The reverse O2O in the live war who's going to win?

Recently, in the chat with the industry, KK sang the Liu Zisu has an interesting reference, he will this trend as "reverse O2O"-the original occurrence of the online concerts, or in Chaoyang Park, "the" "about the frame" activities moved to the line. This allowed the incident to be witnessed by hundreds of dozens of of people, instantly becoming hundreds of thousands of millions of people. Attention is value, traffic is business.

Now, the video arena has been quickly put into force to start the online entertainment resources. Today we take stock of each video site O2O live trial.
1, the greatest momentum: Music video Concert Live with the NBA live on par

Data: Feng Bird's Nest concert 75,000 people watch, income exceeding 2 million

Mode: Paid on Demand

The industry's first concern about the live webcast of the concert is the Feng Concert live. But in fact, more than 2 million yuan online revenue, compared to 25 million yuan in the Offline box office income is only a fraction.

Feng in China is the concert of the annual box-office over billion singer, more than he has the box-office appeal of the singer is rare, if live Feng concerts are only 2 million income, whether the business model itself there is a problem?

Le Visual network Deputy editor-in-chief, music director Yin Liang has told Entertainment Capital (micro-credit: Yulezibenlun), initially he expected only 1 million yuan, 2 million of the income has exceeded expectations.

"In the context of the entire Internet industry having to burn money for many years to make a profit, this is not a loss and has already made a lot of profit," he said. "Yin Liang said that the more fancy is the mode of innovation and user experience, after all, the offline concert has not been the scale of development, there is no user training."

"Just as the NBA entered the early days of public view, it was also a relatively unfamiliar experience. Yin Liang The sports industry for comparison. In his view, the Premier League, the Bundesliga, the NBA and other top competitions, it is because of live broadcast, only to enlarge the value of the tournament itself, the media for the sports industry is an amplifier function.

2, the audience is the craziest: Mango TV Brilliance Yu concert tickets were robbed 1 minutes

Data: Brilliance Yu Concert 120,000 people pay to watch, 180,000 people send flowers, 50,000 people vote, more than 4 million income;

Mode: Paid on Demand (brilliance) & member Free (Chenxiang, Cao Concert)

Sometimes you have to sigh about the purchasing power of Brilliance Yu's concert online tickets, is said to be on line for more than a minute after all be robbed, the concert day, 120,000 people choose to pay to watch, is 10 times times the line under the audience, bringing the online income of 4 million yuan, and the same day under the Line box office flat.

It is noteworthy that the Mango TV is not exclusive live, the same day users can also through the QQ music to watch Interactive.

The industry has summed up the Brilliance Yu concert 4 kinds of Live way:

Mango TV website paid to watch online, 5 days before the concert to pay 20 yuan pre-sale price, concert between 30 yuan, missed live playback 20 yuan;

Mango TV in Changsha, Shanghai, Guangzhou, Chengdu, four cities under the package of luxury cinemas as live interactive;

Watching concerts at home through Mango TV internet TV and Hunan IPTV;

QQ Music exclusive Interactive live broadcast online + play screen message chat and 3D virtual flowers of the way to interact, of course, the Q-coin net payment, 20 yuan.

Users can also vote on the online decision flower can track, the highest vote "Why Nobody fights" elected, the end users sent out 180,000 3D virtual flowers, 50,000 people participate online voting.

In addition to the Brilliance Yu Concert, Mango TV also produced a live Chenxiang concert, is currently planning the live broadcast of Cao concerts, the two concerts of the business model and the brilliance of the concert, are for Mango TV VIP users free of charge. In addition, Mango TV also live a number of offline activities, including the Changsha jazz Music Week, the Zhuhai Beach International Music Festival and so on.

3, the most radical mode: Tencent "Big" concert live all Free

Data: 2015 planned live concerts for more than 20 front-line singers

Mode: All free, get the benefit from the sponsor

Tencent video and most of the video site to deal with live concerts are different, they adhere to the free mode, and for these concerts to find the name of the--elife mobile phone.

August 31, Mei Taichung Concert, this is the first time Tencent video to try the World Free online concert, the day 1 million people watch on-line, as of September 25, the concert video playback volume has exceeded 28 million.

September 27, Karen Mok Taipei Concert Live, 1 hours users on the breakthrough of 500,000, Tencent Video opened the campaign to vote for netizens, netizens voted Top10 song has won 138,000 of the vote. Tencent Video said that 2015 years planned more than 20 front-line singers live concerts.

4, the most easy to profit: KK Sing

Show field Gene + Entertainment circle Resources

Data: normal live Gold Coast and other offline performances, 100,000 viewers per game online

Pattern: The combination of Show field and star

and the previous analysis of the video site, KK singing is a natural live software, similar to YY, such a show field gene, let KK sing in the live interactive fee is much easier.

On the other hand, because KK sings the shareholder's background in the entertainment circle, also lets a lot of recreational resources grafting to KK sings the ring.

As early as in December 2013, KK sang a live broadcast of the Plume concert, at the same time the number of online 35000 people, and this September 20 Wu Mo Melancholy song friends will live in high-definition, while the number of online reach 119,400 people.

At present, KK singing is for "The Voice of Chinese Dream" provides a live video, the contestants in the game, will be invited to the "Idol Live Room" in the live video with the user interactive.

"This is like the" Sound of China "program, Zhejiang TV will also have a file" cool true voice "of the program. "KK sings the market director Liu Zisu to the entertainment capital (micro-credit: Yulezibenlun) said:" We through this kind of outdoor studio, the way to achieve a direct real-time interaction between the players and television viewers, this is actually a television program of the Internet. ”

A bolder attempt is the regular live broadcast of cooperation with the offline performing arts venues. Now, KK sings to the Gold Coast performance live, already is "the repertoire". Gold Coast Performing arts venues all over the river, Zhejiang, Shanghai, Lu's 10 cities, there are 16 normal performances, as well as "West Lake Night" "China impression" and other large-scale performances.

Now, almost every one of these live broadcasts can have 100,000 viewers online. "If we want to make a profit it is easy to develop tickets, develop baskets and other props, and even develop virtual Porsche sports cars as a gift like the show." Liu Zisu said, this is like you go offline performing arts venues to send flower baskets, the audience itself has this consumption habits, and such live, also let KK sing with most of the show field made the partition.

5, the content of the most unique: cool old king freely debate almost let broadband downtime

Data: 3 hours of live broadcast, attracted 2.5 million people to watch, online peak value of 327,000 people

Mode: paid vote, earning 9000 yuan

The debate between Lao Luo and Wang is perhaps the most popular internet broadcast ever.

Youku's that live broadcast, almost set off a network topic, that night small entertainment many friends all side to watch while scold Youku program too card, data shows, this 3 hours live broadcast, attracted 2.5 million people to watch, online peak value 327,000 people.

Days ago, vice president of Chen in a forum said, Youku in this live to earn more than 9,000 yuan, mainly through the interaction to charge, watching live viewers can choose to vote for Luo, or Wang freely, can choose to spend money support, also can choose not to spend money to support him, The 9,000 dollars are from Luo fans who are willing to spend money to support Luo, and a lot of people support the king freely, but no one pays. In the end, Luo 617,781 votes to beat the king freely 407,402 votes.

In fact, Youku also has an attempt to live in concert. They are taking the exclusive form of cooperation, targeting Korean stars directly, and choosing to talk directly with a South Korean television station, which will be the exclusive webcast of its TV star show.

Trend Internet Live is changing offline performing arts Market

In the music video network deputy editor-in-chief, music director Yin Liang view, live concert is a video into the musical industry chain of a way.

In the future, music will be a series of online concerts on the Internet transformation, the concert should be a custom-made result, and now the concert is more like gambling. "There are a lot of places where the experience is not good, which brings space for internet companies," he said. ”

and KK sang the cooperation of the Gold Coast also aware of the changes brought about by the Internet. The company is preparing for an IPO, and cooperation with internet companies can boost valuations while opening a door to revenue growth, and the Gold Coast is now trying to reinvent the web.

"A theater that has only 1000 viewers a day now has 100,000 more online users," he said. This is a huge increment for offline acting. "KK-Sung marketing director Liu Zisu told Entertainment Capital (micro-Credit: Yulezibenlun):" Now the theater will begin to try to interact with the mobile phone, the boss is also in front of the mobile phone screen to see KK Live. In the future, perhaps some programs can be tailored to the users in front of the mobile phone, even let the online user's participation. ”

In fact, such changes have taken place in the film industry. Archie Art, cool potatoes and other companies have set up a film company, but their focus, in fact, or in the Internet, hoping to achieve the movie online and offline simultaneous distribution, after all, offline seating limited, limited audience, and online market, is a large market of a billion of people.