Music Vision VS Ali Pictures, "Internet +" strategy which strong?

Last week, Alibaba Pictures issued an announcement during the resumption of trading. It implied that Yingbao and Taobao movies were simultaneously incorporated into Ali Pictures’ business system, and they tried to use “E-commerce”, “O2O” and “finance” to strengthen their entire industry chain. Ecological layout. Although the deployment still communicates further within the film industry, it is clear that Ali is betting on Alibaba's strategy of betting on big entertainment strategies.

It is worth noting that the earliest proposed "Internet movie company" concept in the industry was LeTV. LeTV’s CEO Zhang Zhao has repeatedly communicated to the media his determination as a “wallbreaker” in the industry. On 14 April, Le Vision’s CEO Zhang Zhao highlighted the concept of “Internet Plus” at the “no ecology, not super” conference. He also stated that with the deep integration of LeTV and LeTV, LeTV The film industry will become the absolute leader in the "Internet Plus" of the Chinese film and television industry. Obviously, for the "strategic" strategy, LeTV's attitude is still quite strong.

The question is, which of LeTV and Ali Pictures "Internet Plus" is stronger?

"Demolition Wall" Zhang Zhao PK "Captain" Zhang Qiang

The same CEO of the giant's film industry, Zhang Zhao and Zhang Qiang have a strong similarity, both in the prostitution industry for many years, are all multi-faceted to understand the marketing of the conference (both are from the traditional strong film publishing company, the former He once served as president of the company and had previously invested in the distribution of more than 20 films, including the City of Shangcheng, FireWire, Witnesses, etc. The latter came from Zhongying as deputy general manager, in charge of the planning division, TV branch and Marketing branch. The film and television masterpieces of the master plan are the Chinese partners, the youth that we will eventually die, the Wolf Totem, etc.), are good at project development, have representative works in the IP-based Internet, and have all been "movie product managers." "The behind-the-scenes hand. Zhang Zhao assisted Guo Jingming's small era series to harvest over 1.3 billion of the total box office, and Zhang Qiang helped Zhang Yibai hurry that year to create a 2014 Lunar New Year file box office record.

On the whole, the "hot IP + fan movie + celebrity director" game proposed by the two people in the project development also tends to be similar. In addition, Zhang Qiang’s previously planned film and television work overlaps with LeTV Studio (Little Times 1, Small Times 2).

Looking back at the starting timeline of the film industry, LeTV was relatively early. In 2012, it proposed the concept of a “film company in the Internet era”. Alibaba Film Industry Co., Ltd. was formally established in August 2014 by “Cultural China.” "The renamed, soon-to-be-incorporated entertainment treasure and Taobao movies were formally put into operation from 2014.

If the project's operating performance, LeTV Studios put into operation more than two years in advance is clearly more reserves, three years they invested, released, including dozens of small era series, death squads, return, the old boy of the Raptors across the river Movie products. Ali Pictures also showed no weakness, accelerating the pace of "works". At a conference of Ali Pictures in January this year, Zhang Qiang stated that he “pressed Shanda,” saying that Ma Yunming had decided on a KPI. According to the plan, Ali Pictures will invest or produce 8 to 10 films each year in the next two years. 3 to 5 large and medium-sized television series and 3 to 5 network series.

O2O marketing closed-loop VS "net generation" product group IP

There is a saying that Alibaba Pictures is a “gimmy” from the beginning: the financing platform has entertainment treasures; in marketing, Ali has invested in Sina Weibo and Youku Tudou; Taobao Movie is a B2C online ticket platform. Some of the online promotions and ticketing services; production and distribution of investment Huayi and light; back to Alibaba Pictures itself, its predecessor is cultural China, there are a large number of Hong Kong and Taiwan well-known directors, such as Stephen Chow, Wong Kar Wai, Chen Kexin, etc. Its "armed" resources claim to cover the entire industrial chain. These are the characteristics of Ali's entry into the entertainment industry with more "Internet Plus."

With the gradual clarification of Alibaba's strategy of being incorporated into Taobao's movies and entertainment treasures, what are its unique features of the concept of “Internet Plus”? Both Taobao movies and entertainment treasures inherited Ali’s “e-commerce gene” to a certain extent. Zhang Qiang once stated that “developing and operating products based on consumer demand” is the starting point of Ali Pictures. Based on Alibaba Group's huge data, cloud computing, data analysis and e-commerce platform to create a film and television product that meets the needs of the public, emphasizing the scene + fans interactive features. It can be imagined that if the three businesses really form a tighter connection, they form a complete closed-loop O2O marketing based on finance and e-commerce, which will become its greatest competitive strength.

Unlike Alibaba's emphasis on "big data," "ecommerce," and "crowdfunding," and other characteristics of Internet play, LeTV seems to be more focused on "IP" mining. Reflected in the works, past LeTV investment, production of a small-time series, bear infestation series and other projects have received a good box office returns, according to music video industry data provided in 2014 released in the 9 movie box office results are At more than 50 million, 6 of them had a box office over 100 million, and 1 had over 500 million. Reflected in personal brand IP, it is the successful operation of IP-based branding such as Guo Jingming, Zhang Yimou, etc., that is, the continuous and planned development of works around “name guides”.

In addition, LeTV will focus its attention on the concept of "net generation generation" when choosing project development. Similar to the small-age series and the old-boy series, the soon-to-be-launched silence is also a typical web content.

LeTV does not have Ali's e-commerce gene, but based on the entire LeTV ecosystem, it also has some unique features. It uses LeSco ecology as a bearing platform to extend the LeTV industry ecology and create a series of mutual integration. Film product group.

LeTV has always emphasized the "platform + content + terminal + application" ecology, LeTV Films benefited from this multi-screen development advantages (LeTV, LeTV box and the upcoming super mobile phone) invisible more than a lot of "cinch" Star director's chips. The latest list to include in the cooperation list includes Zheng Xiaolong, who is known as "the first person in the national drama," and Tsui Hark, the film science and technology maniac (before this, Tsui Hark and Bona Films have a closer cooperation). At the press conference on April 14, LeTV added the concept of "technology" to the original "Internet" concept. It not only invested in production and distribution of movie projects, but also had more in-depth cooperation on multi-screen copyright. .

At the press conference, Zhang Zhao stated that personalized channel "Zheng Xiaolong Taiwan", "Xu Ketai" and "Zhang Yimou Taiwan" will appear on the LeTV Super Mobile Phone Platform, meaning that mobile phone users in the future will have the privilege of giving priority to watching Zheng Xiaolong's TV series. . Zhang Zhao revealed that in the upcoming TV series exclusively broadcasted by LeTV, the works of Zheng Xiaolong's works will be logged in to the super mobile phone later in the month. The user will watch the 8 minute highlights of Haoyue in front of the mobile phone before each episode of the TV series is released.

In August 2014, Leighton Film's "Enjoyment Meeting", Zhang Zhao once said that the creation of a model brand IP for movie products under the Internet era is more important. Every IP has its own business model. Holding a large number of IP platform operators, in the end, LeTV wanted to do is film product group.

It now appears that the logic of its film product group is not only around the development of an Internet-based model for IP, but also to provide personalized experiences and services to users on the terminal.