Video site positioning and product model analysis

From 2005 onwards, video-sharing sites in China have sprung up everywhere, forming a number of strong own characteristics of the site. But it is undeniable that such websites have also encountered difficulties in the rapid development.

Positioning and product model

The domestic video-sharing site from the strict sense and no clear demarcation, although the site of their own positioning is different, but, in the analysis of its characteristics of the form, the author believes that it can be summed up into two categories.

1. Positioning for the video platform (Representative site: Youku, Tudou)

This kind of site to its own positioning is a comprehensive video platform, both the production of film and television organizations of professional programs, but also the grassroots of ordinary users of the creation of content. High-quality service and new technology to support a good user experience, is such a Web site "magic weapon." The content sources of this kind of website mainly have the following two parts:

(1) Registered user upload content. However, due to some user-made content is relatively poor or because of too personal, no public value, and other reasons, China's video-sharing site has less than half of the international equivalent Web site. Users upload a program too much involved in the copyright issue of film and television programs, is bound to become such a site security risks; (2) The website and the film and television media, production companies and other professional institutions and the copyright content of the platform, through the purchase of copyright, content cooperation, promotional cooperation and other measures to achieve content delivery. Cooperation, become the mainstream choice of this kind of video sharing website.

2. Positioning as a media portal

The first category: Occupy Rich TV program resources. Representative of the eastern Broadband, Phoenix New media and so on. As a wholly-owned subsidiary of the media group or TV station, this kind of website exclusively authorizes the Internet promotion and operation rights of all the copyright audio-visual programs of this Taiwan, and undertakes the distribution and propaganda channels of the TV content of the media group.

The second category: private investment, the purchase of copyright at the same time the creation of distribution exclusive content, to limit the grassroots original. On behalf of the exciting network, Amber Network and so on. The amber NET does a lot of its own exclusive content. For example, in the entertainment aspect, has done many successful entertainer's signing the sale meeting.

The third Category: Mature news portal to create a video sharing channel. such as Sina, NetEase and so on.

Dilemma

1. Bad competition. First, the competition for venture capital; second, some video sites to increase traffic to attract users, place pornographic violence content to earn clicks.

2. Competition for licences. At the end of 2007, the relevant State departments issued the "Internet Audio-visual Program Service Management Regulations", the provision of video web site companies must be state-owned or wholly state-owned, and the need to engage in Internet audio-visual program services enterprises must obtain the license issued by the radio and television departments. The intervention of the new policy has forced the Web site, which is a big headache for profit, to turn its back on more pressing pressure from regulation and law.

3. Infringement. Some websites are flooded with the practice of belittling or ignoring copyright content and playing the edge of the ball. However, with the standardization of intellectual property system, this "thunder" will eventually be detonated by the chain. Copyright and content, is the video site wards.

4. The pain of burning money. In the United States by the famous video sharing network YouTube successfully married into the giants of Google's business myths stimulated by the 2005 China's video site number has reached more than 200. But in the absence of a clear profit model and backed by plenty of money, the huge cost of technology maintenance has almost depleted all financing. Coupled with the risk from the policy, this year since January, 50% to the small and medium video site VCs began to stagnate or even withdraw capital, more investors are on the sidelines.

5. Risk of attack. In recent years, Sina, Baidu, such as traditional strength of the site has launched a network of broadband services. They use a strategic cooperation agreement with the television media to enter the network video, not only to obtain a large number of valuable video resources, but also easily avoid the risk of copyright. The portal, which has dumped the copyright burden, will be in front of a video-sharing site with traditional TV-media sites, making it harder for emerging online video companies.