Website Breakout differentiated competition can return real gold and silver

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Video sites are looking for profit in the form of differentiated competition, but are these ways to bring real money to the video?

With the financial crisis on the real economy, the impact of further show, the Internet "the most expensive" video industry from capital, cost, income and other aspects of the crisis test. "We used to think that the video industry was a 5000-metre long run, and now that the financial crisis is coming, everyone realizes it's a marathon," he said. "I Zhou Juan, president of the network, said that the environmental mutation may make some video peers due to lack of stamina and early left behind."

Perhaps it really should be the old saying, "Easy to be poor is changed, change the pass, general rules for a long time." "Recently, the major video sites have thrown different from the previous marketing methods and even the direction of development." For example, Youku launched a high-profile video news platform, through the filming of the scene, sports, fashion health, entertainment reports, social law and other television news and topics, in-depth interpretation of social hotspots, the content of which is similar to the Netizen from the portal learned news information into the "video version."

And Youku launched the video news is different, Tudou CEO Wang said that Tudou will not consider doing video news, but pay attention to content positioning differences, the core content of Tudou will be around the city, entertainment, life, fashion and other major areas, and DCCI cooperation for Cross-media research platform, And try to carry out advertising marketing through creative means; In addition, I also said that the network will insist on the basis of video sharing, not excluding the direction of the interactive video community development, and will carry out a series of value-added services marketing methods.

In fact, whether it is Youku recently announced the launch of new news channels, or Tudou pay attention to the content of differences, are trying to pass the content of the king's strategy, and eventually let their own video platform to carry more advertising. However, is it possible that these differentiated ways of competition can bring true gold and silver to the video that burns money?

Youku's video news channel officially on the line soon, there are insiders pointed out that Youku wants to use the press force to win advertisers trust, but has not yet received news qualification on the issue so impatient move, may be due to operating costs and investors ' earnings pressure.

The ensuing questioning began to ring. After all, video-sharing site users are mainly young people, they watch the video is mainly for the purpose of easy, entertainment, in the video site upgrade to become a news portal, the user group will be a big change, such a transformation of the value of how big, it is not clear.

At present, the video site to survive the economic winter, to win the market, the main need to solve the cost savings, provide high-definition quality of film and television images and copyright issues, in order to attract more advertisers input. For many advertisers who "cut expenditure" in winter, Tudou's creative marketing approach is good, but one has to revisit the problem is that based on UGC (user original content) mode of video sharing site, always inevitably bring piracy problems, and thus make video site repeatedly into disputes, lawsuits, So in the next period of time, copyright will be my music, potatoes need to cross again the threshold.

However, for the video site, which is still in the stage of burning money, the full version undoubtedly means greater capital pressure. At present, video sharing sites are generally selected to buy part of the copyright. In 2009, the video industry in the melee situation how to get out a profitable road, the multiplex marketing strategy is not effective, still need time to grope. After all, running 1-kilometer can also sprint, but running a marathon, more importantly, pay attention to the rhythm.