Zhang Zhao: Big data will become the core asset of the entertainment industry

Zhang Zhao believes that only the intersection of multiple data on a single consumer, rather than a single data, has the value of in-depth analysis. If the data leaves the scene and has no consumer behavior, its reference value will be greatly weakened.

Original title: LeTV Entertainment's new model moves towards global big data brings industrial revolution.

On the afternoon of November 4, U.S. time, at a big data summit held by the famous American entertainment media Variety in Los Angeles, Zhang Zhao, Vice Chairman of LeTV Holdings and CEO of LeTV Pictures, and Philip Dauman, President of Viacom, a well-known American media group, gave speeches. Both unanimously elaborated on the importance of big data and expressed the pursuit of high-quality content by the two companies.

Zhang Zhao pointed out that in the era of the Internet of Things, big data will become the core asset of the cultural and entertainment industry. He took LeEco's seven major ecosystems as an example. LeEco has built an ecological model through "six screens and one cloud". By combining it with smart hardware and automobiles, it can provide the ultimate experience to global users in the era of big data. Through the LeEco ecosystem's "Beiluo" Silicon "strategy, it was implemented in the United States and eventually entered the global market.

Philip Dauman expressed his confidence in the entire industrial ecosystem and believed that as the entertainment industry ecosystem becomes more and more complete, the generation gap between content producers and the market will gradually narrow, and consumers 'satisfaction with film and television content will also be higher and higher.

Big data brings industrial revolution,

Hollywood's well-known entertainment media Variety has always been concerned about the relationship between big data and the cultural and entertainment industry. At this two-day big data summit, senior executives from media and entertainment giants such as Viacom and LeTV came on stage to explain the impact of big data on the entertainment industry. In addition to business leaders, participants in this forum also included content creation, marketing, media, technology, finance and other practitioners. Also attending the meeting were Irwin Gotlieb, Chairman of Group M Global, and famous film producer Eli Roth.

Zhang Zhao, vice chairman of LeEco Holdings and CEO of LeEco Pictures, pointed out in a dialogue with the editor-in-chief of Variety on behalf of LeEco that big data will play an increasingly important role in the entertainment industry. In the future, when entering the Internet of Things era, big data will become a core asset of the entertainment industry.

Zhang Zhao believes that the most valuable large number is scenario data composed of multiple consumer behaviors. Only the intersection of multiple data for a single consumer, rather than a single data, has the value of in-depth analysis. For example, a family of three goes to a theater to make a variety of different consumptions, including viewing content, shopping, catering, etc. It makes sense to analyze these data in multiple dimensions under the scene. If the data leaves the scene and has no consumer behavior, its reference value will be greatly weakened.

As a leading film market company in China, CEO Zhang Zhao proposed a new concept of Location Based Data (LBD) when talking about big data, and vividly cited how "The Expendables 3" targeted home users based on theaters, and used the "Mid-Autumn Festival Crab" activity in theaters to increase the box office of home users. E-commerce, an important part of LeEco's ecosystem, makes it possible to deliver crabs home. Andre Wallenstein, the host, editor-in-chief of Variety, feels very fresh and impressed by the ability to operate typical Hollywood action films into "family fun" films through the market model and connect movie viewing with family emotions. Industry colleagues are impressed by this novel marketing method. It's even more amazing.

Dauman said that the industry should pay more attention to the global market. Currently, more and more moviegoers around the world no longer use traditional media such as TV to watch content, but use technological products such as smartphones and tablets to watch movies. The entertainment industry needs to pay attention to this need and keep up with the development of the times.

Zhang Zhao pointed out that LeEco's "six screens and one cloud" ecosystem is built based on the concept of multi-terminal connectivity. Through the ecosystem connectivity and CP2C (User Participation Products) user operation model, users can have the ultimate experience in the Internet of Things era, and ultimately replicate the success of the LeEco ecosystem around the world.

Zhang Zhao introduced that when market-oriented operation of the artistic film "Return" directed by Zhang Yimou, LeTV provided a service for its daughter to help its mother book tickets on Mother's Day. After receiving the notice, LeEco immediately dispatched a car to take the mothers to the theater and provided her daughter with bouquets and shopping bags. This creative and novel marketing method makes full use of LeEco's partners, not only creating an unforgettable movie-viewing experience for users, but also making good use of various products in the entire operating ecosystem. At this time, Zhang Zhao said humorously,"Of course, we haven't included the flower shop under our banner," which aroused relaxed laughter from the audience.

LeEco's new eco-entertainment model will go global

. In terms of the specific application of big data, Zhang Zhao introduced LeEco's eco-globalization business model respectively. Zhang Zhao pointed out that LeEco's globalization is first and foremost the globalization of content. LeEco Pictures in the LeEco ecosystem is the world's first Internet film company, making full use of LeEco's ecosystem and Internet big data dividends.

Zhang Zhao expressed his confidence and determination to seek global partners in the United States. He hopes to find more partners in the United States who can chemically react with LeEco and bring more diversified platforms, more vibrant ecology, and better content to the world. Zhang Zhao said that it is LeEco's mission to promote the digital ecosystem to the world. Currently, there are still many remote corners around the world that have not experienced the digital revolution.

In this regard, Dauman also believes that content and creativity are the core of the cultural and entertainment industry. As long as we grasp the needs of global users and produce content that meets their needs, we can attract users.

In terms of globalization, LeEco's ecosystem has begun to expand globally. LeEco started with Hong Kong, India and the United States, and first started developing its content ecosystem through LeEco Mall and LeEco Films America. In this way, the content that users can obtain is not limited to the domestic market, but allows global users to enjoy global content in the LeEco ecosystem.

As LeEco's content globalization, LeEco's different terminals will also enter the global market. LeEco's just-released mobile phone Le 1S has sold 550,000 in just one hour.

Zhang Zhao said that LeTV's next step is to work with all partners in the industry to bring revolution to these corners so that more people can benefit from the digital ecosystem. Zhang Zhao quite lamented that he could do his part in such a wave of changes. He said that because of his work, he often had to travel between Silicon Valley and Los Angeles in the United States, which made him find that there was almost no dialogue between the two major industries of Silicon Valley and Hollywood. One is the chief town of the technology industry, and the other is the vane of the world's entertainment content industry. If the two can spark more sparks and combine with Beijing's current largest Internet ecosystem market, it will definitely bring greater changes to this era. "I found almost no dialogue between Silicon Valley and Hollywood industries. I think maybe it's because giants often don't interact with other giants. But when I, a mortal, walked between two giants, a bridge was suddenly built." Silicon Valley and Hollywood have the most progressive platforms and the most diverse content respectively. Zhang Zhao believes that if he can become a bridge between the two, more moviegoers will definitely benefit from it.

What Zhang Zhao is describing is the initial results of LeEco's "Beiluo Silicon" strategy: application implementation is in Beijing; media and entertainment product production and cooperation are in Los Angeles; and technological innovation is in Silicon Valley. "Beijing, Los Angeles, and Silicon Valley are the three cities that represent the Internet, art, and technology respectively. They are the three engines driving the global economy."

As soon as the summit ended, Zhang Zhao was surrounded by many American entertainment industry colleagues, and his Hollywood colleagues showed a strong willingness to cooperate with China partners. As Zhang Zhao said, what we bring is not capital, but value.

Editor: vian