YY, six rooms were muffled how to cash your social relationships Author: Ye Zhen recently Ereli issued a 'social video report,' cause some repercussions in the circle, we are curious: First, a so-called independence of the new area, the size of multi - billion a year; the second is There are several companies muffled fortune, six rooms, YY, Columba, three years from 500 million to 1 billion revenue range, all of them are profitable, than Youku video bigwigs like annual losses fared far better ; the third is how these companies are making money. Here that social video, and video-speaking former social, or videos socializing, the two concepts. Literally like, easily confused, in fact, the meaning and content of the difference is not small, as the recent financial and hotter internet banking internet, Ali doing the former, middle peasants work to do to build the latter, all financial That point thing, but the nature and play, but not the same. Look at this report, I personally interested in some numbers, industry size, number of users, the main revenue and so on. Pick a few Ereli report data to share with you. Social video from video sites clades out, in 2012 the scale of 2.2 billion, this year may reach 3.17 billion, they boldly predicted to reach 10.1 billion after three years. User scale, last year over 100 million, it is estimated this year to 139 million, now nearly 600 million Internet users in China can only say that have begun to take some of the scale.
Traditional video sites, then talk about it Youku potatoes, net 516 million yuan in the first quarter, revenue size is not small, but the net loss of 232.5 million, if the music point of view, Youku Tudou net income is still growing, the loss narrowed , but it has not always been able decent profit. Reportedly, Youku also prepared to do social video, it is estimated to see this business can bring a good cash flow and income, as can play well, it's like the middle peasants work to build the Internet can play to understand the financial same. These, I believe that is not the focus of attention, or to be more interested in how to make money. Therefore, this article says this thing. Six rooms, YY I understand more. In 2010, the companies of the financial crisis had just breathed children of God, I now six rooms CEO Liu Yan had a long talk, when he told me the points, so I was very impressed. First, Liu Yan had told me that six room a profit, but not too much profit. Was skeptical, because six rooms just through the pain of financial crisis and the large layoffs. He chatted up, or six rooms show field and prospects, when the show was still in the exploration and trial stage, which is now referred to social video, often when it comes to a product model and profit model. Second, he told me, innovation is very happy, and very painful, forced by hunger, a lot of pressure. 'The biggest problem of the video industry is the lack of original thinking, who fire science who, learning YouTube, learn Hulu, never use someone else's concepts and models are doing, but he is convinced that, as long as the product and business sense to do everything It came naturally. '
This is his exact words. In recent years, I have exchanges and Liu Yan from time to time, looked at them a little bit, focusing instead tinker with, in addition to improve the 'show' This online mode of performing arts, they also do a large-scale online and offline interactive singing talent, concerts, also we bought broadcast rights for Super, etc., seemingly very different, in fact, all around the social and video, try to build a new kind of ecological relationship chain, and the chain had to make money. Some Nengkanmingbai, some of them are foggy. But Liu Yan is so personal, pondering love, clips on wigs love to try new stuff, others are opposed to the thing, he wanted to try it again on a non-bar, a little cock Sifan children. When the industry reshuffle, dead pile video sites, six room come alive, and now live more moisture. Attracted renewed attention, and social video has a lot. So, social video mode in the main show, is what is it? Weibo to be an example, microblogging let everyone have a self-media, if you have the ability to run good, then it is a public opinion can influence others positions, and now live microblogging jerk sharply, always could not find how to make money, in fact it is saying can not establish a strong social relationships related. Say a few words to it, or would like to explain the show. Show is a video broadcast platform, each person has a live show floor room, in simple terms, is like a live television broadcast network, attractive men and women who anchor who can sing, performances attracted fans attention, the accumulation of popularity.
When one person in the room live performances, there will be the following tens of thousands, hundreds of thousands watching, this time between this live on TV stations and one with the same rating scale, also available online interaction. This ecological relationships, how to make money? Like six rooms show field, before six rooms with Youku, potatoes, as is the B2B type of advertising fees paid by businesses, and now basically turned to the C-terminus, by individual user fees, accounting 90% to total revenue. YY, substantially similar Columba profit model. Individuals pay process is this: a beautiful female anchor good at singing, slowly attracted a lot of people are concerned, most people are free to watch, but here are some people willing to spend ten dollars, through six rooms virtual currency 'Six coins', a song on demand their favorite songs, or listen to yourself, or to someone else, anchor sing, this song fee, it becomes six rooms and one anchor may share revenue. Then, the song were not enough, some users are willing to send virtual flowers to the model, a five dollars, to show their support and love, sports cars, airplanes, aircraft carriers, which can send. Then again, by sending a virtual gift, user level continues to increase, different levels will bring some privileges, like QQ, like, you can kick, you can sit sports car debut, a status symbol these privileges Cosplay Costumes that users in the community, slowly the formation of a social relationship. Six rooms can sell dozens of ten thousand flowers every day, these virtual gifts become the main source of income.
Liu Yan like to use two examples to illustrate this relationship, he kekkaishi cosplay also talked about several times. Tang's main cultural entertainment poetry, Li Bai was like today, Michael? Jackson, poetry at the time was unable to sell royalty famous poem by Li Bai, be supported by the influence, you can go to the restaurant for dinner all at no cost ; then Mei Lanfang singing, too, the maximum income is not a ticket, but depending on the user's a reward. Also, six rooms for a super woman who held two online personal show, the first way to use tickets, the results tickets sold only 5,000 yuan, three days after the birthday party into a network, resulting virtual birthday cake sale 300,000. In fact, the show is a non-real-name community, with microblogging real-name registration of communities such bias is very different from the reality of identity, you are known, you are a professor, you are the boss, in this non-real-name community, not so that, as difficult to build strong social ties through micro-Bo, like, rather than the real name, easier to build strong social relationships, but also easy to take advantage of the relationship between cash. This is the inherent logic of the so-called social video, from this point of view, all networks and 56 before fusion, the Social + video grafting together, but at the level of content, conduct interoperability, build a relationship and no real breakthrough, so now Look, the integration of the effect is very limited. In fact, if Youku potatoes, is also based on the content of thinking, to do social video, it may result not too good, not grasp the essence and core. Six rooms show field from the PC side, began to Pad, Apple iOS to translate. Future, this is the new user's crawl force points. Also some point is also of concern, the Liu Yan mentioned, online and offline activities in the draft in the second half of the 'sang war', this year we must vigorously done last year and the MTV co-called basis, this could be extended to the traditional music industry chain influence the development of space will be even greater business value chain. Including, Liu Yan also referred to the 'advertising inventory', a transition to a social video, the six rooms of Corporate Payment advertising has been minimal, but there is space to be tapped, as the anchor of a live room has 100,000 spectators, the appropriate spots advertising, will be possible, the user experience will not be as strong interference as traditional video ad inventory will be released, which will be the future of the space to be tapped.
Besides lower YY. YY last year after the listing, we found a piece of its earnings in new business: YY music, in the first quarter this revenue 116.8 million yuan, YY music is actually similar to the six rooms show online arts business, although to do late, Users smaller scale than six rooms, but this growth potential is very beautiful, and other services to the game also brought good tack. No matter what it is called, is called social video Ye Hao, called Ye show, called Live performing arts, and now, more and more intense competition in this field, the early and expansion of the company to hold the position, and the Internet upstart giants, also To come in a share, muffled fortune stage is over, the future, the strength to go fight the fight, in the end how you spell it? core is certainly not burn in the past that the fight capital, but who know better fight users know better how to Fun relations.