LeTV throws 4.4 billion yuan worth of drama IP value?

In the past two years, many television media, including mango stations, have begun to collect copyrights and have made efforts to run video websites independently. As a result, many people have installed numerous video applications on their mobile phones in order to see a particular program.

It can be said that the video industry basically does not have too many product and technical barriers, P2P, servers, bandwidth, product experience, everyone is half a catty, at most is the difference of 80 points and 90 points, ordinary users do not have too many experience differences.

The only factor that can bring users to a video site is copyright. The video I want to watch, your website or app need to know that the demand for video content is irreplaceable. If I want to see rumor, I can only go to LeTV. You can't say I didn't find Youku, so recommend me for a TV show alternative, NO!

Therefore, the content itself determines the number of users.

In order to obtain users, video sites have to spend "big money" to buy copyrights. In recent years, copyright fees for popular TV shows and programs have increased three-fold and five-fold. I am afraid there is more than that.

This has also caused video sites to make ends meet. After all, video sites currently have a relatively single profit model. Advertising, membership fees, and copyright leasing are especially challenging under the current "precision marketing" environment. Advertisers are demanding accurate CPM and CPC. Even the CPA, what kind of advertising brings value to the brand, can't be seen, and the days when the boss doesn't buy a video website are getting sadder.

You know, when buying popular copyrights, the film and television companies may not guarantee anything to the video site. "It will only sell you a face and sell it to you. If you don't buy it quickly, there will be more queues behind."

It's a well-recognized fact that video sites don’t make money, but video sites still need to continue doing in this mode. Are they stupid?

In fact, video sites still have their own plans. Of course, this is not an Internet company's rapid financing, rapid spending, rapid expansion of scale, and the ability to squeeze competitors through the 28-eighth rule and then seek a profit.

What's more, don’t say that there are so many hot copyrights that can’t be purchased. Just take a look at the few “athletes” that are currently on the market, BAT, and LeTV. Which one is the main loser? Of course, Baidu's market value has recently shrunk. Lack of money is also unknown.

What video sites are seeking is a deeper level of IP after copyright in the past. For example:

Recently, LeTV.com and China Strategic Culture, Guizhou Satellite TV jointly produced a costume TV drama nightwear. The plan of Big IP means that LeTV not only has the right to broadcast the TV drama, but also lies in the future. This TV series can be extended. For example, a LeEco game can be produced around the nightwear of Jinyi, a mobile phone theme can be related to LeTV, and even some extensions can be done. As long as this TV drama gets fired, the entire LeTV can Platforms can benefit, and any one of them may recoup royalties.

The benefits of this video site are not only so, but through the IP program, you can allow yourself to enter into a "vigorous cycle," from burning money and then burning money, and seeing out of the quagmire. With good content, It is equal to having a user, the user becomes more, will make the other business line that benefits because of IP strategy accelerate development, continue to feed back content purchase then.

It goes without saying that IP strategy can be said to be the only way to save video sites.

It is not difficult to understand why Kim Bharu and BAT have always been tireless on the video site.

Because, in addition to the popular IP, like the previous three countries, the West, some popular IP, the most likely location is the video site, especially now that more and more people really put the TV when the furnishings.

It is rude to say that a good IP is likely to affect the development of the entire business line.

Some time ago, LeTV.com invested 4.4 billion yuan in content distribution, and spent 2.5 billion yuan in the first year in 2 years (600 million movie purchases, 1.2 billion movie purchases, 400 million movie auctions, 100 million shopping performances, and 100 million other books +2 (100 million self-made programs); The second year spent 1.9 billion (500 million to buy movies + 850 million to buy TV series + 350 million to buy variety shows, +1 billion for other 100 million self-made programs).

2 years to spend 4.4 billion, really a lot, you know, like O2O such a "trillion level" in front of the market, Ali's subsidy to the word of mouth network but also 6 billion yuan, Baidu's subsidy for glutinous rice is only 3 years 200 billion yuan.

At present, apart from Jinyi Night Walking, LeTV has also participated in many hot episodes successively in the second half of the year. Zheng Xiaolong's Qiyue Biography was created by the rumored original team, produced by LeTV's flower and television production; popular IP+ translations of popular idols. Yang Mi and Huang Xuan co-starred in the audience. At first glance, it was full of ratings. LeTV began to create "Large drama LeEco" at the beginning of the year, and it seems to be well deserved.

Obviously, behind LeTV's spending and bucks, it is a full-fledged business line for future business.

Coupled with the "platform + content + terminal + application" ecology, yes.

It is worth noting that the cooperation between LeTV and these popular TV dramas has increasingly used "strategic cooperation" rather than purely "purchase".

Although there are only a few words of difference, but from the actual strategic level, it can be a thousand miles.

Copyright purchases mostly refer to the purchase of content rights, and sometimes include secondary licensing. The reason why LeTV is able to become a domestic listing and become the only profitable video site, the first is to rely on the purchase of copyright to be the first to start. , And strategic cooperation means that the investment was made at the early stage of shooting. It was not the finished product but the "seed."

And this kind of "seed" nature of the purchase means that there will be more authority, and the extension of IP strategy is one.

Therefore, the video site is actually a step down in terms of copyright purchase. It is deeper and has greater authority.

At present, this strategy has already formed a clear "herd effect", from Alibaba's investment in the media formally entered the film industry, to iQiyi announced the establishment of a film and television company, "Followers" continues to increase.

Let's look at the "preconceptions" of copyright purchases in the video industry. It seems that this time it has also successfully migrated to IP strategies.

Of course, don't just look at people eating meat or people watching them. IP strategy is definitely not an easy job.

In addition to the high-quality "seeds", we must also cultivate, just as in the nightwear of the clothes, LeTV.com started IP operations when the TV dramas have not yet been filmed, and recently launched a crowd-raising and loving-loving activity. The executives and crew members of the nightdress crew participated in the night run to raise funds for the crowds, and used resources such as signature books and crew tours to conduct crowdfunding, and all the income will be donated to the relevant foundations.

It is a charity, but also marketing, and the audience is also happy to participate. Constantly through marketing, to expand the scope of their own IP, there is no shortcut.

IP strategy since it can serve the entire product line, of course, it also means that the entire product line needs to nurture, but this value for money, just like NOKIA, though down, but still many companies actively buy objects for no reason The knowledge behind the product is very valuable.

In the future, IP is definitely the most valuable asset of a video site.