ã€Global Network Technology Report】On June 8th, the “New Life • Co-Prosperity†2017 Ibizi World • Conference was grandly opened in Beijing. This year's conference covers the opening ceremony and 12 summit forums. It aims to provide a panoramic view of how online video has led to technological innovation and content creation in the aftermath of the 12-year explorative evolution. It has joined hands with the upstream and downstream industries to innovate, develop together, and create new ones. The entertainment territory contributes to a more three-dimensional entertainment experience for 700 million users. Dr. Gong Yu, founder and CEO of iQiyi, Vice Chairman of Baidu's Board of Directors, COO Group Chairman and COO Luqi, and renowned director Chen Kexin attended the opening ceremony and delivered a keynote speech.
From the first year of the first iqiyi World Conference in 2016, "IP Ecology" has become the subject of the entertainment industry. 2017, iQiyi World • The conference was reinstalled and gathered more than 300 leaders of entertainment industry, with nearly 1,000 media people, more than 10,000 media, variety, technology, live broadcasting, literature, animation, short video field practitioners Together, explore the innovation possibilities, industry standards, and evolutionary trends in the entertainment world.
In a keynote speech entitled "2017, the world of entertainment in iQIYI," Gong Yu said that after many years of development and exploration, iQiyi has grown into an entertainment platform with powerful content distribution capabilities and monetization capabilities. Continuously create new creative, operational, and monetization models to promote industry change. In the future, iQiyi will strive to share its core competencies with all partners and jointly create a rich and diverse entertainment world.
After a period of seven years, iQiyi adheres to the corporate vision of “Committed to Equal and Convenient Access to More and Better Videosâ€. It has evolved from a pure viewing platform to an open entertainment ecosystem that encompasses stereo entertainment. In order to embrace the changing trends and new mission of the industry, Gong Yu officially released the brand new corporate vision of Iqiyi - “To be a great entertainment company driven by technological innovation†at the opening ceremony.
IP Ecology “One Fish Eats Moreâ€
In 2015, iQiyi broke the bottleneck of the online video business model through high-quality VIP member paid content, and drove the transformation of the online video industry from the broadcast platform to the entertainment ecosystem. As of the end of May 2017, iQiyi’s total number of active users on the entire network reached 310 million. According to the latest data from the third-party agency IResearch, iQiyi APP is already the second longest APP in China after WeChat, with 510 million monthly active devices and up to 6 billion hours of monthly usage. As an entertainment ecosystem centered on IP development, this represents the strongest content distribution capability in China. On this basis, the "Iqiyi World" has also formed the most large-scale and systematic monetization framework.
Focusing on the development of IP ecology, iQiyi established a monetization matrix consisting of advertising, user payment, publishing, distribution, derivative business authorization, games, and e-commerce based on the “one-fish-to-eat†strategy, which represents the future of the entertainment industry. Mature business architecture, with the further development of cultural and entertainment ecology will also promote the value of each segment of the industry chain.
It is worth noting that at this stage, the two major forms of monetization of cultural and entertainment business models - advertising and user payment have also ushered in a new upgrade: long-tail video advertising and preferred content payment. The advertising of information flow will improve the advertising model and at the same time solve the realization of the long-tailed video content in a package. The content payment optimization will expand the content payment to the head contents of various fields and completely activate the content production to improve and promote the user experience of the large entertainment and ecology. Monetization ability.
Pay-Period Activates Optimal Content Streaming Advertising Lights Creative Long Tail
The outbreak of iQiyi VIP members rewritten the development trend of online video, directly spurred the emergence of popular internet dramas, online movies and online entertainment industry, and rebuilt the video business model. And in the context of “pay for content†which has been generally accepted by Internet users, how will the payment of web content and entertainment content develop? The answer is that the preferred content will enter the payment era. That is to say, in addition to successful online dramas, online movies, and online entertainment programs that try out water in advance, the head contents of various fields, including animation, children, documentaries, etc., will enter the pay-per-share system. This means that high-quality, audience-approved content will ingest more revenue, and content production will gain more room for development. The Matthew effect will completely activate content production and become the turning point of online content.
Contrary to the content of the head, the long-tail effect of the video has also got a new imagination: using information flow viewing mode and information flow advertising form, the idiosyncratic immense distribution capability pushes short video as the original video. The pattern regains new life and is no longer “industrial wastewaterâ€. It regains attention and becomes an important part of the entertainment ecosystem model. It becomes a pillar of income for the video industry, and builds a more complete business model with open platforms and diversified liquidity methods. Long tail effect of video content.
The dimensions of paid content and video models have been expanded. For the content and talent cultivation of the ultra-television industry that is currently in the air, iqiyi released the three major projects of “dolphinâ€, “tiger tiger†and “swan†at one time, “dolphin planâ€. Mainly for the iQiYi product supernet drama project pricing tender, with "guaranteed the bottom of the distribution of" cooperation and cooperation partners to establish a close relationship between the core content IP to jointly improve the IP liquidity, "little tiger plan" will At the level of funds and platform resources, it provides support for producers, filmmakers, and screenwriters. The “Swan Plan†focuses on training potential artists and creates the future star of the film and television industry. The release of the three major plans means that Iqiyi will use the cooperation mode of core talents of the film and television industry to explore and innovate as a means to promote the innovation and upgrading of the film and television industry from the aspects of mechanism, funds, resources, and business models, and promote the entire entertainment industry. More healthy, rational and sustainable development.
Iqiyi creates an open platform and embraces core capabilities
The original online video changed the entertainment life of the Chinese people, but it did not essentially change the mode in which a handful of content producers output content to a wide audience. However, in an open platform for entertainment ecology, content producers will implement it with users. Seamlessly and interactively, the core capabilities of iQiyi including data analysis, smart technology, and monetization are obtained from open platforms. User behavior and preferences will directly determine the direction, quality, and income of the content. Encouraging and increasing revenue for producers, allowing users to judge the quality of content and determining value are the open platform strategies that iQiyi is continuously promoting.
Openness has always been the core principle of iQiyi Entertainment Ecology. The content producer can access the iqiyi open platform through the iQiyi number to access multi-dimensional transparent data and user portraits to form a virtuous circle of content quality. This means more innovation possibilities for many content producers and individual producers. At the same time, the iQiyi Open Platform also expands the open business model to all aspects. The partners can not only obtain copyright revenues, but also can obtain advertising and membership methods. This not only helps maximize the value of the content creators, but also represents the traditional model of content creation and sales, and the transition to an “enable-production-distribution-multidimensional realization†eco-business model. All of them have the opportunity to receive the same distribution capacity and resource support as the big production and platform originals, and will also greatly increase the revenue scale of content production.
The 2017 ISKII World • Conference unveiled the entire ecological landscape of iQiyi Entertainment, using science and technology as the driving force, taking content as the gene of inborn, based on the open platform, innovating and cooperating with numerous partners, and jointly building openness. Entertaining the world and opening a new era of Chinese entertainment in the Internet age.
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