Second, it completed 100 million yuan financing of the B+ round, and Yunfeng Fund led the source capital to follow the investment.

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Li Na, managing director of Yunfeng Fund, who led the financing, said that the shift of users' attention to the form of short videos will be a continuous and irreversible trend, and short videos will also become the fastest-growing form of content. Cao Yi, founding partner of source capital, one of the investors in this financing, believes that short video, as the basic form of content consumption, has increasingly become the key to attract user traffic and duration.

news on the morning of August 14, today announced the completion of the 100 million yuan financing of the B+ round, which is led by Yunfeng Fund and followed by source capital.

er Geng was founded in 2014 and early opened an official account in Wechat. Release the first original video on two shifts every night. In May 2015, the media account "late Night Canteen" was merged. According to the data provided by the second watch, since its launch, the second watch has filmed more than 2800 videos, with a cumulative total of nearly 20 billion videos, more than 50 million daily broadcasts, and nearly 50 million fans.

in March 2016, Erjing received round A financing of more than 50 million yuan invested by ZhenFund and Cornerstone Capital; in January this year, it completed round B financing of 150 million yuan, led by Yuanji Capital, followed by Houde Qianhai and etheric Capital, and followed by Cornerstone Capital, Zhenge growth Fund and Oriental Fuhai, the original institutional shareholders.

Ding Feng, founder and chairman of the second shift, said that after the completion of the B+ round of financing, the second will carry out strategic layout in the following directions: first, to complete the upgrading and expansion of the city station to build the status of the second shift as a city media operator; second, to focus on building the resources of the second shift college, the coalition government and colleges and universities, and to train and incubate film and television creative talents on a large scale through education and training. Third, continue to lay out the content marketing system throughout the country, serve well-known brands at home and abroad, and become a media partner of enterprises; fourth, second, we will establish an online video content production platform to create a Chinese high-definition video material library.

< strong > < / strong >

generally speaking, the commercial channels of the short video industry are mainly in four aspects, advertising, e-commerce, IP, and charging content. Ding Feng told Sina Science and Technology that at present, the commercialization of the second shift is mainly for the B side, and it is more cautious to open to the C end. At the same time, he is optimistic about the prospect of charging content.

according to Ding Feng, the second main cash mode is advertising, and the company has made a profit. Especially in the area of commercial customization, hundreds of millions of orders and contracts have been completed in the first half of this year, an increase of 800% over the same period last year.

in addition, 80% of the short videos are regular content, and the remaining more than 20% are realizable commercial content. In Ding Feng's view, the formation of this proportion reflects the unique mode of realization of Ergeng.

on the one hand, it is based on the fact that the second shift has established a marketing system all over the country, on the other hand, it is constantly exploring the nationalization, scale and diversification in the content side.

according to reports, on the content side, Ergang has a full-time film and television creation team of more than 300 people, cooperates with more than 1,000 people in city sites and PGC teams at home and abroad, and produces more than 250 original videos per month. In addition to the second micro-recording product types, the second one began to build a diversified and vertical content brand matrix.

Ding Feng told Sina Science and Technology that the second shift has now been launched in the direction of lifestyle, fashion, music and other contents, as well as financial and sports content in the future.

in the first half of this year, the city station strategy continued to advance. In addition to the four directly affiliated city stations, namely, Beijing, Shanghai, Chengdu and Hangzhou, the second shift has successively launched a total of 19 domestic city stations, such as Suzhou, Xi'an, Changsha, Xiamen, and so on. At the same time, overseas stations in Japan and Australia have been launched, and North American stations are about to be launched.

Ding Feng said that under the general trend of enterprise media, a large number of local enterprises need video content to tell stories, and the video content production capacity of city stations can bear the needs of enterprise brand media. It is estimated that by the end of this year, the number of urban stations on the second shift will reach 30.

< strong > short video advertising market will break out < / strong >

Ding Feng, founder of the second shift, believes that in the next few years, high-quality content will become the core competitiveness, and positive content is the industry trend; continuous original production capacity will become an industry barrier, and superior resources will be concentrated to high-quality content companies; the marketing demand scale of short video is growing rapidly, and the prospect of realization is clear. A large number of e-commerce Internet platforms, picture and text video will detonate a new round of video tuyere.

Li Na, managing director of Yunfeng Fund, which led the financing, said that the shift of users' attention to the form of short videos will be a continuous and irreversible trend, and short videos will also become the fastest growing form of content. With the transfer of user attention, the short video advertising market will also break out.

Cao Yi, founding partner of Source Capital, one of the investors in this financing, believes that short videos, as the basic form of content consumption, are increasingly becoming the key to attracting user traffic and duration. Driven by the upgrading of consumption, the development space of boutique short video has been opened, and the imagination space is huge.

second shift platform partner GE Wei, vice president of Alibaba Culture and Entertainment Group, pointed out that short videos have become a tuyere in recent years, Youku, Tudou and UC are all actively involved, and Alibaba Entertainment launched the" Big Fish. " Kuaibao, Penguin account, Tianyi, Watermelon and so on are also involved. Many platforms have begun to do short video services. There are more and more entrants, the number of professional producers in the field of short videos is growing rapidly, and some good content producers from abroad are also entering the domestic market, which fully reflects their optimism in this field.

Chen Fuyun, deputy general manager of Weibo Operations, another platform partner of the second shift, also pointed out that the short video industry is a very huge industry. It is now booming, is beginning to take shape, and there will be more space in the future. Traditional film choreographers, entertainment and traditional media people. More and more professionals are entering this field. Second, last year, it was one of the first organizations to cooperate directly with Weibo. Second, its account scale and content production scale have obvious advantages, and the content quality is also very high, which has formed a strong barrier.

Edit: mary