Lo Jiangchun: Popular to build film and television business district electric commercial advertising has been more than 90%

Video competition pattern to be seen next year two quarter

Domestic increasingly mature "video cake" early let each big video website envy, in the video copyright hunting more and more strict circumstances, the major sites in products and technology competition for users and the market colleagues, and constantly increase the competition for video rights, which also pushed up the copyright price. Nowadays, the cost of copyright has become the heart knot of each big video website.

In Lo Jiangchun's view, this year will be the video site reshuffle period, "the various families are increasing copyright to use more high-quality copyright content to absorb the flow, but this competition on the one hand said China is a closed competition, but also a Chinese restaurant-style competition." Everyone is bidding each other to take the money to smash the copyright, but all is irrational. ”

At the end of the Shanghai TV Festival, at least more than five popular plays sold at the price of 20 million yuan, and last year, more than 10 million yuan in the series is still a handful.

According to Lo Jiangchun's judgment, the competition for copyright may continue into the second quarter of next year, "Youku is a listed company and has a role to play in its own copyrights, so companies that can survive into the second quarter of next year may be relatively comfortable." ”

In the face of huge competition, popular online is also increasing the investment in copyright. "The popularity of this year's copyright investment is 6 times times last year," Lo Jiangchun also made no secret of its commitment to copyright. In looking at him, to provide users with genuine long video more easily improve user stickiness, thus laying the foundation for the construction of film and television business Circle.

Under the pressure of soaring copyright prices, Youku, Tudou and so on began to exert homemade drama, drama and other original routes, expect to share the cost of pressure at the same time attract different user groups. But Lo Jiangchun does not seem to have a cold, "We think the internet is a good channel, but I think the internet as a media is not good at producing this, I also encourage everyone to do it, but I think the timing is not very mature." ”

The concept of popular film and television business Circle

In Lo Jiangchun's view, video and E-commerce, games and other ancillary business with a huge opportunity.

Popular online "film and television Business Circle" is simply, by providing a high level of video-on-demand services, gathering popularity, so that these people interested in shopping and games users, attracted to them to play games, shopping, thereby bringing benefits to the site.

At present, the popular online revenue sources mainly rely on video patch ads, popular shopping and web games. Among them, the shopping channel is mainly with Taobao, wheat bag cooperation, positioning is shopping-oriented, web game is a joint operation.

Benefit from E-commerce in the domestic 8084.html "> booming, the major e-commerce sites have been continuing to" burn money "to scramble for the market, popular online is also" rising ", according to the latest data released, popular online on the electric Business category of advertising has accounted for more than 90% of the total income.

Single reliance on E-commerce companies advertising, the popularity of online revenue composition will not affect? What if the environment of electronic commerce is acetaminophen, and the enterprise reduces advertising expenses? "Now the consumer market is about 500 billion yuan last year, and in the next five years, the volume will multiply, the popular brand users are doubling, and the users around us do shopping online." I 211.html "> think it will not go to other aspects deliberately." "Lo Jiangchun seems to believe in the current business model.

For the next plan, Lo Jiangchun revealed that the next thing will be to grasp the hands of the user, to improve attention. The other is to do precision marketing, in-depth mining the value of each user.