On-line show wars: Online Nightclubs

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Are you tired of playing the online game? The first time to enter the host room, may be a little strange. But full screen flashing WordArt and dynamic expression will make you happy to dig 15 yuan, buy 1500 gold coins to point a song. Then you'll enjoy the excitement of being thanked by the host's 10,000-member audience in front of the room.

Please do not be intoxicated for too long, the balance is insufficient. You shot again, and someone in the room immediately cheered for your lavish. Finally, you occupy the nearest position of the anchor, contented. Suddenly, you get kicked out of the room, or become a turtle. Along with your name, was posted on the screen.

The highest rulers here are the gods of the gods, and those whose names are trailing the crown and the stars. They are superior, and they cannot be expected. In desperation, you have to continue to pay to join the heyday of the family, daily help to manage the room. Occasionally you envision a family that earns management fees. I hope someday, you can turn others into turtles.

Yes, this is the best summary of "You", a fan who wants to be famous, enjoys being watched and tries to get attention online. More importantly, this has become a business model. 2012 gathering time to the United States listed, its yy voice (YY) video broadcast between this model brought to the front desk. Beijing Six Room Technology Co., Ltd. (hereinafter referred to as six rooms) CEO Liu "global Entrepreneur" said: "This brush sense of consumption can account for more than half of their overall income." ”

The origins of the online show are not only fresh. Since the birth of the day, it has been playing "ambiguous economy", "cock silk economy" and even "soft pornography" and other labels. After the establishment of the basic rules and practices, quack video Community (hereinafter referred to quack) and six rooms and other industry test water people, carefully visited the supervision of mined areas, dividing their own sites, and growing.

The market is getting hotter. In YY released in the second quarter of 2013 earnings, and 9158 of the same YY music market revenue growth of 189.3% Year-on-year, has replaced online games and on-line advertising to become the first major source of income in the era. This has allowed several internet giants to join. For example, Tencent to promote "I want K song", Baidu intends to expand social services, Youku will open a video show.

Blending mode

"Not doing well is myself without experience. "Quack co-founder Dong Guanjie told Global entrepreneur," which is why he failed to summarize his first social video. "2006, the market does not exist, we heard the video two words will feel bad, how to make money do not know." So, Dong and Zhang Hongtao, Wangyongjian These three people had to give up the idea of starting a business, back to nine to five. They chose the click Technology founded by Zhidong. The following year, they used their spare time to continue to develop social video software.

Before this 2005, 9158 was established. Its ideas are very clear and make money. Although the early 9158 had only hundreds of people online, the user's Arup value was very high. Companies of the same type were quickly banned because of the presence of pornographic acts. 9158 is also playing such a ball. Continued stealth due to proper handling and reorientation. For a long time thereafter, there were only 91,581 online shows in the market. 2007, 9158 of the single monthly revenue has reached 2 million or 3 million yuan. Through IDG Xing Xiangdong and other people referral, 9158 won the Taiwan C2 Management Consultants Limited (C2) and IDG two rounds of investment. "Our profitability is similar to the way Tencent's Internet value-added services are profitable," he said. "9158 founder Fu said to global entrepreneur."

2008, the dormant one year of Dong, Zhang, Wang again launched a quack. At that time, the three people have not paid attention to the success of 9158, just feel that such a platform has a huge regulatory risk, and do not dare to completely copy its model. Therefore, they mainly borrowed from the Pangzhendong founder of the 51.com virtual gift value-added services, but the profit model with 9158. July 2008, in the second month quack software launch, with 9158 investors Xing Xiangdong Active interview Quack team, put forward investment ideas. Because of this, 9158 and quack have a six-month honeymoon period. Since then two models of similar companies have been fiercely competitive.

In the same year, the video industry, which was hit by the financial turmoil, was known to burn money and lack a profit model. Only Youku, cool 6 and potatoes were funded. The survival of the six rooms is unsustainable. At the end of the year, Liu, who also came out of Zhidong's click Technology, announced layoffs, and the company was downsized from 200 to 60. Through the introduction of the technology in the click of the old colleagues, Liu made a deep understanding of quack, enhanced his confidence. "The team is not optimistic, we do not think this way to make money." But Liu decided to turn to the online show. He said that on the one hand, the new business, on the other hand, to retain the original advertising revenue video content. The transformation has left six rooms alive.

Shi Yuzhu, the former chairman of the Giants Group, once said, "the world is not paid players." "This remark only applies to 50% in the show. There are two different patterns in the show field: one is 9158 and six rooms. They started with chat rooms and video, and paid users received considerable attention. "Be sure to distinguish between good users and customers, pay the person is the customer." "Liu said. "Non-paying users are hard to live in. An early entrant told the global entrepreneur. This also allows 9158 and six rooms in many shows, with the highest Arup value. The other is quack and thereafter YY mode, paid users can not do as they pleases. For example, even paid users can not kick the average user out of the room, do not rely on a small number of core users, but the ability to absorb gold is weak.

The two modes imitate each other and mix. To this day, the two models represent the creators of the show, and in the interview they emphasize the pattern of preference. "Every single one of us is free to mak. "Fu said. Dongliangjie explains, "We will be compatible with consumer and free users." ”

It's a very easy thing to be a show farmer. Just sign up for a user name that doesn't need to be validated. This spawned the sale of related products. Taobao search for "host + microphone", there is a large number of professional tuning to provide a business presence. The virtual currency inside the show is also a group of people doing agency service. They are also an enthusiastic agitator of the entire website. "Many of the practices of the rich are agents." "One of the old players who has been in the show for four years, Zheng Shao (a pseudonym) told the global entrepreneur." The logic is very simple, the more people who aspire to dazzle the rich, their income will be more rich. The agent can be regarded as the broker of the whole show. They are diverting paid users to the show, taking a commission, and earning a difference from the repeated trading of virtual gifts.

In order to effectively display the user level, the Show field will derive many distinguishing methods. For example, add drill, Crown, asterisking, and so on, after the name of the same as decorated with diamonds and crowns, this makes the first into the show people completely puzzled by the meaning. The scale of the show has experienced rocket-like growth, and user ratings have also been inflationary, so that product personnel have to contemplate continuing to design complex hierarchies. Of course, users also have to pay for the grade.

The host's income-generating means are also full of tricks. The simplest is that the fans are not kicked out in order to keep their place in the room, they need to bid with others, the most presents are left to the host, and the negative is kicked out of the room. The competition among the fans was tacitly encouraged. At its most grand, the family of fans will be waging a family war of thousands of people. They go to each other's anchors in the room to kick people or brush their ballots. This requires buying a lot of titles and virtual gifts.

Almost every show has strict rules for the performance of anchors. Early-stage pornography is no longer tolerated and replaced by tougher regulation and self-censorship. When the host performs, the room manager is responsible for maintaining order and kicking out users who send bad information. The show's operators outsource a review team of hundreds of people. When singing a similar hand chest cross, exposed skin too much, etc. are prohibited, all the video every two seconds screenshots, using machine and manual method review. Although the cumbersome vetting process will make people feel that this is an increasingly heavy burden.

The creators of the online show are not afraid to step on the line, the best strategy is to play a ball game. For example, in the show to introduce the "Smash Golden Eggs" game, want to win more opportunities, need more recharge, and the virtual gift can also be converted into renminbi. It's kind of like gaming consoles. Especially when the proportion of this kind of income increases gradually, it is also the outside concern to the show field. But the show's players are certainly enjoying the dividends of doing so.

Occupy the site

2010, 9158 won the third round of investment, Sina's 30 million dollars, and the Sina show into the under. This is almost another version of 9158. But because of uncertain risk, until YY into the bureau, online show is really hot up.

2011, YY suffered two major pressures. First, Tencent completely terminated its cooperation with it, which means the former has yy as a direct competitor. The future in YY involved in the field, the competition will be more intense. Secondly, before the listing, YY users and market space has become saturated, the urgent need for new growth points and good stories. So rely on the game began to adjust the YY strategy, huge game user base makes it smoothly to the online show, this strategy let yy show field monthly income can reach 60 million or 70 million yuan, accounting for about 40% of the total income.

"This is really a big boost for other players, and businesses are afraid to go in--are you sure it's not a problem?" "Dongliangjie said. But the process of yy is still quite tortuous. At first YY found six rooms to discuss cooperation matters. "There's nothing to work with, and sooner or later it's a competition. Liu very simply rebuffed. After YY investors Lei and Morningstar venture to find quack negotiate, also not fruit. "This is a window period, yy to six rooms for three years, and then enter the Sina Sohu excellent cool, get too much too good resources." "Liu said.

In fact, the online show has a lot of industry-specific tips that traditional video or voice companies never expected. For example, the first gift will only be shown in the chat area, and then introduce a flying screen effect. It can be said that the coverage area of the gift is the site sales area. Long life cycles, high retention rates and lucrative profits have led almost all internet companies to peer into social video.

But to gain a foothold in this industry, you have to rely on operational capabilities. 2011 low-key entry of the Sohu video, because of internal consensus and the basic direction of the problem, Charles Zhang brandished terminated. Cool dog Music, which started with sharing music, has been a success. It dug up the original 9158 of the people responsible for operations, creating another "9158", in addition, it also imports the original cool dog music traffic. The effort to wrap itself up as a music community has also made it grow rapidly. 2012, the water of the month has 6 million yuan many.

Anchors have also become a resource for every show. "Almost everyone who has a bit of popularity receives invitations to dig people from other shows," he said. "A 21-year-old video anchor is not a sound (a pseudonym) told the global entrepreneur." Now she has quit her job, two hours a day from seven o'clock in the evening live, singing songs are basically the song, the monthly income super million. She also enjoys interacting with fans on various festivals.

It is worth mentioning that almost all the players in this industry have started from the traditional internet. But now there is a company starting from the mobile internet-sing it and start eyeing it. In addition to the spread of the form is on the phone, his profit model is not different from the other several. "We are a KTV circle users, with a similar model of the show to make money." "Sing," said CEO Chen to global entrepreneur, "but the show and I are not in an industry, they are not competitors." However, Chen does not deny that the two sides will walk into each other's market.

The war is imminent.

At present, the online show is still in the stage of happy enclosure, when the entire Internet traffic is covered, the real competition has just begun, but almost all companies are preparing for this. Through the traditional entertainment and community, almost every social video company's dream, but so far no one can do it.

Free access to content on the internet has almost destroyed the entire music industry. "The former musicians were doing the content and they were closing down. "The content is no longer being sold, but the user is willing to pay for the relationship," Liu said. "What can be corroborated is that six rooms have held two online solo shows for a Super girl, the first one to sell tickets, the result only sold 5000 yuan ticket." After three days to change into a network birthday party, the result of the virtual birthday cake sold 300,000 yuan, the content of the sale is not different. Unlike the traditional video sites that sell content, online social video is dominated by relational rules.

The six rooms hold "singing wars" picks every year. They have turned a major source of internet singers into their own signing singers, and now have more than 30,000 signed singers. In the three-month race, each contestant performs every day on the show, and the heavy fans are always there. The judges and fans voted to push the players into the final. During the game it was also a time when the show's popularity and income soared. In order to vote for the beloved singer, some fans will pack an internet Café Street in the two or three-line city. Empty Internet cafes only have flashing displays, and every day just to vote for the support of the anchor. The most intense moments occurred in the final final, with fans competing with each other and buying gifts to attack. "There are two rich man, in a only two song time to brush 250,000 yuan." "Not a sound said." The result of the competition, the champion has 1 million yuan, the runner-up has 300,000 Yuan cash reward.

2012, Qinghai TV's singing talent show "Flowers blossoming" and quack network draft, covering the entire race from the audition to the delivery player. This year quack revenue has reached 580 million yuan, fame and fortune. The sense of smell of the capital certainly will not let go of such opportunities. In the same year quack and light media cooperation, the latter not only put 75 million yuan to quack, its chairman Changtian is personally out of the foot, to line Shanghai election line in the final form of cooperation launched the selection of the host "Super Star Anchor" program. 2013 YY and happy male cooperation. This makes yy has a huge flow of revenue, exposure in the mainstream media before, but also to enhance its positive image. In view of this, Tencent also put 50 million yuan to quack to cope with the super momentum of YY.

The Chinese social video industry market is about 2.2 billion trillion yuan and users reach 120 million by 2012, according to the China Social video industry Development Report released this July. According to the industry, "global entrepreneur", Tencent is in a cooperative way to negotiate a company in the industry, the level of cooperation from the head of the department to soar to CEO Ma directly. Perhaps the social-video war really started this moment. Who will be the last winner?