pavilion, Yiu Jingbo, Zhungchengsu, Wang Xiaoquan, Yu, Chen, Chenhao zhi, Shang, Zhaopu, Lu Zhengyao, 10 entrepreneurs won the award.　In these enterprises, Jia Yue Pavilion is a very eye-catching one, he used "subversive innovation" thinking to lead the music to speed up the pace of speeding up, and achieved today's results. Disruptive innovation leads to the cross-border trend of the Internet what is "subversive innovation"? Disruptive innovation (disruptive innovation) is a management theory created by Clayton Kristensen, a professor at Harvard University in the United States. His main argument is that users will be attracted to cheaper, simpler and more convenient products. Subversive innovation is the force that pushes society forward. Jia Yue Pavilion is undoubtedly an industry leader in subversive innovation practice. At the ceremony, "entrepreneur" magazine to the Jia Yue Pavilion made such a compliment: "He used a few years time, Jiangle Vision Network to do, and then set up a luxury team, closely follow the trend of soft and hard combination of the times, to the Internet thinking, the introduction of the video Super TV, become the Black Horse of internet TV, promote the stock price soar. Indeed, the music network founded by Jia Yue Pavilion is a "wonderful flower" in the industry. In China's mainstream video site, le video network is the first and only one to land a-share market video site, the music network from the beginning of the IPO has been questioned by the media, September 19, 2012, when the Jia Yue Pavilion announced that the music will launch its own Super TV, the share price is a fall, the largest decline of 40%. To 2013, the music network share prices doubled, became the benchmark of the gem. Its market value exceeds Sohu, Youku potatoes. From the music to see the share price changes can be seen, the music network can achieve today's success, not smooth sailing. The media's judgment of the music vision also experienced subversion in the process. The mainstream media in the eyes of the ecological growth of the imprint as early as in 2005, the music network began to purchase copyright, and not too much media attention, and even as a heterogeneous. Until 2011 a film was fired to millions of yuan or even tens of millions of dollars, the media in exclamation Jia Yue Pavilion "forward-looking" awareness at the same time, Le Video network was dubbed "the first long video site," said. 2010 Le vision set up "music video TV Division"; In early 2012, le Vision began to set up its own LeTV Store, and the TV division to set up a new subsidiary of the Music (video tv, box, LeTV Store are in it). At this time as a video site of the music network launched the hardware in the industry formed a huge uproar, for a while to become the focus of media chase. At this time, the unique "platform + content + Terminal + Application" of the entire industry chain layout has been seen in the embryonic form. Le Vision network with many years of attention to the content and accumulation, has captured a large number of loyal users. ComScore Video Metrix, the latest set of data for September, shows that the total number of online videos and video advertising platforms for internet users over the age of 15 years is ranked as 169 million Internet users in the global TOP11. In China,field, the video network is ranked TOP4.　　Especially in the per capita playback of the core indicators of the strength of the video site, the advantages of the most obvious, the main domestic mainstream video media. Figure: ComScore data-global TOP15 online video site on the hardware side, September 19, 2012, le Video network announced the launch of Internet TV, scold and speculation took off, the stock price fell, music seems to be doing a more than a thing, but later the fact that music, depending on the leading strategy, Always walk in the forefront of the industry. September 3, 2013, TCL Archie to launch the intelligent TV "tv+", September 5, the Millet United Samsung launched Smart TV, then, Alibaba rushed to hand over Skyworth launched a "Cool open TV." In this lively September, a number of internet giants to join together, officially announced the advent of the Internet big screen era. Le view Super TV "benchmark model" X60 Smart TV on one side of the market hit a number of records: Instantaneous sales first, instantaneous sales first, the network to buy high price TV sales first, the first month of the listing will be sharp, Samsung and other import manufacturers defeated, become 60-inch products in 16 color TV mainstream brand sales Achievement of the Chinese television history from zero to the industry's first fastest record. The TV Super TV is undoubtedly the important part of "le-View Ecology", it is recognized by the users first. As the whole of the music-vision ecology surface, there has been a great shift in the media's view of music: Starting from the beginning of the 2005, and finally the entire industry, and then charging, almost all video sites have launched pay channels, to multiple screens in one, to do boxes, then to vertical integration, and then into the television field. Therefore, the mainstream media used a trophy to subvert the past judgment, which is the result of the subversive, innovative and continuous practice of the ecological model. It can be seen that music is a unique ecosystem with its own company, compared to other video sites of the lateral addition of the joint, Lok-vision of the vertical industry chain integration equivalent to the multiplication effect, leading the upstream and downstream will be the efficiency of the industrial chain nodes to be doubled. Has the integration industry ability strong, pays attention to the customer experience, can quickly respond to the market change and so on the superiority, these superiority compared with the traditional Internet mode or the alliances cooperation way, all is difficult to duplicate. Therefore, the growth trend and development space of the company with these characteristics are limitless, and have been proved in the capital market.