Online Performing Arts: 9158 left, yy right

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Online performances are beginning to evolve.

When singing it out to get involved in the offline KTV business, I do not feel strange, because its predecessors 9158 early last year in Hangzhou opened a KTV entity shop.

9158, the online performance of one of the two leading to the line can be seen as a reflection, while another big one yy is gone a different way, the starting point of the two sides are different, but online performing arts has gradually begun to derive three forces.

The woods are big.

Before YY is listed, the online performing arts market has been floating in the water, just like last year's 500wan after the launch of a number of Internet lottery companies.

YY in the listing, the first surface is the online performance of the leader 9158, then quack video, 6 rooms and so on, 56, cool 6 and other video sites began to step into.

Therefore, this industry can be divided into two categories, the first one is rooted in this field, a class is the video site transformation.

According to China's Ministry of Culture report, the 2013 online Performing Arts market scale of 3.67 billion yuan, equivalent to the online music market 84%, 2015 online Performing Arts market size can reach 8.5 billion yuan.

Although the market is small, zennai, in addition to the two major categories above, more and more irregular small team began to dabble in it.

The industry chain, based on online performance, has also begun to emerge with many problems.

Previously, Sohu Video has also dabbled in this business, but Charles Zhang stopped, that the business has a certain risk and the brand of Sohu video disadvantage.

The kitchen knife is not innocent, is used to kill is never a kitchen knife's fault.

Chopper theory applies to the current online performing arts industry, on the one hand is online performing this model is not wrong, but some small team in the windfall under the lost; on the other hand, some large online performing companies may set multiple checkpoints, but helpless in this platform of the artists in the profiteering under the lost.

Marx wrote in capital that when profits reach 10%, they will be tempted to take risks, and when profits reach 100%, they dare to trample all the laws of the world, and when profits reach 300%, they dare to risk hanging. ”

The debate on the pattern of 9158--the transformation of community

Industry began to presses diversity, and as the industry's leading enterprises, 9158 is often taken to say things.

But 9158 early from a few years ago began to transform, dabbling in the offline KTV, I have in an article on the "9158 ultimate goal is to control the KTV entrance," wrote:

"Fu's idea is that the traditional KTV because of the existence of the packet between each other, play their own, but the KTV mode in fact, decided to be the best place to make friends." He wants to change the KTV form under the line completely, through 9158 to change. 9158 made a set of K song system, using the Internet to connect each of the packets, with the Internet to unicom a closed K-song box, as long as you are willing, you can and you are in the KTV of all users to interact, and 9158 of the entire online user interaction. ”

This is the direction of the next few years 9158, the same idea and sing it, both sides will look from the tens of billions of online performance market began to put hundreds of billions of offline KTV market.

And 9158 go faster, physical stores have been online, the system is being polished.

If this is the long-term strategic layout of 9158, then its tactical innovation is also worthy of our attention, "network show" positioning into the "online KTV."

Fu This explains the difference between transformation: more interactive, used to be cock silk to see the beauty of performance;

The quantity sells KTV, this is 9158 on-line expression, simply is is the national entertainment platform, walks is the many to many online performing arts mode, but is not a one-to-many pattern.

According to the data provided by 9158, there are millions of people singing on the platform every day, there are tens of thousands of rooms, there are company staff, business staff, young men and women, friends, music lovers, professional singers, they leisure and entertainment in their spare time, some users also because of the common music hobby to become friends, on this platform, On average, each paid user consumes less than 10 yuan per day.

This is a community-based business model, based on the music, the interest in performance.

The community's road advantage lies in the stickiness, the loyalty aspect as well as to the user's education aspect, 9158 uses in the Community model to do the online performing arts, educates the user through the community what is the Universal Network Video Entertainment.

YY's overall situation--kill intermediary agencies

The road to 9158,yy is based on a 1-way road, but it is different from most online performing companies.

The general pattern of this industry is fast, fast forward, the artist is their core competitiveness, but its own ability to cultivate the artist is not enough, more or rely on excavation and part of the inner potential.

and its internal potential to also stress a "fast" word, need artists fast to feed the company. The advantage is that you can quickly build a huge flow of users.

In contrast, YY is a set of complete artist training mechanism, YY walk slowly, but for the artist's ability to control more powerful.

If you want to give yy this mode of Internet industry to find a template is the grand literature.

Although the grand literature has been hit by Baidu, Tencent is now a powerful impact, but Shanda literature's star-building mechanism of the industrial chain in a short period of time is difficult to learn.

And once away from the grand literature, many platinum authors tend to earn a quick jump in short time, but the long-term disadvantage.

YY is the way to go, to become a brokerage company. Operation, YY to build the platform, the traditional entertainment talent rich platform for those yy on the artists to provide guidance, packaging, early may also provide professional equipment.

This is the practice of yy, relying on the offline entertainment completely moved to the line, to create a star online, and then through the line of parallel mode to strengthen the influence of the star, to build in line with the mainstream of modern fans, that will manage the fans of the star.

Some time ago I visited YY, in the dialogue with Lee Colling, Lee Colling once bluntly, "we have all become self-employed artists, you do not need the show company sponsorship, as long as there are netizens, some people like you can earn money, you do not need to rely on any to survive, you can also join some organizations, this is your own choice, is essentially free. ”

YY based on a pair of many in doing a different degree of optimization, 9158 turned to many models, another one is still stuck in a pair of most basic mode, in the short term, these three models can be said to have advantages and disadvantages.

But put to long-term layout angle, the third mode will be eliminated quickly, the development of the Internet is changing rapidly, this kind of stay in the most basic video chat mode will slowly reflect his industry vertical short board, borrow Lee Colling words, the future star must manage own fan.

Put on the enterprise, the future of enterprises must be operating their own users, the success of Millet, the rise of the Lok vision is so.