Wei: Before the media do "content product", the need for early preparation

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I black Horse Note: "Content product" is in recent years media enterprises in the Internet transformation of the most shouted a slogan, but do not do much, most media products are in a state of Half-Life.

Now, many media have claimed to be "content product", "use product thinking to do content", but, in the end to do products and do content what difference, many people may not understand.

This difference is not the focus of this article, the focus of this article is that if you do use product thinking to do content, the content of products, this is enough?

Do very good, but also applauded the product, in fact, is always a minority. Very market-oriented companies are not necessarily able to make many excellent products, not to mention the halfway hastily transformed traditional media.

And the other extreme--poorly done, almost without any user's product, is in fact a minority, because the media is not all stupid, the principal will find some extended staff. In other words, most of these products belong to middling autumn, say well, not good where, said bad, can always find several reasons for several indicators to prove it is not so bad, not on, down.

For many of the traditional media that are trying to transform, this is probably a very common state.

I have seen one of the central media internal project hatching list, a wide range of products, I randomly selected and downloaded a mobile product experience it. Say it completely not, not necessarily, said it is very good, not to mention, so stiff there, half dead.

Usually, the death is gradual.

Traditional media to do products, the process is very interesting: at first, the slogan shouted loud, the vision to give very good, the boss often said to the principal: the group, you want anyone I give you, you want what resources I will cooperate with you. Early stage is obviously very supportive, but with the product and market response to the general, the boss is not said not to support, but not as much as the previous support, the co-ordination department also began to fooling around, want people will not take the initiative to come. The key factor in this is that traditional media bosses are also going to carry KPIs.

Since the bulk of the revenue is still in the stock, you are the incremental part, he looked at the small, basically wash his head, he will find a new direction, the previous process again-this will be another team.

More important than the content product is the product securitization. It consists of the following two steps:

1. Set up a team for the product, at least the division system, preferably the company system.

2. The introduction of external investment, the use of external investment to determine product valuation, and for future investment, trading lay the foundation. Of course, the company does not mean employee ownership, because it will involve a lot of complex problems, most state-owned media is difficult to cross the threshold. The advantage of the company system is that the team has a fixed budget, a fixed staff and standardized labor relations, an independent remuneration system, the principal has a greater autonomy, etc., this and within the group to engage in a subordinate department is completely different. Many state-owned media have tried to hatch some projects and have introduced corporate systems, but few have been able to introduce external capital.

I personally to the Shanghai Press group launched the interface, surging project has remained concerned about the reason is that it introduced external capital, including external state-owned capital and external market-oriented capital.

I talked to a similar topic when I was talking to the head of a new media company in the Western media group. In his view, the Shanghai newspaper operating methods in their units is difficult to achieve, because the unit has an investment fund, the leadership will say, you lack of money I can give you to vote, why to the market financing it? In fact, only by introducing market-oriented capital can we realize the market operation of the project.

Product securitization is the precondition of asset securitization, and product securitization can make property right clear. If this step does not go out, the road behind will be unusually difficult.