LeTV Goofy: Self-made, the sales star of all future video websites

Faced with the increasingly fierce competition in the industry, LeTV, which was the first to make efforts to self-control, continues to create its own original kingdom in the spirit of "intensive cultivation and self-control". Recently, the reporter interviewed Mr. Gao Fei, president of LeE.com's website business group operations, and explained in detail LeE.com's strategic layout in home-made content and the development trends of the home-made industry.

Over the past few years, in response to the rising price of copyright, domestic video websites have gradually withdrawn from the ranks of "burning money" and embarked on the journey of self-improvement. This year, with the implementation of the new policy of "one drama, two stars", the sudden collective removal of American TV dramas, and the recycling of copyrights by TV media, video websites have been stimulated to accelerate the development of homemade content. According to research statistics from Art En Consulting, in 2014, there will be more than 50 online homemade dramas, reaching the order of 1200 episodes, and homemade programs will also exceed the 100 mark.

Compared

with purchasing homogeneous copyright content, differentiated singing of future homemade titles can obviously highlight its own advantages with the help of highly flexible homemade dramas. As a result, several major online video giants have embarked on a path of "differentiation". Creating high-quality masterpieces around homemade content has become the main focus of the differentiation route.

Since releasing the "Made in LeTV" original strategy in September 2011, LeTV has been adopting relatively mature genre drama models to create self-produced dramas: one is to adapt popular online novels, such as "The Good Man of the Tang Dynasty"; the other is to invite famous people in the traditional field to join, such as "Lei Nu Xin Jing". Gao Fei said that this year LeTV will make adjustments in two aspects to further consolidate its advantages in the field of self-control. "First of all, in terms of subject matter, this year is much richer than last year, and its coverage is wider." STB Super Teacher "," Sister Know "," Ah Xian Just Go "," Thank You New York ", etc. are all things that have not been tried before, and we need to achieve comprehensive self-control internally; secondly, in terms of production methods, we have begun to entrust a high-quality film and television company to take full charge of the entire project. "

Regarding the self-made differentiation of various video websites, the general view in the industry is that iQiyi is still in the learning and imitation stage and lacks originality; Tencent Video invests more money and pursues the texture of the work; Youku's commercial development is very successful, but it has not achieved scale effect; Sohu Video occasionally produces high-quality products and lacks consistency. LeEco itself is looking for a balance between scale and quality. Whether it is the exploration of customized online dramas on the mobile side or the establishment of the four famous studios, they all represent LeEco's pursuit of self-made differentiation. "Although simulcasting is the mainstream in the future, self-control can be used to distinguish different platforms. Whether it is diversified or focusing on one niche is the different results brought by different strategies."

The new model has helped the full development of homemade content

. After initial market cultivation, major video websites are also actively exploring new business models for homemade content, cooperating with traditional fields and branded customized dramas emerge one after another. These new business models have brought financial support and content breakthroughs to video website homemade content, and have become the driving force for the comprehensive development of homemade content.

Compared with purchased copyrights, the cost performance of self-made products is relatively high. "Unit playback costs are constantly accumulating. For example, several of the top 50 TV series rankings are homemade dramas produced by LeTV, which still provide hundreds of thousands of views. "Gao Fei said," We actually make self-control to open up a variety of convenient channels, thus forming a huge business model." Self-made products have experienced early pure patch advertising, mid-term brand implantation and now multi-form development, gradually improving the integration of the industrial chain. According to Gao Fei, LeTV's self-produced dramas is currently undergoing a new attempt in advertising technology-viewpoint radar technology can enable the mouse to click on the playback page to purchase the same version in the drama. This realization of converting real purchasing power based on user interests greatly increases the potential of self-made money. "Since users still need some time to adapt, this part of the revenue is not much for the time being."

In addition, the emergence of more and more high-quality homemade products also provides an opportunity for reverse output. Video websites that originally assumed the role of a single platform provider began to transform into a combination of platform providers and content providers. "We can also make the same content as broadcast on TV, and we can make it more exquisite and beautiful. "Gao Fei is full of confidence," In the future, homemade will definitely be the sales star of all video websites!"

"IP+ users" compete to show industry trends.

The Internet has its own characteristics. Its broadcast-style communication method determines that artists are not the main influencing factor in online self-control. In terms of online self-control, the influence and value of IP are far greater than the star effect of Kashi. At present, LeEco has stocked quite a number of online novels, and a large number of novels have multiple copyrights, including online dramas, TV series, movies, anime, games, etc. This means that LeTV will not rely too much on advertising in its homemade dramas. "When we do marketing based on IP, we can think about issues 360°." Gao Fei said frankly. The established existence of online novels allows self-made dramas to carry out different project plans based on different themes, thereby further amplifying the value of IP.

Corresponding to IP is the user, and the perfect synergy of the two may become the trump card for video websites to compete for self-control. Gao Fei explained: "By filtering, classifying, and tracking users through content, you can obtain their behavioral preferences and demands. On the one hand, you can test the fit of advertisements among the audience, and on the other hand, you can also lay the foundation for the re-creation of homemade content." Mass foundation." He revealed that LeEco's management has made guest appearances in customer service, hoping to listen to users 'needs to guide decision-making. "If you insist on adhering to your own path or respecting users, there will definitely be completely different results."

Regarding the involvement of emerging film and television companies, traditional film and television companies and TV stations in self-control, Gao Fei regards it as a general trend in future self-control. "Whether it's us and Wanhe Tianyi, Tencent Video and Ciwen Film and Television, or iQiyi and Huace, we all have a win-win cooperative relationship. This is not competition but competition." Gao Fei analyzed. He believes that once each other contributes their advantages and joins hands across borders, the effect will surely be better than fighting alone.

Is self-made creativity unique in the world? Demand determines its existence value

In addition to production, creativity is the key to the success of a homemade drama. Today, with the development of social media, any good idea can quickly produce results once it is spread. LeTV has had more experience in this regard before. From the "crying and spraying false eyelashes incident" in "After the Halo" to the "specially made for students" in "STB Super Teacher", the success of the two dramas confirms the importance of creativity.

"Some points can be designed in advance, and some points can be suddenly discovered and then done. Only by understanding the essentials of communication will people see what you shoot." Overall, Gao Fei is relatively satisfied with LeEco's creativity in self-production.

LeEco's upcoming "Ah Xian" is specially created for users to pass fragmented time."My Fraud Life" targets gambling film themes that are rarely touched in the mainland."Sand Monk's Diary" is a funny version of "Learning from the West". These works all have an inherent target audience, and the commercial returns can be foreseen when the project is approved. "As long as there is a need, it must be met. How to meet these needs in a reasonable and orderly manner is a very interesting game process."