Let UGC and short videos illuminate the future of the video site!

Absrtact: In 2009, Zhang was a genuine video of the banner, how will not think, the invigorated is going to not be able to survive the music network. Several toss, Sohu video squeeze on the last bus in the video industry, full of vitality of the video industry, but also from the creative competition is directly dragged into

In 2009, Zhang was a genuine video of the banner, how will not think that the invigorated is going to not be able to survive the music network.

Several toss, Sohu video squeeze on the last bus in the video industry, full of vitality of the video industry, but also from the creative competition was directly dragged into the capital war. followed by the 2010, the great changes in the Shan, strange arts to support forced by the Godfather, video of the capital War Stormy. Potatoes, Youku, a website that started with video sharing, was also forced to join the capital Wars, and video sites burned money to buy copyrighted games. The result is self-evident, the spirit of the sun such a copyright agent in a duck, music network found a lifeline.

is also the 2010, the first two seats in the video field of potatoes and youku, sorting the big move. Faced with the pressure of capital and competition, Koo chose to give up the user playback experience of Baidu, to secure direct access to cool users play smoothly; Wang micro of "Industrial waste" theory Select compressed bandwidth expenditure, so that all users can see but a little card. This difference in decision-making makes it possible for Youku to overtake the potato corners.

Sohu Video and the odd art of the spell dad into a pit dad, a huge amount of money into the copyright of the game is not so efficient, back to drag the parent company's earnings, it is said that in previous years Sohu's team activities abroad tour directly into the No. Tencent video has been on the sidelines, occasionally revealing a towering. Le view most should thank Charles Zhang, as China's second listed video site (6 backdoor is the first one), Zhang is the first hand.

No matter free, also or charge, TV dramas and other long video is the future of the video industry? On the other side of the Pacific, there are N-Daddy Hulu, earning 695 million dollars for 2012 years. Or on the other side of the Pacific, there's a youtube,2012. The annual income is expected to be 3.6 billion dollars. Video in the end is the internet industry, or film and television companies to absorb gold sharp weapon? Investors providence out of Hulu and Odd art, Baidu has to wholly-owned QI art, the answer is self-evident, film and television drama long video has been to the bottleneck, the wind direction began to UGC offset.

UGC is the starting point for the development of the video industry, the domestic has been limited by the low level of user income (can not afford to buy a camera), poor quality (not professional), advertisers do not want to invest (like gambling). In the UGC field, the potato leader is not only the "potato impression festival" such activities, such as the small star of the scene (eccentric comedy), the old wet pure spoof video, Qiao Game video, the basic representative of the domestic UGC and short video of higher standards. But these users are more amateur hobby, to become a professional will have to shoot advertising clips, such as "a steamed bread caused by the murders," burst red Hugo.

Youku is taking another route: small-cost investment in short films (Youku). In addition to the "old boy" nearly more than 60 million of the 11-degree youth series tasted sweetness, Youku this route no breakthrough. "Old boy" counted the mistake, actually also should calculate UGC. It is said that chopsticks brother first "old boy" 700,000 sold to the potato attempted, and 500,000 sold to Youku, Youku picked a big bargain.

The explosion of the old boy once again validates the unpredictability of UGC. UGC and short video classics, Hugo, chopsticks Brother works frequency of the times, is the video site development of the fastest time. UGC The only flaw is that advertisers do not recognize. As the biggest bottleneck of video development, bandwidth cost has fallen to 20%-30% of revenue, and the high cost of copyright purchase is not conducive to the long-term healthy development of the company. Soon forgotten in the musty UGC and short video, they had to be taken out and repackaged as new growth drivers. What needs to be explained is that what we now call UGC, in fact more is PUGC (the professional user produces content).

UGC and short video have been different from the past, such as education in this high value-added industry, beauty, childcare, cooking, car, such as professional and practical short video, a little finishing can be from the hundreds of millions of so-called "industrial wastewater" to stand out. The development of the video industry, so that the vertical area of video acceleration. They and film and television dramas and other long video greatly different, more professional, not entertainment properties, demand rigidity. Before the UGC and short video, wandering in the hundreds of millions of video, because the disordered, unrelated value was diluted, almost zero. Even if the user has a strong demand, can not find the desired video. With the rapid development of the vertical field, coupled with search (Youku Soku), media promotion and reintegration, UGC and short video will glow new vitality.

The value of specialized UGC and short videos is illustrated by the benefits of education. A college entrance Examination counseling Class website, 2011 daily access to users around 50,000, annual income can have more than 10 million, 2012 is said to have doubled. Video Portal Web site users have a good tens of millions of, 10% of users mining can achieve a number of 1 billion revenue, and this part of the investment is probably only a film and television play the cost of copyright is less than 5%. More importantly, the integrated video portal because of the user's volume advantage, grasp the absolute bargaining power, even can be divided into the first income. Before the potato on the talk is better than a family, unfortunately due to technical problems failed to cooperate on schedule. Beauty Cosmetics category of UGC and short video, audiences accurate, advertisers can accurately put, the user to achieve accurate playback. Accurate delivery, accurate user, UGC and short video of the economic value can be a geometric level doubled.

In the long video competition is hopeless situation, ranked more behind the video site has emerged to learn 9158 of the frenzy. Ku6, 56, 6.cn, and even Sohu video has opened a beauty show, by the so-called "Diaos" economic blooming, get a lot of income. 9158 is UGC and short video of alternative innovation, this reverse attack also for the video field back to the UGC era sounded the horn.

Money doesn't solve all the problems, especially innovation. Otherwise you can't explain why Google can still get Facebook, and Facebook can grow out of LinkedIn. Baidu will not mention the domestic, it can successfully sniper Google more because of special national conditions. Burning money can solve video site card or queue, solve the problem of who is king. Everyone to burn money for film and television drama, long video on the same level, the typical "money more people silly speed to". More than money and no technical content of long video competition, can not decide who is the problem of the king of video, and finally to return to the original video site competition: UGC and short video. On the other side of the Pacific, YouTube has proven its superiority over Hulu. Video is relying on the Internet technology, diversified personalized video, rather than relying on money, there are several content or copyright can be conquer.

Film and television drama long video Superior, has its historical reasons. In addition to Sohu, odd art sneak, really money to solve the video industry in the early UGC and short video uneven situation. Video sites put the film and television play on the website, in addition to the video standardization and quality slightly higher, but also to a certain extent, with the help of the regional influence of television, advertising customers to complete the recognition and advertising ads. On the other hand, film and television drama Vicious competition led to high prices, video sites have to let themselves calm down, with a variety of forms of alliances, to avoid becoming film companies or copyright agents to slaughter the lamb. The combination of Youku and Tudou is an extreme mode of the bad competition in the video industry.

Even if there is no more burning money, video site can not solve the domestic film and television drama boutique Less (more than 10 a year), shoddy, input and output of the huge gap. Simply put, downstream channels can not solve upstream production issues, even to do film and television drama is not necessarily more reliable than the film and television production company. Film and television production companies are also doing channels of exploration, light media are doing new media attempts to invest in a class of 9158 companies-quack video community. From this point of view, it is easy to sink into the SP or CP serious controversy, but no matter how cool potatoes or light huayi, they can not become China Mobile. Professional people do professional things more reliable, like the Jingdong Mall to kind of so-called green rice, or the boss of personal hobbies, or marketing considerations, really run to grow rice that is pure pit dad.

From the audience, long video belongs to the common needs, UGC and short video belong to personality needs. The common demand is easy to induce the topic dispute, is the short-term effect, the individuality demand is like the steady, gathers into the sea, is the long-term effect. Short-term effect is to deal with the necessary action of competition, you do not do the limelight will be taken away; long-term effect is a step-by-step accumulation of action, you do not crown will be on the other person's head.

As a long video audience most of the Youku, UGC and short video on a few achievements. Even if 11 degrees of youth such a theme-like operation, Xiao said such a diversity of programs, more or a try. Youku is good at doing brand packaging, it is not a thing, others nen is to toss a lot like that thing. Potatoes in this respect is still deficient, do a lot of creative things, energy dispersed lack of packaging is not durable, and finally nothing. The combination of Youku, potatoes, and cool operations is well worth looking forward to.

Relying on Koo's strong capital operation Ability, the company's management ability and deep understanding of the Internet, and the great importance to the video website infrastructure (CDN and Media System), Youku has won the competition of the capital War and the film and TV drama Long video. But as a matter of hype "Yu incident" started, frequently "defend the Diaoyu Island" content operation, from the professional still some distance. Fortunately potatoes UGC and short video on the comparative advantage, and Youku can form a very good complementary. Potatoes for UGC and short videos and short videos have always been very important. This attention is not necessarily the input of human and resources, but the positioning of the company-level activities, the continued operation of the original users, to give UGC user sense of belonging and sense of achievement. This sense of belonging and good impression will play an important role in the UGC and short video of the new era. Like "Red scarf", "inverted duck" such a god, you will still see more potatoes.

Youku chooses to combine potatoes with a combination of capital and competition factors, UGC and short videos are also critical considerations. Youku relies on its own efforts to capture the long video now, the revenue gap between YouTube and Hulu has pointed to the future of the video industry, which is the UGC and short video field that potatoes are best at. What potatoes need to do, like YouTube, is to create the UGC original video platform more carefully, making the future a tangible reality.

Let UGC and short videos illuminate the future of the video site!

Background knowledge:

Back in the tracks of YouTube's development, YouTube was founded in February 2005. Americans have a long tradition of renting videos and recordings, and the Chinese are using smartphones to accumulate and complete video recordings.

2005, the middle class family income of the United States is about 45000 dollars, converted to monthly household income of 3500 U.S. dollars, then the camera in the United States price of 3000 U.S. dollars. 2011, the average Chinese household expenditure of 38000 yuan, conversion to the monthly household expenditure of 3200 yuan, the general digital video camera in 3000-5000 yuan.

Considering the rapid development of smartphones, 3000 yuan is already the price of mid-range smartphones, even 999 yuan smartphone. China UGC Video's economic threshold has been eliminated in disguise, users also have a very good video recording, sharing habits, the Chinese UGC and short video era can be said to be really coming!