Shulou(Shulou.com)11/24 Report--

Introduction on November 27, 2015, well-known screenwriters continued to bombard Alibaba Pictures on their moments and Weibo.

The reason is that Xu Yuanxiang, vice president of Alibaba Pictures, talked a lot about himself and Alibaba Pictures' ideas for the future of the film and television industry at a forum titled "original and IP suffering Why should I be in such a hurry?"

"I am pointing out the life path for the screenwriters here."

"We won't hire any more professional writers."

"I don't want you to write a screenplay. Even if you write a story, you will continue to be eliminated like the game. In the end, the person who writes the best will be rewarded with a lot of money."

What Xu Yuanxiang wants to express at this forum is that it is a thing of the past for writers to decide what stories to write. We now decide what to shoot on the basis of IP and popularity. Then find a group of screenwriters or non-scriptwriters, professional or non-professional people to write together, who writes best, professional scriptwriters only start a text conversion function at the end.

As soon as this remark came out, the professional screenwriter who was invited to attend the forum got up and left, and the screenwriter who did not come heard about it afterwards and thought it was impolite.

Dong Runnian, the screenwriter of "Crazy Aliens" and "old gun", grumbled in moments: why did the teachers present just leave? why didn't anyone go up and beat him?

In the screenwriting circle, the response is huge and unprecedented, because Xu Yuanxiang's remarks challenge the perception of professional screenwriters: how can stories be selected based on data? There is no soul in such a story. How can a group of creators compete as if they were in the Colosseum? Is this a screenwriter or a prank?

However, if a veteran Internet practitioner were here, they would feel that this is perfectly normal and familiar.

Through big data analysis, to find a good track, that is, a good story. Then around the track, incubate several teams, conduct internal horse racing, tilt the resources to the group with good data, and finally get the result.

The standard Internet model.

It was 2015, just a year after the big three of BAT joined the film and television industry in 2014. Internet giants, with tickets, technology and channels, are ambitious to build their own ideal entertainment empire and a huge top-down IP cash chain, from novels to movies to games to peripheral consumption.

"I come, I see, I conquer."

On the other hand, in the film and television circle, there is a gloom and gloom at the moment. Yu Dong, president of Boehner Pictures, spoke with surprise at the 2014 Shanghai Film Festival:

"in the future, film companies will work for the Internet."

1. In a strong future, film companies will work for the Internet in the first year when Internet companies plant flags to the film and television industry. Iqiyi had a fierce collision with Mango TV.

The reason is that iqiyi spent 200 million yuan in 2013 to buy five programs on Hunan Satellite TV, including "where are We going Dad? 2" and the exclusive online rights in 2014 except Mango TV.

However, on the day the program was broadcast, iqiyi found that in addition to him, iqiyi, there were also 360 films and televisions. And compared with iqiyi, there are more exclusive star interaction, behind-the-scenes tidbits and other resources on the 360th film and television platform.

In this regard, Mango TV's explanation is: 360Movie is not copyrighted, but Mango TV has. There is only one navigation link, and although everyone enters from 360Movie, the show jumps to my Mango TV. Therefore, there is no infringement on iqiyi.

Iqiyi fought back fiercely. When viewers were watching "where are We going Dad 2", they soon found that something was wrong, and all the implanted ads in the program were mosaics.

Upon inspection of Mango, he found that the matter was more serious than he thought: the original mosaic was already implanted because it was too close to the content of the program to be deleted. All advertisements that have nothing to do with the content of the program are directly "cut plum" in iqiyi's version.

The worst among them is Letv, who is also a competitor of the video platform with iQiYiBen. This fell into the hands of the opposite family, who spent 45 million yuan on the advertisement, but did not see a single punctuation mark on the day of the premiere.

Afterwards, iqiyi also made a statement: I did not infringe, ah, in the copyright purchased by the platform, there is a blurred right called the right to modify the content.

Iqiyi and mango TV this collision, in addition to let people in the industry find that in the new ecology of the Internet, many rules are not perfect, there are loopholes to drill.

What's more, it makes some people in the film and television industry alert.

Iqiyi's strength makes them realize that in the new era of media change, the channels controlled by the Internet can give them an advantage in the face of traditional content merchants.

Looking around, the video broadcasting platform was controlled by Ali, Baidu, Tencent and Letv. Later, there was only one mango TV, relying on its own strong content production skills to break through the siege with solo programs.

The movie is published on the Internet, so there is no need to say more about the channels. Even if it is issued by the cinema, as long as the audience buys tickets on their mobile phones, it is hard to escape the cat's eyes and ticket scavenging.

According to Ali's layout in the film and television industry at that time, it is prepared to take the Amoy ticketing software as the starting point, using the way of ecology and platform to cut into the entire film and television track. Project incubation has "Entertainment Bao" to do film and television investment, publicity on the lighthouse, Phoenix Yunzhi to get through the cinema link, the release of Youku and Taobao tickets can be supported by traffic at any time.

At that time, Ali Film and Television declared that it was "the electricity and coal of the film industry" and came to serve everyone. But this sentence can also be understood the other way around, water, electricity and coal are the foundation, but without it, you can't survive.

Even the TV end, which used to be the rear area, is also within the scope of Letv's "home theater" plot.

Film and television, although as a content industry, often the content is not good, the box office ratings will not necessarily rush, but if the channel is blocked, it means that the work has lost any commercial possibility.

And now, in the film and television content want to go out on the road, there is no more than an inch of land, not within the range of the Internet.

In 2014, House of Cards, an online TV series based on big data's concept, became a hit. With its success, Youai Tengle on the other side of the ocean has announced the arrival of the "first year of online self-made dramas."

This indicates that some new changes have taken place in the status of both sides.

In the past, for a long time, the competition between video platforms focused on the one-time payment of sky-high royalties for "copyright dramas". Excellent copyright dramas were once a sharp weapon for customers on the video platform, and the price of copyright has also been continuously speculated.

Letv spent 20 million on Legend of Zhen Huan in 2011, but by the time Tencent bought its sister article Ruyi's Royal Love in the Palace a few years later, the price had risen to 810 million.

The success of homemade dramas has changed the situation in which the Internet can only sit and bid off the court.

In 2018, home-made dramas accounted for nearly half of the 181 new dramas in China. At the iQiyi World Conference in 2019, Gong Yu said: "in the past seven or eight years, the acquisition of copyright at a heavy price was incorrect in the direction." Directly sentenced to death for copyright dramas.

"the copyright drama has become the lowest-ranking end drama in the video platform."

Producer Yang Li exposed the plight of copyright dramas on the video platform in his long Weibo post, "I like the fairness and integrity of the world."

In a follow-up interview, it was revealed that Youai Teng three will jointly reduce the price of copyright dramas, one price, the other two must not exceed this price. In order to "squeeze" the upstream film and television companies that do not belong to their investment.

And questioned: Youai Teng three occupy 3/4 of the market share, if a show is blocked by their joint price, does it mean that the show will not have the chance to meet the audience?

The emergence of account-sharing dramas further highlights the strong discourse power of the Internet in the industry. By the video platform is responsible for grading film and TV series sharing standards, profit distribution. It shows that the Internet has jumped out of the limitation of "collaborator" and "participant" and participated more as a "rule maker" and "referee".

As Boehner said in another prophecy, the Internet will deeply transform the traditional film and television industry, and traditional film and television companies must quickly integrate into the ecosystem they have built. Otherwise, it can only be eliminated.

Now, the traditional film industry is lining up, holding the number plate of love, waiting to accept the transformation of Internet enterprises. Internet bosses really can't figure out what's wrong with this set of business logic, so they have compiled textbooks to further transform the film and television industry in terms of content.

Four big words "user thinking" are written on the cover of this textbook.

two。 Fu can learn from me, which is called user thinking Hou Xiaoxian talked about his idea of making movies with his back to the audience when he came to Beijing normal University in 2015 with his new book "the Assassin Nie Yiniang". And cited a counterexample, some directors of Internet companies, he gave these people a nickname, called "product manager director".

"I am busy catching all kinds of popular elements every day. Think 1 billion this time and 2 billion next time. Why are you staring at the audience every day? movies are about people. If you understand people thoroughly, you can move the audience if you shoot them. You can succeed once or twice, but not forever. Because you are not creating, you are helping the audience find something to make do with."

The screenwriter Wang Hailin's speech is more with a gun and a stick. He misses the scene when the coal boss invested in the film and television industry, all in the foot washing room, although he hugged a girl and said, "We must carry forward the positive energy in this film."

But really, they all respect professionalism, okay? There is no requirement other than to find an actress.

Secondly, in the Silver Age, they are real estate bosses, and they do not interfere with your creation, but like management.

Think that the worst is the Internet companies, they always have a lot of ideas, big data, traffic, IP, more and more outrageous.

Finally, I would like to add that if it were not for the current depression in the coal industry, I sincerely hope that they will come back again.

The director and screenwriter can not understand why to make a film, such a creative work, need to see big data to analyze users, what is the difference between this and the product manager.

In the eyes of Internet companies, people's joys and sorrows are not the same, but the goals of directors and product managers are the same. It all revolves around the joys and sorrows of users and designs what they need.

It's just that one is a movie, the other is a product; one is training actors, editing to do it, and one is training programmers to do it.

Zhou Hongyi said that there are three good product standards: "rigid demand, pain point, high frequency." When you put this theory of making products into it, you will find that a lot of the operation of the Internet in the film and television industry can begin to be understood.

Find the rigid demand, pull out big data, and see what people like to watch. When making a product, I am most afraid of assuming a fake demand. Many people keep saying that they like watching art movies. Big data checked it in the evening and sighed: nudity is not equal to art.

Then, look for the pain point. Open the horse racing mechanism, more than a dozen screenwriter teachers, around a few core elements extracted by big data, or an IP, make up stories.

The final draft will be sent to a small test group to vote on the one with the most "pain point".

The same method is also widely used in new media writing. For example, in Mimeng's sharing methodology, 5000 people were asked to vote with 100 titles for each article.

Mimeng summed up as follows: "90% of our feelings are wrong, and users' insights cannot be guessed."

Finally, high frequency.

To borrow a sentence at that time, the industry consensus on IP, that is: users always have a strong demand for their favorite IP to be adapted by film and television.

The Internet has the strength to say so. Because in 2014, a major event happened in the Chinese film industry.

The importance of this matter may not be noticed by the ordinary audience. But for the whole film industry, its shock and impact is huge.

The big movie "where is Dad going?" will be released in theaters during the Spring Festival in 2014. The actual shooting time of this film is only 5 days, and it is essentially a variety film. After 10 days of release, the box office exceeded 600 million. In the end, it grossed 700 million yuan, surpassing "Let the bullets fly" to rank eighth at the box office of Chinese-language films.

In rough conversion, this means that 140 million of revenue can be generated for each day of shooting.

So much so that at that time, a practitioner in my moments exclaimed: IP makes movies, which is not much faster than robbing a bank.

Foreign countries are also surprised. The British Broadcasting Corporation, the Los Angeles Times, Hollywood reporters and other foreign mainstream media have reported this phenomenon.

The theme is that I can't understand it, and the conclusion is that I can't figure it out.

Since then, "Dad" has released two big films one after another, and the box office is equally easy to exceed 100 million. The view that "the IP film and television that users like is a high-frequency demand" has been repeatedly rolled over for two rounds, and has been desperately crushed into every filmmaker's heart.

Feng Xiaogang commented on the impact of the whole incident on China's film and television industry: "the emergence of this kind of film will cause no producer to continue to be willing to invest in a serious, hard-working film."

Users are higher than content, which is the unique way of thinking after the Internet steps into the film and television circle.

Xu Yuanxiang, vice president of Alibaba Pictures, gave a more detailed explanation of this method of mind in order to better convince the scriptwriters here on the forum of "original and IP suffering me in such a hurry":

"in the past two years, I have studied a very interesting noun, which is called" the psychology of losers buying tickets ". China's film market is close to 50 billion of the market, with an average audience age of 21.3. about 85 to 86 percent of the audience are from 19 to 29 years old, that is to say, everyone on the stage is abandoned by the film box office, it can be said that you put it together. coupled with the extension of so many people, that is a little more than 10% of the box office, what does this reality determine? I think there are three things, first, there is an IP, and the second is a strong star lineup. In places like South Korea, Taiwan and Italy, directors are much cheaper than stars. Although this story is very bad, but there are a lot of star lineup, I can at least see a face. Third, do you have any idea of this movie? is there the possibility of a counterattack? "

This point of view combined with the case of "Dad" will have a better understanding. The third paragraph Xu Yuanxiang said, whether the film has any concept or not, corresponds to the slogan "China's first Reality Show movie" made by "Dad" at that time.

In the next six years, China's first XX film has developed more than in the past 60 years.

3. The sky-high price, which was out of control and died, suddenly began to attack me. After seven years have passed, looking back at what Xu Yuanxiang said then, we will find that what he said in 2015 has experienced:

The cumulative box office of the "tiny Times" series has exceeded 1.5 billion.

Music IP representative, more than 20 million cost of "deskmate you" grossed 450 million

"run, Brother" and "extreme Challenge", both stars of the Reality Show variety show, have both grossed more than 100 million at the box office. "run" grossed 446 million yuan at the box office, ranking among the top 10 in 2015.

Began to gradually become a consensus of Internet film and television. And consistent, created part of the Internet era under the unique market of the film and television industry.

The value of IP is high. Tencent took the lead in integrating China Literature and won the piece of online article, the largest piece of cake in the original origin of IP.

Competitors keep up with the pace, Baidu spent a lot of money to buy shares, Ali set up "no profit target" Ali Literature.

The latter in order to let its online articles run out of the national-level IP, re-open the free reading model, but forced the original charging model of the online article market, re-adjust from the market to the industry.

The concept of IP is also blurred. At that time, a saying was, IP is a box, anything can be put into it. The online article is only a part of it.

Zhang Zhao, CEO of Letv Pictures, said: "Music IP is a big gold mine." Including "your backpack", "she came to my concert", "the first experience of Love" and "Little Apple", you have no idea what the music has to do with the movie, but in short, they all appear in the shooting bulletin board of the State Administration of Radio, Film and Television.

Some small companies that lack IP resources, in order to catch up with the blue ocean of IP, have adopted the method of buying the copyright of online articles that are generally popular, and then faking the false appearance of online articles by brushing the data. As it is called, marketing is the front.

In the most outrageous case, Xinhua Dictionary was purchased and included in the shooting plan.

Along with IP, there is also the salary of the stars.

In 2002, Zhao Wenzhuo became very popular by virtue of his ten-year acting experience and "Fengyun". It is only in this way that the standard of remuneration for mainland actors has broken through the standard of 10 million episodes for the first time.

By 2014, the one-in-a-thousand set had become the norm. In the Yin-Yang contract case revealed by Cui Yongyuan in 2018, Fan Bingbing was mired in the dispute of "60 million in 4 days".

When Shuangzi revealed a cool market price, people outside the industry were shocked and discussed: she, why can? But dare not imagine, maybe everyone is like this?

A week after the incident, more than 70 stars cancelled their studios and related companies.

At this time of the market, top stars have begun to account for 60% of the entire film and television production costs, or even 70%, 80%. Much higher than the Hollywood standard for well-known actors, 10-30%.

Phoenix New Media was puzzled by this phenomenon after the sky-high salary of "the Ghost of Beautiful Women" was exposed. Why do film and television actors earn more than most film and television companies?

Take Yishuang's 640 million-year revenue as an example, 97% of the film and television companies on the market do not meet this standard. Beijing Culture, which pays for Yishuang, was still in the predicament of losing 2 billion.

Wang Hailin, a special commentator, interpreted this as a result of the Internet's excessive obsession with data.

The Internet is noncommittal about this. If you don't trust the data, what else can you believe? At the very least, the data is rational and more palpable than content.

By contrast, the understanding of the content is that there are a thousand hamlets for a thousand readers, and the evaluation of good or bad is subjective. What's more, in the film and television industry, the artistic value of the film is not directly linked to the film revenue, and even in some cases, there is the opposite possibility.

But the premise of all this is that the data are true.

Young fans of streaming artists, after insight into this business logic. Quickly use their own talents on the Internet, one person to create millions of traffic plus body, grass and trees all soldiers effect.

It's just that their business value is inversely proportional to their excellent data production ability. In 2017, the fan lock-up incident that broke out in the movie "three generations and Ten Mile Peach Blossom" was, to put it another way, an attempt by fans to equalize their data production ability with real commercial value through grey means.

The emergence of professional data companies has raised this half of the public inside story to a magical level. Until a star's Weibo post was retweeted to over 100 million yuan, leading People's Daily to step down and say, "Brother, 100 million, what are you thinking?" This is the only way to rein in the situation.

The Internet is not unaware of the flooding of data. It's just that their conventional way of playing in new areas is to burn money first to seize the market scale, to cultivate users' habits and then to charge. This style of play itself needs to be watered, bragging about its size in exchange for more commercial profits.

Therefore, the snowball will only boil, not pause.

The ecology created by Internet thinking gradually begins to break away from the control of Internet enterprises and grows brutally by virtue of the market economy.

The sky-high pay is the last madness of the Internet film industry.

But at this time, the video platform that single-handedly produced it has been the first to support such a high price. This is not only because the production cost of film and television is still rising indefinitely under the competition.

But also because at this time a new kind of film and television carrier began to appear. It is more in line with the Internet way of thinking, does not spend a penny to promote, all on the Internet "existing" material, purely rely on the algorithm to encircle a large number of their own loyal audience and popular throughout the network.

Internet film and television bosses have finally seen the ultimate embodiment of film and television under the Internet thinking. Only this time, they stood on the opposite side of it.

4. Disenchantment to users like to see, pig food in June 2021, China's ninth online audio-visual conference held in Chengdu, the theme of this issue is "Endeavour Audio-Visual New Journey".

This is the largest number of enterprises participating in the conference since the previous session, including more than 2000 mainstream enterprises, including Tencent, bilibili, Kuaishou and so on.

Around this theme, Yang Yuanxi, co-founder of Kuaishou, showed that Kuaishou wants to "forge ahead into a new era" through the mode of live broadcast + short video e-commerce.

However, when the microphone was handed to Youku, iqiyi and Tencent Video, the new era could not be crossed.

Fan Luyuan, president of Ali Entertainment and Youku, took the lead in speaking, saying that now, in terms of market capitalization, bilibili and Kuaishou are big brothers, while Aiyou Teng is a brother, and the market capitalization of the three companies is not as good as that of bilibili.

But Mr. Fan did not say why it caused such a change, saying only that he hoped Chen Rui would take the original video as his main development goal.

Six days ago, the Friends Reunion Special was launched on the domestic platforms of iqiyi, Tencent Video and Youku. Only a few hours later, the same and complete video was uploaded to bilibili, accompanied by a large number of related videos of mass entrepreneurship and innovation. The move was strongly condemned by Aiyouteng three.

Gong Yu, founder of iqiyi, added that the total playing time of pirated short videos is in the same order of magnitude as that of long videos, but the cost is completely different. This leads to unfair competition and the loss of fairness in the business environment.

In the end, the golden sentence will be output, and it is Sun Zhonghuai, vice president of Tencent, who set off this small-scale debate. The theme of his speech is "stick to the right path and set sail for a new journey". The title is very just, but the language is very rough.

"people who watch short brainwashing videos in public places such as railway stations, airports and subways are like fools."

"this kind of very anti-intellectual and vulgar entertainment consumer goods. It really quickly dragged down the aesthetic taste of a generation."

"you like pig food, and all you see is pig food."

Similar words were made by another group of people with different positions a few years ago. And the guiding ideology put forward by the Internet for film and television has finally been perfectly absorbed in short videos.

In fact, Sun Zhonghuai's final remarks on bilibili were limited, and it was more like "Xiangzhuang sword dancing, intended for Pei Gong", referring to a guest who was not present during the day.

Someone can't sit still. On the evening of the same day, Li Liang, vice president of byte beat, the off-court contestant of this debate, came out to make his final remarks:

"this executive (Sun Zhonghuai) may not know that Wechat Video account, which claims to have hundreds of millions of users, is the only short video platform that has not launched the" underage mode "as required."

And pointed out that while Tencent attacked the short video industry, it made great efforts to develop short videos. The next day, a report was released detailing how bytes had been blocked by Tencent in the past three years. Among them, byte beat's Douyin, Watermelon Video, Volcano Mini Video and other apps cannot be opened or shared in Wechat from April 11, 2018, and have been banned for 272 days.

During this period, Tencent picked up the discarded Weishi and threw a lot of money into it. It burned 3 billion in 2018 and 1 billion in 2021, but there was no harvest. The person responsible for this is Sun Zhonghuai, chief executive of Tencent online video.

The online audio-visual conference in June 2021 is a demarcation point.

At this conference, the 2021 Research report on Internet Audio-visual Development in China was released. The above data show that in 2020, the scale of China's network audio-visual industry has exceeded 600 billion yuan. Of which 205.13 billion yuan is in the short video market, ranking first. The comprehensive video market represented by Youai Teng is only 119.03 billion, almost half of the former.

Prior to this, Youai Teng hopes to retain its advantages on the long video platform and eliminate short videos. It's just that short videos, represented by Douyin, were born in 2016, and users spent more time than long videos in 2019.

The number of short video users in 2019 was 648 million, and the average daily use time was 101 minutes. Just a year later, the number grew to 818 million, and the average person used it for 110 minutes a day, nearly two hours.

It's not that I don't want to stop it, but it's developing too fast.

Among them, film and television accounts play an important role. According to the list jointly released by short Video Workshop and Star list, in December 2020, film and television editing accounts ranked first in terms of fan growth. Film and television content accounts for more than 70% of the list of got talent.

The film and television account brings huge traffic to the short video platform. To the resentment of the long video platform, the content they edited came from videos that they had purchased copyright or homemade videos.

This is tantamount to taking my content, robbing my users, and taking my money by the way.

According to the 2020 China Internet Advertising data report, short video advertising grew by 106 per cent in 2020, far exceeding the 25 per cent increase in long-term video advertising.

This makes the long video platform unacceptable.

So the first ruthless man in Nanshan and his brothers planned several tough battles, including but not limited to: on April 9, Wudachang video platform, together with more than 50 film and television companies, jointly issued a statement to boycott Fangchuang. After that, it may feel that the momentum of the day is not great enough, so on April 23, it once again mobilized more film and television companies, plus 17 film and television associations, as well as more than 500 artists and their fans, and launched a decisive battle. For a whole month, the topic of discussion on the Internet was, "should the film clip number deserve to die?"

Five long video platforms with more than 50 film and television companies boycott the statement map of Erchuang

And put the condemnation into action, give full play to the expertise of the enterprise, and actively start the war of copyright protection. In August, "Mafia Storm" claimed 100 million, and in December of the same year, "Doluo mainland" claimed 800 million. From June to December 10, 2021, Tencent sued Douyin 168 times in 18 courts in 13 provinces, according to byte jumps.

At the same time, we should give full play to the Internet spirit of "learning beyond" and actively deploy our own short video area. Almost all the bosses who denounced the short video at the conference called back their media friends after the meeting to introduce their short video business. Three days after the conference, Youku announced a revision, adding a short video entrance to the home page to make a "long and short" layout in the form of double waterfalls. Iqiyi's attitude is more correct, directly shouting the slogan "long with short".

It's just that attitude can't solve the problem of success or failure. Except for the Wechat video account, which is stacked on the giant's shoulder, other short video products have not come out in the real sense.

The statement to boycott the infringement of short videos was boycotted by users and was not supported. The only thing that can see the effect is the copyright lawsuit, but because it is difficult to prove the actual loss caused by the original video, the general court will only give support to a limited amount of compensation according to the circumstances of the infringement. The actual amount of compensation is not proportional to the investment of a film and TV series. In addition, the most valuable period of a play is one month of the broadcast cycle, waiting for the end of the case, the heat has passed long ago, and can not provide the protection effect that the long video platform wants.

Since I can't beat it, I have no choice but to join.

The compromise first appeared on the second-line video platform. In March 2022, Douyin announced that it had reached a copyright cooperation with Sohu for mass entrepreneurship and innovation, and in June, Letv announced that the door was open to Kuaishou.

When an awkward situation is broken, it often takes only one person to take the lead and put down his face. Long video platform to do content, sell members, sell advertising, is to make money. Short video clips and long video content are also used to make money. Since it's all about making money, wouldn't it be better to package the content and sell it to short videos? The cost and risk are shared, and at the same time, you can enjoy the traffic brought by the short video for the long video.

It's really beautiful in the short term. However, the identity of both sides has changed at this time, the long video platform has become the provider of content, and the legalization of copyright will completely liberate the plunder of traffic by film and television accounts. As many netizens said, "everyone knows about this show only through a short video introduction."

Short video has become a necessary channel for long video content to go out. Similar scenes seem to have been experienced before, but today's content producers played the role of channels.

But now we can't take care of the future, because iqiyi has taken the lead and can't stand it.

As the only company among the three long video platforms to go public and raise more than 50 billion yuan, iqiyi's strong background is a loss of 26.4 billion yuan in three years from 2018 to 2020.

In fact, the loss is not terrible, except for Mango, which has the advantage of content production, other platforms are losing money. As long as we need to find a stable profit point and continue to narrow the loss area, iqiyi can still maintain a stable operation.

But there happened to be an epidemic at this time.

Coincidentally, under the epidemic, the two major profit tools on hand, "on demand" and "talent show", were cancelled one after another, resulting in iqiyi completely hopeless of turning losses into profits in a short period of time.

So at the end of 2021, iqiyi launched the largest layoff in history, announcing a 40 per cent layoff, but according to iqiyi employees, the actual number of layoffs could be as high as 50 per cent.

Increase revenue and reduce expenditure, cut expenditure is done, but open source can not go up in any case, or even declined.

In the first half of 2019, iqiyi happily announced that the number of paid members had exceeded 100 million, and it has never jumped out of this number since. The development of domestic video membership has reached the ceiling, a single business structure can not support more charging items.

Iqiyi's open source mainly focuses on the increase in the price of its members. This directly led to the fact that iqiyi had only a small number of members in the first and second quarters of 2022 compared with the same period last year. The latest number of paying members in the second quarter, iqiyi fell back to less than 100 million.

So when iqiyi and the official of Douyin Group announced a cooperation on July 19, everything seemed to be all right. Everyone accepted it effortlessly and cared more about the attitude of Tencent next door. That night, it was revealed that Tencent was negotiating with Kuaishou about the strategic cooperation of Chuang Chuang and Chuangchuang, and that the cooperation between the two sides was full of sincerity and was expected to be announced by officials soon.

This news was refuted by Tencent, but what can not be refuted is a series of actions of Tencent.

In November last year, Tencent's creative service platform applied for access to the Douyin open platform. It is said that short videos with a large number of exclusive copyright works of popular movies and TV can be sent to Douyin.

In January this year, the official account of Tencent TV series bilibili held the official second Innovation Competition. Within the scope of the designated TV series materials, second creation shall be encouraged and cash rewards shall be given.

In February, a similar event was posted on Tencent Video's official account, with a total bonus of 2 million yuan.

Tencent always dawdles, the coy posture of not going in stems from a kind of entanglement.

Tencent has done a good job in the field of integrated video. According to public reports, Tencent's coverage of TV series Internet copyright has exceeded 50%, while Tencent's coverage rate of domestic film Internet copyright, which has grossed more than 100 million, is as high as 82%.

On the one hand, Tencent is unwilling to give up the copyright advantage formed by years of continuous investment in the comprehensive video field, and his abandonment will announce the complete collapse of the long Video Alliance. As much as 100 billion yuan of investment in the track will be fully received by short videos, and the commercial dream of "online cinema" will also be falsified and no longer possible to be realized.

On the other hand, he has to face the real demand of a large number of users for short video content.

Many years ago, "user thinking" was the first lesson that the Internet taught traditional film industry at that time.

In 2012, the concept of "Internet +" was put forward, which refers to the in-depth integration of the Internet and traditional industries in order to achieve industrial upgrading.

The way of integration of each industry is different, and each industry is worth a try.

In that year, the number of screens in China increased tenfold in 10 years, and the total box office of films across the country reached 17.073 billion yuan, an increase of 30.18 percent over the same period last year. China has overtaken Japan to become the world's second-largest film market after the United States, the Wall Street Journal reported.

Millions of people wonder what will happen when the movie is connected to the Internet.

In 2013, Jumei was determined to pursue film and television because of the great success of Chen ou in "endorsing himself". The launch of the new miniseries "Women's Public enemies", which combines movies and advertisements, has become a hit here, firmly believing that the future of film and television is e-commerce, and established Jumei Film and Television in January 2016.

2014. Tuniu Travel Network launched the travel program "good at recommending" to introduce travel routes around the country. A year later, Tuniu Film and Television Company was established and set up a number of tourism-related programs.

In 2015, bilibili founded bilibili Pictures, which aims at the layout of film and television production for the new generation, such as the post-90gamer generation. The Uncle Party released trailers that can imagine "cinema barrage" and "two-dimensional".

Xiaomi Film was founded in 2016, and like Letv, it made up its mind on the hardware, hoping to make a common layout with Xiaomi movies.

In those years, many film and television companies were born in the air, and many ideas were golden. But in the past year alone, the vast majority of XX Pictures have declared bankruptcy. Before that, they had not made a single film.

This article comes from the official account of Wechat: leek Huang A rich (ID:jiuhuangArich), author: a rich

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