Video site phone-in development strategy to determine the future

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Sina, Sohu spend huge sums to buy the copyright of the hit film and television dramas, increased the investment in the field of network video, Sohu is launched a super Clear Channel to compete for users, Tencent also high-profile into the network video industry, Tencent Video in April launched the network beta, Tencent this month to 440 million of the big investment Huayi Brothers, hope that through their own platform and Huayi Brothers to integrate the resources in order to occupy a place in the network video industry, another portal giant NetEase also unwilling to be outdone, they have a new way, choose the public class, micro-film and other differentiated video products, Hope to rely on differentiated routes in the network video industry a piece of.

Four major portals in the field of network video huge investment can not help but recall 2007-The Golden Age of video sites, foreign YouTube rage, and domestic potatoes, Youku and other video sites have also been a huge success, to do a successful video site has become a lot of grassroots webmaster dream. Then, with the major portal Giants have entered the field of network video, in the network video of another spring, video site How to get better development? The following is the (Electric Business circle) black and white point of analysis, in this exchange and share.

The analysis of Network video field

After recent years of continuous development, through the video site to watch their favorite TV dramas, variety shows have become the internet habits of many people, according to the China Internet Network Information Center (CNNIC) released in January this year, "the 27th China Internet Development Status Statistics report" shows that Network video has become the seventh largest application of domestic netizens, its ranking even more than e-mail, online shopping, online banking and so hot areas, it is obvious that its development prospects are quite broad, with great potential for development.

At the same time, there are several problems that cannot be neglected in this field:

First, the Network video field of competition is very fierce, the original potatoes, Youku, cool 6 Since needless to say, recently killed into the network video field of the portal giant's existence is to make the industry competition has reached a white-hot degree:

Second, the Internet video site's threshold is higher than other areas, technology, space, bandwidth can be counted as a way to enter the network video field of the road, and according to the new management method recently introduced, to create a video site involving news or film needs to apply for a "information network to disseminate audio-visual program license", The requirement for a permit is that the registered capital must reach more than 20 million yuan, which can be said to be very difficult for the lack of sufficient technical strength and large amount of funds to support the small and medium-sized video site.

Third, high input, low return, can even be said to be no return. At present the domestic video website's profit pattern mainly relies on the advertisement income, although some sites have begun to launch a pay business attempt, but also very immature, video site in the demand for huge investment at the same time, its return can be said that few, and even most sites are at a loss, so far, Youku every month in the loss of money.

II. Video Website Development Strategy

1. The content is king

In black and white, the content side is kingly. Many of today's video sites have little difference in content sources, content homogeneity competition is very serious, in the provision of video content there is a large overlap, and small and medium Web site if you want in the film and television play with the industry giants compete in the capital does not occupy any advantage, so how to heroic in the content, to win more users love, To get advertisers ' favor is the key to the problem. The power of the grassroots stems from the original spirit, since can not be in the film and television drama copyright competition accounted for any cheap, then the focus of attention on the quality of the original content is undoubtedly a wise choice, Youku produced the "11-degree youth film action" of the "old boy" is highly sought after, rage is the best example.

2, the development of profit model

If only rely on advertising revenue is too simple to profit, video site in the development process still need to explore and develop new profit model. Many websites have begun to attempt to pay businesses, although not mature enough, but the results have been achieved. At the same time, it is also a good choice to pay attention to homemade drama and increase related investment, on the one hand can reduce impairment, on the other hand, insert marketing and viral marketing can get better results. Believe that as long as the profits of video sites can be diversified, then the video site to open the Nuggets boom that day will not be so far away.

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