Why do you say the second half of the video site is the ability to make explosions?

Why does LeTV think that these video sites will withdraw their head content once they sign off, means that they will be out of the game in advance? They themselves are also aware that they have not run to the finish line.

"Head content" has never been so important today.

Because the mobile Internet has reached the second half, the pattern has been set. Unlike the beginning of the "barbaric demolition and reconstruction in the remote areas" from the PC Internet to the mobile Internet, nothing has been abandoned.

Therefore, low-cost online dramas such as “Unforgettable” and “Reelless Men” rely on creativity can also become explosion models, but such a low-cost and large-income model may never have a chance.

In the future, the mainstream content market must be a model of large investment returns.

Video site is not long-tailed

Nowadays, video websites have already entered the era of explosions. One or several explosive dramas can change the industry's ranking. Without explosive dramas, they cannot attract paying users and advertisers.

Therefore, if the video sites of the second and third echelons such as Sohu and LeTV continue to develop in this state, they are basically boiled frogs and the outcome is already doomed.

So, does the Internet have long tail theory? However, only fixed-cost e-commerce and O2O are long-tailed, video sites are not.

Because a lot of properties are different. Those who have read The Long Tail Theory believe that video websites are a massive shelf compared to traditional television stations. Therefore, its video content will theoretically present a "long tail" mode.

However, the reality is that the grabbing of "head" content by video sites is a slammer.

Why does China, like YouTube, not develop a monopoly video website with a UGC (User Generated Content) model?

It is because in China, first because of the lack of content on the television station, the video site has become a substitute for the television station, leading users to prefer the same content on the video site as the head of the television station. Even video content is much richer and more exciting than TV stations.

In the United States, because television stations are still very powerful and there are pay TVs such as HBO, users are more accustomed to watching UGC video on the Internet, as a supplement to the contents of television stations.

In addition, China's user-generated content (UGC) is after the popularity of smart phones in the past two years. Prior to this, Chinese users were far less creative than American users. Before the popularity of mobile phones, American users had already used DV home videos to produce content.

Therefore, based on China's national conditions, China did not appear as a pure UGC model long tail website such as YouTube, but out of a video site model based on the content of the head.

In the Internet field, only e-commerce companies such as Ali and JD.com, and O2O platforms such as the U.S. or hungry are the long-tailed models.

For example, an explosion in Ali and Jingdong, such as the exclusive sale of Jingdong’s monopoly on Apple’s mobile phone, will not change the pattern of the two companies. But the three major video sites will bring about a short-term change in the pattern due to a headshot drama.

In other words, there are physical sales that meet the long-tail effect; and virtual content, such as video content, is more in line with the explosion model.

Therefore, as long as the video site quits the competition for explosives and head content, it basically announces that it has withdrawn from the overall competition ahead of schedule. The outcome can be imagined in the future.

Video site is a market where explosions are king

First of all, we have to put forward the concept of “the total time for national entertainment”. This is the population of 1.4 billion. The daily entertainment time is 5 hours. The annual total is 1.4 billion people X5 hours X365 days = 2,555 billion hours. Therefore, the audience's time is limited. And more and more inclined to see the hot content, which is the explosion of the head content.

The first reason is that the head content is generally well-made and content is good.

Second, the audience seeks "commonality." That is, social attributes, discussed in social media and friends circles. Private life and dressing are more and more personal, but video content is often more and more common. Video content is a kind of talk about money, and the topic of seeking resonance in social networking.

Finally, the video content is a virtual commodity that can be copied wirelessly at zero cost, without the need to transport materials and inventory. No need to wait, watch directly. This accelerates the rapid spread of content and makes explosives more explosive.

If the "explosive money is king" phenomenon is established, many competing passwords can be solved. It not only determines the winning formula of the video website, but also determines the competition logic of the content producers of the film and television companies, that is, the pursuit of explosion models.

For example, if a television station is transformed into a video site, if it is only a video site that complements the television station, some content that is not placed on the television station will be piled up on the video site. Little do they know that video websites are an era when explosions are king.

Therefore, making video websites with complementary thinking will fail. This rule applies to Mango TV, as well as video sites that will be established by other TV stations.

In particular, for a film and television company, it is either a company that does head content to survive, or it focuses on a vertical segment and monopolizes it. Therefore, the current market structure is far from stable. In the future, more M&A integrations will occur and some small workshops will be eliminated.

Regarding the content of the head, from the cost of movie production, Hollywood A-class production costs are more than 200 million US dollars, which is more than 1.2 billion yuan, China's general large-scale production costs only 50 million US dollars (300 million) or so.

The most expensive Chinese TV set is less than RMB 10 million, while the US drama is generally more than US$ 10 million, a difference of 6 times. As the Chinese market becomes larger and more globalized, China’s head content will be close to even the US drama in the next three to five years.

In addition, super IP will also become an important factor.

The American drama is basically a sequel. In the season and season of production, China is basically a single drama. There are more than 100 best-selling sequels in Hollywood, and it's only a dozen or so of China's real sequels. In North America, there were 5 sequels in the top 10 at the box office, and there was almost no sequel in China.

The United States is a monopoly of the six major movie companies. Now that Disney has acquired Fox, it has become the top five. There are tens of thousands of Chinese-registered film and television companies. Most of them belong to the no-IP, core-competitive workshop team and do not even have integrated value.

In the future, content companies must also be concentrated in the industry. Integration and mergers and acquisitions are a trend.

Continuing to make secret money explosion: user thinking, which is paid membership model. Said so many explosions, listening to so many reasons, still not a good life.

How to produce explosives? It is not a methodology or a tactical skill. It is even less luckful. But it must have user thinking. Simply put, change your main business model from toB's advertising model to toC's payment model.

The affiliate payment model is the key to the video site’s ultimate victory

Because the "membership model + advertising model" of a video site has a greater liquidity than a standalone advertising model of a TV station, a video site can afford a higher price than a TV station and can broadcast the head content on the Internet or on the Internet. It further robs advertisers and high-end users and further forms a virtuous circle.

As we all know, the profit model of the TV station is toB, and the payment model is toC. As a member of the pay model network drama is to rely on the number of new users to profit. The content is ultimately responsible to the user. If the content is not good, the television station can fool the advertisers by relying on the fraudulent viewing rate. The video website cannot fool the paying users.

This is just like the quality of the toC movie is higher than that of the toB drama. Essentially, the fate of a film is that the audience voted one by one. The fate of the drama is determined by the television station who are responsible for purchasing the movie. .

Therefore, this alone leads to the loss of the television content of the advertising model to the video sites paid by the members.

It is naturally more competitive for content-producing content-driven content-raising mechanisms for paying users than advertising-sponsored thinking. This is also one of the reasons why video websites are not good at content, but they have bursts of money. Because they use user thinking to produce content.

Using advertising thinking to do content is not the same as content that users pay for thinking. toC is more likely than toB to explode, such as the "crimes of undocumented crimes" and "The White Night".

In the future, video sites will enter the age of explosions, and platform development will increasingly rely on the content of the head. How to continue to produce, purchase, and monopolize explosive content is the only way for video sites to win.

In the previous round, it was hard work to save money. Whoever had the BAT King's father as a patron was able to lose a billion dollars each year to purchase copyright and who would survive.

In this round, everyone has money, and the fight is the ability to explode money. Only the monopoly explosion is not a pile of garbage content, who can win.