Song six rooms, the "UGC+PGC" model will enhance the content of innovation and professionalism

Event background:

March 18, 2015, song performing a 2.602 billion-yuan price to buy six rooms 100% shares, of which the company intends to pay 1.614 billion yuan to song group to acquire six of its holdings 62% shares; to 27.07 Yuan/ The price of the shares to the Liu and other 8 natural person shareholders issued 36.498 million shares, the acquisition of its six rooms held 38% equity. At the same time, the company intends to issue shares to not more than 5 specific investors to raise not more than 650 million yuan supporting funds, all to pay for the transaction of cash on the price.

Iris Reviews:

The competition of the Internet performing arts platform intensifies, the enterprise layout o2o

Throughout the domestic mainstream internet performing arts platform, mainly from two kinds of development mode, one is the development of chat room, such as the days of pigeons under the 9158 community, Sina Show, yy live, and so on, the other is the development of video sites, such as six rooms, 56 video sites Under my show, cool potatoes under the crazy show field.

2012 Days Pigeon by the media disclosed annual income of 1 billion yuan, causing people to the Internet performance mode of great concern, entry threshold low and can get higher revenue, so many enterprises have to test water. Throughout the domestic mainstream Internet performance platform set up time, it is not difficult to find, since 2012, the internet performing arts platform participants suddenly increased, making the industry is still in a rapid development period, but the degree of competition is very fierce.

The establishment time of domestic mainstream internet performing arts platform

As the representative enterprise of the Internet Performing arts platform, the day pigeon, the gathering time has already listed, six rooms have chosen with the Chinese Performing Arts first song performing arts and acquisitions, although these enterprises have accumulated a considerable number of users, but rely on online live mode, it is easy to see the ceiling under this model. Therefore, many enterprises choose the O2O mode, will be online and offline, for the future business model of the derivative and long tail market consumption has brought a wealth of imagination space.

From the measures that enterprises try to O2O, it can be found that there are two main directions: one is the horizontal expansion of the line, select a few vertical areas such as singing to do fine refinement operation, online and offline integration, the development of their own public entertainment platform, such as 9158 open the offline KTV, sing bar and MAK cooperation, This model requires a broad range of qualifications for performers, the relationship between users is the key to the future development, the other is the vertical depth of the route, the cultivation of "network artists", and then through a number of offline activities to enhance their visibility, online and offline combination of their own development into a professional performing arts platform. such as YY Entertainment to create idol combination, six rooms and song performing arts merger, this model to maintain the user, the key is the ability of the artist resources and quality training. No matter which mode, is still in the trial stage, but the imagination of the enterprise can not be underestimated, even to the traditional industry played a "subversive" role.

Song six rooms, the "UGC+PGC" model will enhance the content of innovation and professionalism

Song Performing arts as the first unit of Chinese performing arts, relying on theme parks, for cultural and performing investment, development and management, has been in Hangzhou, Sanya, Lijiang, Jiuzhaigou and other places to cover the national frontline tourism and leisure destinations of the offline performing arts platform. and six rooms as the mainstream Internet performing arts platform, according to the Iusertracker data monitoring shows that January 2015, its website monthly coverage reached 25.56 million people, daily coverage reached 1.9 million people, has formed a scale effect of the online performing arts platform, The key to combining the two is how to bring online users to the same line.

At present, from the domestic Internet performance platform model, the user's fate depends largely on where the anchor, the user pay for the reasons, the host's personal impact is greater than the content; from the performer's point of view, the performance content mostly by singing and dancing, the competition among enterprises is to compete for performers resources rather than performance content. This is essentially a UGC output model, but there is a certain degree of homogeneity in the content, lack of creativity and attractiveness, therefore, the future of the internet performing arts industry breakthrough lies in how to "differentiated content" to improve user attention and user stickiness. At the same time, the future of this industry to form a benign competition, we must improve the user's attention to content, enhance the user's appreciation of the content level.

Throughout the domestic more successful UGC platform, such as the beginning of the Chinese network, using the "UGC+PGC" model to attract viewers, UGC guarantee the richness and diversity of content, PGC to ensure the content of creativity and professionalism, and "song + Six Rooms" is precisely the use of this model. Six rooms offer a large number of UGC, provides a wide range of audiences, and has strong internet thinking and years of experience in Internet operations, and song mergers and acquisitions, not only provides a strong financial support, as well as its team for many years of professional performance career experience, can inspire more creative content, and has the ability to six rooms produced by the UGC specialized processing, the processing here not only refers to the performer's performance, but also to the performer's own quality, similar to the cultivation of artists, so as to enhance the content level of the competitive advantage, so that six rooms of the performing arts content more differentiated, more prominent brand image.

User relationship is still the key to the profitability of the future Internet performing arts platform O2O

Traditional performing arts, the user for their idol consumption depends on the fan economy, the interaction between the two is not in-depth, but through professional brokerage company's planning and operation, has the ability to allow users to continue to spend. And in the Internet performing, can become a few professional stars, most of the "civilian artists", the user is willing to pay for these "civilian artists", mainly between the in-depth interaction between the two, the future of this in-depth interaction will be more inclined to emotional ties, users and performers to establish a weak emotional relationship, This emotion is based on the performance of the performance and the quality of the performer rather than the performer's appearance and openness. Therefore, the Internet performing arts platform, directly promote the user pay is the relationship rather than content, but "quality content" is the user and performers to build a weak emotional relationship between the foundation.

Of course, the Internet Performing arts platform in the accumulated huge user base, also can not only be limited to maintain the relationship between users and performers, but also to learn from the traditional artist's business, the development of "internal relations" fan group. Most of these fans are of the same age, and some of the same interests, the internal interaction can also generate consumption, such as micro-letter between fans to rob Red envelopes, but how the fan group "internal consumption" part of the enterprise revenue, but also without losing the spontaneity of consumption, is the key to the expansion of the relationship

Therefore, the change of the traditional single relationship (user and performer), so that more interaction between users, the formation of "User + performer" and "User + user" between the horizontal and vertical network, can derive more consumption content and mode.

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