Watching the World Cup, how can the portal

A more than a resource war, the fight is the investment; two more than the eye War: hit the star; three than the original war: playing is innovation. The occurrence of every big event of sports is a change of the mode of communication, every change of the mode of transmission is a decentralization of media power. If you think the World Cup is a holiday for fans, that's a big mistake.

If not around the men who are not the same, all return to the hot topic of football, sister will not stay up to watch the World Cup lottery ceremony. For the false fans, find and find the right to the feeling of the ball is very important, and quickly into the topic is always with the handsome beauty off the relationship, the alien ex-girlfriend Fernanda Limachen as the most eye-catching place. In addition, see the Brazuca gorgeous color, so that has been pervasive in the internet and television "football, finally returned to the Kingdom of football" this voice became distant, so, sister decided to look at this World Cup will have how different enthusiasm and passion.

A more than a resource war, playing is the investment

In order to better seize the 2014 year of Sports, the beginning of the major portal sites began a variety of propaganda. The premise of the preaching is of course resources, sports events are reported to fight the resources. The phenomenon of high input, high returns, and low investment returns is a reality. The availability of resources is valuable because it would mean capturing the public opinion Heights reported in the first sporting event. But the commitment is more valuable. For advertisers, the same is true for Internet media.

As one of the most important sports organizations in China, the Chinese Olympic Committee has always been entrusted with the important mission of promoting the Olympic movement and developing sports. On January 28, 2010, Sina has four years of cooperation with the COC, which was hailed as Sina in the field of sports marketing a strong attack.

But after three years, and the COC to meet the object of Tencent. The difference is that the deadline for this agreement will last for eight years. This means that from the 2014 Incheon Summer Asian Games, the 2014 Sochi Winter Olympics, the 2016 Rio de Janeiro Summer Olympics, the 2018 Pingchang Winter Olympics, the 2019 Hanoi Summer Games and the 2020 Tokyo Summer Olympics, 20 major events, Tencent will enjoy all the video broadcast and VOD rights from PC end to mobile end.

COC's eight-year agreement is not enough to represent Tencent's determination and ambition to join the sports industry. As early as June 12, 2013, 2014 Brazil World Cup countdown to the first anniversary, Tencent has been the Confederations Cup and the first team stationed in Brazil, the Brazilian World Cup report launched a Sentinel war. As the 2014 opening year of the Sochi Winter Olympics, based on the multidimensional attempt to open the mobile end, coupled with the first to get the Brazilian World Cup video broadcast right, the first and CCTV signed the network media, Tencent's commitment to see.

NetEase's point of focus is completely different. Since November 1 this year, NetEase and the 2010 South African World Cup champions Spain national football team signed an agreement, which means NetEase will have to include the establishment of the Spanish national team, the official network of Spain, the Spanish team, including a number of exclusive rights. In addition, NetEase has become the IWF's exclusive Chinese internet cooperation media. The IWF, as the only FIFA content supplier, is known for its reputation in world football for revealing the secrets of football, such as exclusive disclosure of the World Cup bid, and a number of international football superstars, including Blatter. Undoubtedly, this will also become netease in Brazil during the World Cup another chip.

Second eye battle: hit a star

For the passionate sport of football, the inflammatory energies of football stars are self-evident.

During the World Cup in Brazil, NetEase signed Jin Yingquan and other foreign aid, claiming that in the first 100 days before the opening, a weekly active popularity star exclusive interview, is a gimmick. And Cafu, Baggio, Gullit, Zidane, Henry, Romario, Buddy, Klinsmann, Raul and other football legends superstar, it is reported that the exclusive signed NetEase, and will come to China to participate in NetEase held the World Cup Series activities, with Chinese fans to chase years, aftertaste Classic.

The four-term world soccer player Lionel Messi, in South Africa World Cup, the Chinese micro-blog has been exclusively settled in Tencent, 2013 WeChat coax baby led the growth of 30 million users, and by 2014 Brazil World Cup, Messi and Tencent relations are more closely. Joining the Tencent family is Brazil's new talent, Neymar, a young star who is thought to be the next generation to inherit Bailey's mantle, and will inject more of the World Cup.

For Sohu, who has always liked the entertainment style, it is better to watch the lively than the doorway. It is reported that dream boat star soccer team's first-class stars will join the World Cup of Tencent lineup, which includes Nan, Zhiwen, yous, Plume, Summer Rain, Liu Yan, Zhang Ziyi, Fan Bingbing, Zhou Xun and so on. Of course, have the entertainment temperament of the host is also essential, since less professional, then Guo, Tsang, Suan Tao, such as poison tongue host ridicule will become a bright spot.

Three beats the original battle: Innovation

Speaking of Star War, I am afraid the most to cover the mouth of the music is Sina sports. During the World Cup in South Africa, Huang, Li composed of "Huang and Li Bubble World Cup", has won 248 million people's TV viewers and more than 44 million people online to watch netizens. And this column in South Africa World Cup opener, in the World Cup net users watch rate of more than 65%.

Now, three years later, the Internet and mobile internet have developed rapidly. With this development, "You are not alone in fighting!" This sentence is more touching the root cause of people, not on the court, but outside the stadium. I am afraid this life can not be a face on the writing of professional football blood powder, regardless of the cost of watching the live broadcast on demand, said tactics and my pursuit is far, but a report let like my general pseudo Pan fans are not so lonely.

In the World Cup in South Africa, China has created the world's highest World Cup record, with 76% of Chinese watching the World Cup. 54% of the World Cup followers are fake fans. Female fans account for 55% of the total number of fans.

Passing through a good past, superficial to join the fun, love collection will never miss important matches. The visual department and the Lace Society is also worth pursuing, happened in the stadium inside and outside the various anecdotes, the star secret History and the wife Regiment's fashion makeup includes each country baby's Meng chart and so on. Can let the pseudo-pan fans quickly find the feeling of the World Cup, add to the hot topic of the discussion.

As a result, pseudo-pan fans have become an important group to be courted by the portal site. Although Sina has yet to disclose Huangga 2014 version of the lineup, but Huang very likely with the ESPN STAR QSL to join the Sina Sports Jian Jun Partner, melt and comments in one. Although the lineup is no more than the yellow plum combination, but the professionalism may be slightly improved.

Perhaps the "taste of the UK" section, hosted by Karen Mok during the London Olympics, has made Tencent feel more comfortable, and this time it is more appealing to young people, who represent the gossip circle and the new generation. In early December's World Cup investment meeting, Tencent flashed the "Flying Fish Fan Show", by the "21st century Crosstalk" radio anchor small Fly, Zhouzhou brought by the fusion of music, creativity, enthusiasm, nonsense and optimistic impromptu performance. This FM and video version, dubbed the "World Cup Intracavitary Guide," is believed to have more anticipation for young people and for the pressure group.

In the name of football, set off the big PK between the idol, for the new generation of stars and fan group, is in addition to football outside the other time no smoke war. The Campus goddess Victoria, the newborn idol Lou, the popular small Hua Dan Chaoli, the new generation creation small talented woman Zeng, the Chinese version Lady Gaga Wu Mo worries all in Tencent's big list.

In contrast, Sohu Video announced the upcoming World Cup in Brazil, the "World Cup", through the combination of football, music and tourism, the musicians (alternative: plume, Lu Geng, Hacken, Koelreuteria) lead fans to visit the hometown of the World Cup king, while walking and singing, feeling the sweat, sadness and enthusiasm of the king before they became famous. It's kind of interesting. Coincidentally, NetEase will also lock the direction of the music. It is understood that a "World Cup music Festival" is being prepared by famous rock bands at home and abroad, and star peak girlfriend, world class Latin diva Shakira is also in the planning of the festival.

Four-platform warfare: playing is integration

The 11-hour gap between Brazil and Beijing has laid a good opportunity for the vast majority of netizens to watch World Cup events with mobile smart terminals. Not long ago, le View put forward five-screen concept, PC screen, pad screen, phone screen, TV screen and film screen as we can not replace the elements of basic necessities. As a prominent representative of the mobile end, Sohu News client, NetEase News client's user volume has exceeded 150 million, and Tencent News client day active users are more than 100 million.

The presence of jet lag has reduced the rate at which fans watch events on television, and the change in user reading habits, viewing habits, and sharing habits has made the focus of attention focused on a second screen, including PCs, tablets and smartphones.

For the network media, the Portal + video + microblogging competition has not ended, with news clients as the representative of Mobile wireless products for the 2014 World Cup promotion in Brazil injected the characteristics of mobility, a wider range of platform polymerization has begun. and return to the product and brand latitude, we all know: User coverage is only the basis of the active degree is the key. If you want to stand out in this battle, it must be differentiated. Therefore, "mobile" How to combine the "social", "Portal", to help the value of ascension and influence highlighted, the role is very critical.

Platform war, because of the decline of Weibo and news clients, video, the lack of power, Sina's platform temptation is not so worthy of being expected. NetEase despite some kung fu and claiming to be from the auditory (NetEase cloud Music, Ishin), visual (NetEase Sports/tourism/women/Entertainment, mailbox), Feeling (netease flower field, NetEase Lottery), tactile (netease game), combination of attack, the oath to the multidimensional degree to shake the user senses, let the carnival more exciting, but the expectation is so much more.

There is a bright spot for Sohu and Tencent. Just as Charles once brought us joy, always expect Sohu to blind my eyes. According to the plan, the interactivity of the Sohu platform will be upgraded during the World Cup, from the PC platform, from the user all input behavior, to browsing behavior to search behavior, from Subway, bus, bedtime fragments reading behavior, from the home refrigerator, smart TV, smart watch wear equipment from the bus station or traditional media, from the bar, From the cinema, Sohu has to provide a wider range of Cross-media interactive products.

Have "Penguin Empire" Tencent platform influence, don't mention it. By QQ Bomb window, Tencent net home, Tencent News client, Tencent Video, Tencent Weibo, Tencent News micro-letter version of the entire channel matrix, integrated mobile terminals and PC end, comprehensive channel coverage makes Brazil World Cup "scene sense" of the realization of increased more possibilities.

The occurrence of every big event of sports is a change of the mode of communication, every change of the mode of transmission is a decentralization of media power. The positive energy generated by the content is immutable, and for the media, not only the content of these positive energies will be spread out, but also the diversified output of multiple platforms, and presented to different levels of users to experience the same way.

Challenges and opportunities coexist, the understanding of user needs will become the key. To the user's interpretation as the basic starting point, to highlight the product as a breakthrough, through the entire channel, across the terminal, multi-platform power aggregation, for corporate brands, from the brand value of praise from the promotion, energy must not be underestimated.