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On January 2, 2006, the bilibili video website developed by the small partner company for more than two years was officially launched, which was about a year later than LeTV, Tudou, Excitement, PPlive, PPS, etc., at the same time, it was also a few months to several years earlier than Youku, Kuliu, Tencent Video, Sohu Video, iQiyi and other websites. Pen, fun, pavilion www. biquge。 info

At present, the video website does have a certain advantage of being earlier, but it is not the most critical advantage. Because, for a long time, video sites will be in the stage of burning money.

It is true that you can get more users by setting up early, but the price of network bandwidth is more expensive, so you may burn more money. In the later years, the Internet bandwidth cost is reduced year by year, and for video websites with large traffic, it has the advantage of reducing bandwidth costs.

Of course, there are also disadvantages of late establishment, in the future, Internet copyrights will become more and more valuable, and many film and television and animation copyrights are gradually increasing in price, and the price of TV copyrights is getting closer and closer. As a result, money will be saved in terms of bandwidth in the future, but the cost will be higher and higher in terms of copyright expenditure.

In general, video sites are not as profitable as the online game industry, and at the beginning, they will definitely be disappointed to enter the video website market with the purpose of surviving for a while and making money soon!

This is not a short-term competition, but a long-term marathon!

If there is no unique moat and capital strength, it will completely lose to countless peers in the future market competition.

The business models of major video websites in China in the future basically imitate the model of YouTube. Under this model, the short videos shared by users naturally save copyright expenses.

But short videos are not the mainstream of traffic in the future!

What is really competitive is some high-quality film and television, animation, sports, variety shows and other programs. And these programs will need to pay expensive copyright fees in the future.

For example, those later variety shows such as "The Voice of China", "My Singer", "Where Are You Going, Dad", and "Running Man". The price of online copyright has gradually increased to hundreds of millions! The copyright of a season of variety shows will have to pay hundreds of millions of costs! This kind of burning money. How horrible they are!

And paying hundreds of millions of yuan to buy copyrights, if you rely on the advertising model to make a profit, you can only recover tens of millions, and it is far from being possible to recover the cost!

It is precisely for this reason that the small partner company has entered the video website market and adopted a maverick approach - content charging!

The short videos shared by various users taking selfies are cheap, but there is too much garbage in them. Users have to rummage through the garbage heap to find quality content.

Therefore, these contents are far inferior to professional film and television, animation, the average quality of the content of the entire website is relatively high, and the efficiency of users to find their favorite content is relatively high, saving the user's time cost.

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The media advantage of the small partner company allows the advertising of the Bilibili website to focus on the publicity of the fire through its "BJ Cartoon" magazine, the small partner cinema, TT voice, the Internet Tianshu, HAO123 and many other platforms.

In terms of content, the partner company is also updating unhurriedly to ensure that there will be new content every day.

Soon after the establishment of Bilibili Animation, the company invested in more than 30 films, more than 10 TV dramas, and 1 TV animation. Uploading on the website has begun.

Of course, nominally bilibili is charged. But for the time being, the website will give a large number of vouchers to bilibili viewers. The role of vouchers. You can only subscribe to paid movies and animations in Bilibili.

Therefore, on the first day of bilibili's establishment, it has attracted more than 1,000 registered users, who have signed in to receive gold coins. In addition, on the same day, the movie version of "Rose Girl" and the TV animation version have been subscribed to more than 100 times.

The sales on the first day of the whole station are about 500 yuan. But this is not recharged by the user, but given away by signing in, so this subscription level is relatively watery.

Next, many allies of the small partner company have announced their entry into the bilibili video network - Huayi Brothers and Tang Film, after these two companies settled in, they quickly contributed more than 50 film resources and more than 20 TV series to bilibili.

"We don't need to rush for quick success, and engage in water injection flow to attract any venture capital! What we want to do is a century-old foundation, to ensure that the increment and stickiness of users! After the bilibili website was launched, Wang Qinian said to Lei Hu, who was in charge of the video website, "In addition, we must have a massive copyright moat, a large amount of content, and in addition, the website should push the video content that users are interested in according to their needs!" From a technical point of view, in the future, bilibili can do better than TV stations! ”

Lei Hu is in the small partner company, and is the technical person in charge of the early development of the bilibili video website. Although, focusing on technology, he doesn't understand the market too much. However, this is not a problem in the small partner company, because the small partner company is involved in many market fields such as online literature, comics, music, theaters, TV dramas, etc., and its market research also exceeds that of traditional Internet companies. Therefore, there will be a continuous number of market players who analyze the user's taste, and after that, the technical team will realize it.

At the same time, Bilibili does not need to think about the problem of attracting advertisers, so the mind is all focused on how to attract the audience and how to satisfy the tastes of the audience, rather than the advertiser's requirements. Therefore, in terms of making content, the partner company hopes to meet the audience's taste better than other websites!

Lei Hu nodded again and again and said: "We are working on a set of mechanisms to determine user preferences based on the user's past subscription to videos and video browsing time, search keywords, and then, with preferences, recommend similar content to users!" This mechanism, if implemented smoothly, our website will become smarter and smarter. The longer a user uses it, the more accurate our recommendations will be! ”

This is big data, and later Taobao, Tencent and Baidu, are more and more fond of using big data to push content to users. Although it cannot be said that the guess is 100% accurate, as more and more users and more and more advanced technology, the future of big data will definitely become more and more intelligent.

The small partner company still has a unique advantage in making a video website. In terms of traffic, the partner company has TT voice, hao123 and other major traffic platforms to deliver traffic resources to its content.

In addition, the small partner company will not give up the online water army-style propaganda model, however, the small partner's water army is becoming more and more formalized and smarter. It's no longer a brainless message, a group is dispatched, and the content sent is almost the same, and it looks like a water army.

On the contrary, the water army of the small partner company is becoming more and more hidden, more and more refined and professional.

The level of copying and reposting, creating a bunch of spam ads, is no longer needed by the partner company. What small partner companies need more is to know how to use the free publicity tools of the Internet to subtly attract users and traffic to their own products.

Excellent water armies are all attracted to the company, and most of them are talented and can have certain fans on some forums and blogs. After that, this kind of high-level water army is similar to the marketing model of the later big Vs. Through various topics, the ads are subtly pushed out.

For example, a propagandist of a partner company is a popular blogger on Sina Blog, and the blog click rate exceeds 10 million. The blog usually writes some original film and television reviews and Internet analysis. Some points of view even "predict" some big events that are about to happen, so it is inevitable that there will be some brainless fans.

The small partner company is using the employee's blog, and the address of bilibili is pasted in the newly written film review content, and then, the blogger Yun said lightly that after registering bilibili, he will sign in every day to receive gold coins, and he can subscribe to these video contents.

Under the steady operation of the partner company, the active users of bilibili are also growing rapidly. Just a week later, more than 10,000 users log in to the website every day.

Of course, the partner company is not stupid, in order to prevent the content production company from cooperating on the video site from registering fake users to receive gold coins, and then, sharing the arbitrage by signing a contract.

Therefore, bilibili registered users must bind a mobile phone number for verification, if you do not bind a mobile phone number, although you can register and log in, but you can't receive cash coins when you sign in, you can only subscribe to various paid videos on bilibili by recharging.

Due to the need for mobile phone number verification, it will certainly block many users from the threshold, so that some users have complaints. But at the same time, after a large number of users bind their mobile phone numbers, they will enter the era of mobile Internet in the future, and the price that small partner companies need to pay to enter the mobile Internet market will be much lower than that of other Internet companies.

With the continuous growth of active sign-in users on bilibili, the ecology and consumption habits of paying to browse videos are also gradually developing.

Of course, according to Wang Qinian's prediction, bilibili will not be profitable for a long time in the future, and it will not consider profitability for the time being. It is mainly through controllable money burning that the ecology is gradually built.

In the future, when the scale of users reaches a higher level, the copyright environment of video websites will gradually improve, and it will not be very difficult to make a profit. (To be continued)

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