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YouTube Chinese disciples of the decade fight

via:博客园     time:2016/10/14 23:31:05     readed:1816

YouTubeYouTube 中国门徒的十年缠斗

This article by fat Xi Xi authorized tiger olfactory network published, and by the tiger olfactory network editor.

Over the past 10 years, most of the domestic video industry players, have been contaminated at different stages of the "YouTube complex".

The reason is that direct on the global video field of the strongest, not only means to declare their own leading position in the Chinese market, the implication is also with the standard to come, the first line of competition to end the hope.

Look back at the Chinese video industry for 10 years: 2005, potatoes, 56 network, exciting network video sites have emerged, the UGC video sharing model and established in the beginning of the YouTube surface is very similar. After that, they are in the policy, capital, have encountered obstacles to commercialization, have fallen, and music, Sohu and other rich and powerful video portal is starting to hold high the fight to spend money on the expansion of the territory of the road. As a result, "YouTube complex" at the time of the domestic video field has entered a low ebb stage.

With the rise of mobile Internet and social media, YouTube's UGC, short video, algorithms and other labels have become the object of competition, in the fierce competition, players feel unable to find value, choose to leave the Red Sea; Of the players, are facing the pattern of differences.

And their competition between the fight, constitute a period of time the video industry's history of change.

Video Portfolio: head of resources is "the first card" and "

In these inadvertently want to become a YouTube disciple of the players, can still separate a faction. Those who first entered the Bureau, choose from the "UGC" start, the user upload constitutes the main source of its content. 2008 Wenchuan earthquake and other emergencies so that the value of the network video sharing mode users to gain recognition.

After the country in the licensing and copyright levels of tightening, low tide of capital, as well as commercial progress on the lag, so many go UGC video site out, survivors are badly hurt, the wind to provide users with genuine long video services , And become mainstream.

YouTube seems to have lost its Chinese disciples for a while.

After 2011, the domestic copyright of the video site into the climax of the war. In an anti-piracy activities, Charles asked Victor Koo, "we spent 150 million to buy genuine, you estimate there are 200 million bar." & Rdquo;

More intense competition, and for video sites, long video user growth and user stickiness has always been a difficult problem to solve. As a result, with the video site on the "independent" competition, because they will always need to throw money to buy a variety of exclusive copyright, attempting to rely on this strategy to seize as much market share to defeat the opponent.

The direct consequence is that the rising cost of content that was once caught in the "income growth - gross margin decline - the amount of losses to expand" vicious cycle.

(After the merger of excellent soil, the content of the cost of the proportion of income is still gradually higher)

At the same time, the rising cost of content makes the video portal gradually shift to higher autonomy and lower cost of self-made content, homemade drama, home-made variety of blowout.

But the mobile Internet in the global outbreak in the video fragmentation, the creation of the environment relaxed and other background, the user re-become the main content of video content, we look to the UGC-based short video closer, such as love Fantastic Art launched the " Pops odd ", Youku main hit" Youku film off ". But want to guide the user UGC content and cultivate a real product emotion, no accumulation is difficult to complete. Video site's YouTube road is not going well.

In September 2014, when he was president of the Thunder to see Hao Zhizhong in an interview with respect, in fact, is a considerable part of the portrayal of industry mentality, "(video site) all imitate YouTube mode is the wrong line. & Rdquo;

The early reason is that the domestic video site, in the grass-roots low-quality UGC content and high-quality content between the re-production, the lack of a stable enough content of the middle layer content.

Youku potatoes former vice president Lu Fan River in Youku, had wanted to rely on the video site's self-made ability to make up the middle layer, but the huge amount of content on the gap so that his plan can not do so.

It is worth mentioning that the video portal has been the mode of work are: the need to find professional institutions, invest a lot of time and resources, and follow certain industry traditions and rules to complete the production of the content, the entire production model is " "TV shows, movies, variety shows are all so.

Because they are essentially a professional threshold of the entertainment industry, to meet the spiritual needs of mankind. Therefore, they are carried out by manual editing content recommendations.

The consequence is that most of the traffic to the head of the video content, only the most red and hot content to occupy a prominent position.

However, in early April this year, the ancient Yongkeng in an interview, still throw "next decade, one to go beyond YouTube" rhetoric, from the side once again proved that the video industry that lingering YouTube complex .

There is no doubt that the head video players with their own resources and capital advantages, but also will continue to contest, but carved in their distribution of the genes decided, in their sites, most of the situation will occur Long video for the king of the situation.

Social School: Social relationships are the protagonists

Unlike the previous faction, another group of YouTube followers began with a social platform entry, and as they formed a "social pie," the rise of short video was well spread, and the YouTube complex was also In their midst.

We first look at the background of the emergence of the faction: the mobile Internet matures in the demand side, short video as a lower threshold of consumption, a more viscous form of communication, began to become the forefront of the content industry. User content consumption began to change, from the entertainment and other head areas, began to live, food these vertical or even long-tail spread.

Look at the supply side, in the social platform, not only a large number of UGC content, was hit tens of millions of times and popular inside and outside, professional studio and team also appeared, Supply is also rapidly increasing in a short time.

"Social Pie" took about 4-5 years to penetrate most of the users of the day, "I am concerned about the people" to replace the manual editing the way to become the new information gatekeeper.

For example, microblogging, WeChat. To microblogging, for example, users of the rapid growth of video consumption, in turn, support the rapid growth of its traffic. From the second half of last year, microblogging revenue growth began to stabilize and rebound low, and the first two quarters of this year showed a clear return to growth track trend. In particular, micro-Bo released second-quarter earnings, net revenue increased 36% over the same period last year, reaching 146.9 million US dollars. Net income attributable to microblogging over the same period last year increased 516% to 25.9 million US dollars. Month active users reached 282 million, an increase of 33%.

(Short video playback capacity of the explosive growth of microblogging traffic is the main reason for the surge)

Faced with rapid video demand and rapid expansion of the user's social network, how to more effectively filter out the video pushed to the user, is "social pie" players have to face the problem, solve the problem can be further Enhance their market and industry status, and vice versa will only be because the information brought about by the negative user experience, and self-ruined in the video field of imagination.

Algorithm Pie: Machine distribution is the focus

Intense YouTube disciples battle, there are players to choose from the algorithm cut, Zhang Yiming is one of them. Today's headline is to go to the center of the machine algorithm distribution path.

We know that algorithms are important to the success of YouTube mode. Since being acquired by Google, YouTube has been using the advantages of Google's algorithm, by analyzing the user's page views, watch records, dwell time for video recommendations, through accurate algorithm distribution for those long-tail niche content becomes more valuable.

In the past, a large number of "idle" state, the content of the vast majority of the value of the contents of the hard to release, is limited to the cost of channel connectivity and distribution is too high, the long tail content due to its scattered, fragmented, low frequency characteristics, . For them, the user every chance encounter type of discovery are scarce resources.

In contrast, after many years of accumulation of mobile Internet technology, it can be said like today's headlines such products have begun to respond in the practical level and meet the needs of users. In the field of graphics for many years of accumulation and progress, but also to headlines into the video in the field within a short time, the number of great progress has been achieved.

(Most of the first half of the time, the head of the most obvious increase in video platform)

For many middle-aged and older people who use social products with low frequency and can not find the videos they want to see through the circle of friends and so on, the algorithm recommendation increases the possibility of finding their favorite vertical content.

The pattern of the algorithm has largely changed the content of the competition over the past few years: on the one hand, the copyright-oriented industry structure has turned to the ecology itself; on the other hand, To the technical iterative forces, will be by virtue of the long-tail field distribution efficiency by the content supply and demand sides more widely used.

Tripartite competition, which is better?

2016 into the "video + content" era, a short video to become the new entrance. Analysys think tank release "China short video market research report 2016" data show that from January 2015 to March 2016, short video market active user size from 15.05 million to 31.19 million, 14-month growth more than doubled. Rough statistics, in 2016, the field of financing more than 20 cases.

A direct signal is that the short video field will be more competitive. But there is no doubt that video, social, algorithmic will be the main candidate. This is because the number of content entrepreneurship to a certain outbreak value, we must face the next is how to master the "flow distribution rights".

(Video portal, social, algorithmic distribution of the three modes of coexistence for video entrepreneurs to provide a wealth of distribution options)

In the short video era, information-based video has the characteristics of flow, fragmentation and mass, so there is a long-tail distribution problem.

For the portal, they rely heavily on the artificial distribution mechanism, which may make a large number of high-quality video creators because of the lack of resources to affect the distribution effect, and the user, to find the video of interest, access to information, but also need Spend a lot of search costs.

Therefore, compared to 10 years ago that batch of the first followers, the new era of video not only in content richness and source structure to YouTube closer, more importantly, in the distribution model, also began to try different levels of success on YouTube Of the algorithm.

For the social pie, to WeChat, QQ and other Tencent system of social products distribution-based advantage is obvious, first, completely spontaneous user-bottom-up spread, attached to the content of the social relations chain, as long as through Some of the larger spread of the node there is the possibility of detonation; the second is easy to precipitate young user groups, and thus to a certain extent, the brands have a strong attraction.

But the shortcomings also exist, the number of WeChat users have been bolted a few years later, along with the pace of the mobile Internet environment slowed down and growth, and the user together with the ceiling near the highly mature social relations chain, and Social distribution / screening methods are inefficient. Remember last month in the friends circle scraper Wang Jianlin "first make it a billion" What? "Terrier with a day, a day with a stem" is the social dissemination of information as the worst way to spread the extreme performance.

Socialists are also trying to add the YouTube algorithm model. Such as micro-Bo, from the break from the simple timeline as the information sort start, the introduction of the so-called intelligent sort, on the one hand according to concerns, tags and microblogging content and other related information combined microblogging to reduce information homogeneity, on the other hand, Heat, intimacy, interest and other users of the new content source recommended, the video also contains them.

In fact, the social platform with the help of algorithms to enhance the efficiency of content distribution has long been precedent in foreign countries: Facebook and Twitter has been introduced to varying degrees, algorithms, in order to enhance user access to information experience.

(2016 Facebook News Feed is also the launch of the tenth year, this is Zuckerberg as its "last ten years of the largest bet" product features in the change, including the distribution of content, including video, but also Is regarded as "social + algorithm" model of the most successful case)

So, the practice of the YouTube algorithm model "algorithmic" to sit back and relax? of course not. Algorithm distribution has to face some problems, in addition to still in the relatively early stages of the need to continue to improve, but also to face people in the psychological instincts of the sensitive.

Last month, the international media industry, there was a hot event, is the Norwegian "Evening Post" shelled FaceBook algorithm can not tell the difference between child pornography and news photos, and delete a famous photo of Vietnam. Events focus on people due to technical imperfections caused by the algorithm distribution model of group anxiety.

As historically, all machines were less likely to be liked at the outset of the invention, and the defects of earlier machines were more easily amplified than they were. This process, almost until the machine after the maturity of seamless integration into people's lives so far.

From the editing system to the keyword index, from social sharing to intelligent distribution, in the wave of content in the wave of entrepreneurial content, the loss of value of any good content is regrettable, and hope that the Chinese version of "YouTube" discussion rekindle the fire Now, let every content entrepreneurs get what they want.

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