Youku Potato Liu Dele: Multi-screen extension of the new audio-visual industry

December 4-5, 2014, hosted by the State Press, Publication, Radio, Film and Television Bureau and the Shanghai Municipal People's Government, organized by the Network Department of the General Administration of Communications and the Shanghai Municipal Bureau of Culture, Radio, Film and Television, and co-organized by the China (Shanghai) Network Video and Audio Industry Base. The Network Audiovisual Industry Forum (CNAIF2014) was held in Shanghai. Youku Potato, iQiyi, Sohu Video, Tencent and other industry giants gathered in Shanghai to take the theme of “Great China Cultural and Entertainment Era, Creating New Borders for Industrial Prosperity”. They met with wisdom to discuss the future and seek a win-win situation.
Mr. Liu Dele, the president of Youku Tudou Group made a speech entitled “Multi-screen Extending the New Border of Audiovisual Industry” at the conference. The following is the full text of the speech:

Liu Dele: Leaders, distinguished guests, afternoon!

What I would like to share with you today is the integration of multiple screens to extend the new boundaries of the audiovisual industry. Yesterday, I attended Ali's partner conference in Ali. Ali's all-invested companies came together. We counted and Ali invested a total of 111 companies. Together with Ali Group itself, this is 111. We have done a lot of exchanges. I personally have a lot of new understanding about the disappearance of borders and borders. There are several companies that are shocking to me. One is to connect the cars and connect the car's screen. This screen of the car, the future has also become a very important screen in our multi-screen, it is difficult to imagine. The future car may not require people to drive. The driverless car has ran for many kilometers and there are no accidents. It is more accurate than driving a car.

There was another company that made a small camera. The camera cost thousands of dollars. However, the camera's shooting and production levels are not too different from the past few millions. It is very easy to use.

There is also a company that has an intelligent home-chip device that is embedded in all appliances. The temperature of the microwave oven, how many minutes it burns, and what kind of state is the refrigerator? How to adjust the air conditioning is very, very clear. These changes made us feel that our IQ is not enough in the entire change. Together with the various changes that Gong said just now, it is true that the era in which we are living is a very “scary” era. This makes me feel uneasy. Perhaps these words I have spoken today are over 3 years later. It is wrong, so it is very uneasy.

Let me report on what we have done in recent years and how we think about breaking the boundaries of this audiovisual industry.

In the past 8 years, we have accumulated a large number of users. The total number of monthly users exceeds 500 million. Each terminal has a combined 150 million users. The time is very long and we have also paid a lot of money. So far, the video industry is still in the "input" state, with more screens, but it also needs to invest in technology and content.

The development of mobile terminals has changed a lot in recent years. Mobile playback now exceeds the PC. In terms of usage time, Youku is second only to Tencent, and Tudou ranks among the top ten in all Chinese apps.

In all developments, many efforts have been made in all aspects. From the establishment of potatoes in 2005, to the earliest start of UGC and later into the movie, to the recent cooperation in e-commerce, and cooperation with TV, etc., we need continuous innovation. This era has the greatest challenge for us, that is, all the changes are so rapid that we always feel that we are behind us and are too old. We are now relying more and more on young people to complete more and more innovations.

In terms of strategic positioning, 2005 and 2006 were video sites, and the rise of mobile phones was a video application and network platform. In the next step, the borders have become increasingly blurred. Particularly strong traditional companies, with particularly strong content, can break through borders. Enter the Internet distribution. Because of the huge strength of search engines, it is also possible to break through boundaries and enter the Internet. Hardware companies, such as millet or other hardware companies, can also break through boundaries and enter content distribution and production because of their exceptional hardware capabilities. Therefore, the escalation of the strategy also indicates that the boundary is being broken through.

The potato was merged in 2012 and was originally in Shanghai. The potato brand is not the same as Youku. Youku is a relatively mainstream platform, but Tudou is a thorough youth culture platform. Since we are doing video, it is very embarrassing not to send everyone a video.

Next we will put a video for everyone to see.

(Video playback)

Everyone is the director of life, and potatoes represent the cultural orientation of many young people. Just now, many of the pictures were made by potatoes. We started in Shanghai. We are very grateful for Shanghai and our support for us. Youku is the image of the mainstream of the sun and the atmosphere. The viewers of potatoes are a few years younger than Youku, so they are basically 15-25 years old.

Breakthroughs in the boundary are first presented in terms of content. From the television programs and the purchased programs to the programs created by users, there will be millions and tens of millions of programs in China in the future. You can use sophisticated and inexpensive equipment to create programs. We will welcome such an era. , jointly produced home-made programs to create a "pyramid" of content. The content contribution of Youku Potato covers a wide range of forms of the "Pyramid", allowing users to find all kinds of content they need.

From the perspective of self-control, we began to explore very early, and its quality and quality are also constantly learning and improving. Like Luo Sishi, he learned from the traditional media and traditional TV stations and introduced talents to improve quality, improve influence, and increase artistic value step by step.

Another border breakthrough is a lot of cooperation with TV stations, including the award of "Monumental Travel" and cooperation with Shenzhen Satellite TV.

The big screen is a very important strategy for us. So far, we have participated in the joint production of eight films, including "The Future Will Be Indefinite," including the industrial chain structure that has emerged from the bottom of the pyramid to open the pyramid.

For us, the Internet itself is an amplifier and an accelerator. The media's responsibility is very heavy. Our mission is to spread happiness, wisdom and touch. For us, the spread of mainstream values ​​as an amplifier and accelerator is both a mission and a very good market opportunity. This is in fact very consistent with the development of the brand.

On the other border, we think that our platform can form a multilateral cooperation relationship with all ecosystems, rather than a purely competitive relationship. Everyone knows that the competition in the video network industry is very fierce. In particular, the increase in content prices has made the operation of the industry very challenging. We are also calling for hardware, software, services, content, etc. We can have a very multilateral cooperation. Everyone is doing their own relatively strong place, without having to repeat the construction of their own weaker places. In 2009, we put forward a joint plan, hoping that the "planning" could make the border bigger and bigger.

Breakthrough in data, the video Internet has a weakness, and it is far from money in terms of e-commerce and games. We have 500 million users and each user contributes $8 to $9 in revenue. Very far away from the money, the conversion rate is very low. On the one hand, content was created at a high price, and content was purchased. However, after being seen by people's eyes, they formed memories and entered the subconscious. They remembered the advertisements they saw after six months and one year, bought things, and converted them into money. Such a chain must make a breakthrough in its business model before it can make a breakthrough in income. In terms of products, sales, and services, we need to spend a lot of energy. How do we use data to create new marketing opportunities? We cooperate with Ali and hope to make a breakthrough on this border. The traditional concept of TV advertising is actually relatively low in conversion rate. We have a very important breakthrough that is to become a multi-screen channel that directly generates consumer spending instead of transforming it into a future through a long chain. Consumer behavior.

Content is the shop, how to organically combine content and consumption? This is also a very important topic.

Big data lets us understand users. In the past, we have content. Who is the user? How can I communicate with him? Did not do it. The future should be user-centered. I need to be able to communicate with him. The screen is the store and the content is sales. Accelerating the integration of online and offline, opening up distribution, marketing, socialization, and consumption, turning real users into fans, through fans Direct support for programming produces better conversion rates and economic benefits.

I remember when I was studying at Harvard Business School. Professors said that before the 1960s, all knowledge in the world was basically settled between Washington and New York. After the rise of the Silicon Valley in California after the 1960s, the professor said that we still have to go to California. After the 1990s, everyone said that we must come to East Asia, especially to come to China to have a clearer understanding of the world. The rise of Chinese internet companies, including China’s video industry, has also created many things that American counterparts have not created. Based on our unique cultural vitality and China’s huge market, we do have a very urgent sense of mission. We hope we can at least It has become the largest country in Asian cultural exports. In turn, the very excellent resources in China's thousands of years of tradition have contributed to the development of the entire world culture and can solve many problems facing the world. China has a lot of things. China has had a lot of experience and lessons in the past few thousand years. These can all come out first to resolve our actual contradictions. We hope that we can also do our part to advance this great mission.

The purpose of our entire existence is communication, sharing, happiness, wisdom, and moving. Accomplish the creativity of the pyramid content system, realize dreams, and transmit positive energy. We, as Internet media, also act as amplifiers and accelerators, and our responsibilities are very heavy. We will continue to improve the quality of the entire culture and entertainment production on this road, and we will continue to make breakthroughs at the boundary and do our best.

Thank you.