Le video network coo Liu: After the savage growth era choose to be a subversive

The industry for the music network has been such an impression-as a video site, all over the body exudes the local Internet corporate atmosphere. Moreover, this is the local enterprise, in the video website industry is the first to achieve profitability. But what really makes the market "big surprise" is far more than that. It is understood that in this fully competitive industry, the music network always walk in front, in the era when everyone did not attach importance to copyright, Le Video network has quietly bought a large number of film and television copyrights; In the rise of copyright, the music network began to turn upstream, the introduction of homemade drama; in the scramble for upstream resources, the music network began to enter the hardware market ... At the end of last month, Le Vision Network said that the company's industrial chain upstream and downstream important links to carry out the integration planning, the industry once again look to the local Internet companies, all want to know the next step of the strategy will be what Le vision. With such a problem, the reporter interviewed the music video network Coo Liu. Le Visual network COO Liu Local Internet Business Planning Transformation NBD: Music Vision Network in the film and television copyright purchase is a subversive, then out of this step whether there are difficulties? Liu: At that time, the purchase of copyright is not easy, some large film dealers do not want to comment on us, they think, a film hundreds of dollars, and you talk about no value. There are some film dealers, not at all aware, they do not even know that copyright can be divided into PC side, TV end and mobile phone, you talk to him, he still amused. At the beginning, I and Jia (Jia Yue Pavilion) together, one by one, after several years of accumulation, le Video network has 100,000 episodes TV series, more than 5,000 film network copyright, with the industry's largest film and television drama Copyright Library. Among them, the purchase has not yet been online exclusive copyright TV drama up to 130, close to 5,000 episodes, this number than the other 10 video sites exclusive copyright TV drama combined more than twice times. NBD: Copyright distribution in the video network does this income start to fall? If there is a slowdown, where is the company's next profit point? Liu: 2011, the market has 70% of the solo play, by 2012, the company's solo play accounted for 60% of the overall, it is expected that the number of 2013 to 40%~50 %。 Copyright distribution is only a phased strategy of the video network, and the future of the company will pay more attention to a whole industry chain layout, hardware terminal sales revenue will become a future profit support point of the video network. NBD: Last year, the video network announced to enter the television hardware industry, after some twists and turns, now looking back at this period, you think in the TV hardware industry in the process, what is the real difficulty? Liu: As an internet company, it can be involved in the hardware field, mainly from the company's ecological logic, As a hardware terminal, the intelligent TV set-top box and TV set are always a link in the ecological chain of the video network. At present, the largest short board to enter the hardware terminal is the manufacturing and supply chain. Especially in the video sales for a period of time, the company's logistics and after-sales service is the short board of the Internet enterprises more fully aware of this problem, it is necessary to strengthen the perfect. Logistics, the video network has now developed 10Five major logistics supply partners, can cover 150 cities, production, in order to meet the capacity of the industry and Commerce will open a second production line. Now consumers buy music video from the next single to door-to-door needs 3 weeks, but there is a music network and partners, as well as the supplier chain of running-in problems. This is very different from the commodity Express logistics. The general word is, the manpower needs more, the cost is higher, the difficulty is bigger. Layout hardware to seek new growth NBD: "The music of the net inside spread such a word," when 90% of people are not optimistic, you will be able to subvert. "At that time, few people could have imagined that the local company had the determination to be a" subversive ". Since last year's video network announced into the television hardware industry began, "subversive" identity of the company's shares plunged 40%. Until May this year, after the official launch of the video network of Super TV, the question of the sound gradually disappeared. What is the real idea of the company's foray into the television industry? What kind of attitude does the company hold? Is there a lot of questioning around the voice? Liu: Every advance strategy is a question, but there's a lot of skepticism about us, including many inside the company, but the company always feels that if you continue to do 90% People see that opportunity is worthless and meaningless. The traditional TV sets have not changed for decades, unable to meet the needs of Internet users, the next few years, the traditional TV will gradually be replaced by intelligent television, the number of smart television will soon be billions. In this change, the Internet enterprises will become the market leader, to meet the needs of home large screen Internet, le video network does not do, there will be other Internet companies to do. As early as four years ago, the company began to brew Super TV, the introduction of Super TV is a thick and thin hair process. First, the company to do Smart TV set-top box, starting from the set-top box, accumulated technology, talent and hardware products operating capacity. It is worth mentioning that in the research and development of the company introduced the original Lenovo Executives Liang, in the electric business, the introduction of the original Beijing-East Black Power Zhang. NBD: How to understand the challenge of so many traditional home appliance manufacturers after the introduction of the video TV? Liu: Smart TV is the next blue ocean, but if the traditional home appliances business as a pioneer is not realistic. The home appliance industry already is the Red Sea market, the traditional home appliance enterprise has no way to understand the Internet mode television what kind of. At present, the previous smart TV only the Internet function is not enough to meet the needs of users. And the video Super TV can guarantee weekly software version update, every month there are large updates, users can always feedback comments. At the same time, the business model of the video network has completely changed the traditional home appliance manufacturers. Traditional home appliances manufacturers profit from the hardware, music network but through subversive Internet thinking, research and development mode, sales model, marketing model, profit model has been completely different from the traditional home appliances manufacturers. It is worth noting that the traditional home appliance manufacturer's profits as a cost. Traditional home appliance manufacturers will be advertising costs, dealer agency fees, 3C store costs, etc. to be spread to the consumer head, but Le Video network does not need to have the cost of establishing stores,As well as channel fees, music can share profits to users. Although profits are very low, the company can still get a lot of revenue from paying subscribers, new advertising forms for smart TVs, and the partitioning of app stores. Le-video TV has now harvested many big brand companies advertising costs, big brand companies are willing to try advertising new forms of expansion and try. The profit model of the video super TV includes hardware revenue, user's pay, advertising revenue and application income four parts. le-Vision ecosystem can not be imitated NBD: In most people's view, the music network into the home appliance industry there is no barrier. Is that the case? After the introduction of the music video Super TV, some other Internet companies also launched their own smart TV, in such an environment, how to ensure the leading and unique music network? Liu: The latest monitoring report from the market research body, the tv-, shows that in July, the video sales of 27267 , in a total of 16 color TV mainstream brands, music video Super TV X60 sales up to 15075 units, in the 60-inch TV market, sales first, share accounted for 35.23%, single model sales than the second one is about 2.6 times times higher. The 39-inch TV S40 sales volume of 12192 units, the market accounted for 10.74%, in a single size, a single model, X60 and S40 have become the monthly sales champion, the television industry's best-selling models. As compared to other later people have the advantage of the first, Le Vision is the first pioneer. Le Vision has its own ecosystem, and has a higher threshold. In this ecosystem, some one or two links can be imitated, but it takes a long time to imitate the whole system. Content, the video network 8 years of accumulated TV dramas and movies, not other enterprises in a year or two can be achieved. Technically, the cloud video platform of the video network is one of the few 2T video sites with a few bandwidth, Nationwide has more than 200 CDN nodes, other video sites in the number of nodes only more than 10 or dozens of of this level, music video platform service users are not only the music network, but also for the Jingdong, Gome and other industries leading enterprises to provide video services. It is almost impossible for an enterprise to build a video transmission system for a short time because of the need for operational experience and the accumulation of user experience. At the same time, the regional operation problem is not a short time to buy bandwidth to solve. In addition, Le Vision Network has its own developer conference, each year, more than 2000 applications are developed. So the whole ecological chain is integrated, the portal site is easy to imitate, but the ecosystem can not be imitated. Hardware, the music network in 2009 began to organize the formal team into research and development, 4 years of time, in the hardware manufacturing has a certain first-hair advantage.