Chapter 60: Youku's self-made drama

In the current video field, including Zeshi, Youku, and Tencent, there is one that counts as one, and user adhesion is a big problem.

As Song Zhidong said at the beginning, the current video website, regardless of the size, actually does not have a strong user adhesion: after all, there are still very few content that really only has exclusive copyright, most of the content, you have it, I also have it, for users, you can go anywhere to watch.

If you want to improve the adhesion, you can only buy the copyright. However, good copyrights are limited and expensive, so before the advent of channels, no effective way to solve this problem was found by any site.

The emergence of self-channels has changed this phenomenon to a great extent.

First of all, the self-channel itself is the exclusive copyright, theoretically speaking, Zeshi's self-channel content, without authorization, no other website may be reproduced. If this is done, it will be out-and-out piracy, and Zeshi can theoretically sue the other party for compensation.

Of course, this is theoretically speaking, but in reality there must be a lot of piracy. But compared to the genuine version,Piracy is far inferior to both timeliness and integrity,Piracy is illegal after all,Sporadic no one cares,If anyone is really mad enough to Zeshi to release an episode from the channel,A certain 'user' over there will immediately upload an episode of piracy,The content on both sides is synchronized with time,It is impossible for Zeshi to turn a blind eye。

Youku、Tencent,There are also some"exclusive copyrights",In the past, the number of them exceeded Zeshi,After all, Zeshi started late,But as soon as the channel came out,Zeshi"Exclusive copyright"The number of "exclusive copyrights",Catch up with it all of a sudden,And get several orders of magnitude far away。

Zeshi from the channel for all network users,The base is too big,Theoretically, hundreds of millions of netizens across the country,It may become Zeshi's 'exclusive copyright',Even if 10,000 users,Only one from the channel,Zeshi can also sit on thousands,And the copyright is growing。

And these copyrights don't cost anything!

This point is too important, Youku is said to have paid a price of hundreds of millions in order to win the live broadcast of La Liga! Any popular TV series or a popular variety show will have a copyright ranging from hundreds of thousands to millions.

Copyright is a mountain and a huge burden on video websites, but they have to buy it. This type of investment is also the largest expenditure of online video sites, taking up a lot of money.

However, Zeshi's self-channel does not need money and is self-generated.

Just like eating, some people have to go to the rice shop to buy rice at a high price, while others can grow their own rice.

Not only does it cost nothing, but it also has the potential to generate subscription revenue.

Zeshi's self-channel has almost no cost, taking the route of quantity, although the number of subscriptions for a single self-channel is not as high as that of La Liga, NBA or a popular TV series, but the number is too much, and there is no cost, in general, it does solve the problem of 'exclusive content source'.

And from the conceptual point of view, Zeshi's self-channel is also more in line with the trend of EB2.0.

The concept of EB2.0 was put forward many years ago, and it became popular for a while, and gradually became silent in the later stage, and was overshadowed by more cool-looking concepts. However, from a professional point of view, the core ideology of EB2.0 is definitely the mainstream of the Internet at present and even for a long time in the future.

What is the philosophy of EB2.0?

In the market, because it is provided by the user himself, it must be more down-to-earth and loved by the user than the website can provide;

The most important point is that it can meet the psychological needs of users for 'self-realization' to the greatest extent.

Presence is a very important concept of EB2.0.

No matter how good the film is and how rich the program is, can a user sit in front of the computer and watch it?

As a result, the comment function appeared, and the sense of existence that the comment function can bring is limited and delayed, so the barrage function came into being.

The barrage function, as an important magic weapon of Zeshi, was initially criticized, and it showed amazing results in just a few months, so much so that now Tencent Video has also begun to imitate it, and some of the barrages have been opened.

This time, Zeshi self-channel, the core idea of EB2.0 has been brought to the extreme, and even the video content is provided by users.

Facts have proved that this trick is successful, since the channel has been created in just one month, there have been more than 30,000, aside from some of them are purely 'early adopters' to try and there is no follow-up, has been continuously updated, may produce commercial value, about one-third.

Most of the most popular self-channels are celebrity talk shows, such as Xiao Shuo, whose monthly subscriptions have exceeded 100,000 and are still growing rapidly.

"Zeshi and Zeyue, a pair of brothers in different fields"

The Internet began to compare Zeshi and Zeyue, one for video, and the other for video, but there are many similarities between the two. They are all ordinary users who provide content, use their works to make money, attract a group of fan users, become online stars, create a group of grassroots billionaires, and provide new jobs.

Even the recommendation system is the same: Zeshi wants to be popular from the channel, content is one thing, whether you can get website resources, recommendation is equally important. Zeshi copied Zeyue's very mature recommendation model, layer upon layer of competition, survival of the fittest, and according to the characteristics of the industry, the pioneering use of the 'celebrity priority publicity' strategy, not only gathered a group of ordinary netizens, but also attracted celebrities from all walks of life, while increasing their popularity, in turn, using their influence to expand the number of Zeshi's users.

Interestingly, Zeshi launched its own channel and was successful, and did not directly target any other similar companies.

But objectively, many companies in the same field have been impacted.

This includes Youku, which had a strong competition with Zeshi before. Zeshi has been very popular since the launch of the channel, and the most direct blow to Youku is that the stock price has continued to decline significantly.

It stands to reason that Youku has not had any strategic mistakes and negative news recently, and even won several big copyrights such as La Liga at a high price, and the business is expanding, everything is good news, even if it does not rise, it is impossible to fall.

Besides, the market is so big, no matter how well Zeshi does it, it will not directly affect Youku's stock price.

But no matter how good the theory is, in reality it just fell, and the transaction was very sluggish. If you have to find a reason, it can probably only be said that a series of incidents between Youku and Zeshi poaching people in the early stage made a boil, so that everyone subconsciously put Zeshi and Youku on the opposite side of 'you live and die', forming a dualism.

Zeshi, Youku, it seems that only one can live, one is strong, and the other is weak. In particular, Youku was originally the industry leader, and if there is a new rising peer, it must be Youku who suffers the most.

In addition, the pressure on potatoes is much less. There are two reasons for this,First,Tudou's biggest competitor is still Youku,Youku was hit,Tudou is naturally optimistic;On the other hand,Zhao Zejun wanted to acquire Tudou unsuccessfully,Founded Zeshi,Zeshi's success,It proves that Zelianke has a relatively strong operational ability in the field of online video,The side illustrates the value of Tudou。

Wang Wei's feelings are very complicated, why didn't he promise income at the beginning, but now the ups and downs of potatoes depend on Zeshi's face?

Wang Wei is okay, after all, he is just having complicated feelings, and the situation of potatoes has really improved, and on Youku, Gu Yongqiang found that he had to face more than this trouble.

"Mr. Gu, Alibaba has directly proposed that it wants to invest in Youku on a large scale. "The assistant came to report in the morning.

"This Mr. Ma, rob by fire......" Gu Yongqiang sneered, Ma Yun's little abacus, he can see it, from beginning to end, Ma Yun has never let go of the online video, and has always wanted to get involved in Youku.

After the Ocean Forum, the relationship between Alibaba and Zelianke has undergone very subtle changes, and some barriers between the two sides have been broken little by little, and they are trying to cooperate more.

Gu Yongqiang does not object to this.

Whether Ma Yun and Zhao Zejun have any deals, or Ma Yun wants to buy Youku, it is not Gu Yongqiang's concern. Even, as long as the conditions are right, you can sell Youku to Zelianke, of course, this condition is very high.

What Gu Yongqiang really cares about is that Youku can maximize its value.

At present, Youku's stock price is falling, and several similar websites are eyeing each other, which is obviously not the best time to make a move. At this time, Ma Yun was asked to come in to ask him for help, and Youku's equity would inevitably be sold cheaply.

If you want to sell it, it must be Youku's heyday, and it was Ma Yun who begged me to buy it.

"How's our self-made drama going?" asked Gu Yongqiang's assistant.

Zeshi has its own channel, and Youku also has its means: self-made web dramas.

When he went to fight the talent price war with Zeshi, Gu Yongqiang adjusted his strategy in time and invested a lot of money to make content. One of the most important is the self-made web series.

Zeshi has its own channel, Youku has online dramas, and it may not lose to Zeshi!

Gu Yongqiang believes that in the final analysis, the purpose of users going online is for leisure and entertainment, rather than bothering to be a 'video entrepreneur'.

Even if everyone has the desire to show themselves, but people who are really capable of showing themselves as a 'livelihood' are rare after all, and even those who stick to it as a hobby are bound to be a minority.

As long as you firmly grasp this core and do a good job in the content, you will not be overtaken by Zeshi.

It's a little weird to say, the web series directly produced by Youku has a lot to do with Zelianke.

At Zeyue's spring copyright auction, Youku used an intermediary company as a cover and spent a lot of money to buy a big IP from Zeyue.

After buying it, it was filmed in secret.

"It's already in post-production, and it's time to get the word out. The assistant said.

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