Although the “youku bullying teenager†incident is the biggest hot spot at present, this article is not about this issue, but another news related to Youku today. It is reported that Youku Potato Group has reached a booking agreement with Rockchip Micro to order 1 million pcs of RK3288 chips, which will be supplied to Youtu Intelligent Hardware Foundry in three batches for use in Unisoft's intelligent hardware production. Currently, the hardware products that Youku will launch will be tablet PCs or TV boxes.
While several domestic content licensees are actively making efforts in the hardware market, Youku naturally is not far behind, and the introduction of hardware products is not the first time. However, when Youku is expanding into a larger market, is the foundation behind it still robust enough? For now, the answer to this point is not entirely optimistic.
Will Youku fall from the first tier of video?
In terms of the content resources of the video site's housekeeping, various companies currently adopt the method of buying dramas and self-produced dramas. In these two areas, Youku has more or less certain problems.
Purchase drama:
When potatoes, Sohu video, LeTV and other platforms jointly blocked the Youku.com vertical video search engine, IQIYI is the only position to support the latter, but now, iQIYI is probably the most headache for Youku. Competitors. Especially in purchasing dramas, iQiyi bought packages of Hunan Satellite TV for 200 million yuan this year. It does not give Youku any rations, and it also maintains the second quarter of “Dad where is it†in the second quarter. The right to the latter sued the court - due to backing Baidu this tree, iQiyi burning money to buy a play can be said without blinking. In contrast, Youku is a bit overwhelmed.
In addition, Tencent Video, another landlord, has announced that it will cover all major domestic broadcasts next year. The latter also has a strategic cooperation with HBO, a US cable television station, and will introduce more than 900 episodes of the program each year. This move has caused a lot of influence on Sohu’s video of Sohu Video, and it has also made the space for survival of Yuku even more compelled – even if it catches the earlier Korean drama, there is also an iQIYI behind it. Not to mention that in the Youku "British-American drama" strategy, the more popular American drama has become a scramble for each other. At the moment, only the Hong Kong Opera is still slightly more dazzling, but it is by no means the exclusive advantage of Youku. .
The more realistic question is: At present, domestic video websites mainly rely on spending money to buy copyright, and then make money through patch ads. However, due to the lower migration costs of video websites, it is difficult to cultivate real users by relying solely on external content resources. Sticky, because not only Youku will buy, sohu, Tencent will buy iQiyi will also buy, but the corresponding good drama and drama is not much. Under this premise, it is difficult for video websites to provide differentiated experiences, let alone find better profit models. This also led to the self-made drama has gradually become another battlefield in the past two years, then how does Youku's performance here?
Self-made drama:
All along, Youku's self-produced dramas are among the leading domestic video websites, both in terms of quality and user stickiness. They include Xiao Xiao Shuo, Never Say, Confucius, UFO, and Logical Thinking. †and so on are all popular programs that are popular with users. Even if this episode of Xiaoshi’s move to Iqiyi was one of the trump shows that took place in June this year, it did not affect Youku's self-made programs in domestic videos. The status of the industry.
Therefore, the current question of Youku in self-produced dramas does not lie in the quality of the content, but in the belief that it is always believed in "slow or fast." Although it has already had a virtuous circle in the chain of content production, production, dissemination-advertising cooperation-platform broadcast, but when the domestic self-produced drama more and more to the "big cost" and "fast consumer goods" positioning change At the time, Youku seemed to be unable to keep up. For example, Sohu put homemade drama “The Year of the Rush†on the screen again, and also invited Faye Wong to sing the theme song. In contrast, Youku is still a little bit worse.
Behind Youku, there are still some unclear relationships
With the latest incoming millet, the current relationship network that Youku has involved is already complex enough. Looking forward, there are problems with the integration of potatoes. Looking back, it is a question of how the strategic cooperation with Ali will be landed. These are Youku’s need for vigorous efforts in the future. The potential test of digestion.
Youku and potatoes:
At first, the merger of Youku and Tudou made the capital market very promising, but the subsequent situation has not been optimistic. This is mainly due to the fact that Youku and Tudou have a high degree of overlap in both content and users, so the issues involving resource and team integration become extremely tricky. In the end, the integration of the two not only did not exert a synergy effect of 1+1 greater than 2, but also further plunged into a quagmire of losses, and led to the increasingly marginalization of Tudou. This problem has remained unresolved until now.
Youku and Ali:
As the third-ranked UTM in the global Chinese language application, the huge flow advantage is the most important reason for Ali to take a fancy. Not long ago, Ali and Youku Tudou held a press conference to launch a new video marketing model that supported Youku’s “Seeing and Buying†and “Playing with Potatoes,†and expressed that it would help businesses conduct data operations. It seems to be a win-win situation - Youku can take this "multi-screen strategy" transformation, and Ali will be a substantial use of the excellent traffic resources.
However, for now, the cooperation between the two has enough depth to be tapped. It is conceptually good and there are indeed certain user scenarios. However, it is easy to be copied by competitors and it can also be used for the future. How much advantage is formed brings more uncertainty.
Youku and Xiaomi:
Compared to the $300 million that was directly invested in iQiyi, only tens of millions of dollars behind the cooperation between Xiaomi and Youku, and the shares purchased in the secondary market, seem to put the position of the two companies against each other. Although the real reason is due to the fact that You Tugang just acquired Ali Investment, there is not much room for cooperation in terms of equity. However, this also leads to a sense of existence that Youku has reaped from it. In comparison, Xiaomi can borrow. This supplemented the content shortcomings in the competition with LeTV, and got Xiaomi investment, and attracted the iQiyi that Baidu added can add more good for future US listing.
Youku must be outside, you must first Anne
In summary, the largest gold mine in Youku in the short term is still a well-performed PGC cooperation program, UGC and self-produced content, as well as a win-win eco-sphere actively built by content producers. This will help Youku to be more secure in the burning of copyright resources and bring more stickiness and more users and traffic to the platform. Based on this, Youku and Ali, Xiaomi cooperation, and the revival of potatoes, including the subsequent launch of smart boxes and other hardware products, can be more hopeful.
In addition, Youku should also set its sights even more ambitious, because overall, the competition in the video field is still at the same time, and the future competition will be at the basic content level, focusing on the trend model and technology. On the competition. For example, advertising will achieve precise push, private customized viewing experience, etc. In these future competitions that rely on big data as a basis, Youku can use resources in good hands to expand more territory in the next round of competition. , I believe we can see the results in the next 2015.
While several domestic content licensees are actively making efforts in the hardware market, Youku naturally is not far behind, and the introduction of hardware products is not the first time. However, when Youku is expanding into a larger market, is the foundation behind it still robust enough? For now, the answer to this point is not entirely optimistic.
Will Youku fall from the first tier of video?
In terms of the content resources of the video site's housekeeping, various companies currently adopt the method of buying dramas and self-produced dramas. In these two areas, Youku has more or less certain problems.
Purchase drama:
When potatoes, Sohu video, LeTV and other platforms jointly blocked the Youku.com vertical video search engine, IQIYI is the only position to support the latter, but now, iQIYI is probably the most headache for Youku. Competitors. Especially in purchasing dramas, iQiyi bought packages of Hunan Satellite TV for 200 million yuan this year. It does not give Youku any rations, and it also maintains the second quarter of “Dad where is it†in the second quarter. The right to the latter sued the court - due to backing Baidu this tree, iQiyi burning money to buy a play can be said without blinking. In contrast, Youku is a bit overwhelmed.
In addition, Tencent Video, another landlord, has announced that it will cover all major domestic broadcasts next year. The latter also has a strategic cooperation with HBO, a US cable television station, and will introduce more than 900 episodes of the program each year. This move has caused a lot of influence on Sohu’s video of Sohu Video, and it has also made the space for survival of Yuku even more compelled – even if it catches the earlier Korean drama, there is also an iQIYI behind it. Not to mention that in the Youku "British-American drama" strategy, the more popular American drama has become a scramble for each other. At the moment, only the Hong Kong Opera is still slightly more dazzling, but it is by no means the exclusive advantage of Youku. .
The more realistic question is: At present, domestic video websites mainly rely on spending money to buy copyright, and then make money through patch ads. However, due to the lower migration costs of video websites, it is difficult to cultivate real users by relying solely on external content resources. Sticky, because not only Youku will buy, sohu, Tencent will buy iQiyi will also buy, but the corresponding good drama and drama is not much. Under this premise, it is difficult for video websites to provide differentiated experiences, let alone find better profit models. This also led to the self-made drama has gradually become another battlefield in the past two years, then how does Youku's performance here?
Self-made drama:
All along, Youku's self-produced dramas are among the leading domestic video websites, both in terms of quality and user stickiness. They include Xiao Xiao Shuo, Never Say, Confucius, UFO, and Logical Thinking. †and so on are all popular programs that are popular with users. Even if this episode of Xiaoshi’s move to Iqiyi was one of the trump shows that took place in June this year, it did not affect Youku's self-made programs in domestic videos. The status of the industry.
Therefore, the current question of Youku in self-produced dramas does not lie in the quality of the content, but in the belief that it is always believed in "slow or fast." Although it has already had a virtuous circle in the chain of content production, production, dissemination-advertising cooperation-platform broadcast, but when the domestic self-produced drama more and more to the "big cost" and "fast consumer goods" positioning change At the time, Youku seemed to be unable to keep up. For example, Sohu put homemade drama “The Year of the Rush†on the screen again, and also invited Faye Wong to sing the theme song. In contrast, Youku is still a little bit worse.
Behind Youku, there are still some unclear relationships
With the latest incoming millet, the current relationship network that Youku has involved is already complex enough. Looking forward, there are problems with the integration of potatoes. Looking back, it is a question of how the strategic cooperation with Ali will be landed. These are Youku’s need for vigorous efforts in the future. The potential test of digestion.
Youku and potatoes:
At first, the merger of Youku and Tudou made the capital market very promising, but the subsequent situation has not been optimistic. This is mainly due to the fact that Youku and Tudou have a high degree of overlap in both content and users, so the issues involving resource and team integration become extremely tricky. In the end, the integration of the two not only did not exert a synergy effect of 1+1 greater than 2, but also further plunged into a quagmire of losses, and led to the increasingly marginalization of Tudou. This problem has remained unresolved until now.
Youku and Ali:
As the third-ranked UTM in the global Chinese language application, the huge flow advantage is the most important reason for Ali to take a fancy. Not long ago, Ali and Youku Tudou held a press conference to launch a new video marketing model that supported Youku’s “Seeing and Buying†and “Playing with Potatoes,†and expressed that it would help businesses conduct data operations. It seems to be a win-win situation - Youku can take this "multi-screen strategy" transformation, and Ali will be a substantial use of the excellent traffic resources.
However, for now, the cooperation between the two has enough depth to be tapped. It is conceptually good and there are indeed certain user scenarios. However, it is easy to be copied by competitors and it can also be used for the future. How much advantage is formed brings more uncertainty.
Youku and Xiaomi:
Compared to the $300 million that was directly invested in iQiyi, only tens of millions of dollars behind the cooperation between Xiaomi and Youku, and the shares purchased in the secondary market, seem to put the position of the two companies against each other. Although the real reason is due to the fact that You Tugang just acquired Ali Investment, there is not much room for cooperation in terms of equity. However, this also leads to a sense of existence that Youku has reaped from it. In comparison, Xiaomi can borrow. This supplemented the content shortcomings in the competition with LeTV, and got Xiaomi investment, and attracted the iQiyi that Baidu added can add more good for future US listing.
Youku must be outside, you must first Anne
In summary, the largest gold mine in Youku in the short term is still a well-performed PGC cooperation program, UGC and self-produced content, as well as a win-win eco-sphere actively built by content producers. This will help Youku to be more secure in the burning of copyright resources and bring more stickiness and more users and traffic to the platform. Based on this, Youku and Ali, Xiaomi cooperation, and the revival of potatoes, including the subsequent launch of smart boxes and other hardware products, can be more hopeful.
In addition, Youku should also set its sights even more ambitious, because overall, the competition in the video field is still at the same time, and the future competition will be at the basic content level, focusing on the trend model and technology. On the competition. For example, advertising will achieve precise push, private customized viewing experience, etc. In these future competitions that rely on big data as a basis, Youku can use resources in good hands to expand more territory in the next round of competition. , I believe we can see the results in the next 2015.
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