Transformation of the video community is just a semi-finished product

Abstract: March 22 reported that from 2008 to the end of 2011, after copyright competition, layoffs, financing, transformation of the video community, as the founder of the video web site popcorn, Wu Gengliang in the video industry on the road difficult. Until this March, the first time he would have exploded the rice

March 22, from 2008 to the end of 2011, after copyright competition, layoffs, financing, transformation video community, as the founder of the video web site popcorn, Wu Gengliang in the video industry on the road difficult.

Until March this year, for the first time, he gave up the concept of "popcorn net" which originally belonged to the video label, instead of the "Facebook application architecture +twitter content dissemination mechanism" big community play.

Transformation of the video community is just a semi-finished product

Five years ago in 2006, Wu Gengliang and two friends founded the Popcorn Network, became the forerunner of the domestic video-sharing website. During the financial crisis of 2008, popcorn nets were forced to cut the total number of employees from more than 200 to less than 100, for funding reasons.

April 2011, the popcorn net cut off long video to borrow video community rebirth, the upload video to the maximum of 20,000 yuan per month. With the idea of a video community, it has once again been invested in tens of millions of dollars.

However, at present, the user has to share the habit of about 3%, due to the shooting and production threshold, simply shooting upload video UGC mode, the user's attraction is limited. At the same time, 56 nets and 6 rooms are also turning to the video community model. At the end of last year, cool 6 turned to this area after the labor pains, and competition intensified.

In Wu Gengliang's view, only simple video, it is difficult to keep users in the community atmosphere, and the integration of Facebook and Twitter, so that video, pictures, shopping guides, Bowen and many other forms of comprehensive integration of the likelier model can solve this bottleneck.

Before the deadline, in the Popcorn Web landing interface, its brand slogan is still "China's largest video community." But according to Tencent Technology landing on the site found that, in addition to video, pictures, blogs, games, shopping mall to share, have been online.

And Tencent technology landed popcorn Personal User Center found that its video design concept has been completely diluted, presenting is similar to Facebook's large community layout structure.

Picture of Popcorn Personal User Center screenshot (Tencent Technology map)

In the new structure of popcorn, popular users recommend, hot topics such as Twitter, micro-blogging elements, and integration of women shopping Guide community, through the virtual currency "corn" value-added services to form business closed-loop.

Picture of Popcorn Mall screenshot (Tencent Science and technology with map)

"Last year's spread of popcorn nets from long video battles to video communities is at best a semi-finished product. Wu Gengliang told Tencent Science and technology, likelier is their real seek bureau.

"The nature of the popcorn network is no longer a video, more social circles, if the former opponents or UGC mode of cool 6, 56, now and a lot of social networking sites, including Mushroom Street, and other similar to the community of electric shopping guide." Wu Gengliang so stressed.

Business chain: To "Lee" sticky users

For the Community model, how to stick to the user, become the key to the operation.

Wu Gengliang said: "The community can really stick to the user's main three factors: love, name, benefit." Facebook has solved the problem, Weibo is for the name of the Chinese people like to watch, and the popcorn network is divided into income mechanism, so that users profit. ”

Prior to that, the video community of popcorn was also taken and content uploaded to stimulate users. This is also the core of the business model of Cool 6 walk UGC sharing mode.

But in the actual operation, Wu Gengliang found that the simple video upload into the user's stimulus is small. Thus, from the end of last year, in addition to uploading video to earn revenue, the popcorn network will be profitable for users to publish, reprint blog, picture, and even the development of the members of the offline can also profit.

On the official website of the popcorn Web, it claims to have six ways to make users profit: Uploading videos, reproducing videos, posting videos, uploading pictures, that is to say, write posts, invite friends.

It is understood that the user in the popcorn network generated content, through the key settings, synchronous launch to micro-BO, Renren, Network and many other platforms, so as to expand the flow, with many social platforms to increase the flow of income.

The original video, Wu Gengliang said, is just one feature in the big community, and the future site is "a social network where everyone can make money."

The difference between Wu and generals Popcorn is located in the following points compared to Facebook:

"A full copy of the Facebook model won't work in China. "Wu Gengliang said:" Sharing mechanism + split mechanism, can fully mobilize domestic users to create content, the dissemination of content, the development of user enthusiasm. So as to ensure that the community effect is getting bigger. ”

And throughout the business chain, Popcorn has introduced a virtual currency of corn and bonuses, which can be donated, purchased, or cashed into real money. The Facebook architecture corresponds to corn, and Twitter corresponds to the bonus mechanism.

To stick to the user, popcorn network implementation of the "No function also has grease" mechanism, of which, credit is the corn currency, and grease is corresponding to the bonus, as long as the participation is there, the final can draw.

Last April, the popcorn network claimed that users in the video community had a monthly income of up to 20,000 yuan. And Wu Gengliang revealed that the adoption of a large community into the route, this February, a single user to achieve the highest income of 100,000 yuan (including upload, reprint, invite friends, etc.). "We pay 12th cents a month, and the user's income increases 4 times times within 8 months." ”

It is reported that early April this year, the Popcorn network will also launch a beautiful anchor chat mode, through the virtual currency, the game, women Mall, video chat and other value-added services in the PC end and the mobile end of the overall access. Wu Gengliang said, "The future extension of business can be introduced to make friends and other services, and many social users of the data can also be very promising." ”