Where is the next burst point for domestic video sites?

August 23, 2012, Youku and Tudou announced the merger and establishment of Youku Potato Group. On the March 1, 2013, Youku Group released its unaudited 2012 quarterly report, the first full quarterly earnings of two companies. Through the data we found that the 2012 potato Youku overall revenue growth trend is obvious, but the overall still at a loss. After the merger of two companies, the consolidation of copyright resources has monopolized nearly 70% per cent of China's online video market, meaning that China's network video industry has shifted from initial savage growth to intensive farming. The sheer amount of video and copyright accumulation seems to have no greater significance, more importantly, how to make large user flows have a higher user viscosity and to explore the value of users. Youku's dream of turning a profit seems to be close at hand, but the video site's existing enclosure model seems to have touched the ceiling, what would be the last piece of firewood to let the water boil? The original intent of the barrage is to refer to a bullet (Bullet curtain) that is as dense as a curtain in a reel shooting game. In the network video industry, refers to the user comments directly in real-time display in the video window. When there is a lot of commentary in the video, the commentary will slide like a bullet from one side of the window to the other, so it's called a barrage review. This model originated in Japan's well-known video web site Nicovideo, online after the popularity of Japanese netizens. Later, the domestic also appeared acfun, Bilibili and other similar imitators, although the popularity is quite high but because the site itself is limited to the theme of animation and comedy video so it has not been widely recognized. In the mainstream video site, Tudou on August 20, 2012 on the launch of the barrage commentary channel "Bean Bubble", but only as an independent test channel released, and not with the existing Tudou interface integration. A bit of the barrage commentary is about allowing users to watch the comments while watching the video, which greatly increases the value of browsing the user's comments. Traditional video commentary cannot comment on a particular point in a long video or even discuss it, and the barrage commentary can solve the problem well. From the user's point of view, the barrage of comments so that users are not "lonely" in the face of the computer to see the video, but as sitting in the living room with a lot of people to see, users can at any time with the people around the dialogue and exchange discussions. In addition, one of the biggest advantages of video footage is the "spit" on live video. During the 2012 London Olympics and the 2013 CCTV Spring Festival Gala, countless users flocked to Sina Weibo to share with others the key points they had captured in real time. If you can add real-time barrage commentary to the webcast, it will attract more users from the TV to the computer. Micro-video has commented that the merger of Youku means the end of the UGC era of Chinese video sites, because TV dramas, movies, animations, MTV and so onVolume occupies the vast majority of video traffic. However, it is noteworthy that the UGC enthusiasm of Chinese internet users has not been annealed in other areas. In particular, in the second half of 2012, the Voice wave, a time social networking sites flying in the sky of self-portraits are turned into audio photos, as if not to create a recording album is embarrassed to greet people. Perhaps it is not the netizen that produces the content to be bored, but the traditional video website's UGC experience is quite bad. With the pace of life and the rise of the mobile Internet, the user's time has been cut and broken again and again. In the case that the user can not take out the whole time for recording, editing and pruning of the video, the domestic mainstream video website is expecting the user to upload the Web page after recording with the professional equipment. What users need is a quick video shot through a mobile phone or other mobile device and then quickly and easily shared with friends. Tudou has been using the slogan "Everyone is the director of life" since its launch, but never thought of giving their director a "camera". At the end of last year, Vine's launch of a mobile phone recording of video on Twitter and Facebook, the domestic video site should be active in this area rather than waiting to be the mobile Internet application Revolution. Youku's one-month-old (January 31) just released the cool shots for mobile-phone shots, but somehow Youku doesn't seem to be making a big public announcement on the site's top spot and Twitter. Perhaps for Youku, the short video is just a test water, not yet determined. Set-top boxes seem to be an obvious trend in big cities compared to the increasingly important role that computers play in people's lives, and the increasingly marginalized television in the living room. However, when such judgments are made in the Chinese market, there is a question mark. If Sina Weibo is in full swing to think that it has monopolized China's micro-blogging industry to celebrate, Tencent Weibo has in 2012 by such as chemical raw materials, fertilizers and agricultural machines and other advertising to seize the 2345-line urban Market to achieve the department's profits. As a result, people who watch TV without looking at computers are far more likely than people expect, so that those who have a clear gap between the knowledge structure and the one or two-line urban youth will have to spend far more on the cost of moving their eyes from the big screen to the small screen. Therefore, in order to get this part of the user, the video site must jump out of the site basket to step into the television field. In the current market ranked in front of several major video sites, the only one in the set-top box to make efforts to try only the video network, the other several sites seem to be afraid of the relevant departments of the high threshold delay. But the problem seems to have shifted from a problem of not doing to a question of costs and benefits and when. The internet company's set-top box seems to have become more difficult to figure out when the earlier Millet box was beaten to death by Sarft. However, if youku, potatoes, and exotic arts further delay the pace of their launch of the set-top box, it is likely that in the future very longA period of time will be completely lost to the music network this pioneer. At some point in the future, when TV users who watch video over a long period of time are moving to the computer screen, the Youku potatoes will never be laughed at. Social or community Instagram and pop's success has made people see the possibility of the socialization of pictures and sounds, so is video also socially possible? The answer should be yes. Youku and potatoes have been trying this quest on the Web, but because of their lack of social networking genes, they are not a success. Socialization means not only to allow users to simply focus on and cancel attention, but also to create good communication between users and users. As mentioned earlier, now the domestic video website UGC content lacks, the user and the user are the information recipient, but the information publisher is the video website Official edition, simply adds the attention to the user such function cannot satisfy the existing video website socialization demand. Two: One is to let the UGC content more, this should be based on the previous speech of the micro-video improvement program, so that users have something to say. The other is to open up new forms of communication, if you can not introduce more UGC content for the site, it is necessary to allow users to discuss the existing video content. A good example is VERYCD, after abandoning the resource download model, VERYCD has been transformed into a discussion-oriented community. Video site can learn from this model, compared to VERYCD and watercress and other film and television community, video site has the source and copyright, the daily hundreds of millions of users in their website after the outflow to various discussion groups or film community. Video sites are fully capable of intercepting this part of the user by building their own communities, allowing users to watch the movie and discuss it in place. Internationalization This may sound crazy, but there are already more than 250,000 overseas "Chinese play fans" on a foreign website called Asianfanatics. They are like our netizens chasing Japanese Korean dramas to watch and discuss all kinds of Chinese TV series and movies. For the copyright party, this part of the audience has been a headache, because of channels, publicity, cost and other reasons, many domestic film and television dramas are not out of the country, and not the work itself in foreign countries without viewers. Most of the domestic video sites are now buying the right to play in the mainland, and will also shut out overseas users. Video site can actually spend a little more than a small amount of money to buy film and television play the right to play overseas, and then justified the introduction of multilingual version of the overseas market. A simple list will find that the Chinese video site can walk seems a lot. Although the merger of the potato Youku in the last year has made the two an absolute powerhouse in the existing market, that does not mean they can rest easy. Only by seizing the existing resources and opportunities, the barrier to break through the growth pattern can be laughed at last.