Koo: no future without profit

Summary: See the latest market no profit There is no future we always say that more than screen is the future, self-control is the future, profit is the future. Koo confident that the multiple screen is now, self-control is now, there is no profit without the future, and Youku Potato Group's profit

View the latest market no profit there will be no future

People always say that more than screen is the future, self-control is the future, profit is the future. Koo is confident that "multiple screens are now, self-control is now, there is no future without profit, and Youku Potato Group's profit is now." Youku will continue to work with industry upstream and downstream and peer, support genuine, to create content ecological circle, a win-screen era. ”

Koo always seemed to smile. Although the hair has been gray, the smile became his classic signs-the corners of the mouth slightly upturned, faintly showing two oblique-length dimple. Look at your eyes when you speak.

1966 The Koo of the stranger has been nearly known the Year of Destiny, the English name is Victor Koo, but the company employees call him "Boss" or "V Koo", the latter gradually evolved into a "v cool." It's hard to imagine that the Chairman and CEO of the cool Potato group, who wears a pink shirt, can blend many identities into one, without trace--entrepreneurs, investors, and rational gamblers on Wall Street.

Yang, the Tudou CEO who thinks he is a literary youth, said, "Koo has always dreamed of being a producer, and he is also a literary youth."

"In China's internet industry," V-cool "deliberately keep a low profile, may be born in Hong Kong, although warm and sincere, but most of the people have a slight sense of alienation." Hiding behind the turtle-rimmed glasses, he was always calm and indifferent. In the eyes of colleagues, V Koo rarely laugh, more difficult to anger. Smiled, smiled, and he had been smiling, placid.

"I will not say anything that is not ready." "December 6 2 o'clock in the afternoon, very coordinate with all kinds of pose, just been photographer toss for a few hours of Koo, sit in the South du Weekly reporter before." In recent days he has been non-stop and running in Shanghai and Guangzhou to do Youku's annual promotion, and strangely enough, the frequent toil has not left him with a trace of exhaustion.

After more than 10 years of preheating, recently, China's video industry fierce fighting into the white-hot, on this, Koo is still calm, obviously has its own emboldened.

On December 8, CCTV "dialogue" column "network video what we see" on the stage, facing the Internet industry formidable competitors, his last speech, leisurely and confidently to promote Youku's first outdoor reality show "companion", it is said that this is the Chinese industry's initiative. In the face of Sohu video "Acura Ladies second season", Baidu Archie Art "Chinese character hero" and the Chinese network TV Panda channel Fierce competition, "companion line" stand out--7 votes public judges, 5 votes voted "Companion line".

"2014 is a video site homemade drama The real year. "Koo has reason to be proud--Zhang Xinyu and Liang This pair of extreme couples as the protagonist of the" companion line ", breaking three records--580,000 per hour, single period 11 million play, the total flow of 110 million. In the promotion meeting, "V cool" even rarely shout out two slogans, "Mobile Change the world, self-made change the world."

"Youku Potato Group, a total of three office space, concentrated in Beijing Zhongguancun." Koo original site is also well-intentioned-group in Sinosteel, "to be neutral, to have strong support." "Youku in the Putian building," the mainstream of the sun is the Putian public. And in the ideal international office of Tudou, "relatively speaking of literature and art, the ideal point."

"In fact, Youku Potatoes also has an office location in the Beijing North third Ring of the Global trade Center, this seemingly high-end atmosphere of the place, mainly the" big money "marketing department. Control two listed companies Youku and Potato Koo, finally ushered in the video site profitable dawn. "Youku potatoes will be profitable in the quarter, thanks largely to the scale effect," he said.

"This year, the" V-cool "gives a new image: He who has been accustomed to being behind the scenes all the time is now beginning to go to the front of the stage--the" old boy "who is not too fond of" selling "himself, and was found on the cover of fashion and financial magazines by colleagues

This may just be the beginning of "V-cool" and Youku.

While the overall layout of the program is in place, Youku Group recently announced that it will invest 300 million in 2014 to increase its efforts to develop web-based self-control, including homemade programs, cooperative programs (PGC) and user originality (UGC). "In addition to outsourcing programs, Youku Potato Group also pays attention to the balanced development of network self-control." Increase the advantages of Youku and potato dual platform differentiated operation, strengthen the core competitiveness. "Youku Potato Group chief content officer Zhu Xianyang said. “

We always say that more screen is the future, self-control is the future, profit is the future. Koo is confident that "multiple screens are now, self-control is now, there is no future without profit, and Youku Potato Group's profit is now." will continue to work together upstream and downstream industries and peers, to support the genuine creation of the content of the ecological circle, a win-screen era. ”

"V cool" is a horse, once with Zhang, "Guanghou" he, from the 2006 cool official line began, in Sohu for 7 years. Dormant for a long time, still cannot conceal oneself Leo's domineering, in the video website hand-to-hand stage, "V cool" How will greet this he personally participates in the creation "the multi-screen unification age"?

A glimmer of profit

In Zhang Xinyu and Liang Sailing, leaving Mexico, Koo is on the CCTV "dialogue" stage, telling their stories, figuring out the cool business. He sits next to his former partner, Sohu's chairman, Charles Zhang.

Compared to the internet used to "as the show King" Charles Zhang, Koo can be regarded as a polite Hong Kong good man. Although many people do not believe in the video industry as the third-Sohu video bursts of energy, ancient in the face of Charles Zhang "dialogue" on the stage on the cool "walk" raised the thumb, the face or flashed a casual smile, although just an instant.

From the video industry to prepare for the situation, 2014 is undoubtedly a "homemade drama" a bloody year, this is because the cake is getting bigger. In the recent launch of the major network Video 2014 promotion, homemade drama has become the focus of the various parties. December 5 released the "Chinese Network audiovisual industry white paper" disclosed that 2013 network video users up to 405 million, in the national total number of users accounted for more than 68%, the entire year network video advertising scale over 9 billion yuan, the industry scale of 12 billion yuan.

Most importantly, online video has surpassed social networks to become China's Internet's first big-time service--a more than 10-year old Yong Clang who would most like to hear. Immediately, Youku Potato announced that 2014 will invest 300 million yuan, vigorously develops the network self-control, including the homemade program, the Cooperation Program (PGC) and the user original (UGC). And will be based on Youku, potatoes two major platforms to the development of differentiation.

At the beginning of 2013, Zhang Xinyu, an ordinary explorer, apparently did not anticipate that he would have had such a big reaction when he found the Youku entertainment center with video footage and a Round-the-world sailing program. "I looked at it for 5 seconds and I thought it was going to be a fire," he said. "Youku Entertainment center Vice President Lee in the south of the weekly reporters in front, difficult to cover the excitement of the feeling." "After reading the commentary on the conversation, an instant energy bar is full." May I ask the king who created the Dream Empire, the king who realized his dream, do you feel happy? ”

Lee has reason to be proud of his team. "At that time saw the material that Zhang Xinyu pats, the first reaction is to have potential, can excavate." But it needs to be made again. "To this end, by the Lee led by the Xu Zitao (Youku Entertainment center Director, producer), Zhou Yin, half and the director of Small fish composed of the" Detachment of the regiment, "began to follow.

10 days, more than 140 hours-Youku team through the interview of Zhang Xinyu and Liang, dug out the real idea and voice outside the scene, adding the last piece of the indispensable emotional line, the Internet's first homemade outdoor reality show "companion Line" is also officially launched by Youku. "This is not a simple adventure, it's a mix of the dreams, love, friendships, courage and motivation of a new generation of young people in China," said the program. ”

The location of the companion is very clear. The camera uses a completely authentic lens to record the natural progress of things, without prior arrangement, director. The row takes place on the road, not in a studio contest or performance. Each chapter has a clear set of tasks, such as searching for Black Hawks, entering the crater, sailing to Antarctica, etc.

"The companion line" the appearance has opened up a brand-new program form. Lee says it benefits from a completely natural record and more internet screenwriter clips, giving the companion a stronger sense of realism and a closer sense of rhythm than a traditional outdoor reality show.

Achieving these is not easy. "25 seats in front of the real-time shooting, from a large amount of material to screen available material for 3 hours, and then cut out 15 minutes of film." "Lee said," At present, has increased the interaction with netizens, 520,000 people vote online, according to the results of the next row of the decision. ”

For Youku, "companion" makes the chain of homemade content more complete--through four years, Youku completes the complete layout from the net play, the micro-movie to the miniseries, the anime, the reality show, the outdoor reality show. 2009, Youku pioneered the "Hip Hop quartet", 2010 "11 Degrees of youth", creating a first year of micro-film, the 2011 "Miss Puff", is the Internet animation network drama, 2012 launched the internet talk show "Xiao said" in vogue.

"Xiao said" the producer is also Lee, she has served as the Beijing Light Media TV drama Department general manager, launched such as "I am legendary", "excellent cool all entertainment" and other programs. "Companion line" one of the leaders of Xu Zixuan, has served as CCTV News Review department "Social Records", "Oriental Space-Time" reporter, many times participated in large-scale social events reported.

In Youku 2013 TOP15 variety show, homemade program occupies 7 seats, and attracted the Chevrolet, Lenovo, Nestle, MINI, Pepsi and other brand customers to launch.

Koo is satisfied with this result, more let him satisfied is the performance report. Youku Potatoes 2013 Q3 data show that when the quarter net income amounted to 857.7 million yuan, the chain grew 14%; Meanwhile, the mobile end of Youku's business continued to grow rapidly, with a daily average of more than 300 million, and a 200% increase from the beginning. The company expects to make a profit in the fourth quarter of 2013.

On this basis, the flow and the brand how to accelerate the transformation of the major network video company 2014 strategic Focus, the families invariably bet on the homemade play. For Koo, this is the result of a ripe. "As early as 2009, I realized the importance of homemade dramas. We are still doing video sharing, we 2009 years began to do the customer and cattle. ”

Koo is a person who emphasizes the sense of beauty or history. "It's great to shoot people to do interesting things, and then make fun of them, the cows, to help them realize their dreams together," he said. ”

Potatoes are not chicken ribs.

In the crucial period of Youku's combination of potatoes, once called the banker-and-poet showdown-Koo is a rational and decisive banker temperament, the potato founder, Wang, is more like a poet.

March 12, 2012, Youku and potatoes announced a 100%-swap merger. The king then sadly departed. "It is the first time that a listed company has received another listed company." "Their competitors, Baidu Archie Art CEO Gong said.

"What was your biggest gain in the year of the combination of Youku and Tudou?" "In the face of this question, Koo a somewhat poetic answer," The harvest can let us raise our heads to really look forward to the future and start to move. "In the office of Youku, there are traces of fusion--such as icons on office partitions and logo on business cards."

More changes are hidden in the unseen details. For Koo, the merger is liberating and liberating-he has freed himself from the past Youku and potato competition, and has the time and energy to stand up for the future of the video and make the layout.

After the merger, the synergy between Youku and Tudou began to emerge. In the second quarter of 2013 's earnings, Youku potato PC-side coverage of users has reached 400 million. In the second quarter, bandwidth cost rose to 164.1 million yuan only from 111.9 million yuan in the same period last year, but the corresponding revenue rose from 387.4 million to 753.5 million yuan. According to non-US GAAP, net losses have narrowed to $44.6 million.

Structural changes are more pronounced. This April, Youku Potato Group announced the BU, will be divided into the existing business Youku, Tudou two big BU, led by the group unified leadership to dual-core drive a number of key projects layout, and gradually hatch into a new business unit.

"The relationship between potatoes and young people is clearly defined after the combination of potatoes and youku," he said. "Tudou CEO Yang Clear positioning, is to emphasize the Potato 2.0 proposition: Tudou become the Chinese young People's favorite website."

Youth, individuality, independent fun-yang focus on creating new potato brand keywords. 2014 to be with young people love content together, and potatoes to support young people's interests and ideas, at the same time, potatoes in good faith to invite customers to do the content of young marketing partners.

"Sunshine is what we call warm pleasure." 2014 in the product positioning, but also with the Sun way to show the concept of Youku. "Youku President Wei said," Sunshine "as the keynote of Youku, on the one hand," Sunshine Theater "convergence of the hottest positive energy drama, at the same time in the homemade program will also be launched such as" Youku full range "of" excellent cool all entertainment "," excellent cool full View "and" Youku All Stars ", the" excellent cool cattle select "and sports category" Rio Big Adventure "and so on.

"More importantly, in the product design, in the PC, mobile end of the different operations, and through the cloud synchronization concept, the content of a key synchronization of the different terminals on the screen." "Wei repeatedly stressed that Youku does not do the traditional content of the porter, content to be tailored for Internet users, not only do their own well, but also to let others do well, give viewers more choices."

Koo for this example: "Big Zhang Wei in potatoes to do" potato weekend show ", Big Zhang Wei is a potato, Gao in Youku do" Xiao said ", in line with the cool tune. If let Big Zhang Wei in Youku do, Gao in the potato to do, it seems not so mainstream. ”

"including music, anime, fashion, image festival, talk show funny, in line with the tone of potatoes." including "companion line", "Xiao said", "friends" are excellent cool stylish. "According to ancient parlance, Youku will also engage in pure entertainment" hip-hop quartet "and" Never thought of ", the funny gene has been inside, including with Zhao Benshan and Guo's cooperation.

In early 2013, Google CEO Eric Schmidt confirmed that YouTube, the world's biggest video site, was close to profitability. "The best thing about the combination of Youku and potatoes is to accelerate the arrival of profits," he said. "Koo thinks it's the right thing to make money. "Can be said to bring a profit of the product is not less, to reach the critical point, is the overall strength." ”

"Especially in cost control, it has to do with the combination of Youku and potatoes," he said. "Ancient very satisfied with the result of the fusion," the front-end of the two brands are independent, but the back end of the basic are combined. bandwidth, server and new product development these inputs are greatly reduced, and the overall architecture is optimized. ”

Perhaps Koo thinking more, or the whole video industry prospects and the future. The future video site should not just broadcast channels, but to build an ecosystem. "Youku and potatoes and mergers also have synergistic effects, bringing a more orderly development across the industry, without creating a bubble." ”

Koo is clearly also constantly integrating into China. When he returned to China at the age of 28, he was not very quick in Chinese. In Sohu as president and chief operating officer, once only used to speak English.

If the predecessor of the Unity Network was founded in 2005, he has finished the video industry in China "eight years of resistance", now more localized. By the staff as "the integration of the Chinese and western" ancient, and even followed the wife to study the "Moral Sutra." "Now in the Youku Potato Group, the boss and the staff to communicate, Chinese has long been proficient, including daily work with the mail, all in Chinese." "Youku Potato Group Public relations director and East China marketing director Qin Qi said."

Embrace the multi-screen era

Koo, who once had a passion for traveling, is usually at home with his son at weekends. By the way, experience Youku and potato handheld terminals. "I claim to be the chief product experience, and the product manager is a bit jittery on weekends." ”

The advent of the era of multi-screen unification, more than the Koo had expected time, or early to two or three years. At the end of 2005, at the beginning of 2006, they judged that they would soon enter the three-screen and multi-screens era. "The speed is amazing, and some of the predictions that we started were basically validated. Later will be more screen, not even the screen terminal to see the video, experience other applications. ”

Back to the beginning of unity, Koo's core view is such a multiple-screen integration of the world. "Back to the origin, we have in the multi-screen oneness of the world." At that time we felt that the 18-35-year-old people covered the city. But because the mobile screen has far more influence than the PC, the influence is gradually spreading, and the impact is accelerating step by stage over time. ”

In the video industry, those later little brother, naturally to the boss expressed awe. Koo is a veteran of the Internet, when he returned home in 1994, than Baidu's CEO Robin Li earlier, Alibaba board chairman Ma Yun has not begun to do the Chinese Yellow pages.

"Multi-screen is changing the world, also let the video become ubiquitous, no time, video becomes the user's life one of the most important applications." "In this big trend, Koo is now more willing to talk to people--Youku potato group has become a" around the video site and app platform. "

24 hours In addition to sleep, from home to office, on the road, Subway, plane, even to the toilet, can see different people playing video, play games, this is the normal situation. In this change, the impact on everyone's life to a certain level, invented a word phubbing―.

Just last month, Koo ran four cities, including Silicon Valley, Los Angeles, Hollywood and New York. "In all these places, the first topic we talked about is the impact of mobile Internet on everyone, every company, every industry, and then the world." ”

and Youku Potato Group chief marketing Officer Dong Yavei, shouted "Users here, customers are here" slogan, he is more interested in the user impact ―pc end of more than 400 million of the monthly coverage of users, mobile end of more than 300 million daily average play (VV), 9 months increased by 200%. On multiple screens, the leading edge of Youku's mobile end even exceeds the PC side.

Koo is pleased that Youku and potatoes have grown rapidly in size and traffic on the mobile side. "From 2009 onwards to the two quarter of 2012, the data began to change, and once awakened, it was rapid development." The moving end of the second quarter of 2012 was 25 million, and by the middle of this year it was 200 million, now 300 million, running to 400 million and not seeing the end. ”

More important is the multiple-screen content impact. In Koo's view, the emergence of multiple screens has also brought great opportunities to network self-control, in China, Internet users and television users have a lower degree of overlap, network self-control opportunities than the developed countries greater. At the same time, after five years of accumulation and development, 2014 will be the full time of the self-made.

"From the user original to the cooperation program, to the platform self-control, our entire industrial chain and ecological circle has been formed." "Youku Potato Group chief product officer Zhu Xianyang said, the video industry has entered the stage of large-scale development, the content pattern is particularly important." In addition to outsourcing programs, Youku Potato Group also pays attention to the balanced development of network self-control.

There is no doubt that everyone is fighting for the cake. In addition to Sohu video of the "Acura Ladies second season", Baidu Archie Art is to strengthen the TV station and the network to participate in the homemade program-"Heroes of Chinese characters" is its proud. Baidu Archie Art chief content officer, host Ma said, "It is based on the common yearning for culture, and Henan satellite TV hit, do have the Internet Gene TV program." ”

1.2 billion TV users, with Internet characteristics, are concentrated in people aged 18-35 or 15-45. Koo said that on the one hand, television or film companies to provide content to cover more people. On the other hand, it is to produce the Internet content tailored for this crowd, the opportunity of network self-control is bigger than the developed countries, which needs the whole industry to promote and develop.

"The brand's importance, from the Internet to the mobile Internet, even to the offline potential will be growing." "In Koo's view, multiple-screen channel influence in the PC, PAD, PHONE, itv― future information, financial flows to direct channels, the next two years the impact of the channel changes will be particularly obvious."

Koo himself said he wanted to be a producer, most admired by Deng Xiaoping, Steve Jobs, Spielberg and Shaw. With the internet big Guy complex, how to integrate good upstream production field, cultivate a good video industry ecology, still long way to stay. Can he be a master?