Internet video koala era is now over

Typhoon mouth

A net action against piracy jolts the video industry. With P2P technology for many years wandering in the gray area of ​​the first shot, the police headquarters last month suddenly investigation, then hit the reef Sina (48.15, -0.38, -0.78%) was revoked the video license, Thundercloud The broadcast was also closed "on time".

Internet video Kou Kou era is over, fast broadcast "Nirvana Declaration" shows the determination to transform original content from technology. Ereli video industry analyst Xu Hao told reporters in the Southern Metropolis that the video industry is the most crucial or content for the platform-based video sites, or buy copyright, or self-made, and now the main revenue is still to rely on the former to contribute . Yang Ning angel investor pointed out that for the inability of "fight money" competitive copyright startups, to do professional content providers or power giants still do not understand the mobile video UGC sharing, are the opportunities for the future.

Continue to "fight father" to buy copyright

Southern Metropolis (hereinafter referred to as the "Southern Metropolis"): P2P mode for the rapid rise of radio, despite the emphasis on technology only, do not do content operations, but after all, can not tell the relationship with piracy. How to look at this model?

Zhou Juan: P2P model is indeed a product of market demand, there is no right or wrong technology points, as long as it does not infringe the rights and interests of copyright and compliance with relevant state laws and regulations, we can provide services to users.

Xu Hao: P2P has technical advantages, when PPT V, PPS are also this model, but now, the advantage is not big. Although rich in content, but certainly full of piracy, a greater risk. Fast broadcast has been so high revenue is an alternative, in fact, for P2P enterprises, advertisers are generally limited recognition. In essence, the video industry is the most critical content, users are following the content go.

Nandu: That transition copyright content is a viable direction?

Charlie: buy copyright is "fight father", by throwing money to maintain traffic, it is all people to middle-aged recession, the lack of innovative performance, in essence, the traditional television media model, the Internet model should be long tail, free . For a grassroots team lacking in background and resources, there is no need to think about competing copyrights, so it is better to focus more on innovation.

Xu Hao: If you want to transform the content, then do any one of the subdivision areas will be involved in copyright, copyright money is inevitable.

This is the threshold of the video industry. The introduction of Suning PPT V investment, but also solve the financial problems, because to stay in the main competition circle, you must have financial support. In fact, the video industry is still a typical media, or in the short term by the copyright content to cash.

Homemade Bo difference

South are: now the video site, copyright content competition eventually inevitably fall into the homogenization. In the content procurement and cooperation on the extension, what can explore the model?

Xu Hao: If you take the road to copyright, it is necessary to buy exclusive content, improve user aggregation, so as to produce a higher advertising value. The other way is self-made content, not only low cost, short cycle, higher gross margin than the content of the copyright, but also to establish a brand, improve customer loyalty, there is space for content marketing later. At present, the major competitors are putting most of their resources on self-made issues and alleviating the difficulties of homogeneity.

Now mainstream Youku potatoes (22.04, -0.26, -1.17%), love Fantastic Art, Music, Sohu (57.61,1.50,2.67%) video, etc., have homemade drama, homemade variety arts, etc., although this is the general direction, But still need some time to develop, after all, from the point of view of yield and quality is still far from contend with the copyright content, the main revenue contribution is still based on copyright content, so for now it is still walking on two legs, homemade content to produce a considerable Revenue contribution there is a relatively long process.

Zhou Juan: For the media platform-based video sites, the content will always be the core competitiveness. At present, in addition to increasing the copyright procurement of sole-source content, the video industry has a tendency to compete in content in the video industry by jointly or completely self-made or even direct investment in the upstream content industry. Like 56 Network, some key projects planned for 2014 will cooperate with television stations, jointly investing, co-producing, joint offering and even joint investment. In addition, we will also continue to increase the input of completely homemade content, and we estimate that this year we will invest 100 million in the homemade content of "56". In my opinion, in the future, video websites will further enhance their self-made content capabilities and further penetrate into the content industry. Various types of high-quality programs and big movies are the future directions. The future video websites must not only be the content broadcasting platform, but also It will be an important input for the content.

UGC to be outbreak

Nandu: Now video site has formed a pattern of giant, circle the majority of users, what are the opportunities and space for entrepreneurial companies?

Xu Hao: The video industry for start-ups still have a certain threshold, if you want to do platform-based video sites, have no chance. But if as a part of the industrial chain --- content providers, to do some micro-movies, professional short video or have a chance. Many of these companies are very small scale, such as Youku Tudou there are many such a simple studio, even the production company are not really. However, for them, cooperation with large organizations will be supported in terms of capital and resources.

Yang Ning: I do very much to be a professional content producer, but creative as a content producer. In addition, I also optimistic about U GC, allowing users to share Selfie video content. This Tencent (microblogging), Sina second shot are very fierce push, but has never found the real pain of the user, obviously making video, video sharing needs, there are also abroad Vine and Insgram e such success stories, but just do not understand why the country can not afford it.

Cha Li: opportunities must be there, but there is no need to hard-play content playback platform. I do not think the video industry structure has been finalized by the giants. The competitiveness of start-up companies lies in innovation. Small teams can easily put out new ideas. Similar to the direction of micro-U GC can try to use user-uploaded video organization content and positioning. In addition, the video industry can learn a lot of innovative objects, like YY (60.62,0.40,0.66%) is also a video platform, the original music, and above is a lot of training, education content, users in the above by voice, text and video in real time Interaction, the size is not much better than Youku.

Mobile terminal implantation test

Nandu: Mobility is also the trend of the video industry, startups in the mobile terminal will have more opportunities?

Zhou Juan: Although the video industry is increasingly centralized, but I think this does not mean that entrepreneurs have fewer and fewer opportunities, especially in the mobile Internet space is still great. Recently, the Ministry of Industry and Information Technology announced the economic operation of the communications industry in March 2014 and the total number of mobile Internet users has reached more than 850 million. In the mobile Internet video market, there is not yet a giants such as the PC side to control the situation. With the increase of bandwidth, the rapid advancement of 4G and the popularization of smart terminals, the huge subscriber market inevitably has many types of video subdivision services Demand, leaving entrepreneurs, there are many opportunities for innovation.

Yang Ning: The current popularity of mobile terminals in the video is not high enough, take the phone to watch the video did not take the Pad more, but did not see much on the computer. The popularity is not high enough to affect the commercialization, but this is where the future can be tapped.

The mobile terminal's commercial landscape will be different with the PC side, the new platform must have a new manifestation. The biggest profit from the video advertising, but the problem is the screen is too small, the effect is not PC-side show. New fee model, I like paid on demand. When it comes to paying, many people are concerned that the user's habits are not cultivated, but I'm not worried about this because we are concerned only with the first Internet users - they were born in the 1970s or early 1980s, At the very beginning of contact with the Internet, this group like to find many cheaper, looking for piracy everywhere, spend more time to do so. But now the mainstream Internet population is 85 and 90, they are looking for video do not want so strenuous, see good content will be willing to pay, combined with the national tightening of copyright direction as well. In addition, the placement of advertisements is also a good direction. Like last year's hit micro film "The Woman's Enemy," the Internet Movie Group has partnered with UML to divert e-commerce sales with movies and obtain very substantial returns. In the future, I think this model is far more potential than hard ads and pay-on-demand.

Written: Southern Reporter Liang Zhuohui

Southern Illustration: Song Xiaowei

[Round table guests]

56 network CEO Zhou Juan

Eva video industry analyst Xu Hao

Angel investors Yang Ning

Starting point venture capital founding partner Charles Li