After a year's cultivation, the soil of potatoes is ready under the personal supervision of Yang Weidong. Different from Youku's big and comprehensive strategy, Tudou began to launch a more focused and channelized "4+ 1" strategy. Among them, "4" represents that Tudou pays more attention to animation, music, Korean entertainment and fashion in terms of video volume. And "1" represents the "one channel" strategy launched by Tudou.
Potato "One Channel" Strategy Release
On March 20 14, tudou put forward a brand-new strategy of "one channel", and launched an image self-media product that serves "individuals" and "institutions", and based on the two perspectives of "channel owner" and "subscriber", it comprehensively constructed a multi-screen and online and offline experience system. Combined with user experience, business model and operation mechanism, five "one" plans are put forward.
An open video self-media: the self-channel adopts the interactive mode of what you see is what you get, supports flexible modular combination, and allows individuals and institutions to build and manage the self-channel conveniently. Support the interaction between channels and fans, channel data management, and also support the formation of multiple channels into a channel matrix, mutual recommendation and display, forming a "channel circle" of interest. At the same time, the self-channel supports Weibo, WeChat, Post Bar and other SNS and self-media sharing, and builds a complete self-media matrix for individuals and institutions.
Integrated construction based on the whole platform: a channel strategy is not only aimed at the single function and product of potatoes, but also based on the reconstruction of the whole platform of potatoes. From the homepage, channel square, viewing center, subscription center and in-station search, Tudou has made a subversive architecture design of the whole station, providing the recommendation and emergence mechanism of the whole station for channel owners and convenient personalized subscription and viewing mechanism for viewers.
A set of multi-screen service experience: "One channel" strategy will open up multiple screens, including providing cloud synchronization services based on user ID on PC, mobile and TV, building a multi-screen service push system, and pushing personalized self-channels for users with different screens. Finally, users can watch, subscribe and manage their own channels anytime and anywhere. The structural layout has been completed on the PC side. In early April, the "self-channel" architecture was embodied in the potato mobile client 4.0, and in May, the "self-channel" system was presented for the potato TV client in the living room.
A set of systems of business ecology: Following the "Podcast Sharing Plan" launched by Tudou in 20 13, in the "One Channel" strategy, Tudou will expand more business opportunities for channels through self-channel advertising sharing, pay-per-view broadcasting, channel derivatives and e-commerce services. To this end, Tudou has also set up a channel cooperation center to provide commercial value development for self-channel owners, and specially provides self-channel business development services.
Online and offline integrated operation mode: The "One Channel" strategy will fully integrate online and offline operations, and Tudou will launch offline "self-channel" activities every month. For example, Potato Image Festival not only provides an online selection platform, but more importantly, Potato self-channel owners will bring channel owners (channel owners) and subscribers, circles and circles together through a series of landing activities to explore the online and offline commercial value of self-channel.
Tudou Han Yu Channel is online.
On March 20 14, the launch conference of potato "Han Yu Channel" was held. Tudou Han Yu Channel will build an all-round interactive content platform with the most comprehensive, original and interactive positioning strategy, which marks the comprehensive opening of Korean entertainment culture strategy by Tudou. In the future, Tudou will use all-round Korean authorized programs such as film and television, music, entertainment, fashion, variety shows, etc., gather original content such as self-made programs, PGC, UGC, etc., and integrate into the most interactive fan experience, so as to make Tudou Han Yu Channel a gathering place for Korean trend culture and domestic fans, and provide fans with one-stop Korean cultural services.
Potato documentary channel is online
20 131February, the potato documentary channel was officially launched; At the press conference, Tudou also announced the signing of a strategic cooperation contract with China Documentary Network, which marks that Tudou's content products have officially entered the documentary field in an all-round way, and will provide brand-new content services for hundreds of millions of young people with a broader perspective and more innovative's approach. At the forum to be held later, representatives of both parties, industry experts and the mass media discussed on the spot how new media can help the production and dissemination of documentaries. Tudou's first self-made documentary "Journey to Tibet" was screened in Guangzhou at the same time, which was well received by industry experts and audiences.
Tudou renewed its contract with Tokyo TV
On 20 13 1 1 month, tudou announced the renewal of its contract with Tokyo TV Station. From 20 14, 900 new anime episodes including Huo Ying and more than 3,000 high-quality film libraries will be broadcast simultaneously in tudou's exclusive zero time difference. This move not only enriches the copyright library of potato animation, but also indicates the start of potato's comprehensive content strategy with young people as the core in 20 14 years, and lays a solid foundation for potato to sit firmly on the "first animation platform in China".
Potato literature and art channel is online.
On June 20 13, the first "art cinema Channel" in China was launched on Tudou, and it cooperated with Douban.com to provide cross-platform and one-stop services of "online movie viewing, online interaction, quick ticket purchase and offline activities". Art cinema Channel reserves 100 high-quality cinema films, covering world-class award-winning films such as Oscar and Cannes Film Festival, and there are many classic masterpieces of European literary master Michael Haneck, Korean famous director Li Cangdong, Jin Jide and other literary masters. It has also become an online exhibition hall for a large number of Chinese art cinema, such as Guanyin Mountain, Peach Sister and Late Autumn. In addition, it also includes hundreds of underground literary films and outstanding art cinema works by college students. On March 20 14, the day before the 86th Oscar ceremony, Tudou announced that it had exclusively won the online copyright of Dallas Buyers Club, which was nominated by six awards, and held the first domestic movie-watching activity in Beijing. The film is also the first film nominated for the 86th Academy Awards to be shown in non-cinema in China.
"Youth Choice 20 13 Annual Festival"
20 13 10, the "Youth Choice 20 13 Annual Festival" jointly planned and funded by Tudou and Shenzhen Satellite TV was held in Beijing. With the theme of "Youth ORZ", the ceremony is the only award ceremony for young people in China. On the day of the ceremony, nearly 30 honorary titles were awarded, covering music, film and television, animation works, trend brands, electronic products and games, popular apps and other aspects of life, all of which were voted by young people independently, defining the favorite entertainment and fashion trends of young people at present. Tudou and Shenzhen Satellite TV have all got through the research and development, architecture, mechanism, activity loading, execution and publicity of the program, and entered a new stage of network interaction-network-network linkage 3.0 mode. On 1 1 30th, the golden file of Shenzhen Satellite TV variety show was officially launched, and Potato and Shenzhen Satellite TV were simultaneously presented.
Upgrade of potato mobile APP
According to the data of the third-party research company iResearch, Youku Tudou Group continues to occupy the absolute leading position in the video industry in terms of all data on the PC and mobile platforms. As of March 20 14, the number of independent users of Tudou has increased from 243 million. Thanks to the excellent performance of the mobile terminal and the deep cultivation of the youth cultural brand market, the growth of potatoes on the mobile terminal was also very rapid in 20 13. In the third quarter of 20 13, the potato mobile terminal achieved rapid growth, with the average monthly coverage of users increasing by 1 1 times compared with March of that year, with an average growth rate of over 40%. The average monthly video playback volume increased by 23 times, with an average monthly increase of 60%.
At the same time, the potato mobile APP not only provides better content for young people, but also provides young people with amazing video games based on the product concept of "individuality and fun". In 20 13 years, several generations of typical versions were launched one after another: app version 3.4, which was launched in September, strengthened the "collision crossing" function, and newly upgraded the multi-version filter function, which was full of literary style; 1 1 month's version of APP3.5 focuses on the "consumption" and experience of UGC content, and is known as the "UGC sample in the mobile era".
In addition, we invited Hao Yun to join us, and personally performed and sang the theme song of Potato APP "Pack it".
On 20 15 10/6, Alibaba announced a non-binding proposal to acquire youku tudou at a price of $26.60 per American depositary share, and the estimated total amount of the remaining shares will exceed $4.5 billion. Alibaba made its first strategic investment in Youku in May of 20 14, and currently holds 18.3% of Youku Tudou's tradable shares.