Wei Wuhui: The threshold for content entrepreneurship continues to increase. Live broadcast is probably the last way out

Wei Wuhui said that what we have seen today is video and audio. We have also seen teamwork and institutionalization, a large number of public accounts, or content entrepreneurs receiving investment. In fact, the threshold for content entrepreneurship is rising. The spring of content entrepreneurs is over, and we have come to summer. When the sword is in and the sword is out, everyone is fighting for sustainability rather than burst ability.

Lead: There is a set of data in the "China WeChat Top 500 Monthly Report" recently released by the new list. Among the reading statistics of the top 500 Weixin Official Accounts, 19% of the 100,000 + accounts contributed more than 70% of the readings. What does this mean?

In a speech at the "New Media, Old City Walls" sharing event on the new list, Wei Wuhui, investment partner of Tianqi Amoba Fund, believed that the threshold for content entrepreneurship was rising.

"Although the concept of content entrepreneurship was proposed at the beginning of this year, content entrepreneurship has in fact been happening for one or two years. Today, what we see is video and audio. We also see teamwork, institutionalization, a large number of public accounts, or content entrepreneurs receiving investment."

In his view, content entrepreneurship has entered the deep water area and has reached the stage of "white knives entering and red knives emerging", and now it has reached the "hot summer" of content entrepreneurship. For entrepreneurs who are not yet institutionalized or have no professional possibilities for the time being, live broadcasting may become the last way out.

"I think live streaming is the last grassroots place. It is still the case now. I don't know if it will be next year."

The following is the full text of Wei Wuhui's keynote speech: I am a university teacher, teaching at Shanghai Jiao Tong University, and an investment partner of Tianqi Amoba Fund.

Whether you are teachers or investors, the common denominator is to judge trends. If you judge trends incorrectly, it will make it difficult for you to stand on, but for investors, you will lose money.

- == The threshold is constantly rising, and content entrepreneurship is approaching the "hot summer"==-At the beginning of this year, the new list held the "Spring of Content Entrepreneurs" conference, which has been almost half a year since today.

Although the concept of content entrepreneurship was proposed at the beginning of this year, content entrepreneurship has in fact been happening for one or two years. Today, what we see is video and audio. We also see teamwork and institutionalization, a large number of public accounts, or content entrepreneurs receiving investment. In fact, the threshold for content entrepreneurship is rising.

We talk about two words in content production, one is called PGC and the other is called UGC. PGC can be understood as professional production content, professional production content, or institutional production content. UGC is grassroots and self-employed, and it doesn't seem to be a team operation. The volume of UGC was very large before, but after the past two years, we have seen many companies receiving investment, and their content is already being produced in a team and organization manner. Although many people still call these public accounts self-media, as a university teacher, I don't agree with such calls.

It turns out that we are talking about the long tail theory, and we have also heard Kevin Kelly's "One Thousand Hardcore Fan Theory", but this seems to be different in reality. I was watching "Hot Items" recently, and it mentioned that in the content market, the top leader actually has the decisive advantage. For example, he studied the music downloads in iTunes for three consecutive periods in 2007, 2009, and 2011. He found that quite a lot of music had less than 100 downloads, and the downloads brought by a headline hit The volume is comparable to all long-tail content.

The "China WeChat Top 500 Monthly Report" recently released by the new list mentioned that among the reading statistics of the top 500 Weixin Official Accounts, 19% of the 100,000 + accounts contributed more than 70% of the readings. This shows that in the entire content industry, head content is becoming prominent. Therefore, I think that content entrepreneurship has entered the deep water area and has reached the stage where a white knife enters the red knife emerges. Today's content entrepreneurship should be called "Summer Summer" more appropriately.

- == What the audience wants to see is a video with a strong tone ==-Content entrepreneurship, let's start with the video.

Everyone knows papi sauce. Is she a grassroots user? No, she has professional training. She is a postgraduate student in the directing department of the Central Academy of Drama. Papi Chan herself said that she spends a lot of time shooting videos every day. In fact, her content production threshold is not low.

The last time I attended a conference in Hangzhou, a girl said I also wanted to make papi sauce. I said, have you ever been trained in taking films or acting? She said no, so she used her mobile phone to take some videos and uploaded them after taking them. There were no post-production and no subtitles. Such video works will be difficult to become popular in the future. You may become popular, but it's just a certain video that accidentally becomes popular, but I am talking about your continued productivity. Papi sauce started in October last year and has taken dozens of videos to become so popular.

Let's take a look at a few TV series,"Nirvana in Fire","Legend of Zhen Huan" and "Ode to Joy". These three TV series have one thing in common. They all have very high looks. By this looks, I don't mean the actors, but their videos. Exquisite production.You may have seen such an article, which talks about how exquisite the props and costumes of "Nirvana in Fire" are. Recently, there is an article that examines "Ode to Joy", where in Shanghai each restaurant where it eats is located.

Today, the tastes of the audience have been greatly improved. Everyone hopes that what you do will be forceful and accented, rather than shoddy.

- == The admission of institutional media has raised the threshold for content production ==-News has spread in the surging news in the past two days that Qiu Bing is leaving. What will he do if he leaves?

He wants to make Short videos. Who is supporting him? Li Ruigang, a big shot in China's media circles, how can Li Ruigang support him? I listened to two versions. One version said that he would invest 300 million yuan, and the other version said that he would invest 500 million yuan. Anyway, it was 300 - 500 million yuan. Before, we knew that Li Ruigang also invested in "one". His video is very exquisite, whether you like it or not.

Why did Li Ruigang invest in Qiu Bing's video project? He wants to do Short videos news. Why does he spend so much money? Because he wants to do Short videos finance in a surging way, which means producing more than 100 Short videos a day. This is a team-based production organization. The editor-in-chief who was surging some time ago has gone out. This time Qiu Bing followed up with a large team, claiming to have 50 or 60 people, producing 100 Short videos every day.

Maybe everyone thinks that he produces his and I do mine. What's the conflict? Yes, the user growth of the entire mobile Internet has reached its end. In other words, if he steals a fan, it means that you will have one less fan.

More and more institutional media will produce more and more exquisitely and continuously. You may have noticed that the opening rate and activity of WeChat have dropped. If you talk about content entrepreneurship, you must pay attention to this matter. Of course, self-media like me will still exist. I have no revenue pressure and don't rely on self-media to make money, but this is not called content entrepreneurship.

At that time, Luo Zhenyu said at the content entrepreneurship conference on the new list that the media must not raise funds unless it is a last resort. I disagreed with this sentence at the time, and later he disagreed with himself because he put in papi sauce. So, if you still want to do content entrepreneurship, if your fan growth rate is good, if you have a certain customer base and cash income, I suggest you quickly find investment and enter into content production with a higher threshold.

- == The threshold for content production is changing ==-Our previous threshold for content production was like this: Maybe people won't use this thing very well, just write an article.

But if you look at the online content, it's very common. I have also seen individuals doing this through the media, but they are relatively rare. Especially dynamic information graphs, which are interactive and require high requirements on producers. They require you to have certain writing skills, the ability to write programs, and design skills. This is probably not something that one person can do.

The last and most complicated one is the special topic. I have never seen anyone from the media do this. The example I gave was done by The Washington Post. The cost was $300,000, and it was several years ago. The special production is very complicated. Is there anyone in China who does it? Yes, Caixin. com does this, and it recently won a nomination award for global data news. These are all thresholds for content production.

In the past two years, some new thresholds have emerged. So-called virtual reality, drones, and robot news. We will see that in 2016, some powerful institutional media will produce these things. Think about it from a user's perspective, if there is a 360-degree panoramic content shown to me, will I spend a lot of time in it? If I spend half an hour reading this thing, it means that I spend half an hour less reading other content, including public accounts and circles of friends.

CR has been eliminated here, and now more talk about virtual reality, augmented reality, and mixed reality. CCTV's coverage of the two sessions was also taken with a 360-degree panoramic view. This all means that you have to have a certain team and funding. I can say that in 2016, we will see a lot of similar content appearing.

If you don't have a team, organization, and funds in 2017, and your content production still relies on one article and one picture, I believe you can still make a hit. Occasionally, an article with 100,000 + appears, but you will find that If you want to continue to produce 100,000 +, you will encounter very serious problems. This is the possibility in 2016 and 2017 that I mentioned.

- == Live streaming may become the last way out for content entrepreneurship ==-If you are not institutionalized or have no professional possibilities for the time being, live streaming may be your last way out.

I think live broadcasting is the last grassroots place, and it is still there, but I don't know if it will be next year.

What did we use to talk about doing Internet celebrities? It's just seven words,"Things will come soon." Can Pan Liangbiao Shun bring income to yourself now? It's okay now. But we will see that some people who are not very good and honest are also coming to do live broadcasts, such as Luo Zhenyu. Is he very good? Is it smooth? No, but if he comes in, he will still be rewarded.

Regarding cultivating Internet celebrities, First Finance and Economics once did this. They created a girl to become an Internet celebrity, and the traffic was also very large. Later, they felt that it was not very good. They directly pushed female reporters to the stage to become an Internet celebrity, which would also arouse various opinions, so they did not continue doing it. But from this example, we should see that if institutional media wants to enter live broadcasts and cultivate so-called institutional Internet celebrities, it will also take minutes.

What I want to focus on with you today is that the spring of content entrepreneurs is over, we have arrived in summer, we have arrived at the time of white knives entering and red knives emerging, and everyone is striving for sustainability rather than explosive ability. Thank you all.

Editor: vian