Behind the efforts to live broadcast + e-commerce is an ambition to build a women's TVB empire| Dialogue with Lu Tingting, CEO of Landu

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Although sometimes she would shout,"It's too hard to make content, I may not do this in the next life," Lu Tingting still took her Landu culture and rushed all the way to content entrepreneurship.

"You can't persist without some emotions. You have to compete in every aspect of the content. It's a struggle with yourself."

When she met Lu Tingting, she had just finished interviewing a batch of "young fresh meat" in the company for the online drama "Made by Beauty" that was about to start at the end of November, and she was so busy that she couldn't have time to eat. Since founding Landu Culture after returning to China in 2014, Lu Tingting has been fighting monsters and upgrading on the road to content entrepreneurship, opening up territory. Although sometimes she would shout,"It's too hard to make content, I may not do this in the next life," Lu Tingting still took her Landu culture and rushed all the way to content entrepreneurship.

As a company focusing on Internet film and television in the vertical field of women, Landu has quickly become a dark horse in the industry in the past two years with a number of trump programs such as "Late Night Sweet Talk". It has successfully completed the B+ round of financing in the cold winter of capital, and is working hard to launch online comprehensive live broadcasts and e-commerce live broadcasts.

Power live broadcast: The main e-commerce company aims at the top content

and cooperates with Tencent Mutual Entertainment "Please! Fans, to cooperate with Taobao Tmall "Nine Bulls and Two Tigers," in the second half of this year, Landu culture, which started with female content, suddenly changed track, continued to exert its strength on the road of live variety, and repeatedly won the favor of top domestic platforms. Among them, based on the popularity of online games derived from the idol development variety show "Please! The first issue of Fans exceeded 1.5 million viewers. On October 24,"Nine Bulls and Two Tigers" launched a new pattern of e-commerce live broadcasting. In less than 3 hours, the number of likes reached 140 million.

"Nine oxen and two tigers"

In the view of Liu Tingting, head of Landu, the online comprehensive market is already a red sea at present, and the competition among companies is fierce. In addition to continuing to maintain stable output on female love programs that Landu excels at, it is urgent to find other breakthroughs.

Compared with recording and broadcasting variety shows with longer content production times, the new mode of variety show + live broadcast is more random and flexible, making it a good choice: "Last year, no one said that a large network synthesis should be done for live broadcasts, just make a small PGC. But this year, it was discovered that PGC was not enough to attract traffic or precipitate users, so I started to make head content again. From a platform perspective, I am also willing to spend money on live variety shows this year."

Under the pressure of monetization, Lu Tingting believes that seizing the opportunity of online comprehensive live broadcasting can open up a new path for the development of Landu. For Landu, which currently accounts for nearly 70% of its overall revenue from product placement and program titles, the huge user base of the C-terminal is undoubtedly a vast space to be developed.

Taking "Please Fans", which has the reward function, as an example, Lu Tingting designed several links in the live broadcast to encourage users to canvass votes for their idols."I didn't expect it to be exaggerated once. It seemed that I received 3 million Q coins in 30 seconds. reward." This makes Lu Tingting firmly believe that as long as the content is properly designed, the future revenue of ToC will be very considerable and sustainable, bringing more diversified flow. In addition, the sales share with the e-commerce platform is also a considerable amount of income, which will further improve Landu's monetization methods.

"Please! "Fans"

Secondly, the conversion rate of live variety shows is also satisfactory. "For example, after the first three episodes of" Nine Ox and Two Tigers "were completed, there were a total of 27 brands. The PV and UV came out very well, and the customers were very satisfied. Users log in to the e-commerce platform to buy things. After watching the live broadcast content, there are many discounts when playing games, and they often buy them immediately."

Lu Tingting told reporters that in terms of the layout of live variety shows, Landu will focus on the Live streaming eCommerce card in the future and conduct extensive cooperation with e-commerce platforms such as Taobao, Mushroom Street, and Vipshop. Based on the success of "Please Fans", the cooperation with Tencent Interactive Entertainment will be further deepened and participate in more IP cooperation with Tencent Interactive Entertainment.

Since last year, Landu has also completed the integration of the content production team, and has successively recruited Hunan Satellite TV production director Lin Xu and "Kangxi Comes" producer Sun Lexin to join. Lu Tingting said frankly that many of the cameramen of "Nine Ox and Two Tigers" were specially invited from Taiwan."There are many content companies that understand netizens, but there are currently only a handful of teams in China that can do large-scale live broadcast network compilations. Except for Tianyi, the team that makes" Hello Goddess "is probably us."

Capital Winter: "Content companies must have the ability to support themselves"

Since the establishment of Landu Culture in 2014, Lu Tingting has witnessed the transformation of online student content from no one to swarming in.

"At first, I said I wanted to do female content, but many people looked down on me. Many friends asked me why I wanted to do such a small thing. And it's a bit non-mainstream." Lu Tingting still clearly remembers that in May 2014, when she showed the freshly released samples to some friends on TV stations, the feedback she received was "Friends Out"."They all felt that the standards were too low and too rough."

Lu Tingting, the leader of Landu

, has changed over time. Short Video suddenly became a popular trend in 2015. In 2016, the wind direction changed again."Everyone found that Short Video couldn't make money at all. Starting from June and July this year, they have turned to making head content." At the same time, traditional TV celebrities such as Xie Dikui and Cen Junyi also left the system and joined the competition with their teams. For an online content company like Landu, the impact will be quite large.

The world is changing too fast, and Lu Tingting thinks of having to change with it. She laughed and said that she belongs to the kind of person who is "particularly good at observing changes" and "may have something to do with my previous experience as an investor for two years." If Landu had not transformed into a big variety show now and had been immersed in small PGC content, I believe that this year's revenue would only be a million. If I keep focusing on Short Video, it may be difficult to make the company bigger."

In the cold winter of capital, Landu still successfully completed the B+ round of financing in September this year. It will focus on live broadcast variety shows, strive to create more and better programs, discover more popular artist idols, and further expand the company's entertainment landscape.

Lu Tingting said frankly that the current environment is still very cold."The market may have been overheated before, and content companies were relatively cheap, so everyone is very happy to vote for Angel rounds. But the further you go, the higher the company's valuation is and the more money it needs. Investors will really consider what your development prospects are. For any company, whether it can see the future is a hurdle."

Looking at Landu's footsteps along the way, Lu Tingting believes: "We will move a little ahead, plus the execution ability is good, and the liquidation model is relatively thorough, so investors are relatively reassured." Starting from producing original PGC, to seizing the opportunity of online comprehensive live broadcasts, and then to transforming content to e-commerce, compared with the commercial dismal nature of similar content companies, Landu's success is that it has taken the lead in realizing the parallel transformation of content and commerce.,"As a content company, your income cannot stay at the level of millions forever, otherwise monetization will be a big problem. You can bet on the IP content, but in business, you can't gamble forever."

The rise of Netcom: On top of prosperity, the bubble has not yet reached

. Data points out that as of October this year, it is estimated that more than 100 Netcom programs have been and will soon be launched on major video platforms. In the era of the blowout and rise of Netcom, two voices crossed my ears. One voice believed that the market was prosperous, and the other believed that a bubble had emerged.

In Lu Tingting's view, there is a bubble in the Internet, but it is far less than that in other Internet industries. It may be more accurate to define it as "above prosperity, but the bubble has not yet reached". "Some people may think that Netcom is a little too prosperous, but next year the market will definitely become more rational. Advertisers have limited money and platform resources are also limited. Only good content will go forward."

While chatting, she also lamented that nowadays netizens "read countless videos" and their tastes are really more and more selective,"For example, recently Youku's" Beauty and the Best ", Xie Dikui's" Date with the Big Star ", and Xie Na's" My God of Songs "is also good. But maybe this kind of good news only reaches 90 points but not 100 points for netizens, so there is no hit like "The Strange Qi Shuo"."

Although it has not been established for a long time, Landu is undoubtedly an "old driver" of online content. Its well-known columns include the women's talk show "Late Night Talk" and the fans 'live variety show "Please, Fans", and the online short-term talk show "Honey Talk in One Minute". In the first three seasons of the trump card program "Late Night Sweet Words", the cumulative number of views on the entire network has exceeded 800 million.

In terms of program development for "Late Night Words"

, Lu Tingting said that Landu would select three plans for trial filming of DEMO every quarter, and finally selected one or two projects through collective voting to be actually put into production and launch. "It's easy to do PGC research and development, just spend tens of thousands of yuan to shoot a DEMO, but the research and development cost of recorded and broadcast programs is very high. Nowadays, everyone says that this is an era of PPT, and they all write beautiful stars and plans on PPT, but what Landu hopes is to strive for excellence when it comes to content."

"Audiences are picky, which means that we content producers need to have a special craftsmanship spirit, hone a work that exceeds the expectations of netizens, and boldly innovate in program models, including the combination of live broadcast and recording, and VR technology."

Signed artists: Creating female TVB Empire

artist agencies is also the focus of Landu's future development. At present, Landu has signed a number of potential full-contract artists, including "very perfect popularity kings" Qiu Yushuo, Ma Jianxun,"Little Coffee Show" celebrity Huang Feihong,"Sexy Goddess" Wang Li Danni, etc., with the number of signed artists reaching 6 people. In terms of the scale of artists, Lu Tingting's vision is to control them within 20.

Lu Tingting introduced her artists as if they were familiar with each other, and planned their own development routes early. "For example, Zou Yuhao,'Little Hu Ge', has a particularly good image, so he will be built in the direction of e-commerce. VIVA's mouth is particularly cheap, and it will develop in the direction of a poisonous tongue. Huang Feihong used to be a celebrity in small cafes and would focus on the cute route."

Landu's contract artist Huang Feihong

is not very similar to other companies. Landu likes to let artists "grow freely" in their own ways."Some people are good at hosting, some people sing particularly well, and they are currently particularly talented in their respective fields. Some people are asking them to go in the direction of fashion because we are doing a good job in e-commerce. The other part will be created in the direction of artists through recording and broadcasting." For signed artists, Lu Tingting rejects the simple definition of "Internet celebrity", but has a longer-term pursuit."Each must have unique skills and have works that will be remembered by the public." Therefore, in terms of artist packaging, she also prefers to combine everyone's characteristics and promote it through programmatic and content-based methods."It will definitely not be as simple as just letting them do a live broadcast or take a few photos. Some people will come out through e-commerce, and some will come out through recording and broadcasting."

In Lu Tingting's view, Landu's development status is a bit like Miwei Media or Wanhe Tianyi."I have artists and the ability to produce content. The content and producer are bundled together to be self-sufficient, which feels like a little TVB, or say It's a woman's TVB." At present, it is still difficult for Landu to find a mature benchmarking company. However, Lu Tingting has already made a wish: "In terms of female content, I hope that Landu can become a film and television empire. With film and television as the starting point, we can enter other e-commerce, artists and other fields, and turn female content into many, many branches., become a platform-based company."

Editor: Nancy